If you search for “employee identification number” the top of the page will be an ad which differs from the first search result (which requires 2 full screen vertical scrolls to reach on an iPhone 11) only for the presence of “ad” in 6px type instead of the favicon and replacing the tiny 3 dot menu with an i icon.
Now, I’m sure a Google PR person would insist that this tiny bit of text is a clear and unambiguous visual distinction but they’d be lying to you hoping that you are unfamiliar with eye-tracking research showing how little things like that matter, not to mention the way Google has trained users not to notice by using the smallest icon sizes and progressively removing as many visual indicators over the years as they think they can get away with.
The fact that people at Google feel the need to claim that this is a meaningful distinction tells you that it isn’t. Nobody at Google got defensive about this back when they didn’t offer advertisers a way to get the top result because it was completely obvious that ads were separate.
Now, I’m sure a Google PR person would insist that this tiny bit of text is a clear and unambiguous visual distinction but they’d be lying to you hoping that you are unfamiliar with eye-tracking research showing how little things like that matter, not to mention the way Google has trained users not to notice by using the smallest icon sizes and progressively removing as many visual indicators over the years as they think they can get away with.
The fact that people at Google feel the need to claim that this is a meaningful distinction tells you that it isn’t. Nobody at Google got defensive about this back when they didn’t offer advertisers a way to get the top result because it was completely obvious that ads were separate.