I'm actually testing the waters with Facebook Ads right now. I only worry that people will come to the site, say "Oh, they don't have any reviews. I'll come b

I'm actually testing the waters with Facebook Ads right now. I only worry that people will come to the site, say "Oh, they don't have any reviews. I'll come back later." and then never come back. Any thoughts on how to use Adwords (or Facebook ads) to entice people to contribute content?