Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Water Utilities category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.
See how often AIOs appear and how search intent is distributed across buying signals.
How often a Google AI overview appears on search terms relevant to this category.
| Frequency | Percentage |
|---|---|
| Frequency | 40.5620444925 |
| 59.4379555075 |
A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.
| Frequency | Percentage |
|---|---|
| Frequency | 44 |
| 56 |
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Here are the Top 10 competitors in the industry by Share of Clicks for the last month.
| Domain | Share of clicks |
|---|---|
| uk-water-filters.co.uk | 13.25 |
| directwatertanks.co.uk | 11.1 |
| wateraid.org | 9.25 |
| waterdropfilter.co.uk | 5.5 |
| harveywatersofteners.co.uk | 5.23 |
| kingfisherdirect.co.uk | 4.69 |
| grundfos.com | 3.51 |
| britishgas.co.uk | 2.47 |
| plumbingsuperstore.co.uk | 2.46 |
| itppackaging.com | 2.44 |
| others | 40.1 |
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In the competitive landscape of Google PPC for the energy, utilities, and waste sectors, ‘others’ dominate with a 40.1% click share. ‘UK Water Filters’ follows at 13.25%, while ‘Direct Water Tanks’ captures 11.1%. ‘WaterAid’ holds 9.25%, with ‘Waterdrop Filter’ at 5.5%. ‘Harvey Water Softeners’ and ‘Kingfisher Direct’ trail closely at 5.23% and 4.69%, respectively. ‘Grundfos’ secures 3.51%, and ‘British Gas’ at 2.47%. ‘Plumbing Superstore’ and ‘ITP Packaging’ round out the list with 2.46% and 2.44%.
Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.
| Date | wateraid.org | waterdropfilter.co.uk | directwatertanks.co.uk | uk-water-filters.co.uk | harveywatersofteners.co.uk | pumpexpress.co.uk | water-softener-quotes.co.uk | britishgas.co.uk | switch-us.co.uk | water2.com |
|---|---|---|---|---|---|---|---|---|---|---|
| 2026/07/01 | 24.56% | 1% | 4.32% | 6.85% | 6.53% | 0.65% | 2.58% | 5.39% | 6.64% | 1.7% |
| 2026/07/02 | 9.68% | 5.03% | 3.88% | 15.48% | 10.23% | 0.88% | 3.04% | 3.69% | 3.68% | 3.66% |
| 2026/07/03 | 4.7% | 2.03% | 5.59% | 12.75% | 11.39% | 4.85% | 3.83% | 2.8% | 3.43% | 2.21% |
| 2026/07/04 | 8.19% | 2.05% | 5.3% | 12.45% | 5.82% | 4.35% | 2.48% | 3.1% | 2.83% | 3.25% |
| 2026/07/05 | 8.35% | 6.74% | 5.46% | 12.57% | 7.3% | 2.3% | 3.54% | 2.61% | 2.8% | 1.8% |
| 2026/07/06 | 9.87% | 0.92% | 6.42% | 11.85% | 11.6% | 2.07% | 3.17% | 2.86% | 2.29% | 2.6% |
| 2026/07/07 | 12.43% | 5.04% | 2.58% | 11.32% | 12.34% | 1.22% | 3.44% | 3.06% | 3.59% | 3.67% |
| 2026/07/08 | 12.09% | 3.1% | 3.54% | 15.67% | 8.19% | 1.25% | 3.11% | 2.09% | 1.78% | 1.11% |
| 2026/07/09 | 5.07% | 5.12% | 5.37% | 20.38% | 8.57% | 2.62% | 2.28% | 2.26% | 1.89% | 2.04% |
| 2026/07/10 | 8.08% | 1.47% | 8.31% | 14.62% | 8.52% | 2.54% | 2.52% | 2.79% | 2.11% | 1.94% |
| 2026/07/11 | 8.28% | 3.05% | 3.61% | 15.9% | 6.99% | 3.84% | 2.62% | 3.48% | 1.48% | 1.82% |
| 2026/07/12 | 9.95% | 4.21% | 6.26% | 16.87% | 7.61% | 3.01% | 3.82% | 2.36% | 3.28% | 2.57% |
| 2026/07/13 | 8.95% | 2.27% | 5.15% | 16.52% | 7% | 3.62% | 2.47% | 1.62% | 3.17% | 2.18% |
| 2026/07/14 | 10.18% | 2% | 6.57% | 16.73% | 7.46% | 1.72% | 2.33% | 2.13% | 3.71% | 1.19% |
| 2026/07/15 | 7.95% | 0.41% | 8.2% | 12.78% | 10.34% | 1.51% | 3.07% | 2.5% | 2.61% | 2.21% |
| 2026/07/16 | 17.09% | 2.8% | 0.79% | 9.67% | 12.6% | 0.73% | 3.28% | 2.82% | 2.3% | 2.56% |
| 2026/07/17 | 29.08% | 0.76% | 4.87% | 7.04% | 8.4% | 1.37% | 3.28% | 2.54% | 1.3% | 1.87% |
| 2026/07/18 | 28.84% | 1.9% | 1.11% | 7.79% | 11.24% | 1.13% | 4.01% | 1.76% | 0.45% | 1.35% |
| 2026/07/19 | 15.87% | 0.35% | 6.16% | 5.72% | 14.67% | 0.31% | 5.92% | 2.7% | 6.31% | 2.01% |
| 2026/07/20 | 26.92% | 3.02% | 1.75% | 7.38% | 10.26% | 1.95% | 3.48% | 2.51% | 2.17% | 1.75% |
| 2026/07/21 | 10.18% | 2% | 6.57% | 16.72% | 7.45% | 1.72% | 2.33% | 2.13% | 3.71% | 1.19% |
| 2026/07/22 | 15.65% | 2.49% | 2.67% | 13.65% | 7.67% | 2.27% | 2.75% | 2.1% | 4.31% | 1.14% |
| 2026/07/23 | 15% | 4.72% | 3.41% | 14.64% | 6.3% | 2.14% | 2.66% | 1.36% | 3.92% | 1.44% |
| 2026/07/24 | 16.09% | 2.63% | 5.47% | 12.68% | 8.02% | 2.14% | 2.94% | 2.65% | 1.92% | 1.68% |
| 2026/07/25 | 29.13% | 2.95% | 2.83% | 13.7% | 7.97% | 1.44% | 2.32% | 2.05% | 1.36% | 1.88% |
| 2026/07/26 | 17.2% | 2.46% | 4.8% | 13.41% | 8.96% | 2.15% | 2.38% | 1.86% | 0.86% | 1.85% |
| 2026/07/27 | 13.61% | 3.43% | 4.42% | 10.91% | 7.62% | 1.3% | 2.86% | 1.39% | 2.55% | 1.37% |
| 2026/07/28 | 18.57% | 3.56% | 2.55% | 7.98% | 13.08% | 1.07% | 3.08% | 2.57% | 0.88% | 2.51% |
| 2026/07/29 | 12.92% | 1.21% | 6.81% | 8.49% | 11.16% | 2.26% | 3.36% | 1.3% | 2.05% | 0.58% |
| 2026/07/30 | 11.25% | 1.92% | 6.59% | 8.15% | 8.68% | 1.65% | 3.28% | 1.41% | 4.78% | 1.02% |
| 2026/07/31 | 20.19% | 7.23% | 6.51% | 4.84% | 3.67% | 2.37% | 2% | 1.2% | 0.7% | 0.5% |
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In July 2026, WaterAid.org’s PPC spend fluctuated, peaking mid-month at 29.13%. Waterdropfilter.co.uk saw a late surge, ending at 7.23%. Directwatertanks.co.uk maintained steady growth, closing at 6.51%. UK-water-filters.co.uk’s spend peaked early, then declined. Harveywatersofteners.co.uk experienced a mid-month peak, finishing at 3.67%. Pumpexpress.co.uk remained stable, ending at 2.37%. Water-softener-quotes.co.uk showed consistent activity, closing at 2.0%. Britishgas.co.uk’s spend decreased, ending at 1.2%. Switch-us.co.uk fluctuated, finishing at 0.7%. Water2.com saw a decline, closing at 0.5%.
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.
| Date | Competitor Count |
|---|---|
| 2026/07/01 | 127 |
| 2026/07/02 | 159 |
| 2026/07/03 | 153 |
| 2026/07/04 | 160 |
| 2026/07/05 | 158 |
| 2026/07/06 | 172 |
| 2026/07/07 | 169 |
| 2026/07/08 | 167 |
| 2026/07/09 | 166 |
| 2026/07/10 | 173 |
| 2026/07/11 | 172 |
| 2026/07/12 | 172 |
| 2026/07/13 | 172 |
| 2026/07/14 | 173 |
| 2026/07/15 | 170 |
| 2026/07/16 | 163 |
| 2026/07/17 | 160 |
| 2026/07/18 | 149 |
| 2026/07/19 | 140 |
| 2026/07/20 | 136 |
| 2026/07/21 | 173 |
| 2026/07/22 | 178 |
| 2026/07/23 | 186 |
| 2026/07/24 | 179 |
| 2026/07/25 | 177 |
| 2026/07/26 | 180 |
| 2026/07/27 | 176 |
| 2026/07/28 | 179 |
| 2026/07/29 | 157 |
| 2026/07/30 | 154 |
| 2026/07/31 | 153 |
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July began with 127 advertisers, peaking at 186 mid-month. A decline followed, ending at 153. The month showcased dynamic shifts, highlighting competitive fluctuations.
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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Wateraid.org surged with a 5.21% click share increase, while uk-water-filters.co.uk dropped by 1.88%. Grundfos.com and aquatru.co.uk also saw positive gains, contrasting with declines for directwatertanks.co.uk and kingfisherdirect.co.uk.
Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.
| Date | waterdropfilter.co.uk | directwatertanks.co.uk | kingfisherdirect.co.uk | reverseosmosisworld.co.uk | uk-water-filters.co.uk | itppackaging.com | plumbingsuperstore.co.uk | wateraid.org | harveywatersofteners.co.uk | heatandplumb.com |
|---|---|---|---|---|---|---|---|---|---|---|
| 2026/07/01 | 2% | 6.47% | 0.81% | 0.05% | 8.72% | 4.85% | 7.13% | 5.66% | 4.7% | 1.14% |
| 2026/07/02 | 8.12% | 4.42% | 5.22% | 1.41% | 15.73% | 5.62% | 4.08% | 1.61% | 6.74% | 0.43% |
| 2026/07/03 | 3.21% | 7.79% | 5.63% | 1.5% | 11.22% | 6.49% | 4.53% | 0.87% | 6.79% | 0.82% |
| 2026/07/04 | 2.56% | 7.66% | 6.29% | 0.35% | 9.04% | 4.65% | 5.28% | 1.37% | 2.98% | 3.37% |
| 2026/07/05 | 13.4% | 5.8% | 5.27% | 3.16% | 12.21% | 2.9% | 1.44% | 1.32% | 4.45% | 1.12% |
| 2026/07/06 | 1.46% | 8.02% | 7.7% | 1.97% | 8.79% | 5.77% | 4.25% | 1.6% | 6.91% | 2.08% |
| 2026/07/07 | 12.22% | 2.43% | 2.67% | 4.04% | 11.88% | 1.46% | 3.52% | 1.95% | 7.91% | 3.08% |
| 2026/07/08 | 7.83% | 3.89% | 4.49% | 2.63% | 14.97% | 2.4% | 4.7% | 2.1% | 4.4% | 3.97% |
| 2026/07/09 | 10.27% | 6.92% | 4.7% | 4.26% | 15.33% | 6.43% | 3.95% | 0.74% | 4.33% | 1.55% |
| 2026/07/10 | 2.71% | 10.51% | 7.64% | 1.49% | 12.2% | 5.41% | 3.53% | 1.27% | 4.59% | 1.96% |
| 2026/07/11 | 4.52% | 4.7% | 4.7% | 0.61% | 13.92% | 5.87% | 3.66% | 1.44% | 4.35% | 1.67% |
| 2026/07/12 | 8.06% | 7.9% | 7.06% | 6.36% | 15.44% | 4.8% | 1.77% | 1.72% | 4.74% | 0.55% |
| 2026/07/13 | 5.33% | 6.78% | 4.88% | 2.17% | 13.44% | 3.25% | 3.84% | 1.66% | 4.84% | 1.37% |
| 2026/07/14 | 2.79% | 9.16% | 5.49% | 1.14% | 13.47% | 4.88% | 5.12% | 1.87% | 4.54% | 4.39% |
| 2026/07/15 | 0.45% | 12.5% | 8.75% | 0.74% | 11.03% | 5.83% | 3.65% | 1.53% | 6.65% | 1.25% |
| 2026/07/16 | 7.66% | 1.09% | 0% | 3.86% | 12.45% | 2.17% | 0.78% | 3.98% | 10.3% | 0.61% |
| 2026/07/17 | 2.02% | 6.88% | 5% | 0.34% | 7.94% | 7.5% | 4.76% | 6.88% | 6.45% | 2.38% |
| 2026/07/18 | 5.71% | 1.47% | 3.67% | 6.85% | 9.74% | 5.13% | 1.94% | 6.27% | 8.41% | 1.08% |
| 2026/07/19 | 0.71% | 10.5% | 9.75% | 0.19% | 6.74% | 8.25% | 0.12% | 3.67% | 12.59% | 0.47% |
| 2026/07/20 | 7.47% | 2.74% | 0% | 2.41% | 10.98% | 2.74% | 1.28% | 6.7% | 9.05% | 1.27% |
| 2026/07/21 | 2.79% | 9.16% | 5.49% | 1.14% | 13.47% | 4.88% | 5.12% | 1.87% | 4.54% | 4.39% |
| 2026/07/22 | 5.35% | 4.41% | 5.35% | 1.17% | 11.88% | 5.04% | 2.69% | 3.08% | 4.61% | 3.28% |
| 2026/07/23 | 5.74% | 5.39% | 3.89% | 3.68% | 13.81% | 4.19% | 2.79% | 2.93% | 4.44% | 1.48% |
| 2026/07/24 | 4.93% | 8.09% | 4.67% | 2.07% | 13.42% | 4.05% | 3.58% | 3.04% | 5.32% | 1.77% |
| 2026/07/25 | 7.1% | 4.85% | 2.91% | 1.37% | 14.92% | 4.85% | 3.4% | 5.93% | 5.89% | 2.96% |
| 2026/07/26 | 6.05% | 6.89% | 5.36% | 4% | 13.75% | 4.08% | 3.77% | 3.12% | 5.56% | 1.98% |
| 2026/07/27 | 5.98% | 4.63% | 3.3% | 4.68% | 12.83% | 3.97% | 2.47% | 2.42% | 4.05% | 0.66% |
| 2026/07/28 | 10.13% | 3.02% | 3.35% | 1.12% | 7.78% | 5.02% | 2.83% | 3.68% | 9.52% | 1.98% |
| 2026/07/29 | 1.27% | 7.33% | 5.03% | 0.63% | 10.37% | 6.41% | 2.32% | 2.24% | 6.18% | 1.66% |
| 2026/07/30 | 11.38% | 6.31% | 6.11% | 7.18% | 5.14% | 6.53% | 2.45% | 1.71% | 4.09% | 2.19% |
| 2026/07/31 | 13.22% | 6% | 5.49% | 5.46% | 5.1% | 4% | 3.82% | 3.05% | 2.47% | 1.02% |
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In July 2026, uk-water-filters.co.uk dominated with consistent high impressions, peaking mid-month. waterdropfilter.co.uk showed volatility, ending strong. directwatertanks.co.uk maintained steady presence, while reverseosmosisworld.co.uk and wateraid.org had sporadic spikes.
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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Pure water, pure love for your family. Choose Waterdrop for clean and safe drinking water. Stay hydrated and healthy wherever you go with Waterdrop's...
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In the competitive world of water utilities, Harvey Water Softeners leads with eco-friendly British-made systems, while Minimax emphasizes reliability and experience. UK Water Filters and Water2 offer easy installation and long-lasting solutions, and Waterdrop focuses on purity and health.
Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.
Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.
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