How Google Ads Tricks You into Wasting Your Budget
on the Display and Search Networks
Google Ads is a powerful tool for businesses of all sizes,
promising to connect advertisers with customers at the right time and place.
But lurking within its interface are subtle, cleverly designed settings that can quietly siphon
your ad spend into networks that might not provide the returns you expect.
The real question: Is Google prioritising your success—or their bottom line?
Here’s the kicker: Default settings in Google Ads are set up to trick you into spending
more money on the Display Network and Search Partners Network,
often without your explicit understanding.
Let’s break down how this happens and what
it means for your ad performance and budget.
The “Default Trap”: Display Network
When setting up a new campaign, Google Ads often automatically includes the Display Network.
At first glance, it sounds appealing—your ads will appear on a variety of
websites and apps outside of Google Search.
But here’s the catch:
Lack of intent: People browsing websites on the Display Network
often aren’t searching for your product or service.
This means lower conversion rates compared to search ads.
Irrelevant impressions: Display ads can generate a lot of impressions that look good
in your report but don’t translate into meaningful engagement.
Hidden inefficiencies: The placements on the Display Network
are typically broad, and without careful management,
your ads might appear on low-quality sites, wasting your budget.
And yet, unless you uncheck the Display Network box during setup,
Google happily pushes you into this lower-ROI channel.
The Hidden Costs of Search Partners Network
The Search Partners Network is even sneakier.
This network includes sites that use Google-powered search
but aren’t part of Google’s main search engine
(e.g., smaller search engines, directory sites, etc.).
By default, this network is enabled for search campaigns.
Here’s why that’s problematic:
Lower transparency: Google doesn’t give you detailed data
on which search partner sites are serving your ads.
You’re left in the dark about where your money is going.
Lower conversion rates: Search partner traffic often
performs worse than Google Search traffic.
Clicks from these sites can drain your budget without delivering real results.
Control limitations: You can’t optimise for specific partner sites.
Your ad spend is spread across all of them, regardless of their quality or relevance.
Why Does Google Do This?
The cynic might say it’s simple:
Google profits from these networks, regardless of whether you do.
Increased ad inventory: By including the Display and Search Partners Networks by default,
Google ensures it’s monetising more spaces, not just its core Search results.
Appeal to advertisers: More impressions and clicks make campaigns look successful on the surface,
even if those metrics don’t translate into meaningful ROI for advertisers.
In essence, these default settings turn inexperienced advertisers into cash cows,
padding Google’s revenue streams at the expense of their ad budgets.
How to Fight Back and Reclaim Your Ad Budget
The good news? You can avoid these traps with a few strategic moves
Turn off Display Network for search campaigns:
When setting up a campaign, uncheck the “Display Network” option.
If you want to run display ads, create a separate campaign tailored to that network.
Opt out of Search Partners Network: Under your campaign settings, toggle off “Include Google search partners”
to focus solely on high-intent traffic from Google Search itself.
Monitor placement reports: If you’re running display campaigns, regularly check where your ads are being served.
Exclude low-performing or irrelevant sites.
Educate yourself: Familiarise yourself with how Google Ads works.
Read beyond Google’s own documentation—
they’re unlikely to highlight the downsides of their default settings.
The Takeaway
Google Ads isn’t inherently bad—it’s a powerful advertising platform when used correctly.
But the default settings aren’t designed with your best interests in mind.
They’re crafted to maximise Google’s revenue by quietly diverting
your budget into networks that often underperform.
If you’re running campaigns without tweaking these settings,
you’re likely wasting a significant portion of your ad spend.
By taking control of your campaign settings, you can avoid these pitfalls and ensure
your budget is working as hard for you as Google claims it will.
Whether you’re just starting with Google Ads
or looking to fine-tune an existing campaign,
I’m here to help you achieve real, measurable results.
Stop wasting money on ineffective ads—
let’s create a strategy that grows your business.
Call me now for an obligation free chat on how you can
grow your business with effective Google Ads campaigns
and avoid those costly mistakes that are designed to fail.