Google Ads has a setting called "Include Google search partners" that's enabled by default on both Search and Performance Max campaigns. This means your ads can appear on:
When a prospect clicks your ad on Bing through this syndication, their browser referrer shows "bing.com" — making it look like you're running Bing Ads when you're actually just benefiting from Google's partner network.
| Campaign | Network | Clicks | Spend | Conv. | CPA |
|---|---|---|---|---|---|
| PMax | General | Search Partners | 77 | $119.69 | 4 | $29.92 |
| PMax | General | NEW SITE | Search Partners | 16 | $14.02 | 0 | — |
| Search | Website Form Submission | Search Partners | 2 | $0.28 | 0 | — |
| V2 TOTAL (Search Partners) | 95 | $133.99 | 4 | $33.50 |
| Campaign | Network | Clicks | Spend | Conv. |
|---|---|---|---|---|
| PMax | FreeStyle Libre 3 | Search Partners | 42 | $20.58 | 0 |
| SJC - Dexcom Performance | Search Partners | 6 | $5.56 | 0 |
| L3S - PM Brand Focus - Ocala | Search Partners | 7 | $5.00 | 0 |
| SJM - Blood Glucose | Search Partners | 0 | $0.00 | 0 |
| SJC - Dexcom Search Campaign | Search Partners | 0 | $0.00 | 0 |
| Primary TOTAL (Search Partners) | 55 | $31.14 | 0 |
No action required to "fix" the Bing source — these are valid leads coming through Google's Search Partners network. They show as "bing" in your CRM/analytics because the click originated from Bing's search engine, but the ad was served and paid for through Google Ads. Your Google Ads spend already covers these.
The V2 account's Search Partners traffic is generating 4 conversions at $29.92/lead. This is competitive with Google Search performance. Keep Search Partners enabled on V2 campaigns. These Bing leads are a bonus channel within your existing Google Ads budget.
The primary account spent $31 on Search Partners with 0 conversions. While the amount is small, you could exclude Search Partners on specific campaigns (like L3S - PM Brand Focus - Ocala, which spent $5 on partners with 0 conversions) to redirect that budget to Google Search. However, $31/month is negligible — only worth changing if you're micro-optimizing.
The real issue isn't Bing — it's that the primary account's PMax campaigns are spending $625 (41% of budget) on the Content/Display network with zero conversions. This is 20x more wasted spend than Search Partners. Consider restructuring PMax campaigns to limit Display/YouTube placements, or shift more budget to the V2 account which is far better optimized.
To properly identify which leads came from Bing vs Google Search, ensure your CRM captures the UTM parameters or referrer data. Google Ads auto-tags clicks with a gclid — if your form captures this, you can differentiate Google Search leads from Google Search Partners (Bing) leads by checking the network type in Google Ads reports.
| Metric | V2 Account | Primary Account | Combined |
|---|---|---|---|
| Search Partners Spend | $133.99 | $31.14 | $165.13 |
| % of Total Spend | 1.5% | 2.1% | 1.6% |
| Search Partners Clicks | 95 | 55 | 150 |
| Search Partners Conversions | 4 | 0 | 4 |
| Search Partners CPA | $33.50 | n/a | $41.28 |
| Verdict | Keep — Converting | Monitor — Low Impact | No Action Needed |