In short: On 28 October 2026 Google announced that ads in AI Mode are expanding to 10 new countries, and in the US they will also appear in follow-up questions (multiturn ads). Estonia and the EU are not on the list yet, but the direction is clear: AI search leaves less room for organic results. Prepare now – structured data, clear answers and AI visibility.
Google AI Mode is conversational search: the user gets an AI-written answer and can ask follow-up questions. Until now it carried few ads. On 28 October 2026 Shashi Thakur, who leads Google’s search ads, announced that this is changing. Here is what Google AI Mode ads mean and how a business in Estonia should prepare its SEO.
What did Google announce?
- Ads in AI Mode expand to 10 countries: Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore.
- Next, in Q4 2026: Brazil, Mexico and the United Kingdom.
- Multiturn ads launch in the US: an ad can appear in answers to follow-up questions, not only to the first query.
- Ads are labelled “Sponsored”.
Why does it matter?
According to Google, AI Mode queries are on average three times longer than traditional searches. A long query describes the need precisely – for example, “I need a WooCommerce store with Montonio payments and Omniva parcel lockers”. Behind it is a customer ready to buy, and advertisers want to be there. Google also said that click-through rates for sponsored and organic product listings in AI Mode are already similar.
We wrote earlier about how Google AI Overviews reduce clicks. Ads in AI Mode are the next chapter of the same story: there is less free organic space.
What does it mean for a business in Estonia?
Estonia and the EU are not on the list of ad markets yet. But Google rolls out AI features country by country, and they usually reach Europe later. Use that time to become visible in AI answers before competitors start buying their way in.
5 steps to prepare for AI Mode
- Answer questions directly. Every service and product page should open with a clear, short answer: what it is, who it is for, how fast, and what the price depends on. AI cites pages that answer precisely.
- Use structured data. Organization, Service, Product, FAQPage and LocalBusiness schema help AI understand your business correctly.
- Write for long queries. AI Mode questions are long. Guides, comparisons and FAQs answer exactly those.
- Keep your product feed clean. For an online store, Google Merchant Center matters: correct prices, stock and product data. See also e-commerce SEO.
- Measure. Track impressions and clicks in Search Console and watch whether your click-through rate drops. That shows the impact of AI early.
Should you start buying ads in AI Mode?
Not possible in Estonia yet. If you also sell to countries where the ads are live, start with a small test. In the long run, organic visibility in AI answers is cheaper and more durable than paying for every click. That is what our AI search visibility (GEO) service and classic SEO services are for.
Frequently asked questions
Are Google AI Mode ads available in Estonia?
No, not as of October 2026. Ads expanded to 10 countries, with Brazil, Mexico and the United Kingdom planned next.
What are multiturn ads?
Ads that can appear in follow-up questions within an AI Mode conversation, not only for the first query. They launched first in the US.
How can I appear in AI Mode answers without ads?
Answer questions directly, use structured data, keep information up to date and write for long queries. We help with this through our AI visibility service.
Want to know whether your business is visible in AI search? Contact us or get a free website audit.
