UK Education & Training Early Education - PPC Market Share Analysis April 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 25.0610624873
74.9389375127
25%

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 10
90
10%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 1%
Transactional 0%
Navigational 2%
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 30.76
kidoschools.com 16.09
brighthorizons.co.uk 4.66
busybeeschildcare.co.uk 4.52
learndirect.com 3.52
openstudycollege.com 3.32
leyf.org.uk 3.24
kingsinterhigh.co.uk 2.51
thrivechildcare.com 2.43
scottishbooktrust.com 2.16
others 26.79
  • ebay.co.uk - 30.76%
  • kidoschools.com - 16.09%
  • brighthorizons.co.uk - 4.66%
  • busybeeschildcare.co.uk - 4.52%
  • learndirect.com - 3.52%
  • openstudycollege.com - 3.32%
  • leyf.org.uk - 3.24%
  • kingsinterhigh.co.uk - 2.51%
  • thrivechildcare.com - 2.43%
  • scottishbooktrust.com - 2.16%
  • others - 26.79%

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Ebay.co.uk leads with 30.76% click share, followed by others at 26.79%. Kidoschools.com holds 16.09%, while brighthorizons.co.uk and busybeeschildcare.co.uk trail behind.

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 kidoschools.com thrivechildcare.com learndirect.com ebay.co.uk openstudycollege.com kingsinterhigh.co.uk busybeeschildcare.co.uk brighthorizons.co.uk theoldstationnursery.co.uk leyf.org.uk
2026/04/01 17.75% 0% 6.02% 25.46% 6.84% 6.41% 0.39% 0.08% 0.23% 0%
2026/04/02 24.34% 4.69% 5.09% 10.89% 3.76% 3.61% 0.12% 9.25% 0% 0%
2026/04/03 6.59% 3.58% 5.06% 26.07% 3.2% 3.42% 6.98% 3.22% 2.82% 0%
2026/04/04 19.19% 4.21% 5.03% 3.16% 5.38% 3.03% 8.15% 3.3% 6.46% 0%
2026/04/05 38.03% 0.21% 2.97% 2.88% 4.91% 3.55% 0.33% 4.32% 6.82% 5.02%
2026/04/06 26.43% 0.54% 5.45% 2.97% 4.88% 3.41% 8.25% 6.75% 0.09% 7.02%
2026/04/07 13.72% 0% 4.32% 18.97% 3.06% 2.47% 3.18% 8.1% 0% 9.75%
2026/04/08 20.65% 4.75% 5.42% 9.14% 3.59% 2.73% 3.74% 3.96% 5.61% 12.22%
2026/04/09 17.28% 8.23% 5.31% 12% 5.28% 2.66% 5.59% 6.72% 0% 9.63%
2026/04/10 28.66% 0% 6.52% 3.71% 4.78% 3.7% 9.58% 5.23% 4.32% 5.55%
2026/04/11 30.63% 4.66% 2.43% 2.37% 6.07% 3.09% 8.66% 11.74% 4.05% 0.13%
2026/04/12 27.57% 0.08% 4% 1.38% 4.07% 2.04% 3.74% 7.96% 0.08% 14.71%
2026/04/13 21.07% 0% 8.51% 4.94% 10.35% 4.03% 0.14% 7.67% 0% 8.79%
2026/04/14 17.28% 2.44% 2.5% 20.58% 3.56% 1.42% 6.61% 18.27% 0% 5.03%
2026/04/15 12.77% 0% 3.81% 29.96% 4.34% 3.09% 0.14% 4.35% 0% 5.16%
2026/04/16 7.55% 20.46% 4.25% 23.09% 4.38% 3.23% 8.87% 0% 10.81% 0.24%
2026/04/17 16.22% 0% 4.21% 36.07% 4.7% 1.98% 9.16% 0% 7.61% 0%
2026/04/18 12.36% 0.37% 4.08% 8.45% 5.48% 3.38% 6.31% 7.2% 5.86% 0.19%
2026/04/19 20.58% 0% 2% 15.14% 2.79% 1.24% 8.58% 9.88% 2.8% 0.06%
2026/04/20 0.2% 4.86% 4.34% 22.36% 5.18% 1.71% 14.77% 15.5% 6.63% 0.11%
2026/04/21 16.17% 5.95% 5.31% 36.38% 6.8% 4.14% 0.11% 0.13% 0% 0.2%
2026/04/22 0% 11.56% 6.73% 20.42% 7.39% 6.66% 8.83% 0% 0% 0%
2026/04/23 13.48% 0% 3.47% 29.09% 3.07% 2.13% 4.22% 0% 0% 0.12%
2026/04/24 12.6% 0% 6.83% 50.41% 5.05% 3.75% 0.19% 0.08% 0% 0.36%
2026/04/25 25.85% 0% 4.1% 3.14% 7.31% 7.11% 0% 0% 0% 9.51%
2026/04/26 26.72% 12.46% 7.5% 4.68% 7.9% 6.8% 0.14% 0% 0% 0.56%
2026/04/27 5.2% 0% 5.81% 2.49% 5.36% 5.73% 5.46% 6.23% 0% 0.34%
2026/04/28 6.46% 0% 7.38% 15.34% 6.28% 4.53% 0.25% 11.19% 0% 0.79%
2026/04/29 36.99% 0% 11.7% 13.01% 3.77% 3.82% 0% 0% 0% 0.85%
2026/04/30 15.55% 15.36% 13.28% 8.44% 6.25% 5.96% 0.21% 0% 0% 0%
  • kidoschools.com
  • thrivechildcare.com
  • learndirect.com
  • ebay.co.uk
  • openstudycollege.com
  • kingsinterhigh.co.uk
  • busybeeschildcare.co.uk
  • brighthorizons.co.uk
  • theoldstationnursery.co.uk
  • leyf.org.uk

Copyright © Adthena. All rights reserved.

Kidoschools.com led April with fluctuating spend, peaking at 38.03%. Ebay.co.uk surged mid-month, reaching 50.41%. The month concluded with diverse spending patterns across domains.

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
2026/04/01 62
2026/04/02 70
2026/04/03 64
2026/04/04 63
2026/04/05 65
2026/04/06 63
2026/04/07 70
2026/04/08 69
2026/04/09 66
2026/04/10 63
2026/04/11 65
2026/04/12 59
2026/04/13 60
2026/04/14 63
2026/04/15 60
2026/04/16 53
2026/04/17 56
2026/04/18 75
2026/04/19 70
2026/04/20 73
2026/04/21 57
2026/04/22 64
2026/04/23 56
2026/04/24 56
2026/04/25 58
2026/04/26 55
2026/04/27 60
2026/04/28 58
2026/04/29 51
2026/04/30 53

Copyright © Adthena. All rights reserved.

April began with 62 advertisers, peaking at 75 mid-month. A decline followed, ending with 53.

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
ebay.co.uk 12.01%
scottishbooktrust.com 4.83%
kidsplanetdaynurseries.co.uk 1.49%
schoolofkindness.org 1.07%
mytutor.co.uk 0.62%
willowspreschool.org.uk -1.15%
littlepioneers.coop -1.33%
brighthorizons.co.uk -1.91%
leyf.org.uk -5.05%
kidoschools.com -5.42%

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In the past month, ebay.co.uk surged with a 12.01% click share increase, while kidoschools.com dropped by 5.42%. Scottishbooktrust.com also rose by 4.83%.

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 kidoschools.com ebay.co.uk learndirect.com thrivechildcare.com kingsinterhigh.co.uk openstudycollege.com busybeeschildcare.co.uk scottishbooktrust.com brighthorizons.co.uk leyf.org.uk
2026/04/01 17.52% 38.12% 4.95% 0% 4.19% 4.54% 0.41% 0% 0.06% 0%
2026/04/02 23.84% 20.04% 4.68% 3.28% 2.62% 3.05% 0.12% 5.48% 8.19% 0%
2026/04/03 6.15% 36.13% 4.49% 2.96% 2.39% 2.26% 6% 0% 3.11% 0%
2026/04/04 19.76% 8.86% 4.82% 3.82% 2.31% 3.67% 7.78% 0% 3.93% 0%
2026/04/05 39.64% 6.64% 2.83% 0.11% 2.58% 3.82% 0.31% 0% 3.93% 4.3%
2026/04/06 27.82% 7.99% 5.72% 0.41% 2.55% 3.67% 7.94% 0% 8.1% 4.26%
2026/04/07 13.2% 25.74% 3.93% 0% 1.73% 2.2% 3.08% 0% 7.25% 7.72%
2026/04/08 22.9% 17.22% 5.19% 3.6% 2.17% 2.88% 3.66% 0% 3.66% 7.21%
2026/04/09 16.47% 21.66% 4.79% 8.1% 1.91% 3.65% 6.22% 0% 6.14% 6.14%
2026/04/10 27.89% 10.66% 6.02% 0% 2.92% 3.83% 9.45% 0% 4.72% 4.58%
2026/04/11 32.16% 5.83% 2.25% 4.32% 2.54% 4.44% 8.98% 0% 12.97% 0.09%
2026/04/12 29.82% 3.05% 4.24% 0.08% 1.68% 3.31% 4.02% 0% 7.66% 11.2%
2026/04/13 21.44% 12.88% 8.39% 0% 2.99% 8.01% 0.18% 0% 6.98% 7.13%
2026/04/14 16.71% 28.02% 2.18% 2.08% 1.05% 2.45% 6.38% 0% 16.71% 3.11%
2026/04/15 12.93% 36.41% 3.53% 0% 2.25% 2.62% 0.14% 0% 3.57% 3.82%
2026/04/16 7.84% 31.37% 4.06% 17.39% 2.44% 2.87% 8.11% 0% 0% 0.17%
2026/04/17 15.17% 47.39% 3.32% 0% 1.27% 2.86% 6.48% 0% 0% 0%
2026/04/18 12.72% 20.17% 3.64% 0.27% 2.55% 3.98% 6.34% 0% 6.47% 0.14%
2026/04/19 20.55% 21.92% 1.88% 0% 0.94% 1.88% 9.09% 6.68% 9.02% 0.04%
2026/04/20 0.51% 34.16% 3.89% 4.67% 1.1% 3.51% 12.7% 0% 12.54% 0.07%
2026/04/21 15.76% 46.98% 5.05% 6.49% 2.92% 4.36% 0.17% 0% 0.14% 0.14%
2026/04/22 0% 33.31% 5.89% 11.41% 4.79% 5.21% 7.81% 0% 0% 0%
2026/04/23 12.73% 37.11% 2.87% 0% 1.57% 2.11% 3.61% 24.19% 0% 0.08%
2026/04/24 11.43% 62% 5.28% 0% 2.35% 2.97% 0.15% 0% 0.05% 0.22%
2026/04/25 29.35% 8.22% 3.89% 0% 5.84% 5.59% 0% 0% 0% 8.05%
2026/04/26 29.92% 11.64% 7.69% 9.6% 5.59% 6.72% 0.14% 0% 0% 0.42%
2026/04/27 5.56% 5.06% 5.08% 0% 4.25% 3.57% 4.89% 32.69% 4.99% 0.21%
2026/04/28 6.11% 24.86% 6.54% 0% 3.3% 4.13% 0.32% 0% 11.88% 0.52%
2026/04/29 36.71% 21.58% 11.76% 0% 2.77% 2.43% 0% 0% 0% 0.58%
2026/04/30 17.69% 14.84% 14.57% 13.17% 4.83% 4.64% 0.19% 0% 0% 0%
  • kidoschools.com
  • ebay.co.uk
  • learndirect.com
  • thrivechildcare.com
  • kingsinterhigh.co.uk
  • openstudycollege.com
  • busybeeschildcare.co.uk
  • scottishbooktrust.com
  • brighthorizons.co.uk
  • leyf.org.uk

Copyright © Adthena. All rights reserved.

Scottishbooktrust.com surged from 5.48% to 32.69% by April’s end. Kidoschools.com fluctuated, peaking at 39.64% early, then stabilizing. Ebay.co.uk dominated mid-month, reaching 62.0%. Learndirect.com and others showed minor variations.

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
    Bright Horizons Nurseries - Nursery Near Me https://www.brighthorizons.co.uk

    This Is More Than Just Childcare, This Is Childhood. Book A Personal Tour Today!

  2. 2
    A Levels Maths https://www.learndirect.com

    Study A Level Math Online — Understand Mathematical Processes & Develop Your Mathematical Skillset. Learndirect, Inspiring...

  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

    Celebrate the Power of Reading — Celebrate World Book Day 2026 in your school. Discover ideas and inspirations.

  5. 5
    Up Learn A Level Maths https://www.uplearn.co.uk › a_level › maths

    A Level Maths — Interactive videos, quizzes and past papers to help Improve Maths grades. Everything you need to get an A*/A at A Level in your subject.

Copyright © Adthena. All rights reserved.

In the realm of education PPC, Bright Horizons captivates with its nurturing message, while Learndirect and Open Study College offer flexible, online A Level Maths courses. Scottish Book Trust inspires with World Book Day, and Up Learn promises top grades through interactive learning.

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