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.
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 | 32.7996757524 |
| 67.2003242476 |
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 |
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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 |
|---|---|
| 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.
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 | 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% |
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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.
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 |
|---|---|
| 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.
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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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.
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% |
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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.
Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.
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...
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...
Study A Level Math Online — Understand Mathematical Processes & Develop Your Mathematical Skillset. Learndirect, Inspiring...
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.
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.
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 Education & Training Early Education February 2026 Report
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Data within the UK Education & Training Early Education February 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
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The UK Education & Training Early Education 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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