An interesting deep-dive into how Google profiles and values different users.

It highlights that even though the service is "free", the sheer value each user holds to Google from their data and ad-revenue. And with that, the impact you can have by leaving them.

If you haven't already switched, you can check out the guide below to get started:

https://purchasewithpurpose.io/

The Price of Free Google Report.

Proton analyzed over 54,000 demographic profiles using 2025 ad auction data to estimate what advertisers pay to reach different types of Americans. The range is much wider than you might expect.

The average American generates about $1,605 a year in advertising value. A 35- to 44-year-old man in Bozeman, MT, without children, using a desktop and making high-value corporate searches, generates an estimated $17,929.30. An 18- to 24-year-old father in Fort Smith, AR, using an Android phone and making low-value searches, generates $31.05.

That’s a 577x difference between two people using the same free service.