AUS Telecommunications Broadband Services - PPC Market Share Analysis January 2026

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.

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AIO Frequency

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

Frequency	Percentage
Frequency	15.3634774399
	84.6365225601

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	29
	71

28%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	27%
Transactional	20%
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.

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Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
aussiebroadband.com.au	27.5
optus.com.au	12.29
telstra.com.au	9.42
superloop.com	8.24
dodo.com	7.13
finder.com.au	6.38
whistleout.com.au	5.65
nbnco.com.au	4.8
tpg.com.au	3.44
exetel.com.au	1.96
others	13.19

aussiebroadband.com.au - 27.5%
optus.com.au - 12.29%
telstra.com.au - 9.42%
superloop.com - 8.24%
dodo.com - 7.13%
finder.com.au - 6.38%
whistleout.com.au - 5.65%
nbnco.com.au - 4.8%
tpg.com.au - 3.44%
exetel.com.au - 1.96%
others - 13.19%

Aussie Broadband leads with 27.5% click share, followed by Others at 13.19%. Optus and Telstra trail with 12.29% and 9.42%, respectively.

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

Share of Spend - Last Month
Date	optus.com.au	finder.com.au	dodo.com	aussiebroadband.com.au	whistleout.com.au	telstra.com.au	superloop.com	nbnco.com.au	tpg.com.au	buddytelco.com.au
2026/01/01	16.88%	12.99%	16.36%	7.65%	3.97%	8.1%	8.18%	1.07%	6.35%	1.47%
2026/01/02	13.93%	15.38%	12.98%	8.61%	6.4%	7.92%	6.39%	1.52%	6.56%	1.6%
2026/01/03	12.67%	15.49%	13.52%	8.69%	5.69%	8.98%	6.97%	2.03%	5.49%	1.54%
2026/01/04	13.33%	16.55%	13.97%	7.94%	6.19%	8.51%	5.29%	1.61%	6.08%	1.48%
2026/01/05	9.66%	17.93%	12.98%	8.79%	9.44%	7.12%	4.77%	2.09%	6.16%	3.35%
2026/01/06	10.49%	16.42%	12.83%	7.5%	10.82%	7.97%	4.83%	1.5%	6.79%	4.41%
2026/01/07	17.24%	14.22%	14.15%	8.27%	3.92%	7.21%	9.9%	2.29%	5.75%	1.69%
2026/01/08	9.36%	14.68%	13.52%	9%	11.92%	7.11%	5.42%	1.27%	6.73%	5.05%
2026/01/09	11.17%	14.49%	13.08%	7.11%	11.13%	8.37%	4.29%	1.84%	7.8%	5.27%
2026/01/10	8.64%	13.02%	12.55%	9.6%	9.93%	8.41%	6.54%	1.89%	8.52%	6.7%
2026/01/11	8.75%	12.55%	13.72%	9.51%	11.09%	8.54%	5.22%	1.27%	9.46%	5.57%
2026/01/12	11.48%	14.84%	12.04%	8.46%	12.35%	6.45%	4.55%	2.26%	6.5%	4.72%
2026/01/13	12.52%	13.38%	12.23%	8.42%	11.33%	5.77%	5.83%	2.4%	6.44%	4.15%
2026/01/14	8.04%	13.21%	12.25%	9.37%	12.94%	6.54%	6.02%	2.1%	6.79%	4.98%
2026/01/15	9.92%	12.77%	12.32%	8.61%	12.83%	6.49%	4.5%	3.69%	7.44%	5.06%
2026/01/16	11.17%	14.47%	13.06%	7.11%	11.13%	8.38%	4.29%	1.84%	7.8%	5.25%
2026/01/17	14.04%	10.18%	11.79%	7.91%	12.11%	6.35%	5.47%	3.46%	8.87%	2.73%
2026/01/18	13.99%	9.21%	11.83%	7.23%	11.88%	6.49%	7.08%	3.55%	8.26%	4.18%
2026/01/19	14.76%	10.25%	11.96%	8.02%	11.3%	4.44%	6.72%	3.91%	6.38%	4.62%
2026/01/20	17.01%	11.5%	10.4%	6.84%	11.04%	5.18%	5.66%	7.12%	7.89%	2.08%
2026/01/21	19.93%	11.54%	10.21%	7.72%	10.67%	5.8%	6.02%	5.24%	7.43%	2.21%
2026/01/22	18.6%	11.87%	11%	7.31%	10.08%	4.9%	9.27%	4.64%	6.79%	2.13%
2026/01/23	23.97%	11.43%	9.94%	8.15%	8.85%	6.23%	7.26%	4.03%	6.65%	1.94%
2026/01/24	25.16%	10.26%	9.99%	7.78%	9.04%	5.76%	8.25%	4%	5.74%	1.99%
2026/01/25	25.5%	9.95%	10.33%	6.56%	8.67%	5.16%	8.68%	5.95%	4.85%	2.74%
2026/01/26	23.44%	10.87%	9.73%	6.96%	8.85%	4.96%	9.7%	5.51%	4.85%	2.4%
2026/01/27	19.62%	11.93%	9.69%	8.57%	8.38%	6.1%	9.76%	3.37%	4.46%	2.2%
2026/01/28	21.25%	11.82%	10.38%	8.8%	6.18%	4.67%	9.12%	4.89%	4.12%	2.85%
2026/01/29	21.74%	12.46%	11.05%	8.62%	6.7%	4.72%	8.25%	4.58%	4.09%	2.22%
2026/01/30	21.3%	12.33%	11.24%	8.85%	7.25%	5.33%	6.81%	4.06%	4.03%	1.98%
2026/01/31	19.85%	13.65%	10.85%	7.82%	7.01%	6.01%	5.75%	5.7%	4.93%	2.02%

optus.com.au
finder.com.au
dodo.com
aussiebroadband.com.au
whistleout.com.au
telstra.com.au
superloop.com
nbnco.com.au
tpg.com.au
buddytelco.com.au

Optus surged in January, peaking at 25.50% on the 25th. Finder and Dodo maintained steady shares, while WhistleOut and Telstra fluctuated. Superloop and NBNCo saw modest gains. TPG and BuddyTelco remained stable.

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

Competitor Count - Last month
Date	Competitor Count
2026/01/01	139
2026/01/02	140
2026/01/03	139
2026/01/04	135
2026/01/05	141
2026/01/06	140
2026/01/07	142
2026/01/08	143
2026/01/09	144
2026/01/10	145
2026/01/11	142
2026/01/12	142
2026/01/13	140
2026/01/14	142
2026/01/15	145
2026/01/16	144
2026/01/17	140
2026/01/18	144
2026/01/19	143
2026/01/20	146
2026/01/21	144
2026/01/22	141
2026/01/23	136
2026/01/24	136
2026/01/25	135
2026/01/26	143
2026/01/27	166
2026/01/28	157
2026/01/29	155
2026/01/30	157
2026/01/31	154

January saw a steady rise in distinct advertisers, peaking at 166 on the 27th. The month concluded with a slight dip to 154.

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

Market Loss & Market Gains - Last month
Name	Market Trend
optus.com.au	5.95%
nbnco.com.au	5.46%
superloop.com	1.65%
spintel.net.au	0.55%
flipconnect.com.au	0.21%
whistleout.com.au	-1.22%
aussiebroadband.com.au	-1.87%
finder.com.au	-1.88%
dodo.com	-1.96%
telstra.com.au	-2.07%

Optus.com.au and nbnco.com.au surged with click share increases of 5.95% and 5.46%, respectively. Meanwhile, telstra.com.au and dodo.com faced declines of 2.07% and 1.96%.

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	finder.com.au	aussiebroadband.com.au	dodo.com	superloop.com	nbnco.com.au	tpg.com.au	whistleout.com.au	telstra.com.au	buddytelco.com.au
2026/01/01	17.05%	10.89%	11.19%	10.2%	9.95%	0.86%	9.19%	2.82%	6.13%	1.18%
2026/01/02	15.1%	12.67%	11.22%	8.23%	7.27%	0.99%	8.9%	4.5%	5.81%	1.66%
2026/01/03	13.23%	12.43%	11.56%	9.27%	8.24%	1.3%	7.96%	3.87%	6.66%	1.43%
2026/01/04	14.82%	13.66%	10.13%	9.12%	6.25%	1.08%	10.08%	4.34%	6.21%	1.18%
2026/01/05	9.86%	15.56%	11.32%	8.68%	6.48%	1.29%	9.26%	7.64%	5.27%	2.75%
2026/01/06	10.23%	14.37%	9.66%	8.15%	6.99%	0.92%	10.42%	7.99%	5.63%	4.29%
2026/01/07	18.95%	12.16%	10.8%	9.53%	11.97%	1.59%	7.19%	2.76%	5.16%	1.21%
2026/01/08	9.46%	12.69%	12.33%	8.75%	7.04%	0.85%	10.26%	10.07%	5.25%	4.25%
2026/01/09	11.39%	11.74%	9.63%	8.91%	5.84%	1.15%	12.69%	8.58%	5.9%	4.77%
2026/01/10	8.39%	10.56%	12.03%	8.79%	8.53%	1.1%	14.62%	7.53%	5.73%	5.83%
2026/01/11	7.92%	9.22%	12.3%	8.39%	7.01%	0.86%	14.61%	10.58%	5.93%	5.24%
2026/01/12	12.06%	12.96%	11.29%	8.42%	6.02%	1.34%	9.16%	10.5%	4.85%	4.55%
2026/01/13	13.72%	10.78%	10.98%	8.48%	8.33%	1.38%	8.02%	9.07%	4.27%	3.53%
2026/01/14	7.36%	11.3%	11.97%	8.86%	8.54%	1.34%	9.55%	10.93%	4.45%	4.53%
2026/01/15	10.7%	11.49%	11.6%	8.29%	5.76%	2.51%	10.54%	10.53%	4.75%	4.56%
2026/01/16	11.4%	11.73%	9.64%	8.9%	5.84%	1.15%	12.7%	8.58%	5.91%	4.75%
2026/01/17	14.47%	7.57%	10.46%	8.11%	7.28%	3.11%	12.07%	9.57%	4.67%	2.6%
2026/01/18	14.66%	7.56%	9.34%	7.84%	9.49%	3.03%	11.45%	10.22%	4.59%	3.8%
2026/01/19	14.92%	8.92%	10.57%	7.87%	8.67%	3.28%	7.91%	8.81%	3.15%	4.05%
2026/01/20	18.3%	10%	8.81%	6.85%	7.39%	7.39%	10.48%	8.05%	3.63%	1.83%
2026/01/21	21.56%	8.69%	9.75%	6.94%	7.66%	5.9%	9.37%	8.56%	3.88%	1.68%
2026/01/22	19.5%	9.25%	8.84%	8.1%	12.43%	4.33%	7.83%	8.81%	3.68%	1.77%
2026/01/23	27.53%	9.36%	10.13%	6.67%	7.69%	4.4%	8.81%	6.4%	4.62%	1.58%
2026/01/24	29.76%	8%	9.72%	6.24%	9.56%	3.6%	6.73%	6.49%	4.03%	1.6%
2026/01/25	29.5%	6.88%	7.92%	6.78%	10.89%	5.39%	5.57%	6.48%	3.74%	2.33%
2026/01/26	25.68%	7.71%	8.4%	6.34%	12.22%	5.41%	6.07%	6.94%	3.61%	1.91%
2026/01/27	21.19%	10.02%	10.78%	6.33%	12.51%	2.71%	5.88%	6.66%	3.95%	1.95%
2026/01/28	23.13%	10.02%	11.42%	6.76%	11.1%	4.27%	4.33%	3.91%	3.14%	2.8%
2026/01/29	25.1%	9.39%	11.04%	7.04%	11.49%	3.59%	3.92%	4.47%	3.41%	2.14%
2026/01/30	23.83%	9.28%	11.62%	7.26%	8.5%	3.21%	4.63%	5.64%	3.75%	2.07%
2026/01/31	21.68%	12.03%	10.58%	6.95%	6.8%	5.73%	5.21%	5.03%	4.49%	2.08%

optus.com.au
finder.com.au
aussiebroadband.com.au
dodo.com
superloop.com
nbnco.com.au
tpg.com.au
whistleout.com.au
telstra.com.au
buddytelco.com.au

Optus surged mid-month, peaking at 29.76% on January 24. Finder and Aussie Broadband showed steady trends, while Superloop and NBNco fluctuated. Telstra and BuddyTelco remained low. January ended with Optus leading.

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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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
Network status and outages | nbn https://www.nbnco.com.au
from time to time there may be planned maintenance or unforeseen incidents that may cause an outage and affect your service.
3
Mega Internet Sale - nbn® From $59/Mth For 12 Mths https://www.optus.com.au › mega › sale
Get powerful home internet for an unreal price. Mega Sale ends 25/02. Terms apply.
4
$10mth off home nbn for 6 mths | On select plans, with ONLINE10 https://www.telstra.com.au
Telstra Modem included for use on select plans. For new services. Ends 12 Jan. T&Cs apply.
5
TPG | nbn price beat guarantee | Superfast for $79.99/mth https://www.tpg.com.au
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 trusted reputation and Australian-based support. Optus entices with a limited-time mega sale, while Telstra offers a $10 discount for new services. TPG promises a price beat guarantee, and nbn provides transparency on network status and outages.

Frequently Asked Questions

Why is the AUS Telecommunications Broadband Services January 2026 Report useful and how should I use it?

Why is the AUS Telecommunications Broadband Services January 2026 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 January 2026 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 January 2026 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 January 2026 Report?

The AUS Telecommunications Broadband Services January 2026 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 Telecommunications Broadband Services January 2026 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Telecommunications Broadband Services January 2026 Report for?

The AUS Telecommunications Broadband Services January 2026 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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AUS Telecommunications Broadband Services - PPC Market Share Analysis January 2026