When setting up a Search campaign in Google Ads, you’ll notice an option called “Include Google Search Partners.” By default, it’s often enabled. While it sounds like a way to get more reach, it can also lead to higher costs and lower-quality traffic — and many advertisers don’t even realize their ads are running there.
What Are Google Search Partners?
Google Search Partners are third-party websites and search engines that partner with Google to show search ads. This network can include smaller search engines, directory websites, and other platforms outside of Google’s main search results page.
How Your Ads End Up There
When the Search Partner box is checked, Google automatically extends your search ads to these external sites. This means your ads aren’t just showing on Google Search — they’re appearing on partner platforms that may have different user behavior and lower buying intent.
Why It Can Increase Costs
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Lower Conversion Rates – Many Search Partner clicks don’t convert as well as those from Google Search, meaning your cost per conversion can go up.
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Less Transparency – You can’t see exactly which partner sites your ads are shown on, making it harder to optimize.
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Budget Drain – If Search Partner traffic is underperforming, it can eat up budget that could be better spent on high-intent Google Search traffic.
When to Keep or Remove Them
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Keep: If your reporting shows Search Partners performing well for your business, they can be an extra source of conversions.
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Remove: If you see low conversion rates and high costs, unchecking this box can immediately improve ROI.
How to Remove Search Partners in Google Ads
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Open your campaign in Google Ads.
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Go to Settings → Networks.
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Under Search Network, uncheck “Include Google search partners.”
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Save your changes.
Final Tip
Always check your campaign’s performance by network. If Search Partners are costing you more than they’re worth, removing them can help focus your budget on the clicks that matter most.