Adstrong - CSS-Partner

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Adstrong - CSS-Partner

Your Shopping ads already run through a CSS. The question is whose. Get your own: lower CPC, free traffic, your brand on every ad.

A Comparison Shopping Service is the Google approved partner that serves your Shopping ads, and its name sits on them.

24/08/2026

Welcome to , our new weekly series where we answer real questions Shopping advertisers are asking online!

Short answer: yes, it can still be worth it. A drop in conversions usually comes down to a few fixable things.

Check your bidding first. When Google suddenly wants €7 a click instead of your usual €1 to €3, that is its automated bidding chasing conversions it expects to find. If you are on manual CPC, testing a target ROAS often keeps costs more stable.

Then check Performance Max. If one runs alongside your Shopping campaigns, it can quietly absorb your best traffic and leave Standard Shopping looking dead.

And the lever most people overlook: the CSS you run on. On Google's default Comparison Shopping Service, up to 20% of your bid gets taken before you reach the auction. Switch to an independent CSS and the same budget competes at full value, roughly up to 25% more buying power for the same money.

So before you turn it off, try target ROAS, check for Performance Max overlap, and look at which CSS you are on.

Got a Google Shopping question? Drop it in the comments, it might be next week's post. Want a hand with your setup? DM us! :)

10/08/2026

Out of every €100 you put into Google Shopping, only about €30 is actually doing any work 💸💸💸

Up to €20 never even reach the auction, because if you never chose a Comparison Shopping Service you're on Google's own and it keeps a margin on every click. €15 go to products that have been collecting clicks for months without converting once, and the biggest slice of all, €35, goes to products Google has no performance data on, so the algorithm is spending your budget to guess rather than to sell.

None of it means rebuilding your campaigns, though. A partner CSS puts that margin back into your bids without touching your ranking or your history, and labelling your catalogue by real performance shows the algorithm where the money should go.

If you want to see the split on your own numbers, try the calculator: https://adstrong.com/css-calculator/

Worth saving if you manage Shopping campaigns.

10/08/2026

There's a good chance you're paying up to 20% more per click on Google Shopping than you need to!

Every Shopping ad runs through a Comparison Shopping Service, and if you never picked one you're on Google's, which keeps a margin of up to 20% on everything you spend. Switching to a partner CSS puts that money back into your bids while your campaigns, ranking and history stay untouched.

The reason you can choose at all is the 2017 European Commission ruling that fined Google for favouring its own comparison service. Most merchants still haven't done anything about it.

We run 20% of all the Google CSS Centers worldwide and activation takes a day, with nothing technical on your side.

Swipe through for the full explanation, and if you want your own number the calculator, click here: https://adstrong.com/css-calculator/

Worth saving if you manage Shopping campaigns.

10/08/2026

Nobody changes their CSS because a provider tells them to. They change because the objection that was holding them back turned out to be wrong.

So instead of making our own case, we collected the objections we hear most often and put next to each one what somebody who actually made the switch said afterwards.

The most common by far is that it sounds like a technical project nobody has time for, and Elly's experience was that the setup was turnkey and took no effort at all. Then there are the teams convinced their Shopping campaigns are already fully optimised, which is exactly what Alexander believed until, in his own words, we proved him wrong and the CSS found the optimisation anyway. Guido assumed the only upside would be a marginally cheaper click, and instead his shop's own branding ended up being shown millions of times at no extra cost. And Julian asked the blunt version of the question everyone is really thinking, which is whether any of this is worth the trouble, before it saved him costs, cut his workload and helped him reach Google CSS Partner status along the way.

We're rated 4.9 on Google Reviews across more than a thousand clients, though the honest way to settle this is with your own numbers rather than somebody else's story. Our calculator takes about thirty seconds: https://adstrong.com/css-calculator/

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