I'm at the stage where my digital marketing is bringing a lot of traffic to my online store. Now I need to learn how to refine the ads so I get more actual item purchases. Or any tips at all, really. What I'm seeing is that organic traffic is converting but my paid ads aren't. I'm sure some percentage of the organic traffic originally found my store from the paid ads, and they came back later to buy, but that's hard to track.

Instead of driving traffic to my shop homepage (that has product collections that are easily navigated for browsing) using brand awareness ads, should I switch to ads that drive directly to product pages? Or do a mix of both? Or something altogether different?