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Focused on some of the wrong things for sure. CTR and CPC shouldn’t really be benchmarks at all. You definitely need to get to the point of tracking conversions and having that be the main indicator. I haven’t thought about quality score in about 3-4 years and Google barely mentions quality score either. It’s really hard to say based on this limited data but my guess is you’re targeting too broadly, given that your impression share is below 10%. If you’re not going to raise budget, the best way to increase this is to target more selectively, either by location or keywords or schedule, etc.
I’d also be willing to bet that your CPC is too low and not aggressive enough for your industry.
