Abstract: This study investigates the impact of paid advertisements on user engagement and business performance in both website and mobile application platforms, with specific reference to Femto Soft Company. As digital marketing continues to evolve, companies are increasingly leveraging paid advertising to attract, retain, and convert users. The objective of this research is to assess how effective these paid campaigns are in increasing website traffic, mobile app downloads, user retention, and overall return on investment (ROI).

Keywords: Paid Advertisement, Digital Marketing, Website Traffic, Mobile Application, User Engagement, ROI (Return on Investment), Online Advertising,

| DOI: 10.17148/IARJSET.2025.125165