This happened to my father while I was around during the beginning of the COVID lock down. He searched for an Apple support number and was served a targeted ad for a phishing site. Because of the change in search a few years prior, ads now look very much like search results compared to the obvious visual distinction back in the Don't-Be-Evil days. The ad was sufficiently targeted that it only showed up on his device for the search -- nobody else would see it.

Ephemeral ads are not a good thing.