Google is widening the reach of advertising in its AI-powered search experience, while testing new ways for sponsored content to appear during ongoing conversations. The changes will bring ads to more AI Mode users and allow advertisers in the US to reach people as they ask follow-up questions.
Google announced that ads in AI Mode are expanding to 10 countries: India, Australia, Canada, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore. The company plans to extend the feature to Brazil, Mexico and the UK in the fourth quarter of 2026.
In the US, Google is introducing multiturn ads, which can appear as users ask additional questions within an AI Mode conversation. The company said queries in AI Mode are, on average, 3 times longer than traditional searches.
Ads in AI Mode and AI Overviews carry a “Sponsored” label and remain visually separate from organic results. Google uses direct query matching and contextual matching, which considers both the user’s query and the AI-generated response. For example, a search about cleaning a green swimming pool could show ads for pool cleaners or algae treatments.
Advertisers can use existing Search, Shopping and Performance Max campaigns without creating separate campaigns or increasing their budgets. Google supports text and Shopping ads and is testing local inventory and vehicle ads. Performance can be tracked through existing Google Ads reports, with the same billing model as regular Search ads and no additional fees.
Ads above and below AI Overviews are available in more than 200 countries and territories. Ads within AI Overviews and AI Mode are available in the US, Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, the Philippines and Singapore. Indonesia supports ads within AI Overviews only, while Pakistan currently supports text ads only.
Google said paid advertising does not influence organic responses generated by AI Mode or AI Overviews.
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