If your ROAS keeps sliding no matter how much you optimize bids or swap creatives, the real problem is almost always the account structure. Most D2C brands we onboard have campaigns built years ago, patched together with manual fixes, with no clear separation between cold, warm, and retargeting audiences.
The first sign is overlapping audiences competing against each other in auction. The second is a complete absence of a retargeting funnel, meaning every dollar is spent trying to convert cold traffic instead of warming it up first. The third is stale creative that has not been refreshed in months, leading to rising CPMs.
The fourth sign is broken or missing conversion tracking, especially after iOS privacy changes. And the fifth is a lack of clear reporting, where performance is judged by gut feel rather than CPA and ROAS trends over time.
If two or more of these sound familiar, it is usually faster and cheaper to rebuild the account properly than to keep patching it. A clean funnel architecture, fresh creative testing cadence, and solid tracking foundation almost always outperforms incremental tweaks to a broken structure.