The new formats, which are being trialled in the US, see search results featuring more video, pictures, maps and prices to be more relevant to users.
With results featuring more visual elements, users, for example, who search for a film will be able to see an ad with a video that lets them watch a trailer.
To make the ad more relevant, the new formats will also have more links, so users can quickly find a specific page in an advertiser's website, rather than being directed to the homepage.
To keep up with Microsoft's rival search engine, Bing, which launched fully in the UK earlier this month, Google's ads will also feature more local results. This will include local maps that will feature more heavily on the results pages. If a user is looking for a florist in the area, a map will appear in the search results of the nearest florist along with driving directions.
Other new ad formats will also include images and prices for specific products, while users looking for comparison sites will be able to view rates and price in a single location, similar to Microsoft-owned shopping comparison site Ciao featured on Bing.
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