TLDR: Google has rolled out new controls for Search Ads globally on desktop and mobile, grouping sponsored results into a clearly labeled “Sponsored” section. Users can now hide these sponsored results with a dedicated button, though ads will still appear before they can be collapsed. This update aims to provide users with more control while integrating with existing AI Overviews in search.
Google has announced significant updates to its Search engine, introducing new controls for Search Ads and further integrating artificial intelligence features to refine the user experience. The changes, which began rolling out globally on October 13, 2025, for both desktop and mobile platforms, aim to provide users with greater transparency and management over sponsored content.
At the core of this update is the restructuring of how sponsored results appear. All text ads on a Google Search page will now be consolidated into a single, prominent “Sponsored” section located at the top of the search results. This section will feature a larger, more noticeable label, making it easier for users to distinguish paid content from organic search results. Google has confirmed that this grouped section will contain no more than four ads in any given search.
A key new feature is the “hide sponsored results” button, positioned at the bottom of the newly grouped ad section. This button allows users to collapse the entire sponsored section, effectively hiding the paid links from view. However, it’s important to note that users will still encounter these ads before they have the option to hide them, and the action needs to be repeated for each new search query. Critics suggest that while this offers a degree of control, it functions more as an organizational tool rather than a complete ad elimination feature.
These new ad controls are being implemented alongside Google’s ongoing commitment to AI-powered search. The company’s “AI Overviews,” which provide AI-generated summaries directly within search results, will continue to be a significant part of the Google Search experience. Google’s announcement clarifies that these AI Overviews may appear either above or below the new “Sponsored” section, maintaining their dynamic placement within the search interface. The new “hide sponsored results” button also offers users the ability to collapse either the sponsored section or the AI-generated summary, providing a more customizable viewing experience.
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The update extends to all types of advertisements, including shopping ads, ensuring a consistent approach across Google Search. Google states that “the new design helps people navigate the top of the page more easily,” suggesting an effort to streamline the search interface amidst the increasing complexity of AI-generated content and sponsored listings. This move reflects Google’s continuous evolution in balancing user experience with advertiser needs in an AI-driven search landscape.
