I started avoiding google when it started being obvious in the ways it was shoving shit on me and I'm pretty sure, reading my keystrokes (not really shocking as a tool to make searching more "immediate"). I don't assume active malice on this part, just that They've moved their company into a direction that no longer matches up with how I want to use the internet.
I recently switched to duck duck go, and while it is not perfect, it doesn't track everything I do. Now I just need a replacement for youtube. Gmail is too ingrained in my life at the moment.