I think the ads market risk is offset by the market potential of self-driving, cloud, AI (deepmind), and maybe other things, long term.
Shorting GOOG is betting not only that ads will decrease long term, but also that the other fields won't increase.
Yes, I realize even cloud has a long way to go, revenue wise, compared to ads. But on the other hands ads has a long way to fall. And public cloud (including Google's cloud) is still growing exponentially.
In other words: I have no reason to think I know better than the invisible hand of the market.
That's GOOG. FB I've not looked into as much.