AUS Healthcare & Medical Medicines - PPC Market Share Analysis May 2026

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

Medicines – AUS

Google AI Overview visibility for Healthcare & Medical Medicines 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 65.4163860035
34.5836139965
65%

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 13
87
13%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 1%
Transactional 4%
Navigational 0%
Seasonal 0%
Local 0%
Problem Solving 13%

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Market Exposure

Share of Clicks for top 10 AUS Healthcare & Medical Medicines 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
chemistwarehouse.com.au 74.8
metagenics.com.au 2.88
discountchemist.com.au 2.09
nahlaearth.com 2.07
independenceaustralia.com.au 1.65
panadol.com 1.44
tattoonumbingcreamaustralia.com.au 1.14
pharmacyexpress.com.au 0.89
bulksupplements.com 0.86
megavitamins.com.au 0.84
others 11.34
  • chemistwarehouse.com.au - 74.8%
  • metagenics.com.au - 2.88%
  • discountchemist.com.au - 2.09%
  • nahlaearth.com - 2.07%
  • independenceaustralia.com.au - 1.65%
  • panadol.com - 1.44%
  • tattoonumbingcreamaustralia.com.au - 1.14%
  • pharmacyexpress.com.au - 0.89%
  • bulksupplements.com - 0.86%
  • megavitamins.com.au - 0.84%
  • others - 11.34%

Copyright © Adthena. All rights reserved.

Chemistwarehouse.com.au dominates with 74.8% click share, overshadowing others at 11.34%. Metagenics.com.au follows at 2.88%, while smaller players share the remaining pie.

Market Exposure

Share of Spend for the top 10 AUS Healthcare & Medical Medicines 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 chemistwarehouse.com.au metagenics.com.au discountchemist.com.au nahlaearth.com advil.net.au independenceaustralia.com.au tattoonumbingcreamaustralia.com.au panadol.com bulksupplements.com pharmacyexpress.com.au
2026/05/01 75.61% 2.29% 1.65% 3.13% 0.57% 1.44% 3.42% 0.11% 0.3% 0.95%
2026/05/02 70.78% 4.34% 2.89% 2.99% 1.13% 1.01% 3.59% 0.67% 1.06% 2.28%
2026/05/03 66.39% 2.77% 2.46% 2.89% 0.29% 1.24% 5.61% 1.1% 1.81% 2%
2026/05/04 59.92% 1.78% 2.18% 1.72% 0.9% 1.12% 8.47% 6.02% 1.59% 2.66%
2026/05/05 59.43% 3.17% 2.8% 3.65% 1.31% 2.23% 7.35% 2.32% 1.16% 2.35%
2026/05/06 64.1% 3.65% 2.36% 2.6% 0.62% 1.71% 1.77% 5.03% 2.64% 2.16%
2026/05/07 68.56% 5.05% 1.89% 2.56% 0.64% 1.1% 2.95% 0.41% 3.05% 1.99%
2026/05/08 68.29% 3.29% 2.02% 2.32% 0.34% 0.48% 2.36% 0.35% 2.79% 2.43%
2026/05/09 68.55% 2.21% 2.32% 0.99% 0.42% 1.29% 4.28% 1.13% 2.64% 1.93%
2026/05/10 67.36% 1.45% 2.92% 1.24% 1.38% 1.53% 3.27% 1.85% 3.06% 1.81%
2026/05/11 51.75% 4.19% 3.01% 1.86% 1.19% 3.34% 8.76% 3.32% 2.88% 2.24%
2026/05/12 61.45% 3.89% 2.35% 2.73% 1.02% 1.54% 4.23% 3.83% 1.14% 1.7%
2026/05/13 66.85% 3.46% 2.93% 2.43% 1.19% 0.27% 2.65% 2.06% 1.03% 1.78%
2026/05/14 52.45% 4.09% 1.59% 1.16% 2.63% 4.07% 4.22% 1.18% 2% 1.76%
2026/05/15 56.46% 5.65% 2.16% 1.33% 1.52% 2.45% 3.66% 0.91% 2.27% 1.65%
2026/05/16 63.09% 6.43% 2.21% 2.84% 1.27% 1.7% 1.93% 0.88% 1.28% 1.58%
2026/05/17 64.16% 5.44% 2.38% 1.99% 1.03% 2.43% 4.95% 2.17% 1.13% 1.91%
2026/05/18 65.45% 5.59% 3.51% 1.62% 0.4% 0.8% 2.73% 1.63% 0.13% 2.75%
2026/05/19 64.07% 4.53% 1.61% 1.43% 0.42% 1.79% 5.23% 3.7% 0.34% 2.21%
2026/05/20 69.1% 3.62% 2.07% 1.84% 0.78% 0.56% 1.73% 3.15% 1.79% 2.34%
2026/05/21 69.44% 3.8% 1.95% 2.59% 0.4% 1.76% 5.93% 0.25% 1.8% 1.76%
2026/05/22 70.98% 2.9% 1.79% 1.41% 0.67% 2.88% 3.23% 0.24% 0.79% 1.12%
2026/05/23 70.31% 2.71% 1.52% 2.28% 1.05% 2.57% 2.73% 0.28% 0.48% 1.53%
2026/05/24 65.29% 4.3% 1.71% 1.56% 2.11% 3.99% 2.3% 0.93% 1.37% 1.44%
2026/05/25 63.64% 5.65% 1.83% 2.1% 1.81% 1.94% 3.5% 0.45% 0.84% 1.05%
2026/05/26 64.34% 4.24% 1.36% 1.78% 1.67% 3.2% 0.51% 0.94% 0.99% 0.82%
2026/05/27 65.19% 5.7% 1.51% 2% 1.5% 2.08% 1.07% 1.86% 0.62% 0.4%
2026/05/28 57.99% 3.64% 2.14% 1.74% 1.76% 2.68% 3.04% 0.91% 0.84% 0.6%
2026/05/29 53.95% 5.16% 1.97% 1.53% 1.81% 3.17% 2.5% 1.12% 1.29% 1.35%
2026/05/30 64.82% 3.77% 2.23% 2.35% 1.84% 2.29% 0.92% 0.73% 0.39% 1.44%
2026/05/31 60.41% 3.48% 2.27% 2.24% 2.15% 1.97% 1.55% 1.1% 0.79% 0.18%
  • chemistwarehouse.com.au
  • metagenics.com.au
  • discountchemist.com.au
  • nahlaearth.com
  • advil.net.au
  • independenceaustralia.com.au
  • tattoonumbingcreamaustralia.com.au
  • panadol.com
  • bulksupplements.com
  • pharmacyexpress.com.au

Copyright © Adthena. All rights reserved.

In May 2026, Chemist Warehouse dominated PPC spend, peaking early, then fluctuating. Metagenics and Discount Chemist showed modest gains. Tattoo Numbing Cream Australia spiked mid-month. The month ended with varied trends across advertisers.

Market Exposure

Competitor Count for AUS Healthcare & Medical Medicines

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
2026/05/01 75
2026/05/02 65
2026/05/03 74
2026/05/04 68
2026/05/05 72
2026/05/06 81
2026/05/07 70
2026/05/08 90
2026/05/09 78
2026/05/10 87
2026/05/11 97
2026/05/12 107
2026/05/13 99
2026/05/14 89
2026/05/15 109
2026/05/16 108
2026/05/17 107
2026/05/18 108
2026/05/19 94
2026/05/20 92
2026/05/21 102
2026/05/22 99
2026/05/23 103
2026/05/24 104
2026/05/25 102
2026/05/26 118
2026/05/27 126
2026/05/28 126
2026/05/29 128
2026/05/30 118
2026/05/31 131

Copyright © Adthena. All rights reserved.

May began with 75 advertisers, fluctuating initially, then surged mid-month. By month’s end, advertisers peaked at 131, marking significant growth.

Campaign Efficiency

Market Loss & Market Gains for AUS Healthcare & Medical Medicines

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
chemistwarehouse.com.au 1.04%
chemistworks.com.au 0.48%
maltofer.com.au 0.4%
independenceaustralia.com.au 0.37%
relievetherapeutics.com.au 0.25%
pharmacyexpress.com.au -0.33%
tattoonumbingcreamaustralia.com.au -0.64%
discountchemist.com.au -0.68%
bulksupplements.com -0.71%
panadol.com -1.17%

Copyright © Adthena. All rights reserved.

Panadol.com saw the largest decline in click share at -1.17%, while chemistwarehouse.com.au experienced the most significant increase, gaining 1.04%.

Campaign Efficiency

AUS Healthcare & Medical Medicines Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date chemistwarehouse.com.au nahlaearth.com swisse.com.au metagenics.com.au discountchemist.com.au independenceaustralia.com.au bulksupplements.com megavitamins.com.au tattoonumbingcreamaustralia.com.au pharmacyexpress.com.au
2026/05/01 74.87% 3.63% 0.43% 2.24% 2.48% 2.24% 0.48% 0.51% 1.92% 2.29%
2026/05/02 70.53% 3.63% 0.13% 3.64% 5.3% 1.41% 1.32% 0.88% 2.09% 2.2%
2026/05/03 66.08% 4.1% 1.67% 2.22% 4.1% 1.55% 2.49% 0.99% 3.51% 2.53%
2026/05/04 63.05% 2.93% 0.26% 1.75% 3.22% 2.01% 2.64% 1.32% 5.79% 3.05%
2026/05/05 60.72% 4.91% 0.39% 2.82% 3.34% 4.56% 1.36% 1.5% 5.12% 2.37%
2026/05/06 62.18% 3.98% 0.75% 3.98% 3.98% 2.38% 2.99% 1.03% 0.75% 2.08%
2026/05/07 68.12% 3.61% 0% 4.59% 3.17% 1.71% 3.34% 0.37% 1.09% 2.08%
2026/05/08 68.5% 2.8% 0.25% 2.94% 3.24% 0.96% 2.95% 0.9% 1.42% 2.23%
2026/05/09 67.14% 1.67% 0.21% 2.26% 4.9% 2.02% 3.06% 1.4% 2.29% 2.03%
2026/05/10 63.97% 2.29% 1.51% 1.44% 4.51% 2.66% 3.26% 1.97% 2.24% 1.86%
2026/05/11 52.95% 2.89% 2.28% 3.95% 4.18% 5.93% 3.57% 1.69% 4.98% 2.18%
2026/05/12 60.84% 4.58% 0.73% 4.63% 3.9% 2.48% 1.26% 1.16% 2.2% 1.67%
2026/05/13 65.3% 3.36% 0.9% 4.09% 4.49% 0.56% 1.32% 0.82% 1.43% 1.81%
2026/05/14 57.4% 1.21% 2% 2.66% 1.84% 6.02% 2.37% 3.11% 1.78% 1.62%
2026/05/15 58.4% 1.85% 0.85% 5.28% 3.03% 4.47% 2.56% 1.23% 1.79% 1.75%
2026/05/16 62.29% 4.19% 0.79% 6.63% 3.66% 2.56% 1.17% 0.56% 1.04% 1.6%
2026/05/17 64.27% 3.17% 0.86% 5.12% 3.68% 4.54% 1.04% 0.41% 2.69% 1.86%
2026/05/18 64.3% 2.58% 0.18% 5.93% 4.91% 1.53% 0.17% 0.64% 1.39% 2.37%
2026/05/19 66.19% 2.56% 1.21% 5.03% 2.59% 3.15% 0.5% 0.62% 2.59% 2.38%
2026/05/20 70.33% 2.72% 1.46% 3.73% 2.73% 1.18% 1.97% 1.42% 0.71% 2.59%
2026/05/21 69.19% 4.33% 0.16% 4.22% 2.84% 2.94% 1.99% 0.69% 3.26% 1.73%
2026/05/22 67.92% 2.56% 0.13% 5.83% 2.49% 4.79% 1% 0.97% 1.5% 1.11%
2026/05/23 68.52% 3.77% 0.48% 3.2% 1.92% 4.45% 0.7% 1.53% 1.53% 1.53%
2026/05/24 62.91% 2.57% 0.58% 4.55% 2.4% 6.95% 1.37% 0.9% 0.96% 1.81%
2026/05/25 62.57% 3.41% 0.24% 5.69% 2.26% 3.68% 0.79% 1.63% 1.78% 1.06%
2026/05/26 61.53% 2.46% 0.83% 3.44% 2.32% 5.17% 1.11% 0.95% 0.24% 1.04%
2026/05/27 63.01% 3.18% 1.18% 4.33% 3.77% 3.42% 0.85% 0.69% 0.7% 0.54%
2026/05/28 55.65% 2.9% 2.48% 3.58% 2.83% 4.13% 1.28% 0.63% 1.75% 0.87%
2026/05/29 51.06% 2.49% 1.81% 4.84% 2.8% 5% 1.62% 1.33% 1.35% 1.67%
2026/05/30 62.39% 3.94% 2.01% 3.46% 3.03% 3.33% 0.51% 0.82% 0.55% 1.69%
2026/05/31 60.41% 3.44% 3.35% 3.28% 2.86% 2.81% 0.85% 0.82% 0.75% 0.23%
  • chemistwarehouse.com.au
  • nahlaearth.com
  • swisse.com.au
  • metagenics.com.au
  • discountchemist.com.au
  • independenceaustralia.com.au
  • bulksupplements.com
  • megavitamins.com.au
  • tattoonumbingcreamaustralia.com.au
  • pharmacyexpress.com.au

Copyright © Adthena. All rights reserved.

In May 2026, Chemist Warehouse dominated with a fluctuating impression share, peaking early at 74.87% and ending at 60.41%. Nahla Earth and Swisse showed minor variations, while Metagenics and Discount Chemist experienced notable mid-month spikes. The month concluded with diverse shifts across advertisers.

Campaign Efficiency

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

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 Medicines - Last month
  1. 1
    Blackmores Iron Rapi-Melt™ - Low constipation & nausea iron https://www.blackmores.com.au › blackmores › rapimelt

    Suitable for adults, adolescents 12+ and women who are pregnant or breastfeeding. Always read the label and follow the directions for use.

  2. 2
    Signs of Vitamin D Deficiency - Causes and Symptoms https://www.independenceaustralia.com.au

    Find Out Cause and Side Effects of Vitamin D Deficiency

  3. 3
    Ostelin® Vitamin D3 1000IU | Ostelin® Australia https://www.ostelin.com.au › ostelin › vitamind3

    Always read the label and follow the directions for use. Maintain bone strength and muscle function with Ostelin® Vitamin D3...

  4. 4
    Panadol - Everyday Pain Relief - Paracetamol Based Pain Relief https://www.panadol.com › painrelief › products

    Panadol Is Able To Relieve Your Pain Symptoms. Find The Best Panadol Product For You.

  5. 5
    Help Relieve Fatigue https://www.swisse.com.au › multivitamin

    Discover The Full Range — Shop a Premium Range Of Vitamins, Immune Health, Beauty & Skincare Products.

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, Blackmores, Independence Australia, Ostelin, Panadol, and Swisse stand out with compelling narratives. Blackmores emphasizes gentle iron supplements, while Independence Australia educates on Vitamin D deficiency. Ostelin promotes bone health, Panadol offers pain relief, and Swisse highlights comprehensive wellness solutions.

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