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UK Education & Training Language Learning - PPC Market Share Analysis April 2025

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

Market Exposure

Share of Clicks for top 10 UK Education & Training Language Learning 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
babbel.com 31.97
italki.com 22.6
rosettastone.com 19.08
preply.com 8.15
oxfordinternationalenglish.com 3.19
audible.co.uk 1.29
lingopie.com 1.18
elatt.org.uk 1.12
lingoda.com 1
mondly.com 0.79
others 9.63

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In the language learning PPC landscape, Babbel leads with 31.97% click share, followed by italki at 22.6%. Rosetta Stone captures 19.08%, while Preply holds 8.15%. Others collectively account for 9.63%.

Market Exposure

Share of Spend for the top 10 UK Education & Training Language Learning 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 rosettastone.com italki.com babbel.com preply.com elatt.org.uk oxfordinternationalenglish.com lingoda.com audible.co.uk mondly.com lingopie.com
2025/04/01 23.18% 18% 15.05% 15.44% 1.6% 6.49% 0% 0% 2.65% 3.1%
2025/04/02 21.83% 12.87% 16.59% 17.99% 3.13% 5.49% 1% 1.38% 3.03% 3.91%
2025/04/03 17.2% 14.14% 23.13% 21.58% 1.61% 3.5% 1.49% 2.25% 2.69% 4.73%
2025/04/04 20.54% 16.49% 17.21% 15.26% 1.42% 5.54% 0% 0.52% 1.57% 3.93%
2025/04/05 18.47% 16.51% 20.38% 15.98% 1.75% 8.16% 0.99% 0% 1.94% 1.34%
2025/04/06 15.89% 13.88% 22.08% 11.38% 0.46% 7.88% 2.63% 2.24% 1.79% 1.53%
2025/04/07 16.77% 18.85% 16.54% 15.71% 2.13% 6.43% 3.1% 2.23% 1.74% 3.55%
2025/04/08 16.99% 18.12% 15.95% 16.58% 4.42% 5% 2.77% 2.42% 0% 2.13%
2025/04/09 22.1% 14.95% 21.25% 17.93% 1.44% 5.43% 2.03% 0% 0.96% 2.31%
2025/04/10 16.22% 22.52% 14.14% 13.09% 3.35% 9.02% 1.04% 0% 0.94% 0.04%
2025/04/11 22.6% 19.09% 12.72% 15.87% 1.57% 7.58% 3.25% 0.85% 0% 1.84%
2025/04/12 10.33% 11.48% 21.44% 14.17% 0.87% 6.4% 2.95% 2.45% 0.97% 2.34%
2025/04/13 10.85% 12.09% 23.4% 24.22% 2.27% 5.42% 1.39% 2.55% 1.52% 1.97%
2025/04/14 19.56% 18.37% 17.13% 19.58% 2.5% 5.94% 1.22% 0% 0% 1.22%
2025/04/15 28.53% 21.82% 13.24% 10.16% 1.5% 4.39% 0% 1.47% 1.86% 1.29%
2025/04/16 22.88% 15.09% 24.31% 13.71% 1.41% 4.4% 0.95% 2.36% 0% 2.73%
2025/04/17 24.49% 14.92% 7.67% 20.6% 2.38% 6.54% 0.76% 0% 0% 0.01%
2025/04/18 22.23% 16.06% 12.51% 19.06% 1.11% 5.33% 1.69% 3.28% 2.26% 3.21%
2025/04/19 21.45% 16.99% 15.4% 10.76% 0% 6.98% 2.37% 2.32% 2.23% 5.83%
2025/04/20 20.07% 20.26% 17.86% 10.04% 2.06% 6.26% 1.98% 4.86% 1.92% 2.29%
2025/04/21 15.17% 13.36% 18.12% 19.14% 2.16% 3.24% 3.04% 6.66% 1.75% 7.98%
2025/04/22 14.95% 8.86% 21.48% 17.72% 0.96% 3.4% 2.27% 4% 3.64% 4.71%
2025/04/23 21.24% 21.1% 16.4% 18.25% 2.71% 6.26% 0% 0% 0% 0.02%
2025/04/24 12.51% 14.56% 13.18% 23.32% 3.21% 4.87% 2.57% 6.46% 1.91% 4.77%
2025/04/25 19.07% 11.18% 14.04% 23.55% 1.63% 6.41% 0.05% 5.18% 0.37% 3.74%
2025/04/26 22.74% 11.33% 14.29% 17.46% 3.58% 5.24% 2.27% 3.99% 0.76% 0.03%
2025/04/27 17.63% 9.08% 13.32% 19.6% 2.14% 4.52% 1.97% 3.66% 4.17% 5.11%
2025/04/28 25.62% 21.36% 17.86% 14.18% 0.89% 5.79% 3.64% 0% 0.69% 0.04%
2025/04/29 20.4% 25.56% 13.32% 11.21% 4.39% 5.53% 0.91% 1.4% 0% 0.02%
2025/04/30 22.77% 17.04% 14.57% 12.99% 5.32% 4.87% 3.3% 2.59% 1.23% 0.02%

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In April 2025, Rosetta Stone led with fluctuating spend, peaking mid-month. Italki and Babbel showed varied trends, while Preply surged late. Elatt and Oxford International English maintained low shares. Audible and Lingopie had sporadic spikes.

Market Exposure

Competitor Count for UK Education & Training Language Learning

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 29
2025/04/02 33
2025/04/03 42
2025/04/04 47
2025/04/05 36
2025/04/06 44
2025/04/07 38
2025/04/08 40
2025/04/09 37
2025/04/10 43
2025/04/11 46
2025/04/12 40
2025/04/13 35
2025/04/14 43
2025/04/15 34
2025/04/16 38
2025/04/17 45
2025/04/18 36
2025/04/19 40
2025/04/20 42
2025/04/21 40
2025/04/22 48
2025/04/23 38
2025/04/24 45
2025/04/25 47
2025/04/26 44
2025/04/27 51
2025/04/28 40
2025/04/29 42
2025/04/30 36

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April saw a dynamic shift in distinct advertisers, starting at 29 and peaking at 51. The month concluded with a slight dip to 36, reflecting fluctuating engagement.

Campaign Efficiency

Market Loss & Market Gains for UK Education & Training Language Learning

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
rosettastone.com 2.19%
audible.co.uk 1.11%
preply.com 0.83%
lingopie.com 0.35%
mondly.com 0.32%
caminobarcelona.com -0.39%
wordnik.com -0.52%
busuu.com -1.04%
italki.com -1.25%
babbel.com -2.17%

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Rosetta Stone surged with a 2.19% click share increase, while Babbel faced a 2.17% decline. Audible.co.uk and Preply also gained, contrasting with Italki’s drop.

Campaign Efficiency

UK Education & Training Language Learning 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 rosettastone.com preply.com babbel.com italki.com oxfordinternationalenglish.com elatt.org.uk lingoda.com audible.co.uk jumpspeak.com lingopie.com
2025/04/01 23.89% 17.92% 15.22% 10.66% 8.21% 1.95% 0% 0% 0.03% 3.73%
2025/04/02 20.01% 20.32% 18.76% 6.7% 5.98% 2.91% 1.08% 1.06% 1.8% 6.33%
2025/04/03 18.84% 27.02% 17.62% 7.83% 4.19% 1.47% 1.31% 2.87% 1.58% 5.76%
2025/04/04 21.97% 17.14% 13.93% 9.08% 6.8% 1.31% 0% 0.81% 4.53% 4.29%
2025/04/05 22.88% 18.53% 16.31% 8.99% 9.57% 1.62% 1.22% 0% 0.02% 1.8%
2025/04/06 16.46% 13.84% 17.68% 7.88% 9.34% 0.51% 3.02% 2.25% 1.35% 1.78%
2025/04/07 18.3% 17.56% 15.12% 10.8% 7.9% 2.06% 2.79% 2.44% 1.6% 3.53%
2025/04/08 19.94% 18.19% 13.75% 10.1% 6.17% 4.38% 2.74% 3.21% 1.65% 2.27%
2025/04/09 24.57% 21.21% 16.89% 9.15% 6.88% 1.84% 2.13% 0% 0.02% 2.49%
2025/04/10 19.01% 15.5% 14.11% 12.71% 10.71% 3.42% 1.08% 0% 0.02% 0.06%
2025/04/11 23% 17.5% 11.78% 10.11% 8.35% 1.78% 3.42% 0.9% 0.02% 1.73%
2025/04/12 26.33% 12.03% 11.75% 5.02% 6.15% 0.83% 2.1% 1.92% 0.01% 1.95%
2025/04/13 12.84% 26.15% 17.75% 7% 6.61% 2.22% 1.19% 3.16% 1.02% 2.33%
2025/04/14 20.87% 23.11% 13.55% 10.04% 7.37% 2.59% 1.22% 0% 0.05% 1.24%
2025/04/15 30.87% 14.14% 11.75% 11.71% 5.6% 1.27% 0% 1.97% 1.75% 1.72%
2025/04/16 21.2% 13.96% 32.46% 8.14% 4.65% 1% 1.06% 2.42% 1.26% 2.21%
2025/04/17 25.43% 22.98% 9.23% 6.98% 6.67% 2.25% 0.78% 0% 0.05% 0.02%
2025/04/18 21.06% 21.93% 13.98% 9.28% 5.94% 1.29% 1.9% 4.14% 0.06% 3.13%
2025/04/19 21.82% 13.76% 12.71% 9.65% 8.01% 0% 2.48% 4.7% 2.31% 6.27%
2025/04/20 22.6% 14.46% 14.99% 10.85% 7.65% 1.54% 2.04% 6.06% 1.33% 2.43%
2025/04/21 16.22% 23.7% 13.01% 7.84% 4.08% 1.88% 3.99% 7.52% 0.1% 8.38%
2025/04/22 20.83% 18.02% 22.04% 3.82% 3.33% 0.65% 2.13% 3.43% 0.68% 4.72%
2025/04/23 23.51% 21.86% 14.81% 12.62% 7.54% 2.96% 0% 0% 0.1% 0.04%
2025/04/24 13.27% 26.11% 12.26% 7.83% 5.18% 2.82% 3.25% 8.22% 0.48% 5.41%
2025/04/25 19.71% 26.98% 10.89% 5.98% 7.03% 1.84% 0.08% 6.81% 0.1% 4.19%
2025/04/26 18.59% 16.62% 11.45% 4.84% 4.76% 2.68% 2.13% 3.85% 17.72% 0.04%
2025/04/27 17.89% 21.1% 10.34% 5.27% 4.88% 2.34% 2.44% 4.58% 1.16% 5.33%
2025/04/28 28.04% 16.61% 18.04% 11.65% 6.24% 1.06% 4.45% 0% 0.18% 0.06%
2025/04/29 22.37% 14.32% 13.87% 13.48% 6.68% 4.22% 1.51% 2.12% 0.16% 0.03%
2025/04/30 24.42% 14.72% 14.49% 9.53% 5.61% 4.88% 3.54% 3.4% 1.86% 0.03%

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April 2025 saw Rosetta Stone’s impression share fluctuate, peaking at 30.87% mid-month. Preply and Babbel experienced varied trends, while italki and Oxford International English showed modest shares. Audible and Lingopie had sporadic spikes. The month concluded with Rosetta Stone leading.

Campaign Efficiency

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

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
    The UK's No.1 language app https://go.babbel.com

    Only 10 mins per day — Speak a new language confidently and connect with native speakers. Start learning today

  2. 2
    King's College London | Evening English lessons https://www.kcl.ac.uk › language › centre

    Advance your career with our professional English courses based in London. Enrol today. Master...

  3. 3
    ESOL English - Online esol Preparation https://www.preply.com › english › esol

    Unlock Your Language Potential with the Best Tutors for You. Book Your Lessons from £5

  4. 4
    Sandwell College Adult Courses - Apply Now. https://www.sandwell.ac.uk

    Returning to study made easy—discover supportive courses for adults. Learn something new in 2025! Sign up for our college courses today.

  5. 5
    WEA | Free ESOL courses https://www.wea.org.uk

    ESOL English Courses — Learn English at many levels with courses for speakers of other languages. Book your place. Enrol in our ESOL courses online. Free places for eligible...

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In the competitive landscape of language learning, Babbel stands out with its promise of quick, daily engagement, while King’s College London emphasizes career advancement through professional English courses. Preply offers personalized tutoring at affordable rates, and Sandwell College highlights supportive adult education. WEA provides accessible ESOL courses, ensuring inclusivity.

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