This has been the exact response I’ve provided these last few years when cranking funnels for any business
"Should cold traffic go to an advertorial or straight to the product page?"
We get this in our groups almost every week, and the answer isn't one or the other. It depends on how aware the buyer is when they click.
1. Unaware. They don't know they have the problem yet. Send them to a story or news-style page that opens with the broad problem and reveals the product later.
2. Problem aware. They know the problem but not the solution. A listicle like "5 reasons why" or a quiz about their situation works best.
3. Shopping around. They've tried other solutions. Show a comparison page against what they already tried.
4. Ready to buy. Retargeting and brand searches. The product page, or one page that presells and sells together.
Most brands send every click to one product page and wonder why cold traffic doesn't convert. The 9-figure brands run all of these at once, each matched to the ad that sends traffic there.
Quizzes are the most underused one I see. Done right, they beat a plain product page many times over.