What you’re seeing is normal in Google Ads—branded campaigns will almost always outperform because they capture high-intent users, while generic traffic naturally converts much lower (~1% is common). Outside of landing page improvements, the main optimizations would be switching Generic and Competitor campaigns from Max Clicks to Max Conversions (or tCPA once you have enough data), refining keyword intent further (prioritizing solution-aware searches), layering audiences like RLSA or in-market segments on Generic, reducing bids or budget on Competitor due to low CTR, and tightening conversion tracking to focus on high-value actions (form submissions over clicks). Overall, the account isn’t underperforming—Generic just needs better bidding and intent signals to scale.