UK Education & Training Early Education - PPC Market Share Analysis February 2026

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

Early Education – UK

Google AI Overview visibility for Education & Training Early Education 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 32.7996757524
67.2003242476
32%

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 11
89
11%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

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

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Market Exposure

Share of Clicks for top 10 UK Education & Training Early Education 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
kidoschools.com 26.25
ebay.co.uk 11.73
openstudycollege.com 4.94
leyf.org.uk 4.28
brighthorizons.co.uk 4.15
learndirect.com 4.07
busylittlebeesnursery.co.uk 2.38
boysandgirlsnursery.com 2.34
busybeeschildcare.co.uk 2.12
kingsinterhigh.co.uk 1.91
others 35.83
  • kidoschools.com - 26.25%
  • ebay.co.uk - 11.73%
  • openstudycollege.com - 4.94%
  • leyf.org.uk - 4.28%
  • brighthorizons.co.uk - 4.15%
  • learndirect.com - 4.07%
  • busylittlebeesnursery.co.uk - 2.38%
  • boysandgirlsnursery.com - 2.34%
  • busybeeschildcare.co.uk - 2.12%
  • kingsinterhigh.co.uk - 1.91%
  • others - 35.83%

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In the education PPC landscape, Kido Schools leads with 26.25% click share, followed by eBay at 11.73%. Others dominate with 35.83%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Education & Training Early Education 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 kidoschools.com openstudycollege.com learndirect.com ebay.co.uk boysandgirlsnursery.com kingsinterhigh.co.uk leyf.org.uk busylittlebeesnursery.co.uk brighthorizons.co.uk brightoncollegeprepkensington.co.uk
2026/02/01 45.66% 8.13% 4.2% 1.8% 0% 3.23% 0.3% 0% 0% 0%
2026/02/02 17.29% 10.86% 5.6% 2.54% 0% 2% 2.82% 0% 23.12% 0%
2026/02/03 33.61% 6.69% 4.61% 2.78% 4.39% 2.33% 3.97% 0% 4.93% 10.34%
2026/02/04 29.73% 7.04% 3.39% 3.68% 4.3% 1.89% 10.06% 2.04% 0.04% 8.99%
2026/02/05 22.49% 7.02% 5.57% 6.31% 0% 4.11% 0.96% 0% 9.42% 0.11%
2026/02/06 24.76% 5.43% 5.14% 3.86% 2.76% 2.82% 0.64% 16.77% 7.95% 4.43%
2026/02/07 37.81% 7.17% 1.95% 2.83% 0.13% 3.64% 3.36% 0.12% 0.05% 3.37%
2026/02/08 37.85% 6.25% 4.89% 3.53% 0% 2.83% 1.26% 2.73% 0% 0%
2026/02/09 17.12% 8.88% 6.57% 2.77% 0% 2.73% 12.67% 0% 8.26% 3.06%
2026/02/10 22.51% 7.07% 10.47% 9.89% 0% 5.16% 8.88% 0% 0.37% 4.8%
2026/02/11 19.98% 5.22% 5.35% 6.51% 2.76% 2.79% 0.41% 0.05% 5.97% 3.41%
2026/02/12 27.38% 2.85% 7.85% 6.11% 0% 3.49% 0.29% 0% 3.66% 0.1%
2026/02/13 24.75% 5.43% 5.14% 3.85% 2.76% 2.82% 0.64% 16.76% 7.95% 4.43%
2026/02/14 36.53% 6.92% 1.89% 2.74% 0.12% 3.52% 3.25% 0.12% 0.04% 3.26%
2026/02/15 37.82% 6.24% 4.89% 3.53% 0% 2.82% 1.26% 2.72% 0% 0%
2026/02/16 16.93% 8.78% 6.49% 2.74% 0% 2.72% 12.53% 0% 8.17% 3.02%
2026/02/17 37.07% 7.53% 14.97% 6.15% 0% 2.48% 0.67% 0% 10.76% 0%
2026/02/18 23.84% 6.94% 7.12% 6.42% 3.6% 1.86% 12.89% 0.15% 7.36% 0%
2026/02/19 14.03% 6.77% 4.86% 5.98% 0% 1.36% 0.37% 9.49% 7.72% 0%
2026/02/20 23.75% 6.79% 12.33% 5.85% 3.51% 1.14% 5.67% 0% 0.07% 0.07%
2026/02/21 3.62% 7.97% 3.53% 4.45% 0.09% 1.31% 0.18% 0% 0.08% 0.06%
2026/02/22 25.23% 8.69% 7.72% 4.37% 0% 3.52% 0.12% 0% 0% 0.07%
2026/02/23 17.27% 9.16% 6.05% 3.91% 15.89% 2.32% 0.42% 0% 8.87% 0%
2026/02/24 15.82% 6.26% 5.2% 2.16% 7.18% 1.72% 2.38% 0% 5.26% 2.69%
2026/02/25 17.61% 4.55% 5.75% 3.63% 7.91% 1.92% 4.77% 0% 5.4% 0.05%
2026/02/26 26.4% 6.71% 6.58% 4.29% 2.87% 2.99% 9.75% 0.13% 0.15% 0.06%
2026/02/27 30.09% 6.21% 7.44% 5.05% 0% 2.2% 0.22% 7.59% 0% 6.26%
2026/02/28 38.38% 14.59% 5.68% 4.88% 3.8% 1.96% 0.24% 0.21% 0.09% 0%
  • kidoschools.com
  • openstudycollege.com
  • learndirect.com
  • ebay.co.uk
  • boysandgirlsnursery.com
  • kingsinterhigh.co.uk
  • leyf.org.uk
  • busylittlebeesnursery.co.uk
  • brighthorizons.co.uk
  • brightoncollegeprepkensington.co.uk

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Kidoschools.com led February with fluctuating spend, peaking at 45.66% on the 1st and ending strong at 38.38%. Openstudycollege.com saw a steady rise, closing at 14.59%. Brightoncollegeprepkensington.co.uk had minimal activity, while Learndirect.com peaked mid-month. Ebay.co.uk maintained moderate consistency. Boysandgirlsnursery.com and Kingsinterhigh.co.uk showed sporadic trends. Leyf.org.uk had notable spikes, and Busylittlebeesnursery.co.uk remained low. Brighthorizons.co.uk fluctuated, ending quietly.

Market Exposure

Competitor Count for UK Education & Training Early Education

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
2026/02/01 67
2026/02/02 67
2026/02/03 64
2026/02/04 75
2026/02/05 66
2026/02/06 66
2026/02/07 78
2026/02/08 67
2026/02/09 67
2026/02/10 71
2026/02/11 71
2026/02/12 63
2026/02/13 66
2026/02/14 78
2026/02/15 67
2026/02/16 67
2026/02/17 53
2026/02/18 63
2026/02/19 69
2026/02/20 69
2026/02/21 65
2026/02/22 71
2026/02/23 71
2026/02/24 87
2026/02/25 84
2026/02/26 78
2026/02/27 65
2026/02/28 71

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February saw fluctuating advertiser numbers, peaking at 87 on the 24th. The month concluded with a stable 71, reflecting dynamic market engagement.

Campaign Efficiency

Market Loss & Market Gains for UK Education & Training Early Education

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
acornsnurseries.co.uk 3.33%
theoldstationnursery.co.uk 2.06%
boysandgirlsnursery.com 1.97%
ebay.co.uk 1.06%
domidomingo.co.uk 1.05%
arkstart.org.uk -0.89%
mytutor.co.uk -1.22%
busylittlebeesnursery.co.uk -1.65%
brightoncollegeprepkensington.co.uk -2.09%
kidoschools.com -7.85%

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AcornsNurseries.co.uk surged by 3.33%, while KidoSchools.com dropped by 7.85%. TheOldStationNursery.co.uk rose 2.06%, contrasting BrightonCollegePrepKensington.co.uk’s 2.09% decline.

Campaign Efficiency

UK Education & Training Early Education Share of Impressions

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

Date kidoschools.com ebay.co.uk openstudycollege.com learndirect.com boysandgirlsnursery.com leyf.org.uk busylittlebeesnursery.co.uk brighthorizons.co.uk brightoncollegeprepkensington.co.uk eatonsquareschools.com
2026/02/01 51.09% 4.91% 5.22% 3.96% 0% 0.31% 0% 0% 0% 0.05%
2026/02/02 19.07% 7.22% 7.12% 4.81% 0% 3.54% 0% 23.21% 0% 0%
2026/02/03 35.28% 7% 4.74% 4.07% 5% 5.2% 0% 3.86% 10.01% 2.5%
2026/02/04 31.46% 9.77% 4.27% 3.11% 4.53% 11.94% 2.3% 0.03% 8.13% 0.11%
2026/02/05 24.99% 16.45% 4.65% 4.67% 0% 0.87% 0% 7.82% 0.09% 0.09%
2026/02/06 28.38% 9.52% 3.16% 4.42% 2.7% 0.59% 17.54% 6.75% 4.05% 5.48%
2026/02/07 35.83% 7.46% 4.56% 1.67% 0.2% 3.29% 0.09% 0.05% 3.03% 7.5%
2026/02/08 39.68% 10.06% 4.35% 4.25% 0% 1.46% 2.76% 0% 0% 2.75%
2026/02/09 15.27% 7.87% 6.14% 6.06% 0% 10.98% 0% 9.05% 3.07% 0.05%
2026/02/10 18.35% 27.05% 5% 9.26% 0% 7.12% 0% 0.3% 4.62% 0.13%
2026/02/11 22.16% 13.78% 3% 4.43% 3.12% 0.51% 0.05% 6.23% 3.22% 0%
2026/02/12 30.07% 12.89% 2.06% 6.22% 0% 0.35% 0% 3.66% 0.08% 0%
2026/02/13 28.38% 9.52% 3.16% 4.42% 2.7% 0.59% 17.54% 6.75% 4.05% 5.48%
2026/02/14 35.83% 7.46% 4.56% 1.67% 0.2% 3.29% 0.09% 0.05% 3.03% 7.5%
2026/02/15 39.68% 10.06% 4.35% 4.25% 0% 1.46% 2.76% 0% 0% 2.75%
2026/02/16 15.27% 7.87% 6.14% 6.06% 0% 10.98% 0% 9.05% 3.07% 0.05%
2026/02/17 37.56% 12.87% 5.91% 13.9% 0% 0.89% 0% 10.15% 0% 0%
2026/02/18 26.51% 16.46% 4.59% 5.93% 3.62% 11.07% 0.1% 5.32% 0% 0.12%
2026/02/19 15.03% 13.72% 4.69% 4.17% 0% 0.44% 9.31% 6.84% 0% 0.11%
2026/02/20 23.49% 11.89% 4.75% 10.17% 3.9% 4.21% 0% 0.06% 0.06% 5.85%
2026/02/21 4.26% 14.16% 5.73% 3.21% 0.13% 0.26% 0% 0.07% 0.06% 0.12%
2026/02/22 28.91% 11% 6.09% 6.14% 0% 0.13% 0% 0% 0.06% 0.25%
2026/02/23 19.72% 10.73% 6.25% 5.36% 16.1% 0.52% 0% 9.64% 0% 0.06%
2026/02/24 17.07% 6.16% 4.19% 4.53% 7.75% 3.01% 0% 3.91% 2.58% 8.02%
2026/02/25 16.45% 8.27% 3.34% 5.15% 8.95% 6.19% 0% 6.03% 0.04% 2.99%
2026/02/26 28.19% 11.53% 4.29% 5.69% 3.28% 10.06% 0.1% 0.11% 0.05% 0.1%
2026/02/27 29.54% 13.98% 4.01% 6.22% 0% 0.24% 7.41% 0% 5.51% 0.05%
2026/02/28 41.39% 12.2% 8.53% 4.72% 3.42% 0.21% 0.17% 0.06% 0% 0%
  • kidoschools.com
  • ebay.co.uk
  • openstudycollege.com
  • learndirect.com
  • boysandgirlsnursery.com
  • leyf.org.uk
  • busylittlebeesnursery.co.uk
  • brighthorizons.co.uk
  • brightoncollegeprepkensington.co.uk
  • eatonsquareschools.com

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In February 2026, kidoschools.com led with fluctuating impressions, peaking at 51.09% and ending strong at 41.39%. ebay.co.uk saw a mid-month spike, while openstudycollege.com and others maintained lower, steady shares.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Education & Training Early Education

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 Education & Training Early Education - Last month
  1. 1
    Ashbourne College, Kensington | A Level GCSEs https://www.ashbournecollege.co.uk

    52% A*A - Top 2.5% for Value Added – UCL top university destination – Outstanding Ofsted. One of the best private sixth form colleges in London for A...

  2. 2
    Part-Time Nanny, Full Relief https://www.korukids.co.uk

    Only Pay For Hours You Need — 'Great platform, easy to reach out to nannies and an easy process to hire' - Céline. Only pay for the...

  3. 3
    A Levels Maths https://www.learndirect.com

    Study A Level Math Online — Understand Mathematical Processes & Develop Your Mathematical Skillset. Learndirect, Inspiring...

  4. 4
    Top GCSE Tutors - GCSE Made Simple https://www.mytutor.co.uk › gcse

    Highly-vetted tutors. Highly-personalised sessions. Highly-recommended for the GCSE. A better approach to GCSE tuition. Young, relatable tutors. Support every step of the way. GCSE Revision.

  5. 5
    Up Learn A Level Maths https://www.uplearn.co.uk

    Online Maths A Level Up Learn courses. 97% of students that complete the course attain A-A*. Get started and achieve your academic goals today. Subject-specific Quizzes. Exclusive Practice Papers.

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In the competitive landscape of education PPC ads, Ashbourne College shines with its impressive 52% A*A rate, while Koru Kids offers flexible nanny services. Learndirect and Up Learn focus on online A Level Maths, with Up Learn boasting a 97% A-A* success rate. MyTutor emphasizes personalized GCSE tutoring.

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