Unlock Greater Performance with Google's New Partners (Alpha) feature

Google Introduces New Partners (Alpha) Setting in Performance Max Campaigns

Google is currently testing a new feature in Performance Max campaigns that could revolutionize how advertisers manage their ads on the platform in 2026. This setting, known as Partners (Alpha), provides advertisers with the unprecedented ability to choose whether to opt in or out of Search Partners and the Google Display Network—giving them a level of control that was previously unavailable in this automated campaign type.

What's Changing?

• Search Partners: Advertisers now have the option to include or exclude Search Partners in their campaigns.
• Google Display Network (GDN): Similarly, advertisers can choose to include or exclude the Google Display Network.

Historically, both Search Partners and the Google Display Network were automatically included in Performance Max campaigns without the ability to opt out. This newfound control marks a significant shift in how advertisers can tailor their ads to specific networks.

Benefits of the Update

This update holds great significance for advertisers as it offers them greater control over where their Performance Max ads are placed. By aligning their inventory with campaign objectives more effectively, advertisers can optimize their strategies for efficiency metrics like Return on Ad Spend (ROAS) or Cost per Acquisition (CPA). With the option to exclude certain networks, advertisers can now conduct tests to determine if performance improvements can be achieved.

Future Outlook

The feature is currently in the Alpha testing phase, indicating that it is only accessible to a select group of advertisers. As of now, Google has not disclosed any plans regarding the broader rollout of this setting. Advertisers eagerly await more information on the potential expansion of this feature.

Key Takeaway

Google's introduction of the Partners (Alpha) setting in Performance Max campaigns addresses a longstanding request from advertisers: the ability to make informed decisions about running campaigns across Search Partners and the Display Network. This move signifies a transition towards greater advertiser autonomy in campaign management, shifting away from sole reliance on Google's automation.

Notable Discovery: The identification of this update was credited to PPC Growth Strategist Saquib Syed, who disclosed the finding on LinkedIn.

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