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UK Telecommunications Wireless Services - PPC Market Share Analysis April 2025

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

Market Exposure

Share of Clicks for top 10 UK Telecommunications Wireless Services 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
ee.co.uk 13.04
vodafone.co.uk 10.59
ebay.co.uk 8.72
three.co.uk 8.44
wifibooster-pro.co.uk 6.41
o2.co.uk 5.1
sky.com 4.04
netgear.com 3.75
mobile-signal-boosters.shop 3.6
uswitch.com 2.7
others 33.61

Copyright © Adthena. All rights reserved.

In the PPC landscape, EE.co.uk leads with 13.04% click share, followed by Vodafone.co.uk at 10.59%. ‘Others’ collectively hold a significant 33.61%.

Market Exposure

Share of Spend for the top 10 UK Telecommunications Wireless Services 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 ee.co.uk o2.co.uk virginmedia.com three.co.uk vodafone.co.uk sky.com uswitch.com netgear.com wifibooster-pro.co.uk ebay.co.uk
2025/04/01 8.08% 6.13% 5.03% 7.53% 10.26% 4.38% 2.89% 2.36% 4.13% 5.46%
2025/04/02 6.57% 6.74% 1.6% 6.92% 7.84% 5.76% 3.84% 2.26% 5.05% 6.94%
2025/04/03 8.82% 7.43% 1.89% 5.85% 11.09% 3.55% 4.31% 1.59% 3.87% 8.79%
2025/04/04 12.6% 7.55% 2.89% 6.94% 7.44% 4.89% 4.53% 1.57% 3.28% 7.31%
2025/04/05 7.93% 8.1% 3.03% 7.72% 12.34% 3.96% 4.34% 2.07% 4.49% 7.49%
2025/04/06 7.98% 6.94% 3.43% 7.77% 10.87% 5.88% 4.5% 3.51% 3.55% 6.39%
2025/04/07 11.28% 7.5% 3.55% 7.78% 10.32% 4.18% 4.41% 2.06% 3.4% 5.2%
2025/04/08 6.75% 5.83% 3.66% 8.22% 8.96% 3.8% 3.46% 1.92% 3.34% 6.46%
2025/04/09 4.69% 7.29% 2.3% 8.89% 6.97% 3.3% 4.69% 4.7% 3.86% 6.47%
2025/04/10 6.59% 7.55% 2.51% 7.53% 8.67% 4.63% 4.2% 2.12% 4.21% 6.17%
2025/04/11 9.11% 6.22% 2.97% 7.2% 7.61% 3.61% 3.33% 1.9% 4.29% 4.65%
2025/04/12 6.36% 7.08% 3.04% 7.38% 9.71% 4.61% 5.42% 2.76% 6.16% 6.24%
2025/04/13 5.03% 6.84% 3.67% 7.68% 7.24% 6.99% 5.46% 2.92% 5.76% 7.2%
2025/04/14 8% 7.92% 2.92% 7.28% 9.41% 4.65% 4.93% 1.07% 3.76% 5.22%
2025/04/15 10.66% 8.56% 3.19% 6.91% 7.91% 5.61% 4.39% 2.32% 3.48% 4.88%
2025/04/16 8.58% 6.09% 1.49% 7.16% 8.87% 5.85% 5.11% 3.58% 3.62% 4.53%
2025/04/17 9.41% 5.23% 3.38% 7.71% 8.27% 5.58% 5.1% 2.8% 4.36% 5.24%
2025/04/18 7.24% 4.01% 3.22% 7.35% 4.09% 8.39% 5.65% 2.57% 5.05% 3.96%
2025/04/19 9.75% 1.65% 5.91% 7.6% 7.98% 6.62% 5.48% 3.01% 2.89% 3.94%
2025/04/20 11.71% 2.71% 4.39% 7.82% 3.7% 5.28% 6.8% 3.64% 4.74% 4.76%
2025/04/21 11.06% 2.67% 1.18% 7.09% 6.88% 4.75% 4.07% 4.06% 5.53% 4.53%
2025/04/22 9.94% 3.82% 4.91% 6.67% 6.7% 6.01% 4.58% 4.46% 3.82% 3.52%
2025/04/23 6.53% 6.86% 3.04% 7.38% 7.37% 5.05% 3.93% 4.65% 3.28% 4.06%
2025/04/24 11.21% 6.63% 4.74% 6.29% 7.35% 5.5% 3.93% 4.49% 4.1% 3.23%
2025/04/25 9.13% 2.15% 3.79% 5.67% 10.41% 4.75% 6.57% 4.55% 3.53% 3.34%
2025/04/26 11.66% 5.75% 4.16% 6.98% 8.04% 5.55% 5.95% 2.8% 3.9% 2.96%
2025/04/27 9.71% 5.76% 7.73% 7.06% 9.12% 5.36% 5.35% 4.04% 3.32% 3.76%
2025/04/28 12.5% 5.33% 5.87% 5.87% 6.96% 4.76% 4.26% 2.39% 3.23% 3.64%
2025/04/29 9.76% 6.97% 8.41% 6.33% 8.33% 5.41% 4.47% 3.08% 2.05% 3.2%
2025/04/30 9.24% 7.53% 7.29% 6.61% 6.16% 5.18% 4.18% 3.62% 3.45% 3.04%

Copyright © Adthena. All rights reserved.

In April 2025, EE.co.uk led with fluctuating spend shares, peaking at 12.6%. O2.co.uk saw a mid-month dip, while Virginmedia.com surged late. Vodafone.co.uk maintained strong presence, ending with 6.16%.

Market Exposure

Competitor Count for UK Telecommunications Wireless Services

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
2025/04/01 278
2025/04/02 276
2025/04/03 282
2025/04/04 284
2025/04/05 276
2025/04/06 280
2025/04/07 272
2025/04/08 270
2025/04/09 268
2025/04/10 273
2025/04/11 260
2025/04/12 256
2025/04/13 256
2025/04/14 254
2025/04/15 263
2025/04/16 261
2025/04/17 265
2025/04/18 258
2025/04/19 267
2025/04/20 272
2025/04/21 278
2025/04/22 279
2025/04/23 271
2025/04/24 266
2025/04/25 279
2025/04/26 272
2025/04/27 277
2025/04/28 282
2025/04/29 269
2025/04/30 278

Copyright © Adthena. All rights reserved.

April began with 278 advertisers, fluctuated throughout, and concluded with a stable 278, reflecting a dynamic yet balanced month.

Campaign Efficiency

Market Loss & Market Gains for UK Telecommunications Wireless Services

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
ee.co.uk 3.4%
netgear.com 1.55%
virginmedia.com 1.38%
sky.com 1.03%
ontopup.com 0.68%
three.co.uk -0.68%
viking-direct.co.uk -0.85%
o2.co.uk -1.79%
vodafone.co.uk -2.04%
ebay.co.uk -4.25%

Copyright © Adthena. All rights reserved.

EE.co.uk surged with a 3.40% click share increase, while ebay.co.uk dropped by 4.25%. Virginmedia.com and netgear.com also saw positive gains.

Campaign Efficiency

UK Telecommunications Wireless Services 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 three.co.uk wifibooster-pro.co.uk ebay.co.uk ee.co.uk netgear.com mobile-signal-boosters.shop vodafone.co.uk mobiles.co.uk movinginternet.co.uk carphonewarehouse.com
2025/04/01 10.81% 9.16% 13.33% 4.66% 3.36% 4.17% 4.98% 2.95% 3.12% 2.16%
2025/04/02 9% 10.4% 15.02% 3.28% 3.05% 4.12% 4.09% 3.57% 3.62% 1.89%
2025/04/03 8.1% 8.82% 20.18% 4.31% 2.47% 2.32% 5.36% 3.91% 2.96% 2.21%
2025/04/04 9.86% 7.68% 17.2% 6.75% 2.38% 2.12% 4.43% 2.58% 2.5% 2.01%
2025/04/05 10.39% 9.83% 16.61% 4.47% 2.98% 3.19% 6.4% 2.34% 2.78% 2.08%
2025/04/06 10.71% 8.33% 15.32% 4.84% 5.15% 4.72% 5.87% 2.85% 2.4% 1.81%
2025/04/07 11.3% 8.22% 13.17% 6.4% 3.31% 4.06% 5.26% 3.08% 2.07% 2.4%
2025/04/08 11.58% 7.79% 14.87% 3.72% 3.17% 5.14% 4.62% 2.75% 2.21% 2.34%
2025/04/09 11.93% 8.04% 14.48% 2.21% 6.25% 5.64% 4.32% 1.97% 2.09% 2.16%
2025/04/10 11.24% 9.35% 14.4% 3.62% 3.44% 5.28% 4.34% 2.34% 1.76% 1.75%
2025/04/11 10.83% 9.41% 11.17% 4.74% 2.85% 4.81% 3.87% 3.18% 2.23% 2.6%
2025/04/12 10.76% 13.28% 14.22% 3.28% 4.12% 2.78% 4.98% 2.19% 2.59% 2.14%
2025/04/13 10.39% 13.11% 15.69% 2.28% 4.13% 4.68% 4.4% 1.66% 2.83% 1.89%
2025/04/14 10.67% 8.99% 13.2% 4.67% 2.02% 4.39% 4.95% 2.94% 2.49% 2.99%
2025/04/15 11.04% 8.56% 12.57% 6.18% 3.98% 4.41% 4.2% 2.58% 2.64% 3.19%
2025/04/16 10.73% 8.36% 12.08% 4.34% 5.95% 4.09% 4.71% 2.96% 2.67% 3.85%
2025/04/17 10.66% 9.91% 12.08% 5.13% 4.52% 3.97% 4.3% 2.19% 2.45% 3.39%
2025/04/18 10.85% 11.48% 9.82% 4.22% 4.13% 3.59% 3.01% 1.29% 2.43% 3.89%
2025/04/19 10.8% 6.82% 9.35% 6.1% 4.96% 2.93% 4.78% 2.54% 2.18% 3.2%
2025/04/20 10.66% 10.28% 9.89% 6.05% 4.81% 3.98% 3.2% 1.02% 3.14% 3.47%
2025/04/21 9.45% 11.73% 9.33% 5.43% 6.15% 5.14% 3.84% 0.83% 2.9% 4.45%
2025/04/22 10.47% 8.7% 7.82% 5.94% 7.08% 5.09% 3.63% 2.43% 2.37% 3.94%
2025/04/23 10.7% 7.64% 9.86% 3.91% 7.19% 4.5% 4.2% 2.47% 2.38% 4.01%
2025/04/24 9.83% 9.41% 8% 6.46% 7.23% 3.77% 4.07% 2.54% 3.01% 3.24%
2025/04/25 9.31% 8.02% 8.17% 5.16% 7.03% 3.1% 5% 2.61% 3.03% 3.37%
2025/04/26 10.59% 9.15% 7.44% 6.8% 4.57% 2.23% 5% 2.41% 2.07% 3.38%
2025/04/27 10.75% 7.8% 8.9% 6.1% 6.46% 3.52% 4.96% 2.4% 2.13% 2.79%
2025/04/28 9.52% 7.8% 8.97% 7.38% 4.27% 4.04% 4.41% 2.6% 2.18% 2.73%
2025/04/29 9.91% 4.99% 8.01% 6.33% 5.35% 4.82% 4.67% 3.16% 1.91% 2.56%
2025/04/30 10.58% 8.41% 7.81% 6.22% 5.93% 5.25% 3.73% 3.26% 2.54% 2.19%

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In April 2025, eBay led with a peak impression share of 20.18% on April 3rd. Three.co.uk showed a steady rise, peaking at 11.93% on April 9th. Wifibooster-pro.co.uk had a notable spike to 13.28% on April 12th. The month concluded with eBay maintaining a strong presence, while Three.co.uk and Wifibooster-pro.co.uk showed fluctuations.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Wireless Services

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
    Top 10 Best Wifi Extender 2025 https://www.customerschoice.info

    10 Best Wifi Extender 2025 — We've Retrieved Real Reviews on Top-Best Wifi Extender To Help You Decide What To Buy. Find and Compare the Best Wifi Extender Based on Price, Features, Ratings & Reviews.

  2. 2
    Postcode Check - Best Internet In Your Area https://www.fibrecompare.com

    Compare the best full fibre broadband packages in your area. Switch & enjoy faster speeds.

  3. 3
    The UK's Fastest 5G Network https://www.three.co.uk

    Hurry Offer Ends 22nd April — Unlimited Data SIM For £20pm. Increasing To £21.50pm From April 2026 & £23pm April 2027.

  4. 4
    Compare Wifi Deals https://www.uswitch.com › internet › deals

    Wifi From Just £22pm — Compare Latest Deals From The Biggest Broadband Providers In The UK. Start Saving Now!

  5. 5
    Virgin Broadband - £25.99/m - Grab A Deal: Ultrafast Fibre https://www.virginmedia.com

    Grab A Deal & Shop Virgin Media Broadband. We've Got Speeds For Every Household

Copyright © Adthena. All rights reserved.

In the competitive world of telecommunications, advertisers are crafting compelling narratives to capture consumer attention. “Customers Choice” entices with real reviews on top WiFi extenders, while “Fibre Compare” offers localized broadband comparisons. “Three” highlights its 5G network with time-sensitive offers, and “Uswitch” and “Virgin Media” focus on competitive pricing and ultrafast speeds, respectively.

Frequently Asked Questions

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See this data specific to your brand performance

The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

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.