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:
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CTR could increase if users view the grouped ads as part of the overall search experience.
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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:
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CTR fluctuations – are grouped ads driving higher or lower engagement?
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Ad position performance – is the value of position 1 increasing?
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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.
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