The simple answer

Learn where Google Search Partner ads appear, how to separate their results, and when to keep the extra traffic or turn it off.

Google Search Partners are websites and other Google properties that can show Google search ads outside the main Google Search results page.

Search Partners can add useful clicks and customers. They can also spend money on traffic that looks inexpensive but produces weak leads. Do not keep them on because Google selected the setting, and do not turn them off because someone said they are always bad. Separate the results and judge the traffic by customers and revenue.

The Simple Answer

Keep Google Search Partners on when they produce additional qualified customers at an acceptable cost.

Turn them off when they consistently produce:

The first step is to segment campaign results by network. A blended campaign total can hide whether Google Search and Search Partners behave differently.

For a full campaign walkthrough, watch Darlington's Google Ads Course 2026: How to Use Google Ads Step by Step.

What Are Google Search Partners?

Google defines Search Partners as sites in the Search Network that partner with Google to show ads. Depending on the campaign and placement, ads may appear on:

Search Partners extend the reach of a Search campaign beyond the main Google Search results. Advertisers generally pay when someone clicks, just as they do on Google Search.

Search Partners are not the same as the Google Display Network. Display placements, targeting, and customer behavior are different. Check both settings separately when reviewing a Search campaign.

Are Search Partners Included Automatically?

Google says Search Partners are included by default when a Search campaign is created. The setting can be changed at the campaign level.

That default is not a recommendation about your specific business. It simply makes the campaign eligible for more inventory.

Before changing the setting, review enough data to answer a useful question: did Search Partners create profitable customers the business would not otherwise have received?

How to See Search Partner Performance

In Google Ads, open the campaign table and segment the data by network. The exact menu wording can change, but the report should separate traffic such as:

Add columns for:

Then connect those platform results to:

Darlington's conversion tracking guide explains why the platform conversion is only the first step.

Cheap Leads Can Still Be Expensive Customers

Suppose Google Search produces:

The math is:

Now suppose Search Partners produce:

The math is:

Search Partners appear twice as efficient when judged by leads, but they produce customers at the same cost.

If those three customers create acceptable revenue and the business can handle them, Search Partners may be useful incremental volume. If they are smaller, slower-paying, or more difficult customers, the equal acquisition cost may still hide weaker economics.

When to Keep Search Partners On

Customer Cost Is Acceptable

Search Partners produce customers or sales within the business's target, not merely cheap clicks or forms.

The Traffic Adds Useful Volume

The campaign has room to grow and Partner traffic creates results that Google Search alone would not supply.

Lead Quality Holds Up

Calls connect, prospects match the offer, and the sales team can close the leads.

The Campaign Is Measured Properly

The business can separate networks and connect platform results to actual outcomes.

When to Turn Search Partners Off

The Campaign Is Losing Budget Needed Elsewhere

If the campaign is budget-limited and Google Search produces better customers, weak Partner traffic can crowd out stronger clicks.

Lead Quality Is Consistently Worse

Cheap forms are not a benefit if the people cannot be reached, do not understand the offer, or are outside the target market.

The Sales Cycle Hides the Real Result

If the business cannot connect Partner leads to customers, a temporary opt-out can create a cleaner comparison while tracking is repaired.

The Difference Persists Across a Useful Period

Do not turn the network off because of two bad leads. Use a period and sample size that reflect normal demand and the sales cycle.

How to Turn Search Partners On or Off

For a Search campaign:

  1. Open the campaign settings.
  2. Find the Networks section.
  3. Check or uncheck the option to include Google Search Partners.
  4. Save the setting.
  5. Record the date and reason for the change.

The setting normally applies to the whole campaign. If you want a cleaner test, avoid making several unrelated campaign changes at the same time.

Use Darlington's campaign structure guide before creating duplicate campaigns only to separate networks. In many accounts, a timed before-and-after test is simpler.

What the Search Partner Placement Report Shows

Google introduced fuller site-level placement reporting for Search Partner traffic. The report can show sites where eligible Search, Shopping, or App ads appeared, along with impression data.

Google notes that placements must meet reporting thresholds before they appear. An absent site is not proof that no ad appeared there.

Use placement reporting for transparency and investigation, but keep the main decision tied to qualified customers and revenue.

A Simple Search Partner Test

  1. Confirm conversions and sales outcomes are tracked.
  2. Segment the previous results by network.
  3. Write down the current Partner spend, qualified leads, customers, and customer cost.
  4. Change only the Search Partner setting on the selected campaigns.
  5. Run the test through enough normal demand to compare fairly.
  6. Compare total customer volume and cost, not only the remaining Google Search traffic.
  7. Keep the setting that produces the stronger business result.

Turning Partners off may make the campaign's average numbers look better while reducing total profitable customers. Measure both efficiency and useful volume.

Common Search Partner Mistakes

Judging by Click-Through Rate Alone

Different placements can produce different click behavior. A lower click-through rate does not automatically mean the customers are unprofitable.

Judging by Platform Leads Alone

Search Partner forms can be cheaper and lower quality. Check the sales outcome.

Confusing Search Partners With Display

They are separate network settings. Fixing one does not fix the other.

Turning Partners Off Across Every Account

Performance varies by business, campaign, and market. Use account evidence.

Making Several Changes During the Test

New bids, budgets, keywords, ads, and network settings at the same time make the result hard to explain.

What are Google Search Partners?

They are sites and Google properties in the Search Network that can show Google search ads outside the main Google Search results page.

Are Search Partners included by default?

Google says they are included by default when a Search campaign is created. Advertisers can change the campaign setting.

Are Google Search Partners bad?

Not automatically. They are bad for a campaign when their clicks do not become acceptable customers or revenue. They are useful when they add profitable volume.

Segment campaign reporting by network, then compare spend, leads, qualified leads, customers, revenue, and customer cost.

Can I exclude individual Search Partner sites?

Google provides placement reporting and exclusion controls in supported situations, but coverage and control can vary. Check current account options and do not assume every placement appears in reporting.

Should a new campaign start with Search Partners on?

Either approach can work. A cautious lead-generation launch may start with Google Search only for a cleaner first read. An established account with strong tracking can include Partners and judge the incremental results.

The Bottom Line

Search Partners should earn their place in the campaign. Separate the network results, connect leads to customers, and compare total revenue and customer cost.

The right setting is not “always on” or “always off.” It is the setting that buys useful customers without taking budget away from stronger opportunities.

Sources

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