Google starts showing sponsored ads in the Images tab on mobile search

Google has begun placing sponsored ad units directly inside the Images tab of mobile search results — a new placement that eligible campaigns can access without any changes to existing keyword targeting.

What’s happening. When a user navigates to the Images tab within Google Search on mobile, they may now see sponsored units appearing within the image grid. Each unit shows a full image creative as the primary visual alongside text, and is clearly labelled “Sponsored” — consistent with how Google labels ads elsewhere in search results.

How it works. Eligible campaigns can serve into the Images tab without any changes to keyword targeting or campaign structure. The placement draws from existing image assets, meaning advertisers running Search or Performance Max campaigns with strong visual creative are best positioned to benefit. No separate image-only campaign setup is required.

Why we care. This is a meaningful expansion of Google’s paid search real estate. For product-led and catalog-heavy advertisers, the Images tab is where purchase-intent discovery often starts — and now ads can appear right in that moment. If your campaigns already use strong image assets, you may be picking up incremental impressions without lifting a finger.

The big picture. Early indications suggest this placement behaves more like a visual discovery surface than classic paid search. Expect high impression volume but lower click-through rates — more in line with display or Shopping than traditional text ads. That said, the assist value in multi-touch conversion paths could be significant, particularly for retail and direct-to-consumer brands. Treat it as upper-funnel reach, not a last-click channel.

What to watch. Google has not made a formal announcement, and there is no dedicated reporting breakdown for Images tab placements yet. Monitor your impression share and segment data closely to understand whether this placement is contributing — and whether it’s eating into organic image visibility for competitors.

First seen. The placement was spotted by Google Ads Expert – Matteo Braghetta, who shared seeing this update on LinkedIn. No official documentation has been published by Google at the time of writing.

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