AUS Healthcare & Medical Care Homes - PPC Market Share Analysis May 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Care Homes category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Care Homes – AUS

Google AI Overview visibility for Healthcare & Medical Care Homes AUS

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 20.2634936937
79.7365063063
20%

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 47
53
47%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 11%
Transactional 3%
Navigational 2%
Seasonal 0%
Local 3%
Problem Solving 9%

Copyright © Adthena. All rights reserved.

Market Exposure

Share of Clicks for top 10 AUS Healthcare & Medical Care Homes 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
bupa.com.au 38.29
justbettercare.com 5.95
bupadental.com.au 5.59
health.gov.au 3.78
mable.com.au 3.72
agedcaredecisions.com.au 2.92
careabout.com.au 2
healthengine.com.au 1.84
carergateway.gov.au 1.7
medibank.com.au 1.45
others 32.76
  • bupa.com.au - 38.29%
  • justbettercare.com - 5.95%
  • bupadental.com.au - 5.59%
  • health.gov.au - 3.78%
  • mable.com.au - 3.72%
  • agedcaredecisions.com.au - 2.92%
  • careabout.com.au - 2%
  • healthengine.com.au - 1.84%
  • carergateway.gov.au - 1.7%
  • medibank.com.au - 1.45%
  • others - 32.76%

Copyright © Adthena. All rights reserved.

Bupa.com.au leads with 38.29% click share, followed by others at 32.76%. Justbettercare.com and bupadental.com.au trail with 5.95% and 5.59%, respectively.

Market Exposure

Share of Spend for the top 10 AUS Healthcare & Medical Care Homes 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 bupa.com.au mable.com.au hbf.com.au healthengine.com.au careabout.com.au agedcaredecisions.com.au medibank.com.au finder.com.au hcf.com.au bupadental.com.au
2026/05/01 19.73% 5.8% 3.4% 3.7% 2.54% 5.53% 7.07% 1.76% 2.88% 3.1%
2026/05/02 17.69% 4.73% 3.14% 2.83% 1.06% 5.91% 8.07% 1.44% 3.81% 3.04%
2026/05/03 17.33% 5.85% 3.54% 3.03% 3.24% 4.57% 7.87% 1.43% 4.02% 3.36%
2026/05/04 18.15% 5.94% 3.07% 3.66% 3.82% 5.5% 7.07% 2.87% 2.03% 3.28%
2026/05/05 22.52% 5.81% 1.95% 2.74% 2.49% 4.76% 7.05% 2.36% 1.73% 2.98%
2026/05/06 18.18% 6.04% 2.42% 3.43% 3.43% 3.44% 8.41% 2.17% 2.15% 2.4%
2026/05/07 18.47% 6.57% 3.41% 2.06% 3.02% 3.42% 5.77% 1.89% 2.47% 3.32%
2026/05/08 18.99% 5.76% 2.37% 2.41% 2.14% 4.61% 8.35% 0.86% 4.23% 2.95%
2026/05/09 15.96% 7.23% 3.2% 2.07% 1.59% 5.5% 7.59% 1.71% 3.31% 2.87%
2026/05/10 12.81% 7.49% 3.9% 1.71% 1.5% 5.37% 6.87% 1.52% 5.13% 3.61%
2026/05/11 16.74% 7.77% 2.52% 1.56% 2.09% 4.24% 5.55% 6.48% 2.59% 2.58%
2026/05/12 17.14% 8.2% 4.02% 3.51% 4.77% 6.16% 3.67% 5.69% 4.48% 2.4%
2026/05/13 16.62% 7.53% 1.96% 2.29% 6.12% 4.48% 6.15% 3.77% 3.55% 3.61%
2026/05/14 18% 8.17% 2.65% 2.66% 4.73% 4.75% 3.7% 4.61% 2.89% 2.86%
2026/05/15 16.35% 8.66% 4.25% 3.34% 5% 5.5% 3.2% 6.74% 3.62% 2.28%
2026/05/16 15.55% 7.19% 5.55% 3.19% 5.2% 5.84% 2.95% 6.67% 3.8% 1.94%
2026/05/17 16.69% 6.45% 2.92% 2.16% 3.73% 4.97% 4.04% 9.05% 4.91% 2.59%
2026/05/18 19.02% 5.55% 4.28% 3.06% 4.67% 4.61% 4.26% 5.19% 4.65% 3.01%
2026/05/19 19.47% 5.7% 5.62% 2.14% 4.83% 2.68% 3.71% 7.03% 2.93% 2.24%
2026/05/20 20.54% 5.4% 7.94% 2.25% 4.07% 2.91% 3.76% 6.58% 3.16% 2.49%
2026/05/21 18.84% 6.24% 8.95% 2.2% 4.52% 3.5% 3.82% 4.19% 3.07% 3%
2026/05/22 17.69% 6.77% 8.47% 1.47% 3.62% 2.72% 4.83% 4.11% 4.61% 3.19%
2026/05/23 19.4% 7.1% 8.1% 2.09% 4.13% 4.2% 5.81% 5.32% 5.23% 3.37%
2026/05/24 16.7% 6.31% 7.12% 2.31% 5.6% 3.51% 4.62% 5.16% 3.82% 3.26%
2026/05/25 18.62% 6.64% 3.26% 3.1% 5.54% 3.39% 4.65% 5.69% 3.14% 3.25%
2026/05/26 13.48% 6.29% 3.28% 7.56% 4.23% 6.06% 4.11% 4.36% 2.07% 2.64%
2026/05/27 16.3% 7.21% 6.38% 6.47% 5.62% 5.55% 2.96% 3.37% 3.02% 3.1%
2026/05/28 16.22% 6.85% 6.56% 5.88% 5.86% 6.23% 3.23% 4.54% 2.48% 2.83%
2026/05/29 16.5% 8.03% 5.43% 3.87% 6.92% 4.6% 4.3% 3.42% 3.72% 2.45%
2026/05/30 14.29% 7.69% 5.99% 3.85% 5.23% 5.6% 3.74% 4.84% 3.91% 3.42%
2026/05/31 14.9% 8.21% 6.83% 5.43% 5.32% 4.43% 4.19% 4.04% 3.92% 2.83%
  • bupa.com.au
  • mable.com.au
  • hbf.com.au
  • healthengine.com.au
  • careabout.com.au
  • agedcaredecisions.com.au
  • medibank.com.au
  • finder.com.au
  • hcf.com.au
  • bupadental.com.au

Copyright © Adthena. All rights reserved.

Bupa.com.au led May with fluctuating spend, peaking at 22.52% on the 5th. Mable.com.au steadily rose, ending at 8.21%. Hbf.com.au surged mid-month, closing at 6.83%. Healthengine.com.au spiked on the 26th, reaching 7.56%. Careabout.com.au saw a late rise, finishing at 5.32%. Agedcaredecisions.com.au peaked on the 26th at 6.06%. Medibank.com.au’s highest was 8.41% on the 6th. Finder.com.au peaked mid-month, ending at 4.04%. Hcf.com.au remained stable, closing at 3.92%. Bupadental.com.au fluctuated, ending at 2.83%.

Market Exposure

Competitor Count for AUS Healthcare & Medical Care Homes

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
2026/05/01 415
2026/05/02 408
2026/05/03 411
2026/05/04 455
2026/05/05 429
2026/05/06 417
2026/05/07 405
2026/05/08 448
2026/05/09 410
2026/05/10 418
2026/05/11 444
2026/05/12 498
2026/05/13 507
2026/05/14 503
2026/05/15 523
2026/05/16 506
2026/05/17 516
2026/05/18 538
2026/05/19 526
2026/05/20 511
2026/05/21 529
2026/05/22 532
2026/05/23 525
2026/05/24 520
2026/05/25 556
2026/05/26 568
2026/05/27 569
2026/05/28 564
2026/05/29 548
2026/05/30 531
2026/05/31 547

Copyright © Adthena. All rights reserved.

May began with 415 advertisers, fluctuating initially, then surged mid-month, peaking at 569 on the 27th. The month concluded with 547 advertisers, reflecting a significant increase.

Campaign Efficiency

Market Loss & Market Gains for AUS Healthcare & Medical Care Homes

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
bupa.com.au 1.13%
bupadental.com.au 1.11%
health.gov.au 0.87%
hbf.com.au 0.85%
healthengine.com.au 0.76%
fivegoodfriends.com.au -0.59%
homemadesupport.com.au -1.1%
agedcaredecisions.com.au -1.19%
betterhelp.com -2.53%
justbettercare.com -5.11%

Copyright © Adthena. All rights reserved.

Bupa.com.au leads with a 1.13% click share rise, while justbettercare.com drops by 5.11%.

Campaign Efficiency

AUS Healthcare & Medical Care Homes Share of Impressions

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

Date bupa.com.au mable.com.au hcf.com.au healthengine.com.au careabout.com.au hbf.com.au agedcaredecisions.com.au medibank.com.au bupadental.com.au justbettercare.com
2026/05/01 15.02% 3.86% 2.73% 3.11% 1.5% 1.66% 6.27% 5.86% 2.73% 4.73%
2026/05/02 14.31% 3.51% 4.74% 2.34% 0.67% 1.58% 10.19% 4.65% 2.88% 0.32%
2026/05/03 15.28% 4.99% 6.26% 2.84% 2.9% 1.51% 6.84% 6.55% 3.54% 0.28%
2026/05/04 14.98% 4.76% 2.2% 3.16% 2.78% 1.27% 5.39% 3.82% 3.15% 9.29%
2026/05/05 18.17% 4.98% 2.63% 2.72% 2.18% 1.64% 7.04% 7.13% 3.13% 0.85%
2026/05/06 15.59% 5.07% 3.14% 3.27% 2.75% 1.01% 3.44% 6.5% 2.48% 5.88%
2026/05/07 16.07% 5.38% 3.27% 2.71% 5.03% 1.07% 3% 5.4% 3.25% 0.46%
2026/05/08 14.89% 4.32% 4.66% 2.61% 1.3% 1.26% 6.36% 6.34% 2.88% 2.97%
2026/05/09 11.08% 5.13% 4.09% 1.83% 0.82% 1.38% 8.4% 4.96% 2.42% 9.56%
2026/05/10 9.9% 5.91% 7.59% 2.12% 0.84% 2.54% 8.85% 5.61% 3.15% 5.84%
2026/05/11 13.78% 8.09% 3.94% 1.77% 1.38% 0.98% 5.94% 4.34% 2.54% 7.28%
2026/05/12 11.62% 7.71% 5.86% 3.07% 6.95% 1.61% 11.76% 2.66% 1.98% 0.21%
2026/05/13 14.13% 5.83% 5.3% 2.55% 4.92% 0.63% 6.75% 3.17% 3.58% 0.29%
2026/05/14 15.96% 6.79% 4.94% 2.88% 4.05% 1.18% 5.42% 2.24% 2.91% 0.82%
2026/05/15 12.36% 6.65% 5.51% 3.64% 7.4% 1.73% 7.14% 2.4% 2% 4.74%
2026/05/16 12.79% 5.77% 5.93% 3.59% 6.62% 3.12% 8.26% 2.42% 1.98% 3.24%
2026/05/17 13.01% 5.47% 7.42% 2.21% 2.66% 2.11% 5.46% 2.37% 2.64% 7%
2026/05/18 14.99% 4.01% 7.9% 2.72% 5.57% 1.24% 4.46% 3.09% 2.84% 2.8%
2026/05/19 16.75% 5.17% 4.77% 2.31% 4.15% 2.46% 2.59% 2.21% 2.4% 0.31%
2026/05/20 17.53% 4.58% 5.71% 2.17% 3.24% 5.22% 5.05% 2.7% 2.69% 5.94%
2026/05/21 14.01% 5.42% 5.28% 2.29% 3.63% 6% 3.37% 3.42% 3.12% 0.19%
2026/05/22 12.63% 5.56% 6.5% 1.45% 3.01% 6.41% 2.4% 4.11% 3.24% 0.07%
2026/05/23 16.13% 6.82% 6.74% 2.17% 3.43% 6.76% 4.74% 4.21% 3.63% 0.06%
2026/05/24 13.64% 5.48% 6.06% 2.38% 4.22% 5.15% 3.67% 4.65% 3.76% 0.04%
2026/05/25 14.87% 5.67% 4.38% 2.97% 4.43% 2.36% 3.25% 4.08% 3.57% 0.34%
2026/05/26 10.05% 4.54% 1.8% 7.33% 3.09% 2.34% 4.87% 3% 2.46% 2.27%
2026/05/27 12.18% 6% 4.07% 6.01% 4.37% 3.97% 5.35% 1.9% 3.19% 2.04%
2026/05/28 12.81% 5.4% 3.43% 5.46% 4.59% 3.97% 5.93% 2.29% 2.99% 4.01%
2026/05/29 12.27% 6.58% 5.48% 3.91% 7.52% 2.47% 3.89% 2.65% 2.57% 4.58%
2026/05/30 11.98% 6.38% 5.98% 3.26% 6.38% 3.57% 4.9% 3.6% 3.52% 0.1%
2026/05/31 11.5% 7.2% 5.44% 5.13% 4.4% 4.2% 3.87% 3.2% 3.17% 0.05%
  • bupa.com.au
  • mable.com.au
  • hcf.com.au
  • healthengine.com.au
  • careabout.com.au
  • hbf.com.au
  • agedcaredecisions.com.au
  • medibank.com.au
  • bupadental.com.au
  • justbettercare.com

Copyright © Adthena. All rights reserved.

Bupa.com.au started May strong, peaking at 18.17% on the 5th, but ended at 11.50%. Mable.com.au rose steadily, closing at 7.20%. Hcf.com.au fluctuated, finishing at 5.44%. Healthengine.com.au saw a late surge, ending at 5.13%. Careabout.com.au’s mid-month peak dropped to 4.40%. Hbf.com.au climbed to 4.20%. Agedcaredecisions.com.au’s early highs settled at 3.87%. Medibank.com.au’s early lead waned, closing at 3.20%. Bupadental.com.au remained stable, ending at 3.17%. Justbettercare.com had sporadic spikes, finishing at 0.05%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Healthcare & Medical Care Homes

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 AUS Healthcare & Medical Care Homes - Last month
  1. 1
    Bupa Health Insurance https://www.bupa.com.au

    Great Value Health Insurance — Join Almost 4 Million Members With Bupa Health Insurance. Good Health is Contagious.

  2. 2
    HCF Health Insurance | 100% Back# On Popular Extras https://www.hcf.com.au › health › insurance

    Winner Of WeMoney’s Health Insurer Of The Year Award 2025.

  3. 3
    Find your nearest Medicare Urgent Care Clinic | Australian https://www.health.gov.au

    Medicare UCCs Provide Urgent Health Care For Non-Life-Threatening Illnesses & Injuries. Bulk Billed, Walk In, and Open For Extended Hours 7 Days A Week.

  4. 4
    Get Up To 12 Weeks Free | Switch to Medibank https://www.medibank.com.au

    Available for new members only. Offer ends 31 July 2026.

  5. 5
    Over 50s Health Insurance - New Member Offer https://www.seniors.com.au

    Seniors Health Insurance Extras Has Options Designed With The Needs Of Over 50s In Mind.

Copyright © Adthena. All rights reserved.

In the competitive landscape of health insurance PPC ads, Bupa entices with a community of nearly 4 million members, emphasizing value and health. HCF highlights its award-winning status and full coverage on extras. Medicare focuses on accessibility with urgent care clinics. Medibank offers a compelling switch incentive, while Seniors targets the over-50s demographic with tailored options.

Frequently Asked Questions

Customer Success Stories

Get the full picture

See this data specific to your brand performance

The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

Related reports