Google announced on October 28, 2026 that it is expanding ads in AI Mode to ten English-speaking countries. In the United States, it is also launching multiturn ads that appear in answers to follow-up questions. There is no new campaign to create, because your current campaigns take part automatically. There is also no control to stay out. As a Google Ads agency, we believe this change calls for a review of your accounts before the high season, and here we explain what is known and what remains unanswered.
What did Google announce about ads in AI Mode?
Google announced that it is taking AI Mode ads to Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines, and Singapore. According to Relevant Audience, which reviewed Google's help page, the service works in English only. Pakistan receives text ads only. Google also plans to add more markets in the fourth quarter, including Brazil, Mexico, and the United Kingdom, although without exact dates.
In the United States, the novelty is multiturn ads. A Google spokesperson said, according to Search Engine Roundtable, that these ads "show up on responses to follow-up user queries" during a conversation. They carry the "Sponsored" label, and Google says it will keep testing new formats.
This follows the test we covered on October 16, when Google confirmed ads for people who connect Gmail, Calendar, or Photos to Personal Intelligence. This week's expansion is different, because it adds markets and is not limited to people who connect their apps.
Do my current campaigns already take part in AI Mode?
Yes, if you use Search, Shopping, or Performance Max campaigns. According to Google's help page, those campaigns are eligible automatically, with your current budget and without creating anything new. Auction and bidding rules are the same, and there is no additional charge.
There are two types of query matching. Direct is the one applied to clear commercial queries. Contextual is the one applied when buying intent emerges inside a long, exploratory question. Campaigns with AI Max, broad match, Shopping, and Performance Max can use both. Exact and phrase match only serve on direct commercial queries.
That last point has a history. In September, Google's Ads Liaison confirmed a limited experiment with exact and phrase match, with no countries and no end date. Now the help page presents the rule as part of normal eligibility, according to Relevant Audience.
What controls do I have over those ads?
Few. You cannot target AI Mode or exclude it separately from Search. Your negative keywords and brand exclusions still apply. Reports do not separate AI Mode either: its data is folded into campaign and search terms reports.
There is one delicate point. Some ads show short explanations written by Google's Gemini models, which can draw on the advertiser's website. According to Relevant Audience, you cannot write, edit, approve, or turn them off. That is why it is worth making sure the information on your site, such as prices, conditions, and services, is up to date and accurate.
What does Google say about the results of these ads?
Google states that click-through rates are already similar between sponsored and organic items in AI Mode product lists. The data comes from internal United States data from August 20 to September 3, 2026. It covers Shopping style units, not text ads. Barry Schwartz, of Search Engine Roundtable, wonders whether that holds for text links too, because product results are highly visual.
Google has not published conversion, cost per click, or revenue figures for AI Mode. On the third quarter earnings call, Alphabet's leadership cited lower AI Mode monetization among the factors slowing Search growth. According to PPC Land, Search and other revenue rose 12% to 63.35 billion dollars, compared with 17% in the second quarter. Sundar Pichai said queries grew at the fastest pace in five years.
That combination explains Google's interest. AI Mode queries are, on average, about three times longer than traditional ones, according to Google. Philipp Schindler said many questions happen early in the buying process, which gives advertisers more chances to introduce a product. It is Google's reading, not a measured result.
What remains unanswered?
Quite a lot. Google has not said how many ads can appear in each turn of the conversation. It also does not clarify whether earlier questions influence which ad is shown, or whether there will be reports by turn. The exact fourth quarter dates and the full list of new markets are missing too, because the help page itself says its list "may not be exhaustive."
Performance data for text ads is also missing. Without it, we should not promise results to a client or change a budget just because of this announcement. The prudent step is to measure in your own account and decide with your own numbers.
What should you do now in your Google Ads campaigns?
These are recommendations from our Google Ads agency, not Google instructions. First, open the search terms report and look for long, conversational queries. If they already appear, your account is receiving this type of traffic. Second, check which campaigns use AI Max, broad match, or Performance Max, because that is where contextual matching comes in.
Third, update your landing pages so they answer follow-up questions: costs, timelines, comparisons, and conditions. Fourth, review your negative keywords and brand exclusions, since they are your main control. Fifth, record your conversions by campaign before and after the announcement dates, because there will be no AI Mode breakdown. Sixth, test real customer questions in AI Mode yourself and observe which ads appear.
Consider a typical case, not real data but an example of how it might look. A moving company in Atlanta has Search campaigns with broad match. Its team tests six chained questions in AI Mode, such as the price of a local move and what the insurance includes. It discovers that its pricing page does not answer the second and third questions, and rewrites it before the year end season.
When does it make sense to hire a Google Ads agency?
When you manage several campaigns or large budgets, every change in where your ads appear affects your results without you changing anything in the account. A Google Ads agency can review your search terms, organize your landing pages, and measure the effect on conversions before making decisions. It can also watch the content Google uses for its automatic explanations. If you want us to review how your ads appear in AI Mode, you can contact the JP Director team.
This topic connects with others we have published. To see where this discussion started, read our analysis of ads in Google AI Mode with Personal Intelligence. And to see another automatic Google Ads feature worth reviewing, see our blog on automated promotions.
Frequently Asked Questions
Where do AI Mode ads appear now?
In the United States and in ten more English-speaking countries: Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines, and Singapore. Google plans to add Brazil, Mexico, and the United Kingdom in the fourth quarter, without confirmed dates.
What are multiturn ads?
They are ads that appear in answers to follow-up questions inside an AI Mode conversation. Google launched them in the United States, with the "Sponsored" label. It has not said whether they will reach other countries.
Can I exclude my ads from AI Mode?
Not separately. Search, Shopping, and Performance Max ads take part automatically. You can use negative keywords and brand exclusions, but there is no specific AI Mode setting.
Can I see AI Mode performance separately?
Not for now. According to Google's help page, its data is folded into aggregate campaign and search terms reports. That is why it is worth comparing your conversions before and after the announcement dates.
Last updated: October 29, 2026. This article will be updated if Google confirms the fourth quarter dates, reports by turn, or performance data for text ads.
