Solved: LinkedIn Ads in Prague? (Find Your Audience)

Hi there,

Thanks for reaching out! Happy to give you some initial thoughts on your question about LinkedIn advertising in Prague. It's a common trap to get bogged down looking for location-specific data, when the real answer is usually much closer to home and has more to do with your strategy than the geography.

The short answer is that you're asking the wrong question. Whether LinkedIn ads "work" in Prague is almost irrelevant. The right question is: "Is my specific Ideal Customer Profile (ICP) present and reachable on LinkedIn within Prague, and is my offer compelling enough to make them act?"

Let's break down how you can actually answer that question and build a strategy that has a fighting chance, rather than just burning cash based on someone else's outdated case study.

Your ICP is a Nightmare, Not a Demographic

First things first, we need to get away from the idea that your target audience is defined by simple demographics like location, company size, or job title. This is the kind of thinking that leads to generic, ineffective advertising that gets scrolled past without a second thought. It's the reason why so many B2B campaigns fail before they've even started.

You need to define your customer by their pain. Their specific, urgent, expensive, career-threatening nightmare. Your customer isn't just a "Head of Sales in a 100-person tech company in Prague." She's a leader who is terrified she's going to miss her quarterly target because her team's pipeline is drying up. She's staring at a CRM full of dead leads and is under immense pressure from her CEO.

Your ICP isn't a person; it's a problem state. Once you've truly understood and articulated that nightmare, every other decision becomes simpler. Your ad copy writes itself, your offer becomes obvious, and your targeting becomes incredibly precise. You're no longer shouting into a void; you're whispering a solution into the ear of someone who is desperate to hear it.

So, before you spend a single koruna, answer these questions:

• What is the single most expensive problem my product or service solves?
• What is the 'before' state of my customer? (Stressed, overwhelmed, losing money, facing professional risk).
• What is the 'after' state they dream of? (In control, hitting targets, looking like a hero to their boss).
• What specific language do they use to describe this problem? Do they talk about "pipeline anxiety," "low lead quality," or "inaccurate forecasting"? Use their words, not yours.

Doing this work first is non-negotiable. It's the foundation of everything. Without it, you might as well be throwing your money into the Vltava.

We'll need to look at whether your audience even exists...

Okay, once you have a crystal-clear picture of the *problem* you solve, you can find out if the people experiencing that problem are actually on LinkedIn in Prague. Forget case studies—let's get real data, right now, for free. This is far more valuable than knowing how some other company performed two years ago with a different product and a different offer.

Here's your action plan:

1. Open LinkedIn Campaign Manager: You don't need to run a campaign to use its forecasting tools. Create a dummy campaign to get to the audience definition stage.
2. Start Layering Your Targeting: Begin with the location: "Prague". Now, add the targeting criteria you developed from your 'nightmare' ICP definition.

Let's use an example. Say you sell a compliance software for financial services firms. Your targeting might look like this:

• Location: Prague
• Industries: Financial Services, Banking, Investment Management.
• Company Size: 51-200, 201-500 employees.
• Job Functions: Legal, Finance, Operations.
• Job Seniorities: Director, VP, CXO.

As you add each layer, watch the "Potential Audience Size" estimator on the right-hand side. This is your moment of truth. Is the number 50,000? 5,000? Or 500? If the audience is tiny, you know that LinkedIn might not be the right channel, or you may need to broaden your criteria slightly. If the audience is substantial, you have a green light. This simple five-minute exercise is more valuable than weeks of searching for case studies.

I've actually built a small interactive tool for you below to help you think through this process and see how different factors impact your potential reach and budget. Play around with the sliders to get a feel for the numbers.

I'd say you delete the "Request a Demo" Button

Now we get to the part where 99% of B2B advertising fails: the offer. I can tell you right now, if your primary Call to Action is "Request a Demo," "Book a Call," or "Contact Us," you are destined to fail. These are some of the most arrogant and self-serving offers you can make.

Think about it from your prospect's perspective. They are a busy, important person dealing with that career-threatening nightmare we talked about. You, a complete stranger, are asking them to give up 30-60 minutes of their valuable time to sit through a sales presentation. It is a high-friction, low-value proposition. It instantly positions you as just another vendor begging for their time.

Your offer's only job is to deliver an "aha!" moment. A moment of undeniable value that makes the prospect sell themselves on your solution. You must solve a small, real problem for them for free to earn the right to solve their bigger problem for a fee.

Here are some examples of high-value offers that work:

• For a SaaS Company: A genuinely free trial or a freemium plan. No credit card, no hoops to jump through. Let them experience the 'after' state. Let the product do the selling. This creates Product Qualified Leads (PQLs) who are already convinced, not Marketing Qualified Leads (MQLs) your sales team has to chase.
• For a Consulting/Agency Business: An automated tool or a high-value content asset. A marketing agency could offer a free, instant SEO audit that reveals a prospect's top 3 keyword opportunities. A data analytics firm could offer a free 'Data Health Check' that finds the biggest issues in their database. For what we do, we offer a free 20-minute ad account audit where we find the biggest leaks in a company's spend. It provides real value, demonstrates expertise, and builds trust.
• For a High-Ticket Service: A short, interactive video training or a calculator. A corporate training company could offer a free 10-minute module on 'How to give difficult feedback'. A financial advisor could build a 'Retirement Readiness Calculator'.

The pattern is the same: give, give, give before you ask. Your ad shouldn't be a pitch; it should be an invitation to receive immediate value.

You'll need a message they can't ignore...

With a well-defined ICP and a high-value offer, your ad creative becomes much easier to craft. You're not selling features; you're selling a transformation from a state of pain to a state of relief. We often use a few tried-and-tested copywriting frameworks for this.

Problem-Agitate-Solve (PAS): This is perfect for service businesses.

• Problem: "Struggling to get your team in Prague to adopt the new CRM?"
• Agitate: "Your data is a mess, adoption rates are below 20%, and that expensive system you bought is turning into shelfware. The board is starting to ask questions."
• Solve: "Our 3-day CRM adoption sprint guarantees 90%+ user engagement. We've done it for companies like [Local Prague Company Name] and [Another Local Company]. Get our free checklist: 'The 5 CRM Adoption Mistakes Costing You Thousands'."

Before-After-Bridge (BAB): Excellent for SaaS or product-based solutions.

• Before: "Another Monday morning, another 3 hours spent manually pulling reports from 5 different systems for the weekly leadership meeting."
• After: "Imagine walking into that meeting with a single, beautiful dashboard that updated in real-time. All your key metrics, clear as day. You look prepared, in control, and strategic."
• Bridge: "Our platform is the bridge. It connects to all your tools in minutes. Start a free trial and build your first dashboard today."

Notice that in both examples, the focus is entirely on the customer's world and their problems. The product is positioned as the obvious solution, the 'bridge' to a better reality. We also reference the high-value offer, not a boring "Learn More" click.

To give you a clearer idea of how different elements fit together, here’s a flowchart showing the strategic path from defining your ICP to launching a campaign that actually works.

You probably should set realistic expectations

Finally, a word on costs and results. While I can't give you a precise "cost per lead in Prague" without knowing your ICP, offer, and industry, I can give you some benchmarks from our experience. I remember one B2B SaaS client running LinkedIn Ads to decision-makers, and we saw a Cost Per Lead (CPL) of around $22. This was for a high-quality lead downloading a valuable resource, not just a simple contact form fill. For another client in environmental controls, we were able to reduce their cost per lead by 84% by refining their targeting and offer.

These results are achievable, but they don't happen overnight. It takes rigorous testing. You need to be prepared to test different audiences, different ad creatives, and potentially different offers. I would advise starting with a monthly test budget you are comfortable losing entirely—perhaps €1,000-€2,000—to gather initial data. From there, you can analyse what's working and double down on the winners.

Your key metrics won't just be CPL. You'll need to track the entire funnel: Click-Through Rate (CTR) on your ads, Conversion Rate on your landing page, and most importantly, the rate at which those leads turn into actual sales conversations and customers. A low CPL is useless if the leads are low quality and never convert.

I've detailed my main recommendations for you below in a table to give you a clear, actionable path forward.

This all goes to say: this process is complex and requires expertise to get right. It's not just about pushing buttons in the ad platform; it's about deep strategic thinking, copywriting, and constant analysis and optimisation. Many buisnesses find it more effective to work with an expert who has navigated this landscape many times before and can accelerate the path to profitability.

If you'd like to explore this further, we offer a completely free, no-obligation strategy consultation where we can take a closer look at your specific situation and provide more tailored advice. It might be a good next step to turn these ideas into a concrete plan of action.

Regards,

Team @ Lukas Holschuh