{"id":1671,"date":"2025-01-08T08:39:02","date_gmt":"2025-01-08T08:39:02","guid":{"rendered":"https:\/\/www.stanventures.com\/news\/?p=1671"},"modified":"2025-10-29T07:27:52","modified_gmt":"2025-10-29T07:27:52","slug":"google-spn-ads-the-37-gap-thats-costing-marketers","status":"publish","type":"post","link":"https:\/\/www.stanventures.com\/news\/google-spn-ads-the-37-gap-thats-costing-marketers-1671\/","title":{"rendered":"Google SPN Ads: The 37% Gap That\u2019s Costing Marketers"},"content":{"rendered":"<p>Ads on Google\u2019s Search Partner Network (SPN) deliver a return on ad spend (ROAS) that\u2019s 37% lower than ads shown on Google Search. This surprising insight, revealed by digital marketing expert Mike Ryan, has marketers questioning whether SPN placements are worth their budget.\u00a0<\/p>\n<p>Ryan\u2019s <a href=\"https:\/\/www.linkedin.com\/posts\/mikeryanretail_heres-a-fascinating-out-of-sight-insight-activity-7272993227945725953-0ZfC\/\">analysis<\/a> shows that while SPN ads cost less, they convert far less effectively, leaving advertisers with a tough decision: stick with SPN for cheaper impressions or focus on better-performing placements.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1672\" src=\"https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/01\/Google-SPN-Ads.jpg\" alt=\"Google SPN Ads: The 37% Gap That\u2019s Costing Marketers\" width=\"1792\" height=\"1024\" srcset=\"https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/01\/Google-SPN-Ads.jpg 1792w, https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/01\/Google-SPN-Ads-300x171.jpg 300w, https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/01\/Google-SPN-Ads-1024x585.jpg 1024w\" sizes=\"auto, (max-width: 1792px) 100vw, 1792px\" \/><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.stanventures.com\/news\/google-spn-ads-the-37-gap-thats-costing-marketers-1671\/#whats-behind-the-37-roas-gap\" >What\u2019s Behind the 37% ROAS Gap?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.stanventures.com\/news\/google-spn-ads-the-37-gap-thats-costing-marketers-1671\/#why-it-matters\" >Why It Matters<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.stanventures.com\/news\/google-spn-ads-the-37-gap-thats-costing-marketers-1671\/#what-could-happen-next\" >What Could Happen Next?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.stanventures.com\/news\/google-spn-ads-the-37-gap-thats-costing-marketers-1671\/#what-should-advertisers-do-now\" >What Should Advertisers Do Now?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.stanventures.com\/news\/google-spn-ads-the-37-gap-thats-costing-marketers-1671\/#key-takeaways\" >Key Takeaways<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"whats-behind-the-37-roas-gap\"><\/span><b>What\u2019s Behind the 37% ROAS Gap?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>SPN ads, unlike Google Search ads, appear on third-party websites partnered with Google. These placements were initially designed to give advertisers visibility beyond Google\u2019s own search results.<\/p>\n<p>However, recent data shows that this broader reach doesn\u2019t necessarily translate into effective results.<\/p>\n<p>Before March 2024, SPN placements were a rarity, making up less than 0.1% of campaign impressions. After March, their presence surged, hitting a median of 5.3% across campaigns.\u00a0<\/p>\n<p>Even during major shopping events like Black Friday, SPN placements accounted for 5.4% of 8.5 million Shopping impressions analyzed by Ryan. Despite their growing share, the performance metrics haven\u2019t improved.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1673 size-full\" src=\"https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/01\/1734016709658.jpg\" alt=\"Non-Shopping Placements in Feed Only PMax Campaigns\" width=\"800\" height=\"492\" srcset=\"https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/01\/1734016709658.jpg 800w, https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/01\/1734016709658-300x185.jpg 300w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"why-it-matters\"><\/span><b>Why It Matters<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Here\u2019s the big takeaway: SPN might save you money up front, but it\u2019s likely costing you in the long run.\u00a0<\/p>\n<p>Ryan refers to SPN as a \u201cbudget buy\u201d\u2014less expensive but significantly less effective. This means advertisers may see fewer conversions, even as they save money on placement costs.\u00a0<\/p>\n<p>For businesses that depend on strong ROAS to justify their ad spend, this could represent a major missed opportunity.<\/p>\n<p>Ryan advises advertisers to take action, specifically to exclude SPN placements from campaigns entirely. Excluding them at the account level ensures that all campaign types\u2014including <a href=\"https:\/\/www.stanventures.com\/news\/googles-performance-max-campaign-placement-rules-stir-confusion-1645\/\">Performance Max<\/a> (PMax)\u2014concentrate on better-performing placements.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-could-happen-next\"><\/span><b>What Could Happen Next?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If SPN continues to underperform, advertisers might start avoiding it altogether. This could push Google to improve the quality of SPN placements or rethink how it supports advertisers using the network.<\/p>\n<p>On the flip side, marketers who adapt quickly by excluding SPN placements can redirect their budgets to better-performing options.\u00a0<\/p>\n<p>Staying alert to changes in ad platform algorithms and placement strategies will be key for advertisers moving forward.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-should-advertisers-do-now\"><\/span><b>What Should Advertisers Do Now?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><b>Check Your Numbers:<\/b> Look at your campaigns and see how SPN placements are performing compared to Google Search.<\/p>\n<p><b>Exclude SPN Placements:<\/b> Use Ryan\u2019s advice to exclude SPN at the account level for more control and better ROAS.<\/p>\n<p><b>Keep Costs in Check:<\/b> Make sure you\u2019re balancing lower costs with meaningful conversions. Cheap ads that don\u2019t convert are wasted money.<\/p>\n<p><b>Use Analytics Tools:<\/b> Dive into the data to track how different placements are impacting your campaign performance.<\/p>\n<p><b>Stay Flexible:<\/b> Digital advertising is always changing. Keep refining your strategy to stay ahead.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"key-takeaways\"><\/span><b>Key Takeaways<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">SPN ads have a 37% lower ROAS than Google Search ads.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">SPN impressions jumped significantly after March 2024, now at a median of 5.3%.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Black Friday data shows SPN affecting millions of Shopping impressions, yet still underperforming.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Excluding SPN placements can improve campaign efficiency and overall performance.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Regular audits and strategic adjustments are essential in today\u2019s fast-changing ad landscape.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Ads on Google\u2019s Search Partner Network (SPN) deliver a return on ad spend (ROAS) that\u2019s 37% lower than ads shown on Google Search. This surprising insight, revealed by digital marketing expert Mike Ryan, has marketers questioning whether SPN placements are worth their budget.\u00a0 Ryan\u2019s analysis shows that while SPN ads cost less, they convert far [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1672,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-1671","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google SPN Ads: The 37% Gap That\u2019s Costing Marketers - Stan Ventures<\/title>\n<meta name=\"description\" content=\"Google SPN ads deliver 37% lower ROAS than Google Search ads. 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Find out why experts recommend excluding SPN placements.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.stanventures.com\/news\/google-spn-ads-the-37-gap-thats-costing-marketers-1671\/\" \/>\n<meta property=\"og:site_name\" content=\"Stan Ventures\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/StanVentures\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-01-08T08:39:02+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-29T07:27:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/01\/Google-SPN-Ads.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1792\" \/>\n\t<meta property=\"og:image:height\" content=\"1024\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Dileep Thekkethil\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dthekkethil\" \/>\n<meta name=\"twitter:site\" content=\"@stanventures\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dileep Thekkethil\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.stanventures.com\\\/news\\\/google-spn-ads-the-37-gap-thats-costing-marketers-1671\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.stanventures.com\\\/news\\\/google-spn-ads-the-37-gap-thats-costing-marketers-1671\\\/\"},\"author\":{\"name\":\"Dileep Thekkethil\",\"@id\":\"https:\\\/\\\/www.stanventures.com\\\/news\\\/#\\\/schema\\\/person\\\/87d00ff18daf9650e7c925ae4bf86efb\"},\"headline\":\"Google SPN Ads: The 37% Gap That\u2019s Costing Marketers\",\"datePublished\":\"2025-01-08T08:39:02+00:00\",\"dateModified\":\"2025-10-29T07:27:52+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.stanventures.com\\\/news\\\/google-spn-ads-the-37-gap-thats-costing-marketers-1671\\\/\"},\"wordCount\":522,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.stanventures.com\\\/news\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.stanventures.com\\\/news\\\/google-spn-ads-the-37-gap-thats-costing-marketers-1671\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.stanventures.com\\\/news\\\/wp-content\\\/uploads\\\/2025\\\/01\\\/Google-SPN-Ads.jpg\",\"articleSection\":[\"PPC\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.stanventures.com\\\/news\\\/google-spn-ads-the-37-gap-thats-costing-marketers-1671\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.stanventures.com\\\/news\\\/google-spn-ads-the-37-gap-thats-costing-marketers-1671\\\/\",\"url\":\"https:\\\/\\\/www.stanventures.com\\\/news\\\/google-spn-ads-the-37-gap-thats-costing-marketers-1671\\\/\",\"name\":\"Google SPN Ads: The 37% Gap That\u2019s Costing Marketers - Stan Ventures\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.stanventures.com\\\/news\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.stanventures.com\\\/news\\\/google-spn-ads-the-37-gap-thats-costing-marketers-1671\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.stanventures.com\\\/news\\\/google-spn-ads-the-37-gap-thats-costing-marketers-1671\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.stanventures.com\\\/news\\\/wp-content\\\/uploads\\\/2025\\\/01\\\/Google-SPN-Ads.jpg\",\"datePublished\":\"2025-01-08T08:39:02+00:00\",\"dateModified\":\"2025-10-29T07:27:52+00:00\",\"description\":\"Google SPN ads deliver 37% lower ROAS than Google Search ads. 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