AUS Healthcare & Medical Nursing - PPC Market Share Analysis October 2026

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

Nursing – AUS

Google AI Overview visibility for Healthcare & Medical Nursing 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 28.3535955924
71.6464044076
28%

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 30
70
30%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 5%
Transactional 1%
Navigational 1%
Seasonal 0%
Local 8%
Problem Solving 6%

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Market Exposure

Share of Clicks for top 10 AUS Healthcare & Medical Nursing 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
betterhelp.com 15.73
updoc.com.au 10.41
healthcareaustralia.com.au 9.41
mable.com.au 6.59
nsw.gov.au 3.87
australiawidefirstaid.com.au 2.43
bupa.com.au 2.04
equilibriumpsychology.com.au 1.76
nursenextdoor.com.au 1.63
hireup.com.au 1.54
others 44.59
  • betterhelp.com - 15.73%
  • updoc.com.au - 10.41%
  • healthcareaustralia.com.au - 9.41%
  • mable.com.au - 6.59%
  • nsw.gov.au - 3.87%
  • australiawidefirstaid.com.au - 2.43%
  • bupa.com.au - 2.04%
  • equilibriumpsychology.com.au - 1.76%
  • nursenextdoor.com.au - 1.63%
  • hireup.com.au - 1.54%
  • others - 44.59%

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In the healthcare PPC landscape, ‘others’ dominate with 44.59% click share, while ‘betterhelp.com’ leads individual advertisers at 15.73%.

Market Exposure

Share of Spend for the top 10 AUS Healthcare & Medical Nursing 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 betterhelp.com updoc.com.au bupa.com.au hola.health healthcareaustralia.com.au mable.com.au australiawidefirstaid.com.au nsw.gov.au equilibriumpsychology.com.au myjuniper.com
2026/10/01 22.25% 15.4% 1.07% 3.56% 3.8% 5.16% 1.97% 2.36% 1.95% 0%
2026/10/02 26.41% 11.1% 1.33% 1.74% 2.7% 6.41% 3.85% 4.66% 2.04% 1.62%
2026/10/03 18% 7.2% 1.92% 0.73% 4.48% 4.83% 5.92% 3.83% 1.58% 8.02%
2026/10/04 18.54% 8.82% 1.68% 1.84% 4.16% 3.68% 1.69% 1.23% 7.68% 6.88%
2026/10/05 18.2% 5.89% 0.74% 0.39% 4.49% 4.43% 4.39% 2.94% 7.44% 1.66%
2026/10/06 15.21% 6.34% 0.56% 0.23% 4.75% 3.16% 1.71% 2.64% 4.21% 6.63%
2026/10/07 15.64% 14.65% 0.89% 3.04% 3.34% 3.07% 1.37% 4.85% 4.48% 4.34%
2026/10/08 18.89% 6.69% 0.39% 4.13% 3.42% 4.13% 4.58% 0.8% 7.46% 4.31%
2026/10/09 17.26% 5.18% 1.96% 4.38% 3.34% 4.55% 6.23% 0.29% 2.03% 6.58%
2026/10/10 14.11% 6.28% 1.88% 1.01% 3.7% 4.75% 4.51% 3.63% 3.44% 5.62%
2026/10/11 11.43% 5.83% 1.43% 1.43% 3.72% 3.74% 2.3% 1.61% 3.24% 7.25%
2026/10/12 16.25% 8.82% 0.08% 0.7% 3.34% 3.9% 5.49% 0.06% 3.7% 7.3%
2026/10/13 15.25% 4.54% 2.4% 0.3% 3.2% 3.96% 6.6% 4.73% 5.16% 1.65%
2026/10/14 21.58% 5.3% 2.09% 0.36% 3.97% 4.28% 2.83% 3.55% 0.73% 2.96%
2026/10/15 23.45% 11.61% 1.27% 4.99% 3.3% 2.86% 2.58% 1.23% 1.68% 3.93%
2026/10/16 25.28% 17.24% 1.51% 1.25% 3.71% 3.74% 0.27% 1.14% 0.76% 1.09%
2026/10/17 27.42% 15.87% 4.23% 0.22% 3.46% 5.09% 2.44% 2.79% 0% 4.35%
2026/10/18 26.19% 19.79% 4.41% 0.17% 3.23% 4.05% 3.08% 3.05% 1.16% 0%
2026/10/19 30.86% 21.21% 4.09% 3.39% 3.04% 4.04% 0.79% 2.09% 0% 0%
2026/10/20 31.65% 24.09% 4.01% 3.42% 3.47% 3.57% 2.33% 2.39% 0.83% 0%
2026/10/21 34.17% 16.31% 2.83% 0.06% 4.44% 4.02% 0% 4.37% 0% 0%
2026/10/22 28.93% 19.33% 5.26% 0.17% 3.71% 3.92% 1.57% 2.77% 0.5% 0%
2026/10/23 24.5% 18.32% 8.35% 0.1% 4.07% 3.45% 2.7% 5.11% 0.63% 0%
2026/10/24 22.59% 15.63% 3.8% 2.66% 4.11% 3.47% 0.99% 2.49% 1.04% 0%
2026/10/25 24.82% 13.46% 2.35% 1.38% 4.65% 3.57% 2.75% 2.27% 2.27% 0%
2026/10/26 22.39% 17.69% 4.55% 0.3% 4.16% 3.46% 2.16% 0.17% 1.52% 0%
2026/10/27 21.25% 18.67% 6.09% 2.29% 5% 4.85% 1.44% 0.21% 0.01% 0%
2026/10/28 22.43% 18.35% 5.16% 3.07% 4.56% 7.16% 0.72% 0% 0.83% 0%
2026/10/29 21.23% 21.87% 6.15% 0.44% 4.99% 5.76% 3.41% 0.01% 0.22% 0%
2026/10/30 17.12% 20.19% 5.36% 4.44% 4.72% 5.55% 2.51% 0% 0.75% 0%
2026/10/31 20.6% 16.33% 7.3% 4.77% 4.67% 4.39% 2.31% 2.07% 0.41% 0%
  • betterhelp.com
  • updoc.com.au
  • bupa.com.au
  • hola.health
  • healthcareaustralia.com.au
  • mable.com.au
  • australiawidefirstaid.com.au
  • nsw.gov.au
  • equilibriumpsychology.com.au
  • myjuniper.com

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In October 2026, BetterHelp’s PPC spend share fluctuated, peaking at 34.17% on the 21st. Updoc saw a steady rise, reaching 24.09% on the 20th. Bupa’s share increased towards month’s end, while Hola Health experienced sporadic spikes. The month concluded with BetterHelp leading, despite fluctuations.

Market Exposure

Competitor Count for AUS Healthcare & Medical Nursing

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
2026/10/01 157
2026/10/02 160
2026/10/03 179
2026/10/04 187
2026/10/05 192
2026/10/06 202
2026/10/07 208
2026/10/08 201
2026/10/09 209
2026/10/10 208
2026/10/11 204
2026/10/12 202
2026/10/13 204
2026/10/14 204
2026/10/15 193
2026/10/16 192
2026/10/17 165
2026/10/18 183
2026/10/19 166
2026/10/20 165
2026/10/21 161
2026/10/22 157
2026/10/23 146
2026/10/24 183
2026/10/25 202
2026/10/26 215
2026/10/27 212
2026/10/28 203
2026/10/29 202
2026/10/30 204
2026/10/31 202

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October saw a dynamic shift in advertisers, starting at 157 and peaking at 215. The month concluded with a stable 202, reflecting a vibrant advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for AUS Healthcare & Medical Nursing

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 6.58%
betterhelp.com 4.29%
healthcareaustralia.com.au 3.06%
bupa.com.au 2.31%
thebanyans.com.au 1.04%
nursenextdoor.com.au -0.94%
health.qld.gov.au -1.54%
equilibriumpsychology.com.au -2.24%
myjuniper.com -2.48%
cprfirstaid.com.au -3.07%

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In the past month, updoc.com.au surged with a 6.58% click share increase, while betterhelp.com rose by 4.29%. Conversely, cprfirstaid.com.au experienced a decline of 3.07%.

Campaign Efficiency

AUS Healthcare & Medical Nursing 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 betterhelp.com updoc.com.au healthcareaustralia.com.au bupa.com.au mable.com.au hola.health nsw.gov.au australiawidefirstaid.com.au equilibriumpsychology.com.au myjuniper.com
2026/10/01 19.31% 15.64% 7.45% 0.9% 4.54% 3.64% 4.55% 1.63% 2.03% 0%
2026/10/02 23.2% 9.59% 5.69% 0.94% 5.78% 4.29% 5.39% 2.98% 1.88% 1.36%
2026/10/03 19.33% 6.48% 6.12% 1.39% 4.37% 1.24% 3.77% 4.44% 1.59% 6.78%
2026/10/04 19.7% 7.84% 6.22% 1.16% 3.16% 0.98% 1.24% 1.21% 6.87% 5.54%
2026/10/05 18.07% 4.67% 7.9% 0.5% 3.82% 0.23% 2.84% 3.06% 6.37% 1.4%
2026/10/06 15.79% 5.99% 7.84% 0.38% 2.56% 0.14% 3.22% 1.17% 3.56% 5.35%
2026/10/07 16.93% 14.88% 5.71% 0.62% 2.44% 1.62% 5.23% 0.98% 4.04% 3.6%
2026/10/08 18.36% 7.07% 6.98% 0.53% 3.51% 2.11% 1.07% 3.14% 7% 3.45%
2026/10/09 17.71% 4.25% 6.9% 1.81% 4.32% 2.29% 0.39% 4.41% 1.75% 5.38%
2026/10/10 14.33% 5.09% 5.86% 1.8% 4.45% 1.8% 3.03% 3.13% 3.27% 4.59%
2026/10/11 11.81% 6.78% 5.71% 0.95% 3.15% 2.29% 1.58% 1.53% 2.88% 5.61%
2026/10/12 16.81% 8.81% 5.32% 0.06% 3.51% 0.41% 0.24% 3.76% 3.27% 5.73%
2026/10/13 15.05% 3.17% 5.34% 2.03% 3.4% 0.19% 5.56% 4.68% 4.4% 1.43%
2026/10/14 22.73% 3.89% 5.56% 1.56% 3.16% 0.24% 3.03% 2.01% 0.83% 2.45%
2026/10/15 22.52% 10.42% 5.03% 1.26% 2.31% 5.23% 1.71% 1.9% 1.51% 3.47%
2026/10/16 24.55% 17.13% 5.85% 1.27% 3.3% 2.84% 1.16% 0.48% 0.68% 0.99%
2026/10/17 28.74% 15.96% 5.8% 3.14% 4.6% 0.16% 3.94% 1.95% 0% 3.78%
2026/10/18 27.27% 18.22% 4.77% 3.5% 3.61% 0.1% 3.28% 2.33% 1.24% 0%
2026/10/19 30.82% 20.15% 4.29% 3.19% 3.89% 1.91% 2.49% 0.58% 0% 0%
2026/10/20 32.24% 23.42% 5.37% 2.82% 3.1% 1.91% 3.32% 1.74% 0.75% 0%
2026/10/21 32.58% 15.92% 6.61% 2.23% 2.91% 0.04% 5.12% 0% 0% 0%
2026/10/22 27.61% 17% 6.47% 5.27% 3.52% 0.12% 3.02% 1.16% 0.36% 0%
2026/10/23 23.3% 15.13% 6.55% 6.94% 2.92% 0.08% 5.99% 2.07% 0.37% 0%
2026/10/24 21.64% 14.78% 7.14% 2.76% 2.73% 1.43% 2.24% 0.76% 0.83% 0%
2026/10/25 23.46% 13.05% 8.88% 1.66% 3.56% 0.75% 2.37% 2% 2.04% 0%
2026/10/26 20.62% 16.17% 8.04% 3.33% 3.09% 0.19% 0.19% 1.55% 1.38% 0%
2026/10/27 20.55% 17.41% 10.25% 4.52% 4.25% 2.29% 0.28% 1.03% 0.01% 0%
2026/10/28 21.6% 17% 8.82% 3.95% 6.12% 1.71% 0% 0.53% 0.79% 0%
2026/10/29 19.69% 20.61% 10.2% 4.77% 5.18% 0.27% 0.01% 2.51% 0.29% 0%
2026/10/30 16.09% 18.64% 9.95% 3.88% 4.36% 2.62% 0% 1.78% 0.45% 0%
2026/10/31 20.07% 15.72% 8.32% 5.9% 4.43% 2.9% 1.87% 1.68% 0.49% 0%
  • betterhelp.com
  • updoc.com.au
  • healthcareaustralia.com.au
  • bupa.com.au
  • mable.com.au
  • hola.health
  • nsw.gov.au
  • australiawidefirstaid.com.au
  • equilibriumpsychology.com.au
  • myjuniper.com

Copyright © Adthena. All rights reserved.

In October 2026, BetterHelp’s impression share surged from 19.31% to 32.58%, peaking mid-month. Updoc saw fluctuations, ending at 15.72%. Healthcare Australia rose steadily, closing at 8.32%. Bupa and Mable showed minor variations, while MyJuniper and Hola.Health had sporadic spikes. NSW.gov.au and AustraliaWideFirstAid experienced declines, finishing at 1.87% and 1.68%, respectively. Equilibrium Psychology’s share remained low throughout.

Campaign Efficiency

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

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 Nursing - Last month
  1. 1
    No GP Referral Required https://www.betterhelp.com

    No Long Wait Times — No Referrals, No Long Waits. You Can Get Matched To An Australia-Based Therapist Online. Customized Therapy And Counselling, 100% Online. No Referrals. No Long Waitlists.

  2. 2
    Take Advantage of Gov. Funding - Phlebotomist TAFE Training https://find.courses.com.au › pathology › phlebotomist

    Enrol in Certificate III in Pathology Collection, become a phlebotomist. Start an exciting career in pathology with the Certificate III in Pathology Collection. Eligibility Requirements. Funded Course List. Approved Course List. Course List. Check Eligibility. Find The Best Course. Nationally Recognised.

  3. 3
    Private Nurse At Home - In-Home Nursing Services https://www.mable.com.au

    Connect with verified independent nurses for in-home nursing care. Join Mable today

  4. 4
    Call Healthdirect | Free, 24/7 Health Advice https://health.nsw.gov.au › call › healthdirect

    Speak To A Registered Nurse For Health Advice. Call Healthdirect For Free. Unwell or injured? Speak to a nurse anytime for advice and access to care across NSW. Free 24/7 Service.

  5. 5
    Speak To A Psychiatrist - No Appointment Needed https://www.updoc.com.au/specialists/psychiatrist

    Need to Speak to a Doctor ASAP? Submit a Request Through updoc. 10,000+5 Star Reviews. Skip The Waiting Room & Speak To A Qualified Doctor Online. No Appointment Or Travel. Available 24/7.

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In the competitive landscape of healthcare PPC ads, BetterHelp shines with its promise of immediate, referral-free therapy. Courses.com.au entices with government-funded phlebotomy training, while Mable offers personalized in-home nursing. Healthdirect provides 24/7 free health advice, and Updoc connects users to psychiatrists without appointments.

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