Google is expanding advertising within its AI-powered Search experience, AI Mode, to India and nine other countries, as it seeks to connect businesses with users making longer, conversational queries, while introducing ads in follow-up questions in the US.

In a blog post, Shashi Thakur, Vice President and General Manager, Google Search Ads and Ads on Google Experiences, said queries in AI Mode were, on an average, three times longer than traditional searches, helping the company better understand users’ needs and connect them with relevant businesses and services.

The expansion, according to the blog post on October 28, covers Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore.

Google plans to extend the feature to Brazil, Mexico and the United Kingdom in the fourth quarter of 2026.

Google said its research showed users were comfortable with ads in AI Mode and found them relevant.

Click-through rates for sponsored and organic product listings within AI Mode were already similar, according to the company.

The ads will be clearly labelled as ‘Sponsored’, and Google said it would continue testing new formats to ensure they remain helpful and relevant.

In the US, the company is also introducing multiturn ads, which will allow advertisements to appear in follow-up queries within AI Mode.

Ads in AI-powered experiences in Google Search, including AI Overviews and AI Mode, according to Google, help connect people with relevant businesses, products, and services as they explore, compare options and ask complex questions on Search.

Paid advertising does not influence the organic responses generated by Google AI.

Google Search offers generative AI experiences tailored to different types of questions, from quick snapshots on the Search results page with AI Overviews to multi-turn conversations and comparisons in AI Mode.