Google announced on October 28, 2026 that ads inside its AI Mode search experience are expanding to ten new countries, including Australia, Canada and India, with Brazil, Mexico and the United Kingdom planned for the fourth quarter.
What happened
In its official Ads & Commerce blog, Google said ads in AI Mode, its conversational search experience, are starting to scale beyond the United States. Countries already rolling out are Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore. Brazil, Mexico and the United Kingdom are slated for Q4 2026.
Google is also launching multiturn ads in the United States, which can appear in follow-up questions within the same conversation. Ads carry a «Sponsored» label and the company says it will keep testing new formats.
Key facts
- According to Google, AI Mode queries are on average three times longer than traditional searches, citing a May 2026 U.S. report.
- In internal U.S. data from August 20 to September 3, 2026, click-through rates for sponsored and organic product list items in AI Mode were «already similar.»
- Google says users find ads in AI Mode highly relevant. This is the company’s own data, not an independent measurement.
Context
Longer, conversational searches change how purchase intent is expressed: users describe their whole problem instead of typing two keywords. For advertisers, value shifts from the exact keyword toward the quality of the business information, the product catalog and the value proposition. The arrival in Brazil and Mexico in Q4 brings the format closer to Latin America.
Strategic takeaway — Studio 24-7
A new channel is not an advantage without a system behind it. Before these ads reach your market, get the basics in place: clean product and offer data, clear messaging that answers long and specific questions, and measurement that lets you compare this channel against traditional search. Those who improvise when the format arrives pay for the learning with budget; those with the system ready test with a capped spend and decide with data. Strategy before execution.
Sources
- Google Ads & Commerce Blog — Ads in AI Mode (October 28, 2026)