It seems like a disproportionate amount of ad spend is protection money to avoid the Don't Be Evil mob from selling your trademark to your competitors. A search for Total Car Check should not return competitors above the website itself.
But someone pointed it out, if they aren't paying for that ad spot, then RealVNC, or LogMeIn, whoever else is competing will. Seems ridiculous.
It's a pretty common marketing practice to arbitrage referral benefits so that you might sign up for a product that offers cash referral bonuses of (let's say) $5 per signup. An affiliate marketer may take some petty cash and run some experiments, determine that ~5% of the people will sign up to an ad with highly effective copy, so then now they can run ads, potentially pay higher rates per click than TeamViewer does, and make a little passive income on the side.
I'd imagine if google didn't have such well financed lobbyists and lawyers, there would have been legal concessions years ago to eliminate this practice.