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AUS Travel Transportation - PPC Market Share Analysis May 2025

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

Market Exposure

Share of Clicks for top 10 AUS Travel Transportation 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
skyscanner.com.au 12.22
virginaustralia.com 11.38
webjet.com.au 10.28
flightcentre.com.au 9.52
cheapflights.com.au 4.9
singaporeair.com 4.73
booking.com 4.3
qantas.com 3.91
jetstar.com 3.55
expedia.com.au 3.05
others 32.16

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google’s PPC, Skyscanner leads with 12.22% click share, closely followed by Virgin Australia at 11.38%. Meanwhile, ‘others’ collectively hold a significant 32.16%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Travel Transportation 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 booking.com skyscanner.com.au flightcentre.com.au webjet.com.au virginaustralia.com cheapflights.com.au expedia.com.au qantas.com airportrentals.com.au jetstar.com
2025/04/01 7.39% 12.96% 10.07% 11.48% 8.13% 3.55% 2.88% 2.91% 3.23% 3.88%
2025/04/02 8.99% 12.3% 10.5% 9.31% 7.32% 4.08% 3.86% 2.33% 3.48% 3.18%
2025/04/03 9.34% 12.64% 9.51% 8.75% 7.08% 3.89% 2.91% 2.36% 3.03% 2.75%
2025/04/04 9.27% 10.89% 8.42% 10.43% 7.31% 3.5% 3.06% 1.62% 3.45% 3.17%
2025/04/05 9.49% 10.98% 7.96% 10.33% 7.59% 4.12% 5.01% 3.72% 2.98% 2.79%
2025/04/06 9.19% 11.19% 8.29% 9.64% 7.46% 3.49% 5.14% 2.71% 2.74% 2.8%
2025/04/07 10.07% 11.62% 8.24% 9.53% 7.09% 4% 4.84% 3.28% 2.59% 2.46%
2025/04/08 10.34% 11.15% 8.32% 9.96% 7.5% 3.66% 4.82% 3.43% 2.75% 2.95%
2025/04/09 11.09% 10.45% 7.31% 9.2% 7.42% 3.81% 5.18% 2.94% 3.81% 2.84%
2025/04/10 10.41% 10.95% 8.11% 9.05% 7.21% 4.37% 5.99% 2.21% 3.02% 2.76%
2025/04/11 10.29% 9.5% 8.36% 11.03% 8.57% 3.97% 4.85% 2.92% 3.5% 3.12%
2025/04/12 10% 8.79% 8.97% 10.31% 8.65% 3.95% 5.26% 2.42% 2.45% 2.82%
2025/04/13 10.72% 9.59% 7.64% 10.04% 6.88% 4.13% 5.44% 2.26% 2.97% 2.42%
2025/04/14 10.68% 9.13% 8.96% 11.32% 6.67% 3.94% 5.64% 2.74% 3.6% 2.28%
2025/04/15 11.88% 10.11% 8.16% 9.89% 6.96% 4.39% 5.11% 3.11% 3.27% 2.54%
2025/04/16 13.73% 10.24% 8.58% 8.19% 6.8% 4.19% 4.87% 2.9% 3.73% 2.12%
2025/04/17 12.15% 10.23% 10.13% 8.75% 7.22% 3.99% 4.08% 5.08% 3.79% 2.1%
2025/04/18 8.88% 12.66% 9.01% 7.44% 11.45% 5.63% 2.97% 4.84% 2.66% 3.32%
2025/04/19 10.72% 11.04% 8.59% 9.89% 7.65% 4.71% 3.84% 3% 2.88% 3.12%
2025/04/20 13.48% 10.57% 4.8% 8.16% 5.84% 4.87% 2.68% 1.94% 3.62% 2.33%
2025/04/21 12.56% 10.52% 7.21% 8.25% 6.05% 4.47% 3.93% 3.08% 3.05% 2.11%
2025/04/22 13.56% 11.46% 6.83% 8.42% 5.77% 4.43% 2.96% 2.2% 3.64% 2.17%
2025/04/23 12.6% 11.37% 6.3% 7.98% 5.74% 5.03% 3.4% 2.18% 2.88% 1.94%
2025/04/24 11.56% 12.1% 7.81% 8.93% 6.61% 4.25% 3.67% 3.08% 2.72% 2.71%
2025/04/25 10.8% 10.31% 6.8% 9.53% 6.54% 4.79% 3.13% 3.34% 3.21% 2.44%
2025/04/26 13.34% 11.03% 6.74% 8.72% 5.55% 5.35% 2.48% 1.57% 2.54% 2.16%
2025/04/27 13.37% 10.16% 8.01% 9.49% 6.96% 4.28% 3.35% 3.72% 2.44% 2.68%
2025/04/28 12.94% 11.18% 8.75% 8.93% 6.95% 4.32% 3.57% 2.94% 2.15% 2.27%
2025/04/29 12.06% 11.1% 9.06% 8.72% 7.64% 4.13% 3.51% 4.32% 2.16% 2.32%
2025/04/30 13.06% 12.51% 8.81% 6.87% 6.84% 4.34% 3.81% 3.43% 2.99% 2.34%

Copyright © Adthena. All rights reserved.

April saw booking.com lead with a steady rise, peaking at 13.73% mid-month. Skyscanner.com.au fluctuated, ending at 12.51%. Flightcentre.com.au dipped, while webjet.com.au and virginaustralia.com showed mixed trends. Expedia.com.au and qantas.com had varied performances.

Market Exposure

Competitor Count for AUS Travel Transportation

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
2025/04/01 818
2025/04/02 800
2025/04/03 808
2025/04/04 828
2025/04/05 808
2025/04/06 819
2025/04/07 827
2025/04/08 812
2025/04/09 764
2025/04/10 765
2025/04/11 758
2025/04/12 750
2025/04/13 778
2025/04/14 767
2025/04/15 747
2025/04/16 743
2025/04/17 711
2025/04/18 717
2025/04/19 766
2025/04/20 747
2025/04/21 725
2025/04/22 745
2025/04/23 726
2025/04/24 736
2025/04/25 744
2025/04/26 736
2025/04/27 750
2025/04/28 740
2025/04/29 730
2025/04/30 714

Copyright © Adthena. All rights reserved.

April began with 818 advertisers, peaking at 828 on April 4. A decline followed, reaching a low of 711 on April 17. The month concluded with 714 advertisers, reflecting a downward trend.

Campaign Efficiency

Market Loss & Market Gains for AUS Travel Transportation

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
skyscanner.com.au 1.43%
booking.com 1%
cheapflights.com.au 0.9%
singaporeair.com 0.71%
traveloka.com 0.49%
flightcentre.com.au -0.59%
europcar.com.au -0.62%
virginaustralia.com -1.1%
expedia.com.au -1.31%
webjet.com.au -1.81%

Copyright © Adthena. All rights reserved.

Skyscanner.com.au soared with a 1.43% click share increase, while webjet.com.au faced a 1.81% decline. Booking.com and cheapflights.com.au also gained, contrasting with declines for expedia.com.au and virginaustralia.com.

Campaign Efficiency

AUS Travel Transportation 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 skyscanner.com.au flightcentre.com.au webjet.com.au virginaustralia.com booking.com cheapflights.com.au expedia.com.au jetstar.com qantas.com singaporeair.com
2025/04/01 14.66% 13.52% 13.91% 10.06% 3.68% 4.31% 2.88% 5.4% 2.67% 0.51%
2025/04/02 13.89% 13.69% 11.7% 9.48% 4.41% 4.67% 4.09% 4.66% 2.35% 1.44%
2025/04/03 14.46% 13.98% 12.09% 9.4% 4.5% 4.73% 3.13% 4.17% 2.35% 1.89%
2025/04/04 12.83% 12.12% 13.93% 9.97% 4.52% 4.06% 3.28% 4.91% 1.65% 1.51%
2025/04/05 11.84% 10.65% 13.74% 9.53% 5.02% 4.95% 5.85% 3.76% 3.67% 1.52%
2025/04/06 12.55% 11.06% 12.91% 9.63% 4.95% 4.43% 5.94% 3.92% 2.84% 1.05%
2025/04/07 12.9% 11.35% 12.82% 9.1% 5.47% 4.87% 5.29% 3.61% 2.93% 1.36%
2025/04/08 12.47% 11.36% 13.11% 9.3% 5.82% 4.58% 5.64% 4.23% 3.2% 1.19%
2025/04/09 11.6% 9.78% 12.06% 9.66% 6.33% 4.82% 6.15% 4.24% 2.89% 1.82%
2025/04/10 11.75% 10.65% 11.89% 9.18% 5.7% 5.54% 6.89% 3.97% 2.37% 1.76%
2025/04/11 10.29% 11.12% 14.5% 10.98% 5.35% 4.79% 5.63% 4.56% 2.94% 1.36%
2025/04/12 9.47% 11.39% 13.01% 13.03% 5.15% 4.86% 5.68% 3.99% 2.37% 1.05%
2025/04/13 10.6% 10.34% 13.2% 9.36% 5.39% 5.34% 5.88% 3.76% 2.17% 1.59%
2025/04/14 10.42% 11.98% 14.86% 8.28% 5.54% 5.13% 6.41% 3.49% 2.57% 1.14%
2025/04/15 11.03% 10.89% 12.86% 8.71% 6.23% 5.97% 6.01% 3.67% 3.05% 1.5%
2025/04/16 11.59% 11.88% 10.97% 9.05% 8.03% 5.47% 5.47% 3.22% 2.71% 2.1%
2025/04/17 11.61% 12.67% 11.11% 9.64% 7.42% 5.02% 4.63% 3.24% 4.56% 2.53%
2025/04/18 15.55% 11.65% 8.29% 15.17% 4.62% 7.06% 2.85% 4.4% 4.06% 2.27%
2025/04/19 12.42% 11.02% 12.58% 9.33% 6.55% 6.16% 3.93% 4.26% 2.56% 0.83%
2025/04/20 12.72% 7.35% 11.17% 8.71% 7.71% 6.72% 2.91% 3.87% 1.97% 1.73%
2025/04/21 11.97% 9.9% 10.63% 8.29% 7.3% 5.97% 4.19% 3.36% 2.77% 1.86%
2025/04/22 13.62% 9.64% 10.93% 8.18% 7.3% 6.16% 3.34% 3.52% 2.08% 1.9%
2025/04/23 13.39% 8.96% 9.97% 7.8% 7.32% 6.57% 3.8% 3.11% 2.26% 1.96%
2025/04/24 13.6% 10.2% 10.94% 8.55% 6.99% 5.64% 3.97% 3.95% 2.93% 1.43%
2025/04/25 12.41% 9.63% 11.47% 8.81% 6.28% 6.46% 3.49% 3.7% 2.95% 2.03%
2025/04/26 13.26% 9.38% 10.53% 8.13% 7.32% 7.42% 2.51% 3.55% 1.53% 2.18%
2025/04/27 11.79% 11.09% 11.91% 9.13% 7.57% 5.7% 3.52% 3.99% 3.3% 1.62%
2025/04/28 13.13% 12.2% 10.84% 8.9% 7.54% 5.44% 3.86% 3.39% 2.83% 1.8%
2025/04/29 13.37% 12.3% 10.97% 9.42% 7.07% 5.17% 3.78% 3.46% 4.29% 1.51%
2025/04/30 14.87% 11.98% 8.98% 8.66% 7.7% 5.39% 4.32% 3.47% 3.4% 1.82%

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April saw Skyscanner’s impression share fluctuate, peaking at 15.55% mid-month. Flight Centre’s share dipped, while Webjet maintained stability. Virgin Australia spiked on April 18th. By month’s end, Skyscanner led.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Travel Transportation

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
    Cheap Domestic Flights https://www.flightcentre.com.au

    Book Domestic Airfares — Explore Australia With Flight Centre Domestic Flight Deals. Book Your Way. Book a Beach...

  2. 2
    Scoot - Fly confidently with Scoot https://www.flyscoot.com

    Book direct. Earn KrisFlyer miles. Travel smart in comfort. Great airfares. Let's Scoot! Enjoy 10kg carry-on. Plush leather seats on ScootPlus. Great...

  3. 3
    Book Singapore Airlines https://www.singaporeair.com › booknow

    Book Flights With Ease — Experience unforgettable moments that make travel extraordinary with Singapore Airlines. Travelling is more than just seeing the world with Singapore...

  4. 4
    Cheap Flights - Skyscanner | Find The Best Time To Book https://www.skyscanner.com.au › cheap › flights

    Search flights, hotels and car hire in one place, and find the best time to book. Compare...

  5. 5
    Virgin Australia https://www.virginaustralia.com › virginaustralia › flights

    Book Online Now — Wonderful is using Velocity Points to Fly to Over 500 Destinations Around the World. Fly with Your Choice of Fare, Inclusions, and Experience. Book Your Ticket Today!

Copyright © Adthena. All rights reserved.

In the competitive world of Google PPC, Flight Centre entices with domestic deals, while Scoot emphasizes comfort and rewards. Singapore Airlines promises extraordinary travel experiences, Skyscanner offers comprehensive booking solutions, and Virgin Australia highlights flexibility and global reach. Each ad uniquely captures the essence of travel.

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