White Label CSS Pricing: Plans, Costs and Agency Margin

White Label CSS pricing can follow several models: a fixed subscription, a fee for every connected store, a percentage of advertising spend or a share of the generated savings. These differences become significant as an agency adds more e-commerce clients.

Our White Label CSS uses a fixed subscription with unlimited eligible client stores and products. This guide explains the current price, what is included, how the effective cost changes as the number of clients grows and how an agency can build its own resale model.

If you need the broader programme context first, read how to become a Google CSS Partner and review the current Google CSS requirements.

How much does White Label CSS cost?

The service is available through monthly or annual billing. Both options include the same core White Label CSS infrastructure. The difference is the commitment period and effective monthly price.

Monthly vs annual White Label CSS pricing

The monthly plan costs €2,388 if used continuously for 12 months. The annual plan costs €1,990, reducing the effective monthly cost from €199 to about €166.

The monthly option is useful when an agency wants to validate the commercial model before making a longer commitment. Annual billing is more efficient when the CSS will become a permanent part of the agency’s Google Shopping offer.

A 30-day trial or onboarding path may be arranged before the full commercial rollout. Availability depends on eligibility and the planned implementation.

What is included in the White Label CSS price?

The subscription covers more than the use of a brand name in Shopping ads. It provides the technical and operational infrastructure needed to offer the service to eligible clients.

Your White Label CSS brand

The service is prepared under your selected CSS brand. That brand can be used in the client-facing comparison environment and can appear in the “By” field next to eligible Google Shopping ads.

Domain or branded subdomain setup

Depending on the selected implementation, the comparison environment can use your own domain or a branded subdomain hosted within the existing infrastructure. The right option depends on branding, DNS access and the planned operating model.

Unlimited eligible client stores and products

The subscription is not charged separately for every connected client, product or advertising account. This makes the effective cost lower as the number of eligible stores increases.

Merchant Center migration support

The onboarding process includes support with connecting and migrating eligible Merchant Center accounts. Changing CSS is an administrative change and does not normally require rebuilding existing Google Ads campaigns.

Technical and operational support

The provider supports the comparison infrastructure, onboarding process and technical side of the service. Your agency can focus on client relationships, campaign management and its own commercial offer.

Commercial freedom

You decide how White Label CSS is presented and priced to end clients. It can be included in a Google Ads management package, sold as a separate monthly subscription or used as a retention benefit for selected accounts.

How does the cost per client change?

A flat subscription becomes more efficient as the agency connects more eligible stores. With annual billing, the effective platform cost is about €166 per month regardless of whether the service supports one client or a larger portfolio.

These figures show the platform cost only. They do not include VAT, internal account management, client support, campaign work or optional custom development.

The calculation also assumes that every connected store meets the relevant technical and programme eligibility conditions.

How can an agency price White Label CSS for clients?

The agency controls the resale price and client communication. There is no required end-client fee. The right model depends on how much support, campaign work and reporting are included.

Model 1: include CSS in the Google Ads retainer

The service can be included in a higher Google Shopping management package. This keeps the offer simple and uses White Label CSS as a visible differentiator and retention tool.

Model 2: charge a separate monthly fee

The agency can sell CSS as a standalone line item. This makes the commercial value transparent and creates additional recurring revenue for every connected store.

Model 3: offer it to selected strategic clients

CSS can be included at no separate charge for high-value accounts while remaining a paid add-on for smaller clients. In this model, the agency treats the service partly as a retention investment.

Illustrative resale scenario

The example below assumes annual platform billing and a hypothetical client price of €49 per month. It illustrates the subscription economics before VAT, internal support, sales and service costs.

This is an illustrative calculation, not a required or recommended resale price. Each agency should account for onboarding, support time, taxes, payment costs and its own service scope.

White Label CSS pricing models compared

Providers can use very different billing structures. A low headline price does not always mean the lowest total cost when the agency adds stores or increases advertising spend.

Our White Label CSS uses a fixed subscription. The price does not increase with the number of eligible client stores, the number of products, clicks or advertising spend.

Are there any additional costs?

The standard plan has no setup fee and no percentage commission on clicks or advertising spend. However, the full commercial cost of launching the service may include items outside the standard subscription.

• VAT — published prices exclude applicable VAT.
• Domain and DNS work — access to the selected domain or subdomain is required, and unusual configurations may need additional technical work.
• Internal agency time — client onboarding, communication, billing and account management remain part of the agency’s operating cost.
• Custom development — non-standard integrations or functionality should be scoped separately.
• Campaign management — the CSS subscription does not replace the work required to manage and optimise Google Shopping campaigns.

Before purchasing, confirm the domain model, eligibility of the first stores, onboarding responsibilities and whether the planned configuration fits the standard subscription.

When does White Label CSS pay off?

The commercial case becomes stronger as the agency adds more eligible e-commerce clients. A fixed subscription is particularly suitable when the service will be used across an existing portfolio or actively sold as a new recurring product.

It is usually a good fit when:

• you manage multiple Google Shopping or Performance Max accounts;
• you want your own brand visible next to eligible product ads;
• you plan to charge clients a recurring CSS fee;
• you want predictable costs without a percentage of ad spend;
• you want to strengthen retention through a service connected to your agency;
• you expect the number of e-commerce clients to grow.

It may not be the best fit when:

• you do not manage eligible Google Shopping accounts;
• you have no plan to use or resell the service;
• your clients advertise outside the supported CSS markets;
• you need custom technology that falls outside a standard White Label setup;
• you expect CSS alone to fix weak feeds or poorly structured campaigns.

What should you check when comparing providers?

1. Check what the headline price includes. Confirm whether branding, domain setup, onboarding and support are part of the plan.
2. Calculate the cost at your target scale. Compare the total fee for five, ten, twenty and fifty client stores.
3. Look for variable commissions. Ask whether the provider charges per click, product, account or percentage of ad spend.
4. Confirm migration support. Establish who handles Merchant Center connections and account verification.
5. Verify branding visibility. Check whose brand appears to clients and in eligible Shopping placements.
6. Understand the domain model. Distinguish a custom domain from a provider-hosted branded subdomain.
7. Ask about minimum commitments. Review billing frequency, notice periods and renewal rules.
8. Confirm programme eligibility. Pricing does not override Google CSS and Merchant Center requirements.

Frequently asked questions

How much does White Label CSS cost?

The monthly plan costs €199 per month. Annual billing costs €1,990 per year, equivalent to about €166 per month. Published prices exclude applicable VAT.

How much do I save with annual billing?

Annual billing saves €398 over 12 months compared with paying €199 every month for a full year.

Is there a setup fee?

The standard published White Label CSS plan has no setup fee. Non-standard development or unusual technical requirements should be agreed separately.

Is the price charged for every client store?

No. The subscription includes unlimited eligible client stores and products, subject to programme and technical requirements.

Is there a commission on clicks or advertising spend?

No. The plan does not charge a percentage commission on clicks or Google Ads spend.

Does the price include Merchant Center migration?

The plan includes onboarding and Merchant Center migration support for eligible accounts.

Can I set my own price for clients?

Yes. Your agency controls its resale price, packaging and client communication. The service can be sold separately or included within a wider Google Ads retainer.

Can I test the service before annual billing?

A 30-day trial or onboarding path may be arranged before the full commercial rollout. Contact us to confirm eligibility and implementation details.

Are all stores automatically eligible?

No. Merchant Center structure, target countries and other programme requirements must be checked before migration.