Google don't pay money for when a site appears in their search results. The opposite in fact, as some of the first results and side results appear there because people pay them money for the spot. They only pay money if you place their ads on your site and then people click on the ad.
JW.org gets a huge amount of visitors, since all JWs are encouraged to visit it on a regular basis to download literature etc, a captive audience of 7 million people. That saves them the money of printing excessive literature, but it does not make them money. They also hope it will generate new forms of marketing leading to conversions, but that does not seem to have played out in any significant manner.