How it works

Run Google Shopping across 21 European markets at ~20% lower CPC. One subscription.

The multi-market problem CSS solves

If your brand runs Google Shopping in several European countries, you are paying more per click than you need to in every single one of them.

The ~20% CPC reduction available through an authorised CSS does not require any structural changes to your campaigns or feed. It applies across all 21 European CSS markets where Google CSS is available. And with The CSS Partner, all 21 are included in one flat subscription.

You do not manage a separate CSS relationship per country. You do not pay per market. One connection, all markets.

How this works at scale

The mechanism is the same at every market size. When your Shopping ads run through an authorised CSS rather than directly through Google, your full bid enters the auction without Google taking a margin first. That is where the ~20% comes from.

Your ads look identical in every market. Same products, same prices, same placements. The only visible change is a small grey provider line beneath each ad. Most shoppers do not notice it.

Your campaigns, bids, budgets and feed structure stay exactly as they are. No retraining, no new systems, no disruption to your teams.

What brands with multiple markets typically see

The saving compounds across markets. If you are spending 3.000 € per month on Shopping in Germany and 2.000 € in France, a 20% CPC reduction across both markets saves approximately 1.000 € per month. Across five or six markets, the numbers become significant quickly.

These are illustrative estimates. Your actual saving depends on your category, bids and campaign structure. The structural mechanism is the same in all 21 countries.

Central setup, no market-by-market complexity

One Merchant Center connection covers all 21 European CSS markets. If you have multiple Merchant Center accounts for different markets or regions, we can discuss the configuration before you sign up.

Your campaigns and product feeds remain under your control. You manage Shopping the same way you do today. The CSS connection sits below your campaigns and does not require ongoing management.

Why the EU guarantees this saving

In June 2017, the European Commission fined Google EUR 2.42 billion (case AT.39740) for giving its own Google Shopping service preferential treatment. As part of the remedy, Google was required to allow authorised CSS providers to participate in the Shopping auction on equal terms.

"Equal terms" means your bid enters the auction directly, without Google's margin on top. The Court of Justice of the EU confirmed this in 2024. The mechanism is settled law and has been in continuous operation across Europe since 2017.

This is not a promotional offer or a time-limited deal. It is how the auction is required to work when you run through an authorised CSS.

What brands ask

We already work with a Shopping agency. Does CSS conflict with that?

No. Your CSS is a Merchant Center setting that operates below your campaign management. Whoever manages your Shopping campaigns continues to do so. The CSS affects how your bids are routed into the auction, not who sets the bids.

We sell across different regions with different agencies. How does that work?

The CSS connection is at the Merchant Center level. If you have one Merchant Center covering multiple markets, one connection covers all of them. If you have separate Merchant Center accounts, contact us to discuss the setup before signing up.

Can we run a pilot in one market before expanding?

Yes. You can start with one Merchant Center and expand the CSS coverage at any point. The subscription price does not change.

Do we need to change our product feed or campaign structure?

No. Feed, campaigns, bids and budgets are untouched by the CSS connection.

What is the actual subscription cost?

20 € per month. All 21 European CSS markets included. No setup fee. No per-country fees. No minimum contract. If your Shopping spend is meaningful, the saving in the first month will exceed the annual subscription cost several times over.

21 markets, one subscription, ~20% lower CPC.

Central setup across all 21 European CSS markets. No per-market fees, no contract.

Get started Talk to us about your setup