It shows up as conversion rate
Same traffic, worse outcome. The ad account looks like it is failing when the problem is arriving after the click.
Seller ratings and product reviews
Low ratings can also reduce eligibility for some extensions, which costs you visibility as well as trust.
What to do first
- Fix the operational cause — usually shipping times or returns handling.
- Stop advertising the products generating the complaints.
- Only then spend more on traffic.
Scaling a store with a service problem multiplies the problem. That is not a moral point, it is an arithmetic one — refunds and chargebacks come out of the same margin that was paying for the ads.