by Austin LeClear
on August 29, 2025
Should you have Google Search Partners enabled on your Search campaigns? Well, that depends.
In this post, we’ll break down exactly what the Google Search Partner Network is, why we have serious issues with how Google uses it, and when (if ever) you should consider turning this feature on in your Google Ads campaigns.
Prefer video? Check out Google Search Partners: When to Use and When to Avoid on YouTube:
Still with us? Good, let’s dive in.
Google Search Partners: Defined
First, let’s get clear on the difference between Google Search Network and Search Partners Network, because Google’s own definition is frustratingly vague.
The Google Search Network is what you think of as “Google” — the actual google.com search engine where you type your search questions. This includes Google images, Google maps, Google shopping, and other Google sites. These are all owned by Google, and this is where you’d typically expect to see Search ads and Shopping ads.
Search Partners Network is completely different. This refers to non-Google websites where Search Partner ads can appear, such as Ask.com. It can also include Parked Domains, YouTube, and site directory pages.
The problem? Google’s definition of Google Search Partners is incredibly vague. Further, there’s no clarity around the clicks you’re getting from the Search Partners Network.
Why We Have (Serious) Problems with Search Partners
Problem #1: Zero Transparency on Partner Sites
When you have Search Partners turned on in your traditional Search campaigns, you get absolutely zero clarity about which Google Search Partner sites are generating your clicks. Unlike Google Search ads on the main network, you lose all reporting visibility on these partner websites.
The bottom line: You’re paying for clicks on Google Search Partner websites, but Google won’t tell you which specific sites are driving your traffic. You can’t see performance data for individual search partner sites (or optimize your ad placement accordingly).
Problem #2: Lower Quality Traffic
In addition, Search Partners is prone to increase bot and spam traffic, especially for campaigns with easy conversions targeting your target audience.
Here, easy conversions are things like 30-second phone calls or very simple form fills that only capture a visitor’s name and email (with no verification). These weak conversions are exactly what Google Search Partner Network loves to inflate, creating a few potential risks for your campaign performance.
For example, you may see this inflated conversion data in your Google Ads campaigns and think performance is strong. But the reality (often) is you’re getting lower quality traffic from Search Partner websites that won’t contribute much to your campaign goals.
Problem #3: Bidding Rules Don’t Apply to Partner Sites
This one blew my mind when I learned about it. A fellow Google Ads expert shared a case study: they had a client with a maximum bid of $2, but when they segmented their Search campaign data by network, Google Search Network cost $1.70 per click while Search Partners Network cost $4.
Why? Because, as Mike Ryan explains, Google Search Partners operates as a completely independent bidding system that doesn’t respect your campaign settings (like max CPC (cost per click). While your text ads follow your bidding rules on Google search, the Search Partner sites optimize differently and don’t support advanced strategies properly.
When You Should NOT Enable Google Search Partners
At Grow My Ads, our rule of thumb for Google Ads campaigns is this: Do not start with Google Search Partners turned on if you’re building a brand new Search campaign.
Instead, start with Google Search Network only and focus on the main search results pages. Get that campaign dialed in on high-quality conversion data first. For e-commerce targeting mobile devices and desktop, that means actual purchases. For lead generation, that means sales-qualified leads.
When building new Google Ads campaigns, Google will try to force you to include Google Search Partners during setup through the Google Search Network checkbox. Don’t do it. You can uncheck include Google Search Partners during that initial setup process in your campaign settings.
When to Use Google Search Partners
Despite all of our criticism of Google Search Partners, there are some use cases where Search Partners can make sense. It can be a helpful addition to your strategy when:
- You have a Search campaign that’s already dialed in,
- You’re using smart bidding, and
- You have high-quality conversion data.
Whether you’re running a brand campaign or targeting broad match keywords, the key is having established performance baselines.
Essentially, if the algorithm has already been trained on quality data from Google Search results, you can test Google Search Partners, as the system understands what your target audience looks like.
Nevertheless, you’ll want to monitor campaign performance on both the main Search Network and across Partner websites separately to see if Search Partner ads are delivering value (or just lower quality traffic).
How to Monitor Google Search Partners Performance
So, how do you monitor Google Search Partners performance? It’s simple.
In your Google Ads account, click “Segment” then scroll to view “Network (with search partners)” data.
This shows separate campaign performance metrics for Google Search Network versus Search Partners Network.
If you see both Google Search and Search Partners listed, Partners is enabled. If you only see Google Search Network, it’s turned off.
To change this in your campaign settings, look under Networks.
Here, you’ll see “Include google search partners” with a checkbox. That controls whether your search ads appear on partner sites beyond the main Google search results.
Testing Search Partners: The Right Approach
If you test Google Search Partners on an established campaign, monitor performance closely for at least 30 days. Compare how Search Partner ads perform versus your main Google Search ads on metrics like conversion rates and cost per acquisition.
Be sure to look at whether the partner websites are delivering quality results for your campaign goals, (or if you’re just getting inflated numbers from lower quality traffic that doesn’t serve your target audience effectively).
Final Thoughts
Google Search Partners isn’t inherently good or bad — it depends on your specific advertising campaigns and campaign goals. For new Google Ads campaigns or those without solid conversion tracking, we usually recommend avoiding Search Partners entirely.
Focus on perfecting performance on Google Search first, then consider Google Search Partner Network as a scaling opportunity for established campaigns with proven results. The goal isn’t to show Google Search Ads wherever possible — it’s to reach your target audience where they’ll convert profitably.
Remember: start conservative with Search Network only, optimize thoroughly using quality targeting parameters, then test Google Search Partners as an expansion rather than a starting point. Your campaign performance and budget will benefit from this methodical approach to managing where your Search ads appear across Google’s network of partner sites.
