Google Search adds single click option to collapse sponsored results
The update began rolling out globally this week and lets users hide ads they find repetitive or irrelevant, potentially impacting how online advertising functions.
Google has introduced a new feature enabling users to collapse sponsored results in its search engine with a single click, giving people greater control over their browsing experience.
The update, which began rolling out globally this week, lets users hide ads they find repetitive or irrelevant, potentially impacting how online advertising functions.
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For years, Google Search faced criticism for the increasing number of sponsored listings that appear above organic results, often causing frustration among those seeking direct access to non-paid content.
The new “collapse” feature introduces a small arrow or a “Hide sponsored results” button next to each sponsored block. Clicking it instantly removes the ad section, allowing only organic results to be shown.
According to Google, this change is part of ongoing efforts to boost transparency and user satisfaction.
“We want users to have more control over what they see, and this feature offers a simple way to tailor their search experience,” a Google spokesperson said in a statement. “People can now decide when and how they engage with sponsored content without disrupting browsing flow.”
The update aligns with broader tech industry trends towards user-centred design and privacy-conscious browsing, echoing similar customisation tools on platforms like YouTube and Instagram.
However, analysts say the update could have mixed effects on advertisers. While it enhances user trust in the platform, fewer visible ads might impact click-through rates and overall ad revenue.
Despite this, Google maintains that ads matching user intent or search behaviours will perform well, even with collapsing options.
Google insists the rollout will be gradual, beginning with desktop users and expanding to mobile devices.
Those with the feature enabled can test it by searching commercial queries like “best running shoes” to find the new hide arrow beside sponsored results.
Once collapsed, the section can be reopened at any time.
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