Google Ads Testing New Format With Horizontal Lines Filled Halfway

Posted on June 18, 2025
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of Google Testing New Horizontal Line Design for Sponsored Search Ads

Google is experimenting with a new visual style for its sponsored search ads featuring alternating horizontal lines. The lines are either darkened or partially filled, shifting direction between ads to create a distinctive look. This design test aims to differentiate ads within search results, though user opinions remain mixed.

Optimixed’s Overview: Exploring Google’s Innovative Ad Design Experiment in Search Results

Introduction to Google’s Sponsored Ad Redesign

Google is currently testing a fresh approach to how sponsored ads appear in its search results, focusing on enhancing visual appeal and ad distinction. The new design incorporates horizontal lines that alternate in fill and direction, aiming to create a more engaging user experience.

Details of the Design Changes

  • The horizontal lines are either darkened fully or filled halfway.
  • These lines alternate direction left to right and right to left with each consecutive ad.
  • This pattern is intended to visually set apart sponsored results from organic listings.

Community and Expert Observations

The design test was identified by SEO experts Brodie Clark and Adriaan Dekker, who shared screenshots and insights on platforms like X (formerly Twitter) and LinkedIn. While the new style is innovative, it has sparked discussion among users and professionals regarding its effectiveness and aesthetic impact.

Potential Implications

If widely adopted, this design could influence user interaction with ads by making sponsored results more noticeable without being intrusive. It also reflects Google’s ongoing efforts to balance advertising visibility with search result usability.