When search platforms make changes, business leaders often fear that the updates will affect their paid ads performance negatively, but that isn’t always the case. Updates can also bring in positive changes.
For example, in October 2025, Google rolled out a new layout update, grouping sponsored results under a toggle, which can be hidden when searchers browse. (Disclosure: My company is a Google Partner.) This could impact user behavior and trust. Back when sponsored results were labeled clearly with the "Ads" label, many people skipped the ads and went straight into organic results.
Without the label now, however, some people may view the paid results as organic results at first glance. This could increase click-through rates and attract users who otherwise wouldn’t click on an ad. Then, after they familiarize themselves with the new search engine results page (SERP) interface, users might start trusting ads more, especially if they look and feel as authoritative as an organic result. Meanwhile, some users might lose trust.
Adjusting To Change
When platforms change their layouts, people need to remap their understanding of them and get used to the change. The first six months after a change is what I call the "adjustment period." During this time, people may mistake sponsored for organic results. They might even make purchasing decisions they otherwise wouldn’t make on an ad.
Amid changing ad formats, marketers should go back to rule number one: Create helpful content. Earn people’s trust.
Any search engine, at its core, serves as an informational tool to help people make informed purchases. So, whether customers come to a business from organic or sponsored results, we must aim to always serve helpful content.
Helpful Content Stays Relevant
Your landing page, whether organic or paid, must be helpful to customers. This way, even if they click your ad unintentionally, your page still provides the answers to their query.
For example, I noticed the Google search results for "saunas" show the same company in both the paid and organic results. At a glance, both results look organic.
When a business is faced with this situation, I've found the key to success is to offer the same amount of value on both pages. Therefore, if people accidentally assume that the paid result is organic, they will still get quality information regardless.
Even though, naturally, paid results will include more salesy content, it should also give enough product details to help customers make informed decisions.
In my experience, a good search ad landing page should include at least:
• Product or service details, including the description and all the inclusions
• Product media
• Shipping methods, fees and policies
• Warranty or guarantee details
• Return, refund and damages policies
• The business’s address and contact information
But to make a great landing page, marketers should go beyond the offering. Offer more informational value. Tell potential customers what your offering is, why they need it and how it helps their life. Show them why you are trustworthy, that your ad is not just sales speak.
Gaining Trust And Asserting Authority
Other than helpful content, there is another way to gain trust, which is making landing pages look professional. From the title to the presentation, a landing page should reflect the company’s values, authority and expertise.
In my experience, the best, safest landing page structure follows the inverted pyramid structure: the most important information on top, then background information tapering down. This follows a common user attention span, which focuses on the topmost information in the first few seconds before waning as the page goes on.
So, put the product/service, pricing, photos, warranty and shipping info on top. This ensures that users get all the information needed to make a purchase.
Then, after that information is presented, continue gaining trust by answering the what, the why, the how and other pertinent information. Last but not least, detail business credentials, history and social proof (reviews).
Bottom Line
When platforms change, people need to adjust how they use them.
For marketers, the best thing to do is to keep writing helpful content, help customers make informed decisions and establish authority in your field. With informative and trustworthy content, your website could both adjust and thrive through changes.
The blog can also be viewed at: https://www.forbes.com/councils/forbesbusinesscouncil/2026/03/20/the-rule-marketers-need-to-remember-amid-changing-ad-formats/
