I used to do dropshipping and used paid advertising for that.
Began with insta influencer posts, and then moved to google ads and facebook.
Most important part is testing to see what ads work and which ones don't. Also don't be afraid to use a higher budget, since it leads to getting faster test results.
B2B low-code niche: Google Ads, Facebook, Twitter, Bing.
We used Google Ads for more than 15 years and it used to work well but was degrading steadily and we had to pull the plug in 2022. Other options still work to some extent. Haven't tried LinkedIn ads yet, going to experiment this year.
We are looking at advertising on online industry specific publications, Google Ads, Linkedin and investigating Google Display Network (awareness and retargeting). I agree with @sanat_mohanty that PR is good - we tried it for press representation. Couple of the suggestions mentioned Facebook which we will now investigate so thanks for the share.