There was a discussion on "How Google is Killing Organic Search" https://news.ycombinator.com/item?id=5971560 by essentially having all ads on the first page. I wonder for how long can Google keep doing that, before users and site owners revolt and leave /promote another engine?
Looking at their press release, ad clicks increased by 23% over the last year and 4% over the last quarter. What are they going to do for the next quarter when search already looks like this http://www.searchenginejournal.com/wp-content/uploads/2011/1... and https://gs1.wac.edgecastcdn.net/8019B6/data.tumblr.com/28762... ? Add even more ads?
Google, as a company, desperately needs new sources of revenue, Google Search is already over-monetized. I wouldn't touch Google at current stock prices.
Edit: Turns out that most people do not even realize that they clicked on ads, given how similarly they are displayed. FTC warned them and others to distinguish results from ads http://www.bloomberg.com/news/2013-06-26/ftc-tells-google-le...