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Google Shopping in the USA and Canada alongside the CSS in Europe

The good news first: you can keep using our CSS for all European markets and run Google Shopping campaigns in the USA and Canada at the same time.

Why a second Merchant Center is needed

The reason lies in Google's domain-level permissions in the CSS programme. To manage these permissions, Google requires a separate Merchant Center account that runs under Google's own CSS (Google Shopping).

Your European products and campaigns don't move. Your existing Merchant Center stays connected to our CSS.

Step 1: Create a new Merchant Center account

  1. 1Open Google Merchant Center and sign in with your main business email address.
  2. 2Click your account icon in the top right and select Create new Merchant Center account.
  3. 3Enter the basic details about your business.
  4. 4Make sure Google Shopping is set as the CSS provider.
  5. 5Leave this account empty: don't upload any product feeds, don't create any shipping rules and don't link a Google Ads account.

Step 1b: If you can't create a new account

If the Merchant Center doesn't offer you the Create new Merchant Center account option, or the setup fails partway through, go through a different Google account instead — that's the right way to do it:

  1. 1Open an incognito or private browser window.
  2. 2Go to merchants.google.com.
  3. 3Sign in with a different Google account that has never been used to create a Merchant Center account.
  4. 4Go through the sign-up and enter your business details.
  5. 5Keep this account under Google Shopping, not under UnitedAds.

The new account serves only as a so-called shell account for the CSS permissions. You don't need to upload any products, set up shipping or link a Google Ads account. For now it can also stay outside your Business Manager — linking it to Google Ads isn't necessary.

Step 2: Verify your domain

  1. 1In the new Merchant Center account, go to Settings → Business information → Website (or Account settings → Website).
  2. 2Enter your shop's address.
  3. 3Verify ownership via Google Tag Manager, Google Analytics or an HTML tag.
Your domain is already claimed by your existing Merchant Center account, and only one account can claim an address (Google Help: Verify and claim your website). In the new account, only verify ownership and don't transfer the claim without talking to us first — we'll make sure your European campaigns stay unaffected.

Step 3: Approve UnitedAds in the CSS dashboard

  1. 1In Merchant Center, open the Comparison Shopping Services (CSS) dashboard.
  2. 2Look for UnitedAds in the list of CSS providers or among the pending requests.
  3. 3If there's a request, approve UnitedAds for placing products outside Europe.
  4. 4Save and confirm your selection.

Once the permissions are in place, your products can appear in Shopping ads for the USA and Canada — provided they also meet all other Merchant Center requirements.

Done, or does something in your Merchant Center look different from what's described here? Write to us and we'll guide you through the steps.
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Google Shopping in the USA and Canada alongside the CSS in Europe