I'm not sure you should.
I search Google for "phones", and the first ad that comes up is a refurb iPhone 6 from Telus. In fact, there are 6 ads: 3 of them for various iPhone products, and 3 for Samsung Galaxy products.
Then, the organic listings are for various carriers, plus the big box stores that sell phones. Nowhere on the entire first page do I see the word "pixel."
For "watches" I see ads for "Call It Spring" (WTF kind of name is that for a watch company?), Timex, Ashford, Rosefield. Organic listings again are department stores, some big box stores, and a couple of traditional manufacturer listings. No Google watches on the entire first page.
"Smoke detector" gives me a similar result: Ads for Kidde, First Alert, and organic listings for Home Depot, Consumer Reports, the wikipedia article on smoke detectors, and others.
Although this page does list Nest, it's not in an ad, and it's not until the 7th organic listing: an ArsTechnica article called "Life with the Nest Protect: Are “smart” smoke detectors a dumb idea?"
That doesn't sound like Google promoting their products at all.
Maybe it's stores in the NYC area that are buying ads trying to sell this shit to the area yuppies and millennials that just have to buy the next big thing, and have more money than brains. But then, the WSJ might just not understand how the Internet, Google, and geolocating works, and manages to completely screw up their reporting as a result, like happens too frequently with traditional media companies...