What Is the Search Network?
The Google Search Network is the collection of search-related websites and apps where Google can display paid text ads. The primary component is Google Search itself, where the vast majority of South Africa's search volume flows. The Search Network also includes Google Maps, which surfaces location-based ads for searches with local intent, the Google Shopping tab for product searches, and a network of Google Search partner websites that use Google's search technology.
When an advertiser runs a Search Network campaign through Google Ads, their ads are triggered by keywords: specific words and phrases that a user types into the search bar. A user searching "plumber Cape Town emergency" will see paid ads from plumbers who have bid on relevant keywords. Because the user is expressing a specific need at that exact moment, Search Network advertising captures demand that already exists rather than trying to create it.
This intent-based nature makes the Search Network the most direct response advertising channel in digital marketing. The user has a problem, they express it through a search query, and a well-configured Search campaign intercepts that moment with a relevant offer. For South African service businesses, professional practices, and retailers, Search Network campaigns are typically the first paid advertising channel to deploy because the return on investment is measurable and the intent signal is strong.
Search Network ads use the Responsive Search Ad format. Ad position and cost are determined through a real-time auction that weighs your bid, your Quality Score, and the expected impact of ad extensions. A higher Quality Score, which reflects expected click-through rate, ad relevance, and landing page experience, allows you to achieve strong ad positions without necessarily paying the highest bid in the auction. This is why investing in relevant, well-structured ad copy and landing pages directly reduces cost per click for South African advertisers.
Search Network In Practice
The scenario below is an illustrative example, not a Juicy Designs client result. The figures indicate the scale of effect that Search Network campaign management typically produces, so treat them as indicative rather than measured.
Picture a Pretoria accounting firm running a Search Network campaign targeting queries like "tax return submission Pretoria", "bookkeeping services Gauteng", and "SARS VAT consultant". The campaign is structured with tightly themed ad groups, each targeting a specific service, with RSAs whose headlines mirror the specific service terms. Location targeting is set to Gauteng with a bid adjustment for users physically located within Pretoria, as they are more likely to convert to an in-person client.
After 60 days, a review of the Search Terms report might show that a significant portion of spend is being triggered by queries containing "free" and "template", indicating low-intent traffic. Adding negative keywords to exclude these terms could plausibly reduce wasted spend by around 20%. The saved budget would then be reallocated to increasing bids on the highest-converting ad groups. This ongoing keyword management process is central to the work a Google Ads specialist performs to improve campaign efficiency in competitive South African markets over time.
How the Search Network works
In Google Ads, the Search Network is the group of search-related places where text ads can appear, principally Google search results and, optionally, search sites that partner with Google. When someone searches, ads compete in the auction and the winning text ads show above and below the organic results. The defining feature of the Search Network is intent: ads reach people at the moment they are actively searching for something, which is why it is the most direct-response of Google's advertising options and often the first choice for capturing existing demand. It is distinct from the Display Network, where ads appear on websites and apps as people browse rather than search. Advertisers can also choose whether to include search partner sites, extending reach beyond Google's own results.
The Search Network in campaigns
The Search Network suits campaigns aimed at capturing demand from people actively looking for a product or service, since the clicks come with intent and tend to convert well. Campaigns on it are built around keywords and the searches they match, with match types and negative keywords controlling reach, and text ads and landing pages tuned to the searcher's intent. Advertisers decide whether to include search partners, which extends reach to other search sites at the cost of some control over exactly where ads show; performance there can differ from Google's own results, so it is worth monitoring. Because Search Network ads meet people at the point of intent, they are often the highest-converting part of a Google Ads account, which is why they are frequently the priority for direct-response and lead-generation goals.
FAQ
Should I include Search Network partners in my Google Ads campaign?
Search partners are enabled by default but can be unchecked. They often deliver traffic at lower cost but with varying conversion rates compared to Google.com. For new campaigns, it is best practice to separate Search partners into a segmented campaign or review their performance in the campaign settings report after four to six weeks before deciding whether to keep them active.
How does the Search Network differ from the Display Network?
The Search Network reaches users at the moment they type a query into Google, capturing existing demand. The Display Network reaches users while they are browsing websites and apps, creating demand and building awareness. Search Network ads are text-based and keyword-triggered. Display Network ads are visual and audience-targeted. Both serve different stages of the marketing funnel.
Should you include Search Network partners?
It depends. Including search partners extends reach to other search sites beyond Google's own results, which can add volume, but performance there can differ and you have less control over placement. Monitor partner performance separately, and include them if the extra reach converts acceptably for your goal.