Google announced on October 28, 2026 that it is expanding ads in AI Mode to 10 more countries and launching multiturn ads in the United States. If you run Google Ads, or you sell to customers who search in AI Mode, this changes where your ads can show up.
What changed
Google says it is scaling ads in AI Mode in Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines, and Singapore. In the fourth quarter of 2026 it plans to add more locales, including Brazil, Mexico, and the United Kingdom.
In the U.S., Google is launching multiturn ads, which allow ads to appear in follow-up queries within AI Mode. Google says ads will be clearly labeled "Sponsored" and that it will keep testing new formats.
Google also reports that queries in AI Mode are on average three times longer than traditional searches, and that click-through rates are already similar between sponsored and organic product list items within AI Mode. Those figures come from Google's own research, so treat them as Google's claim rather than an independent measurement. The announcement coincided with Alphabet's third-quarter earnings report, where Google's Search revenue growth slowed from earlier quarters, according to TechCrunch.
What it means for your business
For most U.S. small businesses, the practical change is the multiturn format. A shopper who asks a follow-up question in AI Mode can now see ads on that second or third step, not just the first. Longer, more specific questions tend to reward businesses whose pages answer those questions clearly.
If you sell to customers in Canada, Australia, India or any of the other listed countries, your ads can now reach people there in AI Mode. If you do not want that reach, check your location targeting.
If you do nothing, your existing campaigns keep running. The risk is not a break, it is paying for clicks that land on pages that do not match a detailed question.
What to do now
- Open your Google Ads account and review your search terms report for longer, question-style queries.
- Check that the landing pages for your best campaigns answer specific questions: price ranges, service areas, timelines, and how to book.
- Review location targeting for each campaign so you only pay for the countries you serve.
- Read the "Learn more" page linked from Google's announcement to see how the new placements work for your account type.
- Track conversions per campaign, not just clicks, so you can tell whether the new placements bring leads.
The details
Google's announcement does not publish pricing or targeting controls for the new placements, so check your account for any new settings before you change budgets.
If you want help tying your ad spend to real leads, see our paid ads service.