That’s a bit cynical to view every corporate action through that lens. There’s certainly the innovator’s dilemma, and plenty of busy work, but to your Google example, plenty of tasks and developments are needed to keep the thing running.

Detect and counter black hat SEO, build or acquire a new product you can spread ads to (Maps, YouTube), create a chatbot that can eventually get ads if search is supplanted. These things support or maintain that monopoly/equilibrium you’re talking about.