Google tests a new ad format that lets users expand or collapse sponsored search ads

Google is testing a new search ad format, per Search Engine Land. It lets users expand and collapse sponsored ads. The format initially hides some ads, and users need to take action to view more. 

Now, users can click to expand it for more info, or collapse it to hide it. If expanded, a carousel of search ads appears within the search result page.

Google is also testing search refinements within the ad box. According to Search Engine Land, this feature will let users narrow down their search without leaving the ad space.