Whitelabel CSS

Running your own Google CSS Partner brand: the economics, the branding, the approval, and what changes past fifty clients.

Whitelabel is the agency chapter. Everything in it follows from two things: the "By" attribution under every European Shopping ad, and the fact that a platform fee is flat while client revenue is not.

In this chapter

What whitelabel CSS is Operating as a Google CSS Partner under your own brand, and how that differs from reselling.
The "By [your brand]" line What tens of millions of monthly branded impressions are worth, and what they would cost to buy.
The economics A flat platform fee against per-client revenue: the margin curve at 20, 50 and 100 clients.
Free clicks from the attribution link Roughly 3 percent of Shopping clicks go to the "By" link. Where they land is your choice.
Getting approved by Google CSS Center, the comparison website, the audit, and the one-to-four-week timeline.
The comparison website Google’s hard requirement: what the site has to be, and who keeps it alive.
Selling CSS to clients The one-paragraph pitch, the objections that actually come up, and the numbers to bring.
Scaling past fifty clients Where the operational cost per client actually sits once the novelty wears off.
Whitelabel for brands and retailers Why a large merchant would run its own CSS rather than sit inside someone else’s.

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