AUS Gambling & Gaming Sports Betting - PPC Market Share Analysis February 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
sportsbet.com.au	39.35
ladbrokes.com.au	30.23
neds.com.au	12.39
pointsbet.com.au	9.54
bet365.com.au	3.54
palmerbet.com	2.4
starsports.com.au	0.56
dabble.com.au	0.55
mybet.com.au	0.5
swiftbet.com.au	0.25
others	0.69

In the competitive landscape of Google’s PPC, Sportsbet.com.au dominates with a 39.35% click share, followed by Ladbrokes.com.au at 30.23%. Others collectively hold 0.69%, 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	ladbrokes.com.au	bet365.com.au	pointsbet.com.au	palmerbet.com	neds.com.au	swiftbet.com.au	mybet.com.au	dabble.com.au	starsports.com.au	sportsbet.com.au
2025/02/01	17.82%	16.01%	25.85%	9.11%	4.37%	0%	1.62%	2.18%	0%	20.02%
2025/02/02	12.2%	20.21%	8.44%	10.49%	26.54%	0.36%	1.28%	0.01%	0.68%	17.55%
2025/02/03	21.89%	24.24%	15.55%	5.24%	7.31%	1.15%	0%	1.6%	0%	20.99%
2025/02/04	9.22%	19.36%	32.08%	8.99%	7.53%	0%	2.56%	2.23%	0%	18.02%
2025/02/05	11.41%	22.02%	4.45%	3.74%	9.13%	0%	1.7%	3.01%	12.18%	29.79%
2025/02/06	19.86%	17.72%	15.86%	8.6%	16.68%	0%	4.23%	1.43%	0%	13.74%
2025/02/07	10.84%	21.99%	9.99%	5.48%	3.06%	0.75%	1.04%	16.27%	0%	29.31%
2025/02/08	15.36%	25.23%	8.97%	6.85%	7.01%	1.65%	1.42%	4.1%	0.67%	21.99%
2025/02/09	19.94%	30.68%	3.62%	3.84%	2.86%	12.57%	0%	4.41%	6.29%	15.4%
2025/02/10	18.3%	11.25%	21.12%	10.15%	17.4%	1.36%	0%	0%	0%	20.35%
2025/02/11	19.89%	19.24%	16.21%	6.74%	6.74%	1.76%	4.04%	0%	0%	20.8%
2025/02/12	17.18%	13.64%	11.88%	9.19%	4.12%	11.33%	4.89%	0%	0%	24.01%
2025/02/13	9.16%	19.4%	8.8%	12.09%	9.37%	2.4%	3.34%	5.91%	0%	19.5%
2025/02/14	23.4%	6.25%	15.23%	16.73%	9.59%	0%	9.11%	0%	1.7%	11.35%
2025/02/15	13.17%	18.2%	15.17%	4.41%	25.79%	0%	3.28%	0.71%	0%	16.21%
2025/02/16	14.18%	15.31%	20.1%	6.94%	12.51%	0%	4%	0.68%	5.09%	16.6%
2025/02/17	11.62%	17.69%	10.05%	12.85%	3.55%	0%	1.42%	4.3%	17.17%	17.23%
2025/02/18	38.29%	4.59%	22.84%	6.15%	11.35%	0%	3.49%	0%	0%	0%
2025/02/19	10.71%	37.41%	8.19%	12.28%	4.81%	0%	4.46%	0%	15.91%	0%
2025/02/20	19.56%	16.6%	11.16%	9.48%	6.41%	0%	2.9%	0%	0%	20.48%
2025/02/21	21.76%	17.91%	23.16%	12.37%	8.16%	0%	2.25%	0%	1.47%	12.1%
2025/02/22	24.11%	15.45%	7.09%	6.3%	20.03%	0%	4.28%	0%	1.22%	20.14%
2025/02/23	22.06%	14.38%	10.4%	14.16%	10.19%	0%	0.5%	2.05%	0%	10.27%
2025/02/24	27.37%	16.52%	15.41%	10.96%	7.7%	0%	5.18%	0%	3.19%	9.58%
2025/02/25	18.65%	23.97%	14.07%	13.36%	12.26%	4.82%	2.19%	3.39%	0%	0%
2025/02/26	39.98%	6.27%	23.61%	16.73%	9.35%	0%	0%	0%	4.06%	0%
2025/02/27	14.91%	6.54%	35.82%	15.27%	14.57%	2.97%	0%	0%	3.23%	0%
2025/02/28	26.94%	19.36%	17.97%	16.87%	12.14%	1.64%	1.14%	0.89%	0.57%	0%

In February 2025, Ladbrokes and Bet365 showed fluctuating PPC spend, with Ladbrokes peaking at 39.98% on the 26th. PointsBet and Sportsbet had notable spikes, while Swiftbet and Mybet maintained lower shares. The month ended with diverse spend patterns.

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
2025/02/01	10
2025/02/02	15
2025/02/03	13
2025/02/04	8
2025/02/05	11
2025/02/06	9
2025/02/07	11
2025/02/08	15
2025/02/09	10
2025/02/10	13
2025/02/11	11
2025/02/12	18
2025/02/13	18
2025/02/14	14
2025/02/15	11
2025/02/16	16
2025/02/17	21
2025/02/18	12
2025/02/19	14
2025/02/20	15
2025/02/21	9
2025/02/22	9
2025/02/23	12
2025/02/24	11
2025/02/25	13
2025/02/26	6
2025/02/27	10
2025/02/28	11

February saw fluctuating advertiser numbers, peaking at 21 on the 17th. The month concluded with a stable count of 11.

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	11.96%
pointsbet.com.au	3.12%
neds.com.au	2.99%
starsports.com.au	0.51%
palmerbet.com	0.41%
blondebet.com.au	-0.1%
swiftbet.com.au	-0.35%
dabble.com.au	-0.59%
bet365.com.au	-0.62%
sportsbet.com.au	-17.86%

Ladbrokes.com.au surged with an 11.96% increase, while sportsbet.com.au plummeted by 17.86%. Pointsbet.com.au and neds.com.au also rose, contrasting declines from bet365.com.au and others.

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	bet365.com.au	neds.com.au	pointsbet.com.au	palmerbet.com	mybet.com.au	dabble.com.au	starsports.com.au	sportsbet.com.au	tab.com.au
2025/02/01	27.08%	26.3%	4.25%	10.06%	0.9%	3.88%	3.88%	0%	19.33%	3.88%
2025/02/02	17.15%	23.83%	23.01%	2.64%	7.89%	1.25%	0.32%	0.53%	20.1%	1.32%
2025/02/03	26.83%	25.83%	5.67%	12.28%	0.48%	0%	2.07%	1.13%	20.63%	0%
2025/02/04	12.64%	25.23%	6.93%	28.6%	0.97%	2.32%	2.32%	0%	21.01%	0%
2025/02/05	11.08%	26.68%	7.29%	1.34%	0.4%	2.22%	4.43%	11.05%	33.15%	2.22%
2025/02/06	19.97%	27.21%	16.33%	6.38%	1.17%	6.5%	1.59%	0%	19.92%	0%
2025/02/07	11.92%	24.36%	2.46%	9.1%	0.51%	0.82%	18.54%	0%	29.82%	0.82%
2025/02/08	19.39%	30.38%	5.81%	3.83%	0.73%	2.06%	4.26%	1.47%	24.08%	2.06%
2025/02/09	17.08%	34.46%	2.75%	1.23%	0.43%	0%	6.25%	12.5%	18.76%	0%
2025/02/10	25.02%	14.18%	16.68%	16.37%	1.16%	0%	0.01%	0%	25.32%	0%
2025/02/11	28.04%	23.5%	5.62%	7.64%	0.71%	4.87%	0%	0%	23.27%	3.51%
2025/02/12	24.52%	17.44%	3.79%	6.81%	1.1%	6.79%	0%	0.16%	27.67%	3.36%
2025/02/13	12.49%	23.09%	7.85%	5.08%	1.78%	4.92%	7.86%	0.14%	22.04%	1.54%
2025/02/14	30.85%	8.23%	7.99%	8.51%	2.7%	10.46%	0%	2.91%	11.97%	1.06%
2025/02/15	18.88%	18.43%	22.65%	12.11%	0.85%	4.19%	1.09%	0%	18.43%	2.62%
2025/02/16	19.4%	19.69%	11.01%	14.08%	1.66%	4.74%	0.71%	4.85%	19.4%	2.52%
2025/02/17	14.97%	20.09%	2.96%	3.8%	5.53%	2.24%	5.1%	14.65%	18.32%	1.12%
2025/02/18	44.85%	5.53%	15.14%	11.28%	1.05%	5.53%	0%	0%	0%	0%
2025/02/19	11.52%	34.52%	4.4%	4.4%	3.83%	4.4%	0%	15.4%	0%	2.88%
2025/02/20	24.88%	21.03%	5.51%	4.3%	1.75%	2.8%	0%	2.01%	24.67%	0%
2025/02/21	27.75%	24.32%	7.37%	17.47%	2.56%	2.74%	0%	3.43%	14.04%	0%
2025/02/22	28.52%	20.31%	17.79%	2.26%	0.68%	3.94%	0%	2.83%	23.14%	0%
2025/02/23	22.94%	22.08%	10.13%	7.26%	2.05%	0.36%	1.89%	0%	15.65%	0%
2025/02/24	31.51%	22.78%	7.66%	6.17%	2.37%	7.04%	0%	4.35%	12.29%	3%
2025/02/25	22.26%	35.57%	12.03%	5.34%	1.73%	4.45%	3.56%	2%	0%	0%
2025/02/26	50.71%	12.68%	11.42%	10.14%	2.38%	0%	0%	12.68%	0%	0%
2025/02/27	22.38%	14.92%	20.15%	19.47%	2.99%	0%	0%	7.46%	0%	7.46%
2025/02/28	39.19%	31.5%	12.99%	7.88%	2.62%	1.96%	0.46%	0.46%	0%	0%

In February 2025, Ladbrokes.com.au saw fluctuating impressions, peaking at 50.71% on the 26th. Bet365.com.au maintained a steady presence, while Neds.com.au and Sportsbet.com.au experienced varied trends. Pointsbet.com.au and others showed sporadic activity.

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

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AUS Gambling & Gaming Sports Betting - PPC Market Share Analysis February 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