On this page
Why it matters
Partners add volume, sometimes at a lower cost per click. They also convert differently, and their results are averaged into the campaign's Search numbers unless you split them out.
They are ticked by default, so many campaigns use them without anyone deciding to.
Where to find it in Google Ads
- Open a Search campaign, then Settings, then Networks.
- See whether Include Google Search Partners is ticked.
- Segment the campaign by Network (with search partners).
- Compare cost per conversion for Google Search and for partners.
An example
A campaign's partner traffic costs half as much per click but converts at a quarter of the rate, so its cost per conversion is twice that of Google Search. The box is unticked.
Common mistakes
- Leaving partners on without ever segmenting by network.
- Judging partners on cost per click.
- Switching them off on campaigns where they convert well.
Checks that look at it
The audit checks Oppy runs on this, each with its own page.
Related terms
- Search campaign: A campaign that shows text ads to people searching on Google, triggered by your keywords.
- Display Network: Websites and apps where Google shows image and text ads.
- Search term: What someone actually typed when your ad showed.