It’s been a few years since Google began labeling its search ads as “sponsored results.” That small change didn’t stop users from complaining about how many paid listings dominate their search pages. Now, it seems Google is finally listening — the company will soon let you hide sponsored posts.
There’s just one catch: you can only hide them after you’ve already seen them.
According to a recent post on Google’s Ads & Commerce Blog, the update will group all sponsored results into one section marked clearly as “Sponsored results,” which stays in view as you scroll. This change means you’ll be able to collapse that section afterward, hiding all sponsored posts for the rest of your search session.
While it might sound like a small tweak, it’s a welcome one. Sponsored listings have long appeared at the very top of search pages—often blended with organic results in a way that many find frustrating. Now, at least, users have some control over what they see.
That said, Google’s reasoning is predictable. The company claims the update is meant to “make navigation even easier,” but you still have to scroll past the ads to find the Hide sponsored results button underneath them. And let’s be honest: Google isn’t about to hurt its own advertising business by letting users hide ads right from the start.
Still, it’s a step forward. Not the full fix users hoped for, but a small quality-of-life improvement worth appreciating. And hey — if nothing else, you can always distract yourself by checking out Google’s new Nano Banana image generator while you search.
