I have read threads here and here and I get that elapsed time is the total duration of the task - and if the elapsed time is less than CPU time, the query went parallel.
After typing that, I was trying to improve a stored procedure's performance in an area in which we are experiencing some slowness.
The existing TSQL: Paste the Plan
As you can see, we have 6 parameters that are all optional - a customer lookup where you can use a variety or just one variable to search.
When executed, this procedure goes parallel and the statistics IO and time are as follows:

My initial thought was to rewrite the WHERE clause to replace the COALESCE & ISNULL functions to simply ( @paramCustomerID IS NULL or c.id = @paramCustomerID )
And because I find CTE's more readable than a sub-query, I did change that portion of the query as well.
Here is the execution plan for the rewrite: Paste the Plan
And the results of the Statistics IO & Time:

The logical reads from the Customers table was cut by nearly a 1/3 and the CPU time was drastically cut, but the elapsed time is nearly double: new version was 1.2 seconds to .545 for the existing version.
I'm not an expert by any means and I am trying to learn, but the main differences I see is that the new version is performing a Key Lookup and the existing version is using Parallelism.
The advice or knowledge I'm hoping to gain here is which version of the stored procedure would give the best performance? And if the new version should be better, is there anything that could be done to make it run parallel so the elapsed time would be shorter?
Trying to clarify the question -
1) This maybe purely subjective and possibly frowned upon on this site, but based on the information provided; which procedure would you use to get the results to the end user the quickest? The proc with COALESCE/ISNULL functions in the WHERE clause the goes parallel or the revised procedure that has fewer logical reads but a greater elapsed time?
2) If we choose not to use dynamic SQL, what advice would you give to improve query performance for the revised procedure?
As I am typing the edits to try and clarify, I do see that Max has given some very useful information.
Just wanted to add, the Statistic Parser information was provided by this site.
col = @param or @pram is nullin combination with OPTION RECOMPILE. Read the obligatory Erland Sommarskog article: http://sommarskog.se/dyn-search.html – David Browne - Microsoft May 11 '18 at 19:41