Google is launching a new [x] button on some of its display ads over the next several weeks. Much like display ads on Facebook, the user will stop seeing ads from that campaign, once the [x] is clicked.

It’s unclear on what all ads the feature will be included, but Google says it is starting on those that are based on remarketing and interest categories.

When the user clicks the [x], they’ll be presented with a confirmation page, which explains that the ad has been muted, and provides a link to Google’s Ad Preferences Manager.

Google does note that clicking the [x] isn’t a 100% guarantee users won’t see the ad again. Ads might appear again if shown by a different ad company or if a marketer runs a separate campaign targeting specific content.

This isn’t the first way Google has tried to give users more control over ads.

“We’re investing in many ways to give users control over the ads they see,” says product manager Michael Aiello. “On YouTube, our TrueView ad products enables users to skip video ads. On Google search, you can click ‘Why this Ad?’ and stop sites you’re not interested in from showing you ads. Our Ads Preferences Manager, available with one click on the AdChoices icon on ads on the Google Display Network, enables you to edit your interest categories, or opt out of all interest based ads including remarketing ads on our Display Network.”

Advertisers who get the [x] clicked a lot might experience further ramifications, as Google says it will use the feedback it collects from users to “improve” its ads over time.