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Google has announced it is expanding ads in AI Mode search to more countries.
This follows the search giant’s earlier experiment this year to add sponsored and Gemini-related content to its AI-powered search.
It also plans to show more “multiturn ads” in AI search queries and results in the United States.
In a press release (via Android Authority), Google is rolling out ads in AI Mode to 10 more countries: Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines, and Singapore.
Google will also display ads in AI Mode in additional regions, starting in Q4 2026 with Brazil, Mexico, and the United Kingdom.
In addition to expanding AI Mode campaigns to these territories, Google announced it will launch multiturn ads starting in the US.
Multiturn ads will appear on every follow-up question and response, unlike standard search results, which show only once.
There’s no word on how long the regions not mentioned will enjoy ad-free AI Mode search results.
But of course, it’s only a matter of time before Google expands to more markets.
As for why Google is forcing ads into AI Mode, your guess is as good as mine: users seem to be clicking on them.
Google first integrated direct offers into AI Mode search results at the start of the year, then added sponsored listings, Conversational discovery ads, and Highlighted answers.
These ad categories use Gemini, which uses conversational language to analyze queries, create answers, and inject the necessary ads.
For example, you search for “What are the top cheap wireless headphones with high-res codec?” and it surfaces a list of highlighted answers, along with product listings from retailers.
Ads will be clearly labeled as ‘Sponsored.’ “We’ll continue testing new formats to ensure ads remain helpful and relevant,” says Shashi Thakur, Google’s VP and GM, Ads on Google Experiences
Alternatively, you could ask: “I am trying to make my house smell like those fancy spas or a rainy forest. What are some low-maintenance ways to make my home smell amazing?” and receive answers and relevant product recommendations.
All of these placements are clearly labeled “Sponsored” according to Google.
Free Gemini users could get ads next
Google research says users feel sponsored content in AI Mode is appropriate.
The company also added that sponsored promotions and organic placements have similar click-through rates, or the ratio of clicks on a link or item relative to an impression.
It’s unclear whether this signals that Google will also incorporate sponsored content into Gemini, especially for free accounts.
It currently limits free users by locking out more powerful models and advanced AI capabilities behind paid tiers.
Regardless, it’s only a matter of time before we see them showing ad suggestions in Gemini.
Google revealed in May at I/O 2026 that AI Mode has over a billion active users monthly. You can assume that number will keep growing.
However, Google has only started monetizing AI Mode this year. Its rapid expansion suggests it sees enormous untapped business potential in this AI-powered search feature alone, something rivals like Meta have already realized.
Meta has almost caught up with Google, with its latest Q3 financial report showing $63.1 billion in revenue, driven by a significantly larger 26% year-on-year growth in advertising across Facebook, Instagram, and WhatsApp, compared to Google Search’s $63.4 billion and 12% YoY increase.