The search engine is just a targeting mechanism for ads. You tell Google what you are searching for and they serve you a targeted ad. That has always been the business model.
By that logic an ad in a travel magazine is using your personal data.
I personally wouldn't consider search ads with no data being stored or user level history being used as not being personalized or user targeted. They're to me no different from an ad in magazine or a static banner ad on a web page.
