What is Google CSS?
Google CSS (Comparison Shopping Service) is the program that decides who places your Shopping ads on Google in Europe. In the 21 countries where it runs, every Shopping ad is placed by a CSS — by default by Google's own, Google Shopping Europe. Since the European Commission's 2017 antitrust decision, independent Google CSS partners such as Feedve can place those ads for you instead.
For online stores the difference is cost. Bids placed through Google Shopping Europe carry a margin, widely estimated at around 20%, while bids placed through an independent CSS partner enter the same auction without it. That is why switching to a Google CSS partner can lower your Shopping CPC by up to 20% — or buy you more clicks with the same budget. Actual savings depend on your auctions, category and competition.
How Google CSS works
- Step 1Choose a Google CSS partnerSign up with Feedve and share your Merchant Center ID. We send a switch request to your Google Merchant Center account.
- Step 2Approve it in Merchant CenterApproving takes a few minutes; the switch completes within Google's grace period of up to 14 days. Campaigns, bids, product feed and account history stay as they are.
- Step 3Your ads run "By Feedve"Same auction, same placements — your bids now enter the auction without the Google Shopping Europe margin.
Google Shopping Europe vs. a Google CSS partner
| Google Shopping Europe | Google CSS partner (Feedve) | |
|---|---|---|
| Who places your Shopping ads | Google Shopping Europe (the default CSS) | Feedve, an independent CSS partner |
| Margin inside your bid | Yes — widely estimated at around 20% | None — your full bid enters the auction |
| Cost per click | Baseline | Up to 20% lower for the same bid |
| Campaigns, feed and bidding | Unchanged | Unchanged |
| Label under your ads | "By Google" | "By Feedve" — or your agency's brand with white label CSS |
| Fee | No separate fee | Flat fee from €20/month, no % of ad spend |
Where is Google CSS available?
The Google CSS program runs in 21 European countries. Feedve covers all of them with one plan:
Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Spain, Sweden, Switzerland, United Kingdom.
Google CSS is not available in the United States, Canada or other markets outside Europe.
Google CSS for agencies
Agencies can offer the same CPC advantage to every client under their own name. With white label CSS, your clients' Shopping ads show “By [Your Agency]” instead of a third-party provider.
Read more: the complete Google CSS guide, Google CSS vs Google Shopping Europe and how to switch CSS partner in Merchant Center.
What do you get?
No tricks. No click commissions. Fixed subscription and concrete benefits.
Up to 20% cheaper clicks
Same Shopping auction, but without Google margin. Budget works more efficiently.
Unlimited products
Fixed subscription regardless of number of SKUs. You scale the store — cost doesn't change.
Full account control
You are the administrator of Google Merchant Center. We only provide CSS.
Email support
Quick help with migration and configuration. No stress and downtime.
No activation fees
You only pay the subscription. You can resign at any time.
Premium Headphones
yourshop.com
€399
Bose Headphones
yourshop.com
€429
Your brand
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12,340 results (0.087 seconds)
Tissot Skeleton
yourshop.com
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Swiss Military Hanowa
yourshop.com
Your brand
Who can benefit from Feedve CSS?
Feedve supports digital agencies, independent marketing specialists, e-commerce businesses and online retailers who need to effectively manage Google CSS ads and product listings across multiple clients, stores or online markets.
Online stores
Pay up to 20% less for Google Shopping ads and get free product listings in price comparison tools thanks to a CSS partner. Greater visibility. Lower click cost. Better ROI for your e-commerce.
Marketing agencies
Give your customers up to 20% savings in Google Shopping and free product listings — without extra work. CSS delivers concrete value that really sets your agency apart from the competition.
Web agencies
Expand your offer with performance marketing without complications. Your clients get up to 20% lower Google Shopping costs and free product listings, and you generate additional revenue — no costs, no learning, no risk.
Marketers
Raise the level of your services with measurable savings for your customers. Up to 20% cheaper Google Shopping + free product listings — without operational chaos. CSS is a quick advantage, real results and greater credibility.
Freelancers
Scale your business by offering clients up to 20% savings in Google Shopping and free product listings. No extra work. But with more value, better retention and a stronger expert position.
Frequently Asked Questions
Everything you need to know about Google CSS and Feedve