Google appears to be testing a new color for the “Ad” label on text ads in the SERP. Several users in the UK are reporting that the “Ad” labels now match the green color of the display URLs in Google text ads.
Mark Weller of K2L Marketing was among those who noticed the switch.
As was Alex Velinov from Tag Digital.
That’s a change from the yellow “Ad” labels that Google has been using since it first introduced the icon in 2013.
At this point, the test appears to be limited to the UK, and the green labels aren’t showing consistently at all. Update: I spoke too soon — shortly after posting, a reader sent the screenshot below from the SERPs in Hungary, and Mario Wentzel tweeted it’s showing in Germany, so it’s not just being tested in the UK.