Google is experimenting with a new way to make ads more distinguishable in its search results.
The update introduces a taller gray background for ads, accompanied by a “Sponsored” label and subtitles like “Promoted products” or “Promoted results.”
This is a shift from Google’s current more subtle labelling approach.
What it looks like. Here’s a screenshot, shared by Gagan Ghotra on X:
Additionally, after the ads, Google now labels the following section as “All results,” clearly distinguishing the organic, non-sponsored listings from paid content.
Why we care: This test signals a possible shift in how Google balances ad visibility and user experience. Advertisers should keep a close eye on metrics like CTR and conversion rates as these experiments evolve.
Bottom line. This move, should it become permanent, could make ads more noticeable, potentially influencing user behavior and click rates, as Google continues to fine-tune its ad presentation for clarity and transparency.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.