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AUS Gambling & Gaming Sports Betting - PPC Market Share Analysis May 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 33.33
ladbrokes.com.au 26.92
sportsbet.com.au 13.98
neds.com.au 11.48
pointsbet.com.au 4.7
bet365.com.au 3.1
palmerbet.com 1.92
mybet.com.au 1.69
dabble.com.au 0.92
swiftbet.com.au 0.48
others 1.48

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In the competitive landscape of Google PPC for gambling, tab.com.au leads with 33.33% click share. Ladbrokes.com.au follows at 26.92%, while sportsbet.com.au captures 13.98%. Others collectively hold 1.48%, highlighting diverse competition.

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 mybet.com.au sportsbet.com.au bet365.com.au swiftbet.com.au tab.com.au palmerbet.com pointsbet.com.au ladbrokes.com.au neds.com.au newbookie.com.au
2025/05/01 2.73% 20.17% 23.04% 1.14% 12.98% 1.82% 10.08% 5.97% 14.06% 2.5%
2025/05/02 11.16% 28.51% 15.51% 1.72% 7.72% 4.63% 0.41% 8.59% 10.29% 1.59%
2025/05/03 15.49% 19.38% 11.72% 2.7% 15.02% 9.35% 2.6% 12.35% 6.28% 0.17%
2025/05/04 10.23% 24.33% 10.99% 7.06% 15.6% 6.08% 0.67% 1.89% 12.15% 2.7%
2025/05/05 12.99% 16.93% 8.48% 6.46% 14.03% 6.95% 4.33% 11.09% 9.77% 6.01%
2025/05/06 10.44% 13.97% 13.51% 0.13% 6.54% 3.65% 4.03% 22.89% 6.18% 0.24%
2025/05/07 13.98% 13.78% 32.63% 1.07% 5.58% 16.84% 1.8% 2.21% 4.66% 1.37%
2025/05/08 12.91% 9.79% 10.14% 0.14% 10.33% 1.05% 13.06% 20.56% 15.9% 0.23%
2025/05/09 18.56% 24.55% 11.18% 0.48% 3.46% 6.61% 13.06% 11.41% 3.63% 0.6%
2025/05/10 7.26% 18.74% 9.12% 1.59% 10.26% 8.53% 11.77% 19.59% 9.01% 0.1%
2025/05/11 16.3% 16.57% 8.14% 7.47% 11.06% 10.3% 5.37% 5.46% 5.04% 5.57%
2025/05/12 4.42% 18.8% 5.18% 0.15% 26.94% 14.05% 2.24% 22.46% 2.79% 0.21%
2025/05/13 4.44% 30.3% 13.99% 3.78% 9.21% 10.21% 1.82% 12.35% 3.98% 1.87%
2025/05/14 0.94% 1.36% 12.29% 4.2% 11.71% 10.24% 0.39% 7.58% 0.88% 22.43%
2025/05/15 11.57% 10.92% 19.21% 4.21% 10.25% 2.31% 25.8% 2.75% 0.27% 4.57%
2025/05/16 10.7% 12.4% 10.3% 6.51% 13.08% 7.58% 6.24% 6.9% 6.79% 3.61%
2025/05/17 16.67% 13.3% 8.89% 11.07% 12.54% 0.61% 5.16% 3.89% 4.72% 3.64%
2025/05/18 7.17% 19.02% 9.27% 3% 9.47% 11.19% 8.62% 11.7% 10.26% 3.49%
2025/05/19 6.5% 27.54% 13.45% 0.13% 12.62% 0.9% 3.81% 10.33% 7.93% 6.74%
2025/05/20 6.11% 10.83% 13.58% 3.51% 18.35% 5.32% 12.81% 5.96% 7.21% 5.9%
2025/05/21 9.41% 17.51% 10.59% 2.17% 8.53% 5.37% 16.76% 5.89% 6.72% 2.91%
2025/05/22 9.28% 15.45% 15.45% 3.38% 14.75% 9.74% 4.95% 12.47% 2.9% 1.07%
2025/05/23 11.16% 17.76% 8.1% 5.46% 12% 0.85% 1.48% 6.15% 4.56% 2.53%
2025/05/24 9.16% 21.55% 5.99% 8.48% 15.68% 2.18% 15.15% 9.13% 2.9% 1.63%
2025/05/25 7.08% 30% 5.98% 2.73% 22.97% 4.05% 3.36% 4.65% 4.13% 2.97%
2025/05/26 3.17% 13.77% 10.28% 4.23% 13.25% 6.77% 13.87% 13.01% 4.63% 6.79%
2025/05/27 8.64% 16.99% 11.18% 4.62% 9.95% 3.77% 10.95% 5.55% 10.91% 1.24%
2025/05/28 10.58% 20.78% 9.35% 9.3% 11.07% 4.33% 2.97% 8.19% 3.53% 2.35%
2025/05/29 2.54% 9.01% 25.65% 2.19% 11.13% 4.24% 9.84% 3.48% 4.7% 4.38%
2025/05/30 12.13% 21.2% 10.63% 4.79% 17.29% 3.57% 2.51% 8.94% 6.99% 3.41%
2025/05/31 21.68% 15.87% 10.01% 9.93% 9.84% 9.23% 7.38% 6.49% 2.69% 0.95%

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In May 2025, “mybet.com.au” saw a significant rise, peaking at 21.68% on the 31st. “sportsbet.com.au” maintained strong presence, with a notable 30.0% on the 25th. “bet365.com.au” had a standout day on the 7th with 32.63%. “swiftbet.com.au” and “tab.com.au” showed fluctuations, while “palmerbet.com” and “pointsbet.com.au” had varied performances. “ladbrokes.com.au” and “neds.com.au” experienced ups and downs, with “newbookie.com.au” peaking at 22.43% on the 14th. The month concluded with dynamic shifts across advertisers.

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
2025/05/01 24
2025/05/02 28
2025/05/03 25
2025/05/04 25
2025/05/05 24
2025/05/06 25
2025/05/07 23
2025/05/08 25
2025/05/09 24
2025/05/10 22
2025/05/11 25
2025/05/12 25
2025/05/13 25
2025/05/14 27
2025/05/15 28
2025/05/16 28
2025/05/17 27
2025/05/18 27
2025/05/19 27
2025/05/20 27
2025/05/21 28
2025/05/22 28
2025/05/23 28
2025/05/24 28
2025/05/25 27
2025/05/26 29
2025/05/27 28
2025/05/28 29
2025/05/29 29
2025/05/30 30
2025/05/31 29

Copyright © Adthena. All rights reserved.

May began with 24 advertisers, fluctuating slightly until mid-month. A steady rise followed, peaking at 30 on May 30. The month concluded with 29 advertisers, indicating growth.

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
tab.com.au 10.68%
pointsbet.com.au 1.78%
dabble.com.au 0.94%
swiftbet.com.au 0.21%
puntcity.com.au 0.11%
palmerbet.com -0.38%
topbet.au -0.54%
sportsbet.com.au -3.28%
ladbrokes.com.au -4.53%
neds.com.au -4.7%

Copyright © Adthena. All rights reserved.

In the past month, tab.com.au surged with a 10.68% click share increase, while neds.com.au plummeted by 4.7%.

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 mybet.com.au sportsbet.com.au bet365.com.au swiftbet.com.au pointsbet.com.au palmerbet.com neds.com.au dabble.com.au
2025/05/01 4.55% 17.37% 1.55% 20.6% 21.62% 0.63% 8.77% 1.07% 17.52% 0.95%
2025/05/02 16.56% 21.44% 3.34% 19.01% 11.48% 0.67% 0.14% 1.97% 14.84% 0.88%
2025/05/03 24.13% 26.73% 8.04% 9.87% 13.62% 1.42% 2.2% 3.19% 7.7% 0.01%
2025/05/04 1.55% 38.76% 3.52% 12.4% 10.97% 3.16% 0.31% 2.47% 19.78% 0.81%
2025/05/05 23.25% 30.71% 4.02% 11.67% 4.5% 3.03% 2.96% 1.88% 11.26% 0.01%
2025/05/06 26.86% 16.49% 1.93% 12.36% 9.9% 0.06% 3.11% 3.61% 9.6% 2.28%
2025/05/07 2.7% 24.76% 3.36% 13.12% 22.07% 0.56% 5.04% 8.27% 12.81% 0.49%
2025/05/08 43.5% 4.24% 1.97% 6.55% 8.67% 0.06% 6.62% 0.82% 22.78% 3.56%
2025/05/09 23.4% 9.78% 7.3% 10.13% 6.81% 0.21% 7.65% 1.53% 8.46% 10.25%
2025/05/10 40.97% 21.66% 3.85% 7.88% 6.08% 0.67% 5.81% 1.9% 8.88% 0%
2025/05/11 5.46% 26.24% 4.75% 16.22% 10.5% 3.72% 3.65% 4.94% 14.65% 0.6%
2025/05/12 39.26% 35.89% 0.47% 9.1% 5.24% 0.04% 1.86% 1.97% 4.32% 0.01%
2025/05/13 13.56% 5.47% 0.9% 64.23% 5.5% 0.93% 1.13% 1.8% 2.65% 0.18%
2025/05/14 7.53% 20.45% 0.29% 0.98% 13.45% 2.8% 0.21% 5.36% 0.26% 29.36%
2025/05/15 8.94% 15.78% 9.76% 5.58% 17.03% 2.4% 20.4% 1.06% 0.12% 1.23%
2025/05/16 5.16% 27.27% 5.19% 11.11% 7.12% 2.98% 4.86% 2.69% 19.25% 1.52%
2025/05/17 13.73% 21.11% 5.28% 8.14% 5.85% 3.46% 1.46% 0.24% 2.73% 1.41%
2025/05/18 25.87% 19.58% 5.15% 10.76% 7.22% 1.12% 3.25% 2.54% 15.55% 3.78%
2025/05/19 5.22% 28.7% 2.02% 27.86% 8.86% 0.22% 2.91% 2.04% 8.98% 3.3%
2025/05/20 2.75% 30.75% 1.65% 12.2% 11.45% 1.17% 10.52% 1.34% 13.11% 1.28%
2025/05/21 4.17% 25.28% 6.87% 8.3% 9.01% 1.08% 10.83% 1.43% 14.14% 7.43%
2025/05/22 25.66% 21.7% 1.59% 9.84% 11.08% 1.42% 3.99% 3.42% 6.78% 6.93%
2025/05/23 5.03% 33.47% 4.77% 16.61% 4.6% 2.33% 2.02% 0.75% 7.71% 4.96%
2025/05/24 18.52% 20.64% 3.02% 31.2% 4.64% 6.85% 7.12% 1.01% 1.48% 1.14%
2025/05/25 7.04% 42.03% 1.38% 24.27% 2.96% 1.96% 1.66% 1.24% 6.3% 2.09%
2025/05/26 22.39% 23.49% 0.6% 6.69% 4.6% 0.96% 22.87% 2.39% 4.68% 1.9%
2025/05/27 8.52% 10.58% 1.99% 22% 5.37% 1.73% 12.54% 0.6% 20.96% 6.49%
2025/05/28 28.92% 25.6% 3.65% 12.11% 5.4% 3.5% 1.87% 1.34% 1.84% 4.73%
2025/05/29 6.96% 11.89% 1.77% 6.2% 28.95% 0.72% 4.12% 0.75% 6.69% 29.83%
2025/05/30 12.14% 39.73% 4.15% 10.74% 14.38% 2.74% 1.37% 0.75% 6.64% 2%
2025/05/31 18.43% 17.6% 14.61% 11.83% 9.35% 7.82% 6.35% 3.83% 2.22% 1.98%

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In May 2025, Ladbrokes.com.au saw fluctuating impressions, peaking at 43.5% on May 8. Tab.com.au maintained a strong presence, with a high of 42.03% on May 25. Mybet.com.au had a modest peak of 14.61% on May 31. Sportsbet.com.au’s impressions spiked to 64.23% on May 13. Bet365.com.au experienced a notable increase to 28.95% on May 29. Swiftbet.com.au and Pointsbet.com.au had lower shares, with occasional peaks. Palmerbet.com and Neds.com.au showed varied trends, while Dabble.com.au had a significant rise to 29.83% on May 29. The month concluded with diverse performances 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. 1
    It's Never Ordinary at bet365™ | Online Sports Betting https://www.bet365.com.au › sports-betting

    Betting Markets For An Extensive Range of Sports. Whatever the Sport, Whatever the Moment.

  2. 2
    Oops, Didn't You Mean Dabble? | Best Bets https://www.dabble.com.au

    A Place Where People Actually Care About Your Multi? You Better Believe It! Install Dabble

  3. 3
    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...

  4. 4
    Fast Cash Withdrawals https://www.pointsbet.com.au

    PointsBet: Sports Betting — Bet On Racing, AFL, NRL, NBA & Much More. Great Odds & Promotions Everyday with PointsBet. PointsBet is Available on Both Web & App...

  5. 5
    Sportsbet® Official Site https://www.sportsbet.com.au

    Download The App Today — Bet On The 2025 State Of Origin With Sportsbet. Build Your Origin Same Game Multi. Betting Made Easier & Better. Download & Bet On Our Fastest...

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In the competitive world of online sports betting, five advertisers stand out with unique messaging. Bet365 emphasizes an extensive range of sports, while Dabble focuses on community engagement. Ladbrokes offers expert insights, PointsBet highlights fast withdrawals, and Sportsbet promotes ease of use with their app.

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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.

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