How to customize search results page?

My Goal is to create a customized search results page.

Currently my blog reading settings are set to show 3 posts per page. This affects my search result page as well so it's showing just 3 results per page.

1 - I want to be able to set the search result amount in a independent way so I don't rely on the blog settings, so if I decide I want to display 10 results per page its fine.

2 - How do I customize the search result style according to the type of content it returned as a search result?

Currently I have blog posts and also custom post types that are products. I want to be able to differ the way blog posts and products are displayed when you search something, so users can identify what is what. How do I do that?