Also I'm pretty sure the cost of ads to you depends on your person. The harder it is to get you to make irrational choices based on emotions evoked by ads the less it costs you to use ad driven services. If you are stoic enough to stop using Google services then I am certain Google ads barely affects you.
People say that ads work so of course you are affected by them, but I am pretty sure lots of people aren't affected that much by ads. Luckily for ad companies there are a lot of ad-whales out there, people who are very easy to influence and get money from. These are the same kind of people spending lots of money in free to play games, at casinos or who falls for MLM schemes.