AUS Gambling & Gaming Sports Betting - PPC Market Share Analysis April 2025

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

Market Exposure

Share of Clicks for top 10 AUS Gambling & Gaming Sports Betting 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
tab.com.au	28.49
sportsbet.com.au	26.57
ladbrokes.com.au	24.92
neds.com.au	6.82
pointsbet.com.au	4.63
bet365.com.au	3.37
palmerbet.com	2.07
mybet.com.au	1.11
dabble.com.au	0.65
puntcity.com.au	0.22
others	1.15

In the competitive landscape of Google’s PPC, tab.com.au leads with 28.49% click share, closely followed by sportsbet.com.au at 26.57%. Ladbrokes.com.au holds 24.92%, while others collectively capture 1.15%.

Market Exposure

Share of Spend for the top 10 AUS Gambling & Gaming Sports Betting 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	sportsbet.com.au	ladbrokes.com.au	bet365.com.au	tab.com.au	pointsbet.com.au	puntcity.com.au	palmerbet.com	mybet.com.au	neds.com.au	swiftbet.com.au
2025/04/01	0%	0%	0%	0%	0%	0%	100%	0%	0%	0%
2025/04/02	0%	0%	0%	0%	0%	0%	100%	0%	0%	0%
2025/04/03	0%	0%	0%	0%	0%	0%	100%	0%	0%	0%
2025/04/04	0%	0%	0%	0%	0%	0%	100%	0%	0%	0%
2025/04/05	23.95%	0%	13.91%	0%	1.63%	0%	17.09%	0%	0%	0%
2025/04/06	4.43%	0%	0.18%	2.49%	0%	0%	92.85%	0%	0%	0%
2025/04/07	40.52%	0%	31.73%	0%	0%	0%	27.76%	0%	0%	0%
2025/04/08	12.67%	0%	51.48%	0%	0%	0%	26.58%	0%	4.07%	0%
2025/04/09	10.51%	0%	0.26%	14.44%	12.6%	0%	51.98%	0%	9.98%	0%
2025/04/10	6.71%	0%	0.71%	0%	0%	0.05%	92.32%	0%	0%	0%
2025/04/11	8.65%	0%	0.57%	0%	10.3%	0.05%	69.89%	0%	0%	0%
2025/04/12	6.1%	0%	0.57%	0%	0%	0.05%	92.91%	0%	0%	0%
2025/04/13	0.38%	0%	0.16%	0%	0%	0.04%	99.04%	0%	0%	0%
2025/04/14	0.59%	0%	18.13%	0%	40.25%	0.05%	39.06%	0.15%	0%	0.38%
2025/04/15	5.02%	0%	1.94%	0%	0%	0.03%	80.31%	0.09%	0%	0.23%
2025/04/16	18.12%	0%	0.14%	4.36%	0%	0%	76.03%	0.1%	0%	0.26%
2025/04/17	2.51%	9.86%	4.66%	45.18%	6.93%	0%	0.72%	9.77%	8.75%	2.36%
2025/04/18	16.93%	10.6%	14.44%	19.89%	1.7%	4.55%	5.98%	2.96%	2.44%	0.64%
2025/04/19	20.73%	6.79%	4.12%	8%	8.99%	3.51%	6.61%	9.67%	6.17%	7.84%
2025/04/20	20.38%	7.69%	8.49%	12.11%	9.39%	5.92%	4.23%	7.1%	4.82%	2.63%
2025/04/21	34.12%	7.73%	7.91%	8.41%	6.36%	3.1%	7.25%	5.7%	3.53%	3.74%
2025/04/22	36.13%	5.29%	17.52%	9.15%	9.07%	0.14%	3.88%	3.47%	2.4%	0.31%
2025/04/23	36.35%	6.92%	21.12%	8.82%	4.4%	2.74%	0.43%	6.76%	1.78%	1.47%
2025/04/24	38.77%	11.89%	21.38%	6.36%	0.27%	0.68%	1.91%	8.43%	2.2%	0.97%
2025/04/25	25.19%	3.39%	14.83%	10.07%	12.83%	0.86%	7.85%	9.54%	7.86%	2.66%
2025/04/26	31.46%	10.98%	12.77%	3.5%	7.06%	0.09%	0.5%	25.61%	1.16%	3.62%
2025/04/27	22.53%	5.09%	16.16%	10.77%	3.54%	1.18%	4.29%	18%	5.09%	8.89%
2025/04/28	45.59%	1.96%	22.4%	11.06%	6.07%	0.06%	3.64%	1.45%	1.32%	0.18%
2025/04/29	25.69%	10.33%	25.95%	5.9%	1.24%	0.08%	3.56%	10.88%	10.48%	0.28%
2025/04/30	28.54%	21.6%	11.98%	10.41%	9.46%	5.52%	4.34%	1.31%	0.5%	0.18%

In April 2025, sportsbet.com.au saw fluctuating PPC spend, peaking at 45.59 on April 28. Meanwhile, palmerbet.com dominated early with 100.0, then declined. By month’s end, bet365.com.au and ladbrokes.com.au showed consistent activity.

Market Exposure

Competitor Count for AUS Gambling & Gaming Sports Betting

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
2025/04/01	1
2025/04/02	1
2025/04/03	1
2025/04/04	1
2025/04/05	12
2025/04/06	5
2025/04/07	4
2025/04/08	11
2025/04/09	10
2025/04/10	8
2025/04/11	12
2025/04/12	9
2025/04/13	9
2025/04/14	10
2025/04/15	11
2025/04/16	8
2025/04/17	27
2025/04/18	31
2025/04/19	31
2025/04/20	36
2025/04/21	34
2025/04/22	33
2025/04/23	35
2025/04/24	32
2025/04/25	32
2025/04/26	32
2025/04/27	33
2025/04/28	24
2025/04/29	25
2025/04/30	25

April began with a steady count of 1 advertiser, then surged to 12 by the 5th. Mid-month saw a peak of 36 on the 20th, before stabilizing at 25.

Campaign Efficiency

Market Loss & Market Gains for AUS Gambling & Gaming Sports Betting

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
ladbrokes.com.au	25.23%
sportsbet.com.au	11.85%
neds.com.au	5.88%
pointsbet.com.au	2.52%
mybet.com.au	1.12%
vikingbet.com.au	-1.16%
buffalobet.com.au	-1.25%
tab.com.au	-5.01%
bet365.com.au	-6.45%
palmerbet.com	-31.3%

Ladbrokes.com.au surged with a 25.23% click share increase, while palmerbet.com plummeted by 31.3%. Sportsbet.com.au also rose by 11.85%.

Campaign Efficiency

AUS Gambling & Gaming Sports Betting 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	ladbrokes.com.au	tab.com.au	sportsbet.com.au	pointsbet.com.au	bet365.com.au	palmerbet.com	questbet.com.au	dabble.com.au	mybet.com.au	neds.com.au
2025/04/01	0%	0%	0%	0%	0%	100%	0%	0%	0%	0%
2025/04/02	0%	0%	0%	0%	0%	100%	0%	0%	0%	0%
2025/04/03	0%	0%	0%	0%	0%	100%	0%	0%	0%	0%
2025/04/04	0%	0%	0%	0%	0%	100%	0%	0%	0%	0%
2025/04/05	0%	0%	12.67%	1.97%	16.02%	10.73%	10.8%	1.75%	0%	0%
2025/04/06	0%	26.58%	5.62%	0%	1.15%	66.57%	0%	0.08%	0%	0%
2025/04/07	0%	0%	26.32%	0%	25.07%	25.58%	0%	0%	0%	0%
2025/04/08	0%	0%	25.6%	0%	26.17%	27.03%	0%	0.82%	0%	5.09%
2025/04/09	0%	37.52%	9.42%	9.18%	1.18%	32.8%	0%	0.69%	0%	9.18%
2025/04/10	0%	0%	11.68%	0%	6.44%	56.69%	0%	12.54%	0%	0%
2025/04/11	0%	0%	13.61%	8.15%	2.17%	43.25%	8.15%	0.14%	0%	0%
2025/04/12	0%	0%	13.33%	0%	2.36%	83.51%	0%	0.16%	0.18%	0%
2025/04/13	0%	0%	0.34%	0%	0.06%	98.98%	0%	0.12%	0.14%	0%
2025/04/14	0%	0%	0.58%	42.49%	26.8%	29.13%	0%	0.23%	0.21%	0%
2025/04/15	0%	0%	8.23%	0%	11.22%	61.31%	6.21%	6.34%	0.12%	0%
2025/04/16	0%	27.23%	16.96%	0%	0.06%	48.31%	0%	6.95%	0.14%	0%
2025/04/17	5.22%	44.73%	6.25%	8.42%	9.65%	0.37%	0.42%	5.25%	2.36%	10.62%
2025/04/18	18.36%	21.53%	16.49%	2.79%	20.37%	2.16%	1.19%	3.54%	1.49%	2.58%
2025/04/19	14.68%	15.8%	26.21%	5.64%	5.68%	2.75%	1.92%	3.69%	6.31%	6.81%
2025/04/20	14.54%	16.37%	28.97%	6.85%	8.21%	2.46%	1.76%	1.97%	3.66%	4.91%
2025/04/21	17.68%	13.75%	36.54%	3.82%	7.38%	3.48%	1.63%	3.02%	1.51%	3.58%
2025/04/22	10.16%	13.31%	33.43%	4.92%	13.65%	2.21%	2.07%	5.28%	2.38%	2.8%
2025/04/23	12.1%	13.08%	38.94%	3.7%	13.07%	0.79%	2.39%	5.38%	1.44%	3.11%
2025/04/24	29.22%	11.51%	36.73%	0.1%	11.58%	0.95%	0.54%	0.13%	2.25%	4.07%
2025/04/25	2.5%	12.88%	15.94%	11.76%	13.65%	4.82%	0.11%	9.65%	4.57%	18.7%
2025/04/26	13.41%	10.13%	42.8%	6.23%	8.21%	1.42%	0.11%	3.66%	9.61%	0.61%
2025/04/27	3.66%	36.14%	13.39%	2.05%	10.34%	3.34%	0.97%	2.04%	7.67%	11.66%
2025/04/28	1.46%	12.66%	61.69%	2.28%	13.13%	1.11%	0.03%	6.25%	0.16%	0.3%
2025/04/29	25.09%	7.31%	14.66%	1.07%	16.79%	1.87%	1.33%	0.22%	7.96%	21.55%
2025/04/30	37.59%	19.86%	16.51%	10.55%	7.98%	1.6%	1.04%	0.47%	0.37%	0.2%

In April 2025, the PPC landscape was dynamic. Ladbrokes.com.au saw a significant rise, peaking at 37.59% on April 30. Meanwhile, sportsbet.com.au experienced fluctuations, reaching 61.69% on April 28. Palmerbet.com started strong but declined sharply mid-month. The month concluded with diverse shifts across advertisers.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Gambling & Gaming Sports Betting

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
It's Never Ordinary at bet365™ - Online Sports Betting https://www.bet365.com.au
Betting Markets For An Extensive Range of Sports. Whatever the Sport, Whatever the Moment. 18...
2
Ladbrokes https://www.ladbrokes.com.au
Ladbrokes Australia — The Sports Hub. Betting Previews & Industry Experts. Avail In The Ladbrokes App, Download. Ladbrokes. Bet Horse Racing. Trending Sports Betting Odds. Login For Today’s Promotions.
3
Palmerbet Betting App https://www.palmerbet.com
Top Esports Betting Markets — Palmerbet Offers the latest Odds, Insights, Promos & more on Esports. Join Now in 1 Min! Bet on Esports. Unlock Australia's Best Betting Experience Packed with Features.
4
Sportsbet.com.au https://www.sportsbet.com.au
Build Your Own Same Game Multi — Combine Multiple Markets In One Selection For Bigger Betting Odds With Same Game Multi! Join...
5
TAB Online Betting | TAB Official Site https://www.tab.com.au
Prepare For The Week Ahead For Your Favourite Sports-See Latest Odds & Bet on Game Futures. Bet on Horse & Greyhound Racing, AFL, NRL, Soccer...

In the competitive world of online sports betting, bet365 stands out with its promise of extraordinary experiences. Ladbrokes positions itself as a sports hub with expert insights, while Palmerbet focuses on esports with enticing promos. Sportsbet offers innovative betting options, and TAB provides comprehensive coverage of various sports.

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GIMO Case Study: Reducing CPCs and Saving €1.12M for Clients

GIMO is a specialist digital marketing agency for the gaming industry. In 2019, they saw their cost-per-clicks (CPCs) rise sharply for their clients, primarily due to brand-bidding among rivals.

GIMO set an ambitious goal: reduce their brand spend by 25%. To do that, they would need to find every opportunity for campaign efficiency.Read case study

the7stars case study: Achieving Google Ads PPC campaign optimization with Adthena

Leveraging Adthena's comprehensive insights, the7stars and their lottery client optimized their PPC campaigns and organic strategies, resulting in substantial cost savings and improved campaign performance. Read case study

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AUS Gambling & Gaming Sports Betting - PPC Market Share Analysis April 2025

Share of Clicks for top 10 AUS Gambling & Gaming Sports Betting brands

Share of Spend for the top 10 AUS Gambling & Gaming Sports Betting brands

Competitor Count for AUS Gambling & Gaming Sports Betting

Market Loss & Market Gains for AUS Gambling & Gaming Sports Betting

AUS Gambling & Gaming Sports Betting Share of Impressions

Google Text Ad Copy Insights & Creative Trends for AUS Gambling & Gaming Sports Betting

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

GIMO Case Study: Reducing CPCs and Saving €1.12M for Clients

the7stars case study: Achieving Google Ads PPC campaign optimization​ with Adthena

UNTUCKit Case Study: Retail brand unlocks $54k with Adthena’s Brand Activator

Get the full picture

See this data specific to your brand performance

the7stars case study: Achieving Google Ads PPC campaign optimization with Adthena