Depends on the course, but for me if I don't find it within a minute I am done.
If there is heavy poison ivy growth, I won't bother at all. It's my fault I hit it in there, so I deserve to be down the $2.
Also, one course I play at has a bit of a tick problem. I douse myself in DEET, but if I hit it too deep into the woods, it stays there. One thing I hate worse than shanking a ball into the woods is picking off ticks.
If I have a decent idea of where it is then i will give it a good search. If I don't then a couple of passes. Also depends on who is behind me. I can lose a lot of balls in a round on certain courses so I don't go crazy looking for then
For me it totally depends on the situation. I'll give a longer look if the ball is someplace where it seems like it shouldn't be that hard to find. If it's in the really deep stuff where finding it or even having a swing is unlikely, then I may just do a casual stroll along the line where I last saw it, then go play my provisional ball if I don't stumble across it. I may not even look at all. I'll look longer if the course is slow in front of us and we have to wait anyway, but I'll spend less time if the course is moving fast and we have groups following close behind. In any event, I will almost never spend the full 5 minutes that the rules allow.
Usually won’t spend more than a couple of mins. I’ll take the penalty and move on.
I hate waiting for the group in front of me while they’re out in the weeds looking for a ball. I never want to be ‘this’ guy.