Google announced multiturn ads for follow-up queries in U.S. AI Mode on October 28, 2026, and said it was scaling AI Mode ads in 10 additional countries. The announcement also laid out a separate plan for Brazil, Mexico and the United Kingdom. Google's announcement gives the specific markets and features.

A click rate, a comparison of ad-writing methods and a sponsored-versus-organic comparison answer different questions. They don't add up to a ranking of chatbot ad platforms.

The 10 additional markets Google named

Google named Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore as the additional AI Mode ad markets. It also said it planned to expand to Brazil, Mexico and the United Kingdom in Q4 2026.

Advertising policies vary across chatbots. WIRED reported on November 5 that Anthropic was maintaining its pledge to keep ads out of Claude.

U.S. ads are designed to carry into follow-up queries

Google said it was launching multiturn ads in U.S. AI Mode to allow ads to appear with follow-up queries. It said the ads would be labeled “Sponsored.” The announcement describes the feature and its label; it does not give a specific serving date.

Koah says its ad system uses conversation context

According to WIRED's report on Koah Labs, the network says it serves ads in more than 200 apps. WIRED reported that Koah generally receives a user's conversation up to the point an ad is served. CEO Nic Baird said Koah anonymizes queries and stores them in de-identified form.

Baird also said about 3 percent of ads in Koah's network are clicked. He claimed ads composed partly by AI receive twice as many clicks as ads written entirely by humans. Both figures are Koah's reported claims.

Google's and Koah's figures use different baselines

Google says AI Mode queries average three times the length of traditional searches. It also says click-through rates are similar for sponsored and organic product-list items within AI Mode. Those are Google's claims about its own service.

That product-list comparison is different from Koah's reported share of network ads clicked and its comparison between ad-writing methods. Each figure describes a different measure and setting, so they don't provide a direct comparison of ad performance between Google and Koah.