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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
aussiebroadband.com.au 24.61
telstra.com.au 8.51
optus.com.au 7.32
dodo.com 7.3
nbnco.com.au 6.61
superloop.com 6.59
tpg.com.au 5.88
whistleout.com.au 5.3
finder.com.au 3.78
amazon.com.au 3.31
others 20.79

Copyright © Adthena. All rights reserved.

Aussie Broadband leads with 24.61% click share, followed by Telstra at 8.51%. Others collectively hold 20.79%, highlighting 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 dodo.com tpg.com.au whistleout.com.au finder.com.au aussiebroadband.com.au optus.com.au telstra.com.au buddytelco.com.au nbnco.com.au superloop.com
2025/04/01 11.13% 8.81% 5.99% 11.95% 9.8% 11.28% 8.11% 2.22% 1.44% 3.71%
2025/04/02 13.8% 8.01% 7.04% 7.94% 9.25% 12.11% 5.43% 2.58% 2.45% 3.33%
2025/04/03 13.64% 8.64% 6.9% 6.78% 8.33% 11.29% 6.09% 3.3% 3.29% 4.35%
2025/04/04 12.81% 9.7% 7.06% 6.46% 7.32% 11.03% 7.57% 4.47% 4.04% 3.7%
2025/04/05 12.01% 8.71% 7.96% 6.27% 8.43% 14.44% 6.87% 5.63% 2.52% 4.2%
2025/04/06 12.03% 8.43% 7.53% 5.37% 7% 11.98% 10.56% 4.76% 5.14% 5.34%
2025/04/07 11.91% 9.12% 9.3% 6.28% 8.5% 7.87% 6.67% 4.88% 5.64% 4.85%
2025/04/08 12.52% 9.45% 9.68% 6.17% 9.29% 6.17% 6.88% 4.78% 5.79% 3.87%
2025/04/09 13.42% 10.32% 9.78% 6.82% 8.15% 5.22% 6.14% 5.18% 5.15% 3.96%
2025/04/10 12.98% 10.19% 10.29% 6.47% 8.35% 5.17% 5.81% 5.54% 3.53% 3.83%
2025/04/11 12.47% 10.53% 10.2% 6.75% 7.54% 5.03% 7.17% 6.29% 3.87% 4.03%
2025/04/12 12.01% 10.01% 10.79% 7.28% 9.11% 5.4% 6.33% 5.64% 5.3% 3.9%
2025/04/13 12.97% 9.48% 9.31% 6.88% 9.37% 4.5% 7.19% 5.29% 4.5% 5.15%
2025/04/14 12.45% 9.65% 9.97% 7.9% 7.56% 4.25% 7.25% 5.79% 3.91% 3.81%
2025/04/15 12.11% 9.85% 9.51% 8.27% 9.22% 4.58% 6.1% 6.55% 4.86% 3.86%
2025/04/16 13.91% 10% 8.95% 7.69% 9.69% 4.16% 5.74% 6.61% 4.59% 3.54%
2025/04/17 12.31% 9.6% 9.81% 9.13% 10.23% 4.59% 7.78% 5.89% 3% 3.97%
2025/04/18 11.48% 7.28% 8.75% 8.4% 9.47% 6.22% 11.32% 3.35% 3.86% 6.7%
2025/04/19 12.84% 10.8% 8% 6.97% 6.96% 6.82% 7.03% 5.66% 3.54% 3.93%
2025/04/20 14.51% 7.98% 7.77% 6.09% 8.87% 5.41% 5.34% 7.09% 4.12% 5.3%
2025/04/21 13.35% 10.75% 9.13% 7.55% 9.55% 5.13% 3.69% 5.33% 3.83% 5.74%
2025/04/22 12.86% 10.65% 10.05% 7.51% 7.36% 5.34% 4% 5.62% 3.1% 3.82%
2025/04/23 15.26% 9.79% 10.46% 6.73% 6.21% 5.71% 4.39% 6.43% 4.6% 2.53%
2025/04/24 14.79% 9.11% 9.67% 6.86% 7.86% 5.83% 4.85% 6.17% 3.65% 2.4%
2025/04/25 14.18% 8.58% 9.18% 5.19% 7.61% 5.81% 5.32% 6.96% 4.67% 3.65%
2025/04/26 14.57% 8.57% 7.96% 6.15% 7.84% 6.87% 4.66% 6.73% 4.82% 3.89%
2025/04/27 14.47% 8.76% 7.9% 6.41% 8.1% 6.32% 5.17% 6.76% 3.82% 3.98%
2025/04/28 14.89% 7.54% 9.29% 6.29% 8.24% 5.92% 4.72% 7.35% 4% 2.43%
2025/04/29 15.34% 5.39% 8.34% 6.59% 8.98% 6.27% 4.91% 6.05% 4.33% 2.83%
2025/04/30 13.76% 10.02% 9.32% 8.22% 7.07% 6.44% 5.15% 4.69% 4.1% 2.81%

Copyright © Adthena. All rights reserved.

In April 2025, Dodo.com led with a steady rise, peaking at 15.34%. TPG.com.au fluctuated, ending at 10.02%. Whistleout.com.au showed consistent growth, closing at 9.32%. Optus.com.au and Telstra.com.au saw declines, finishing at 6.44% and 5.15%, respectively.

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
2025/04/01 178
2025/04/02 175
2025/04/03 178
2025/04/04 176
2025/04/05 174
2025/04/06 170
2025/04/07 168
2025/04/08 169
2025/04/09 171
2025/04/10 169
2025/04/11 171
2025/04/12 165
2025/04/13 164
2025/04/14 166
2025/04/15 166
2025/04/16 174
2025/04/17 168
2025/04/18 166
2025/04/19 165
2025/04/20 167
2025/04/21 170
2025/04/22 175
2025/04/23 171
2025/04/24 167
2025/04/25 168
2025/04/26 166
2025/04/27 164
2025/04/28 165
2025/04/29 160
2025/04/30 167

Copyright © Adthena. All rights reserved.

April began with 178 advertisers, fluctuating throughout the month. Mid-month saw a dip to 164, but it rebounded to 167 by month’s end.

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
southernphone.com.au 1.77%
dodo.com 1.27%
buddytelco.com.au 0.51%
finder.com.au 0.42%
swoop.com.au 0.34%
tangerine.com.au -0.25%
amazon.com.au -0.33%
superloop.com -0.53%
telstra.com.au -1.53%
aussiebroadband.com.au -2.35%

Copyright © Adthena. All rights reserved.

Southernphone.com.au surged with a 1.77% click share increase, while aussiebroadband.com.au faced a 2.35% decline.

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 tpg.com.au aussiebroadband.com.au finder.com.au dodo.com whistleout.com.au amazon.com.au optus.com.au buddytelco.com.au superloop.com telstra.com.au
2025/04/01 11.08% 11.56% 10.47% 7.03% 4.28% 6.31% 10.35% 1.74% 4.53% 5.36%
2025/04/02 10.07% 10.73% 7.34% 7.52% 5.81% 7.13% 10.12% 2.29% 3.83% 3.55%
2025/04/03 10.21% 9.66% 5.96% 7.96% 5.32% 7.25% 10.47% 3.06% 5.36% 3.93%
2025/04/04 13.3% 8.48% 6.51% 8.55% 5.55% 5.02% 10.11% 5.02% 4.55% 4.73%
2025/04/05 12.44% 9.09% 5.49% 6.91% 6.26% 7.83% 14.62% 6.12% 4.98% 4.07%
2025/04/06 11.12% 7.87% 5.05% 7.53% 5.99% 8.34% 11.15% 5.27% 6.04% 7.19%
2025/04/07 11.61% 9.8% 5.82% 7.24% 8.03% 7.38% 6.16% 5.61% 5.47% 4.39%
2025/04/08 11.7% 11.6% 5.78% 7.09% 8.43% 8.02% 4.2% 5.13% 4.6% 4.42%
2025/04/09 13.19% 9.88% 6.49% 7.5% 8.37% 7.53% 3.61% 5.23% 5.02% 3.9%
2025/04/10 12.62% 9.69% 6.22% 7.84% 9.03% 8.51% 3.84% 4.97% 4.52% 3.75%
2025/04/11 13.34% 9.67% 6.69% 7.16% 9.18% 5.27% 3.75% 6.37% 4.77% 4.76%
2025/04/12 13.78% 11.18% 7% 7.33% 9.31% 6.07% 3.98% 5.43% 4.47% 4.07%
2025/04/13 12.34% 11.4% 6.51% 7.93% 8.33% 6.86% 3.19% 4.99% 5.84% 4.98%
2025/04/14 12.43% 9.25% 7.78% 7.11% 8.41% 7.55% 2.54% 5.93% 4.45% 4.97%
2025/04/15 12.37% 11.65% 8.62% 6.72% 8.53% 6.14% 3.01% 6.57% 4.63% 3.92%
2025/04/16 13.37% 12.51% 8.24% 7.45% 7.45% 5.61% 2.72% 6.91% 4.4% 3.84%
2025/04/17 11.83% 13.46% 8.81% 6.09% 8.18% 4.44% 3.11% 7.3% 4.98% 5.59%
2025/04/18 9.45% 12.09% 7.73% 5.09% 7.04% 6.88% 4.14% 5.15% 8.08% 7.4%
2025/04/19 13.14% 8.25% 7.68% 8.39% 6.39% 6.11% 5.4% 5.29% 4.91% 4.33%
2025/04/20 10.82% 10.34% 5.99% 8.54% 6.11% 7.29% 3.95% 6.98% 6.53% 3.62%
2025/04/21 13.78% 11.37% 7.37% 7.76% 7.42% 5.93% 3.27% 5.12% 7.29% 2.49%
2025/04/22 13.68% 8.41% 6.99% 7.04% 8.08% 7.1% 3.6% 5.36% 4.51% 2.49%
2025/04/23 12.94% 7.21% 7.3% 9.02% 9.46% 2.72% 4.12% 6.6% 3.31% 2.78%
2025/04/24 11.5% 9.63% 7.36% 8.8% 8.38% 5.06% 4.25% 5.82% 3.14% 2.91%
2025/04/25 11.29% 9.02% 5.51% 8.19% 7.76% 5.07% 3.91% 7.31% 4.73% 3.48%
2025/04/26 11.13% 9.22% 6.26% 8.21% 6.83% 7.22% 4.55% 6.66% 4.85% 3.06%
2025/04/27 11.13% 10.05% 6.37% 8.02% 6.6% 6.24% 4.56% 6.77% 5.12% 3.24%
2025/04/28 9.52% 10.16% 6.34% 8.2% 7.62% 7.34% 4.05% 6.96% 3% 3.1%
2025/04/29 6.9% 10.87% 7.03% 9.03% 6.79% 6.21% 4.63% 5.99% 3.36% 3.39%
2025/04/30 12.65% 8.48% 8.39% 7.7% 7.65% 6.75% 4.98% 4.46% 3.59% 3.22%

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In April 2025, TPG’s impression share fluctuated, peaking mid-month. Aussie Broadband saw a mid-month rise, while Finder and Dodo had steady gains. Optus and Telstra experienced declines, ending the month lower.

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. 1
    Aussie Broadband Internet Sale | Home Internet Sale https://www.aussiebroadband.com.au › internet › sale

    Connect to the nbn® With Australia’s Most Trusted Telco*. Get Australian-based Support. Save $10 PM On 100/20* Plans & Save $20...

  2. 2
    $15/Mth Off 12 Mths Sel. Plans - Switch In As Little As 3 Mins https://www.dodo.com

    Dodo NBN & Energy Bundle Deal, Save Up To $10/Mth Extra.T&Cs Apply. NBN Deals End 29/4/25.

  3. 3
    NBN25 For Just $45/mth - For The First 12 Months https://www.southernphone.com.au

    nbn Basic $45/mth For The First 12 Mths Then $59/Mth. T&C's Apply. Offer Ends 5/8/2025.

  4. 4
    Superloop nbn sale https://www.superloop.com

    Up to an extra $60 off nbn — Superloop Lightspeed 1Gb nbn plan for an extra $10/mth for 6 mths, now $89/mth for 6 mths. Save...

  5. 5
    TPG High Speed Fibre Internet | From $35/mth for 6 months https://www.tpg.com.au

    Get an incredible 50% off for 6 months with TPG's high speed fibre internet plans. Min fee...

Copyright © Adthena. All rights reserved.

In the competitive landscape of broadband services, Aussie Broadband, Dodo, Southern Phone, Superloop, and TPG are leading with enticing offers. Aussie Broadband highlights trust and local support, while Dodo emphasizes quick switching and bundled savings. Southern Phone offers an affordable introductory rate, Superloop promotes significant discounts on high-speed plans, and TPG attracts with a substantial initial discount. Each ad strategically targets cost-conscious consumers seeking value and reliability.

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Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

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