Google is experimenting with a new way to make ads more distinguishable in its search results.

The update introduces a taller gray background for ads, accompanied by a “Sponsored” label and subtitles like “Promoted products” or “Promoted results.”

This is a shift from Google’s current more subtle labelling approach.

What it looks like. Here’s a screenshot, shared by Gagan Ghotra on X:

Additionally, after the ads, Google now labels the following section as “All results,” clearly distinguishing the organic, non-sponsored listings from paid content.

Why we care: This test signals a possible shift in how Google balances ad visibility and user experience. Advertisers should keep a close eye on metrics like CTR and conversion rates as these experiments evolve.

Bottom line. This move, should it become permanent, could make ads more noticeable, potentially influencing user behavior and click rates, as Google continues to fine-tune its ad presentation for clarity and transparency.