Google Shopping soon available in new 15 countries
That's a new business line for your brand. But there's a catch, and it's called CSS.
The Google Shopping Ad format will soon be available in 15 new countries, leading to new business opportunities for online Shops and Agencies.
If you think that Shopping Ads work just as Google Ads you’re mistaken: in Shopping Ads there’s a new variable, which is called Comparative Shopping Center (CSS).
CSS is the way Google manages your catalogue, and it gives you a choice: using the default one (the Google’s one) or having your own. The difference is huge: managing your one CSS will make your ads boosting.
Soon, every player on the market will have one, even the ones from other location that will target these countries, and we promise: you don’t want to fall behind.
Some perks of having your own CSS:
- Day-one activation
- Up to 25% more bidding power
- Your brand on every Shopping ad
- Up to 8% additional Free Traffic
- Custom CSS Ad Improving Features
- Premium Google Support
4.9 Stars on Google Reviews
with 1,000+ customers
Why reading this adstrong guide is worth your time.
That's what a CSS is really about
List to our top CSS Sales Enablement Specialist Vincenzo explaining what does a CSS change for you.
Launch Calendar
Country by country, so you are prepared.
Wave 1 — August 2026
Wave 2 — November 2026
(Last updated: July 2026. We update this table as Google confirms each rollout.)
What changes?
Until now, merchants in these 15 markets could only run text ads. From launch day, products will appear as visual Shopping listings (image, price, seller name) right where purchase intent is highest. For local merchants, it’s the first time they can compete visually with international players. For agencies, it’s a brand-new service line in markets where almost nobody offers it yet.
There’s a catch most advertisers will discover too late: in the EEA, Shopping Ads run through a Comparison Shopping Service (CSS). Advertise through Google’s own CSS and Google keeps roughly up to 25% of your bid as margin. Advertise through a CSS partner like adstrong and that margin is waived, your bid enters the auction with up to 25% more power, at zero extra cost. In a brand-new market with empty auctions, that advantage compounds: lower CPCs, faster learning signals, dominant positions before competition arrives.
One important distinction: the CSS advantage applies only to the ten EEA markets in this rollout: Bulgaria, Croatia, Cyprus, Estonia, Latvia, Liechtenstein, Lithuania, Luxembourg, Malta, and Slovenia. In the remaining markets (Moldova, North Macedonia, Serbia, Bosnia & Herzegovina, and Montenegro), Shopping Ads become available for the first time, a major opportunity in itself, just without the CSS margin play.
Whether you’re a merchant entering a new market or an agency adding a new service line, the advantage works differently, but it’s real for both.
Agencies who trust adstrong.
Our agency awareness grew, inbound leads increased, and we've won more customers thanks to our CSS expert status.
Switching to adstrong saved us costs, reduced workload, and even helped us achieve Google CSS PARTNER status.
The CSS setup was turnkey — zero effort — and now we provide a better service level to customers, with regular inbound inquiries coming in.
We've seen a stable CPC advantage and billions of free brand impressions for AdRock Marketing.
Our Agency CSS lets us scale clients faster on Google Shopping — and adstrong's support is unmatched.
adstrong proved us wrong: there was still optimization left in Google Shopping — and their CSS found it.
Readiness Checklist
Your launch readiness checklist to beat competitors day 1
Set up Merchant Center for the new country
Add the target country with correct currency, shipping and return settings. Test and verify before launch day.
Localize your product feed
Titles and descriptions in the local language (bilingual for Cyprus: Greek + English). Clean GTINs, compliant images.
Sort taxes and delivery
Each market has its own VAT and shipping rules; misconfigured settings are the #1 cause of disapprovals at launch.
Connect your CSS
Activate your CSS partner before launch so the 20% advantage applies from the first auction. With adstrong, setup takes one business day.
The markets to watch
Google Shopping in Bulgaria: The biggest opportunity of the expansion. Search interest in Google Merchant Center has grown 50% year over year, and Bulgaria now pays in euros, making it the easiest Wave 2 entry for cross-border sellers. Launch: November 2026, in Bulgarian.
Google Shopping in Cyprus: The largest Wave 1 market. A bilingual feed (Greek + English) is strongly recommended: it reaches both the local population and the island’s large international community. Launch: August 2026.
Google Shopping in Luxembourg: Small, multilingual, and with the highest purchasing power of any new market. French and German feeds cover the market; cross-border sellers from DACH and France start with a structural advantage. Launch: August 2026.
Google Shopping in Moldova: The fastest-growing market of the entire expansion: Merchant Center searches are up 57% in the last three months. Romanian-language feeds; local currency (MDL). Launch: August 2026.
Google Shopping in Malta: English-first and e-commerce savvy. Maltese merchants can reuse existing English feeds with minimal localization, the fastest path to day-one readiness. Launch: August 2026.
Why launch with adstrong
Built in direct collaboration with Google. Trusted by 1 in 5 CSS Centers worldwide.
adstrong is one of Google’s largest CSS Premium Partners. That means direct access to Google’s CSS team, dedicated account management, and technical contacts who resolve issues before your clients notice them, all passed on to you.
We focus 100% on CSS. Not SEO. Not paid social. Not a dozen other things. Just CSS. That focus is why agencies come to us after their CSS gets suspended elsewhere, and why our solution is fully compliant with both Google’s policies and German law, across all CSS markets.
The market leader. Over 20% of all Google CSS Centers worldwide run on adstrong.
What does a CSS look like?
With your brand in every Ad.
By Google
By 3rd Party
Free impressions for a 3rd party CSS provider that might be pitching your competitors
By You
Lower CPC, Better CTR, More Visibility… all for you.
of all Google CSS Centers globally
CSS already deployed
CSS markets included
from signup to live
Zero risk for your Ads.
Zero disruption for your brand.
24-Hour Setup
Your Brand on every Ad
By adding your label, you’ll outperform all of your competitors. And if you’re an agency, your clients will love the extra performance of the Ads.
Fully Compliant CSS
Fully compliant with Google’s CSS policies and built to meet German legal requirements – across all CSS markets.
Scale Without Complexity
Every advantage. No fluff.
Massive Branding
Have your shopping ads generate millions of free brand impressions, massive visibility and take your awareness to the next level.
Free traffic from Google
Shopping ads generate up to 3% additional free clicks that you lose to competitors unless you leverage our Branded CSS solution.
More Google support
CSS providers get additional Google support up to dedicated technical- and account management.
Inbound leads
Up to 25% CPC boost for Shopping Ads on Google
A Branded Agency CSS encompasses the normal CSS CPC benefit that effectively equals a CPC increase of up to 25%.
Your clients are safe
In contrast to other CSSs, adstrong is no agency and never will become one. We’ll never be a competitor and your clients are safe.
100% Google Policy compliant
5-star premium support
adstrong excels at customer support and was given a 5-star rating by its clients. Our 100% focus on CSS ensures top of the notch competency.
Become a one-stop-shop
Extra business model
Frequently Asked Questions
In two waves: August 2026 (Cyprus, Luxembourg, Malta, Moldova, North Macedonia, Liechtenstein) and November 2026 (Bulgaria, Croatia, the Baltics, Slovenia, Serbia, Bosnia & Herzegovina, Montenegro).
Every Shopping ad in the EEA runs through a CSS. You can use Google’s own CSS — but then Google keeps up to ~25% of your bid as margin. With a CSS partner, that margin is waived.
Up to 25% of your CPC, applied automatically in the auction. In new markets with low competition, the effective gain is often higher.
Yes, each country requires its feed language (e.g. Greek for Cyprus, Bulgarian for Bulgaria). English-only feeds work in Malta.
Yes, and you should: Merchant Center setup, feed localization and CSS activation can all be completed in advance, so campaigns go live on day one.
Yes: since a brand new business line is opening for you, we decided to cut off the set-up fee. The cost will always be quoted according to your business needs, but everyone will have a discount.
One business day from signup to live CSS, no IT work, no campaign disruption.
20% of all CSS Centers worldwide chose adstrong. The agencies that didn't are currently making someone else famous.
You sell online
Your market opens in weeks, and the first auctions will be the cheapest they’ll ever be. We get your Merchant Center, product feed and CSS launch-ready, so your ads show from the first hour, with up to 20% more bidding power than anyone advertising through Google’s default CSS.
Starting from €39/month.
- Feed & Merchant Center review before launch
- CSS active from the first auction
- No changes to your campaigns, no downtime
You run campaigns for clients
Fifteen new markets, and almost no agency offers Google Shopping there yet. Launch it under your own brand: your agency name on every Shopping ad, lower CPCs for every client, and inbound leads from markets where you have zero competition.
- Your own Branded CSS, live in 24 hours
- All current + new CSS markets available
- adstrong is not an agency: your clients stay yours
Talk to us and claim your offer (no set-up fee)
By filling the form, you’ll get a personalized demo with our CSS Business Enablement Specialists, who will show you how the CSS works and what it would do for your business.
Plus, you’ll get your quote with the no set-up fee discount.