Why B2B Marketers Should Consider Disabling Google's Search Partner Network

Hi! I’m Kate Reitz, a Paid Media Specialist at Marcel Digital. Today, we’re going to talk about Google’s Search Partner Network, and why disabling this network can be a game-changer for PPC lead quality for B2B businesses.

The Search Partner Network is a network of sites that partner with Google to show ads. While this expands your reach, it doesn't always mean better results for B2B businesses. Here’s why.

First, it can lead to lower lead quality. Search partner sites often attract a different type of audience. For B2B companies, this can mean lower-quality leads, higher bounce rates, and ultimately, wasted ad spend.

Second, it can result in poor conversion rates. Data shows that conversion rates from Search Partner sites are often significantly lower than those from Google Search itself. This is crucial when every lead counts in B2B.

Third, by turning off Search Partners, you can allocate your budget more efficiently. Focus your ad spend on Google Search, where your target audience is more likely to convert.

Fourth, disabling Search Partners allows enhanced control and transparency. You gain more control over where your ads appear, as with Search Partners you don’t get a placement report or insight to where your ads have been seen. This transparency helps you make data-driven decisions and fine-tune your campaigns.

And finally, turning off Search Partners can result in higher ROI. Ultimately, focusing your efforts on Google Search, where lead quality is higher, can lead to a higher return on investment. Your ads reach more of the right people, leading to more meaningful interactions and better business outcomes. As always, it’s important to test this network on your campaigns, as something that doesn’t work well for one, may work for others..

If you have any questions, leave them in the comments below or visit marceldigital.com to learn more. Thanks for watching!