Google lets users hide sponsored results in major search overhaul

Google is rolling out one of its most notable changes to Search in recent years, giving users the option to hide sponsored results entirely. The update not only makes advertisements more transparent but also marks a significant shift in how the company balances paid content with organic and AI-generated results.

According to a recent blog post from Google, the new feature is designed to offer users greater control over what they see when performing a search. For the first time, paid promotions will be grouped together under a single, clearly labeled section titled “Sponsored.” The new label is larger and more visible than before, ensuring users can instantly distinguish paid placements from natural search results.

The updated layout aims to address one of the long-standing criticisms of Google Search — that ads can often blend in too seamlessly with organic listings. In this redesign, sponsored content stands out as distinct and intentionally separate. The new section will display a maximum of four ads, neatly stacked and marked with the prominent “Sponsored” tag.

At the bottom of this section, Google is introducing a new “hide sponsored results” button. Once clicked, this button collapses the entire ad section, removing all sponsored links from view. What remains is a streamlined list of organic search results and AI-generated summaries — a move that’s likely to be welcomed by users frustrated with ad-heavy results pages.

The inclusion of this feature signals Google’s growing sensitivity to user feedback about the quality and clarity of its search experience. Over the years, users have expressed concerns that the increasing number of ads and AI summaries has made it more difficult to find authentic, non-commercial information. With this new control, Google seems to be responding directly to that sentiment, giving people the ability to curate their own search environment.

Despite the new option to hide ads, Google’s artificial intelligence integrations remain firmly embedded in the experience. AI Overviews — the summaries that provide quick answers above or below search results — will continue to appear. The company confirmed that these AI elements will coexist with the new ad design, but the ability to collapse sponsored sections adds a new layer of personalization. Users can now minimize one major element of the results page, creating a cleaner and less cluttered interface.

The change will apply universally to all ad types, including shopping campaigns. For online retailers and advertisers, this adjustment could have a noticeable impact on visibility and engagement, especially if a significant portion of users choose to hide sponsored results. Still, Google’s ad business remains a key revenue driver, and the company is likely betting that transparency and user trust will pay off in the long run.