TL;DR: Google is expanding ads inside AI Mode to Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore, with Brazil, Mexico and the UK set to follow in Q4. In the US, it is also rolling out multiturn ads, meaning sponsored results can now appear across an entire back and forth AI Mode conversation rather than just the first answer.
For anyone who has spent the last two years watching Google quietly rebuild search around AI Mode, this week brought the part everyone saw coming eventually: the ads are following it everywhere the product goes.
Google confirmed it is expanding ads in AI Mode to Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore, a notably broad first wave spanning several continents at once. Brazil, Mexico and the United Kingdom are next, scheduled for the fourth quarter. The company first introduced ads in AI Mode back in May 2025, and this marks the widest single expansion since that launch.
The more interesting change for anyone running paid search campaigns is what is happening in the US specifically. Google is launching what it calls multiturn ads, a format built for the reality that AI Mode conversations rarely end after one question.
“To allow ads in follow-up queries in AI Mode, we are launching multiturn ads in the U.S.,” a Google spokesperson said, adding that the format shows up on responses to follow-up questions as users go back and forth with AI Mode in a single session.
Practically, that means a sponsored result tied to your first question in a conversation is no longer the only shot an advertiser gets. If you ask AI Mode a follow up question three exchanges later, in the same thread, a new ad can surface there too, each one clearly labeled Sponsored according to Google. The company says it will keep testing new formats to make sure the ads stay, in its words, helpful and relevant, though it gave no detail on how frequently they will appear or what triggers them within a longer exchange.
Google is also leaning on an engagement metric to defend the expansion against the obvious worry that ads inside an AI assistant will feel more intrusive than ads next to a normal results page. The company says click-through rates are already similar between sponsored and organic product listings inside AI Mode, which it is using as evidence that users are not reflexively ignoring the paid placements the way some feared they might.
Whether that holds up matters more than it sounds, because Alphabet just told investors in its Q3 earnings call that each AI Mode query currently monetizes at a lower rate than a traditional search query, even as overall query volume keeps climbing. Expanding ad coverage into ten new markets and across entire conversations, rather than just a single answer, is the most direct lever Google has to close that gap without waiting for AI Mode usage itself to plateau.
For marketers and SEO professionals watching this rollout, the real planning question is less about whether to show up in AI Mode and more about which exchange in a conversation is worth bidding for. A multiturn format means the old mental model of one query, one ad slot, no longer maps cleanly onto how people are actually using Google. Someone who starts broad and narrows down across four or five follow up questions now represents four or five separate moments an advertiser could theoretically appear, not one.
That is a meaningfully different targeting surface than classic search ads ever offered, and it is arriving at the same time Google’s own Gemini quietly stopped attaching tracking parameters to the links it cites, a separate but related reminder that the plumbing connecting AI answers to the sites and advertisers behind them is still being built in public, one quiet change at a time.
The bottom line
Google is betting that spreading ads across more countries and more turns of a single conversation will close the monetization gap AI Mode created, without waiting for the underlying usage to slow down. For anyone running search ads, the unit of competition just got smaller than a single query.
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