Google has quietly introduced a subtle but potentially significant difference in how users interact with paid search results: the buttons. Specifically, PPC ads in the new grouped format now come with a “Hide sponsored results” option, while LSAs feature a “Show more” or “Expand” button. On the surface, it’s just wording—but the psychology behind these choices could shift user behavior in meaningful ways.
Why the Buttons Matter
The language is everything. “Hide” signals to users that they’re filtering out something they don’t want to see, which can create a subconscious barrier to clicking. “Expand,” on the other hand, invites curiosity, implying discovery or additional information. Combined with LSAs typically appearing in the top spot on SERPs, that subtle nudge could make users more likely to engage with LSAs over PPC ads.
There’s another nuance to consider: the new grouped PPC format. While the “Sponsored” label doesn’t scroll out of view, users who typically avoid paid ads may be less deterred when the labeling blends into a long list of grouped results. Anecdotally, this can inflate PPC click volume.
What We’re Seeing Internally
- PPC performance: Clicks may hold steady or rise slightly, particularly among users who normally skip over ads. But lead quality may fluctuate since some clicks come from exploration rather than intent.
- LSAs performance: The “Expand” button might encourage interaction from high-intent users, but it’s still too early to tell if this will consistently improve conversion rates.
The key insight? Even subtle design differences can materially affect user behavior and campaign performance.
Must-Monitor Points for Legal Advertisers
- Behavioral shifts: Track how users interact with “Hide” vs. “Expand” buttons—are LSAs seeing more engagement relative to PPC? At ADSQUIRE, we have a method to monitoring LSA CTRs that a lot of people miss. We will be watching.
- Lead quality vs. click volume: Don’t assume more clicks equal better outcomes. Monitor conversion rates and costs per actual lead closely.
- Layout effects: Longer results pages and grouped PPC listings can subtly influence interaction patterns. Watch for trends that might signal shifts in user intent.
- Branded vs. intent queries: DBS LSAs may start encroaching on areas that were historically dominated by PPC. Keep an eye on costs and visibility for your own brand terms.
- Experiment cautiously: Small copy or layout changes can have outsized effects. Test, observe, and adjust rather than assuming what worked last month still applies. Or call the pros and have them do it for you. Either way, it’s important to adapt.
Our Take
This isn’t about picking one format over the other—PPC and LSAs both have roles to play. What matters is observing how users respond to these subtle interface cues and adjusting campaigns accordingly. Tiny buttons can drive major behavioral shifts, and the firms who stay vigilant and adaptive will get the most from every click and impression.
