Google AI Mode ads countries now cover 11 markets: the United States plus Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore, which Google added on October 28, 2026. AI Mode is Google Search's conversational mode that answers longer questions with a generated response and follow-ups.
Ads inside AI Mode serve in English only, and Brazil, Mexico and the United Kingdom are planned for Q4 2026. This news explainer is part of the LLM advertising hub and covers the market expansion and multiturn ads only. Multiturn ads are Google ads that show on AI Mode responses to follow-up questions in a conversation. The Google AI Mode ads guide explains formats, eligibility and targeting, but it was written when Google still called the ads a US test. The short recommendation for advertisers in the new markets: there is nothing to switch on and no opt out, so review your English Search, Shopping and Performance Max campaigns now, because they are already eligible.
Where the difference matters, facts are marked as officially confirmed by Google, reported by trade media or speculation.
Which Google AI Mode ads countries are live as of October 2026?
Google AI Mode ads countries as of October 2026 are the United States plus 10 markets added on October 28, 2026: Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore. Google's help center limits ads inside AI Mode to English, and in Pakistan to text ads only.
Google first tested ads in AI Mode in the US from May 2025. The announcement by Shashi Thakur, VP and GM, Google Search Ads and Ads on Google Experiences, adds Brazil, Mexico and the UK for Q4 2026. The Google Ads Help page adds that Indonesia has ads within AI Overviews only and says the list "may not be exhaustive."
| Market | Ads inside AI Mode | Language | Source |
|---|---|---|---|
| United States | Live, plus multiturn ads | English | Google blog, Google Ads Help |
| Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, the Philippines, Singapore | Eligible, announced October 28, 2026 | English | Google blog, Google Ads Help |
| Pakistan | Eligible, text ads only | English | Google Ads Help |
| Indonesia | No, ads within AI Overviews only | English | Google Ads Help |
| Brazil, Mexico, United Kingdom | Planned for Q4 2026, no date | Not stated | Google blog |
Officially confirmed: the 10 markets, the Q4 2026 plan, English only. Not published: exact Q4 dates. For the organic side, see the Google AI Mode update.
What are multiturn ads in Google AI Mode?
Multiturn ads are Google ads that show on AI Mode responses to follow-up questions, not only on the first query of a conversation. Google launched them in the US on October 28, 2026, labeled Sponsored like other ads in AI Mode. As of October 2026, Google has not announced multiturn ads for the 10 new markets.
Google's announcement says: "To allow ads in follow-up queries in AI Mode, we are launching multiturn ads in the U.S." A Google spokesperson told Search Engine Roundtable that "Multiturn ads show up on responses to follow-up user queries." Google has not published more detail on how they are selected.
The help center describes the matching behind it. Direct matching is when the query itself shows commercial intent, such as "pool vacuum cleaners." Contextual matching is when Google matches an ad to both the question and the AI response, such as "why is my pool green and how do I clean it?" Google says ads can appear "across follow-up questions in AI Mode" when a conversation has commercial relevance.
This matters because AI Mode queries are long. Google's announcement says queries in AI Mode are on average three times longer than traditional searches, citing its AI Mode Report (US, May 2026). Every follow-up is now a possible ad slot in the US.
Which campaigns can show ads in AI Mode, and can you opt out?
Existing Search, Shopping and Performance Max campaigns are automatically eligible for ads in AI Mode in every listed market, with no new campaign or budget needed. Advertisers cannot opt out of AI Mode separately from Search or target it on its own. Negative keywords and brand exclusions are the controls Google points to.
The help center FAQ is direct: "you can't target ads exclusively to AI Overviews or AI Mode, or opt out of showing ads in them separately from Search." Ads use the same auction as standard Search ads, at no extra charge.
AI Max for Search is a set of Google Ads features that expands a Search campaign beyond its keywords with search term matching, text customization and final URL expansion. AI Max, broad match, Shopping and Performance Max are eligible for both direct and contextual matching. Exact and phrase match keywords qualify only when the query shows direct commercial intent. The broader Google Ads AI guide covers these features.
Two limits apply in every market:
- AI explainers. These are short texts generated by Gemini next to some ads. Advertisers "can't manually write, edit, approve, or opt out of them."
- Reporting. AI Mode results are included "in aggregate" in campaign reports and the search terms report, with no separate segment.
Which accounts in the new markets will actually reach AI Mode users?
Accounts in the new markets reach AI Mode users when three conditions meet: the campaign targets a listed country, the ads run in English, and the match setup fits the query type. Exploratory and follow-up questions need AI Max, broad match, Shopping or Performance Max; exact and phrase match only catch direct commercial queries.
The AI Mode market check below combines Google's country and language list with its matching rules, so each campaign in a new market fits one row. It is a reading of Google Ads Help as of October 2026, not a Google tool.
| Campaign setup in a listed market | Direct commercial query | Exploratory question | What to do |
|---|---|---|---|
| English Search, exact and phrase only | Eligible | Not eligible | Decide whether one campaign should test broad match or AI Max |
| English Search with broad match or AI Max | Eligible | Eligible | Review search terms, negatives and brand exclusions |
| Shopping or Performance Max, English feed | Eligible | Eligible | Complete the Merchant Center feed |
| Pakistan, Shopping or Performance Max product ads | Text ads only | Text ads only | Expect text ads, not product listings |
| Ads only in a language other than English | Not listed | Not listed | Plan for standard Search results only |
The language row matters most in Canada, where many campaigns run in French, and India, where many run in Hindi.
How should advertisers in the new AI Mode markets prepare?
Advertisers in the new markets should prepare by auditing the campaigns that are already eligible, not by building new ones. Google's help center names four areas: AI-powered matching, Smart Bidding on accurate conversion data, assets and landing pages that answer detailed questions, and complete Merchant Center feeds.
- List campaigns that target a new market. Note language, match types and type, such as Performance Max.
- Record a baseline. Export search terms and campaign metrics from before the launch date.
- Check conversion data. Google recommends Smart Bidding backed by accurate first-party data from the Google tag or offline imports.
- Decide on text customization and final URL expansion. Google recommends both; turn them on only where you accept generated headlines and landing pages.
- Complete the feed. Add descriptive titles, accurate prices, images, ratings and shipping and return policies.
- Tighten negatives and brand exclusions. They are the only AI Mode controls.
Why is Google expanding AI Mode ads now?
Google is expanding AI Mode ads while AI Mode usage grows faster than its ad revenue. Alphabet reported on October 28, 2026 that Google Search & other revenue grew 12% year over year in Q3 2026, down from 17% in Q2, and its chief business officer named lower monetization in AI Mode as a factor.
The release shows Google Search & other revenue of $63.35 billion, up from $56.57 billion in Q3 2025. Search Engine Journal tracked the slowdown from 19% in Q1 2026 to 17% in Q2 and 12% in Q3.
Philipp Schindler, Google's chief business officer, said, as quoted by Adweek: "The strong growth in AI Mode queries had an impact because of the lower monetization we are seeing in AI Mode." He added: "To be clear, we feel very good about our trajectory here." Adweek reported that Alphabet shares fell roughly 11% after hours on October 28, 2026.
Google's announcement claims "click-through rates are already similar between sponsored and organic product list items within AI Mode" (Google internal data, US, August 20 to September 3, 2026). Barry Schwartz of Search Engine Roundtable questioned whether that holds for text ads. Speculation: more markets and ad slots inside conversations are the obvious next levers. OpenAI already sells ads in far more markets, as the ChatGPT ads countries overview shows.
Common mistakes with AI Mode ads in new markets
Common mistakes with AI Mode ads in new markets come from treating an announcement as a channel you can buy or switch off. Ads in AI Mode come from campaigns you already run, so most problems are fixed in match types, language, feeds and reporting, not in a new campaign.
- Building a separate AI Mode campaign. There is no AI Mode campaign type or placement target. Work on the campaigns that are already eligible.
- Assuming a non-English campaign is included. Google lists English only. Check the help center before planning budget for French, Hindi or Malay campaigns.
- Expecting multiturn ads outside the US. They launched in the US only. Plan only for first-query ads in the new markets.
- Relying on exact and phrase match for reach. They skip exploratory questions. Test broad match or AI Max in one campaign first.
- Looking for an AI Mode report. Results are aggregated with other Search results. Compare search terms and conversions against your baseline instead.
- Treating the UK, Brazil and Mexico as live. Google planned them for Q4 2026 without a date. Confirm in the help center list first.
