I think Google Search and Ads have been on autopilot for a long time. No one seems to have any clear ideas to improve the core business and tinkering is too dangerous. They only seem to change either business when some new spam tactic fundamentally breaks the whole ecosystem.
At this point I've observed the DDG/Yandex partnership to have a similar index size and traffic depending on your target audience. Google Search is no longer such a firm monopoly.
Google Ads is harder to work around because Marketing Agencies are a notorious PITA to work with. Google also may have obtained exclusivity agreements.
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