Google groups ads into a single Sponsored block with collapse option

Google began rolling out a change to its Search results this week that groups paid listings into a single, labeled block and gives users the option to collapse that block after scrolling past it. The update, available now on desktop and mobile worldwide, consolidates text ads and other paid placements into a prominent Sponsored section intended to make it easier to distinguish paid content from organic results.

Under the redesign, all text ads on a results page will be grouped under one larger Sponsored label that remains visible as users scroll. Google said the grouping will contain no more than four text ads at a time, and the company is applying the same treatment to other ad units, including Shopping listings labeled as Sponsored products. A Hide sponsored results control placed at the bottom of the sponsored block lets users collapse the section with a single tap once they have scrolled past it; tapping the persistent Sponsored label will expand the block again.

Google framed the change as an effort to simplify navigation. "The new design helps people navigate the top of the page more easily," the company said in a blog post announcing the update, and noted that AI...