This study investigates the impacts of both the presence and length of search advertising exposure duration on advertising attitudes and examines the interaction effect between the length of the exposure duration and the advertising rank on advertising attitudes. Utilizing a scenario-based survey approach, the findings indicate that revealing the exposure duration and its length has positive effects on advertising attitudes. Moreover, we find that search advertising with a longer exposure duration positively affects advertising attitudes, while the impact of advertising rank diminishes under such conditions. In contrast, search advertising with a shorter exposure duration has positive impacts on advertising attitudes only in the case of high-ranked search advertising. These results suggest that disclosing search advertising exposure duration may benefit consumers by providing a cue to evaluate ad quality, thereby shaping advertising attitudes in a favorable way. This study empirically demonstrates that the length of the advertising duration is a key moderating factor in the effect of advertising rank, offering theoretical contributions. Additionally, the findings offer practical implications for advertisers seeking to optimize search advertising strategies by highlighting the positive impact of advertising duration.