This article is a pretty good summary of why, by Google’s own words, an ad driven search experience will be rubbish:

pluralistic.net/2023/10/03/not-feeling-lucky/#fun…

Not only does Kagi produce great search results, as good as “old Google” IMO, its business model means the above cannot (or at least, shouldn’t) happen. If it ever changed its model to include ads etc it would collapse so fast.

So for me, unlike the other poster, I’d recommend it to everyone who’s finding the existing search engines are rubbish and full of useless Etsy and SEO etc links.