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UK Energy, Utilities & Waste Electric - PPC Market Share Analysis April 2025

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

Market Exposure

Share of Clicks for top 10 UK Energy, Utilities & Waste Electric brands

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

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Share of Clicks - Last month
Domain Share of clicks
britishgas.co.uk 38.47
octopus.energy 21.25
edfenergy.com 12.29
ovoenergy.com 8.22
eonnext.com 2.44
scottishpower.co.uk 2.29
uswitch.com 2.25
moneysupermarket.com 1.04
electricpoint.com 1
pod-point.com 0.72
others 10.03

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC for electric utilities, British Gas dominates with a 38.47% click share. Octopus Energy follows at 21.25%, while EDF Energy captures 12.29%. “Others” collectively hold 10.03%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 UK Energy, Utilities & Waste Electric 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. 

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Share of Spend - Last Month
Date britishgas.co.uk octopus.energy eonnext.com uswitch.com edfenergy.com scottishpower.co.uk moneysupermarket.com ovoenergy.com utilitybidder.co.uk switchwhiz.co.uk
2025/04/01 27.63% 18.05% 4.51% 8.95% 11.24% 2.18% 6.44% 3.26% 1.57% 0.94%
2025/04/02 26.57% 19.37% 4.22% 9.32% 11.32% 2% 4.75% 3.58% 1.42% 0.98%
2025/04/03 26.85% 19.71% 3.69% 9.19% 10.28% 3.41% 4.29% 3.39% 1.29% 1.31%
2025/04/04 32.96% 14.08% 4.34% 6.08% 12.07% 4.64% 4.74% 2.72% 1.55% 0.9%
2025/04/05 32.4% 19.97% 6.58% 5.38% 11.77% 3.87% 4.4% 2.64% 0.04% 1.09%
2025/04/06 26.69% 24.44% 7.51% 5.61% 12.4% 2.18% 6.49% 2.96% 0.03% 0.59%
2025/04/07 26.59% 18.31% 6.53% 6.03% 11.35% 2.62% 5.94% 3.24% 1.47% 1.4%
2025/04/08 29.73% 13.95% 5.76% 6.04% 11.49% 0.46% 5.07% 3.6% 2.38% 1.7%
2025/04/09 21.46% 20.1% 5.41% 6.91% 10.44% 2.52% 4.76% 3.7% 2.32% 1.48%
2025/04/10 27.49% 15.95% 6.12% 6.95% 11.17% 1.75% 6.94% 3.87% 2.64% 1.01%
2025/04/11 24.83% 20.64% 5.28% 6.77% 9.68% 1.73% 4.59% 3.39% 1.94% 1.02%
2025/04/12 21.91% 27.07% 6.75% 8.08% 10.52% 1.14% 4.12% 3.32% 0.04% 0.9%
2025/04/13 23.41% 27.08% 6.48% 7.32% 9.06% 1.32% 4.52% 4.32% 0.03% 0.78%
2025/04/14 28.85% 15.58% 6.19% 9.1% 8.76% 1.77% 4.14% 3.05% 3.44% 1.2%
2025/04/15 29.99% 16.17% 6.28% 6.97% 7.58% 0.86% 4.23% 2.64% 3.5% 1.32%
2025/04/16 30.02% 14.85% 6.45% 8.85% 10.3% 0.84% 4.13% 2.99% 3.63% 1.06%
2025/04/17 32.15% 14.1% 7.07% 8.27% 8.19% 1.29% 2.19% 3.15% 3.83% 1.64%
2025/04/18 35.76% 19.31% 6.59% 6.88% 8.37% 2.33% 2.89% 3.16% 0.08% 1.36%
2025/04/19 24.92% 25.51% 10.2% 6.84% 8.11% 4.39% 3.58% 3.72% 0.04% 0.78%
2025/04/20 22.77% 30.81% 9.54% 6.2% 8.66% 3.11% 2.92% 3.85% 0.05% 0.75%
2025/04/21 28.49% 18.89% 8.55% 9.08% 6.39% 3.89% 3.52% 3.46% 0.05% 1.66%
2025/04/22 29.71% 13.37% 6.23% 8.99% 8.23% 5.76% 3.15% 3.07% 1.78% 1.82%
2025/04/23 32.77% 13.42% 6.4% 6.91% 7.42% 4.69% 2.47% 3.52% 2.65% 1.24%
2025/04/24 31.13% 13.27% 6.46% 8.19% 5.99% 2.53% 2.15% 3.43% 3.42% 1.52%
2025/04/25 32.77% 12.09% 6.34% 8.13% 8.51% 5.02% 1.95% 3.7% 2.56% 0.89%
2025/04/26 28.81% 22.76% 7.94% 8.03% 7.98% 2.79% 3.35% 3.15% 0.04% 1.36%
2025/04/27 29.05% 23.85% 7.79% 9.32% 6.33% 2.92% 3.62% 3.33% 0.04% 0.89%
2025/04/28 26.05% 18.3% 7.12% 7.99% 6.29% 4.3% 2.78% 2.99% 1.96% 1.35%
2025/04/29 31.44% 17.15% 7.04% 6.31% 6.76% 3.86% 2.57% 3.39% 2.49% 1.1%
2025/04/30 31.38% 14.03% 7.44% 6.5% 5.55% 4.21% 3.76% 3.71% 2.24% 1.58%

Copyright © Adthena. All rights reserved.

April saw British Gas lead with fluctuating spend, peaking mid-month. Octopus Energy’s spend varied, with a notable dip late month. E.ON Next and Uswitch maintained steady trends, while EDF Energy’s spend decreased. Scottish Power and others showed minor fluctuations.

Market Exposure

Competitor Count for UK Energy, Utilities & Waste Electric

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. 

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Competitor Count - Last month
Date Competitor Count
2025/04/01 245
2025/04/02 229
2025/04/03 250
2025/04/04 249
2025/04/05 220
2025/04/06 241
2025/04/07 232
2025/04/08 241
2025/04/09 233
2025/04/10 227
2025/04/11 224
2025/04/12 217
2025/04/13 240
2025/04/14 237
2025/04/15 231
2025/04/16 232
2025/04/17 243
2025/04/18 222
2025/04/19 234
2025/04/20 225
2025/04/21 236
2025/04/22 242
2025/04/23 229
2025/04/24 246
2025/04/25 237
2025/04/26 236
2025/04/27 235
2025/04/28 232
2025/04/29 232
2025/04/30 234

Copyright © Adthena. All rights reserved.

April saw fluctuating advertiser numbers, peaking at 250 on April 3rd. The month concluded with a stable 234 advertisers.

Campaign Efficiency

Market Loss & Market Gains for UK Energy, Utilities & Waste Electric

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

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Market Loss & Market Gains - Last month
Name Market Trend
britishgas.co.uk 4.4%
scottishpower.co.uk 1.08%
eonnext.com 0.57%
electricpoint.com 0.21%
bppulse.co.uk 0.18%
uw.co.uk -0.4%
moneysupermarket.com -0.59%
octopus.energy -0.59%
ovoenergy.com -1.36%
edfenergy.com -3.06%

Copyright © Adthena. All rights reserved.

British Gas surged with a 4.40% click share increase, while EDF Energy dropped by 3.06%. Scottish Power gained 1.08%, contrasting with Ovo Energy’s 1.36% decline.

Campaign Efficiency

UK Energy, Utilities & Waste Electric Share of Impressions

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

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Date britishgas.co.uk octopus.energy eonnext.com edfenergy.com ovoenergy.com uswitch.com electricpoint.com scottishpower.co.uk scottishpower-businesssales.co.uk moneysupermarket.com
2025/04/01 27.02% 14.86% 4.41% 12.01% 3.83% 5.67% 1.54% 2.02% 0.41% 3.09%
2025/04/02 27.29% 19.1% 4.09% 9.71% 4.35% 5.1% 2.48% 2.25% 0.69% 2.35%
2025/04/03 25.91% 19.32% 3.34% 11.05% 3.95% 5.64% 1.79% 3.82% 0.86% 1.73%
2025/04/04 33.09% 13.02% 3.43% 12.4% 3.22% 2.74% 1.67% 5.57% 1.07% 1.94%
2025/04/05 31.23% 19.12% 5.1% 12.32% 3.1% 3.37% 1.75% 4.96% 1.85% 1.82%
2025/04/06 26.21% 23.37% 6.46% 12.92% 3.36% 3.62% 1.53% 2.21% 1.55% 3.15%
2025/04/07 25.24% 17.75% 5.69% 11.34% 3.81% 2.98% 1.9% 4.01% 2.1% 2.7%
2025/04/08 28.46% 14.26% 5.47% 11.15% 4.19% 3.07% 2.23% 0.74% 0.85% 2.39%
2025/04/09 17.97% 19.44% 4.71% 11.71% 3.96% 4.01% 2.57% 2.01% 1.37% 2.12%
2025/04/10 25.97% 17.93% 5.48% 12.6% 4.31% 3.38% 1.69% 2.08% 1% 3.2%
2025/04/11 23.05% 21.92% 4.49% 9.74% 4.03% 3.36% 2.14% 1.34% 2.87% 2%
2025/04/12 18.41% 27.4% 5.36% 10.7% 3.76% 4.49% 2.63% 0.94% 1.91% 1.64%
2025/04/13 20.01% 25.15% 5.83% 9.43% 5.11% 3.42% 2.62% 1.11% 2.89% 1.98%
2025/04/14 27.5% 17.97% 5.16% 8.93% 3.77% 4.54% 2.24% 1.42% 1.35% 1.97%
2025/04/15 28.29% 14.42% 5.81% 8.05% 3.37% 3.31% 2.75% 0.69% 1.95% 1.72%
2025/04/16 29.87% 16.97% 6.11% 8.72% 3.78% 4.14% 2.19% 0.8% 2.09% 1.97%
2025/04/17 34.98% 13.15% 6.88% 7.95% 3.57% 3.73% 1.87% 1.3% 0.99% 0.91%
2025/04/18 36.72% 17.43% 6.6% 7.6% 4.03% 3.43% 1.05% 1.88% 1.49% 1.16%
2025/04/19 23.81% 24.07% 9.76% 8.01% 4.06% 3.43% 1.46% 4.02% 1.31% 1.5%
2025/04/20 21.43% 28.84% 9.96% 9.31% 4.46% 3.05% 1.43% 2.58% 2.57% 1.13%
2025/04/21 25.5% 17.69% 7.23% 7.41% 3.95% 5.01% 1.63% 2.91% 1.32% 1.37%
2025/04/22 28.08% 14.93% 5.63% 9.51% 3.42% 4.08% 2.32% 3.99% 1.44% 1.4%
2025/04/23 31.18% 11.81% 5.24% 9.4% 3.51% 3.24% 3.1% 3.52% 1.26% 0.97%
2025/04/24 30.27% 12.07% 5.54% 5.8% 3.61% 3.9% 2.97% 2.02% 2.46% 0.8%
2025/04/25 32.18% 12.87% 6.45% 7.46% 3.95% 3.86% 2.87% 3.6% 1.91% 0.72%
2025/04/26 26.71% 21.37% 8.86% 6.96% 3% 4.01% 3.75% 2.37% 2.08% 1.27%
2025/04/27 26.96% 23.27% 7.88% 6.62% 3.41% 4.31% 2.84% 2.7% 1.89% 1.47%
2025/04/28 22.94% 18.65% 7.74% 6.11% 3.34% 3.63% 3.42% 2.94% 2.95% 1.06%
2025/04/29 31.98% 15.73% 6.73% 6.34% 3.19% 2.79% 3.24% 2.91% 2.56% 1.1%
2025/04/30 33% 12.41% 7.02% 6.17% 3.79% 3.22% 3.2% 3.19% 2.56% 1.77%

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British Gas led April with fluctuating impressions, peaking mid-month. Octopus Energy saw a decline, while E.ON Next and EDF Energy showed moderate stability. Scottish Power and Electric Point had minor gains, ending the month with varied shares.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Energy, Utilities & Waste Electric

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

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  1. 1
    British Gas Electricity Tariff https://www.britishgas.co.uk

    British Gas Dual Fuel Prices — Beat future price rises by locking in a fixed tariff with us. Now you can chill until 2026. Save vs The...

  2. 2
    Find Your Nearest EV Charger https://www.esbenergy.co.uk

    Real Time Charge Point Map — Powered by 100% Renewable Energy, Helping to Improve Air Quality & Cut Carbon Emissions.

  3. 3
    Energy Going Off On An Angle? - Set It Straight https://www.octopus.energy

    The UK's most awarded energy supplier, outrageously good service, and best place to work.

  4. 4
    OVO Energy https://www.ovoenergy.com

    Switch to OVO Energy — Use energy at greener times of the day and get the chance to win prizes with Power Move. Pick the right energy plan for you and see if you could save money on your bills. Path to Zero.

  5. 5
    ScottishPower For Business - Electricity & Gas For Business https://scottishpower-businesssales.co.uk › scottishpower › forbusiness

    Competitive Business Energy Prices. 1-3 Year Fixed Term Business Contracts. Call us today. Be At The...

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google’s PPC, British Gas entices with fixed tariffs, promising stability until 2026. ESB Energy champions sustainability with renewable-powered EV chargers. Octopus Energy highlights its award-winning service, while OVO Energy promotes greener usage and savings. ScottishPower targets businesses with competitive, fixed-term contracts.

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Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

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