The extension did more than just add ads. A javascript listener for the click event was attach to each link on the result page.
If the user hovered with his mouse over a link, he couldn't tell the link would lead him to http://www.ecosia.org/. But this is exactly what was happening, because the click listener was changing the URL only after the user clicked.
So now the user was redirected to http://www.ecosia.org/ along with a bunch of parameters, including the original query and the original URL, and from there http://www.ecosia.org/ redirected the user to the original URL (after logging whatever it wanted to log), without the user having a way to notice what had just happened (unless looking in the dev console).
The fact that the URL was changed only after the user clicked is quite a hint that deception was intended there.