UK Energy, Utilities & Waste Water Utilities - PPC Market Share Analysis October 2026

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 65.50507399
34.49492601
65%

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 38
62
38%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 0%
Transactional 2%
Navigational 4%
Seasonal 0%
Local 15%
Problem Solving 1%

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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
waterdropfilter.co.uk 23.07
uk-water-filters.co.uk 21.29
directwatertanks.co.uk 4.79
water2.com 4.01
kingfisherdirect.co.uk 3.41
harveywatersofteners.co.uk 3.25
osmiowater.co.uk 2.43
aquatru.co.uk 2.39
heatandplumb.com 2.37
finerfilters.co.uk 1.92
others 31.07
  • waterdropfilter.co.uk - 23.07%
  • uk-water-filters.co.uk - 21.29%
  • directwatertanks.co.uk - 4.79%
  • water2.com - 4.01%
  • kingfisherdirect.co.uk - 3.41%
  • harveywatersofteners.co.uk - 3.25%
  • osmiowater.co.uk - 2.43%
  • aquatru.co.uk - 2.39%
  • heatandplumb.com - 2.37%
  • finerfilters.co.uk - 1.92%
  • others - 31.07%

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In the water utilities PPC landscape, Waterdropfilter.co.uk leads with 23.07% click share, closely followed by uk-water-filters.co.uk at 21.29%. ‘Others’ collectively hold 31.07%, showcasing 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 waterdropfilter.co.uk water2.com aquatru.co.uk harveywatersofteners.co.uk reverseosmosisworld.co.uk business-quote.co.uk directwatertanks.co.uk water-softener-quotes.co.uk osmiowater.co.uk
2026/10/01 32.19% 12.37% 7.07% 1.38% 7.32% 1.22% 1.17% 3.95% 1% 0.74%
2026/10/02 29.63% 13.26% 5.74% 3.22% 4.98% 2.64% 1.07% 4.65% 0.83% 1.16%
2026/10/03 24.9% 23.82% 4.75% 3.41% 4.43% 2.22% 1.39% 3.52% 1.13% 1.83%
2026/10/04 24.11% 14.99% 5.55% 4.02% 6.27% 1.48% 1.17% 5.59% 1.36% 2.08%
2026/10/05 29.54% 12.97% 5.15% 2.89% 5.33% 2.4% 1.03% 5.69% 0.97% 1.75%
2026/10/06 26.68% 26.81% 3.54% 4.36% 4.25% 1.36% 0.34% 0.02% 0.62% 2.16%
2026/10/07 23.88% 25.29% 2.16% 5.42% 5.92% 2.94% 1.21% 0.03% 0.7% 2.58%
2026/10/08 22.91% 21.03% 4.95% 2.87% 4.94% 2.21% 1.55% 3.13% 0.58% 2%
2026/10/09 21.81% 20.42% 5.36% 3.55% 5.76% 2.65% 1.54% 3.6% 0.77% 2.03%
2026/10/10 29.18% 20.27% 4.32% 4.49% 4.04% 3.05% 1.68% 0.95% 1.21% 1.93%
2026/10/11 27% 14.67% 5.48% 4.35% 4.11% 4.67% 0.84% 2.45% 1.83% 3.88%
2026/10/12 21.24% 18.13% 5.27% 1.85% 3.95% 3.25% 0.62% 5.25% 1.92% 3.21%
2026/10/13 23.94% 22.14% 4.11% 2.13% 6.8% 3.07% 1.59% 0.05% 1.26% 3.84%
2026/10/14 24.88% 19.75% 3.67% 1.89% 7.11% 3.15% 0.71% 0.06% 2.07% 2.76%
2026/10/15 17.02% 21.08% 3.05% 1.73% 7.84% 0.92% 1.99% 5.73% 0.73% 2.31%
2026/10/16 14.83% 26.05% 8.98% 2.33% 7.59% 2.57% 1.79% 1.62% 1.15% 1.02%
2026/10/17 15.73% 22.84% 6.43% 0.8% 8.21% 3.44% 2.95% 1.54% 2.24% 1.34%
2026/10/18 16.42% 22.49% 7.8% 2.34% 9.41% 1.71% 2.91% 2.18% 1.36% 2.02%
2026/10/19 17.5% 21.5% 8.03% 1.76% 8.94% 1.65% 1.83% 2.62% 0.92% 1.32%
2026/10/20 18.97% 27.46% 7.93% 2.06% 8.73% 1.72% 1.99% 0.03% 0.9% 2.19%
2026/10/21 20.14% 24.39% 5.63% 2.37% 8.05% 1.77% 2.96% 0.02% 1.36% 1.84%
2026/10/22 18.83% 27.55% 4.19% 2.35% 6.59% 2.26% 2.12% 0.04% 1.73% 1.4%
2026/10/23 21.69% 23.24% 2.73% 3.18% 5.61% 2.47% 2.1% 0.05% 1.19% 1.64%
2026/10/24 21.78% 18.99% 5.81% 4.52% 5.84% 2.71% 0.78% 1.87% 2.44% 1.22%
2026/10/25 22.98% 18.17% 5.02% 5.28% 8.95% 2.4% 2.04% 0.5% 2.54% 1.11%
2026/10/26 23.7% 23.91% 5.11% 3.81% 5.04% 0.82% 1.61% 1.36% 1.47% 1.35%
2026/10/27 27.47% 12.02% 5.02% 3.51% 6.12% 1.84% 2.02% 0.02% 2.53% 0.75%
2026/10/28 25.16% 14.05% 6.11% 4.91% 2.65% 0.92% 2.32% 0.03% 2.24% 0.48%
2026/10/29 22.83% 14.33% 9.61% 4.12% 7.03% 0.33% 2.39% 0.03% 2.86% 0.43%
2026/10/30 31.53% 20.09% 6.07% 1.43% 3.31% 1.19% 2.72% 0.04% 1.1% 0.66%
2026/10/31 34.24% 21.87% 6.96% 4.62% 3.9% 2.12% 1.6% 1.03% 0.92% 0.41%
  • uk-water-filters.co.uk
  • waterdropfilter.co.uk
  • water2.com
  • aquatru.co.uk
  • harveywatersofteners.co.uk
  • reverseosmosisworld.co.uk
  • business-quote.co.uk
  • directwatertanks.co.uk
  • water-softener-quotes.co.uk
  • osmiowater.co.uk

Copyright © Adthena. All rights reserved.

In October 2026, uk-water-filters.co.uk led PPC spend, peaking at 34.24%. Waterdropfilter.co.uk followed, fluctuating but ending at 21.87%. Water2.com and aquatru.co.uk showed modest gains, while harveywatersofteners.co.uk saw a decline.

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
2026/10/01 164
2026/10/02 169
2026/10/03 147
2026/10/04 153
2026/10/05 166
2026/10/06 152
2026/10/07 165
2026/10/08 164
2026/10/09 157
2026/10/10 149
2026/10/11 159
2026/10/12 156
2026/10/13 155
2026/10/14 164
2026/10/15 161
2026/10/16 168
2026/10/17 155
2026/10/18 160
2026/10/19 173
2026/10/20 172
2026/10/21 174
2026/10/22 180
2026/10/23 188
2026/10/24 183
2026/10/25 186
2026/10/26 206
2026/10/27 182
2026/10/28 198
2026/10/29 192
2026/10/30 177
2026/10/31 155

Copyright © Adthena. All rights reserved.

October began with 164 advertisers, fluctuating mid-month, peaking at 206 on the 26th. The month concluded with 155 advertisers, reflecting dynamic competition.

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
uk-water-filters.co.uk 1.65%
water2.com 1.42%
finest-filters.co.uk 0.86%
harveywatersofteners.co.uk 0.82%
plumbnation.co.uk 0.61%
finerfilters.co.uk -0.74%
itppackaging.com -1%
osmiowater.co.uk -1.05%
kingfisherdirect.co.uk -3.36%
directwatertanks.co.uk -3.8%

Copyright © Adthena. All rights reserved.

Water2.com and uk-water-filters.co.uk surged with click share increases of 1.42 and 1.65, respectively. Conversely, directwatertanks.co.uk and kingfisherdirect.co.uk faced declines of -3.8 and -3.36.

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 aquatru.co.uk water2.com heatandplumb.com harveywatersofteners.co.uk reverseosmosisworld.co.uk directwatertanks.co.uk kingfisherdirect.co.uk osmiowater.co.uk
2026/10/01 27.3% 14.85% 1.88% 5.85% 2.37% 4.1% 1.28% 4.63% 4.52% 1.02%
2026/10/02 24.68% 14.88% 3.98% 4.24% 3.14% 2.52% 2.31% 5.23% 5.38% 1.52%
2026/10/03 19.61% 25.49% 4.15% 3.25% 2.83% 2.45% 1.53% 3.52% 4.62% 2.63%
2026/10/04 19.32% 17.73% 4.4% 3.91% 1.5% 3.2% 1.1% 5.86% 7.42% 2.39%
2026/10/05 23.03% 14.15% 3.23% 3.94% 3.17% 2.74% 2.05% 6.63% 7.31% 1.84%
2026/10/06 24.11% 30.39% 5.85% 2.77% 2.05% 2.26% 1.33% 0.04% 0.14% 3.06%
2026/10/07 20.46% 30.98% 6.34% 1.69% 3.2% 2.82% 2.88% 0.05% 0.04% 3.42%
2026/10/08 17.8% 24.65% 3.62% 3.75% 2.2% 2.64% 1.85% 3.82% 6.16% 2.7%
2026/10/09 18.71% 22.02% 4.19% 3.91% 3.12% 3.08% 2.71% 4.28% 3.94% 2.87%
2026/10/10 24.65% 22.05% 5.22% 3.19% 2.56% 2.09% 3.22% 1.42% 4.61% 2.55%
2026/10/11 23.21% 15.91% 4.5% 3.64% 1.75% 1.94% 4.35% 2.56% 5.33% 6%
2026/10/12 16.69% 19.31% 1.91% 3.57% 2.49% 1.91% 3.31% 5.39% 6.25% 4.81%
2026/10/13 21.76% 23.45% 2.71% 2.93% 3% 3.53% 2.46% 0.08% 0.16% 6.62%
2026/10/14 22.23% 21.69% 2.16% 2.82% 2.6% 4.24% 3.32% 0.15% 0.13% 3.99%
2026/10/15 14.98% 21.26% 2.2% 2.09% 2.46% 3.91% 1.02% 6.05% 7.11% 3.95%
2026/10/16 14.05% 25.69% 3.11% 6.82% 1.99% 4.28% 3.2% 2.2% 4.8% 1.13%
2026/10/17 14.22% 21.04% 1.06% 4.91% 3.99% 4.1% 3.49% 2.17% 5.71% 2.57%
2026/10/18 16.05% 20.99% 2.94% 5.51% 2.89% 4.66% 1.91% 2.45% 4.64% 4.18%
2026/10/19 16.22% 20.45% 2.18% 5.76% 3.26% 4.59% 1.58% 3.1% 5.24% 2.21%
2026/10/20 19.41% 28.95% 2.76% 6% 2.56% 5.04% 1.33% 0.07% 0.24% 3.86%
2026/10/21 20.91% 26.02% 3.24% 4.52% 2.56% 4.03% 2.18% 0.04% 0.08% 3.31%
2026/10/22 19.05% 29.43% 3.01% 3.34% 2.54% 3.34% 2.24% 0.09% 0.14% 2.65%
2026/10/23 21.73% 24.26% 3.89% 2.22% 2.25% 2.97% 2.6% 0.13% 0.13% 2.65%
2026/10/24 19.83% 18.15% 5.55% 4.52% 2.31% 3.43% 2.69% 2.24% 2.49% 2.33%
2026/10/25 22.14% 20.44% 6.39% 3.93% 2.53% 4.89% 2.49% 0.52% 0.09% 1.99%
2026/10/26 22.34% 24.12% 4.72% 4.05% 1.9% 2.76% 0.65% 2.3% 0.71% 2.52%
2026/10/27 26.47% 14.24% 4.57% 4.22% 2.9% 3.58% 1.77% 0.04% 0.16% 1.31%
2026/10/28 23.56% 14.24% 6.28% 5.09% 3.68% 1.64% 0.98% 0.08% 0.16% 0.87%
2026/10/29 20.95% 14.53% 5.07% 7.79% 5.06% 4.03% 0.26% 0.06% 0.25% 0.89%
2026/10/30 29.5% 19.67% 1.93% 5.25% 2.2% 1.9% 1.26% 0.1% 0.17% 0.75%
2026/10/31 30.51% 19.52% 5.7% 5.69% 2.63% 2.39% 2.02% 1.82% 0.97% 0.68%
  • uk-water-filters.co.uk
  • waterdropfilter.co.uk
  • aquatru.co.uk
  • water2.com
  • heatandplumb.com
  • harveywatersofteners.co.uk
  • reverseosmosisworld.co.uk
  • directwatertanks.co.uk
  • kingfisherdirect.co.uk
  • osmiowater.co.uk

Copyright © Adthena. All rights reserved.

October saw uk-water-filters.co.uk’s impression share fluctuate, ending at 30.51%. Waterdropfilter.co.uk peaked mid-month, closing at 19.52%. Aquatru.co.uk’s share remained low, finishing at 5.7%.

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
    Reverse Osmosis Water Filters https://www.reverseosmosisworld.co.uk

    Bargain Prices on RO Units — Super High Quality RO Units & Accessories for Pure Water

  2. 2
    Reverse Osmosis System - Easy Self-Installation https://www.uk-water-filters.co.uk › replacement › filter

    Reverse Osmosis System - UK Water Filter

  3. 3
    The Undersink Water Filter - Best UK Water Filter https://www.water2.com

    The undersink water filter that lasts a whole year and takes 10 minutes to install. Filtered water on tap with a 365 day cartridge life and an easy 10 minute setup. Multiple Payment Options.

  4. 4
    Reverse Osmosis Water Filters - Best Reverse Osmosis for UK https://www.waterdropfilter.co.uk

    Pure water, pure love for your family. Choose Waterdrop for clean and safe drinking water.

  5. 5
    Buy Water Filters Online | Water Filter Man Ltd UK https://www.waterfilterman.co.uk

    Water Filters for Domestic & Commercial Applications, Water Softening, Free UK Delivery. UK based customer service. Many brands in stock. WQA/NSF Certified Filters. Brands: AquaHouse, Samsung, LG, EcoAqua, Doulton, Daewoo, WaterFilterMan, Water Filter Tree.

Copyright © Adthena. All rights reserved.

In the competitive world of water filtration, advertisers like Reverse Osmosis World and Waterdrop Filter emphasize quality and purity, while UK Water Filters and Water2 highlight ease of installation and longevity. Water Filter Man Ltd offers a wide range of certified brands, ensuring customer satisfaction and trust.

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