DuckDuckGo

I tried it, but I just keep going back to google.

Me too. I like the idea of DDG in theory but in actuality Google's results are generally more comprehensive and tend to turn up what I want accurately. And I tend to just ignore anything that looks like a sponsored result--in fact, I will go out of my way to avoid clicking a paid link; even when it's the link I want, I'll try to find a nonsponsored version or get rid of the referral code myself.

I do find it unnerving to see ads targeted to my search history--for example, after having researched some European riverboat cruises for my dad a few months ago, I keep seeing tons of ads for a particular river cruise company.