The Ultimate Guide to choosing a CSS partner

Choosing the right Comparison Shopping Service (CSS) partner is one of the most important decisions for any retailer running Google Shopping campaigns. The right partner doesn’t just manage ads, they become an extension of your marketing team, helping you win more visibility, more clicks, and ultimately, more sales.

In this guide, we’ll walk through what to look for when choosing a CSS partner, the key factors that separate high-performing partners from the rest, and how to make the most of your partnership once you’ve found the right fit.

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Why Choosing the Right CSS Partner Matters

With more retailers moving online and competition in Shopping ads intensifying, a CSS partner can be the edge that keeps you ahead. A strong CSS partnership helps you:

• Reach new audiences through optimised Shopping placements
• Reduce ad costs while increasing performance
• Gain more control and transparency over campaign results
• Scale visibility without adding extra workload

But not all CSS partners are built the same. Understanding the differences in service models, technology and billing structure can make or break your results.

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What to Look for in a CSS Partner

1. Service Models that Fit Your Business

The best CSS partners offer flexibility. You can choose between:

• ‍Managed Service: Your partner handles everything: feed optimisation, campaign management and continuous performance tuning.
• Self-Service: You retain control of Merchant Centre and ad management, using your partner’s technology and guidance.
• Hybrid Approach: You get the best of both worlds - autonomy with expert support where it counts.

For most retailers, a managed or hybrid model delivers the best performance, especially when scaling fast or across multiple markets.

2. Smart Bidding and Optimisation Strategies

A CSS partner’s bidding strategy defines how efficiently your campaigns perform.
Look for partners that use AI and machine learning to optimise bids in real time, adapting automatically to shifts in competition, demand, and performance data.

At Redbrain, our AI-enhanced platform analyses billions of search patterns every day, ensuring your products show up when shoppers are most likely to buy.

3. Proven Experience and Expertise

Experience matters.
Choose a CSS partner with a deep understanding of European markets, compliance, and product regulations — not just one who can run your ads.

Ask for real examples:

• Have they managed campaigns for enterprise retailers?
• Can they demonstrate measurable sales uplift?
• Do they understand your sector and seasonal trends?

The right partner will act as a strategic advisor, not just a vendor.

4. Data Depth and Additional Services

A premium CSS partner will go beyond ad placement. They’ll enhance your product data, optimise your feed for visibility and provide actionable insights that feed into your wider marketing activity.

At Redbrain, we process billions of products, giving us unparalleled insight into category performance, keyword trends, and conversion drivers - insights we share directly with our partners to help them grow.

5. Transparent, Performance-Based Billing

Be wary of hidden fees or confusing CPC markups.
The most effective partnerships are performance-based, meaning you only pay when a sale is made.

Our CPA (Cost-Per-Acquisition) model ensures every penny you spend delivers measurable revenue, not just traffic. You stay in control of your commission rate, so you can scale performance safely and strategically.

6. Scalable Technology with a Human Touch

Technology alone doesn’t drive performance, people do.
Choose a partner that combines smart automation with hands-on expertise. The best teams blend AI-driven optimisation with real human understanding of retail and performance marketing.

At Redbrain, our technology never sleeps, but our account teams bring it to life. They analyse your results, identify new opportunities, and ensure your campaigns keep improving week after week.

7. Proven Reach and Industry Breadth

The reach of your CSS partner determines how many new shoppers can discover your products.
Look for a partner with extensive data across multiple categories, markets and industries. The more reach they have, the greater the opportunity to tap into high-intent audiences ready to convert.

Redbrain powers Shopping visibility for retailers in every major sector - from Fashion and Electronics to Home & Garden and Marketplaces - across millions of daily impressions and clicks.