Plus we now pay an additional tax on top of it to Google et al.
Plus we pay with our attention, and with our data (as someone else already noted).
On top of this all, the near-monopoly of Google is forcing prices for ads up, and there is a vicious cycle where companies need to buy increasingly expensive ads to outcompete each other (or, to stay relevant). Which, of course, the consumer ultimately pays for.
Based on my rudimentary knowledge of microeconomics, it depends on how much they charge.
But bringing economics into it, it does seem strange that the internet is probably the only industry where this form of exchange (ads, producers, consumers) exists.
In any other industry, the producer pays money to ads, the ads get me to the place and I pay the producer.