UK Energy, Utilities & Waste Water Utilities - PPC Market Share Analysis May 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 60.0687244505
39.9312755495
60%

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 48
52
48%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 0%
Transactional 1%
Navigational 0%
Seasonal 0%
Local 23%
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
uk-water-filters.co.uk 18.29
waterdropfilter.co.uk 11.42
wateraid.org 5.95
reverseosmosisworld.co.uk 5.93
directwatertanks.co.uk 4.94
grundfos.com 2.87
osmiowater.co.uk 2.8
heatandplumb.com 2.6
plumbnation.co.uk 2.28
britishgas.co.uk 2.2
others 40.72
  • uk-water-filters.co.uk - 18.29%
  • waterdropfilter.co.uk - 11.42%
  • wateraid.org - 5.95%
  • reverseosmosisworld.co.uk - 5.93%
  • directwatertanks.co.uk - 4.94%
  • grundfos.com - 2.87%
  • osmiowater.co.uk - 2.8%
  • heatandplumb.com - 2.6%
  • plumbnation.co.uk - 2.28%
  • britishgas.co.uk - 2.2%
  • others - 40.72%

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In the competitive landscape of Google PPC, ‘uk-water-filters.co.uk’ leads with 18.29% click share, followed by ‘waterdropfilter.co.uk’ at 11.42%. ‘Others’ collectively dominate with 40.72%, 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 reverseosmosisworld.co.uk waterdropfilter.co.uk wateraid.org osmiowater.co.uk directwatertanks.co.uk britishgas.co.uk pumpexpress.co.uk harveywatersofteners.co.uk matwproject.org.uk
2026/05/01 16.2% 0.93% 15.29% 19.05% 0.46% 2.81% 1.45% 0.49% 1.8% 3.01%
2026/05/02 19.52% 0.84% 18.12% 25.87% 0.54% 1.95% 3.12% 0.61% 3.52% 4.18%
2026/05/03 18.62% 0.81% 14.46% 20.32% 2.42% 0.49% 2.66% 0.37% 4.96% 6.27%
2026/05/04 15.29% 2.06% 7.41% 27.45% 1.05% 2.06% 4.41% 0.3% 4.13% 3.59%
2026/05/05 12.53% 0.93% 13.23% 23.58% 0.83% 3.4% 3.67% 0.54% 3.6% 2.74%
2026/05/06 17.85% 1.87% 10.7% 13.17% 0.74% 2.63% 2.61% 1.14% 3.37% 2.62%
2026/05/07 12.96% 2.08% 11.02% 23.79% 0.35% 5.03% 1.3% 0.8% 2.91% 2.47%
2026/05/08 14.78% 0.94% 13.79% 19.81% 0.48% 2.2% 2.11% 1.15% 4.31% 2.37%
2026/05/09 11.15% 0.12% 9.11% 19.91% 0.04% 4.41% 3.51% 1.02% 6.24% 5.88%
2026/05/10 15.97% 0.81% 10.17% 20.7% 2.46% 0.5% 2.74% 0.59% 4.95% 4.26%
2026/05/11 21.89% 5.14% 9.12% 9.35% 2.06% 2.58% 3% 2.27% 2.15% 0.92%
2026/05/12 20.26% 6.34% 8.34% 7.35% 1.22% 3.59% 3.27% 1.48% 3.05% 1.2%
2026/05/13 13.28% 6.48% 9.85% 8.77% 3.21% 3.84% 2.74% 1.61% 2.9% 1.11%
2026/05/14 17.66% 6.13% 4.9% 16.29% 2.23% 1.63% 2.3% 1.04% 1.75% 2.35%
2026/05/15 14.76% 0.94% 13.77% 19.78% 0.47% 2.2% 2.1% 1.14% 4.3% 2.36%
2026/05/16 21.82% 7.05% 9.18% 7.51% 2.87% 2.27% 2.07% 2.02% 0.96% 1.89%
2026/05/17 22.37% 7.93% 9.23% 3.48% 2.98% 1.97% 2.22% 3.36% 1.17% 2.15%
2026/05/18 24.19% 8.38% 8.15% 8.94% 2.2% 2.4% 1.67% 1.53% 1.11% 1.21%
2026/05/19 20.44% 6.7% 4.84% 9.98% 2.15% 3.48% 1.83% 2.13% 1.13% 1.74%
2026/05/20 21.53% 7.99% 10.8% 5.45% 3.35% 2.79% 1.32% 1.71% 1.55% 0.56%
2026/05/21 18.6% 3.91% 9.26% 6.49% 1.87% 2.76% 1.96% 1.06% 1.28% 1.08%
2026/05/22 16.62% 6.31% 11.3% 7.15% 2.95% 2.4% 1.86% 1.65% 1.86% 1.31%
2026/05/23 15.77% 6.93% 11.7% 3.37% 2.64% 3.14% 2.41% 3.45% 1.68% 1.34%
2026/05/24 16.54% 8.67% 9.53% 6.7% 3.36% 2.41% 2.73% 3.11% 1.99% 1.38%
2026/05/25 16.34% 8.18% 4.97% 7.1% 3.21% 1.69% 2.76% 3.53% 1.55% 1.16%
2026/05/26 19.02% 7.89% 4.5% 7.26% 3.52% 1.79% 2.46% 1.72% 2.95% 1.49%
2026/05/27 20.55% 5.92% 4.87% 9.49% 2.35% 2.16% 2.38% 0.68% 2.14% 0.44%
2026/05/28 21.68% 6.74% 8.41% 4.73% 2.88% 2.76% 2.15% 1.59% 1.45% 0.79%
2026/05/29 24.61% 7.07% 6.86% 3.98% 3.27% 2.58% 2.41% 2.08% 1.76% 0.82%
2026/05/30 20.95% 8.6% 5.81% 8% 3.52% 0.92% 3.52% 1.8% 1.91% 1.11%
2026/05/31 23.22% 9% 6.46% 4.59% 3.59% 3.49% 3.48% 2.26% 1.27% 0.92%
  • uk-water-filters.co.uk
  • reverseosmosisworld.co.uk
  • waterdropfilter.co.uk
  • wateraid.org
  • osmiowater.co.uk
  • directwatertanks.co.uk
  • britishgas.co.uk
  • pumpexpress.co.uk
  • harveywatersofteners.co.uk
  • matwproject.org.uk

Copyright © Adthena. All rights reserved.

In May 2026, uk-water-filters.co.uk led with fluctuating spend, peaking at 24.61% on May 29. reverseosmosisworld.co.uk steadily increased, ending at 9.0%. wateraid.org saw a decline, finishing at 4.59%. Overall, uk-water-filters.co.uk dominated.

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
2026/05/01 123
2026/05/02 106
2026/05/03 115
2026/05/04 126
2026/05/05 132
2026/05/06 142
2026/05/07 139
2026/05/08 129
2026/05/09 115
2026/05/10 116
2026/05/11 171
2026/05/12 188
2026/05/13 194
2026/05/14 180
2026/05/15 129
2026/05/16 161
2026/05/17 163
2026/05/18 184
2026/05/19 182
2026/05/20 172
2026/05/21 181
2026/05/22 195
2026/05/23 166
2026/05/24 165
2026/05/25 192
2026/05/26 197
2026/05/27 187
2026/05/28 199
2026/05/29 196
2026/05/30 178
2026/05/31 166

Copyright © Adthena. All rights reserved.

May began with 123 advertisers, fluctuating initially, then surged mid-month, peaking at 199. The month concluded with 166 advertisers, showcasing 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
reverseosmosisworld.co.uk 2.07%
osmiowater.co.uk 1%
unventedcomponentseurope.com 0.88%
cylinders2go.co.uk 0.82%
heatandplumb.com 0.72%
harveywatersofteners.co.uk -0.57%
uk-water-filters.co.uk -0.67%
aquatru.co.uk -1.1%
waterdropfilter.co.uk -3.02%
wateraid.org -4.1%

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In the past month, reverseosmosisworld.co.uk surged by 2.07%, while wateraid.org dropped by 4.1%.

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 reverseosmosisworld.co.uk waterdropfilter.co.uk cylinders2go.co.uk heatandplumb.com osmiowater.co.uk kingfisherdirect.co.uk itppackaging.com directwatertanks.co.uk plumbingsuperstore.co.uk
2026/05/01 17.15% 1.6% 22.01% 0.94% 2.55% 0.75% 5.03% 1.89% 3.14% 3.6%
2026/05/02 25.79% 1.42% 25.28% 0.26% 0.3% 1.24% 2.1% 1.58% 2.1% 0.12%
2026/05/03 23.72% 1.23% 21.47% 2.1% 1.04% 3.89% 0% 0.85% 0.42% 0.09%
2026/05/04 22.82% 4.02% 14.26% 0.99% 0.62% 1.93% 1.64% 2.86% 2.05% 1.93%
2026/05/05 15.99% 1.72% 20.19% 0.91% 1.88% 1.5% 3.43% 0.94% 3.43% 2.18%
2026/05/06 19.69% 2.89% 14.4% 0.96% 1.31% 1.12% 2.21% 0.74% 2.45% 2.81%
2026/05/07 13.94% 4.05% 15.33% 0.54% 2.41% 0.66% 2.58% 2.29% 5.16% 4.5%
2026/05/08 16.61% 1.73% 21.9% 1.03% 4.34% 0.82% 3.09% 1.03% 2.74% 1.61%
2026/05/09 15.79% 0.19% 13.71% 1.01% 1.05% 0.05% 0.5% 3.03% 5.04% 0.08%
2026/05/10 21.97% 1.28% 18.19% 2.2% 0.99% 4.09% 0% 1.34% 0.45% 1.06%
2026/05/11 15.33% 7.58% 11.19% 1.78% 3.43% 3.24% 1.89% 1.51% 2.46% 4.55%
2026/05/12 13.85% 7.52% 10.14% 1.62% 3.46% 1.65% 2.16% 1.68% 3.47% 4.35%
2026/05/13 9.51% 8.55% 12% 3.37% 3.5% 4.43% 2.66% 2.36% 3.48% 4.09%
2026/05/14 13.9% 9.48% 6.81% 2.34% 2.75% 3.35% 1.87% 1.87% 1.87% 4.46%
2026/05/15 16.61% 1.73% 21.9% 1.03% 4.34% 0.82% 3.09% 1.03% 2.74% 1.61%
2026/05/16 15.82% 8.85% 11.26% 3.7% 2.32% 3.98% 2.24% 3.03% 2.37% 1.85%
2026/05/17 15.02% 8.69% 10.55% 5.31% 2.63% 3.57% 2.2% 2.93% 2.05% 1.72%
2026/05/18 18.23% 10.43% 11.22% 2.56% 3.03% 2.51% 2.61% 2.75% 2.48% 3.01%
2026/05/19 13.99% 7.34% 6.67% 2.2% 4.22% 2.32% 3.5% 1.94% 3.75% 2.69%
2026/05/20 15.72% 9.61% 13.08% 1.79% 3.18% 4.42% 2.99% 2.15% 2.87% 3.09%
2026/05/21 12.9% 4.39% 11.62% 3.08% 6.18% 2.37% 2.35% 2.6% 2.48% 2.46%
2026/05/22 11.26% 7.86% 12.95% 2.33% 3.29% 3.74% 1.32% 2.21% 2.1% 3.23%
2026/05/23 10.35% 7.24% 12.93% 3% 3.04% 2.84% 2.04% 4.09% 2.94% 2.84%
2026/05/24 11.76% 10.27% 11.5% 3.98% 2.9% 4.04% 1.33% 3.45% 2.25% 2.14%
2026/05/25 11.46% 9.24% 6.25% 4.58% 2.47% 3.61% 0.81% 5.97% 1.77% 2.41%
2026/05/26 13.35% 10.09% 6.68% 2.51% 2.3% 5.03% 1.49% 2.97% 1.63% 3.75%
2026/05/27 14.39% 7.27% 5.94% 5.14% 2.99% 3.18% 3.21% 2.68% 2.27% 3.33%
2026/05/28 15.2% 7.89% 10.06% 3.31% 3.42% 3.39% 2.59% 2.01% 2.47% 4.44%
2026/05/29 16.21% 6.97% 8.66% 3.61% 2.85% 3.65% 1.99% 2.23% 2.48% 2.83%
2026/05/30 15.75% 9.96% 6.49% 3.64% 4.65% 4.16% 0.96% 3.52% 0.96% 2.57%
2026/05/31 16.09% 10.07% 6.39% 5.2% 4.91% 4.37% 3.69% 3.69% 3.2% 1.27%
  • uk-water-filters.co.uk
  • reverseosmosisworld.co.uk
  • waterdropfilter.co.uk
  • cylinders2go.co.uk
  • heatandplumb.com
  • osmiowater.co.uk
  • kingfisherdirect.co.uk
  • itppackaging.com
  • directwatertanks.co.uk
  • plumbingsuperstore.co.uk

Copyright © Adthena. All rights reserved.

In May 2026, uk-water-filters.co.uk started strong but saw a decline, ending at 16.09%. reverseosmosisworld.co.uk rose steadily, finishing at 10.07%. waterdropfilter.co.uk fluctuated, closing at 6.39%. cylinders2go.co.uk improved, reaching 5.2%. heatandplumb.com gained momentum, ending at 4.91%. osmiowater.co.uk showed growth, finishing at 4.37%. kingfisherdirect.co.uk had ups and downs, closing at 3.69%. itppackaging.com saw a rise, ending at 3.69%. directwatertanks.co.uk fluctuated, finishing at 3.2%. plumbingsuperstore.co.uk had a varied month, closing at 1.27%.

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. You’ll never pay more than £295 for your repair.

  2. 2
    Hot Water Cylinders | HeatandPlumb.com https://www.heatandplumb.com

    Huge Range of Heating Solutions with Free Delivery Available - Order Now! Over 75 Brands, Next Day Delivery on Many Items, Trade Prices, Flexible Finance Options. Big Brands Trade Prices. Fast & Free Delivery. Over 40,000 Products.

  3. 3
    Plumbing & drainage cover - HomeServe - cover from £1 p/m https://www.homeserve.co.uk

    Say goodbye to costly repair bills and searching for a tradesperson – we've got it covered

  4. 4
    No Call-out Charges - 1Hr Response, No Hidden Charge https://www.plumbingforce.co.uk › emergency › boiler-repair

    Rated 9 Out Of 10 for Boiler Repairs. 1HR Response, No Hidden Charges in...

  5. 5
    Water Meters | Next Day Delivery Available https://www.plumbingsuperstore.co.uk › plumbing › chemicals

    Plumbing gear so good, you'll forget how annoyed you were about the leak. All the bits you need, none of the wandering around a warehouse bit.

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In the competitive landscape of Google PPC, British Gas stands out with its promise of same-day boiler repair service, emphasizing reliability and affordability. HeatandPlumb.com offers a vast selection of heating solutions with enticing trade prices and free delivery. HomeServe provides peace of mind with affordable plumbing cover, eliminating unexpected repair costs. Plumbingforce.co.uk highlights transparency with no call-out charges and rapid response times. Lastly, Plumbingsuperstore.co.uk appeals to convenience, offering next-day delivery on essential plumbing supplies. Each advertiser uniquely addresses customer needs, from immediate service to cost-effective solutions.

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