Paid Traffic: the crack pipe of digital marketing

Crack is one of the most powerful and dangerous drugs. Despite its severe effects on the body, it can initially create sensations that people crave — bursts of energy, hyperactivity, a sense of well-being, and heightened alertness. Psychiatrist Dartiu Xavier da Silveira, a specialist at the Federal University of São Paulo (Unifesp) and director of the Program for Guidance and Assistance to Addicts (Proad), explains this in an interview with O Estado de S. Paulo.

But the risks are severe: increased heart rate, high blood pressure, hallucinations, depression, panic attacks, and paranoia.

Paid traffic in marketing works in a strikingly similar way. Many business owners and agencies treat it like a “crack pipe”: it can deliver quick highs — temporary spikes in leads, artificial demand growth, the illusion that the business is thriving, and occasional sales booms — but it also comes with serious downsides: rising costs, dependence on paid campaigns, loss of critical perspective, and weakened organic performance.

Let’s be clear: paid traffic itself is not the enemy. It’s a legitimate marketing tool that, when used strategically, can generate meaningful results. The problem arises when it’s relied on as a shortcut. Instead of building a website that drives sustainable organic growth, many choose to chase instant gratification, throwing money at paid ads without addressing foundational business challenges. The outcome? Business owners become addicted to paid traffic, much like an addict chasing the next fix.

Creating a website that generates consistent organic results requires more than money — it demands time, effort, and high-quality content. That content is what will naturally attract visitors, leads, and engagement over time. Paid traffic can support this process — but only when it’s used deliberately, with clear goals and careful planning.

Unfortunately, the misuse of paid traffic has turned some agencies into what we might call “digital traffickers,” offering the crack pipe to business owners in exchange for fees. This approach undermines autonomy, erodes long-term business sustainability, and damages the reputation of the marketing industry itself.

The right time to use paid traffic is specific: during seasonal campaigns, transitional periods between a website relaunch and organic growth, or in highly competitive markets where competitors are actively investing in paid media.

When used indiscriminately, paid traffic creates dependency, delivers limited real results, and leaves agencies looking ineffective — and clients disappointed.

Paid traffic can be powerful — but only when it’s used wisely, strategically, and in the right context.

Original version published on the Vasconcelos Marketing & Comunicação blog on June 27, 2025.