If you think Search and Ads haven't changed, that's only because Google has done an amazing job at preserving a simple usable interface. It is different in many

If you think Search and Ads haven't changed, that's only because Google has done an amazing job at preserving a simple usable interface. It is different in many huge ways, and 100x as complex as it was. Google switched from manually tweaked parameters to ML for search ranking. Advertising has layers upon layers of optimization and auction.