Seznam, Heureka & Co.: the Czech advertising platforms beyond Google

The short version: If you enter the Czech market with a translated copy of your Google Ads account and nothing else, you reach only part of your future customers. Czechs still search on Seznam alongside Google, they compare prices on local comparison sites before they buy, and when they travel, they book spa weekends and hotel packages through Czech portals and deal sites. None of this is covered by your German or Austrian playbook.

I’m a PPC specialist based in the Czech Republic and I work with Google Ads, Sklik and the comparison sites every day. In this guide I’ll walk you through the Czech advertising platforms worth knowing — Seznam (with Sklik and Zboží.cz), Heureka, smaller comparison sites like Srovname.cz and FAVI, and travel portals like Spa.cz, Hotely.cz and Slevomat.cz — and explain what each one is good for and what you need to prepare before you spend a single crown there.

1. Why Google alone is not the whole picture

Google is the biggest search engine in the Czech Republic too — but it isn’t alone. According to StatCounter, Google had 79.3% of Czech search in August 2026 and Seznam 15.6%. The figures move from month to month and other measurements differ (Cloudflare Radar saw Seznam at 7.7% for 2025), but Seznam consistently holds a meaningful share — a local player with no counterpart in German-speaking markets.

The second difference is how Czechs shop. Price comparison sites are a normal step before an online purchase, and the local ones are big: Heureka Group alone works with more than 55,000 e-shops across its nine markets, by its own count. The third is travel — Czechs book spa weekends and hotel stays through local portals and voucher sites, not only through the global booking platforms.

So if you only translate your Google Ads account, you miss a whole layer of the market. Here’s what that layer looks like.

2. Seznam: search, Sklik and Zboží.cz

Seznam.cz is a Czech internet company that has been around since 1996 — a search engine, a homepage portal and more than 30 services, from news and email to maps. For advertisers, almost everything runs through one system: Sklik.

• Search ads. Text ads in Seznam search and on other Seznam services such as Sbazar.cz, Sauto.cz and Zboží.cz. You pay per click, just like in Google Ads.
• Content network. Banners and native formats on Seznam’s own websites and on partner sites.
• Seznam Nákupy (Zboží.cz). Zboží.cz is Seznam’s product comparison site. Since September 2025, ads for it run only through Sklik, as a campaign type called Seznam Nákupy (“Shopping Ads”): an XML product feed, CPC bids by product group and placements on Zboží.cz, in Seznam search, on Obrázky.cz and on Sbazar.cz.
• Firmy.cz. Seznam’s business directory — roughly what Google Business Profile is for Google. A basic profile is free; paid tiers get better positions. Relevant if you have a physical location or a local service in the country.

Where it gets tricky: Sklik is not a copy of Google Ads. Don’t just mirror your Google account — plan for separate Czech keyword research, a separate conversion code (there’s a ready-made Seznam template for Google Tag Manager) and separate optimisation. If an agency or freelancer manages it for you, here’s how to grant access to Seznam.

3. Heureka: where Czechs compare before they buy

Heureka.cz belongs to Heureka Group, which runs price comparison sites in nine markets — besides Heureka.cz and Heureka.sk, for example Árukereső.hu, Compari.ro and Ceneje.si — and says it reaches around 30 million users a month. What you need to know before you start:

• Free means almost invisible. In FREE mode your offers only appear in full-text search, and only at the very bottom. In PPC mode they sit on the product cards — Heureka says PPC shops get about 90–95% of the visits it sends to shops.
• The price per click depends on category and product price. On top of that, you can bid for the top “recommended offers” on a product card — in the feed (HEUREKA_CPC) or in the admin. To take part, you need the Ověřeno zákazníky certificate and stock information.
• Ověřeno zákazníky (“Verified by customers”). After a purchase, customers receive a questionnaire; their answers become reviews and a shop certificate. There’s a free tier, and the paid tier’s fee comes back as PPC credit. Czech shoppers do look at this, so start collecting reviews from day one.
• Its own feed format. Heureka uses its own XML specification, not Google’s. Your offers also need to be matched to Heureka’s product cards — EAN codes help a lot.
• Heureka Marketplace and Product Ads. With Marketplace, customers buy directly on Heureka and you pay a commission only on completed orders. Product Ads is a CPC format mainly for brands, with placements at the top of the listings.
• Slovakia included. Heureka.sk works the same way — handy if you serve both markets.

4. More comparison sites: Srovname.cz and FAVI

Heureka isn’t the only comparison site worth a look:

• Srovname.cz is a general Czech price comparison site. It says it lists more than 10,000 e-shops, and you choose how to pay: per click (CPC) or via PNO (podíl nákladů na obratu — costs as a share of revenue, i.e. a cost-of-sale model). Srovname is also a Google CSS partner (premium tier), so it can act as your Comparison Shopping Service for Google Shopping ads.
• FAVI (favi.cz) is a comparison site for furniture and home décor. It was founded in Prague and today runs country sites across Central and Southern Europe and the UK (CZ, SK, PL, HU, RO, HR, SI, BG, GR, IT and UK). Shops pay per click, with minimum bids by country and category. If you sell furniture or home accessories, it belongs on your list early; for other categories it’s irrelevant.

The rule of thumb: go where your category is. General comparison sites work for most products; specialised ones like FAVI only for their niche — but within it, they’re worth testing.

5. Travel and stays: Spa.cz, Hotely.cz, Slevomat.cz

If you run a hotel, a spa resort or a travel business and want Czech guests, the booking landscape looks different from what you’re used to:

• Spa.cz specialises in spa and wellness stays. It has been around since 2008, sells stay packages that guests pay for before arrival, and belongs to Szallas Group (owned by Wirtualna Polska). Since 2025, hotels can connect through Spa.cz’s own extranet and via channel managers.
• Hotely.cz is a general accommodation portal from the same group — Hotel.cz and Penzion.cz were merged into it — and it lists properties across Central Europe. Registration is free and you pay commission only on completed bookings; your listing can also appear on sister portals such as Szallas.hu and Noclegi.pl.
• Slevomat.cz is the big Czech deals platform, with a Slovak sister site, Zľavomat.sk. Stays are a major part of it: according to Slevomat, its 2025 bookings were worth €161 million and added up to 1.2 million room nights. Partners pay a commission.

The catch: Hotely.cz and Slevomat work on commission (Spa.cz doesn’t publish its terms), so they’re a sales channel rather than an ad budget you control click by click. Compare the commission with what the same booking would cost you through Google Ads in Czech — ideally with conversion tracking that shows you the real cost per booking.

6. What to prepare before you launch

The platforms are only half of the job. The other half is making sure a Czech customer who clicks your ad doesn’t leave again after five seconds. This is my pre-launch checklist:

• Native Czech, not machine translation. Product names, descriptions, the feed, ad copy and the landing page. Czech has seven grammatical cases and customers notice a clumsy translation immediately — it costs you trust and conversion rate.
• Prices in CZK including VAT. Comparison sites compare the final price, so show it the way Czech shoppers expect it: in crowns, VAT included, with shipping costs clearly stated.
• Delivery options Czechs actually use. Pickup points are very popular (Zásilkovna, Balíkovna and others), and many shoppers expect them at checkout alongside home delivery.
• Payment methods. Cards and bank transfer are standard; many Czech shops still offer cash on delivery, and some customers look for it.
• Reviews and trust signals. Czech shoppers read reviews. If you list on Heureka, collect them there from day one — a shop with no reviews next to local competitors with hundreds of them looks risky.
• Tracking and consent for every platform. Google, Seznam (Sklik incl. Zboží.cz) and Heureka each measure conversions separately. Set up tracking for each one properly (and in line with your consent management) before launch, otherwise you’ll be optimising blind.
• A realistic priority order. You don’t need to be everywhere on day one. For most e-shops I start with Google Ads plus the comparison sites that fit the category, and test Sklik search ads once tracking and feeds are stable.

7. Where to start

There’s no universal recipe, but this is roughly the order I’d recommend:

• E-shops in general categories: Google Ads in Czech (Search and Shopping) → Heureka in PPC mode → Seznam Nákupy on Zboží.cz → Sklik search ads → Srovname.cz.
• Furniture and home décor: the same, plus FAVI from the start.
• Hotels, spas and travel: Google Ads in Czech plus the portals that fit your offer — Spa.cz for spa and wellness, Hotely.cz for accommodation, Slevomat for packages.
• Agencies with a client entering Czechia: keep the client, outsource the Czech part. I work as a white-label partner for agencies.

Conclusion

Czechia is a small market with its own rules: a local search engine with a real share, comparison sites that shoppers use as a matter of course, and travel portals with large audiences. None of them is hard to use — but each needs its own setup and tracking and, above all, good Czech.

If you’d like someone who does this every day, have a look at how I help foreign brands advertise in the Czech Republic.

FAQ

• Do I need Seznam if I already run Google Ads? Not always. Google has the bigger share, so start there. But Seznam has a noticeable share of Czech search, and Seznam Nákupy gets you onto Zboží.cz — for e-shops, testing Sklik is usually worth it once tracking works.
• Can I use my German product feed? Only as a base. Heureka and Zboží.cz have their own XML specifications, and everything customers see needs to be in Czech, with prices in CZK. Feed tools like Mergado can turn one master feed into all the formats you need.
• Is Heureka free? FREE mode is, but FREE offers only appear in full-text search. Heureka says PPC shops get about 90–95% of the visits it sends to shops — so realistically, you’ll pay per click.
• Do these platforms cover Slovakia too? Partly: Heureka.sk works like Heureka.cz, Slevomat has its Slovak sister Zľavomat.sk, and FAVI runs in Slovakia as well. Seznam and Zboží.cz focus on the Czech market.
• Can you run this for us — or white-label for our agency? Yes. Here’s how I work with foreign brands and agencies.