How Good Light cut CPC by 42% across Europe with Channable CSS

Meet Good Light and their client LESMO3

Good Light is a media agency based in Anglet (south of France) that helps brands grow by activating the most relevant marketing levers, digital or traditional, to meet their business goals.

Known for its tailored strategies and agile approach, the agency supports businesses of all sizes, from fast-growing startups to established brands.

One of their long-time clients, LESMO3 (RacingLubes, Lubuniversal, MxLub), is a European eCommerce group specializing in engine lubricants, operating nine dedicated online stores across different countries.

As LESMO3’s operations scaled, managing product feeds for thousands of SKUs across multiple markets and languages became a complex, time-consuming process.

By adopting Channable’s CSS solution tailored for Good Light’s specific setup, the agency achieved both efficiency and scalability, laying the foundation for measurable performance gains.

Operating both B2C and B2B, LESMO3 relies heavily on Google Ads as its main acquisition channel. With over 5,000 products and nine separate websites, maintaining optimized product feeds for each market became a major challenge, especially in a highly competitive space like vehicle lubricants.

To stay ahead, Good Light needed a powerful, scalable solution that would simplify feed management while boosting advertising efficiency.

With nine websites and thousands of products, keeping our feeds clean and compliant across markets became a daily challenge. We needed a better way. Thomas, Media Expert at Good Light

That’s where Channable CSS came in.

The complexity of multichannel feed management

With nine websites across multiple countries and a catalog of more than 5,000 products, LESMO3 was facing a serious operational bottleneck: product feed management.

Each product feed had to meet the strict requirements of Google Merchant Center, and doing this manually across languages and markets was both time-consuming and prone to errors.

Despite their best efforts, the process lacked consistency and scalability.

Feed management wasn’t just time-consuming—it was a blocker to growth. We spent hours correcting issues instead of scaling campaigns.

Given that Google Ads was the company’s primary acquisition channel, an unoptimized feed directly impacted performance.

The solution with Channable CSS

Faced with the need to streamline and scale their feed management, Good Light benchmarked various tools, and Channable quickly stood out.

It offered the most comprehensive, intuitive, and cost-effective solution for their needs.

What made the real difference? The ability to fully automate product feeds using simple, customizable rules, enabling the agency to tailor each feed to specific countries and platforms without having to rewrite everything manually.

Once Channable was implemented and integrated with the client’s PrestaShop environment, feed creation became seamless. When the opportunity arose to test Channable CSS, the agency didn’t hesitate.

The transition from Google Shopping CSS to Channable CSS was smooth and quick, requiring only a few clicks inside Google Merchant Center.

With no commitment and minimal cost, it was a low-risk move with high-reward potential.

From day one, Channable’s support team was responsive and available, and the platform proved stable, intuitive, and easy to manage.

Setting up Channable CSS across 9 stores

To get started, Good Light created a Channable account and launched nine separate projects, each corresponding to a different market or website within the LESMO3 ecosystem.

They then connected Channable to the client’s PrestaShop platform, allowing for real-time product data synchronization.

From there, they built customized feeds tailored to the requirements of each local Google Merchant Center.

Once the foundation was in place, the team activated Channable CSS. The process was simple:

That’s it.

The integration was quick and painless. We didn’t need technical support, which says a lot about how intuitive the platform is.

Once Channable CSS was live, no further manual intervention was required, aside from the occasional connection refresh, making the entire setup highly efficient and self-sustaining.

42% CPC drop and €10K saved in one month

The impact of Channable CSS for Good Light was immediate: CPC dropped significantly in every country tested. They started cautiously with MxLub.

Over a comparable period, cost-per-click (CPC) dropped by 37%, from €0.41 to €0.26. Encouraged by this performance, the agency expanded Channable CSS to high-CPC markets:

No compromise was made on performance: Shopping impression share remained consistent, with no negative impact from switching away from Google’s native CSS.

Scaling further with Insights and PPC automation

With Channable CSS fully deployed and delivering strong savings, Good Light is now looking ahead. The next step? Leveraging Channable’s Insights and PPC automation features to push campaign optimization even further.
The agency aims to:

• Refine ad relevance
• Automate product ranking
• Dynamically shift products between campaigns based on performance

We’re only scratching the surface of what Channable can do. Our next move is to go deeper into automation and performance-based product flows.

Their experience with Channable so far has been largely positive. The platform is described as stable, intuitive, and “almost beginner-friendly,” with no technical issues encountered since its launch. Even rare challenges were unrelated to the tool itself.

Special praise goes to the Channable team, whose responsiveness and availability played a key role in the project’s success.

The takeaways from Good Light’s CSS journey

For Good Light and their client LESMO3, Channable CSS has proven to be a game-changer, offering major cost savings, seamless implementation, and scalable automation without compromise.

With a €10,000 monthly saving for an annual cost of just €1,824, the return on investment is undeniable. Performance remained stable, the process was smooth, and the flexibility of switching CSS providers made the entire experience risk-free.

There’s really no downside. It’s non-binding, easy to set up, and the savings speak for themselves.

Want to reduce your advertising costs without sacrificing performance?
Discover Channable CSS and see how it can work for your business.