PPC (pay per click) is advertising you pay for only when someone clicks. In Czechia it mostly means search ads: Google Ads in Google results and Sklik in Seznam results. Unlike SEO, it brings visitors on launch day, but only while you pay.
How PPC works
- You choose the queries (keywords) your ad should appear for, e.g. “plumber Prague 6”.
- You write the ad and choose which page of your site it leads to.
- You set how much you are willing to pay per click and per day.
- Each search triggers an auction: based on your bid and ad quality, the system decides whose ad shows and in which position.
- You pay only for clicks, not for impressions.
Google Ads or Sklik?
According to StatCounter, in September 2026 Google had 78.7% of searches in Czechia and Seznam 15.1%. Google Ads reaches most people; Sklik adds the part of the audience you won’t find on Google.
| Google Ads | Sklik (Seznam) | |
|---|---|---|
| Where ads appear | Google search, YouTube, partner sites | Seznam search, Seznam Zprávy, partner sites |
| Share of searches in CZ (9/2026) | 78.7% | 15.1% |
| Minimum budget | Google’s help pages state no minimum | no entry fee or minimum purchase |
| Minimum cost per click | set by the auction | max CPC at least 1 CZK excl. VAT |
| How you pay | card or transfer in your Google Ads account | via the Seznam wallet (transfer, card, online) |
One Google Ads detail surprises people: the daily budget is an average. On some days Google spends less, on others more — for most campaigns up to twice as much. Over a month it won’t spend more than the daily budget × 30.4.
What a click costs and how to set a budget
The cost per click is set by the auction, so it varies by industry. The Keyword Planner in Google Ads gives an estimate. Then work the budget backwards from the number of enquiries you want.
Example calculation (illustrative numbers): you want 20 enquiries a month, 4% of visitors send one and a click costs 20 CZK. You need 20 ÷ 0.04 = 500 clicks, roughly 10,000 CZK a month. One enquiry costs you 500 CZK. If a job earns more than that, the ads pay off.
7 mistakes that make campaigns lose money
- No conversion tracking. Without measuring forms, calls and orders you don’t know what earns money, and the system has nothing to learn from.
- No negative keywords. An ad for “web design” without excluding “free” or “tutorial” pays for people who will never buy.
- Ads lead to the homepage. Each service needs its own landing page with a price, contact details and a form.
- The whole country instead of your area. If you serve Prague and surroundings, target only there.
- Nobody checks search terms. The search terms report shows what your ads actually ran on. Once a week is enough.
- A small budget spread over too many campaigns. One campaign that gathers data beats ten that never get a chance.
- Accounts not in your name. When you change agencies, you lose the history and data.
When PPC pays off and when it doesn’t
PPC pays off when people actively search for your service, the margin is high enough and your website turns visitors into enquiries. It doesn’t when nobody searches for the product (social media ads are better then) or when the site lacks contact details, prices and a clear offer — ads only speed up visitors leaving.
What PPC management costs with us
Google Ads management starts at 8,900 CZK a month, with setup included for a 3-month-plus engagement. Sklik together with Google Ads is +3,900 CZK a month. You pay the ad budget directly to Google or Seznam; accounts are set up in your name. Details in our price list.
