Should You Use Google’s Search Partner Network?
I’ve lost count of how many times I’ve been asked this. On paper, the Search Partner Network looks tempting—cheaper clicks, more reach. Sounds great, right?
Well, here’s the thing: the lead quality is usually garbage. You’ll see the CPL look “better,” but the calls or form fills rarely turn into paying customers.
When you’re starting out with a new account, I’d say don’t even touch it. Stick with core Google Search until you’ve got enough solid conversions coming in. Only then should you test Search Partners—because that’s when Google’s algorithm has enough good data to actually optimize and filter out some of the junk.
But you’ve got to watch it. Always compare the CPA (cost per acquisition) from Partners against your regular Search campaigns. If the Partner traffic is still trash, turn it off.
Here’s another subtle issue most people miss: budgets. Let’s say your daily budget is tight, lower than the typical CPC on core Search. Guess what happens? Google will shove almost all your spend into the Partner network, because it’s “cheaper” and they’re determined to use up your budget. Result? You end up with nothing but poor-quality leads.
So my rule of thumb is simple:
That way you’re not fooled by cheap clicks that cost you real money in the end.
