What is an agency CSS?

What is a Google CSS fundamentally?

A Google CSS is a price comparison site that provides the infrastructure through which Google Shopping ads are displayed. Instead of advertising with Google Shopping Europe, the display is done through a CSS partner, which can save up to 20% on click costs, as no margin from Google is charged. 

In addition to CSS third-party providers, agencies also have the option to become their own CSS partner and operate their own price comparison site. This way, they save both the 20% CPC and can design the site to fit their branding. 

What is the difference between Google CSS and agency CSS?

When choosing between Google Shopping Europe, Google's standard CSS, or an agency's own CSS, the following differences arise: 

You can find out more about the various CSS options and which one is best for you here: Google Shopping Europe or own agency CSS - What are the differences?

How does an agency CSS work in practice?

Agencies that want to become CSS partners themselves can do so most easily with white label solutions, such as the one provided by Label Up. Label Up handles the Google certification and provides the technical infrastructure. Additionally, agencies can design their own CSS, including keywords, with the white label solution in a way that fits their branding. 

The agency itself manages the CSS, ties customers in, and thus activates shopping or PMAX campaigns for them. No operational changes occur for their e-commerce customers; the performance lever lies in the background. 

Why do agencies use their own CSS? 

1. Scalability: An agency CSS allows managing an unlimited number of customers under a central structure.

2. Competitive advantage: Agencies with their own CSS achieve more clicks at lower costs, as they receive up to 20% CPC savings. In addition, their white label CSS is customized to the agency's branding, and they place their own keyword under the ads. The click on the keyword redirects free of charge to the price comparison site, which can then be redirected directly to a shop. 

3. More control over data & setups: Unlike Google Shopping Europe or third-party providers, an agency's own CSS provides better transparency and flexible control, which contributes to a long-term stable performance. With its own branding and prioritization of its own customers' products, it brings a scalable competitive advantage 

Here you will find a prime example of the agency Strive, which was able to gain real advantages from switching to its own agency CSS: Strive strived - with CSS

When does an agency CSS make sense?

An agency CSS is particularly useful for:

• Agencies with multiple shopping customers

• Customers with high Google Shopping spend

• Agencies focused on performance scaling

• Setups where PMAX & Shopping are to be strategically optimized

• Cost savings through 20% CPC advantage and free clicks on the keyword 

What role does an agency CSS play in Performance Max?

Google Shopping ads are an essential part of the all-rounder Google PMAX, as a PMAX campaign is only as good as the setup behind it. With the up to 20% CPC advantage in the CSS model, PMAX can bid more efficiently with the same budget, buy more clicks, and generate learning signals faster. Particularly in shopping-heavy PMAX setups, this cost advantage has an immediate impact on scalability.

This is particularly relevant for agencies, as PMAX itself is highly automated and offers only a few external levers. An agency CSS is one of the few structural optimizations outside the PMAX black box and creates a measurable efficiency and competitive advantage, provided that feed quality and campaign setup are correct.

Conclusion: Is a Google CSS worthwhile for agencies? 

Yes, the Google CSS partnership for agencies is a no-brainer when managing large ad budgets in e-commerce. With their own price comparison site from Label Up, it is possible to provide the technical infrastructure for Google Shopping Ads for customers themselves. As a Google CSS partner, agencies stand out massively from the competition, benefit from a cost advantage, rely on their own branding, and position themselves as experts in the Google Shopping cosmos. 

This guide was created by the e-commerce experts from Label Up. We support agencies and shops in operating their own price comparison site (Google CSS) and in optimizing their Google Shopping campaigns data-driven.