Google AI Mode multiturn ads go live on follow-up queries
Google's multiturn ads are now appearing in AI Mode, showing sponsored results against follow-up questions rather than only the first query in a conversation. Barry Schwartz spotted them during testing on Friday afternoon and captured screenshots and video of the format in action.
The ads carry a 'Sponsored' label and appeared twice at the bottom of the results in his first test. Further queries surfaced additional ads in the third and fourth follow-up turns, suggesting the placements can persist through a longer back-and-forth.
Google had announced the format a couple of weeks earlier, describing it as ads that show up on responses to follow-up user queries as people engage in back-and-forth conversations with AI Mode. The company said it would keep testing new formats to keep ads helpful and relevant.
For brands, the change extends paid placement deeper into AI Mode conversations, which sit alongside the organic citations that generative engine optimisation work targets. More sponsored slots in follow-up answers means more competition for attention within the same response.
Reported by Search Engine Roundtable ↗
Topics: AI Mode, AI advertising, Google Search