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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 24.9
bupadental.com.au 7.6
healthengine.com.au 4.53
agedcaredecisions.com.au 3.88
mable.com.au 3.25
macquariedental.com.au 2.74
betterhelp.com 2.34
carergateway.gov.au 2.01
nationaldentalcare.com.au 1.97
fivegoodfriends.com.au 1.74
others 45.04

Copyright © Adthena. All rights reserved.

Bupa.com.au dominates with 24.9% click share, followed by others at 45.04%. Bupadental.com.au holds 7.6%, while Healthengine.com.au captures 4.53%.

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 bupa.com.au macquariedental.com.au mavendental.com.au bupadental.com.au healthengine.com.au agedcaredecisions.com.au careabout.com.au nationaldentalcare.com.au homecaring.com.au mable.com.au
2025/04/01 10.94% 2.39% 0.46% 8.03% 6.85% 4.91% 3.79% 1.47% 4.56% 2.98%
2025/04/02 14.09% 5.73% 0.2% 6.1% 5.12% 4.66% 3.12% 1.67% 2.84% 2.53%
2025/04/03 14.6% 3.88% 0.57% 4.42% 6.95% 4.47% 4.21% 1.78% 2.65% 3.37%
2025/04/04 12.82% 5.29% 0.31% 4.4% 5.03% 5.74% 3.9% 0.91% 2.49% 2.96%
2025/04/05 12.8% 3.1% 0.15% 4.46% 7.35% 4.04% 3.25% 1.15% 2.84% 3.59%
2025/04/06 10.38% 3.19% 0.17% 6.08% 8.17% 4.92% 2.38% 2.31% 2.57% 4.06%
2025/04/07 15.64% 3.75% 1.25% 4.15% 6.63% 5.54% 3.39% 1.08% 2.55% 4.05%
2025/04/08 12.17% 1.12% 0.81% 2.73% 8.24% 5.37% 3.18% 1.76% 2.86% 3.84%
2025/04/09 12.29% 1.65% 1.21% 3% 6.67% 4.87% 3.8% 1.14% 2.46% 3.49%
2025/04/10 13.29% 3.96% 0.65% 3.23% 5.24% 4.92% 3.49% 2.81% 2.93% 4.49%
2025/04/11 13.14% 3.6% 1.1% 3.66% 4.96% 6.32% 3.4% 1.38% 3.01% 4.46%
2025/04/12 13.3% 3.6% 1.39% 4.6% 6.95% 6.3% 1.8% 0.96% 2.56% 3.45%
2025/04/13 10.37% 5.07% 1.11% 7.36% 5.91% 4.29% 3.02% 2.95% 2.68% 3.63%
2025/04/14 8.77% 2.61% 1.23% 7.41% 10.76% 5.47% 2.7% 1.21% 3.13% 4.99%
2025/04/15 12.57% 7.37% 1.37% 5.88% 5.21% 4.68% 2.81% 1.7% 2.44% 3.38%
2025/04/16 10.92% 6.45% 2.06% 7.4% 6.81% 4.97% 2.72% 1.9% 2.37% 3%
2025/04/17 13.2% 1.92% 2.42% 8.87% 8.95% 6.06% 2.56% 1.78% 2.96% 2.68%
2025/04/18 15.74% 0.01% 1.96% 13.33% 6.91% 5.42% 1.09% 0.62% 2.15% 1.87%
2025/04/19 10.03% 3.24% 2.76% 8.14% 2.5% 5.46% 2.6% 5.37% 1.82% 5.07%
2025/04/20 8.23% 8.46% 2.64% 6.37% 2.8% 5.25% 1.34% 6.37% 2.07% 3.81%
2025/04/21 8.83% 8.01% 4.26% 9.52% 3.38% 5.18% 2.81% 4.09% 1.24% 3.63%
2025/04/22 8.83% 2.19% 4.28% 5.46% 6.2% 6.9% 2.54% 3.39% 2.1% 4.55%
2025/04/23 8.5% 4.79% 6.5% 4.95% 3.73% 6.94% 2.1% 3.57% 2.42% 4.48%
2025/04/24 9.08% 2.78% 4.65% 4.97% 7.28% 5.46% 2.7% 2.56% 2.55% 4.08%
2025/04/25 7.77% 2.52% 4.11% 5.75% 6.88% 5.9% 3.28% 4.32% 2.65% 5.01%
2025/04/26 6.76% 7.65% 3.84% 8.22% 5.3% 6.08% 2.45% 3.34% 2.39% 4.84%
2025/04/27 9.68% 7.1% 3.46% 8.42% 4.6% 5.83% 1.98% 3.13% 2.15% 4.28%
2025/04/28 7.61% 9.49% 4.56% 4.95% 4.7% 5.52% 3.37% 0.96% 2.61% 5.07%
2025/04/29 7.33% 3.17% 5.54% 5.85% 3.82% 5.41% 3.79% 4.23% 2.93% 3.31%
2025/04/30 8.35% 6.55% 6.26% 6.05% 5.28% 5.21% 3.18% 2.72% 2.3% 2.1%

Copyright © Adthena. All rights reserved.

April saw Bupa.com.au’s PPC spend share fluctuate, peaking at 15.74% on the 18th. Macquariedental.com.au experienced a notable dip mid-month, while Mavendental.com.au steadily increased, ending at 6.26%. Bupadental.com.au’s share surged on the 18th, reaching 13.33%. Healthengine.com.au’s share varied, peaking at 10.76% on the 14th. Agedcaredecisions.com.au maintained a consistent presence, while Careabout.com.au and Nationaldentalcare.com.au showed minor fluctuations. Homecaring.com.au and Mable.com.au ended the month with stable shares.

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
2025/04/01 631
2025/04/02 624
2025/04/03 615
2025/04/04 611
2025/04/05 609
2025/04/06 623
2025/04/07 609
2025/04/08 612
2025/04/09 587
2025/04/10 557
2025/04/11 577
2025/04/12 575
2025/04/13 585
2025/04/14 598
2025/04/15 584
2025/04/16 583
2025/04/17 543
2025/04/18 525
2025/04/19 609
2025/04/20 574
2025/04/21 568
2025/04/22 586
2025/04/23 589
2025/04/24 592
2025/04/25 595
2025/04/26 572
2025/04/27 599
2025/04/28 591
2025/04/29 611
2025/04/30 595

Copyright © Adthena. All rights reserved.

April began with 631 advertisers, gradually declining to 595 by month’s end. Mid-month saw fluctuations, with a notable dip to 525 on April 18.

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
mavendental.com.au 2.24%
nationaldentalcare.com.au 1.65%
bupadental.com.au 1.47%
macquariedental.com.au 1.13%
agedcaredecisions.com.au 1.1%
smile.com.au -0.43%
mytelehealthclinic.com.au -0.68%
betterhelp.com -1.38%
healthengine.com.au -1.52%
bupa.com.au -9.1%

Copyright © Adthena. All rights reserved.

Maven Dental surged with a 2.24% click share increase, while Bupa.com.au faced a significant 9.1% 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.

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Date mavendental.com.au bupadental.com.au macquariedental.com.au agedcaredecisions.com.au healthengine.com.au bupa.com.au nationaldentalcare.com.au careabout.com.au mable.com.au hcf.com.au
2025/04/01 0.35% 8.41% 2.34% 4.96% 7.19% 10.58% 1.94% 3.33% 2.61% 1.79%
2025/04/02 0.19% 6.03% 5.87% 4.99% 5.5% 11.45% 2.09% 3.15% 2.39% 4.25%
2025/04/03 0.57% 3.68% 3.72% 4.33% 7.16% 14.46% 2.23% 4.06% 3.21% 1.63%
2025/04/04 0.28% 3.74% 4.89% 5.79% 5.24% 12.12% 1.28% 3.62% 2.83% 4.45%
2025/04/05 0.14% 4.17% 2.86% 4.28% 8.64% 10.21% 1.46% 3.02% 3.85% 3.09%
2025/04/06 0.15% 6.19% 2.77% 5.07% 8.89% 8.13% 2.77% 2.11% 4.08% 3.88%
2025/04/07 1.21% 4.04% 3.24% 6.33% 6.98% 12.32% 1.45% 3.63% 4.21% 3.05%
2025/04/08 0.8% 2.31% 1.08% 5.44% 8.88% 8.81% 2.1% 3.03% 3.71% 1.12%
2025/04/09 1.23% 2.59% 1.47% 4.9% 7.27% 10.7% 1.4% 3.34% 3.34% 1.05%
2025/04/10 0.66% 2.97% 3.59% 5.42% 5.34% 10.72% 3.34% 3.19% 4.89% 1.77%
2025/04/11 1.14% 3.45% 3.24% 6.8% 5.61% 11.01% 1.76% 3.08% 4.65% 2.09%
2025/04/12 1.51% 4.54% 3.59% 6.8% 7.17% 11.65% 1.39% 1.5% 3.63% 1.97%
2025/04/13 0.98% 7.78% 4.48% 4.29% 6.11% 9.75% 3.22% 2.63% 3.62% 3.63%
2025/04/14 1.63% 7.77% 2.09% 5.78% 11.09% 7.63% 1.18% 2.45% 4.76% 2.5%
2025/04/15 1.36% 6.14% 6.84% 5.2% 5.65% 10.91% 2.09% 2.76% 3.38% 0.93%
2025/04/16 1.96% 7.96% 5.45% 5.41% 7.2% 9.92% 2.36% 2.48% 2.61% 1.82%
2025/04/17 2.2% 9.01% 1.82% 6.53% 9.39% 12.78% 1.99% 2.45% 2.33% 1.94%
2025/04/18 1.61% 13.87% 0% 5.58% 7.05% 16.67% 0.66% 0.76% 1.54% 4.14%
2025/04/19 2.95% 8.14% 2.73% 5.94% 2.57% 6.84% 6.27% 2.39% 5.1% 3.41%
2025/04/20 2.53% 6.51% 6.82% 5.45% 2.78% 8.22% 7.1% 1.05% 3.33% 4.33%
2025/04/21 4.19% 9.84% 6.69% 5.48% 3.41% 8.23% 4.85% 2.27% 3.3% 3.97%
2025/04/22 4.12% 5.47% 1.75% 7.17% 6.18% 7.55% 3.92% 2.09% 4.31% 1.47%
2025/04/23 6.44% 4.65% 4.21% 7.76% 3.79% 4.51% 4.55% 2.04% 4.93% 0.4%
2025/04/24 4.95% 5.27% 2.5% 6.47% 7.86% 5.18% 3.45% 2.71% 4.02% 0.45%
2025/04/25 4.6% 5.71% 2.19% 6.39% 6.79% 3.89% 5.36% 2.95% 5.04% 0.81%
2025/04/26 3.96% 7.9% 6.96% 6.3% 5.41% 4.55% 3.95% 2.24% 4.84% 1.13%
2025/04/27 3.47% 9.02% 6.37% 6.76% 4.6% 4.68% 4.26% 1.87% 4.46% 1.33%
2025/04/28 4.94% 4.92% 8.43% 6.21% 4.9% 3.72% 1.14% 3.28% 5.12% 1%
2025/04/29 5.69% 6.07% 2.98% 5.8% 3.93% 3.82% 5.48% 3.68% 3.4% 0.69%
2025/04/30 6.78% 6.23% 5.9% 5.86% 5.38% 3.87% 3.7% 3.13% 1.96% 0.16%

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In April 2025, Bupa.com.au led with a strong start, peaking mid-month. Mavendental.com.au showed a steady rise, ending with significant growth. Bupadental.com.au fluctuated but maintained a solid presence. Macquariedental.com.au and Agedcaredecisions.com.au had consistent performances, while Healthengine.com.au experienced ups and downs. Nationaldentalcare.com.au and Careabout.com.au remained stable, with Mable.com.au and Hcf.com.au showing varied trends. The month concluded with Bupa.com.au maintaining dominance.

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
    Want Up To 12 Weeks Free? - Bupa Health Insurance https://www.bupa.com.au

    Join Direct On Eligible Cover & Get Up To 12 Weeks Free + 2&6 Month WW On Eligible Extras*

  3. 3
    Same-day Dental Appointments https://www.healthengine.com.au

    Find Dentists Near You — See next available appointment times at your local dental clinic & book online instantly.

  4. 4
    Macquarie Dental: Family Dental Clinic | Same Day Appointments https://www.macquariedental.com.au

    Our team of dentists offer a comprehensive range of dental services at affordable costs.

  5. 5
    $199* New Patient Offer | Same Day Appointments https://www.mavendental.com.au › 199-exam › and-x-ray

    Limited-Time $199* New Patient Deal Complete with a Check-Up & Clean. Book Yours In Today.

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In the competitive landscape of healthcare PPC ads, The Benevolent Society emphasizes personalized home care, while Bupa entices with substantial insurance savings. HealthEngine and Macquarie Dental focus on convenience with same-day dental appointments, and Maven Dental offers an attractive new patient deal.

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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.

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