Google is updating ad labeling and controls in Search. Text ads will be grouped under a persistent "Sponsored results" header, and people can collapse them with a one-click control.
What is changing
- Text ads appear in a single section labeled "Sponsored results" at the top of the page. The header stays visible as people scroll.
- A "Hide sponsored results" control lets people collapse the grouped text ads. When collapsed, only organic results remain visible in that area.
- The same "Sponsored results" header and hide control also appear with text ads at the bottom of the page.
Placement with AI Overviews
The "Sponsored results" header can appear above or below AI Overviews on the results page. Google says the ad label remains visible as people navigate.
Design specifics
- Ad sizes do not change.
- Each grouping includes no more than four text ads.
- The "Sponsored" label also applies to other ad units on Search. Shopping ads display the label as "Sponsored products."
Rationale and testing
Google said internal testing showed easier navigation near the top of the page and described the update as clearer for users.
"This update upholds our industry-leading standards for ad label prominence."
"The new, larger label stays visible as people scroll."
Availability
The changes are rolling out globally across desktop and mobile.
Background
Google labels advertising on Search to distinguish paid listings from organic results. Shopping ads on Search display "Sponsored" indicators alongside product listings. Under the new layout, AI Overviews may appear near these ad groupings.
Source
Google - The Keyword: Search product updates
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