My understanding is that if search and ads were separate businesses and ads paid search for search result ads at market rates then search would not be profitable (similarly for e.g. Gmail). (In reality if search were an independent company then it might be able to be profitable by selling information to ads in addition to direct advertising revenue - OTOH the legal barriers to selling information to a third party might make that impractical, whereas conveniently they're not an issue while Google remains a single company)