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Google has officially introduced a new grouped sponsored label in search results. Instead of displaying individual ads separately, Google now consolidates multiple ads under a single larger “Sponsored” label, with a “hide” button conveniently located at the end of the sponsored section. Google states that this update aims to improve navigation, but there’s speculation that it’s actually designed to increase the likelihood of clicks—potentially confusing users into clicking on ads, especially in the short term.
This feature was first tested in May, then expanded a few weeks later, and is now fully live across search platforms. Google explained that this change makes it easier for users to navigate search results, but some observers have noted that it actually blurs the lines between ads and organic results. The use of dynamic ad placement may be affected by this update, but Google has mentioned that if the test continues, text ads will be grouped under the new label, with at least one ad in the group labeled “Sponsored result,” accompanied by a “Hide” button at the footer.
The new format seems likely to lead to more ad clicks rather than fewer. Google emphasized that all text ads on the results page are now grouped under a single “Sponsored results” label, which remains visible as users scroll, making it clearer which results are paid. Additionally, a new “Hide sponsored results” option lets users collapse all ads with a single click, allowing them to focus solely on organic search results if desired. During testing, this layout reportedly made navigating the top of the page easier, maintaining the same ad size but limiting each group to a maximum of four text ads.
The “Sponsored” label now also applies to other ad formats like Shopping ads, and these updates are rolling out globally on desktops and mobile devices.
A demonstration of this new grouped ad format shows a toggle button that allows users to hide the entire ad group, simplifying the search results view. A screenshot from the desktop version shows the “Hide” option prominently placed below the ad group.
Industry commentary reflects that many have noticed this new format appearing more frequently and express concern that users may mistake these grouped ads for organic results, potentially leading to confusion.
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