Best avenues for paid marketing?

We've never had much luck using paid marketing. Our organic reach is pretty strong and continually growing. In the past, we've tried to aim for paid conversions more than anything else. In total, we've probably spent around $20,000 on various campaigns. We've tried advertising directly on websites where we know our target audience is. We've tried a broader approach using Google Ads through an ad company. But time and time again, the organic marketing we do through our social media channels beats it all. Both in terms of engagement but also conversions. Anyone who's had success with paid marketing, what did you do? What services did you use and how have your results been?