Scammers took advantage of this for a while - and likely still do - by creating credential-harvesting lookalikes of popular sites (banks, social media, crypto exchanges, etc) then paying to advertise them on Google. Boom, their honeypot now looks like the top search result.
To make this even worse, Google's spent years making it more difficult to distinguish ads from "organic" search results, changing the font and size of the "ad" warning to make it harder to spot, and making the font and color of the ad itself closer to the color of the search results below it. 28/