Google is expanding advertisements in its AI Mode search experience to 10 more countries while introducing multiturn ads in the United States.
Shashi Thakur, Google’s VP and GM of Search Ads and Ads on Google Experiences, announced it on October 28, 2026. It gives advertisers more opportunities to reach users through conversational search.
Google Expands AI Mode Ads to 10 New Countries
Google is expanding AI Mode ads to 10 more markets:
- Australia
- Canada
- India
- Kenya
- Malaysia
- New Zealand
- Nigeria
- Pakistan
- Philippines
- Singapore.
The company also plans to introduce ads in Brazil, Mexico, and the United Kingdom in Q4 2026.
Google says queries in AI Mode are, on average, three times longer than traditional searches. These detailed questions can reveal users’ needs and help Google match advertisements to relevant products and services.
Google also reported similar click-through rates for sponsored and organic product listings within AI Mode, based on internal US data collected. However, the company has not published exact rates, and results may vary across campaigns.
Google Introduces Multiturn Ads in the US
Google is introducing multiturn ads in the United States. These advertisements can appear as users ask follow-up questions during an ongoing AI Mode conversation.
For example, someone researching running shoes might ask for recommendations before following up with questions about cushioning, durability, and long-distance running. Relevant sponsored placements could appear as the conversation develops.
Google says these advertisements will carry a clear “Sponsored” label to distinguish them from organic results.
What the Update Means for Digital Marketing
The expansion creates new opportunities for advertisers to reach users who research products through conversational search. Businesses may need to consider detailed, question-based queries alongside traditional keyword targeting.
Google’s eligible Search, Shopping, and Performance Max campaigns can serve ads in AI Mode without requiring separate campaigns or budgets. Advertisers should focus on:
- Improving ad relevance and landing pages.
- Reviewing campaign targeting and conversion tracking.
- Monitoring performance as AI-powered placements expand.
Google explains how these placements work. This is primarily a paid advertising update, not a change to organic SEO rankings.
What Happens Next?
Google plans to expand AI Mode ads to Brazil, Mexico, and the United Kingdom in Q4 2026. Meanwhile, multiturn ads are being introduced in the US as Google continues testing advertising formats within conversational search.
For marketers, monitoring campaign performance and understanding how users discover products through AI conversations will become increasingly important.
