Because the ads are usually relevant and useful. in your example, the second card is a nice summary of hotels with all the relevant info right there

Relevant and useful is a nice buzzword. People will also want unbiased and cheapest.

Well that may be true, but unbiased information is just not available in commercial settings (even the government "which solar panel is best" information is politically influenced, plus it doesn't even list correct pricing). I usually book hotels on kayak, but what hotels are listed there ?

The ones that pay 5% of the booking price to kayak.

Face it, without commercial incentives you'd never get accurate pricing, making finding the cheapest hotel VERY hard. Finding a 5% cheaper hotel costs me the better part of the day, and that will generally be worth far more than the 5% of the price that I might save (ie. 15-20 bucks). Also, sites like kayak may not get volume pricing, but they do seem to get lower prices than I can get myself.

What did you expect? The VAST majority of people who type "london hotels" are looking to BUY a hotel room in London for the night.

Try a search like "Albert Einstein". No ads.

Are you doing research on hotels in London? Then you'll need to add some more keywords. Google Search is not setup specifically for London hotel researchers.

What's you point?

The VAST majority of people who type "london hotels" are looking to BUY a hotel room in London for the night.

And extremely expensive ads are the only way to help users???? The advertiser and Google don't have the user's interests in mind.

>>Then you'll need to add some more keywords. Google Search is not setup specifically for London hotel researchers. Of course not, because this was is more profitable to Google. They'll change the setup and display to increase their profits when necessary.

What links should show up when a user does that search, and why do you feel they would better serve the user than what's in the screenshot?