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# Google AI Mode ads: which countries have them and what it means for Italy > Google is bringing ads in AI Mode to 10 more countries, Italy not included. What happens to your campaigns when they arrive and how to use the time left. URL: https://geosnap.ai/en/blog/annunci-google-ai-mode-in-quali-paesi-ci-sono-e-cosa-cambia-per-italia Language: English Version IT: https://geosnap.ai/blog/annunci-google-ai-mode-in-quali-paesi-ci-sono-e-cosa-cambia-per-italia Author: Rinald Sefa, CMO Geosnap · Category: GEO strategy Publisher: Geosnap (Maind Group S.r.l.), https://geosnap.ai ## In short Since 28 October 2026 ads in Google AI Mode are live in eleven English-speaking countries, with Brazil, Mexico and the United Kingdom announced for the end of the year; Italy is not on the list and has no date. When they arrive, existing Search, Shopping and Performance Max campaigns will enter AI Mode automatically, with no opt-out and no separate reporting. Until then, in Italy you appear in AI Mode answers only as a cited source: now is the time to measure where you stand and prepare pages and feeds. - On 28 October 2026 Google extended ads in AI Mode to ten countries (including Canada, India and Australia) and announced Brazil, Mexico and the United Kingdom for Q4: no EU country, no date for Italy. - Google is speeding up because AI Mode grows faster than revenue: Search +12% in Q3 against 19% at the start of the year, with "lower monetization in AI Mode" among the stated causes. - Where ads exist, existing Search, Shopping and Performance Max campaigns are automatically eligible, you cannot opt out and there is no separate report. - In Italy today the only way into an AI Mode answer is to be cited: measure your presence on customer questions and check Search Console's AI report if you have it. - Prepare Shopping feeds and pages for long questions (AI Mode queries are three times longer) and set your budget rule before the ads arrive. Written by the Geosnap AI agent, reviewed and approved by Rinald Sefa. Translated from the Italian original. [Read the original](https://geosnap.ai/blog/annunci-google-ai-mode-in-quali-paesi-ci-sono-e-cosa-cambia-per-italia) On 28 October 2026 Google announced that ads inside AI Mode are rolling out to ten more countries and, in the United States, will also appear in follow-up questions. Italy and the rest of the European Union are not on the list and Google gave no date. For a brand selling in Italy the practical question is twofold: what happens today, while AI Mode here still carries no advertising, and what will happen to your Google Ads campaigns the day ads arrive. Here are the answers, with the official documents and the quarterly figures that explain why Google is speeding up. ## What did Google announce on 28 October 2026? Three things: ten new markets for ads in AI Mode, three more before the end of the year, and a new format in the United States. In the [official post](https://blog.google/products/ads-commerce/ads-in-ai-mode-global/) by Shashi Thakur, who runs ads on Google Search, the countries getting AI Mode ads now are Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore. For the fourth quarter of 2026 Google plans "to expand to additional locales, including Brazil, Mexico, and the United Kingdom". The word "including" leaves the list open, but no EU country is named. The new format is called **multiturn ads**: ads that appear in the answers to follow-up questions as the user keeps the conversation going in AI Mode. They launch in the United States only and, like all ads in AI Mode, carry a "Sponsored" label. According to the help page cited by [Search Engine Journal](https://www.searchenginejournal.com/google-search-growth-slows-again-ai-mode/594862/), existing Search, Shopping and Performance Max campaigns are eligible by default and there is no separate opt-out for this format. Ads in AI Mode are not new as such: as [PPC Land](https://ppc.land/googles-ad-growth-slows-to-10-5-as-ai-mode-ads-go-to-10-more-markets/) recalls, the first US tests date back to May 2025. What changes on 28 October is the scale: from one country to eleven, with three more announced. ## Are there ads in AI Mode in Italy? No, and there is no date yet. AI Mode has been available in Italy since 8 October 2025 (we covered it in [where AI Mode gets its sources](https://geosnap.ai/en/blog/google-ai-mode-fonti-come-farsi-citare)), but its Italian answers contain no advertising. Google Ads' [help page](https://support.google.com/google-ads/answer/16297775?hl=en) on ads in AI Overviews, updated with the same ten countries, says they are "currently available in English" in twelve markets: the ten from the announcement plus Indonesia and the United States. English only and no European country: that is the picture on 29 October 2026. | Where | Ads in AI Mode | Source | | --- | --- | --- | | United States | Live since May 2025; from 28 October 2026 also in follow-up questions | Google, PPC Land | | Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, Philippines, Singapore | Live from 28 October 2026, in English (text ads only in Pakistan) | Google, Search Engine Journal | | Brazil, Mexico, United Kingdom | Announced for Q4 2026 | Google | | Italy and the rest of the EU | Not announced; AI Mode available without ads | Google (absent from the list) | The consequence is concrete: in Italy, today, the only way to appear in an AI Mode answer is to be among the sources Google picks and cites. You cannot buy that space. Given that Google's sequence starts with English-speaking markets and then widens, Italy in 2027 is a reasonable expectation, but that is our inference, not an announcement. ## Why is Google speeding up now? Because AI Mode is growing faster than the revenue it produces, and Google told investors so on the same day. In the third quarter of 2026 "Google Search & other" revenue rose 12% to $63.35 billion, but growth has slowed for two quarters in a row: it was 19% in Q1 and 17% in Q2, according to [Search Engine Journal](https://www.searchenginejournal.com/google-search-growth-slows-again-ai-mode/594862/)'s report. Chief business officer Philipp Schindler listed "lower monetization in AI Mode" among the causes, explaining, as [PPC Land](https://ppc.land/googles-ad-growth-slows-to-10-5-as-ai-mode-ads-go-to-10-more-markets/) reports, that AI Mode "is growing fast and carries fewer ads than a conventional results page". At the same time, questions keep rising. Sundar Pichai said the year-over-year query growth rate "is the highest it's been in the last five years", and Schindler said the majority of AI Mode queries are incremental, meaning they do not replace searches people already made, and are often upper-funnel. The [announcement post](https://blog.google/products/ads-commerce/ads-in-ai-mode-global/) adds a behavioural figure: in AI Mode, queries are on average three times longer than traditional searches (source: Google AI Mode Report, US, May 2026). Pichai summed up the strategy: "Just like our shift to mobile over a decade ago, we are focused on building the best Search user experience, followed by monetization." For a brand the message is readable: the new questions, the long ones asked at the start of a decision, are moving into AI Mode. Google has a strong incentive to bring advertising there everywhere, and in the meantime the answers shown in Italy are built from cited sources alone. ## What will happen to your Google Ads campaigns when the ads arrive? Most likely they will enter AI Mode on their own, with no new campaign and no box to tick. That is already how AI Overviews work in the United States: Google Ads' [documentation](https://support.google.com/google-ads/answer/16297775?hl=en) explains that text and Shopping ads from existing Search, Shopping and Performance Max campaigns "are automatically eligible" to show, that "you can't directly target ad placements" and that "you can't opt out of serving ads". The same rules, according to [Search Engine Journal](https://www.searchenginejournal.com/google-search-growth-slows-again-ai-mode/594862/), apply to the new multiturn ads. Three details on the same page matter to anyone managing a budget: - **No separate reporting.** Google Ads "currently doesn't offer segmented reporting" for ads shown within AI Overviews, which are counted as Top Ads. You will not know how much of your cost per click comes from AI answers until Google adds segmentation. - **Double relevance.** To appear inside the answer, the ad must be relevant both to the query and to the content of the generated answer. A generic brand ad has less chance than one that answers the specific question. - **Feeds and images.** For Shopping, Google recommends feeds with a sufficient "number, quality, and diversity of images and videos". In the [28 October post](https://blog.google/products/ads-commerce/ads-in-ai-mode-global/) the only performance figure quoted concerns product listings: click-through rates "already similar" between sponsored and organic product list items in AI Mode (internal data, US, 20 August to 3 September 2026). Sensitive verticals stay out: Google does not show ads in AI answers for adult content, alcohol, gambling, finance, healthcare and politics. If you operate in one of these, organic visibility in the answers will remain the only route even after ads arrive. ## What to do in Italy over the next few months Use the time while AI Mode is still ad-free to learn where you stand and fix what ads will never be able to cover. 1. **Measure your organic presence in AI Mode.** Take the 20 to 30 questions a customer would ask before choosing you (not your brand name: questions like "which practice management software for a dental clinic") and check whether the answer cites you and which competitors it names. This is the work Geosnap does continuously across ChatGPT, Gemini and Google AI Mode, but even a manual monthly check beats nothing. 2. **Check Search Console.** Since June 2026 Google has been rolling out to a subset of sites a [dedicated report for AI features](https://developers.google.com/search/blog/2026/06/gen-ai-performance-reports) with impressions in AI Overviews and AI Mode by page, country and device. If you have it, it is the most direct measure of how often Google uses you as a source. 3. **Prepare your Shopping feed as if the ads were already live.** Complete titles, filled-in attributes, several images per product: these decide whether a listing makes it into an answer, sponsored or not. 4. **Write pages for long questions.** If AI Mode queries are three times longer, they contain conditions ("for a family of four", "with two-day delivery"). Pages that answer those conditions are more likely to be cited. Our guide to [answer-format content](https://geosnap.ai/en/blog/contenuti-in-formato-risposta-come-scrivere-pagine-che-chatgpt-e-ai-mode-riprendono-prima-e-dopo) has before-and-after examples. 5. **Decide your budget rule now.** When ads arrive, your campaigns will enter AI Mode with no separate reporting. Decide in advance what share of clicks you are willing to pay for on questions you reach for free today, as we reasoned for [ChatGPT Ads versus organic visibility](https://geosnap.ai/en/blog/chatgpt-ads-o-visibilita-organica-come-dividere-budget). An example: a furniture company in Brescia sells online in Italy and in the United Kingdom. From Q4 its Shopping ads will be able to appear in AI Mode for British users, in English, without anyone on the team touching the campaign; for Italian users the same question will get an answer with no ads, built from the sources Google cites. Two markets, two sets of rules, one site to prepare. ## Sources - [Ads in AI Mode expand to new markets](https://blog.google/products/ads-commerce/ads-in-ai-mode-global/) (Google (The Keyword, Ads & Commerce), 2026-10-28) - [About ads and AI Overviews](https://support.google.com/google-ads/answer/16297775?hl=en) (Google Ads Help, 2026-10-28) - [Google Says Lower AI Mode Monetization Weighed On Search Growth](https://www.searchenginejournal.com/google-search-growth-slows-again-ai-mode/594862/) (Search Engine Journal, 2026-10-28) - [Google's ad growth slows to 10.5% as AI Mode ads go to 10 more markets](https://ppc.land/googles-ad-growth-slows-to-10-5-as-ai-mode-ads-go-to-10-more-markets/) (PPC Land, 2026-10-29) - [Introducing Search Generative AI performance reports in Search Console](https://developers.google.com/search/blog/2026/06/gen-ai-performance-reports) (Google Search Central, 2026-06-03) ## Frequently asked questions ### Which countries have ads in Google AI Mode as of October 2026? The United States since 2025 and, from 28 October 2026, Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore. Google has announced Brazil, Mexico and the United Kingdom for Q4 2026. Google Ads' help page says ads in AI answers are available in English only. ### When will AI Mode ads arrive in Italy? Google has given no date and has named no EU country. The sequence so far starts with English-speaking markets, then Brazil, Mexico and the UK: Italy in 2027 is a reasonable guess, but it is a guess. Until then AI Mode in Italy shows answers without advertising. ### Do I need a dedicated campaign for AI Mode? No. In countries where the ads are live, text and Shopping ads from existing Search, Shopping and Performance Max campaigns are automatically eligible. You cannot target the placement or opt out of it, and Google Ads does not yet offer segmented reporting for ads shown within AI answers. ### What are multiturn ads? Ads that appear in the answers to follow-up questions as the user continues the conversation in AI Mode. Google launched them on 28 October 2026 in the United States only, with a "Sponsored" label; existing campaigns are eligible by default and cannot be excluded from this format separately. ### How do I know whether Google uses my site as a source in AI Mode? Since June 2026 Search Console has been rolling out, to a subset of sites, a dedicated report for AI features with impressions in AI Overviews and AI Mode by page, country and device. Otherwise check, by hand or with a monitoring tool, the questions customers ask before choosing you and see whether the answer cites you.
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The information in the page header, which crawlers and engines read before the content.