There isn't much difference with adblock on or off for this page for me (using Chrome on Windows). With adblock off, there are three obvious ads on the top rig

There isn't much difference with adblock on or off for this page for me (using Chrome on Windows). With adblock off, there are three obvious ads on the top right of the page, search results on the left. With adblock on, these are gone. In both cases, the top of the search results is a map with a few shops listed, and under this are normal search results. Repeating this on mobile, the ads are moved inline above the map. They take up about 50% of the screen. That is a bit intrusive. However, I have muscle memory that automatically scrolls down a bit after searching and to be honest, I would not have even noticed them if I wasn't looking. I don't know where the the 100% of content being ads claim is coming from. Perhaps it's different in different regions? I'm not trying to be an apologist for Google here, by the way. However, when it comes to intrusive ads there are far worse offenders (although perhaps not when it comes to behind the scenes data collection, which is a bigger issue).