AUS Gambling & Gaming Sports Betting - PPC Market Share Analysis November 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.

Google AI Overview visibility for Gambling & Gaming Sports Betting AUS

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

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AIO Frequency

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

Frequency	Percentage
Frequency	1
	99

<1%

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	3
	97

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	20%
Transactional	0%
Navigational	0%
Seasonal	0%
Local	0%
Problem Solving	1%

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

Share of Clicks - Last month
Domain	Share of clicks
sportsbet.com.au	33.46
ladbrokes.com.au	16.38
pointsbet.com.au	12.62
bet365.com.au	8.32
palmerbet.com	7.15
tab.com.au	5.64
neds.com.au	4.44
dabble.com.au	3.85
swiftbet.com.au	3.21
newbookie.com.au	1.77
others	3.16

sportsbet.com.au - 33.46%
ladbrokes.com.au - 16.38%
pointsbet.com.au - 12.62%
bet365.com.au - 8.32%
palmerbet.com - 7.15%
tab.com.au - 5.64%
neds.com.au - 4.44%
dabble.com.au - 3.85%
swiftbet.com.au - 3.21%
newbookie.com.au - 1.77%
others - 3.16%

Sportsbet.com.au dominates with 33.46% click share, followed by Ladbrokes.com.au at 16.38%. Others collectively hold 3.16%, 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

Share of Spend - Last Month
Date	sportsbet.com.au	ladbrokes.com.au	bet365.com.au	pointsbet.com.au	palmerbet.com	neds.com.au	swiftbet.com.au	newbookie.com.au	tab.com.au	dabble.com.au
2025/10/01	23.15%	30.3%	12.93%	0%	9.4%	0%	0%	0%	0%	0%
2025/10/02	35.45%	0.49%	0.82%	0%	63.25%	0%	0%	0%	0%	0%
2025/10/03	0.98%	83.18%	0.12%	0%	15.07%	0%	0%	0%	0%	0%
2025/10/04	15.66%	12.94%	21.67%	38.18%	8.06%	0%	1.09%	0.53%	0%	1.32%
2025/10/05	35.25%	13.97%	3.53%	27.48%	15.31%	1.82%	0.35%	2.09%	0%	0%
2025/10/06	22.18%	27.87%	7%	11.86%	4.84%	3.61%	4.91%	6.83%	0%	8.49%
2025/10/07	14.78%	8.57%	2.73%	4.6%	37.69%	7.39%	4.01%	3.83%	0%	15.65%
2025/10/08	0.57%	36.28%	5.12%	18.64%	17.66%	4.73%	2.44%	0%	1.67%	9.15%
2025/10/09	45.39%	8.87%	2.96%	8.74%	11.52%	5.19%	2.41%	2.54%	1.7%	5.98%
2025/10/10	15.76%	24.01%	29.92%	14.25%	4.41%	4.2%	1.03%	1.15%	1.09%	1.17%
2025/10/11	29.52%	14.41%	2.22%	16.45%	3.71%	4.15%	23.56%	0.57%	0.64%	2.63%
2025/10/12	12.98%	20.92%	12.63%	10.18%	4.4%	5.01%	5.35%	10.64%	3.86%	3.15%
2025/10/13	8.37%	23.89%	21.05%	11.1%	8.57%	0.07%	2.18%	8.6%	1.77%	9.18%
2025/10/14	16.83%	13.21%	12.41%	13.53%	7.08%	15.03%	0.98%	3.34%	6.07%	4.28%
2025/10/15	26.24%	10.76%	11.71%	14.78%	9.13%	0.91%	1.5%	4.79%	4.19%	5.69%
2025/10/16	17.17%	7.32%	12.5%	11.25%	17.74%	8.85%	1.5%	5.33%	4.59%	5.96%
2025/10/17	22.66%	13.86%	7.89%	7.57%	5.53%	2.98%	1.5%	2.89%	17.56%	5.1%
2025/10/18	17.66%	15.91%	13.33%	24.51%	11.47%	4.02%	3.78%	0.49%	1.42%	0.14%
2025/10/19	30%	24.84%	7.28%	18.7%	7.63%	0.32%	0.85%	0.76%	1.59%	4.62%
2025/10/20	27.34%	22.44%	8.31%	16.49%	15.16%	0.63%	1.02%	2.44%	1.07%	1.02%
2025/10/21	56%	9.24%	3.3%	9.04%	2.75%	5.41%	0.84%	0.56%	3.64%	1.97%
2025/10/22	17.15%	42.11%	7.6%	0.93%	2.21%	0.31%	0.8%	1.12%	11.68%	1.79%
2025/10/23	32.7%	10.04%	11.89%	0.43%	2.26%	8.11%	5.73%	10.71%	0.96%	3.98%
2025/10/24	16.8%	16.4%	15.08%	12.19%	1.89%	1.39%	4.1%	2.75%	2.18%	0.12%
2025/10/25	9.39%	5.32%	20.7%	0.75%	1.57%	2.63%	11.7%	18.29%	1.5%	0%
2025/10/26	13.33%	9.71%	5.94%	3.63%	18.82%	1.46%	4.52%	9.55%	0.46%	0%
2025/10/27	23.62%	6.7%	39.46%	0.31%	0.03%	0.3%	0.67%	4.66%	0.69%	0%
2025/10/28	13.17%	26.53%	17.68%	3.23%	1.88%	0.28%	11.63%	11.17%	0.44%	3.46%
2025/10/29	43.18%	18.43%	13.17%	0.39%	1.1%	0.8%	5.52%	6.55%	0.32%	4.23%
2025/10/30	32.3%	23.89%	13.82%	9.31%	4.69%	0.52%	1.25%	0.57%	0.41%	0.03%
2025/10/31	28.61%	19.55%	9.38%	7.78%	7.54%	3.61%	1.38%	0.77%	0.5%	0.04%

sportsbet.com.au
ladbrokes.com.au
bet365.com.au
pointsbet.com.au
palmerbet.com
neds.com.au
swiftbet.com.au
newbookie.com.au
tab.com.au
dabble.com.au

Sportsbet.com.au saw fluctuating spend, peaking at 56.00 on October 21. Ladbrokes.com.au had a significant spike on October 3 with 83.18. Bet365.com.au maintained moderate levels, while pointsbet.com.au’s activity dwindled towards month’s end. Palmerbet.com showed a strong start, tapering off. Neds.com.au and swiftbet.com.au had minimal impact. Newbookie.com.au and tab.com.au remained low. Dabble.com.au’s activity was sporadic. October concluded with sportsbet.com.au leading.

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

Competitor Count - Last month
Date	Competitor Count
2025/10/01	6
2025/10/02	4
2025/10/03	6
2025/10/04	12
2025/10/05	13
2025/10/06	16
2025/10/07	13
2025/10/08	13
2025/10/09	18
2025/10/10	19
2025/10/11	19
2025/10/12	20
2025/10/13	19
2025/10/14	21
2025/10/15	22
2025/10/16	23
2025/10/17	23
2025/10/18	24
2025/10/19	25
2025/10/20	23
2025/10/21	23
2025/10/22	23
2025/10/23	21
2025/10/24	20
2025/10/25	18
2025/10/26	18
2025/10/27	18
2025/10/28	19
2025/10/29	19
2025/10/30	18
2025/10/31	18

October began with 6 advertisers, peaking at 25 mid-month. The month concluded with 18, reflecting a dynamic advertising landscape.

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

Market Loss & Market Gains - Last month
Name	Market Trend
sportsbet.com.au	5.57%
ladbrokes.com.au	2.43%
betright.com.au	1.97%
newbookie.com.au	1.6%
bet365.com.au	1.15%
swiftbet.com.au	-1.64%
dabble.com.au	-2.64%
neds.com.au	-2.75%
pointsbet.com.au	-2.78%
tab.com.au	-4.34%

Sportsbet.com.au surged with a 5.57% click share increase, while tab.com.au faced a 4.34% decline.

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	sportsbet.com.au	ladbrokes.com.au	pointsbet.com.au	palmerbet.com	bet365.com.au	neds.com.au	swiftbet.com.au	tab.com.au	newbookie.com.au	dabble.com.au
2025/10/01	18.91%	21.47%	0%	10.73%	11.78%	0%	0%	0%	0%	0%
2025/10/02	24.16%	0.07%	0%	75.63%	0.14%	0%	0%	0%	0%	0%
2025/10/03	0.4%	81.25%	0%	18.29%	0.02%	0%	0%	0%	0%	0%
2025/10/04	9.88%	9.51%	46.36%	4.62%	25.5%	0%	1.29%	0%	0.27%	1.87%
2025/10/05	29.36%	15.91%	29.83%	13.52%	5.97%	1.58%	0.61%	0.01%	2.38%	0%
2025/10/06	44.38%	15.86%	10.32%	3.45%	4.61%	3.92%	1.66%	0%	3.07%	8.85%
2025/10/07	12.9%	8.55%	4.27%	42.35%	2.09%	11.71%	2.35%	0.01%	2.9%	12.81%
2025/10/08	0.41%	29.91%	17.96%	21.2%	7.55%	5.97%	3.58%	1.64%	0%	8.16%
2025/10/09	45.3%	7.76%	6.78%	9.56%	3.01%	4.93%	3%	8.87%	1.75%	6.07%
2025/10/10	18.97%	26.95%	12.96%	3.06%	23.92%	5.37%	1.56%	3.48%	0.54%	1.18%
2025/10/11	31.65%	9.28%	18.13%	2.51%	1.05%	3%	29%	1.62%	0.23%	1.94%
2025/10/12	13.65%	20%	9.83%	4.36%	16.79%	1.99%	5.74%	5.92%	8.65%	3.92%
2025/10/13	7.51%	28.33%	12.8%	6.09%	17.32%	0.05%	1.74%	4.75%	6.55%	11.46%
2025/10/14	20.62%	13.26%	13.41%	8.31%	17.96%	9.92%	0.25%	8.73%	1.27%	3.62%
2025/10/15	32.78%	9.91%	17.69%	11.92%	5.81%	1.58%	1.57%	6.38%	1.26%	6.16%
2025/10/16	17.95%	7.79%	13.91%	22.22%	6.56%	8.14%	1.85%	6.49%	1.81%	7.25%
2025/10/17	22.94%	13.76%	7.91%	6.56%	6.08%	2.49%	1.24%	22.91%	0.65%	4.38%
2025/10/18	22.22%	14.64%	25.56%	14.78%	9.74%	1.69%	5.21%	1.81%	0.09%	0.06%
2025/10/19	31.29%	26.16%	20.52%	8.92%	4.14%	0.14%	0.67%	1.31%	0.12%	5.21%
2025/10/20	27.8%	22.48%	19.24%	16.82%	8.67%	0.22%	0.92%	1.07%	1.03%	0.84%
2025/10/21	63.44%	7.96%	8.61%	3.01%	2.02%	4.26%	0.77%	2.58%	0.06%	1.91%
2025/10/22	21.79%	41.73%	1.37%	3.4%	4.84%	0.14%	0.64%	12.27%	0.18%	2.08%
2025/10/23	52.41%	7.91%	0.14%	3.64%	5.16%	7.83%	2.01%	0.54%	3.91%	7.74%
2025/10/24	21.56%	15.4%	14.28%	2.66%	8.58%	1.41%	1.22%	1.66%	0.63%	0.01%
2025/10/25	14.91%	6.71%	0.73%	0.48%	20.08%	5.75%	11.64%	1.58%	15.49%	0%
2025/10/26	30.06%	8.95%	4.29%	10.73%	6.33%	2.61%	2.74%	0.38%	10.62%	0%
2025/10/27	34.05%	7.49%	0.17%	0.02%	29.88%	0.12%	0.18%	0.34%	7.26%	0%
2025/10/28	13.63%	30.43%	4.58%	3.16%	20.28%	0.08%	9.43%	0.16%	9.32%	5.38%
2025/10/29	51.92%	15.44%	0.66%	1.49%	10.63%	1.43%	4.03%	0.17%	5.55%	5.01%
2025/10/30	35.37%	19.6%	16.86%	8.4%	13.12%	0.18%	0.23%	0.12%	0.11%	0.03%
2025/10/31	21.37%	19.23%	16.61%	16.51%	6.16%	5.71%	0.31%	0.17%	0.15%	0.04%

sportsbet.com.au
ladbrokes.com.au
pointsbet.com.au
palmerbet.com
bet365.com.au
neds.com.au
swiftbet.com.au
tab.com.au
newbookie.com.au
dabble.com.au

In October 2025, sportsbet.com.au saw fluctuating impressions, peaking at 63.44% on the 21st. Ladbrokes.com.au had a significant spike on the 3rd with 81.25%. Pointsbet.com.au’s highest was 46.36% on the 4th. Palmerbet.com peaked early at 75.63% on the 2nd. Bet365.com.au’s highest was 29.88% on the 27th. Neds.com.au and swiftbet.com.au had modest shares, while tab.com.au remained low. Newbookie.com.au and dabble.com.au had minimal impact. The month ended with sportsbet.com.au leading.

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

1
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IG.com captivates with its ad, “Trade Wherever, Whenever | $0 Commission on Aussie Shares.” Highlighting $0 commission on US shares, it emphasizes global trust, established since 1974, and offers 18,000+ markets. The ad’s theme of accessibility and reliability resonates with 350,000+ clients worldwide.

Frequently Asked Questions

Why is the AUS Gambling & Gaming Sports Betting November 2025 Report useful and how should I use it?

Why is the AUS Gambling & Gaming Sports Betting November 2025 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 November 2025 Report
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How often is the data updated?

Data within the AUS Gambling & Gaming Sports Betting November 2025 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 November 2025 Report?

The AUS Gambling & Gaming Sports Betting November 2025 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.

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Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Gambling & Gaming Sports Betting November 2025 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Gambling & Gaming Sports Betting November 2025 Report for?

The AUS Gambling & Gaming Sports Betting November 2025 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.
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AUS Gambling & Gaming Sports Betting - PPC Market Share Analysis November 2025