Search Partner Network & Display: How Google Burns Your Budget Silently

Search Partner Network & Display: The Budget Google Takes Without Telling You

When you create a Search campaign in Google Ads, two checkboxes are ticked by default that almost all advertisers never uncheck: "Search Network partners" and "Google Display Network".

These two options represent on average 15 to 30% of your Search budget — spent on placements you never chose, converting 3 to 5 times worse than pure Google Search.

What is the Search Partner Network?

Third-party search engines and sites displaying your Google Ads: Ask.com, AOL, dozens of vertical sites... These sites have less qualified audiences, lower CTRs, and significantly lower conversion rates.

The problem: Google doesn't show you performance per partner in the standard dashboard. You need to look in segments.

How to check: Campaigns → Segment → Network (with search partners)

In 90% of cases, the partner CPA is 2x to 4x higher than Google Search CPA.

Display Network: The Worst Case

Checking "Display Network" on a Search campaign is a critical error. Your text search ads appear as display banners — completely unsuitable format, near-zero purchase intent.

How to Disable

Campaign settings → Networks → Uncheck "Include Google search partners" AND "Google Display Network"

Estimated Impact

For our clients where we disable these networks by default: +18% conversions on the same budget, because 100% is concentrated on pure, high-intent Google Search.

It's one of the first actions we take on every new account. 13 years of experience, same reflex.