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Google's new feature will hide sponsored results in Search.
"Hide sponsored results" applies to all ads on the page.
The feature will appear on desktop and mobile.
If you immediately scroll past the sponsored results when you search for something on Google, a new feature will help you find what you're looking for.
In a blog post Monday, Google announced that it's rolling out new controls for ads on Search.
As the company explained, text ads on the search results page will soon appear together with a single "Sponsored results" label.
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At present, sponsored ads appear at the top of the page, but are spread out as individual results. Even though each one has its own label, it can be tough sometimes to tell where the actual search results begin.
The new label will not only stay visible as you scroll, making it clear which results are sponsored, but there will be a new "Hide sponsored results" control. Tap that button, and all text ads will collapse, leaving only the organic results. This label will apply to any ad on the Google results page, including Shopping ads (in those cases, you might see the label as "Sponsored products"). Google said you might see the new label either above or below AI Overviews (which you can turn off, by the way).
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Google added that the new design will keep the size of ads the same, and you will never see more than four text ads in a grouping.
There's no way to make your preference permanent, so you will need to hide sponsored results each time, but this addition should go a long way towards helping clean up your results. It's a balance between still showing ads, a large source of income for Google, but not making them so obtrusive that people don't trust Search results.
If you don't see the new feature yet, you should soon. Google says it's rolling out globally on both desktop and mobile devices.