With Google, you can achieve a lot with a setup but the real wins come from optimisation. Here is a huge value-post on how to improve the quality and performance of some of your Search ads.

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IF Search Lost IS (rank) is the main issue.

THEN we may need to increase the Quality Score or increase Max Bids.

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To check which is the issue, navigate to an Ad Group and then to that Ad Group’s Keywords.

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At the Keyword level, we can modify a new Column set to include the following Quality Score metrics:

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• Quality Score
• Ad Relevance 
• Expected CTR
• Landing Page Experience

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Here are Google’s notes on the above metrics:

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• Expected click-through rate: The likelihood that your ad will be clicked when shown.
• Ad relevance: How closely your ad matches the intent behind a user's search.
• Landing page experience: How relevant and useful your landing page is to people who click your ad.

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These components can help you see whether to update your ad text, keyword selection or landing page content. 

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You’ll see a status of 'Below average', 'Average' and 'Above average' for each component to give you a sense of which areas might need improvement. 

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The key point is: Give your users what they’re looking for and good performance should follow. Focus on your long-term performance goals and look for ways to reach them by improving your user experience, and using Quality Score as a diagnostic tool.

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https://support.google.com/google-ads/answer/6167130 - Here is a source that should help you.

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How to Improve Expected CTR

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• Edit your ads to make them more compelling to the audience. Perhaps include an offer.
• Understand the level of intent and use appropriate wording accordingly. If someone searches for a “white dress discount” then adding a sale/discount-themed copy will help match the intent of the search query and keyword.
• Highlight a USP or a great reason to buy.

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How to Improve Ad Relevance

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• Try to make ad text more directly relevant to keywords (more overlap).
• Split Ad Groups into grouped Keywords.
• Try grouping Keywords/Ad Groups into themes. Example: Rings can be grouped into Engagement Rings and Wedding Rings.
• Experiment with CTAs that reflect your Landing Page - ​​'Buy, Sell, Order, Browse, Find, Sign up, Try, Get a Quote’.
• Be more specific with ad copy and try to avoid vagueness. Think of the end goal your audience wants to achieve with their search query.

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How to Improve Landing Page Experience

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• Send people to appropriate destinations based on the search. The “white dresses” Keyword should take people to the landing page where the user will find what they are looking for.
• Keep messaging consistent and relevant to the Keywords and Ads.
• Follow-through with the offers mentioned in the ads.
• Conversion Rate seems to make a large difference when it comes to the Landing Page Experience. This is a worthwhile metric to look at when testing LPs.
• Improve load speeds.
• Make the site more user-friendly.

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Hope this helps!