AUS Gambling & Gaming Sports Betting - PPC Market Share Analysis January 2026

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.

Google AI Overview visibility for Gambling & Gaming Sports Betting AUS

See how often AIOs appear and how search intent is distributed across buying signals.

See more data

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency	Percentage
Frequency	5.76975663112
	94.2302433689

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency	Percentage
Frequency	2
	98

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	0%
Transactional	0%
Navigational	1%
Seasonal	0%
Local	0%
Problem Solving	2%

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.

See more data

Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
ladbrokes.com.au	38.24
sportsbet.com.au	31.46
mybet.com.au	9.14
bet365.com.au	6.05
neds.com.au	4.46
pointsbet.com.au	4.03
swiftbet.com.au	3.56
palmerbet.com	1.65
newbookie.com.au	1.11
betright.com.au	0.1
others	0.2

ladbrokes.com.au - 38.24%
sportsbet.com.au - 31.46%
mybet.com.au - 9.14%
bet365.com.au - 6.05%
neds.com.au - 4.46%
pointsbet.com.au - 4.03%
swiftbet.com.au - 3.56%
palmerbet.com - 1.65%
newbookie.com.au - 1.11%
betright.com.au - 0.1%
others - 0.2%

In the competitive landscape of Google PPC, Ladbrokes.com.au dominates with 38.24% click share, followed by Sportsbet.com.au at 31.46%. Others collectively hold 20.00%.

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.

See more data

Share of Spend - Last Month

Share of Spend - Last Month
Date	bet365.com.au	sportsbet.com.au	palmerbet.com	mybet.com.au	pointsbet.com.au	ladbrokes.com.au	swiftbet.com.au	newbookie.com.au	neds.com.au	betright.com.au
2026/01/01	0.04%	0%	10.89%	0.89%	1.4%	73.14%	13.54%	0%	0%	0%
2026/01/02	23.62%	19.88%	9.18%	20.11%	0%	25.41%	0.07%	0%	0%	0%
2026/01/03	17.74%	17.23%	2.16%	20.9%	3.82%	11.9%	14.78%	9.86%	1.53%	0.05%
2026/01/04	1.98%	43.73%	0%	8.8%	21.01%	1.25%	23.18%	0%	0%	0%
2026/01/05	2.82%	18.52%	0%	31.08%	0%	25.48%	13.19%	8.78%	0%	0%
2026/01/06	5.56%	34.8%	0%	19.43%	0.91%	18.24%	8.99%	11.26%	0%	0%
2026/01/07	4.23%	6.98%	1.15%	42.18%	2.33%	16.39%	16.79%	0%	1.36%	0%
2026/01/08	14.81%	0.03%	17.65%	2.86%	0%	53.99%	6.27%	0%	0%	0%
2026/01/09	29.12%	0.47%	0%	0.59%	0%	67.78%	0.59%	0%	0%	0%
2026/01/10	13.71%	10.81%	0%	23.12%	0.22%	9.27%	18.18%	13.14%	4.01%	7.51%
2026/01/11	28.52%	44.28%	4.61%	12.97%	2.08%	0.44%	7.07%	0%	0%	0%
2026/01/12	18.5%	20.48%	1.61%	23.63%	3.74%	24.13%	2.31%	4.31%	1.26%	0%
2026/01/13	26%	20.9%	1.95%	5.33%	12.24%	13.67%	6.78%	3.34%	7.51%	0%
2026/01/14	4.39%	26.08%	3.98%	23.75%	8.57%	13.05%	11.33%	4.2%	4.62%	0%
2026/01/15	12.1%	41.95%	0%	4.77%	0%	30.73%	0%	10.39%	0%	0%
2026/01/16	29.12%	0.47%	0%	0.59%	0%	67.78%	0.59%	0%	0%	0%
2026/01/17	19.3%	20.89%	7.81%	8.23%	1.03%	26.63%	8.77%	5.78%	0.04%	1.52%
2026/01/18	13.12%	11.3%	0%	33.19%	0.17%	39.02%	3.09%	0%	0%	0%
2026/01/19	2.61%	42.07%	0%	28.16%	1.77%	19.19%	1.68%	0%	1.87%	0%
2026/01/20	2.47%	44.66%	0%	12.48%	1.23%	24.97%	14.11%	0%	0%	0%
2026/01/21	0.22%	43.05%	13.77%	24.53%	0%	1.27%	17.14%	0%	0%	0%
2026/01/22	11.57%	3.81%	0%	32.13%	0%	49.83%	1.7%	0%	0%	0%
2026/01/23	8.65%	1.7%	0%	28.73%	0%	59.73%	0%	0%	0%	0%
2026/01/24	37.31%	9.88%	0%	20.14%	15.98%	16.05%	0.4%	0%	0%	0%
2026/01/25	46.07%	1.26%	0%	18.47%	0%	33.96%	0%	0%	0%	0%
2026/01/26	16.03%	10.43%	0%	44.03%	0%	21.1%	6.84%	0%	0%	0%
2026/01/27	27.8%	0%	0%	42.35%	0%	14.05%	14.17%	0%	0%	0%
2026/01/28	18.79%	0%	0%	54.09%	0%	25.73%	0%	0%	0%	0%
2026/01/29	0.37%	0.03%	0%	24.19%	63.39%	0.14%	10.74%	0%	0%	0%
2026/01/30	4.12%	0.02%	0%	9.03%	15.76%	54.36%	15.96%	0%	0%	0%
2026/01/31	21.54%	16.29%	16.06%	14.57%	10.82%	10.34%	10.13%	0%	0%	0%

bet365.com.au
sportsbet.com.au
palmerbet.com
mybet.com.au
pointsbet.com.au
ladbrokes.com.au
swiftbet.com.au
newbookie.com.au
neds.com.au
betright.com.au

In January 2026, bet365.com.au saw fluctuating PPC spend, peaking at 46.07 on the 25th. Sportsbet.com.au had a notable high of 44.66 on the 20th. Mybet.com.au’s spend surged to 54.09 on the 28th. Pointsbet.com.au peaked at 63.39 on the 29th. Ladbrokes.com.au’s highest was 73.14 on the 1st. Swiftbet.com.au and others showed varied trends, ending the month with diverse spend levels.

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.

See more data

Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2026/01/01	7
2026/01/02	8
2026/01/03	11
2026/01/04	7
2026/01/05	7
2026/01/06	9
2026/01/07	12
2026/01/08	8
2026/01/09	6
2026/01/10	10
2026/01/11	8
2026/01/12	10
2026/01/13	11
2026/01/14	10
2026/01/15	7
2026/01/16	6
2026/01/17	11
2026/01/18	8
2026/01/19	9
2026/01/20	8
2026/01/21	8
2026/01/22	7
2026/01/23	6
2026/01/24	8
2026/01/25	6
2026/01/26	6
2026/01/27	5
2026/01/28	4
2026/01/29	7
2026/01/30	7
2026/01/31	8

January saw fluctuating advertiser numbers, peaking at 12 on the 7th. The month concluded with a stable count of 8 advertisers.

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.

See more data

Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
ladbrokes.com.au	18.76%
mybet.com.au	8.72%
swiftbet.com.au	2.4%
palmerbet.com	1.14%
tradie.bet	0.29%
bet365.com.au	-0.81%
newbookie.com.au	-1.38%
pointsbet.com.au	-4.06%
neds.com.au	-6.34%
sportsbet.com.au	-18.46%

Ladbrokes.com.au surged with an 18.76% click share increase, while sportsbet.com.au plummeted by 18.46%. Mybet.com.au rose by 8.72%, contrasting neds.com.au’s 6.34% drop.

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.

See more data

Date	bet365.com.au	swiftbet.com.au	ladbrokes.com.au	mybet.com.au	sportsbet.com.au	palmerbet.com	pointsbet.com.au	newbookie.com.au	neds.com.au	tradie.bet
2026/01/01	0.01%	6.26%	82.96%	2.55%	0%	3.12%	5.09%	0%	0%	0%
2026/01/02	10.49%	0.07%	37.98%	27.6%	10.46%	6.67%	0%	0%	0%	0%
2026/01/03	17.6%	18.33%	14.58%	21.83%	9.47%	1.07%	8.94%	7.53%	0.54%	0%
2026/01/04	3.33%	28.97%	2.95%	6.94%	31.09%	0%	26.7%	0%	0%	0%
2026/01/05	4.84%	13.87%	35.08%	26.91%	12.33%	0%	0%	6.91%	0%	0%
2026/01/06	7.52%	9.68%	20.68%	18.76%	22.78%	0%	4.09%	14.95%	0%	0%
2026/01/07	9.47%	19.81%	25.04%	28.77%	3.06%	1.52%	4.7%	0%	1.52%	0%
2026/01/08	25.22%	4.96%	61.52%	1.67%	0.01%	3.29%	0%	0%	0%	0%
2026/01/09	49.38%	0.28%	49.19%	0.28%	0.38%	0%	0%	0%	0%	0%
2026/01/10	11.32%	18.79%	12.5%	24.06%	7.81%	0%	1.32%	12.9%	8.03%	0%
2026/01/11	25.16%	7.06%	0.9%	12.16%	47.76%	3%	3.93%	0%	0%	0%
2026/01/12	19.84%	1.14%	28.21%	21.22%	18.7%	0.73%	7.87%	1.77%	0.52%	0%
2026/01/13	35.78%	5.19%	18.38%	6.02%	9.46%	1.01%	7.4%	1.38%	12.87%	0%
2026/01/14	7.77%	15.33%	10.95%	26.7%	18.15%	2.09%	7.87%	3.75%	7.38%	0%
2026/01/15	1.97%	0%	44.1%	1.96%	48.03%	0%	0%	3.92%	0%	0%
2026/01/16	49.38%	0.28%	49.19%	0.28%	0.38%	0%	0%	0%	0%	0%
2026/01/17	20.6%	4.77%	24.62%	4.58%	37.76%	3.01%	0.95%	3.11%	0.13%	0%
2026/01/18	14.31%	3.34%	60.48%	13.13%	7.99%	0%	0.71%	0%	0%	0.01%
2026/01/19	4.5%	3.73%	19.65%	32.33%	30.18%	0%	2.25%	0%	1.44%	5.9%
2026/01/20	7.56%	13.84%	39.51%	10.78%	22.75%	0%	5.49%	0%	0%	0.01%
2026/01/21	0.33%	19.38%	2.82%	31.37%	34.46%	11.63%	0%	0%	0%	0%
2026/01/22	19.16%	6.3%	52.02%	9.61%	12.61%	0%	0%	0%	0%	0.05%
2026/01/23	32.22%	0%	51.67%	9.54%	6.26%	0%	0%	0%	0%	0.05%
2026/01/24	34.27%	1.94%	18.03%	21.07%	15.8%	0%	7.36%	0%	0%	1.47%
2026/01/25	34.46%	0%	40.3%	17.24%	7.88%	0%	0%	0%	0%	0.02%
2026/01/26	23.9%	11.83%	28.1%	23.78%	11.83%	0%	0%	0%	0%	0%
2026/01/27	38.46%	22.6%	15.68%	22.72%	0%	0%	0%	0%	0%	0%
2026/01/28	22.96%	0%	42.47%	34.02%	0%	0%	0%	0%	0%	0%
2026/01/29	0.22%	19.86%	0.09%	39.79%	0.03%	0%	39.72%	0%	0%	0%
2026/01/30	16.87%	20.53%	41.89%	10.3%	0.02%	0%	10.26%	0%	0%	0%
2026/01/31	21.94%	18.3%	17.08%	14.19%	11.69%	8.36%	8.36%	0%	0%	0%

bet365.com.au
swiftbet.com.au
ladbrokes.com.au
mybet.com.au
sportsbet.com.au
palmerbet.com
pointsbet.com.au
newbookie.com.au
neds.com.au
tradie.bet

In January 2026, bet365.com.au’s impression share fluctuated, peaking at 49.38% twice. Swiftbet.com.au saw a steady rise, while ladbrokes.com.au dominated early, then varied. Mybet.com.au and sportsbet.com.au showed inconsistent trends. The month ended with diverse shares.

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.

See more data

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

1
0.0 Spread On AUS200 Cash CFDs | CFD Trading in Australia https://www.ig.com
Get 0.0 spread on AUS200 cash Tier 1 sizes on Mon 10–11am AEDT. T&Cs & other fees apply. CFDs are...

IG.com captivates with its ad offering a 0.0 spread on AUS200 Cash CFDs, highlighting competitive trading conditions in Australia. The ad’s focus on specific trading hours and terms emphasizes transparency and precision, appealing to savvy traders.

Frequently Asked Questions

Why is the AUS Gambling & Gaming Sports Betting January 2026 Report useful and how should I use it?

Why is the AUS Gambling & Gaming Sports Betting January 2026 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the AUS Gambling & Gaming Sports Betting January 2026 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the AUS Gambling & Gaming Sports Betting January 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the AUS Gambling & Gaming Sports Betting January 2026 Report?

The AUS Gambling & Gaming Sports Betting January 2026 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Gambling & Gaming Sports Betting January 2026 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Gambling & Gaming Sports Betting January 2026 Report for?

The AUS Gambling & Gaming Sports Betting January 2026 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Can I get a custom report for my brand?

Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

Complete the form below to get started.
What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

Customer Success Stories

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 achieves 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

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

Discover how UNTUCKit optimized its brand search strategy using Adthena’s Brand Activator, resulting in $54k savings in just six months. Learn how they improved efficiency and competitor insights.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.

AUS Gambling & Gaming Sports Betting - PPC Market Share Analysis January 2026