If you don't like how Google does things then don't use the services it offers. Here's the thing, you may well find that isn't totally straightforward. Which is not the same as being impossible, or anything like it. Nor does it mean the alternative you opt for is any less problematical.
What Google, and others, offer at the end of the day is a trade off of usability and functionality over privacy. Personally, as someone who is a 25 year veteran as far as security and privacy issues are concerned, I'd rather deal with Google which is fairly up front about what data it collects and what it does with it, than myriad alternatives which may well not be.
You can take back a certain amount of control by taking care regarding the browser client you use, the tracking/ad blocker extensions you run and how you connect to the Internet (with broadband speeds in the land of fantasy now, you can easily afford to sacrifice a little of it by making use of multiple VPNs across different countries for example.)