Their later solution to this problem is interesting: for a long time the search and ad teams were entirely separate. The search team had one mission and that was to make Google search as good as possible. Selling ads and making money was someone else's task. The old reasoning of "Make a really good product and then the profit will follow". This is how Google search was able to outcompete all it's competitors.

Then 2019 rolled around, the Google Ads team failed to meet objectives, and they blamed Google search for their failure. Google's solution was to make search worse, reduce the visual difference between ads and results, and eventually put the ads guy officially in charge of search. The goal of Google search had changed from making the best search engine possible to optimizing ad views and clicks. This is one of the best documented stories of enshittification imo.

Good reads about this:
https://www.wheresyoured.at/the-men-who-killed-google/
https://codingwithcody.com/2025/10/search-is-dead-google-killed-it/