UK Education & Training Corporate Training - PPC Market Share Analysis January 2026

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

Corporate Training – UK

Google AI Overview visibility for Education & Training Corporate Training UK

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

AIO Frequency

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

Frequency Percentage
Frequency 29.8076463465
70.1923536535
29%

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 41
59
41%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 7%
Transactional 1%
Navigational 2%
Seasonal 0%
Local 4%
Problem Solving 11%

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Market Exposure

Share of Clicks for top 10 UK Education & Training Corporate Training brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
plt.org 10.35
dojo.tech 8.76
open.ac.uk 3.5
icslearn.co.uk 2.98
aat.org.uk 2.9
prince2.com 2.3
bpp.com 2.24
ihasco.co.uk 2.04
pluralsight.com 1.91
avadolearning.com 1.8
others 61.22
  • plt.org - 10.35%
  • dojo.tech - 8.76%
  • open.ac.uk - 3.5%
  • icslearn.co.uk - 2.98%
  • aat.org.uk - 2.9%
  • prince2.com - 2.3%
  • bpp.com - 2.24%
  • ihasco.co.uk - 2.04%
  • pluralsight.com - 1.91%
  • avadolearning.com - 1.8%
  • others - 61.22%

Copyright © Adthena. All rights reserved.

In the education and corporate training PPC landscape, ‘others’ dominate with 61.22% click share. ‘plt.org’ follows at 10.35%, while ‘dojo.tech’ holds 8.76%. ‘open.ac.uk’ captures 3.5%, with ‘icslearn.co.uk’ at 2.98%.

Market Exposure

Share of Spend for the top 10 UK Education & Training Corporate Training 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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date icslearn.co.uk dojo.tech e-careers.com avadolearning.com bpp.com prince2.com coursera.org dpglearn.co.uk open.ac.uk theknowledgeacademy.com
2026/01/01 6.07% 5.71% 5% 4.18% 3.84% 1.51% 2.53% 1.8% 4.08% 0.07%
2026/01/02 5.23% 5.52% 4.01% 4.87% 4.22% 1.78% 2.79% 1.23% 4.9% 0.11%
2026/01/03 5.25% 3.77% 4.06% 5.13% 4.33% 2.86% 3.68% 1.19% 5.14% 0.01%
2026/01/04 6.6% 4.39% 4% 5.52% 3.68% 2.95% 3.66% 1.04% 4.24% 0.01%
2026/01/05 6.75% 4.52% 5.04% 5.12% 3.08% 2.29% 2.12% 1.05% 3.62% 4.73%
2026/01/06 5.71% 5.34% 5.13% 4.94% 3.1% 2.31% 2.02% 2.68% 3.3% 3.92%
2026/01/07 6.71% 5.35% 2.94% 2.33% 1.09% 1.69% 3.63% 1.96% 5.74% 0.13%
2026/01/08 5.43% 5.79% 4.92% 5.64% 3.87% 1.85% 2.34% 1.72% 3.71% 4.99%
2026/01/09 6.21% 5.27% 4.59% 5.62% 4.1% 2.33% 1.99% 2.17% 2.43% 4.91%
2026/01/10 7.36% 6.11% 4.87% 5.98% 3.46% 2.98% 2.66% 1.85% 2.36% 3.31%
2026/01/11 6.51% 5.46% 4.5% 5.81% 5.15% 2.97% 2.63% 1.81% 2.16% 2.42%
2026/01/12 6.07% 5.26% 4.07% 5.96% 3.4% 2.31% 2.7% 2.49% 1.66% 4.68%
2026/01/13 6.17% 5.95% 3.68% 6.31% 3.4% 1.99% 2.09% 2.6% 1.67% 4.68%
2026/01/14 6.14% 6.94% 4.14% 6.23% 2.91% 1.88% 1.76% 2.35% 1.48% 4.89%
2026/01/15 6.24% 6.38% 4% 6.15% 3.56% 2.3% 1.78% 2.36% 1.64% 5.16%
2026/01/16 6.2% 5.25% 4.58% 5.6% 4.13% 2.32% 1.99% 2.17% 2.42% 4.9%
2026/01/17 8.3% 6.98% 4.18% 5.99% 2.73% 2.82% 1.67% 2.32% 1.44% 2.75%
2026/01/18 8.38% 6.63% 4.23% 5.99% 3.17% 2.78% 1.68% 1.95% 1.19% 2.75%
2026/01/19 6.46% 6.8% 3.5% 6.4% 2.98% 2.03% 1.6% 2% 1.47% 4.69%
2026/01/20 5.87% 7.23% 3.46% 5.76% 2.5% 2.45% 1.46% 2.11% 1.61% 4.37%
2026/01/21 6.41% 6.87% 4.71% 5.71% 2.74% 1.96% 0.96% 2.14% 1.41% 4.57%
2026/01/22 6.24% 4.64% 3.93% 6.27% 3.01% 1.63% 0.87% 2.18% 1.78% 4.47%
2026/01/23 6.43% 2.91% 3.59% 5.76% 2.79% 2.52% 0.94% 2.06% 1.85% 4.53%
2026/01/24 7.37% 6.7% 5.17% 5.7% 3.42% 2.58% 1.16% 1.65% 1.71% 2.56%
2026/01/25 6.73% 6.3% 5.2% 6.03% 3.53% 2.39% 1.22% 1.69% 1.86% 2.7%
2026/01/26 5.49% 4.9% 4.1% 5.93% 3.64% 2.84% 1.78% 1.72% 2.15% 4.15%
2026/01/27 6.05% 4.88% 4.04% 5.46% 2.35% 2.23% 1.56% 2.05% 2.56% 4.74%
2026/01/28 7.48% 3.78% 3.99% 4.39% 3.31% 2.04% 1.57% 2.21% 2.78% 3.92%
2026/01/29 6.69% 5.96% 3.86% 3.83% 4.53% 2.86% 1.31% 2.7% 2.6% 3.52%
2026/01/30 9.32% 5.04% 4.69% 4.65% 3.23% 3.09% 1.7% 2.77% 2.43% 3.04%
2026/01/31 9.03% 7.37% 5.03% 4.55% 3.04% 2.95% 2.67% 2.32% 2.28% 1.34%
  • icslearn.co.uk
  • dojo.tech
  • e-careers.com
  • avadolearning.com
  • bpp.com
  • prince2.com
  • coursera.org
  • dpglearn.co.uk
  • open.ac.uk
  • theknowledgeacademy.com

Copyright © Adthena. All rights reserved.

In January 2026, icslearn.co.uk led with a peak spend share of 9.32% on January 30. dojo.tech saw fluctuations, peaking at 7.37% on January 31. e-careers.com maintained a steady presence, while avadolearning.com showed consistent growth. bpp.com and prince2.com had moderate shares, with prince2.com peaking at 3.09% on January 30. coursera.org’s share declined mid-month but ended at 2.67%. dpglearn.co.uk and open.ac.uk had stable trends, while theknowledgeacademy.com experienced significant volatility, peaking early and declining by month’s end.

Market Exposure

Competitor Count for UK Education & Training Corporate Training

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/01/01 853
2026/01/02 875
2026/01/03 870
2026/01/04 855
2026/01/05 896
2026/01/06 885
2026/01/07 872
2026/01/08 872
2026/01/09 851
2026/01/10 846
2026/01/11 853
2026/01/12 863
2026/01/13 839
2026/01/14 827
2026/01/15 838
2026/01/16 851
2026/01/17 845
2026/01/18 853
2026/01/19 864
2026/01/20 848
2026/01/21 848
2026/01/22 853
2026/01/23 848
2026/01/24 853
2026/01/25 848
2026/01/26 881
2026/01/27 875
2026/01/28 831
2026/01/29 850
2026/01/30 830
2026/01/31 823

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Advertisers fluctuated throughout January, peaking at 896 on the 5th. The month concluded with a decline, ending at 823.

Campaign Efficiency

Market Loss & Market Gains for UK Education & Training Corporate Training

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
plt.org 1.94%
accaglobal.com 1.15%
roehampton.ac.uk 0.5%
newskillsacademy.co.uk 0.4%
arden.ac.uk 0.27%
education.gov.uk -0.31%
superprof.co.uk -0.39%
aat.org.uk -0.59%
coursera.org -0.62%
open.ac.uk -0.8%

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In the past month, plt.org and accaglobal.com saw significant click share increases, while open.ac.uk and coursera.org experienced notable declines.

Campaign Efficiency

UK Education & Training Corporate Training Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date dojo.tech icslearn.co.uk open.ac.uk bpp.com e-careers.com aat.org.uk coursera.org avadolearning.com theknowledgeacademy.com plt.org
2026/01/01 6.04% 2.86% 5.56% 3.45% 2.15% 4.41% 1.86% 1.47% 0.04% 14.4%
2026/01/02 5.8% 2.38% 6.36% 4.12% 1.76% 1.94% 2.09% 1.64% 0.08% 13.84%
2026/01/03 4.33% 2.61% 7.62% 4.78% 1.86% 3.23% 3.21% 1.89% 0% 0%
2026/01/04 5.27% 3.42% 6.12% 4.05% 1.95% 2.38% 3.21% 2.25% 0% 0%
2026/01/05 5.48% 3.52% 5.37% 3.87% 2.48% 3.58% 1.89% 1.91% 3.41% 0%
2026/01/06 5.87% 2.92% 4.77% 2.77% 2.27% 1.91% 1.48% 1.75% 2.54% 15%
2026/01/07 6.35% 3.65% 8.17% 0.48% 1.25% 3.7% 3.08% 0.83% 0.13% 0%
2026/01/08 6.95% 2.58% 6.03% 3.46% 2.39% 1.95% 2% 2.09% 3.31% 0%
2026/01/09 6.44% 3.46% 4.32% 3.66% 2.41% 1.54% 1.77% 2.17% 3.27% 0%
2026/01/10 7.36% 3.62% 4.64% 3.55% 2.53% 2.45% 2.14% 2.24% 1.94% 0%
2026/01/11 6.6% 3.44% 3.51% 6.27% 2.45% 2.42% 2.23% 2.24% 1.36% 0%
2026/01/12 6.64% 3.39% 2.61% 3.59% 2.1% 1.36% 2.31% 2.34% 3.06% 0%
2026/01/13 7.44% 3.24% 2.88% 3.14% 1.97% 1.34% 1.86% 2.4% 2.89% 0%
2026/01/14 8.33% 3.14% 2.39% 2.22% 2.24% 0.78% 1.31% 2.24% 2.95% 9.31%
2026/01/15 8.16% 3.48% 3.07% 3.89% 2.19% 1.42% 1.55% 2.32% 3.24% 0%
2026/01/16 6.44% 3.46% 4.32% 3.66% 2.41% 1.54% 1.77% 2.17% 3.27% 0%
2026/01/17 8.72% 4.16% 2.61% 2.61% 2.16% 2.11% 1.31% 2.38% 1.71% 0%
2026/01/18 8.21% 4.23% 2.19% 2.9% 2.36% 1.93% 1.39% 2.24% 1.69% 0%
2026/01/19 8.47% 3.33% 3.23% 3.45% 1.79% 1.23% 1.26% 2.34% 3.07% 0%
2026/01/20 8.65% 3% 3.12% 2.33% 1.81% 1.33% 1.09% 2.03% 2.75% 9.67%
2026/01/21 8.77% 3.73% 2.84% 2.98% 2.54% 1.51% 0.8% 2.1% 3.01% 0%
2026/01/22 5.97% 3.55% 3.38% 3.11% 2.12% 0.71% 0.77% 2.38% 2.91% 0%
2026/01/23 3.48% 3.33% 2.97% 2.67% 2.03% 0.82% 0.76% 1.98% 2.94% 11.66%
2026/01/24 8.64% 3.68% 3.13% 2.61% 2.9% 1.58% 0.97% 2.15% 1.66% 0%
2026/01/25 7.98% 3.48% 3.21% 3.74% 2.98% 2.09% 1.07% 2.28% 1.78% 0%
2026/01/26 6.11% 2.81% 4.3% 4.7% 2.29% 1.55% 1.72% 2.15% 2.88% 0%
2026/01/27 6.19% 3.14% 3.87% 1.73% 2.26% 1.96% 1.4% 1.95% 3.24% 0%
2026/01/28 4.53% 3.79% 4.43% 3% 2.15% 1.63% 1.22% 1.44% 2.45% 10.13%
2026/01/29 6.96% 3.5% 4.16% 5.5% 1.94% 1.27% 1.05% 1.2% 2.02% 5.19%
2026/01/30 6.42% 4.87% 4.63% 3% 2.55% 1.65% 1.67% 1.65% 2% 0%
2026/01/31 9.19% 4.31% 3.97% 2.68% 2.68% 2.53% 2.33% 1.54% 0.6% 0%
  • dojo.tech
  • icslearn.co.uk
  • open.ac.uk
  • bpp.com
  • e-careers.com
  • aat.org.uk
  • coursera.org
  • avadolearning.com
  • theknowledgeacademy.com
  • plt.org

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Dojo.tech’s impression share fluctuated, peaking at 9.19% on January 31. Plt.org saw a decline, ending at 5.19%. Icslearn.co.uk remained stable, while open.ac.uk’s share decreased. Bpp.com and e-careers.com showed minor variations. Aat.org.uk and coursera.org had low shares, with avadolearning.com and theknowledgeacademy.com experiencing slight changes.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Education & Training Corporate Training

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

Google Text Ad Copy Insights & Creative Trends for UK Education & Training Corporate Training - Last month
  1. 1
    Accountancy Apprenticeships https://www.bpp.com

    Accounting Apprenticeship — Study Professional Accounting Apprenticeships with The UK's Leading Professional Provider. From Trainee Account Technician To Management Accountant & Tax Specialist Roles. Work-Based Study.

  2. 2
    Dojo Official Website https://www.dojo.tech

    Next-Day Card Machine Delivery — Speed up service with fast payments. Rely on our robust card machines to turn more tables. Over...

  3. 3
    Save 25% On AAT Courses | ICS Learn AAT January Sale https://www.icslearn.co.uk

    Save 25% On Your AAT Course. Flexible Accounting Courses. Learn Online, Anywhere, Anytime. 25% Off This Month. Study 100% Online. Download A Free Course Guide. Expert Tutor Support.

  4. 4
    Find An Apprenticeship Here https://www.nya.org.uk › apprenticeships

    70 Free Apprenticeships — Whether You Are Looking To Start An Apprenticeship Or Hire An Apprentice, We Can Help. Read Our FAQs For Employees And For Employers. Get The Information You Need Here. Quality Mark.

  5. 5
    Apprenticeships | Open University https://business.open.ac.uk

    Register For An Online Postgraduate In Advanced Clinical Practice With The Open University. Study Flexibly Around Your Life & Get All The Expert...

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In the competitive landscape of Google PPC, BPP’s ad stands out with its focus on career progression in accountancy, while ICS Learn entices with a 25% discount on flexible online courses. NYA offers 70 free apprenticeships, and Open University promotes flexible postgraduate studies. Dojo emphasizes speed with next-day card machine delivery.

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