AUS Healthcare & Medical Nursing - PPC Market Share Analysis August 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.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 26.6829550201
73.3170449799
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 28
72
28%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 5%
Transactional 1%
Navigational 0%
Seasonal 0%
Local 3%
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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
mable.com.au 12.16
nsw.gov.au 7.21
healthcareaustralia.com.au 6.3
betterhelp.com 5.91
betterhealth.vic.gov.au 4.98
nursenextdoor.com.au 2.8
australiawidefirstaid.com.au 2.59
health.qld.gov.au 1.89
cprfirstaid.com.au 1.79
hireup.com.au 1.79
others 52.58
  • mable.com.au - 12.16%
  • nsw.gov.au - 7.21%
  • healthcareaustralia.com.au - 6.3%
  • betterhelp.com - 5.91%
  • betterhealth.vic.gov.au - 4.98%
  • nursenextdoor.com.au - 2.8%
  • australiawidefirstaid.com.au - 2.59%
  • health.qld.gov.au - 1.89%
  • cprfirstaid.com.au - 1.79%
  • hireup.com.au - 1.79%
  • others - 52.58%

Copyright © Adthena. All rights reserved.

In the healthcare PPC landscape, ‘mable.com.au’ leads with 12.16% click share, followed by ‘nsw.gov.au’ at 7.21%. ‘Others’ dominate with 52.58%, highlighting diverse competition.

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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date betterhelp.com betterhealth.vic.gov.au bupa.com.au australiawidefirstaid.com.au mable.com.au nursenextdoor.com.au nsw.gov.au myjuniper.com equilibriumpsychology.com.au cprfirstaid.com.au
2026/08/01 10.01% 0.93% 1.24% 4.75% 12.59% 3.01% 0.01% 2.87% 1.14% 1.99%
2026/08/02 8.73% 0% 0.64% 7.53% 13.34% 1.09% 0.14% 1.36% 2.53% 2.68%
2026/08/03 7.89% 0% 0% 6.37% 8.32% 3.35% 0.01% 4.45% 3.13% 0.99%
2026/08/04 10.74% 1.44% 1.12% 2.53% 10.09% 0.72% 1.67% 11.3% 0% 0.01%
2026/08/05 13.14% 0.78% 1.79% 4.07% 6.89% 0.74% 2.34% 4.53% 2.66% 2.21%
2026/08/06 10.96% 1.66% 1.85% 0% 7% 1.88% 4.89% 3.61% 7.42% 3.13%
2026/08/07 9.96% 0.34% 0% 0% 6.32% 3.51% 12.36% 4.09% 0% 7.18%
2026/08/08 9.44% 0.83% 5.96% 0% 7.41% 5.54% 14.98% 0% 0% 2.36%
2026/08/09 5.22% 3.47% 1.01% 2.31% 7.45% 3.77% 6.78% 2.28% 3.96% 3.7%
2026/08/10 8.87% 3.68% 0% 5.05% 5.97% 6.69% 1.55% 0% 0% 5.15%
2026/08/11 11.1% 3.89% 0% 2.6% 7.65% 4.7% 0.07% 0% 8.94% 1.22%
2026/08/12 12.02% 0.01% 0.01% 3.66% 6.03% 3.71% 9.82% 2.34% 2.14% 4.84%
2026/08/13 17.52% 4.72% 0.02% 0% 8.2% 2.27% 6.11% 8.84% 4.26% 2.94%
2026/08/14 12.19% 4.78% 0.02% 0% 9.12% 2.8% 8.26% 6.23% 2.84% 3.15%
2026/08/15 12.05% 0% 0.03% 0% 8.02% 1.49% 7.24% 5.94% 3.08% 1.44%
2026/08/16 11.42% 0% 0.02% 0% 9.32% 1.23% 1.84% 3.59% 8.79% 0%
2026/08/17 11.02% 6.43% 0.02% 4.47% 6.61% 5.43% 1.33% 0% 6.8% 0%
2026/08/18 10.02% 1.85% 0% 9.55% 5.52% 2.43% 0.01% 3.02% 9.85% 1.05%
2026/08/19 9.42% 2.22% 0% 0% 7.74% 2.68% 8.66% 4.95% 4.03% 2.25%
2026/08/20 10.91% 5.06% 0% 1.08% 8.56% 1.76% 1.87% 6.56% 8.02% 7.44%
2026/08/21 4.07% 0% 0% 0% 4.93% 3.49% 17.11% 2.85% 2.33% 7.36%
2026/08/22 6.5% 0% 0% 0% 5.79% 6.85% 4.28% 3.2% 0% 5.35%
2026/08/23 3.87% 10.88% 0% 6.16% 7% 3.33% 5.42% 2.28% 0% 5.6%
2026/08/24 8.66% 4.74% 1.2% 3.19% 4.58% 4.56% 5.77% 0% 0% 5.29%
2026/08/25 6.72% 0.88% 5.12% 1.44% 5.67% 6.71% 10.5% 0% 2.16% 2.92%
2026/08/26 6.07% 12.04% 6.38% 6.26% 5.42% 6.14% 0.1% 1.95% 2.38% 1.45%
2026/08/27 4.88% 3.6% 13.25% 0.97% 4.02% 3.03% 4.76% 2.93% 0% 1.95%
2026/08/28 2.34% 18.13% 17.4% 5.66% 4.94% 4.33% 0.28% 2.71% 0% 1.67%
2026/08/29 0.47% 3.9% 16.5% 6.82% 5.72% 5.6% 1.79% 2.82% 0% 5.72%
2026/08/30 5.34% 5.38% 10.71% 2.5% 6.74% 3.43% 2.37% 1.86% 0% 1.68%
2026/08/31 14.01% 6.84% 6.07% 5.82% 4.89% 3.69% 1.91% 1.88% 0.43% 0.05%
  • betterhelp.com
  • betterhealth.vic.gov.au
  • bupa.com.au
  • australiawidefirstaid.com.au
  • mable.com.au
  • nursenextdoor.com.au
  • nsw.gov.au
  • myjuniper.com
  • equilibriumpsychology.com.au
  • cprfirstaid.com.au

Copyright © Adthena. All rights reserved.

In August 2026, BetterHelp’s PPC spend fluctuated, peaking mid-month. Betterhealth.vic.gov.au saw a late surge, while Bupa’s spend spiked towards the end. Mable maintained steady activity, and NSW.gov.au had notable mid-month peaks.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/08/01 233
2026/08/02 227
2026/08/03 233
2026/08/04 227
2026/08/05 185
2026/08/06 187
2026/08/07 164
2026/08/08 151
2026/08/09 175
2026/08/10 165
2026/08/11 178
2026/08/12 170
2026/08/13 152
2026/08/14 151
2026/08/15 149
2026/08/16 153
2026/08/17 146
2026/08/18 149
2026/08/19 137
2026/08/20 143
2026/08/21 150
2026/08/22 137
2026/08/23 144
2026/08/24 156
2026/08/25 145
2026/08/26 143
2026/08/27 143
2026/08/28 141
2026/08/29 139
2026/08/30 162
2026/08/31 159

Copyright © Adthena. All rights reserved.

August began with 233 advertisers, fluctuating throughout the month, and concluded with 159.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
betterhealth.vic.gov.au 5.76%
bupa.com.au 2.8%
hellodoc.com.au 1.86%
australiawidefirstaid.com.au 1.19%
nursenextdoor.com.au 0.99%
myjuniper.com -1.15%
equilibriumpsychology.com.au -1.32%
healthcareaustralia.com.au -1.58%
thefeelgoodclinic.com -1.62%
betterhelp.com -3.13%

Copyright © Adthena. All rights reserved.

In the past month, betterhealth.vic.gov.au surged by 5.76%, while betterhelp.com dropped by 3.13%. Bupa.com.au gained 2.8%, and hellodoc.com.au rose by 1.86%.

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.

Date betterhelp.com betterhealth.vic.gov.au nsw.gov.au healthcareaustralia.com.au nursenextdoor.com.au mable.com.au updoc.com.au hireup.com.au myjuniper.com cprfirstaid.com.au
2026/08/01 11.94% 2.11% 0.03% 3.48% 3.31% 10.43% 0.87% 2.42% 3% 1.76%
2026/08/02 8.12% 0.01% 0.28% 3.89% 1.05% 12.51% 1.27% 4.03% 1.27% 2.54%
2026/08/03 6.56% 0.01% 0.04% 3.22% 3.63% 7.96% 2.74% 4.03% 4.23% 0.85%
2026/08/04 8.78% 2.57% 1.49% 5.79% 0.8% 9.96% 1.65% 4.86% 10.48% 0.02%
2026/08/05 11.61% 1.36% 2.04% 6.43% 0.73% 7.29% 3.44% 1.09% 4.43% 1.96%
2026/08/06 9.26% 1.21% 4.83% 9.09% 1.58% 6.38% 4.48% 1.95% 2.94% 2.57%
2026/08/07 7.99% 0.28% 12.04% 6.46% 3.17% 4.97% 6.02% 3.51% 3.18% 5.62%
2026/08/08 7.31% 0.63% 13% 9% 4.68% 5.54% 2.98% 2.89% 0% 1.61%
2026/08/09 4.98% 2.48% 7.38% 2.52% 3.43% 6.17% 0.21% 3.46% 2.02% 3.18%
2026/08/10 7.87% 2.53% 5.25% 3.57% 5.63% 5.49% 0.51% 1.4% 0% 4.31%
2026/08/11 10.99% 2.77% 0.24% 6.22% 4.76% 6.85% 2.69% 1.81% 0% 1.05%
2026/08/12 12.5% 0.01% 11.07% 5.94% 2.83% 5.12% 1.8% 2.22% 2.41% 4.5%
2026/08/13 17.92% 3.53% 7.62% 7.24% 1.48% 6.91% 5.39% 1.36% 7.84% 2.16%
2026/08/14 12.54% 3.39% 11.44% 6.96% 2% 6.55% 2.26% 2.18% 5.53% 2.26%
2026/08/15 10.98% 0% 6.32% 6.23% 0.87% 6.37% 0.88% 1.54% 5.26% 1.05%
2026/08/16 10.76% 0% 6.27% 7.33% 0.97% 7.6% 0.02% 1.91% 2.96% 0%
2026/08/17 10.26% 4.71% 4.17% 6.54% 4.69% 5.37% 5.93% 2.36% 0% 0%
2026/08/18 11.31% 3.41% 0.04% 5.92% 2.24% 3.96% 8.69% 2.14% 2.78% 0.97%
2026/08/19 9.12% 4.41% 6.66% 2.61% 1.85% 5.48% 9.43% 2.47% 4.19% 1.88%
2026/08/20 10.77% 4.17% 4.97% 4.93% 1.75% 8.17% 3.14% 2.31% 5.95% 6.2%
2026/08/21 4.23% 0% 18.67% 3.86% 3.25% 4.09% 4.04% 2.05% 2.54% 6.42%
2026/08/22 5.68% 0% 7.77% 5.43% 4.86% 4.3% 0.68% 2.85% 2.38% 4.08%
2026/08/23 3.42% 11.23% 4.21% 4.3% 3.34% 6.3% 1.42% 0.82% 2.46% 4.48%
2026/08/24 6.57% 3.08% 7.96% 6.84% 3.42% 3.81% 3.43% 1.5% 0% 3.97%
2026/08/25 5.6% 0.66% 20.27% 3.77% 5.36% 4.11% 2.47% 1.36% 0% 2.01%
2026/08/26 6.42% 12.38% 0.07% 6.32% 5.6% 4.35% 0.25% 0.31% 1.68% 1.32%
2026/08/27 4.07% 6.15% 3.1% 5.53% 2.56% 2.82% 0.01% 0.53% 2.5% 1.56%
2026/08/28 2.47% 17.57% 0.81% 3.71% 4.21% 4.35% 0.02% 0.6% 2.5% 1.54%
2026/08/29 0.22% 2.77% 5.54% 6.08% 5.05% 3.61% 0.13% 1.14% 2.24% 4.35%
2026/08/30 4.43% 3.93% 7.97% 5.61% 2.93% 6.01% 4.01% 4.23% 1.6% 1.66%
2026/08/31 12.87% 8.76% 6.37% 5.15% 3.79% 3.49% 3.2% 1.98% 1.51% 0.04%
  • betterhelp.com
  • betterhealth.vic.gov.au
  • nsw.gov.au
  • healthcareaustralia.com.au
  • nursenextdoor.com.au
  • mable.com.au
  • updoc.com.au
  • hireup.com.au
  • myjuniper.com
  • cprfirstaid.com.au

Copyright © Adthena. All rights reserved.

In August 2026, BetterHelp.com saw fluctuating ad impressions, peaking mid-month at 17.92%. Betterhealth.vic.gov.au experienced a late surge, reaching 17.57% on August 28. NSW.gov.au’s impressions peaked at 20.27% on August 25. The month concluded with BetterHelp.com leading at 12.87%.

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.

Google Text Ad Copy Insights & Creative Trends for AUS Healthcare & Medical Nursing - Last month
  1. 1
    24/7 Nurses-On-Call https://www.betterhealth.vic.gov.au › nurse › on-call

    Free Nurse Helpline — Contact Nurse-on-Call if you want to speak to someone over the phone. Call Nurse-on-Call if you need immediate, expert health advice. Free Service.

  2. 2
    No GP Referral Required https://www.betterhelp.com

    No Waiting Rooms Or Driving — No referrals, no waiting rooms. Start your journey with a professional therapist. What if you could send your therapist a message anytime? Now you can...

  3. 3
    Meet a Psychologist Near You | Mental Health Care Near You https://mindplace.bupa.com.au

    Convenient In-person Or Online Psychology Sessions At Mindplace. Easy Online Bookings. Local Support For Your Mind. In-person Or Online. Feel Seen ...

  4. 4
    Private Nurse at Home: Find Verified Nurses | Mable https://www.mable.com.au

    View The Profiles Of Support Workers In Your Area to Help with Nursing Requirements.

  5. 5
    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.

Copyright © Adthena. All rights reserved.

In the realm of healthcare PPC, Better Health and Healthdirect shine with their 24/7 nurse helplines, emphasizing immediate, expert advice. BetterHelp and Bupa focus on accessibility, offering therapy without referrals and flexible psychology sessions. Mable highlights personalized care with verified home nurses.

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