Google Ads in AI Mode: expansion and what advertisers should check

# Google Ads in AI Mode: expansion and what advertisers should check

On 28 October 2026 Google announced an expansion of ads in AI Mode to ten markets and the launch of ads in follow-up queries in the United States. Google says the ads will be labelled “Sponsored”.

What changed

The expansion covers Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore. Google also plans to expand to other markets in the fourth quarter of 2026, including Brazil, Mexico and the United Kingdom. A plan is not the same as confirmed availability.

In the United States, multiturn ads allow advertising in relevant follow-up questions within AI Mode. AI Overviews is a separate search experience; do not assume the two have identical coverage.

What to review

If you advertise in affected markets, review conversions, costs and queries alongside any targeting changes. Do not attribute a change to AI Mode without sufficient evidence. Check which breakdowns are actually available in your account before trying to measure a specific placement.

Make sure the landing page clearly addresses the visitor’s need and that conversion events record useful outcomes such as an enquiry or sale. Avoid changing bids solely because a format has changed.

Frequently asked questions

Are ads available in every country? No. Google announced ten additional markets and plans for others, subject to rollout.

Are ads labelled? Google says they will be labelled “Sponsored”.

Are follow-up queries included? Google announced multiturn ads in the United States.

Source

Google: Ads in AI Mode expand to new markets, 28 October 2026.