18. The system of claim 17 wherein the combined content item is provided instead of separate units of content that respectively include the particular search result and the particular content item.
17. A system comprising: one or more processors; and one or more memory elements including instructions that, when executed, cause the one or more processors to: receive a search query; determine that a particular search result, from among a plurality of search results that are responsive to the search query, and a particular content item, from among a plurality of available content items, are both eligible to be presented in a same search results page; compare content of the particular search result with content of the particular content item; determine that a same brand is presented by both of the particular search result and the particular content item based on the comparison of the content of the particular search result with the content of the particular content item; in response to determining that the particular search result and the particular content item both present the same brand based on the comparison, combine less than all of the particular search result and less than all of the particular content item into a combined content item, wherein the combination is performed based, at least in part, on content sponsor preferences for how to combine the particular content item with one or more search results, and wherein the combining includes combining a link from the particular content item with content from the particular search result; and provide, responsive to the search query, the combined content item as a single search result that is presented in a same search results page as other search results.