I think you're on the right track. Unfortunately, the toxic "free" model with ads has trained everybody to expect all content for free. This is completely unsustainable; there will be a correction of some sort, and it's my opinion that we've already entered that stage. It's going to be painful, but I'm hopeful that the end state is that people consider ad-laden "free" content to be not worth their time. I'm already there.

I signed up for Kagi search recently (I'm not affiliated with them in any way, just a satisfied customer), and aside from searching reddit, I consider their results to be superior to Google's. One of their main signals for downranking is how heavily ad/tracker-laden a page is.