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AUS Travel Transportation - PPC Market Share Analysis April 2026

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.

Transportation – AUS

Google AI Overview visibility for Travel Transportation AUS

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 5.57227508085
94.4277249192
5%

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 74
26
74%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 6%
Transactional 27%
Navigational 2%
Seasonal 2%
Local 2%
Problem Solving 3%

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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
Share of Clicks - Last month
Domain Share of clicks
virginaustralia.com 20.37
skyscanner.com.au 9.5
flightcentre.com.au 9.4
webjet.com.au 7.61
cheapflights.com.au 4.34
expedia.com.au 3.8
edreams.com.au 3.8
booking.com 3.6
opodo.com.au 3.53
qantas.com 2.71
others 31.34
  • virginaustralia.com - 20.37%
  • skyscanner.com.au - 9.5%
  • flightcentre.com.au - 9.4%
  • webjet.com.au - 7.61%
  • cheapflights.com.au - 4.34%
  • expedia.com.au - 3.8%
  • edreams.com.au - 3.8%
  • booking.com - 3.6%
  • opodo.com.au - 3.53%
  • qantas.com - 2.71%
  • others - 31.34%

Copyright © Adthena. All rights reserved.

In the travel PPC landscape, Virgin Australia leads with 20.37% click share, followed by Skyscanner at 9.5%. Others collectively dominate with 31.34%.

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
Share of Spend - Last Month
Date skyscanner.com.au virginaustralia.com webjet.com.au booking.com flightcentre.com.au expedia.com.au cheapflights.com.au edreams.com.au opodo.com.au qantas.com
2026/04/01 14.2% 14.02% 7.75% 7.32% 10.08% 4.1% 5.02% 2.46% 2.46% 3.17%
2026/04/02 11.97% 14.92% 6.23% 8.25% 9.66% 3.66% 6.41% 2.44% 2.47% 3.39%
2026/04/03 11.08% 15.91% 5.78% 8.31% 9.67% 3.55% 6.12% 2.23% 2.01% 3.83%
2026/04/04 10.11% 18.07% 5.6% 8.65% 10.37% 2.98% 4.28% 2.2% 2.46% 3.86%
2026/04/05 10.24% 16.78% 5.82% 8.5% 9.51% 2.99% 4.61% 2.52% 2.58% 4.06%
2026/04/06 10.47% 15.07% 6.34% 8.68% 10.77% 2.93% 4.31% 2.94% 2.45% 4.46%
2026/04/07 10.3% 14.4% 6.75% 9.96% 9.82% 3.5% 4.5% 3.78% 2.53% 2.94%
2026/04/08 10.2% 14.39% 7.26% 10.56% 9.43% 4.31% 4.55% 3.68% 2.45% 2.77%
2026/04/09 10.26% 16.33% 7.63% 9.67% 10.57% 3.78% 3.75% 2.73% 2.7% 3%
2026/04/10 9.02% 15.58% 6.61% 10.08% 10.54% 4.5% 3.77% 2.94% 2.96% 2.73%
2026/04/11 7.62% 17.28% 6.37% 10.11% 10.08% 4.66% 3.22% 2.89% 3.11% 2.46%
2026/04/12 9.6% 16.46% 5.49% 9.57% 11.87% 4.5% 2.96% 2.43% 3.29% 3.04%
2026/04/13 10.36% 15.45% 6.91% 8.34% 11.21% 5.4% 3.6% 2.45% 3.23% 2.43%
2026/04/14 10.82% 14.33% 6.89% 8.17% 12.51% 4.06% 4.02% 3.03% 3.67% 2.95%
2026/04/15 10.98% 14.99% 8.57% 8.42% 12.3% 4.87% 4.23% 2.47% 2.63% 2.58%
2026/04/16 10.04% 16.37% 9.08% 8.44% 12.34% 4.99% 3.87% 2.82% 2.4% 3.82%
2026/04/17 8.9% 17.27% 8.8% 8.07% 12.31% 6.64% 3.53% 2.34% 1.97% 4.23%
2026/04/18 8.79% 17.44% 7.54% 8.23% 12.11% 5.92% 2.92% 3.37% 3.13% 2.87%
2026/04/19 9.54% 16.17% 7.47% 8.97% 11.98% 4.22% 3.27% 3.97% 3.22% 2.69%
2026/04/20 9.66% 15.61% 8.85% 7.97% 12.95% 3.39% 3.75% 4.14% 3.54% 3.8%
2026/04/21 10.48% 13.96% 8.33% 7.79% 11.84% 4.3% 4.97% 4.45% 4.34% 2.51%
2026/04/22 11.26% 14.25% 7.86% 6.91% 10.19% 3.99% 5.61% 5.21% 5.92% 2.67%
2026/04/23 12.02% 15.19% 8.3% 7.35% 9.42% 5.41% 5% 4.38% 5.05% 2.88%
2026/04/24 11.57% 15.33% 8.06% 7.41% 10.23% 6.88% 4.36% 3.89% 3.3% 2.11%
2026/04/25 10.01% 15.42% 8.39% 8.2% 9.35% 8.48% 3.8% 4.31% 3.1% 1.78%
2026/04/26 11.63% 15.03% 8.9% 7.63% 9.09% 7.67% 3.5% 4.79% 4.44% 1.57%
2026/04/27 11.78% 13.45% 9.09% 7.86% 6.35% 8.34% 4.05% 5.79% 4.69% 2.24%
2026/04/28 11.44% 13.07% 8.63% 8% 6.18% 8.17% 4.67% 5.66% 4.06% 3.45%
2026/04/29 12.63% 12.89% 10.43% 7.45% 7.03% 6.07% 5.32% 4.23% 3.71% 5.04%
2026/04/30 16.76% 13.09% 10.2% 7.59% 7.31% 5.33% 5.14% 4.01% 3.32% 2.94%
  • skyscanner.com.au
  • virginaustralia.com
  • webjet.com.au
  • booking.com
  • flightcentre.com.au
  • expedia.com.au
  • cheapflights.com.au
  • edreams.com.au
  • opodo.com.au
  • qantas.com

Copyright © Adthena. All rights reserved.

In April 2026, Skyscanner’s PPC share started at 14.2%, dipped mid-month, then surged to 16.76%. Virgin Australia peaked early at 18.07%, declining to 13.09%. Webjet and Booking.com showed steady growth, while Expedia and Cheapflights fluctuated. Flight Centre’s share decreased, ending at 7.31%.

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
Competitor Count - Last month
Date Competitor Count
2026/04/01 466
2026/04/02 484
2026/04/03 479
2026/04/04 493
2026/04/05 496
2026/04/06 496
2026/04/07 482
2026/04/08 456
2026/04/09 456
2026/04/10 481
2026/04/11 494
2026/04/12 473
2026/04/13 467
2026/04/14 472
2026/04/15 490
2026/04/16 472
2026/04/17 484
2026/04/18 501
2026/04/19 489
2026/04/20 481
2026/04/21 477
2026/04/22 458
2026/04/23 460
2026/04/24 465
2026/04/25 462
2026/04/26 475
2026/04/27 474
2026/04/28 461
2026/04/29 453
2026/04/30 454

Copyright © Adthena. All rights reserved.

April saw fluctuating advertiser numbers, peaking at 501 on April 18. The month concluded with a slight decline, ending at 454.

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
Market Loss & Market Gains - Last month
Name Market Trend
webjet.com.au 1.6%
expedia.com.au 1.45%
edreams.com.au 1.29%
opodo.com.au 0.79%
emirates.com 0.66%
trip.com -0.45%
virginaustralia.com -0.58%
traveloka.com -0.71%
booking.com -1.02%
flightcentre.com.au -1.18%

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Webjet.com.au soared with a 1.60% click share increase, while flightcentre.com.au dropped by 1.18%.

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 virginaustralia.com webjet.com.au flightcentre.com.au cheapflights.com.au edreams.com.au expedia.com.au booking.com opodo.com.au qantas.com
2026/04/01 13.22% 13.39% 8.52% 10.33% 5.31% 3.66% 4.32% 5.52% 3.7% 2.87%
2026/04/02 11.53% 13.32% 7.03% 9.85% 7.33% 3.69% 3.91% 6.42% 3.74% 2.98%
2026/04/03 10.68% 14.43% 6.5% 10.04% 7.23% 3.44% 3.83% 6.4% 3.17% 3.4%
2026/04/04 10.27% 15.9% 6.34% 10.62% 5.25% 3.34% 3.18% 6.65% 3.63% 3.49%
2026/04/05 10.2% 14.75% 6.65% 9.72% 5.6% 3.81% 3.22% 6.58% 3.59% 3.65%
2026/04/06 10.29% 13.52% 7.04% 11.2% 5.16% 4.42% 3.15% 6.96% 3.84% 3.98%
2026/04/07 10.05% 13.09% 7.78% 10.18% 5.33% 5.63% 3.75% 7.87% 3.86% 2.62%
2026/04/08 9.89% 13.2% 8.27% 9.82% 5.54% 5.57% 4.62% 8.1% 3.74% 2.45%
2026/04/09 9.77% 14.93% 8.6% 10.99% 4.52% 4.14% 4.12% 7.46% 4.17% 2.62%
2026/04/10 8.97% 14.22% 7.73% 10.94% 4.57% 4.42% 4.78% 7.38% 4.35% 2.38%
2026/04/11 7.6% 15.37% 7.38% 10.38% 3.95% 4.26% 4.94% 7.71% 4.72% 2.16%
2026/04/12 9.49% 14.98% 6.27% 12.35% 3.58% 3.61% 4.83% 7.27% 4.86% 2.69%
2026/04/13 9.98% 13.59% 7.64% 11.87% 4.23% 3.69% 5.73% 6.8% 4.66% 2.14%
2026/04/14 10.31% 12.89% 7.42% 13.15% 4.57% 4.49% 4.32% 6.45% 5.17% 2.59%
2026/04/15 10.51% 13.22% 9.47% 12.78% 4.98% 3.61% 5.25% 6.45% 3.87% 2.24%
2026/04/16 9.55% 14.24% 10.24% 12.64% 4.39% 4.15% 5.37% 6.3% 3.58% 3.37%
2026/04/17 8.48% 15.56% 9.84% 12.6% 3.88% 3.42% 7.41% 5.89% 2.85% 3.85%
2026/04/18 8.61% 15.11% 8.39% 12.25% 3.37% 4.57% 6.49% 6.25% 4.28% 2.56%
2026/04/19 9.24% 14.05% 8.72% 12.19% 3.77% 5.53% 4.67% 6.51% 4.34% 2.43%
2026/04/20 9.15% 13.69% 10.09% 13.11% 4.24% 5.85% 3.67% 5.67% 5.04% 3.36%
2026/04/21 10.01% 12.61% 9.64% 12.23% 5.56% 6.36% 4.58% 5.15% 5.71% 2.16%
2026/04/22 10.28% 12.91% 8.7% 10.38% 6.14% 7.18% 4.16% 4.57% 7.8% 2.31%
2026/04/23 11.2% 13.3% 9.23% 9.77% 5.42% 6.3% 5.78% 4.98% 7.08% 2.58%
2026/04/24 10.77% 13.95% 9.06% 10.64% 4.9% 5.57% 7.53% 4.78% 4.71% 1.89%
2026/04/25 9.35% 14.43% 9.72% 9.71% 4.15% 6.05% 9.16% 5.12% 4.45% 1.69%
2026/04/26 10.78% 13.9% 10.23% 9.42% 3.89% 6.71% 8.28% 4.88% 6.05% 1.46%
2026/04/27 10.94% 12.71% 10.18% 6.56% 4.34% 8.23% 8.9% 5.26% 6.52% 1.99%
2026/04/28 10.62% 12.32% 9.76% 6.58% 5.45% 7.96% 8.9% 5.35% 5.4% 3.01%
2026/04/29 11.72% 12.3% 11.48% 7.34% 5.88% 5.96% 6.51% 4.78% 5.05% 4.58%
2026/04/30 15.36% 12.3% 11.2% 7.61% 5.71% 5.66% 5.59% 4.95% 4.54% 2.63%
  • skyscanner.com.au
  • virginaustralia.com
  • webjet.com.au
  • flightcentre.com.au
  • cheapflights.com.au
  • edreams.com.au
  • expedia.com.au
  • booking.com
  • opodo.com.au
  • qantas.com

Copyright © Adthena. All rights reserved.

April saw Skyscanner’s impression share rise from 13.22% to 15.36%, while Virgin Australia fluctuated, ending at 12.3%. Webjet and Flight Centre experienced growth, closing at 11.2% and 7.61%, respectively.

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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Google Text Ad Copy Insights & Creative Trends for AUS Travel Transportation - Last month
  1. 1
    Air New Zealand™ Official Site | Find the Best Flight Deals https://www.airnewzealand.com.au

    Upgrade to a Flexible Fare Option. Find Out More Online Today! Award-Winning Service & In-Flight Innovations. Book Online with Air NZ™ Today.

  2. 2
    Qatar Airways™ | Fly to selected destinations https://www.qatarairways.com › au

    Book to travel by 15 Jun 2026 with flexible refund and rebooking options. Explore up to 8,000 entertainment options above the clouds.

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

    Book Flights With Ease — Our experiences make us who we are. Welcome to World Class. Welcome to Singapore Airlines.

  4. 4
    Turkish Airlines Flying to the Most Countries https://www.turkishairlines.com

    Discover more than 120 countries with Turkish Airlines for a unique travel experience. Buy a flight ticket, make hotel reservation and rent a car.

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

    Book Online Now — Fly with Your Choice of Fare, Inclusions, and Experience. Book Your Ticket Today! Kiss Nice...

Copyright © Adthena. All rights reserved.

In the competitive skies of Google PPC, Air New Zealand captivates with award-winning service and flexible fares. Qatar Airways entices with flexible travel options and vast entertainment. Singapore Airlines promises world-class experiences. Turkish Airlines boasts the most countries served, while Virgin Australia offers customizable travel experiences.

Frequently Asked Questions

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See this data specific to your brand performance

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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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