Google Search Partner Network

What it is

It is an inventory setting rather than a separate product. When enabled, ads from eligible campaigns can appear on partner sites that run Google-powered search, on site search results pages, in directories and price comparison pages, and in some browser and app search boxes. Google does not publish a full public list of participating properties, so the exact set of placements is not fully visible to advertisers.

Why it matters

Search partners expand reach beyond Google's own results pages and can add cheap incremental volume, but the traffic often behaves differently because the query intent, page layout and audience are not the same. Without separating it out, partner traffic can flatter or distort blended cost per acquisition and make Search performance look better or worse than it is. It also matters for brand safety, because you have less control over where ads render than you do on Google Search.

How it works

Practitioners segment reporting by network to compare Google Search against search partners on cost, conversion rate and cost per acquisition, then decide whether to keep the setting on. Because bidding and budget are shared across the whole campaign, many teams either accept the blended result, split traffic into separate campaigns for cleaner control, or simply untick the setting where partner performance is weak. Exclusions and placement visibility are more limited than on the Display Network, so the main lever is usually on or off.

When it applies

It applies whenever you are setting up or auditing Google Search and Shopping campaigns, and when diagnosing sudden shifts in volume, click quality or cost per acquisition. It is also relevant in automated campaign types where partner inventory is included by default.

Examples

• A lead generation account segments by network and finds search partners deliver 18 per cent of clicks but a much higher cost per qualified lead, so the setting is switched off
• A retailer keeps search partners on for Shopping campaigns because price comparison placements return a workable return on ad spend
• An agency splits one brand campaign into two, one with partners on and one off, to get a clean read before recommending a change

How it is measured

• Clicks, cost and conversions segmented by network (Google Search versus search partners)
• Cost per acquisition and return on ad spend for partner traffic compared with Google Search
• Click-through rate and conversion rate gap between the two networks
• Share of total campaign spend going to search partners