Google is experimenting with new search ad formats in the form of expandable sponsored ads and in-ad search refinements.
Details:
Expandable search ads:
Users can expand or collapse sponsored search ads.
Expanded view shows a carousel of search ads.
In-ad search refinements:
Search refinement options appear within the ad box.
Allows users to narrow their search without leaving the ad space.
Why we care. These updates could reshape how users engage with sponsored content, potentially increasing user control over ad interactions while also requiring more strategic ad placement to maintain visibility and performance in a more interactive search environment. Knowing how to optimise your ads to ensure potential customers feel you are the right choice as soon as they see search results will become even more vital.
Between the lines:
The expandable format initially hides some ads, requiring user action to view more.
This approach could increase ad engagement while giving users more control over their ad experience.
What they’re saying. Khushal Bherwani, who spotted and shared these tests on X, provided visual evidence of both features in action.
Google hasn’t commented on this test yet.
The big picture. These tests align with Google’s ongoing efforts to make ads more interactive and relevant to users.
Yes, but. It’s unclear why Google would choose to hide ads initially, as this could potentially reduce ad visibility. It also makes for an extra click step for users before seeing whether the have been delivered the right result for their search. Historically, this doesn’t make for a great searching experience.
Users tend to want to search, hit the search button and see their desired results. It will be interesting to see if this feature is fully rolled out.
What to watch. How these features, if implemented widely, affect:
User engagement with search ads.
Advertiser strategies and ad performance.
Overall user experience on Google Search.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.