With the rollout of Google AI Mode, most marketers are focused on generative results, zero-click answers, and AI-driven visibility. But just below the surface, Google is evolving traditional SERP elements that continue to shape how users evaluate brands often in ways that go unnoticed.
One such feature “People Also Consider, a mid-SERP module, visually similar to “People Also Search For,” that surfaces alternative brands, categories, or follow-up queries even when users didn’t ask for them.
People Also Consider is gaining traction across various industries and query types. And unlike People Also Ask, this feature is labeled “Sponsored”, despite not behaving like a paid ad (yet).
Google is clearly testing to see whether or not people will click on those suggested searches if they have the Sponsored label right above.
Learn more about some of GrowByData’s many Search Intelligence Solutions:
At GrowByData, we track not just Google’s AI results (both AI Overviews and now AI Mode), but the full SERP including emerging modules like this that reshape brand visibility without warning.
What Is “People Also Consider”?
People Also Consider is a Google SERP feature that inserts clickable, suggestion-style tiles below ads or organic listings. These tiles recommend competing product categories, models, or services often leading the user to restart their journey with a new, Google-triggered search.
Key characteristics:
- It appears in a 2-column grid like “People Also Search for”
- It is labeled “Sponsored”
- It does not expand like “People Also Ask”.
- Clicking on the link leads to commercial queries.
- As per GrowByData, it is visible on both desktop and mobile devices.
What Does the “Sponsored” Label Really Mean?
The SERP feature “People Also Consider” box is labeled “Sponsored”, which makes it seem like an ad but it’s not a paid placement.
Here’s what we know:
- Google Ads Liaison, Ginny Marvin, confirmed on X.com: Brands do not pay for these placements.
- There is no ad auction or CPC attached.
- The label is there because the links lead to commercial queries, which may include ads later.
From Google’s own on-page popup:
“This is a sponsored unit placed by Google… The suggestions are ranked using a number of factors, including relevance to your search terms, and likelihood of showing Ads.”
That’s a subtle but critical distinction.
People Also Consider: Early Visibility Trends Across Industries
Using GrowByData’s SERP tracking system, we analyzed feature presence from late January to early August 2025. What we uncovered is clear: this is no longer a small test. It’s a rapidly expanding visibility layer in high-intent search.
Overall Growth Trend: From Test to Popular Feature
Between January 25 and July 31, 2025, the presence of People Also Consider in Google SERPs rose from just 0.22% to 3.56%.
That’s a growth of over +1500% in less than 6 months.
Leading Industries by Peak Presence
| Industry | Peak Presence in SERP |
|---|---|
| Travel | 6.6% |
| Technology | 4.9% |
| Automotive | 5.1% |
| Retail | 3.5% |
| Finance | 3.4% |
| Service | 2.5% |
| Healthcare | 0.2% |
Key Milestones that We Observed
- People Also Consider grew from 0.22% in January to 3.56% in July 2025.
- This feature adoption surged during June-July, peaking at 3.92%, with steady momentum across Travel, Tech, and Auto.
- Technology (4.9%) and Automotive (5.1%) also saw strong growth, especially in SaaS.
- Retail (3.5%) and Finance (3.4%) showed consistent presence tied to product variations and B2B service queries.
- Healthcare remained low at 0.2%, likely due to informational rather than transactional search intent.
Strategic Takeaways for Brands
-
Prioritize Brand Building and Authority:
With competitors being suggested on your own branded searches, your brand needs to be the clear, top-of-mind choice. Focus on creating a strong, consistent identity that builds trust and loyalty, making users less likely to click on a competing suggestion.
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Go Beyond Traditional SEO:
Don’t just rely on organic rankings. New features like “People Also Consider” show that you need a strategy to dominate the whole SERP. This means optimizing for top SERP features, using paid search to protect your brand, and ensuring your brand’s presence across all relevant modules.
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Monitor and Adapt to Evolving SERP Elements:
The SERP is always changing. Brands must actively track these new, non-paid features to understand their impact. Use this intelligence to prepare for potential monetization and adjust your strategy to maintain visibility in this evolving landscape.
→ Learn why SERP tracking is essential in today’s highly competitive search landscape in our article on The Importance of SERP Tracking in 2025.
How GrowByData Helps Brands
GrowByData’s Search Intelligence Solution now easily tracks “People Also Consider” alongside other new SERP features, giving brands clarity into:
- When and where it appears
- What keywords and verticals are impacted
- Your brand’s visibility across all SERP modules
- Co-occurrence with Shopping, PAA, AI Overviews, and more
Conclusion: Don’t Ignore the New/Experimental SERP Features
LLM Platform is rewriting the top of Google.
People Also Consider is quietly rewriting the middle.
And while marketers debate whether they’re losing clicks to AI, they may already be losing visibility to non-paid, competitor-inserting boxes without realizing it.
➡️ Want to see how often your brand appears in “People Also Consider”?
👉 Request a Custom Visibility Audit from GrowByData
