Google brings ads in AI Mode to 10 more countries. The UK is next in the fourth quarter

Google said on October 28 that ads in AI Mode now run in 10 more countries: Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore. Shashi Thakur, who heads Search ads at Google, posted the news on the company blog. Ads first appeared in AI Mode, the chat-style part of Google Search, in the US in May 2025.

Google names the UK, Brazil and Mexico for the fourth quarter

More markets follow before the end of 2026. Google named Brazil, Mexico and the United Kingdom, but gave no exact dates. No country of the European Union is on either list. All ads in AI Mode carry a “Sponsored” label, and Google said it will keep testing new formats.

Multiturn ads take Google ads into US follow-up questions

In the US, Google is also launching what it calls multiturn ads. They can appear in answers to follow-up questions, when a person keeps talking to AI Mode instead of starting a new search. A Google spokesperson told Search Engine Roundtable the ads show up “as users engage in back and forth conversations.” Google’s help page says ads can appear inside or next to the AI answer.

Google says AI Mode questions are three times longer

Google backed the move with two figures from its own data. In the US, AI Mode queries are on average three times longer than classic searches, according to a Google report from May 2026. Click rates for sponsored and organic product listings in AI Mode are “already similar,” Google said. It cited internal US data from August 20 to September 3, but gave no actual rates.

The blog post does not say which campaign types serve these ads or whether advertisers can opt out. It only links to a Google Ads help page. This month Google also started testing AI Mode ads built on Gmail and Photos, and it put AI review summaries into Search ads in four English-speaking markets.

One question stays open. Will Google show AI Mode clicks as a separate line in Google Ads reports? The UK launch, due by the end of December, will show whether the first big European market gets that split.