They don&#x27;t know the difference between both because everything has been done to make no difference between them. Before they where pink, then they were white-ish, now they are completely white (like the results), now side ads are moved and pushed to the list of results along with the rest, which makes it even harder for average users to see a difference.<p>But yeah, I&#x27;m sure making ads look like results brings more clicks. The downside of that is Google basically becomes more and more unusable for queries directly generating money (like &quot;buy &lt;something&gt;&quot;).