The updated version of Google’s search ad labeling increases clarity and may influence how users engage with ads. Let’s dive into what’s changing.
A Fresh Take on Search Ad Appearance
Google is introducing a major shift in how search ads appear, focusing on transparency and user control.
Previously, each ad carried its own small “Sponsored” label. Now, text ads and search ads are grouped under a single label — “Sponsored Results” — that remains visible on the screen as you scroll.
Adding to this, users will also see a “Hide sponsored results” option, allowing them to collapse the entire ad section with just one click.
This update does not affect ad rankings, but it significantly changes how ads are presented to users. Advertisers should stay aware of this evolving design to adapt effectively.
How the New Label Works
Traditionally, each search ad displayed a small “Sponsored” tag above it. With the new format, all ads are grouped together under a single “Sponsored” section.
Even if a user scrolls down to the bottom of the search results page (SERP), the sponsored label sticks to the screen, clearly showing where the ad section is located.
Additionally, SERP results now include AI Overviews, and sponsored ads may appear either above or below this AI content — still grouped under the same label and section.
A notable new feature is the ability to collapse the sponsored ads. While not all users may use this immediately, it introduces a new kind of interaction not seen before. This update is being rolled out to all desktop and mobile users.
Why This Subjects to Advertisers
The underlying mechanics of ad ranking remain unchanged — it’s still determined by bidding, quality score, relevance, and the maximum number of ads.
However, this new grouping of ads may influence how users perceive and interact with them. By separating paid ads more clearly from organic results, Google is enhancing the visual distinction between the two.
This could affect user behavior:
- Some may skip the sponsored section entirely.
- Others may engage more thoughtfully, evaluating whether the ad truly meets their needs.
This means ad quality and relevance become even more important to capture attention and drive conversions.
Why Google Made ??
According to Google, this redesign is based on user testing and feedback. The goal is to create a more uniform ad experience across formats.
By applying this update, users can easily differentiate sponsored content from organic content, improving trust and clarity.
A Clearer SERP Experience
This shift highlights two priorities: how ads appear and where they appear. While the bidding system and placement logic remain the same, visibility and user experience are now more transparent.
Some users may choose to ignore sponsored results altogether, while others may become more selective about the ads they interact with — focusing on relevance, content quality, and trust.
Advertisers do not need to change their campaign structure or bidding strategies because of this update. Instead, the focus should be on:
- Enhancing ad creative quality
- Aligning messaging strategies
- Leveraging insights from past performance
This change is expected to lead to a gradual shift in user behavior over time.
Google’s new search ad labeling is designed to give users more control and clarity while keeping the core ad ranking system unchanged. Advertisers should respond by doubling down on ad relevance, creativity, and trust-building.