Use AdBlock Lite, not AdBlock Plus. Huge difference. ABP recently started allowing certain ads due to website owners complaining about lost revenue. ABL does no such thing and blocks ALL ads. Just sayin'. Sorry Chrome folks, they don't make it for you guys.
While we're at it, I recommend Ghostery, BetterPrivacy, and NoScript in addition to AdBlock Lite. Though fair warning, NoScript does have a learning curve to use properly and if you aren't using it correctly, a good portion of most websites will be totally non-functional. And if you're running Ghostery and AdBlock you'll have to configure them so they don't step on each others' toes trying to block the same content. But on the flip side, I'm enjoying a 100% ad-free, spam-free, tracker-free and SAFE internet and it goes oh-so-much faster.