AUS Healthcare & Medical Hospitals - PPC Market Share Analysis August 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 21.6159026455
78.3840973545
21%

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 17
83
17%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 10%
Transactional 2%
Navigational 1%
Seasonal 0%
Local 5%
Problem Solving 14%

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 18.94
healthengine.com.au 11.64
healthdirect.gov.au 9.53
myhealth.net.au 6.93
bupa.com.au 4.13
brisbanecitydoctors.com.au 3.72
mytelehealthclinic.com.au 3.34
updoc.com.au 3.13
healthcareaustralia.com.au 2.59
medprime.com.au 2.23
others 33.82
  • hbf.com.au - 18.94%
  • healthengine.com.au - 11.64%
  • healthdirect.gov.au - 9.53%
  • myhealth.net.au - 6.93%
  • bupa.com.au - 4.13%
  • brisbanecitydoctors.com.au - 3.72%
  • mytelehealthclinic.com.au - 3.34%
  • updoc.com.au - 3.13%
  • healthcareaustralia.com.au - 2.59%
  • medprime.com.au - 2.23%
  • others - 33.82%

Copyright © Adthena. All rights reserved.

In the healthcare PPC landscape, hbf.com.au leads with 18.94% click share, followed by healthengine.com.au at 11.64%. Others collectively dominate with 33.82%.

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 hbf.com.au myhealth.net.au hola.health healthengine.com.au healthdirect.gov.au mytelehealthclinic.com.au bupa.com.au doctorsondemand.com.au primemedic.com.au
2026/08/01 6.77% 6.08% 2.71% 3.31% 9.14% 3.1% 5.68% 15.4% 3.18% 2.86%
2026/08/02 10% 10.46% 4.9% 2.46% 4.11% 2.73% 10.47% 10.05% 3.74% 3.37%
2026/08/03 9.71% 16.32% 5.72% 1.94% 4.97% 4% 4.25% 8.62% 7.74% 5.02%
2026/08/04 9.3% 12.52% 2.43% 1.15% 5.83% 1.59% 7.74% 9.96% 3.39% 7.24%
2026/08/05 3.1% 5.22% 4.84% 1.99% 8.93% 4.76% 10.76% 11.68% 3.68% 3.76%
2026/08/06 9.58% 6.5% 4.55% 1.21% 6.89% 4.43% 12.32% 9.48% 2.37% 2.53%
2026/08/07 4.11% 17.83% 6.52% 1.73% 10.83% 4.2% 8.88% 8.88% 2.53% 5.83%
2026/08/08 3.55% 15.36% 2.69% 2.62% 16.34% 6.02% 7.38% 11.82% 2.07% 0.6%
2026/08/09 2.02% 11.04% 13.9% 2.77% 4.06% 5.14% 5.4% 5.38% 1.74% 4.76%
2026/08/10 3.53% 16.65% 4.97% 2.09% 6.52% 4.4% 10.4% 10.88% 1.54% 0.34%
2026/08/11 8.98% 26.55% 1.3% 3.82% 5.26% 1.74% 7.43% 5.82% 8.17% 3.69%
2026/08/12 0.42% 19.88% 5.15% 0.75% 15.03% 4.9% 12.95% 7.21% 0.6% 0.49%
2026/08/13 2.54% 17.82% 5.85% 2.21% 12.26% 8.49% 2.07% 9.67% 1.26% 2.39%
2026/08/14 8.63% 18.79% 9.66% 5.64% 11.06% 4.85% 0% 7.32% 2.97% 1.49%
2026/08/15 8.07% 15.78% 2.33% 5.88% 10.27% 4.5% 2.02% 11.47% 3.54% 0.71%
2026/08/16 10.98% 17.79% 0.7% 4.24% 5.08% 4.95% 6.91% 6.09% 4.05% 4.98%
2026/08/17 7.4% 31.81% 4.22% 1.77% 2.67% 7.08% 1.03% 8.16% 2.38% 5.4%
2026/08/18 2.8% 16.02% 6.62% 4.25% 8.74% 7.27% 14.02% 7.56% 2.22% 14.87%
2026/08/19 0% 13.08% 2.57% 1.78% 5.24% 5.53% 8.74% 15.9% 2.73% 6.18%
2026/08/20 0% 26.69% 5.49% 2.88% 14.29% 4.36% 0.21% 13.02% 1.44% 0.08%
2026/08/21 1.76% 18.53% 0.86% 1.74% 4.17% 12.9% 10.33% 5.77% 3.33% 4.58%
2026/08/22 0.89% 15.54% 1.19% 1.94% 15.77% 4.78% 11.76% 3.56% 1.23% 3.21%
2026/08/23 1.12% 13.74% 2.47% 2.67% 12.01% 7.71% 5.15% 5.47% 1.55% 1%
2026/08/24 4.95% 15.86% 4.42% 2.2% 7.76% 8.02% 10.64% 6.27% 5.58% 1.74%
2026/08/25 2.75% 18% 2.43% 2.88% 7.93% 5.94% 6.18% 6.48% 4.48% 5.78%
2026/08/26 1.76% 14.91% 3.81% 2.43% 5.41% 4.38% 9.46% 6.23% 3.12% 2.03%
2026/08/27 0.83% 14.55% 5.97% 3.82% 5% 9.68% 9.17% 4.54% 1.34% 1.1%
2026/08/28 0.68% 16.61% 4.74% 2.64% 6.14% 9.12% 3.08% 7.57% 4.48% 3.89%
2026/08/29 14.34% 13.25% 1.49% 2.29% 6.54% 11.72% 7.35% 6.67% 2.3% 0.07%
2026/08/30 11.25% 17.32% 5.41% 2.18% 2.73% 11.4% 8.75% 7.23% 3.62% 0.29%
2026/08/31 17.6% 11.78% 9.91% 9.52% 8.82% 5.02% 4.91% 3.96% 1.45% 0.87%
  • updoc.com.au
  • hbf.com.au
  • myhealth.net.au
  • hola.health
  • healthengine.com.au
  • healthdirect.gov.au
  • mytelehealthclinic.com.au
  • bupa.com.au
  • doctorsondemand.com.au
  • primemedic.com.au

Copyright © Adthena. All rights reserved.

In August 2026, “updoc.com.au” saw a rollercoaster trend, peaking at 17.6% on the 31st. “hbf.com.au” maintained dominance, reaching 31.81% on the 17th. “myhealth.net.au” fluctuated, ending at 9.91%. “hola.health” spiked to 9.52% on the 31st. “healthengine.com.au” had a notable rise, peaking at 16.34% on the 8th. “healthdirect.gov.au” surged to 12.9% on the 21st. “mytelehealthclinic.com.au” varied, peaking at 14.02% on the 18th. “bupa.com.au” started strong at 15.4% but ended at 3.96%. “doctorsondemand.com.au” remained steady, peaking at 8.17% on the 11th. “primemedic.com.au” had a significant peak at 14.87% on the 18th.

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
2026/08/01 152
2026/08/02 157
2026/08/03 143
2026/08/04 147
2026/08/05 122
2026/08/06 120
2026/08/07 111
2026/08/08 99
2026/08/09 103
2026/08/10 95
2026/08/11 117
2026/08/12 104
2026/08/13 99
2026/08/14 96
2026/08/15 102
2026/08/16 108
2026/08/17 101
2026/08/18 91
2026/08/19 86
2026/08/20 88
2026/08/21 92
2026/08/22 102
2026/08/23 99
2026/08/24 103
2026/08/25 99
2026/08/26 96
2026/08/27 96
2026/08/28 97
2026/08/29 87
2026/08/30 104
2026/08/31 97

Copyright © Adthena. All rights reserved.

August began with 152 advertisers, peaking at 157, then declining to 97 by month’s end. The mid-month saw fluctuations, with a notable dip to 86 on the 19th.

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
healthdirect.gov.au 7.02%
alignhc.com.au 1.28%
letooth.com.au 0.95%
spmh.com.au 0.77%
growmedical.com.au 0.75%
healthcareoncollins.com.au -0.7%
hotdoc.com.au -0.82%
hbf.com.au -0.88%
medprime.com.au -0.94%
brisbanecitydoctors.com.au -2.52%

Copyright © Adthena. All rights reserved.

In the past month, healthdirect.gov.au surged with a 7.02% click share increase, while brisbanecitydoctors.com.au faced a 2.52% 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 myhealth.net.au healthengine.com.au healthdirect.gov.au updoc.com.au hbf.com.au mytelehealthclinic.com.au bupa.com.au medprime.com.au spmh.com.au brisbanecitydoctors.com.au
2026/08/01 6.86% 12.26% 6.33% 4.12% 3.39% 2.06% 9.98% 1.27% 0.1% 5.61%
2026/08/02 9.68% 5.81% 8.26% 7.75% 5.24% 3.77% 6.06% 6.84% 0.14% 2.27%
2026/08/03 8.89% 6.09% 11.95% 5.47% 7.51% 1.76% 3.73% 4.53% 1.94% 3.58%
2026/08/04 5.45% 10.36% 2.96% 5.61% 7.79% 3.52% 4.19% 5.56% 0.01% 5.69%
2026/08/05 6.61% 11.75% 9.51% 2.15% 2.92% 4.17% 5.85% 5.69% 1.8% 10.42%
2026/08/06 7.23% 10.84% 6.67% 3.82% 3.49% 3.95% 3.97% 1.5% 6.24% 2.98%
2026/08/07 16.69% 15.45% 7.25% 2.9% 8.94% 3.18% 10.35% 3.4% 0.5% 0.05%
2026/08/08 5.94% 18.44% 15.02% 2.11% 8.74% 2.44% 5.82% 2.52% 0.03% 16.63%
2026/08/09 22.25% 5.54% 10.14% 0.97% 4.81% 2.01% 2.59% 14.73% 0.01% 0.07%
2026/08/10 9.41% 10.79% 8.8% 2.05% 7.71% 3.5% 6.39% 1.75% 5.86% 0%
2026/08/11 4% 9.51% 3.46% 4.24% 15.45% 3.35% 1.67% 2% 0.08% 8.67%
2026/08/12 12.92% 11.88% 13.69% 0.34% 11.97% 4.41% 2.75% 8.1% 1% 0.31%
2026/08/13 12.9% 20.09% 13.77% 1.51% 7.38% 0.91% 2.37% 1.86% 6.52% 0.26%
2026/08/14 12.18% 21.08% 8.07% 4.46% 10.49% 0% 1.86% 0.08% 9.85% 0%
2026/08/15 7.25% 17.36% 8.33% 5.72% 10.3% 1.23% 4.33% 0% 0.4% 0%
2026/08/16 1.9% 9.02% 13.96% 6.28% 11.38% 3.01% 1.98% 3.08% 0.02% 1%
2026/08/17 11.56% 6.15% 12.48% 3.59% 18.67% 0.73% 3.12% 0.1% 4.88% 3.01%
2026/08/18 13.71% 14.16% 18.87% 2.43% 9.53% 5.27% 4.1% 2.53% 0.24% 0%
2026/08/19 7.55% 11.73% 11.76% 0% 5.41% 2.68% 6.03% 4.17% 9.5% 0.15%
2026/08/20 14.21% 20.74% 8.63% 0% 14.04% 0.16% 4.26% 1.24% 0.01% 0%
2026/08/21 2.03% 7.95% 24.83% 1.02% 8.54% 5.05% 2.25% 0.16% 8.24% 5.17%
2026/08/22 3.44% 18.08% 10.68% 0.61% 8.4% 4.51% 0.66% 3.74% 0% 8.59%
2026/08/23 4.53% 10.42% 15.7% 0.64% 6.14% 2.04% 2.26% 3.55% 0% 1.33%
2026/08/24 5.9% 8.54% 17.84% 2.63% 8.22% 4.03% 9.17% 4.02% 2% 0.84%
2026/08/25 5.58% 11.99% 16.92% 1.61% 10.39% 2.59% 2.32% 0% 4.2% 0.39%
2026/08/26 9.61% 6.67% 7.99% 1.18% 7.04% 3.19% 3.64% 4.59% 15.07% 0%
2026/08/27 14.32% 6.35% 17.57% 0.53% 6.5% 3.52% 1.29% 0.93% 8.72% 0.05%
2026/08/28 11.83% 10.16% 18.47% 0.58% 8.05% 2.18% 2.61% 0.53% 9.33% 0.11%
2026/08/29 3.37% 11.2% 22.09% 5.16% 5.94% 2.54% 2.15% 0% 2.35% 0%
2026/08/30 9.11% 4.03% 27.74% 7.59% 9.45% 3.71% 2.68% 4.77% 0% 0%
2026/08/31 15.93% 14.73% 12.66% 11.67% 6.52% 1.94% 1.71% 0.92% 0.01% 0%
  • myhealth.net.au
  • healthengine.com.au
  • healthdirect.gov.au
  • updoc.com.au
  • hbf.com.au
  • mytelehealthclinic.com.au
  • bupa.com.au
  • medprime.com.au
  • spmh.com.au
  • brisbanecitydoctors.com.au

Copyright © Adthena. All rights reserved.

In August 2026, Healthdirect.gov.au led with a peak impression share of 27.74% on the 30th. Myhealth.net.au and Healthengine.com.au showed fluctuating trends, while Updoc.com.au ended with a rise to 11.67%.

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 8 Weeks Free? - Bupa Private Health Cover https://www.bupa.com.au

    Join Direct By 9 Sept 2026 & Get Up To 8 Weeks Free + WW. T&Cs And Exclusions Apply. Family Cover.

  2. 2
    Work in Regional NSW - Medical and Aviation https://www.flyingdoctor.org.au

    Find your rhythm in regional NSW and help deliver care where it's needed most. Engineering, Management, Finance, Administration, Information Technology and Marketing. Telehealth, Medical Chest. Oral Health. Patient Transport Service.

  3. 3
    Want up to 12 Weeks Free? | Get Up To $200 Gift Card https://www.hbf.com.au › offer

    Act Quick. For New Members Who Join Eligible Combined Cover By 20 October. T&Cs Apply. New Members Join Today on Eligible Hospital & Extras Cover To...

  4. 4
    Bulk Billing GP - Doctors near me https://www.healthdirect.gov.au › servicefinder

    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. Australian health advice.

  5. 5
    GP Near Me - Walk-In GP - 309 Pitt St https://www.spmh.com.au › cbd › gp

    Experienced GPs in Sydney CBD at 309 Pitt St. Same-day, walk-ins & telehealth. Walk-In Available.

Copyright © Adthena. All rights reserved.

In the competitive landscape of healthcare PPC ads, Bupa and HBF entice with free weeks and gift cards, while Flying Doctor highlights regional opportunities. Healthdirect and SPMH focus on accessibility, offering nearby GP services. Each ad uniquely targets convenience and value.

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