Is this not what a search engine is for? When I want a good or service I'm interested in buying, I can search it, do my research, and/or find a place to buy it. I only want advertising when I explicitly opt into it. Otherwise, I never want to see an ad.
Do not forget that you represent a small minority of tech literate people.
There's plenty of people that don't know how to properly use a search engine, hell there's plenty who don't know what a search engine is.
Plus, search engines have a role in the consumer decision journey, but don't fulfill all the roles.
Just to add up, with SEM (paid ads + SEO) search results have a big chance of being biased nowadays, and you should always take that into consideration.