But they do care about their money. Explain it in ways that will resonate with them.
Without ad blocking, they’ll encounter “scam ads” that take over the browser and demand calling “support” that collects their credit card info and costs them hundreds of dollars in fraudulent charges. At the very least, it’s a pain in the ass they have deal with by calling their credit card provider to cancel the charges.
Security extensions from antivirus/antimalware applications won’t work and subject them to even more of the above.
Malicious “attestation” services can falsely verify unscrupulous websites as legitimate.