That bubbling and subsequent lifting/removal of the surface can happen when you roll over it too much causing the surface to get too damp - fill it with a good quality filler, sand it back when dry, and repaint.
To prevent it happening, don't go over and over the same area when painting/rolling, your technique should be multiple coats left to dry between each rather than full coverage on 1 attempt (ie don't use the roller up and down up and down over the same bit of wall, this is the most common cause).
If you notice bubbling starting to happen, stop before it gets to the point where the surface is coming off and let it dry fully