Google rolls out new “Sponsored results” label in Search
The goal is to enable users to identify paid placements from organic results
Google is updating how it identifies ads in search results. The company says it is launching a “Sponsored results” that groups text ads and Shopping ads under a single label.
Previously, Google displayed smaller “Sponsored” tags beside individual ads. Reports in October last year said Google was testing a search ad format that lets users expand and collapse sponsored ads. Now, the new label sits at the top of ad groups and remains visible as users scroll. This allows users to differentiate between paid content and organic search results.
The update is part of Google’s plan to maintain ad labeling on its search platform. Google Search will now display a larger, unified header showing which listings are advertisements. The change is available globally across desktop and mobile Search.
How the “Sponsored results” label works
According to Google, text ads will now appear directly under the “Sponsored results” header. Users can interact with the label using a new control: the “Hide sponsored results” button. Clicking this collapses the group of text ads, leaving only organic results visible.
The same option appears at the bottom of the results page, allowing users to hide the ads section entirely if they choose.
Expanded to Shopping and AI Overviews
The same approach applies to Shopping ads, which are marked as “Sponsored products” under the new header. Google says the label also appears above or below AI Overviews in search results.