AUS Telecommunications Broadband Services - PPC Market Share Analysis December 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.

Google AI Overview visibility for Telecommunications Broadband Services AUS

See how often AIOs appear and how search intent is distributed across buying signals.

See more data

AIO Frequency

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

Frequency	Percentage
Frequency	15.7589698078
	84.2410301922

15%

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	28%
Transactional	19%
Navigational	4%
Seasonal	0%
Local	5%
Problem Solving	13%

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.

See more data

Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
aussiebroadband.com.au	23.1
telstra.com.au	10.93
optus.com.au	10.87
dodo.com	8.17
finder.com.au	7.02
superloop.com	6.92
tpg.com.au	5.63
whistleout.com.au	5.59
nbnco.com.au	2.89
iinet.net.au	2.4
others	16.48

aussiebroadband.com.au - 23.1%
telstra.com.au - 10.93%
optus.com.au - 10.87%
dodo.com - 8.17%
finder.com.au - 7.02%
superloop.com - 6.92%
tpg.com.au - 5.63%
whistleout.com.au - 5.59%
nbnco.com.au - 2.89%
iinet.net.au - 2.4%
others - 16.48%

Aussie Broadband leads with 23.1% click share, followed by Telstra at 10.93% and Optus at 10.87%. Others collectively hold 16.48%, 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.

See more data

Share of Spend - Last Month

Share of Spend - Last Month
Date	optus.com.au	dodo.com	finder.com.au	superloop.com	telstra.com.au	aussiebroadband.com.au	tpg.com.au	whistleout.com.au	iinet.net.au	tangerine.com.au
2025/12/01	21.88%	9.97%	7.59%	3.18%	5.76%	7.86%	12.31%	6.44%	5.54%	3.49%
2025/12/02	12.99%	11.51%	10.45%	3.45%	6%	7.01%	11.67%	7.55%	4.79%	4.53%
2025/12/03	10.6%	9.93%	11.39%	3.84%	5.29%	7.98%	11.45%	9.14%	3.99%	4.36%
2025/12/04	10.2%	10.76%	12.04%	3.72%	6.1%	6.06%	11.17%	10.17%	4.95%	3.02%
2025/12/05	10.92%	13.16%	11.7%	3.6%	6.42%	5.29%	10.98%	9.5%	3.74%	3.59%
2025/12/06	10.14%	13.54%	10.31%	2.81%	6.22%	6.04%	12.75%	9.56%	4.8%	2.95%
2025/12/07	7.31%	12.55%	10.43%	6.35%	8.53%	6.05%	12.66%	10.33%	4.3%	3.29%
2025/12/08	7.04%	10.48%	12.56%	4.04%	6.14%	5.55%	13.87%	11.03%	5.94%	2.12%
2025/12/09	8.31%	11.06%	13.73%	4.75%	6.23%	6.52%	11.51%	10.25%	4.89%	2.24%
2025/12/10	7.53%	13.15%	12.91%	4.42%	5.64%	6.59%	12.14%	9.1%	4.65%	2.35%
2025/12/11	7.01%	14.42%	13.06%	3.75%	5.58%	7.09%	11.37%	9.36%	4.94%	2.24%
2025/12/12	8.08%	14.36%	11.87%	3.91%	6.51%	7.01%	11.32%	8.05%	5.03%	3.21%
2025/12/13	8.24%	11.88%	11.94%	4.83%	7.74%	6.87%	12.64%	9.36%	4.38%	3.58%
2025/12/14	7.34%	13.05%	11.22%	5.76%	6.33%	6.57%	12.98%	9.06%	5.24%	3.64%
2025/12/15	8.45%	11.86%	12.82%	4.13%	5.74%	8.06%	10.84%	9.06%	4.29%	4.67%
2025/12/16	11.44%	12%	10.58%	4.51%	6.06%	6.91%	8.77%	8.4%	3.44%	6.23%
2025/12/17	12.23%	12.6%	10.45%	3.97%	6.27%	5.23%	8.9%	9.58%	3.58%	4.3%
2025/12/18	13.58%	12.53%	11.76%	4.49%	6.33%	4.11%	7.65%	9.61%	3.33%	5.54%
2025/12/19	13.81%	14%	10.48%	3.78%	7.24%	5.48%	7.69%	8.4%	3.57%	4.34%
2025/12/20	13.43%	14.41%	9.45%	3.49%	8.21%	5.63%	8.26%	8.18%	4.05%	4.59%
2025/12/21	15.43%	12.45%	11.34%	4.06%	8.19%	6%	7.8%	8.78%	5.09%	4.38%
2025/12/22	15.92%	13.03%	12.38%	4.39%	6.54%	6.56%	7.21%	8%	3.43%	4.76%
2025/12/23	16.86%	12.55%	12.64%	4.48%	7.74%	6.33%	7.09%	6.63%	3.93%	4.67%
2025/12/24	16.41%	14.72%	12.35%	4.42%	8.63%	5.34%	6.98%	6.1%	4.09%	2.88%
2025/12/25	15.04%	16.24%	11.28%	5.5%	7.34%	6.65%	7.96%	4.87%	4.19%	2.82%
2025/12/26	12.74%	13.87%	11.87%	7.8%	7.83%	5.93%	8.52%	4%	4.56%	3.31%
2025/12/27	14%	13.92%	14.74%	6.76%	7.89%	6.3%	7.86%	4.96%	3.93%	3.64%
2025/12/28	14.73%	13.71%	14.88%	5.69%	7.21%	6.93%	7.38%	5.06%	3.58%	4.69%
2025/12/29	17.36%	13.55%	15.05%	6.29%	5.82%	6.93%	5.38%	4.78%	3.28%	4.54%
2025/12/30	16.89%	13.5%	14.43%	8.32%	7.65%	6.65%	6.06%	4.33%	2.92%	3.77%
2025/12/31	17.74%	15.4%	13.7%	9.25%	7.42%	7.16%	5.84%	3.94%	3.23%	2.45%

optus.com.au
dodo.com
finder.com.au
superloop.com
telstra.com.au
aussiebroadband.com.au
tpg.com.au
whistleout.com.au
iinet.net.au
tangerine.com.au

Optus began December strong, peaking at 21.88% on the 1st, but gradually declined. By month’s end, they rebounded to 17.74%. Dodo and Finder showed consistent mid-month performance, while Superloop surged late, ending at 9.25%.

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.

See more data

Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2025/12/01	137
2025/12/02	140
2025/12/03	149
2025/12/04	153
2025/12/05	150
2025/12/06	154
2025/12/07	156
2025/12/08	156
2025/12/09	147
2025/12/10	150
2025/12/11	148
2025/12/12	145
2025/12/13	143
2025/12/14	128
2025/12/15	150
2025/12/16	133
2025/12/17	135
2025/12/18	139
2025/12/19	136
2025/12/20	137
2025/12/21	140
2025/12/22	148
2025/12/23	148
2025/12/24	145
2025/12/25	145
2025/12/26	148
2025/12/27	144
2025/12/28	144
2025/12/29	147
2025/12/30	145
2025/12/31	142

Advertisers fluctuated throughout December, peaking at 156 on the 7th and 8th. The month concluded with a slight decline, ending at 142.

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.

See more data

Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
optus.com.au	4.59%
nbnco.com.au	1.05%
superloop.com	0.97%
telstra.com.au	0.85%
dodo.com	0.69%
gigacomm.net.au	-0.6%
spintel.net.au	-1.04%
aussiebroadband.com.au	-1.1%
whistleout.com.au	-2.42%
tpg.com.au	-2.7%

Optus.com.au surged with a 4.59% click share increase, while tpg.com.au dropped by 2.7%. Nbnco.com.au rose by 1.05%, contrasting whistleout.com.au’s 2.42% 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.

See more data

Date	optus.com.au	finder.com.au	superloop.com	aussiebroadband.com.au	dodo.com	tpg.com.au	telstra.com.au	iinet.net.au	whistleout.com.au	tangerine.com.au
2025/12/01	21.77%	6.01%	4.03%	9.1%	5%	16.43%	3.72%	6.29%	4.8%	3.89%
2025/12/02	11.74%	10.05%	4.22%	9.7%	6.88%	16.15%	4.09%	5.61%	6.1%	4.19%
2025/12/03	8.53%	10.43%	4.45%	11.09%	5.74%	15.17%	3.35%	4.11%	7.52%	4.25%
2025/12/04	8.7%	10.34%	4.13%	7.89%	6.18%	14.76%	4.04%	6.88%	8.42%	3.15%
2025/12/05	10.51%	11.22%	4.96%	6.72%	8.29%	13.88%	4.71%	4.16%	8.56%	3.7%
2025/12/06	9.83%	9.51%	3.36%	8.22%	7.82%	17.26%	4.55%	5.57%	7.92%	2.71%
2025/12/07	6.76%	9.2%	7.12%	7.99%	7.32%	16.33%	6.93%	5.63%	8.6%	2.83%
2025/12/08	6.07%	11.22%	4.33%	7.57%	6.13%	18.58%	4.33%	7.64%	8.71%	1.87%
2025/12/09	8.99%	12.12%	5.13%	9.29%	7.27%	14.98%	4.46%	5.3%	8.36%	1.89%
2025/12/10	6.54%	11.51%	4.75%	8.78%	8.42%	16.49%	4.12%	5.78%	7.18%	2.61%
2025/12/11	6.74%	12.66%	4.03%	10.2%	8.84%	15.23%	3.81%	5.91%	7.77%	2.2%
2025/12/12	7.82%	11.64%	4.56%	9.31%	9.1%	14.44%	4.64%	5.93%	6.54%	2.78%
2025/12/13	7.27%	11.64%	5.89%	9.83%	7.1%	16.6%	5.66%	4.9%	8.3%	3.18%
2025/12/14	7.19%	10.06%	6.4%	8.88%	8.12%	16.5%	4.39%	5.93%	7.55%	3.18%
2025/12/15	8.24%	11.71%	5.2%	11.35%	6.94%	14.19%	3.92%	4.89%	7.17%	3.77%
2025/12/16	10.77%	9.77%	6.3%	10.06%	7.21%	12.09%	4.32%	3.98%	6.6%	5.05%
2025/12/17	12.6%	9.6%	5.68%	7.39%	7.03%	12.41%	4.28%	4.57%	7.79%	3.6%
2025/12/18	13.3%	10.76%	6.31%	6.13%	7.19%	10.06%	4.73%	3.39%	8.35%	5.27%
2025/12/19	14.48%	9.12%	4.9%	8.17%	9.49%	10.96%	5.43%	3.81%	6.73%	3.91%
2025/12/20	13.22%	7.87%	4.36%	8.2%	9.54%	12.17%	5.94%	4.19%	6.13%	4.5%
2025/12/21	15.69%	10.62%	5.18%	8.32%	7.57%	11.89%	5.8%	6.28%	6.81%	4.35%
2025/12/22	16.79%	10.56%	5%	9.25%	7.85%	10.49%	4.61%	4.09%	5.93%	3.72%
2025/12/23	17.42%	10.96%	5.77%	9.19%	7.57%	11.27%	5.66%	4.21%	4.96%	3.99%
2025/12/24	16.79%	10.24%	5.25%	7.75%	10.25%	10.61%	6.42%	3.98%	4.49%	2.45%
2025/12/25	14.76%	8.8%	7.02%	9.84%	11.13%	12.38%	5.2%	5.45%	3.59%	2.5%
2025/12/26	11.19%	10.68%	9.68%	8.52%	8.34%	11.17%	5.62%	6.19%	2.99%	2.8%
2025/12/27	13.36%	13.11%	8.42%	9.03%	8.32%	10.59%	5.92%	4.83%	3.67%	3.23%
2025/12/28	15.09%	13.26%	7.06%	9.93%	8.29%	10%	5.27%	4.4%	3.89%	4.17%
2025/12/29	17.09%	14.36%	8.43%	9.68%	8.6%	7.35%	4.27%	3.76%	4.17%	3.98%
2025/12/30	17.07%	12.6%	10.41%	9.79%	8.28%	8.8%	5.49%	2.69%	3.3%	3.98%
2025/12/31	18.77%	12.63%	11.39%	10.51%	9.76%	7.19%	5.3%	4.15%	3.02%	2.67%

optus.com.au
finder.com.au
superloop.com
aussiebroadband.com.au
dodo.com
tpg.com.au
telstra.com.au
iinet.net.au
whistleout.com.au
tangerine.com.au

Optus began December with a strong 21.77% share, dipped mid-month, but rebounded to finish at 18.77%. Meanwhile, Finder and Superloop saw steady growth, closing at 12.63% and 11.39%, respectively.

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.

See more data

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

1
Aussie Broadband https://www.aussiebroadband.com.au
Aussie Broadband NBN Plans — Access Aussie Broadband High-Speed Internet. For FTTP or HFC Addresses Only. T&Cs Apply. Connect to the nbn® With Australia’s Most Trusted Telco*. Get Australian-based Support.
2
Fast NBN500 | Save $180 - $0 Upfront Wi-Fi 7 Modem https://www.iinet.net.au › nbn500
Save $180 over 12 months. 500Mbps Estimated Typical Evening Speed (7-11pm) New FTTP/HFC connections only. T&C apply.
3
WFH Internet Connection - Check Your Home Setup https://www.nbnco.com.au
We’re Powering Australia’s Digital Future, Transforming The Way We Live, Work And Play. Discover How To Improve Your...
4
Get 100,000 TelstraPlus pts | On select nbn plans ends 29Dec https://www.telstra.com.au › telstra › nbn
100,000 Telstra Plus bonus pts on select nbn plans. Ends 29 Dec. New services. T&Cs apply.
5
TPG | nbn price beat guarantee | Superfast for $79.99/mth https://www.tpg.com.au › nbn-superfast › --
Get the best deal from eligible providers over 12 months. $99.99/mth after 6 months. Subject to price beat. See website for exclusions & eligible providers.

In the competitive world of broadband services, Aussie Broadband stands out with its promise of high-speed internet and trusted support. iiNet entices with savings and fast evening speeds, while NBN Co. focuses on enhancing digital lifestyles. Telstra offers enticing rewards, and TPG guarantees competitive pricing.

Frequently Asked Questions

Why is the AUS Telecommunications Broadband Services December 2025 Report useful and how should I use it?

Why is the AUS Telecommunications Broadband Services 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 Telecommunications Broadband Services 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 Telecommunications Broadband Services 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 Telecommunications Broadband Services December 2025 Report?

The AUS Telecommunications Broadband Services 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.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Telecommunications Broadband Services December 2025 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Telecommunications Broadband Services December 2025 Report for?

The AUS Telecommunications Broadband Services 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.
Can I get a custom report for my brand?

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

Complete the form below to get started.
What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

Customer Success Stories

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

Vodafone used Adthena data to optimize results from the launch of the Samsung S22 product. Combining Adthena’s Strategic Insights with Google Smart Bidding, Vodafone was able to maintain a flexible strategy that leveraged both manual and automated bidding. Leveraging Adthena’s Search Term Opportunities report also allowed Vodafone to implement 27 keyword terms across their business line, driving an increase in revenue at a positive ROAS.Read case study

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

VodafoneZiggo was looking to maximize revenue from its paid search campaigns while reducing costs and streamlining workflows. By leveraging Adthena’s data-driven insights and time-saving automation, the team gained full visibility into their ad spend performance and optimized budget allocation.Read case study

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

Havas Market & Arena Media used Adthena's infringement data to combat rising CPCs from competitive brand bidding, escalating violations to Google and protecting their client’s brand.

Read case study

Get the full picture

See this data specific to your brand performance

The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

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.

AUS Telecommunications Broadband Services - PPC Market Share Analysis December 2025