I have a simple way of approaching a website, inspired by no other than Alex Hormozi!
"FOCUS ON WHATS WORKINGGGGG"
I would simply look at the store analytics for example sessions by landing page, sort the pages by highest traffic. Which page has the best performance and which has the worst, identify those then simply I would shift the ads focus towards the best performing page.
This simply helped me increase many store's sales
hope this helps