UK Energy, Utilities & Waste - Energy Efficiency - PPC Market Share Analysis April 2025

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

Market Exposure

Share of Clicks for top 10 UK Energy, Utilities & Waste - Energy Efficiency 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
britishgas.co.uk	16.16
edfenergy.com	6.35
uswitch.com	5.8
octopus.energy	3.76
comparecompanies.co.uk	2.9
moneysupermarket.com	2.65
iheat.co.uk	2.18
heatable.co.uk	2.17
hivehome.com	2.08
daikin.co.uk	1.82
others	54.13

In the energy sector’s PPC landscape, British Gas leads with 16.16% click share, followed by EDF Energy at 6.35%. ‘Others’ dominate with 54.13%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Energy, Utilities & Waste - Energy Efficiency 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	uswitch.com	britishgas.co.uk	edfenergy.com	octopus.energy	moneysupermarket.com	heatable.co.uk	comparecompanies.co.uk	iheat.co.uk	boxt.co.uk	eonnext.com
2025/03/01	10.36%	17.91%	5.51%	4.19%	1.9%	2.1%	0.58%	3.71%	3.93%	1.92%
2025/03/02	8.52%	17.42%	5.19%	3.4%	1.78%	2.16%	0.44%	3.3%	4.45%	2.48%
2025/03/03	10.02%	19.44%	5.12%	4.52%	2.17%	2.05%	1.86%	2.25%	2.94%	2.21%
2025/03/04	9.16%	18.32%	4.13%	3.94%	2.02%	2.22%	1.99%	2.98%	2.61%	2.36%
2025/03/05	8.37%	16.46%	4.9%	3.59%	2.43%	2.36%	3.86%	2.7%	1.98%	1.92%
2025/03/06	8.43%	15.86%	3.78%	3.82%	3.48%	3.76%	2.39%	4.34%	2.29%	1.35%
2025/03/07	9.35%	13.82%	5.25%	4.32%	5.02%	2.9%	2.76%	2.51%	1.39%	1.21%
2025/03/08	8.9%	15.27%	6.29%	4.96%	5.02%	2.64%	3.68%	3.02%	1.97%	1.65%
2025/03/09	7.43%	16.06%	5.91%	4.16%	2.06%	2.96%	4.31%	3.21%	1.96%	1.97%
2025/03/10	9.91%	15.43%	5.91%	5.5%	4.14%	2.61%	3.4%	2.99%	1.76%	1.87%
2025/03/11	7.3%	15.34%	5.83%	4.68%	3.09%	2.06%	4.08%	2.54%	1.45%	1.66%
2025/03/12	9.3%	16.68%	5.72%	4.9%	3.4%	2.6%	4.22%	2.06%	2.04%	2.64%
2025/03/13	8.73%	15.79%	6.64%	6.15%	5.44%	2.13%	3.06%	2.72%	1.98%	2.01%
2025/03/14	11.04%	13.63%	7.28%	5.59%	5.15%	2.19%	2.54%	3.68%	2.34%	2.17%
2025/03/15	10.4%	13.63%	8.39%	5.23%	5.02%	3.28%	3.78%	3.09%	2.48%	1.77%
2025/03/16	10.77%	13.27%	7.74%	6.03%	4.27%	3.44%	2.56%	2.84%	2.7%	2.53%
2025/03/17	10.65%	14.19%	6.82%	5.4%	4.41%	2.31%	2.81%	2.36%	1.8%	2.16%
2025/03/18	10.93%	14.43%	6.53%	4.95%	4.6%	2.68%	3.94%	2.19%	1.69%	2.43%
2025/03/19	11.22%	14.1%	7.36%	5.69%	4.39%	2.13%	3.48%	2.17%	1.62%	2.26%
2025/03/20	10.16%	18.99%	4.67%	5.45%	4.24%	2.52%	2.85%	3.65%	2.2%	1.87%
2025/03/21	11.66%	19.75%	4.27%	5.84%	3.74%	2.01%	2.37%	4.2%	2.23%	2.08%
2025/03/22	10.24%	22.45%	4.93%	6.52%	4.8%	3.21%	2.92%	4.32%	1.7%	2.34%
2025/03/23	11.59%	21.81%	3.62%	6.63%	5.11%	3.2%	2.35%	3.71%	1.78%	2.09%
2025/03/24	10.75%	21.42%	4.06%	6.6%	6.38%	2.6%	2.63%	2.95%	1.44%	2.23%
2025/03/25	9.44%	23.34%	4.31%	5.42%	4%	2.83%	2.85%	2.27%	1.75%	1.77%
2025/03/26	9.48%	19.98%	4.5%	5.2%	4.07%	3.34%	2.12%	2.44%	1.87%	1.59%
2025/03/27	9.19%	20.57%	5.44%	5.31%	5.27%	3.72%	2.49%	2.42%	2.49%	1.87%
2025/03/28	9.46%	18.44%	6%	4.97%	4.84%	2.92%	1.96%	2.79%	2.19%	1.94%
2025/03/29	11.75%	7.05%	5.95%	6.05%	5.67%	3.64%	2.38%	3.28%	2.05%	2.9%
2025/03/30	11.75%	9.31%	6.14%	5.73%	4.24%	2.68%	3.28%	3.01%	1.98%	2.32%
2025/03/31	10.97%	10.21%	6.19%	5.71%	5.29%	2.87%	2.86%	2.11%	2%	1.96%

In March 2025, British Gas led PPC spend, peaking mid-month. Uswitch and EDF Energy showed steady growth, while Octopus Energy and Moneysupermarket saw fluctuations. The month ended with British Gas maintaining dominance.

Market Exposure

Competitor Count for UK Energy, Utilities & Waste - Energy Efficiency

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
2025/03/01	741
2025/03/02	734
2025/03/03	763
2025/03/04	740
2025/03/05	798
2025/03/06	844
2025/03/07	845
2025/03/08	805
2025/03/09	785
2025/03/10	837
2025/03/11	828
2025/03/12	806
2025/03/13	817
2025/03/14	791
2025/03/15	746
2025/03/16	732
2025/03/17	760
2025/03/18	737
2025/03/19	764
2025/03/20	722
2025/03/21	741
2025/03/22	705
2025/03/23	700
2025/03/24	734
2025/03/25	729
2025/03/26	695
2025/03/27	758
2025/03/28	739
2025/03/29	714
2025/03/30	680
2025/03/31	695

March saw a dynamic shift in distinct advertisers, peaking at 845 on March 7. The month concluded with a decrease, ending at 695.

Campaign Efficiency

Market Loss & Market Gains for UK Energy, Utilities & Waste - Energy Efficiency

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
britishgas.co.uk	2.28%
octopus.energy	1.19%
uswitch.com	0.86%
mrcentralheating.co.uk	0.59%
moneysupermarket.com	0.52%
smartheatlondon.co.uk	-0.38%
comparecompanies.co.uk	-0.45%
bestheating.com	-0.54%
theunderfloorheatingstore.com	-0.56%
hivehome.com	-1.35%

British Gas surged with a 2.28% click share increase, while Hivehome.com dropped by 1.35%. Octopus Energy and Uswitch also gained, contrasting declines from The Underfloor Heating Store and Best Heating.

Campaign Efficiency

UK Energy, Utilities & Waste - Energy Efficiency 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	edfenergy.com	britishgas.co.uk	octopus.energy	uswitch.com	comparecompanies.co.uk	daikin.co.uk	moneysupermarket.com	heatable.co.uk	eonnext.com	iheat.co.uk
2025/03/01	7.97%	12.99%	4.13%	4.63%	0.62%	0.98%	0.99%	1.13%	2.06%	2.83%
2025/03/02	6.91%	11.34%	3.11%	3.66%	0.39%	1.16%	0.84%	1.2%	3.11%	2.41%
2025/03/03	6.91%	12.73%	3.38%	3.92%	2.39%	0.49%	0.87%	1.54%	2.76%	2.17%
2025/03/04	5.28%	11.62%	3.54%	3.65%	2.76%	1.02%	0.83%	1.81%	3.02%	2.7%
2025/03/05	5.83%	10.52%	2.88%	3.06%	4.78%	0.82%	0.99%	1.99%	2.1%	2.15%
2025/03/06	4.44%	10.05%	2.99%	3.13%	2.96%	1.14%	1.38%	2.9%	1.48%	4.25%
2025/03/07	5.83%	7.3%	3.38%	3.69%	3.65%	2.19%	2.24%	2.18%	1.51%	2.78%
2025/03/08	6.75%	10.57%	3.8%	3.37%	4.67%	2.46%	2.18%	1.96%	2.1%	2.77%
2025/03/09	6.16%	9.97%	3.02%	2.39%	5.03%	2.48%	0.8%	2.36%	2.22%	3.17%
2025/03/10	6.61%	10.44%	4.62%	3.7%	4.42%	2.41%	1.79%	2.13%	2.26%	2.96%
2025/03/11	6.46%	10.01%	3.79%	2.67%	4.82%	1.71%	1.21%	1.94%	1.84%	2.54%
2025/03/12	6.3%	11.1%	3.85%	3.49%	5.33%	2.52%	1.42%	2%	3.14%	2%
2025/03/13	7.54%	10.28%	5.12%	3.38%	3.79%	2.35%	2.26%	1.77%	2.42%	2.52%
2025/03/14	8.28%	8.68%	4.78%	4.43%	3.25%	1.82%	2.17%	1.43%	2.7%	3.4%
2025/03/15	9.65%	7.68%	4.59%	4.13%	4.57%	2.08%	2.06%	2.29%	2.08%	2.73%
2025/03/16	8.97%	7.05%	5.14%	3.98%	3.38%	2.46%	1.77%	2.53%	2.68%	2.88%
2025/03/17	7.89%	7.84%	4.85%	4.09%	3.63%	1.52%	1.76%	1.81%	2.36%	2.32%
2025/03/18	7.97%	7.95%	4.62%	4.49%	5.54%	2.3%	1.95%	1.79%	2.84%	2.47%
2025/03/19	8.58%	8.88%	5.01%	4.32%	4.63%	1.73%	1.88%	1.54%	2.42%	2.4%
2025/03/20	5.88%	10.97%	4.99%	4.28%	3.96%	1.95%	1.96%	2.1%	2.15%	3.78%
2025/03/21	5.94%	12.29%	5.42%	4.84%	3.42%	1.41%	1.68%	1.84%	2.5%	3.64%
2025/03/22	6.63%	14.26%	5.95%	4.26%	3.94%	2.86%	2.13%	2.69%	2.62%	3.8%
2025/03/23	5.09%	13.7%	6.75%	4.47%	3.51%	1.84%	2.3%	2.71%	2.65%	3.25%
2025/03/24	5.56%	14.34%	6%	4.62%	3.71%	2.05%	3.05%	2.07%	2.83%	2.57%
2025/03/25	5.99%	13.6%	4.74%	4.05%	3.73%	2.34%	1.86%	2.27%	1.93%	2.14%
2025/03/26	5.88%	12.03%	4.24%	3.89%	3.02%	2.16%	1.78%	2.86%	1.95%	2.64%
2025/03/27	6.8%	14.95%	4.74%	3.74%	3.51%	1.9%	2.37%	2.48%	2.45%	2.21%
2025/03/28	7.62%	9.74%	4.24%	3.99%	2.87%	2.23%	2.09%	2.59%	2.34%	2.65%
2025/03/29	6.99%	2.74%	5.06%	4.8%	3.25%	2.62%	2.53%	2.32%	2.97%	2.74%
2025/03/30	6.88%	4.83%	4.4%	4.33%	4.35%	2.06%	1.62%	1.84%	2.63%	2.93%
2025/03/31	7.3%	7.26%	5.1%	4.3%	3.57%	2.98%	2.22%	2.22%	2.18%	2.07%

In March 2025, British Gas led with a fluctuating impression share, peaking mid-month. EDF Energy and Octopus Energy showed steady growth, while Uswitch and Compare Companies had moderate gains. The month ended with British Gas maintaining dominance.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Energy, Utilities & Waste - Energy Efficiency

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
Compare the best gas and electricity deals & suppliers - British Gas https://www.britishgas.co.uk
Protect against future price rises. Fix your tariff with us and relax until 2025! Fixed energy...
2
£7,500 Government Grant - Government Grants Available https://go.comparecompanies.co.uk › air-source › heat-pumps
Looking for a heat pump? Compare air source quotes from trusted installers today. Save money on your energy bills with an air source heat pump. Get...
3
Octopus Electroverse - Find rapid EV chargers fast - electroverse.com https://www.electroverse.com
Charge your EV with one simple tap, across the UK & beyond. Join for free today. Over 920,000 chargers...
4
Interested In A Heat Pump? - How Does It Work? https://www.getaheatpump.org.uk
Find Out What A Heat Pump Is, How It Works, Costs And Why You Should Consider Getting One. Understand Heat Pump Installation Costs...
5
Energy Switch Guarantee - Find The Best Tariff For You https://www.octopus.energy
The UK's most awarded energy supplier, outrageously good service, and best place to work.

In the competitive landscape of energy PPC ads, British Gas entices with fixed tariffs until 2025, while Compare Companies highlights a £7,500 government grant for heat pumps. Octopus Electroverse simplifies EV charging, and Octopus Energy boasts award-winning service. Each ad uniquely addresses energy efficiency and savings.

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Customer Success Stories

Origin Energy achieves a 15% increase in market share with local search intelligence

Origin Energy is a nationwide energy provider in Australia, but market conditions in central Queensland are very different from, say, coastal Victoria.

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the7stars case study: Achieving Google Ads PPC campaign optimization with Adthena

Leveraging Adthena's comprehensive insights, the7stars and their lottery client optimized their PPC campaigns and organic strategies, resulting in substantial cost savings and improved campaign performance. Read case study

VodafoneZiggo case study: Boosting sales by 500% with a winning PPC strategy

VodafoneZiggo was looking to maximize revenue from its paid search campaigns while reducing costs and streamlining workflows. By leveraging Adthena’s data-driven insights and time-saving automation, the team gained full visibility into their ad spend performance and optimized budget allocation.Read case study

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UK Energy, Utilities & Waste - Energy Efficiency - PPC Market Share Analysis April 2025

Share of Clicks for top 10 UK Energy, Utilities & Waste - Energy Efficiency brands

Share of Spend for the top 10 UK Energy, Utilities & Waste - Energy Efficiency brands

Competitor Count for UK Energy, Utilities & Waste - Energy Efficiency

Market Loss & Market Gains for UK Energy, Utilities & Waste - Energy Efficiency

UK Energy, Utilities & Waste - Energy Efficiency Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Energy, Utilities & Waste - Energy Efficiency

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Origin Energy achieves a 15% increase in market share with local search intelligence

the7stars case study: Achieving 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

the7stars case study: Achieving Google Ads PPC campaign optimization with Adthena