Just in from Search Engine Journal on Google redesigning search ad labels…
Google is rolling out a new way of displaying ads in Search, aiming to give users clearer insight into which results are sponsored, and more control over how they view them.
What’s Changing
Instead of labeling each text ad individually, Google will now group all ads under a single “Sponsored results” header that stays visible as users scroll. A new “Hide sponsored results” option also lets users collapse the entire ad block with one click.
This update doesn’t change how ads are served or ranked, but it does change how users see them. Shopping ads will use a similar “Sponsored products” label, and the format applies whether ads appear above or below AI Overviews.
Google confirmed the layout is rolling out globally across desktop and mobile.
Why It Matters for Advertisers
While the mechanics behind ad auctions remain the same, the new design could influence user behaviour:
- Ads are now more visually separated from organic results
- Users may be more selective about clicking sponsored content
- Low intent queries may see reduced casual clicks
- High intent searches are less likely to be affected
Because users can hide the entire ad block, the quality of the creative becomes even more important. Clear messaging, strong relevance, and intent alignment will play a bigger role in earning clicks.
Advertisers should monitor:
- CTR and impression to click trends
- Query-level differences in engagement
- Any vertical specific impact where users hide ads more frequently
Why Google Made the Change
Google says the redesign is based on user testing and is meant to improve clarity across all ad formats, especially as AI generated content becomes a larger part of the SERP.
The goal: make sponsored results easy to identify while keeping the experience consistent and trustworthy.
The Bigger Picture
This update reflects a broader shift toward transparency in search. Ad placement rules haven’t changed, but how users perceive ads might. Over time, even subtle design updates can influence click behaviour.
Advertisers don’t need to overhaul their strategies, just prioritise stronger creative, closer intent alignment, and careful performance monitoring as users adapt to the new layout.
