If anyone knows how the numbers break down, it is google. Luckily, they own 3-10 working backups of the entire user facing internet and pretty key infrastructure that the internet depends on. So, if in the event that people start blocking advertisements they would probably:
> Restructure as a Meta Company balkanizing google search to limit anti-trust lawsuits.
> Allow other sectors of the company to start using that data to create businesses.
> Invest heavily into infrastructure and try to promote google as the main infrastructure for developers to build on. Probably really engage the community by doing open source projects for data analysis & machine learning (their core competency) and provide tutorials, data hosting and google service integration so developers get into their ecosystem.
> continue investing in Android for the 1.3 Billion people using
> continue delivering chrome for the 40% internet users using it
> Consider monetizing the nearly 1 Billion active gmail users.
However, if they were really smart, they would release eyeglasses that cost 2-4000 dollars and have less computing power than a calculator. This will be a gamechanger.