Google tests third-party endorsements in search ads

Google is experimenting with showing third-party endorsement content directly within Search ads.

The test places short endorsements from external publishers under the ad description, including the third party’s name, logo, and favicon.

What’s showing up. The test was first spotted by Sarah Blocksidge, Marketing Director at Sixth City Marketing, who shared a screenshot on Mastodon. In the example, a Search ad included the line “Best for Frequent Travelers,” attributed to PCMag, complete with the publication’s favicon.

The endorsement appears directly beneath the ad copy, visually separating it from standard advertiser-written text.

Why we care. If rolled out more broadly, the change could make Search ads feel more like product reviews — and potentially give advertisers with strong third-party validation a new advantage in crowded auctions.

What Google says. A Google Ads spokesperson confirmed the test, calling it “a small experiment” –

• “This is a small experiment we are currently running that explores placing third-party endorsement content on Search ads.”

Google did not provide details on eligibility, sourcing, advertiser controls, or how endorsements are selected.

What we don’t know yet. It’s unclear whether advertisers can opt into the feature, request specific endorsements, or influence which third-party sources appear. Google also hasn’t said whether the test is tied to existing review extensions, publisher partnerships, or broader trust and safety initiatives.

What to watch. If Google expands the experiment, third-party credibility could become a more visible factor in ad performance — shifting emphasis from advertiser claims to external validation at the point of search.

For now, the test appears limited, but it offers a glimpse at how Google may continue blending ads, trust signals, and editorial-style context in search results.

Dig Deeper. Screenshot shared on Mastadon.

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