Google Ads in AI Mode Expand to 10 More Countries, With Multiturn Ads in the U.S.

Google is bringing ads in AI Mode to 10 more countries and launching multiturn ads in the U.S., the company announced on October 28, 2026. Ads will be “clearly labeled as ‘Sponsored,’” wrote Shashi Thakur, VP and GM, Google Search Ads and Ads on Google Experiences.

According to Google’s Google Ads Help page, existing Search, Shopping and Performance Max campaigns are automatically eligible. There’s no new campaign to create and no separate budget, which means your ads may already be showing in AI Mode answers in these markets.

Google’s post doesn’t give launch dates for the next markets.

What Google Changed

Google says it is now scaling ads in AI Mode in Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore. In Q4 2026, it plans to expand to additional locales, “including Brazil, Mexico, and the United Kingdom” (Google).

In the U.S., Google is launching multiturn ads, which allow ads to appear in follow-up queries in AI Mode. In other words, an ad can show after a shopper refines their question, not only on the first search.

How Ads in AI Mode Work

• Campaigns: existing Search, Shopping and Performance Max campaigns are automatically eligible (Google Ads Help).
• Formats: text ads and Shopping ads. Google says it is experimenting with others, such as local inventory and vehicle ads.
• Matching: AI Max for Search, broad match, Shopping and Performance Max can match to the query and to the AI response. Exact and phrase match only qualify when the query shows direct commercial intent.
• Controls: existing guardrails such as negative keywords and asset pinning still apply.
• Reporting: AI Mode results are included in aggregate in your standard campaign and search terms reports.
• Language: English, in the U.S. and select English-speaking markets, per the Help page.

What Google’s Data Says

Google says AI Mode queries are, on average, three times longer than traditional searches (Google AI Mode Report, U.S., May 2026), and that click-through rates are “already similar between sponsored and organic product list items within AI Mode” (Google internal data, U.S., August 20 to September 3, 2026). Both figures are Google’s own and cover the U.S. only (Google).

Who It Affects

Advertisers running Search, Shopping or Performance Max in the 10 new countries, U.S. advertisers whose ads can now show on follow-up questions, and brands selling into Brazil, Mexico or the U.K., which Google says are next. Because AI Mode traffic is folded into your normal reports, you won’t see it as its own line.

What to Test Next

• Review your search terms report for longer, question-style queries and note which landing pages they reach.
• Send specific queries to specific product or collection pages, not your homepage.
• Answer common pre-purchase questions on the landing page itself: fit, compatibility, shipping and returns.
• Run one landing page A/B test on your top question-style traffic, and judge it on cost per sale, not click-through rate.
• If you sell in one of the 10 new countries, compare conversion rate by country before and after October 28.

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