Google Brings AI Mode Ads to 10 More Countries and Adds Ads to Follow-Up Questions in the U.S.
Brazil, Mexico and the U.K. are slated for the fourth quarter of 2026, as Google works to monetize conversational search while core Search growth slows.
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Google said on Oct. 28, 2026 that it is scaling ads in AI Mode, its conversational search experience, to 10 more countries. They are Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore. Google also launched "multiturn" ads in the U.S., which can appear in answers to follow-up questions. It plans to expand to more locales, including Brazil, Mexico and the U.K., in the fourth quarter of 2026.
Illustrative image. Edho Pratama via Unsplash, CC0, via Wikimedia Commons.
What's changing, and when
| Change | Where | Timing |
|---|---|---|
| Ads in AI Mode | Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, Philippines, Singapore | Scaling now |
| Ads in AI Mode | Brazil, Mexico, U.K. and other locales | Planned for Q4 2026 |
| Multiturn ads | United States | Launching now |
Google's post does not give exact dates for Brazil, Mexico or the U.K. It says only that the company "plan[s] to expand" there in Q4 2026, which is the current quarter. It also describes the three as examples of additional locales, so the list is not complete.
How multiturn ads work
AI Mode encourages back-and-forth conversation. Google says multiturn ads "show up on responses to follow-up user queries as users engage in back and forth conversations with AI Mode," according to a spokesperson quoted by Search Engine Roundtable. In its help documentation, Google says ads can appear within or alongside AI responses when a conversation has commercial relevance.
Every ad will be labeled "Sponsored," Google says, and it will keep testing new formats.
Google's case for the ads
Google says AI Mode queries are on average three times longer than traditional searches, according to its May 2026 U.S. AI Mode report. The company argues that longer queries help it match people with businesses more precisely.
The company also says its research shows people are comfortable with ads in AI Mode. Based on internal U.S. data from Aug. 20 to Sept. 3, 2026, it says click-through rates for sponsored product listings in AI Mode are already similar to those for organic listings. Google has not published the underlying data.
What advertisers need to know
According to Google's Ads Help documentation, as reported by Search Engine Journal and Unite.AI, advertisers don't need new campaigns. Existing Search, Shopping and Performance Max campaigns are automatically eligible to serve in AI Overviews and AI Mode through the regular auction.
Advertisers cannot target AI Mode on its own, but negative keywords and brand exclusions still apply. Search Engine Journal reports that exact- and phrase-match keywords can serve on queries with direct commercial intent. Broad exploratory questions are matched through broad match, AI Max for Search, Shopping and Performance Max.
If you run Search campaigns in the newly added countries, review your search-term reports and brand exclusions now. Your ads may already be appearing in AI Mode.
The business backdrop
The expansion was announced alongside Alphabet's third-quarter results. "This includes taking our monetization footprint global for the first time," Chief Business Officer Philipp Schindler said on the earnings call, according to TechCrunch.
TechCrunch reported that Google's Search revenue grew 12% year over year in the quarter, down from 17% in the second quarter and 19% in the first. That slowdown raises the stakes for turning AI features into ad revenue. On the same call, CEO Sundar Pichai said Google is focused on building the best Search experience first, "followed by monetization."
The move builds on new Gemini-powered ad formats that Google announced in May, including conversational ads and sponsored recommendations within AI answers. For more on AI and search, see our Artificial Intelligence hub.
How we reported this
We checked the country list, timing and Google's performance claims against Google's Oct. 28, 2026 announcement. Earnings-call remarks come from TechCrunch and Pichai's published remarks. Details for advertisers come from Google's help documentation as reported by trade outlets. Google's figures on click-through rates and query length are company data that has not been independently verified.
Sources
- Google, "Ads in AI Mode expand to new markets," Shashi Thakur, Oct. 28, 2026: https://blog.google/products/ads-commerce/ads-in-ai-mode-global/
- Google, "Q3 2026 earnings call: Remarks from our CEO," Oct. 28, 2026: https://blog.google/company-news/inside-google/message-ceo/alphabet-earnings-q3-2026/
- TechCrunch, "Google expands AI Search ads globally as core ad growth slows," Oct. 28, 2026: https://techcrunch.com/2026/10/28/google-expands-ai-search-ads-globally-as-core-ad-growth-slows/
- Search Engine Journal, "Google Says Lower AI Mode Monetization Weighed On Search Growth": https://www.searchenginejournal.com/google-search-growth-slows-again-ai-mode/594862/
- Search Engine Roundtable, "Google Expands Ads In AI Mode In More Countries & Multiturn Ads In U.S.": https://www.seroundtable.com/google-expands-ads-ai-mode-42412.html
DailyMech used AI tools to help research and draft this article; it was fact-checked by our editors.