I think it's probably something that'd need to be curated, because the line is probably "I am looking for x, not results about x", sort of like how when your site sees a search for Twitter, it just goes to Twitter. Presumably if I am looking for "Twitter bots", I am not looking for Twitter but products or apps that interact with Twitter and ads are likely to be relevant, not obstructive.

So there should possibly be a way to register specific trademarks as having an authoritative destination that should be the top result, and above any ad placements, but any additional qualifiers in the search term beyond the trademark should exempt this behavior?