Google gave users a button to hide ads. But you have to see them first.
The new collapsible ad interface rolling out globally sounds like user empowerment. You can now collapse up to four text ads grouped under a “Sponsored results” header. Same goes for Shopping ads under “Sponsored products.”
Here’s the catch: the collapse button sits at the bottom of the ad section. You must scroll past the sponsored content to reach it.
That’s not a bug. That’s strategic visibility management.
The Financial Stakes Are Clear
Google’s Q4 2024 ad revenue hit $72.46 billion, up 10.6% from the previous year. Advertising accounts for the majority of Alphabet’s revenue. Any interface change affecting ad visibility represents a significant strategic decision.
The collapsible design maintains guaranteed exposure while offering the appearance of control. Users get a cleaner interface. Google preserves its revenue model. Advertisers keep their visibility window.
I see this as a calculated response to mounting pressure on multiple fronts.
Regulatory Context Matters
Search quality complaints have risen sharply. Users increasingly describe Google’s results as cluttered with ads before reaching organic content. The old green text labels changed to blue in 2020, making ads blend with search results.
This update represents one of Google’s most visible ad labeling changes in years. The “Sponsored results” header is clearer than previous iterations. But as TechCrunch notes, users must scroll past ads to access the hide function.
The timing aligns with antitrust scrutiny. In April 2025, a U.S. District Court ruled Google violated antitrust law by monopolizing digital advertising markets. European regulations like the Digital Markets Act have pushed for clearer ad disclosures.
Google is threading a needle between regulatory compliance and revenue protection.
What This Means for Advertisers
The clearer labeling creates a new dynamic. Search Engine Land warns that more obvious ad identification could influence click-through rates. Users who actively choose to view ads might be more engaged, but overall visibility could decline.
Advertisers need to focus harder on relevance and creative quality. The mandatory scroll-past provides guaranteed exposure, but earning the click requires stronger value propositions. Generic ads will struggle more than before.
The interface change also signals Google’s approach to AI integration. The “Sponsored results” header can appear above or below AI Overviews. This positioning reveals careful calibration between commercial content and AI-driven answers.
The Broader Signal
This update hints at Google’s evolving strategy for balancing user experience, regulatory demands, and advertising revenue. The collapsible design offers modest user control without disrupting the business model fundamentally.
There’s no global opt-out. No permanent ad suppression across searches. Just a per-search collapse option that requires viewing the ads first.
That tells you everything about the true priority: maintaining visibility while appearing responsive to user concerns.
For advertisers, the message is clear. Ad placement still guarantees exposure, but conversion depends more than ever on delivering genuine relevance to users who increasingly recognize and evaluate sponsored content.
The interface might be collapsible. The revenue model isn’t.