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UK Education & Training Ed Tech - PPC Market Share Analysis May 2026

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.

Ed Tech – UK

Google AI Overview visibility for Education & Training Ed Tech 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 21.4756029942
78.5243970058
21%

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 27
73
27%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 11%
Transactional 15%
Navigational 1%
Seasonal 0%
Local 0%
Problem Solving 4%

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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
Share of Clicks - Last month
Domain Share of clicks
ixl.com 47.97
ebay.co.uk 30.01
mathletics.com 10.24
tts-group.co.uk 2.76
quizlet.com 0.69
mathscity.co.uk 0.54
stem.org.uk 0.46
nationalnumeracy.org.uk 0.44
adaptedmind.com 0.36
learningresources.co.uk 0.36
others 6.17
  • ixl.com - 47.97%
  • ebay.co.uk - 30.01%
  • mathletics.com - 10.24%
  • tts-group.co.uk - 2.76%
  • quizlet.com - 0.69%
  • mathscity.co.uk - 0.54%
  • stem.org.uk - 0.46%
  • nationalnumeracy.org.uk - 0.44%
  • adaptedmind.com - 0.36%
  • learningresources.co.uk - 0.36%
  • others - 6.17%

Copyright © Adthena. All rights reserved.

In the education sector’s PPC landscape, ixl.com dominates with 47.97% click share, followed by ebay.co.uk at 30.01%. Mathletics.com holds 10.24%, while ‘others’ collectively capture 6.17%.

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
Share of Spend - Last Month
Date ebay.co.uk tts-group.co.uk ixl.com 360learning.com absorblms.com zensai.com learnworlds.com sanalabs.com mathletics.com kallidus.com
2026/05/01 0.3% 11.39% 11% 1.2% 5.01% 12.8% 0.63% 4.84% 6.88% 6.9%
2026/05/02 0.08% 0.87% 11.31% 2.54% 9.83% 22.36% 0.04% 2.77% 4.46% 0.03%
2026/05/03 0.24% 1.19% 9.36% 0.07% 12.05% 26.72% 0% 3.48% 7.89% 0.07%
2026/05/04 0.25% 0.63% 8.96% 0.99% 11.45% 7.96% 0.94% 8.75% 7.05% 4.26%
2026/05/05 12.67% 7.41% 6.99% 2.49% 4.97% 1.28% 0% 8.73% 4.4% 5.55%
2026/05/06 0.62% 1.21% 9.08% 6.83% 10.38% 6.04% 4.1% 4.69% 3.24% 4%
2026/05/07 11.44% 0.95% 8.51% 2.54% 10.55% 6.69% 2.18% 5.49% 2.96% 11.91%
2026/05/08 0.19% 0.9% 9.86% 4.38% 9.13% 8.17% 0.02% 7.79% 7.7% 6.47%
2026/05/09 0.29% 0.92% 10.31% 5.97% 10.94% 7.18% 2.27% 8.69% 7.14% 0.15%
2026/05/10 0.22% 0.79% 8.27% 7.99% 12.53% 11.53% 6.18% 8.12% 4.36% 0.13%
2026/05/11 0.95% 0.86% 10.26% 5.06% 8.21% 6.05% 0.45% 5.05% 5.37% 7.11%
2026/05/12 41.46% 5.58% 3.86% 2% 5.71% 1.27% 2.36% 2.84% 5.97% 5.22%
2026/05/13 44.18% 10.46% 5.16% 1.16% 4.24% 0.44% 0.39% 2.25% 2.41% 3.97%
2026/05/14 22.19% 7.83% 5.48% 2.4% 5.18% 0.73% 5.23% 1.04% 3.32% 7.39%
2026/05/15 0.19% 0.89% 9.79% 4.35% 9.06% 8.11% 0.02% 7.73% 7.64% 6.42%
2026/05/16 30.7% 0.52% 5.53% 5.35% 7.42% 1.86% 1.78% 6.33% 2.88% 0.6%
2026/05/17 46.28% 0.48% 4.42% 3.16% 9.99% 3.82% 3.38% 3.47% 0.77% 0.5%
2026/05/18 1.42% 1.27% 6.41% 2.11% 12.84% 7.09% 0.42% 4.28% 1.54% 6.3%
2026/05/19 46.01% 0.81% 4.7% 0.39% 6.07% 1.5% 2.41% 1.14% 0.73% 2.74%
2026/05/20 39.41% 1.32% 7.84% 0.64% 7.73% 3.19% 1.18% 2.16% 1.33% 4.02%
2026/05/21 43.58% 6.44% 5.1% 2.16% 8.28% 0.49% 3.14% 2.22% 1.49% 5.27%
2026/05/22 47.14% 12.55% 3.7% 0.45% 4.67% 1.52% 3.32% 1.06% 1.08% 4.21%
2026/05/23 42.2% 0.64% 4.98% 4.55% 3.6% 3.76% 7.43% 1.42% 0.96% 0.38%
2026/05/24 44.83% 0.73% 5.55% 3.14% 4.22% 4.23% 10.87% 0.81% 0.95% 0.43%
2026/05/25 35.96% 0.33% 4.74% 1.95% 2.61% 5.87% 3.93% 0.58% 1.09% 9.85%
2026/05/26 54.79% 4.75% 3.93% 0.71% 1.87% 1.55% 2.44% 1.06% 1.51% 3.69%
2026/05/27 38.41% 17.27% 3.95% 1.82% 1.9% 1.9% 2.21% 0.66% 1.87% 3.45%
2026/05/28 45.87% 1.13% 5.8% 1.96% 4.43% 1.71% 2.41% 0.53% 2.46% 2.17%
2026/05/29 29.04% 8.16% 7.46% 3.26% 1.87% 3% 0.84% 1.03% 1.26% 6.01%
2026/05/30 52.24% 0.97% 5.4% 3.01% 3.03% 6.3% 4.75% 0.18% 1.35% 0.42%
2026/05/31 30.91% 13.98% 7.03% 4.31% 3.7% 3.51% 3.35% 1.98% 1.75% 0.57%
  • ebay.co.uk
  • tts-group.co.uk
  • ixl.com
  • 360learning.com
  • absorblms.com
  • zensai.com
  • learnworlds.com
  • sanalabs.com
  • mathletics.com
  • kallidus.com

Copyright © Adthena. All rights reserved.

In May 2026, eBay.co.uk’s PPC spend surged mid-month, peaking at 54.79. TTS Group saw fluctuations, ending at 13.98. IXL.com maintained steady activity, closing at 7.03. 360learning.com and AbsorbLMS showed varied trends, finishing at 4.31 and 3.70, respectively. Zensai.com and Learnworlds.com experienced ups and downs, concluding at 3.51 and 3.35. Sanalabs.com and Mathletics.com had modest changes, ending at 1.98 and 1.75. Kallidus.com displayed sporadic activity, closing at 0.57.

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
Competitor Count - Last month
Date Competitor Count
2026/05/01 89
2026/05/02 83
2026/05/03 88
2026/05/04 93
2026/05/05 93
2026/05/06 91
2026/05/07 98
2026/05/08 99
2026/05/09 97
2026/05/10 105
2026/05/11 106
2026/05/12 125
2026/05/13 115
2026/05/14 117
2026/05/15 99
2026/05/16 121
2026/05/17 133
2026/05/18 124
2026/05/19 121
2026/05/20 124
2026/05/21 123
2026/05/22 123
2026/05/23 120
2026/05/24 115
2026/05/25 120
2026/05/26 134
2026/05/27 126
2026/05/28 122
2026/05/29 124
2026/05/30 114
2026/05/31 121

Copyright © Adthena. All rights reserved.

May began with 89 advertisers, fluctuating initially, then surged mid-month, peaking at 134 on May 26. The month concluded with 121 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
Market Loss & Market Gains - Last month
Name Market Trend
ebay.co.uk 22.55%
tts-group.co.uk 1.28%
grow.google 0.32%
numberchampions.org.uk 0.26%
open.ac.uk 0.18%
quizlet.com -0.43%
stem.org.uk -0.55%
nationalnumeracy.org.uk -0.65%
mathletics.com -9.7%
ixl.com -11.28%

Copyright © Adthena. All rights reserved.

eBay.co.uk surged with a 22.55% click share increase, while ixl.com plummeted by 11.28%.

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 tts-group.co.uk ixl.com mathletics.com adaptedmind.com mathscity.co.uk hope-education.co.uk numberchampions.org.uk nationalnumeracy.org.uk romanianunitedfund.org
2026/05/01 1.25% 16.7% 31.04% 14.42% 0.53% 4.46% 0.21% 0% 0.53% 4.1%
2026/05/02 0.17% 0.69% 30.64% 10.07% 4.06% 14.66% 0.39% 7.48% 0.17% 3.66%
2026/05/03 1.25% 1.19% 31.84% 20.35% 0.18% 11.7% 0.6% 0.5% 5.54% 0%
2026/05/04 1.21% 0.63% 30.38% 17.97% 0% 8.19% 0.21% 0.35% 3.92% 3.92%
2026/05/05 27% 9.34% 16.86% 7.98% 2.01% 2.17% 0.31% 0% 6.79% 0.1%
2026/05/06 2.84% 1.16% 33.04% 8.79% 5.16% 0.22% 0.69% 0.22% 4.79% 5.01%
2026/05/07 28.36% 0.7% 24.54% 6.22% 3.02% 0.15% 1.3% 0.15% 7.05% 0.15%
2026/05/08 0.79% 0.73% 30.91% 17.94% 8% 0.35% 0.21% 0% 4.39% 4.09%
2026/05/09 1.14% 0.78% 33.63% 15.26% 0.97% 8.69% 1.25% 0.46% 12.47% 0.19%
2026/05/10 0.94% 0.7% 28% 10.71% 15.18% 4.02% 0.54% 0% 3.89% 3.89%
2026/05/11 3.96% 0.83% 32.55% 11.04% 4.14% 0% 0.83% 0% 4.32% 4.01%
2026/05/12 66.75% 5.42% 7.56% 6.72% 0.04% 0.06% 0.49% 0.06% 1.22% 0%
2026/05/13 65.88% 9.64% 9.03% 3.14% 0.04% 0% 0.32% 1.05% 1.19% 0%
2026/05/14 42.69% 8.72% 12.47% 5.41% 0.13% 0.06% 0.63% 0% 0% 3.93%
2026/05/15 0.79% 0.73% 30.91% 17.94% 8% 0.35% 0.21% 0% 4.39% 4.09%
2026/05/16 60.84% 0.3% 12.6% 4.8% 0.06% 5.31% 0.79% 0.08% 0% 0.08%
2026/05/17 78.22% 0.23% 8.92% 1.14% 0.04% 0.17% 0.29% 0% 0.04% 0.06%
2026/05/18 7.32% 1.55% 29.56% 5.07% 0.44% 6.46% 2.84% 0.36% 0.25% 5.53%
2026/05/19 70.34% 0.5% 8.54% 0.97% 2.12% 2.17% 0.45% 2.03% 1.13% 0%
2026/05/20 67.87% 0.89% 16.07% 2% 0.07% 0% 0.74% 0% 0% 0%
2026/05/21 71.6% 6.25% 9.66% 2.11% 0% 0% 0.36% 0% 0.09% 0%
2026/05/22 71.25% 11.85% 6.51% 1.42% 0.06% 0% 0.25% 1.26% 0.75% 0%
2026/05/23 67.59% 0.35% 9.43% 1.32% 1.04% 0.74% 5.48% 1.08% 0% 0.88%
2026/05/24 70.91% 0.4% 10.33% 1.31% 0.05% 2.71% 0.21% 0% 0% 1.75%
2026/05/25 65.85% 0.26% 9.78% 1.71% 1.3% 0% 0.5% 1.14% 0% 0%
2026/05/26 74.04% 3.82% 6.3% 1.76% 0.84% 0.03% 3.79% 1.17% 0.05% 0%
2026/05/27 58.12% 16.22% 7.05% 2.45% 0.07% 2.74% 4.2% 1.31% 0.03% 0.06%
2026/05/28 72.04% 0.6% 10.58% 3.3% 1.81% 2.5% 0.36% 0% 0% 0%
2026/05/29 46.53% 7.77% 14.08% 1.76% 0.01% 0% 7.6% 3.8% 2.34% 0%
2026/05/30 74.84% 0.45% 8.96% 1.67% 0.1% 0.07% 4.63% 1.48% 0.74% 0.07%
2026/05/31 50.64% 13.8% 12.9% 2.44% 1.55% 1.08% 0.43% 0% 0% 0%
  • ebay.co.uk
  • tts-group.co.uk
  • ixl.com
  • mathletics.com
  • adaptedmind.com
  • mathscity.co.uk
  • hope-education.co.uk
  • numberchampions.org.uk
  • nationalnumeracy.org.uk
  • romanianunitedfund.org

Copyright © Adthena. All rights reserved.

In May 2026, eBay.co.uk’s impression share fluctuated significantly, peaking at 78.22% on the 17th. TTS Group saw a notable rise on the 27th with 16.22%. IXL.com maintained a steady presence, while Mathletics.com experienced a dip mid-month. The month concluded with eBay.co.uk leading, followed by IXL.com.

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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Google Text Ad Copy Insights & Creative Trends for UK Education & Training Ed Tech - Last month
  1. 1
    World Map Images – Browse 4,206,024 Stock Photos, Vectors https://stock.adobe.com

    Browse high-quality, free stock images. Built right inside your Adobe Creative Cloud apps.

  2. 2
    IXL Official Site https://uk.ixl.com

    Interactive Online Learning — Master primary and secondary maths and English with IXL's interactive program. Unlimited practice problems with meaningful, up-to-date tracking on your child's progress. Standards-based Learning.

  3. 3
    Math Games For Adults - MathsCity - Play Maths Games https://www.mathscity.co.uk › maths › game

    Over 30 Absorbing Maths Exhibits To Explore That Take You On A Fun And Immersive Journey

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

    Take Our 10 Minute Maths Quiz — Looking For A Free Online Maths Game? Take On The National Numeracy Challenge Today!

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

    Teach Your Monster Maths — Learn Maths With The Award Winning Teach Your Monster Team, Make Number Practice Fun.

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In the realm of Google PPC, Adobe’s ad captivates with its vast library of 4,206,024 stock images, seamlessly integrated into Creative Cloud. IXL’s ad emphasizes interactive learning, offering unlimited practice in maths and English. MathsCity and National Numeracy engage adults with immersive maths games, while Teach Your Monster makes maths fun for kids.

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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.

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