Remember when Google said that if the result you wanted wasn't on the first page that they had failed?
The problem is the first page is now 2 sponsored links, a widget suggesting 10 YouTube videos, 5 search results for a related search, and two actual search results for the thing you are looking for.
We almost need a browser widget that appends &page=2 to any google search result.
Don't forget that a large chunk of that money also goes to the creators. It's significantly more than they get from showing you an ad.