Google's Multiturn ads are now live in AI Mode follow-up questions

Multiturn ads, the format Google announced for AI Mode about two weeks ago, are already live. They show up in answers to follow-up questions, when someone keeps chatting with the tool after their first search, so they are not limited to the initial response.

The sighting was reported on November 9 by Search Engine Roundtable. Barry Schwartz, the site's executive editor, said he tested AI Mode on a Friday afternoon. He posted screenshots and videos showing the ads.

What Google said about the format

According to the report, Google described the format this way: "Multiturn ads appear in responses to users' follow-up questions as they have back-and-forth conversations with AI Mode."

The company also said: "Ads will be clearly labeled as sponsored. We'll keep testing new formats to make sure ads remain helpful and relevant."

Ads on the third and fourth question, too

In the full-page screenshot Schwartz shared, ads appear on the first query and also on the follow-up question. At the bottom of the results there are two ads marked as sponsored.

Schwartz said he ran more queries and saw additional ads on the third and fourth follow-up questions. In his view, the growing number of ads in AI Mode could give Google stronger results in its next quarterly earnings report.

For anyone managing a brand, paid placement in AI Mode now runs through the entire conversation, not just the first answer. With every new question a user asks, the response can include ads labeled as sponsored alongside the content the tool generates.