Google’s Shivani Mohan, Search Vice President of Data Science and User Experience Research, went on the Ads Decoded podcast in late October 2026 and shared two numbers that should change how you think about search. Query length has increased 3x, and one in every six searches is now multimodal, meaning people are combining text with images, voice, or video.
For businesses buying Google Ads or trying to rank in AI search results, this matters because Google says its ads in AI surfaces are now matched to both the query and the content of the AI response. That is a different targeting model from matching keywords alone.
But there is a caveat: neither figure came with a market, a time period, or a baseline. Both numbers first appeared in Google’s May 2026 report marking a year of AI Mode, with narrower qualifiers attached. The podcast stated them more broadly than the original report did.
What the Podcast Episode Covered
The episode, titled “How AI is changing Google Search behavior and what it means for advertisers,” appeared on the Google Ads YouTube channel on October 28. Host Ginny Marvin, Google’s Ads Product Liaison, framed it as a look at how search behavior is shifting with AI Overviews and AI Mode.
Mohan described her team’s work as combining user experience research with data science. The research side involves interviews where they watch how people interact with search. The data science side looks at logs of actual behavior on the platform. Together, they try to understand why people ask questions the way they do and what they value in the answers.
The key insight Mohan shared is that people have always had complex questions, but historically only a small fraction could be easily translated into a search engine query. AI is removing that friction. People are now typing longer, more conversational questions because the AI can handle them.
Why Longer Queries Change Your Ad Strategy
If people are asking three-word questions instead of typing “best dentist Chandigarh,” your keyword strategy needs to account for that. Longer, conversational queries mean:
- Broad match becomes more important. Exact match keywords will miss the natural language variations people now use.
- Ad copy needs to answer questions. Someone asking “which dentist near me takes insurance and has Saturday hours” is not responding to generic headlines.
- Landing pages must match the question. If your ad promises an answer to a specific question, the landing page needs to deliver it immediately.
Marvin closed the episode by noting that ads in Google’s AI search surfaces are matched to both the query and the content of the AI response. She also pointed retailers to six optional product data fields that can improve how their products show up. If you need help adjusting your paid ads strategy for conversational queries, that is worth reviewing.
What Multimodal Search Means for Local Businesses
One in six searches being multimodal means people are searching with photos, voice clips, or video alongside text. For a local business, this changes how customers might find you.
Someone might photograph a product in your store and search for more information. They might use voice search while driving. They might take a screenshot of a competitor’s ad and ask Google for alternatives.
The practical steps are straightforward: make sure your business listings include high-quality text descriptions that an AI can parse, keep your Google Business Profile updated with accurate categories and attributes, and ensure your site loads fast on mobile since multimodal searches often happen on phones.
The Numbers Come With a Grain of Salt
PPC Land, which reported on the episode, noted that both headline figures were stated without a market or baseline. In May 2026, Google published similar numbers with narrower qualifiers, limiting them to US AI Mode users. The podcast episode did not repeat those qualifiers.
This does not mean the numbers are wrong. It means they likely describe a subset of searches, not all Google searches globally. For businesses in India, where AI Mode arrived recently, the behavior shift may not be as pronounced yet. But the direction is clear: queries are getting longer and more varied everywhere AI search is available.
How to Prepare Your Business
You do not need to rebuild your entire search strategy today, but you should start adjusting. Here is what we recommend to our clients:
- Review your search term reports for longer, conversational queries you might be missing. Add relevant ones as keywords or negatives.
- Update your ad copy to address common questions directly. Think about how someone would ask the question out loud.
- Fill out all six product data fields if you run Shopping ads. Google specifically recommended this in the episode.
- Check your Google Business Profile for accuracy. AI search pulls heavily from profile data to answer questions about local businesses.
Google also announced on the same day that AI Mode ads are expanding to 10 more countries, including India. If you advertise on Google Search from India, your ads can now appear inside AI Mode answers, and you cannot opt out of that placement individually. Read more about that in our AEO and GEO services overview.
Want a review of your current Google Ads setup for the AI search era? Book a meeting with us and we will walk you through what to change.
Frequently Asked Questions
What does it mean that AI search queries are 3x longer?
Google says people are now typing longer, more conversational questions in AI-powered search modes like AI Overviews and AI Mode. Instead of short keyword strings, they ask full questions. This means advertisers need broader keyword matching and ad copy that answers specific questions.
What is multimodal search?
Multimodal search means a person combines different input types in one search, like text with an image, voice with a photo, or video alongside a written question. Google says one in six searches is now multimodal.
Do these numbers apply to searches in India?
The figures were stated without a specific market in the podcast. They likely describe behavior in markets where AI Mode has been available longer, primarily the US. AI Mode ads are now expanding to India, so similar patterns may emerge over time.
How should I change my Google Ads for longer queries?
Review your search term reports for conversational queries, consider broad match keywords, write ad copy that directly answers common questions, and make sure your landing pages deliver the answer the ad promises. Fill out all optional product data fields if you run Shopping campaigns.
Can I opt out of my ads appearing in Google AI Mode?
No. Google announced on October 28, 2026 that Search, Shopping, and Performance Max campaigns in the 10 newly added countries, including India, automatically enter AI Mode. You cannot opt out of that specific placement while keeping your Search campaigns running.