AUS Gambling & Gaming Sports Betting - PPC Market Share Analysis February 2026

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

Google AI Overview visibility for Gambling & Gaming Sports Betting AUS

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

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AIO Frequency

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

Frequency	Percentage
Frequency	5.561861521
	94.438138479

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	1
	99

<1%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	0%
Transactional	0%
Navigational	1%
Seasonal	0%
Local	0%
Problem Solving	1%

Market Exposure

Share of Clicks for top 10 AUS Gambling & Gaming Sports Betting brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
sportsbet.com.au	39.82
ladbrokes.com.au	28.43
bet365.com.au	7.54
neds.com.au	7.34
pointsbet.com.au	6.34
mybet.com.au	5.52
swiftbet.com.au	3.78
palmerbet.com	0.77
newbookie.com.au	0.23
betright.com.au	0.11
others	0.12

sportsbet.com.au - 39.82%
ladbrokes.com.au - 28.43%
bet365.com.au - 7.54%
neds.com.au - 7.34%
pointsbet.com.au - 6.34%
mybet.com.au - 5.52%
swiftbet.com.au - 3.78%
palmerbet.com - 0.77%
newbookie.com.au - 0.23%
betright.com.au - 0.11%
others - 0.12%

In the competitive landscape of Google PPC for gambling, sportsbet.com.au dominates with 39.82% click share. Ladbrokes.com.au follows at 28.43%, while others collectively hold 0.12%.

Market Exposure

Share of Spend for the top 10 AUS Gambling & Gaming Sports Betting 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.

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Share of Spend - Last Month

Share of Spend - Last Month
Date	bet365.com.au	mybet.com.au	palmerbet.com	sportsbet.com.au	pointsbet.com.au	ladbrokes.com.au	betright.com.au	neds.com.au	swiftbet.com.au	newbookie.com.au
2026/02/01	23.68%	28.06%	0%	14.19%	0%	32.4%	0%	0%	1.17%	0%
2026/02/02	36.79%	14.56%	0%	15.39%	15.77%	7.02%	0%	5.75%	4.6%	0%
2026/02/03	16.42%	65.71%	0%	0%	0%	8.87%	0%	0%	8.09%	0%
2026/02/04	35.35%	19.79%	9.22%	0.8%	12.85%	15.4%	0%	0%	6.33%	0%
2026/02/05	16.32%	0.66%	0%	28.37%	11.63%	33.52%	0%	0%	9.4%	0%
2026/02/06	17.02%	12.77%	0%	10.12%	2.97%	28.46%	2.21%	0%	23.61%	2.82%
2026/02/07	20.99%	14.14%	0%	8.16%	13.84%	23.67%	0%	0%	17.04%	2.1%
2026/02/08	25.73%	28.72%	0%	1.12%	11.25%	13.48%	0%	0%	3.75%	0%
2026/02/09	13.95%	10.32%	6.74%	27.44%	11.09%	16.01%	8.69%	0%	4.36%	0%
2026/02/10	39.2%	7.12%	0%	14.89%	14.55%	9.14%	0%	6.13%	6.13%	2.77%
2026/02/11	31.57%	18.03%	0%	7.68%	10.13%	11.83%	0%	6.67%	14.01%	0%
2026/02/12	19.6%	5.25%	1.14%	26.05%	6.04%	16.1%	0%	3.19%	19.86%	0%
2026/02/13	17.02%	12.77%	0%	10.12%	2.97%	28.46%	2.21%	0%	23.61%	2.82%
2026/02/14	20.99%	14.14%	0%	8.16%	13.84%	23.67%	0%	0%	17.04%	2.1%
2026/02/15	25.73%	28.72%	0%	1.12%	11.25%	13.48%	0%	0%	3.75%	0%
2026/02/16	13.95%	10.32%	6.74%	27.44%	11.09%	16.01%	8.69%	0%	4.36%	0%
2026/02/17	33.86%	13.56%	0.94%	23.49%	6.02%	5.56%	0%	6.78%	8.38%	1.19%
2026/02/18	42.2%	12.69%	2.02%	13.71%	5.44%	9.09%	0%	4.35%	10.49%	0%
2026/02/19	16.65%	3.19%	3.48%	4.28%	37.54%	7.87%	0%	0%	6.9%	0%
2026/02/20	11.45%	47.84%	0.04%	6.65%	0.54%	7.47%	0%	0%	13.17%	9.35%
2026/02/21	30.6%	0.05%	0.04%	6.07%	41.59%	1.11%	0%	6.42%	13.86%	0%
2026/02/22	84.6%	0.01%	0.99%	0%	0%	8.66%	0%	0%	0.02%	5.59%
2026/02/23	46.29%	0%	0%	0%	0%	53.45%	0%	0%	0%	0%
2026/02/24	0.08%	0%	0%	1.72%	97.9%	0.04%	0%	0%	0%	0%
2026/02/25	14.04%	31.25%	0%	0%	21.94%	32.62%	0%	0%	0%	0%
2026/02/26	0.02%	21.01%	0%	0%	78.92%	0.02%	0%	0%	0%	0%
2026/02/27	8.46%	10.93%	6.73%	5.11%	39.46%	23.2%	0%	0%	6.07%	0%
2026/02/28	31.95%	18.32%	16.51%	8.33%	4.12%	0.98%	0%	0%	0%	0%

bet365.com.au
mybet.com.au
palmerbet.com
sportsbet.com.au
pointsbet.com.au
ladbrokes.com.au
betright.com.au
neds.com.au
swiftbet.com.au
newbookie.com.au

In February 2026, bet365.com.au experienced fluctuating PPC spend, peaking at 84.6 on the 22nd. Mybet.com.au saw a high of 65.71 on the 3rd, while pointsbet.com.au surged to 97.9 on the 24th. The month concluded with varied spend across domains.

Market Exposure

Competitor Count for AUS Gambling & Gaming Sports Betting

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.

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Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2026/02/01	6
2026/02/02	8
2026/02/03	5
2026/02/04	9
2026/02/05	8
2026/02/06	10
2026/02/07	9
2026/02/08	8
2026/02/09	11
2026/02/10	10
2026/02/11	9
2026/02/12	12
2026/02/13	10
2026/02/14	9
2026/02/15	8
2026/02/16	11
2026/02/17	11
2026/02/18	9
2026/02/19	8
2026/02/20	10
2026/02/21	9
2026/02/22	7
2026/02/23	3
2026/02/24	5
2026/02/25	5
2026/02/26	5
2026/02/27	8
2026/02/28	8

February began with 6 advertisers, peaking at 12 mid-month. A decline followed, ending with 8.

Campaign Efficiency

Market Loss & Market Gains for AUS Gambling & Gaming Sports Betting

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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Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
sportsbet.com.au	6.59%
neds.com.au	6.34%
pointsbet.com.au	2.68%
palmerbet.com	0.36%
betr.com.au	0.06%
newbookie.com.au	-0.23%
bet365.com.au	-1.23%
mybet.com.au	-2.09%
swiftbet.com.au	-4.76%
ladbrokes.com.au	-7.52%

Sportsbet.com.au and Neds.com.au surged in click share, gaining 6.59% and 6.34% respectively. Meanwhile, Ladbrokes.com.au experienced a significant decline, dropping by 7.52%.

Campaign Efficiency

AUS Gambling & Gaming Sports Betting Share of Impressions

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

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Date	bet365.com.au	palmerbet.com	mybet.com.au	betr.com.au	sportsbet.com.au	pointsbet.com.au	ladbrokes.com.au	neds.com.au	swiftbet.com.au	newbookie.com.au
2026/02/01	30.74%	0%	13.3%	0%	20.66%	0%	29.26%	0%	5.91%	0%
2026/02/02	26.96%	0%	15.79%	0%	15.02%	15.58%	12.4%	4.39%	9.81%	0%
2026/02/03	37.79%	0%	24.12%	0%	0%	0%	13.62%	0%	24.02%	0%
2026/02/04	24.96%	5.91%	18.3%	0%	4.36%	11.82%	21.5%	0%	11.68%	0%
2026/02/05	9.73%	0%	1.68%	0.01%	38.24%	7.65%	38.38%	0%	4.28%	0%
2026/02/06	13.32%	0%	13.03%	0%	11.36%	1.29%	34.66%	0%	24.39%	1.48%
2026/02/07	11.59%	0%	12.28%	0%	7.59%	12.39%	36.9%	0%	16.9%	2.31%
2026/02/08	13.84%	0%	30.31%	5.42%	4.5%	13.29%	23.9%	0%	8.63%	0%
2026/02/09	9.42%	2.07%	2.97%	0%	38.98%	13.38%	25.38%	0%	4.07%	0%
2026/02/10	30.82%	0%	9.03%	0%	10.3%	13.46%	9.62%	14.1%	9.8%	2.82%
2026/02/11	34.54%	0%	10.7%	0%	3.26%	14.16%	27.8%	2.37%	7.13%	0%
2026/02/12	20.97%	0.26%	1.23%	0%	32.68%	2.8%	18.04%	3.28%	19.96%	0%
2026/02/13	13.32%	0%	13.03%	0%	11.36%	1.29%	34.66%	0%	24.39%	1.48%
2026/02/14	11.59%	0%	12.28%	0%	7.59%	12.39%	36.9%	0%	16.9%	2.31%
2026/02/15	13.84%	0%	30.31%	5.42%	4.5%	13.29%	23.9%	0%	8.63%	0%
2026/02/16	9.42%	2.07%	2.97%	0%	38.98%	13.38%	25.38%	0%	4.07%	0%
2026/02/17	33.97%	0.2%	14.11%	0%	28.2%	2.87%	6.9%	5.08%	7.96%	0.45%
2026/02/18	42.75%	0.47%	8.96%	0%	16.56%	3.74%	13.11%	5.42%	8.99%	0%
2026/02/19	17.87%	7.41%	4.18%	0%	9.51%	29.66%	8.37%	0%	10.46%	0%
2026/02/20	10.29%	0.04%	39.19%	2.78%	8.39%	0.21%	9.05%	0%	20.61%	9.35%
2026/02/21	37.93%	0.05%	0.04%	0%	8.15%	26.89%	2.25%	13.29%	11.29%	0%
2026/02/22	88.29%	1.46%	0.01%	0%	0%	0%	5.84%	0%	0.01%	4.37%
2026/02/23	49.98%	0%	0%	0%	0%	0%	49.96%	0%	0%	0%
2026/02/24	0.08%	0%	0%	0%	6.26%	93.47%	0.04%	0%	0%	0%
2026/02/25	12.5%	0%	9.37%	0%	0%	39.03%	39.05%	0%	0%	0%
2026/02/26	0.02%	0%	9.12%	0%	0%	90.81%	0.02%	0%	0%	0%
2026/02/27	12.81%	2.72%	5.49%	0%	8.23%	27.32%	36.12%	0%	7.29%	0%
2026/02/28	30%	16.42%	16.13%	14.75%	9.17%	9.04%	4.48%	0%	0%	0%

bet365.com.au
palmerbet.com
mybet.com.au
betr.com.au
sportsbet.com.au
pointsbet.com.au
ladbrokes.com.au
neds.com.au
swiftbet.com.au
newbookie.com.au

In February 2026, bet365.com.au’s impression share fluctuated, peaking at 88.29% on the 22nd. Meanwhile, pointsbet.com.au surged to 93.47% on the 24th. The month concluded with diverse shares across advertisers.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Gambling & Gaming Sports Betting

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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Google Text Ad Copy Insights & Creative Trends for AUS Gambling & Gaming Sports Betting - Last month

1
No commission. No limits | No caps. No nonsense https://www.ig.com
Trade more. Keep more. When commissions disappear, everything changes.

In the competitive world of PPC, IG.com stands out with its bold promise: “No commission. No limits. No caps. No nonsense.” Their ad’s compelling message, “Trade more. Keep more,” highlights a unique selling proposition that resonates with traders seeking cost-effective solutions.

Frequently Asked Questions

Why is the AUS Gambling & Gaming Sports Betting February 2026 Report useful and how should I use it?

Why is the AUS Gambling & Gaming Sports Betting 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 Gambling & Gaming Sports Betting 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 Gambling & Gaming Sports Betting 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 Gambling & Gaming Sports Betting February 2026 Report?

The AUS Gambling & Gaming Sports Betting 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.

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Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Gambling & Gaming Sports Betting February 2026 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Gambling & Gaming Sports Betting February 2026 Report for?

The AUS Gambling & Gaming Sports Betting 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.
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GIMO set an ambitious goal: reduce their brand spend by 25%. To do that, they would need to find every opportunity for campaign efficiency.Read case study

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AUS Gambling & Gaming Sports Betting - PPC Market Share Analysis February 2026