For months, we’ve all been wondering what the future holds for Google Ads with AI Overviews and the new AI Mode changing the way people interact with search. Now, we might be getting a glimpse of the answer.
Google tests ‘Sponsored Results’ tab
Since September 24, 2025, digital marketers all over the world started noticing a new test in Google’s search results layout. Instead of each ad being individually marked with a small “Ad” or “Sponsored” label, Google is grouping all paid results under a single “Sponsored results” heading.
(Source: Martina Raissle via LinkedIn)
The change isn’t visible to everyone yet – and so far, we haven’t seen it appear in Australia – but screenshots from users overseas show a noticeably cleaner results page.
Visually, the difference is striking. Ads now look almost identical to organic listings, with only the “Sponsored results” title separating them from the unpaid results below.
Could this change how users interact with ads?
Grouping ads under one heading certainly makes them feel less intrusive. It’s no longer a scatter of “Ad” labels throughout the SERP – it’s a single, cohesive section of paid results.
This could have two very different outcomes:
-
CTR could increase if users view the grouped ads as part of the overall search experience.
-
Or, CTR could decline if users notice the “Sponsored results” header and scroll straight past it.
Either way, Google is clearly testing how presentation influences user behaviour – and where ads should live in a world dominated by AI summaries and conversational search.
Less clutter, more cohesion
As AI-generated summaries and chat-style search become more prominent, the SERP is getting simpler and more unified. Grouping ads into a single block helps maintain that streamlined experience.
But it also means competition for visibility could intensify. With ads bundled together, the top one or two positions will carry even more weight. Lower-position ads may fade into the background of the block, especially on mobile.
What marketers should watch
If this rollout expands globally, advertisers will need to pay close attention to:
-
CTR fluctuations – are grouped ads driving higher or lower engagement?
-
Ad position performance – is the value of position 1 increasing?
-
User behaviour – do audiences scroll past the entire “Sponsored results” block more often?
For now, it’s only a test. But it’s a test that reveals a lot about Google’s direction: a more cohesive, AI-integrated, and less fragmented search experience .
Google isn’t removing ads. It’s reshaping how we see them. Watch this space.
The integration we’ve been waiting for is finally here! Meta has introduced a groundbreaking connection with Google Analytics, enabling advertisers to link their Google Analytics properties to [...]
A client of ours in the watersports game is heading into their quiet season as summer draws to a close. Quiet season = less sales. So, to [...]
Artificial Intelligence (AI) is a lot like Vegemite - you either love it or hate it. But if you haven’t tried it yet, it’s worth a taste. [...]
Did you know that up to 95% of your potential business clients aren’t looking to buy right now? It sounds like a small detail, but it has [...]
Social media followers are great - the more, the merrier - but how can you convert this audience into subscribers who engage with your brand on a [...]
You know how they say your dopamine levels rise when you eat chocolate? Well, we get that same feeling when we look at data. Why? Because digital [...]
Have you noticed more Reddit and Quora threads appearing in Google search results? Whether you're looking for product recommendations or step-by-step guides, chances are you'll find a [...]
It’s a total coincidence that the title of this article rhymes, but hey, let’s make it a catch cry; thrive in 2025! This year is shaping up [...]
Starting December 13, 2024, Instagram is removing the ability to follow hashtags in the app. This change follows Instagram CEO Adam Mosseri’s recent video Story which explains that [...]
Consumers are becoming more emotive in their buying decisions and are craving genuine connections with brands. Enter low-fidelity (lo-fi) content. More than just a passing trend, lo-fi content [...]
The integration we’ve been waiting for is finally here! Meta has introduced a groundbreaking connection with Google Analytics, enabling advertisers to link their Google Analytics properties to [...]
A client of ours in the watersports game is heading into their quiet season as summer draws to a close. Quiet season = less sales. So, to [...]
Artificial Intelligence (AI) is a lot like Vegemite - you either love it or hate it. But if you haven’t tried it yet, it’s worth a taste. [...]
Did you know that up to 95% of your potential business clients aren’t looking to buy right now? It sounds like a small detail, but it has [...]
Social media followers are great - the more, the merrier - but how can you convert this audience into subscribers who engage with your brand on a [...]
You know how they say your dopamine levels rise when you eat chocolate? Well, we get that same feeling when we look at data. Why? Because digital [...]
Have you noticed more Reddit and Quora threads appearing in Google search results? Whether you're looking for product recommendations or step-by-step guides, chances are you'll find a [...]
It’s a total coincidence that the title of this article rhymes, but hey, let’s make it a catch cry; thrive in 2025! This year is shaping up [...]
Starting December 13, 2024, Instagram is removing the ability to follow hashtags in the app. This change follows Instagram CEO Adam Mosseri’s recent video Story which explains that [...]
Consumers are becoming more emotive in their buying decisions and are craving genuine connections with brands. Enter low-fidelity (lo-fi) content. More than just a passing trend, lo-fi content [...]
