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AUS Healthcare & Medical Care Homes - PPC Market Share Analysis May 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 15.12
bupadental.com.au 7.61
agedcaredecisions.com.au 5.22
mable.com.au 4.75
careabout.com.au 4.18
healthengine.com.au 3.47
macquariedental.com.au 2.61
anglicare.org.au 2.32
nationaldentalcare.com.au 2.31
mavendental.com.au 2.12
others 50.29

Copyright © Adthena. All rights reserved.

Bupa.com.au leads with 15.12% click share, followed by Bupa Dental at 7.61%. Others dominate with 50.29%, 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 bupa.com.au bupadental.com.au careabout.com.au agedcaredecisions.com.au healthengine.com.au mable.com.au nationaldentalcare.com.au anglicare.org.au mavendental.com.au macquariedental.com.au
2025/05/01 8.96% 4.37% 4.63% 6% 3.08% 3.04% 2.33% 2.68% 3.06% 2.65%
2025/05/02 8.21% 3.33% 5.07% 5.76% 5.72% 4.09% 2.16% 3.42% 2.27% 2.98%
2025/05/03 6.83% 3.53% 5.57% 6.73% 3.77% 5.58% 2.12% 2.48% 3.24% 3.93%
2025/05/04 7.5% 2.51% 4.24% 6.92% 4.02% 5.53% 2.87% 2.44% 3.28% 4.83%
2025/05/05 9.15% 2.05% 4.71% 6.5% 6.2% 5.05% 3.38% 1.95% 4.78% 3.11%
2025/05/06 9.82% 1.65% 5.03% 6.78% 7.01% 5.16% 3.16% 1.62% 3.75% 1.42%
2025/05/07 10.45% 1.77% 4.79% 6.48% 3.79% 4.78% 4.25% 1.97% 3.87% 1.42%
2025/05/08 7.54% 3.39% 5.4% 7.76% 1.81% 5.61% 4.27% 2.74% 2.87% 5.55%
2025/05/09 10.11% 3.27% 6.5% 6.96% 3.89% 5.03% 2.03% 2.65% 3.33% 2.15%
2025/05/10 7.03% 4.67% 5.93% 7.63% 4.79% 4.94% 2.16% 2.8% 2.22% 2.59%
2025/05/11 7.82% 4.44% 5.63% 7.48% 4.4% 5.52% 2.06% 2.38% 1.52% 4.67%
2025/05/12 8.15% 4.86% 6.5% 7.81% 4.96% 6.07% 1.29% 2.47% 1.06% 2.99%
2025/05/13 10.08% 2.75% 5.92% 7% 3.03% 5.5% 1.13% 2.6% 2.22% 4.67%
2025/05/14 11.61% 3.66% 5.59% 7.05% 2.19% 6.45% 3.24% 1.82% 1.08% 3.42%
2025/05/15 11.59% 3.73% 6.14% 7.44% 2.88% 5.44% 2.12% 2.44% 1.39% 2.13%
2025/05/16 11.94% 4.11% 5.78% 6.84% 2.96% 5.7% 1.43% 2.05% 1.83% 2.28%
2025/05/17 8.72% 6.61% 5.02% 7.19% 3.59% 5.44% 3.61% 1.86% 1.44% 4.37%
2025/05/18 8.78% 4.18% 4.8% 6.45% 3.27% 5.28% 3.55% 2.17% 2.82% 4.22%
2025/05/19 10.41% 2.9% 5.87% 6.52% 2.78% 5.28% 2.9% 1.22% 2.94% 1.81%
2025/05/20 8.29% 4.21% 5.1% 5.75% 4.74% 4.79% 1.84% 2.4% 2.96% 5.47%
2025/05/21 10.9% 4.17% 6.32% 5.82% 2.41% 5.74% 2.95% 2.64% 2.67% 4.77%
2025/05/22 11.35% 7.47% 5.89% 5.35% 2.78% 5.3% 2.52% 2.04% 1.43% 3.09%
2025/05/23 11.2% 6.81% 6.75% 5.51% 4.07% 5.04% 2.31% 1.96% 1.34% 2.67%
2025/05/24 8.23% 7.77% 7.82% 6.65% 2.68% 5.94% 1.69% 2.5% 2.16% 2.8%
2025/05/25 10.69% 8.34% 5.81% 6.1% 1.94% 4.62% 1.04% 2.74% 1.39% 4.86%
2025/05/26 10.21% 4.92% 5.54% 5.76% 4.39% 4.41% 2.91% 2.94% 4.22% 3.38%
2025/05/27 13.74% 6.49% 6.39% 5.24% 2.64% 3.53% 1.92% 2.45% 2.87% 2.67%
2025/05/28 10.64% 5.04% 7.49% 5.7% 2.57% 3.56% 1.53% 3.45% 3.39% 1.81%
2025/05/29 12.99% 6.76% 6.4% 5.19% 3.56% 3.94% 1.79% 2.69% 2.7% 1.34%
2025/05/30 15.75% 5.75% 7.61% 5.29% 1.85% 4.24% 1.02% 2.12% 1.79% 0.86%
2025/05/31 11.77% 8.64% 7.18% 5.62% 4.07% 3.92% 2.76% 2.74% 1.43% 0.66%

Copyright © Adthena. All rights reserved.

Bupa.com.au’s PPC spend peaked at 15.75% on May 30, 2025, while bupadental.com.au saw a rise to 8.64% by month’s end. Careabout.com.au and agedcaredecisions.com.au maintained steady growth, closing at 7.18% and 5.62%, respectively.

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
2025/05/01 587
2025/05/02 575
2025/05/03 572
2025/05/04 598
2025/05/05 588
2025/05/06 603
2025/05/07 605
2025/05/08 607
2025/05/09 605
2025/05/10 583
2025/05/11 595
2025/05/12 596
2025/05/13 623
2025/05/14 607
2025/05/15 606
2025/05/16 617
2025/05/17 602
2025/05/18 613
2025/05/19 607
2025/05/20 602
2025/05/21 601
2025/05/22 607
2025/05/23 612
2025/05/24 597
2025/05/25 600
2025/05/26 613
2025/05/27 613
2025/05/28 604
2025/05/29 597
2025/05/30 569
2025/05/31 564

Copyright © Adthena. All rights reserved.

May began with 587 advertisers, fluctuating throughout. Peaks on May 13th at 623, then declined, ending at 564.

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
bupadental.com.au 2.86%
bupa.com.au 2.25%
careabout.com.au 0.52%
hireup.com.au 0.33%
aboutsmiles.com.au 0.29%
myguardian.com.au -0.41%
nationaldentalcare.com.au -0.42%
mable.com.au -0.73%
healthengine.com.au -0.8%
agedcaredecisions.com.au -1.17%

Copyright © Adthena. All rights reserved.

Bupa Dental leads with a 2.86% click share rise, while Aged Care Decisions drops by 1.17%.

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 bupadental.com.au careabout.com.au agedcaredecisions.com.au bupa.com.au healthengine.com.au hireup.com.au nationaldentalcare.com.au mable.com.au mavendental.com.au macquariedental.com.au
2025/05/01 4.67% 4.87% 6.7% 4.99% 3.4% 2.18% 3.07% 3.11% 3.09% 2.6%
2025/05/02 3.5% 4.74% 6.51% 4.29% 6.03% 2.44% 2.95% 4% 2.48% 2.73%
2025/05/03 4.12% 5.65% 7.79% 3.32% 4.17% 1.97% 2.94% 5.6% 4.19% 4.01%
2025/05/04 2.64% 3.8% 7.53% 3.45% 4.23% 1.79% 3.81% 5.55% 3.9% 5.52%
2025/05/05 2.07% 4.31% 6.86% 4.28% 6.51% 1.96% 4.28% 4.84% 5.81% 3.32%
2025/05/06 1.74% 4.92% 7.17% 4.14% 7.37% 1.74% 4.21% 5.09% 4.81% 1.51%
2025/05/07 1.8% 4.65% 6.83% 4.65% 4.03% 2.52% 5.86% 4.69% 4.8% 1.72%
2025/05/08 3.93% 5.13% 8.12% 3.22% 1.95% 2.97% 5.53% 5.43% 3.32% 5.91%
2025/05/09 3.71% 6.34% 7.63% 4.33% 4% 1.69% 2.5% 5.2% 3.84% 2.53%
2025/05/10 5.62% 6.19% 8.94% 3.58% 5.18% 2.68% 3% 5.28% 2.84% 3.01%
2025/05/11 5.27% 5.48% 8.34% 3.26% 4.6% 3.45% 2.9% 5.48% 1.79% 5.03%
2025/05/12 5.88% 6.34% 8.65% 3.39% 5.46% 1.93% 1.95% 6.11% 1.47% 3.37%
2025/05/13 3.22% 5.71% 7.69% 4.58% 3.74% 2.07% 1.62% 5.47% 2.62% 5.02%
2025/05/14 3.94% 5.32% 7.66% 5.24% 2.44% 1.69% 4.47% 6.2% 1.37% 4.04%
2025/05/15 4.13% 6.04% 8.27% 4.85% 3.18% 2.35% 2.86% 5.39% 1.79% 2.5%
2025/05/16 4.84% 5.41% 7.49% 5.52% 3.29% 2.59% 2.09% 5.72% 2.22% 2.41%
2025/05/17 8.02% 4.92% 8.02% 4.16% 3.87% 2.12% 4.95% 5.47% 1.98% 5.04%
2025/05/18 4.78% 4.27% 6.77% 4.06% 3.61% 3.13% 4.83% 5.2% 3.62% 4.57%
2025/05/19 3.42% 5.6% 7.05% 4.3% 3.18% 2.78% 4.07% 5.18% 3.83% 2.3%
2025/05/20 4.83% 4.82% 6.41% 4.17% 5.14% 2.11% 2.55% 4.56% 3.74% 5.99%
2025/05/21 4.55% 6.16% 6.49% 5.29% 2.87% 2.44% 4.07% 5.66% 3.75% 5.02%
2025/05/22 9.41% 5.94% 6.23% 5.23% 3.19% 2.59% 3.5% 5.24% 1.77% 3.6%
2025/05/23 8.64% 6.82% 5.98% 4.68% 4.2% 2.65% 3.21% 4.96% 1.96% 3.04%
2025/05/24 9% 7.57% 7.07% 4.28% 3.12% 2.79% 2.12% 5.67% 2.66% 3.04%
2025/05/25 10.3% 5.85% 6.83% 5.32% 2.24% 4.05% 1.37% 4.61% 1.9% 5.22%
2025/05/26 5.76% 5.33% 6.14% 5.34% 4.58% 2.6% 4.03% 4.11% 5.2% 3.82%
2025/05/27 7.85% 6.57% 5.7% 6.27% 2.83% 2.58% 2.77% 3.32% 3.77% 2.64%
2025/05/28 5.56% 7.09% 6.21% 4.97% 2.96% 3.53% 2.04% 3.13% 4.25% 1.89%
2025/05/29 8.25% 6.51% 5.87% 6.23% 4.01% 3.13% 2.55% 3.48% 3.25% 1.61%
2025/05/30 7.32% 8.03% 5.95% 7.63% 2.15% 3.43% 1.31% 4.16% 2.04% 1.07%
2025/05/31 10.6% 7.3% 6.3% 5.79% 4.48% 3.9% 3.82% 3.66% 1.91% 0.68%

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In May 2025, bupadental.com.au’s impression share fluctuated, peaking at 10.6% on the 31st. Careabout.com.au maintained a steady presence, while agedcaredecisions.com.au showed consistent strength. Bupa.com.au and healthengine.com.au experienced varied trends, with hireup.com.au and nationaldentalcare.com.au showing modest shares. Mable.com.au and mavendental.com.au had stable performances, while macquariedental.com.au ended with a decline.

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

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

  2. 2
    Bupa Health Insurance - Get Up To 10 Weeks Free https://www.bupa.com.au

    Join Direct On Eligible Cover & Get Up To 10 Weeks Free + 2&6 Month WW On Eligible Extras*

  3. 3
    My Aged Care Providers https://www.careabout.com.au

    Find Registered Providers — One Stop Website for Aged Care & Home Care. Learn About Your Rights & Find Great Providers

  4. 4
    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.

  5. 5
    $199* New Patient Offer | Affordable Dental Care https://www.mavendental.com.au

    New Patient Deal Near You: $199* Check & Clean. Book Yours Before the 30th of June.

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In the competitive landscape of healthcare PPC ads, The Benevolent Society emphasizes personalized home care, while Bupa entices with insurance perks. CareAbout simplifies provider searches, HealthEngine offers instant dental bookings, and Maven Dental attracts with affordable new patient deals.

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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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