It is not just all about money to "kill" google. If someone really wants to compete from equal to equal with Google, will need first to develop campaigns on which to change the mindset of regular people, branding something is the key, making people to use your brand mouth-to-mouth on daily basis, you need to build a pyramid in this way, starting with big legit influencers around globe, hardcore advertising everywhere, and ending with regular humans. In theory maybe is not hard, but in reality you need a very strong team of the smartest people around the globe and of course unlimited budget.