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UK Education & Training Early Education - PPC Market Share Analysis April 2025

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

Market Exposure

Share of Clicks for top 10 UK Education & Training Early Education 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
childcare.co.uk 9.58
brighthorizons.co.uk 8.21
boysandgirlsnursery.com 5.7
fennies.com 5.26
busybeeschildcare.co.uk 5
theoldstationnursery.co.uk 4.68
learndirect.com 4.66
openstudycollege.com 4.56
ebay.co.uk 3.69
mpw.ac.uk 3.11
others 45.55

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In the education PPC landscape, ‘childcare.co.uk’ leads with 9.58% click share, followed by ‘brighthorizons.co.uk’ at 8.21%. ‘Others’ dominate with 45.55%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Education & Training Early Education 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 learndirect.com openstudycollege.com mpw.ac.uk brighthorizons.co.uk childcare.co.uk boysandgirlsnursery.com fennies.com kidsplanetdaynurseries.co.uk busybeeschildcare.co.uk theoldstationnursery.co.uk
2025/03/01 8.59% 14.25% 8.93% 0% 0% 0% 0% 0% 0% 0%
2025/03/02 8.9% 18.77% 8.09% 0% 0% 0% 0% 0% 0% 0%
2025/03/03 14.97% 18.12% 7.89% 0% 0% 0% 0% 0% 0% 0%
2025/03/04 1.88% 1.83% 1.21% 9.59% 13.07% 7.94% 4.83% 8.08% 10.85% 0%
2025/03/05 1.53% 1.96% 1.18% 24.45% 10.05% 7.98% 5.22% 5% 3.93% 3.89%
2025/03/06 1.81% 2% 1.08% 11.21% 11.56% 3.46% 7.55% 9.35% 10.38% 3.95%
2025/03/07 4.33% 3.61% 1.62% 19.04% 3.73% 2.56% 0.12% 11.32% 7.39% 0.06%
2025/03/08 11.66% 14.04% 8.19% 0% 0% 0% 0% 0% 0% 0%
2025/03/09 12.31% 13.27% 13.49% 0% 0% 0% 0% 0% 0% 0%
2025/03/10 18.17% 12.08% 8.21% 0% 0% 0% 0% 0% 0% 0%
2025/03/11 5.14% 5.12% 2.9% 4.77% 5.5% 16.71% 4.24% 0% 4.34% 3.67%
2025/03/12 4.18% 3.28% 3.13% 10.17% 11.62% 0.12% 22.84% 0% 0% 3.79%
2025/03/13 1.9% 1.93% 2.77% 3.72% 3.38% 9.46% 10.18% 0.43% 5.86% 21.36%
2025/03/14 3.42% 1.65% 1.43% 6.74% 8.4% 7.01% 10.45% 0% 0% 13.58%
2025/03/15 8.79% 10.79% 12.2% 0% 0% 0% 0% 0% 0% 0%
2025/03/16 13.87% 15.83% 9.49% 0% 0% 0.13% 0% 0% 0% 0%
2025/03/17 10.45% 7.67% 13.54% 0% 0% 0.15% 0% 0% 0% 0%
2025/03/18 7.17% 4.47% 2.11% 0.07% 3.83% 0.14% 14.29% 0% 0% 17.85%
2025/03/19 3.33% 2.62% 2.27% 6.22% 11.28% 6.76% 0.08% 2.98% 8.72% 11.69%
2025/03/20 8.05% 7.77% 4.34% 6.44% 16.47% 11.86% 0.23% 0% 11.92% 0.17%
2025/03/21 6.15% 3.68% 2.28% 9.61% 17.37% 3.33% 5.49% 0% 8.05% 11.34%
2025/03/22 11.65% 16.7% 8.81% 0% 0% 0% 0% 0% 0% 0%
2025/03/23 8.7% 12.15% 16.85% 0% 0% 0% 0% 0% 0% 0%
2025/03/24 8.02% 15.5% 13.53% 0% 0% 0% 0% 0% 0% 0%
2025/03/25 12.26% 7.45% 5.45% 0% 7.17% 23.34% 0% 0.19% 0.17% 0.15%
2025/03/26 5.23% 3.87% 3.51% 14.21% 4.35% 10.38% 4.2% 0.07% 0.08% 0.09%
2025/03/27 5.28% 5.32% 2.76% 16.9% 27.71% 6.32% 5.75% 0% 3.96% 0%
2025/03/28 8.66% 5.97% 3.74% 15.67% 9.88% 7.8% 0% 0.21% 10.16% 0.11%
2025/03/29 11.46% 18.69% 8.91% 0% 0% 0% 0% 0% 0.13% 0%
2025/03/30 15% 12.96% 10.38% 0% 0% 0% 0% 0% 0.12% 0%
2025/03/31 21.29% 17.26% 8.72% 0% 0% 0% 0% 0% 0% 0%

Copyright © Adthena. All rights reserved.

In March 2025, learndirect.com saw fluctuating PPC spend, peaking at 21.29% on the 31st. Openstudycollege.com maintained a steady presence, ending at 17.26%. Brighthorizons.co.uk and childcare.co.uk had notable spikes mid-month. Overall, diverse strategies marked the month.

Market Exposure

Competitor Count for UK Education & Training Early Education

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
2025/03/01 69
2025/03/02 66
2025/03/03 68
2025/03/04 91
2025/03/05 91
2025/03/06 104
2025/03/07 106
2025/03/08 80
2025/03/09 69
2025/03/10 60
2025/03/11 94
2025/03/12 89
2025/03/13 87
2025/03/14 93
2025/03/15 78
2025/03/16 82
2025/03/17 78
2025/03/18 91
2025/03/19 89
2025/03/20 82
2025/03/21 79
2025/03/22 68
2025/03/23 70
2025/03/24 74
2025/03/25 89
2025/03/26 81
2025/03/27 90
2025/03/28 79
2025/03/29 64
2025/03/30 64
2025/03/31 57

Copyright © Adthena. All rights reserved.

March began with 69 advertisers, peaking at 106 on the 7th. A decline followed, ending the month at 57.

Campaign Efficiency

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

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
learndirect.com 3.01%
openstudycollege.com 2.64%
childcare.co.uk 2.42%
shiningfuturesnursery.co.uk 1.79%
capitalccg.ac.uk 1.39%
kidoschools.com -1.87%
willowspreschool.org.uk -2.22%
kidsplanetdaynurseries.co.uk -2.96%
brighthorizons.co.uk -3.1%
fennies.com -3.41%

Copyright © Adthena. All rights reserved.

In the past month, learndirect.com surged with a 3.01% click share increase, while fennies.com faced a 3.41% decline.

Campaign Efficiency

UK Education & Training Early Education 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 learndirect.com openstudycollege.com mpw.ac.uk brighthorizons.co.uk fennies.com boysandgirlsnursery.com childcare.co.uk ebay.co.uk busybeeschildcare.co.uk theoldstationnursery.co.uk
2025/03/01 9.01% 12.23% 8.9% 0% 0% 0% 0% 2.22% 0% 0%
2025/03/02 9.16% 15.48% 7.89% 0% 0% 0% 0% 3.56% 0% 0%
2025/03/03 14% 15.37% 9.35% 0% 0% 0% 0% 0% 0% 0%
2025/03/04 1.73% 1.43% 1.22% 9.37% 5.27% 6.63% 10.36% 2.86% 10.67% 0%
2025/03/05 1.37% 1.71% 1.26% 24.46% 5.38% 7.49% 8.45% 1.61% 4.22% 4.26%
2025/03/06 1.57% 1.52% 1.06% 11.58% 7.59% 3.51% 10.1% 2.54% 8.77% 2.43%
2025/03/07 3.88% 2.83% 1.52% 16.33% 0.1% 2.98% 2.93% 1.93% 6.6% 0.05%
2025/03/08 9.39% 10.81% 7.53% 0% 0% 0% 0% 3.86% 0% 0%
2025/03/09 11.42% 10.72% 12.97% 0% 0% 0% 0% 2.67% 0% 0%
2025/03/10 18.45% 10.07% 8.79% 0% 0% 0% 0% 0.88% 0% 0%
2025/03/11 4.74% 4.2% 3.04% 4.46% 4.53% 17.12% 4.53% 3.28% 4.46% 4.61%
2025/03/12 3.07% 2.26% 2.73% 5.96% 22.59% 0.1% 9.7% 4.54% 0% 2.98%
2025/03/13 1.6% 1.51% 2.35% 2.34% 9.4% 9.4% 2.34% 9.94% 4.88% 16.77%
2025/03/14 2.97% 1.29% 1.29% 4.45% 10.56% 6.22% 7.24% 1.81% 0% 12.41%
2025/03/15 8.84% 9.25% 12.05% 0% 0% 0% 0% 0.89% 0% 0%
2025/03/16 13.54% 13.72% 9.69% 0% 0% 0.14% 0% 3.04% 0% 0%
2025/03/17 8.89% 5.97% 13.21% 0% 0% 0.15% 0% 0.91% 0% 0%
2025/03/18 6% 3.53% 2.09% 0.07% 16.41% 0.13% 3.86% 8.05% 0% 16.64%
2025/03/19 2.86% 2.2% 2.17% 5.34% 0.09% 5.97% 9.22% 7.64% 8.55% 12.47%
2025/03/20 7.16% 6.16% 4.26% 5.84% 0.29% 11.79% 13.17% 4.48% 11.75% 0.16%
2025/03/21 5.59% 3.02% 2.24% 8.61% 4.59% 4.31% 15.11% 3.99% 8.61% 12.92%
2025/03/22 9.68% 12.28% 8.42% 0% 0% 0% 0% 2.72% 0% 0%
2025/03/23 8.18% 9.98% 16.43% 0% 0% 0% 0% 5.1% 0% 0%
2025/03/24 6.19% 13.29% 12.01% 0% 0% 0% 0% 0.7% 0% 0%
2025/03/25 11.04% 6.03% 5.57% 0% 0% 23.86% 7.25% 3.84% 0.13% 0.13%
2025/03/26 4.59% 3.23% 3.34% 13.13% 4.43% 9.88% 4.43% 9.36% 0.08% 0.08%
2025/03/27 5.01% 4.38% 2.87% 17.39% 6.96% 6.84% 24.11% 0.8% 3.76% 0%
2025/03/28 8.24% 5.21% 3.57% 16.22% 0% 6.72% 5.29% 0% 10.84% 0.09%
2025/03/29 11.03% 16.7% 9.47% 0% 0% 0% 0% 3.21% 0.16% 0%
2025/03/30 14.21% 11.42% 11.24% 0% 0% 0% 0% 0% 0.14% 0%
2025/03/31 21.27% 15.07% 8.57% 0% 0% 0% 0% 0% 0% 0%

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In March 2025, learndirect.com saw fluctuating impressions, peaking at 21.27% on the 31st. Brighthorizons.co.uk had a notable rise mid-month, while openstudycollege.com maintained steady growth. MPW.ac.uk and fennies.com showed varied trends, with fennies.com peaking on the 12th. Boysandgirlsnursery.com and childcare.co.uk experienced significant mid-month spikes. Ebay.co.uk and busybeeschildcare.co.uk had sporadic activity, with busybeeschildcare.co.uk peaking on the 28th. Theoldstationnursery.co.uk had a strong mid-month presence, ending with low activity.

Campaign Efficiency

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

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
    A Level courses - A Levels https://www.capitalccg.ac.uk › a-levels

    A Level centres in Islington (Angel) and King's Cross. Great transport links. One of the widest range of choices in London, with 35 subjects.

  2. 2
    GCSE Mathematics https://www.learndirect.com

    Enrol Online Today For £9.99 — Learndirect, Inspiring People To Realise Their Potential Through Online Courses. Enrol In Our Certified GCSE Maths Certification Courses.

  3. 3
    A Level Maths Revision https://www.mpw.ac.uk › easter-revision › a-level

    Practice on past papers — Revision classes to plug gaps in knowledge, prepare you for tests & help secure grades. Over 1,500 students now attend MPW Easter Revision...

  4. 4
    Retaking Maths GCSE For Adults - Enrol From £10.20/pm https://www.openstudycollege.com › courses › gcse-maths

    Our GCSE courses are perfect for learners who need flexibility around their commitments. Study GCSE Maths online from £10.20/pm and gain a Level 2...

  5. 5
    Ofsted Registered https://tghns.yellacc001.co.uk › day › nursery

    Enhanced DBS Checked — Our Ofsted Registered, Qualified Staff Foster Parent Partnerships At Our Day Care Nursery. Creating A Space Where Your Child Feels Secure, Confident And Supported. Contact Us Now.

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In the competitive landscape of education PPC ads, Capital CCG stands out with its strategic location and diverse A-Level offerings. Learndirect and Open Study College emphasize affordability and flexibility in online GCSE courses, catering to diverse learners. MPW focuses on intensive A-Level revision, while Yellacc001.co.uk highlights safety and nurturing in childcare.

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