AUS Healthcare & Medical Hospitals - PPC Market Share Analysis April 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.

Hospitals – AUS

Google AI Overview visibility for Healthcare & Medical Hospitals 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 10.4048586905
89.5951413095
10%

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 19
81
19%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 13%
Transactional 3%
Navigational 1%
Seasonal 0%
Local 3%
Problem Solving 12%

Copyright © Adthena. All rights reserved.

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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
hbf.com.au 24.05
updoc.com.au 10.61
healthengine.com.au 7.49
myhealth.net.au 5.6
mytelehealthclinic.com.au 4.1
health.qld.gov.au 3.71
healthcareaustralia.com.au 3.42
brisbanecitydoctors.com.au 3.11
bupa.com.au 2.62
spmh.com.au 2.11
others 33.18
  • hbf.com.au - 24.05%
  • updoc.com.au - 10.61%
  • healthengine.com.au - 7.49%
  • myhealth.net.au - 5.6%
  • mytelehealthclinic.com.au - 4.1%
  • health.qld.gov.au - 3.71%
  • healthcareaustralia.com.au - 3.42%
  • brisbanecitydoctors.com.au - 3.11%
  • bupa.com.au - 2.62%
  • spmh.com.au - 2.11%
  • others - 33.18%

Copyright © Adthena. All rights reserved.

In the healthcare PPC landscape, ‘others’ dominate with 33.18% click share, followed by hbf.com.au at 24.05%, and updoc.com.au at 10.61%.

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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date updoc.com.au mytelehealthclinic.com.au hbf.com.au medibank.com.au bupa.com.au primemedic.com.au myhealth.net.au finder.com.au healthengine.com.au hoothealth.com.au
2026/04/01 16.1% 12.36% 20.73% 1.79% 5.94% 5.6% 0.97% 4.48% 2% 2.88%
2026/04/02 12.53% 9.03% 17.24% 2.02% 4.42% 4.27% 6.09% 3.5% 3.16% 3.12%
2026/04/03 12.06% 9.01% 17.21% 2.4% 4.9% 0.1% 1.01% 3.9% 6.66% 1.88%
2026/04/04 8.65% 15.21% 18.55% 2.87% 4.35% 6.97% 0.17% 4.43% 6.16% 4.54%
2026/04/05 10.41% 12.77% 15.67% 2.95% 3.44% 4.35% 3.99% 3.69% 7.44% 2.46%
2026/04/06 11.22% 10.24% 9.67% 1.84% 4.91% 4.62% 1.3% 2.79% 9% 1.65%
2026/04/07 14.73% 9.53% 15.54% 1.77% 2.95% 4% 6.22% 4.52% 3.61% 1.86%
2026/04/08 17.89% 9.55% 15.52% 1.76% 5.75% 3.4% 6.65% 3.93% 0.31% 3.78%
2026/04/09 23.17% 5.97% 15.78% 3.15% 4.5% 4.74% 1.4% 3.84% 0.44% 7.15%
2026/04/10 19.01% 10.06% 16.29% 1.62% 2.85% 5.84% 6.55% 3.21% 0.44% 5.49%
2026/04/11 23.05% 13.44% 11.94% 2.04% 3.8% 5.96% 0.56% 3.36% 0.61% 8.13%
2026/04/12 14.43% 5.39% 11.28% 3.4% 5.96% 4.37% 4.83% 1.37% 5.93% 2.23%
2026/04/13 21.39% 5.11% 10.17% 2.18% 6.18% 4.36% 1.6% 1.02% 6.4% 0.55%
2026/04/14 26.2% 8.64% 10.72% 2.29% 4.56% 3.91% 0.24% 1.23% 7.53% 1.59%
2026/04/15 23.01% 4.53% 13.26% 2.49% 7.16% 4.8% 1.35% 1.76% 4.4% 1.57%
2026/04/16 18.02% 9.78% 12.38% 2.46% 5.5% 2.68% 5.67% 0.71% 10.87% 1.67%
2026/04/17 20.61% 10.55% 15.36% 2.53% 5.92% 3.1% 0% 1.5% 2.28% 0.65%
2026/04/18 21.6% 17.36% 11.29% 2.79% 2.82% 3.38% 1.89% 3.51% 5.95% 4.77%
2026/04/19 17.54% 11.88% 11.86% 2.5% 5.24% 3.08% 0.3% 1.51% 8.33% 3.75%
2026/04/20 18.59% 7.51% 10.93% 2.78% 3.5% 3.58% 7.86% 1.13% 9.11% 0.39%
2026/04/21 22.05% 10.01% 13.11% 2.42% 3.51% 3.15% 7.2% 1.37% 5.7% 0.99%
2026/04/22 24.87% 10.9% 9.37% 2.95% 4.42% 3.39% 6.93% 3.21% 9.36% 0.66%
2026/04/23 24.25% 9.98% 11.1% 2.92% 4.29% 5.03% 4.1% 2.28% 7.29% 2.5%
2026/04/24 23.06% 12.34% 16.19% 4.06% 4.35% 3.75% 2.42% 3.01% 3.41% 0.52%
2026/04/25 19.24% 8.58% 14.25% 4.24% 4.29% 4.38% 10.76% 1.4% 1.9% 4.38%
2026/04/26 21.94% 11.26% 8.47% 4% 2.96% 4.85% 5.25% 2.52% 2.82% 3.75%
2026/04/27 18.42% 7.42% 14.37% 4.48% 4.08% 3.22% 3.42% 0.64% 0.63% 2.43%
2026/04/28 19.99% 11.2% 11.04% 3.85% 3.7% 3.57% 0% 2.55% 6.01% 2.09%
2026/04/29 19.97% 6.43% 13.56% 3.44% 5.1% 4.25% 0% 2.01% 8.93% 2.39%
2026/04/30 21.35% 15.29% 14.45% 3.91% 3.55% 3.27% 2.86% 2.65% 1.54% 0.45%
  • updoc.com.au
  • mytelehealthclinic.com.au
  • hbf.com.au
  • medibank.com.au
  • bupa.com.au
  • primemedic.com.au
  • myhealth.net.au
  • finder.com.au
  • healthengine.com.au
  • hoothealth.com.au

Copyright © Adthena. All rights reserved.

April saw dynamic shifts in PPC spend share. Updoc.com.au led with peaks mid-month, while mytelehealthclinic.com.au fluctuated. Hbf.com.au maintained steady presence, and medibank.com.au gradually increased. The month concluded with diverse advertiser strategies.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/04/01 136
2026/04/02 148
2026/04/03 154
2026/04/04 155
2026/04/05 164
2026/04/06 159
2026/04/07 169
2026/04/08 163
2026/04/09 145
2026/04/10 165
2026/04/11 155
2026/04/12 166
2026/04/13 178
2026/04/14 159
2026/04/15 162
2026/04/16 146
2026/04/17 156
2026/04/18 146
2026/04/19 157
2026/04/20 149
2026/04/21 145
2026/04/22 148
2026/04/23 155
2026/04/24 151
2026/04/25 147
2026/04/26 135
2026/04/27 142
2026/04/28 147
2026/04/29 137
2026/04/30 117

Copyright © Adthena. All rights reserved.

April began with 136 advertisers, peaking at 178 mid-month. A decline followed, ending with 117 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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
updoc.com.au 1.89%
healthengine.com.au 1.19%
health.gov.au 0.97%
healthcareaustralia.com.au 0.69%
hbf.com.au 0.69%
medprime.com.au -0.56%
hotdoc.com.au -0.57%
myhealth.net.au -0.82%
spmh.com.au -1.74%
brisbanecitydoctors.com.au -1.98%

Copyright © Adthena. All rights reserved.

In the past month, updoc.com.au surged with a 1.89% click share increase, while brisbanecitydoctors.com.au faced a 1.98% decline.

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.

Date hbf.com.au myhealth.net.au updoc.com.au mytelehealthclinic.com.au healthengine.com.au primemedic.com.au bupa.com.au hcf.com.au spmh.com.au brisbanecitydoctors.com.au
2026/04/01 17.87% 3.57% 9.99% 5.47% 7.16% 4.3% 2.61% 3.9% 4.28% 0%
2026/04/02 14.52% 6.19% 6.69% 3.63% 7.93% 3.86% 2.32% 1.96% 5.54% 1.63%
2026/04/03 12.16% 3.07% 8.1% 3.97% 6.99% 0.1% 4.11% 2.04% 3.27% 6.63%
2026/04/04 16.36% 0.97% 8.93% 6.24% 9.48% 6.59% 2.78% 7.86% 0% 0.16%
2026/04/05 11.41% 9.18% 5.66% 4.29% 7.6% 4.83% 1.58% 0.89% 0% 0.65%
2026/04/06 7.5% 4.9% 6.41% 3.86% 10.16% 3.55% 2.05% 1.47% 3.83% 15.09%
2026/04/07 11.21% 7.98% 8.02% 3.02% 6.27% 2.73% 1.26% 0.2% 4.13% 9.14%
2026/04/08 11.73% 16.94% 9.54% 3.15% 0.42% 2.53% 2.6% 3.23% 11.77% 0%
2026/04/09 13.23% 6.02% 11.15% 2.13% 0.6% 3.55% 2.42% 7.65% 6.24% 5.15%
2026/04/10 13.6% 6.25% 9.81% 3.36% 0.41% 4.37% 2.34% 0.39% 9.81% 1.41%
2026/04/11 10.49% 1.78% 12.82% 5.18% 0.94% 5.28% 3.2% 3.8% 0% 6.32%
2026/04/12 7.13% 13.67% 5.91% 1.6% 5.96% 2.95% 2.99% 1.77% 0% 0.45%
2026/04/13 7.1% 4.81% 12.3% 1.44% 6.43% 2.75% 4.12% 1.1% 9.88% 0.19%
2026/04/14 9.96% 1.09% 22.44% 3.11% 6.92% 3.13% 3.44% 1.08% 0.56% 6.5%
2026/04/15 9.77% 6.02% 13.12% 1.75% 7.9% 3.14% 4.93% 2.26% 4.57% 0.74%
2026/04/16 8.91% 12.63% 11.38% 2.87% 13.44% 1.68% 3.31% 1.23% 11.57% 0%
2026/04/17 13.69% 0% 13.53% 3.61% 6.36% 2.35% 5% 3.03% 0.03% 1.63%
2026/04/18 10.46% 7.09% 13.65% 6.77% 9.34% 2.91% 3.53% 1.43% 0% 7.95%
2026/04/19 9.4% 1.28% 8.75% 3.94% 9.45% 2.37% 4.28% 4.63% 0% 1.25%
2026/04/20 8.91% 11.92% 9.31% 2.53% 10.82% 2.41% 2.07% 7.33% 5.31% 2.94%
2026/04/21 12.52% 6.32% 13.38% 3.94% 10.22% 2.71% 2.86% 0.74% 6.32% 12.97%
2026/04/22 8.24% 8.48% 13.84% 4.01% 12.61% 2.55% 3.3% 0.46% 1.55% 0%
2026/04/23 10.68% 4.05% 14.11% 4.9% 9.65% 5.18% 3.42% 0.54% 3.68% 0%
2026/04/24 14.02% 8.39% 11.87% 5.22% 6.77% 3.5% 3.17% 0.68% 1.46% 0.07%
2026/04/25 12.64% 17.93% 9.14% 3.56% 2.03% 3.67% 3.64% 0.51% 0% 0%
2026/04/26 7.54% 7.02% 10.96% 4.73% 6.96% 6.54% 2.37% 3.67% 0% 1.75%
2026/04/27 10.58% 12.14% 8.25% 2.26% 0.52% 2.28% 3.38% 1.34% 3.6% 0.22%
2026/04/28 10.06% 0% 12.43% 4.21% 8.02% 2.88% 3.57% 1.97% 0% 4.32%
2026/04/29 12.22% 0% 11.06% 2.66% 10.52% 3.16% 5.29% 1.69% 3.36% 0.07%
2026/04/30 13.5% 10.42% 10.28% 6.05% 3.7% 2.41% 2.31% 2.01% 0% 0%
  • hbf.com.au
  • myhealth.net.au
  • updoc.com.au
  • mytelehealthclinic.com.au
  • healthengine.com.au
  • primemedic.com.au
  • bupa.com.au
  • hcf.com.au
  • spmh.com.au
  • brisbanecitydoctors.com.au

Copyright © Adthena. All rights reserved.

April saw fluctuating PPC impressions for healthcare advertisers. Hbf.com.au started strong but dipped mid-month, finishing at 13.50%. Myhealth.net.au peaked on April 25th with 17.93%. Updoc.com.au maintained steady growth, closing at 10.28%.

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.

Google Text Ad Copy Insights & Creative Trends for AUS Healthcare & Medical Hospitals - Last month
  1. 1
    Want Up To 12 Weeks Free? - Join Direct By 22 April 2026 https://www.bupa.com.au

    Join Direct By 22 April 2026 & Get Up To 12 Weeks Free + WW. T&Cs apply. New members only.

  2. 2
    Want up to 12 Weeks Free? | Get Up To $200 Gift Card https://www.hbf.com.au

    New Members Join Today on Eligible Hospital & Extras Cover To Get Up To 12 Weeks Free. Flexible Extras Cover. Get Covered in Minutes.

  3. 3
    Find your nearest Medicare Urgent Care Clinic | Australian https://www.health.gov.au

    Medicare UCCs Provide Urgent Health Care For Non-Life-Threatening Illnesses & Injuries. Bulk Billed, Walk In, and Open For Extended Hours 7 Days A...

  4. 4
    Join Queensland Health - Healthcare jobs in QLD Health https://careers.health.qld.gov.au

    Find your next career in Queensland. Come for work, stay for the lifestyle. Training, teamwork and support. Join our Queensland Health team today.

  5. 5
    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 online health marketplace.

Copyright © Adthena. All rights reserved.

In the competitive landscape of healthcare PPC ads, Bupa and HBF entice new members with offers of up to 12 weeks free, emphasizing immediate benefits and flexibility. Meanwhile, Health.gov.au and Healthengine focus on accessibility, promoting urgent care and easy GP bookings. Queensland Health highlights career opportunities, blending work with lifestyle.

Frequently Asked Questions

Customer Success Stories

Get the full picture

See this data specific to your brand performance

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.

Related reports