The experiments often/usually fail, but they do experiment.
If Google were as focused on ads as you seem to think we'd at least see some sort of coherent org-wide strategy instead of a complete lack of direction.
I'm referring to this article that was posted here recently:
Nonetheless, she was a good engineer and a good manager, back when we crossed path many moons ago.
https://searchengineland.com/liz-reid-google-new-head-of-sea...
Google had blinders on. They didn't relentlessly focus on reinventing their domain. They just milked what they had. Gradually losing site of the user experience[1] to focus on monetization above all else.