---
title: "Shopping Ads without the 20% fee."
url: "https://www.omnicliq.com/en/labs/css-provider/"
description: "An authorised Comparison Shopping Service for EU merchants: your Shopping Ads run through our CSS and the 20% auction fee does not apply."
category: "labs"
locale: "en"
---

# Shopping Ads without the 20% fee.

> An authorised Comparison Shopping Service for EU merchants: your Shopping Ads run through our CSS and the 20% auction fee does not apply.

## A legal way to lower Shopping costs.

In the EU, merchants can run their Shopping Ads through an authorised Comparison Shopping Service (CSS) instead of the default setup. When bids go through a CSS, the 20% auction fee does not apply. The same budget brings more visibility, more clicks and more sales.

We operate an authorised CSS for merchants who want this benefit without handling the technical side themselves. The account is linked once. Campaigns, feeds and reporting history stay as they are, and optimisation carries on without a break.

It is one of the few services we offer on its own, so you don't need to be a performance marketing client. Whoever supports your campaigns today can keep doing so. The decision is purely financial: the fee comes off and nothing else changes.

## What changes for you.

- **No 20% fee** — The 20% fee on default auctions does not apply when bids go through an authorised CSS. Same budget, roughly 20% more visibility and clicks.
- **No campaign move** — The link is made once. Campaigns, feeds and reporting history stay in place. Only the way bids take part in the auction changes.
- **Stands on its own** — You don't need to be our performance marketing client. You can keep whoever manages your campaigns today, or run them yourself.
- **Quick onboarding** — Usually 1–2 weeks from start to finish. Most of it is verification and account linking, with very little work on your side.
- **Monitoring** — After linking we check that the fee reduction shows in cost per click. Most accounts see it within the first month.
- **Experienced operator** — Running a CSS comes with regulatory and reporting requirements. We run it for many merchants, so you have a partner who knows the detail.
## The move to CSS.

1. **Eligibility check** — We check that CSS fits: based in the EU, Shopping Ads running and the programme's requirements met.
2. **Account linking** — Your Shopping account is linked to our CSS. No campaign move, no feed re-upload, no loss of reporting history.
3. **Start** — Shopping Ads start running through the CSS. The fee does not apply from the first auction, with no campaign pause or new optimisation period.
4. **Monitoring** — In the first month we check that the reduction shows in cost per click and impression share. You get transparent reporting throughout.
## FAQ

### What is a Comparison Shopping Service?
It is an authorised operator through which EU merchants can run Shopping Ads. When you go through a CSS, the 20% fee that applies in the default setup does not apply, so the same budget brings more visibility and clicks.

### Do we have to move our campaigns?
No. The link sits on top of your campaigns. Campaigns, feeds and history stay in place, and only the way bids take part in the auction changes. Conversion tracking carries on as normal.

### Can we use it without being your clients?
Yes. It is one of the few services we offer on its own. Many merchants keep whoever already supports their campaigns, or run them in-house. The decision is financial, not strategic.

### When does the benefit show?
From the first auction where bids go through the CSS. Most accounts see it clearly in cost per click within the first month. The fee reduction is structural and applies continuously.

### Is it legal and compliant?
Fully. CSS is an authorised programme under EU law, and operating as an authorised CSS is a formal regulatory status. The programme exists to open the auction to alternatives beyond the default route.