Placements & Networks

Search Network vs Google Search Partners

In short: Search partners aren't a separate campaign. They're a checkbox inside a Search campaign that lets the same ads also run on other sites that use Google's search ads, including YouTube search results and Watch pages. The Search Network is where every Search campaign runs: Google Search plus the Shopping tab, Google Images and Google Maps. Partners are on by default. You can turn them off, block single partner sites with an account-level placement exclusion, and compare the two networks in reporting, but a regular Search campaign won't show which partner site ran your ad.

By the AdFlint research team · Fact-checked against current Google and Meta platform behavior · Last reviewed October 2026

Should you include Google search partners?

For most local businesses on a small budget, start with search partners turned off. Google switches them on by default in every new Search campaign, so leaving the box alone means part of your budget can go to other websites that show Google's ads instead of Google Search itself. Google notes that clicks from some partner sites "may not always reflect highly targeted traffic", and for a regular Search campaign Google Ads won't tell you which partner site your ad appeared on.

Search partners are worth testing once the campaign is working. After a month of steady leads, turn them on and compare the two networks side by side. If a lead from search partners costs about the same as a lead from Google Search, keep them on for the extra volume. If partner leads cost much more, or never turn into customers, turn them back off.

AdFlint launches its Search campaigns with search partners and the Display Network turned off for this reason, so a small budget is spent on Google's own search results first.

To change it in Google Ads: open the campaign, go to Settings, open Networks, tick or untick Include Google search partners, and save. To see how partners perform, go to Campaigns, click Segment above the table and choose Network (with search partners). Each campaign splits into a Google search row and a Search partners row, with their own clicks, cost and conversions.

If one partner site is the problem, you don't have to turn all of them off. Since March 2024, placement exclusions added at the account level also block that site on the search partner network.

Search Network

Text ads that appear on Google's own search results pages alongside organic listings when someone types a matching query.

Ads enter an auction triggered by the user's query and rank on bid combined with Quality Score, so relevance changes what you actually pay. You reach for it when demand already exists and people are searching for the thing you sell. The common mistake is leaving Search Partners and Display expansion enabled by default, then blaming Search for the resulting traffic quality.

Full definition

Google Search Partners

Non-Google search sites and directories that serve Google search ads, opted into as a single bundle you cannot browse or select individually.

Enabling the setting extends a Search campaign to third-party sites that use Google's search results, often at lower auction prices than Google.com. You can segment partner performance in reports, but you cannot pick or exclude individual partners - only turn the whole network on or off. The mistake is assuming weak partner results mean the keyword is bad rather than the placement.

Full definition

Side by side.

The differences that actually change what happens in your account.

 Search NetworkGoogle Search Partners
What it is structurallyWhere every Search campaign runs: Google Search, plus the Shopping tab, Google Images and Google Maps.An optional checkbox in a Search campaign's Networks settings, switched on by default.
Where ads actually renderGoogle's own search pages.Non-Google sites that show Google search ads (results pages, site directories, product pages), plus YouTube search results and Watch pages.
Can you pick individual sitesNot applicable - Google controls these pages.You can't choose partner sites. Since March 2024 you can block specific ones with an account-level placement exclusion.
Which site showed your adAlways one of Google's own search pages.Not listed for a regular Search campaign. Google only names partner placements for Performance Max.
Typical auction priceUsually the most competitive auction.Often cheaper per click; judge it on cost per lead, not cost per click.
Effect on Quality ScoreQuality Score is calculated for Google Search.Click rate on partner sites doesn't affect your Quality Score on Google.
Recent changesNo structural change.Since March 2024, account-level placement exclusions also apply to search partner sites.
Failure modeBroad or irrelevant keywords burn spend regardless of partner status.Weak overall numbers get blamed on the keyword when the partner placement mix is actually the problem.
Where to check blameSearch terms report, as normal.Segment by Network (with search partners) to see partner clicks, cost and conversions on their own row.

What actually separates them.

01

Search Network is the always-on destination of a Search campaign; Search Partners is an optional extension you toggle inside that same campaign's settings, not a separate buy.

02

You can't buy search partners on their own: partner sites only come bundled with a Search campaign that also runs on Google. The reverse is easy - untick the box and the campaign runs on Google's own search pages only.

03

Auction dynamics differ enough between the two that a keyword profitable on Google.com can underperform on partners, or vice versa, purely because of who else is bidding there.

04

Reporting can split the two networks into separate rows, but for a regular Search campaign Google Ads doesn't name the partner website that showed your ad. Performance Max is the exception.

05

Since March 2024, placement exclusions added at the account level also apply to search partner sites, so a single bad site can be blocked without switching off every partner.

Which one should you use?

Use Search Network when

  • You need every conversion traceable to a placement you fully understand.
  • You're running a brand campaign where impression quality on Google.com specifically matters to stakeholders.
  • Partner segment performance has been weak in your account and you'd rather not carry it.
  • You're troubleshooting Quality Score or Search auction data and want to remove partner variance from the picture.

Use Google Search Partners when

  • You want incremental volume at a similar intent level without raising bids on Google.com.
  • Your campaign already has steady leads and you want more volume without raising bids on Google Search.
  • You've checked segmented performance and partner traffic converts acceptably for your business.
  • You're not sensitive to the exact placement, only to cost per qualified lead or sale.

Common questions.

Should I turn off Search Partners?

For a new local campaign on a small budget, start with them off so the budget goes to Google Search first. Once you have a month of steady leads, turn them on, segment by network, and keep them only if partner leads cost about the same as Google Search leads.

Are search partners on by default?

Yes. Google includes search partners by default when you create a Search campaign. You can change it at any time in the campaign's Networks settings.

Can I see which specific sites my Search Partner ads showed on?

Not for a regular Search campaign. Google Ads doesn't list the partner website where a Search ad appeared; Performance Max is the exception. You can still see all partners as one row by segmenting by network, and you can block a site you know about with an account-level placement exclusion.

Where is the search partners report in Google Ads?

On the Campaigns page, click Segment above the table and choose Network (with search partners). Each campaign then shows separate rows for Google search and Search partners, with their own clicks, cost and conversions.

Why did my overall CPC drop after enabling Search Partners?

Partner inventory is typically less competitive than Google.com, so blended average CPC often falls when partner impressions get mixed into your reporting. That doesn't automatically mean better results - check conversion rate and cost per conversion by network segment before deciding it helped.

Does the Search Partners setting include YouTube?

It can. Google lists YouTube search results and Watch pages among the places search partner ads appear. Unticking Include Google search partners removes those placements along with the other partner sites.

Do search partner clicks affect my Quality Score?

No. Google says the click rate of ads on search partner sites doesn't affect your Quality Score on Google.

Sources

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