X ads used to be terrible, but they seem very compelling now. You can target the followers of accounts you handpick, and you often get a cost per click in the 6c-10c range. Also, it seems like engagements from ads boost organic reach. For example, the ad may bring 1M impressions, and the same post gets another 2M impressions organically, presumably boosted by the engagements from the ad. I've seen this happen many times in the past 4 months. Some people try to reduce the ads they see on the platform by blocking every account they see running an ad, so there is still a downside that you get mass blocked by thousands of people. But it might still be worth it if you want to get a spike of attention to something important you want to promote.