Should You Enable Search Partners in Your Google Ads Account?

In the world of digital marketing, every decision can significantly impact a business’s bottom line. One such decision that often leaves businesses unsure what to do is whether to enable search partners in their Google Ads accounts. This blog will look into the pros and cons of enabling search partners in your Google Ads account.

Understanding Google Search Partners

What Are Google Search Partners?

Google Search Partners are websites and properties within Google’s network where your ads can appear. These partners include non-Google websites, Google-owned properties like YouTube, and other platforms. When businesses enable the “Include Google search partners” setting, their ads can be shown on these additional sites, broadening the reach beyond Google’s own search engine.

How Do Search Partners Work?

When a user conducts a search on a Google Search Partner site, the ad auction process functions similarly to Google’s main search results. If your ad is relevant and has a high enough bid, it may appear on these partner sites. This can potentially increase impressions, clicks, and, ultimately, conversions.

Pros of Enabling Search Partners

1. Expanded Reach

One of the most significant advantages of enabling search partners is the potential for increased reach. Google is not the only place people search for information. By extending your ads to search partners, you can capture an audience that might not use Google as their primary search engine. This broader exposure can be particularly beneficial for brand awareness campaigns.

2. Lower Cost Per Click (CPC)

In many cases, clicks from search partners tend to be cheaper than those from Google’s primary search network. This can be advantageous for businesses looking to maximize their ad spend. Lower CPC means you can get more clicks for the same budget, potentially increasing your return on investment (ROI).

3. Increased Impressions and Clicks

Search partners can significantly boost the number of impressions and clicks your ads receive. For businesses aiming to increase their visibility and drive more traffic to their websites, this can be a valuable strategy. More impressions and clicks often translate to more opportunities for conversions.

4. Additional Data and Insights

By enabling search partners, businesses can gather additional data and insights into their ad performance. Analyzing how ads perform across different platforms can provide a deeper understanding of your audience and help refine your overall marketing strategy.

Cons of Enabling Search Partners

1. Quality of Traffic

While search partners can increase the quantity of traffic, the quality of this traffic can be a concern. Traffic from search partners might not always convert as well as traffic from Google’s main search network. This can lead to higher bounce rates and lower conversion rates, impacting your campaign’s effectiveness.

2. Lack of Control

When you enable search partners, you lose some control over where your ads appear. Unlike Google’s primary search network, where you can target specific keywords and demographics precisely, search partners offer less granularity. This lack of control can sometimes result in your ads appearing on sites that are not entirely relevant to your business.

3. Reporting Limitations

Google Ads provides limited reporting specifically for search partners. While you can see overall performance metrics, detailed insights like the specific sites your ads appeared on are not available. This lack of transparency can make it challenging to optimize your campaigns effectively.

4. Potential for Higher Costs

Although CPC can be lower, the potential for higher overall costs exists. If the traffic from search partners is of lower quality, you might end up spending more to achieve the same number of conversions as you would from Google’s primary search network. This can negatively impact your ROI.

Case Studies and Examples

Successful Use of Search Partners

Several businesses have successfully leveraged search partners to expand their reach and achieve their marketing goals. For instance, a mid-sized e-commerce company found that by enabling search partners, they could tap into niche markets they hadn’t previously considered. This resulted in a 20% increase in overall sales and a 15% decrease in CPC compared to their campaigns running solely on Google’s main search network.

Challenges Faced by Businesses

Conversely, a local service provider experienced challenges with search partners. Despite an increase in traffic, they saw a significant drop in conversion rates. The lack of control over ad placements led to ads being displayed on irrelevant sites, resulting in wasted ad spend and a lower ROI.

Best Practices for Using Search Partners

1. Monitor Performance Closely

Regularly review the performance of your ads on search partners. Look for trends in impressions, clicks, and conversions, and compare these metrics to your ads on Google’s main search network. If you notice a significant disparity in performance, it might be worth adjusting your strategy.

2. Use Targeted Campaigns

Consider running separate campaigns for search partners and Google’s main search network. This allows you to allocate budgets more effectively and tailor your ad copy and bids based on performance across different platforms.

3. Optimize Ad Copy and Landing Pages

Ensure that your ad copy and landing pages are highly relevant to the keywords and search intent of your audience. This can help improve the quality of traffic from search partners and increase your chances of conversions.

4. Test and Iterate

As with any digital marketing strategy, testing and iteration are key. Experiment with enabling and disabling search partners in your campaigns, and track the impact on your performance metrics. Use this data to make informed decisions about whether to include search partners in your future campaigns.


The decision to enable search partners in your Google Ads account is not a one-size-fits-all answer. It depends on your business goals, budget, and the specific dynamics of your industry. While search partners can offer expanded reach and lower CPC, they also come with challenges related to traffic quality and control. By carefully monitoring performance, using targeted campaigns, and optimizing your ad strategy, you can make the most of what search partners have to offer. Ultimately, the key is to test, analyze, and adjust your approach to find the best fit for your business.

Enabling search partners can be a valuable strategy for some businesses, but it requires careful consideration and ongoing optimization to ensure it delivers the desired results.