Google is now showing ads inside AI Mode in India. On 28 October 2026 it announced that ads in AI Mode are scaling to India and nine other countries, and your existing Search, Shopping and Performance Max campaigns are already eligible, with no new campaign or budget needed. What decides whether your ads appear is mostly how your campaigns are set up: match types, bidding, conversion tracking and the quality of your website and product feed.
This guide explains what changed, what you can and can't control, and the checks worth doing in your Google Ads account this week.
What Google announced on 28 October 2026
In a post on Google's Ads & Commerce blog, Shashi Thakur, VP and GM of Google Search Ads, said Google is scaling ads in AI Mode in Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore. Brazil, Mexico and the United Kingdom are planned for later in the fourth quarter of 2026. In the US, Google is also starting "multiturn" ads, which can appear in follow-up questions within an AI Mode conversation. Google hasn't said when that comes to India.
Ads in AI Mode carry a "Sponsored" label. Google also says that, in US data from May 2026, queries in AI Mode were on average three times longer than traditional searches. That matters: people describe their situation in more detail, and the ad that matches is the one that fits the whole question, not one keyword.
💡 In short: nothing new to switch on. If you run Search, Shopping or Performance Max in India, your ads can now appear in AI Mode. The question is whether your setup lets them match the longer, conversational questions people ask there.
How ads in AI Mode and AI Overviews work
AI Mode is the conversational tab in Google Search where people ask a question and get an AI-generated answer with links. AI Overviews are the AI summaries that appear at the top of normal search results. According to Google Ads Help (as of October 2026):
- Ads within AI Overviews and AI Mode are available in English only, in a list of countries that now includes India.
- Ads above or below AI Overviews are available in every country and language where AI Overviews appear.
- Ads can appear when they are relevant to both the question and the AI answer, not just a single keyword.
For Indian businesses, the English-only limit is worth noting. If your customers search in Hindi or Hinglish, your ads in normal search results still matter just as much, and AI Mode placements will mostly reach people asking in English.
Which campaigns and match types are eligible
Google's help article "About ads in AI-powered experiences in Google Search" sets out the rules. Here is how they compare:
| Setup | Direct commercial questions | Broader, exploratory questions |
|---|---|---|
| Search with broad match or AI Max for Search | ✓ Eligible | ✓ Eligible |
| Shopping and Performance Max | ✓ Eligible | ✓ Eligible |
| Search with exact or phrase match only | ✓ Eligible | ✗ Not eligible for contextual matching |
So an account that runs only tightly controlled exact and phrase match keywords will show up when someone asks something clearly commercial, such as "IELTS coaching in Laxmi Nagar with weekend batches", but not when the question is broader, such as "how do I prepare for IELTS while working full time". Broad match and AI Max can reach both. That doesn't mean switching everything to broad match. Broad match without good conversion tracking and Smart Bidding usually spends money on the wrong searches.
If you aren't sure how your account is set up, a Google Ads audit will show which campaigns can reach these placements and which can't.
What you can and can't control
This is the part most advertisers will find uncomfortable. Google's help page says you can't target ads only to AI Overviews or AI Mode, and you can't opt out of them separately from Search. Results are included in your normal campaign and search terms reports, combined with other Search placements, not shown as a separate line.
What still works:
- Negative keywords still apply, so you can block questions that never lead to customers.
- Brand exclusions still apply, which matters for broad match and AI Max.
- Asset pinning still applies, if you need a headline to always show (useful in regulated categories).
- The search terms report includes these placements, so reviewing it every week is how you see the longer questions you're now matching.
💡 Practical point: because you can't see AI Mode results on their own, judge campaigns on the enquiries and sales they bring in overall. That only works if conversion tracking is accurate.
A checklist for Indian advertisers this week
Google's own recommendations for these placements, turned into checks you can do in your account:
- Check conversion tracking. Google recommends pairing AI-powered targeting with conversion- or value-based Smart Bidding and accurate first-party conversion data. Make sure form fills, calls and WhatsApp clicks that matter are tracked, and that junk actions such as page views aren't counted as conversions.
- Review match types campaign by campaign. Decide where broad match or AI Max makes sense (campaigns with enough conversion data and a clear goal) and where exact and phrase match should stay.
- Read your search terms report. Look for long, question-style searches. Add negatives for the ones that are clearly not buyers, such as students, job seekers or people looking for free options.
- Turn on text customisation and final URL expansion where it fits. Google recommends these in AI Max and Performance Max. If some pages shouldn't receive ad traffic, such as careers or blog pages, exclude them.
- Keep your landing pages clear and current. Google says to keep website content clear and up to date, because the system reads it to match ads. Prices, service areas, timings and offers should be on the page in text.
- Keep your Merchant Center feed complete. For Shopping ads, Google says product feeds should be complete and current: titles, prices, availability and images.
- Add brand exclusions and pin what must be said. If your category has compliance wording, pin it, because AI-generated variations will otherwise be tested.
Before the Diwali sale period we listed other recent changes to check, including channel priorities and automated promotions, in Google and Meta ad changes before Diwali 2026.
What it means for different kinds of business
D2C and ecommerce brands
Shopping and Performance Max are automatically eligible, so product questions in AI Mode can show your listings. Your product feed is now doing more work: clear titles, accurate prices and stock, and good images decide whether your products match those detailed questions. See Google Ads for ecommerce for how we manage feeds and Shopping campaigns.
Coaching institutes, education and study abroad
Students and parents ask long questions about courses, fees and admission timelines. Broad match can reach them earlier, but also reaches people looking for free material. Strong negatives and a landing page that answers the key questions are essential.
Real estate
Property searches are naturally detailed: location, budget, configuration and possession date. Landing pages that state these clearly, in text, give Google something to match. Projects should only advertise details that are approved and current.
Local Delhi NCR businesses
Many local searches are still short and in Hindi or Hinglish, which AI Mode ads don't cover. Keep your normal Search campaigns and location settings tight, and treat AI Mode as extra reach for English questions. For small accounts, our guide to Google Ads for small businesses explains where to start.
The organic side: showing up in AI Mode without paying
Ads are only one way in. Google Search Central says there are no additional requirements or special optimisations needed to appear in AI Overviews or AI Mode organically. A page must be indexed and eligible to show a snippet, and normal SEO fundamentals apply: allow crawling, link to important pages internally, keep key content in text, make structured data match what's on the page, and keep your Business Profile and Merchant Center information current. Google also says you don't need special AI text files or new schema to appear.
Traffic from AI features is counted in the Search Console Performance report under "Web", together with normal search. If you want both paid and organic covered, our AI search optimisation service handles the organic side, and Google Ads management the paid side. Not sure where to start? Tell us about your business and we'll suggest the first step.
Is your Google Ads account ready for AI Mode?
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Book My Free Audit →Frequently asked questions
Google announced on 28 October 2026 that ads in AI Mode are scaling in India and nine other countries. Ads within AI Overviews and AI Mode are shown in English only, and they carry a "Sponsored" label.
No. Google says existing Search, Shopping and Performance Max campaigns are automatically eligible, with no new campaign or separate budget needed.
Not separately. Google Ads Help says you can't target ads only to AI Overviews or AI Mode, or opt out of them separately from Search. Negative keywords, brand exclusions and asset pinning still apply.
Only for questions with direct commercial intent. Exact and phrase match aren't eligible for contextual matching on broader, exploratory questions. Broad match, AI Max, Shopping and Performance Max can match both.
Not as a separate line. Google includes these placements in your overall campaign metrics and in the search terms report, so accurate conversion tracking is the way to judge them.
Google says there are no special requirements beyond normal SEO: your page must be indexed and eligible for a snippet, with clear text content, internal links and structured data that matches the page.