In what appears to be something of a purposeful dark pattern, the only thing differentiating ads and search results is a small black-and-white “Ad” icon next to the former.

Hrm. The resulting change seems to work:

Early data collected by Digiday suggests that the changes may already be causing people to click on more ads. […] According to one digital marketing agency, click- through rates have already increased for some search ads on desktop, and mobile click- through rates for some of its clients increased last year from 17 to 18 percent after similar changes to Googleʼs mobile search layout.

Damn. I may start looking for a new search engine.