A friend of mine not too tech savy always clicks on these sponsored google links that take a page and a half on some screens when looking something up. I always

A friend of mine not too tech savy always clicks on these sponsored google links that take a page and a half on some screens when looking something up. I always tell him "you clicked on an ad !" and still, he always clicks on the 2-3 ads showing up before the results, even years after. Mind not that he's a UI/UX designer, his job is attention to detail, yet, he still cannot discriminate between results and sponsored links on the google search page. I wonder how many people do that, but it must make Google a lot of cash !