Google is better only with ads turned off. Otherwise DDG and Bing beat Google's ads anytime. Try surfing Google without an ad blocker to see what I'm talking about, they've gone way over what's acceptable.
Either way I go the extra mile to give the underdog a chance.
I don't use AdBlock and I haven't consciously noticed an ad in a long time. In fact, I'm having a hard time finding queries with an ad at the top at all.
This is from my laptop screen. The first non-ad result is barely visible on the top fold of the page.
Thanks to that key word goes to zach from a comment in this thread. The results are pretty astonishing. I'm disappointed on barely how little visual difference exist between an ad and a legitimate result.
;) Google decided that companies that pay them more (between price per click and CPM) are more relevant? Color me surprised. Google is also on a jihad against extremely useful sites that do things like price comparison and reviews. Guess why?
There's a lot more to it than that. If somebody clicks your ad and then peel out within a few seconds then obviously your ad didn't do anything for them so the next time somebody clicks, your price goes up. Pretty soon you write a better ad. I know it isn't popular to say this but sometimes when I'm looking for a product to buy, ads are relevant. And the better the ad the more I appreciate it.
Either way I go the extra mile to give the underdog a chance.