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Ad copy is important, but it sounds like you’re doing enough research to be doing your part of the job. CTR is an ad metric, so it makes sense that the focus is on the ad copy — but are you testing multiple variations and CTAs? If so, that should help.
This reads to me like a targeting issue, maybe you’re right that targeting is too broad, or it could be an issue with demos and audiences you’re targeting.
I would look at what users are clicking, beyond that converting, and see if you can identify certain demos or audiences that are clicking + converting at the highest rate and focus ad copy around them. See if that influences results with narrower targeting, then scale out from there.
