AUS Healthcare & Medical Care Homes - PPC Market Share Analysis February 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.

Google AI Overview visibility for Healthcare & Medical Care Homes AUS

See how often AIOs appear and how search intent is distributed across buying signals.

See more data

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency	Percentage
Frequency	18.2308804049
	81.7691195951

18%

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	45
	55

45%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	11%
Transactional	3%
Navigational	2%
Seasonal	0%
Local	4%
Problem Solving	10%

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.

See more data

Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
bupa.com.au	28.87
justbettercare.com	7.23
bupadental.com.au	7.07
mable.com.au	3.82
betterhelp.com	3.02
agedcaredecisions.com.au	2.84
healthengine.com.au	2.08
carergateway.gov.au	1.91
hireup.com.au	1.85
mavendental.com.au	1.65
others	39.66

bupa.com.au - 28.87%
justbettercare.com - 7.23%
bupadental.com.au - 7.07%
mable.com.au - 3.82%
betterhelp.com - 3.02%
agedcaredecisions.com.au - 2.84%
healthengine.com.au - 2.08%
carergateway.gov.au - 1.91%
hireup.com.au - 1.85%
mavendental.com.au - 1.65%
others - 39.66%

In the healthcare PPC landscape, Bupa.com.au dominates with 28.87% click share, while ‘others’ collectively hold 39.66%, highlighting diverse competition.

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.

See more data

Share of Spend - Last Month

Share of Spend - Last Month
Date	bupa.com.au	mable.com.au	agedcaredecisions.com.au	hireup.com.au	careabout.com.au	hbf.com.au	bupadental.com.au	healthengine.com.au	medibank.com.au	mavendental.com.au
2026/02/01	8.93%	6.92%	7.09%	3.14%	1.82%	2.44%	4.74%	2.33%	3.8%	1.47%
2026/02/02	10.43%	6.06%	6.55%	4.56%	2.5%	2.57%	4.05%	1.34%	2.26%	2.69%
2026/02/03	13.16%	4.62%	4.37%	2.65%	3.84%	1.97%	2.61%	5.23%	2.64%	2.5%
2026/02/04	12.66%	6.43%	5.28%	4.56%	3.32%	1.51%	3.61%	3.1%	4.55%	2.63%
2026/02/05	11.11%	5.08%	4.18%	3.93%	3.68%	1.84%	3.07%	3.1%	2.8%	3.19%
2026/02/06	11.61%	6.33%	3.83%	4.17%	2.54%	3.52%	4.34%	2.76%	3.45%	1.38%
2026/02/07	13.38%	6.41%	3.55%	4.61%	2.23%	3.75%	4.09%	1.94%	4.09%	2.65%
2026/02/08	11.81%	6.77%	4.19%	4.4%	1.81%	4.56%	3.58%	1.06%	2.74%	2.25%
2026/02/09	11.91%	5.58%	5.73%	3.67%	1.39%	3.81%	3.36%	3.32%	3.77%	5.39%
2026/02/10	13.69%	6.88%	5.46%	4.42%	2.41%	2.35%	3.38%	1.81%	3.46%	2.7%
2026/02/11	13.44%	6.36%	5.9%	3.21%	1.95%	2.34%	3.46%	2.15%	3.42%	3.09%
2026/02/12	11.98%	7.07%	5.75%	3.19%	2.42%	2.1%	3.91%	2.25%	3.26%	1.95%
2026/02/13	11.48%	6.26%	3.78%	4.13%	2.51%	3.48%	4.29%	2.73%	3.41%	1.37%
2026/02/14	13.29%	6.37%	3.52%	4.62%	2.22%	3.73%	4.07%	1.93%	4.06%	2.64%
2026/02/15	11.74%	6.73%	4.16%	4.38%	1.8%	4.53%	3.56%	1.06%	2.73%	2.23%
2026/02/16	11.75%	5.51%	5.65%	3.62%	1.37%	3.76%	3.32%	3.27%	3.72%	5.31%
2026/02/17	16.51%	6.56%	5.27%	3.78%	4.39%	1.9%	3.01%	1.77%	3.28%	0.74%
2026/02/18	13.27%	6.57%	5.17%	4.45%	3.65%	1.98%	4.5%	4.79%	3.95%	3.26%
2026/02/19	16.48%	5.79%	5.34%	3.31%	3.52%	1.58%	3.52%	3.41%	3.88%	2.57%
2026/02/20	15.89%	5.69%	5.13%	3.65%	2.84%	2.12%	3.49%	2.44%	4.23%	2.51%
2026/02/21	15.34%	5.6%	5.67%	3.74%	3.16%	2.32%	4.31%	0.93%	3.68%	2.1%
2026/02/22	14.35%	4.92%	7.15%	2.92%	2.09%	3.79%	3.61%	2.76%	3.26%	3.86%
2026/02/23	15.91%	5.72%	6.2%	2.89%	2.41%	2.71%	3.22%	2.57%	3.71%	4.05%
2026/02/24	14.63%	5.01%	5.56%	3.33%	2.16%	2.43%	2.91%	2.77%	4.13%	2.17%
2026/02/25	15.28%	5.83%	5.8%	4.05%	1.76%	2.41%	2.91%	3.56%	2.95%	1.84%
2026/02/26	15.93%	6.43%	6.68%	4.11%	2.61%	4.01%	3.36%	4.01%	2.79%	3.03%
2026/02/27	13.57%	7.52%	6.59%	4.82%	3.27%	4.08%	4.45%	1.65%	1.84%	1.16%
2026/02/28	12.42%	8.32%	5.78%	4.58%	3.56%	3.55%	3.4%	2.92%	2.69%	1.41%

bupa.com.au
mable.com.au
agedcaredecisions.com.au
hireup.com.au
careabout.com.au
hbf.com.au
bupadental.com.au
healthengine.com.au
medibank.com.au
mavendental.com.au

Bupa.com.au led February with a peak spend share of 16.51% on the 17th. Mable.com.au and agedcaredecisions.com.au showed steady growth, while hireup.com.au and careabout.com.au fluctuated. The month ended with Bupa.com.au maintaining dominance.

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.

See more data

Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2026/02/01	515
2026/02/02	549
2026/02/03	565
2026/02/04	531
2026/02/05	515
2026/02/06	501
2026/02/07	497
2026/02/08	511
2026/02/09	510
2026/02/10	504
2026/02/11	503
2026/02/12	507
2026/02/13	501
2026/02/14	497
2026/02/15	511
2026/02/16	510
2026/02/17	470
2026/02/18	457
2026/02/19	481
2026/02/20	485
2026/02/21	477
2026/02/22	470
2026/02/23	496
2026/02/24	490
2026/02/25	499
2026/02/26	492
2026/02/27	469
2026/02/28	466

February began with 515 advertisers, peaking at 565 on the 3rd. A decline followed, ending the month at 466.

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.

See more data

Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
justbettercare.com	12.5%
bupa.com.au	0.81%
nationaldentalcare.com.au	0.29%
sydney.edu.au	0.26%
caredentalcamberwell.com.au	0.26%
mable.com.au	-0.61%
carergateway.gov.au	-0.61%
estiahealth.com.au	-0.81%
betterhelp.com	-1.15%
bupadental.com.au	-1.3%

Justbettercare.com surged with a 12.5% click share increase, while bupadental.com.au dropped by 1.3%. Bupa.com.au gained 0.81%, contrasting with betterhelp.com’s 1.15% decline.

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.

See more data

Date	justbettercare.com	bupa.com.au	mable.com.au	hcf.com.au	agedcaredecisions.com.au	hireup.com.au	hbf.com.au	bupadental.com.au	healthengine.com.au	mavendental.com.au
2026/02/01	0.77%	5.1%	7.06%	1.03%	7.85%	3.42%	1.47%	4.84%	3.03%	2.03%
2026/02/02	0.81%	7.03%	5.26%	3.17%	6.21%	4.32%	2.31%	4.45%	1.79%	3.87%
2026/02/03	0.43%	10.63%	3.93%	3.93%	4.32%	2.33%	2.94%	2.6%	6.08%	3.5%
2026/02/04	0.75%	9.76%	5.09%	4.16%	5.07%	4.01%	1.55%	3.46%	4.2%	3.42%
2026/02/05	0.74%	9.38%	3.85%	2.46%	3.99%	3.3%	1.92%	3.08%	3.58%	3.73%
2026/02/06	0.47%	10.16%	4.99%	1.61%	3.57%	3.6%	2.49%	4.3%	5.21%	1.78%
2026/02/07	0.63%	10.97%	5.18%	4.96%	3.31%	4.37%	3.94%	4.57%	2.42%	3.8%
2026/02/08	0.64%	9.92%	5.64%	6.52%	3.97%	4.18%	4.91%	3.42%	1.28%	3.11%
2026/02/09	0.96%	9.57%	4.63%	3.18%	5.51%	3.4%	3.99%	3.45%	4.13%	6.55%
2026/02/10	0.7%	10.21%	5.7%	3.22%	5.42%	3.92%	2.35%	3.46%	2.17%	4.17%
2026/02/11	0.47%	11.56%	5.28%	2.98%	5.82%	2.8%	2.28%	3.55%	3.51%	4.21%
2026/02/12	0.81%	8.65%	6.19%	0.74%	5.36%	2.96%	1.92%	4.3%	4.04%	2.4%
2026/02/13	0.47%	10.16%	5%	1.61%	3.57%	3.6%	2.49%	4.3%	5.21%	1.78%
2026/02/14	0.63%	10.97%	5.18%	4.96%	3.31%	4.37%	3.94%	4.57%	2.42%	3.8%
2026/02/15	0.64%	9.92%	5.65%	6.52%	3.97%	4.18%	4.91%	3.42%	1.28%	3.11%
2026/02/16	0.96%	9.57%	4.64%	3.18%	5.51%	3.4%	3.99%	3.45%	4.13%	6.55%
2026/02/17	7.2%	11.49%	4.92%	1.76%	7.03%	3.28%	1.69%	2.8%	1.9%	0.95%
2026/02/18	11.07%	9.52%	4.93%	1.82%	4.49%	3.93%	1.58%	4.12%	4.84%	4.78%
2026/02/19	7.53%	9.95%	4.2%	3.28%	7.48%	2.68%	1.5%	2.93%	4.58%	2.86%
2026/02/20	7.93%	11.25%	4.27%	3.82%	6.3%	3.41%	2.74%	2.97%	2.41%	3.14%
2026/02/21	11.66%	10.06%	5.83%	3.96%	4.28%	2.7%	2.29%	3.13%	1.04%	2.07%
2026/02/22	10.18%	9.21%	3.29%	3.78%	7.72%	2.2%	4.43%	2.96%	4.43%	4.28%
2026/02/23	6.38%	10.8%	4.07%	2.99%	8.33%	4.29%	3.21%	2.71%	3.6%	4.19%
2026/02/24	4.28%	9.98%	3.91%	1.99%	4.95%	3%	2.62%	2.78%	3.8%	3.08%
2026/02/25	0.7%	11.14%	4.72%	4.89%	5.24%	3.58%	3.19%	2.96%	4.43%	2.46%
2026/02/26	4.92%	11.78%	4.98%	2.86%	5.8%	3.44%	4.19%	3.14%	5.12%	3.61%
2026/02/27	8.14%	8.83%	5.56%	3.11%	8.55%	3.91%	4.24%	4.18%	2.87%	1.16%
2026/02/28	12.09%	8.37%	5.87%	4.62%	4.58%	3.79%	3.3%	2.95%	2.7%	1.47%

justbettercare.com
bupa.com.au
mable.com.au
hcf.com.au
agedcaredecisions.com.au
hireup.com.au
hbf.com.au
bupadental.com.au
healthengine.com.au
mavendental.com.au

In February 2026, “justbettercare.com” saw a dramatic rise in PPC impressions, peaking at 12.09%. “bupa.com.au” maintained a steady presence, while “mable.com.au” showed consistent growth. The month concluded with “justbettercare.com” leading.

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.

See more data

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

1
My Aged Care in Australia https://get.agedcaredecisions.com.au › myagedcare
My Aged Care — Find Home Care Providers in Australia Based on Your Care Needs and Preferences.
2
Bupa Health Insurance - Bupa Private Health Insurance https://www.bupa.com.au
Join Almost 4 Million Members With Bupa Health Insurance. Good Health is Contagious.
3
Home & Aged Care Placement Service in Australia | CareAbout https://www.careabout.com.au
Connect With An Aged Care Expert Free Of Charge. We'll Find You A Support At Home Provider
4
Up To 8 Weeks Free. T&Cs Apply - 100% Back# On Popular Extras https://www.hcf.com.au › health › insurance
Get Up To 8 Weeks Free When You Join Eligible Combined Cover And Stay For 12 Months.
5
The University Of Sydney - 24 Hours A Day, 7 Days A Week https://www.sydney.edu.au
24/7 Emergency Veterinary Services Located In The Heart Of Sydney. Call Or Visit Us Now.

In the competitive landscape of Google PPC, agedcaredecisions.com.au stands out by tailoring home care solutions to individual needs. Bupa’s message of health as a shared journey resonates with nearly 4 million members. CareAbout offers free expert connections, while HCF entices with up to 8 weeks free coverage. The University of Sydney provides round-the-clock veterinary services, emphasizing accessibility and care.

Frequently Asked Questions

Why is the AUS Healthcare & Medical Care Homes February 2026 Report useful and how should I use it?

Why is the AUS Healthcare & Medical Care Homes February 2026 Report useful?

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 AUS Healthcare & Medical Care Homes February 2026 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the AUS Healthcare & Medical Care Homes February 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the AUS Healthcare & Medical Care Homes February 2026 Report?

The AUS Healthcare & Medical Care Homes February 2026 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Healthcare & Medical Care Homes February 2026 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Healthcare & Medical Care Homes February 2026 Report for?

The AUS Healthcare & Medical Care Homes February 2026 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Can I get a custom report for my brand?

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

Complete the form below to get started.
What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

Customer Success Stories

the7stars achieves Google Ads PPC campaign optimization with Adthena

Leveraging Adthena's comprehensive insights, the7stars and their lottery client optimized their PPC campaigns and organic strategies, resulting in substantial cost savings and improved campaign performance.

Read case study

UNTUCKit Case Study: Retail brand unlocks $54k with Adthena’s Brand Activator

Discover how UNTUCKit optimized its brand search strategy using Adthena’s Brand Activator, resulting in $54k savings in just six months. Learn how they improved efficiency and competitor insights.Read case study

VodafoneZiggo case study: Boosting sales by 500% with a winning PPC strategy

VodafoneZiggo was looking to maximize revenue from its paid search campaigns while reducing costs and streamlining workflows. By leveraging Adthena’s data-driven insights and time-saving automation, the team gained full visibility into their ad spend performance and optimized budget allocation.Read case study

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.

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