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UK Education & Training Early Education - PPC Market Share Analysis September 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.

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AIO Frequency

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

Frequency Percentage
Frequency 53.8099115868
46.1900884132
53%

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 24
76
24%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 2%
Transactional 1%
Navigational 15%
Seasonal 0%
Local 1%
Problem Solving 5%

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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.

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Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
ebay.co.uk 26.71
brighthorizons.co.uk 9.7
busybeeschildcare.co.uk 9.62
purplejay.com 4.34
icslearn.co.uk 4.25
boysandgirlsnursery.com 3.89
openstudycollege.com 3.28
kidoschools.com 3.12
theoldstationnursery.co.uk 3.04
leyf.org.uk 2.27
others 29.78
  • ebay.co.uk - 26.71%
  • brighthorizons.co.uk - 9.7%
  • busybeeschildcare.co.uk - 9.62%
  • purplejay.com - 4.34%
  • icslearn.co.uk - 4.25%
  • boysandgirlsnursery.com - 3.89%
  • openstudycollege.com - 3.28%
  • kidoschools.com - 3.12%
  • theoldstationnursery.co.uk - 3.04%
  • leyf.org.uk - 2.27%
  • others - 29.78%

Copyright © Adthena. All rights reserved.

In the education PPC landscape, eBay dominates with 26.71% click share, closely followed by ‘others’ at 29.78%. Busy Bees Childcare and Bright Horizons trail behind with 9.62% and 9.7%, 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. 

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Share of Spend - Last Month
Share of Spend - Last Month
Date brighthorizons.co.uk busybeeschildcare.co.uk ebay.co.uk purplejay.com kidoschools.com icslearn.co.uk learndirect.com openstudycollege.com theoldstationnursery.co.uk boysandgirlsnursery.com
2026/09/01 16.74% 0% 0.78% 0% 16.68% 1.77% 1.02% 5.78% 0% 0%
2026/09/02 0% 0.47% 28.23% 0% 0.39% 2.66% 1.13% 5.11% 0% 32.2%
2026/09/03 6.65% 10.96% 20.91% 0% 4.42% 0.66% 0.36% 1.44% 2.81% 7.35%
2026/09/04 16.94% 8.08% 8.25% 0% 0% 1.91% 1.42% 2.86% 21.55% 8.04%
2026/09/05 8.61% 0.97% 0.22% 25.29% 0.31% 4.04% 1.12% 3.46% 17.16% 0%
2026/09/06 0.18% 9.62% 0% 23.81% 0.19% 3.65% 0.78% 5.13% 0% 0%
2026/09/07 37.76% 6.65% 0% 0% 7.11% 2.7% 1.4% 2.25% 0.18% 0%
2026/09/08 11.67% 11.18% 16.23% 0% 23.87% 3.16% 1.14% 2.19% 0% 4.37%
2026/09/09 15.53% 14.39% 6.76% 3.3% 0% 6.36% 0.65% 3.55% 0.08% 3.77%
2026/09/10 11.71% 14.91% 2.16% 9.54% 0.1% 3.85% 0.8% 1.94% 0.09% 0%
2026/09/11 6.02% 13.04% 1.26% 16.46% 0.13% 1.29% 0.83% 3.46% 6.73% 16.97%
2026/09/12 7.14% 10.84% 0.11% 15.44% 0.16% 1.33% 0.98% 3.82% 8.37% 18.5%
2026/09/13 0% 21.75% 0% 19.53% 0% 1.54% 1.34% 5.81% 0.31% 23.97%
2026/09/14 13.94% 10.47% 29.27% 9.81% 0% 0.97% 0.72% 3.75% 0% 18.05%
2026/09/15 12.93% 0.24% 20.16% 10.04% 4.26% 1.95% 2.86% 4.22% 0.18% 9.77%
2026/09/16 21.37% 24.85% 8.67% 0% 5.65% 0.38% 2.93% 3.27% 2.73% 2.01%
2026/09/17 22.11% 6.11% 0.86% 5.06% 0% 10.86% 6.06% 9.63% 3.61% 0%
2026/09/18 20.28% 6.03% 1.44% 0% 0.11% 14.04% 4.37% 9.88% 0.16% 0%
2026/09/19 0.47% 13.58% 26.3% 0% 0.13% 8.44% 2.2% 7.38% 8.74% 0%
2026/09/20 15.24% 21.9% 15.27% 0% 4.06% 8.25% 1.17% 6.12% 6.36% 0%
2026/09/21 0.22% 13.34% 18.53% 2.37% 6.93% 8.63% 3.38% 5.22% 9.77% 6.66%
2026/09/22 23.27% 4.54% 22.55% 0% 0.23% 10.39% 4.46% 4.45% 4.8% 3.85%
2026/09/23 0.34% 16.88% 19.54% 5.11% 0.11% 12.4% 3.86% 4.36% 7.93% 4.82%
2026/09/24 0.15% 25.91% 4.08% 3.96% 0.21% 8.37% 3.98% 4.81% 3.7% 0%
2026/09/25 7.77% 9.44% 5.58% 4.22% 4.61% 5.74% 5.8% 4.36% 0% 0%
2026/09/26 7.38% 16.16% 16.26% 4.73% 0% 4.81% 1.55% 5.91% 4.24% 0%
2026/09/27 9.53% 16.36% 20.34% 4.5% 0.2% 9% 1.34% 7.76% 0% 0%
2026/09/28 14.03% 0.47% 21.62% 4.86% 4.19% 5.17% 4.27% 4.93% 0.07% 3.2%
2026/09/29 17.41% 3.66% 17.57% 8.06% 13.78% 4.85% 3.92% 4.31% 0% 0%
2026/09/30 19.45% 13.67% 11.54% 9.45% 8.93% 4.78% 4.61% 3.29% 2.11% 2.04%
  • brighthorizons.co.uk
  • busybeeschildcare.co.uk
  • ebay.co.uk
  • purplejay.com
  • kidoschools.com
  • icslearn.co.uk
  • learndirect.com
  • openstudycollege.com
  • theoldstationnursery.co.uk
  • boysandgirlsnursery.com

Copyright © Adthena. All rights reserved.

BrightHorizons.co.uk saw fluctuating trends, peaking at 37.76% on September 7. BusyBeesChildcare.co.uk had a notable spike on September 24 with 25.91%. eBay.co.uk dominated early September, reaching 28.23% on September 2. PurpleJay.com maintained moderate activity, while KidoSchools.com had a significant peak on September 8 at 23.87%. ICSLearn.co.uk and LearnDirect.com showed consistent low activity. OpenStudyCollege.com had a steady presence, peaking on September 18 at 9.88%. TheOldStationNursery.co.uk and BoysAndGirlsNursery.com had sporadic peaks, with BoysAndGirlsNursery.com reaching 32.2% on September 2.

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
Competitor Count - Last month
Date Competitor Count
2026/09/01 59
2026/09/02 62
2026/09/03 61
2026/09/04 66
2026/09/05 60
2026/09/06 58
2026/09/07 63
2026/09/08 66
2026/09/09 70
2026/09/10 63
2026/09/11 67
2026/09/12 59
2026/09/13 55
2026/09/14 53
2026/09/15 72
2026/09/16 73
2026/09/17 63
2026/09/18 65
2026/09/19 57
2026/09/20 64
2026/09/21 60
2026/09/22 68
2026/09/23 67
2026/09/24 66
2026/09/25 64
2026/09/26 64
2026/09/27 56
2026/09/28 65
2026/09/29 62
2026/09/30 61

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September saw fluctuating advertiser numbers, peaking at 73 on the 16th. The month concluded with a slight decline, ending at 61.

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
Market Loss & Market Gains - Last month
Name Market Trend
ebay.co.uk 10.07%
icslearn.co.uk 4.19%
mytutor.co.uk 2.32%
openstudycollege.com 1.71%
busybeeschildcare.co.uk 1.53%
mrnnursery.co.uk -1.51%
brighthorizons.co.uk -1.8%
leyf.org.uk -2.46%
purplejay.com -3.76%
boysandgirlsnursery.com -5.13%

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In the past month, ebay.co.uk surged with a 10.07% click share increase, while boysandgirlsnursery.com faced a 5.13% 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 brighthorizons.co.uk ebay.co.uk busybeeschildcare.co.uk kidoschools.com purplejay.com icslearn.co.uk openstudycollege.com theoldstationnursery.co.uk boysandgirlsnursery.com kingsinterhigh.co.uk
2026/09/01 14.34% 3.24% 0% 14% 0% 1.76% 5.87% 0% 0% 0.39%
2026/09/02 0% 34.47% 0.52% 0.26% 0% 2.29% 3.93% 0% 25.98% 19.96%
2026/09/03 8.06% 34.73% 12.05% 3.99% 0% 0.88% 1.55% 3.99% 7.99% 0.4%
2026/09/04 12.42% 17.04% 6.32% 0% 0% 1.58% 2.07% 18.63% 6.21% 9.57%
2026/09/05 8.6% 0.44% 0.79% 0.18% 25.5% 3.89% 2.98% 16.9% 0% 13.58%
2026/09/06 0.12% 0% 7.55% 0.12% 20.66% 3.43% 4.65% 0% 0% 11.06%
2026/09/07 38.91% 0% 6.77% 6.48% 0% 3.35% 2.37% 0.14% 0% 0.63%
2026/09/08 10.98% 25.83% 10.79% 16.16% 0% 3.45% 2.05% 0% 5.29% 0.57%
2026/09/09 10.84% 8.03% 10.86% 0% 3.57% 3.78% 2.33% 0.06% 3.57% 0.21%
2026/09/10 9.32% 5.7% 13.67% 0.08% 9.05% 3.41% 1.77% 0.08% 0% 9.1%
2026/09/11 6.07% 2.39% 12.06% 0.1% 17.59% 1.3% 3.35% 5.86% 17.59% 0.16%
2026/09/12 7.63% 0.09% 10.48% 0.14% 17.81% 1.28% 3.98% 7.63% 20.35% 0.38%
2026/09/13 0% 0% 15.62% 0% 14.81% 1.25% 4.86% 0.16% 19.75% 0.41%
2026/09/14 12.19% 39.74% 8.29% 0% 8.13% 0.79% 3.3% 0% 16.26% 0.13%
2026/09/15 12.75% 30.96% 0.26% 3.88% 7.6% 1.43% 3.59% 0.14% 10.13% 0.33%
2026/09/16 22.52% 13.59% 19.71% 5.62% 0% 0.38% 3.01% 2.78% 2.78% 0.43%
2026/09/17 22.59% 2.75% 6.25% 0% 5.74% 8.23% 8.58% 5.54% 0% 0.19%
2026/09/18 23.23% 3.99% 5.93% 0.12% 0% 11.39% 8.52% 0.2% 0% 5.84%
2026/09/19 0.36% 36.46% 11.63% 0.08% 0% 6.05% 6.4% 7.61% 0% 4.45%
2026/09/20 14.72% 23.54% 20.59% 2.89% 0% 5.93% 5.13% 5.78% 0% 0.31%
2026/09/21 0.15% 23.64% 11.9% 5.86% 2.95% 5.53% 4.12% 11.6% 5.8% 3.04%
2026/09/22 20.39% 33.37% 4.26% 0.55% 0% 7.08% 3.97% 4.28% 4.06% 0.11%
2026/09/23 0.29% 25.11% 15.08% 0.09% 5% 7.89% 4.62% 10% 5% 5.03%
2026/09/24 0.11% 5.72% 26.27% 0.21% 3.49% 5.97% 4.58% 3.6% 0% 0.29%
2026/09/25 8.58% 7.76% 8.68% 4.35% 4.25% 4.05% 4.22% 0% 0% 0.23%
2026/09/26 7.89% 25.06% 15.58% 0% 3.84% 3.65% 5.01% 3.84% 0% 0.21%
2026/09/27 9.7% 31.35% 14.74% 0.19% 4.81% 6.5% 7.03% 0% 0% 0.6%
2026/09/28 11.72% 31.63% 0.41% 3.88% 3.88% 3.09% 4.17% 0.07% 3.88% 0.19%
2026/09/29 15.65% 27.05% 3.43% 12.42% 6.21% 3.28% 3.85% 0% 0% 0.22%
2026/09/30 18.84% 18.22% 10.73% 8% 8% 3.76% 2.87% 2.71% 2.67% 0.33%
  • brighthorizons.co.uk
  • ebay.co.uk
  • busybeeschildcare.co.uk
  • kidoschools.com
  • purplejay.com
  • icslearn.co.uk
  • openstudycollege.com
  • theoldstationnursery.co.uk
  • boysandgirlsnursery.com
  • kingsinterhigh.co.uk

Copyright © Adthena. All rights reserved.

In September 2026, brighthorizons.co.uk saw fluctuating impressions, peaking at 38.91% on the 7th. ebay.co.uk dominated early and mid-month, reaching 39.74% on the 14th. By month’s end, brighthorizons.co.uk closed strong at 18.84%.

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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Google Text Ad Copy Insights & Creative Trends for UK Education & Training Early Education - Last month
  1. 1
    Degree Courses | Qualifications | Arden University - Flexible... https://www.arden.ac.uk

    Career-focused qualifications that fit around you. Apply online today! Arden helps students around the world build the future they were born for. Flexible 24/7 Learning. Part-time Study.

  2. 2
    Bright Horizons Nurseries - Nursery Spots Available https://www.brighthorizons.co.uk

    We Bring Together Learning & Emotional Wellbeing As Part Of The Same Growing-Up Journey.

  3. 3
    UK's Leading Online School - For Pupils Aged 5 - 19 https://www.chsonline.org.uk

    Your Choice for UK’s Best Online School: Age-Specific, KS2 to A-Level Curriculum

  4. 4
    Top Mathematics Courses - Learn Mathematics Online https://www.coursera.org

    Mathematics courses from top universities and industry leaders. Learn Mathematics online with courses like Algebra: Elementary to Advanced and Mathematics for Machine Learning.

  5. 5
    Join Us: Open Event 3rd Sept | Ages 7-19 Welcome To Join https://kingsinterhigh.co.uk › open-event › 3-september

    Leave Behind One-Size-Fits-All. Join a Global Online School Where Children Thrive. Join Kings InterHigh, A Flexible & Personalised British Online SchoolThat Fits Your Child. An Inspired School. Expert Teachers.

Copyright © Adthena. All rights reserved.

Arden University champions flexible, career-focused learning, while Bright Horizons emphasizes emotional wellbeing in early education. CHS Online and Kings InterHigh offer personalized online schooling for various age groups. Coursera provides advanced mathematics courses from top institutions, catering to diverse learning needs.

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