Malwarebytes has discovered that tech support scams are being promoted through ad campaigns for recipe search on ISP start pages. Scammers typically rely on malvertising in low quality ad networks where they can purchase cheap ads. They also tend to impersonate computer or software companies in order to trick users into clicking on the links. Scam sites are decoys being used purely to trick the ad networks as when you go to them directly, they show a site like the one below, which then redirects them to an Azure site claiming to be Microsoft support blocking your computer due to a security risk.
Source: https://www.bleepingcomputer.com/news/security/tech-support-scammers-target-search-ads-on-isp-start-pages/