Same thing happened to me. I wanted to get "Fit Notes" - a free and ad-free app. I searched for it and the first result is some adware/subscription-based crap. I skip over. I scroll down part the "Sponsored: Related to your search" section with a whole bunch of others. I am still seeing more paid/in-app-purchase/subscription-based apps.

At this point I thought that the app didn't exist for newer versions of Android.

It turned out that it was the second result, just above the "sponsored" one. It looked so much like a part of the first result that I just skipped over it.

In A/B tests the lack of clarity probably helped increase ad clicks. The metric they care about went up.

It’s why ads in gmail look increasingly like normal messages.