Google Ads in AI Mode Expand to 10 Countries

Google is scaling ads inside AI Mode answers to ten more countries. On 28 October 2026 the company named Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore. Brazil, Mexico and the United Kingdom are planned for the fourth quarter. In the United States, multiturn ads now appear on follow-up questions inside the same conversation.

Queries in AI Mode are, on average, three times longer than traditional searches. Google says its research shows people find the ads relevant. Click-through rates for sponsored product-list items already match those for organic product-list items in the United States (internal data, 20 August–3 September 2026).

This guide explains what changed, which campaigns can appear, and what advertisers should check.

What Google announced

Shashi Thakur, VP and GM of Google Search Ads and Ads on Google Experiences, published the update on the Google Ads & Commerce blog. Ads in AI Mode are now scaling in the ten countries listed above. In Q4 2026 the company plans further expansion that includes Brazil, Mexico and the United Kingdom.

In the United States Google is launching multiturn ads. These placements can appear when a person asks a follow-up question inside an ongoing AI Mode conversation. A Google spokesperson confirmed that multiturn ads show on responses to follow-up user queries.

Every ad is labeled “Sponsored.” Google says it will continue testing new formats so ads stay helpful and relevant.

Where the ads appear

Ads can show in two main places:

• Above or below AI Overviews (available in more than 200 countries and territories where AI Overviews exist).
• Inside AI Overviews and AI Mode answers (English only in the listed markets).

Pakistan is limited to text ads. Indonesia receives ads inside AI Overviews but not inside AI Mode. Multiturn ads on follow-up questions are currently limited to the United States.

Standard ads above or below an AI Overview can still appear wherever AI Overviews are available, regardless of the new AI Mode expansion.

Which campaigns are eligible

You do not create a new campaign type or separate budget. Existing Search, Shopping and Performance Max campaigns participate automatically through the normal auction. There is no opt-out that isolates AI Mode while remaining in Search.

Eligibility depends on match type and campaign setup:

• Performance Max, Shopping, broad match on Search, and AI Max for Search are eligible for both direct query matching and contextual matching (the query plus the content of the AI answer).
• Exact and phrase match keywords are eligible only when the query shows clear, direct commercial intent. They are not eligible for broader contextual matching.

Google recommends AI Max for Search, AI Max for Shopping and Performance Max for its newer AI formats. Smart Bidding is required. Negative keywords and other supported campaign controls continue to apply. Results appear in existing campaign and search-term reports; there is no separate AI Mode reporting view.

How matching works in practice

AI Mode answers longer, conversational questions. Google can match an ad to the question itself or to the content of the generated answer.

Example: someone asks “why is my pool green and how do I clean it?” An eligible ad for a pool vacuum or algae treatment can appear if the AI answer discusses those solutions. Exact-match keywords on “pool vacuum” would miss this broader question; broad match, AI Max or Performance Max can capture it.

In the United States, multiturn ads extend the same logic to follow-ups. After the first answer, a later question such as “what are the best-selling options?” can trigger additional sponsored placements labeled Sponsored.

What advertisers should do now

1. Review active campaigns in the new markets. Search, Shopping and Performance Max campaigns that already target those countries are now eligible.
2. Confirm Smart Bidding is active and conversion tracking is accurate. Contextual matching relies on strong signals.
3. Check match types. If most keywords are exact or phrase match, broader conversational queries will produce fewer impressions in AI Mode.
4. Monitor search-term reports for longer queries. AI Mode traffic will appear mixed with regular Search traffic.
5. For United States accounts, watch for multiturn activity on follow-up questions. There is still no way to isolate or exclude these placements.

No new campaign is required. Performance is reported in aggregate with regular Search results.

Language and future expansion

Ads inside AI Mode and AI Overviews currently run in English in the listed markets. Google has not published a timeline for additional languages. The company has said the list of markets “may not be exhaustive” because testing continues.

Brazil, Mexico and the United Kingdom are named for Q4 2026. No exact dates have been given. Other large markets, including much of Europe and Japan, are not on the current list.

Sources

• Google Ads & Commerce blog, 28 October 2026: “Ads in AI Mode expand to 10 new countries”
• Google Ads Help documentation on AI Overviews and AI Mode placements
• Search Engine Roundtable coverage of the announcement and multiturn clarification

For related updates on how AI Mode surfaces links, see our guide to Google AI Mode link updates in October 2026.

Advertisers in the newly expanded countries should expect eligible campaigns to start serving inside AI Mode answers without additional setup. United States advertisers will also see sponsored placements on follow-up questions. Track performance in existing reports and adjust match types or budgets if the longer conversational queries change efficiency.