Bing Tests Grouped “Sponsored Results”

Microsoft is experimenting with a new design for Bing ads, introducing a format similar to Google’s “Sponsored results” grouping. The aim is to consolidate multiple paid listings under a single label, giving users the option to collapse or reveal the block with a “Hide” button.

The test was first noticed by Sachin Patel, who shared screenshots and a video of the redesign in action. Only the first ad in the group carries a visible “Ad” label, while the remaining listings appear unlabelled beneath it.

This approach makes the sponsored content appear more like organic search results, potentially increasing engagement with ads that users might otherwise ignore.

The addition of the “Hide” button allows users to collapse all sponsored results at once, and to expand them again when desired, providing a degree of control over ad visibility.

By grouping ads together and reducing the number of visible labels, the new design blurs the line between paid and organic search results, which may lead to more accidental clicks.

Google introduced a similar grouping two months ago, which has already led to complaints from users about unintentionally clicking on ads. This design change sparked discussions about clarity in ad labelling.

A poll conducted by Barry Schwartz on X indicated that 63% of respondents had accidentally clicked on grouped Google ads, demonstrating the potential for unintentional engagement.

Bing’s adoption of a comparable format indicates that major search engines may be moving toward a more uniform approach in presenting sponsored results.

The redesign could boost click-through rates by making ads appear more seamlessly within search results. At the same time, it may also increase bounce rates if users accidentally click and quickly leave.

If Microsoft were to roll this format out broadly, it could have significant implications for campaign performance, ad spend efficiency, and attribution modelling across Bing search.

While the experiment is currently limited and not available to all users, it provides insight into how Bing is exploring new ways to increase ad engagement.

The test also highlights the ongoing tension between optimising ad visibility and maintaining transparency for users, which is a key concern for advertisers and regulators alike.

Advertisers may notice temporary increases in engagement if similar grouping tests return in the future, though they will need to monitor for potential drawbacks such as accidental clicks and higher bounce rates.

Overall, the Bing experiment illustrates the continued evolution of search ad formats and the industry’s interest in blending paid content more naturally with organic listings.

Microsoft confirmed that this was a limited test and stated that the company has opted not to continue it at this time. However, the experiment signals that similar approaches could be explored in future updates.