Yes but when you have 5 relevant ads, the highest bidder goes to the top. The highest bidder can stay there by charging the customer more of what it has to pay

Yes but when you have 5 relevant ads, the highest bidder goes to the top. The highest bidder can stay there by charging the customer more of what it has to pay Google to stay at the top. As long as the customer is not vigilant, Google pockets this money. So if you ignorantly believe Google gives better ads then they'd abuse this to just charge advertisers, and thus you, more.