Log in Book a Demo

UK Software & Technology Cybersecurity - PPC Market Share Analysis April 2025

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

Market Exposure

Share of Clicks for top 10 UK Software & Technology Cybersecurity brands

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

See more data
Share of Clicks - Last month
Domain Share of clicks
nordvpn.com 16.05
mcafee.com 11.94
simplisafe.co.uk 5.47
surfshark.com 4.43
amazon.co.uk 4.39
expressvpn.com 4.1
norton.com 3.85
bitdefender.com 2.91
cybernews.com 2.79
1password.com 2.27
others 41.8

Copyright © Adthena. All rights reserved.

In the PPC landscape, ‘others’ dominate with 41.8% click share. NordVPN leads individual advertisers at 16.05%, followed by McAfee at 11.94%.

Market Exposure

Share of Spend for the top 10 UK Software & Technology Cybersecurity 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. 

See more data
Share of Spend - Last Month
Date nordvpn.com mcafee.com cybernews.com expressvpn.com vpnpro.com norton.com bitdefender.com simplisafe.co.uk uk.norton.com forbes.com
2025/04/01 18.46% 9.41% 4.99% 10.86% 4.4% 5.35% 2.39% 2.09% 2.51% 4.39%
2025/04/02 18.14% 8.48% 4.58% 8.86% 3.02% 5.71% 1.75% 2.33% 2.89% 2.38%
2025/04/03 17.36% 10.61% 4.72% 8.05% 2.87% 4.19% 2.5% 2.55% 2.4% 2.4%
2025/04/04 18.58% 9.26% 5.05% 11.86% 4.75% 4.6% 1.97% 2.21% 1.95% 3.72%
2025/04/05 16.04% 9.27% 3.95% 11.18% 3.04% 5.7% 2.63% 2.32% 1.58% 3.84%
2025/04/06 17.36% 8.71% 5.28% 12.05% 2.97% 3.9% 2.64% 2.22% 2.03% 3.06%
2025/04/07 18.72% 9.86% 5.54% 9.1% 3.87% 4.78% 2.12% 2.36% 2.22% 3.38%
2025/04/08 18.89% 7.79% 7.25% 9.98% 5.03% 4.98% 1.61% 1.99% 2.02% 2.25%
2025/04/09 22.2% 7.99% 6.07% 10.61% 4.38% 4.28% 3% 2.22% 1.4% 2.87%
2025/04/10 20.93% 7.88% 5.01% 9.83% 3.21% 4.07% 1.98% 2.13% 2.45% 4.19%
2025/04/11 19.9% 7.74% 6.86% 10.92% 4.27% 4.78% 2.26% 2.32% 2.34% 2.12%
2025/04/12 20.52% 9.55% 5.74% 9.13% 3.3% 4.13% 2.46% 1.9% 3.09% 2.9%
2025/04/13 16.34% 8.81% 8.3% 9.01% 5.66% 3.97% 1.8% 2.47% 2.28% 2.06%
2025/04/14 18.39% 8.57% 6.85% 2.22% 4.95% 4.91% 2.85% 2.4% 2.21% 3.04%
2025/04/15 23.1% 8.7% 8.87% 4.72% 6.07% 5.85% 2% 2.16% 2.08% 2.23%
2025/04/16 21.75% 8.24% 7.3% 4.65% 4.57% 4% 1.64% 1.98% 2.23% 2.21%
2025/04/17 22.09% 6.96% 9.78% 6.1% 5.77% 4.38% 1.34% 1.79% 1.97% 0.53%
2025/04/18 21.62% 7.53% 7.05% 4.38% 4.24% 4.41% 1.66% 1.86% 1.81% 0.46%
2025/04/19 17.25% 9.37% 7.08% 5.17% 5.05% 4.53% 2.79% 2.47% 1.51% 0.74%
2025/04/20 17.16% 9.71% 7.17% 6.4% 4.64% 3.3% 2.25% 2.35% 1.76% 0.35%
2025/04/21 17.05% 9.14% 7.23% 3.27% 5.61% 4.56% 3.13% 1.95% 1.99% 0.68%
2025/04/22 20.34% 8.06% 7.9% 6.78% 5.83% 4.45% 2.4% 1.75% 1.57% 0.66%
2025/04/23 19.19% 8.41% 8.22% 5.86% 6.71% 4.36% 2.49% 2.04% 1.95% 1.6%
2025/04/24 19.95% 8.55% 8.4% 5.64% 6.16% 4.21% 2.65% 2.19% 2.23% 1.67%
2025/04/25 19.45% 8.94% 8.1% 4.87% 5.58% 5.2% 2.4% 1.87% 2.03% 1.62%
2025/04/26 19.41% 10.51% 6.41% 4.66% 4.81% 5.59% 3.57% 2.22% 2.18% 1.12%
2025/04/27 18.19% 9.96% 7.82% 3% 4.99% 5.33% 3.38% 2.02% 1.53% 1.04%
2025/04/28 19.44% 10.65% 5.62% 3.31% 4.4% 5.26% 3.8% 2.05% 2.49% 0.71%
2025/04/29 20.11% 9.4% 8.2% 5.64% 5.36% 5.59% 2.84% 1.8% 1.8% 1.05%
2025/04/30 21.8% 10.28% 7.89% 5.34% 5.07% 4.58% 2.47% 1.92% 1.89% 0.77%

Copyright © Adthena. All rights reserved.

April saw NordVPN’s spend share fluctuate, peaking at 23.10% mid-month. McAfee’s share remained steady, while Cybernews experienced a rise. ExpressVPN’s share dropped significantly, and Forbes saw a decline.

Market Exposure

Competitor Count for UK Software & Technology Cybersecurity

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. 

See more data
Competitor Count - Last month
Date Competitor Count
2025/04/01 814
2025/04/02 821
2025/04/03 830
2025/04/04 818
2025/04/05 796
2025/04/06 807
2025/04/07 804
2025/04/08 808
2025/04/09 787
2025/04/10 774
2025/04/11 768
2025/04/12 746
2025/04/13 765
2025/04/14 785
2025/04/15 802
2025/04/16 805
2025/04/17 793
2025/04/18 782
2025/04/19 803
2025/04/20 802
2025/04/21 808
2025/04/22 799
2025/04/23 827
2025/04/24 810
2025/04/25 798
2025/04/26 801
2025/04/27 781
2025/04/28 799
2025/04/29 792
2025/04/30 788

Copyright © Adthena. All rights reserved.

April saw a dynamic shift in distinct advertisers, starting at 814 and peaking at 830. Mid-month, numbers dipped to 746, but rebounded to 788 by month’s end.

Campaign Efficiency

Market Loss & Market Gains for UK Software & Technology Cybersecurity

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

See more data
Market Loss & Market Gains - Last month
Name Market Trend
nordvpn.com 2.38%
apple.com 0.63%
totalav.com 0.58%
top10vpn.com 0.52%
cybernews.com 0.47%
uk.norton.com -0.47%
mcafee.com -0.57%
forbes.com -0.64%
simplisafe.co.uk -1%
expressvpn.com -2.72%

Copyright © Adthena. All rights reserved.

NordVPN surged with a 2.38% increase, while ExpressVPN dropped by 2.72%. Apple and TotalAV saw gains, contrasting with declines from SimpliSafe and Forbes.

Campaign Efficiency

UK Software & Technology Cybersecurity Share of Impressions

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

See more data
Date nordvpn.com mcafee.com norton.com cybernews.com amazon.co.uk vpnpro.com bitdefender.com expressvpn.com your.software simplisafe.co.uk
2025/04/01 12.28% 7.87% 6.55% 4.15% 3.53% 3.89% 2.12% 6.85% 1.5% 2.05%
2025/04/02 11.6% 6.82% 6.92% 3.85% 4.63% 2.48% 2.11% 5.48% 1.92% 2.13%
2025/04/03 10.58% 8.6% 5.38% 3.79% 4.84% 2.28% 2.32% 4.82% 2.04% 2.23%
2025/04/04 12.93% 8.07% 6.29% 4.12% 3.79% 3.87% 1.54% 7.42% 1.02% 2.18%
2025/04/05 10.87% 8.27% 7.5% 3.79% 5.63% 2.71% 2.36% 6.81% 1.76% 1.93%
2025/04/06 12.82% 7.68% 5.86% 4.69% 3.17% 2.75% 2.11% 7.7% 1.16% 1.83%
2025/04/07 12.65% 7.84% 6.16% 4.9% 4.14% 3.19% 1.8% 6.4% 1.11% 1.9%
2025/04/08 13.85% 7.04% 6.62% 6.17% 3.46% 4.13% 1.64% 6.99% 0.73% 1.76%
2025/04/09 14.77% 6.79% 6.83% 5.16% 4.4% 3.42% 2.71% 6.61% 1.23% 2.13%
2025/04/10 13.51% 7% 5.75% 3.9% 5.04% 2.72% 2.4% 6.89% 1.55% 1.9%
2025/04/11 13.82% 6.5% 6.72% 5.64% 3.45% 3.6% 2.1% 7.18% 1.11% 2.16%
2025/04/12 13.8% 7.7% 6.22% 4.75% 6.21% 2.64% 2.73% 6.29% 2.09% 1.6%
2025/04/13 11.68% 7.58% 5.89% 6.87% 4.56% 4.71% 2.2% 5.05% 1.9% 2.04%
2025/04/14 12.92% 6.9% 7% 6.04% 5.02% 4.14% 2.54% 1.93% 1.76% 1.87%
2025/04/15 14.89% 7.65% 7.6% 7.29% 4.53% 5.12% 2.16% 2.5% 2% 1.98%
2025/04/16 14.6% 6.9% 5.59% 6.14% 5.19% 3.76% 2.03% 2.4% 1.7% 1.72%
2025/04/17 14.87% 6.19% 6.25% 8.41% 4.46% 4.86% 1.59% 2.93% 1.63% 1.43%
2025/04/18 14.09% 5.96% 6.55% 5.74% 2.81% 3.37% 1.8% 2.45% 1.59% 1.65%
2025/04/19 11.24% 6.47% 6.42% 5.75% 5.81% 3.86% 2.76% 2.94% 3.16% 1.8%
2025/04/20 10.9% 6.72% 5.95% 5.91% 4.89% 3.66% 2.53% 2.99% 2.8% 1.76%
2025/04/21 10.32% 6.88% 6.48% 6.14% 4.8% 4.36% 2.94% 1.87% 2.17% 1.55%
2025/04/22 13.59% 7.13% 6.47% 6.72% 4.85% 4.63% 2.82% 2.69% 2.32% 1.5%
2025/04/23 11.88% 7.71% 5.74% 6.3% 4.94% 5.02% 2.8% 2.44% 2.33% 1.85%
2025/04/24 12.9% 7.47% 6.43% 6.93% 4.99% 4.95% 2.82% 2.66% 2.03% 1.78%
2025/04/25 12.9% 7.52% 6.76% 6.4% 3.93% 4.23% 2.49% 2.25% 2.07% 1.58%
2025/04/26 12.46% 8.6% 8.16% 5.62% 4.48% 3.9% 3.45% 2.25% 1.87% 1.74%
2025/04/27 11.31% 7.99% 8.74% 6.41% 4.39% 3.9% 3.27% 1.51% 1.4% 1.52%
2025/04/28 12.86% 8.46% 8.55% 4.58% 4.19% 3.13% 3.6% 2.02% 2.01% 1.54%
2025/04/29 13.06% 8.25% 9.51% 6.04% 4.31% 4.08% 2.99% 2.66% 1.38% 1.49%
2025/04/30 13.86% 8.86% 8.26% 6.36% 4.19% 3.91% 2.68% 2.18% 1.81% 1.61%

Copyright © Adthena. All rights reserved.

NordVPN’s impression share fluctuated, peaking at 14.89% mid-month. McAfee’s share rose steadily, ending at 8.86%. Norton saw a late surge, closing at 8.26%. Cybernews and Amazon.co.uk showed moderate gains, while ExpressVPN and Your.software experienced declines.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Software & Technology Cybersecurity

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

See more data
  1. 1
    Top 8 Best VPNs in the UK https://uk.cybernews.com › vpn › best

    [Recommended] April 2025 — Save up to 87% with exclusive deals and offers. Get premium VPN features for less. We’ve...

  2. 2
    ExpressVPN - Fast, Private VPN https://www.expressvpn.com

    Get Our 30-Day Risk-Free Trial — Protect Your Privacy from Your ISP with VPN. No Activity or Connection Logs. 24/7 Support.

  3. 3
    Network VPN https://www.nordlayer.com › business › security

    Remote Access VPN Solutions — Toggle-ready platform to connect, protect, detect & respond. No hardware, easy to deploy.

  4. 4
    The world's leading VPN https://www.nordvpn.com

    One of the fastest VPNs — NordVPN: reliable VPN for every device. Enjoy enhanced online security and privacy.

  5. 5
    Built-in Free VPN Browser | Get Opera™ GX Free https://www.opera.com

    Control your privacy and security with a Free integrated VPN and Ad blocker. Get it now!

Copyright © Adthena. All rights reserved.

In the competitive VPN landscape, Cybernews.com entices with exclusive deals, while ExpressVPN highlights privacy and support. NordLayer offers seamless remote access, and NordVPN emphasizes speed and reliability. Opera.com stands out with a free integrated VPN and ad blocker.

Frequently Asked Questions

Customer Success Stories

Get the full picture

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.

Related reports

US
Software & Technology

US Software Development

UK
Software & Technology

UK Software Development

US
Software & Technology

US Payroll / Accounting

AUS
Software & Technology

AUS Payroll / Accounting