Ron Paul is for the most part a very bad politician. But bad as he was, he at least managed to put together some semblance of a conservative coalition from among Pro Life folks, Gun Folks, Home Schoolers, "Isolationist" Paleocons, Alternative Medicine and Free Range food types, and Liberty voters. To improve on Ron's showing, a candidate would have needed to expand that base. Rand Paul did the opposite, running a campaign that mostly pissed all over Conservative voters in some weird attempt to seem "cool" among DC elitist Cosmotarians.
I agree with that. Rand decided to make the issue of criminal justice reform one of the main things that his campaign focused on, and most Republican voters could care less about that issue. I still think that the political environment was so toxic that Rand couldn't have won the GOP nomination even if he had run a great campaign, but he could've done better if he had focused more on the bread and butter issues that conservatives care about.