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AUS Telecommunications Mobile Phone & Smart Phones - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Mobile Phone & Smart Phones 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 Mobile Phone & Smart Phones 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
telstra.com.au 21.76
optus.com.au 17.97
samsung.com 11.46
amaysim.com.au 7.62
vodafone.com.au 5.26
kogan.com 3.85
reebelo.com.au 3.3
everyday.com.au 3.29
felixmobile.com.au 3.11
dodo.com 2.72
others 19.66

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google’s PPC ads, Telstra leads with 21.76% click share, closely followed by Optus at 17.97%. Samsung captures 11.46%, while ‘others’ collectively hold 19.66%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Telecommunications Mobile Phone & Smart Phones 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 telstra.com.au amaysim.com.au vodafone.com.au dodo.com kogan.com reebelo.com.au felixmobile.com.au samsung.com everyday.com.au
2025/05/01 19.39% 16.05% 5.18% 3.92% 3.52% 6.78% 4.58% 2.65% 13% 3.84%
2025/05/02 18.68% 15.57% 5.94% 4.33% 5.67% 5.09% 4.62% 2.77% 11.73% 3.06%
2025/05/03 24.11% 15.99% 6.36% 4.43% 5.78% 5.15% 4.24% 2.57% 8.28% 3.67%
2025/05/04 21.25% 16.7% 6.79% 4.89% 3.93% 6.23% 3.85% 2.89% 7.76% 4.35%
2025/05/05 23.63% 13.83% 6.39% 4.59% 6.53% 6.51% 3.15% 2.88% 8.96% 3.65%
2025/05/06 19.8% 13.98% 7.02% 4.56% 7.35% 5.66% 3.89% 3.4% 9.41% 3.67%
2025/05/07 18.94% 12.98% 5.14% 4.73% 7.58% 6.82% 3.47% 3.29% 9.77% 4.27%
2025/05/08 24.15% 9.73% 6.86% 5.02% 7.56% 6.42% 3.62% 3.2% 7.13% 3.25%
2025/05/09 21.82% 10.91% 6.45% 5.06% 7.41% 5.48% 3.11% 3.61% 10.95% 3.13%
2025/05/10 18.38% 10.51% 9.78% 5.07% 6.92% 5% 3.72% 3.22% 12.27% 3.67%
2025/05/11 15.64% 11.87% 9.86% 5.15% 7.17% 5.47% 3.33% 3.26% 12.41% 4.55%
2025/05/12 16.83% 12.14% 9.9% 4.63% 7.56% 5.37% 2.94% 3.59% 11.54% 2.98%
2025/05/13 20.91% 13.76% 9.85% 5.31% 5.6% 4.81% 2.86% 3.35% 12.64% 3.24%
2025/05/14 19.71% 14.5% 11.82% 3.94% 5.77% 5.05% 3.16% 3.15% 11.06% 3.17%
2025/05/15 26.08% 11.48% 9.27% 2.87% 5.16% 6.06% 3.04% 2.96% 10.95% 2.69%
2025/05/16 23% 12.16% 8.32% 3.46% 6.36% 6.02% 3.03% 2.79% 11.11% 3.27%
2025/05/17 23.12% 11.94% 9.04% 5.2% 5.64% 4.54% 2.48% 2.65% 10.31% 3.24%
2025/05/18 27.03% 11.15% 9.74% 4.26% 5.33% 5.71% 2.27% 3.11% 9.85% 3.58%
2025/05/19 24.92% 11.56% 10.87% 5.13% 5.53% 6.15% 2.23% 4.47% 6.48% 2.19%
2025/05/20 21.27% 13.63% 10.95% 4.62% 5.19% 4.5% 2.52% 5.81% 6.18% 4.43%
2025/05/21 26.12% 9.71% 11.27% 4.49% 4.43% 4.98% 2.73% 7.01% 5.79% 2.8%
2025/05/22 18.29% 12.38% 10.48% 4.94% 4.24% 4.77% 4.54% 6.99% 6.99% 2.93%
2025/05/23 24.24% 11.22% 8.13% 4.95% 5.7% 4.75% 2.74% 7.42% 5.99% 3.33%
2025/05/24 21.76% 10.78% 6.09% 5.05% 4.19% 3.8% 4.49% 5.85% 7.44% 3.91%
2025/05/25 24.74% 12.36% 7.81% 4.06% 4.9% 4.67% 3.49% 5.56% 4.75% 3.53%
2025/05/26 19.8% 11.94% 8.49% 5.6% 4.26% 4.68% 4.58% 5.43% 6.19% 2.48%
2025/05/27 28.78% 11.27% 11.08% 4.54% 3.12% 3.37% 3.8% 4.67% 4.24% 2.08%
2025/05/28 29.11% 10.83% 8.6% 6.15% 3.31% 3.68% 3.58% 4.93% 5.15% 3.01%
2025/05/29 31.62% 10.13% 7.79% 5.93% 3.05% 3.75% 4.32% 3.41% 5.67% 3.82%
2025/05/30 35.64% 10.92% 6.89% 4.82% 3.76% 3.65% 3.62% 3.49% 5.11% 3.84%
2025/05/31 32.38% 11.6% 6.93% 4.86% 4.61% 4.45% 3.94% 3.81% 3.52% 2.31%

Copyright © Adthena. All rights reserved.

Optus dominated May, peaking at 35.64% on the 30th. Telstra’s share declined, ending at 11.6%. Amaysim and Vodafone showed fluctuations, while Samsung’s share decreased, closing at 3.52%.

Market Exposure

Competitor Count for AUS Telecommunications Mobile Phone & Smart Phones

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
2025/05/01 256
2025/05/02 261
2025/05/03 262
2025/05/04 256
2025/05/05 259
2025/05/06 253
2025/05/07 251
2025/05/08 248
2025/05/09 248
2025/05/10 246
2025/05/11 244
2025/05/12 243
2025/05/13 248
2025/05/14 252
2025/05/15 254
2025/05/16 251
2025/05/17 254
2025/05/18 265
2025/05/19 264
2025/05/20 261
2025/05/21 260
2025/05/22 261
2025/05/23 261
2025/05/24 259
2025/05/25 258
2025/05/26 254
2025/05/27 253
2025/05/28 255
2025/05/29 250
2025/05/30 257
2025/05/31 254

Copyright © Adthena. All rights reserved.

May began with 256 advertisers, peaking at 265 mid-month. A decline followed, ending at 254.

Campaign Efficiency

Market Loss & Market Gains for AUS Telecommunications Mobile Phone & Smart Phones

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
optus.com.au 4.8%
vodafone.com.au 2.12%
felixmobile.com.au 2.09%
tpg.com.au 0.34%
whistleout.com.au 0.31%
boost.com.au -0.33%
kogan.com -0.9%
dodo.com -0.95%
telstra.com.au -1.5%
samsung.com -5.58%

Copyright © Adthena. All rights reserved.

Optus.com.au surged with a 4.80% click share increase, while samsung.com faced a significant 5.58% decline.

Campaign Efficiency

AUS Telecommunications Mobile Phone & Smart Phones 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 telstra.com.au amaysim.com.au reebelo.com.au kogan.com vodafone.com.au dodo.com amazon.com.au felixmobile.com.au samsung.com
2025/05/01 16.39% 12.74% 5.23% 8.49% 10.22% 2.85% 2.31% 4.69% 2.27% 9.41%
2025/05/02 17.09% 12.68% 5.99% 8.73% 8.06% 2.95% 4.36% 3.7% 2.19% 8.75%
2025/05/03 18.86% 14.17% 6.58% 7.04% 8.55% 3.13% 4.67% 3.05% 2.12% 6.63%
2025/05/04 16.3% 14.99% 6.67% 6.64% 9.31% 3.65% 2.59% 4.22% 2.57% 6.3%
2025/05/05 16.19% 12.59% 6.73% 6.62% 10.11% 3.39% 5.19% 4.57% 2.35% 7.62%
2025/05/06 15.52% 11.53% 7.12% 7.55% 9.03% 3.38% 5.98% 5.2% 2.63% 7.68%
2025/05/07 14.24% 10.6% 5.46% 7.38% 10.3% 3.38% 6.1% 5.15% 2.47% 7.99%
2025/05/08 18.92% 8.34% 6.85% 6.93% 9.88% 3.75% 6.3% 4.26% 2.49% 5.97%
2025/05/09 16.82% 9.11% 6.63% 6.34% 9.11% 3.82% 6.27% 3.72% 2.96% 9.24%
2025/05/10 14.01% 9.52% 9.65% 6.77% 7.36% 4.33% 5.38% 3.42% 2.3% 10.84%
2025/05/11 11.79% 10.16% 9.74% 6.24% 7.64% 4.26% 6.04% 3.85% 2.96% 11.08%
2025/05/12 12.87% 10.75% 9.84% 5.81% 8.54% 3.66% 6.2% 3.9% 2.89% 10.31%
2025/05/13 14.57% 12.24% 10.31% 5.77% 7.99% 4.18% 4.77% 3.24% 2.84% 11.63%
2025/05/14 12.97% 13.05% 12.11% 6.41% 8.23% 3.08% 4.83% 3.09% 2.65% 9.97%
2025/05/15 15.82% 10.55% 10.89% 6.05% 9.69% 2.26% 4.4% 4.01% 2.61% 9.88%
2025/05/16 14.03% 11.02% 9.12% 5.53% 10.07% 2.49% 6.25% 3.34% 2.37% 10.04%
2025/05/17 14.51% 10.65% 9.31% 4.7% 7.67% 4.53% 5.13% 3.31% 2.55% 9.24%
2025/05/18 16.05% 10.83% 10.04% 4.42% 9.08% 3.83% 4.81% 3.08% 3.35% 9.61%
2025/05/19 15.61% 10.61% 11.19% 4.61% 9.07% 4.25% 4.83% 4.15% 4.93% 6.31%
2025/05/20 14.12% 11.86% 11.54% 5.02% 6.95% 3.54% 4.29% 4.34% 5.63% 5.5%
2025/05/21 16.65% 9.03% 11.97% 5.1% 8.17% 3.82% 3.75% 3.75% 7.43% 5.46%
2025/05/22 12.1% 11.1% 10.57% 7.34% 7.79% 3.6% 3.55% 4.35% 7.09% 6.15%
2025/05/23 16.56% 10.64% 8.48% 5.67% 7.37% 4.22% 4.52% 4.4% 7.91% 5.35%
2025/05/24 13.44% 10.23% 6.4% 8.22% 6.74% 4.34% 3.6% 4.1% 6.53% 6.34%
2025/05/25 14.14% 11.54% 8.75% 6.74% 7.58% 3.66% 4.95% 4.04% 6.13% 3.95%
2025/05/26 11.49% 11.04% 9.87% 8.22% 7.44% 4.27% 3.76% 4.83% 5.77% 4.8%
2025/05/27 18.2% 11.24% 13.57% 7.32% 5.61% 4.15% 2.91% 4.14% 4.89% 3.44%
2025/05/28 16.92% 10.19% 10.95% 6.6% 6.32% 6.35% 3.14% 3.78% 5.11% 4.09%
2025/05/29 16.23% 9.61% 10.16% 8.02% 6.54% 5.97% 2.85% 4.48% 3.49% 4.81%
2025/05/30 19.08% 10.91% 9.14% 6.66% 5.88% 5.25% 3.58% 3.87% 4.3% 4.74%
2025/05/31 20.78% 10.37% 8.5% 7.54% 6.98% 4.67% 4.08% 4.06% 3.61% 3.19%

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Optus led May with a strong finish, peaking at 20.78% on the 31st. Telstra’s share fluctuated, ending at 10.37%. Amaysim saw a mid-month rise, closing at 8.5%. Reebelo’s share varied, ending at 7.54%. Kogan’s share dipped, finishing at 6.98%. Vodafone’s share increased towards month-end, closing at 4.67%. Dodo’s share was inconsistent, ending at 4.08%. Amazon’s share remained steady, closing at 4.06%. Felixmobile’s share rose mid-month, ending at 3.61%. Samsung’s share declined, finishing at 3.19%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Telecommunications Mobile Phone & Smart Phones

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
    amaysim Mobile Plans https://www.amaysim.com.au

    Great Deals on SIM Only Plans — It’s MAYhem at amaysim with up to 65% Off selected mobile plans. Save with amaysim. $12 For 60GB...

  2. 2
    Boost Mobile Prepaid Plans https://www.boost.com.au

    On the Full Telstra Network — Buy a prepaid SIM today. Great value inclusions with full coverage of the Telstra Network. Need data...

  3. 3
    Best Mobile Plans on Telstra Network | May 2025 https://www.finder.com.au

    Find a Cheap Mobile SIM Card. Use Our Table to Find More Data For Less. Browse 300+ Mobile Plans Online And Find The Right Deal For You.

  4. 4
    Optus Special SIM Deal $40/mth | Switch to Optus Today https://www.optus.com.au › optus › geo_double_data

    Get 100GB For $40/mth. Price And Data Per Mth For 12 Mths. New Services Only. End 6/7. T&C. Plus, You Get Unlimited Std National Calls & Texts.

  5. 5
    Vodafone Australia https://www.vodafone.com.au

    Vodafone Mobile Network — Stay connected with Vodafone’s powerful network and services. Explore seamless connectivity for...

Copyright © Adthena. All rights reserved.

In the competitive world of mobile plans, amaysim entices with up to 65% off, while Boost Mobile highlights full Telstra coverage. Finder.com.au offers a comprehensive comparison of 300+ plans. Optus tempts with 100GB for $40/month, and Vodafone promises seamless connectivity.

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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.

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