Log in Book a Demo

UK Telecommunications Broadband Services - PPC Market Share Analysis May 2025

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

Market Exposure

Share of Clicks for top 10 UK Telecommunications Broadband Services 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
Domain Share of clicks
uswitch.com 15.2
virginmedia.com 12.87
talktalk.co.uk 11.08
sky.com 10.69
bt.com 8.83
ee.co.uk 7.71
moneysupermarket.com 5.11
vodafone.co.uk 3.02
communityfibre.co.uk 2.81
broadband.co.uk 2.43
others 20.25

Copyright © Adthena. All rights reserved.

Uswitch.com leads with 15.2% click share, followed by Virgin Media at 12.87%. Others collectively hold 20.25%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Telecommunications Broadband Services 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
Date uswitch.com virginmedia.com sky.com bt.com broadband.co.uk talktalk.co.uk moneysupermarket.com ee.co.uk fibrecompare.com business.bt.com
2025/05/01 15.8% 13.56% 12.74% 6.63% 3.11% 5.32% 4.28% 5.7% 1.82% 3.6%
2025/05/02 17.33% 11.44% 11.91% 5.83% 2.97% 5.47% 5.28% 6.08% 2.15% 2.69%
2025/05/03 19.66% 12.2% 11.64% 4.88% 3.96% 5.22% 6.68% 6.62% 2.12% 1.94%
2025/05/04 18.4% 13.43% 11.86% 4.8% 4.44% 5.53% 6.36% 6.27% 2.01% 2.02%
2025/05/05 17.29% 12.71% 10.23% 4.92% 3.55% 4.41% 6.56% 5.91% 1.92% 1.96%
2025/05/06 17.61% 11.68% 10.95% 5.08% 3.52% 4.91% 7.4% 4.32% 2% 1.93%
2025/05/07 17.83% 11.1% 11.09% 6.97% 3.11% 4.61% 7.75% 4.47% 1.91% 1.91%
2025/05/08 17.75% 10.91% 8.07% 10.72% 2.99% 4.8% 6.78% 7.57% 1.67% 1.65%
2025/05/09 18.22% 10.73% 11% 11.03% 3.72% 5.05% 6.31% 4.27% 2.85% 2.99%
2025/05/10 19.59% 11.8% 12.28% 10.56% 4.09% 5.54% 7.41% 1.89% 3.77% 3.04%
2025/05/11 18.47% 11.97% 12.28% 11.26% 3.59% 5.65% 7.12% 2.56% 3.49% 2.92%
2025/05/12 16.47% 12.75% 11.58% 11.06% 2.85% 5.5% 6.69% 4.03% 3.41% 3.8%
2025/05/13 16.99% 11.04% 12.03% 8.46% 2.89% 5.45% 7.67% 4.11% 3.17% 4.27%
2025/05/14 17.68% 10.72% 11.13% 8.96% 3.2% 5.8% 6.45% 3.8% 3.43% 5.26%
2025/05/15 16.69% 10.55% 9.44% 7.56% 4.24% 6.51% 4.79% 7.71% 3.9% 4.63%
2025/05/16 15.15% 13.4% 8.66% 7.32% 4.03% 5.84% 4.87% 7.81% 3.84% 4.96%
2025/05/17 16.18% 16.29% 7.37% 6.95% 4.4% 6.09% 4.59% 6.77% 4.69% 5.05%
2025/05/18 16.35% 17.47% 7.81% 6.6% 4.53% 5.58% 4.3% 5.93% 4.92% 4.38%
2025/05/19 14.31% 18.79% 7.92% 7.3% 2.85% 5.5% 3.76% 6.18% 3.42% 4.33%
2025/05/20 16.3% 13.37% 8.31% 8.19% 3.04% 5.72% 4.36% 5.79% 3.17% 5.03%
2025/05/21 15.75% 16.83% 8.94% 5.61% 1.93% 5.38% 4.39% 6.86% 2.9% 5.67%
2025/05/22 15.38% 13.2% 8.35% 8.18% 4.13% 6.29% 4.25% 6.38% 2.92% 4.86%
2025/05/23 14.79% 12.77% 9.1% 7.85% 4.35% 5.96% 3.94% 7.19% 2.83% 5.28%
2025/05/24 18.07% 13.14% 10.26% 7.67% 4.71% 5.43% 3.86% 7.9% 2.84% 4.74%
2025/05/25 17.62% 13.72% 10.93% 7.3% 6.3% 5.9% 3.46% 5.62% 2.4% 3.54%
2025/05/26 16.17% 13.43% 10.62% 8.52% 5.25% 5.72% 3.69% 5.29% 2.28% 3.58%
2025/05/27 17.86% 15.42% 9.65% 8.2% 3.96% 4.87% 4.26% 3.93% 2.42% 3.66%
2025/05/28 16.82% 16.03% 11.57% 7.27% 4.75% 4.66% 3.11% 5.44% 2.83% 2.75%
2025/05/29 16.61% 15.59% 11.67% 6.41% 5.44% 4.67% 4.45% 3.81% 2.82% 2.92%
2025/05/30 17.05% 13.39% 11.68% 6.4% 5.53% 4.92% 4.19% 4.45% 3.22% 3%
2025/05/31 17.45% 16.02% 13.19% 5.97% 5.48% 5.39% 4.12% 3.8% 3.28% 2.53%

Copyright © Adthena. All rights reserved.

In May 2025, uswitch.com led PPC spend, peaking at 19.66% on May 3. Virginmedia.com surged mid-month, reaching 18.79% on May 19. Sky.com and bt.com showed fluctuations, while broadband.co.uk and talktalk.co.uk maintained steady shares. Moneysupermarket.com and ee.co.uk experienced varied trends. Fibrecompare.com and business.bt.com had lower, consistent shares.

Market Exposure

Competitor Count for UK Telecommunications Broadband Services

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
Date Competitor Count
2025/05/01 266
2025/05/02 266
2025/05/03 264
2025/05/04 262
2025/05/05 275
2025/05/06 259
2025/05/07 270
2025/05/08 275
2025/05/09 277
2025/05/10 266
2025/05/11 272
2025/05/12 286
2025/05/13 284
2025/05/14 276
2025/05/15 279
2025/05/16 283
2025/05/17 264
2025/05/18 263
2025/05/19 258
2025/05/20 260
2025/05/21 253
2025/05/22 250
2025/05/23 238
2025/05/24 241
2025/05/25 229
2025/05/26 238
2025/05/27 230
2025/05/28 239
2025/05/29 225
2025/05/30 226
2025/05/31 222

Copyright © Adthena. All rights reserved.

In May, distinct advertisers fluctuated, peaking at 286 on May 12. A decline followed, ending at 222 on May 31.

Campaign Efficiency

Market Loss & Market Gains for UK Telecommunications Broadband Services

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
Name Market Trend
virginmedia.com 2.3%
ee.co.uk 1.23%
confused.com 1.18%
gigaclear.com 0.81%
talktalk.co.uk 0.74%
broadband-finder.co.uk -0.58%
uswitch.com -0.8%
plus.net -1.1%
sky.com -1.18%
moneysupermarket.com -2.4%

Copyright © Adthena. All rights reserved.

Virginmedia.com surged with a 2.30 increase, while moneysupermarket.com dropped by 2.40. Confused.com and ee.co.uk also gained, whereas sky.com and plus.net declined.

Campaign Efficiency

UK Telecommunications Broadband Services 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 virginmedia.com uswitch.com sky.com broadband.co.uk talktalk.co.uk bt.com fibrecompare.com confused.com ee.co.uk moneysupermarket.com
2025/05/01 14.3% 14.13% 12.18% 3.38% 5.58% 5.64% 2.91% 1.3% 4.75% 3.84%
2025/05/02 11.66% 16.25% 10.79% 3.14% 5.48% 5.36% 3.22% 1.63% 6% 4.91%
2025/05/03 12.91% 18.16% 9.76% 4% 5.15% 4.39% 2.98% 2.05% 6.63% 5.91%
2025/05/04 13.7% 16.68% 10.31% 4.63% 5.17% 4.43% 2.99% 2% 6.43% 5.43%
2025/05/05 13.18% 15.23% 8.37% 3.68% 4.35% 4.63% 2.81% 2.5% 6.66% 5.87%
2025/05/06 12.45% 15.83% 9.1% 3.54% 4.64% 4.54% 2.88% 2.44% 4.5% 6.59%
2025/05/07 11.66% 15.9% 9.14% 3.17% 4.21% 6.91% 2.81% 2.13% 3.77% 6.72%
2025/05/08 11.17% 15.47% 6.34% 2.9% 4.2% 11.18% 2.26% 1.63% 7.72% 5.65%
2025/05/09 11.02% 16.12% 9.06% 3.58% 4.67% 11.2% 4.08% 1.37% 4.72% 5.34%
2025/05/10 11.62% 17.5% 10.44% 4.22% 5.41% 11.63% 5.48% 1.49% 1.83% 6.66%
2025/05/11 12.27% 16.56% 10.09% 3.46% 5.31% 11.73% 4.71% 1.21% 2.61% 6.03%
2025/05/12 13.08% 14.84% 9.64% 2.84% 5.12% 11.33% 4.8% 1.85% 4.12% 5.68%
2025/05/13 11.56% 15.16% 10.54% 2.86% 5.12% 8.56% 4.42% 2.52% 3.63% 6.63%
2025/05/14 10.71% 15.87% 10.29% 3.42% 5.61% 8.93% 4.73% 3.25% 3.74% 5.77%
2025/05/15 10.84% 15.68% 8.83% 4.25% 5.97% 7.06% 5.51% 3.09% 7.96% 4.14%
2025/05/16 14.69% 14.04% 8.44% 4.14% 5.63% 6.94% 5.4% 2.69% 8.07% 4.19%
2025/05/17 17.85% 15.59% 7.22% 4.73% 6.55% 6.98% 6.72% 3.78% 6.46% 3.91%
2025/05/18 19.17% 15.1% 7.9% 4.73% 5.95% 6.43% 6.95% 3.5% 5.33% 3.7%
2025/05/19 19.09% 13.01% 8.51% 3.1% 5.74% 6.73% 4.81% 3.93% 5.7% 3.18%
2025/05/20 13.8% 14.84% 9.38% 3.26% 5.66% 7.73% 4.47% 3.68% 5.1% 3.7%
2025/05/21 17.9% 14.52% 9.89% 2.2% 5.47% 5.39% 4.17% 3.33% 6.77% 3.57%
2025/05/22 13.5% 13.54% 9.06% 4.14% 6.43% 7.4% 4.22% 4.77% 6.33% 3.34%
2025/05/23 13.25% 13.12% 9.84% 4.64% 5.89% 7.13% 4.02% 5.15% 7.44% 3.02%
2025/05/24 13.28% 16.79% 10.62% 5.23% 5.78% 7.42% 4.14% 5.32% 9% 3.32%
2025/05/25 14.5% 15.93% 11.49% 6.94% 6.16% 6.96% 3.51% 6.28% 5.92% 2.89%
2025/05/26 14.38% 13.72% 11.07% 5.34% 5.76% 7.9% 3.4% 5.9% 4.95% 2.93%
2025/05/27 16.29% 16.07% 9.55% 4.31% 5.05% 7.75% 3.46% 5.42% 3.36% 3.44%
2025/05/28 17% 15.36% 11.47% 4.9% 4.46% 6.5% 4.01% 4.4% 4.41% 2.53%
2025/05/29 16.82% 14.91% 12.22% 5.45% 4.62% 5.38% 4.06% 3.98% 4.06% 3.57%
2025/05/30 15.05% 15.53% 11.82% 5.86% 4.96% 5.51% 4.54% 5.38% 4.06% 3.31%
2025/05/31 18.37% 15.89% 13.38% 6.05% 5.57% 5.18% 4.82% 4.12% 3.66% 3.51%

Copyright © Adthena. All rights reserved.

Virgin Media’s impression share fluctuated, peaking at 19.17% mid-month. Uswitch maintained a steady presence, while Sky saw a late surge. Broadband.co.uk and TalkTalk showed gradual increases. BT’s share spiked early, then declined. Fibrecompare and Confused.com experienced growth, while EE and Moneysupermarket had varied trends.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Broadband Services

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
  1. 1
    http://www.broadbandservices.co.uk/

    Phone and Broadband. Out of Contract? Call our dedicated team to discuss your phone and broadband

  2. 2
    Sky Broadband Full Fibre 75 - No Upfront Fees https://www.sky.com › deals › broadband

    Digital Exclusive - Full Fibre 75 For £25/m. Prices May Vary In 24m Contract. £0 Set-Up.

  3. 3
    TalkTalk https://www.talktalk.co.uk

    Switch and Save on Fibre Plans — A Connection For Busy Homes, Keeping Everyone Connected with No Set Up Fee. Search Now For...

  4. 4
    Compare Broadband Deals - Broadband From Just £22pm https://www.uswitch.com › broadband_deals › exclusives

    Avoid Overpaying On Your Broadband Contract. Super Fast Fibre Broadband Deals Available. We...

  5. 5
    Virgin Broadband - £23.99/m https://www.virginmedia.com

    Grab A Deal: Ultrafast Fibre — Fibre Deals From £23.99/m For 18 Months. No Price Rise In 2025. £27.49/m From May 2026.

Copyright © Adthena. All rights reserved.

In the competitive landscape of broadband services, Sky’s “No Upfront Fees” and Virgin’s “Ultrafast Fibre” stand out with enticing offers. TalkTalk emphasizes connectivity for busy homes, while Uswitch and Broadband Services focus on cost-saving deals, appealing to budget-conscious consumers.

Frequently Asked Questions

Customer Success Stories

Vodafone case study: Driving click share and sales with strategic insights from Adthena

Vodafone used Adthena data to optimize results from the launch of the Samsung S22 product. Combining Adthena’s Strategic Insights with Google Smart Bidding, Vodafone was able to maintain a flexible strategy that leveraged both manual and automated bidding. Leveraging Adthena’s Search Term Opportunities report also allowed Vodafone to implement 27 keyword terms across their business line, driving an increase in revenue at a positive ROAS.Read case study
Vodafoneziggo winning ppc strategy

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
Havas Case study

Havas Market & Arena Media PPC case study: Brand Protection success with Adthena

Havas Market & Arena Media used Adthena's infringement data to combat rising CPCs from competitive brand bidding, escalating violations to Google and protecting their client’s brand. 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.

Related reports

US
Telecommunications

US Wireless Services

US
Telecommunications

US Mobile Phone & Smart Phones

UK
Telecommunications

UK Wireless Services

UK