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 | 44.1116005874 |
| 55.8883994126 |
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 |
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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 |
|---|---|
| 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.
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 | 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% |
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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.
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 |
|---|---|
| 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 |
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December saw fluctuating advertiser numbers, peaking at 162 on the 24th. The month concluded with 154 distinct advertisers, reflecting a dynamic landscape.
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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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%.
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% |
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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%.
Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.
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.
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.
Living-Water: Your Trusted Water Delivery Partner in London. 18.9 Litre Bottled Water.
24 Hour Emergency Service — Fast 40 Minute Call Out Times In London. Trusted Gas Safe Registered Engineers. Professional...
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.
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.
How to use the UK Energy, Utilities & Waste Water Utilities December 2025 Report
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