I can much more likely rely on a 10 person startup who're turning over, say 50mil and clearing a few mil a year of profit after all expenses. That's a stable reliable business.
At Google, that's defined as "failure" and designed straight to the Google Graveyard.
Even a 1 person startup making a few hundred thou per year is a better bet for me - I'd sooner have Pinboard as a critical dependancy for my business than any shiny new Google toy like, say, Flutter...
There is (practically) no "search" revenue that is not "ads" revenue. Ads is close to 90% of all Google's revenue. The remainder is not broken down in the earnings report, although I suspect it's largely their cloud computing business. Thus, Google's two revenue lines are really ads and cloud, with the latter much smaller than the former, and probably with a lower margin too.
They're apparently not interested in offering an ad service that just shows ads related to the topic of the site/article (or that have identified the types/topics of sites/articles they wish the ad to appear on), the way that e.g. magazine ads would be "targeted".