Google Search is getting a subtle (and slightly ironic) UX update: paid results will now appear grouped under one collapsible “Sponsored” section at the top of the page, instead of being scattered individually through organic listings.
The good news? You can finally hide sponsored results.
The catch? You’ll have to scroll past them first.
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Once collapsed, the section stays minimized until you expand it again. Google says the change, now rolling out on desktop and mobile, aims to “make navigation even easier.” Critics might call it a way to make ads look cleaner without threatening ad revenue.
After all, this is the same company that quietly rebranded “Ads” as “Sponsored” in 2020, a friendlier, influencer-era term that feels less commercial.
So yes, you can now hide the ads… just not before they’ve had a chance to sell you something.
