AUS Healthcare & Medical Hospitals - PPC Market Share Analysis October 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 26.018820357
73.981179643
26%

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 7%
Transactional 2%
Navigational 3%
Seasonal 0%
Local 7%
Problem Solving 10%

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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
updoc.com.au 21.78
hbf.com.au 12.25
hola.health 8.83
healthengine.com.au 6.31
myhealth.net.au 5.39
healthdirect.gov.au 3.9
bupa.com.au 3.87
abbyhealth.app 3.61
nextclinic.com.au 2.35
brisbanecitydoctors.com.au 2.03
others 29.68
  • updoc.com.au - 21.78%
  • hbf.com.au - 12.25%
  • hola.health - 8.83%
  • healthengine.com.au - 6.31%
  • myhealth.net.au - 5.39%
  • healthdirect.gov.au - 3.9%
  • bupa.com.au - 3.87%
  • abbyhealth.app - 3.61%
  • nextclinic.com.au - 2.35%
  • brisbanecitydoctors.com.au - 2.03%
  • others - 29.68%

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In the healthcare PPC landscape, Updoc.com.au leads with 21.78% click share, followed by HBF.com.au at 12.25%. Others collectively hold 29.68%, showcasing diverse competition.

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 hola.health hbf.com.au bupa.com.au abbyhealth.app healthengine.com.au finder.com.au mytelehealthclinic.com.au nextclinic.com.au myhealth.net.au
2026/10/01 33.59% 13.64% 8.82% 5.44% 2.39% 4.43% 2.27% 0.24% 6.74% 3.18%
2026/10/02 34.76% 12.19% 9.31% 5.95% 1.87% 3.7% 1.4% 0% 5.06% 2.1%
2026/10/03 27.33% 9.14% 8.93% 5.65% 2.42% 10.59% 3.86% 0.42% 3.38% 3.14%
2026/10/04 27.72% 15.24% 8.22% 4% 4.73% 3.62% 2.93% 6.27% 2.17% 4.2%
2026/10/05 18.17% 9.87% 11.43% 4.62% 3.56% 4.91% 3.69% 7.7% 2.93% 0.46%
2026/10/06 28.49% 13.22% 8.77% 4.17% 2.36% 3.07% 2.29% 4.3% 5.61% 2.58%
2026/10/07 28.07% 14.44% 9.59% 4.29% 1.98% 4.98% 1.75% 5.88% 1.1% 4.67%
2026/10/08 25.58% 12.66% 7.43% 7.05% 4.09% 1.85% 2.85% 4.29% 5.07% 0.91%
2026/10/09 29.01% 12.86% 10.01% 4.59% 2.73% 5.33% 1.43% 6% 6.3% 1.37%
2026/10/10 23.91% 16.5% 11.55% 7.52% 4.35% 1.76% 4.22% 4.61% 0.74% 3.3%
2026/10/11 16.83% 9.2% 10.24% 8.46% 5.48% 2.97% 2.53% 2.78% 6.77% 2.92%
2026/10/12 22.13% 12.35% 10.47% 6.2% 4.19% 2.03% 2.44% 2.84% 1.75% 4.17%
2026/10/13 23.61% 10.94% 10.28% 6.01% 2.45% 5.39% 2.75% 5.66% 4.35% 3.13%
2026/10/14 24.79% 13.44% 7.91% 6.55% 2.22% 4.79% 2.17% 0.01% 5.6% 1.74%
2026/10/15 27.39% 14.62% 8.65% 4.07% 3.46% 3.15% 2.07% 1.78% 5.4% 1.04%
2026/10/16 32.06% 11.51% 9.85% 4.36% 1.25% 1.89% 0.97% 0.01% 9.02% 6.91%
2026/10/17 27.47% 12.65% 9.32% 4.43% 2.99% 1.91% 1.35% 2.56% 4.75% 4.62%
2026/10/18 29.13% 11.2% 9.21% 5.57% 1.32% 3.54% 3.15% 2.59% 5.19% 3.58%
2026/10/19 26.66% 8.44% 8.69% 4.15% 1.88% 2.06% 1.24% 2.46% 10.15% 9.07%
2026/10/20 32.71% 11.8% 7.33% 5.7% 5.05% 3.31% 1.87% 0% 6.99% 0.38%
2026/10/21 26.97% 9.31% 6.64% 6.07% 2.88% 2.36% 3.39% 0.53% 8.55% 4.32%
2026/10/22 26.71% 6.83% 11.65% 6.26% 4.37% 4.18% 2.55% 0% 8.06% 4.02%
2026/10/23 26.73% 12.29% 12.93% 5.45% 2.13% 1.62% 1.65% 1.86% 6.96% 1.05%
2026/10/24 23.3% 10.09% 7.91% 5.36% 4.08% 4.5% 3.21% 3.6% 4.74% 2.88%
2026/10/25 26.37% 10.78% 7.16% 4.6% 2.63% 1.66% 4.39% 4.06% 1.63% 3.44%
2026/10/26 29.17% 11.14% 4.79% 6.59% 4.01% 6.93% 5.79% 1.35% 3.08% 0.99%
2026/10/27 26.03% 12.87% 9.81% 5.27% 2.61% 5.05% 4.54% 1.71% 2.16% 0.96%
2026/10/28 24.76% 10.93% 5.29% 4.57% 4.99% 4.13% 3.47% 4.18% 6% 1.17%
2026/10/29 22.03% 14.55% 9.78% 4.78% 2.28% 4.38% 3.02% 3.44% 1.49% 1.79%
2026/10/30 21.94% 13.4% 7.78% 4.57% 3.14% 4.43% 3.12% 3.61% 5.79% 1.17%
2026/10/31 20.71% 15.25% 9.74% 5.28% 4.29% 2.75% 2.73% 2.6% 2.05% 0.8%
  • updoc.com.au
  • hola.health
  • hbf.com.au
  • bupa.com.au
  • abbyhealth.app
  • healthengine.com.au
  • finder.com.au
  • mytelehealthclinic.com.au
  • nextclinic.com.au
  • myhealth.net.au

Copyright © Adthena. All rights reserved.

In October 2026, Updoc.com.au led PPC spend, peaking early, then fluctuating. Hola.health showed consistent mid-range activity. Hbf.com.au and Bupa.com.au maintained steady, lower levels. Mytelehealthclinic.com.au spiked mid-month, while Nextclinic.com.au and Myhealth.net.au had varied trends.

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
2026/10/01 114
2026/10/02 126
2026/10/03 127
2026/10/04 123
2026/10/05 124
2026/10/06 135
2026/10/07 134
2026/10/08 134
2026/10/09 129
2026/10/10 128
2026/10/11 121
2026/10/12 123
2026/10/13 125
2026/10/14 132
2026/10/15 134
2026/10/16 129
2026/10/17 127
2026/10/18 121
2026/10/19 136
2026/10/20 123
2026/10/21 122
2026/10/22 108
2026/10/23 128
2026/10/24 147
2026/10/25 150
2026/10/26 154
2026/10/27 178
2026/10/28 159
2026/10/29 158
2026/10/30 173
2026/10/31 162

Copyright © Adthena. All rights reserved.

October saw a dynamic rise in distinct advertisers, starting at 114 and peaking at 178. The month concluded with a robust 162, showcasing significant growth.

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 1.79%
health.gov.au 1.03%
doctorsondemand.com.au 0.86%
bupa.com.au 0.85%
healthengine.com.au 0.74%
sahealth.sa.gov.au -1.22%
hola.health -1.63%
healthdirect.gov.au -2.18%
spmh.com.au -2.25%
brisbanecitydoctors.com.au -3.25%

Copyright © Adthena. All rights reserved.

In the past month, updoc.com.au surged with a 1.79% click share increase, while brisbanecitydoctors.com.au faced a 3.25% 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 updoc.com.au hola.health hbf.com.au abbyhealth.app healthengine.com.au healthdirect.gov.au bupa.com.au doctorsondemand.com.au myhealth.net.au nextclinic.com.au
2026/10/01 35.38% 12.4% 5.46% 2.26% 4.24% 5.26% 3.6% 1.77% 6.15% 3.23%
2026/10/02 33.91% 12.37% 5.47% 2.59% 6.73% 5.99% 2.93% 1.25% 3.33% 2.98%
2026/10/03 25.21% 10.06% 5.01% 2.14% 13.9% 6.88% 2.28% 0.48% 5.97% 1.52%
2026/10/04 24.85% 15.06% 4.84% 5.39% 6.75% 4.64% 1.58% 2.22% 6.76% 2.4%
2026/10/05 13.93% 8.52% 8.16% 3.65% 7.3% 4.12% 2.25% 0.36% 1.22% 1.99%
2026/10/06 27.19% 10.64% 5.95% 3.46% 3.45% 7.69% 2.46% 1.13% 4.14% 3.81%
2026/10/07 26.99% 13.17% 5.54% 2.04% 5.27% 3.62% 2.68% 1.26% 6.82% 1.77%
2026/10/08 24.53% 11.3% 6.97% 6.19% 1.9% 4.52% 4.44% 2.36% 1.6% 2.78%
2026/10/09 27.06% 10.3% 6.57% 3.06% 8.18% 2.82% 3.64% 1.55% 2.52% 3.96%
2026/10/10 28.52% 16.27% 6.58% 4.67% 2.36% 4.04% 4.03% 0.55% 4.87% 0.87%
2026/10/11 14.5% 8.24% 5.89% 7.05% 4.62% 8.08% 4.63% 0.44% 4.9% 4.01%
2026/10/12 18.36% 10.24% 6.19% 4.54% 3.46% 13.13% 2.46% 1.31% 6.35% 1.48%
2026/10/13 27.12% 11.32% 6.47% 4.09% 5.55% 5.35% 3.01% 1.58% 4.08% 2.06%
2026/10/14 22.45% 11.53% 4.79% 3.57% 4.17% 6.84% 4.13% 1.77% 2.72% 2.65%
2026/10/15 23.41% 13.33% 7.28% 5.61% 5.6% 7.01% 2.31% 3.25% 2.64% 2.52%
2026/10/16 32.44% 9.1% 5.98% 2.04% 2.65% 6% 2.23% 1.95% 9.28% 4.23%
2026/10/17 31.21% 11.23% 5.34% 4.97% 2.84% 3.51% 3.22% 3.25% 5.77% 3.73%
2026/10/18 34.73% 9.3% 5.48% 2.26% 5.27% 3.48% 4.48% 2.57% 6.34% 3.45%
2026/10/19 28.19% 8.64% 5.75% 3.18% 3.88% 3.59% 3.32% 1.66% 12.36% 5.52%
2026/10/20 34.67% 11.05% 4.56% 7.17% 5.37% 0.41% 3.44% 1.96% 0.8% 5.48%
2026/10/21 28.33% 10.37% 4.29% 3.58% 3.42% 0.64% 3.42% 3.37% 7.15% 6.39%
2026/10/22 27.83% 6% 7.34% 6.25% 4.84% 1.29% 4.55% 2.52% 7.09% 7.79%
2026/10/23 23.41% 10.68% 9.46% 3.79% 2.35% 3.82% 4.73% 5.43% 2.89% 3.93%
2026/10/24 21.69% 7.92% 4.4% 6.05% 4.85% 1.54% 5.16% 2.76% 6.49% 2.5%
2026/10/25 25.98% 8.19% 3.98% 3.81% 2.32% 1.92% 4.84% 1.47% 5.48% 1.11%
2026/10/26 26.2% 9.82% 2.75% 5.18% 10.37% 2.45% 5.31% 1.66% 1.84% 1.98%
2026/10/27 21.61% 12.25% 6.03% 4.27% 9.31% 2.03% 3.07% 4.48% 2.64% 1.32%
2026/10/28 21.31% 9.03% 3.56% 6.61% 6.98% 5.84% 5.23% 2.01% 3.26% 3.16%
2026/10/29 21.88% 11.96% 6.11% 3.76% 8.25% 3.44% 4.33% 3.7% 5.69% 0.97%
2026/10/30 23.3% 9.45% 4.83% 4.73% 6.36% 3% 4% 2.84% 3.24% 3.29%
2026/10/31 17.78% 13.28% 6.39% 5.38% 5.17% 4.58% 4.4% 3.41% 2.14% 1.83%
  • updoc.com.au
  • hola.health
  • hbf.com.au
  • abbyhealth.app
  • healthengine.com.au
  • healthdirect.gov.au
  • bupa.com.au
  • doctorsondemand.com.au
  • myhealth.net.au
  • nextclinic.com.au

Copyright © Adthena. All rights reserved.

Updoc.com.au started October strong, peaking at 35.38% on the 1st, but fluctuated throughout, ending at 17.78%. Hola.health saw a steady rise, closing at 13.28%. Hbf.com.au maintained a moderate presence, finishing at 6.39%. Abbyhealth.app showed consistent growth, ending at 5.38%. Healthengine.com.au had a varied month, closing at 5.17%. Healthdirect.gov.au experienced ups and downs, finishing at 4.58%. Bupa.com.au remained stable, ending at 4.4%. Doctorsondemand.com.au showed gradual improvement, closing at 3.41%. Myhealth.net.au fluctuated, ending at 2.14%. Nextclinic.com.au had a mixed month, finishing at 1.83%.

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? | Get Up To $200 Gift Card https://www.hbf.com.au

    Act Quick. For New Members Who Join Eligible Combined Cover By 8 December. T&Cs Apply. Up to 12 Weeks Free, Plus Up To $200 Gift Card With Hospital ...

  2. 2
    Walk in clinic near me | Bulk Billing GP https://www.healthdirect.gov.au

    Find a doctor, dentist or healthcare Specialist near you. healthdirect Service Finder is free service to help you locate the nearest health services. Free service.

  3. 3
    Find GP Clinics Near You - Nearest GP Clinic - Book Now https://www.healthengine.com.au › gp › appointments

    View Nearest GP Clinic appointments and book online with Healthengine now. GP services include check ups, scripts, referrals, skin checks, immunisation & more. Bulk Bill GPs. Telehealth GP options.

  4. 4
    St John GP Osborme Park - GP accepting new patients https://www.stjohnhealth.com.au › general › practice

    Family focused care at every life stage. Book a visit with our friendly doctors today.

  5. 5
    Doctors in Melbourne - No Appointment Necessary https://www.updoc.com.au/telehealth/consultation

    updoc - One Of Australia's Most Used Health Platforms. Consult With A Doctor Today. Used By 1M+ Aussies. Updoc Provide Simple & Accessible Healthcare...

Copyright © Adthena. All rights reserved.

In the competitive landscape of healthcare PPC ads, HBF entices with up to 12 weeks free and a $200 gift card, while Healthdirect offers a free service finder. Healthengine and St John Health focus on convenience and family care, and Updoc highlights accessibility with no appointments needed.

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