Google Experiments With Gray-Shaded Search Ads Inside the Local Pack
Google has started testing a new visual treatment for search ads appearing within the Local Pack, and early users have spotted a subtle but noticeable change: gray-shaded ads that blend in more naturally with the organic listings.
This experimental design aims to streamline the appearance of sponsored results, making them look more integrated within local search results rather than standing out sharply.
While the update is not visible to everyone, it’s a strong sign that Google is rethinking how ads appear in high-intent local searches.
BEFORE–
AFTER–
What’s Changing in the Local Pack?
Traditionally, search ads inside the Local Pack come with clearly identifiable labels and distinct formatting.
In the new test, however, Google is showing an ad with:
- A soft gray background
- Lighter ad labeling
- A layout closely resembling organic listings
This makes the ad blend more smoothly with the nearby businesses, almost appearing as a natural part of the list.
Why Google May Be Testing a Gray Background
1. Increasing Ad Engagement
A more native-looking ad often receives higher interaction because it strongly resembles standard search results.
By reducing visual contrast, users may treat the sponsored listing just like any other recommended business.
2. Aligning With Google’s Current UI Style
Google has been gradually shifting toward cleaner, less intrusive design elements.
The gray shading fits this minimal, modern UI direction.
3. Improving Local Search Monetization
Local searches carry strong commercial intent — people looking for cafés, salons, clinics, repair shops, etc.
Subtle design updates can significantly impact clicks and overall ad performance.
How the New Ad Looks
The ad appears as the first listing in the Local Pack with:
- A “Sponsored” label
- A bordered gray background
- Business name, category, reviews, and directions — just like organic results
- A cleaner, more polished appearance
Overall, the change makes the ad look almost identical to a regular business listing, except for the soft highlight and sponsorship tag.
What This Means for Local Businesses
Better Visibility for Advertisers
Businesses running local ads may see higher click-through rates due to the improved blending of ad format with organic listings.
More Competition in Local Search
If the design improves ad performance, more businesses might invest in Local Services Ads or standard search ads targeting local intent queries.
Higher Need for Accurate Listings
Since ads and organic results appear more unified, accuracy in name, category, hours, photos, and reviews becomes even more important.
Is This a Final Rollout?
No. This is still an experiment and appears only for a limited set of users.
Google frequently tests different ad formats to understand how design choices affect behavior, performance, and user satisfaction.
Whether this gray-shaded version becomes permanent depends on test results and user response.
Final Thoughts
The gray-shaded Local Pack ad is a clear indication that Google is refining how sponsored content appears in high-intent searches.
By making ads look cleaner, smoother, and more aligned with organic listings, Google is likely aiming for a more natural user experience while improving advertiser engagement.
Local businesses should keep an eye on this update, as it may influence how their visibility and ad strategy perform in local search environments.