Google Tests Third‑Party Endorsements in Search Ads: What Advertisers and Publishers Should Do Now

Google is experimenting with inserting short third-party endorsements directly into Search ads — a change that could shift how advertisers convey trust at the moment of intent. Search Engine Land first reported the test, noting a Google Ads spokesperson called it “a small experiment we are currently running that explores placing third-party endorsement content on Search ads.” (Anu Adegbola, Search Engine Land)

In the example highlighted in coverage of the test, an endorsement reading “Best for Frequent Travelers” was shown beneath paid ad copy and attributed to PCMag — a discovery originally shared by Sarah Blocksidge and reported by SERoundtable. That single line demonstrates how a concise third‑party phrase could lend editorial-style credibility to an otherwise promotional message.

What this experiment shows

At a glance, the test signals Google is exploring ways to blend independent authority with paid placements. The endorsements are presented with the third party’s name and favicon, visually separated from the advertiser’s copy so users can tell the validation comes from an external source. If rolled out widely, this format could change the balance between advertiser claims and independent validation in competitive auctions.

Key takeaways

• Third‑party endorsements could act as in-ad social proof, increasing trust and potentially lifting click-through and conversion rates for advertisers with strong external validation.
• Publishers and review sites stand to gain new influence: editorial content and reputational assets may become monetizable elements within paid search.
• Advertisers may have limited control initially over which endorsements appear, raising questions about alignment, accuracy, and how endorsements are sourced or vetted.

Analysis and implications

For advertisers, the idea of endorsements inside ads is attractive because it addresses one persistent weakness of paid search: perceived self-interest. A short, credible third‑party line can reduce friction for users who want independent confirmation before clicking.

However, the unknowns are significant. Google has not clarified whether advertisers will opt in, choose specific endorsements, or be able to request removal of an endorsement that misrepresents a product. The potential for endorsements to misalign with brand messaging creates both reputational and performance risks.

Publishers will need to weigh how endorsements are licensed and whether they want their editorial assessments used in paid contexts. For trusted review sites, being featured in ads could drive licensing or partnership discussions — but it could also blur boundaries between editorial independence and commercial amplification.

Measurement and testing considerations

Advertisers should treat any rollout as a testable feature. Measure the endorsement impact by running A/B tests that compare ad groups with and without endorsement placements (if Google provides control). Track CTR, conversion rate, cost per conversion and downstream metrics like average order value and return on ad spend. Pay close attention to differences in behavior across audience segments and query intent.

Three tactical recommendations

1. Inventory credibility assets: Audit existing third‑party reviews, awards, and authoritative mentions (PCMag, industry reporters, recognized review aggregators). Document the best short lines that could function as succinct endorsements and align with campaign messaging.
2. Secure partnerships and permissions: Begin outreach to publishers that produce high-value reviews. Explore licensing arrangements or partnership formats so you have standing relationships if Google allows advertiser‑driven endorsement selection.
3. Prepare measurement plans and creative variations: Draft test plans that pair endorsement appearances with control groups. Build ad copy, landing pages, and tracking that can isolate the endorsement effect on click and conversion behavior.

These steps help advertisers move from reactive to proactive: whether the feature becomes widely available or not, building a catalogue of credible third‑party assets strengthens both paid and organic strategies.

Risks and governance

Transparency is essential. Any system that overlays editorial endorsements onto ads must make the source and nature of the endorsement obvious to users to avoid confusion or deception. Advertisers and publishers should insist on clear labeling and vetting procedures to protect brand trust.

Regulatory and compliance teams will also want to review how endorsements are represented to avoid misleading claims, especially in regulated verticals like finance or healthcare.

Where to watch next

Google’s experiment remains limited and exploratory. Watch for official Google Ads announcements outlining eligibility and controls, and monitor performance data as advertisers begin to test the format. Publishers may soon receive inquiries about licensing or endorsement partnerships, and savvy advertisers will move quickly to document and secure the most potent third‑party signals.

For marketers focused on discovery and conversion, the emergence of third‑party endorsements in search ads reinforces a broader lesson: building and maintaining external authority — through reviews, awards, and partnerships — is as important as optimizing bids and creative.

Source: Anu Adegbola, Search Engine Land. Additional reporting: SERoundtable (Sarah Blocksidge).