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AUS Telecommunications Wireless Services - PPC Market Share Analysis May 2025

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.

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.

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Share of Clicks - Last month
Domain Share of clicks
telstra.com.au 27.53
optus.com.au 22.72
amazon.com.au 21.14
vodafone.com.au 5.28
finder.com.au 3.1
dodo.com 2.29
amaysim.com.au 2.05
whistleout.com.au 1.97
felixmobile.com.au 1.87
tpg.com.au 1.71
others 10.34

Copyright © Adthena. All rights reserved.

In the telecommunications PPC landscape, Telstra leads with 27.53% click share, followed by Optus at 22.72%. Amazon captures 21.14%, while ‘others’ collectively hold 10.34%.

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. 

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Share of Spend - Last Month
Date optus.com.au amazon.com.au telstra.com.au tpg.com.au finder.com.au felixmobile.com.au amaysim.com.au dodo.com vodafone.com.au whistleout.com.au
2025/05/01 24.39% 11.75% 20.22% 4.53% 6.59% 3.75% 1.67% 2.23% 1.61% 3.53%
2025/05/02 21.1% 12.59% 15.35% 5.72% 7.77% 4.45% 3.02% 4.81% 1.66% 3.61%
2025/05/03 22.97% 13.1% 16.98% 5.7% 5.97% 3.3% 1.85% 4.39% 2.2% 3.11%
2025/05/04 19.8% 8.78% 19.49% 5.12% 7.11% 4.15% 4.5% 3.46% 2.88% 2.7%
2025/05/05 20.25% 12.3% 16.32% 5.01% 5.45% 3.48% 3.08% 5.34% 2.59% 2.92%
2025/05/06 21.16% 9.69% 23.04% 3.78% 6.1% 4.54% 2.83% 4.55% 2.36% 2.67%
2025/05/07 24.99% 12.62% 12.16% 4.3% 5.97% 3.9% 2.15% 7.34% 2.88% 2.5%
2025/05/08 27.85% 9.05% 17.26% 4% 5.59% 4.6% 3.13% 4.33% 2.77% 3.01%
2025/05/09 21.63% 10.83% 14.17% 4.54% 7.78% 4.97% 3.27% 5.7% 2.82% 3.62%
2025/05/10 24.6% 7.79% 18.03% 4.44% 5.92% 3.64% 4.08% 4.93% 2.71% 2.99%
2025/05/11 23.42% 8.72% 16.83% 4.11% 6.2% 3.21% 4.38% 5.46% 2.58% 2.56%
2025/05/12 23.04% 9.59% 18.4% 3.64% 7.05% 4.17% 6.11% 6.44% 2.62% 3.25%
2025/05/13 19.34% 9.36% 15.74% 4.57% 6.79% 4.3% 5.83% 5.46% 3.26% 3.45%
2025/05/14 18.86% 9.45% 25.19% 3.73% 5.05% 3.11% 6.37% 4.39% 2.78% 2.84%
2025/05/15 27.5% 9.26% 13.3% 3.22% 5.66% 4.12% 6.17% 4.81% 1.91% 3.02%
2025/05/16 22.42% 8.68% 11.55% 3.8% 7.45% 4.45% 8.38% 6.79% 1.69% 3.34%
2025/05/17 28.16% 10.31% 7.73% 4.74% 7.45% 4.3% 4.18% 5.66% 3.28% 4.07%
2025/05/18 20.97% 8.66% 9.03% 4.92% 8.12% 6.38% 6.96% 6.45% 2.85% 4.31%
2025/05/19 25.44% 9.82% 8.43% 4.41% 7.27% 7.08% 5.85% 4.37% 3.36% 3.81%
2025/05/20 26.8% 9.32% 9.88% 3.98% 5.89% 7.35% 6.96% 4.87% 3.36% 2.93%
2025/05/21 20.81% 9.42% 5.62% 4.2% 7.84% 9.18% 7.95% 4.69% 2.85% 4.94%
2025/05/22 16.45% 13.99% 12.54% 4.52% 9.44% 7.68% 5.44% 4.08% 2.86% 4.74%
2025/05/23 17.56% 12.1% 11.69% 3.55% 9.33% 7.48% 6.53% 4.17% 3.26% 5.37%
2025/05/24 20.44% 12.13% 8.66% 8.44% 8.91% 7.49% 3.02% 3.84% 2.82% 5.56%
2025/05/25 19.77% 13.69% 9.81% 6.46% 8.09% 7.06% 3.09% 4.18% 2.56% 4.54%
2025/05/26 18.7% 10.57% 4.33% 9.47% 9.67% 6.88% 5.56% 4.32% 3.46% 5%
2025/05/27 20.19% 13.24% 6.6% 7.92% 10.35% 6.24% 7.19% 3.85% 3.33% 4.06%
2025/05/28 23.17% 9.38% 6.74% 6.32% 9.53% 5.61% 4.41% 2.59% 2.94% 3.34%
2025/05/29 21.64% 16.68% 3.35% 6.23% 8.06% 6.61% 5.26% 2.83% 3.39% 3.73%
2025/05/30 13.25% 12.43% 10.97% 6.89% 9.96% 6.04% 4.65% 4.34% 3.8% 3.52%
2025/05/31 26.47% 10.37% 8.24% 8.16% 8.13% 4.81% 4.05% 3.78% 2.92% 2.71%

Copyright © Adthena. All rights reserved.

Optus led May with fluctuating spend, peaking at 28.16% on the 17th. Amazon’s share rose mid-month, while Telstra’s declined. The month ended with Optus at 26.47%, maintaining dominance.

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. 

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Competitor Count - Last month
Date Competitor Count
2025/05/01 121
2025/05/02 120
2025/05/03 121
2025/05/04 123
2025/05/05 123
2025/05/06 131
2025/05/07 129
2025/05/08 123
2025/05/09 123
2025/05/10 121
2025/05/11 119
2025/05/12 125
2025/05/13 128
2025/05/14 121
2025/05/15 120
2025/05/16 119
2025/05/17 123
2025/05/18 124
2025/05/19 122
2025/05/20 116
2025/05/21 121
2025/05/22 124
2025/05/23 118
2025/05/24 118
2025/05/25 117
2025/05/26 114
2025/05/27 117
2025/05/28 114
2025/05/29 111
2025/05/30 109
2025/05/31 108

Copyright © Adthena. All rights reserved.

May began with 121 advertisers, peaking at 131 on the 6th. A decline followed, ending with 108 on the 31st.

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.

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Market Loss & Market Gains - Last month
Name Market Trend
amazon.com.au 7.7%
vodafone.com.au 2.73%
optus.com.au 1.99%
finder.com.au 1.61%
felixmobile.com.au 1.54%
aliexpress.com -0.12%
superloop.com -0.22%
boost.com.au -0.26%
consumerexpertsaustralia.com -0.43%
telstra.com.au -20.87%

Copyright © Adthena. All rights reserved.

Amazon.com.au surged with a 7.70% increase, while Telstra.com.au plummeted by 20.87%. Vodafone.com.au and Optus.com.au also saw positive gains.

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.

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Date amazon.com.au optus.com.au tpg.com.au telstra.com.au finder.com.au amaysim.com.au vodafone.com.au felixmobile.com.au dodo.com whistleout.com.au
2025/05/01 34.43% 14.73% 2.36% 21.24% 3.51% 1.14% 1.28% 1.85% 0.99% 1.84%
2025/05/02 36.44% 12.21% 3.28% 15.62% 3.95% 2.16% 1.46% 2.29% 2.58% 1.99%
2025/05/03 37.02% 13.87% 3.38% 13.92% 3.25% 1.22% 2.11% 1.88% 2.74% 1.73%
2025/05/04 27.62% 12.63% 3.37% 18.46% 4.19% 3.69% 3.01% 2.72% 2.71% 1.71%
2025/05/05 36.66% 10.99% 3.08% 13.37% 3.25% 2.49% 2.83% 2.16% 3.86% 1.7%
2025/05/06 28.66% 13.99% 2.29% 21.2% 3.68% 2.25% 2.64% 2.68% 2.66% 1.62%
2025/05/07 38.03% 15.13% 3.24% 10.18% 3.4% 1.56% 2.49% 2.14% 4.39% 1.46%
2025/05/08 27.89% 20.66% 2.58% 15.42% 3.18% 2.52% 2.82% 2.85% 2.57% 1.93%
2025/05/09 33.24% 14.24% 3.02% 12.28% 4.53% 2.62% 2.81% 3.21% 3.81% 2.26%
2025/05/10 24.1% 18.34% 2.72% 17.7% 3.58% 3.64% 2.99% 1.97% 3.39% 1.82%
2025/05/11 27.11% 17.52% 2.62% 15.28% 3.51% 4.01% 2.85% 1.73% 3.71% 1.53%
2025/05/12 29.01% 15.48% 2.3% 16.1% 4.19% 5.47% 2.67% 2.44% 4.19% 2.09%
2025/05/13 27.52% 13.34% 3.01% 13.81% 3.98% 4.79% 3.16% 2.6% 3.94% 2.15%
2025/05/14 27.92% 11.84% 2.31% 21.24% 2.94% 5.06% 3.05% 1.82% 2.85% 1.79%
2025/05/15 29.19% 17.62% 2.06% 11.84% 3.23% 5.04% 2.17% 2.98% 2.94% 1.91%
2025/05/16 27.65% 14.84% 2.49% 8.72% 4.63% 8.05% 2.18% 2.93% 4.97% 2.37%
2025/05/17 31.27% 20.37% 2.95% 5.24% 4.4% 3.2% 4.1% 2.34% 3.69% 2.46%
2025/05/18 27.57% 14.66% 3.96% 5.75% 4.83% 6.38% 3.26% 3.82% 4.28% 2.6%
2025/05/19 31.29% 17.86% 2.77% 5.33% 4.31% 5.48% 3.66% 4.54% 2.9% 2.47%
2025/05/20 29.83% 19.24% 2.71% 6.87% 3.64% 6.12% 3.81% 4.67% 3.36% 1.84%
2025/05/21 29.86% 13.59% 2.84% 3.78% 5.08% 6.52% 3.12% 6.41% 3.37% 3.39%
2025/05/22 39.81% 10.91% 2.87% 6.92% 5.36% 4.51% 2.82% 5.21% 2.4% 2.55%
2025/05/23 36.53% 10.7% 2.21% 7.75% 5.8% 5.45% 3.64% 4.5% 2.76% 3.28%
2025/05/24 34.71% 14.06% 7.1% 6.46% 5.12% 2.2% 3.15% 4.72% 2.25% 3.49%
2025/05/25 38.69% 10.69% 4.85% 5.9% 4.44% 2.38% 2.94% 4.26% 2.97% 2.64%
2025/05/26 32.06% 13.09% 7% 2.41% 5.83% 4.55% 3.75% 4.76% 3.48% 3.05%
2025/05/27 37.89% 13.02% 5.28% 3.87% 5.72% 5.87% 3.41% 3.7% 2.28% 2.38%
2025/05/28 32.83% 16.15% 4.79% 4.14% 5.96% 3.48% 3.79% 3.43% 1.53% 2.16%
2025/05/29 43.17% 12.11% 4.43% 1.59% 4.29% 3.47% 3.47% 3.85% 1.58% 1.98%
2025/05/30 35.06% 10.07% 4.54% 6.33% 5.47% 4.48% 4.71% 4.26% 2.72% 2.25%
2025/05/31 29.88% 20.19% 6.91% 4.83% 4.57% 3.38% 3.34% 3.19% 2.67% 1.55%

Copyright © Adthena. All rights reserved.

Amazon.com.au dominated May with fluctuating impressions, peaking at 43.17%. Optus and Telstra showed varied trends, while TPG and Finder.com.au maintained steady shares. The month ended with Amazon leading.

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.

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  1. 1
    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.

  2. 2
    Superloop nbn sale | Deal on high speed nbn plans https://www.superloop.com

    Superloop Lightspeed 1Gb nbn plan for an extra $10/mth for 6 mths, now $89/mth for 6 mths. Save up to an extra $60 on our promo pricing...

  3. 3
    Telstra Australia https://www.telstra.com.au › telstra › australia

    We've got you covered — Stream the world's best entertainment on AU's largest mobile network. Learn how today. Join AU's largest mobile network for your mobile, broadband and entertainment plans.

  4. 4
    Unbeatable value home internet - From $44.99/mth for 6 months https://www.tpg.com.au › nbn-internet › plans

    Then $54.99/mth. Switch to simply great value nbn & home internet. Outstanding Value Canstar Blue...

  5. 5
    Prepaid Plus Recharge | Vodafone Australia https://www.vodafone.com.au

    Save $100 with an eligible plan over 24 or 36 mths. Ends 30/06. Vodafone, now with double the network coverage.

Copyright © Adthena. All rights reserved.

In the competitive landscape of telecommunications, five advertisers stand out with compelling PPC text ads. Finder.com.au entices with a vast selection of over 300 mobile plans, emphasizing affordability and data value. Superloop.com highlights a limited-time offer on high-speed nbn plans, promising significant savings. Telstra.com.au promotes its extensive network coverage and entertainment options, appealing to those seeking comprehensive service. TPG.com.au offers unbeatable home internet value, recognized by Canstar Blue. Lastly, Vodafone.com.au attracts with substantial savings and expanded network coverage, targeting long-term plan subscribers. Each ad uniquely addresses consumer needs, from cost savings to network reliability.

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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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