A few years ago, on Google search results, you'd get two, maybe three "Paid For" results.

𝗔𝗱 ·https://SomeURL/
SomeResult

These days there's half a page of "Paid For" results.
Next time someone says: "Can I do your SEO? We'll get you first rankings!" ask them: "Are you paying Google for Ad placement then?" you can't get 1st place for free anymore.