Google's New Advertising Strategy: "See Before You Hide" Ads ─ Who is the New Google Search UI Update For?

What is changing

Google is consolidating text ads displayed in search results into a "Sponsored results" block at the top of the page, with a single large "Sponsored" label always visible. At the end of the block, there is a "Hide sponsored" button that allows users to collapse the entire ad section by tapping or clicking it. However, this action can only be performed after scrolling through the ad group once. The rollout is gradually starting on both desktop and mobile.The Verge

Additionally, the number of ads per screen is limited to a maximum of four, aiming to make it easier to identify "where the ads begin" along with improved label visibility.StartupNews.fyi

The paradox of "easier to avoid, harder to avoid"

This UI update enhances "avoidability" by allowing users to collapse ads, while ensuring exposure opportunities due to the order of "showing before hiding."The Verge also reported with a hint of irony, "It's convenient to hide them, but you have to see them first." Google explains it as "making top-of-page navigation easier," but the implementation can be seen as a compromise balancing user sovereignty and the advertising business.The Verge

Background: Evolution of ad labeling

In recent years, Google has changed the label for search ads from "Ads" to "Sponsored," adjusting the visual distinction from organic results. The new design continues this trend, strengthening the "form" of transparency with consolidated block formatting and an always-visible label.The Verge

Impact on advertisers: Rethinking measurement and creativity

The collapsible top block allows for initial impressions, but the relationship between CTR (click-through rate) and scroll position becomes more sensitive than before. In the community, there are voices saying that "search ad efficiency has declined" due to AI Overviews and increased shopping slots, and with this UI, **eye movement and "collapse rate"** could become new variables. In the operational field, it is advisable to pack information value into the first 40-60 characters of headlines and descriptions to prepare for **"gap competition"** in the first view.Reddit

User experience: Trade-off between transparency and avoidability

The pure experiential value for users improves with (1) "ad consolidation" and (2) "clear labeling," while the fact that the hide operation is **"post-facto" presents significant friction. From a UI/UX perspective, there is room to offer onboarding that allows "folding first" only on the first visit or to set "always fold" as an option. However, currently, the order of **"seeing first" is prioritized due to business rationality.The Verge

Interaction with regulatory environment

This month, the UK's competition authority CMA designated Google's search advertising sector as having "strategic market status," indicating the potential for broad rule formation, including how searches are presented and alternative options are offered. The UI's transparency can also be read as preventive adaptation to such regulatory environments.AP News

Snapshot of social media reactions

• "Collapsing ads together" is bold: On r/googleads, observations like "Show/Hide button is appearing" and "Is it an A/B test?" are leading, with a mix of surprise and a mood of verification.Reddit

• Operational side concerns: In the same community, there are posts lamenting that "efficiency is dropping" due to recent AI elements and frame structure changes. There is a strong air of wait-and-see regarding how this UI will affect CTR and bid optimization.Reddit

• General user reception: Triggered by media posts, reactions like "It's welcome to hide, but showing first is counterproductive" are seen. Engadget's X post, among others, has been a spark point for discussion, with both **"convenience and discomfort"** coexisting in opinions.The Verge+1

Advertiser's To-Do (Practical Checklist)

1. Inventory of search terms × intent: Focus on queries worth opening even after collapsing.

2. Enhancing headline "snap": Front-load USP and confirmed information like price, stock, and delivery time.

3. Diversity of assets: Prepare multiple paraphrases of the same message to withstand display rank fluctuations.

4. Position-specific KPIs: In addition to Impression Share, temporarily place "collapse rate estimation" (proxy indicators like scroll depth and pre-click dwell time) on the dashboard.

5. Brand safety and compliance: In countries with regulatory scrutiny, ensure stricter transparency in wording.The Verge

Conclusion: The etiquette of the "public space" of search

This update simultaneously provides transparency to users, display opportunities to Google, and redesign of optimization to advertisers. Collapsible, yet first shown—this delicate balance is likely the realistic solution to maintain the "touchpoint" between the massive advertising business and user trust. For a while, it is time to quietly verify with data.The Verge

※This article was reconstructed based on Engadget's report (summary via link), along with primary reports from The Verge and community reactions. Dates within the article are based on Japan time (today = October 15, 2025).StartupNews.fyi