"5 Reasons to Avoid Google Search Partners for Better SEO"

Understanding Google Search Partners for Better Google Ads Performance in 2026

If you're delving into the realm of Google Ads in 2026, you've likely come across the term "Search Partners." This feature, usually enabled by default in your campaign settings, holds the promise of expanding your reach beyond Google Search, potentially leading to increased traffic. However, is it truly a shortcut to quality traffic?

While Search Partners can indeed boost your website traffic, the quality of this traffic may not meet your expectations. In most cases, advertisers find that the return on investment from Search Partners is subpar. So, why should you reconsider advertising on Search Partners, and what alternatives should you explore instead?

Explaining Google Search Partners

Google Search Partners comprise third-party websites that utilize Google's search results. When users search on these partner sites, your ads have the potential to appear. This network includes platforms like YouTube, along with a broad spectrum of other websites, directories, and even parked domains.

Despite the allure of increased clicks at a lower cost per click (CPC) compared to Google Search, the traffic from these partner sites often lacks quality. While you may see a surge in clicks, the conversion rates and overall business value from these placements are typically limited.

For users utilizing conversion-focused Smart Bidding, it's not uncommon to witness a decline in Search Partners' expenditure over time. The bidding algorithm recognizes the lack of conversions in these placements and subsequently reallocates your budget away from such sites.

Distinguishing Search Partners from the Google Display Network

There's often confusion between Search Partners and the Google Display Network. While some websites can be part of both networks, it's crucial to understand the distinctions.

The Google Display Network functions as a vast collection of websites and apps that incorporate AdSense. Advertisers can showcase ads to users as they browse content. Unlike Search Partners, which cater to search-based intent, the Google Display Network spans various campaign types, including Demand Gen and Video Partners campaigns.

Search Partners primarily target users with search intent. Hence, they are exclusively compatible with Search, Shopping, and Performance Max campaigns.

Evaluating Your Search Partner Performance

Instead of relying solely on external advice, it's recommended that you assess how Search Partners are performing within your Google Ads campaigns.

For Search or Shopping Campaigns

In your Google Ads account, navigate to the campaign view, access the Segment tab, and select Network (with search partners). This segmentation breaks down performance between Google Search and Search Partners.

Typically, you'll observe higher impressions and clicks from Search Partners, coupled with lower CPCs compared to Google Search. However, genuine conversions are rare, usually limited to shallow metrics like page views or simple form submissions.

For Performance Max Campaigns

Performance Max campaigns function differently. While Search Partners are mandatory for this campaign type, monitoring their activity through the Channel Performance report is crucial.

An excessive spend on Search Partners in a Performance Max campaign often signals underlying issues with conversion tracking or bid strategy settings.

Enhancing Search Partner Transparency

For increased transparency, refer to the Content Suitability report under Insights and reports. This report provides insights into the specific websites or YouTube channels where your ads were displayed across the Search Partner network. Upon review, you may realize that a significant portion of these placements lack relevance or credibility.

In the realm of Google Ads, flexibility is key. However, when it comes to Search Partners, exercising caution is a wise choice. For initial Search or Shopping campaigns, it's advisable to leave Search Partners unchecked. Once your campaign demonstrates stability and robust conversion metrics, you can consider testing Search Partners for scalability. Until then, prioritize showcasing your ads on the primary Google Search Engine Results Page (SERP).

This article is part of the ongoing Search Engine Land series, "Everything you need to know about Google Ads in less than 3 minutes." In each edition, Jyll sheds light on a distinct Google Ads feature, providing valuable insights for optimal results — all in a concise 3-minute read.

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