Google Ads has activated a transparency feature that advertisers have requested for years: Performance Max campaigns now display Search Partner Network placements directly within the “When and where ads showed” report. This update, confirmed in February 2026, marks the completion of a multi-year effort to provide advertisers with visibility into where their automated campaigns actually serve ads across Google’s vast advertising ecosystem.
The change was first spotted by Thomas Eccel, Senior Performance Marketing Manager and Google Ads expert, who shared screenshots showing specific Search Partner domains listed alongside impression counts in the Performance Max placement reporting interface. For the first time, advertisers running Performance Max campaigns can see exactly which third-party search engines, search aggregators, and partner properties are displaying their ads and generating clicks charged to their accounts.
This development arrives as part of Google’s January 2026 rollout of Performance Max channel reporting with Search Partner Network segmentation, which extends to all Customer IDs in both Google Ads and Search Ads 360. The feature provides campaign-level performance transparency for Search Partner Network traffic, allowing advertisers to evaluate whether this inventory contributes meaningfully to their conversion goals or represents wasted spend on low-quality placements.
Understanding the Search Partner Network Within Performance Max
The Search Partner Network consists of hundreds of websites and search properties that syndicate Google’s text ads beyond Google.com. When advertisers opt into Search Partner Network traffic—either explicitly or through automated campaign types like Performance Max—their ads can appear on properties including major search engines, specialized vertical search sites, and search functionality embedded within larger web platforms.
Performance Max campaigns, introduced in November 2021 and mandated for Shopping campaigns beginning September 2022, automatically serve ads across all Google Ads channels: Google Search, Google Display Network, YouTube, Discover, Gmail, Maps, and Search Partners. Unlike standard Search campaigns where advertisers explicitly choose to enable or disable Search Partner traffic, Performance Max bundles this inventory into the automated optimization process without granular control options.
According to Google’s official documentation, Search Partner Network inventory has represented a meaningful percentage of total ad spend for accounts where Smart Bidding strategies are employed. Google’s own performance claims, published in December 2025, state that advertisers where Search Partner Network spend reaches at least 5% of total ad expenditure “can typically see an 11% uplift in conversions when using volume-focused Smart Bidding strategies (Target CPA or Maximize Conversions), specifically in campaigns that were not constrained by budget.”
A parallel claim asserts that the same advertiser profile achieves “a 7% uplift in conversion value when using value-focused Smart Bidding strategies (Target ROAS or Maximize Conversion Value),” again under conditions where campaigns are not budget-limited. These claims represent aggregated platform data rather than independently verified figures, and their applicability varies substantially by industry vertical, geographic market, and campaign structure.
The fundamental challenge for advertisers has been the inability to verify where Performance Max spend occurs within the Search Partner Network. Until this update, advertisers received aggregate metrics showing Search Partner impressions, clicks, and conversions, but no site-level data revealing which specific domains generated those outcomes. This opacity made it impossible to identify whether conversions originated from legitimate search engines or lower-quality inventory such as parked domains, browser toolbar search, or arbitrage traffic sources.
What the February 2026 Update Actually Reveals
The newly activated placement visibility feature integrates Search Partner Network data into the existing “When and where ads showed” reporting interface that Performance Max advertisers use to review Display Network and YouTube placements. To access this data, advertisers navigate to:
- Campaigns within the Google Ads interface
- Insights and reports dropdown in the section menu
- When and where ads showed
- Filter to Search partner network under the network type column
The report displays a tabular view with columns for:
- Placement: The domain name of the Search Partner property where ads appeared
- Type: The inventory category (search partner site)
- Network: Confirms the placement as Search Partner Network
- Impressions: The number of times ads from the Performance Max campaign served on that specific domain
Additional metrics available through custom column selection include clicks, conversions, conversion value, cost, and engagement metrics. Advertisers can export this data to CSV or Google Sheets for further analysis, cross-reference placements against brand safety lists, and identify domains that generate disproportionate spend relative to conversion outcomes.
The screenshot shared by Thomas Eccel shows specific domains listed with impression counts, confirming that Google is providing actual site-level transparency rather than aggregated categories. This granularity matches the placement reporting available for Display Network and YouTube inventory within Performance Max campaigns since the feature’s initial rollout in May 2023.
However, critical limitations remain. The report shows where ads appeared and how many impressions occurred, but does not attribute cost, clicks, or conversions at the individual placement level within the Search Partner Network. This means advertisers can identify which domains received impressions but cannot definitively calculate the cost-per-click, conversion rate, or return on ad spend for individual Search Partner properties.
Google’s documentation states that cost attribution within the channel performance report aggregates all Search Partner Network spend into a single line item, rather than distributing it across the individual domains shown in the placement report. This architectural choice preserves some opacity around which specific placements drive performance outcomes, though it represents a substantial improvement over the complete lack of visibility that preceded it.
The January 2026 Channel Performance Report Integration
The Search Partner Network segmentation within Performance Max channel reporting, rolled out in January 2026, provides complementary data that advertisers use alongside the placement-level visibility. The channel performance report, accessible through:
- Campaigns menu
- Insights and reports dropdown
- Channel performance
This report displays a performance summary showing how the Performance Max campaign distributes budget and conversions across all Google Ads channels, including a dedicated row for Search Partner Network. The visualization shows:
- Impressions: Total impressions on Search Partner Network inventory
- Clicks: Total clicks generated from Search Partner placements
- Interactions: Combined clicks and engagements
- Conversions: Conversions attributed to Search Partner Network traffic
- Conversion value: Total value of conversions from Search Partners
- Cost: Total spend allocated to Search Partner Network placements
Advertisers can apply segments including “Ads using product data” to isolate Shopping ads that appear on Search Partner sites, and “Ads using video” to identify video inventory within the network. The conversion category and conversion action segments allow drilling down into which specific conversion goals Search Partner traffic fulfills.
The diagnostic status column indicates whether Search Partner inventory is eligible to serve ads, eligible with limitations, or not eligible due to policy issues, asset problems, or account-level restrictions. Hovering over status indicators provides actionable guidance on resolving issues that limit Search Partner reach.
This channel-level reporting answers the macro question: “How much am I spending on Search Partners and what outcomes does that spend generate?” The placement-level reporting answers the micro question: “Which specific Search Partner domains are showing my ads?” Together, these views provide the transparency framework advertisers need to evaluate Search Partner Network participation.
How This Update Relates to the Broader Search Partner Network Overhaul
The Performance Max placement visibility update represents one element in a sustained, multi-year effort by Google to improve Search Partner Network quality, transparency, and advertiser control. The timeline of major changes includes:
July 2023: Google implements manual bid strategy improvements for Search Partner Network, introducing Smart Pricing for campaigns with manual bidding and insufficient conversion data, and Smart Bidding for campaigns with adequate conversion volume. This change ensures Search Partner traffic receives algorithmic bid adjustments even in campaigns not using automated bidding strategies.
February 2025: Google upgrades Smart Bidding specifically for Search Partner Network inventory, improving the bidding process to achieve better return on investment and targeting accuracy for inventory-constrained traffic. The upgrade aims to reduce scenarios where Search Partner bids exceed their value contribution.
April 2025: Google introduces the Search Partner Network Pre-Screen Solution, partnering with DoubleVerify, Integral Ad Sciences, and Zefr to provide independent third-party brand safety exclusion lists. These partners perform assessments of Search Partner inventory and create curated exclusion lists based on established industry brand safety and suitability standards. Advertisers contact verification partners directly to implement pre-screen exclusions.
April 2025: Google implements geo-targeting improvements within Search Partner Network, more closely aligning area-of-interest and area-of-presence targeting with advertiser expectations. This change reduces scenarios where clicks originate from unexpected user locations, a persistent complaint about Search Partner traffic quality.
August 2025: Google announces full placement reporting for Search Partner Network across Search, Shopping, and App campaigns—not just Performance Max. This expansion provides site-level impression data for traditional campaign types, addressing what Google acknowledges as “decades of advertiser demands” for Search Partner transparency.
December 2025: Google publishes updated performance claims for Search Partner Network, asserting that advertisers with at least 5% of spend on Search Partners achieve an 11% conversion uplift with volume-focused Smart Bidding strategies, and a 7% conversion value uplift with value-focused strategies, in campaigns not constrained by budget.
January 2026: Google rolls out Performance Max channel reporting with Search Partner Network segmentation to all Customer IDs, extending the feature to Search Ads 360. This provides campaign-level performance summaries and data visualizations showing Search Partner contribution to conversion goals.
January 2026: Google activates account-level placement exclusions that apply simultaneously across Performance Max, Demand Gen, YouTube, and Display campaigns. This unified exclusion capability removes the need to replicate exclusion lists across individual campaigns, streamlining advertiser control over unwanted inventory.
February 10, 2026: Google permanently removes parked domains (AdSense for Domains/AFD) as an ad surface within Search Partner Network. The Content suitability setting for parked domain inclusion is deleted from all accounts. This change eliminates one of the most criticized low-quality inventory categories within Search Partner Network.
February 2026: Google activates Search Partner placement visibility within Performance Max “When and where ads showed” reports, completing the transparency framework for automated campaign types.
This progression reflects systematic efforts to reposition Search Partner Network from an opaque traffic source into a measurable, controllable advertising channel with defined quality thresholds. Each update addresses specific advertiser concerns about transparency, brand safety, geo-targeting accuracy, or inventory quality.
Why Search Partner Network Transparency Matters for Performance Max Advertisers
Performance Max campaigns optimize toward conversion goals using machine learning algorithms that predict which inventory sources will generate the highest return on investment within specified budget constraints. The system allocates budget dynamically across all available channels, prioritizing placements that historical data indicates will drive conversions at or below target cost-per-acquisition thresholds or at or above target return on ad spend levels.
This optimization approach creates a fundamental tension: the algorithm seeks maximum conversion volume, which may involve inventory sources that deliver conversions at acceptable costs but fail to meet advertiser quality standards for brand safety, user experience, or long-term customer value. Without visibility into where conversions actually originate, advertisers cannot assess whether Performance Max optimization aligns with broader marketing objectives beyond immediate conversion metrics.
Search Partner Network inventory has historically exhibited several characteristics that diverge from Google.com search traffic:
Intent quality variation: Search Partner traffic encompasses both legitimate search engines with genuine user intent and lower-quality sources such as toolbar search, in-app search widgets, and search aggregators that monetize redirected traffic. Without site-level visibility, advertisers cannot distinguish between these categories.
Geographic inconsistency: Search Partner placements may serve ads to users in geographic locations that differ from the advertiser’s targeting settings, particularly when area-of-interest targeting is enabled. The April 2025 geo-targeting improvements addressed this issue, but transparency allows verification.
Conversion quality differences: Conversions generated from Search Partner Network may exhibit different customer lifetime value, return rates, or engagement metrics compared to Google.com conversions, even when immediate conversion rates appear favorable. Placement visibility enables cohort analysis to assess long-term value.
Brand safety considerations: Search Partner domains span a wide quality spectrum, from established search engines to properties that may not align with advertiser brand safety requirements. Placement reporting allows advertisers to identify domains for exclusion based on content category, reputation, or industry vertical.
The new placement visibility addresses these concerns by enabling data-driven decisions about Search Partner Network participation within Performance Max campaigns. Advertisers can now:
- Audit actual placement inventory: Review which specific Search Partner domains are serving ads and assess whether those properties align with brand safety standards and target audience profiles.
- Identify outlier placements: Detect domains that receive disproportionate impression volume relative to other Search Partner properties, which may indicate algorithmic over-optimization on low-competition inventory.
- Cross-reference against exclusion lists: Compare Search Partner placements against industry exclusion lists, such as those provided by DoubleVerify, Integral Ad Sciences, or Zefr, to identify domains that warrant blocking.
- Monitor placement composition changes: Track how Search Partner placement distribution evolves as Performance Max campaigns optimize, identifying new domains that enter the inventory mix.
- Correlate placements with performance shifts: Analyze whether changes in Search Partner placement composition correspond with conversion rate fluctuations, cost-per-acquisition changes, or conversion value variations.
Limitations and Remaining Transparency Gaps
While the February 2026 update represents meaningful progress, significant transparency limitations persist within Performance Max Search Partner Network reporting:
No individual placement attribution: The placement report shows which domains served impressions but does not attribute clicks, cost, conversions, or conversion value at the individual placement level. Advertisers cannot calculate the return on ad spend or cost-per-acquisition for specific Search Partner domains, making it impossible to definitively identify which placements drive valuable outcomes versus which generate wasteful spend.
Aggregate cost allocation only: The channel performance report allocates total Search Partner Network cost as a single line item. Google’s documentation explicitly states that cost is not distributed across individual placements shown in the placement report. This means advertisers can see their total Search Partner spend and total Search Partner conversions, but cannot determine how that spend and performance distribute across the individual domains listed.
Limited historical data access: The channel performance report supports date ranges beginning June 6, 2025, when the feature first rolled out. Advertisers cannot access historical Search Partner Network segmentation data to analyze performance before that date. Placement reporting for Search Partners became available in February 2026, with no historical backfill.
No search query visibility: Performance Max campaigns do not provide search term reports showing which user queries triggered ads on Search Partner Network inventory. This prevents advertisers from understanding whether Search Partner impressions stem from relevant searches aligned with campaign intent or irrelevant query matches.
No individual asset performance by placement: Advertisers cannot determine which specific headlines, descriptions, images, or videos performed best on individual Search Partner placements. Asset reporting remains aggregated across all channels, limiting optimization insights.
No audience demographic data by placement: The interface does not show user demographics, device types, or audience characteristics specific to individual Search Partner placements. Advertisers cannot assess whether particular domains attract audiences that differ from overall campaign profiles.
No competitive metrics: The reporting provides no data on auction competitiveness, average position, or impression share specific to Search Partner placements. Advertisers cannot assess whether they are winning auctions on high-value placements or disproportionately serving ads on low-competition inventory.
These limitations mean that while advertisers now have unprecedented visibility into where Performance Max ads appear within Search Partner Network, they still lack the granular attribution data required to make placement-level optimization decisions based on return on investment calculations rather than impression volume alone.
How to Access and Interpret Search Partner Network Placement Data
Advertisers seeking to leverage the new transparency features should implement a systematic approach to reviewing and acting on Search Partner Network data within Performance Max campaigns:
Step 1: Access the Channel Performance Report
Navigate to the Performance Max campaign and select “Channel performance” from the Insights and reports menu. Review the Search partner network row within the channel distribution table to establish baseline metrics:
- What percentage of total campaign impressions occur on Search Partner Network?
- What is the cost allocation to Search Partner Network relative to other channels?
- How does the Search Partner Network conversion rate compare to Google Search, Display, YouTube, and other channels?
- What is the cost-per-conversion or return on ad spend for Search Partner Network aggregate traffic?
If Search Partner Network performance aligns with or exceeds other channels, the placement visibility provides an audit mechanism to verify inventory quality. If Search Partner Network underperforms other channels, the placement data helps identify specific domains for exclusion consideration.
Step 2: Review Placement-Level Impression Data
Access the “When and where ads showed” report and filter to Search partner network inventory. Sort placements by impression volume to identify domains receiving the highest exposure:
- Do the top impression-generating domains represent legitimate search engines and established search properties?
- Are there domains with high impression counts that are unfamiliar or appear questionable based on naming conventions?
- Does the placement list include a long tail of low-impression domains, suggesting wide distribution across marginal inventory?
Export the placement data to a spreadsheet for cross-referencing against external resources such as domain reputation databases, brand safety verification tools, or industry exclusion lists.
Step 3: Cross-Reference Against Brand Safety Standards
Compare the Search Partner placement list against:
- Company brand safety policies: Internal guidelines defining acceptable and unacceptable content categories, industries, or site types
- Third-party exclusion lists: Pre-screen brand safety lists from DoubleVerify, Integral Ad Sciences, or Zefr that identify inventory requiring exclusion based on independent assessments
- Industry blacklists: Lists maintained by industry organizations or advertising trade groups identifying problematic domains
- Competitor analysis: Review whether Search Partner placements align with competitive positioning and target audience profiles
Flag any placements that violate brand safety standards for immediate exclusion using account-level placement exclusions.
Step 4: Monitor Placement Composition Over Time
Establish a regular cadence—weekly or bi-weekly—for reviewing Search Partner placement reports to track:
- New placements: Domains that appear in the placement list that were not present in previous reviews
- Impression volume shifts: Changes in how impressions distribute across Search Partner properties
- Placement churn: Domains that drop out of the placement mix as Performance Max optimization evolves
Document placement changes and correlate them with shifts in campaign performance metrics such as conversion rate, cost-per-acquisition, or conversion value to identify relationships between placement composition and outcomes.
Step 5: Implement Targeted Exclusions
Use account-level placement exclusions to block specific Search Partner domains that:
- Violate brand safety policies based on content category or industry vertical
- Generate high impression counts without corresponding evidence of conversion contribution
- Appear on third-party exclusion lists provided by brand safety verification partners
- Represent placement types such as parked domains (though these were removed February 10, 2026), arbitrage sites, or toolbar search that conflict with advertising objectives
Navigate to Tools and settings > Shared library > Placement exclusions > Account exclusions to create exclusion lists that apply across Performance Max, Demand Gen, Display, and YouTube campaigns simultaneously.
Step 6: Evaluate Aggregate Search Partner Network Value
After implementing targeted exclusions, monitor whether Search Partner Network aggregate performance improves based on:
- Cost-per-conversion trending downward as low-quality placements are removed
- Conversion rate increasing as impression volume concentrates on higher-quality inventory
- Return on ad spend improving as wasted spend on excluded placements redirects to more valuable channels
If aggregate Search Partner Network performance remains substantially below other channels even after exclusion optimization, consider whether the inventory category contributes meaningful value relative to the complexity of managing it.
Strategic Considerations for Search Partner Network Participation
The transparency provided by the February 2026 update enables more informed strategic decisions about Search Partner Network participation within Performance Max campaigns. Advertisers should evaluate several factors when determining optimal Search Partner strategy:
Campaign Objective Alignment
Performance Max campaigns with different primary objectives exhibit varying sensitivity to Search Partner Network quality:
Lead generation campaigns: Search Partner traffic may generate form submissions at acceptable cost-per-lead rates, but lead quality—measured by sales qualification rates, close rates, and customer lifetime value—often diverges from Google.com leads. Transparency allows cohort analysis comparing Search Partner leads to other channel leads to assess long-term value rather than initial conversion metrics alone.
E-commerce campaigns: Search Partner Network may drive transactions at favorable return on ad spend thresholds, but metrics such as average order value, product return rates, and repeat purchase rates deserve analysis. Placement visibility enables segmentation to assess whether specific Search Partner domains attract different customer profiles.
Brand awareness campaigns: Search Partners extend reach beyond Google.com, but impression quality and viewability may vary significantly. Advertisers prioritizing brand safety and context over volume should audit placements carefully to ensure alignment with brand positioning.
Account Maturity and Conversion Volume
New Performance Max campaigns in the learning phase benefit from maximum inventory access to accelerate the machine learning process. Restricting Search Partner Network during initial launch may limit the data available for algorithm optimization. However, mature campaigns with established performance patterns can implement more aggressive exclusion strategies without disrupting learning.
Campaigns with high conversion volume—hundreds or thousands of conversions monthly—can tolerate more placement exclusions without materially impacting statistical significance. Lower-volume campaigns may find that aggressive Search Partner exclusions reduce total conversion volume below thresholds required for Smart Bidding effectiveness.
Competitive Landscape Considerations
Search Partner Network inventory represents an extension of Google’s search advertising reach into properties where competition levels may differ substantially from Google.com auctions:
Lower competition environments: Search Partner placements often exhibit lower cost-per-click rates than Google.com because fewer advertisers participate actively in those auctions. For advertisers seeking cost-efficient conversion volume and less sensitive to traffic source quality, this represents an opportunity.
Niche vertical search engines: Some Search Partner properties specialize in specific industries or product categories, attracting highly targeted audiences. Advertisers in those verticals may find that particular Search Partner placements deliver superior performance to general search inventory.
Geographic expansion: Search Partner Network includes regional search engines and localized properties that may serve international markets more effectively than Google.com in certain countries. Advertisers pursuing geographic expansion can use placement reports to identify valuable regional partners.
Budget Allocation Philosophy
Advertisers operating under budget constraints must balance the value of incremental conversions from Search Partner Network against the opportunity cost of reallocating that budget to other channels:
Constrained budgets: Campaigns marked as “Limited by budget” in Google Ads should evaluate whether Search Partner spend represents the highest-value use of marginal budget dollars. If Search Partner cost-per-conversion exceeds other channels substantially, budget reallocation may improve overall return on investment.
Unconstrained budgets: Campaigns that consistently underspend budget allocations benefit from Search Partner Network participation as an incremental reach extension, assuming aggregate performance meets minimum acceptable thresholds.
The Parked Domain Removal Context
The February 10, 2026 permanent removal of parked domains from Search Partner Network provides important context for interpreting the placement transparency update. Parked domains—web addresses purchased but not developed, typically featuring minimal content and search-related advertising units—represented one of the most criticized inventory categories within Search Partner Network.
Google’s decision to eliminate parked domain inventory entirely, rather than simply defaulting accounts to opt-out, signals a commitment to quality improvement that extends beyond transparency into active inventory curation. The removal affects advertisers in two ways:
Improved baseline quality: Search Partner placements now exclude parked domains by default, meaning the inventory visible in placement reports represents a higher-quality baseline than what existed before February 10, 2026. Advertisers reviewing placements can operate with greater confidence that the domains listed represent active properties rather than placeholder pages.
Historical performance context: Search Partner Network performance data from periods before February 10, 2026 includes parked domain traffic, while data after that date excludes it. This creates a discontinuity in historical comparisons, where improvements in aggregate Search Partner metrics may reflect parked domain removal rather than optimization success.
The parked domain elimination also demonstrates Google’s willingness to remove entire inventory categories when quality concerns become significant enough. This precedent suggests that continued advertiser feedback about specific Search Partner placement types could drive additional inventory curation in future updates.
Industry Reaction and Expert Perspectives
The Performance Max Search Partner placement visibility update has generated measured optimism within the paid search advertising community, with practitioners acknowledging meaningful progress while noting remaining limitations.
Anthony Higman, founder and CEO of ADSQUIRE, commented on the broader Search Partner Network transparency rollout in August 2025: “Still Most Likely Won’t Be Participating In The Search Partner Network But This Is Unprecedented And What ALL Advertisers Have Been Requesting For Decades Now!!!” This perspective captures the tension between appreciating transparency while maintaining skepticism about Search Partner inventory quality based on historical experience.
The publication of placement data has allowed advertisers to validate long-standing concerns about Search Partner Network composition. A former Google employee, speaking publicly in October 2025, characterized Search Partner inventory bluntly: “Sadly, this inventory is all trash – as we can now see from the new content reporting.” While this represents one perspective rather than universal consensus, it reflects the negative view some practitioners have developed based on placement-level analysis enabled by the transparency updates.
Other industry voices have adopted a more nuanced position, acknowledging that Search Partner Network value varies significantly by account structure, industry vertical, and campaign objectives. For advertisers with strong conversion tracking and attribution modeling, Search Partner traffic that converts at acceptable costs represents viable inventory regardless of source quality perceptions. The transparency allows data-driven evaluation rather than reliance on categorical judgments.
The integration of Search Partner segmentation into Performance Max channel reporting has particularly addressed the needs of agencies managing multiple client accounts across diverse industries. The ability to compare Search Partner performance across clients enables pattern identification showing which business types, product categories, or geographic markets derive value from the inventory versus which consistently underperform.
Technical Implementation Details and API Access
The Search Partner Network segmentation within Performance Max channel reporting extends beyond the Google Ads user interface to the Google Ads API, enabling programmatic access for developers, agencies, and technology platforms building custom reporting solutions.
According to Google’s announcement on the Ads Developers Blog in January 2026, the channel-level reporting for Performance Max campaigns provides “unprecedented transparency into where their Performance Max ads are serving.” The API implementation allows developers to query:
- Channel-level performance metrics including Search Partner Network as a distinct segment
- Impression, click, conversion, and cost data segmented by channel
- Diagnostic status information indicating eligibility issues on specific channels
- Time-series data showing how channel distribution evolves across custom date ranges
The API access enables automated monitoring solutions that alert advertisers when Search Partner Network performance deviates from expected patterns, when new placements appear that warrant review, or when diagnostic issues limit Search Partner serving.
Technology platforms specializing in Performance Max optimization have begun incorporating Search Partner analysis features into their reporting interfaces, using the API to pull placement data and correlate it with conversion outcomes tracked through external analytics platforms. This integration addresses some of the attribution limitations in Google’s native reporting by connecting placement visibility with downstream customer value metrics.
Comparison to Display Network and YouTube Placement Reporting
The Search Partner Network placement visibility within Performance Max mirrors the reporting structure Google introduced for Display Network and YouTube inventory when Performance Max launched. Understanding the parallels and differences helps contextualize what the update provides:
Display Network placement reporting: Performance Max advertisers have accessed Display Network placement reports since May 2023, showing specific websites, apps, and content categories where Display ads appeared. The reports include impression counts at the placement level and support account-level exclusions to block unwanted inventory. The Search Partner implementation follows this same structure.
YouTube placement reporting: YouTube placement reports within Performance Max show individual channels and videos where ads served, along with impression volumes. Advertisers can exclude specific YouTube channels at the account level to prevent future serving. The granularity matches what Search Partner reporting now provides.
Key difference: Display and YouTube placement reports have historically provided more granular engagement metrics such as view rates, click-through rates by placement, and interaction patterns. Search Partner placement reporting currently shows impression counts without comparable engagement detail at the placement level.
The architectural consistency across Display, YouTube, and Search Partner placement reporting suggests Google intends these features to function as audit mechanisms rather than optimization tools. The impression-level transparency allows advertiser review and exclusion implementation, but the lack of performance attribution at the placement level indicates Google expects optimization to occur through channel-level analysis and account-level exclusions rather than placement-specific bidding or budget allocation.
Future Trajectory and Anticipated Developments
The February 2026 Search Partner Network transparency activation for Performance Max campaigns represents a milestone in an ongoing evolution rather than a final state. Several indicators suggest future developments:
Expanded attribution granularity: Google’s pattern of iterative feature enhancement suggests that cost, click, and conversion attribution may eventually extend to the placement level within Search Partner reporting. The technical infrastructure exists for Display and YouTube placement attribution; applying it to Search Partners requires policy and interface decisions rather than fundamental technical enablement.
Search query visibility: The most significant remaining gap in Performance Max transparency concerns search query data. If Google extends search term reporting to include Search Partner queries, advertisers would gain insight into what users were searching for on partner sites when ads triggered. This would address a major blind spot in Performance Max optimization.
Integration with third-party verification: The April 2025 introduction of pre-screen brand safety solutions from DoubleVerify, Integral Ad Sciences, and Zefr suggests potential for tighter integration between placement reporting and verification platforms. Automatic flagging of placements that appear on third-party exclusion lists would streamline the audit process.
Competitive benchmarking: Google could potentially introduce auction insights or competitive metrics specific to Search Partner placements, showing how advertiser participation and performance compare to industry benchmarks on specific partner properties.
Placement-level diagnostics: Expansion of the diagnostic status framework to include placement-specific issues would help advertisers understand why certain Search Partner domains receive more impression volume than others and whether optimization barriers exist on particular placements.
The velocity of Search Partner Network improvements over the 18-month period from August 2025 through February 2026—including full placement reporting for standard campaigns, channel segmentation, pre-screen brand safety, parked domain removal, and Performance Max placement visibility—suggests Google views Search Partner transparency as a strategic priority. Continued enhancement appears likely.
Frequently Asked Questions About Performance Max Search Partner Placement Visibility
When did Google activate Search Partner placement visibility for Performance Max campaigns?
The feature became available in February 2026 as part of the January 2026 rollout of Performance Max channel reporting with Search Partner Network segmentation. The capability was first spotted by Thomas Eccel and confirmed through Google’s official documentation updates.
How do I access Search Partner placement data for my Performance Max campaigns?
Navigate to your Performance Max campaign in Google Ads, select “Insights and reports” from the menu, click “When and where ads showed,” and filter the Network column to “Search partner network.” The report displays domains where your ads appeared with impression counts.
Can I see which Search Partner placements generated conversions?
The current implementation shows impressions at the placement level but does not attribute conversions, clicks, or cost to individual Search Partner domains. Aggregate Search Partner Network conversion data appears in the channel performance report as a single line item.
How do I exclude specific Search Partner domains from my Performance Max campaigns?
Use account-level placement exclusions by navigating to Tools and settings > Shared library > Placement exclusions > Account exclusions. Create an exclusion list and add the specific domains you want to block. These exclusions apply across Performance Max, Demand Gen, Display, and YouTube campaigns.
Does the Search Partner placement report show historical data?
The channel performance report with Search Partner segmentation supports date ranges beginning June 6, 2025. Search Partner placement visibility became available in February 2026, with no historical data prior to that activation date.
How does this update differ from the August 2025 Search Partner transparency announcement?
The August 2025 announcement introduced full placement reporting for Search, Shopping, and App campaigns. The February 2026 update extends that same placement visibility to Performance Max campaigns, which previously lacked Search Partner placement detail.
Are parked domains still included in Search Partner Network inventory?
No. Google permanently removed parked domains (AdSense for Domains/AFD) from Search Partner Network on February 10, 2026. Parked domain inventory no longer appears in any campaign type, and the opt-in setting was deleted from all accounts.
Can I see search queries that triggered ads on Search Partner Network?
No. Performance Max campaigns do not provide search term reports showing user queries that triggered ads, whether on Google.com or Search Partner Network. This remains a significant transparency limitation.
How do I determine if Search Partner Network is delivering value for my Performance Max campaigns?
Review the channel performance report to compare Search Partner Network cost-per-conversion or return on ad spend against other channels such as Google Search, Display, YouTube, and Discover. If Search Partner metrics align with or exceed other channels, the inventory contributes value. Use placement reports to audit inventory quality regardless of aggregate performance.
What should I do if I see unfamiliar or questionable domains in my Search Partner placement report?
Export the placement data, research unfamiliar domains using reputation databases or brand safety tools, cross-reference against third-party exclusion lists from verification partners, and implement account-level exclusions for any domains that violate your brand safety policies or quality standards.
How does Search Partner Network performance vary by industry?
Performance patterns differ substantially by vertical. Lead generation businesses often report lower lead quality from Search Partners compared to Google.com. E-commerce advertisers in competitive categories may find favorable cost-efficiency on Search Partners. Analyze your specific account data rather than relying on general industry assumptions.
Can I completely disable Search Partner Network in Performance Max campaigns?
No. Performance Max campaigns automatically serve ads across all Google Ads channels including Search Partner Network. You cannot disable the entire inventory category, but you can implement extensive placement exclusions to limit where ads appear on the network.
How do the December 2025 Google performance claims about Search Partner Network apply to my account?
Google’s claims that advertisers can see an 11% conversion uplift with volume-focused Smart Bidding or 7% conversion value uplift with value-focused strategies apply to advertisers where Search Partner spend represents at least 5% of total budget, in campaigns not constrained by budget. These are aggregate platform statistics that may not reflect individual account performance.
What is the relationship between Search Partner placement reports and the Pre-Screen Brand Safety solution?
The Pre-Screen Brand Safety solution from DoubleVerify, IAS, and Zefr provides curated exclusion lists based on independent assessment of Search Partner inventory. Placement reports allow you to audit which domains are actually serving your ads and verify whether any appear on third-party exclusion lists you should consider implementing.
How often should I review Search Partner placement data?
Establish a regular review cadence based on your account spend level and campaign structure. High-spend accounts should review placements weekly or bi-weekly. Lower-spend accounts can review monthly. Monitor for new placements, impression volume shifts, and domains that warrant exclusion.
Does Search Partner placement visibility extend to Search Ads 360?
Yes. The January 2026 rollout of Performance Max channel reporting with Search Partner segmentation extends to Search Ads 360 customers, providing the same campaign-level transparency and placement visibility across both platforms.
How do I export Search Partner placement data for external analysis?
In the “When and where ads showed” report, use the download button on the table toolbar to export placement data to CSV or Google Sheets format. This allows integration with external analytics platforms, brand safety tools, or custom reporting dashboards.
What metrics can I see in the Search Partner placement report?
The default view shows placements, placement type, network, and impressions. You can customize columns to add clicks, click-through rate, and other engagement metrics, though attribution remains limited compared to aggregate channel reporting.
How does this update affect automated bidding strategies in Performance Max?
The transparency update does not change how Smart Bidding operates within Performance Max. The algorithm continues to optimize across all channels including Search Partner Network. The visibility allows you to audit where the algorithm allocates budget, but does not provide direct control over Search Partner bid adjustments.
What happens if I exclude a high-impression Search Partner placement?
Performance Max will redistribute impressions that would have occurred on the excluded placement to other available inventory across all channels. The algorithm seeks to maintain total conversion volume within budget constraints by optimizing across remaining placement opportunities.
The addition of Search Partner Network placement visibility within Performance Max campaigns addresses one of the most persistent advertiser requests in Google Ads history. For the first time, advertisers running automated campaigns can see exactly where their ads appear on third-party search properties, which specific domains generate impression volume, and how Search Partner inventory compares to other channels in aggregate performance metrics. This transparency enables data-driven decisions about Search Partner participation, targeted exclusion strategies, and brand safety verification.
However, significant limitations remain. The lack of placement-level attribution for cost, clicks, and conversions prevents true return-on-investment calculation by domain. The absence of search query visibility for Search Partner impressions leaves a major blind spot in understanding user intent. The aggregated cost allocation means advertisers can audit inventory composition but cannot definitively identify which individual placements drive valuable outcomes versus which represent wasted spend.
The update represents substantial progress within the constraints of Performance Max’s automated optimization architecture. Google has systematically improved Search Partner Network quality through parked domain removal, enhanced Smart Bidding, geo-targeting improvements, and brand safety partnerships while simultaneously increasing transparency through placement reporting and channel segmentation. The combination of these changes transforms Search Partner Network from an opaque, uncontrollable inventory source into a measurable, auditable advertising channel that advertisers can evaluate based on data rather than assumptions.
For advertisers managing Performance Max campaigns, the February 2026 transparency activation creates both opportunities and responsibilities. The opportunity lies in leveraging placement data to implement informed exclusion strategies, verify brand safety compliance, and understand how automated optimization distributes budget across Google’s vast advertising ecosystem. The responsibility involves establishing regular review processes to monitor Search Partner placements, correlate inventory composition with performance outcomes, and make strategic decisions about the role Search Partner Network should play in achieving marketing objectives.
The placement visibility update works best when combined with robust conversion tracking, attribution modeling that captures long-term customer value, and analytical frameworks that assess traffic quality beyond immediate conversion metrics. Advertisers who implement systematic Search Partner analysis, cross-reference placements against brand safety standards, and continuously refine exclusion strategies will derive maximum value from the new transparency features.
As Google continues evolving Performance Max capabilities and Search Partner Network quality standards, advertisers should anticipate further improvements in attribution granularity, diagnostic detail, and optimization controls. The velocity of recent updates suggests Google recognizes that advertiser trust in automated campaign types depends on transparency that allows verification of algorithmic decisions rather than blind faith in machine learning systems. The Search Partner placement visibility update represents a meaningful step toward that transparency standard, even as gaps remain that future developments must address.
About ALM Corp
ALM Corp specializes in helping businesses navigate the complexity of automated Google Ads campaign types including Performance Max, Demand Gen, and AI-powered optimization strategies. Our team provides comprehensive auditing services to identify wasted spend across Search Partner Network, Display, and YouTube inventory, implements data-driven exclusion strategies to improve campaign efficiency, and develops custom reporting frameworks that connect placement-level visibility with business outcome metrics.
We understand that Performance Max transparency features provide raw data, but transforming that data into actionable optimization strategies requires expertise in campaign architecture, conversion tracking implementation, and attribution modeling. Our services include Search Partner placement analysis to identify quality issues, account-level exclusion strategy development based on brand safety and performance criteria, channel performance optimization to maximize return on investment across Google’s full advertising ecosystem, and ongoing monitoring to adapt to algorithm changes and inventory composition shifts.
Whether you’re launching your first Performance Max campaigns or managing mature accounts with significant Search Partner Network spend, ALM Corp delivers the analytical depth and strategic guidance to ensure your automated campaigns achieve measurable business results while maintaining the brand safety and quality standards your organization requires. Contact us to discuss how our Performance Max optimization services can improve your campaign efficiency and connect paid advertising outcomes to genuine business growth.
