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UK Telecommunications Broadband Services - PPC Market Share Analysis April 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.

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Share of Clicks - Last month
Domain Share of clicks
uswitch.com 19.59
virginmedia.com 14.9
bt.com 14.15
sky.com 9
ee.co.uk 7.44
moneysupermarket.com 5.52
talktalk.co.uk 5.04
vodafone.co.uk 2.48
plus.net 1.88
broadband.co.uk 1.76
others 18.24

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google’s PPC for telecommunications, Uswitch.com leads with a 19.59% click share. Virginmedia.com and BT.com follow closely, while ‘others’ collectively hold a significant 18.24%.

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. 

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Share of Spend - Last Month
Date virginmedia.com uswitch.com bt.com moneysupermarket.com sky.com ee.co.uk plus.net broadband.co.uk talktalk.co.uk business.bt.com
2025/03/01 13.47% 21.69% 9.43% 4.01% 9.79% 5.67% 2.53% 3.42% 4.13% 1.66%
2025/03/02 13.85% 20.45% 9.94% 5.4% 9.84% 6.61% 4.17% 3.19% 3.92% 1.83%
2025/03/03 13.15% 20.74% 10.48% 4.41% 9.22% 5.85% 3.11% 2.91% 3.63% 2.47%
2025/03/04 11.22% 18.69% 9.98% 5.33% 8.46% 7.73% 2.65% 2.48% 4.5% 3.38%
2025/03/05 13.07% 20.56% 7.11% 5.62% 8.34% 6.59% 5.19% 2.47% 3.95% 3.19%
2025/03/06 11.03% 21.09% 6.17% 6.15% 7.63% 6.68% 5.65% 2.21% 3.78% 3.44%
2025/03/07 10.6% 19.44% 4.75% 5.77% 6.94% 6.19% 5.62% 2.19% 4.23% 3.52%
2025/03/08 10.68% 19.65% 4.92% 7.61% 7.34% 6.01% 4.63% 2.36% 3.91% 4.58%
2025/03/09 13.11% 19.97% 5.81% 5.38% 9.06% 7.38% 2.43% 3.04% 3.93% 4.5%
2025/03/10 10.16% 19.47% 7.47% 7.57% 8.72% 5.29% 2.43% 2.78% 3.34% 4.27%
2025/03/11 12.22% 17.02% 8.54% 4.94% 8.62% 6.51% 1.17% 1.67% 3.28% 3.68%
2025/03/12 11.88% 18.81% 10.36% 7.46% 8.85% 5.98% 1.26% 2.22% 3.67% 3.15%
2025/03/13 13.22% 19.99% 11.14% 5.61% 8.49% 4.53% 1.42% 2.24% 3.91% 2.8%
2025/03/14 14.14% 18.7% 10.84% 6.14% 7.27% 4.4% 2.27% 2.31% 3.68% 2.47%
2025/03/15 12.09% 21.52% 11.16% 6.28% 8.95% 5.38% 2.18% 2.46% 4.21% 2.28%
2025/03/16 13.48% 19.78% 11.67% 6.31% 8.21% 5.25% 2.81% 2.17% 3.29% 1.66%
2025/03/17 14.25% 19.43% 10.75% 5.82% 7.86% 5.39% 1.59% 2.52% 3.2% 1.67%
2025/03/18 12.1% 19.45% 11.61% 7.65% 7.88% 6.31% 2.5% 2.48% 2.72% 1.84%
2025/03/19 12.5% 18.66% 10.73% 5.6% 9.07% 6.35% 2.34% 2.72% 3.05% 2.81%
2025/03/20 12.44% 19.2% 10.15% 6.35% 8.96% 6.57% 2.44% 3.28% 1.72% 2.83%
2025/03/21 11.82% 22.21% 9.45% 5.02% 9.38% 6.3% 2.23% 3.2% 1.69% 2.52%
2025/03/22 13.62% 21.06% 9.33% 5.55% 8.67% 8.18% 2.45% 3.48% 1.67% 2.82%
2025/03/23 14.25% 20.87% 8.84% 4.64% 8.76% 8.03% 3.02% 3.4% 2.06% 2.48%
2025/03/24 11.75% 20.2% 10.18% 7.22% 6.91% 6.3% 3.64% 2.86% 1.99% 3.31%
2025/03/25 15.01% 18.76% 10.73% 6.47% 7.08% 5.07% 3.02% 3.32% 2.65% 3.31%
2025/03/26 18.13% 21.16% 9.03% 6% 6.99% 5.63% 2.76% 3.19% 2.18% 2.01%
2025/03/27 16.36% 21.32% 9.13% 7.53% 6.77% 5.53% 4.31% 2.97% 1.96% 1.5%
2025/03/28 20.45% 18.16% 7.68% 5.83% 7.62% 5.34% 3.6% 3.71% 2.2% 1.32%
2025/03/29 19.71% 19.46% 9.03% 8.06% 7.19% 3.71% 4.28% 3.8% 2.99% 1.42%
2025/03/30 21.43% 19.17% 11.25% 6.97% 6.51% 3.75% 3.75% 3.38% 2.92% 1.43%
2025/03/31 18.68% 15.95% 9.88% 8.35% 7.96% 4.53% 3.07% 2.52% 1.63% 0.9%

Copyright © Adthena. All rights reserved.

March saw Virgin Media’s PPC spend share rise from 13.47% to 21.43%, peaking at 20.45% on March 28. Uswitch started strong at 21.69%, but ended at 15.95%. BT’s share fluctuated, starting at 9.43% and closing at 9.88%. Moneysupermarket’s share increased from 4.01% to 8.35%. Sky’s share varied, beginning at 9.79% and finishing at 7.96%. EE’s share decreased from 5.67% to 4.53%. Plus.net’s share rose from 2.53% to 3.07%. Broadband.co.uk’s share started at 3.42% and ended at 2.52%. TalkTalk’s share dropped from 4.13% to 1.63%. Business BT’s share decreased from 1.66% to 0.9%.

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. 

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Competitor Count - Last month
Date Competitor Count
2025/03/01 293
2025/03/02 291
2025/03/03 303
2025/03/04 300
2025/03/05 312
2025/03/06 308
2025/03/07 334
2025/03/08 314
2025/03/09 310
2025/03/10 319
2025/03/11 325
2025/03/12 310
2025/03/13 314
2025/03/14 332
2025/03/15 308
2025/03/16 306
2025/03/17 303
2025/03/18 310
2025/03/19 296
2025/03/20 292
2025/03/21 306
2025/03/22 290
2025/03/23 287
2025/03/24 287
2025/03/25 284
2025/03/26 297
2025/03/27 303
2025/03/28 302
2025/03/29 292
2025/03/30 296
2025/03/31 294

Copyright © Adthena. All rights reserved.

March began with 293 advertisers, peaking at 334 on the 7th. A decline followed, ending the month at 294.

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.

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Market Loss & Market Gains - Last month
Name Market Trend
virginmedia.com 3.41%
bt.com 0.76%
confused.com 0.48%
hyperoptic.com 0.46%
broadband.co.uk 0.46%
vodafone.co.uk -0.54%
g.network -0.61%
uswitch.com -0.71%
talktalk.co.uk -0.9%
solarwinds.com -1.48%

Copyright © Adthena. All rights reserved.

Virginmedia.com surged with a 3.41% click share increase, while solarwinds.com faced a decline of 1.48%.

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.

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Date virginmedia.com uswitch.com bt.com moneysupermarket.com sky.com switchexperts.co.uk plus.net ee.co.uk broadband.co.uk talktalk.co.uk
2025/03/01 13.04% 19.48% 9.53% 3.05% 8.38% 1.47% 2.74% 4.06% 3.21% 4.2%
2025/03/02 14.46% 18.37% 10.53% 4.36% 8.79% 0.1% 4.66% 4.46% 3.05% 4.3%
2025/03/03 12.61% 18.79% 11.47% 3.6% 7.99% 4.35% 3.47% 4.64% 2.82% 3.77%
2025/03/04 10.91% 17.24% 11.34% 4.46% 7.37% 3.59% 3.02% 6% 2.47% 4.85%
2025/03/05 12.91% 18.26% 8.17% 4.53% 6.56% 4.19% 5.64% 5.69% 2.34% 4.17%
2025/03/06 10.52% 19.52% 6.44% 4.84% 6.02% 4.36% 5.98% 5.84% 2.17% 3.79%
2025/03/07 9.67% 17.64% 4.55% 4.46% 5.32% 2.92% 5.71% 4.78% 2.05% 4.36%
2025/03/08 10.17% 17.68% 5% 6.3% 6.15% 0.46% 5.08% 4.25% 2.25% 4.13%
2025/03/09 12.26% 19.25% 5.77% 4.59% 7.17% 0.1% 2.71% 4.76% 3.05% 3.9%
2025/03/10 9.6% 17.56% 8.57% 6.44% 7.84% 4.01% 2.74% 3.86% 2.82% 3.41%
2025/03/11 11.44% 14.76% 9.33% 4.15% 7.47% 4.91% 1.32% 4.3% 1.66% 3.21%
2025/03/12 11.63% 16.29% 11.8% 6.35% 7.92% 3.65% 1.34% 4.34% 2.17% 3.67%
2025/03/13 12.58% 18.45% 11.82% 4.71% 7.35% 3.02% 1.67% 3.12% 2.2% 4.01%
2025/03/14 11.28% 16.2% 12.79% 4.32% 5.24% 2.41% 2.9% 2.58% 1.92% 3.81%
2025/03/15 11.08% 20.8% 12.25% 5.22% 6.87% 1.68% 2.78% 3.65% 2.35% 4.22%
2025/03/16 12.49% 18.29% 12.6% 5.22% 6.87% 0.09% 3.57% 3.53% 2.17% 3.26%
2025/03/17 14.92% 17.24% 12.3% 4.69% 5.93% 2.18% 2.16% 3.76% 2.64% 3.14%
2025/03/18 11.15% 17.42% 13.52% 6.34% 5.74% 3.2% 3.02% 4.49% 2.45% 2.76%
2025/03/19 11.84% 16.61% 13.1% 4.9% 7.88% 2.76% 3.17% 4.56% 2.84% 3.15%
2025/03/20 12.01% 17.72% 11.97% 5.52% 6.69% 2.87% 3.23% 4.28% 3.41% 1.83%
2025/03/21 10.88% 21.35% 10.48% 4.24% 6.7% 3.61% 2.75% 4.39% 3.22% 1.67%
2025/03/22 14.35% 20% 10.29% 4.59% 5.74% 0.97% 2.99% 6.39% 3.39% 1.58%
2025/03/23 14.5% 19.3% 9.25% 3.89% 5.85% 0.05% 3.65% 6.62% 3.44% 1.93%
2025/03/24 11.77% 18.88% 11.34% 6.02% 4.54% 3.02% 4.3% 4.32% 2.92% 1.94%
2025/03/25 15.42% 18.1% 12.88% 5.62% 4.58% 3.31% 3.35% 3.09% 3.3% 2.59%
2025/03/26 18.7% 20.12% 10.02% 5.03% 4.75% 3.46% 2.9% 3.85% 3.23% 2.14%
2025/03/27 16.63% 20.03% 10.62% 6.26% 4.9% 3.69% 4.9% 4.02% 2.95% 1.78%
2025/03/28 20.93% 17.04% 8.53% 4.79% 5.61% 3.63% 4% 3.61% 3.8% 1.99%
2025/03/29 20.05% 18.16% 10.26% 6.5% 4.95% 2.34% 4.55% 2.48% 3.7% 2.65%
2025/03/30 21.9% 17.81% 12.49% 5.76% 4.45% 0.09% 4.28% 2.68% 3.49% 2.67%
2025/03/31 18.67% 13.71% 11.43% 6.95% 5.79% 3.75% 3.01% 2.89% 2.49% 1.49%

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March saw Virgin Media’s impression share rise from 13.04% to 21.9%, while Uswitch fluctuated, ending at 13.71%. BT and Sky experienced declines, finishing at 11.43% and 5.79%, respectively.

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.

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  1. 1
    Offer Ends On 27th March https://www.bt.com

    £0 Activation Fee — BT Full Fibre Broadband with 300Mbps Speed for only £32.99 with £100 BT Reward Card. T&Cs

  2. 2
    Postcode Check https://www.fibrecompare.com › broadband

    Best Internet In Your Area — Compare the best full fibre broadband packages in your area. Switch & enjoy faster speeds. Compare...

  3. 3
    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. Uswitch...

  4. 4
    Compare Broadband Deals https://www.uswitch.com › broadband_deals › exclusives

    Switch Broadband In Minutes — Avoid Overpaying On Your Broadband Contract. Super Fast Fibre Broadband Deals Available

  5. 5
    Fibre £23.99/m For 18 Months - Grab A Deal: Ultrafast Fibre https://www.virginmedia.com

    Shop Virgin Media & Get Fast Reliable Broadband From £23.99/m For 18 Months. Grab The Deal

Copyright © Adthena. All rights reserved.

BT’s ad highlights a limited-time offer with a £0 activation fee and a £100 reward card, emphasizing value. Fibrecompare.com focuses on personalized service by offering postcode checks for the best local deals. Sky promotes a digital exclusive with no upfront fees, while Uswitch emphasizes quick switching to avoid overpaying. Virgin Media offers a competitive price for ultrafast fibre, appealing to budget-conscious consumers.

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