A few years ago my response to this would be that I'd gladly pay Google $10/year for access to Search without adverts, but over the past couple of years that's changed. Google have become so utterly terrible at handling customers that I no longer would. I'll only use Google services if they're free. The idea that Google might just kill my account without notice leaving me with no access to search would be catastrophic.

I would gladly pay a different search engine company for access to a good search service though.