I always wanted to see just a "price transparency" aspect.

Tell me exactly how much the advertiser paid for his placement, and that's a hugely important signal here.

If I'm searching for weird hobby parts, even though it's a high purchase intent query, they're probably paying pennies per click.

But if you start searching, say, financial stuff and the ad placement figures start showing multiple dollars per click, it's a warning "these people are willing to spend THIS MUCH MONEY to present a message to you, this probably means there's something sketchy involved."

I know, for example, anything pertaining to insurance and financial products is highly likely to turn into a farm of cross-selling and personal-information harvesting, because the cost per acquisition is so high and the tendency for everyone to sell the information to everyone else is so great.

I'd argue most people do not even realize they click on ads. My mother! The ad call-outs got so inconspicuous that they're almost indistinguishable from ordinary search results. And if you don't realize that and just click on the top results, you're amongst the top profitable users.