I run a company where about 70% of my audience (in 2018 no less, so likely a lot higher now) use adblockers. To me, any amount of search ad spend or similar is pissing money down the drain.

For reference, our marketing strategy is opt-in email newsletters, organic social media, the occasional sponsorship of events, and natural word-of-mouth (no incentive). And we've been in business for 12+ years.