Google Ads

Search partners

Sites other than Google that show Google Search ads, on by default.

Search partners are third-party sites and smaller search engines that carry Google's search ads alongside their own results. The setting is ticked by default on every new Search campaign, so your ads run there unless you turn it off. Partner traffic is usually cheaper per click and usually converts worse, and Google does not break it out on most reports, so a campaign can look healthy overall while its partner clicks quietly produce nothing. The place to see it is the segment by network on the campaign table. Most small accounts are better off with the box unticked until the core Google traffic is converting and there is data to judge the partners on their own.

Augusta Bhardwaj

Built Admiral · runs the audits on real accounts