AUS Telecommunications Broadband Services - PPC Market Share Analysis April 2025

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

Market Exposure

Share of Clicks for top 10 AUS Telecommunications Broadband Services 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
Domain	Share of clicks
optus.com.au	15.31
telstra.com.au	12.26
aussiebroadband.com.au	11.55
dodo.com	8.64
whistleout.com.au	7.86
tpg.com.au	6.22
finder.com.au	6.07
superloop.com	5.11
nbnco.com.au	4.03
amazon.com.au	3.25
others	19.7

Optus leads with 15.31% click share, followed by Telstra at 12.26%. Others collectively hold 19.70%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Telecommunications Broadband Services 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
Date	optus.com.au	dodo.com	finder.com.au	telstra.com.au	whistleout.com.au	tpg.com.au	aussiebroadband.com.au	buddytelco.com.au	southernphone.com.au	superloop.com
2025/03/01	10.09%	12.19%	9.18%	11.88%	13.65%	8.72%	4.78%	3.55%	2.69%	2.36%
2025/03/02	8.52%	13.18%	8.62%	8.2%	12.61%	7.65%	7.34%	3.4%	2.86%	3.48%
2025/03/03	8.7%	12.07%	9.17%	7.07%	13.18%	7.41%	5.83%	3.11%	3.71%	4.94%
2025/03/04	10.84%	12.85%	9.83%	7.43%	12.11%	8.26%	5.68%	3.15%	2.39%	3.53%
2025/03/05	12.96%	12.68%	10.98%	7.23%	12.32%	9.27%	4.71%	2.78%	2.33%	3.41%
2025/03/06	14.88%	12.54%	11.1%	5.22%	13.52%	9.23%	5.51%	2.34%	2.56%	3.69%
2025/03/07	14.25%	10.8%	10.83%	8%	12.25%	11.69%	3.27%	2.22%	1.36%	4.35%
2025/03/08	13.19%	11.03%	11.2%	8.99%	12.6%	9.48%	4.17%	3.01%	1.7%	4.27%
2025/03/09	13.13%	11.79%	10.28%	9.87%	12.56%	9.3%	5.17%	3.61%	1.46%	4.15%
2025/03/10	11.76%	11.25%	12.21%	6.88%	13.82%	8.86%	5.3%	3.9%	1.61%	2.96%
2025/03/11	13.27%	9.58%	12.02%	8.15%	12.82%	8.95%	4.94%	4.57%	1.54%	2.66%
2025/03/12	14.49%	11.09%	9.67%	6.13%	12.91%	8.26%	4.53%	6.82%	2.1%	2.34%
2025/03/13	14.13%	9.72%	9.9%	7.72%	12.72%	9.66%	4.98%	4.51%	1.49%	3.09%
2025/03/14	13.38%	10.76%	11.07%	6.32%	12.84%	9.7%	5.18%	4.26%	1.92%	2.81%
2025/03/15	14.01%	10.78%	10.96%	6.26%	13.9%	7.95%	5.09%	5.03%	1.69%	2.36%
2025/03/16	14.98%	11.21%	8.13%	7.28%	12.02%	8.39%	6.81%	4.15%	1.62%	3.16%
2025/03/17	16.15%	11.18%	9.14%	7.06%	12.59%	8.67%	5.42%	4.25%	0.99%	2.73%
2025/03/18	13.88%	9.62%	9.37%	7.18%	12.08%	7.4%	5.33%	3.93%	1.97%	3.15%
2025/03/19	12.87%	11.68%	8.74%	6.84%	11.9%	9.2%	6.03%	3.89%	2.26%	2.49%
2025/03/20	10.99%	11.5%	10.47%	7.11%	10.89%	8.5%	6.38%	3.91%	2.26%	2.54%
2025/03/21	10.89%	12.63%	11.29%	8.03%	10.39%	9.55%	5.63%	3.26%	1.92%	2.97%
2025/03/22	11.52%	13.12%	10.96%	7.29%	10.09%	9.12%	5.93%	4.03%	1.58%	2.68%
2025/03/23	10.74%	13.75%	10.18%	7.72%	10.17%	9.54%	6.48%	3.67%	1.95%	2.57%
2025/03/24	9.74%	13.4%	10.71%	6.45%	9.82%	8.61%	5.87%	4.08%	2.33%	2.95%
2025/03/25	10.5%	12.38%	11.47%	6.91%	9.53%	9.32%	5.96%	2.79%	2.08%	2.23%
2025/03/26	9.9%	13.47%	10.9%	6.91%	8.69%	8.64%	5.72%	3.57%	3.03%	2.04%
2025/03/27	9.73%	13.67%	10.15%	5.21%	9.49%	9.4%	5.73%	3.65%	2.61%	2.54%
2025/03/28	10.6%	12.51%	9.39%	7.89%	9.01%	8.69%	5.74%	2.89%	2.88%	2.74%
2025/03/29	11.09%	12.1%	10.33%	8.15%	9.08%	8.47%	5.26%	2.26%	2.62%	2.7%
2025/03/30	10.53%	12.65%	9.58%	8.15%	9.82%	7.72%	5.36%	2.71%	3.16%	2.32%
2025/03/31	12.92%	11.95%	9.63%	8.82%	8.53%	8.5%	5.87%	2.57%	2.46%	1.49%

Optus led March with fluctuating spend, peaking mid-month. Dodo and WhistleOut followed closely, maintaining steady shares. Telstra’s share dipped early but recovered. By month’s end, Optus remained dominant.

Market Exposure

Competitor Count for AUS Telecommunications Broadband Services

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
Date	Competitor Count
2025/03/01	217
2025/03/02	215
2025/03/03	209
2025/03/04	206
2025/03/05	208
2025/03/06	204
2025/03/07	199
2025/03/08	205
2025/03/09	202
2025/03/10	209
2025/03/11	206
2025/03/12	203
2025/03/13	200
2025/03/14	197
2025/03/15	192
2025/03/16	192
2025/03/17	193
2025/03/18	190
2025/03/19	188
2025/03/20	193
2025/03/21	195
2025/03/22	191
2025/03/23	186
2025/03/24	189
2025/03/25	187
2025/03/26	189
2025/03/27	194
2025/03/28	188
2025/03/29	183
2025/03/30	183
2025/03/31	181

March saw a steady decline in distinct advertisers, starting at 217 and ending at 181.

Campaign Efficiency

Market Loss & Market Gains for AUS Telecommunications Broadband Services

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
Name	Market Trend
amazon.com.au	1.88%
aussiebroadband.com.au	1.65%
spintel.net.au	0.66%
vodafone.com.au	0.64%
iprimus.com.au	0.51%
finder.com.au	-0.38%
superloop.com	-0.5%
tpg.com.au	-0.56%
whistleout.com.au	-2.12%
optus.com.au	-2.98%

Optus and WhistleOut saw significant declines in click share, while Amazon and Aussie Broadband experienced notable increases, reshaping the competitive landscape.

Campaign Efficiency

AUS Telecommunications Broadband Services 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	optus.com.au	tpg.com.au	amazon.com.au	finder.com.au	dodo.com	aussiebroadband.com.au	whistleout.com.au	telstra.com.au	buddytelco.com.au	superloop.com
2025/03/01	9.66%	11.34%	3.41%	8.24%	8.49%	6.06%	10.55%	8.76%	3.93%	2.88%
2025/03/02	8.28%	9.78%	4.5%	7.04%	8.87%	8.73%	9.49%	6.31%	3.38%	4.21%
2025/03/03	8.67%	9.53%	3.28%	7.74%	8.26%	7.28%	10.12%	5%	3.23%	5.71%
2025/03/04	9.36%	9.97%	2.83%	9.04%	8.98%	7.35%	10.06%	5.13%	3.42%	4.13%
2025/03/05	12.15%	11.58%	2.86%	10.35%	8.62%	6.04%	10.25%	5.07%	2.82%	4.04%
2025/03/06	14.27%	12.06%	1.4%	10.63%	9.26%	6.55%	10.77%	3.67%	2.29%	4.55%
2025/03/07	13.62%	14.89%	1.52%	9.57%	8.6%	3.94%	9.77%	5.51%	2.41%	4.78%
2025/03/08	11.93%	12.42%	2.72%	9.55%	7.68%	5.02%	9.75%	6.01%	2.95%	4.95%
2025/03/09	11.69%	12.43%	2.75%	8.61%	8.52%	6.23%	9.72%	7.27%	4.05%	5.06%
2025/03/10	10.74%	11.2%	5.77%	10.66%	7.96%	6.61%	11.49%	4.76%	3.69%	3.39%
2025/03/11	11.94%	11%	7.26%	10.45%	6.59%	5.97%	10.45%	5.58%	4.76%	3%
2025/03/12	13.07%	9.68%	6.82%	8.48%	7.85%	5.64%	10.58%	4.45%	6.8%	2.7%
2025/03/13	12.75%	11.63%	6.53%	8.78%	6.61%	5.78%	9.86%	5.23%	4.77%	3.47%
2025/03/14	12.15%	11.76%	3.98%	10.39%	7.29%	6.25%	10.39%	4.34%	4.27%	3.17%
2025/03/15	12.88%	11.06%	4.31%	9.49%	7.05%	6.02%	11.67%	4.28%	4.84%	3.11%
2025/03/16	13.6%	11.16%	7.09%	6.71%	7.19%	8%	9.52%	4.94%	3.9%	3.72%
2025/03/17	13.84%	10.28%	8.78%	8.17%	7.4%	6.5%	10.14%	4.71%	4.58%	3.01%
2025/03/18	11.53%	8.93%	10.9%	7.69%	6.14%	6.12%	9.72%	4.83%	4.41%	3.73%
2025/03/19	11.21%	10.72%	10.88%	7.61%	7.87%	6.96%	9.26%	4.36%	3.84%	2.6%
2025/03/20	9.23%	10.37%	8.31%	9.3%	7.71%	7.58%	8.21%	4.78%	4.17%	2.9%
2025/03/21	9%	11.48%	8.82%	9.76%	9.06%	6.64%	8.29%	5.32%	3.56%	3.73%
2025/03/22	9.69%	11.21%	7.87%	9.25%	9.26%	6.96%	7.97%	4.69%	3.96%	3.2%
2025/03/23	9.2%	12.22%	6.81%	8.22%	9.77%	7.64%	7.64%	5.08%	4.04%	3.56%
2025/03/24	7.54%	10.52%	8.04%	9.3%	9.6%	6.72%	7.34%	4.2%	4.3%	3.34%
2025/03/25	8.6%	11.43%	6.95%	9.9%	9.34%	6.89%	7.36%	4.84%	2.93%	2.77%
2025/03/26	8.24%	10.82%	5.65%	9.97%	9.8%	6.75%	6.97%	4.94%	3.31%	2.38%
2025/03/27	8.42%	11.3%	7.12%	9%	10.1%	6.75%	7.04%	3.45%	3.47%	2.97%
2025/03/28	8.66%	10.64%	7.38%	7.76%	9.24%	7.02%	6.94%	5.28%	2.63%	3.39%
2025/03/29	9.52%	10.75%	7.62%	8.49%	8.97%	5.94%	6.96%	5.49%	1.96%	3.03%
2025/03/30	9.24%	9.69%	8.25%	8.32%	9.39%	6.35%	7.37%	5.57%	2.35%	2.92%
2025/03/31	11.42%	10.45%	9%	8.3%	8.28%	7.04%	6.22%	5.71%	2.12%	1.68%

Optus and TPG led March with fluctuating shares, peaking mid-month. Amazon surged late, while Telstra and BuddyTelco struggled. The month ended with Optus regaining momentum.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Telecommunications Broadband Services

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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1
AGL nbn® plans from $49/mth | When Stacked with AGL Energy https://www.agl.com.au
$49/mth For First 6 Mths Then $59/mth If You BYO Modem And Have AGL Energy. T&Cs Apply.
2
Dodo Unlimited nbn Plans https://www.dodo.com › dodo_nbn › dodo_deals
$15/Mth Off 12 Mths Sel. Plans — Dodo NBN & Energy Bundle Deal, Save Up To $10/Mth Extra.T&Cs Apply. NBN Deals End 29/4/25.
3
NBN25 for just $49/mth | Great-Value Internet Plans https://www.southernphone.com.au
nbn Basic Plus $49/mth For First 6 Mths Then $59/Mth. T&C's Apply. Offer Ends 08/04/2025. BYO Modem Or Add A Modem From $156. No Southern Phone Setup Fees or Lock-in Contract.
4
Up to $150 off NBN® plans - Smart Modem included for use https://www.telstra.com.au › telstra › nbn
Over 6 months on selected nbn home internet. For new services. Ends 7 April. T&Cs apply. Internet...
5
Great Value Internet Plans - From $44.99/mth for 6 Months https://www.tpg.com.au › nbn-internet › plans
Then $54.99/mth. Enjoy great value home internet with TPG's awesome range of plans. New...

In the competitive landscape of Google’s PPC for broadband services, AGL, Dodo, Southern Phone, Telstra, and TPG stand out with enticing offers. AGL and Southern Phone emphasize affordability with initial low rates, while Dodo and Telstra highlight bundled savings and discounts. TPG focuses on consistent value, appealing to cost-conscious consumers.

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Vodafone case study: Driving click share and sales with strategic insights from Adthena

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AUS Telecommunications Broadband Services - PPC Market Share Analysis April 2025

Share of Clicks for top 10 AUS Telecommunications Broadband Services brands

Share of Spend for the top 10 AUS Telecommunications Broadband Services brands

Competitor Count for AUS Telecommunications Broadband Services

Market Loss & Market Gains for AUS Telecommunications Broadband Services

AUS Telecommunications Broadband Services Share of Impressions

Google Text Ad Copy Insights & Creative Trends for AUS Telecommunications Broadband Services

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Vodafone case study: Driving click share and sales with strategic insights from Adthena

VodafoneZiggo case study: Boosting sales by 500% with a winning PPC strategy

Havas Market & Arena Media PPC case study: Brand Protection success with Adthena

Get the full picture

See this data specific to your brand performance