AUS Software & Technology Cybersecurity - PPC Market Share Analysis December 2025

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

Google AI Overview visibility for Software & Technology Cybersecurity 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	22.055385722
	77.944614278

22%

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	32
	68

32%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	18%
Transactional	3%
Navigational	13%
Seasonal	0%
Local	1%
Problem Solving	5%

Market Exposure

Share of Clicks for top 10 AUS Software & Technology Cybersecurity 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
nordvpn.com	16.12
eufy.com	14.83
norton.com	6.76
expressvpn.com	4.72
lastpass.com	4.7
1password.com	4.57
bitdefender.com	4.19
arlo.com	3.79
ring.com	3.58
surfshark.com	3.51
others	33.23

nordvpn.com - 16.12%
eufy.com - 14.83%
norton.com - 6.76%
expressvpn.com - 4.72%
lastpass.com - 4.7%
1password.com - 4.57%
bitdefender.com - 4.19%
arlo.com - 3.79%
ring.com - 3.58%
surfshark.com - 3.51%
others - 33.23%

In the PPC landscape, NordVPN leads with 16.12% click share, followed by Eufy at 14.83%. Others collectively dominate with 33.23%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Software & Technology Cybersecurity 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	norton.com	nordvpn.com	mcafee.com	huntress.com	bitdefender.com	expressvpn.com	eufy.com	cybernews.com	eset.com	surfshark.com
2025/12/01	11.83%	9.07%	7.83%	5.17%	5.04%	2.27%	2.93%	3.43%	0.85%	3.15%
2025/12/02	14.42%	9.54%	6.68%	3.83%	5.61%	2.76%	1.55%	2.96%	2.31%	3.17%
2025/12/03	12.54%	6.93%	7.74%	3.1%	7.34%	2.96%	3.33%	3.62%	3.34%	3.22%
2025/12/04	13.29%	5.19%	7.87%	3.76%	10.75%	2.67%	2.36%	3.03%	2.71%	2.02%
2025/12/05	12.64%	6.14%	7.32%	2.84%	10.11%	1.89%	4.83%	2.64%	2.38%	1.04%
2025/12/06	13.79%	7.03%	6.7%	3.15%	9.33%	2.33%	2.9%	3.74%	2.55%	2.07%
2025/12/07	13.05%	7.49%	6.64%	3.9%	8.36%	2.59%	2.36%	2.71%	1.79%	2.12%
2025/12/08	11.18%	7.98%	6.22%	4.4%	7.68%	2.97%	2.09%	2.99%	1.81%	1.87%
2025/12/09	11.97%	8.94%	4.46%	2.55%	9.29%	3.26%	2.38%	4.11%	2.44%	2.85%
2025/12/10	14.86%	8.88%	4.24%	3.32%	7.1%	3.01%	2.6%	4.08%	1.48%	3%
2025/12/11	13.2%	9.04%	4.89%	4.8%	6.19%	3.09%	3.37%	3.74%	2.25%	2.08%
2025/12/12	14.79%	7.29%	3.51%	5.15%	7.43%	3.45%	2.86%	2.14%	1.66%	2.91%
2025/12/13	14.07%	8.69%	5.02%	4.09%	7.79%	1.53%	2.12%	3.49%	1.84%	2.44%
2025/12/14	13.19%	9.63%	6.42%	5.16%	9.69%	1.61%	1.84%	2.9%	2.72%	2.1%
2025/12/15	12.2%	9.06%	3.51%	6.39%	4.43%	2.68%	2.7%	3.16%	1.92%	2.35%
2025/12/16	16.5%	8.79%	5.15%	4.74%	7.24%	2.6%	1.39%	2.68%	1.74%	2.41%
2025/12/17	14.35%	9.63%	5.81%	3.79%	6.36%	1.7%	1.85%	3.73%	2.31%	2.72%
2025/12/18	15.07%	7.97%	7.92%	4.17%	5.66%	2.63%	2.83%	2.78%	0.47%	1.39%
2025/12/19	14.07%	8.09%	8.22%	3.75%	6.31%	2.53%	4.1%	2.42%	2.24%	1.37%
2025/12/20	15.03%	8.92%	6.66%	5.23%	5.65%	4.44%	2.43%	3.12%	2.62%	2.67%
2025/12/21	13.1%	6.55%	6.83%	5.13%	5.25%	2.7%	4.62%	3.76%	1.23%	1.8%
2025/12/22	13.89%	7.58%	6.12%	5.04%	5.99%	3.43%	4.62%	3.34%	2%	2.63%
2025/12/23	13.87%	6.39%	6.73%	4.59%	6.16%	2.95%	3.17%	2.82%	2.24%	2.75%
2025/12/24	14.1%	7.73%	5.71%	5.38%	6.31%	2.59%	3.18%	3.04%	2.31%	1.55%
2025/12/25	12.04%	8.12%	6.47%	6.06%	7.35%	2.76%	3.05%	3.43%	1.78%	2.04%
2025/12/26	14.78%	7.78%	6.64%	6.46%	6.17%	2.78%	2.32%	3.56%	1.99%	2.29%
2025/12/27	12.06%	8.42%	6.59%	6.73%	4.89%	3.17%	2.75%	2.86%	1.59%	2%
2025/12/28	12.89%	10.18%	5.24%	6.15%	5.5%	2.88%	2.13%	3%	2.32%	1.07%
2025/12/29	12.66%	8.99%	6.65%	5.91%	6.62%	2.27%	2.95%	3.62%	1.52%	1.59%
2025/12/30	13.02%	8.07%	8.03%	4.95%	5.26%	2.46%	3.73%	3.88%	2.05%	1.78%
2025/12/31	13.12%	8.29%	7.14%	6.78%	4.6%	3.55%	3.41%	3.11%	2.51%	1.92%

norton.com
nordvpn.com
mcafee.com
huntress.com
bitdefender.com
expressvpn.com
eufy.com
cybernews.com
eset.com
surfshark.com

Norton.com led December’s PPC spend, peaking at 16.50% on the 16th. NordVPN and McAfee followed, with fluctuating trends. By month’s end, Norton maintained dominance, while others showed varied stability.

Market Exposure

Competitor Count for AUS Software & Technology Cybersecurity

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
2025/12/01	263
2025/12/02	259
2025/12/03	261
2025/12/04	261
2025/12/05	265
2025/12/06	270
2025/12/07	275
2025/12/08	277
2025/12/09	272
2025/12/10	265
2025/12/11	274
2025/12/12	273
2025/12/13	277
2025/12/14	261
2025/12/15	278
2025/12/16	278
2025/12/17	276
2025/12/18	268
2025/12/19	273
2025/12/20	272
2025/12/21	277
2025/12/22	277
2025/12/23	286
2025/12/24	277
2025/12/25	274
2025/12/26	268
2025/12/27	267
2025/12/28	267
2025/12/29	275
2025/12/30	267
2025/12/31	269

Advertisers fluctuated in December, peaking at 286 on the 23rd, before closing at 269.

Campaign Efficiency

Market Loss & Market Gains for AUS Software & Technology Cybersecurity

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
eufy.com	5.74%
ring.com	2.63%
lastpass.com	1.19%
amazon.com.au	0.94%
trendmicro.com	0.43%
norton.com	-0.86%
malwarebytes.com	-1.21%
bitdefender.com	-1.8%
swann.com	-2.15%
nordvpn.com	-2.17%

Eufy.com surged with a 5.74% click share increase, while nordvpn.com dropped by 2.17%. Ring.com and lastpass.com also saw positive gains, contrasting with declines for swann.com and bitdefender.com.

Campaign Efficiency

AUS Software & Technology Cybersecurity 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	norton.com	eufy.com	nordvpn.com	huntress.com	mcafee.com	amazon.com.au	expressvpn.com	arlo.com	bitdefender.com	ring.com
2025/12/01	10.13%	8.05%	7.92%	3.3%	5.09%	3.57%	2.27%	2.61%	2.53%	3.6%
2025/12/02	11.39%	5.11%	10.18%	2.57%	6.23%	1.98%	3.21%	1.68%	2.4%	1.93%
2025/12/03	10.38%	9.63%	7.29%	1.88%	5.06%	4.06%	2.89%	3.34%	2.98%	0.68%
2025/12/04	8.44%	8.05%	6.21%	2.55%	5.91%	2.06%	2.84%	3.67%	5.76%	2.56%
2025/12/05	7.89%	12.85%	6.22%	1.93%	4.87%	2.51%	1.87%	4%	4.05%	3.55%
2025/12/06	9.94%	9.15%	6.95%	2.22%	4.76%	3.78%	2.67%	3.28%	3.88%	4.12%
2025/12/07	9.25%	7.33%	7.22%	2.61%	5.22%	1.66%	2.76%	2.56%	3.53%	5.46%
2025/12/08	8.98%	6.87%	8.16%	3.11%	4.04%	1.81%	3.18%	2.65%	3.08%	5.59%
2025/12/09	9.76%	7.64%	9.48%	1.86%	2.31%	1.44%	3.82%	2%	4.08%	2.25%
2025/12/10	10.62%	8%	9.23%	2.25%	2.52%	1.57%	3.08%	2.26%	2.89%	4.84%
2025/12/11	11.9%	9.82%	8.31%	3.54%	2.78%	1.09%	2.99%	4.42%	2.51%	4.26%
2025/12/12	11.76%	8.32%	7.53%	3.69%	2.11%	1.47%	3.71%	3.67%	3.09%	3.79%
2025/12/13	10.58%	6.2%	8.54%	2.79%	2.85%	1.68%	1.71%	4.96%	3.07%	3.97%
2025/12/14	11.7%	5.48%	9.85%	4.06%	3.79%	0.4%	2.15%	2.7%	4.11%	1.65%
2025/12/15	9.77%	7.75%	9.2%	3.96%	1.74%	2.09%	2.84%	3.34%	1.8%	5.34%
2025/12/16	13.58%	4.44%	9.44%	3.08%	2.86%	1.81%	2.8%	4.45%	3.05%	3.24%
2025/12/17	12.71%	5.39%	9.55%	2.63%	3.46%	1.02%	2.12%	3.11%	3.08%	5.04%
2025/12/18	10.88%	7.04%	8.34%	2.79%	4.12%	2.71%	2.98%	3.03%	2.66%	9.45%
2025/12/19	9.96%	12.47%	7.59%	2.13%	3.47%	2.89%	2.47%	2.87%	2.3%	12.12%
2025/12/20	11.78%	7.74%	8.05%	3.24%	2.94%	3.8%	4.64%	4.13%	2.37%	8.45%
2025/12/21	8.97%	16.34%	6.12%	3.29%	3.19%	3.14%	2.72%	3.5%	1.91%	7.12%
2025/12/22	9.67%	15.78%	7.27%	3.31%	3.36%	1.87%	3.42%	3.38%	3.2%	3.4%
2025/12/23	8.51%	10.02%	5.56%	2.77%	3.2%	3.6%	2.63%	4.66%	2.63%	13.33%
2025/12/24	9.72%	10.42%	6.26%	3.24%	2.89%	3.36%	2.42%	4.51%	2.74%	10.53%
2025/12/25	9.24%	8.75%	7.4%	3.78%	2.78%	2.39%	2.76%	4.07%	3.3%	11.18%
2025/12/26	11.4%	7.5%	7.66%	4.42%	3.48%	2.91%	2.87%	3.22%	2.33%	3.94%
2025/12/27	10.39%	8.9%	8.47%	4.32%	3.57%	3.98%	3.22%	2.5%	1.95%	2.99%
2025/12/28	10.14%	7.33%	8.82%	3.65%	2.59%	3.38%	3%	3.46%	1.97%	7.78%
2025/12/29	10.76%	9.21%	8.34%	3.32%	3.36%	1.91%	2.35%	4.14%	2.81%	6.91%
2025/12/30	9.97%	10.97%	6.93%	2.85%	3.89%	1.81%	2.43%	4.17%	2.26%	9.16%
2025/12/31	10.98%	10.3%	8.37%	4.65%	3.89%	3.87%	3.87%	3.44%	1.89%	0.54%

norton.com
eufy.com
nordvpn.com
huntress.com
mcafee.com
amazon.com.au
expressvpn.com
arlo.com
bitdefender.com
ring.com

Norton.com led December with fluctuating impressions, peaking mid-month. Eufy.com surged late, while NordVPN.com remained steady. Huntress.com and McAfee.com showed modest gains. Amazon.com.au and ExpressVPN.com had varied trends. Arlo.com and Bitdefender.com saw consistent activity. Ring.com spiked dramatically, ending low.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Software & Technology Cybersecurity

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 Software & Technology Cybersecurity - Last month

1
Eufy Security Cameras On Sale https://www.eufy.com
Weatherproof Security Cams — Stay secure with Eufy’s smart cameras, voice assistant support, and mobile control. Monitor your home with Eufy’s 1080p HD video, smart alerts, and long battery life. Vacuum & Mop In One.
2
McAfee® Total Protection - Download McAfee for Free Today https://www.mcafee.com
Download McAfee® Instantly & Get Complete Protection For All Your Devices. Download Now!
3
NordVPN: Cyber Monday deal https://www.nordvpn.com
Exclusive Cyber Monday price — Don't miss our exclusive Cyber Monday VPN deal: NordVPN now 73% off with 3 months extra. Start...
4
Norton™ VPN - Great Deal: A$29.99 First Year https://www.norton.com
Surf More Safely & Anonymously When Connecting to Public Wi-Fi. Payment method required.
5
Swann Security | Home Security Camera Systems https://au.swann.com
Swann, a global leader in the do-it-yourself security industry, offers subscription-free, home security camera systems and accessories.

Eufy and Swann captivate with smart, weatherproof security solutions, while McAfee and Norton emphasize comprehensive digital protection. NordVPN entices with a Cyber Monday deal, highlighting affordability and privacy. Each ad uniquely addresses security needs, blending innovation and value.

Frequently Asked Questions

Why is the AUS Software & Technology Cybersecurity December 2025 Report useful and how should I use it?

Why is the AUS Software & Technology Cybersecurity December 2025 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the AUS Software & Technology Cybersecurity December 2025 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the AUS Software & Technology Cybersecurity December 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the AUS Software & Technology Cybersecurity December 2025 Report?

The AUS Software & Technology Cybersecurity December 2025 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Software & Technology Cybersecurity December 2025 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Software & Technology Cybersecurity December 2025 Report for?

The AUS Software & Technology Cybersecurity December 2025 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
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With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

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AUS Software & Technology Cybersecurity - PPC Market Share Analysis December 2025