Google has expanded ads inside its AI Mode to 10 new countries, including Malaysia and launched “multiturn” ads in the United States to monetise conversational follow-up queries.
The update brings sponsored results to Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore. The tech giant also plans to expand this feature to other countries in late 2026 including Brazil, Mexico and the United Kingdom.
This is how Google puts ads in your chats or queries
The company also debuted the multiturn advertising feature in the United States. A multiturn ad is a sponsored placement that surfaces during conversational follow-up questions within an ongoing AI chat session, rather than appearing solely on the initial query.
As a user refines their question or asks subsequent prompts across multiple dialogue “turns,” the ad system uses the cumulative context of the entire conversation to serve commercial listings matched to their evolving intent.
Google claims that AI Mode searches are three times longer on average than traditional searches. This data is based on US research done in May 2026.
Based on the Google Ads page, the company uses direct query matching and contextual matching to select advertisements in AI Mode. Direct matching applies to queries expressing commercial intent, while contextual matching considers both the user’s question and the AI-generated response.
How do we know if it’s an ad?
These advertisements come with a “Sponsored” label to separate them from organic search content. These ads might come with AI explainers, which are concise, independent text generated by Google’s Gemini models to help people understand how the ads are relevant to what they are looking for.
Depending on the context, the AI explainer may introduce a group of Sponsored alternatives with a brief description or highlight useful context alongside an ad using information from the user’s query, AI response and publicly available sources including your website.
No need for a new campaign or a separate budget for advertisers
Google says that advertisers don’t need to create new campaigns or set up separate budgets to show up with their ads in AI Overviews or AI Mode. When relevant, the existing campaigns automatically participate through the Google Ads auction.
Some of the automatically eligible campaign types that serve ads within AI Overviews and AI Mode are the existing Search, Shopping and Performance Max campaigns. Text ads and shopping ads can also appear within AI Overviews and AI Mode.
The company is also testing other types of ads including local inventory ads and vehicle ads. Currently, the ads on the AI Overviews and AI Mode are available in English in the United States and select English-speaking markets. Google added that this feature will be available to additional countries, territories and languages over time.
Remember, paid advertising does not affect the organic responses generated by Google AI.
Standard advertiser controls still applies in AI Overviews and AI Mode
Existing account and campaign safety measures such as negative keywords and asset pinning are still implemented on ads. Meanwhile you can assess your performance metrics for ads in AI Overviews and AI Mode in aggregate.
These data are available in your standard Google Ads campaign reports, including campaign report and search term report.
For campaign report, queries that trigger your ads in AI Overviews and AI mode are available in metrics like impressions, clicks, conversions and cost in all existing campaign reporting for eligible campaign types.
On the other hand, search term report includes queries that trigger your ads in AI Overviews and AI mode in aggregate.
This is how advertisers can fully optimise their ad campaign
Advertisers can apply these tips to help their Search, Shopping and Performance Max campaigns perform well.
First, they can use AI-powered targeting for both direct query matching and contextual relevance. In practice, this means utilising broad match on Search, Shopping campaigns, Performance Max or AI Max for Search campaigns with search term matching activated.
Second, users can pair AI-powered targeting with Smart Bidding and strong conversion data. They can use either conversion or value-based Smart Bidding for this purpose.
Smart Bidding is supported by accurate first-party conversion measurement via Google tag or offline conversion imports. It also keeps budgets flexible on high-performing campaigns so Google AI can bid effectively across both direct searches and exploratory questions where commercial intent emerges.
Thirdly, users can tailor campaign assets and landing pages dynamically by activating text customisation and final URL expansion in AI Max for Search campaigns and Performance Max.
This allows your ad headlines, description and landing pages adapt dynamically to exploratory and conversational queries. Plus, advertisers can help Google produce accurate context in AI explainers by keeping their website content clear and up to date.
Fourthly, users need to ensure that their Merchant Center product feeds are complete. That means the Merchant Center product data should match their landing pages, includes descriptive titles and descriptions.
It should also have multiple high-resolution product and lifestyle images, accurate pricing and sale prices, product ratings and highlights and clear shipping and return policies.
For more information on Google Ads, you can visit the Google Ads FAQ page.
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