The FBI's Internet Crime Complaint Center (IC3) has issued a public service announcement on tech support fraud. Among the many types of fraud discussed, there is one we see reported often on the Norton forums:
Search Engine Advertising: Individuals in need of tech support may use online search engines to find technical support companies. Criminals pay to have their fraudulent tech support company’s link show higher in search results hoping victims will choose one of the top links in search results.
https://www.ic3.gov/media/2018/180328.aspx