Understanding the differences between Search Partners vs. Display Network can help in optimising your advertising strategy.
“Should I check these boxes?
✅ Include Google Search Partners
✅ Include Google Display Network.
“Should I check these boxes? What do they mean? Will they help or hurt my ad performance?”
Let’s break it all down with real-world examples so your next Google Ads campaign is driven by strategy, not guesswork. And,
What Is an Ad Network?
At its core, an ad network is a platform that connects advertisers (like you) with publishers (websites, apps, or YouTube channels) that have space to show ads. Think of it as a digital matchmaker that places your ads where your audience is already spending time.
Imagine This: You Just Launched a Cookie Business
Your home smells like heaven, your cookies are a hit with friends, and now, you want the whole world to try them. Not just people searching for “chocolate chip cookies near me,” but also folks watching baking videos, reading food blogs, or playing games.
So, how do you get the word out?
Enter: Ads
To reach more cookie lovers, you need to meet them where they are, and that’s where ad networks shine.
Picture this:
- A baking video on YouTube starts, and your cookie ad rolls in first.
- A player takes a break from a mobile game and sees your cookie banner.
- A food blog visitor sees your mouth-watering cookie ad while reading a brownie recipe.
Ad Networks = Your Digital Delivery Team
Ad networks make this magic happen. They place your ads on relevant websites, apps, or videos that attract your target audience.
Your cookie ad could appear on:
- A baking blog
- A recipe app
- A YouTube tutorial on “How to Bake Chewy Cookies”
Major Ad Network Example: Google Display Network (GDN)
Google’s Display Network is one of the largest in the world. It spans millions of websites, apps, and YouTube channels, giving you massive reach.
Real-Life Example: Times of India
Visit Times of India, one of India’s biggest news websites, and look closely, you’ll see ads labelled “Ads by Google.”
But those ads weren’t manually placed there by companies like Nike. Instead, the site uses Google’s ad code, allowing Google to fill the space with ads tailored to the reader based on:
- Recent searches
- Interests
- Advertiser bids
That’s GDN in action: serving personalised ads through a network of publishers.
The Three Pillars of Google’s Ad Inventory
When setting up a Search campaign in Google Ads, your ads can show in three main areas:
1. Google Search Network (Default)
Your ad shows directly on Google when someone searches for a keyword you’re targeting.
Example: A user searches “affordable laptops for students” → your laptop ad appears at the top of Google search results.
Includes:
- Google.com
- Google Maps
- Google Shopping
- Google Images
- Other Google-owned services
2. Google Search Partners
These are non-Google websites with search capabilities that partner with Google to display ads.
Example: A user searches “running shoes” on Ask.com, a Google Search Partner. Your search ad appears there just like it would on Google.
Includes:
- Ask.com and other non-Google search sites
- Parked domains (e.g. typoed or expired domains showing ads)
- YouTube but only when a user performs a text-based search on the platform
Pro Tip: Ads on YouTube via Search Partners are text-based, triggered when users search something like “best DSLR reviews” in the YouTube search bar.
Search Partners can be low volume, but they’re great for niche industries or reaching untapped audiences.
3. Google Display Network (GDN)
This network places your ads on:
- Google-owned platforms: YouTube, Gmail, Discover
- Partner sites and apps: Games, blogs, forums, news sites
When you allow your search campaign to extend to the Display Network, Google can automatically convert your text ads into banner-like formats.
Example: You’re playing Candy Crush or reading BBC News, and you see a text-based banner ad with your message that’s a repurposed Search ad running on GDN.
Should You Check These Boxes?
✅ Search Partners – Worth Testing
- Minimal effort, wider reach
- Results can vary by industry and keyword
- Best practice: Enable it initially, then review the “Segment > Network” report in Google Ads to assess performance
⚠️ Display Network – Use With Caution
- The audience may not be actively searching for your product
- Can dilute the intent of your Search campaign
- Better alternative: Create a separate Display campaign with visual assets and intentional targeting
Know the Difference
| Platform | How It Acts | Network It Belongs To | Example |
| YouTube.com | Display platform (default) | Google Display Network (GDN) | Pre-roll video ads, banner ads on videos |
| YouTube.com (search) | Search engine | Google Search Partners | Someone types “best DSLR reviews” into the search bar |
| Parked domains | Search-based display surface | Google Search Partners | User lands on a blank domain and sees an ad |
| Gmail / Discover | Content platforms, not search | Google Display Network (GDN) | User sees an ad while browsing their inbox or Google Discover feed |
Insider Tip:
Google only extends your Search campaign to the Display Network if it can’t fully spend your budget on Search. Still, if conversions are your priority, keep your targeting intentional.
Final Thoughts: Let Strategy Lead, Not Defaults
Google pre-checks these boxes to help you get more impressions. But more impressions don’t always mean better results.
Let your goals guide you:
- Targeting high-intent searchers? Stick with Search Network only.
- Looking for broad brand awareness? Launch a separate Display campaign with tailored visuals.
Remember: Google Ads success comes from testing, tracking, and tweaking. Use the data. Stay intentional. Choosing the right placement in your campaigns starts with understanding Search Partners vs. Display Network, a key distinction that can shape your strategy and boost your advertising performance.
Coming Up Next:
In the next part of our Google Ads Mastery series, we’ll dive into location targeting and how it can make or break your ROI, especially if you’re targeting international or multilingual markets.
Stay tuned!