AUS Healthcare & Medical Care Homes - PPC Market Share Analysis November 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.

Care Homes – AUS

Google AI Overview visibility for Healthcare & Medical Care Homes AUS

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

AIO Frequency

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

Frequency Percentage
Frequency 12.6155661512
87.3844338488
12%

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 47
53
47%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 9%
Transactional 3%
Navigational 2%
Seasonal 0%
Local 3%
Problem Solving 12%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
bupa.com.au 27.09
bupadental.com.au 4.84
mable.com.au 4.62
agedcaredecisions.com.au 3.66
macquariedental.com.au 3.36
careabout.com.au 3.19
fivegoodfriends.com.au 2.31
carergateway.gov.au 2.2
homecaring.com.au 2.07
australianunity.com.au 1.97
others 44.69
  • bupa.com.au - 27.09%
  • bupadental.com.au - 4.84%
  • mable.com.au - 4.62%
  • agedcaredecisions.com.au - 3.66%
  • macquariedental.com.au - 3.36%
  • careabout.com.au - 3.19%
  • fivegoodfriends.com.au - 2.31%
  • carergateway.gov.au - 2.2%
  • homecaring.com.au - 2.07%
  • australianunity.com.au - 1.97%
  • others - 44.69%

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In the healthcare PPC landscape, Bupa dominates with 27.09% click share, while ‘others’ collectively hold 44.69%, 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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date bupa.com.au mable.com.au agedcaredecisions.com.au hbf.com.au macquariedental.com.au careabout.com.au hireup.com.au fivegoodfriends.com.au australianunity.com.au homecaring.com.au
2025/11/01 12.18% 5.46% 4.88% 3.83% 3.36% 5.15% 3.4% 0.5% 1.96% 2.45%
2025/11/02 13.97% 5.11% 5.25% 3.07% 2.17% 4.85% 4.09% 0.43% 2.12% 2.07%
2025/11/03 12.04% 5.22% 5.52% 1.53% 5.25% 6.09% 2.53% 2.27% 1.78% 2.04%
2025/11/04 13.45% 4.89% 5.46% 1.4% 5.34% 4.19% 2.6% 4.52% 1.55% 2.96%
2025/11/05 11.94% 5.38% 6.18% 1.69% 2.64% 6.63% 2.79% 4.27% 1.75% 2.59%
2025/11/06 10.75% 4.92% 6.77% 1.71% 7.66% 6.4% 2.15% 3.59% 1.42% 2.66%
2025/11/07 12.68% 5.73% 6.47% 2.39% 5.41% 6.5% 1.96% 3.18% 1.79% 2.21%
2025/11/08 11.73% 5.81% 7.32% 2% 2.68% 6.15% 2.89% 3.52% 3% 2.07%
2025/11/09 12.19% 5.24% 6.58% 1.95% 2.84% 4.33% 2.58% 3.76% 3.15% 3.54%
2025/11/10 14.11% 5.85% 6.53% 2.08% 0.79% 4.86% 1.58% 3.21% 3.14% 4.2%
2025/11/11 11.23% 6.38% 5.61% 1.05% 2.73% 6.18% 2.19% 3.76% 3.62% 3.97%
2025/11/12 13.23% 5.87% 5.5% 1.42% 6.47% 5.73% 1.71% 2.95% 3.56% 2.39%
2025/11/13 14.48% 5.84% 5.35% 3.1% 5.75% 5.32% 1.78% 3.54% 3.01% 3.88%
2025/11/14 14.21% 6.23% 5.33% 3.26% 5.12% 3.88% 2.36% 3.46% 3.07% 2.95%
2025/11/15 10.64% 5.93% 5.16% 3.72% 6.42% 3.41% 2.6% 3.4% 2.85% 2.84%
2025/11/16 10.69% 6.24% 4.52% 3.87% 6.45% 3.6% 2.7% 3.31% 3.59% 3.84%
2025/11/17 11.4% 7.41% 4.66% 3.09% 5.24% 4.25% 2.34% 2.75% 3.25% 3.72%
2025/11/18 12.3% 7.35% 4.55% 2.51% 2.51% 5.53% 2.27% 2.99% 3.4% 4.28%
2025/11/19 13.44% 6.41% 4.24% 3.67% 2.67% 5.21% 1.9% 3.26% 3.02% 3.13%
2025/11/20 13.38% 6.53% 4.83% 3.49% 4.42% 4.96% 2.12% 2.68% 3.57% 5.07%
2025/11/21 10.46% 6.83% 4.22% 4.88% 6.61% 5.06% 2.17% 3.35% 3.25% 2.46%
2025/11/22 11.21% 5.76% 5.38% 4.78% 8.31% 4.77% 2.11% 3.91% 2.5% 3.31%
2025/11/23 11.4% 6.75% 5.14% 3.73% 4.93% 3.82% 2.33% 3.93% 3.13% 3.87%
2025/11/24 11.39% 7.87% 4.75% 4.41% 2.46% 4.49% 2.17% 3.2% 3.9% 4.15%
2025/11/25 12.51% 7.55% 4.34% 3.54% 5.96% 5.95% 2.05% 2.4% 4% 1.73%
2025/11/26 13.28% 8.7% 4.62% 2.94% 5.13% 5.63% 2.1% 2.97% 3.28% 2.19%
2025/11/27 13.36% 7.35% 5.58% 3.92% 2.51% 6.64% 2.56% 2.69% 3.36% 2.37%
2025/11/28 11.72% 7.26% 5.53% 3.6% 2.77% 5.9% 2.95% 3.2% 3.59% 3.04%
2025/11/29 11.54% 6.82% 5.8% 4.45% 4.04% 5.1% 4.04% 3.62% 3.42% 2.69%
2025/11/30 11.42% 7.43% 5.69% 5.62% 5.2% 4.75% 4.34% 3.69% 2.79% 2.01%
  • bupa.com.au
  • mable.com.au
  • agedcaredecisions.com.au
  • hbf.com.au
  • macquariedental.com.au
  • careabout.com.au
  • hireup.com.au
  • fivegoodfriends.com.au
  • australianunity.com.au
  • homecaring.com.au

Copyright © Adthena. All rights reserved.

Bupa.com.au led November with fluctuating spend, peaking mid-month. Mable.com.au steadily increased, ending strong. Agedcaredecisions.com.au saw a decline, while hbf.com.au rose late. Macquariedental.com.au and careabout.com.au showed varied trends.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2025/11/01 558
2025/11/02 567
2025/11/03 604
2025/11/04 576
2025/11/05 575
2025/11/06 558
2025/11/07 561
2025/11/08 561
2025/11/09 560
2025/11/10 562
2025/11/11 557
2025/11/12 563
2025/11/13 547
2025/11/14 529
2025/11/15 528
2025/11/16 536
2025/11/17 543
2025/11/18 547
2025/11/19 526
2025/11/20 535
2025/11/21 522
2025/11/22 535
2025/11/23 531
2025/11/24 530
2025/11/25 532
2025/11/26 534
2025/11/27 521
2025/11/28 522
2025/11/29 517
2025/11/30 534

Copyright © Adthena. All rights reserved.

November began with 558 advertisers, peaking at 604 on the 3rd. A decline followed, reaching 517 by the 29th. The month concluded with 534 advertisers, reflecting a dynamic landscape.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
bupa.com.au 1.9%
mable.com.au 0.79%
hbf.com.au 0.55%
anglicare.org.au 0.53%
mavendental.com.au 0.44%
fivegoodfriends.com.au -0.28%
macquariedental.com.au -0.31%
myguardian.com.au -0.35%
nationaldentalcare.com.au -0.41%
agedcaredecisions.com.au -0.72%

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Bupa.com.au surged with a 1.90 increase, while agedcaredecisions.com.au dropped by 0.72. Mable.com.au rose by 0.79, contrasting with nationaldentalcare.com.au’s 0.41 decline.

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.

Date bupa.com.au mable.com.au hbf.com.au agedcaredecisions.com.au macquariedental.com.au hireup.com.au careabout.com.au fivegoodfriends.com.au australianunity.com.au healthengine.com.au
2025/11/01 7.93% 5.89% 3.38% 5.18% 4.27% 3.94% 4.94% 0.34% 1.88% 2.76%
2025/11/02 11.29% 4.77% 4.86% 4.96% 2.73% 4.46% 4.61% 0.28% 1.99% 2.02%
2025/11/03 8.32% 4.81% 1.26% 5.41% 6.41% 2.7% 5.76% 2% 1.74% 2.58%
2025/11/04 9.72% 4.47% 2.24% 5.61% 6.82% 2.89% 3.77% 4.19% 1.41% 2.74%
2025/11/05 6.6% 5% 1.39% 6.18% 3.01% 3.08% 6.63% 4.19% 1.72% 2%
2025/11/06 5.8% 4.63% 1.4% 6.86% 9.71% 2.36% 6.34% 3.28% 1.44% 2.34%
2025/11/07 8.52% 5.64% 3% 6.6% 6.49% 2.08% 6.38% 2.91% 1.59% 1.66%
2025/11/08 7.36% 5.9% 1.75% 7.53% 3.42% 3.17% 6.18% 3.24% 2.72% 2.53%
2025/11/09 7.88% 5.41% 1.67% 6.97% 3.81% 2.96% 4.15% 3.71% 2.9% 1.7%
2025/11/10 9.87% 5.75% 1.84% 6.83% 0.93% 1.7% 4.41% 3.14% 3.09% 3.76%
2025/11/11 6.72% 6.39% 0.52% 6.11% 3.72% 2.41% 6.3% 3.7% 3.8% 5.3%
2025/11/12 9.63% 5.58% 1.7% 5.84% 8.64% 1.79% 5.33% 2.72% 3.61% 0.82%
2025/11/13 11.06% 5.45% 3.66% 5.68% 7.61% 1.71% 4.94% 3.23% 2.81% 2.35%
2025/11/14 10.78% 5.66% 4.81% 5.46% 6.28% 2.49% 3.47% 3.19% 2.97% 2.15%
2025/11/15 8.4% 5.37% 4.24% 5.09% 7.61% 2.92% 2.98% 3.13% 2.6% 1.03%
2025/11/16 8.19% 6.16% 3.05% 4.58% 8.19% 3.08% 3.22% 3.11% 3.49% 1.99%
2025/11/17 7.98% 7.58% 3.01% 5.29% 7.19% 2.48% 4.3% 2.58% 3.4% 3.81%
2025/11/18 8.65% 7.63% 2.54% 5.32% 3.27% 2.4% 5.65% 2.85% 3.59% 4.75%
2025/11/19 10.56% 6.16% 4.32% 4.7% 3.42% 1.97% 5.18% 2.89% 2.99% 2.6%
2025/11/20 9.97% 6.08% 5.21% 4.86% 5.67% 1.96% 4.84% 2.36% 3.41% 1.97%
2025/11/21 6.97% 6.21% 4.8% 4.1% 8.19% 2.27% 4.82% 2.82% 2.95% 1.97%
2025/11/22 8.73% 4.94% 5.3% 5.59% 9.57% 2.12% 4.37% 3.51% 2.24% 2.81%
2025/11/23 9.61% 6.3% 4.22% 5.55% 6.02% 2.4% 3.2% 3.62% 2.85% 1.31%
2025/11/24 9.03% 7.49% 5.65% 4.82% 3.33% 2.23% 4.26% 2.92% 3.58% 2.09%
2025/11/25 9.18% 7.36% 3.32% 4.46% 7.06% 1.94% 5.79% 2.1% 3.66% 2.1%
2025/11/26 10.36% 8.3% 3.27% 4.65% 5.71% 1.98% 5.28% 2.57% 2.76% 3.28%
2025/11/27 9.8% 7.1% 4.28% 6.32% 2.95% 2.42% 6.63% 2.34% 2.96% 3.26%
2025/11/28 8.9% 6.94% 2.59% 5.64% 3.25% 2.8% 5.53% 2.76% 3.18% 2.62%
2025/11/29 9.01% 6.11% 5.07% 6% 4.79% 4.25% 4.75% 3.32% 3.17% 1.68%
2025/11/30 8.5% 7% 6.77% 5.55% 5.16% 4.29% 4.24% 3.24% 2.45% 1.81%
  • bupa.com.au
  • mable.com.au
  • hbf.com.au
  • agedcaredecisions.com.au
  • macquariedental.com.au
  • hireup.com.au
  • careabout.com.au
  • fivegoodfriends.com.au
  • australianunity.com.au
  • healthengine.com.au

Copyright © Adthena. All rights reserved.

Bupa.com.au led November with fluctuating impressions, peaking mid-month. Mable.com.au showed steady growth, while hbf.com.au surged late. Agedcaredecisions.com.au and macquariedental.com.au maintained consistent shares. The month concluded with diverse performances.

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.

Google Text Ad Copy Insights & Creative Trends for AUS Healthcare & Medical Care Homes - Last month
  1. 1
    My Aged Care in Australia https://get.agedcaredecisions.com.au › myagedcare

    My Aged Care — Find Home Care Providers in Australia Based on Your Care Needs and Preferences.

  2. 2
    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.

  3. 3
    Bupa Health Insurance https://www.bupa.com.au

    Bupa Private Health Cover — Get Health Cover That Suits Your Needs. Cover For Singles, Couples And Families. Join Now.

  4. 4
    My Aged Care Find Providers - Find Registered Providers https://www.careabout.com.au

    Compare Fees & Services of Great My Aged Care Providers & Find the Right Care For You

  5. 5
    12 Weeks Free & Gift Card - Get Up To 12 Weeks Free On Us! https://www.hbf.com.au

    Act Quick. For New Members Who Join Eligible Combined Cover By 9 December. T&Cs Apply.

Copyright © Adthena. All rights reserved.

In the competitive landscape of aged care and health insurance, advertisers like agedcaredecisions.com.au and benevolent.org.au focus on personalized home care solutions, while bupa.com.au and hbf.com.au highlight flexible health cover options. Careabout.com.au emphasizes comparison for informed provider choices.

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