Google Search Ad Updates 2025:
What the New ‘Sponsored Results’ Label Means for Advertisers
If you’re among the millions who turn to Google Search every day, you may soon notice a change in how ads are displayed. The tech giant has rolled out a major update to Google Search ad labels, introducing clearer distinctions between sponsored ads and organic results.
This update, launched globally across desktop and mobile in mid-October, is designed to make ads easier to identify while improving user navigation and giving people more control over their search experience.
What’s Changed in Google Search Ads?
Google now categorises all text-based search ads under a single, larger “Sponsored results” label — making them far more visible than before. As you scroll, this label remains fixed, providing a clear and consistent indicator of paid content.
In Google’s own words, the move is about:
“Upholding our industry-leading standards for ad label prominence.”
The change applies to all ad units, including Google Shopping ads, and appears above or below the new AI-generated overviews that now feature prominently in search results.
New ‘Hide Sponsored Results’ Button
One of the biggest updates is the new “Hide sponsored results” button. This feature allows users to temporarily remove paid ads from their search results with a single click, leaving only SEO-driven organic listings and AI content.
You’ll find the button at the bottom of the search section.
Hiding ads is temporary — they’ll reappear in your next search.
You can toggle the ads back on at any time.
This change marks Google’s effort to increase transparency, reduce clutter, and improve user experience — while also demonstrating to regulators that it takes ad labelling and consumer control seriously.
Why the Update Matters for Advertisers and Marketers
For businesses running Google Ads campaigns, this update could impact visibility and click-through rates (CTR). With clearer separation between paid and organic content, users will instantly recognise ads as sponsored — meaning your ad creative must work harder to attract attention.
Here’s how to adapt your PPC strategy to stay competitive:
Write stronger, attention-grabbing ad copy – Lead with your USP, highlight value, and use clear CTAs.
Optimise headlines and sitelinks – Make sure your ad text stands out even within grouped results.
Build trust through brand awareness – Users are more likely to click sponsored links from brands they recognise.
Monitor CTRs and conversions closely – Track performance changes as this update rolls out.
Balance your SEO and PPC efforts – With ads easier to hide, your organic search presence is more important than ever.
Impact on User Behaviour and Ad Performance
Because Google is now grouping ads under one “Sponsored” section, users may begin to view these results as a single cluster, rather than individual listings. This could influence how they interact with them — potentially lowering individual ad engagement but improving clarity.
Additionally, Google maintains that:
The ad size and number of ads (up to four per group) remain unchanged.
Early tests showed improved navigation and user satisfaction with the new layout.
Still, advertisers should expect a short adjustment period as both users and campaigns adapt to the visual change.
A Wider Context: AI, Regulation, and the Future of Search
This update arrives as Google faces growing competition from AI-driven search tools and mounting regulatory scrutiny in Europe and beyond. By enhancing ad labelling and user control, Google is positioning itself as more transparent and user-focused.
It also aligns with the company’s broader push for personalised search experiences, including the ability to add preferred news sources in the Top Stories carousel — giving users even more ways to curate their results.
What It Means for Your SEO and PPC Strategy
At Front Page Advantage, we help brands stay ahead of every Google update — from algorithm changes to ad display updates.
This latest shift reinforces why your SEO and PPC strategies must work together. If users can easily hide ads, your organic rankings become even more valuable. And when ads do appear, they need to be compelling enough to capture attention instantly.
We can help you:
Strengthen your Google Ads performance with high-quality ad copy and targeting
Improve organic visibility through technical SEO and content strategy
Analyse and adapt your campaigns to minimise any CTR impact
Talk to Front Page Advantage
We’re an award-winning, family-run digital marketing agency specialising in SEO and PPC management. Our mission is to increase your traffic, boost conversions, and future-proof your online visibility in an ever-changing search landscape.
If you want to understand how the Google Search ad update affects your business — or simply want your campaigns to perform better — we’re here to help.
📞 Contact Front Page Advantage today to book your free SEO or PPC health check and find out how we can optimise your online advertising strategy for success.