Search feeds · also called AFS feed, Google search feed
Google feed
A Google feed is access to Google's search ads on your own pages, delivered through AdSense for Search and its related search features.
"Google feed" is industry shorthand for monetising with Google's search ads. Formally it means an AdSense for Search arrangement, implemented with Custom Search Ads and, for article pages, Related Search on Content.
It is prized because Google has the largest pool of search advertisers, which generally means more ads returned per request (coverage) and stronger prices. It is also the most demanding. Google controls page appearance through the Style ID, expects traffic to be labelled with a Channel ID, requires the incoming ad's wording via referrerAdCreative, and reviews implementations before launch.
Most arbitrageurs do not hold a Google contract themselves. They work through a feed provider that does, which means the provider's standing with Google becomes the operator's risk too.
The Google feed has narrowed over time. Parked domains, once a major outlet, stopped being an ad surface in February 2026. Advertisers gained site-level placement reports for search partners in August 2025, so weak placements are easier to spot and exclude. Many operators therefore also keep a bing feed or yahoo feed to spread their platform risk.
Related terms
AdSense for Search (AFS)
AdSense for Search is Google's programme that lets approved publishers show Google search and shopping ads on their own search results pages and share the revenue.
Related Search on Content (RSOC)
Related Search on Content is a Google AdSense for Search feature that shows search suggestions on an article, each leading to an ad-carrying results page on the same site.
Bing feed (Microsoft Advertising syndication)
A Bing feed is access to Microsoft Advertising's search ads on third-party pages, supplied through Microsoft's syndication partner programme.
Yahoo feed
A Yahoo feed is access to search results and search ads supplied by Yahoo to partner sites, apps and browser tools in return for a revenue share.
Feed provider
A feed provider is a company that holds a search ad contract with Google, Microsoft or Yahoo and lets smaller publishers use it in return for a share of revenue.
Platform risk
Platform risk is the chance that a company you depend on, such as Google, Microsoft or Meta, changes its rules, prices or products in a way that damages your business.
Sources: Google AdSense Help: AdSense for Search, Google Ads Help: Search partners network (SPN) announcements