On October 30, 2026, Google rolled out Multiturn Ads across U.S. AI Mode search results and released new Ads Decoded data from Google Ads Liaison Ginny Marvin confirming two major shifts in shopper behavior: queries inside Google AI Mode average 3x the length of traditional text searches, and 1 in 6 searches now includes voice or image input. Simultaneously, Google Merchant Center enforced passkey authentication for sensitive admin actions to lock down feed and payment security before Black Friday.
Unlike traditional Google Search—where a shopper types a two-word fragment and clicks an ad—Multiturn Ads dynamically serve and adapt across a multi-step conversation. A shopper might start with "best espresso grinder for home countertop" and follow up in the same thread with "which one is quietest under $400 with flat burrs in stock?" To win both the opening query and the high-intent follow-up turn without opening the floodgates to unguarded Broad Match waste, ecommerce operators need a structured keyword, copy, and landing page playbook. Here is how Kopa (kopa.ai) builds campaigns for this exact environment.
Traditional Google Search vs. 2026 Google AI Mode & Multiturn Ads
| Search Dimension | Traditional Google Search (Legacy) | Google AI Mode & Multiturn Ads (Oct 30, 2026) | How Kopa Structures Your Account to Win |
|---|---|---|---|
| Average query length & modality | 2 to 4 keyword words, text-only | 3x longer full-sentence questions; 1 in 6 queries uses voice or camera/image input | Builds 4 buyer-intent buckets covering both BoFu product specs (models, sizes, materials) and Problem/Use-Case queries |
| Where ads appear in the session | Single impression on the initial search result page | Multiturn Ads resurface across follow-up narrowing questions in the same AI Mode thread | Writes 3 to 4 unpinned RSAs per group packed with concrete specs, dimensions, prices, and review counts |
| Eligible match types | Exact, Phrase, Broad | Standard Search Exact and Phrase match serve on direct-intent AI Mode queries; AI Max and PMax cover exploratory turns | Caps Search campaigns at 150 proven Phrase & Exact keywords verified 2x in Keyword Planner instead of dumping budget into raw Broad Match |
| Visual & feed requirements | Optional image extensions on text ads | Inline Shopping carousels + multimodal matching against product angles and Merchant Center attributes | Generates 2K WebP/AVIF product & lifestyle visuals and keeps Merchant Center attributes 100% complete |
| Post-click destination expectation | Standard category grid or generic homepage | Deep, question-answering product or offer page that confirms the exact constraint from the follow-up query | Pairs ad groups with specific product/collection URLs or 1:1 Campaign-Matched Offer Pages and excludes blog/policy URLs |
1. Do not let "3x longer queries" trick you into unguarded Broad Match
A common agency pitch in late 2026 is that because AI Mode queries are three times longer, you must abandon Phrase and Exact match and flip your entire Search account to unguarded Broad Match.
That advice ignores Google's own September 2026 confirmation: standard Search campaigns using Exact and Phrase match keywords ARE eligible to serve text ads inside Google AI Mode on direct commercial queries. Even more importantly, when you turn on unguarded Broad Match across an entire store, budget immediately leaks into informational "how to," DIY, replacement part, and competitor queries.
Instead, Kopa's Keyword Planner Research engine captures long-tail and problem-based demand safely:
- Builds Bucket 2 (Clear Product Fit) and Bucket 3 (Problem / Use-Case) separately: Captures specific material, size, compatibility, and symptom queries in Phrase and Exact match so your ads match the exact constraints shoppers ask in Turn 2 and Turn 3 of an AI Mode conversation.
- Checks Google Keyword Planner twice and caps at 150 keywords: Filters out zero-volume guesses and attaches pre-launch negative keyword lists so informational AI Mode chats never drain your acquisition budget.
2. Write RSA headlines that answer Turn-2 buyer constraints within 30 characters
In a Multiturn Ad auction, the shopper's second or third prompt almost always introduces a constraint: a price ceiling ("under $150"), a physical specification ("58mm stainless steel"), a delivery requirement ("ships in 2 days"), or compatibility ("for sensitive skin").
If your Responsive Search Ads only repeat generic slogans ("Official Store | Premium Quality | Shop Now"), Google's ad assembly engine has no factual asset to match against the follow-up constraint.
Kopa's RSA & Extensions writer scans your live product pages to draft 3 to 4 unpinned RSAs per ad group where every headline states a distinct, verified store fact—locked strictly to <=30 characters for headlines and <=90 characters for descriptions—backed by 4+ sitelinks with unique product URLs, 4+ factual callouts, structured snippets, and live price assets.
3. Audit the AI Max Search Terms & Ad Combinations Report weekly
If you are testing AI Max on a dedicated slice of traffic to reach exploratory Multiturn sessions, use Google's new Search terms and ad combinations report (rolled out in mid-October 2026) alongside Kopa's Negative Keywords & URL Guard. Sort combinations by cost descending to verify which AI-assembled headline and Final URL paired with each long-tail query—and block any path that routes paid clicks to blog articles, shipping policies, or out-of-stock pages before $45 is spent.
What good looks like
- Search campaigns separate Brand, Clear Product Fit (model/size/spec), Problem/Use-Case, and Competitor intent instead of relying on one blended Broad Match campaign.
- Each ad group carries 3 to 4 unpinned RSAs built from concrete product specs, compatibility facts, price bands, and review counts within strict 30/90-character limits.
- High-resolution multi-angle product images are uploaded to Search image assets and PMax asset groups to capture the 1 in 6 searches using visual/voice input.
- Merchant Center admin accounts have passkeys configured for every authorized operator so feed updates and promotions are never locked out during Cyber Week.