Google’s ‘People also consider’ sponsored format raises concerns
Google's sponsored SERP loops could reshape how users engage with search ads – without advertisers paying or seeing clear performance data.
Search industry experts are sounding the alarm over a growing Google experiment that’s creating a kind of “SERP Inception” — search results inside search results, with increasingly prominent Sponsored labels that don’t appear to be paid ad placements in the traditional sense.
Driving the news. SEO consultant Glenn Gabe posted a screenshot on X showing a People also consider box labeled Sponsored. The twist? Clicking a link launches a new Google results page – complete with ads and another Sponsored box, perpetuating the loop.
- “They lead to a fresh SERP with more ads and yet ANOTHER ‘People also consider’ block that’s SPONSORED,” Gabe wrote.
The backstory. Google began testing this format in 2024. Search Engine Land’s Barry Schwartz reported on the feature in February. But as it re-emerges, ad experts are asking: Who’s behind the sponsorship? And how should advertisers interpret this?
Zoom in. Julie Bacchini, Founder of Neptune Moon, asked where the ads originate. Are they part of Performance Max campaigns? Can advertisers track them?
Google’s response. Ginny Marvin, Google Ads Liaison, replied on X:
- “This is currently an experiment. Advertisers do not pay for clicks on these placements. As part of this experiment, we label this unit as ‘Sponsored’ because it links to search results for commercial queries related to the search.”
Why we care. This update could change how users interact with search results, potentially driving traffic through SERP loops not tied to traditional ad campaigns. Because the Sponsored label doesn’t reflect paid placements, it blurs the line between organic and paid content, making it harder to track performance and understand attribution.
The recursive SERP loop could also feel manipulative or overwhelming to users, who are already adjusting to AI Overviews and more aggressive ad placements. As Google increasingly blends ads, AI summaries, and “organic” enhancements, the line between content and monetization continues to blur
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