AUS Healthcare & Medical Hospitals - PPC Market Share Analysis December 2025

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	14.954198549
	85.045801451

14%

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	14
	86

14%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	9%
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	17.23
healthengine.com.au	11.57
bupa.com.au	10.68
mytelehealthclinic.com.au	6.71
doctorsondemand.com.au	4.22
updoc.com.au	3.82
primemedic.com.au	3.44
betterhelp.com	2.42
healthcareaustralia.com.au	2
spmh.com.au	1.88
others	36.03

hbf.com.au - 17.23%
healthengine.com.au - 11.57%
bupa.com.au - 10.68%
mytelehealthclinic.com.au - 6.71%
doctorsondemand.com.au - 4.22%
updoc.com.au - 3.82%
primemedic.com.au - 3.44%
betterhelp.com - 2.42%
healthcareaustralia.com.au - 2%
spmh.com.au - 1.88%
others - 36.03%

In the healthcare PPC landscape, ‘others’ dominate with 36.03% click share, while hbf.com.au leads individual advertisers at 17.23%.

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	bupa.com.au	updoc.com.au	healthengine.com.au	mytelehealthclinic.com.au	hbf.com.au	ahm.com.au	doctorsondemand.com.au	betterhelp.com	hoothealth.com.au	primemedic.com.au
2025/12/01	8.41%	0.31%	5.53%	11.08%	7.48%	1.18%	3.85%	2.46%	4.21%	5.7%
2025/12/02	10.69%	0%	1.85%	9.49%	19.35%	1.41%	5.35%	5.71%	5.43%	1.75%
2025/12/03	11.04%	0.01%	4.71%	13.78%	10.51%	2.3%	2.98%	7.43%	1.83%	2.45%
2025/12/04	17.73%	4.48%	6.63%	6.69%	12.24%	0.99%	2.74%	2.03%	0%	3.62%
2025/12/05	16.86%	3.59%	5.5%	8.42%	8.52%	1.38%	6.06%	4.88%	0%	3.74%
2025/12/06	10.81%	5.26%	9.25%	13.41%	11.29%	1.92%	4.35%	3.82%	1.62%	4.63%
2025/12/07	14.2%	7.15%	1.49%	10.83%	9.44%	1.12%	5.69%	3.59%	3.09%	3.9%
2025/12/08	13.69%	9.66%	11.27%	8.79%	9.63%	1.05%	4.43%	2.89%	0.59%	3.15%
2025/12/09	10.97%	2.42%	2.96%	15.68%	14.04%	2.04%	5.24%	2.96%	2.29%	4.17%
2025/12/10	16.02%	0.38%	6.84%	11.52%	11.92%	1.73%	5.29%	3.93%	0.82%	5.04%
2025/12/11	15.46%	0.3%	3.41%	10.39%	12.91%	3.09%	5%	3.4%	1.09%	4.21%
2025/12/12	13.02%	0.83%	2.62%	10.26%	15.12%	2.64%	4.35%	3.96%	1.88%	3.8%
2025/12/13	15.18%	0%	5.68%	15%	12.64%	2.69%	5.02%	2.62%	4.72%	3.75%
2025/12/14	11.86%	0.57%	3.69%	15.36%	11.44%	1.57%	5.39%	3.77%	3.97%	4.25%
2025/12/15	10.51%	2.8%	7.01%	9.63%	10.53%	2.23%	5.33%	4.04%	1.53%	3.65%
2025/12/16	9.47%	0%	7.52%	16.68%	9.25%	2.76%	3.19%	2.95%	2.97%	3.42%
2025/12/17	15.67%	1.25%	5.2%	15.89%	9.84%	2.82%	0%	5.69%	4.47%	5.63%
2025/12/18	12.5%	0%	9.09%	7.85%	8.94%	4.65%	0%	2.58%	4.8%	4.04%
2025/12/19	17.2%	0%	2.98%	14.51%	10.12%	1.9%	0.52%	4.44%	0.09%	6.09%
2025/12/20	13.91%	0%	4.13%	15.66%	9.3%	3.92%	8.47%	2.23%	5.89%	6.86%
2025/12/21	16.42%	0.12%	7.99%	14.59%	12.47%	2.8%	4.84%	3.76%	2.44%	2.85%
2025/12/22	12.35%	6.15%	8.04%	6.96%	13.21%	5.22%	8.23%	4.59%	1.33%	2.93%
2025/12/23	9.67%	13.39%	12.37%	10.28%	7.9%	2.74%	0.35%	4.31%	2.09%	3.07%
2025/12/24	15.09%	14.88%	6.71%	10.01%	12.5%	3.9%	0.62%	4.46%	0.09%	5.69%
2025/12/25	13.18%	12.11%	8.3%	10.42%	10.35%	2.81%	7.86%	2.47%	1.97%	4.79%
2025/12/26	16.12%	15.44%	1.58%	10.37%	8.24%	4.27%	4.75%	2.08%	1.83%	4.8%
2025/12/27	7.59%	15.02%	9.73%	8.55%	9.18%	2.65%	4.52%	3.04%	2.81%	6.99%
2025/12/28	11.17%	14.91%	12.16%	8.36%	8.36%	2.99%	4.7%	4.53%	2.68%	3.23%
2025/12/29	11.87%	15.06%	2.83%	13.53%	8.86%	2.74%	0.41%	3.26%	1.31%	7.1%
2025/12/30	10.3%	14.79%	8.99%	13.12%	9.41%	3.13%	1.13%	3.03%	2.36%	2.33%
2025/12/31	18.99%	14.65%	9.14%	8.23%	5.59%	5.12%	2.41%	2.02%	1.86%	0.63%

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

Bupa.com.au led December’s PPC spend, peaking at 18.99% on the 31st. Updoc.com.au surged mid-month, while healthengine.com.au and mytelehealthclinic.com.au showed consistent fluctuations. Hbf.com.au’s early spike settled by month’s end.

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
2025/12/01	187
2025/12/02	187
2025/12/03	183
2025/12/04	205
2025/12/05	202
2025/12/06	193
2025/12/07	181
2025/12/08	187
2025/12/09	182
2025/12/10	182
2025/12/11	185
2025/12/12	186
2025/12/13	179
2025/12/14	176
2025/12/15	223
2025/12/16	201
2025/12/17	194
2025/12/18	177
2025/12/19	182
2025/12/20	170
2025/12/21	178
2025/12/22	187
2025/12/23	198
2025/12/24	185
2025/12/25	183
2025/12/26	187
2025/12/27	186
2025/12/28	180
2025/12/29	194
2025/12/30	194
2025/12/31	195

December saw fluctuating advertiser numbers, peaking at 223 on the 15th. The month concluded with a stable 195, reflecting a dynamic yet steady landscape.

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
updoc.com.au	5.17%
healthengine.com.au	3.27%
darlinghurstmedical.com.au	1.38%
ahm.com.au	0.68%
warwickmedicalcentre.com.au	0.48%
medprime.com.au	-1.25%
brisbanecitydoctors.com.au	-1.37%
ipn.com.au	-1.51%
hbf.com.au	-2.3%
myhealth.net.au	-2.3%

Updoc.com.au surged with a 5.17% click share increase, while hbf.com.au and myhealth.net.au both dropped by 2.3%.

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	bupa.com.au	healthengine.com.au	updoc.com.au	mytelehealthclinic.com.au	doctorsondemand.com.au	hbf.com.au	betterhelp.com	spmh.com.au	primemedic.com.au	darlinghurstmedical.com.au
2025/12/01	5.4%	8.85%	0.15%	7.77%	5.72%	4.31%	1.82%	5.48%	10.57%	0%
2025/12/02	10.84%	3.37%	0%	4.06%	5.9%	9.99%	4.46%	6.77%	1.8%	0.15%
2025/12/03	14.57%	6.85%	0.02%	7.36%	3.27%	5.67%	6.67%	0.02%	2.37%	0%
2025/12/04	22.12%	8.36%	2.12%	3.5%	2.27%	6.61%	1.95%	5.82%	3.68%	0.11%
2025/12/05	14.36%	7.26%	2.37%	3.64%	8.44%	5.08%	4.62%	0.3%	3.77%	0.11%
2025/12/06	14.23%	8.85%	3.57%	7.03%	3.47%	7.55%	4.16%	0%	5.51%	1.93%
2025/12/07	20.82%	2.99%	3.97%	5.01%	5.22%	5.41%	3.47%	0%	4.13%	2.94%
2025/12/08	14.29%	11.39%	7.38%	4.76%	5.36%	6.46%	3.24%	0.55%	3.95%	2.34%
2025/12/09	12.49%	5.73%	1.65%	7.39%	6.15%	8.75%	2.71%	0.03%	4.29%	0.18%
2025/12/10	16.87%	5.15%	0.25%	5.25%	8.52%	7.44%	3.82%	6.58%	5.58%	0.13%
2025/12/11	13.96%	7.13%	0.14%	4.53%	5.42%	7.93%	3.4%	7.85%	4.14%	0%
2025/12/12	16.57%	3.9%	0.32%	4.22%	3.68%	9.18%	3.76%	16.91%	3.26%	0.17%
2025/12/13	22.53%	8.03%	0%	6.36%	5.92%	6.99%	2.2%	0%	2.92%	1.8%
2025/12/14	14.06%	2.67%	0.23%	10.9%	5.96%	6.77%	3.31%	0%	3.57%	3.31%
2025/12/15	9.63%	12.11%	1.73%	5.22%	6.85%	6.86%	4.31%	1.75%	3.32%	0%
2025/12/16	8.85%	14.26%	0%	7.43%	4.8%	5.85%	2.97%	0%	3.22%	0%
2025/12/17	16.01%	9.53%	0.72%	9.67%	0%	6.91%	6.05%	1.33%	7.23%	0%
2025/12/18	9.96%	10.74%	0%	4.16%	0%	5.17%	2.35%	0.59%	3.44%	0.35%
2025/12/19	23.97%	5.28%	0%	5.96%	0.33%	5.71%	3.88%	1.04%	5.31%	10.75%
2025/12/20	17.48%	8.28%	0%	7.47%	13.17%	5.66%	2.15%	0%	7.69%	4.38%
2025/12/21	19.48%	10.59%	0.08%	7.55%	4.93%	7.73%	3.7%	0%	2.53%	4.21%
2025/12/22	12.56%	9.42%	4.01%	3.89%	12.4%	9.29%	4.87%	1.69%	3.33%	1.33%
2025/12/23	12.19%	13.32%	8.39%	7.92%	0.73%	5.03%	4.3%	0.34%	4.81%	0.74%
2025/12/24	18.97%	8.06%	10.76%	5.8%	0.25%	8.25%	4.55%	3.78%	5.41%	7.11%
2025/12/25	13.64%	11.68%	7.31%	5.73%	12.14%	6.32%	2.39%	4.08%	4.53%	0.2%
2025/12/26	23.53%	2.85%	12.09%	4.68%	4.7%	5.59%	2.12%	1.04%	4.35%	1.86%
2025/12/27	7.58%	12.55%	11.04%	4.5%	8.29%	5.74%	3.03%	0%	7.63%	1.42%
2025/12/28	9.61%	11.34%	13.66%	5.84%	7.07%	5.2%	4.72%	0%	3.07%	3.18%
2025/12/29	12.92%	4.07%	10.21%	9.82%	0.38%	5.28%	3.29%	3.2%	10.3%	2.23%
2025/12/30	13.97%	9.29%	11.3%	9.06%	0.78%	5.58%	2.8%	5.67%	1.75%	3.21%
2025/12/31	21.28%	14.64%	9.74%	4.22%	3.53%	3.06%	2.05%	0.55%	0.32%	0.13%

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

Bupa.com.au led December with fluctuating impressions, peaking at 23.97% on the 19th. Healthengine.com.au showed a steady presence, while updoc.com.au surged late month. The month concluded with bupa.com.au at 21.28%.

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 Clinic Near You - 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 | Up to 8 Weeks Free Cover https://www.hbf.com.au
Up To 8 Weeks Free When You Join With Hospital & Extras Cover. Don’t Miss Out, Join Today. For New Members Who Join Eligible Combined Cover By 13 January.
4
Book a GP Appointment Near You in Victoria https://www.healthengine.com.au
See all available GP appointment times and book online instantly. Healthengine is your home for healthcare & Australia's largest...
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 convenience. Bupa and Healthengine focus on accessibility, offering easy booking for family care. HBF entices with free cover offers, while Prime Medic highlights cost-effective telehealth services. Each ad uniquely addresses user needs, from affordability to accessibility.

Frequently Asked Questions

Why is the AUS Healthcare & Medical Hospitals December 2025 Report useful and how should I use it?

Why is the AUS Healthcare & Medical Hospitals December 2025 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.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the AUS Healthcare & Medical Hospitals December 2025 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the AUS Healthcare & Medical Hospitals December 2025 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 December 2025 Report?

The AUS Healthcare & Medical Hospitals December 2025 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 December 2025 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Healthcare & Medical Hospitals December 2025 Report for?

The AUS Healthcare & Medical Hospitals December 2025 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.
Can I get a custom report for my brand?

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AUS Healthcare & Medical Hospitals - PPC Market Share Analysis December 2025