What do shoppers see when they click 'By Gezar'?

When shoppers click “By Gezar” under a Shopping ad, they land on our page. The shop’s own products come first. That is how it should be.

But what do shoppers meet when the shop uses another CSS? I clicked through it myself. Then we measured it.

What is the “By” line?

Under every Shopping ad on Google’s search results, in the countries where the CSS program applies, there is a small line: “By” and a name. By default it says “By Google”. If the shop uses another CSS, that name is there. If the shop uses us, it says “By Gezar”.

Google describes it (retrieved 1 October 2026):

“Shopping ads on Google general search results pages where the CSS programme is available will also show which CSS uploaded the offer (the ‘By CSS’ link displayed at the bottom of the ad). If users click on that link, they are taken to the CSS’s own website.”

The source is support.google.com/merchants/answer/12653197. So shoppers do not end up in the shop. They end up on the CSS’s own page.

Why I care

That page carries the shop’s products and the shop’s name. If it is in the wrong language, has broken pictures, or shows a toy truck when someone searched for a garbage bin, it is the shop’s brand that takes the hit.

So I care a lot about our page. And we keep a sharp eye on the others. I want to know what our customers’ customers actually meet.

The short version

We ran 11 searches from Denmark on each page. The table shows what the shopper could count on.

✓ means it held in at least 10 of our 11 searches, ✗ that it failed in 9 or more. Anything in between shows as “Sometimes”.

• Right language and currency: at Kompara and shoparound the page is in English, but shops and prices are Danish. Channable is in English with prices in euro. Producthero has a price filter in euro, and some products show prices in other currencies.
• *Producthero shows the same kind of ad block as Channable, but only when the shopper has not made a choice on the cookie banner. We compared Producthero and ourselves in a separate article.
• Relevant products at the top means all of the first five products match what the shopper searched for.

Cobiro, Google’s own page and Feed Manager stopped our test program. For those we only have my own clicks, and you can see them below.

My own test: “skraldespand”

On 1 October 2026 I searched for “skraldespand” (garbage bin) on google.dk. Under the Shopping ads there is “By” and the name of the CSS. For each CSS I clicked that line under a real ad. Behind every line is a shop that pays for the ad through that CSS. The page below is what that shop’s customer lands on. This is what I saw.

TheCSSPartner by Gezar
The ad: Danmarks Posen’s Clara-Clean garbage bin at 669 DKK.
The result: 174 garbage bins, the shop’s own first, no ads.
Why it is right: the shopper sees the shop that paid for the ad.

Cobiro
The ad: RAW58’s black bin at 899 DKK, with “By Cobiro” under it. So RAW58 pays for that ad.
The result: When I clicked the line, that bin was nowhere at the top. At the top were ads for other shops’ bins, RAW58’s competitors, and the first result after that was a toy garbage truck.
Why it is bad: RAW58 paid to bring the shopper in, and the page sends the shopper on to the competitors.

Channable
The ad: A Brabantia Touch Bin, 60 litres, at 999 DKK from Brabantia-online.
The result: Ads for other shops at the top, and below them “No items found”. My link pointed to Germany.
Why it is bad: the shop’s own product is not there at all, only other shops’ ads.

Kompara
The ad: Temashop’s Gurli Gris paper bin at 69 DKK.
The result (from our test of the same search the same evening): the page is in English with Danish prices, and a toy truck comes first.
Why it is bad: the shopper searched for a garbage bin and gets a toy in another language.

shoparound
The ad: Manufactum’s steel pedal bin at 2,240 DKK.
The result (from our test): two costumes, then refill cassettes for cat litter.
Why it is bad: none of the first products is a garbage bin.

Feed Manager
The ad: Witre.dk’s garbage bin “Flodhest” at 7,250 DKK.
The result: “No results for this search”.
Why it is bad: the shopper lands on an empty page, and the advertiser’s product is not there.

DataFeedWatch
The result (from our test): garbage bins where the pictures do not show.
Why it is bad: without pictures nobody buys.

Google’s own page (“By Google”). Ads for other shops at the top of the Shopping tab.

That is my experience, and the pictures document it. But one search is one search. So we ran 10 more searches, and those are what the table above is built on.

What our page does

• The shop’s own products come first. The placement is marked “Sponsoreret: Butikken betaler for placeringen” (sponsored: the shop pays for the placement), as the law requires.
• No ads for other shops. Not at the top, and not further down.
• The page is in Danish and in kroner. We found that in all 11 searches.
• The shop adds its own product feed in the portal.

What does the click cost?

Google writes (retrieved 1 October 2026):

“Note that clicks on the ‘By CSS’ link at the bottom of the ads (which leads to the website of the CSS) are currently free of charge for CSSs.”

Note the word “currently”. It applies today, not for ever. And Google only says it about the CSS.

The rest is my own reading. We charge a flat monthly fee and nothing per click. So as I read it, a click on “By Gezar” costs neither the shop nor us anything today.

How we tested

• When: the evening of 1 October 2026, from Denmark and without a login.
• Searches: skraldespand, affaldsposer, løbesko, kaffemaskine, cykelhjelm, sofa, hundefoder, vinterjakke, robotstøvsuger, havemøbler and “garbage bin”.
• How: first my own clicks from Google’s results, as above. Then, to compare on equal terms, a program opened the page that each CSS’s “By” line leads to, with the 11 search words. The program types the search, takes a picture and counts. The same criteria apply to everyone, ourselves included. Afterwards we read every product title.
• Cookie banners: we refused them where we could.
• Channable has two country settings. The table shows Denmark. With Germany the ads appeared in all 11 searches.

Pages change from day to day, so the figures are a snapshot. Want to check it yourself? Search the same words on Google, click “By” under a Shopping ad, and see what is at the top.

About this page

I run a CSS myself, so I am not neutral. That is why the criteria are open and our own page was tested the same way as the others. The figures are counted by a program from the test. The text was written with help from AI and checked against the figures. The pictures are only cropped and reduced in size.