UK Education & Training Language Learning - PPC Market Share Analysis February 2026

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

Google AI Overview visibility for Education & Training Language Learning 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	40.9983101521
	59.0016898479

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	25
	75

25%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	8%
Transactional	0%
Navigational	6%
Seasonal	0%
Local	2%
Problem Solving	8%

Market Exposure

Share of Clicks for top 10 UK Education & Training Language Learning 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
babbel.com	26.09
italki.com	16.51
rosettastone.com	15.7
preply.com	13.3
busuu.com	8.7
wordnik.com	4.89
lingoda.com	1.87
jumpspeak.com	1.27
lingopie.com	1.25
londonschool.com	0.76
others	9.66

babbel.com - 26.09%
italki.com - 16.51%
rosettastone.com - 15.7%
preply.com - 13.3%
busuu.com - 8.7%
wordnik.com - 4.89%
lingoda.com - 1.87%
jumpspeak.com - 1.27%
lingopie.com - 1.25%
londonschool.com - 0.76%
others - 9.66%

In the language learning PPC landscape, Babbel leads with 26.09% click share, followed by italki at 16.51%. Rosetta Stone captures 15.7%, while others collectively hold 9.66%.

Market Exposure

Share of Spend for the top 10 UK Education & Training Language Learning 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	preply.com	babbel.com	rosettastone.com	italki.com	lingoda.com	busuu.com	trusted.net	lingopie.com	jumpspeak.com	wordnik.com
2026/02/01	23.87%	20.16%	22.22%	6.88%	0.88%	2.29%	0.68%	5.87%	2.16%	0%
2026/02/02	19.8%	21.32%	14.11%	8.64%	0.95%	1.53%	0.33%	2.79%	1.81%	8.66%
2026/02/03	24.94%	18.24%	17.83%	4.95%	0.48%	2.67%	0.79%	4.58%	3.27%	7.08%
2026/02/04	21.34%	15.31%	17.01%	6.59%	4.45%	2.33%	0.18%	3.71%	2.34%	4.87%
2026/02/05	24.81%	18.11%	19.89%	7.65%	3.1%	2.68%	0.86%	3.46%	3.32%	5.19%
2026/02/06	22.51%	21.57%	18.05%	8.09%	3.09%	2.16%	0.66%	2.64%	2.52%	6.69%
2026/02/07	17.19%	22.82%	17.07%	9.33%	1.34%	2.47%	0.75%	1.26%	1.89%	11.58%
2026/02/08	21.08%	19.39%	20.36%	8.55%	2.98%	3.27%	0.61%	2.41%	0.92%	6.53%
2026/02/09	19.83%	17.44%	20.77%	12.11%	4.35%	2.09%	1.08%	0.87%	1.58%	6.93%
2026/02/10	24.08%	20.5%	17.04%	10.78%	5.23%	3.47%	0.73%	2.17%	2.95%	0%
2026/02/11	24.18%	22.37%	16.85%	7.35%	4.61%	2.66%	0.6%	1.05%	2.18%	6.62%
2026/02/12	18.1%	21.36%	15.41%	7.03%	2.82%	2.68%	0.97%	0.74%	1.04%	21.31%
2026/02/13	22.4%	21.47%	17.96%	8.05%	3.07%	2.15%	0.66%	2.63%	2.5%	6.66%
2026/02/14	17.1%	22.69%	16.98%	9.28%	1.34%	2.46%	0.74%	1.25%	1.88%	11.52%
2026/02/15	21.04%	19.35%	20.33%	8.53%	2.98%	3.28%	0.61%	2.41%	0.92%	6.52%
2026/02/16	19.82%	17.43%	20.77%	12.1%	4.35%	2.09%	1.08%	0.87%	1.58%	6.93%
2026/02/17	13.51%	15.04%	19.16%	2.05%	0.35%	1.18%	1.33%	3.32%	3.51%	27.94%
2026/02/18	24.81%	27.05%	17.03%	8.35%	1.23%	2.18%	1.97%	1.89%	4.98%	0%
2026/02/19	20.57%	18.95%	18.98%	7.81%	2.59%	2.22%	0.97%	1.13%	3.44%	11.54%
2026/02/20	20.43%	21.26%	18.86%	4.64%	4.47%	1.68%	0.79%	0.99%	2.59%	15.8%
2026/02/21	25.23%	23.08%	24.26%	8.2%	5.32%	2.83%	1.28%	1.39%	0.36%	0%
2026/02/22	18.83%	21.35%	18.68%	4.63%	5.54%	2.47%	1.22%	1.36%	2.78%	12.89%
2026/02/23	16.9%	16.94%	14.97%	5.96%	4.1%	1.78%	0.63%	2.05%	1.34%	25.7%
2026/02/24	18.91%	18%	18.56%	5.49%	4.66%	2.51%	0.75%	0.38%	1.44%	10.45%
2026/02/25	22.57%	22.19%	21.8%	6.01%	4.6%	3.05%	1.4%	0.23%	0.79%	6.88%
2026/02/26	22.89%	25.17%	24.04%	6.28%	4.88%	3.09%	0.87%	1.31%	0.24%	0%
2026/02/27	23.35%	19.41%	24.27%	6.28%	3.47%	2.4%	1.6%	1.15%	0.56%	9.23%
2026/02/28	26.1%	24.09%	23.45%	4.3%	3.43%	3.03%	2.12%	1.36%	0.93%	0%

preply.com
babbel.com
rosettastone.com
italki.com
lingoda.com
busuu.com
trusted.net
lingopie.com
jumpspeak.com
wordnik.com

In February 2026, Preply.com led with fluctuating spend shares, peaking at 26.10% on the 28th. Babbel.com and RosettaStone.com followed closely, with Babbel.com reaching 27.05% on the 18th. Wordnik.com saw a notable spike to 27.94% on the 17th. The month concluded with Preply.com maintaining dominance.

Market Exposure

Competitor Count for UK Education & Training Language Learning

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
2026/02/01	45
2026/02/02	54
2026/02/03	54
2026/02/04	50
2026/02/05	52
2026/02/06	46
2026/02/07	55
2026/02/08	50
2026/02/09	56
2026/02/10	50
2026/02/11	49
2026/02/12	52
2026/02/13	46
2026/02/14	55
2026/02/15	50
2026/02/16	56
2026/02/17	44
2026/02/18	41
2026/02/19	56
2026/02/20	42
2026/02/21	37
2026/02/22	42
2026/02/23	52
2026/02/24	54
2026/02/25	48
2026/02/26	52
2026/02/27	44
2026/02/28	49

February saw fluctuating advertiser numbers, peaking at 56 on the 9th and 19th. The month concluded with 49 advertisers, reflecting a dynamic landscape.

Campaign Efficiency

Market Loss & Market Gains for UK Education & Training Language Learning

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
rosettastone.com	2.16%
babbel.com	1.23%
wordnik.com	0.94%
busuu.com	0.46%
lingoda.com	0.41%
bayswater.ac	-0.37%
audible.co.uk	-0.58%
lingopie.com	-0.7%
pimsleur.com	-1%
italki.com	-2.22%

Rosetta Stone surged with a 2.16% click share increase, while italki.com faced a 2.22% decline. Babbel and Wordnik also saw positive growth, contrasting with Pimsleur’s drop.

Campaign Efficiency

UK Education & Training Language Learning 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	preply.com	rosettastone.com	babbel.com	busuu.com	italki.com	lingoda.com	lingopie.com	jumpspeak.com	talkpal.ai	wordnik.com
2026/02/01	26.87%	22.01%	16.52%	2.86%	4.82%	0.46%	7.33%	2.31%	1.61%	0%
2026/02/02	21.89%	14.16%	16.58%	1.98%	5.85%	0.77%	2.67%	1.92%	1.57%	11.28%
2026/02/03	26.41%	17.89%	14.65%	3.1%	3.59%	0.41%	5.21%	3%	0.24%	9.09%
2026/02/04	24.6%	18.38%	13.8%	2.84%	5.31%	3.37%	4.15%	2.59%	0.76%	7.24%
2026/02/05	30.77%	17.78%	14.34%	2.94%	5.36%	2.13%	3.34%	3.06%	0.36%	6.92%
2026/02/06	24%	18.98%	17.83%	2.84%	5.99%	2.23%	2.29%	1.94%	1.22%	9.18%
2026/02/07	19.89%	16.66%	17.74%	3.06%	6.6%	0.85%	1.49%	1.87%	0.71%	15.81%
2026/02/08	23.75%	19.54%	15.95%	3.94%	6.04%	1.83%	2.29%	0.91%	0.96%	9.09%
2026/02/09	23.07%	19.57%	14.9%	2.68%	8.91%	2.94%	0.74%	1.5%	0.81%	9.81%
2026/02/10	27.58%	17.29%	17.61%	4.39%	7.91%	4.16%	2.65%	3.22%	0.99%	0%
2026/02/11	26.64%	16.14%	18.29%	3.3%	5.29%	3.83%	1.61%	2.33%	0.6%	9.23%
2026/02/12	19.25%	14.03%	16.27%	3.17%	4.78%	1.89%	0.63%	1.04%	0.51%	28.27%
2026/02/13	24%	18.98%	17.83%	2.84%	5.99%	2.23%	2.29%	1.94%	1.22%	9.18%
2026/02/14	19.89%	16.66%	17.74%	3.06%	6.6%	0.85%	1.49%	1.87%	0.71%	15.81%
2026/02/15	23.75%	19.54%	15.95%	3.94%	6.04%	1.83%	2.29%	0.91%	0.96%	9.09%
2026/02/16	23.07%	19.57%	14.9%	2.68%	8.91%	2.94%	0.74%	1.5%	0.81%	9.81%
2026/02/17	12.53%	16.83%	11.98%	1.35%	1.36%	0.24%	2.47%	3.07%	2.49%	35.7%
2026/02/18	28.55%	17.21%	23.03%	2.91%	6.34%	1.13%	2.03%	5.27%	0.96%	0%
2026/02/19	22.4%	17.81%	15.71%	2.72%	5.38%	2.41%	1.3%	3.5%	1.3%	15.63%
2026/02/20	21.05%	18.53%	16.57%	2.07%	3.14%	4.35%	1.03%	2.38%	1.04%	20.22%
2026/02/21	28.46%	24.65%	19.21%	3.47%	5.83%	4.46%	2.73%	0.37%	0.99%	0%
2026/02/22	19.36%	19.17%	17.08%	3.06%	3.3%	4.94%	1.39%	2.32%	1.24%	17.58%
2026/02/23	17.27%	13.43%	12.68%	2.04%	3.96%	3.35%	1.57%	1.23%	0.55%	32.65%
2026/02/24	20.46%	18.63%	15.21%	3.08%	3.88%	4.02%	0.94%	1.26%	0.92%	14.36%
2026/02/25	24.33%	21.81%	18.51%	3.62%	4.23%	3.85%	0.22%	0.86%	1.15%	9.55%
2026/02/26	25.36%	24.91%	21.54%	3.63%	4.55%	4.22%	1.05%	0.23%	0.27%	0%
2026/02/27	24.87%	23.51%	15.99%	2.8%	4.43%	2.73%	1.36%	0.6%	0.71%	12.86%
2026/02/28	28.43%	23.59%	19.89%	3.73%	3.04%	2.84%	1.28%	0.97%	0.86%	0%

preply.com
rosettastone.com
babbel.com
busuu.com
italki.com
lingoda.com
lingopie.com
jumpspeak.com
talkpal.ai
wordnik.com

Preply.com led February with fluctuating impressions, peaking at 30.77% on the 5th. Rosettastone.com saw a steady rise, ending at 23.59%. Babbel.com and Wordnik.com experienced notable mid-month spikes. The month concluded with Preply.com maintaining dominance.

Campaign Efficiency

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

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 Language Learning - Last month

1
UK's favourite language app https://go.babbel.com
Only 10 mins per day — Surprise the locals, learn their language with lessons based on real-life situations. Learn a language on the go and whenever you want. Download the Babbel App now. Award-winning courses.
2
Speak Confidently in 3 Weeks https://www.jumpspeak.com
Jumpspeak™ | Language Learning — Meet your new AI language tutor that helps 78% of users speak confidently in 3 weeks. Join 500k+ learning to speak confidently in 3 weeks with our...
3
1:1 Online Language Tutors - Private Lessons from £5/Hour https://www.preply.com › language › tutors
Find Affordable, Expert Language Tutors Now. Take Your Lessons Online Anytime, Anywhere.
4
The #1 Language App https://uk.rosettastone.com
Used by Millions Worldwide — Learn languages with Rosetta Stone, the world's most trusted language app for 30+ years. Join the...
5
10 Best Language-Apps 2026 - See Who We Ranked #1 in 2026 https://uk.trusted.net › best-language › learning-apps
2026's Best Apps & Courses To Learn Language Online. Which Is The Best One? Find Out Now!

In the competitive world of language learning, Babbel entices with real-life situational lessons, while Jumpspeak promises confident speaking in three weeks. Preply offers affordable, expert tutors, Rosetta Stone boasts decades of trust, and Trusted.net ranks top apps for 2026.

Frequently Asked Questions

Why is the UK Education & Training Language Learning February 2026 Report useful and how should I use it?

Why is the UK Education & Training Language Learning February 2026 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the UK Education & Training Language Learning February 2026 Report
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How often is the data updated?

Data within the UK Education & Training Language Learning February 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the UK Education & Training Language Learning February 2026 Report?

The UK Education & Training Language Learning February 2026 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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Does this include mobile, desktop and Google Shopping data?

Yes. The UK Education & Training Language Learning February 2026 Report aggregates data from across both device types and Google Shopping.
Who is this UK Education & Training Language Learning February 2026 Report for?

The UK Education & Training Language Learning February 2026 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
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Customer Success Stories

UNTUCKit Case Study: Retail brand unlocks $54k with Adthena’s Brand Activator

Discover how UNTUCKit optimized its brand search strategy using Adthena’s Brand Activator, resulting in $54k savings in just six months. Learn how they improved efficiency and competitor insights.Read case study

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Leveraging Adthena's comprehensive insights, the7stars and their lottery client optimized their PPC campaigns and organic strategies, resulting in substantial cost savings and improved campaign performance.

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VodafoneZiggo case study: Boosting sales by 500% with a winning PPC strategy

VodafoneZiggo was looking to maximize revenue from its paid search campaigns while reducing costs and streamlining workflows. By leveraging Adthena’s data-driven insights and time-saving automation, the team gained full visibility into their ad spend performance and optimized budget allocation.Read case study

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The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

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Google AI Overview visibility for Education & Training Language Learning UK

AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 UK Education & Training Language Learning brands

Share of Spend for the top 10 UK Education & Training Language Learning brands

Competitor Count for UK Education & Training Language Learning

Market Loss & Market Gains for UK Education & Training Language Learning

UK Education & Training Language Learning Share of Impressions

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

Frequently Asked Questions

Why is the UK Education & Training Language Learning February 2026 Report useful and how should I use it?

Why is the UK Education & Training Language Learning February 2026 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Education & Training Language Learning February 2026 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Education & Training Language Learning February 2026 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

UNTUCKit Case Study: Retail brand unlocks $54k with Adthena’s Brand Activator

the7stars achieves Google Ads PPC campaign optimization​ with Adthena

VodafoneZiggo case study: Boosting sales by 500% with a winning PPC strategy

Get the full picture

See this data specific to your brand performance

Related reports

US Language Learning

AUS Language Learning

the7stars achieves Google Ads PPC campaign optimization with Adthena