Google keeps monetizing AI Mode, its generative-AI search experience. As Search Engine Land notes, more and more ad blocks are appearing in the interface, and a new format — multiturn ads — has begun rolling out in the US.
What multiturn ads are
Unlike classic search results, where advertising is tied to a single query, AI Mode holds a dialogue with the user: clarifying questions, follow-up queries, drilling deeper into a topic. Multiturn ads are built for exactly this kind of multi-step session — the advertiser gets a chance to stay in the user's field of view across several stages of the conversation, not just in response to the first query.
Why it matters
First, the model for allocating ad inventory itself is changing: context is formed not by a single keyword but by the entire history of the interaction. Second, the share of ad placements inside generative answers is growing — precisely where users are used to seeing "clean" results. Third, for search optimization specialists this is another signal: organic and paid placements in AI Mode compete for the same attention inside a conversational interface.
What advertisers should do
It is worth watching AI Mode metrics in the ads dashboard more closely, testing creatives for conversational context, and assessing how multiturn formats affect cost per conversion compared with ordinary search ads. While the format is rolling out in the US, markets outside America have time to prepare for the same scenario.
The takeaway
AI Mode is ceasing to be an experiment without advertising: monetization is expanding, and multiturn ads turn conversational search into a full-fledged advertising surface. That changes both the rules of the game for SEO specialists and the approach to campaign planning.
