Google recently changed how it displays search results and advertisements on desktop computers. This update affects your visibility and the way users interact with your paid listings. If you manage a Google Ads account, you need to understand these layout changes to maintain your click-through rates and conversion volume.
The most significant part of the recent Google desktop ads update is the removal of continuous scroll. For a period, Google allowed users to scroll down through multiple pages of results without clicking a "Next" button. This has now been reverted. Desktop users are back to a paginated experience, which changes the value of different ad positions.
The return to paginated search results
Google's decision to end continuous scroll on desktop marks a return to a more traditional search experience. When continuous scroll was active, the line between the first and second page of results became blurred. This meant that ads at the bottom of the first page or the top of the second page received more impressions than they do now.
Pagination is back. This means that if your ad doesn't appear on the first page, the likelihood of a user seeing it drops significantly. Most people don't click through to the second page of results. I've noticed that this change makes the competition for the top four ad slots even more intense.
If your ads were previously appearing in lower positions and still getting decent traffic, you might see a decline in impressions. You'll need to monitor your "Top of page" and "Absolute top of page" metrics closely. These numbers tell you how often your ad appears above the organic results, which is where the vast majority of desktop clicks happen.
Changes to ad labelling and visual identity
The visual appearance of ads on desktop has also evolved. Google has moved away from the small, green or outlined "Ad" labels of the past. Now, we see a bold "Sponsored" label. This label sits at the top of the ad unit, often accompanied by a favicon or site name.
This change aims to make paid results more distinct from organic listings. While some advertisers worry that a clearer label might discourage clicks, the data often suggests otherwise. Users are generally looking for the most relevant answer to their query, regardless of whether it's an ad or an organic result.
The inclusion of site names and favicons in desktop ads is another key part of the Google desktop ads update. It allows for better branding right in the search results. We run a check on all client favicons to ensure they look sharp on high-resolution desktop monitors. If your favicon is blurry or outdated, it can make your ad look less professional.
Why desktop performance still matters
It's easy to focus entirely on mobile traffic because it accounts for a huge portion of web browsing. However, desktop remains a powerhouse for conversions, especially in B2B sectors or for high-ticket items. People often do their initial research on a phone but return to a desktop computer to complete a purchase or fill out a complex lead form.
Desktop users behave differently. They have more screen real estate, which means they can see more of your ad copy and your ad assets at once. A desktop ad can display four sitelinks with full descriptions, whereas a mobile ad might only show two or three in a carousel format.
I'd start with the device segment report in Google Ads to see how your desktop performance compares to mobile. You might find that while your cost-per-click is higher on desktop, your conversion rate is significantly better. This justifies a higher bid for desktop users.
Optimising ad assets for larger screens
Ad assets, formerly known as extensions, are vital for taking up space on the desktop search results page. Because desktop screens are wide, Google can display multiple assets side-by-side. This is your chance to provide more information and give the user more reasons to click.
Sitelinks are particularly effective on desktop. When you provide four sitelinks with two lines of description each, your ad can take up a massive amount of vertical space. This pushes your competitors further down the page. The fix is straightforward. Ensure every campaign has at least four active sitelinks with unique descriptions.
Image extensions also play a role in the Google desktop ads update. On a large desktop monitor, a high-quality image can draw the eye away from organic results. We use image extensions on every campaign to improve the visual appeal of the ads. Make sure your images are clear and relevant to the keywords in the ad group.
Bidding strategies for the new layout
With the return of pagination, your bidding strategy might need an adjustment. If you're using automated bidding, such as Target CPA or Target ROAS, Google's algorithms should eventually adapt to the layout changes. However, you should still keep a close eye on your "Search top IS" (Impression Share).
If your top-of-page impression share is falling, it might be because your bids aren't high enough to compete for those limited first-page slots. You might need to increase your targets or switch to a "Target Impression Share" strategy if your primary goal is visibility.
The competition is fierce. You can't afford to be on page two for your most valuable keywords. I've found that a small increase in bid can sometimes lead to a disproportionate increase in traffic if it moves you from the bottom of the page to the top.
The role of Quality Score in desktop visibility
Quality Score remains a central pillar of how Google determines ad placement. Even with the Google desktop ads update, a high Quality Score can help you secure a top position without having to pay the highest bid. Google looks at your expected click-through rate, ad relevance, and landing page experience.
On desktop, landing page experience is especially important. Users expect a page to load quickly and look good on a large screen. If your landing page is designed only for mobile and looks stretched or broken on a desktop, Google will penalise your Quality Score.
Check your page speed for desktop users. Lab data simulates; field data is real. Use tools like PageSpeed Insights to see how your site performs for actual users on desktop connections. A faster site leads to a better Quality Score, which leads to better ad positions at a lower cost.
How to audit your account after the update
To ensure your account is performing well after these changes, you should conduct a quick audit. This doesn't have to be a long process, but it requires looking at specific data points.
- Check device segments: Look at your performance over the last 30 days and segment by device. Compare the CTR and conversion rate of desktop vs mobile.
- Review impression share: Look at "Search Top IS" and "Search Abs. Top IS". If these numbers have dropped recently, the return to pagination might be affecting you.
- Audit your assets: Ensure you have sitelinks, callouts, and image extensions active. Check that they look good on a desktop preview.
- Test your landing pages: Open your landing pages on a desktop browser. Make sure the layout is clean and the call-to-action is visible without too much scrolling.
We monitor desktop CTR weekly for our clients. This allows us to spot any sudden drops that might indicate a change in how our ads are being served. If you see a dip, it's often a sign that a competitor has moved into a higher position or that your ad assets aren't showing as often as they used to.
Adapting your ad copy for desktop users
The way you write ad copy should reflect the device the user is on. Desktop users are often in a "research" or "work" mindset. They might be more willing to read a bit more text or look at more detailed offers.
Use the extra space provided by the desktop layout to mention specific features, pricing, or technical specifications. While mobile ads need to be punchy and direct, desktop ads can afford to be a bit more descriptive.
Don't forget to use a clear call to action. Whether it's "Download the Guide," "Get a Quote," or "Shop the Collection," tell the user exactly what to do next. On desktop, these calls to action often lead to higher-value actions, like booking a consultation or using a software demo.
Managing the impact of the "Sponsored" label
As mentioned, the "Sponsored" label is now more prominent. To counter any potential "ad blindness," you need to make your ads as relevant as possible. The more your headline matches the user's search query, the less they will care about the label.
Dynamic Keyword Insertion (DKI) can be useful here, but use it carefully. You want your ads to feel human and written by an expert, not generated by a machine. I prefer writing specific headlines for each ad group rather than relying too heavily on DKI.
The goal is to provide value. If your ad provides the exact solution the user is looking for, they will click it regardless of the "Sponsored" tag. Focus on the benefits of your product or service and make sure they are front and centre in your headlines.
Summary of the Google desktop ads update
The Google desktop ads update has shifted the landscape back to a paginated search result page. This change increases the importance of securing a top-of-page position. Visual updates like the "Sponsored" label and the inclusion of favicons mean your branding needs to be on point.
To stay ahead, you should:
- Monitor your top-of-page impression share.
- Optimise all available ad assets for desktop viewing.
- Ensure your landing pages provide an excellent desktop experience.
- Adjust your bidding to reflect the high conversion value of desktop traffic.
Desktop search is not going away. By understanding these layout changes and reacting to the data in your account, you can ensure your search campaigns continue to deliver a strong return on investment. Focus on relevance and quality, and your ads will perform well regardless of how Google chooses to display them.
