Google Ads in AI Mode Are Now Live in India: What Kolkata Advertisers Should Do

Yes. Since 28 October 2026, Google has been scaling ads in AI Mode to India and nine other markets, and existing Search, Shopping and Performance Max campaigns are automatically eligible to appear there, in English, with no separate budget and no separate opt-out. For any business paying for Google Ads management in Kolkata, the job now is to make sure campaigns, product feeds and landing pages are ready to show up, and convert, inside Google’s AI answers.

This guide explains what Google actually announced, how ads in AI Mode work according to Google’s own documentation, and the practical steps Kolkata and Indian advertisers should take this month.

What did Google announce on 28 October 2026?

In a post by Shashi Thakur, VP and GM of Google Search Ads and Ads on Google Experiences, Google confirmed that ads in AI Mode are scaling to Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore. You can read Google’s announcement on ads in AI Mode for the full statement.

The key points from the announcement:

• India is in the first international wave. Ads in AI Mode are no longer a US-only experiment.
• Ads are labelled ‘Sponsored’. Google says it will keep testing new formats.
• More markets are coming. Google plans to expand to additional locales in Q4 2026, including Brazil, Mexico and the United Kingdom.
• Multiturn ads are US-only for now. Ads that appear in follow-up questions inside an AI Mode conversation are launching in the US first.
• Queries are longer. Google says AI Mode queries are, on average, three times longer than traditional searches, and that click-through rates are already similar between sponsored and organic product listings within AI Mode.

How do ads in AI Mode work for Indian advertisers?

The mechanics are set out in the Google Ads Help page on AI-powered search ads. Here is a summary of what it says, in plain terms.

Question	What Google’s documentation says
Which campaigns are eligible?	Existing Search, Shopping and Performance Max campaigns are automatically eligible for ads within AI Overviews and AI Mode.
Do I need a new campaign or budget?	No. Eligibility comes from your existing campaigns.
Which ad formats show?	Text ads and Shopping ads. Local inventory and vehicle ads are being tested.
Which language in India?	English only for ads within AI Overviews and AI Mode.
Can I opt out of AI Mode only?	No. You cannot target or exclude AI Overviews or AI Mode separately from Search. Negative keywords and brand exclusions still apply.
How is it billed?	Same auction and the same CPC or conversion-based bidding as standard Search ads, with no extra charge.
Will I see separate reports?	No separate line. AI Overviews and AI Mode results are included in aggregate in standard campaign reports and the search terms report.
Can I edit the AI text around my ad?	No. Advertisers cannot write, edit, approve or opt out of the AI explainers.

Which keywords can trigger ads inside AI answers?

This is the detail most advertisers will miss. Google separates two kinds of matching:

• AI-powered targeting (AI Max for Search, broad match on Search, Shopping campaigns and Performance Max) is eligible for both contextual matching, which looks at the query and the AI response together, and direct query matching.
• Exact and phrase match keywords are eligible only when the query itself has direct commercial intent. They are not used for contextual matching on exploratory questions.

In practice, an account built almost entirely on exact and phrase match will appear far less often in the long, exploratory conversations that make up much of AI Mode. If you have not yet tested keywordless targeting, start with our AI Max for Search setup guide, which covers guardrails such as URL controls and brand settings.

Why does this matter more than just another ad placement?

AI Mode changes how people search, not just where ads appear. Three shifts are worth noting:

1. Searchers describe their need in detail. With queries three times longer on average, a person might ask for a modular kitchen designer in New Town who works within a mid-range budget and can finish before Durga Puja, rather than typing two or three keywords.
2. Your ad sits next to an AI explanation you do not control. Because advertisers cannot edit AI explainers, your ad copy and landing page have to carry the message on their own.
3. Organic and paid visibility now overlap. The same AI answer can cite websites and show sponsored results. Brands that only invest in one side leave the other open to competitors.

If you followed our earlier guide to AI Overviews ads, much of the preparation carries over. The difference now is that AI Mode is a full conversational interface, so intent is richer and comparison happens inside the answer.

What should Google Ads management in Kolkata look like now?

Here is a step-by-step checklist we recommend for Indian advertisers in the weeks after the rollout.

1. Audit your match types and campaign mix. List which campaigns run on exact or phrase match only. Decide where a controlled broad match or AI Max test makes sense, starting with campaigns that already have reliable conversion tracking.
2. Rebuild negative keyword lists for conversational queries. Long questions bring new irrelevant matches, such as job seekers, students, DIY intent or free-service searches. Review the search terms report weekly for the first month.
3. Clean up your Merchant Center feed. Shopping ads are eligible inside AI Mode, so product titles, descriptions and attributes (size, material, colour, price, availability) need to answer detailed questions without guesswork.
4. Write ads for specific needs, not just keywords. Add headlines and descriptions that address use cases, locations served, delivery timelines and proof points you can genuinely back up.
5. Make landing pages match the question. A visitor from a long AI Mode query expects a page that answers that exact need. Our landing page conversion optimisation work typically starts with message match, load speed on mobile data, and a single clear call to action.
6. Set up measurement you can trust. Since AI Mode is reported in aggregate, compare conversion rate, cost per conversion and search term themes for comparable periods before and after the rollout, and make sure offline or WhatsApp leads are imported where possible.
7. Review channel priorities and budgets. If Performance Max spend shifts, use Google Ads channel prioritisation controls to keep low-priority networks in check.

What does this mean for businesses in Kolkata and West Bengal?

Kolkata’s search behaviour is mixed: many people search in English, many in Bengali, and a large share in Hinglish or Banglish. According to Google’s documentation, ads inside AI Overviews and AI Mode currently serve in English only in India, while ads above or below AI Overviews are available in all languages where AI Overviews exist. So English-language campaigns are the ones that can appear inside the AI answer itself today.

Some practical examples of how this plays out for different local sectors:

• B2B and IT services firms in Salt Lake Sector V: buyers often ask detailed questions comparing vendors, integrations and compliance. Solution-specific ad groups with AI-powered targeting and strict negatives are more likely to reach these queries than a handful of exact-match terms.
• Saree, jewellery and lifestyle retailers selling online: shoppers ask about fabric, weave, occasion and price range. A well-structured product feed with accurate attributes such as Jamdani, Tant or Baluchari gives Shopping ads the detail AI Mode needs.
• Clinics and healthcare providers: patients ask long, symptom-led questions. Keep ad copy compliant with Google’s healthcare policies, avoid promising outcomes, and make the landing page answer the question clearly.
• Real estate developers along EM Bypass, Rajarhat and New Town: queries often mention configuration, possession timelines and budget bands, so ad assets and landing pages should state these details accurately.
• Coaching institutes and education brands: parents and students compare batches, results and fees in a single question, so expect more competitive auctions during admission season.

Paid placement is only half of AI search. Being cited as a source inside AI answers depends on clear, well-structured content, which is what our AI search visibility services focus on. Brands that combine both usually find it easier to explain their offer to searchers who are comparing options in a single conversation.

What should you avoid doing right now?

• Do not create separate campaigns just for AI Mode. Google does not let you target AI Mode on its own, so duplicates only split your data.
• Do not switch every campaign to broad match overnight. Without good conversion tracking and negatives, broader matching can waste budget quickly.
• Do not expect an AI Mode column in your reports. Results are bundled into standard reports, so judge success on business outcomes, not a placement metric.
• Do not ignore organic visibility. Ads can win a click, but citations inside AI answers build trust before the click happens.

If you would rather have a team handle this transition, our Google and Meta Ads management service covers match-type strategy, feed hygiene, negative keyword governance and conversion tracking for Indian advertisers.

Next steps

Ads in AI Mode are now part of the Google Search auction in India, whether you planned for them or not. The advertisers who benefit will be the ones who tidy their match types, feeds, landing pages and tracking in the next few weeks. If you want a second opinion on your account, book a free 30-minute strategy call with our team in Salt Lake Sector V, and we will walk through what your campaigns need for AI Mode.