Google expands ads in AI Mode to 10 new countries and launches multiturn ads in the US
On October 28, 2026 Google announced it is scaling ads in AI Mode in Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore. Google says it plans to expand to additional locales in Q4 2026, including Brazil, Mexico and the United Kingdom. In the US, Google is launching multiturn ads so that ads can also appear in follow-up queries inside an AI Mode conversation. Ads remain labelled as Sponsored. Google reports that AI Mode queries are on average three times longer than traditional searches and that click-through rates are similar between sponsored and organic product list items within AI Mode (US internal data).
Impact
Advertisers active in the 10 newly covered markets now have inventory in conversational, longer-form search queries, which changes how query matching and asset relevance drive delivery. Multiturn ads in the US extend exposure beyond the first query of a session, so a single user journey can trigger several ad opportunities. Agencies managing UK, Brazil or Mexico accounts have a stated Q4 2026 timeline to prepare. Campaigns that rely on exact keyword control get less visibility into these longer, conversational queries than into classic Search.
Recommendations
- Check which campaigns in the newly covered markets are eligible for AI Mode placements and review search term and asset reporting for conversational queries
- Strengthen product feeds, landing pages and assets so they answer detailed, multi-part questions
- For UK accounts, prepare feeds and creative before the planned Q4 2026 rollout
- Brief clients that AI Mode ads are labelled Sponsored and that US ads can now appear in follow-up questions
Source: Google Ads & Commerce Blog