There is not all of traffic that is created equal. Each paid channel has its own mechanics, on how pricing and audience behavior. Choosing what is right to paid traffic depends on how your vertical, there is budget and goals.

Search Ads that appear when there is a typical query with google and bing. There are people who has clear intent on what to know what they want.

Pros have high-qualitying, and have high-intent on traffic while there is still strong conversion potential, these performance data (has keywords, and CTR, and CPA) with Easy to A/B test landing pages and copies

Cons have expensive clicks in the competitive niches (There is finance, insurance, health) with Strict ad policies and compliance checks, with limited scalability compared to display or native