Competing heads-on with Google makes no sense; They already nailed the product on desktop and they are decades ahead in R&D.

At most you can attack it from a niche like voice-activated search, video search, Smart TV searches or car-searches.

The real opportunity to disrupt them was mobile search but they also saw that and went aggressively after it. The next big mainstream opportunity probably is when brain-to-computer links such as neuralink become functional.