UK Education & Training Universities - PPC Market Share Analysis October 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Universities category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Universities – UK

Google AI Overview visibility for Education & Training Universities UK

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 34.1420260301
65.8579739699
34%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 24
76
24%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 7%
Transactional 1%
Navigational 7%
Seasonal 0%
Local 2%
Problem Solving 1%

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Market Exposure

Share of Clicks for top 10 UK Education & Training Universities brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
arden.ac.uk 16.95
london.edu 5.89
ucl.ac.uk 4.64
law.ac.uk 4.23
open.ac.uk 3.61
london.ac.uk 3.44
lse.ac.uk 3.24
mmu.ac.uk 3.19
le.ac.uk 3.05
uea.ac.uk 3.03
others 48.73
  • arden.ac.uk - 16.95%
  • london.edu - 5.89%
  • ucl.ac.uk - 4.64%
  • law.ac.uk - 4.23%
  • open.ac.uk - 3.61%
  • london.ac.uk - 3.44%
  • lse.ac.uk - 3.24%
  • mmu.ac.uk - 3.19%
  • le.ac.uk - 3.05%
  • uea.ac.uk - 3.03%
  • others - 48.73%

Copyright © Adthena. All rights reserved.

Arden.ac.uk leads with 16.95% click share, followed by london.edu at 5.89%. Others dominate with 48.73%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Education & Training Universities brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

Share of Spend - Last Month
Share of Spend - Last Month
Date arden.ac.uk open.ac.uk law.ac.uk whatuni.com uwl.ac.uk london.edu london.ac.uk regents.ac.uk le.ac.uk hult.edu
2026/10/01 40.81% 3.53% 4.81% 0.37% 0.33% 1.92% 2.87% 1.56% 2.42% 2.46%
2026/10/02 37.2% 3.99% 8.12% 2.48% 1.01% 1.6% 1.1% 2.95% 0.1% 3.26%
2026/10/03 37.18% 3.97% 3.29% 2.26% 0.17% 2.67% 2.29% 3.52% 0.66% 3.99%
2026/10/04 37.03% 3.89% 8.9% 4.17% 0.27% 3.31% 1.87% 2.67% 0.73% 3.25%
2026/10/05 37.25% 3.86% 3.82% 2.58% 0.69% 2.24% 2.4% 1.69% 2.09% 2.16%
2026/10/06 32.75% 5.55% 3.42% 4.24% 1% 2.46% 4.4% 2.21% 2.48% 1.85%
2026/10/07 40.03% 5.19% 7.08% 0.92% 0.27% 3.7% 0% 3.61% 2.42% 3.81%
2026/10/08 34.76% 5.08% 7.44% 0.38% 0.99% 2.27% 0% 2.94% 0.78% 2.56%
2026/10/09 30.12% 7.6% 5.89% 2.27% 1.32% 2.18% 5.3% 0.96% 1.19% 2.05%
2026/10/10 30.22% 4.94% 5.2% 0.2% 0.71% 1.77% 3.43% 2.55% 0.66% 1.98%
2026/10/11 27.23% 6.61% 7.6% 0.13% 1.97% 2.95% 3.23% 1.67% 1.59% 1.14%
2026/10/12 29.19% 7.74% 4.03% 0.12% 1.85% 3.11% 3.09% 0.62% 0.63% 1.25%
2026/10/13 24.03% 10.3% 5.54% 0.16% 1.14% 1.38% 2.53% 0.31% 3.75% 2.17%
2026/10/14 26.77% 4.02% 9.69% 2.34% 2.07% 3.63% 2.44% 0.64% 2.21% 2.26%
2026/10/15 25.7% 3.5% 6.83% 4.3% 1.33% 3.01% 1.78% 1.56% 2.56% 2.19%
2026/10/16 27.98% 3.74% 8.28% 2.29% 3.07% 2.69% 2.25% 1.88% 1.93% 1.69%
2026/10/17 27.76% 2.53% 7.35% 5.97% 0.65% 2.69% 5.19% 1.69% 1.72% 2.24%
2026/10/18 25.49% 3.64% 10.74% 2.8% 0.24% 2.72% 4.11% 2.3% 2.82% 1.49%
2026/10/19 27.28% 2.8% 11.19% 1.64% 0.64% 2.94% 3.67% 1.79% 2.31% 1.58%
2026/10/20 19.84% 4.71% 10.59% 3% 1.37% 3.16% 4.38% 2.14% 2.77% 1.61%
2026/10/21 22.67% 6.87% 12.26% 6.33% 2.53% 1.93% 3.71% 1.3% 2.98% 1.71%
2026/10/22 20.72% 8.38% 9.61% 5.77% 1.22% 2.64% 4.14% 2.15% 1.55% 1.22%
2026/10/23 19.96% 6.4% 8.79% 8.11% 3.08% 2.66% 0.01% 3.23% 3.34% 0.92%
2026/10/24 25.11% 4.32% 7.55% 2.03% 1.64% 3.12% 5.37% 3.76% 2.03% 2.35%
2026/10/25 24.51% 1.75% 6.62% 3.73% 4.85% 2.01% 2.55% 3.9% 2.4% 2.98%
2026/10/26 27.48% 3.2% 6.23% 5.92% 4.49% 0.88% 4.48% 1.68% 1.93% 1.66%
2026/10/27 22.52% 3.37% 8.73% 5.19% 3.03% 1.25% 2.59% 1.76% 2.61% 1.98%
2026/10/28 23.93% 3.67% 5.37% 4.29% 3.38% 1.76% 2.48% 1.99% 2.11% 2.03%
2026/10/29 23.35% 3.13% 6.13% 4.12% 3.83% 2.57% 3.56% 4.13% 2.75% 2.26%
2026/10/30 21.6% 4.08% 6.46% 3.1% 2.78% 3.18% 1.75% 3.52% 3.29% 2.87%
2026/10/31 21.97% 6.09% 4.58% 4.41% 3.53% 3.05% 2.34% 2.32% 1.87% 1.83%
  • arden.ac.uk
  • open.ac.uk
  • law.ac.uk
  • whatuni.com
  • uwl.ac.uk
  • london.edu
  • london.ac.uk
  • regents.ac.uk
  • le.ac.uk
  • hult.edu

Copyright © Adthena. All rights reserved.

Arden.ac.uk’s spend share fluctuated, peaking at 40.81% on October 1st, then declining to 21.97% by month’s end. Open.ac.uk saw a rise, ending at 6.09%. Law.ac.uk’s share increased, finishing at 4.58%.

Market Exposure

Competitor Count for UK Education & Training Universities

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/10/01 168
2026/10/02 169
2026/10/03 160
2026/10/04 160
2026/10/05 163
2026/10/06 156
2026/10/07 150
2026/10/08 160
2026/10/09 166
2026/10/10 162
2026/10/11 169
2026/10/12 172
2026/10/13 174
2026/10/14 184
2026/10/15 178
2026/10/16 178
2026/10/17 181
2026/10/18 185
2026/10/19 181
2026/10/20 177
2026/10/21 177
2026/10/22 174
2026/10/23 174
2026/10/24 189
2026/10/25 187
2026/10/26 191
2026/10/27 189
2026/10/28 199
2026/10/29 195
2026/10/30 186
2026/10/31 180

Copyright © Adthena. All rights reserved.

October began with 168 advertisers, fluctuating mid-month, peaking at 199 on the 28th. The month concluded with 180 advertisers, showcasing dynamic shifts.

Campaign Efficiency

Market Loss & Market Gains for UK Education & Training Universities

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
uea.ac.uk 2.13%
qmul.ac.uk 1.8%
brunel.ac.uk 1.29%
whatuni.com 1.29%
lsu.edu 1.14%
roehampton.ac.uk -0.99%
open.ac.uk -1.03%
london.edu -1.55%
ucl.ac.uk -1.65%
arden.ac.uk -4.74%

Copyright © Adthena. All rights reserved.

Arden.ac.uk saw a significant drop of 4.74%, while uea.ac.uk gained 2.13%. Other notable shifts include qmul.ac.uk’s 1.8% rise and lsu.edu’s 1.14% increase.

Campaign Efficiency

UK Education & Training Universities Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date arden.ac.uk open.ac.uk whatuni.com law.ac.uk qmul.ac.uk uwl.ac.uk brunel.ac.uk london.edu regents.ac.uk hult.edu
2026/10/01 43.09% 3.61% 0.26% 4.03% 0% 0.58% 0.07% 1.36% 1.39% 2.6%
2026/10/02 38.85% 4.11% 1.82% 6.9% 0.14% 1.27% 0.81% 1.32% 2.86% 4.02%
2026/10/03 36.26% 3.41% 1.64% 2.87% 0.28% 0.15% 0.06% 2.36% 2.85% 5.17%
2026/10/04 34.2% 4.27% 2.95% 8.03% 0.17% 0.22% 0.61% 2.72% 2.39% 4.47%
2026/10/05 36.75% 2.81% 2.32% 4.36% 0% 1.08% 0.03% 1.88% 1.26% 2.59%
2026/10/06 31.48% 4.97% 3.11% 2.51% 1.79% 0.95% 0.25% 1.75% 1.86% 2.33%
2026/10/07 38.86% 4.98% 1.2% 5.65% 0.3% 0.23% 0.32% 2.88% 3.47% 4.2%
2026/10/08 33.83% 4.22% 0.51% 6.96% 0.32% 1.4% 0.28% 2.01% 2.84% 3.24%
2026/10/09 31.21% 7.22% 1.73% 5.2% 1.42% 1.54% 0.52% 1.94% 1.23% 2.91%
2026/10/10 30.02% 4.29% 0.22% 4.97% 0.41% 1.03% 0.47% 1.62% 2.59% 2.88%
2026/10/11 26.36% 5.92% 0.14% 6.67% 0% 1.96% 0.79% 2.5% 1.99% 1.72%
2026/10/12 29.49% 6.45% 0.11% 3.47% 1.25% 2.2% 1.5% 2.62% 0.73% 1.35%
2026/10/13 21.07% 10.77% 0.16% 5.15% 1.66% 1.72% 2.37% 1.1% 0.21% 2.51%
2026/10/14 23.96% 4.16% 2.07% 9.02% 0.97% 2.38% 4.3% 2.92% 0.63% 3.07%
2026/10/15 23.76% 3.41% 3.9% 6.51% 1.52% 1.8% 2.67% 2.56% 1.36% 2.88%
2026/10/16 27.48% 4.57% 1.95% 7.46% 1.96% 4.33% 1.83% 2.36% 1.57% 2.21%
2026/10/17 26.04% 1.99% 6.3% 6.5% 1.12% 0.87% 1.53% 2.16% 1.36% 2.82%
2026/10/18 23.52% 3.1% 2.63% 9.65% 0.99% 0.66% 1.94% 2.29% 1.82% 1.75%
2026/10/19 26.69% 2.45% 2.35% 10.05% 1.65% 0.95% 3.27% 2.32% 1.52% 2.1%
2026/10/20 20.1% 5.2% 3.35% 9.87% 0.85% 1.64% 2.85% 2.66% 1.87% 1.89%
2026/10/21 19.77% 7.57% 6.45% 11.34% 3.69% 2.47% 2.44% 1.39% 0.98% 1.86%
2026/10/22 17.96% 9.27% 5.57% 8.4% 3.9% 1.4% 4.23% 1.93% 1.53% 1.29%
2026/10/23 16.96% 6.36% 8.27% 8.06% 4.09% 3.04% 2.41% 2.1% 2.87% 1.06%
2026/10/24 22.07% 4.61% 2% 6.25% 3.57% 2.07% 3.06% 2.61% 4.08% 2.6%
2026/10/25 21.2% 1.87% 3.29% 4.86% 3.47% 5.61% 2.27% 1.56% 3.4% 3.13%
2026/10/26 24.68% 4.21% 4.95% 5.2% 2.62% 5.07% 4.31% 0.72% 1.34% 2.17%
2026/10/27 19.5% 4.54% 4.98% 7.76% 1.26% 3.64% 4.24% 0.9% 1.73% 2.16%
2026/10/28 21.62% 3.34% 3.79% 4.46% 2.94% 3.3% 4.54% 1.31% 1.64% 2.27%
2026/10/29 22.19% 2.79% 3.87% 5.26% 4.14% 4.14% 3.75% 1.98% 3.74% 2.69%
2026/10/30 19.43% 4.23% 3.3% 5.18% 2.93% 3.95% 2.81% 2.58% 2.77% 2.8%
2026/10/31 18.39% 6.41% 4% 3.56% 3.51% 3.37% 2.49% 2.48% 2.09% 1.9%
  • arden.ac.uk
  • open.ac.uk
  • whatuni.com
  • law.ac.uk
  • qmul.ac.uk
  • uwl.ac.uk
  • brunel.ac.uk
  • london.edu
  • regents.ac.uk
  • hult.edu

Copyright © Adthena. All rights reserved.

Arden.ac.uk’s impression share declined from 43.09% to 18.39% in October. Meanwhile, law.ac.uk peaked at 11.34% mid-month, finishing at 3.56%. Open.ac.uk and whatuni.com showed fluctuations, ending at 6.41% and 4.0%, respectively.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Education & Training Universities

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

Google Text Ad Copy Insights & Creative Trends for UK Education & Training Universities - Last month
  1. 1
    Undergraduate Business Degree | Apply to Study in London https://www.hult.edu › university › london

    Study in London at Hult and gain practical business skills in a global city

  2. 2
    Why is psychology important? | The University of Law https://www.law.ac.uk

    Discover what psychology is, why it’s important, and how it can help us become better versions of ourselves. Find out more.

  3. 3
    Online University Courses | Accredited Psychology Degree https://www.open.ac.uk › psychology › courses

    Many Of Our BSc Psychology Degrees Are Accredited By The British Psychological Society. Transform Your Future With A Psychology Degree From Europe’s Largest University Provider.

  4. 4
    Queen Mary University, London - Apply Now | Queen Mary https://www.qmul.ac.uk

    Join A Top 20 UK Uni (QS 2027). Apply Now For 2027 Entry.

  5. 5
    University of West London https://www.uwl.ac.uk › open-days

    Uni of West London Open Day — Ranked 2nd London university for overall student satisfaction (NSS 2026) Number 2 modern university in London - The Guardian University Guide 2027. Industry-grade Facilities.

Copyright © Adthena. All rights reserved.

In the competitive landscape of university PPC ads, Hult.edu shines by promoting practical business skills in London, while Law.ac.uk emphasizes psychology’s transformative power. Open.ac.uk highlights accredited psychology degrees, and Qmul.ac.uk boasts top UK rankings. Uwl.ac.uk focuses on student satisfaction and modern facilities.

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