Google groups Search ads into a single “Sponsored results” section

Google is changing how text ads appear in Search by grouping them into a clearly labeled “Sponsored results” section. The redesign keeps ad size the same and limits groupings to a maximum of four ads. Users who scroll past the ad block will see a control to hide sponsored results.

Key details:

• Ad group labeled “Sponsored results” will appear at the top of the Search page.
• Groups will contain no more than four text ads; individual ad sizes remain unchanged.
• The sponsored section can appear above or below Google’s AI-generated summaries (AI Overviews).
• After scrolling past the ad block, users can tap a button to hide all sponsored results; there’s also a sponsored block at the bottom that must be seen before it can be hidden.
• The update is rolling out globally on both mobile and desktop.

This change appears aimed at making it easier to identify and navigate past paid results, while preserving visibility for advertisers. With AI Overviews becoming a more prominent part of results pages, Google’s new layout clarifies where ads end and organic or AI-provided content begins.

What this means for users and advertisers:

• Users may find it faster to spot organic answers or AI summaries without mistaking ads for content.
• Advertisers still have a visible placement but may see changes in click behavior due to the consolidated label and the hide-control.

For more background, read the original coverage: Engadget: Google is making Search ads more and less avoidable.

Discussion: How will this change affect your search habits — will you trust AI Overviews more, or scroll past to organic results?