The Start as a Google CSS Partner

 If you decide to become a CSS partner yourself – for instance with a white-label solution like Label Up – it may happen that you need to integrate existing Google Shopping accounts into your new CSS system. And that’s when it gets exciting: Depending on the technical implementation, you have two paths open to you – Full Switch or Association.

In the following article, we will show you what a Google CSS partner is, how the two switch options work, which strategic considerations you should include, and which solution is most worthwhile for your setup – as an agency or shop.

What is Google CSS and how can I become a partner?

Before you decide on Full Switch or Association, you should understand what a Google CSS partner actually is – and why this is so relevant for your Google Merchant Center account.

A CSS (Comparison Shopping Service) is a price comparison portal that aggregates products from various shops and displays them in Google Shopping. Retailers who advertise through a CSS partner instead of directly through Google receive the same ad placement – but pay up to 20% less cost-per-click. This is because Google, as a CSS, also bids but keeps a margin for itself. CSS partners forgo this margin – a real performance lever.

In order to take advantage of this benefit, your Merchant Center account must be linked to a CSS. You can either use an existing partner (e.g., through an agency) or become a CSS provider yourself – for example, with a white-label solution from Label Up.

Overview of Google Shopping Terms

Full Switch vs. Association – Two Ways to Link Your Google Merchant Center Account

If you want to link your Google Merchant Center account with a CSS partner, you have two options: Full Switch or Association.

Both methods allow you to benefit from the CPC advantage of a CSS partner – meaning up to 20% cheaper click prices. The difference lies mainly in the technical implementation and the degree of control.

·  With the Full Switch, your account is completely moved to the management account (MCC) of the CSS partner.

·  With the Association, your Merchant Center remains as it is – it is merely linked to the CSS partner.

Which option is right for you depends on how much control you want to retain, whether you are a CSS partner yourself, and what your technical setup looks like. 

Full Switch to CSS Partner: How the Complete Migration to the CSS Management Account Works

If you want to fully connect your Google Merchant Center account with a CSS partner, the Full Switch is the best option to securely transfer all product data. 

In the Full Switch, your Merchant Center account is integrated into the management account (MCA) of the CSS. All shopping traffic then runs through this CSS. Your account is not deleted but simply integrated into the structure of the CSS partner.

The product ads will then appear under the CSS name of the Google CSS partner. If you are working with a white-label solution like Label Up, you can choose the name of the CSS yourself. This provides not only pricing but also branding advantages. 

The setup is done through an official request process in the Google Merchant Center. Once the request has been confirmed, everything runs centrally through the CSS management account. 

What you need to consider:

• Technical transition: The migration must be carried out cleanly – especially if multiple subaccounts are involved.

• Avoid downtime: The transition should ideally be planned outside of peak times to minimize risks in ad display.

• Communication with Google Support will henceforth run through the CSS partner – this can be an advantage if the partner is experienced.

• Access rights: The CSS partner receives full access to your Merchant Center – this requires trust and clear responsibilities.

  • If you are not a CSS partner yourself, you must be aware that you are thus relinquishing control. 

To keep the control with you, it makes sense to become a Google CSS partner yourself. More information on this and how to become a Google CSS partner can be found here: https://labelup.io/blog/google-css-partner-werden

 Advantages of the Full Switch to Google CSS Partner 

• Centralized management: Ideal for agencies or retailers with multiple shops

• Extended access for the CSS partner → faster support, better error diagnosis

• Access to Google betas & CSS-exclusive features

• White-label option: With your own CSS (e.g., via Label Up), you boost branding & positioning

• Performance advantages: More control over the setup can lead to better results in the long run

• No administrative effort for shops that are managed by an agency that has its own CSS

Disadvantages of the Full Switch to Google CSS Partner 

• Less control for the merchant when implementation occurs through an external CSS or third-party

• Technical access by third parties – trust from the merchant to the third-party must be present

• In case of a reversion, another clean migration must take place

Association in Google Merchant Center: CSS linking without account transfer

Association appears at first glance to be the straightforward method to link your Google Merchant Center account with a CSS partner – without migration or technical effort.

Because in the Association, your existing Google Merchant Center account remains unchanged. You only link it through an invitation with the CSS partner of your choice – via an email link in the interface.

This means no data migration and no access by the CSS partner. The ads will henceforth run under the name of the CSS partner – the rest remains as it was and your account still belongs to you. Google, however, recognizes the new connection and automatically grants you the CPC advantage of up to 20%.

What you need to consider: 

• Active confirmation needed: You must manually accept the invitation in the Merchant Center

• Technically everything remains the same, but you should check if your CSS was linked correctly

• The CSS partner has no access, so they cannot actively help you with feed issues – unless you manually grant this access

• Many CSS third-party providers do not offer the possibility of Association and want a direct Full Switch. With your own CSS, this responsibility lies with you. 

Advantages of the Association in Google Merchant Center 

• No technical risks, no migration necessary

• Full control remains with the merchant 

• CPC advantage usable without major changes

Disadvantages of the Association in Google Merchant Center 

• No direct access for the CSS partner – support or troubleshooting only possible to a limited extent

• No access to CSS-exclusive features or betas

• No centralized management via a CSS-MCC – with multiple accounts, it can get confusing

• CSS partner cannot "proactively help" you, only if you actively involve them

Google Merchant Center Help Tip:

You can see in your Merchant Center under "Shopping Ads" exactly which CSS is currently active – and whether a Full Switch or an Association exists. The change is always possible. 

Full Switch or Association: An Overview of Differences in Switching to CSS Partner

Conclusion: Choose the Right CSS Strategy for Your Google Merchant Center Account

Whether Full Switch or Association: Both paths bring you the CSS advantage – lower CPCs, free clicks, and more visibility.

However, in the long run, the Full Switch is the much stronger solution. You benefit from technical clarity, maximum control, and a stable basis for scalable campaigns – especially for agencies or ambitious shops, it’s a no-brainer.

But beware:

If you are not a own CSS partner, full control over your Merchant Center lies with the third-party. You relinquish not only technical responsibility but also sovereignty over your account and product information. If you become a CSS partner yourself, however, control will always be with you.