Follow the money.
The advertisers have to get paid by someone to place the ads in the first place. Follow the money.
The ads have to point to contact points (phone number, email address, website, etc) that collected the scam funds. Follow the money.
The site had to be hosted on a domain that got paid to host the site. Follow the money.
The site needed some way to transact financial details, EG the purchase of scummy tat. Follow the money.
Sure it's a lot of legwork, but you eventually wind up with a lot of folks in deep shite for having helped the scam to exist/propigate. Eventually you will find out whom ultimately profited from such scams, And once you know that last bit, where the buck stopped, you know whom to string up & use as a pinata.
Follow The Money.