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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 17.56
optus.com.au 15.42
samsung.com 15.05
amaysim.com.au 8.37
reebelo.com.au 5.94
kogan.com 4.4
everyday.com.au 3.72
amazon.com.au 3.48
boost.com.au 2.65
vodafone.com.au 2.6
others 20.81

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google’s PPC ads, Telstra leads with 17.56% click share, closely followed by Optus at 15.42% and Samsung at 15.05%. Meanwhile, ‘others’ collectively hold a significant 20.81% share, highlighting 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 samsung.com kogan.com reebelo.com.au everyday.com.au finder.com.au vodafone.com.au dodo.com
2025/04/01 18.64% 10.21% 4.52% 15.54% 4.02% 9.35% 2.45% 3.67% 1.68% 4.07%
2025/04/02 18.95% 11.47% 7.93% 7.65% 5.29% 10.95% 2.46% 2.54% 2.97% 3.19%
2025/04/03 21.18% 14.07% 8.2% 5.07% 6.01% 8.53% 3.14% 2.32% 1.6% 3.49%
2025/04/04 14.22% 15.71% 7.09% 11.09% 5.34% 6.6% 3.25% 2.82% 1.87% 3.24%
2025/04/05 18.65% 12.8% 7.94% 9.86% 5.35% 8.07% 2.65% 2.63% 3.05% 3.68%
2025/04/06 19.35% 13.03% 7.04% 5.44% 6.4% 8.53% 2.46% 2.75% 2.89% 4.56%
2025/04/07 13.58% 12.4% 6.15% 12.65% 6.15% 8.82% 2.47% 2.49% 2.47% 4.32%
2025/04/08 18.05% 12.96% 6.9% 12.33% 5.6% 7.48% 1.99% 2.87% 2.75% 4.01%
2025/04/09 14.57% 13.65% 6.17% 11.91% 7.12% 7.99% 2.42% 2.36% 3.73% 3.94%
2025/04/10 14.14% 10.91% 6.3% 13.59% 7.04% 10.15% 2.23% 3.1% 3.59% 3.05%
2025/04/11 15.76% 11.92% 7.21% 14.93% 5.31% 7.24% 2.67% 3.19% 4.53% 3.88%
2025/04/12 17.75% 11.64% 7.25% 14.13% 5.45% 8.98% 3.01% 2.12% 5.12% 3.92%
2025/04/13 16.52% 12.04% 6.77% 12.98% 5.8% 8.3% 2.78% 2.46% 4.54% 4.2%
2025/04/14 17.78% 10.73% 6.5% 11.63% 5.61% 7.38% 2.34% 3.04% 5.24% 3.61%
2025/04/15 20.26% 8.88% 6.7% 15.73% 5.54% 6.5% 2.47% 2.48% 6.15% 3.3%
2025/04/16 19.88% 10.52% 5.58% 17.31% 6.7% 6.46% 2.47% 2.27% 3.05% 4.05%
2025/04/17 22.71% 11.1% 7.29% 15.6% 6.15% 5.97% 2.96% 2.56% 2.79% 3.71%
2025/04/18 21.54% 14.83% 6.13% 9.33% 6.52% 4.38% 2.55% 1.76% 3.91% 4.93%
2025/04/19 21.92% 12.42% 5.58% 8.6% 5.2% 3.41% 2.78% 3.72% 5.34% 4.4%
2025/04/20 21.87% 10.57% 6.75% 11.71% 5.59% 5.71% 3.34% 2.29% 4.87% 4.35%
2025/04/21 17.19% 8.97% 6.11% 14.17% 6.74% 7.17% 2.95% 2.62% 3.93% 3.9%
2025/04/22 20.97% 9.89% 6.17% 12.9% 5.37% 5.89% 2.87% 2.16% 3.42% 4.4%
2025/04/23 20.54% 11.23% 7.21% 12.95% 6.14% 4.08% 3.33% 2.75% 3.86% 5.1%
2025/04/24 21.97% 11.96% 6.47% 11.83% 5.76% 4.18% 3.15% 2.72% 3.97% 5.17%
2025/04/25 22.51% 11% 8.23% 12.06% 5.56% 4.63% 2.9% 2.45% 3.57% 5.14%
2025/04/26 20.91% 9.35% 8.39% 13.98% 6.1% 4.51% 3.18% 1.77% 3.82% 5.96%
2025/04/27 19.91% 10.02% 7.37% 13.05% 6.37% 3.7% 2.67% 2.6% 4.02% 6.32%
2025/04/28 13.48% 10.76% 9.92% 15.45% 7.32% 4.6% 2.95% 2.5% 1.56% 5.98%
2025/04/29 16.03% 12.37% 9.21% 14.56% 7.37% 4.47% 2.93% 2.82% 1.44% 1.36%
2025/04/30 23.41% 13.02% 8.67% 8.15% 7.61% 4.08% 4.01% 2.69% 2.52% 1.49%

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Optus led April with fluctuating spend, peaking at 23.41% on the 30th. Telstra’s share was steady, while Amaysim saw a late surge. Samsung’s spend varied, ending lower. Kogan and Reebelo had modest shares, with Reebelo declining. Everyday and Finder maintained low shares, and Vodafone’s spend dipped at month’s end. Dodo’s share peaked mid-month before dropping.

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
2025/04/01 244
2025/04/02 235
2025/04/03 238
2025/04/04 235
2025/04/05 237
2025/04/06 239
2025/04/07 241
2025/04/08 235
2025/04/09 244
2025/04/10 239
2025/04/11 241
2025/04/12 240
2025/04/13 241
2025/04/14 244
2025/04/15 240
2025/04/16 240
2025/04/17 239
2025/04/18 242
2025/04/19 243
2025/04/20 251
2025/04/21 246
2025/04/22 247
2025/04/23 247
2025/04/24 246
2025/04/25 249
2025/04/26 249
2025/04/27 250
2025/04/28 253
2025/04/29 259
2025/04/30 257

Copyright © Adthena. All rights reserved.

April saw a dynamic shift in distinct advertisers, starting at 244 and fluctuating throughout. Mid-month stability gave way to a surge, peaking at 259, ending the month on a high note.

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 5.91%
boost.com.au 1.37%
apple.com 0.35%
dodo.com 0.35%
felixmobile.com.au 0.19%
aldimobile.com.au -0.6%
samsung.com -0.69%
amazon.com.au -1.02%
jbhifi.com.au -1.07%
reebelo.com.au -3.26%

Copyright © Adthena. All rights reserved.

Optus.com.au surged with a 5.91% click share increase, while reebelo.com.au dropped by 3.26%. Boost.com.au gained 1.37%, contrasting with jbhifi.com.au’s 1.07% 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 kogan.com telstra.com.au amaysim.com.au reebelo.com.au amazon.com.au samsung.com everyday.com.au aldimobile.com.au dodo.com
2025/04/01 14.48% 6.46% 8.38% 4.2% 17.16% 6.55% 8.5% 2.48% 4.08% 2.97%
2025/04/02 14.48% 7.73% 8.51% 7.06% 17.73% 6.25% 4.31% 2.43% 3.96% 2.69%
2025/04/03 17.41% 8.37% 9.84% 7.1% 13.56% 6.73% 2.99% 3.22% 4.54% 2.87%
2025/04/04 11.43% 8.04% 12.04% 7.15% 11.6% 7.08% 6.88% 3.22% 3.33% 3%
2025/04/05 16.04% 7.71% 10.45% 7.81% 12.21% 6.64% 6.17% 2.62% 3.01% 2.66%
2025/04/06 15.09% 9.19% 10.33% 6.84% 13.17% 7.66% 3.4% 2.42% 3.24% 3.3%
2025/04/07 10.33% 8.78% 9.7% 6.32% 14.37% 8.62% 7.35% 2.23% 4.43% 3.17%
2025/04/08 14.97% 7.97% 10.36% 6.81% 13.44% 7.2% 7.86% 1.66% 2.88% 2.77%
2025/04/09 11.62% 10.31% 10.86% 5.76% 14% 7.35% 7.77% 2.01% 3.07% 2.56%
2025/04/10 11.19% 10.42% 8.36% 5.82% 16.72% 7.39% 8.13% 1.98% 2.3% 2.03%
2025/04/11 12.79% 8.27% 9.89% 6.73% 13.03% 5.73% 9.9% 2.65% 2.89% 2.65%
2025/04/12 14.07% 8.8% 9.46% 7.19% 14.5% 5.25% 9.2% 3.12% 2.71% 2.85%
2025/04/13 13.87% 8.53% 9.53% 7.16% 13.69% 6.17% 8.19% 2.74% 3.05% 2.94%
2025/04/14 13.3% 7.9% 9.08% 6.15% 12.77% 7.57% 7.29% 2.29% 3.22% 2.64%
2025/04/15 15.88% 8.25% 7.06% 7.13% 11.5% 6.32% 10.91% 2.41% 2.68% 2.07%
2025/04/16 16.49% 10.27% 8.48% 5.95% 11.51% 6.34% 11.72% 2.36% 2.2% 2.9%
2025/04/17 19.26% 9.77% 9.04% 7.26% 11.2% 4.88% 10.89% 3.06% 2.09% 2.67%
2025/04/18 17.87% 9.2% 11.96% 6.81% 7.54% 4.62% 7.31% 2.65% 2.09% 3.61%
2025/04/19 18.66% 7.14% 9.8% 6.03% 6.95% 6.23% 6.03% 3.15% 2.72% 3.63%
2025/04/20 18.19% 7.94% 8.54% 7.22% 9.38% 6.53% 7.59% 3.56% 2.9% 3.71%
2025/04/21 14.33% 9.86% 6.84% 6.18% 11.88% 6.29% 8.88% 3.46% 1.75% 3.06%
2025/04/22 17.39% 8.6% 8.27% 6.47% 9.57% 6.51% 8.27% 3.4% 1.98% 4.22%
2025/04/23 16.84% 9.33% 9.32% 7.28% 7.87% 5.42% 8.91% 3.47% 1.85% 4.22%
2025/04/24 17.95% 8.14% 9.99% 6.97% 7.54% 5.17% 8.13% 3.52% 1.93% 4.29%
2025/04/25 19.29% 8.54% 9.12% 7.97% 8% 4.81% 8.07% 3.07% 1.77% 4.51%
2025/04/26 17.91% 9.04% 7.29% 7.85% 7.62% 4.82% 9.36% 3.67% 2.08% 5.55%
2025/04/27 17.2% 9.09% 8.53% 7.1% 6.78% 5.25% 8.68% 2.93% 2.4% 5.5%
2025/04/28 11.52% 10.29% 8.7% 9.81% 8.02% 5.86% 10.65% 2.93% 1.68% 4.96%
2025/04/29 13.88% 10.47% 9.87% 10.03% 8.14% 5.59% 10.02% 2.99% 1.33% 0.79%
2025/04/30 19.24% 11.84% 9.17% 8.61% 7.8% 5.89% 5.17% 4.59% 1.3% 0.87%

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Optus led April with fluctuating impressions, peaking at 19.29% on the 25th. Kogan and Telstra showed steady growth, while Reebelo’s share declined. Samsung’s performance varied, ending at 5.17%.

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 | SIM Card Deals | amaysim Mobile Plans https://www.amaysim.com.au

    Like What You See? Switch Now to amaysim. Unlimited Standard National Talk & Text. See T&C. Unlimited Data Banking.

  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? Get up to 115GB for 28 days or 365GB for 12 months. Switch today. Terms...

  3. 3
    Best Mobile Plans on Telstra Network | April 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_offer

    Get 50GB For $40/mth For The First 12 Months with Optus. New Services Only. Ends 6/7. T&Cs. Optus Has You Covered With Enough...

  5. 5
    Try Telstra Pre-Paid https://www.telstra.com.au › telstra › prepaid

    If plans aren’t your thing — Try Australia’s most reliable mobile network. For most of our plans, you can choose between an...

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In the competitive world of mobile plans, amaysim entices with unlimited data banking, while Boost Mobile highlights extensive Telstra coverage. Finder.com.au offers a comprehensive comparison of over 300 plans. Optus tempts with a $40/month special, and Telstra emphasizes reliability. Each ad uniquely appeals to diverse consumer needs.

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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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