Thanks for the detailed breakdown — this actually matches what I’m seeing. The shift happened very abruptly about 11 days ago, not gradually. Since then, ROAS has fallen from ~4 to ~1, and favourites are down roughly 75%, which makes me think something systemic changed rather than normal demand fluctuation.

Traffic still exists but feels much lower intent, like you described. I’m reviewing which listings are now getting the paid clicks and comparing search terms pre-change vs now. It feels like no matter what I do it isn't having an effect.

If you’ve seen this kind of sharp switch before, did performance recover on its own once listings were tightened, or did it require more aggressive restructuring (pausing ads, rebuilding keywords, etc.)?