AUS Telecommunications Wireless Services - PPC Market Share Analysis February 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Wireless Services category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Google AI Overview visibility for Telecommunications Wireless 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	19.2521728986
	80.7478271014

19%

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	30
	70

30%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	10%
Transactional	16%
Navigational	4%
Seasonal	0%
Local	3%
Problem Solving	9%

Market Exposure

Share of Clicks for top 10 AUS Telecommunications Wireless 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
telstra.com.au	28.1
amazon.com.au	22.86
optus.com.au	15.07
finder.com.au	4.08
felixmobile.com.au	4.04
vodafone.com.au	3.59
whistleout.com.au	2.16
amaysim.com.au	2.07
lycamobile.com.au	1.91
consumerexpertsaustralia.com	1.85
others	14.27

telstra.com.au - 28.1%
amazon.com.au - 22.86%
optus.com.au - 15.07%
finder.com.au - 4.08%
felixmobile.com.au - 4.04%
vodafone.com.au - 3.59%
whistleout.com.au - 2.16%
amaysim.com.au - 2.07%
lycamobile.com.au - 1.91%
consumerexpertsaustralia.com - 1.85%
others - 14.27%

Telstra leads with 28.1% click share, followed by Amazon at 22.86%. Optus holds 15.07%, while ‘others’ collectively capture 14.27%.

Market Exposure

Share of Spend for the top 10 AUS Telecommunications Wireless 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	telstra.com.au	optus.com.au	finder.com.au	felixmobile.com.au	amazon.com.au	whistleout.com.au	vodafone.com.au	dodo.com	amaysim.com.au	lycamobile.com.au
2026/02/01	14.69%	20.9%	9.96%	7.56%	8.52%	1.09%	0.52%	4.84%	5.8%	7.66%
2026/02/02	7.98%	17.26%	7.27%	11.48%	7.49%	0.8%	7.55%	3.64%	6.43%	5.88%
2026/02/03	10.78%	20.31%	13.77%	8.41%	9.38%	4.19%	5.45%	2.36%	5.96%	2.2%
2026/02/04	8.15%	19.81%	8.18%	12.19%	6.03%	0.95%	9.36%	2.66%	7.92%	4.7%
2026/02/05	6.52%	19.43%	8.11%	11.75%	7.71%	1.26%	11.71%	3.11%	6.46%	3.28%
2026/02/06	11.71%	23.15%	5%	9.62%	6.46%	1.81%	8.82%	3.44%	6.03%	3.97%
2026/02/07	10.14%	18.14%	5.58%	9.91%	8.9%	2.83%	11.18%	3.53%	5.44%	4.64%
2026/02/08	11.23%	20.44%	6.09%	9.5%	10.69%	2.77%	4.85%	3.38%	4.45%	4.1%
2026/02/09	7.75%	16.6%	7.19%	10.41%	11.17%	3.43%	9.08%	3.31%	5.53%	5.24%
2026/02/10	11.41%	18.11%	7.73%	12.05%	10.37%	3.73%	9.8%	2.48%	4.58%	2.71%
2026/02/11	8.14%	17.17%	8.25%	9.79%	5.77%	3.42%	13.27%	4.48%	2.77%	6.6%
2026/02/12	9.1%	21.12%	10.93%	7.93%	5.85%	5.04%	10.76%	3.25%	3.28%	1.84%
2026/02/13	11.69%	23.04%	4.98%	9.57%	6.42%	1.8%	8.78%	3.43%	6%	3.95%
2026/02/14	10.09%	18.06%	5.55%	9.86%	8.86%	2.82%	11.13%	3.51%	5.41%	4.62%
2026/02/15	11.2%	20.38%	6.08%	9.47%	10.66%	2.77%	4.84%	3.37%	4.43%	4.09%
2026/02/16	7.74%	16.59%	7.19%	10.41%	11.16%	3.43%	9.08%	3.31%	5.53%	5.24%
2026/02/17	8.11%	14.18%	10.83%	7.7%	11.13%	6.97%	7.79%	5.07%	3.33%	3.15%
2026/02/18	10.56%	18.06%	10.71%	8.97%	9.97%	5.24%	2.75%	3.57%	2.47%	5.4%
2026/02/19	11.54%	23.03%	10.25%	9.47%	10.43%	4.2%	2.17%	3.42%	3.5%	5.72%
2026/02/20	9.22%	25.59%	8.54%	7.01%	13.53%	4.58%	3.65%	4.25%	1.06%	4.66%
2026/02/21	10.85%	23.53%	9.73%	8.66%	11.26%	5.76%	3.98%	4.56%	1.02%	2.88%
2026/02/22	10.03%	26.12%	10%	9.21%	8.55%	5.78%	5.19%	5.6%	0.92%	3.06%
2026/02/23	9.48%	24.94%	11.57%	8.93%	9.13%	5.59%	2.3%	5.11%	1.99%	3.45%
2026/02/24	10.35%	22.94%	13.3%	9.94%	7.1%	6.44%	3.03%	5.28%	2.06%	3.25%
2026/02/25	12.72%	29.58%	9.88%	10.97%	3.16%	4.32%	3.48%	4.2%	2.55%	1.64%
2026/02/26	20.33%	23.41%	13.19%	7.99%	2.13%	6.08%	5.08%	4.25%	2.29%	2.73%
2026/02/27	22.99%	17.71%	9.28%	7.44%	7.7%	3.76%	2.99%	4.68%	3.33%	2.85%
2026/02/28	22.53%	19.96%	9.37%	8.81%	6.55%	3.73%	3.36%	3.11%	2.47%	2.47%

telstra.com.au
optus.com.au
finder.com.au
felixmobile.com.au
amazon.com.au
whistleout.com.au
vodafone.com.au
dodo.com
amaysim.com.au
lycamobile.com.au

In February 2026, Optus led PPC spend, peaking at 29.58% on the 25th. Telstra surged late, reaching 22.99% on the 27th. Amazon’s spend dropped significantly, ending at 6.55%.

Market Exposure

Competitor Count for AUS Telecommunications Wireless 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
2026/02/01	98
2026/02/02	105
2026/02/03	103
2026/02/04	104
2026/02/05	109
2026/02/06	109
2026/02/07	107
2026/02/08	111
2026/02/09	110
2026/02/10	107
2026/02/11	106
2026/02/12	105
2026/02/13	109
2026/02/14	107
2026/02/15	111
2026/02/16	110
2026/02/17	95
2026/02/18	98
2026/02/19	100
2026/02/20	94
2026/02/21	92
2026/02/22	94
2026/02/23	92
2026/02/24	95
2026/02/25	92
2026/02/26	89
2026/02/27	86
2026/02/28	80

February began with 98 advertisers, peaking at 111 mid-month. A decline followed, ending with 80 advertisers.

Campaign Efficiency

Market Loss & Market Gains for AUS Telecommunications Wireless 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
telstra.com.au	14.34%
whistleout.com.au	0.94%
finder.com.au	0.53%
starlink.com	0.16%
aliexpress.com	0.14%
felixmobile.com.au	-1.08%
optus.com.au	-1.21%
amaysim.com.au	-1.44%
vodafone.com.au	-2.34%
amazon.com.au	-3.23%

Telstra.com.au surged with a 14.34% click share increase, while amazon.com.au dropped by 3.23%. Whistleout.com.au gained 0.94%, contrasting with vodafone.com.au’s 2.34% decline.

Campaign Efficiency

AUS Telecommunications Wireless 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	telstra.com.au	amazon.com.au	optus.com.au	finder.com.au	felixmobile.com.au	whistleout.com.au	vodafone.com.au	lycamobile.com.au	consumerexpertsaustralia.com	amaysim.com.au
2026/02/01	11.08%	27.15%	21.02%	5.11%	4.82%	0.65%	0.34%	4.46%	1.36%	3.56%
2026/02/02	6.43%	23.33%	15.4%	3.82%	6.65%	0.48%	4.96%	3.74%	3.79%	4.15%
2026/02/03	8.51%	31.54%	16.76%	7.23%	4.47%	2.36%	3.54%	1.53%	4.43%	3.4%
2026/02/04	7.1%	24.21%	15.84%	4.48%	6.94%	0.6%	7.09%	2.84%	3.47%	5.09%
2026/02/05	5.14%	29.03%	15.44%	4.25%	6.17%	0.76%	8.64%	2.02%	4.02%	3.89%
2026/02/06	9.78%	23.77%	20.65%	2.78%	5.7%	1.26%	7.17%	2.58%	2.66%	3.36%
2026/02/07	9.33%	31.73%	11.91%	2.65%	5.13%	1.71%	8.74%	2.72%	2.75%	3.1%
2026/02/08	9.32%	33.17%	14.92%	2.91%	4.62%	2.05%	4.12%	2.33%	2.8%	2.38%
2026/02/09	6.41%	37.31%	11.93%	3.49%	5.69%	2.14%	5.88%	3.03%	2.88%	3.19%
2026/02/10	8.74%	32.3%	14.92%	4.01%	6.43%	2.81%	7.42%	1.81%	1.54%	2.71%
2026/02/11	7.48%	17.92%	16.63%	5.79%	6.6%	2.86%	11.01%	5.53%	1.33%	2.21%
2026/02/12	8.38%	18.24%	18.83%	6.56%	4.3%	3.36%	9.13%	1.3%	1.06%	2.01%
2026/02/13	9.78%	23.77%	20.65%	2.78%	5.7%	1.26%	7.17%	2.58%	2.66%	3.36%
2026/02/14	9.33%	31.73%	11.91%	2.65%	5.13%	1.71%	8.74%	2.72%	2.75%	3.1%
2026/02/15	9.32%	33.17%	14.92%	2.91%	4.62%	2.05%	4.12%	2.33%	2.8%	2.38%
2026/02/16	6.41%	37.31%	11.93%	3.49%	5.69%	2.14%	5.88%	3.03%	2.88%	3.19%
2026/02/17	5.52%	40.06%	10.9%	5.79%	4.09%	3.63%	5.06%	1.93%	3.79%	1.84%
2026/02/18	11.02%	36.26%	13.53%	5.9%	4.96%	3.13%	2.67%	3.16%	0.02%	1.7%
2026/02/19	10.18%	30.55%	19.14%	5.46%	5.66%	2.5%	2.06%	3.46%	0.96%	2.12%
2026/02/20	6.06%	40.24%	17.48%	4.07%	2.93%	2.16%	2.41%	2.38%	2.47%	0.49%
2026/02/21	12.31%	31.01%	22.64%	5.1%	4.31%	3.56%	2.43%	1.98%	3.02%	0.67%
2026/02/22	8.77%	28.11%	26.82%	5.97%	4.71%	3.51%	3.35%	2%	0.58%	0.63%
2026/02/23	8.28%	25.89%	26.37%	6.85%	4.99%	3.79%	1.45%	2.46%	2.08%	1.36%
2026/02/24	10%	20.58%	21.31%	8.49%	8.2%	4.31%	2.21%	2.47%	2.36%	1.58%
2026/02/25	15.23%	7.64%	35.05%	6.2%	7.87%	3%	2.88%	1.22%	0.49%	2.5%
2026/02/26	31.58%	7.8%	23.05%	8.34%	5.02%	4.54%	3.91%	2.03%	0.12%	1.49%
2026/02/27	36.08%	22.96%	12.21%	4.33%	3.51%	2.15%	1.97%	1.97%	0.02%	1.64%
2026/02/28	30.95%	21.32%	12.96%	5.76%	4.44%	1.88%	1.67%	1.43%	1.37%	1.32%

telstra.com.au
amazon.com.au
optus.com.au
finder.com.au
felixmobile.com.au
whistleout.com.au
vodafone.com.au
lycamobile.com.au
consumerexpertsaustralia.com
amaysim.com.au

In February 2026, Telstra’s impression share surged dramatically, peaking at 36.08% by month’s end. Amazon’s share fluctuated, ending at 21.32%. Optus saw a mid-month rise, closing at 12.96%.

Campaign Efficiency

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

1
Top 5 Wifi Extenders 2026 - Don’t Waste Your Money https://www.consumerexpertsaustralia.com
Don't Fall For Products Scams, We Tested All Top Brands To See Which Is The Best In 2026. Top Wifi Extenders In Australia — See Which Ones...
2
Save $120 on 5G Home Internet | $39.99/mth for 6 months https://www.iinet.net.au › 5g › home-broadband
$39.99/mth for 6 months. $0 upfront modem. Min cost $39.99 if modem is returned. New...
3
Mega Internet Sale On Now - From $39/Month For 12 Months https://www.optus.com.au › mega › sale
Mega Internet Sale on now at Optus. Sale ends 25/02. Actual speeds vary. Terms apply.
4
Galaxy S26 range at Telstra | Get up to $1000 bonus value https://www.telstra.com.au › telstra › s26
Pre-order Galaxy S26 Ultra & get up to $1000 bonus value. Ends 10 March. T&Cs apply. Pre-order your Galaxy S26 on repayment and claim our trade-in...
5
Switch To Vodafone And Save | Get great value for money https://www.vodafone.com.au
Save $23 and get 70GB with a $35 Prepaid Plus Starter Pack. Now $12. Ends 13/2 T&C apply. Save $5 Each Month When You Opt-in to Automatic Recharge. T&C Apply.

In the competitive landscape of telecommunications, Consumer Experts Australia leads with a cautionary tale against scams, offering tested WiFi extenders. iiNet and Optus entice with significant savings on 5G and internet plans. Telstra and Vodafone captivate with bonus offers and value-packed deals.

Frequently Asked Questions

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

Why is the AUS Telecommunications Wireless Services February 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 Wireless Services February 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 Wireless Services February 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 Wireless Services February 2026 Report?

The AUS Telecommunications Wireless Services February 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.

Learn more about our data.

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

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

The AUS Telecommunications Wireless Services February 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.
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 Wireless Services - PPC Market Share Analysis February 2026