Ads galore on devices after installing. Is this to be expected? Does it need to run a few days?

If there is no IPv6 solution for this type of modem, try enable below option:

image

But dont enable below one:

image

And let Pi-hole take over DHCP for your network:

Copy IP range and gateway from the router DHCP settings over to Pi-hole.
Release DHCP lease on the Win PC:

ipconfig /release

And renew:

ipconfig /renew

And check DNS servers assigned:

ipconfig /all

EDIT: ow is better to enable Pi-hole DHCP first before disabling the router DHCP!
EDIT2: ow and disable as many IPv6 settings on the LAN side as possible (dont touch the WAN/Internet settings) !