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UK Education & Training Ed Tech - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Ed Tech 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 Ed Tech 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
ixl.com 70.21
tts-group.co.uk 4.29
ebay.co.uk 2.84
teachyourmonster.org 1.9
imperial.ac.uk 1.54
nationalnumeracy.org.uk 1.42
mathletics.com 1.32
learningresources.co.uk 1.01
forbes.com 0.77
canvas-student.com 0.72
others 13.98

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IXL.com dominates with 70.21% click share, overshadowing others at 13.98%. TTS Group follows at 4.29%, while eBay.co.uk holds 2.84%.

Market Exposure

Share of Spend for the top 10 UK Education & Training Ed Tech 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 zensai.com litmos.com ixl.com imperial.ac.uk absorblms.com sanalabs.com tts-group.co.uk theaccessgroup.com learnupon.com kallidus.com
2025/05/01 0.16% 4.26% 16.96% 5.53% 0.01% 8.42% 5.16% 6.24% 1.61% 11.3%
2025/05/02 8.82% 5.1% 10.87% 5.66% 3.41% 5.6% 0.12% 10.51% 2.33% 9.56%
2025/05/03 6.06% 1.1% 19.81% 7.28% 6.66% 10.37% 0.08% 2.52% 0% 0%
2025/05/04 3.99% 0% 11.05% 4.75% 6.52% 5.21% 0.05% 14.39% 0% 0%
2025/05/05 2.29% 0% 10.84% 5.44% 3.68% 13.2% 0.08% 4.64% 4.7% 14.92%
2025/05/06 4.57% 0.86% 12.89% 6.22% 2.7% 0.88% 5.54% 5.25% 5.77% 8.53%
2025/05/07 5.8% 3.3% 7.13% 3.09% 3.87% 5.87% 10.7% 9.66% 5.06% 3.69%
2025/05/08 6.51% 3.48% 7.86% 3.91% 4.95% 5.37% 9% 9.58% 4.6% 7.71%
2025/05/09 8.78% 4.05% 8.79% 3.8% 5.9% 5.15% 5.29% 13.8% 5.62% 4.97%
2025/05/10 10.47% 0.61% 8.51% 3.49% 2.92% 11.11% 3.25% 6.67% 0% 0%
2025/05/11 10.38% 5.75% 8.71% 3.53% 9.4% 7.93% 3.78% 9.05% 0% 0%
2025/05/12 4.9% 3.49% 10.24% 4.01% 4.43% 4.3% 8.24% 10.97% 2.5% 9.53%
2025/05/13 1.54% 1.49% 9.83% 4.53% 4.17% 8.52% 13.19% 7.1% 2.17% 6.81%
2025/05/14 0.61% 2.16% 8.74% 3.89% 2.7% 7.5% 11.68% 3.57% 4.71% 12.34%
2025/05/15 7% 4.78% 7.13% 3.86% 5.38% 8.25% 2.06% 8.05% 1.89% 15.68%
2025/05/16 6.86% 3.73% 7.38% 4.34% 6.86% 8.65% 0.9% 3.95% 5.08% 15.18%
2025/05/17 14.24% 7.39% 10.78% 4.12% 9.91% 8.17% 1.08% 4.02% 0% 0%
2025/05/18 15.5% 8.01% 10.04% 3.96% 6.68% 6.72% 2.03% 4.11% 0% 0%
2025/05/19 8.15% 5.75% 9.72% 3.34% 7.11% 6.8% 7.81% 6.89% 3.33% 8.61%
2025/05/20 6.42% 9.88% 7.98% 4.58% 5.78% 4.42% 7.23% 7.44% 0% 13.59%
2025/05/21 7.05% 0% 10.71% 5.71% 9.3% 5.12% 1.75% 2.22% 2.65% 16.31%
2025/05/22 2.44% 7.02% 9.63% 6.19% 3.49% 1.7% 7.04% 3.78% 4.43% 14.66%
2025/05/23 3.89% 9.14% 7.4% 5.38% 6.72% 2.37% 11.18% 1.26% 4.38% 18.62%
2025/05/24 5.39% 7.6% 11.03% 5.44% 11.98% 12.39% 1.61% 1.41% 0% 0%
2025/05/25 8.98% 15.38% 9.82% 5.24% 8.89% 7.34% 1.66% 1.45% 0% 0%
2025/05/26 7.16% 10.24% 9.84% 5.46% 5.67% 3.96% 1.84% 5.34% 6.18% 7%
2025/05/27 7.03% 2.3% 11.53% 7.42% 7.94% 12.74% 2.26% 0% 11.19% 1.71%
2025/05/28 2.27% 6.08% 8.95% 5.59% 7.23% 4.17% 1.99% 2.46% 10.95% 7.81%
2025/05/29 5.23% 8.06% 11.34% 6.54% 3.97% 2.55% 8.03% 0.01% 0% 12.48%
2025/05/30 3.06% 8.11% 10.44% 7.24% 4.99% 2% 8.37% 0.96% 10.83% 7.3%
2025/05/31 11.12% 11.04% 9.46% 7.88% 7.27% 2.75% 2.29% 0.99% 0% 0%

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In May 2025, Zensai’s PPC spend fluctuated, peaking mid-month. Litmos and IXL maintained steady growth, while Kallidus surged late. The month concluded with Zensai leading, followed by IXL and Litmos.

Market Exposure

Competitor Count for UK Education & Training Ed Tech

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
2025/05/01 92
2025/05/02 84
2025/05/03 75
2025/05/04 96
2025/05/05 92
2025/05/06 101
2025/05/07 106
2025/05/08 93
2025/05/09 98
2025/05/10 112
2025/05/11 108
2025/05/12 103
2025/05/13 103
2025/05/14 101
2025/05/15 110
2025/05/16 98
2025/05/17 89
2025/05/18 102
2025/05/19 101
2025/05/20 108
2025/05/21 107
2025/05/22 103
2025/05/23 109
2025/05/24 92
2025/05/25 85
2025/05/26 103
2025/05/27 99
2025/05/28 101
2025/05/29 90
2025/05/30 82
2025/05/31 83

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May began with 92 advertisers, fluctuating throughout, peaking at 112 on May 10. The month concluded with 83 advertisers, reflecting a dynamic landscape.

Campaign Efficiency

Market Loss & Market Gains for UK Education & Training Ed Tech

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
mathletics.com 1.17%
canvas-student.com 0.91%
learningresources.co.uk 0.75%
imperial.ac.uk 0.42%
ixl.com 0.42%
emeritus.org -0.35%
ebay.co.uk -0.47%
tts-group.co.uk -0.61%
adaptedmind.com -0.65%
teachyourmonster.org -1.13%

Copyright © Adthena. All rights reserved.

Mathletics.com surged with a 1.17% click share increase, while TeachYourMonster.org dropped by 1.13%.

Campaign Efficiency

UK Education & Training Ed Tech 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 ebay.co.uk ixl.com imperial.ac.uk zensai.com forbes.com thedyslexiashop.co.uk tts-group.co.uk teachyourmonster.org nationalnumeracy.org.uk kallidus.com
2025/05/01 45.59% 16.13% 1.56% 0.02% 0.97% 0.35% 12.07% 0.21% 0.1% 1.56%
2025/05/02 48.31% 17.3% 2.07% 1.9% 0.45% 1.32% 0.34% 0.41% 0.28% 1.74%
2025/05/03 50.34% 24.85% 2.3% 0.99% 1.17% 1.88% 0.11% 0.76% 0% 0%
2025/05/04 37.55% 19.09% 1.98% 1.31% 1.13% 1.48% 0.11% 0.69% 0.13% 0%
2025/05/05 46.57% 17.86% 2.2% 0.72% 1.01% 4.22% 0.17% 0.59% 0.42% 3.11%
2025/05/06 47.16% 19.37% 2.29% 1.06% 1.08% 0% 8.06% 0% 0.13% 1.29%
2025/05/07 12.07% 14.48% 1.57% 1.84% 0.75% 0% 15.11% 8.33% 4.3% 0.78%
2025/05/08 54.27% 12.04% 1.46% 1.31% 0.82% 1.03% 8.22% 2.17% 2.06% 1.12%
2025/05/09 45.96% 15.95% 1.69% 2.19% 0.64% 1.43% 7.42% 2.37% 2.1% 1.01%
2025/05/10 42.04% 12.98% 1.33% 2.05% 0.72% 0.85% 0.86% 11.6% 4.93% 0%
2025/05/11 39.64% 14.09% 1.4% 2.4% 0.9% 6.54% 1.07% 6.17% 1.95% 0%
2025/05/12 56.23% 13.26% 1.26% 1.05% 0.6% 0.9% 6.59% 1.75% 1.66% 1.16%
2025/05/13 24.8% 16.95% 1.86% 0.38% 0.88% 6.35% 15.47% 4.32% 0.4% 1.19%
2025/05/14 41.03% 14.1% 1.53% 0.09% 1.31% 0% 8.76% 8.37% 2.16% 2.16%
2025/05/15 57.35% 8.84% 1.2% 1.03% 1.02% 0.02% 9.54% 2.43% 3.47% 1.71%
2025/05/16 50.16% 15.41% 2.2% 1.5% 1.34% 0% 0.3% 6.14% 0.51% 2.75%
2025/05/17 31.4% 21.67% 2.06% 3.99% 1.41% 0% 0.35% 9.59% 2.42% 0%
2025/05/18 16.53% 28.96% 2.83% 6.05% 1.62% 0% 0.95% 3.51% 0.27% 0%
2025/05/19 23.5% 24.42% 2.1% 2.36% 1.25% 0% 4.02% 5.25% 2.51% 1.52%
2025/05/20 48.8% 12.24% 1.77% 1.29% 1.14% 5.5% 7.08% 3% 1.5% 1.9%
2025/05/21 36.59% 21.47% 2.86% 2.13% 1.62% 0% 0.67% 2.47% 4.71% 2.92%
2025/05/22 61.73% 10.21% 1.66% 0.45% 0.9% 0.37% 5.72% 0.06% 2.53% 1.87%
2025/05/23 33.93% 15.36% 2.77% 1.43% 1.82% 1.64% 15.03% 0.3% 0.3% 4.97%
2025/05/24 44.8% 15.34% 1.84% 0.98% 1.24% 0.6% 0.42% 6.1% 1.56% 0%
2025/05/25 44.68% 17.24% 2.29% 1.84% 1.64% 1% 0.56% 3.8% 1.9% 0%
2025/05/26 41.47% 17.94% 2.52% 1.84% 1.75% 1.05% 0.65% 0.11% 0% 1.47%
2025/05/27 50.15% 18.21% 2.85% 1.97% 1.94% 0.83% 0.81% 0.22% 2.25% 0.46%
2025/05/28 38.92% 16.49% 2.45% 0.53% 2.05% 1.53% 0.84% 0% 4.58% 1.75%
2025/05/29 54.85% 10.88% 1.56% 0.89% 1.14% 0% 11.35% 4.12% 2.7% 1.53%
2025/05/30 65.57% 10.05% 1.7% 0.5% 1.33% 0.12% 6.14% 1.53% 0% 1%
2025/05/31 62.88% 11.97% 2.41% 1.88% 1.52% 0.9% 0.5% 0.36% 0% 0%

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In May 2025, eBay.co.uk’s impression share fluctuated, peaking at 65.57% on the 30th. IXL.com saw a steady decline, while National Numeracy and Imperial College had minor variations. Zensai.com and Forbes.com maintained low shares, with occasional spikes. Kallidus.com and The Dyslexia Shop showed sporadic increases. TTS Group and Teach Your Monster experienced brief surges, ending the month with lower shares.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Education & Training Ed Tech

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. 1
    Math for Adults - Practice All Levels of Math https://www.brilliant.org › math › try-for-free

    Interactive Lessons Crafted by Award-winning Teachers and Professionals. Free For 30 Days. Interactive Learning Is 6x More...

  2. 2
    Oxford Artificial Intelligence - 6-Week Online AI Programme https://info.oxford-onlineprogrammes.getsmarter.com › ai › programme

    Learn To Lead AI Implementation in 6 Weeks on the Oxford Artificial Intelligence Programme

  3. 3
    IXL Official Site https://uk.ixl.com

    Sign Up Now & Start Learning — A learning website kids love! Master thousands of skills online. Proven success. GCSE Revision Plans. Courses: Primary Maths, Primary English, Secondary Maths, Secondary English.

  4. 4
    Free Online Maths Games https://www.nationalnumeracy.org.uk

    Take Our 10 Minute Maths Quiz — Free Sign Up. Test Yourself Today, Receive A Target & We'll Help You Get There. Start Now.

  5. 5
    Fun, Free Maths Game https://www.teachyourmonster.org

    Teach Your Monster Maths — 80 Levels Of Structured Practice In Addition, Subtraction, Counting, Number Bonds & More.

Copyright © Adthena. All rights reserved.

In the competitive world of online education, Brilliant.org captivates adults with interactive math lessons, while GetSmarter.com offers a prestigious Oxford AI course. IXL.com engages kids with diverse subjects, National Numeracy promotes quick math quizzes, and Teach Your Monster entices with fun, structured math games.

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