Ok, just to clarify:  

 
Set my search engine default to Bing. Now, on MS Edge, when you right click an image you get two options:  

 
1. Search image with Bing
2. Search the web for image

 
Option 1 appears to look for that specific image. So pretty much what I want.
Option 2 appears to look for similar images and includes the "marketing" results I mentioned in my OP.

 
I'm not sure that Bing will be as good at finding images, but for now, it looks like the easiest tool to use.  

 
So,  

 
Life is still good

 
The cat

...you just have to do one extra step. When you get the "google lens results section". look right above the picture and there is a link to go to "Find image source".

I never had any luck with this method but maybe started too late. Pimeyes is pretty worthless unless you pay for a subscription and not sure if that gets anything.
One thing I do with Google image search is check the background. I’ve seen images from Santorini, Jerusalem, Rome and a lot more, which doesn’t necessarily mean these are fakes but would indicate a gold digger. I will see what happens with Edge and Bing.

I tried the method suggested by dopaminerush.. I found one Insta profile out of 20 or so Seeking accounts. I also checked with my own pictures, which failed to show anything (I can't recall if I posted them elsewhere).

One of the issues may be a tightening by social media platforms about how data and images are "scraped" by other applications. I think they have changed policies in light of the scandals and the default may be that you can't search on Google for stuff on social profiles. Maybe someone else knows more.

Yandex has a reverse image search. I haven't used it specifically for checking people out.

Not an expert on this, but I think facial recognition is not going to be very accurate with the free online tools available. And even those used by the FBI and NSA are not perfect. I think the best we can do is match the images that were cross-posted on social media, as Herb stated, or identify background images. I think most people are savvy enough to avoid using the same things on Facebook and Seeking.. but you never know.

Once in a while this does give you valuable info. Two cases today: one traced back to an Eros ad for an Adian massage/escort service, so I could have just made an appointment that way. Not what I was looking for.
The other led to a video on her blog and her real name, which led to her Facebook and LinkedIn profiles and tons of pictures of her and her friends, her college lacrosse team. It even showed the guy she was engaged to in 2019. I actually feel bad for this girl who is revealing a lot of personal info (her phone number). I would almost like to tell her that but it would make me look creepy. I did send a message to connect but feel like I'm not her type.

It’s also possible that the girl’s pictures were stolen and it’s a fake profile.

I just used Yandex reverse image search and found a babe on Seeking was using an OnlyFans pics.  Reason I was suspicious, she joined yesterday, texted me her phone number immediately, her bio said Minnesota, but phone area code was California. I was able to track a matching photo to a twitter account of a guy reposting her pictures and from there found her twitter account. The OnlyFans chick was from Canada and apparently currently visiting Los Vegas.  So nothing added up.
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I reported her to Seeking and said "probably fake."  I was surprised that her account was nuked within seconds of my report.  They really worked fast on that.