Google search ads used to also convert highly because they were well-targeted and positioned at the point of consumption.
If I'm searching for red widgets, it's a fairly strong indicator I'm way more likely than the average to want to BUY red widgets, so a well-placed ad for redwidgets-cheap.com didn't feel hostile.
Now when it's "I am clearly searching for red widgets but you want to railroad me into blue doohickeys because they're paying more per click", you're one step above a Taboola chumbox.
If I'm searching for red widgets, it's a fairly strong indicator I'm way more likely than the average to want to BUY red widgets, so a well-placed ad for redwidgets-cheap.com didn't feel hostile.
Now when it's "I am clearly searching for red widgets but you want to railroad me into blue doohickeys because they're paying more per click", you're one step above a Taboola chumbox.