June 9, 2025

Seznam Ads: 5 reasons 80% of companies still underestimate it and lose revenue

Article Contents

• Think no one uses Seznam.cz anymore?
• Is PPC advertising on Seznam less effective than on Google?
• What advantages does Seznam Sklik offer B2B companies?
• How do you calculate whether Seznam Ads will pay off for you?
• How can you get ahead of the competition with Seznam Ads?
• Frequently Asked Questions (FAQ)
• Summary and conclusion

In the Czech Republic, Seznam.cz still reaches more than 8 million people a month, yet 80% of companies ignore PPC on Sklik. This article explains 5 reasons why lower CPCs, weaker competition and unique B2B targeting on Seznam can open up the 20% of the market your competitors are missing.

• Millions of Czech users on Seznam: Seznam.cz is visited by more than 8 million people every month and accounts for up to 20% of internet searches in the Czech Republic. Companies that ignore Seznam advertising miss a significant share of potential customers.
• Lower competition and cheaper clicks: Sklik usually has fewer advertisers than Google Ads. Click prices are often significantly lower as a result, making leads cheaper to acquire. Fewer competitors means cheaper conversions.
• Better reach for specific audiences: Seznam is used mainly by older, more conservative users from smaller towns. PPC ads on Seznam can therefore reach audiences you may not capture on Google, such as certain local-service customers or seniors.
• Unique B2B targeting and content network: Sklik offers company targeting by industry, based on Firmy.cz data, and reach across popular Czech websites such as Novinky.cz, Sport.cz and others. For B2B services, this means you can reach relevant audiences locally and by industry, often in Czech content environments where Google Ads is absent.
• Higher ROI with the right optimization: Case studies show that adding Seznam to the PPC channel mix can increase inquiries and reduce cost per conversion. In this article, you will find an ROI calculator that shows how much a well-set-up Seznam Ads campaign can earn for you.

Most Czech companies put their budget into Google Ads and push Seznam advertising into the background. The result? They lose clients and revenue, often without realizing it. Imagine 8 out of 10 competitors leaving 20% of the Czech market untouched while you can move into that space with relative ease. In B2B, where every new contact and deal matters, Seznam Ads can become your hidden advantage. In this article, we show 5 reasons why PPC advertising on Seznam deserves a serious look, and how the right approach can turn an overlooked channel into a profit generator. You will see how much money you may be leaving on the table, and how to turn that around quickly.

Think no one uses Seznam.cz anymore?

Many companies still assume that “everyone is on Google anyway” and that almost no one uses Seznam.cz anymore. The data disproves this widespread myth. According to official statistics, 78% of Czech internet users visit Seznam.cz daily or at least several times a week. Seznam’s monthly traffic reaches 8.4 million unique users, almost every Czech internet user. Nearly half of them even have Seznam set as their browser’s default homepage. These figures show that Seznam still ranks among the most visited websites in the Czech Republic, and ignoring it means cutting yourself off from a significant part of your audience.

Google may dominate search today with roughly 81% of all queries, while Seznam holds around 13%. But that is far from negligible. In absolute terms, a 13% share represents hundreds of millions of queries a year from Czech users. Seznam’s share also varies by industry: in some segments, it climbs far above the average 13%. For example, for the query “jobs for pensioners”, Seznam accounts for a full 40% of all searches, three times more than the average would suggest. In other words, if your target audience is an older generation or a specific local group, Seznam may easily account for one third to one half of all searches in your industry. Companies that do not advertise on this channel at all may therefore be handing a large share of customers to their competitors.

Chart 1: Search engine share in the Czech Republic (September 2023). Google dominates with ~81%, Seznam.cz holds ~13% of the market. The remaining ~6% goes to other search engines (Bing, Yahoo and others).

Fact: Seznam.cz is far from dead. For certain user groups, typically older age groups and regional audiences, it remains the main gateway to the internet. If your company targets people outside the “online bubble” of younger users, Seznam.cz can be key to reaching those customers.

Is PPC advertising on Seznam less effective than on Google?

Another reason many companies underestimate Seznam Ads is the belief that the channel will deliver weak results. “Google works better for us, Seznam is not worth it,” is something we hear often. In reality, Sklik can be fully comparable with Google Ads if you know how to use it. Sklik works on almost the same principle: it is also a PPC auction system, and it offers very similar formats and targeting options. The difference is not that ads on Seznam “do not get searched” or fail to bring conversions. Seznam simply has a smaller audience share, so companies often give it less attention than it deserves.

Sklik is very similar to Google Ads. Its interface is simpler, and its content network is strong. The only disadvantage is lower search volume compared with Google. That does not mean PPC campaigns on Seznam are less effective. On the contrary, lower advertiser competition means click prices on Sklik are often lower. In some segments, competition in Google Ads is intense and expensive, while Seznam tends to be a cheaper alternative that can bring in relevant visitors more efficiently. We often see Sklik campaigns achieve even higher click-through rates (CTR) with certain audiences. For local services, for example, a properly set-up ad on Seznam can bring in relatively more visitors than the same campaign on Google because there is less competition. The reason is simple: Seznam is less crowded, so your ad can stand out.

Companies often fail to give Sklik a fair chance because they did not see immediate results in the past, or because their campaigns were not set up correctly. Smaller reach does not mean weaker performance. With lower costs, a smaller audience can still deliver the same or better price-performance ratio. PPC campaigns on Seznam sometimes deliver even better ROI than Google, especially with older target groups. The key is proper targeting and campaign optimization.

Tip: If you are not sure how to set up Sklik properly, consider working with specialists. Professional PPC campaign management, for example through our PPC advertising services, helps you use Seznam’s potential fully and avoid losing conversions through setup mistakes.

How does Sklik compare with Google Ads? The following table summarizes the most important differences:

What advantages does Seznam Sklik offer B2B companies?

For companies that sell services to other companies (B2B), Seznam Ads can be surprisingly useful. People often say that in B2B “everyone searches on Google anyway”, but again, that is not the whole truth. Even in 2025, Seznam.cz still holds a meaningful share of the B2B market. It may be smaller than Google, but it is also far less exploited by competitors. Experts acknowledge that Seznam is currently a peripheral channel in B2B, but smart companies can turn that into an advantage. If your competitors neglect Sklik, you have more room to stand out there.

What specific advantages does Sklik offer for B2B? First, it has the unusual ability to target business owners by industry. Seznam operates the Firmy.cz directory, which allows it to offer B2B company targeting segments in Sklik. In the Sklik interface, under Targeting > Purchase interests, you will find the “B2B” category, where you can choose the industries you want to focus on. This makes it easy to show ads to people who run businesses in car repair, healthcare, construction, gastronomy and other sectors, depending on your target audience. Google Ads does not offer this in such a straightforward form.

B2B targeting categories in Sklik include, for example: Auto-moto, Banks and finance, Travel services, Home and garden, Electrical and IT, Institutions and authorities, Commerce and retail, Healthcare, Gastronomy (restaurants), Services and trades, Wholesale and manufacturing, and Everything for companies. The full list includes 12 segments, so Sklik covers most of the main industries in which companies operate.

B2B Targeting Categories (Selection)

• Auto-moto; Commerce and retail
• Banks and financial services; First aid and healthcare
• Travel services; Restaurants and hospitality
• House, apartment and garden; Services and trades
• Electrical, mobile and IT
• Wholesale and manufacturing
• Institutions and authorities
• Everything for companies

Table: Examples of available B2B targeting categories in Sklik. These categories let you target a PPC campaign only to users who do business in a specific industry, for example showing ads only to companies in “Auto-moto” or “Healthcare” when needed. Sklik determines these segments using data from other Seznam services, mainly the Firmy.cz directory.

Another advantage for B2B advertisers is Sklik’s strong content network. Seznam.cz operates a range of high-traffic websites where your ads can appear: the news portal Novinky.cz, the financial portal Seznam Zprávy, Sport.cz, Email.cz and many others. Through Sklik, you can also reach users on the Seznam Homepage, Seznam’s front page, with branding, an exclusive format that Google Ads does not offer. Your banners and text ads can therefore appear in Czech media environments that target customers know and follow every day. This can help build brand awareness in a context where you know you are reaching a Czech audience.

Last but not least, competition from B2B advertisers on Sklik is still weak. Many B2B companies, especially smaller ones, either do not use PPC advertising at all yet or limit it to Google. If you launch campaigns on Seznam, you have a chance to gain a first-mover advantage. You will be visible where your competitors are not. Seznam also gives companies that advertise on Sklik advantages in its other services. For example, in the Firmy.cz directory, company ranking is influenced by so-called creditworthiness, meaning how much they invest in Seznam services. Active advertisers can therefore gain better positions in Firmy.cz listings too, which is another bonus.

Summary for B2B: If you target Czech companies, Sklik offers targeting by specific industries and reach on websites where your customers spend time, including Czech news and community sites. At the same time, it is not yet as crowded. For the B2B segment, Seznam.cz is an excellent way to put your ad in front of an audience you may miss on Google, and at a very reasonable cost per click.

How do you calculate whether Seznam Ads will pay off for you?

One reason companies are skeptical of Seznam Ads is the obvious question: “Will this pay off for us at all? Are we just going to waste extra money?” The key is proper measurement and evaluation of PPC campaigns, ideally through ROI (Return on Investment). Companies sometimes reject Sklik after their first campaigns simply because they did not evaluate the results properly. Either they tracked only a surface-level metric such as traffic, or they did not have conversion measurement set up and did not know how many customers Sklik actually brought them. To find out whether Seznam advertising really pays off, you need to compare costs and benefits, just as you would with any investment.

The simplest indicator is the ratio of money spent to revenue generated from the campaign. Converted into a percentage, this gives you ROI. The table shows how it works:

In the example above, the company invested CZK 50,000 in campaigns and gained contracts worth CZK 150,000. ROI = 200%, which means the net return is double the invested amount, specifically +CZK 100,000, or a twofold return on the investment. ROI > 100% indicates that the advertising paid off: you earn more than you pay. Conversely, an ROI of, say, 50% would mean you are getting back only half of what you invest. In that case, the campaigns need to be improved, otherwise you are losing money in the long term.

Note: ROI calculations should include all relevant benefits. For an e-shop, this is the direct value of orders from the campaign. For B2B services, where an inquiry usually comes before a contract, you can roughly determine the value of one inquiry, for example the average profitability from one customer, and calculate ROI from estimated revenue. The important thing is to measure the number of conversions, such as submitted forms. If you do not measure them, it is difficult to determine the real effectiveness of your campaigns.

Seznam Sklik, much like Google Ads, allows you to track conversions using its own tracking code or by importing goals from Google Analytics. We recommend setting up measurement in Sklik for all important actions, including form submissions and calls from the website. Then regularly evaluate how much one conversion costs you (Cost per Lead) and what value it has for you. With properly configured measurement and knowledge of your margins, you can easily determine PNO (share of advertising costs in turnover) or ROI. These indicators clearly tell you whether Seznam Ads is in the black.

Example: Let us say that thanks to Sklik, you get 10 inquiries in a month and you know that the average profitability from one closed B2B deal is CZK 50,000. Even if only 2 of the 10 inquiries turn into deals, with revenue ~CZK 100,000, and Sklik costs are CZK 50,000, you are at break-even (ROI 0%). If you close 3 or more deals, you are in profit. These values can be improved by optimizing campaigns, reducing cost per lead and increasing the conversion rate. (Note: PNO in this case is 50%, or 33% with 3 closed deals.)

For your Seznam Ads to be profitable, you need to keep optimizing costs, including click prices and budgets, while increasing returns, for example by improving the landing page and communication with leads. A properly managed campaign will often achieve much better ROI than the original estimates. In practice, we see clients increase Sklik budgets over time, because once they see that every CZK 1 invested returns multiple times the profit, they put more money into Seznam Ads and less into traditional non-addressable channels such as print or radio.

Internal resources: Want to get an idea of what PPC investment is suitable for your company? Take a look at our PPC services price list, where you will find indicative budget and campaign performance levels. We will also be happy to advise you personally on how to calculate potential ROI for your specific industry.

How can you get ahead of the competition with Seznam Ads?

One main message runs through this entire article: most companies underestimate Seznam Ads, so those who use it can gain a competitive advantage. Imagine that 80% of your competitors do not target Seznam users at all. They are leaving the field open, and you can be the one to stand out there. PPC campaigns on Seznam become a blue ocean, a less crowded space where you can reach customers you would otherwise never acquire, at a reasonable price.

Why is that? Many companies simply follow the mainstream. They invest in Google Ads and do not think about anything else. Often they also lack the know-how or capacity to manage another channel. Others may have tried Sklik years ago, but without a strategy, so they saw no success. The result is that tens of percent of potential clients remain “on the table”. For a progressive company, that is an opportunity. If you are willing to go against the current and give Seznam room, you gain a head start. In online marketing, the winner is often the company that discovers an overlooked traffic source before everyone else.

To show the impact that adding Seznam can have, we prepared a simple real-world example. Imagine a medium-sized B2B company that has advertised only on Google Ads so far. From Google, it was getting ~100 leads per month with a certain budget. The company then launched campaigns on Sklik, optimized for relevant keywords and B2B audiences, while keeping the total budget only slightly higher.

Chart 2: Increase in the number of leads after adding Seznam. Before optimization, the company was getting ~100 leads/month from Google Ads only. After adding Sklik, the number of leads rose to ~150 per month. A 50% increase leads to significant growth in potential revenue.

Chart 3: Drop in cost per lead thanks to optimization. Before optimization, the company paid roughly CZK 1,000 to acquire one lead. After expanding campaigns to Seznam, the average cost per lead fell to ~CZK 800. Lower cost per lead = better marketing efficiency and higher campaign profitability.

As the charts above show, after adding Seznam, the company gained half as many leads again (150 vs. 100) while also reducing the average cost per lead by 20% (CZK 800 vs. CZK 1,000). These are major improvements. More inquiries mean more business opportunities, and a lower cost per lead increases marketing profitability. Of course, every industry is different and specific figures will vary, but the trend remains: a well-set-up Seznam Ads campaign can noticeably improve the performance of your PPC campaigns.

Especially in B2B, where the number of potential clients is limited, every lead counts. If most competitors hunt for customers only on Google, those same customers may encounter only your offer on Seznam. Other companies’ gaps in market coverage can therefore become your gain. In the long term, you build a reputation as a company that is “visible everywhere”, and in the end, the client does not care whether they found you through Google or Seznam. What matters is that you won the contract, not your competitor.

Action tip: Try running pilot campaigns on Sklik for a few months in parallel with your Google campaigns. Track how many additional visits and conversions they bring, and at what price. You can start with a smaller budget and increase it gradually. In most cases, you will see the total lead curve rise and the cost per lead improve. An unused channel can quickly bring in “new” customers who would otherwise have been overlooked.

Frequently Asked Questions (FAQ)

How much does PPC advertising on Seznam cost?

The price of PPC advertising on Seznam depends on several factors, especially competition in your industry, campaign setup and ad quality. In Sklik, you do not pay any fixed monthly fee. You simply top up credit, and the price for each click is deducted from it. You can set the cost per click (CPC) according to your options. It starts from just a few CZK for less competitive keywords and rises to tens of CZK for in-demand B2B keywords. Overall, you can launch PPC on Seznam with a budget of just a few thousand CZK per month, or invest hundreds of thousands. The level of investment is flexible and can be adjusted at any time. The important thing is to monitor costs vs. benefits (see ROI above) and optimize the budget accordingly.

(For a concrete idea, take a look at our PPC price list, where we show recommended budgets for different campaign types.)

Is Seznam Sklik worth it in 2025?

Yes, Seznam Sklik is definitely worth considering in 2025 as part of the marketing mix, despite Google's dominance. As the data shows, Seznam.cz still has millions of active users, and its advertising system has gone through a number of improvements in recent years. It is especially worthwhile if you target the Czech market and an older or more conservative audience. Google remains a key player, but Sklik can add tens of percent to campaign results. Lower competition on Sklik means cheaper clicks and often better conversion rates in specific segments. In 2025, Seznam is also integrating new forms of targeting, for example by user interests and behavior, and expanding content options. Summary: If you operate in the Czech Republic, ignoring Sklik would be a mistake. The best thing to do is at least test it and let the data decide.

How does PPC advertising on Seznam (Sklik) work?

PPC advertising on Seznam works very similarly to Google. Seznam has its own advertising platform, Sklik, where advertisers manage their campaigns. Your ads can appear in Seznam.cz search as text ads above or below the results, and in the content network as banners or text ads on partner websites. The Pay-Per-Click principle remains the same. You pay only when someone clicks on the ad, while impressions are free. In Sklik, advertisers set the keywords for which the ad should appear, define targeting, including geographic, demographic and interest-based targeting, and set daily budgets. Then an auction takes place. If a user enters a query matching your keywords, Sklik evaluates relevance and the bid per click, and may display your ad. The whole system is very similar to Google Ads. Sklik simply has a slightly simpler interface and fewer advanced formats. But the foundation, including auction, quality score and CPC, works the same way.

(Detailed procedures can be found in the official Sklik Help, which describes campaign management step by step.)

How do you start advertising on Seznam?

To advertise on Seznam, create an account at Sklik.cz. You can do this through your Seznam account. If you do not have one, first create a login ID at Seznam.cz. After logging in to the Sklik interface, you can create your first campaign: choose the type (search or content), set the daily budget, targeting areas and other parameters. Then add ad groups and ads. Write ad copy, including headlines and descriptions, and choose the keywords for which the ads should appear. Next, upload credit, for example by payment card. Without topped-up credit, ads will not start running. Once the credit is available and the campaign is active, Sklik will start serving your ads. Anyone can therefore start PPC advertising on Seznam within a few hours.

Of course, the basic campaign setup is only the first step. We recommend getting familiar with more advanced options too: negative keywords, so ads do not show for irrelevant queries, cost-per-click settings (CPC bids), conversion tracking and ongoing optimization. For beginners, Sklik offers the so-called Sklik Academy and a range of help materials. But if you are not sure how to manage campaigns effectively, it is a good idea to turn to an experienced PPC specialist, because a poorly set-up campaign can spend money quickly with no results.

What are the main differences between Sklik and Google Ads?

The main differences between Sklik and Google Ads stem mainly from the different position of both platforms in the Czech market. Google Ads has significantly greater reach, reaching around 80% of Czech internet users, while Sklik reaches the remaining ~20%. Advertiser competition follows from this: on Google, more companies fight for positions, which generally means higher click prices, whereas on Sklik the environment is calmer and CPC is often lower. Another difference is the user base. Google is used more often by younger and technically oriented people, especially in cities, business and IT fields, while Seznam has a stronger position among older generations and in the regions. Put simply: Google = "modern" audience, Seznam = "traditional" audience.

In terms of advertising system features, Google Ads offers a broader range of formats, for example Product Listing Ads, Discovery campaigns, YouTube video advertising and so on, as well as advanced automation such as smart bidding, DSA, dynamic search ads and the like. Sklik is simpler in this respect. It offers basic formats, including text ads, banners, product ads on Zboží.cz and video advertising, and does not yet have some automated refinements like Google. But that can also be an advantage for less experienced advertisers. Sklik is easier to set up and manage because it is "lighter". Google's content network has global reach, including millions of websites and apps plus YouTube, while Sklik targets the Czech internet exclusively, through Seznam and partner websites. For a domestic company, however, smaller reach does not have to be a drawback. On the contrary, Sklik ads appear in a relevant Czech context, such as articles on Novinky.cz, where they can perform well.

In short: Google Ads = greater reach, more features, higher competition and higher costs. Seznam Sklik = smaller local audience, less competition, cheaper clicks and a simpler interface. The ideal approach is to combine both systems according to your target group and use the strengths of each.

Is Sklik suitable for B2B marketing?

Absolutely. Although people often say that B2B mainly works on Google and LinkedIn, Seznam Sklik offers several advantages specifically for B2B companies. First, as mentioned above, Sklik allows you to target B2B audiences by business industry, thanks to the integration of data from Firmy.cz. This means that, for example, a provider of office services can show ads only to people marked as companies in the "Wholesale and manufacturing" or "Institutions and authorities" sectors, and so on. This kind of precise targeting helps you reach relevant decision-makers in the B2B segment.

Second, competition on Sklik in B2B is still lower. Many B2B companies, especially smaller or more traditional ones, do not use PPC advertising yet, or they leave it to Google and overlook Seznam. When you launch campaigns on Sklik, you can dominate ad results for relevant B2B queries on Seznam because often no one else is advertising there. You gain a head start. Potential clients enter a query on Seznam and primarily see you.

Third, Seznam's demographics favor B2B fields where older generations make the decisions. If you sell, for example, industrial equipment, agricultural machinery, corporate training for middle-aged management and the like, there is a strong chance that the people deciding on it belong to the group of frequent Seznam users, 40+ outside large cities. In that case, Sklik can deliver better results than Google, because your ideal clients may not be as active on Google.

Of course, it depends on the specific B2B segment. In fields such as IT, startups or marketing services, the audience is more likely to be on Google and Sklik will not move the needle as much. But for most "traditional" B2B industries, including manufacturing, construction, wholesale and services for companies, Seznam Ads is definitely worth testing at minimum. In B2B marketing, every additional relevant channel counts, and Sklik is a useful way to acquire customers you would otherwise miss.

How do you set up targeting for B2B customers in Sklik?

Setting up B2B targeting in Sklik is fairly easy. When creating a content campaign or editing an existing campaign, go to Targeting > Purchase interests. Here you will see various interest categories, one of which is "B2B". After opening B2B, you will see a menu of roughly 12 categories by business industry, including Auto-moto, Banks and finance, Home and garden, Services and trades, and others, see the table above. Simply tick the categories that match your target customers' industries. For example, if you want to reach manufacturing companies, select "Wholesale and manufacturing" and possibly "Everything for companies". Sklik will then show your banners to users whom Seznam data has identified as doing business in those industries.

This B2B targeting works within the content network, meaning your ads are shown to these people while they browse websites. They do not have to search for anything. For search campaigns, such detailed targeting is not yet available in Sklik, where you target primarily through keywords. In content, however, you can reach the B2B segment very effectively. We recommend combining B2B targeting with remarketing, meaning reaching visitors who have already been to your website. This lets you reach companies repeatedly and increases the chance that they will submit an inquiry.

(Note: Do not confuse "Purchase interests > B2B" with the "Firmy.cz" category in Sklik settings. That is used to promote a company listing in the Firmy.cz directory, which is a different feature.)

How do you measure the success and ROI of PPC campaigns?

The success of PPC campaigns, whether on Google or Seznam, should be measured using several key metrics. First, track the number of conversions, meaning the number of people who completed your desired action thanks to the campaign, for example submitted a form, called, downloaded a price list and so on. Sklik allows you to set up conversion measurement by placing a conversion code on your website or importing goals from Google Analytics. Once measurement is running, you will see in Sklik how many conversions your ads brought and at what cost.

Other important indicators are cost per conversion (Cost per Conversion/Lead) and the ROI or PNO (share of advertising costs in turnover) mentioned above. You calculate cost per conversion simply: divide total campaign costs by the number of conversions. For example, if you spend CZK 10,000 and get 20 leads, one lead costs you CZK 500. You want this value to be as low as possible. ROI can then be determined if you know the value of conversions, meaning the revenue/profit from them, as explained in the previous calculator section of the article. You simply compare how much revenue in CZK the campaigns earned you vs. how much they cost. It is also good to monitor the conversion rate, meaning the percentage of PPC visitors who turned into a lead or order. This reflects the quality of the traffic and the landing page.

Overall, a successful PPC campaign has as many conversions as possible at the lowest possible cost and with the highest possible return on investment. This is usually achieved through gradual fine-tuning. We therefore recommend continuously A/B testing campaigns, trying different ads, keywords and audiences, and tracking what brings the best price-performance ratio. Seznam Sklik offers detailed statistics and reports for this, so use them. And if you need help with evaluation, do not hesitate to contact us or an experienced analyst.

(Want advice on PPC measurement? Get in touch. We will set up conversions and teach you how to read the data so you can get clear answers from the numbers.)

Summary and conclusion

Seznam Ads represents an opportunity in the Czech market that many companies have not yet used to its full potential. Google Ads may dominate, but as we have shown, Sklik can bring tens of percent more new customers, often with lower costs per acquired client. In the B2B segment especially, adding Seznam can give you a head start: you reach an audience your competitors overlook, and at a lower price.

For company owners and directors, junior marketers and PPC campaign management enthusiasts, the lesson is clear: do not underestimate Seznam.cz. It is worth at least testing Sklik’s options, letting campaigns run for a few months and evaluating the data. Many companies have been pleasantly surprised by the results. Advertising on Seznam does not have to replace Google, but it can become a powerful addition to your marketing that brings extra leads and revenue. In digital marketing, the winner is the one who uses every relevant channel, and Seznam.cz is unquestionably one of them in the Czech Republic.

Bc. Petr Kučera, MSc., MBA
CEO & Performance Strategist

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