The World Wide Web is more or less dead and Google Search is increasingly useless as traffic moves to TikTok, Twitch, Discord, and other siloed ecosystems.
It's possible that purchasing a Google ad still provides higher ROI than alternative options, but I'd certainly not bet on that remaining true in 5-10 years. Google's empire is built on a foundation of sand and the fact that the company seems incapable of launching new, lasting, innovative products should have its leaders and investors quaking in their boots.
Google's ad product, however, is truly horrendous and exists only because it's perceived as "too big to fail".