UK Energy, Utilities & Waste Water Utilities - PPC Market Share Analysis December 2025

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.

Water Utilities – UK

Google AI Overview visibility for Energy, Utilities & Waste Water Utilities UK

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 44.1116005874
55.8883994126
44%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 45
55
45%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 0%
Transactional 1%
Navigational 1%
Seasonal 0%
Local 21%
Problem Solving 2%

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Market Exposure

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

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

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
wateraid.org 17.59
grundfos.com 10.27
waterdropfilter.co.uk 9.6
uk-water-filters.co.uk 8.15
britishgas.co.uk 4.66
harveywatersofteners.co.uk 3.77
directwatertanks.co.uk 3.56
culligan.co.uk 2.3
aquatru.co.uk 2.18
anglianpumping.com 2.13
others 35.79
  • wateraid.org - 17.59%
  • grundfos.com - 10.27%
  • waterdropfilter.co.uk - 9.6%
  • uk-water-filters.co.uk - 8.15%
  • britishgas.co.uk - 4.66%
  • harveywatersofteners.co.uk - 3.77%
  • directwatertanks.co.uk - 3.56%
  • culligan.co.uk - 2.3%
  • aquatru.co.uk - 2.18%
  • anglianpumping.com - 2.13%
  • others - 35.79%

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Wateraid.org leads with 17.59% click share, followed by Grundfos.com at 10.27%. Others dominate with 35.79%, highlighting diverse competition.

Market Exposure

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

Share of Spend - Last Month
Share of Spend - Last Month
Date uk-water-filters.co.uk wateraid.org harveywatersofteners.co.uk water-softener-quotes.co.uk waterdropfilter.co.uk britishgas.co.uk grundfos.com aquatru.co.uk directwatertanks.co.uk newatersofteners.co.uk
2025/12/01 4.32% 26.29% 5.78% 2.43% 11.12% 7.04% 4.15% 0.93% 1% 1.68%
2025/12/02 5.06% 18.28% 5.36% 1.76% 4.14% 6.85% 2.4% 4.42% 2.39% 1.3%
2025/12/03 13.01% 19.67% 3.9% 2.53% 6.29% 4.74% 3.2% 2.86% 3.93% 1.8%
2025/12/04 12.98% 23.08% 3.22% 2.32% 2.62% 4.37% 3.5% 5.98% 0.51% 1.2%
2025/12/05 8.23% 17.69% 2.21% 2.33% 6.04% 5.13% 3.92% 2.25% 5.89% 1.59%
2025/12/06 5.29% 25.89% 3.51% 0.7% 6.32% 3.89% 4.16% 1.34% 4.35% 1.75%
2025/12/07 8.85% 27.17% 4.03% 1.41% 3.96% 8.35% 5.05% 1.04% 2.5% 1.35%
2025/12/08 11.24% 17.48% 3.94% 2.09% 6.25% 6.98% 4.88% 2.02% 0% 1.47%
2025/12/09 11.7% 22.03% 3.6% 2.19% 5.3% 3.99% 2.86% 0.88% 4.75% 1.38%
2025/12/10 6.99% 19.61% 3.98% 1.75% 4.09% 5.66% 3.79% 1.31% 5.95% 0.88%
2025/12/11 9% 20.75% 2.78% 2.45% 3.75% 4.43% 4.1% 0.86% 3.78% 1.29%
2025/12/12 9.04% 27.1% 3.92% 2.44% 4.89% 5.24% 5.01% 0.38% 0.69% 1.64%
2025/12/13 6.91% 21.73% 4% 2.23% 3.64% 8.15% 6.24% 0.43% 6.08% 1.81%
2025/12/14 7.77% 25.35% 4.75% 2% 5.36% 11.47% 6.73% 1.1% 1.86% 1.51%
2025/12/15 6.84% 24.96% 3.64% 2.22% 7.98% 6.48% 3.54% 4.1% 1.18% 1.22%
2025/12/16 9.1% 14.94% 6.99% 1.85% 7.48% 6.23% 2.98% 1.38% 3.57% 0.87%
2025/12/17 7.8% 18.41% 5.13% 6.27% 8.59% 5.84% 4.43% 1.52% 2.36% 0.89%
2025/12/18 11.04% 12.47% 7.88% 2.17% 9.51% 6.62% 3.97% 3.85% 1.82% 1.17%
2025/12/19 8.55% 12.99% 8.23% 4.05% 8.07% 7.54% 3.85% 4.1% 1.11% 0.74%
2025/12/20 9.51% 14.31% 7.5% 6.16% 7.42% 6.19% 2.61% 1.22% 0.18% 3.9%
2025/12/21 6.95% 15.39% 9.91% 5.37% 7.98% 7.47% 4.24% 2.96% 1.84% 2.94%
2025/12/22 8.55% 7.73% 5.54% 6.24% 11.28% 7.58% 3.76% 1.37% 0.71% 6%
2025/12/23 7.21% 11.59% 10.68% 4.36% 6.67% 7.12% 4.35% 1.85% 1.95% 3.43%
2025/12/24 8.51% 9.55% 6.91% 2.27% 12.06% 6.76% 3.85% 3.3% 1.61% 1.59%
2025/12/25 6.54% 14.67% 6.68% 5.65% 7.27% 3.56% 5.94% 2.04% 1.13% 1.24%
2025/12/26 5.24% 17.22% 12.32% 2.47% 7.79% 5.83% 4.83% 0.89% 0.22% 2.76%
2025/12/27 6.09% 19.54% 7.34% 4.64% 9.2% 6.37% 4.53% 1.37% 1.33% 3.12%
2025/12/28 8.54% 17.48% 5.5% 5.59% 11.41% 5.19% 4.07% 2.27% 1.58% 2.8%
2025/12/29 13.52% 9.75% 5.83% 7.61% 4.77% 7.01% 2.77% 2.44% 0.44% 4.81%
2025/12/30 12.65% 12.98% 8.18% 5.6% 6.4% 5.29% 4.26% 2.46% 2.11% 2.36%
2025/12/31 11.68% 9.36% 8.81% 8.62% 8.14% 7.13% 4.39% 1.89% 1.49% 1.37%
  • uk-water-filters.co.uk
  • wateraid.org
  • harveywatersofteners.co.uk
  • water-softener-quotes.co.uk
  • waterdropfilter.co.uk
  • britishgas.co.uk
  • grundfos.com
  • aquatru.co.uk
  • directwatertanks.co.uk
  • newatersofteners.co.uk

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In December 2025, “uk-water-filters.co.uk” saw fluctuating PPC spend, peaking at 13.52% on the 29th. “wateraid.org” led early but declined, ending at 9.36%. “harveywatersofteners.co.uk” and “waterdropfilter.co.uk” showed steady growth, while “aquatru.co.uk” and “directwatertanks.co.uk” remained low. The month concluded with diverse spending patterns across domains.

Market Exposure

Competitor Count for UK Energy, Utilities & Waste Water Utilities

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2025/12/01 146
2025/12/02 142
2025/12/03 143
2025/12/04 148
2025/12/05 153
2025/12/06 129
2025/12/07 129
2025/12/08 131
2025/12/09 154
2025/12/10 149
2025/12/11 151
2025/12/12 149
2025/12/13 138
2025/12/14 136
2025/12/15 159
2025/12/16 157
2025/12/17 159
2025/12/18 157
2025/12/19 155
2025/12/20 149
2025/12/21 145
2025/12/22 154
2025/12/23 153
2025/12/24 162
2025/12/25 151
2025/12/26 149
2025/12/27 144
2025/12/28 143
2025/12/29 158
2025/12/30 157
2025/12/31 154

Copyright © Adthena. All rights reserved.

December saw fluctuating advertiser numbers, peaking at 162 on the 24th. The month concluded with 154 distinct advertisers, reflecting a dynamic landscape.

Campaign Efficiency

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

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

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
waterdropfilter.co.uk 5.78%
harveywatersofteners.co.uk 2.8%
water-softener-quotes.co.uk 1.5%
skumawater.com 1.05%
uk-water-filters.co.uk 0.98%
kingfisherdirect.co.uk -0.89%
plumbingsuperstore.co.uk -1.11%
plumbnation.co.uk -2.21%
directwatertanks.co.uk -2.87%
wateraid.org -7.92%

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Waterdropfilter.co.uk surged with a 5.78% click share increase, while wateraid.org faced a significant 7.92% decline. Harveywatersofteners.co.uk also rose by 2.8%.

Campaign Efficiency

UK Energy, Utilities & Waste Water Utilities Share of Impressions

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

Date uk-water-filters.co.uk waterdropfilter.co.uk water-softener-quotes.co.uk harveywatersofteners.co.uk aquatru.co.uk britishgas.co.uk grundfos.com wateraid.org anglianpumping.com directwatertanks.co.uk
2025/12/01 4.03% 16.87% 1.49% 3.27% 1.6% 3.77% 2.76% 8.59% 6.29% 1.05%
2025/12/02 5.23% 6.04% 0.87% 3.36% 6.94% 2.96% 1.25% 5.19% 6.57% 2.17%
2025/12/03 13.25% 9.76% 1.54% 2.29% 4.65% 2.33% 2.03% 6.06% 2.65% 3.86%
2025/12/04 12.42% 3.33% 1.22% 1.67% 10.28% 1.84% 2.67% 6.73% 3.3% 0.75%
2025/12/05 7.49% 7.87% 1.18% 1.05% 3.35% 2.25% 2.2% 4.99% 3.67% 5.31%
2025/12/06 4.94% 8.99% 0.48% 1.9% 2.33% 1.64% 2.49% 7.75% 0.08% 4.32%
2025/12/07 10.9% 6.04% 0.86% 2.36% 1.93% 4.52% 3.28% 8.99% 0.09% 3.01%
2025/12/08 11.95% 8.12% 1.09% 1.93% 3.22% 2.85% 2.51% 4.57% 7.46% 0%
2025/12/09 11.25% 7.6% 1.26% 2.51% 1.47% 2.14% 1.8% 7.19% 4.18% 4.96%
2025/12/10 6.76% 4.84% 0.98% 2.49% 1.57% 2.66% 2.21% 5.54% 3.89% 5.62%
2025/12/11 9.01% 4.6% 1.16% 1.38% 1.46% 2.09% 2.23% 5.56% 4.5% 3.23%
2025/12/12 11.82% 7.24% 1.46% 2.17% 0.68% 2.47% 3.2% 8.63% 2.25% 0.7%
2025/12/13 8.21% 5.86% 1.35% 2.54% 0.81% 4.5% 4.9% 7.46% 0.17% 6.66%
2025/12/14 11.15% 9.56% 1.32% 3.02% 1.98% 6.79% 4.97% 8.93% 0.16% 2.27%
2025/12/15 9.27% 12.73% 1.3% 2.13% 7.63% 3.26% 2.32% 7.92% 5.19% 1.2%
2025/12/16 9.78% 10.72% 1% 4.32% 2.15% 2.81% 1.68% 4.37% 4.98% 3.36%
2025/12/17 8.32% 12.05% 4.72% 2.93% 2.54% 2.78% 2.96% 5.25% 3.93% 2.26%
2025/12/18 12.08% 12.96% 1% 5.01% 5.94% 2.84% 2.4% 3.38% 3.33% 1.58%
2025/12/19 11.15% 12.23% 2.84% 4.86% 6.97% 3.4% 2.2% 3.49% 3.36% 0.95%
2025/12/20 10.39% 11.76% 5.19% 4.45% 2.27% 2.94% 1.55% 4.01% 0.07% 0.16%
2025/12/21 10% 12.69% 4.79% 6.84% 5.31% 3.44% 2.84% 4.62% 0.09% 1.9%
2025/12/22 8.28% 15.12% 5.09% 3.24% 2.27% 3.33% 2.11% 2.15% 6.14% 0.63%
2025/12/23 6.42% 9.48% 3.22% 7.43% 3.37% 3.51% 2.67% 3.36% 2.92% 2.1%
2025/12/24 9.53% 17.8% 0.96% 3.68% 5.14% 2.61% 1.94% 2.37% 3.59% 1.44%
2025/12/25 8.3% 11.54% 4.23% 3.91% 3.7% 1.56% 3.55% 4.14% 2.06% 1.73%
2025/12/26 5.63% 14.56% 1.36% 8.77% 1.56% 2.96% 3.26% 5.38% 0.52% 0.22%
2025/12/27 7.55% 14.46% 3.14% 4.87% 2.47% 3.61% 3.09% 6.3% 0.12% 1.38%
2025/12/28 10.91% 18.42% 4.36% 2.7% 3.95% 2.42% 2.51% 5.11% 0.1% 1.68%
2025/12/29 12.73% 7.23% 5.84% 3.63% 4.39% 3.15% 1.6% 3.05% 6.14% 0.43%
2025/12/30 12.61% 9.73% 3.86% 5.22% 4.08% 2.37% 2.38% 3.49% 4.55% 1.91%
2025/12/31 13.93% 12.58% 6.79% 5.43% 3.3% 3.21% 2.59% 2.58% 1.51% 1.31%
  • uk-water-filters.co.uk
  • waterdropfilter.co.uk
  • water-softener-quotes.co.uk
  • harveywatersofteners.co.uk
  • aquatru.co.uk
  • britishgas.co.uk
  • grundfos.com
  • wateraid.org
  • anglianpumping.com
  • directwatertanks.co.uk

Copyright © Adthena. All rights reserved.

In December 2025, uk-water-filters.co.uk saw a fluctuating impression share, peaking at 13.93% on the 31st. Meanwhile, waterdropfilter.co.uk maintained a strong presence, ending at 12.58%. Wateraid.org’s share decreased, closing at 2.58%.

Campaign Efficiency

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

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

Google Text Ad Copy Insights & Creative Trends for UK Energy, Utilities & Waste Water Utilities - Last month
  1. 1
    We'll Repair Your Boiler | Same Day Service Book By 11am https://www.britishgas.co.uk › british-gas › boiler-repair

    No heating or hot water? Book before 11am, we can reach 80% of people the same day. Become a British Gas member for free & save up to £30 on a boiler repair. No hidden costs. One-off payment.

  2. 2
    The UK's No. 1 Water Softener https://www.harveywatersofteners.co.uk

    How Hard Is Your Water? Say goodbye to hard water with a Culligan Harvey water softener. Book your free quote now. High-quality water softeners for homes, designed for superior performance and efficiency.

  3. 3
    London Water Delivery - Home Water Delivery https://www.living-water.co.uk › water-delivery › london

    Living-Water: Your Trusted Water Delivery Partner in London. 18.9 Litre Bottled Water.

  4. 4
    All Boiler Issues Fixed Fast https://www.plumbingimmediately.co.uk

    24 Hour Emergency Service — Fast 40 Minute Call Out Times In London. Trusted Gas Safe Registered Engineers. Professional...

  5. 5
    Quooker UK - Official | £99 Install - Limited Offer https://www.quooker.co.uk

    Book a virtual appointment with our team to see the full Quooker collection. Join us direct and unlock exclusive offers when you book a virtual demonstration. Official...

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In the competitive landscape of Google’s PPC, British Gas stands out with its promise of same-day boiler repair, emphasizing urgency and cost savings. Harvey Water Softeners highlights its top-tier status, offering solutions to hard water issues. Living-Water positions itself as a reliable partner for water delivery in London. Plumbing Immediately assures rapid response for boiler issues, while Quooker entices with exclusive offers and virtual demonstrations. Each ad uniquely addresses customer needs, from immediate service to long-term solutions.

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