When I’m running Google Ads in 2026, one setting I always check carefully is “Search Partners.” It often appears in campaign settings as a simple way to extend reach beyond Google Search, and on the surface, that sounds useful.
But more reach does not automatically mean better reach. In my experience, Search Partners can bring traffic, but the quality of that traffic is usually the problem.
For most advertisers, I would not leave Search Partners enabled by default. I’d rather start with the main Google Search results page, prove the campaign can convert, and only then consider whether extra volume is worth testing.
What are Google Search Partners?
Google Search Partners are third-party sites that use Google-powered search results. When someone searches on those sites, your ad may be eligible to show there. This network can include YouTube, directories, other search experiences, and even parked domains.
That sounds like a broader opportunity, but I usually see a familiar pattern: lots of impressions, plenty of clicks, and cheaper CPCs than Google Search. The issue is that cheaper clicks are not always useful clicks. Real conversions and meaningful business value from these placements are often limited.
If I’m using conversion-focused Smart Bidding, I often see Search Partner spend fall naturally over time. The bidding system eventually learns that those placements are not producing the conversions it wants, so it stops pushing budget there.
How Search Partners differ from the Google Display Network
I see advertisers confuse Search Partners with the Google Display Network all the time. Some websites can be involved in both, but the intent and placement logic are different.
The Google Display Network is made up of websites and apps that use AdSense, where ads can appear while people browse content. It can show up as a placement option in Demand Gen, Video campaigns where it is called “Video Partners,” and Performance Max campaigns.
Search Partners are tied to search-based activity. That is why they apply to Search, Shopping, and Performance Max campaigns rather than standard Display placements.
How I audit Search Partner performance
I do not recommend taking anyone’s word for it, including mine. The better move is to check what Search Partners are actually doing inside your own Google Ads account.
For Search or Shopping campaigns
In Google Ads, I go to the campaign view, select Segment, and choose Network (with search partners). This splits performance into separate rows for Google Search and Search Partners, which makes the difference much easier to see.
What I usually find is a lot of Search Partner impressions and clicks, often at lower CPCs than Google Search. But when I look for true conversions, the results are usually weak unless the account is tracking something shallow or easy to manipulate, such as a page view or a low-friction form fill.
For Performance Max campaigns
Performance Max works differently. Search Partners are required for this campaign type, so I cannot simply opt out. What I can do is monitor the activity through the Channel Performance report.
If I see heavy Search Partner spend in a Performance Max campaign, I treat it as a signal to review conversion tracking, bid strategy settings, and the quality of the conversion actions being used for optimization.
Check the Content Suitability report
For more transparency, I also check the Content Suitability report under Insights and reports. This report can show the actual websites or YouTube channels where ads appeared on the Search Partner network.
That list is often enough to make the decision clear. Once I see where the ads have been running, I usually find many placements that look low quality, irrelevant, or simply not worth the spend.
In Google Ads, many decisions really do depend on the account, the market, and the goal. This is one of the few areas where my starting recommendation is straightforward.
If I’m building a new Search or Shopping campaign, I leave Search Partners unchecked. After the campaign is performing well and has strong conversion data, I may test Search Partners for added volume. Until then, I keep the budget focused on the main Google 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 highlights a different Google Ads feature and explains what advertisers need to know to get better results in a quick 3-minute read.
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