Since the EU ruling, you don’t have to use Google’s own CSS for Shopping ads.
You can choose a Comparison Shopping Service (CSS) partner instead.
What is CSS?
CSS = Comparison Shopping Service
An alternative way to run Google Shopping ads in the EEA.
What actually changes?
→ You still manage everything in Google Ads
→ Your feed is submitted via a CSS partner
→ You may get more effective bidding power
About the “20%”
A CSS partner receives a 20% discount on the CPC charge from Google.
👉 In practice:
A €0.80 bid via a CSS partner ≈ €1.00 via Google CSS
This is a bidding advantage, not a visible discount in your account.
What this does NOT mean
❌ Not 20% cheaper ads
❌ Not guaranteed better performance
❌ Not automatic profit increase
What you can expect
Manual bidding:
Same bids → potentially more volume
Lower bids → potentially better efficiency
Automated bidding (tROAS / tCPA / PMax):
Algorithm adjusts over time
Short-term fluctuations possible
Long-term → may convert advantage into more results
Key takeaway
CSS is not a hack.
It’s a structural advantage.
👉 The impact depends on:
Your setup
Your bidding strategy
Your margins
Your optimization
Test it. Measure it. Scale what works.
