See my post above. It’s worth noting that his 2018 campaign alienated said women.
According to the article, Beto Rourke massively outspent Cruz and had a gale force wind at his back provided free of charge by the media.
Against that, he did get the help he needed from Trump. But Trump cannot be everywhere in 2020, he can't campaign in every suburb in every battleground state.
The problem is national, not limited to Texas, and not the fault of Ted Cruz.