AUS Healthcare & Medical Hospitals - PPC Market Share Analysis January 2026

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

Google AI Overview visibility for Healthcare & Medical Hospitals AUS

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

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AIO Frequency

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

Frequency	Percentage
Frequency	15.8152749687
	84.1847250313

15%

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	16
	84

16%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	11%
Transactional	2%
Navigational	0%
Seasonal	0%
Local	2%
Problem Solving	14%

Market Exposure

Share of Clicks for top 10 AUS Healthcare & Medical Hospitals 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

Share of Clicks - Last month
Domain	Share of clicks
hbf.com.au	14
healthengine.com.au	11.34
bupa.com.au	8.82
updoc.com.au	7.14
myhealth.net.au	5.01
doctorsondemand.com.au	4.9
mytelehealthclinic.com.au	4.1
hotdoc.com.au	2.9
spmh.com.au	2.54
healthcareaustralia.com.au	2.31
others	36.94

hbf.com.au - 14%
healthengine.com.au - 11.34%
bupa.com.au - 8.82%
updoc.com.au - 7.14%
myhealth.net.au - 5.01%
doctorsondemand.com.au - 4.9%
mytelehealthclinic.com.au - 4.1%
hotdoc.com.au - 2.9%
spmh.com.au - 2.54%
healthcareaustralia.com.au - 2.31%
others - 36.94%

In the healthcare PPC landscape, ‘others’ dominate with 36.94% click share, while hbf.com.au leads individual advertisers at 14%. Healthengine.com.au follows with 11.34%.

Market Exposure

Share of Spend for the top 10 AUS Healthcare & Medical Hospitals 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

Share of Spend - Last Month
Date	updoc.com.au	mytelehealthclinic.com.au	healthengine.com.au	hbf.com.au	bupa.com.au	doctorsondemand.com.au	myhealth.net.au	ahm.com.au	betterhelp.com	primemedic.com.au
2026/01/01	12.47%	6.31%	11.27%	6.87%	10.18%	11.57%	0%	3.3%	3.08%	3.71%
2026/01/02	12.6%	7.66%	9.18%	8.08%	7.32%	8.03%	0%	2.49%	3.54%	2.18%
2026/01/03	14.26%	11.14%	9.98%	8.62%	10.32%	6.23%	0%	2.9%	3.45%	2.22%
2026/01/04	13.61%	10.89%	8.09%	6.84%	15.9%	5.37%	0%	2.99%	2.88%	2.42%
2026/01/05	13.62%	9.78%	6.85%	7.85%	9.08%	6.44%	0.58%	2.88%	3.96%	2.52%
2026/01/06	15.59%	10%	10.93%	8.22%	5.27%	6.7%	1.71%	2.93%	4.25%	3.32%
2026/01/07	15.51%	8.78%	8.21%	4.66%	17.02%	2.68%	0%	4.1%	1.66%	0.65%
2026/01/08	13.89%	7.19%	3.45%	9.4%	10.85%	9.87%	0.57%	2.86%	3.77%	2.55%
2026/01/09	8.45%	7.71%	12.92%	5.29%	5.7%	6.48%	8.4%	2.29%	2.21%	1.58%
2026/01/10	14.04%	11.24%	4.3%	8.57%	11.18%	5.85%	4.84%	1.55%	3.23%	3.42%
2026/01/11	11.55%	8.71%	4.85%	10.54%	14.4%	7.1%	2.23%	1.75%	3.27%	3.92%
2026/01/12	17.08%	5.41%	4.02%	7.02%	11.16%	11.84%	0.01%	1.45%	2.64%	3.53%
2026/01/13	11.75%	9.72%	0.97%	7.72%	11.77%	8.2%	1.8%	2.21%	4.11%	1.69%
2026/01/14	15.1%	5.27%	12.08%	8.6%	5.82%	6.97%	0%	2.28%	4.83%	2.1%
2026/01/15	12.78%	8.08%	1.85%	9.38%	10.27%	12.52%	2.57%	1.92%	3.07%	3.46%
2026/01/16	8.35%	7.64%	12.76%	5.22%	5.62%	6.72%	8.3%	2.27%	2.18%	1.73%
2026/01/17	14.38%	13.39%	5.01%	6.55%	10.85%	5.13%	5.84%	2.28%	3.25%	4.86%
2026/01/18	13.56%	10.01%	5.66%	5.93%	15.22%	1.59%	13.44%	1.47%	3%	3.61%
2026/01/19	15.12%	8.69%	4.26%	6.62%	14.23%	0%	0.78%	1.63%	4.19%	5.23%
2026/01/20	16.36%	10.94%	6.32%	7.08%	9.7%	0%	0.27%	2.6%	5.5%	5.58%
2026/01/21	13.18%	10.51%	8.63%	6.43%	12.45%	0%	3.88%	2.03%	3.56%	4.54%
2026/01/22	15.32%	8.52%	7.43%	14.24%	9.33%	0%	4.96%	1.4%	3.64%	4.31%
2026/01/23	9.17%	7.08%	3.03%	5.1%	12.94%	0%	11.76%	0.82%	2.72%	2.14%
2026/01/24	12.18%	10.79%	6.3%	6.93%	15.65%	0%	2.5%	1.49%	3.2%	4.34%
2026/01/25	13.99%	11.91%	3.28%	5.98%	15.02%	0%	7.32%	1.28%	4.54%	4.84%
2026/01/26	10.74%	5.64%	10.08%	8.76%	12.71%	0%	3.04%	1.05%	3.5%	4.44%
2026/01/27	14.74%	4.52%	3.35%	7.74%	14.71%	0%	7.16%	2.22%	2.22%	2.18%
2026/01/28	15.92%	11.93%	8.05%	9.05%	9.4%	0%	0.27%	1.75%	3.72%	2.6%
2026/01/29	13.67%	11.22%	5.34%	9.29%	13.14%	2.96%	0%	1.46%	2.97%	4.31%
2026/01/30	11.9%	10.43%	8.88%	9.22%	8.37%	4.92%	9.07%	2.05%	3.04%	4.16%
2026/01/31	11.69%	11.37%	10.54%	7.07%	6.07%	4.64%	4.12%	4.08%	3.13%	2.62%

updoc.com.au
mytelehealthclinic.com.au
healthengine.com.au
hbf.com.au
bupa.com.au
doctorsondemand.com.au
myhealth.net.au
ahm.com.au
betterhelp.com
primemedic.com.au

In January 2026, Updoc.com.au led with fluctuating spend, peaking mid-month. Mytelehealthclinic.com.au showed consistent growth, while Healthengine.com.au experienced volatility. Bupa.com.au and HBF.com.au maintained steady shares. The month concluded with diverse spending patterns across domains.

Market Exposure

Competitor Count for AUS Healthcare & Medical Hospitals

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

Competitor Count - Last month
Date	Competitor Count
2026/01/01	190
2026/01/02	198
2026/01/03	198
2026/01/04	194
2026/01/05	203
2026/01/06	211
2026/01/07	195
2026/01/08	194
2026/01/09	185
2026/01/10	180
2026/01/11	180
2026/01/12	179
2026/01/13	181
2026/01/14	158
2026/01/15	160
2026/01/16	185
2026/01/17	170
2026/01/18	172
2026/01/19	178
2026/01/20	183
2026/01/21	190
2026/01/22	174
2026/01/23	173
2026/01/24	175
2026/01/25	176
2026/01/26	198
2026/01/27	193
2026/01/28	187
2026/01/29	188
2026/01/30	189
2026/01/31	193

January saw fluctuating advertiser numbers, peaking at 211 on the 6th, then dipping to 158 on the 14th. The month concluded with a stable 193 advertisers.

Campaign Efficiency

Market Loss & Market Gains for AUS Healthcare & Medical Hospitals

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

Market Loss & Market Gains - Last month
Name	Market Trend
myhealth.net.au	4.57%
bupa.com.au	2.19%
health.gov.au	2.1%
alternaleaf.com.au	1.2%
gpafterhourssubiaco.com.au	1.01%
nuvohealth.com.au	-0.6%
southmelbournemedicalhub.com.au	-0.76%
updoc.com.au	-0.79%
healthengine.com.au	-2.23%
doctorsondemand.com.au	-6.96%

Doctorsondemand.com.au saw a significant drop of 6.96%, while myhealth.net.au experienced a notable rise of 4.57%.

Campaign Efficiency

AUS Healthcare & Medical Hospitals 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	bupa.com.au	myhealth.net.au	updoc.com.au	doctorsondemand.com.au	mytelehealthclinic.com.au	hbf.com.au	betterhelp.com	primemedic.com.au	spmh.com.au
2026/01/01	10.77%	10.49%	0%	6.36%	19.37%	2.78%	3.47%	2.36%	3.84%	0.14%
2026/01/02	7.73%	5.17%	0%	11.41%	11.86%	4.1%	5.11%	3.2%	3.2%	3.12%
2026/01/03	14.11%	11.04%	0%	9.37%	13.42%	4.44%	6.7%	3.5%	2.84%	0%
2026/01/04	9.92%	19.81%	0%	9.13%	10.07%	4.9%	5.13%	2.98%	4.48%	0%
2026/01/05	7.64%	10.33%	1.28%	6.54%	8.15%	7.15%	5.48%	4.08%	1.9%	4.1%
2026/01/06	13.01%	4.22%	2.15%	7.19%	11.51%	5.74%	5.29%	4.12%	2.64%	6.91%
2026/01/07	15.09%	21.15%	0%	9.55%	3.64%	4.05%	2.59%	1.82%	0.33%	0.56%
2026/01/08	7.39%	7.87%	1.96%	6.79%	11.64%	5.98%	6.55%	4.24%	1.97%	0.83%
2026/01/09	17.64%	3.23%	9.89%	3.79%	4.38%	2.86%	4.22%	2.21%	1.52%	9.66%
2026/01/10	13.17%	10.71%	6.34%	6.98%	6.66%	9.26%	5.71%	3.63%	2.48%	0%
2026/01/11	7.56%	15.65%	4.93%	4.98%	7.13%	3.18%	6.96%	3.27%	2.6%	0%
2026/01/12	3.78%	10.28%	0.03%	8.44%	19.14%	2.47%	4.19%	2.54%	2.48%	2.23%
2026/01/13	1.91%	16.83%	2.14%	5.78%	15.63%	3.65%	4.99%	4.06%	1.75%	0.04%
2026/01/14	12.41%	5.97%	0%	7.42%	8.18%	2.29%	6.03%	5.39%	1.63%	8.94%
2026/01/15	4.08%	11.22%	3.41%	6.32%	16.57%	3.37%	5.9%	2.78%	2.23%	9.14%
2026/01/16	17.62%	3.22%	9.88%	3.78%	4.43%	2.87%	4.22%	2.21%	1.56%	9.65%
2026/01/17	6.98%	14.7%	7.95%	7.28%	4.65%	5.8%	4.83%	3.97%	4.61%	0%
2026/01/18	5.25%	14.98%	17.18%	6.46%	1.25%	3.86%	4.09%	3.26%	3.11%	0%
2026/01/19	8.25%	20.75%	1.7%	6.68%	0%	3.14%	4.61%	3.4%	4.59%	1.3%
2026/01/20	12.06%	10.9%	1.27%	7.92%	0%	4.43%	4.97%	5.83%	5.87%	1.28%
2026/01/21	6.61%	16.15%	6.28%	6.1%	0%	3.89%	4.27%	3.82%	6.98%	2.19%
2026/01/22	9.74%	14.25%	11.91%	7.26%	0%	3.63%	9.27%	3.58%	3.86%	0.36%
2026/01/23	6.34%	11.35%	13.31%	3.81%	0%	2.56%	2.88%	2.78%	2.33%	12.45%
2026/01/24	7.13%	19.95%	6.57%	5.66%	0%	4.54%	4.81%	3.19%	3.11%	0%
2026/01/25	5.68%	21.02%	16.42%	5.5%	0%	4.27%	3.49%	3.83%	2.52%	0%
2026/01/26	7.79%	14.61%	6.13%	4.15%	0%	2.23%	5.22%	3.37%	3.42%	6.07%
2026/01/27	7.31%	17.75%	7.85%	5.77%	0%	2.03%	4.98%	2.09%	2.14%	4.01%
2026/01/28	7.26%	16.01%	0.45%	6.77%	0%	4.37%	5.7%	3.61%	3.47%	0.46%
2026/01/29	8.05%	15.38%	0%	6.82%	0.89%	4.98%	6.64%	3.52%	3.54%	4.72%
2026/01/30	8.86%	7.47%	16.68%	5.87%	2.88%	4.67%	6.35%	3%	3.24%	6.17%
2026/01/31	9.67%	7.95%	6.63%	5.21%	5.2%	4.69%	4.56%	3.33%	2.96%	0%

healthengine.com.au
bupa.com.au
myhealth.net.au
updoc.com.au
doctorsondemand.com.au
mytelehealthclinic.com.au
hbf.com.au
betterhelp.com
primemedic.com.au
spmh.com.au

In January 2026, HealthEngine and Bupa dominated PPC impressions. HealthEngine fluctuated, peaking at 17.64% on January 9. Bupa’s highest was 21.15% on January 7. The month ended with HealthEngine at 9.67% and Bupa at 7.95%.

Campaign Efficiency

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

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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Google Text Ad Copy Insights & Creative Trends for AUS Healthcare & Medical Hospitals - Last month

1
No GP Referral Required https://www.betterhelp.com
Australia-Based Therapists — Customized Online Therapy. About 95% Of Users Get Matched To A Therapist Within 48 Hours.
2
GP Near Me - Walk-Ins Welcome https://www.bupa.com.au
Local GPs Care For The Whole Family. Appointments Available. Book Online Or Call Now! Local GP Services For Your Family. Appointments Available. Book Online Or Call Now!
3
HBF Health Insurance | Want up to 14 Weeks Free? https://www.hbf.com.au
Get Up to 14 Weeks Free & Waits Waived on Eligible Extras With Hospital & Extras Cover. Act Quick. For New Members Who Join Eligible Combined Cover By 10 March.
4
Find GP Near You https://www.healthengine.com.au
Same-day Appointments — GP services include check ups, scripts, referrals, skin checks, immunisation & more. View GP Near Me appointments and book online...
5
Bulk Billing Doctor Online | $0 Out-of-Pocket GP | Prime Medic https://www.primemedic.com.au
Book bulk billing telehealth GP consults with Prime Medic. Access Ahpra-registered doctors online for convenient and affordable healthcare in Australia.

In the competitive landscape of healthcare PPC ads, BetterHelp stands out with its promise of quick therapist matching, emphasizing accessibility. Bupa and HealthEngine focus on convenience, offering local GP services with easy booking. HBF entices with free weeks and waived waits, while Prime Medic highlights cost-effective telehealth solutions. Each ad uniquely addresses accessibility, convenience, or affordability, resonating with diverse healthcare needs.

Frequently Asked Questions

Why is the AUS Healthcare & Medical Hospitals January 2026 Report useful and how should I use it?

Why is the AUS Healthcare & Medical Hospitals January 2026 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

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How to use the AUS Healthcare & Medical Hospitals January 2026 Report
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How often is the data updated?

Data within the AUS Healthcare & Medical Hospitals January 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the AUS Healthcare & Medical Hospitals January 2026 Report?

The AUS Healthcare & Medical Hospitals January 2026 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Healthcare & Medical Hospitals January 2026 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Healthcare & Medical Hospitals January 2026 Report for?

The AUS Healthcare & Medical Hospitals January 2026 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
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AUS Healthcare & Medical Hospitals - PPC Market Share Analysis January 2026