We’re seeing signs that Google is testing a new Shopping Ads layout, and it’s very different from what we’re used to.

Instead of the traditional horizontal carousel we’ve all come to expect, this new format stacks product ads in a grid layout that looks more like Google Images. This might seem like a small visual change, but depending on how it rolls out, it could shift how people engage with your products and which ads get clicks.

Via Sachin Patel on X

Let’s break down what’s happening, how it might affect your campaigns, and what to keep an eye on next.

What’s Happening

Google is currently testing a grid-style Shopping Ads format that shows up on desktop search results.

Here’s what’s different:

• Products are displayed in a vertical grid layout instead of a horizontal carousel.
• This section appears lower on the page, below the traditional Shopping Ads block.
• Ads in this section are only labeled as ads when expanded, they initially look more like organic image results.

It’s still in testing, but this could mean major shifts in how people see and interact with Shopping Ads.

How It Affects You

This test could have some big ripple effects, especially around visibility and engagement.

• Lower click-through rates for some products: If your ad shows up in the second grid (vs. the top carousel), you may get less visibility, especially if users don’t expand the section.
• New creative considerations: Since ads look more like organic image results, your product image becomes the ad. That means it needs to pop.
• Blurring the lines between ads and organic: Because the ad label only appears on click, we could see changes in how users trust or interact with these placements.

This is one of those updates that feels small but could end up changing the game for how Shopping Ads perform.

What You Should Do Next

Here’s how to get ahead of this before it becomes the new normal:

1. Monitor your Shopping campaign performance closely: Watch for any shifts in CTR or CPCs, especially on desktop traffic.
2. Prioritize creative: If your product image doesn’t stand out in a grid of 10 others, it’s going to get skipped. Clean backgrounds, sharp lighting, and good contrast go a long way here.
3. Audit your top-performing SKUs: Make sure they have your best images and that your product titles are clear and keyword-optimized.
4. Stay plugged into updates: This is a test for now, but if it rolls out widely, you’ll want to move quickly. We’ll keep you posted.

Shopping Ads are changing again, and this grid test could quietly become a major shift in how your products show up and get clicked. The brands that win will be the ones who optimize early and adapt fast.

If you want to stay ahead of the rollout or get a second opinion on your Shopping strategy, let’s chat. We’ll help make sure your ads are ready no matter how Google decides to display them.