Google seems to be playing with the idea of making Adwords ads a bit less obvious to users. In a 2013 push for “transparency” Google added a little yellow icon next to their ads to try to distinguish them from the non-paid organic results. Now Google is trying to make the ad icon blend in now by making it green. I can only imagine that if this turns out to increase CTRs on ads, and therefore make more money for Google, that the change will stick. We’re only seeing this now in Firefox when signed in with a Google account. If it really does increase CTRs it’d be really neat to see the results.