Google Ads Now Lets You Block Search Partner Spending in Performance Max
A new control lets Performance Max advertisers zero out spending on Google's Search partner network, giving you tighter budget management and channel visibility.
The 5-second version
- Google Ads rolled out a control that lets Performance Max advertisers set Search partner spend to 0%, cutting off a channel entirely if you choose.
- The update also introduces scheduled ROAS tolerance ranges from 5% to 90%, letting you adjust bidding aggressiveness by time window.
- This gives advertisers finer control over which networks carry their ads and how aggressively Smart Bidding explores new placements.
Google Ads has shipped a new control for Performance Max advertisers: the ability to set Search partner network spend to zero. According to PPC Land, the update also includes refinements to Smart Bidding Exploration and a promotion mode that lets you schedule ROAS tolerance ranges between 5% and 90%.
What This Means for Your Ad Spend
Performance Max is designed to run your budget across multiple Google channels at once, Search, Display, YouTube, Gmail, and Search partners. That automation is powerful, but it also means your money flows into every channel by default. If Search partners (third-party websites and apps that distribute Google ads) aren't converting for you, that's wasted budget.
Until now, you could reduce partner spending but not eliminate it entirely. Now you can flip the switch to zero and watch where that money goes instead. For advertisers who've been frustrated by low-quality traffic or poor conversion rates on partner placements, this is a relief.
Smart Bidding Gets Leaner
The update also touches Smart Bidding Exploration, which is how Google's system tests lower bids to find new conversion opportunities. The new promotion mode lets you set ROAS tolerance schedules, meaning you can tell the system to bid tightly (5% tolerance) during your peak season and loosen up (90% tolerance) during slower periods. This gives you seasonal control over how aggressively the system explores new placements without having to manually tweak campaigns every quarter.
How to Use This
If you run Performance Max campaigns, head to your campaign settings and look for the new Search partner network control. Toggle it to 0% if partners aren't converting. For bidding tolerance, the promotion mode lets you set different ranges by date range, so you can be conservative during your busiest selling periods and exploratory during off-season.
Test it on a single campaign first. Measure conversion rate, cost per conversion, and ROAS over 30 days with Search partners blocked, then compare to a control campaign running normal settings. That data tells you whether killing partner spend was the right move.
Questions owners ask
What are Google Search partners and why would I want to block them?
Search partners are websites and apps that show Google search ads outside Google's own properties. Some advertisers block them because those placements convert at lower rates or waste budget on irrelevant traffic. Now you can shut them off entirely instead of just limiting spend.
Does blocking Search partners hurt my reach?
It shrinks your reach, but only on partner sites. Your ads still run on Google Search and the Google Display Network. If Search partner traffic doesn't convert for you anyway, cutting it off refocuses your budget on better-performing channels.
What is ROAS tolerance and how does the 5% to 90% range help?
ROAS tolerance controls how much Smart Bidding can experiment with lower bids to find new conversions. A 5% tolerance keeps bidding tight; 90% lets the system explore aggressively. Scheduled ranges mean you can tighten it during peak season and loosen it during slower periods.
Do I have to change my campaigns to use this?
No. This is a new option within Performance Max. If you're happy with your current setup, nothing changes. If you want tighter control, you can enable it in your campaign settings.
