Anyone who has already run a Google Ads campaign has probably already come across to option of including Search Partners. It sounds appealing on the surface, you expand your search beyond Google itself, potentially getting more clicks and customers. But for many advertisers, especially small to medium-sized businesses (SMEs), that extra reach can come at a cost.
Choosing Google Search Partners includes potential ads on third-party sites. The catch? You have no control over where those ads show. The lead quality can be alarmingly inconsistent, some marketers report solid results, while others, like one advertiser on Reddit, claim to have wasted over $78,000 on junk leads.
In our experience, with our B2B clients, we see that while Search Partner traffic does lead to conversions, the quality of those conversions is extremely poor, with many being job applications and spam form completions.
So, is enabling Search Partners worth the risk? In this article, we’ll break down what Google Ads Search Partners are, highlight the pros and cons, and share expert strategies to avoid costly mistakes. This will help you to transition your thinking from data-driven to data-informed, so that your next campaigns are focused on the best results possible.
What Are Google Ads Search Partners?
These partners are third-party websites (or apps and properties) with partnerships with Google to display ads. When you opt in, your text ads can appear on the extended networks, this could be smaller search engines like Ask.com, or it could be Google-owned sites like YouTube or Maps.
However, there’s little transparency about sites that are included, you can’t see a full list of partner sites, or exclude individual domains. Not being able to control this can be problematic, particularly if you have a tight budget and need visibility into performance by source.
It’s important to note: Search Partner traffic is still search-based, meaning your ads are triggered by user intent. But the context and quality can vary widely. While some advertisers see value, others report high bounce rates, poor lead quality, and conversion tracking difficulties.
The Case Against Search Partners: Poor Quality Leads and Wasted Budget
Many advertisers unknowingly burn through budget thanks to Google Search Partners, especially with it being enabled by default in new campaign set ups. The consequences? Wasted ad spend, irrelevant traffic and leads that never convert.
One frustrated Reddit user shared how they lost $78,000 to junk leads generated through Search Partners. The B2B SaaS marketer analysed thousands of leads using HubSpot CRM data, which tracked the original source of each lead.
Sharing their data with the Reddit community, they showed that on the surface, the click through and conversion rates for their Search Partner traffic was better than that of the Google Search network, however when they analysed the quality of the leads almost all (98%) of them were classified as ‘Junk or Unknown’. The revenue generated from this traffic was $17,160 compared to the $78,000 investment in this network.
Here’s the snapshot of their data from 2024:
Their conclusion? After segmenting leads by network type Google Search Partners generated consistently poor-quality traffic, none of it progressed to qualified opportunities and the user rightly stated that “Search Partners is complete garbage.” Disabling it immediately improved results.
This isn’t an isolated issue, common complaints include:
- Low-intent traffic. Ads can show on obscure sites and toolbars, they bring visitors with no real buying intent.
- Lack of transparency. You can’t see where your ads actually appeared.
- Poor conversion rates. Bounce rates climb and CPAs spike due to low-quality clicks.
The broader picture is just as troubling, according to a 2024report by Juniper Research, over $80 billion was wasted globally in 2023 on online ads that failed to generate any sales. Primarily due to fraudulent activities like click farms and bot traffic. Google Search Partners could contribute to this figure.
Unless you’re proactively monitoring and segmenting this traffic, Search Partners can erode campaign ROI. Especially for advertisers with limited budgets.
Can Google Search Partners Ever Be Valuable?
While many experienced advertisers steer clear of Google Search Partners due to concerns over lead quality and lack of transparency, there are scenarios where they can still offer value. If managed with care.
Niche markets with limited search volume are one such case. If your core keywords attract only a few searches on Google.com, Search Partners can help broaden your reach to relevant users on alternative platforms. Likewise, brand awareness campaigns may benefit from the extended visibility, especially if your objective is reach rather than immediate conversions.
That said, positive ROI is possible with tight controls. Successful advertisers tend to closely monitor performance at the campaign or ad group level, they segment Search Partner traffic where possible and exclude it if the results don’t hold up.
Google itself states that Search Partners can “extend the reach of Google search ads and listings to hundreds of non-Google websites, parked domains, as well as YouTube and other Google sites” (Google Ads Help). However, Google provides limited visibility into where your ads actually appear. This means you’re operating with less data than ideal. And it’s a risk not all businesses can afford.
In short, while Search Partners aren’t inherently bad, they require constant scrutiny. If you have the budget and resources to monitor granular performance, there may be value to uncover, for everyone else, defaulting to Google Search alone may offer better clarity and control.
We also have to acknowledge that the introduction of Google’s PMax and AI Max campaign features are helping advertisers generate a greater reach without poor quality leads – so we wonder, is the use of these new campaign types making Search Partners obsolete?
Expert Advice: How to Mitigate the Risk
Be cautious if you’re considering using Google Search Partners. We’ve put together some practical recommendations on how to reduce the risks while still exploring the potential upside of Search Partners.
Key recommendations:
- Monitor performance. Regularly check how your ads perform on Search Partners compared to the main Google Search network.
- Exclude for underperforming campaigns. If you notice high spend and poor conversion rates, switch Search Partners off for that campaign.
- Use scripts or filters. Advanced users can implement automated scripts to flag poor performance or identify anomalies early.
- Measure your ROI. Don’t just base your performance on conversions and conversion rates, make sure you are regularly checking if the conversions generated by Search Partners have led to sales.
We also recommend that for all new campaigns, Search Partners are disabled at the start, if you are happy with the results but want more reach it can be tested but make sure to monitor your campaign’s ROI performance.
Of course, make sure your conversion tracking is set up correctly and robust lead validation processes are in place. These tools help verify that your ad spend is driving genuine value, not just empty clicks.
Informed testing combined with disciplined monitoring can help you avoid costly mistakes, and potentially uncover profitable opportunities others might overlook.
Best Practices for Campaign Setup and Monitoring
Get the most out of Google Search Partners and minimise risks by following best practices:
1. Toggle Search Partners in Campaign Settings
To enable or disable Search Partners:
- Go to your Google Ads campaign settings.
- The Google Search Partners option is under the “Networks” section.
You can choose to either have your ads shown only on Google Search also Search Partners. Start with Search Partners disabled. Only enable them once you’ve established strong campaign performance. Remember, ensure to measure the quality of the conversions as well as the quantity.
2. Monitor Partner Performance via Segments
If you enable Search Partners, you must monitor the performance. With Google Ads, you can segment your performance data by network. This means you can look at how Search Partners are performing compared to Google Search.
To do this:
- Go to your Campaigns tab.
- Click on Segment.
- Select Network (with Search Partners).
This will give you a clearer view of how your ads are performing on partner sites. You can then identify any issues with high bounce rates or low conversion rates.
3. Testing and Evaluation
Run a testing phase with Search Partners enabled. Keep a close eye on the data over a couple of weeks. See how it impacts your overall results.
After this initial testing period, evaluate the performance of the campaigns. Look at:
- Conversion rates.
- Cost per click (CPC).
- Return on ad spend (ROAS).
If the results from Search Partners aren’t delivering, exclude it.
4. Using Negative Keyword Lists and Demographic Targeting
You can optimise your campaigns by using negative keyword lists. These will prevent your ads from showing on irrelevant search terms and ones that may generate low-quality clicks.
Additionally, use demographic targeting so your ads are displayed to users who are more likely to convert. This narrows down the audience to those most aligned with your business.
Following these best practices will help you keep your Google Ads campaigns effective, you also won’t waste money on low-quality leads. For more advanced strategies, check out our PPC services.
When You Should Avoid Search Partners Altogether
Google Search Partners can occasionally offer extra reach, but there are plenty of cases where the risks outweigh the rewards. For many advertisers, opting out entirely is the smarter move, especially for those in high-stakes or niche sectors:
Strict Lead Quality Requirements
B2B SaaS, legal services or financial advice? Search Partners are unlikely to deliver. These industries require pinpoint targeting and intent which is often diluted on partner networks. You’ll risk paying for spammy traffic that never converts.
Tight or Limited Budgets
When your ad spend is closely monitored, every click must count. Search Partners can quickly drain budgets with lower-converting traffic.
If you’re working within financial constraints, it’s far more efficient to focus on the core Google Search Network. User intent is stronger and the performance will be more predictable.
Startups and New Campaigns
If you’re just starting out and don’t have past performance data, Search Partners introduces unnecessary noise.
Without a benchmark for comparison, you won’t know whether poor performance is due to targeting, creative or the network itself. It’s best to begin with a clean, controlled setup on Google Search alone.
Enabling Search Partners adds complexity without a guaranteed benefit. By concentrating on Google Search, you retain greater control, reporting is clearer and alignment with your goals will be better.
Establish a baseline, learn what works and then reassess whether Search Partners deserves a test. But make it on your terms.
Your conversion tracking isn’t 100%
If you don’t have accurate or robust conversion tracking set up for your Google Ads campaigns then you should not even consider adding the Search Partner Network to your campaigns.
What To Do If You’re Unsure
Not sure whether Google Search Partners are helping or hurting your campaign? The best next step is to take a closer look at the data.
Start with a simple audit of your Google Ads performance. Segment your campaign results by network to see how Search Partners are really performing. Are you seeing conversions? What’s the cost per lead? If the results are unclear or concerning, it might be time for a deeper dive.
If your CRM and Google Ads campaigns aren’t talking to each other then you can create a simple report in Google Ads or in Looker Studio. Simply add the date and hour to rows, and add conversions, conversion action and network to columns – there you have it. Use this report on a daily/weekly/monthly basis to compare this with your internal CRM information to review give you informed insights into the quality of your leads generated from your paid search campaigns.
Is Search Partners worth testing?
- Do you have conversion tracking in place?
- And network-level segmentation?
- Can you afford to test with part of your budget and absorb some risk?
- Are you targeting a niche market with limited volume?
- Is lead quality more important than volume for your business?
If you answered “yes” to most of the above, a carefully monitored test might be worth it. Still unsure? We can help.
At Key Principles, we offer a PPC strategy session. We help you review your account, identify hidden inefficiencies and make smarter decisions moving forward. Whether you’re worried about wasted budget or simply want expert input before scaling your campaigns, our specialists can help you assess what’s working. And what’s not.
Final Verdict: Proceed with Caution on Search Partners
Google Ads Search Partners can offer wider reach and lower CPCs. But that reach often comes at the expense of lead quality and transparency. While some advertisers do report success, many others see poor ROI from partner traffic. Especially in high-stakes industries.
If you’re going to use Search Partners, go in with your eyes open. Enable only when you have full tracking in place, regularly review segmented data and be prepared to cut underperforming placements fast.
For most small businesses and performance-driven campaigns, it’s best to test cautiously before investing heavily.
Still unsure what’s right for your business? Contact our team for expert advice on building a PPC strategy that actually drives results. Without the guesswork.
