Google is experimenting with a new ad format in its search results — and this one’s a little different.
Instead of expanding a product carousel horizontally, Google is now testing an overlay-style expansion.
When users hover over or click the “More” button within a Sponsored ad, additional product listings from the same advertiser appear — layered over the current search results.
What It Looks Like
Here’s an example spotted by Sachin Patel, who shared a screenshot of this test on X (formerly Twitter):
In this case, the ad from 1800Wheelchair.com initially showed a lightweight wheelchair product. But clicking the small “More” arrow button expanded a floating overlay featuring additional products like:
Featherweight Scooter
Featherweight Power Chair
Both are products from the same brand, showcased right within the search results page without navigating away.
Why This Matters
This format is different from the typical product carousel expansion — it visually dominates the results page by covering existing content and pulling focus entirely to the advertiser’s additional offerings.
→ Translation: More attention (and maybe more clicks) for the advertiser… but a potentially disruptive experience for users.
The Big Question: Helpful or Intrusive?
Sachin Patel summed it up well in his X post:
“Google sponsored ads with a ‘More’ button that, when clicked, shows two additional products from the same website.”
While this could help advertisers showcase a broader range of products within a single ad slot, some users (myself included) might find the overlay a bit aggressive — especially when it interrupts browsing the organic search results.
Final Thoughts
As always with Google Ads experiments, it’s too early to tell if this format will roll out more widely. However, it’s a reminder that Google continues to test new ways to maximize advertiser exposure within its valuable SERP real estate.
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