If you’re running Google Ads in 2026, you’ve probably heard of “Search Partners.” It’s often checked by default in your campaign settings, promising to extend your reach beyond Google Search. Sounds like an easy way to get more traffic, right?
Traffic, yes. Quality traffic? Not so much.
Most advertisers shouldn’t advertise on Search Partners. Read on to learn why and what you should do instead.
What are Google Search Partners?
Google Search Partners are third-party sites with search results powered by Google. When someone searches on those sites, your ad can appear. This includes YouTube, along with a massive list of other sites, directories, and even parked domains.
As you might imagine — or may have experienced firsthand — the traffic from these partner sites is often poor. You may get plenty of clicks, and the cost per click (CPC) is often much cheaper than Google Search, but you usually get what you pay for. Real conversions or meaningful business value from these placements are rare.
If you’re using conversion-focused Smart Bidding, you’ll often see Search Partners spend naturally drop to zero over time. Your bidding algorithm figures out it isn’t finding conversions there, so it stops spending your budget on those sites.
How are Google Search Partners different from the Google Display Network?
People often confuse Search Partners with the Display Network. Websites can be part of both, so let’s clarify the difference.
The Google Display Network is a collection of millions of websites and apps that use AdSense. You can show ads to users while they browse content. The GDN is a placement option in Demand Gen, Video, where it’s called “Video Partners,” and PMax campaigns.
Search Partners are specifically for search-based intent. That’s why they’re only compatible with Search, Shopping, and Performance Max campaigns.
How to audit your Search Partner performance
Don’t take my word for it. See what Search Partners are doing in your Google Ads campaigns.
For Search or Shopping campaigns
In your Google Ads account, go to your campaign view and click Segment. Choose Network (with search partners). This breaks performance into two rows: Google Search and Search Partners.
You’ll typically see plenty of impressions and clicks from Search Partners, with lower CPCs than Google Search. Conversions? Only if you’re tracking something shallow or bot-susceptible, like a page view or easy form fill.
For Performance Max campaigns
Performance Max is different. Search Partners are required for this campaign type; you can’t opt out. However, you can still monitor activity through your Channel Performance report.
If you see high Search Partners spend in a PMax campaign, it often indicates an issue with your conversion tracking or bid strategy settings.
Search Partner transparency: The Content Suitability report
For more transparency, check the Content Suitability report under Insights and reports. It shows the actual websites or YouTube channels where your ads appeared on the Search Partner network. Review that list, and you’ll likely agree that much of it is junk and spam.
In Google Ads, the answer to almost every question is “it depends.” This is one of the few exceptions.
If you’re building a new Search or Shopping campaign, leave Search Partners unchecked. Once the campaign performs well and you have solid conversion data, you can consider testing Search Partners for more volume. Until then, keep your ads on the main Google SERP.
This article is part of our ongoing Search Engine Land series, Everything you need to know about Google Ads in less than 3 minutes. In each edition, Jyll highlights a different Google Ads feature, and what you need to know to get the best results from it – all in a quick 3-minute read.
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