Not that I think it's a good idea, but ...

You go to Google, type "refrigerator" and you get two buttons

* Please show me only adds, sorted by how much they paid to Larry and Sergey

* Please show me only somewhat organic results, sorted by relevance or whatever, and discount me $1 to pay for the servers and crawers.

Yeah, but serving that doesn't cost that much and dropping the advertisement platform would drop it further (and let engineers fix search instead of shaving milliseconds from ad bidding)