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I assume you use the immigration mechanics. You must manually accept new immigrants, or set it to auto to gain new people. Immigration happens when happiness is above 70%. Wells and dorms and lavatories is the way to go and should increase happiness enough for 200 people or so. After that, it's possible crime sets in, so you should import some battlegear and build some watch towers, or it's quite possible it spirals out of control and your plebs become unhappy.
It sounds like you might be running out of workers? Check the hammer top left, if that number is negative, you're in big trouble. People actually don't leave anymore, only slaves do. Regular citizens resort to violence instead, so they might be killing each other.
In the early game, focus on balancing out enough of your workers to cover your needs and grow to expand from there. Advanced services like bathes and apartments aren't worth it early game. As long as you maintain enough food and production of some basic goods like furniture and clothes, you can sell the extra and import things to work on improving your pop happiness through building stone roads, some statues and lamps at night, for example.
As soon as you run into a lack of workers, you must stop building new work places, or deactivate some. You Can start with worker-less services such as dorms and wells and then wait until you've got all the happiness bonus possible from them and immigration. Only expand with a new type of service if you have the workers for it.