Glossary
Search Network
The Search Network is a Google Ads campaign setting that determines where text ads are eligible to appear. When an advertiser selects the Search Network, their ads can show on two surfaces: Google Search results pages and Google search partner sites — a collection of third-party websites and apps that have partnered with Google to display search ads alongside their own search results. The Search Network is distinct from the Display Network, which serves visual banner ads across millions of websites, apps, and YouTube. Advertisers can choose to limit delivery to Google Search only or include search partners, which typically offer lower CPCs but may attract different quality and intent profiles. Performance Max campaigns, by contrast, automatically serve across all Google networks including Search. Most lead generation advertisers run the Search Network as their primary campaign type because it captures users with declared intent — prospects who are actively searching for specific products or services. Budget allocation between Search and other network types is one of the foundational strategic decisions in Google Ads account architecture.