Google is taking advertising in its conversational AI Mode to ten additional markets. Announced on October 28, 2026, the expansion covers Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore. A separate US change will allow ads to appear when people ask follow-up questions during an AI Mode conversation.

Brazil, Mexico and the UK are on Google's list for a planned rollout later in the fourth quarter. They should not be counted as live markets on the basis of this announcement.

Why follow-up questions matter

AI Mode searches are not necessarily a single query followed by a results page. A shopper might start by asking for a type of product, then narrow the choice by price, size or intended use. Google's own research puts average AI Mode queries at roughly three times the length of traditional searches. Its new US multiturn ad format is designed for those later moments in the exchange.

The placements will carry a Sponsored label. Google also cites internal US testing in which click-through rates for sponsored and organic product listings in AI Mode were similar. The company has not presented that comparison as a guaranteed click-through rate for advertisers, nor as a finding covering every new market.

What buyers know — and don't

For search teams operating across borders, the immediate change is geographic reach and the possibility of appearing deeper in a shopping conversation. There are still practical gaps: the announcement does not give a universal setup process for enabling US multiturn ads across every campaign type, or publish performance benchmarks by sector. Media plans should therefore distinguish confirmed availability from assumptions about incremental reach.

Ukraine is not among the ten new countries. Campaign managers targeting Ukrainian users should not treat this news as confirmation of a local launch.

Google is taking advertising in its conversational AI Mode to ten additional markets. Announced on October 28, 2026, the expansion covers Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore. A separate US change will allow ads to appear when people ask follow-up questions during an AI Mode conversation.

Brazil, Mexico and the UK are on Google's list for a planned rollout later in the fourth quarter. They should not be counted as live markets on the basis of this announcement.

Why follow-up questions matter

AI Mode searches are not necessarily a single query followed by a results page. A shopper might start by asking for a type of product, then narrow the choice by price, size or intended use. Google's own research puts average AI Mode queries at roughly three times the length of traditional searches. Its new US multiturn ad format is designed for those later moments in the exchange.

The placements will carry a Sponsored label. Google also cites internal US testing in which click-through rates for sponsored and organic product listings in AI Mode were similar. The company has not presented that comparison as a guaranteed click-through rate for advertisers, nor as a finding covering every new market.

What buyers know — and don't

For search teams operating across borders, the immediate change is geographic reach and the possibility of appearing deeper in a shopping conversation. There are still practical gaps: the announcement does not give a universal setup process for enabling US multiturn ads across every campaign type, or publish performance benchmarks by sector. Media plans should therefore distinguish confirmed availability from assumptions about incremental reach.

Ukraine is not among the ten new countries. Campaign managers targeting Ukrainian users should not treat this news as confirmation of a local launch.

Google is taking advertising in its conversational AI Mode to ten additional markets. Announced on October 28, 2026, the expansion covers Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore. A separate US change will allow ads to appear when people ask follow-up questions during an AI Mode conversation.

Brazil, Mexico and the UK are on Google's list for a planned rollout later in the fourth quarter. They should not be counted as live markets on the basis of this announcement.

Why follow-up questions matter

AI Mode searches are not necessarily a single query followed by a results page. A shopper might start by asking for a type of product, then narrow the choice by price, size or intended use. Google's own research puts average AI Mode queries at roughly three times the length of traditional searches. Its new US multiturn ad format is designed for those later moments in the exchange.

The placements will carry a Sponsored label. Google also cites internal US testing in which click-through rates for sponsored and organic product listings in AI Mode were similar. The company has not presented that comparison as a guaranteed click-through rate for advertisers, nor as a finding covering every new market.

What buyers know — and don't

For search teams operating across borders, the immediate change is geographic reach and the possibility of appearing deeper in a shopping conversation. There are still practical gaps: the announcement does not give a universal setup process for enabling US multiturn ads across every campaign type, or publish performance benchmarks by sector. Media plans should therefore distinguish confirmed availability from assumptions about incremental reach.

Ukraine is not among the ten new countries. Campaign managers targeting Ukrainian users should not treat this news as confirmation of a local launch.

Google is taking advertising in its conversational AI Mode to ten additional markets. Announced on October 28, 2026, the expansion covers Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore. A separate US change will allow ads to appear when people ask follow-up questions during an AI Mode conversation.

Brazil, Mexico and the UK are on Google's list for a planned rollout later in the fourth quarter. They should not be counted as live markets on the basis of this announcement.

Why follow-up questions matter

AI Mode searches are not necessarily a single query followed by a results page. A shopper might start by asking for a type of product, then narrow the choice by price, size or intended use. Google's own research puts average AI Mode queries at roughly three times the length of traditional searches. Its new US multiturn ad format is designed for those later moments in the exchange.

The placements will carry a Sponsored label. Google also cites internal US testing in which click-through rates for sponsored and organic product listings in AI Mode were similar. The company has not presented that comparison as a guaranteed click-through rate for advertisers, nor as a finding covering every new market.

What buyers know — and don't

For search teams operating across borders, the immediate change is geographic reach and the possibility of appearing deeper in a shopping conversation. There are still practical gaps: the announcement does not give a universal setup process for enabling US multiturn ads across every campaign type, or publish performance benchmarks by sector. Media plans should therefore distinguish confirmed availability from assumptions about incremental reach.

Ukraine is not among the ten new countries. Campaign managers targeting Ukrainian users should not treat this news as confirmation of a local launch.