Google is testing showing ads within the organic (free) search results. Generally, Google would show the ads at the top of each page set, even within the continuous scroll interface. But now Google has confirmed it is experimenting with showing these ads in additional spots within the search results listings.

Ginny Marvin, the Google Ads Liaison, confirmed on X saying, “We’re regularly experimenting and don’t have anything more to share at this point.”

This was first spotted by Lidia Lidia Infante who told me on X she found three ads, followed by four organic free listings, followed by an ad. She shared this screenshot.

Patrick Stox then spotted a similar thing where the search ads were at the 5th and 3rd organic positions, here is his screenshot he posted on X:

He even shared a video of it in action:

Here is Google’s confirmation tweet:

We’re regularly experimenting and don’t have anything more to share at this point.

— AdsLiaison (@adsliaison) October 24, 2023

Here are the original tweets with these findings:

I just found an ad in the middle of the SERPs!
1. Google shopping
2. Ad
3. Ad
4. Organic result
5. People Also Asked
6. Organic result
7. Organic result
8. Organic result
9. Ad@rustybrick is this new? pic.twitter.com/HJ7vWgcXyt

— Lidia Infante (@LidiaInfanteM) October 24, 2023

Did I miss a memo and there are now ads mixed in with the organic results, or is this a test?

Just went through a couple queries that had ads where the 5th and 3rd organic positions normally are. Example screenshot. pic.twitter.com/YergCg6ekM

— Patrick Stox (@patrickstox) October 24, 2023

I am pretty upset Google is actually testing this. Having ads weaved more into the free organic listings is just really a step too far for me. I know this is continuous scroll but this is just a bit too much for me.

The reaction to this is not great:

I read an article that argues Google is slowly killing off organic results.

One of the things that made Google the success it is, was its clean user interface. This contrasted with virtually everything else at the time which was absolutely cluttered with ads.

— Adam Arthur (@nomadicpreneur) October 24, 2023

It appears Google is set on ruining their product with ads. I say this as someone who runs lots of ads but don’t support obtrusive ads. We always work hard to provide relevant ads to customers so ppl aren’t bothered with things they would never use or buy.

— KowAbundant (@KowAbundant) October 24, 2023

By contrast I can remember a time when pay per click advertising was kept quite separate from organic results, with the former appearing in a column down the right hand side of the page.. https://t.co/TSfnkJ25Mg

— Dr. RWP (@Dr_RWP) October 24, 2023

Cough cough… https://t.co/qFmhAGoWUX

11%+ revenue growth just announced. Not enough – juice it!!@Google @GoogleAds pic.twitter.com/8kX2UDBKAd

— Cory 🤦‍♂️ (@chowell18) October 24, 2023

Already started to show up in Australia 🦘 https://t.co/U5edqrxU2F pic.twitter.com/UuhLv8yJ1C

— Gagan Ghotra (@gaganghotra_) October 24, 2023

It’s a comment on the degradation of search results over the years. It’s gone from an actual search engine to a straight up ad display network, with some organic results sprinkled in.

— Juan Rojo (@juanrojodesign) October 25, 2023

I’ve seen 4 ads on top and additional 1 usually where organic #3 should be. It’s the most counterintuitive thing.

— Bastiir (@BastiirMatt) October 25, 2023

Forum discussion at X.