UK Education & Training Language Learning - PPC Market Share Analysis February 2025

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.

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
Domain	Share of clicks
amazon.co.uk	23.18
babbel.com	14.75
italki.com	9.14
preply.com	7.68
rosettastone.com	6.36
audible.co.uk	3.93
oxfordinternationalenglish.com	2.45
wordnik.com	1.85
londonschool.com	1.54
worldofbooks.com	1.47
others	27.65

Amazon.co.uk leads with 23.18% click share, followed by Babbel at 14.75%. Others collectively hold 27.65%, showcasing diverse competition.

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
Date	amazon.co.uk	italki.com	preply.com	rosettastone.com	babbel.com	oxfordinternationalenglish.com	audible.co.uk	eslondon.co.uk	lingopie.com	wordnik.com
2025/02/01	18.62%	4.85%	11.96%	6.6%	3.81%	4.87%	3.59%	2.48%	3.47%	0%
2025/02/02	20.49%	4.13%	10.09%	5.36%	3.31%	4.12%	8.63%	1.65%	2.27%	3.02%
2025/02/03	20.1%	4.85%	13%	10.15%	4.86%	4.28%	4.92%	3.21%	3.36%	0%
2025/02/04	21.7%	3.16%	8.04%	6.42%	4.35%	2.13%	3.88%	1.61%	1.22%	8.67%
2025/02/05	22.64%	4.33%	10.6%	7.76%	3.79%	2.58%	10.15%	2.15%	2.74%	0%
2025/02/06	25.48%	5%	9.26%	6.33%	4.72%	3.97%	6.65%	1.02%	2.11%	0%
2025/02/07	16.53%	8.15%	13.52%	7.56%	4.92%	3.66%	2.71%	3.12%	2.48%	7.09%
2025/02/08	0%	8.93%	17.91%	13.18%	10.34%	2.24%	0.09%	1.27%	5.28%	3.73%
2025/02/09	0%	4.29%	15.27%	7.59%	15.52%	3.45%	0%	2.08%	4.98%	8.72%
2025/02/10	0%	5.01%	19.4%	8.94%	13.45%	3.62%	0.47%	1.97%	4.3%	0%
2025/02/11	21.19%	5.76%	12.8%	6.12%	11.82%	3.33%	0.84%	1.59%	2.16%	3.35%
2025/02/12	18.56%	4.85%	10.48%	9.17%	8.75%	3.23%	4.29%	1.7%	1.83%	5.09%
2025/02/13	18.48%	2.92%	12.22%	10.36%	5.13%	6.12%	9.03%	2.93%	1.28%	0%
2025/02/14	20.94%	4.62%	10.31%	4.78%	7.37%	4.5%	4.3%	3.26%	1.89%	3.28%
2025/02/15	0%	6.08%	16.92%	13.24%	17.64%	5.04%	0%	2.5%	2.14%	0%
2025/02/16	0%	4.67%	17.44%	9.72%	17.37%	7.57%	0.24%	3.11%	2.66%	3.57%
2025/02/17	0%	5.63%	19.45%	13.36%	11.24%	6.52%	0.67%	3.21%	0.81%	0%
2025/02/18	18.84%	3.46%	11.7%	8.74%	11.28%	4.2%	3.53%	0.46%	0.62%	6.78%
2025/02/19	18.61%	4.77%	10.59%	10.8%	8.31%	4.28%	3.38%	1.09%	1.08%	8.75%
2025/02/20	0.41%	8.94%	21.25%	7.09%	11.71%	8.89%	0.36%	4.26%	3.05%	4.42%
2025/02/21	2.17%	7.19%	20.04%	20.54%	9.45%	7.99%	0.86%	5.52%	0.78%	0%
2025/02/22	0%	6.74%	13.07%	8.95%	18.99%	5.52%	0.3%	2.76%	2.12%	3.46%
2025/02/23	0%	10.99%	20.32%	12%	15.22%	3.07%	0.47%	0.88%	3.61%	0%
2025/02/24	0%	13.08%	17.41%	12.98%	17.08%	3.98%	1.32%	1.75%	2.47%	0%
2025/02/25	19.48%	4.93%	13.66%	5.48%	7.54%	6.82%	2.76%	2.84%	1.75%	0%
2025/02/26	19.92%	8.06%	12.11%	8.74%	7.21%	6.17%	2.27%	2.72%	1.22%	0%
2025/02/27	24.19%	9.4%	10.33%	6.79%	7.1%	4.66%	3.42%	1.51%	0.83%	0%
2025/02/28	17.24%	13.03%	9.92%	9.7%	6.91%	5.8%	4.92%	2.8%	0.43%	0%

Amazon.co.uk’s PPC spend fluctuated, peaking at 25.48% on February 6th, then dropping sharply mid-month. Italki.com saw a steady rise, ending February strong at 13.03%. Preply.com maintained a consistent presence, peaking at 21.25% on February 20th. Rosetta Stone’s spend spiked on February 21st at 20.54%. Babbel.com experienced a significant increase mid-month, peaking at 18.99% on February 22nd. Audible.co.uk’s spend was erratic, with a notable low on February 8th. Wordnik.com and ESLondon.co.uk had minor fluctuations, while Lingopie.com saw a decline towards the month’s end.

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
Date	Competitor Count
2025/02/01	86
2025/02/02	95
2025/02/03	91
2025/02/04	107
2025/02/05	97
2025/02/06	94
2025/02/07	83
2025/02/08	77
2025/02/09	80
2025/02/10	75
2025/02/11	91
2025/02/12	93
2025/02/13	86
2025/02/14	81
2025/02/15	75
2025/02/16	87
2025/02/17	84
2025/02/18	91
2025/02/19	83
2025/02/20	83
2025/02/21	67
2025/02/22	81
2025/02/23	76
2025/02/24	81
2025/02/25	97
2025/02/26	92
2025/02/27	80
2025/02/28	76

In February, advertiser numbers peaked at 107 on the 4th, then fluctuated, ending at 76.

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
Name	Market Trend
babbel.com	11.73%
italki.com	3.89%
preply.com	2%
rosettastone.com	1.98%
oxfordinternationalenglish.com	1.2%
ebay.co.uk	-1.39%
worldofbooks.com	-1.62%
londonschool.com	-1.81%
audible.co.uk	-3.02%
amazon.co.uk	-12.75%

Babbel.com surged with an 11.73% click share increase, while amazon.co.uk dropped by 12.75%. Italki.com and Preply.com also gained, contrasting with declines for audible.co.uk and others.

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	amazon.co.uk	preply.com	audible.co.uk	babbel.com	oxfordinternationalenglish.com	italki.com	rosettastone.com	worldofbooks.com	lingopie.com	wordnik.com
2025/02/01	21.55%	10.09%	5.65%	2.53%	3.86%	1.31%	2.81%	6.29%	2.76%	0%
2025/02/02	23.43%	8.63%	12.67%	2.23%	3.28%	1.07%	2.16%	2.51%	1.88%	3.8%
2025/02/03	24.96%	12.85%	7.4%	4.09%	3.82%	1.52%	4.6%	0%	2.9%	0%
2025/02/04	24.64%	6.32%	6.22%	2.87%	1.71%	0.97%	2.16%	6.16%	1.03%	8%
2025/02/05	26.66%	8.46%	14.42%	2.57%	1.84%	1.25%	2.85%	2.93%	2.13%	0%
2025/02/06	28.12%	7.86%	9.45%	2.27%	2.9%	1.41%	3.37%	7.91%	1.6%	0%
2025/02/07	21.47%	13.63%	5.05%	2.52%	3.15%	2.76%	4.42%	2.53%	2.35%	5.74%
2025/02/08	0%	23.3%	0.12%	10.45%	2.53%	4.04%	7.96%	0%	6.36%	7.46%
2025/02/09	0%	18.26%	0%	20.2%	3.75%	2.14%	4.71%	0%	5.97%	8.88%
2025/02/10	0%	23.93%	0.59%	11.06%	4.18%	2.23%	4.88%	0%	5.17%	0%
2025/02/11	26.89%	12.38%	1.12%	7.07%	2.91%	2.14%	2.29%	1.12%	2.08%	5.09%
2025/02/12	23.82%	8.63%	7.66%	4.86%	2.65%	1.57%	3.4%	7.66%	1.47%	3.87%
2025/02/13	22.55%	11.12%	12.26%	3.66%	5.05%	0.97%	4.2%	2.37%	1.26%	0%
2025/02/14	25.99%	8.95%	6.91%	4.98%	3.51%	1.32%	2%	2.89%	1.64%	4.38%
2025/02/15	0%	18.96%	0%	13.63%	5.45%	2.58%	7.34%	0%	2.38%	0%
2025/02/16	0%	19.26%	0.32%	11.96%	7.82%	1.87%	4.9%	0%	2.56%	6.22%
2025/02/17	0%	20.44%	0.69%	8.7%	6.72%	1.94%	6.9%	0%	1.17%	0%
2025/02/18	24.72%	11.32%	6.18%	7.86%	3.62%	1.22%	4.39%	1.24%	0.61%	5.62%
2025/02/19	25.54%	10.45%	6.06%	5.96%	3.65%	1.66%	5.02%	0%	1.08%	9.18%
2025/02/20	0.51%	22.68%	0.4%	9.54%	9.22%	3.34%	4.09%	0%	2.84%	7.32%
2025/02/21	1.96%	24.13%	0.98%	8.98%	8.85%	3.37%	11.29%	0%	0.7%	0%
2025/02/22	0%	18.43%	0.28%	16.81%	4.92%	2.14%	4.92%	0%	1.97%	5.08%
2025/02/23	0%	22.73%	0.51%	12.11%	3.29%	4.09%	8.5%	0%	4.03%	0%
2025/02/24	0%	21.58%	1.36%	14.23%	4.08%	5.48%	9.35%	0%	2.8%	0%
2025/02/25	23.16%	12.49%	4.57%	5.62%	5.52%	1.44%	2.7%	3.16%	1.58%	0%
2025/02/26	25.33%	11.71%	4.06%	6.24%	5.47%	2.64%	4.7%	1.21%	1.36%	0%
2025/02/27	29.48%	9.68%	6.14%	4.79%	3.37%	3.02%	3.73%	3.68%	0.85%	0%
2025/02/28	22.81%	9.8%	9.39%	5.59%	5.26%	4.4%	3.58%	2.68%	0.47%	0%

Amazon.co.uk dominated February with fluctuating impressions, peaking mid-month. Preply.com surged early, then stabilized. Audible.co.uk showed sporadic activity, while Babbel.com and Oxford International English saw mid-month spikes. The month ended with Amazon.co.uk leading.

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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1
The UK's No.1 language app https://go.babbel.com
UK's favourite language app — Speak a new language confidently and connect with native speakers. Start learning today. Discover a...
2
English degrees | Subjects | University of Greenwich https://www.gre.ac.uk
Meet English Academics At Greenwich Campus To Find Out More About Studying Postgraduate
3
A-level English Courses Online | Free Uni-Ready Course Access https://www.oxbridgehomelearning.uk
Deepen Your Understanding with this A-level English Language Course. Enrol Online Today! Rated Best...
4
Affordable English Courses https://www.preply.com › english › course
1-on-1 Lessons from £5 / Hour — The Faster Way to Fluency. Fast Track Your English Learning with 5-Star Expert Tutors!
5
English Courses London | Prices From £199 Per Week https://www.speakuplondon.com
Over 20,000 Students Have Studied An English Course With Us. British Council Accredited.

In the competitive landscape of language learning, Babbel stands out as the UK’s top choice, promising confident communication with native speakers. Meanwhile, the University of Greenwich invites prospects to explore English academics on campus. Oxbridge Home Learning offers online A-level English courses, emphasizing deep understanding. Preply provides affordable, personalized lessons, while Speak Up London highlights its British Council accreditation and extensive student base.

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UK Education & Training Language Learning - PPC Market Share Analysis February 2025

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 are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this 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 case study: Achieving 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

the7stars case study: Achieving Google Ads PPC campaign optimization with Adthena