Explore the latest Paid Search Power Plays across key sub-industries, with insights into click share dominance, spending trends, and notable shifts in market presence.
This month’s Paid Search Power Plays spotlight the movers, shakers, and power players in finance, telecom, travel, and fashion. Our latest snapshot reveals how brands are competing across the UK and US—who’s spending big, gaining ground, or losing traction in the race for clicks and visibility.
Here’s what the latest Adthena Market Share data tells us about the competitive paid search landscape.
In the UK banking sector, Barclays.co.uk leads with a 14% click share, closely followed by lloydsbank.com at 14%. But the real story? A massive 38% of clicks go to the rest of the field, showing just how fragmented and competitive the market is.
Last month, Lloyds Bank ramped up its Google Ads spend last month, peaking at 17% on March 25, while Barclays saw a consistent rise to 11%. Revolut saw some ups and downs, closing at 5%, while Monzo and Tide held steady. Lloyds posted the biggest gain in click share (up 11%), while HSBC fell by 2%. Minor upticks were seen from Barclays and NatWest, while TSB and Money.co.uk slipped.
Verizon is the undisputed king of clicks, owning a staggering 83% of share in the US wireless market. That leaves competitors like AT&T (5%) and Cricket Wireless (4%) scrambling for what’s left of the pie. The remaining 2% is split across Amazon, T-Mobile, and a few others.
Spending patterns reveal Verizon peaking early in March, while T-Mobile made a late push in ad spend. Cricket and AT&T kept a consistent mid-month presence. Smaller players like Amazon and Mint Mobile stayed relatively flat, both in spend and click share.
Verizon grew its dominance with a 0.8% increase in click share, while Cricket dipped slightly, and T-Mobile and Total Wireless gained traction.
Booking.com commands a leading 27% of the travel accommodation Google Ads market, with Premier Inn a distant second at 8%. A significant 30% of clicks are distributed among other players, indicating a competitive and varied landscape.
Booking.com’s ad spend steadily climbed throughout the month, peaking at 32%. Expedia.co.uk was inconsistent, ending at 9%, and Hotels.com dropped to 8.5%. Premier Inn and Trivago stayed relatively flat, while Travelodge and Holiday Cottages crept upward.
Click share saw Booking.com gain the most (+2.7%), with Airbnb also picking up steam (+1.3%), while Expedia took a slight hit (-0.9%).
Shein.co.uk holds the largest share of clicks in the online fashion retail space at 7%, with JD Sports trailing at 3%. However, a significant 72% of clicks are attributed to other retailers, indicating a highly competitive and fragmented market.
Last month, Shein.co.uk’s Google Ads spending fluctuated, reaching a peak of 12% at the end of the month. Amazon.co.uk saw a steady increase in spend, closing at 3.5%, while Mandmdirect.com and Jdsports.co.uk showed consistent growth.
Schuh.co.uk’s share of spend declined over the month. In click share gains, JD Sports and Timberland made the biggest leaps, while Dr. Martens and Schuh saw losses.
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