Sponsored Ads Label Introduced on Google

Kyle Headland | 17 October, 2025 | 2 minute read | Blog, Digital Marketing, PPC

Google Search Results Are Changing

Google has started rolling out a major update to its search results layout. Instead of the familiar “Ad” label next to each paid result, users will now see a “Sponsored results” label displayed above all paid Search and Shopping ads.

Alongside this, Google has introduced a new “Hide Sponsored Results” button, positioned as a way to help users focus on organic listings. According to Google, the goal is to improve clarity between paid and organic results without compromising ad visibility.

This update affects all ad formats, including both Search and Shopping campaigns, and is now live globally.

What This Means for Search Results

As the example above shows, this change blurs the line between paid and organic listings. Ads now look almost identical to organic results, which is likely to lead to higher click-through rates for paid ads, and ultimately, more revenue for Google.

If you manage Google Ads, it’s worth monitoring your campaign budgets and CTRs closely over the next few weeks to see how this impacts performance.

Our Take

At first glance, the new “Hide Sponsored Results” feature might seem like a win for users who prefer organic search. But in reality, it feels more like a gimmick. Something Google can point to as evidence of giving users more control, while still keeping ads front and centre.

Because the updated “Sponsored results” label layout makes ads look no different from organic listings, the overall experience feels less transparent. It wouldn’t be surprising if regulators or users push Google to revise this design in the near future.

Read more about all the latest updates in marketing in our blog.