Search Partners: keep them, or switch them off?

When you create a Search campaign, Google includes the Search Partner network unless you untick it. Partners are sites that use Google's search ads: other search engines, site search boxes, and some Google properties such as YouTube.

Their traffic is real, often cheaper per click, and sometimes very different in quality. The point is not that Partners are bad. The point is that they are averaged into the campaign's numbers, which then stop describing Google Search.

1. 1

   Segment by network

   In the campaigns view, segment by Network (with search partners) to split Google Search from Search Partners.

2. 2

   See the partner sites

   Since 2025 the Report editor lists them: under Where ads showed, open Content suitability for every partner site that showed your ads, with its impressions.

3. 3

   Use enough time

   Take at least 90 days, so Partners have enough clicks for their conversion count to mean something.

4. 4

   Compare cost per conversion

   Compare what one conversion costs on each network, and the conversion value if you track it.

5. 5

   Decide per campaign

   Brand campaigns, generic campaigns and local campaigns often behave differently. Decide each on its own numbers.

• Keep them when their cost per conversion is close to Google Search, or when they add conversions you would not get otherwise at an acceptable cost.
• Switch them off when they cost much more per conversion over enough clicks, or when the account counts calls and Partners bring clicks nobody calls from.
• Wait when they have too few clicks to judge. The same arithmetic as for search terms applies.

The audit flags any Search campaign that also spends outside Google Search, on Partners or on the Display network, and shows what it spent there.