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 | 65.50507399 |
| 34.49492601 |
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 |
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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 |
|---|---|
| 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.
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 | 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% |
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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.
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 |
|---|---|
| 2026/10/01 | 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 |
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October began with 164 advertisers, fluctuating mid-month, peaking at 206 on the 26th. The month concluded with 155 advertisers, reflecting dynamic competition.
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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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.
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% |
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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%.
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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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.
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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