UK Education & Training Early Education - PPC Market Share Analysis May 2026

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.

Early Education – UK

Google AI Overview visibility for Education & Training Early Education 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 40.5877363668
59.4122636332
40%

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 8
92
8%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 2%
Transactional 0%
Navigational 3%
Seasonal 0%
Local 0%
Problem Solving 4%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
ebay.co.uk 29.39
kidsplanetdaynurseries.co.uk 7.42
kidoschools.com 7.2
openstudycollege.com 5.63
learndirect.com 4.87
busybeeschildcare.co.uk 2.84
purplejay.com 2.58
kingsinterhigh.co.uk 2.56
ixl.com 2.04
wolseyhalloxford.org.uk 1.99
others 33.48
  • ebay.co.uk - 29.39%
  • kidsplanetdaynurseries.co.uk - 7.42%
  • kidoschools.com - 7.2%
  • openstudycollege.com - 5.63%
  • learndirect.com - 4.87%
  • busybeeschildcare.co.uk - 2.84%
  • purplejay.com - 2.58%
  • kingsinterhigh.co.uk - 2.56%
  • ixl.com - 2.04%
  • wolseyhalloxford.org.uk - 1.99%
  • others - 33.48%

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In the education PPC landscape, eBay leads with 29.39% click share, closely followed by ‘others’ at 33.48%. Kido Schools and Kids Planet Day Nurseries trail behind with 7.2% and 7.42%, respectively.

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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date openstudycollege.com ebay.co.uk learndirect.com ixl.com kingsinterhigh.co.uk myedspace.co.uk kidsplanetdaynurseries.co.uk busybeeschildcare.co.uk purplejay.com kidoschools.com
2026/05/01 11.42% 20.59% 16.61% 2.98% 4.35% 5.81% 0% 0% 0% 9.23%
2026/05/02 8.69% 3.51% 4.98% 3.08% 7.3% 4.19% 0% 0% 0% 16.06%
2026/05/03 9.19% 3.05% 10.26% 1.76% 5.38% 5.82% 0.79% 0.2% 0% 18.26%
2026/05/04 11.14% 2.67% 6.63% 2.43% 7.01% 6.28% 0.31% 0.74% 0% 25.44%
2026/05/05 9.85% 7.92% 8.04% 1.44% 5.17% 3.26% 0% 7.69% 0% 0.67%
2026/05/06 8.75% 19.51% 9.13% 3.93% 8.8% 3.05% 0.32% 0.45% 0% 14.63%
2026/05/07 9.48% 15.95% 11.63% 2.45% 6.93% 6.13% 0% 0% 0% 21.06%
2026/05/08 6.92% 11.21% 6% 1.68% 4.37% 3.06% 0% 0% 0% 22.48%
2026/05/09 9.86% 4.96% 4.26% 4.33% 5.79% 1.85% 0% 0.15% 0% 24.9%
2026/05/10 9.05% 3.18% 4.84% 2.72% 4.77% 2.57% 13.46% 0% 0% 15.27%
2026/05/11 10.06% 6.45% 6.5% 4.1% 7.34% 2.93% 0.25% 0% 0% 15.58%
2026/05/12 5.72% 34.6% 2.33% 2.27% 2.25% 1.18% 4.72% 3.75% 4.68% 0%
2026/05/13 5.96% 19.85% 2.96% 2.74% 1.94% 1.86% 23.82% 0.16% 3.06% 8.02%
2026/05/14 5.64% 21.32% 3.74% 2.49% 2.15% 3.25% 14.09% 0.09% 3.16% 5.84%
2026/05/15 6.92% 11.21% 6% 1.68% 4.37% 3.06% 0% 0% 0% 22.48%
2026/05/16 11.19% 13.75% 3.6% 7.01% 5.06% 6.45% 0.49% 0.71% 0% 10.91%
2026/05/17 9.52% 14.52% 4.54% 7.04% 3.7% 6.16% 10.12% 0.48% 0% 0.17%
2026/05/18 8.01% 9.5% 4.21% 4.44% 5.07% 4.19% 12.25% 13.05% 0% 0.12%
2026/05/19 5.44% 21.65% 4.9% 5.3% 4.78% 4.87% 0% 5.86% 4.71% 9.72%
2026/05/20 16.05% 17.36% 11.29% 5.91% 5.27% 3.7% 0.39% 0.51% 0% 0%
2026/05/21 6.18% 15% 7.16% 3.1% 1.53% 1.56% 8.53% 0.44% 0% 11.22%
2026/05/22 4.47% 23.29% 5.95% 2.42% 2.68% 1.17% 10.89% 0.36% 4.72% 4.7%
2026/05/23 12.66% 14.44% 3.52% 4.53% 4.97% 1.08% 1.2% 0.98% 0% 0%
2026/05/24 8.94% 10.77% 5.93% 2.85% 2.44% 1.55% 26.62% 10.08% 4.09% 0%
2026/05/25 8.23% 11.51% 8.05% 3.88% 4.11% 1.22% 18.74% 7.4% 0% 0%
2026/05/26 5.78% 13.89% 9.53% 2.08% 3.13% 1.42% 0.15% 9.77% 18.35% 0.12%
2026/05/27 3.61% 14.54% 8.6% 2.03% 2.97% 0.31% 21% 9.59% 0.12% 0%
2026/05/28 7.2% 16.08% 7.4% 3.55% 2.84% 0.42% 13.13% 12.1% 3.64% 0%
2026/05/29 6.22% 37.91% 6.79% 2.28% 3.81% 0.17% 5.75% 0.28% 5.7% 2.98%
2026/05/30 7.75% 7.84% 3.02% 2.7% 3.01% 0.53% 11.06% 0.2% 7.77% 0%
2026/05/31 14.87% 14.35% 12.5% 6.44% 4.77% 1.03% 0.26% 0.15% 0% 0%
  • openstudycollege.com
  • ebay.co.uk
  • learndirect.com
  • ixl.com
  • kingsinterhigh.co.uk
  • myedspace.co.uk
  • kidsplanetdaynurseries.co.uk
  • busybeeschildcare.co.uk
  • purplejay.com
  • kidoschools.com

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In May 2026, eBay.co.uk led PPC spend, peaking at 37.91%. OpenStudyCollege.com fluctuated, ending strong at 14.87%. KidoSchools.com surged early, then dipped. The month concluded with diverse spending patterns.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/05/01 46
2026/05/02 53
2026/05/03 57
2026/05/04 57
2026/05/05 55
2026/05/06 54
2026/05/07 54
2026/05/08 52
2026/05/09 49
2026/05/10 57
2026/05/11 61
2026/05/12 73
2026/05/13 68
2026/05/14 65
2026/05/15 52
2026/05/16 62
2026/05/17 66
2026/05/18 65
2026/05/19 61
2026/05/20 63
2026/05/21 69
2026/05/22 80
2026/05/23 76
2026/05/24 71
2026/05/25 78
2026/05/26 79
2026/05/27 79
2026/05/28 73
2026/05/29 63
2026/05/30 77
2026/05/31 73

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In May 2026, distinct advertisers on Google SERP began at 46, peaked at 80, and concluded at 73, showcasing dynamic fluctuations throughout the month.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
busybeeschildcare.co.uk 3.67%
ebay.co.uk 3.58%
purplejay.com 2.49%
kidsplanetdaynurseries.co.uk 1.87%
theoldstationnursery.co.uk 1.81%
cherrytreenurserypre.school -0.94%
myedspace.co.uk -1.45%
thelearningtreecardiff.co.uk -1.62%
leyf.org.uk -2.04%
kidoschools.com -10.11%

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In the past month, busybeeschildcare.co.uk and ebay.co.uk saw significant click share growth, rising by 3.67% and 3.58% respectively. Conversely, kidoschools.com experienced a notable decline of 10.11%.

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.

Date ebay.co.uk openstudycollege.com learndirect.com uplearn.co.uk kingsinterhigh.co.uk busybeeschildcare.co.uk kidsplanetdaynurseries.co.uk theoldstationnursery.co.uk purplejay.com kidoschools.com
2026/05/01 31.31% 9.07% 15.63% 2.66% 3.4% 0% 0% 0% 0% 11.19%
2026/05/02 8.17% 7.17% 4.54% 6.54% 4.78% 0% 0% 0% 0% 20.83%
2026/05/03 8.26% 8.07% 9.68% 2.68% 4.12% 0.26% 0.65% 0% 0% 24.53%
2026/05/04 5.91% 9.7% 6.05% 7.07% 4.61% 0.79% 0.14% 0% 0% 32.85%
2026/05/05 14.44% 9.36% 9.53% 1.85% 3.96% 7.05% 0% 0% 0% 1.47%
2026/05/06 27.17% 6.52% 9% 1.29% 5.72% 0.43% 0.24% 0% 0% 19.87%
2026/05/07 21.74% 7.41% 12.04% 3.38% 4.82% 0% 0% 0% 0% 27.1%
2026/05/08 18.6% 5.99% 6.26% 2.38% 2.95% 0% 0% 0% 0% 24.94%
2026/05/09 6.97% 7.67% 4.39% 4.1% 4.18% 0.21% 0% 0% 0% 32.55%
2026/05/10 5.61% 8.42% 5.01% 3.01% 3.48% 0% 10.11% 0% 0% 20.61%
2026/05/11 10.47% 8.52% 6.48% 3.45% 4.14% 0% 0.11% 0% 0% 19.49%
2026/05/12 43.85% 3.91% 2% 1.58% 1.17% 2.83% 2.66% 0% 5.32% 0%
2026/05/13 29.12% 5.15% 2.69% 1.44% 1.29% 0.2% 18.64% 0% 3.1% 9.29%
2026/05/14 28.15% 4.1% 3.46% 0.36% 1.41% 0.11% 11.71% 6.77% 3.33% 6.83%
2026/05/15 18.6% 5.99% 6.26% 2.38% 2.95% 0% 0% 0% 0% 24.94%
2026/05/16 23.33% 9.21% 3.57% 2.74% 3.32% 0.93% 0.4% 7.88% 0% 14.97%
2026/05/17 22.6% 7.43% 4.48% 1.43% 2.3% 0.55% 6.86% 0.18% 0% 0.14%
2026/05/18 14.4% 6.39% 4.21% 2.79% 3.11% 11.12% 10.44% 5.2% 0% 0.14%
2026/05/19 32.33% 4.36% 4.95% 0.32% 3.17% 4.98% 0% 0% 4.98% 10.1%
2026/05/20 27.58% 11.81% 10.23% 2.04% 3.25% 0.6% 0.32% 0.39% 0% 0%
2026/05/21 21.19% 4.03% 6.52% 0.45% 0.85% 0.5% 5.07% 0.27% 0% 10.13%
2026/05/22 29.95% 2.96% 4.91% 1.21% 1.54% 0.37% 6.78% 0% 5.37% 4.03%
2026/05/23 23.67% 10.92% 3.18% 5.16% 3.85% 1.1% 0.76% 7.54% 0% 0%
2026/05/24 19.06% 8.08% 6.08% 3.79% 1.77% 10.78% 20.93% 0.28% 5.16% 0%
2026/05/25 18.81% 7.02% 8.26% 1.12% 3.05% 7.38% 14.25% 0% 0% 0%
2026/05/26 21.66% 4.14% 8.85% 1.36% 1.82% 7.55% 0.1% 14.39% 14.39% 0.1%
2026/05/27 23.56% 2.54% 8.2% 2.51% 2.07% 9.08% 14.4% 0% 0.12% 0%
2026/05/28 29.22% 5.83% 6.98% 2.02% 1.92% 10.42% 9.68% 0% 4.84% 0%
2026/05/29 53.26% 4.14% 5.5% 1.24% 2.32% 0.23% 3.29% 6.41% 6.41% 3.2%
2026/05/30 13.44% 5.93% 2.46% 2.81% 2.06% 0.19% 7.79% 7.44% 7.37% 0%
2026/05/31 31.92% 11.64% 11.5% 3.59% 3.36% 0.2% 0.11% 0% 0% 0%
  • ebay.co.uk
  • openstudycollege.com
  • learndirect.com
  • uplearn.co.uk
  • kingsinterhigh.co.uk
  • busybeeschildcare.co.uk
  • kidsplanetdaynurseries.co.uk
  • theoldstationnursery.co.uk
  • purplejay.com
  • kidoschools.com

Copyright © Adthena. All rights reserved.

In May 2026, eBay.co.uk’s impression share fluctuated, peaking at 53.26% on the 29th. Openstudycollege.com saw a low of 2.54% on the 27th. Kidoschools.com had a notable 32.85% on the 4th. The month ended with eBay.co.uk leading at 31.92%.

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.

Google Text Ad Copy Insights & Creative Trends for UK Education & Training Early Education - Last month
  1. 1
    Abingdon Day Nursery https://www.brighthorizons.co.uk

    Bright Horizons Abingdon — Come and see our warm and welcoming nursery for children aged 6 months to 5 years. Your little one's...

  2. 2
    A Level Courses https://www.learndirect.com

    Online A Level Courses — Learndirect, Inspiring People To Realise Their Potential Through Online Courses. Enrol Now In Our...

  3. 3
    Adult A Level Maths Courses https://www.openstudycollege.com › a-level › maths

    Fast Track A Levels — Fully accredited A Level Maths courses designed to be studied from the comfort of home. Study A Level Maths online from £11.90/pm and earn up to 56...

  4. 4
    World Book Day 2026 https://www.scottishbooktrust.com

    Scottish Book Trust — Celebrate World Book Day 2026 in your school. Discover ideas and inspirations. Scottish Book...

  5. 5
    Online Home Schooling UK - Start at Any Time of the Year https://www.wolseyhalloxford.org.uk › homeschooling

    Wolsey Hall is the World's most experienced home study and homeschooling online provider. High...

Copyright © Adthena. All rights reserved.

Bright Horizons invites parents to explore their nurturing nursery, while Learndirect empowers learners with online A Level courses. Open Study College offers flexible, affordable A Level Maths, and Scottish Book Trust inspires schools for World Book Day 2026. Wolsey Hall champions global homeschooling flexibility.

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