I can review your state results, but I need the report itself first. Right now I have impressions ("spend the most", "converts badly I think"), and exclusions should not rest on those.
Required: 1. The locations report. From Google Ads, per state: clicks, cost, conversions and conversion value, for one stated date range. Please also tell me whether it shows user location or matched location, because the two can differ. 2. Your location option. Is the campaign set to 'Presence' or 'Presence or interest'? It changes who an exclusion or targeting change affects. 3. Your bid strategy and target. You said Target ROAS. What is the ROAS target? I judge each state on conversion value / cost against it.
What Target ROAS changes: Google says manual bid adjustments are not used for bidding with Smart Bidding strategies such as Target ROAS. So a lower bid for Florida is not an option; the choices are an exclusion, a targeting change, or no change.
Defaults for optional items: - Service area: you ship nationwide, so every state is treated as serviceable and none is excluded for being outside an area. - min_clicks: 30. A state under 30 clicks goes to "not enough data", with the clicks it still needs. - Review rule: a state with at least 30 clicks is flagged when its ROAS is under two thirds of your target, or it has zero conversions and its cost is above the all state cost per conversion.
Send the report and settings and I will return the location table with ROAS and shares, the setting check, and the exclude, review and not enough data lists. I will not change targeting without your approval.