Google handles roughly 79% of searches in the Czech Republic, Seznam around 15% (StatCounter, September 2026). Even so, plenty of Czech businesses put all their eggs in one basket and advertise only in Google Ads. They forget about Sklik from Seznam and miss out on roughly one search in seven. How do the two systems differ, when is it worth running both, and how do you find out where your investment pays off better?
If you're just getting started with PPC, read what PPC advertising is and how it works first.
Google Ads: the global giant with huge reach
Google Ads is the largest advertising system in the world. In the Czech Republic, it lets you reach most people who search for something online.
- Search: Your ad appears in the results of the most widely used search engine in the Czech Republic and worldwide.
- Display network: Banners and text ads can appear on millions of websites around the world, including YouTube and major news portals.
- Technology: Google offers advanced automated bidding strategies and targeting based on users' interests and behavior.
- Abroad: If you also sell outside the Czech Republic, Google Ads is practically the only option of the two.
Sklik: the Czech advertising system from Seznam
Sklik is the advertising system of Seznam.cz. It has no counterpart anywhere else in the world, but in the Czech Republic it still holds a strong position.
- Search: Your ad appears directly in the search results on Seznam.cz.
- Display network: Banners and ads appear on the websites of Seznam and its partners, such as Novinky.cz, Seznam Zprávy or Sport.cz.
- Its own audience: Some users search mostly on Seznam. If you only advertise on Google, you won't reach these people in search.
Why run both systems at once?
If you're targeting Czech customers and only advertise on Google, you're leaving roughly 15% of searches on the table. In some industries Sklik can also offer a lower cost per click or per lead, because fewer competitors advertise there. That's not automatically true, though. Only a test on your own data gives you certainty.
A common mistake in practice: assuming that "nobody uses Sklik anymore" and deciding without a single test.
How to test both systems without burning your budget
Instead of guessing, take a practical, data-driven approach:
- The same foundation: Launch a campaign on the same keywords in both Google Ads and Sklik.
- Time for the test: Give both a comparable test budget and let the campaigns run for 2 to 4 weeks without unnecessary changes. How to set that budget is covered in How to Set a PPC Budget.
- Evaluate conversions, not clicks: Compare the cost per lead or order (CPA) or the cost-to-revenue ratio (PNO), not the cost per click (CPC). This doesn't work without proper tracking, so go through the GA4 setup guide first.
- Shift the budget based on results: Put the bigger share of your money where advertising brings you more customers for the same spend.
Before you launch the test, also check The 5 Most Common PPC Mistakes. A poorly set-up campaign would skew the test result in both systems.
How does MARLY handle this?
Managing two different accounts and switching between interfaces means twice the admin. That's why MARLY simplifies the whole process:
- Audit: MARLY first goes through your website and your answers and recommends whether Google Ads, Sklik or a combination of both pays off for you. It only recommends Sklik when you're targeting the Czech Republic.
- Two advertising systems in one place: You don't have to learn two complex interfaces. Just connect your Google Ads and Sklik accounts, and you create and manage both campaigns from one clear interface.
- Budget split: When both systems suit you, MARLY splits your monthly budget between Google and Seznam (the default ratio is 70 : 30 in Google's favor) and calculates the daily budgets of both campaigns. For a comparison test, you can even them out at any time.
What MARLY can do and what we're working on is summed up in the article What Is MARLY and What Will It Do.