Google Lets You Hide Ads After You've Already Seen Them

Let's face it, seeing ads when you're trying to search for something can be frustrating. You're looking for actual answers, not promotional content competing for your attention. Google seems to have heard these complaints, because they've just introduced a feature that promises to give users more control over sponsored results. But the reality might not be as user-friendly as it first sounds.

Bottom line: progress with limitations

This update is a step toward giving users more control, with caveats that cap its impact. Grouped and clearly labeled ads are easier to spot and manage. The global rollout across desktop and mobile platforms means most users will see it soon.

Still, calling this a true "hide ads" feature oversells it. You encounter the ads before you can collapse them, and you repeat the process for every search. It functions more like an organization tool than an elimination tool.

If you find sponsored results useful, especially for commercial queries, the tidy layout makes browsing them simpler. If you would rather avoid advertising entirely, this offers a bit of relief without removing exposure.

The real test is behavior. Given the friction of hiding ads on every query, most people will probably stick with the cleaner grouped layout and skip the extra tap. The layout change alone might be enough for many users.

PRO TIP: Serious about reducing ad exposure? Pair this feature with the "Web" filter on certain searches, or set browser shortcuts that jump straight to pared-back result views.

What's your take here, does being able to collapse ads after seeing them feel like meaningful control, or does it read as a show of responsiveness that keeps the status quo intact?