Google ads in AI Mode are now running in 10 more English-language markets, including India, Australia, Canada and Singapore. Google first announced the expansion in an October 28, 2026 post on its Ads & Commerce blog by Shashi Thakur, VP and GM of Google Search Ads and Ads on Google Experiences. Search Engine Journal reported that Google’s official Google Ads account on X shared the update again on November 9, confirming that eligible campaigns can already serve in these markets. Google also said it is launching multiturn ads, which can appear on follow-up questions, but only in the US for now.
What changed
The 10 new markets are Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore. They join the US, where ads in AI Mode were already live. Google’s availability documentation lists Pakistan for text ads only. Google also named Brazil, Mexico and the United Kingdom as markets planned for later in Q4 2026.
Advertisers do not need to build new campaigns. According to PPC Land’s review of Google’s help documentation, existing Search, Shopping and Performance Max campaigns are automatically eligible through the regular auction. Ads can match a user’s query directly or use context from both the question and the AI-generated answer. That contextual matching is open to AI Max for Search, broad match, Shopping and Performance Max. Exact and phrase match keywords only qualify when the query itself shows direct commercial intent. Ads are labeled “Sponsored.”
Multiturn ads are the other half of the news. They let ads appear on follow-up questions within an AI Mode conversation, when that conversation has commercial relevance. Google has not said when they will reach markets outside the US.
Reporting has not changed. AI Mode impressions, clicks, conversions and costs are folded into standard campaign reports, and search terms are combined with other traffic. There is no separate AI Mode segment, so advertisers cannot calculate a cost per acquisition or return on ad spend for AI Mode on its own. PPC Land also notes that advertisers cannot opt out of AI Mode placements separately from Search, although negative keywords and brand exclusions still apply.
Why Google ads in AI Mode matter for businesses
For businesses advertising in India, Australia, Canada, Singapore or the other new markets, some of your search budget may already be spending inside AI Mode, whether you planned for it or not. If you run broad match, AI Max or Performance Max, your ads are the most likely to show there.
Google says AI Mode queries are, on average, three times longer than traditional searches. Longer, conversational questions can surface ads earlier in the buying journey. Search Engine Journal’s analysis cautions that a longer question does not by itself signal purchase readiness, and that many AI Mode interactions look upper-funnel. For a small business with a tight budget, that matters: spend could shift toward research-stage traffic that converts later, or not at all.
GCC and EU markets are not on this list. Advertisers in the UAE, Saudi Arabia or Europe who also target India or Australia should watch those campaigns separately, since performance may shift in one region and not another.
What to do now
- List which of your campaigns target the 10 new markets and which use broad match, AI Max, Shopping or Performance Max. Those are the ones most exposed to AI Mode placements.
- Note the rollout date in your reporting so you can check before-and-after trends, while remembering that timing alone cannot prove AI Mode caused a change.
- Review search terms more often. Google’s documentation says reported terms for AI experiences may approximate user intent, so treat them as a guide rather than the exact question someone typed.
- Tighten negative keyword lists and brand exclusions, which still apply in AI Mode.
- Judge results on lead quality and downstream sales, not just clicks. If you are weighing where to put your budget, our guide to Google Ads vs Meta Ads for lead generation covers the trade-offs.
- If you advertise in the US, plan for multiturn ads by making sure landing pages answer the detailed follow-up questions buyers are likely to ask.
Need help sorting out which campaigns are affected? Our Google Ads management team can audit match types and reporting across your markets.