Should You Enable Google Search Partners in Your Search Campaign? (Pros, Cons & When to Use It)

Should You Enable Google Search Partners in Your Search Campaign?

If you want more reach at a lower cost-per-click (CPC) and can accept slightly lower lead quality, turn it on. If your goal is maximum control and the highest possible intent, turn it off. For expert help setting up profitable PPC campaigns, click here.

What Are Google Search Partners?

Google Search Partners are third-party websites and Google-owned properties (like YouTube and Google Maps) that display ads from your search campaigns. Your ads can appear when people search on these sites, not just Google.com.

Pros of Enabling Search Partners

• Potential for lower CPC compared to Google.com searches
• Increased reach by showing ads on additional platforms
• Good for brand awareness campaigns

Cons of Enabling Search Partners

• Lower conversion intent compared to Google.com
• Less transparency - you can’t see exactly which partner sites your ads ran on
• May require more budget filtering to avoid wasted spend

When to Turn It On

• Turn it on if your campaign goal is broad reach and cost efficiency
• Ideal for brand awareness or top-of-funnel campaigns
• Useful when testing new keywords with a smaller budget

When to Turn It Off

• Turn it off if your campaign needs the highest possible lead quality
• Best for limited budgets targeting only high-intent users
• Useful when optimizing for strict ROI goals

Our Recommendation

Test Search Partners with a separate campaign or a short trial period. Monitor metrics like CTR, CPC, and conversion rate. If the quality is too low, turn it off and focus solely on Google.com searches. Need a professional to manage and optimize your PPC campaigns? Contact us today.

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