Google AI ads just expanded to 10 new countries

Searching on Google feels less like typing random keywords and more like chatting with an assistant lately—and Google is updating how ads work to match.

They just expanded ads inside AI Mode to 10 additional countries, including Canada, Australia, and India (with the UK and Brazil up next). But for businesses here in the US, the big story is a new "multiturn" ad format.

Here’s what that actually means: instead of only showing your ad on someone’s initial search, your business can now appear naturally during their follow-up questions as they dig deeper.

Think about how people shop. They start broad, then ask specific follow-ups like "Which one is best for sensitive skin?" or "Do these run true to size?" Showing up during those conversational turns puts you in front of buyers right when they’re making up their mind.

Google says click-through rates for these AI placements are matching organic search listings, though they haven't shared the exact backend numbers yet.

Have you started using conversational AI to research products before you buy, or do you still stick to regular search?

Source: Search Engine Land, October 29, 2026.