Google Search Partners are a network of non-Google websites that partner with Google to host and display ads on their own platforms. When you enable this feature in your Google Ads campaign settings, your text ads become eligible to appear on these diverse properties alongside their own search results. This network extends your reach beyond the primary Google Search engine, allowing you to connect with potential customers as they browse various websites, directories, and niche search tools.
What exactly are the Google Search Partners?
The Search Partners network consists of hundreds of non-Google websites that integrate Google search technology to provide results for their users. This group includes a wide variety of properties, ranging from specialized e-commerce marketplaces to large content portals and regional search engines. By opting into this setting, your ads gain exposure to users who are actively searching for information on these specific sites, which can be particularly useful if your audience frequents these platforms instead of just the main Google homepage.
Operating within this network is a standard feature for most Google Ads account types, including Search and Shopping campaigns. While the primary search engine is where you typically find the highest volume of high-intent traffic, the partners provide supplementary reach. These sites are vetted by Google to ensure they meet quality standards for ad placement. However, the user experience on these partner sites can differ significantly from the clean, focused interface found on the primary Google search results page.
How does this feature impact your Google Ads account?
One of the most critical aspects of the Search Partners network is its relationship with your campaign metrics. A common point of confusion is whether performance on these secondary sites influences your main account health. It is important to know that performance on these sites does not affect your Quality Score on Google Search. Your Quality Score is calculated based on interactions occurring on Google-owned properties, ensuring that your core rankings remain stable regardless of fluctuations in your partner network performance.
Because the audience behavior on partner sites can be less predictable, you may see different conversion rates compared to the main search results. In a typical account, traffic from the Search Partners network might show a lower initial click-through rate, but it can still contribute to overall awareness. You should evaluate these campaigns by looking at your cost-per-acquisition metrics specifically for the partner network segments to decide if the spend is justified for your business goals.
Should you enable Search Partners for your campaigns?
Deciding whether to include Search Partners depends heavily on your current marketing objectives and your budget constraints. If your primary goal is to maximize brand exposure and ensure that your ads appear in as many relevant places as possible, keeping this setting enabled is often a good default choice. It acts as an automated way to expand your reach without needing to manage separate bidding strategies or keywords for each individual partner site within the larger network.
Conversely, if you are operating with a very tight budget and require extremely precise control over where your ads appear, you might consider opting out. For example, a local service provider with a limited monthly spend might find that the conversion rate on partner sites is too low to justify the cost. In such cases, focusing your entire budget on the main Google search results page allows you to prioritize the highest-intent traffic sources where your ads are most likely to drive direct actions.
Factors to consider before opting out
- Your total monthly budget and how quickly you want to exhaust it.
- The specific conversion goals of your current campaign type.
- Whether your brand image requires strict control over the visual context of ad placements.
- The historical performance data observed within your own Google Ads account.
Where to find settings for Search Partners
You can manage your participation in the Search Partners network directly through the Google Ads interface. When you navigate to the Settings tab of your chosen campaign, look for the Networks section. Here, you will find a checkbox specifically for Google Search Partners. By default, many new campaigns have this checked, but you have the flexibility to toggle it off or on at any time to suit your evolving strategy or to test the difference in performance over a set period.
If you decide to modify these settings, it is best practice to allow the change to run for at least two to four weeks. This gives the system enough time to collect sufficient data to determine if the removal or addition of the network has a meaningful impact on your campaign’s performance metrics. Making quick, reactionary changes can often lead to incomplete data analysis, so patience is key when adjusting settings that expand or restrict your audience reach.
How to track performance effectively
To accurately assess how the partner network is performing, you need to segment your data. Within your campaign dashboard, you can use the Segment button to break down your performance by Network (with search partners). This action splits your data into two clear rows: Google search results and Search partners. By comparing these two rows side-by-side, you can see the cost, clicks, and conversions attributed to each, allowing for a data-driven decision regarding your future campaign settings.
For instance, a Shopify store selling home office furniture might notice that while the main search results drive most direct sales, the partner network provides low-cost clicks that contribute to retargeting lists. In this scenario, the partner network is serving a top-of-funnel purpose rather than a direct conversion goal. Recognizing the distinct role that each network plays is essential for maintaining an account that is both efficient and aligned with your broader marketing strategy.
What are the common pitfalls in partner network management?
A common mistake many advertisers make is neglecting to monitor the Search Partners network entirely. Many users assume that because it is a secondary channel, it does not require oversight. However, ignoring this segment can lead to wasted budget if the conversion rates are significantly lower than on the main Google search platform. Alien Road recommends that you review this segment at least once a month to ensure that the cost-per-click and conversion rates remain within an acceptable range for your business.
Another issue is failing to consider the differences in ad format presentation. Because partner sites have their own layouts, your ad copy may look slightly different or appear in less prominent positions than it would on the main Google search page. If your ads rely heavily on specific extensions or visual elements to perform well, check if these elements are fully supported or consistently displayed across the partner sites you are targeting through your campaign settings.
Checklist for monthly audit of Search Partners
- Segment your campaign data by ‘Network (with search partners)’ to isolate performance.
- Calculate the cost-per-acquisition for the partner network versus the main search network.
- Determine if the reach provided by the partner network is necessary for your current goals.
- Check if your ad copy and assets are performing well in the partner network display format.
- Adjust your bidding or opt-out if the partner network performance is consistently below threshold.
When is the right time to disable Search Partners?
You should consider disabling the Search Partners network if you identify a clear pattern of wasted spend. If your data consistently shows that you are paying for clicks that do not result in leads, sign-ups, or purchases, it is a logical step to turn off the feature. This action allows you to consolidate your budget on the primary Google search results, which usually provide a more consistent and predictable flow of high-intent traffic for most types of businesses.
However, do not be too quick to turn it off if you are in the early stages of a campaign. When you first launch an ad group, the algorithm needs time to learn where your ads perform best. A period of broad reach can help provide the system with the information it needs to optimize your delivery. Only after you have accumulated a substantial amount of data should you begin to trim the underperforming segments, such as specific network placements, to refine your overall campaign efficiency.
Where to start this week
To get started this week, log into your Google Ads account and navigate to your most active Search campaign. Apply the ‘Network (with search partners)’ segment to your table view and look at the last 30 days of activity. If you see that your partner network is consuming more than 10% of your budget while delivering less than 5% of your total conversions, consider testing an opt-out for the next two weeks. Document these results carefully, as this will give you the empirical evidence you need to decide if the Search Partners network is a strategic asset for your long-term advertising goals.
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