Google Swipeable Text Ads Are Here

If you’ve recently noticed something a little different when searching on Google from your phone, you’re not imagining things. Google appears to be testing a new ad format for its classic Search ads, also known as text ads, and it’s quite an interesting shift. Instead of the usual static block of headlines and descriptions, users are starting to see a swipeable text ad format, where the ad spans across two frames. From what we’ve seen, the first frame shows two headlines and two description lines, and if you swipe across, the second frame reveals an additional headline and a single line of text.

At first glance, it may not seem like a big deal. But when you look closer, this update changes how much information an advertiser can convey within a single ad space. We think it’s part of Google’s ongoing push to make ads more dynamic, more mobile-friendly and ultimately more engaging. After all, in a mobile-first world, space is limited, attention spans are short and advertisers need new ways to get their message across without overwhelming the user.

This swipeable format feels like a natural evolution of the traditional text ad. It adds a touch of interactivity, even if it’s just a simple swipe. In our opinion, that subtle interaction can make a big difference. The user is now engaging with your ad rather than just scrolling past it. And when users take that small action, it might lead to better recall, more curiosity and potentially higher click-through rates.

From a practical perspective, if Google provides additional features, this format opens the door for more creative messaging. We believe it’s a smart way to layer information. You might choose to highlight the core offering and brand promise in the first frame, then use the second frame for more specific benefits, a call to action or a unique selling point. For example, if you’re promoting a limited-time offer, the first part of your ad could explain the product and value, while the second part reinforces urgency or showcases a testimonial.

Interestingly, this format appears to be limited to mobile devices for now. We haven’t seen it appear in desktop searches, which makes sense considering the swipe gesture doesn’t naturally translate to a desktop experience. It also aligns with Google’s broader mobile-first philosophy. In our view, this signals that Google is prioritising ad formats that align with mobile usage behaviour rather than trying to make one design fit all screens.

We also think it’s entirely possible that Google will expand on this format even further. Right now, the second frame shows one headline and one description line, but we wouldn’t be surprised if they start testing a full set of two headlines and two descriptions across both frames. That would effectively double the messaging real estate of a standard ad, all within one single unit. More space means more storytelling potential, and for brands that have multiple benefits or complex offerings, that extra room could be a game changer.

From an advertiser’s perspective, this development is exciting but also raises some practical questions. How will performance be tracked across the two frames? Will we be able to see how many users actually swipe? Does the second frame contribute equally to ad rank and quality score? These are questions we hope Google will clarify as this format rolls out more widely. But in the meantime, we think it’s worth experimenting and takes advantage of the extra space by ensuring more headlines and 4 descriptions are used in each text ad.

We’ve long known that Google Search Ads are a powerful tool for capturing demand, especially from users who are actively searching for solutions. This new swipeable format doesn’t reinvent the wheel, but it does give us an extra layer of flexibility, which is always welcome in performance marketing. In our opinion, anything that helps us communicate more value in the same ad slot is a step in the right direction.

For now, it seems like Google is still in the testing phase. Not every search shows these swipeable ads, and they may be limited to specific industries or campaign types. But if the results are promising, we wouldn’t be surprised to see this become a standard part of the Google Ads experience, especially for mobile campaigns.

In summary, this new swipeable text ad format might look like a small change on the surface, but we believe it signals a larger shift in how Google is thinking about ad design and user interaction. It’s a subtle, mobile-friendly way to expand the narrative and offer more value to both the user and the advertiser. As always with Google, we’ll be watching closely to see how this evolves and what new opportunities it brings to the table.