Google Brings Collapsible "Sponsored Results" to Search

13 Oct, 2025

By Eli Sachs

Google is updating how advertisements appear in search results, introducing a new collapsible section for sponsored content that groups paid listings under a single prominent label. The change, rolling out globally on both desktop and mobile platforms, includes a "Hide sponsored results" button that allows users to collapse text ads—though only after scrolling past them first.​

Previously, Google displayed individual "Sponsored" tags beside each paid result. The updated design consolidates all text ads into one section at the top of search results pages, marked by a larger, persistent "Sponsored results" label that remains visible as users scroll. According to Google's announcement, the label is designed to make it easier to distinguish between paid and organic search results.​

"This new, larger label stays visible as people scroll, making it clear which results are sponsored—upholding our industry-leading standards for ad label prominence."
— Google

At the bottom of the sponsored section, users will now find a "Hide sponsored results" button. Clicking this button collapses the advertisement block, leaving only organic search results visible. The feature remains in effect until the next search, at which point sponsored results reappear in their standard position.​

Google has confirmed that users will never see more than four text ads in a single sponsored results grouping. The same labeling system applies to Shopping ads, which will be marked as "Sponsored products".​

The sponsored sections will appear above or below AI Overviews in search results. Google's blog post notes that AI Overviews will continue to be a prominent feature, maintaining their current placement regardless of the new sponsored section design.​

Over the years, Google has made its paid search results increasingly resemble organic listings, drawing significant backlash. The company shifted from labeling paid results as "ads" to "sponsored" around 2020. Critics have noted that the term "sponsored" sounds friendlier to audiences familiar with influencer marketing.​

The new update arrives as regulatory pressure mounts across Europe and the United States over digital advertising practices. On October 10, 2025, the UK's Competition and Markets Authority designated Google a "strategic" player in the online search advertising market, potentially paving the way for regulators to force changes to the company's business practices.​

While the hide function represents increased user control, the placement of the button at the bottom of sponsored sections means users must scroll through all advertisements before accessing it. This design choice protects Google's primary revenue source—search advertising generated $54.1 billion in the second quarter of 2025 alone.​

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