UK Education & Training Universities - PPC Market Share Analysis February 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.

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	34.1412136706
	65.8587863294

34%

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	26
	74

26%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	8%
Transactional	0%
Navigational	3%
Seasonal	0%
Local	2%
Problem Solving	1%

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
arden.ac.uk	9.37
london.edu	8.63
london.ac.uk	8.04
law.ac.uk	7.79
mmu.ac.uk	6.02
open.ac.uk	5.31
insead.edu	3
roehampton.ac.uk	2.46
brighton.ac.uk	2.43
birmingham.ac.uk	2.24
others	44.71

arden.ac.uk - 9.37%
london.edu - 8.63%
london.ac.uk - 8.04%
law.ac.uk - 7.79%
mmu.ac.uk - 6.02%
open.ac.uk - 5.31%
insead.edu - 3%
roehampton.ac.uk - 2.46%
brighton.ac.uk - 2.43%
birmingham.ac.uk - 2.24%
others - 44.71%

In the education sector’s PPC landscape, ‘others’ dominate with 44.71% click share. Arden.ac.uk leads individual domains at 9.37%, followed by London.edu at 8.63%, and London.ac.uk at 8.04%.

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	law.ac.uk	arden.ac.uk	open.ac.uk	london.edu	roehampton.ac.uk	kcl.ac.uk	hult.edu	london.ac.uk	lis.ac.uk	betterhelp.com
2026/02/01	9.23%	15.01%	7.33%	3.51%	7.9%	0.76%	1.97%	5.68%	2.16%	3.2%
2026/02/02	8.61%	10.94%	8.87%	2.4%	7.08%	0.91%	1.47%	9.49%	2.7%	7.54%
2026/02/03	11.45%	8.43%	6.75%	4.43%	9.44%	3.05%	3.7%	4.91%	1.42%	5.08%
2026/02/04	8.96%	10.6%	4.78%	4.77%	7.97%	3.45%	4.35%	7.65%	1.68%	1.27%
2026/02/05	9.56%	12.43%	4.18%	4.08%	5.55%	3.21%	3.01%	4.85%	4.41%	7.56%
2026/02/06	4.74%	9.98%	5%	3.71%	5.19%	3.77%	1.6%	8.27%	5.22%	5.04%
2026/02/07	7.44%	8.54%	8.48%	5.94%	5.69%	3.25%	1.16%	7.44%	4.6%	3.4%
2026/02/08	6.9%	8.08%	6.79%	6.38%	2.8%	2.85%	1.96%	9.71%	5.23%	5.38%
2026/02/09	7.57%	10.75%	4.48%	6.7%	4.26%	2.39%	1.26%	8.54%	4.45%	2.47%
2026/02/10	9.92%	10.56%	3.93%	6.4%	5.39%	2.97%	2.18%	3.03%	3.94%	5.73%
2026/02/11	13.56%	10.61%	5.62%	5.96%	4.43%	4.65%	2.94%	4.8%	7.06%	7.01%
2026/02/12	10.97%	10.78%	3.56%	7.69%	5.37%	2.25%	3.34%	8.31%	2.37%	1.65%
2026/02/13	5.16%	9.92%	4.96%	3.68%	5.15%	3.74%	1.59%	8.22%	5.19%	5%
2026/02/14	7.36%	8.45%	8.4%	5.93%	5.64%	3.21%	1.14%	7.37%	4.55%	3.37%
2026/02/15	6.8%	7.97%	6.69%	6.29%	2.76%	2.81%	1.94%	9.57%	5.16%	5.3%
2026/02/16	7.55%	10.72%	4.46%	6.68%	4.25%	2.39%	1.25%	8.51%	4.44%	2.46%
2026/02/17	10.58%	13.84%	2.13%	2.81%	6.68%	0.52%	4.13%	8.15%	1.8%	0.38%
2026/02/18	8.74%	10.9%	4.75%	2.88%	4.98%	1.64%	4.31%	7.76%	1.75%	1.72%
2026/02/19	8.35%	11.16%	5.17%	5.89%	5.65%	3.15%	5.38%	10.71%	1.73%	0.29%
2026/02/20	6.03%	12.12%	4.11%	4.83%	5.74%	2.28%	4.67%	6.35%	0.93%	1.38%
2026/02/21	6.48%	11.19%	4.52%	7.24%	3.3%	3.12%	3.72%	3.09%	3.22%	0.4%
2026/02/22	6.48%	13.11%	4.01%	6.91%	4.6%	3.55%	2.65%	3.77%	1.62%	0.42%
2026/02/23	8.2%	12.41%	8.3%	5.97%	5.79%	3.15%	3.47%	9.02%	3.01%	0.94%
2026/02/24	12.22%	14.72%	5.98%	4.93%	6.65%	1.84%	2.57%	5.66%	1.16%	0.96%
2026/02/25	13.9%	11.22%	6.62%	7.37%	5.81%	3%	2.72%	8.37%	0.43%	0.19%
2026/02/26	10.05%	15.06%	6.71%	4.16%	4.35%	1.76%	2.02%	9.33%	3.15%	0.3%
2026/02/27	7.06%	9.69%	4.79%	5.69%	8.34%	4.98%	0.57%	5.45%	1.77%	0.34%
2026/02/28	13.12%	10.21%	7.7%	5.93%	4.1%	3.02%	2.45%	2.13%	0.98%	0.39%

law.ac.uk
arden.ac.uk
open.ac.uk
london.edu
roehampton.ac.uk
kcl.ac.uk
hult.edu
london.ac.uk
lis.ac.uk
betterhelp.com

In February 2026, “law.ac.uk” saw fluctuating PPC spend, peaking at 13.90% on the 25th. “arden.ac.uk” maintained strong performance, ending with 10.21%. “open.ac.uk” had a low of 2.13% on the 17th. “london.edu” showed consistent growth, finishing at 5.93%. “roehampton.ac.uk” experienced a dip mid-month, closing at 4.10%. “kcl.ac.uk” remained steady, peaking at 4.98% on the 27th. “hult.edu” had a low start, ending at 2.45%. “london.ac.uk” fluctuated, peaking at 10.71% on the 19th. “lis.ac.uk” saw a decline, closing at 0.98%. “betterhelp.com” started strong but ended at 0.39%.

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
2026/02/01	152
2026/02/02	152
2026/02/03	158
2026/02/04	160
2026/02/05	157
2026/02/06	154
2026/02/07	156
2026/02/08	155
2026/02/09	159
2026/02/10	158
2026/02/11	163
2026/02/12	165
2026/02/13	154
2026/02/14	156
2026/02/15	155
2026/02/16	159
2026/02/17	145
2026/02/18	145
2026/02/19	142
2026/02/20	139
2026/02/21	139
2026/02/22	154
2026/02/23	159
2026/02/24	159
2026/02/25	153
2026/02/26	159
2026/02/27	153
2026/02/28	160

February saw a dynamic shift in distinct advertisers, starting at 152 and peaking at 165 mid-month. A dip followed, ending at 160.

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
brighton.ac.uk	3.76%
gold.ac.uk	2.11%
bcu.ac.uk	1.33%
law.ac.uk	1.04%
london.edu	0.96%
uwl.ac.uk	-0.89%
londonmet.ac.uk	-1.14%
betterhelp.com	-1.28%
lsbu.ac.uk	-1.7%
ucl.ac.uk	-1.76%

Brighton.ac.uk surged with a 3.76% click share increase, while ucl.ac.uk dropped by 1.76%. Gold.ac.uk and bcu.ac.uk also saw positive gains, contrasting with declines for lsbu.ac.uk and betterhelp.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	law.ac.uk	arden.ac.uk	open.ac.uk	london.edu	hult.edu	lsbf.org.uk	roehampton.ac.uk	birmingham.ac.uk	london.ac.uk	betterhelp.com
2026/02/01	12.99%	16.41%	8.32%	2.51%	2.9%	2.08%	4.56%	1.81%	2.76%	5.09%
2026/02/02	12.43%	13.28%	8.46%	1.93%	2.35%	1.88%	4.02%	1.04%	4.39%	13.48%
2026/02/03	17.93%	10.83%	6.63%	3.15%	4.83%	1.36%	5.79%	0.62%	2.61%	6.68%
2026/02/04	13.19%	13.92%	4.43%	3.24%	5.03%	2.14%	5.29%	3.47%	4.24%	2.14%
2026/02/05	16.43%	14.66%	3.94%	2.8%	3.75%	2.22%	3.14%	1.09%	2.32%	9.27%
2026/02/06	7.45%	12.85%	5.71%	2.1%	2.4%	1.95%	3.42%	0.79%	4.08%	7.04%
2026/02/07	8.94%	10.72%	10.2%	4.39%	1.73%	1.95%	3.52%	1.53%	4%	5.93%
2026/02/08	9.51%	9.65%	7.27%	4.73%	2.95%	2.73%	1.77%	2.09%	4.62%	9.63%
2026/02/09	12.33%	13.88%	5.15%	4.21%	1.7%	2.25%	2.8%	3.62%	3.49%	3.87%
2026/02/10	15.85%	12.87%	3.45%	3.9%	2.23%	2.24%	3.07%	3.86%	1.53%	7.2%
2026/02/11	21.71%	13.71%	5.94%	3.11%	4.13%	2.36%	4.02%	1.85%	2.37%	9.76%
2026/02/12	18.39%	11.72%	3.37%	4.93%	4.6%	3.34%	3.25%	2.05%	3.55%	2.58%
2026/02/13	7.45%	12.85%	5.71%	2.1%	2.4%	1.95%	3.42%	0.79%	4.08%	7.04%
2026/02/14	8.94%	10.72%	10.2%	4.39%	1.73%	1.95%	3.52%	1.53%	4%	5.93%
2026/02/15	9.51%	9.65%	7.27%	4.73%	2.95%	2.73%	1.77%	2.09%	4.62%	9.63%
2026/02/16	12.33%	13.88%	5.15%	4.21%	1.7%	2.25%	2.8%	3.62%	3.49%	3.87%
2026/02/17	17.95%	14.18%	2.95%	2.27%	5.86%	2.63%	4.91%	1.99%	3.39%	0.47%
2026/02/18	12.85%	12.35%	5.08%	1.94%	5.12%	3.18%	3.16%	1.8%	3.59%	2.7%
2026/02/19	12.39%	14.52%	4.45%	3.48%	5.54%	1.8%	3.71%	0.97%	4.58%	0.34%
2026/02/20	9.48%	13.93%	4.9%	2.9%	5.55%	3.04%	3.25%	1.15%	2.75%	2.2%
2026/02/21	10.78%	14.89%	4.6%	4.83%	5.6%	2.41%	2.56%	0.8%	1.53%	0.5%
2026/02/22	11.54%	15.29%	3.54%	4.86%	4.49%	1.89%	2.57%	2.09%	2.22%	0.53%
2026/02/23	14.97%	16.01%	10.23%	3.69%	4.92%	0.27%	3.29%	1.16%	4.45%	1.67%
2026/02/24	21.06%	14.99%	7.45%	3.16%	3.42%	1.22%	3.38%	1.72%	2.63%	1.45%
2026/02/25	21.46%	13.37%	8.38%	4.29%	3.84%	1.92%	3.33%	1.31%	3.61%	0.2%
2026/02/26	17.38%	17%	6.74%	3.33%	3.33%	1.21%	2.43%	2.28%	4.51%	0.38%
2026/02/27	10.64%	12.98%	5.84%	4.07%	0.87%	1.83%	5.42%	2.73%	3.28%	0.48%
2026/02/28	19.59%	12.34%	7.1%	3.48%	3.14%	2.95%	2.05%	1.64%	1.27%	0.4%

law.ac.uk
arden.ac.uk
open.ac.uk
london.edu
hult.edu
lsbf.org.uk
roehampton.ac.uk
birmingham.ac.uk
london.ac.uk
betterhelp.com

In February 2026, law.ac.uk led with fluctuating impressions, peaking at 21.71%. Arden.ac.uk maintained steady growth, while open.ac.uk and london.edu showed varied trends. Betterhelp.com saw a significant decline, ending at 0.40%.

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
No GP Referral Required https://www.betterhelp.com
Average Session Rating: 4.9/5 — About 95% Of Customers Can Find A Therapist Within 48 Hours. 100% Online And Easy Sign-Up. No Referrals, No Waiting Rooms. Start Your Healing...
2
Study At ULaw In London - Study In Central London https://www.law.ac.uk › study › degrees
More Than Our Name Suggests, Explore ULaw Degrees In Law, Business, Psychology, And More.
3
London School of Business MBA https://www.lsbf.org.uk
Join LSBF's Online MBA — Boost your career with LSBF's accessible, flexible Master of Business Administration. Expand your...
4
Master of Business Admin (MBA) - Graduate in 12 months https://onlinestudy.roehampton.ac.uk › online-msc
100% online degree you can complete in 1 year full-time or 2 years part-time. Master of Business Administration (MBA), lead like a boss with a CMI-accredited degree.
5
UCL Postgraduate Degrees - Ranked 2nd in London https://www.ucl.ac.uk
Discover how our Master's Bursary can help you start a full-time or part-time programme.

In the competitive landscape of Google’s SERP, top-performing ads reveal compelling narratives. BetterHelp’s ad emphasizes accessibility, offering therapy without GP referrals, highlighting a 4.9/5 session rating. ULaw and UCL focus on prestigious education, with ULaw showcasing diverse degrees and UCL promoting its high ranking. LSBF and Roehampton University target career advancement through flexible, online MBA programs, appealing to ambitious professionals.

Frequently Asked Questions

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

Why is the UK Education & Training Universities 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.

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

Data within the UK Education & Training Universities 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 Universities February 2026 Report?

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

The UK Education & Training Universities 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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AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 UK Education & Training Universities brands

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

Competitor Count for UK Education & Training Universities

Market Loss & Market Gains for UK Education & Training Universities

UK Education & Training Universities Share of Impressions

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

Frequently Asked Questions

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

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

How often is the data updated?

How does Adthena collect this data?

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

Does this include mobile, desktop and Google Shopping data?

Who is this UK Education & Training Universities 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

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AUS Universities

the7stars achieves Google Ads PPC campaign optimization with Adthena