Here’s what marketers don’t always appreciate: sometimes the product, brand, site just isn’t very effective.
People put it on themselves but there’s only so much ads can do for some products, funnels sites, etc.
We get $20 CPA quite regularly but sometimes goes to $40-60 on a $300-400 item. I get fantastic ROAS in Google/Shopping: 10x but it’s because it’s a really interesting niche, with a great product people want as soon as they see it but the total market isn’t large as its constrained by a specific automotive brand and the number of owners who want a specifc category of mostly DIY parts.
If you sell random widgets, you aren’t different, there are a lot of competitors, etc.
Some of us have been spoiled by business models that aren’t that effective but they’ve technically been working until… Something changes.