I just searched for "employee identification number" on my mobile. The first full screen was ads - identified only by the tiny letters "Ad" in the upper left. H

I just searched for "employee identification number" on my mobile. The first full screen was ads - identified only by the tiny letters "Ad" in the upper left. How is making your ads show up first and look almost indistinguishable from results anything other than sponsored results? Google may not call it that, but I think you'd need to be a current or former Google employee to not understand what it is.