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AUS Healthcare & Medical Care Homes - PPC Market Share Analysis April 2025

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

Market Exposure

Share of Clicks for top 10 AUS Healthcare & Medical Care Homes 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
bupa.com.au 21.51
bupadental.com.au 9.11
healthengine.com.au 6.48
agedcaredecisions.com.au 3.81
carergateway.gov.au 3.71
mable.com.au 2.81
fivegoodfriends.com.au 2.13
macquariedental.com.au 1.85
nationaldentalcare.com.au 1.79
betterhelp.com 1.74
others 45.06

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Bupa.com.au leads with 21.51% click share, followed by Bupa Dental at 9.11%. Others dominate with 45.06%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Healthcare & Medical Care Homes 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 healthengine.com.au bupadental.com.au bupa.com.au agedcaredecisions.com.au careabout.com.au mable.com.au macquariedental.com.au finder.com.au fivegoodfriends.com.au nationaldentalcare.com.au
2025/03/01 8.59% 9.12% 7.95% 5.35% 2.19% 3.46% 5% 2.63% 0.83% 2.76%
2025/03/02 8.17% 9.89% 7.04% 6.4% 2.86% 3.71% 1.37% 1.89% 1.21% 1.56%
2025/03/03 6.58% 8.3% 7.6% 6.91% 2.64% 4.34% 3.62% 1.43% 2.32% 1.13%
2025/03/04 9.55% 9.58% 6.82% 5.52% 2.55% 3.37% 2.23% 2.44% 3.25% 3.06%
2025/03/05 6.78% 6.52% 6.5% 6.73% 3.49% 3.62% 1.69% 2.73% 3.09% 3.07%
2025/03/06 4.34% 5.67% 6.39% 6.22% 3.5% 4.13% 3.06% 3.29% 4.56% 2.41%
2025/03/07 5.78% 3.47% 4.88% 5.89% 3.22% 4.15% 3.27% 3.47% 3.83% 2.96%
2025/03/08 5.79% 6.65% 6.46% 5.37% 2.07% 3% 0.7% 4.68% 0.98% 3.05%
2025/03/09 9.64% 8.69% 4.54% 5.68% 2.5% 3.51% 3.81% 3.28% 0.67% 3.42%
2025/03/10 6.07% 7.06% 5.77% 5.51% 3.02% 3.87% 4.81% 3.03% 4.26% 1.49%
2025/03/11 8.48% 5.39% 6.87% 5.77% 2.72% 3.43% 1.08% 3.72% 3.31% 2.29%
2025/03/12 5.5% 4.25% 8.34% 6.21% 3.21% 3.95% 2.35% 2.22% 3.86% 2.83%
2025/03/13 9.65% 4.56% 8.35% 5.71% 2.55% 3.18% 2.45% 2.61% 3.32% 2.44%
2025/03/14 6.25% 5.46% 5.94% 5.05% 1.66% 3.69% 4.79% 2.96% 4.1% 3.51%
2025/03/15 7.02% 4% 7.93% 5.66% 1.65% 4.09% 3.97% 2.96% 4.82% 2.73%
2025/03/16 6.15% 6.18% 5.94% 6.07% 1.96% 3.26% 2.27% 3.02% 1.17% 2.21%
2025/03/17 4.78% 3.93% 6.07% 6.07% 2.13% 4.1% 2.72% 3.04% 2.84% 2.22%
2025/03/18 8.43% 5.9% 8.6% 5.55% 3.11% 3.09% 0.91% 1.52% 2.08% 2.87%
2025/03/19 7.74% 2.87% 7.71% 5.66% 2.4% 3.59% 2.39% 2.26% 2.46% 3.41%
2025/03/20 8.74% 4.41% 8.33% 4.85% 2.96% 3.64% 1.82% 1.75% 4.24% 1.82%
2025/03/21 7.94% 3.78% 11.94% 5.1% 2.75% 3.92% 2.65% 1.77% 2.3% 3.02%
2025/03/22 9.45% 4.41% 5.68% 5.42% 2.94% 3.57% 1.46% 1.49% 0.94% 3.22%
2025/03/23 6.23% 5.92% 8.14% 5.53% 3.46% 4.7% 4.65% 1.25% 1.24% 1.41%
2025/03/24 10.23% 3.88% 6.71% 5.98% 3.67% 4.16% 3.72% 1.07% 2.86% 1.18%
2025/03/25 9.97% 4.96% 9.13% 5.55% 2.99% 3.09% 2.8% 2% 2.05% 1.26%
2025/03/26 6.67% 4.13% 8.43% 5.14% 4.1% 3.15% 5.38% 1.96% 1.82% 2.8%
2025/03/27 10.79% 5.82% 7.94% 4.76% 3.81% 3.34% 1.97% 3% 1.77% 1.3%
2025/03/28 6.78% 5.72% 7.93% 5.16% 3.83% 3.24% 4.6% 1.41% 1.51% 1.88%
2025/03/29 7.41% 6.59% 8.87% 4.66% 4.17% 3.31% 2.43% 0.96% 0.6% 4.86%
2025/03/30 10.53% 8.29% 9.84% 4.67% 3.44% 3.12% 4.24% 2.02% 0.69% 2.89%
2025/03/31 11.37% 10.56% 8.87% 4.94% 3.43% 2.64% 2.6% 2.58% 2.23% 0.84%

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In March 2025, healthengine.com.au’s PPC spend share fluctuated, peaking at 11.37% on the 31st. Bupadental.com.au saw a rise to 10.56% by month’s end. Bupa.com.au maintained a steady presence, closing at 8.87%. Agedcaredecisions.com.au remained stable, while careabout.com.au and mable.com.au experienced minor variations. Macquariedental.com.au and finder.com.au showed inconsistent trends. Fivegoodfriends.com.au and nationaldentalcare.com.au had lower shares, with nationaldentalcare.com.au ending at 0.84%.

Market Exposure

Competitor Count for AUS Healthcare & Medical Care Homes

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
2025/03/01 766
2025/03/02 742
2025/03/03 777
2025/03/04 751
2025/03/05 770
2025/03/06 700
2025/03/07 751
2025/03/08 758
2025/03/09 757
2025/03/10 749
2025/03/11 757
2025/03/12 720
2025/03/13 753
2025/03/14 735
2025/03/15 733
2025/03/16 706
2025/03/17 716
2025/03/18 690
2025/03/19 684
2025/03/20 689
2025/03/21 674
2025/03/22 701
2025/03/23 683
2025/03/24 696
2025/03/25 681
2025/03/26 688
2025/03/27 648
2025/03/28 658
2025/03/29 672
2025/03/30 648
2025/03/31 650

Copyright © Adthena. All rights reserved.

March began with 766 advertisers, peaking at 777 on March 3rd. A decline followed, reaching 650 by month’s end, indicating a fluctuating yet downward trend.

Campaign Efficiency

Market Loss & Market Gains for AUS Healthcare & Medical Care Homes

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
homecaring.com.au 1.37%
healthengine.com.au 1.33%
bupadental.com.au 0.75%
careabout.com.au 0.52%
benevolent.org.au 0.33%
caseysmiles.com.au -0.43%
agedcaredecisions.com.au -0.47%
homemadesupport.com.au -0.52%
bupa.com.au -0.56%
fivegoodfriends.com.au -0.77%

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Homecaring.com.au and healthengine.com.au lead with click share gains, while fivegoodfriends.com.au and bupa.com.au face declines.

Campaign Efficiency

AUS Healthcare & Medical Care Homes 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 healthengine.com.au bupadental.com.au bupa.com.au agedcaredecisions.com.au careabout.com.au macquariedental.com.au mable.com.au hcf.com.au fivegoodfriends.com.au nationaldentalcare.com.au
2025/03/01 8.42% 8.93% 7.12% 5.56% 1.92% 5.37% 3.14% 1.32% 0.66% 2.69%
2025/03/02 8.24% 8.91% 7.73% 6.22% 2.36% 1.18% 2.95% 2.27% 0.71% 1.69%
2025/03/03 6.07% 7.93% 7.22% 6.67% 2.32% 3.63% 3.65% 2.27% 2.08% 1.31%
2025/03/04 9.02% 9.71% 7.35% 5.54% 2.29% 2.12% 3.14% 1.52% 3.21% 3.27%
2025/03/05 6.87% 6.67% 7.4% 6.77% 3.13% 1.75% 3.25% 1.53% 2.83% 3.24%
2025/03/06 4.75% 5.78% 6.81% 6.08% 2.8% 2.95% 3.66% 2.09% 4.32% 2.76%
2025/03/07 6.51% 3.46% 5.13% 6.16% 2.78% 3.05% 3.92% 2.16% 3.7% 3.33%
2025/03/08 6.44% 6.86% 6.65% 5.67% 1.84% 0.65% 2.98% 1.99% 0.73% 3.47%
2025/03/09 9.12% 8.54% 5.63% 6.09% 2.03% 3.7% 3.08% 2.34% 0.46% 3.84%
2025/03/10 6.89% 6.86% 6.76% 5.63% 2.38% 4.52% 3.36% 2.3% 4.05% 1.52%
2025/03/11 8.32% 5.73% 6.54% 5.97% 2.42% 1.04% 3.26% 1.55% 3.03% 2.5%
2025/03/12 6.12% 4.15% 8.09% 6.22% 2.42% 2.3% 3.26% 1.17% 3.52% 3%
2025/03/13 9.86% 4.67% 6.39% 5.9% 2.29% 2.45% 3.08% 1.17% 3.08% 2.9%
2025/03/14 6.73% 5.38% 6.11% 5.21% 1.27% 4.55% 3.45% 1.75% 3.65% 3.57%
2025/03/15 7.53% 3.99% 6.38% 5.71% 1.42% 3.51% 4.05% 2.18% 4.33% 3.06%
2025/03/16 7.36% 5.89% 6.16% 5.87% 1.61% 2.08% 2.82% 4.72% 0.86% 2.3%
2025/03/17 4.9% 4% 5.73% 6.33% 2.02% 2.87% 3.86% 2.31% 2.49% 2.52%
2025/03/18 8.36% 5.72% 7.86% 5.56% 2.73% 1.06% 2.93% 2.15% 1.65% 3.13%
2025/03/19 8.57% 2.95% 6.6% 5.89% 2.19% 2.41% 3.2% 1.12% 2.08% 3.8%
2025/03/20 7.89% 4.39% 6.56% 4.95% 2.63% 1.9% 3.22% 1.56% 3.89% 2.04%
2025/03/21 9.14% 3.9% 8.46% 5.26% 2.4% 2.43% 3.63% 1.45% 1.98% 3.24%
2025/03/22 8.92% 4.16% 5.67% 5.44% 2.68% 1.3% 3.18% 2.03% 0.63% 3.37%
2025/03/23 7.2% 5.94% 5.84% 5.46% 2.97% 4.46% 4.31% 3.62% 0.92% 1.45%
2025/03/24 11.55% 4.05% 6.39% 5.77% 3.11% 3.65% 3.78% 2.59% 2.87% 1.44%
2025/03/25 10.83% 4.9% 6.79% 5.72% 2.59% 2.6% 2.79% 1.8% 1.79% 1.39%
2025/03/26 7.11% 4.26% 6.56% 5.38% 3.9% 5.54% 3.03% 1.18% 1.51% 2.74%
2025/03/27 10.58% 6.15% 7.15% 4.72% 3.44% 2% 3.13% 1.97% 1.44% 1.44%
2025/03/28 7.97% 6% 7.11% 5.38% 3.44% 4.23% 2.94% 2.4% 1.21% 2.2%
2025/03/29 8.29% 6.94% 6.03% 4.91% 3.81% 2.48% 3.06% 2.27% 0.35% 4.91%
2025/03/30 12.16% 9.12% 7.14% 5.14% 3.23% 4.39% 3.07% 3.16% 0.46% 3.41%
2025/03/31 11.33% 10.78% 7.49% 4.93% 3.14% 2.5% 2.34% 2.34% 1.94% 0.8%

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In March 2025, HealthEngine’s impression share fluctuated, peaking at 12.16% on the 30th. Bupa Dental saw a rise, ending at 10.78%. Bupa maintained stability, while Aged Care Decisions experienced a slight decline. CareAbout and Macquarie Dental showed modest growth.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Healthcare & Medical Care Homes

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
    Aged Care in Your Own Home | The Benevolent Society https://www.benevolent.org.au › aged › care

    Maximise Your Home Care Package With Us To Get Services You Need The Most To Stay At Home.

  2. 2
    Bupa Health Insurance - Want Up To 10 Weeks Free? https://www.bupa.com.au › 10-weeks-free › join-now

    Plus Get Up To $700 Everyday Rewards Dollars (Value Based On Level Of Cover Selected).

  3. 3
    100% Back On Popular Extras | HCF Health Insurance https://www.hcf.com.au

    Get 6 weeks free when you join eligible cover by 17 April and stay with HCF for 3 months

  4. 4
    Pacific Smiles Dental - Same Day Appointments https://www.pacificsmilesdental.com.au

    Your Local Pacific Smiles Dentist is Open Weekends And Extended Hours.

  5. 5
    Qantas Health Insurance | Earn up to 150k Qantas Points https://insurance.qantas.com › insurance › health

    Switch by 31 March and earn up to 150,000 Qantas Points over 6 months. T&Cs apply.

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In the competitive landscape of healthcare PPC ads, The Benevolent Society emphasizes personalized home care, while Bupa and HCF entice with free weeks and rewards. Pacific Smiles Dental highlights convenience with same-day appointments, and Qantas Health Insurance offers enticing Qantas Points.

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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.