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UK Education & Training Universities - PPC Market Share Analysis June 2026

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

Universities – UK

Google AI Overview visibility for Education & Training Universities 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 44.7824515642
55.2175484358
44%

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 23
77
23%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 8%
Transactional 0%
Navigational 5%
Seasonal 0%
Local 2%
Problem Solving 1%

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Market Exposure

Share of Clicks for top 10 UK Education & Training Universities 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
ucl.ac.uk 13.42
arden.ac.uk 8.57
lse.ac.uk 5.92
london.ac.uk 5.78
law.ac.uk 5.5
open.ac.uk 5.38
london.edu 3.61
mmu.ac.uk 3.42
imperial.ac.uk 2.81
uwl.ac.uk 2.38
others 43.21
  • ucl.ac.uk - 13.42%
  • arden.ac.uk - 8.57%
  • lse.ac.uk - 5.92%
  • london.ac.uk - 5.78%
  • law.ac.uk - 5.5%
  • open.ac.uk - 5.38%
  • london.edu - 3.61%
  • mmu.ac.uk - 3.42%
  • imperial.ac.uk - 2.81%
  • uwl.ac.uk - 2.38%
  • others - 43.21%

Copyright © Adthena. All rights reserved.

UCL leads with 13.42% click share, followed by Arden at 8.57%. Others dominate with 43.21%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Education & Training Universities 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 arden.ac.uk law.ac.uk london.ac.uk open.ac.uk london.edu ucl.ac.uk imperial.ac.uk lse.ac.uk kcl.ac.uk roehampton.ac.uk
2026/06/01 3.7% 21.13% 1.5% 14.31% 0.73% 0.6% 8.36% 0.48% 1.75% 3.36%
2026/06/02 3.85% 16.05% 1.03% 18.69% 0.92% 0.91% 5.48% 0.12% 1.96% 4.59%
2026/06/03 4.68% 7.2% 0.78% 9.67% 1.88% 0.29% 13.22% 0.7% 2.05% 3.28%
2026/06/04 6.97% 11.4% 0.36% 12.19% 2.33% 1.61% 3.89% 1.25% 2.05% 4.14%
2026/06/05 9.09% 7.86% 1.48% 13.81% 2.03% 0.53% 4.81% 0.06% 2.1% 4.32%
2026/06/06 6.32% 14.14% 1.15% 11.24% 0.77% 6.08% 3.61% 0.86% 3.25% 3.64%
2026/06/07 5.18% 7.93% 2.61% 14.84% 0.98% 4.18% 2.83% 1.32% 2.41% 2.6%
2026/06/08 12.44% 19.71% 2.65% 5.53% 1.54% 7.51% 1.7% 3.53% 2.81% 3.37%
2026/06/09 7.76% 17.34% 2.77% 5.63% 1.56% 2.93% 1.82% 1.77% 2.76% 2.58%
2026/06/10 17.68% 3.82% 3.04% 6.05% 1.66% 7.82% 2.84% 2.26% 3.71% 2.64%
2026/06/11 24.8% 6.95% 2.12% 2.92% 1.23% 0.58% 2.03% 2.96% 5.02% 4.07%
2026/06/12 15.43% 8.38% 4.48% 6.27% 3.64% 0.59% 3.2% 2.69% 4.29% 4.55%
2026/06/13 15.52% 5.11% 6.76% 4.39% 4.28% 3.01% 2.51% 1.9% 4.38% 3.73%
2026/06/14 15.08% 6.23% 7.61% 3.23% 4.73% 3.62% 2.31% 6.24% 4.23% 3.35%
2026/06/15 14.79% 4.66% 8.7% 4.37% 7.31% 3.69% 3.24% 3.96% 4.99% 2.69%
2026/06/16 13.91% 5.38% 5.37% 5.36% 4.2% 4.35% 2.16% 3.23% 3.4% 2.76%
2026/06/17 12.12% 4.86% 7.84% 4.74% 6.42% 3.7% 2.31% 3.32% 5.3% 2.56%
2026/06/18 11.31% 4.14% 7.06% 4.4% 3.69% 7.17% 2.01% 0.5% 3.68% 4.8%
2026/06/19 14.15% 4.58% 3.88% 4.64% 6.18% 4.54% 2.11% 4.31% 4.55% 2.8%
2026/06/20 9.18% 6.58% 6.91% 4.33% 6.16% 13.6% 2.04% 4.93% 4.58% 2.38%
2026/06/21 11.49% 4.9% 9.31% 4.26% 5.72% 4.51% 1.65% 4.01% 4.08% 0.85%
2026/06/22 11.74% 3.37% 9.05% 6.19% 7.24% 8.04% 1.5% 4.97% 3.4% 2.29%
2026/06/23 14.89% 4.27% 6.66% 7.31% 6.29% 4.31% 2.62% 3.97% 2.67% 4.39%
2026/06/24 16.73% 5.3% 5.91% 5.31% 6.06% 4.43% 3.02% 5% 3.64% 2.6%
2026/06/25 15.2% 4.86% 7.28% 7.18% 5.17% 4.48% 1.49% 3.56% 3.23% 1.6%
2026/06/26 14.46% 5.45% 5.89% 4.56% 5.27% 14.7% 3.38% 5.42% 2.48% 0.67%
2026/06/27 15.03% 4.8% 6.61% 6.07% 5.75% 6.88% 2.99% 3.32% 2.8% 1.86%
2026/06/28 14.27% 5.88% 6.76% 7.82% 4.86% 8.63% 3.15% 3.67% 3.99% 1.75%
2026/06/29 16.8% 7.99% 6.26% 6.94% 3.85% 11.57% 1.91% 1.37% 3.49% 0.97%
2026/06/30 16.32% 10.07% 5.71% 5.7% 4.9% 4.53% 4.46% 4.01% 3.35% 1.4%
  • arden.ac.uk
  • law.ac.uk
  • london.ac.uk
  • open.ac.uk
  • london.edu
  • ucl.ac.uk
  • imperial.ac.uk
  • lse.ac.uk
  • kcl.ac.uk
  • roehampton.ac.uk

Copyright © Adthena. All rights reserved.

In June 2026, Arden University saw a significant rise in PPC spend share, peaking mid-month. Meanwhile, the University of Law experienced a fluctuating trend, ending with a moderate increase. The University of London showed steady growth, while the Open University had a notable dip mid-month. London Business School and UCL had varied trends, with UCL peaking towards the end. Imperial College and LSE maintained low spend shares, and King’s College showed a slight decline. Roehampton University experienced a gradual decrease throughout the month.

Market Exposure

Competitor Count for UK Education & Training Universities

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
2026/06/01 197
2026/06/02 201
2026/06/03 217
2026/06/04 203
2026/06/05 191
2026/06/06 204
2026/06/07 202
2026/06/08 192
2026/06/09 201
2026/06/10 184
2026/06/11 179
2026/06/12 183
2026/06/13 184
2026/06/14 179
2026/06/15 173
2026/06/16 176
2026/06/17 175
2026/06/18 177
2026/06/19 162
2026/06/20 168
2026/06/21 167
2026/06/22 159
2026/06/23 163
2026/06/24 166
2026/06/25 162
2026/06/26 169
2026/06/27 163
2026/06/28 162
2026/06/29 161
2026/06/30 154

Copyright © Adthena. All rights reserved.

June began with 197 advertisers, peaking at 217 on June 3. A steady decline followed, ending the month at 154.

Campaign Efficiency

Market Loss & Market Gains for UK Education & Training Universities

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
ucl.ac.uk 8.9%
mmu.ac.uk 3.89%
london.ac.uk 3.4%
london.edu 2.5%
brighton.ac.uk 1.75%
cardiffmet.ac.uk -1.61%
uea.ac.uk -1.67%
whatuni.com -1.75%
open.ac.uk -2.29%
law.ac.uk -3.23%

Copyright © Adthena. All rights reserved.

UCL.ac.uk surged with an 8.9% click share increase, while law.ac.uk dropped by 3.23%. London.ac.uk and MMU.ac.uk also saw positive gains, contrasting with declines for open.ac.uk and whatuni.com.

Campaign Efficiency

UK Education & Training Universities 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 arden.ac.uk law.ac.uk imperial.ac.uk open.ac.uk ucl.ac.uk london.ac.uk kcl.ac.uk roehampton.ac.uk qmul.ac.uk whatuni.com
2026/06/01 4.81% 27.19% 8.93% 12.35% 0.42% 0.7% 0.85% 2.23% 0.58% 2.34%
2026/06/02 5.82% 21.16% 5.2% 16.59% 0.55% 0.53% 1.25% 3.56% 0.29% 4.43%
2026/06/03 6.49% 8.59% 13% 7.53% 0.2% 0.41% 1.11% 2.43% 6.6% 2.79%
2026/06/04 10.17% 11.19% 4.12% 10.32% 1.18% 0.23% 1.38% 3.04% 0.48% 6.69%
2026/06/05 11.87% 8.46% 5% 10.87% 0.43% 0.58% 1.26% 3.03% 0.44% 6.67%
2026/06/06 7.11% 14.8% 2.83% 9.09% 6.64% 0.5% 1.61% 2.76% 0.28% 5.87%
2026/06/07 6.6% 8.1% 2.85% 15.19% 4.59% 1.07% 1.34% 2.53% 0.63% 5.3%
2026/06/08 14.39% 20.16% 1.38% 5.01% 6.74% 1.12% 1.88% 2.48% 1.61% 4.35%
2026/06/09 9.1% 23.57% 1.63% 4.48% 3.25% 1.11% 1.51% 2.49% 6.94% 2.79%
2026/06/10 21.04% 3.87% 2.96% 5.74% 7.83% 1.37% 2.4% 2.43% 1.46% 3.44%
2026/06/11 27.89% 6.65% 2.38% 2.34% 0.35% 1.04% 4.04% 4.07% 8.3% 1.96%
2026/06/12 18.93% 8.17% 3.76% 5.28% 0.41% 2.63% 3.28% 5.22% 1.28% 1.17%
2026/06/13 18.24% 5.57% 3.29% 3.39% 4.28% 3.83% 3.35% 4.26% 1.84% 1.35%
2026/06/14 16.12% 6.26% 3.08% 2.85% 4.23% 3.86% 3.13% 4.15% 0.66% 1.47%
2026/06/15 13.98% 3.25% 3.46% 3.39% 4% 3.8% 2.88% 3.1% 8.04% 1.01%
2026/06/16 15.02% 6.01% 2.77% 5.23% 5.93% 2.99% 2.67% 3.64% 0.31% 1.71%
2026/06/17 13.54% 5.38% 3.8% 4.53% 5.3% 4.64% 4.19% 4.58% 0.65% 2.31%
2026/06/18 10.63% 4.74% 2.78% 4.04% 8.64% 3.28% 2.65% 7.35% 1.27% 2.81%
2026/06/19 15.64% 4.92% 2.94% 4.94% 5.91% 2.12% 2.93% 4.72% 0.17% 1.8%
2026/06/20 11.18% 5.56% 2.56% 4.13% 18.96% 4% 3.62% 3.37% 0.34% 1.1%
2026/06/21 13.36% 5.37% 2.41% 4.01% 6.06% 5.27% 2.92% 0.99% 0.32% 1.45%
2026/06/22 14.23% 2.56% 2.41% 7.33% 11.7% 5.2% 2.27% 3.3% 1.53% 1.85%
2026/06/23 15.05% 5.33% 3.86% 6.27% 5.08% 3.47% 1.73% 7.52% 1.7% 1.56%
2026/06/24 17.62% 4.75% 7.61% 4.25% 5.62% 3.03% 2.2% 4.23% 0.62% 1.3%
2026/06/25 16.87% 6.1% 2.73% 7.61% 6.07% 3.69% 2.25% 2.8% 0.28% 0.91%
2026/06/26 13.2% 5.13% 7.4% 3.28% 17.02% 2.66% 1.45% 0.55% 9.23% 0.74%
2026/06/27 16.47% 4.78% 8.53% 6.23% 9.16% 3.7% 1.81% 3.43% 0.62% 0.49%
2026/06/28 13.19% 7.05% 7.39% 7.2% 10.81% 3.67% 2.76% 2.3% 1.6% 1.07%
2026/06/29 18.52% 9.61% 2.24% 5.84% 15.33% 3.45% 2.09% 1.06% 1.18% 0.58%
2026/06/30 16.83% 10.36% 6.12% 5.93% 5.56% 3.22% 2.48% 1.72% 1.17% 0.95%
  • arden.ac.uk
  • law.ac.uk
  • imperial.ac.uk
  • open.ac.uk
  • ucl.ac.uk
  • london.ac.uk
  • kcl.ac.uk
  • roehampton.ac.uk
  • qmul.ac.uk
  • whatuni.com

Copyright © Adthena. All rights reserved.

Arden.ac.uk surged mid-month, peaking at 27.89% on June 11. Law.ac.uk started strong but dipped, ending at 10.36%. Imperial.ac.uk fluctuated, closing at 6.12%. Open.ac.uk’s early lead waned, finishing at 5.93%. Ucl.ac.uk saw a late spike, reaching 15.33% on June 29. London.ac.uk remained steady, ending at 3.22%. Kcl.ac.uk’s impressions were consistent, closing at 2.48%. Roehampton.ac.uk peaked mid-month, then declined to 1.72%. Qmul.ac.uk had sporadic highs, ending at 1.17%. Whatuni.com started strong but tapered off, finishing at 0.95%.

Campaign Efficiency

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

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 Universities - Last month
  1. 1
    Masters Degree | Postgraduate Study Programmes https://www.birmingham.ac.uk

    From arts and law, to business and planning, get future ready at Birmingham. Kickstart your future at one of the UK's top universities for employers.

  2. 2
    Imperial College London https://ib-programmes.imperial.ac.uk › mba › global

    Apply for September 2026 Entry — Imperial's Global Online MBA is ranked 1st in the world (QS Online MBA Rankings 2026). Complete the programme in 21 to 32 months depending on your commitments and career goals. Global Cohort.

  3. 3
    Master Of Laws (Part Time) - Master Of Laws (LLMs) https://www.law.ac.uk › llm › degrees

    Design Your Own Degree Pathway. Transfer Between Degrees And Study Modes That Suit You. Enhance...

  4. 4
    Masters at Edinburgh Napier | Start in September 2026 https://www.napier.ac.uk

    Postgraduate courses for passionate minds. Apply now to start at ENU in 2026. Over 100 postgraduate courses with strong industry links at Edinburgh Napier University.

  5. 5
    Queen Mary Masters Open Event | A London Russell Group Uni https://www.qmul.ac.uk › pg › open-evening

    Discover Our Masters Courses, Meet Leading Academics, And Get Application Advice Too. Join Us On 24 June To Find Out Why Our Postgraduate Programmes Are Right For You.

Copyright © Adthena. All rights reserved.

In the competitive landscape of higher education, top universities like Birmingham, Imperial, and Edinburgh Napier captivate with compelling narratives. Birmingham emphasizes future readiness, Imperial boasts a globally ranked MBA, and Edinburgh Napier highlights industry connections. Queen Mary invites prospects to engage directly, while the University of Law offers flexible learning paths.

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