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UK Education & Training Universities - PPC Market Share Analysis June 2025

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.

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
Domain Share of clicks
ucl.ac.uk 13.41
arden.ac.uk 10.36
london.edu 7.7
open.ac.uk 6.39
kcl.ac.uk 3.21
lse.ac.uk 3.17
law.ac.uk 3
uea.ac.uk 2.92
qmul.ac.uk 2.84
hult.edu 2.23
others 44.77

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In the education sector’s PPC landscape, ‘others’ dominate with 44.77% click share. UCL leads individual domains at 13.41%, followed by Arden at 10.36%, and London.edu at 7.7%.

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
Date arden.ac.uk ucl.ac.uk getsmarter.com london.edu law.ac.uk kcl.ac.uk lse.ac.uk open.ac.uk hult.edu aston.ac.uk
2025/06/01 4.88% 9.78% 3.34% 10.32% 4.1% 2.64% 12.08% 5.35% 3.55% 0.82%
2025/06/02 11.37% 0.2% 2.07% 10.86% 3.92% 4.62% 0.05% 9.24% 3.9% 2.91%
2025/06/03 13.66% 0.22% 0.33% 8.69% 5.18% 2.76% 0.59% 9.03% 3.28% 2.32%
2025/06/04 12.48% 0.37% 5.06% 10.81% 2.83% 2.01% 0.45% 7.74% 3.57% 3.03%
2025/06/05 15.34% 0.62% 0.33% 4.72% 3.81% 2.88% 0.5% 9.64% 3.21% 4.95%
2025/06/06 15.57% 0.37% 3.54% 7.53% 3.53% 3.63% 0.59% 6.75% 3.39% 3.68%
2025/06/07 16.75% 0.07% 2.25% 3.83% 4.84% 4.94% 0.4% 8.25% 3.94% 1.55%
2025/06/08 10.31% 0.06% 4.14% 6.7% 4.81% 1.08% 15.11% 4.87% 2.51% 2.9%
2025/06/09 17.58% 9.82% 0.12% 6.26% 2.23% 1.55% 0.17% 6.48% 1.68% 2.02%
2025/06/10 17% 0.27% 0.44% 6.55% 5.32% 2.47% 0.14% 8.38% 3.75% 4.41%
2025/06/11 15.14% 10.29% 0.34% 4.51% 4.26% 4.13% 0.2% 7.36% 2.89% 3.56%
2025/06/12 12.91% 12.15% 1.31% 4.89% 4.08% 3.74% 0.05% 7.95% 1.87% 4.84%
2025/06/13 15.21% 0.33% 10.09% 7.93% 5.37% 3.68% 0.69% 5.44% 3.17% 3.31%
2025/06/14 15.89% 6.62% 3.44% 7.33% 6.58% 4.56% 1.13% 5.41% 3.11% 1.62%
2025/06/15 13.54% 7.73% 2.05% 8.84% 5.41% 3.14% 0.71% 8.44% 3.33% 2.87%
2025/06/16 12.73% 12.08% 1.95% 6.11% 3.15% 3.96% 0.47% 5.27% 2.95% 4.71%
2025/06/17 14.82% 11.52% 0.58% 4.11% 3.36% 2.96% 0.34% 6.47% 2.28% 3.98%
2025/06/18 12.1% 4.19% 2.56% 4.46% 4.42% 3.04% 11.32% 7.62% 2.08% 1.55%
2025/06/19 13.4% 13.68% 0.17% 8.05% 5.85% 1.35% 0.06% 8.57% 2.45% 4.51%
2025/06/20 13.72% 0.06% 0.26% 6.47% 5.15% 4.17% 0.29% 9.7% 3.04% 1.75%
2025/06/21 11.77% 13.31% 1.57% 4.62% 3.95% 3.56% 5.47% 6.72% 2.48% 2.76%
2025/06/22 10.13% 12.32% 1.57% 5.89% 3.27% 5.56% 9.7% 6.99% 2.48% 2.39%
2025/06/23 10.95% 7.16% 5.56% 7.64% 5.29% 2.87% 0.14% 6.69% 2.23% 3.57%
2025/06/24 11.1% 13.56% 0.25% 3.77% 7.25% 2.88% 0.13% 8.49% 1.86% 3.86%
2025/06/25 13.25% 5.59% 0.25% 6.21% 5.88% 3.89% 0.54% 6.76% 2.11% 2.55%
2025/06/26 12.67% 6.02% 11.89% 6.3% 3.99% 3.28% 4.54% 6.03% 2.41% 3.2%
2025/06/27 12.87% 6.49% 1.4% 8.16% 6.5% 3.03% 0.28% 7.29% 2.59% 1.56%
2025/06/28 13.12% 6.1% 0.18% 13.99% 5.66% 2.82% 0.26% 5.15% 3.06% 2.19%
2025/06/29 13.22% 6.62% 1.5% 11.73% 5.95% 3.6% 0.35% 7.12% 3.43% 2.55%
2025/06/30 12.68% 10.65% 8.33% 7.34% 4.98% 4.14% 3.98% 3.62% 2.1% 1.92%

Copyright © Adthena. All rights reserved.

In June 2025, arden.ac.uk led with a peak spend share of 17.58% on June 9. Ucl.ac.uk showed fluctuating trends, peaking at 13.68% on June 19. Getsmarter.com had a notable spike on June 26 with 11.89%. London.edu maintained a steady presence, peaking at 13.99% on June 28. Law.ac.uk and kcl.ac.uk had moderate fluctuations, while lse.ac.uk saw a significant peak on June 8 with 15.11%. Open.ac.uk and hult.edu showed consistent activity, with open.ac.uk peaking at 9.7% on June 20. Aston.ac.uk had a more stable trend, peaking at 4.95% on June 5. The month concluded with arden.ac.uk maintaining dominance.

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
Date Competitor Count
2025/06/01 153
2025/06/02 153
2025/06/03 143
2025/06/04 152
2025/06/05 160
2025/06/06 162
2025/06/07 164
2025/06/08 164
2025/06/09 151
2025/06/10 176
2025/06/11 169
2025/06/12 160
2025/06/13 167
2025/06/14 161
2025/06/15 158
2025/06/16 161
2025/06/17 171
2025/06/18 175
2025/06/19 170
2025/06/20 172
2025/06/21 175
2025/06/22 168
2025/06/23 178
2025/06/24 172
2025/06/25 184
2025/06/26 167
2025/06/27 174
2025/06/28 168
2025/06/29 155
2025/06/30 172

Copyright © Adthena. All rights reserved.

June saw a dynamic shift in distinct advertisers, starting at 153 and peaking at 184 mid-month. The month concluded with a stable 172, reflecting a vibrant advertising landscape.

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
Name Market Trend
ucl.ac.uk 5.6%
qmul.ac.uk 2.05%
lse.ac.uk 1.34%
lsbf.org.uk 1.17%
ntu.ac.uk 0.86%
london.ac.uk -0.79%
bcu.ac.uk -0.97%
wlv.ac.uk -1.06%
cardiffmet.ac.uk -1.18%
arden.ac.uk -1.99%

Copyright © Adthena. All rights reserved.

UCL.ac.uk surged with a 5.6% click share increase, while Arden.ac.uk dropped by 1.99%. QMUL.ac.uk and LSE.ac.uk also saw positive gains.

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 getsmarter.com ucl.ac.uk open.ac.uk law.ac.uk kcl.ac.uk hult.edu london.edu aston.ac.uk wlv.ac.uk
2025/06/01 5.42% 5.16% 6.88% 6.14% 4.33% 2.61% 5.44% 4.24% 0.88% 3.57%
2025/06/02 12.86% 2.88% 0.12% 9.81% 3.5% 5.13% 5.23% 3.77% 6.6% 4.13%
2025/06/03 17.44% 0.32% 0.09% 8.5% 3.86% 2.11% 5.22% 3.25% 2.88% 2.73%
2025/06/04 14.6% 2.84% 0.3% 7.96% 1.98% 1.45% 5.19% 3.63% 3.36% 10.64%
2025/06/05 16.68% 0.27% 0.4% 10.61% 2.7% 2.88% 4.29% 1.37% 4.12% 4.46%
2025/06/06 18.57% 4.77% 0.47% 7.14% 2.71% 2.66% 4.75% 2.71% 5.35% 4.32%
2025/06/07 18.53% 2.85% 0.05% 8.33% 3.48% 3.55% 5.66% 1.91% 1.36% 1.63%
2025/06/08 13.03% 6.21% 0.04% 4.81% 5.71% 0.97% 3.91% 2.77% 2.74% 1.29%
2025/06/09 21.87% 0.11% 5.81% 7.36% 2.03% 1.18% 2.17% 2.13% 1.97% 5.72%
2025/06/10 18.55% 0.3% 0.22% 6.85% 6.41% 1.54% 4.85% 2.39% 4.44% 5.82%
2025/06/11 17.6% 0.21% 7.05% 7.71% 4.72% 4.2% 4.35% 1.75% 3.83% 3.79%
2025/06/12 15.24% 1.88% 8.19% 7.96% 5.31% 3.45% 2.84% 2.03% 4.98% 3.79%
2025/06/13 17.09% 5.89% 0.19% 6.89% 7.09% 3.04% 4.69% 3.42% 3.79% 5.32%
2025/06/14 18.64% 2.58% 4.77% 5.83% 8.32% 3.75% 4.69% 2.8% 1.71% 0.61%
2025/06/15 16.12% 2.76% 5.68% 9.58% 5.35% 2.32% 4.88% 3.66% 2.92% 5.78%
2025/06/16 16.6% 2.85% 9.93% 5.28% 3.1% 3.47% 4.85% 2.35% 5.24% 1.33%
2025/06/17 18.73% 0.55% 7.14% 6.86% 3.06% 2.85% 3.25% 1.75% 4.89% 1.94%
2025/06/18 15.01% 3.61% 3.62% 8.48% 5.48% 3.29% 3.36% 1.78% 1.78% 2.62%
2025/06/19 16.11% 0.14% 8.48% 10.58% 5.7% 1.4% 3.58% 3.38% 4.54% 1.87%
2025/06/20 15.24% 0.22% 0.05% 9.9% 4.68% 4.18% 4.26% 2.13% 1.72% 4.31%
2025/06/21 14.25% 2.08% 8.24% 8.37% 3.38% 3.13% 3.53% 1.72% 3.05% 5.77%
2025/06/22 12.25% 2.14% 8.74% 6.15% 3.55% 6.21% 3.73% 2.44% 2.59% 0.75%
2025/06/23 14.58% 5.98% 4.95% 7.29% 4.4% 3.04% 3.72% 3.44% 3.97% 0.63%
2025/06/24 11.86% 0.21% 8.52% 7.84% 11.46% 3.11% 2.8% 1.68% 3.86% 3.78%
2025/06/25 15.11% 0.27% 3.29% 6.67% 6.1% 2.45% 2.9% 2.45% 2.54% 5.86%
2025/06/26 15.48% 12.17% 3.94% 6.86% 3.6% 3.34% 3.67% 6.06% 3.14% 1.88%
2025/06/27 15.78% 1.93% 4.07% 7.46% 7.84% 2.65% 3.9% 3.78% 1.36% 1.32%
2025/06/28 17.08% 0.17% 4.02% 5.89% 5.43% 3.46% 4.75% 5.42% 2.03% 1.87%
2025/06/29 15.51% 2.16% 4.44% 8.64% 5.47% 3.13% 5.41% 4.7% 3.05% 2.16%
2025/06/30 16.28% 8.09% 7.49% 4.16% 4.13% 3.8% 3.42% 3.09% 2.02% 0.55%

Copyright © Adthena. All rights reserved.

In June 2025, arden.ac.uk saw a fluctuating impression share, peaking at 21.87% on June 9. Meanwhile, getsmarter.com experienced a low of 0.11% on June 9, but ended the month stronger at 8.09%. Ucl.ac.uk had a notable rise on June 16 with 9.93%, while open.ac.uk maintained a steady presence, peaking at 10.61% on June 5. Law.ac.uk showed a significant spike on June 24 with 11.46%. Overall, the month concluded with diverse performances across domains.

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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  1. 1
    University in London | Full Time Campus or Online https://study.arden.ac.uk

    Enhance your career with a full degree, without pressing pause on your life. Whatever your career ambition, we have a degree course to help you succeed.

  2. 2
    Business School in London https://www.hult.edu

    Study in London in 2025 — We flip the traditional approach to education by using learning-by-doing experiences.

  3. 3
    King's College London https://onlinecourses.kcl.ac.uk

    Study Flexibly — Gain a Holistic Understanding of The Global Security Industry and The Challenges it Faces. The Flexible...

  4. 4
    Psychology Conversion (Online) - Online Psychology Course https://www.law.ac.uk › msc_psychology › study_online

    Enhance Your Career In Psychology With An MSc Psychology Conversion Course. Apply Now. Our Master's In Psychology Will Enhance Your Career...

  5. 5
    London Business School https://www.london.edu › lbs

    Masters Degree Programmes — Drive Your Career Forward And Achieve Your Goals In An Inspiring Learning Environment. First Class...

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In the competitive landscape of education, top-performing PPC ads reveal a focus on flexibility and career advancement. Arden University and King’s College London emphasize adaptable learning, while Hult and London Business School highlight experiential and inspiring environments. The University of Law offers career-enhancing psychology courses, showcasing diverse educational pathways.

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