Add CSS to your client offering. White-label. Flat pricing. You keep the relationship.

The short version for agencies

Your clients are paying more per Google Shopping click than they need to. You can change that for them, at scale, with minimal operational overhead. The CSS Partner offers white-label CSS that you resell or include in your service package. You set the price, you keep the relationship, we handle the CSS infrastructure.

What CSS does for your clients

A CSS (Comparison Shopping Service) is an authorised intermediary that can submit Shopping ads to Google on behalf of webshops. When a shop runs through a CSS instead of directly through Google, they typically pay around 20% less per click.

Their ads look identical to shoppers. Same placements, same products, same prices. The only visible difference is a small grey provider line beneath each ad.

The mechanism exists because the European Commission (case AT.39740, June 2017, fine EUR 2.42 billion) required Google to open the Shopping auction to authorised CSS providers on equal terms. The Court of Justice of the EU upheld this in 2024. It is regulatory, not promotional.

Why offer it through The CSS Partner?

A few practical reasons.

Flat, predictable pricing per shop. Our rate is 20 €/month per shop, meaning per Merchant Center account you onboard. All 21 European CSS markets are included for every shop. No per-country fees, no tiers, no surprises. Every 5th shop is free: 10 shops pay for 8, 20 pay for 16. Over 20 shops: contact us for pricing. You know your cost before you set your client price.

Here is how your margin looks (example). These round figures are illustrative only; you set your own client price. Onboard 10 client shops and you pay for 8 (every 5th free), so the cost of one shop times 8 is what you pay us. Charge your clients a modest CSS fee per shop on top and the difference is your margin. The founder discount (30% forever on annual, code LAUNCH30, first 50 only) lowers your cost further while it lasts.

Mark it up however you like. You decide what you charge your clients. Some agencies include it in their retainer. Some charge a small CSS management fee on top. Some use it as a client acquisition or retention tool. That is your call.

You keep the client relationship. We are your CSS infrastructure provider, not a competing face to your client. White-label means your clients see your brand, not ours, if you prefer that setup. Talk to us about configuration.

One onboarding per client. Then it runs. Getting a client live takes one Merchant Center connection approval. After that, their campaigns run through the CSS automatically. You do not need to do anything ongoing at the CSS level.

All 21 countries covered per shop. If a client's shop runs Shopping in France, Germany, the Netherlands and Spain, that shop's single subscription covers all four markets. The price is still 20 €/month for that one shop, not per country.

How the agency workflow looks

• You identify clients running Google Shopping in any of the 21 European CSS markets.
• You contact us to set up your agency account and agree on white-label configuration.
• For each client, we generate a Merchant Center connection request. The client (or you, if you have Merchant Center access) approves it.
• We configure the CSS. The client is live within 24 hours.
• The client's CPC is around 20% lower from that point. Their campaigns keep running untouched.

Most agencies batch this across their client base rather than rolling it out one by one. We can support bulk onboarding.

A note on positioning

CSS is not a new concept. But awareness among webshop owners is still low, partly because Google does not actively promote third-party CSS to merchants. That is an opportunity for agencies: you can offer a meaningful, provable saving that most of your competitors are not offering yet.

The saving is real, verifiable and ongoing. It is not a clever tactic. It is a structural cost reduction built into how Google's auction works.