My main problem with Google was that the entire first screen (above the fold) was full of advertising and included no actual search results, in the majority of my searches. DuckDuckGo is better at that, for now, so I made the switch about a year ago.
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It just occurred to me that I never see ads on Google. I'm not sure why. Possible reasons: I have an old computer, use out-of-date browsers, and my computer is set to spanish (but almost all search results are in english), browser set to 'block web advertising'. But..never any ads, at all - no sponsored results etc, nothing, not on the side or on search results or at the top of the page. (I have seen a load of them on other peoples' computers' google searches, so I know what they look like.)
As I started to work in an advertising agency some years ago they told me about ads on google. I didn't believe them until they showed me. It's beyond me how anybody can use the web without an ad blocker.