Sklik vs Google Ads: Which to Choose in Czechia?

In Czechia you have two big paid-search platforms: Google Ads and Sklik by Seznam.cz. Each reaches a slightly different audience. Let us look at when each wins — and why running both is often best.

What Sklik is

Sklik is the advertising system of Seznam.cz — it shows ads on Seznam search, the Zbozi.cz shopping comparison, Mapy.cz maps and a content network (Novinky.cz and more). It is a purely Czech player with a strong position, especially among older and locally-focused audiences.

Reach and audience

Google holds the larger overall search share in Czechia, but Seznam keeps a significant and loyal user base. If you target the Czech market, ignoring Sklik means missing reach you cannot get on Google.

Cost

Sklik often has lower competition and therefore a lower cost per click than Google Ads in the same sector. Results vary by niche, so it is worth testing both and comparing return.

Features and capabilities

• Google Ads: more advanced automation, wider formats, global reach.
• Sklik: simpler interface, strong Czech position, Zbozi.cz feed for e-shops.

When to use which

Targeting Czechia only? Run both systems and split budget by performance. Also selling abroad? Google Ads will be your core. For e-shops, the Zbozi.cz connection through Sklik is often very profitable.

Not sure how to split budget between Sklik and Google Ads? We will set up and manage both for you — see our services or request a free sample. Get in touch via our contact page.