Google Shopping CSS: The 20% auction advantage you can't see

Many advertisers and agencies believe Google's CSS no longer matters.
The reality? It still changes the economics of every Shopping auction, just in a way you can’t see in your Google Ads account.

In this session, Andrew Lolk breaks down exactly how CSS affects your performance in 2026, and whether you're currently leaving profit (probably yes) on the table.

What you’ll walk away with

• How the CSS auction mechanism actually works and where the up to 20% advantage comes from
• Why this advantage is invisible inside your Google Ads account
• How Smart Bidding automatically absorbs CSS savings
• Why many CSS affiliates end up cannibalizing existing traffic instead of driving incremental revenue
• How to migrate your Merchant Center to a CSS provider without losing historical data
• The three cases where switching to CSS does not make sense

Why it matters to you

• Avoid giving competitors a structural bidding advantage in Shopping auctions
• Make a confident, data-driven decision on CSS providers
• Manage CSS affiliate requests from partners with clarity
• Adjust ROAS targets correctly after switching to capture real value

Who is this for

• eCommerce marketers and PPC managers running Shopping or PMax campaigns on Google in EU markets
• Mid to advanced-level professionals familiar with Smart Bidding, Merchant Center, and auction dynamics
• Agency owners and in-house teams managing €5,000+ per month in Shopping spendYoutube