01
Why are clicks cheaper through a CSS?
Following the EU competition ruling, Google's own CSS charges a margin that partner CSSs don't. Ads served through a partner avoid it, so the same bid wins for less.
Google CSS · Shopping ads · UK & EEA
Same Shopping ads. Smaller bill.
Serve your Shopping ads through a Comparison Shopping Service partner and pay up to 20% less per click for the same placements. Keep your campaigns exactly as they are — or white label it for every client in your agency.
Via Google's own CSS
£1.00
Average cost per click
Up to 20% less
Via our CSS
£0.80
Same ad, same position
About 412,000,000 results (0.51 seconds)
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Shopping ads served "By YourAgency"
Up to 20%
Lower cost per click on Shopping ads
0
Changes to your campaigns, bids or feed
48h
Typical time from sign-up to live
Your brand
White label option for agencies
— 01 · The calculator
Pick your spend. See what you keep.
An estimate based on a 20% lower cost per click. Your actual saving depends on your market and bids.
Monthly Shopping spend
£5k
£10k
£25k
£50k
£100k
Keep the same budget and you get more clicks. Keep the same clicks and you spend less. Most clients do a bit of both.
Saved per year, same clicks
£24,000
Or extra clicks per year, same budget
+25%
Saved per month
£2,000
— 02 · How it works
One switch. Nothing else moves.
We link your Merchant Center to our CSS. Your ads enter the same auctions, at a lower cost.
MC
Your Merchant Center
Same products, same feed, same account.
CSS
Our CSS partner
The only change. Ads now serve "By" us — or by you.
G
Google Shopping
Same placements, at a lower cost per click.
What stays the same
=
Your Google Ads account and campaigns
=
Bids, budgets and Smart Bidding
=
Product feed and Merchant Center
=
Billing — you still pay Google directly
What changes
✓
Cost per click drops, by up to 20%
✓
The small "By" label under your ads
✓
More clicks from the same budget
— 03 · Where it applies
Every Shopping format. Cheaper on all of them.
Wherever your Merchant Center products show as Shopping ads, the CSS discount comes with them.
E-commerce
Shopping ads
Product listings at the top of Search and the Shopping tab.
Performance Max
PMax Shopping
Shopping placements inside Performance Max campaigns.
Retail stores
Local inventory
In-stock-nearby ads that bring shoppers to your store.
Automotive
Vehicle ads
Dealer stock with photo, price and mileage, where available.
— 04 · Two ways to use it
For your store. Or for every client.
Retailers get the saving. Agencies get the saving and their own brand on the ads.
For retailers
Cheaper clicks for your own store.
We connect your Merchant Center, you keep running your campaigns — or let us run them too.
✓
Set up in about 48 hours
✓
No long contract
✓
Optional Shopping management
For agencies · white label
Your agency's name, under every ad.
✓
Ads show "By YourAgency"
✓
Onboard every client in one place
✓
A saving you can pass on, or keep as margin
— 05 · Set-up
Live in two days. No downtime.
Your ads keep running throughout. The switch happens in the background.
0h
Quick call
We check your markets, feed and eligibility.
4h
Account linked
You approve our CSS in Merchant Center.
24h
Products approved
Google reviews the feed under the new CSS.
48h
Serving cheaper
Ads run on the same campaigns at the lower price.
— 06 · CSS questions
Sounds too simple? Here's why it isn't a trick.
What retailers and agencies ask before switching.
02
Where does it work?
In the UK and the countries of the European Economic Area where Google runs the CSS programme.
03
Will our performance data reset?
No. Campaigns, history and Smart Bidding learning stay in your Google Ads account.
04
Can we switch back?
Yes, at any time. It's a setting in Merchant Center, and your ads keep running while it changes.
— Your saving is waiting
Stop paying the full price.
Tell us your monthly Shopping spend and markets. We'll send your likely saving and a set-up plan within one working day.
Valid on every Shopping click
−20%
Up to 20% off your cost per click, for as long as you run Shopping ads.
Claim my saving →
Code
CSS-UK-EEA
No expiry