UK Energy, Utilities & Waste Energy Efficiency - PPC Market Share Analysis May 2026

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.

Energy Efficiency – UK

Google AI Overview visibility for Energy, Utilities & Waste Energy Efficiency UK

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 32.324544196
67.675455804
32%

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 53
47
53%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 11%
Transactional 22%
Navigational 1%
Seasonal 0%
Local 0%
Problem Solving 21%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
britishgas.co.uk 22.67
octopus.energy 10.2
uswitch.com 5.73
eonnext.com 3.71
airahome.com 3.08
hivehome.com 2.48
energyperformancecertificates.co.uk 2.41
boxt.co.uk 2.3
generators-direct.co.uk 2.16
iheat.co.uk 2.12
others 43.14
  • britishgas.co.uk - 22.67%
  • octopus.energy - 10.2%
  • uswitch.com - 5.73%
  • eonnext.com - 3.71%
  • airahome.com - 3.08%
  • hivehome.com - 2.48%
  • energyperformancecertificates.co.uk - 2.41%
  • boxt.co.uk - 2.3%
  • generators-direct.co.uk - 2.16%
  • iheat.co.uk - 2.12%
  • others - 43.14%

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In the energy sector’s PPC landscape, British Gas leads with 22.67% click share, followed by Octopus Energy at 10.2%. Others collectively dominate with 43.14%, showcasing 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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date britishgas.co.uk octopus.energy uswitch.com eonnext.com edfenergy.com boxt.co.uk iheat.co.uk airahome.com energyperformancecertificates.co.uk scottishpower.co.uk
2026/05/01 16.53% 13.56% 7.3% 3.74% 2.13% 2.4% 2.89% 3.76% 1.75% 3.49%
2026/05/02 17.71% 15.74% 6.24% 6.03% 2.19% 3.64% 4.01% 3.98% 2.14% 4.59%
2026/05/03 15.7% 15.36% 8.37% 5.84% 2.31% 3.76% 3.64% 2.71% 2.87% 6.09%
2026/05/04 16.28% 14.18% 6.57% 5.91% 2.61% 3.73% 3.62% 2.57% 3.08% 4.95%
2026/05/05 16.49% 12.05% 9.14% 5.27% 1.95% 2.89% 3.1% 2.3% 2.49% 5.23%
2026/05/06 15.89% 13.64% 8.17% 5.06% 2.3% 2.92% 2.92% 2.1% 2.08% 5.6%
2026/05/07 14.84% 13.1% 7.08% 4.25% 2.4% 1.93% 2.53% 2.67% 3.42% 5.71%
2026/05/08 17.17% 12.52% 6.98% 4.5% 2.44% 3.37% 3.1% 2.89% 2.26% 3.71%
2026/05/09 21.67% 10.58% 6.93% 5.98% 2.59% 3.14% 3.26% 2.51% 3.34% 5.46%
2026/05/10 19.35% 12.05% 6.98% 6.35% 1.84% 3.37% 3.52% 2.74% 4.77% 5.65%
2026/05/11 18.39% 12.76% 8.06% 4.57% 1.95% 2.91% 3.74% 3.55% 2.11% 4.28%
2026/05/12 18.42% 13.32% 7.08% 4.67% 2.7% 2.33% 3.59% 3.42% 2.06% 3.32%
2026/05/13 18.5% 12.56% 7.52% 4.76% 2.92% 2.49% 3.11% 3.01% 2.43% 3%
2026/05/14 18.61% 12.77% 7.82% 4.87% 2.8% 3.1% 2.89% 3.29% 2.34% 3.51%
2026/05/15 17.16% 12.51% 6.97% 4.49% 2.44% 3.36% 3.1% 2.89% 2.26% 3.71%
2026/05/16 18.46% 13.58% 6.14% 4.11% 3.27% 3.32% 3.58% 3.24% 1.68% 3.02%
2026/05/17 18.76% 12.35% 6.99% 4.58% 3.33% 3.24% 3.71% 3.16% 1.74% 2.89%
2026/05/18 18.82% 11.27% 7.77% 4.23% 3.28% 2.95% 3.47% 2.76% 2.46% 2.58%
2026/05/19 18.99% 12.42% 7.52% 3.29% 3.01% 2.17% 3.15% 3.5% 2.48% 2.72%
2026/05/20 18.35% 12.34% 7.79% 4.16% 1.89% 2.65% 2.8% 2.61% 1.64% 2.8%
2026/05/21 18.65% 10.91% 8.11% 4.4% 2.99% 2.41% 2.43% 2.91% 1.88% 2.6%
2026/05/22 19.84% 11.58% 7.75% 4.98% 1.83% 2.52% 2.74% 2.84% 1.81% 2.68%
2026/05/23 21.66% 14% 7.14% 4.8% 2.41% 2.84% 2.22% 2.67% 1.5% 2.84%
2026/05/24 20.16% 13.76% 7.21% 5.39% 1.68% 3.26% 2.02% 3.38% 1.76% 2.34%
2026/05/25 19.26% 14.34% 7.99% 5.06% 1.88% 2.69% 1.91% 1.59% 2.06% 2.55%
2026/05/26 21.89% 11.02% 8.46% 4.56% 2.62% 1.8% 2.19% 1.51% 3% 3.14%
2026/05/27 21.94% 12% 8.04% 4.04% 3.33% 1.68% 2.69% 1.61% 2.08% 2.4%
2026/05/28 20.67% 14.23% 8.75% 4.18% 3.37% 1.9% 2.99% 1.44% 1.91% 2.11%
2026/05/29 20.27% 13.8% 7.92% 4.72% 3.28% 2.35% 3.46% 1.79% 2.47% 2.63%
2026/05/30 20.8% 11.82% 8.1% 6.18% 3.06% 3.18% 3.04% 2.08% 1.41% 1.52%
2026/05/31 20.86% 11.28% 10.42% 5.86% 3.8% 3.4% 2.91% 2.48% 1.94% 1.38%
  • britishgas.co.uk
  • octopus.energy
  • uswitch.com
  • eonnext.com
  • edfenergy.com
  • boxt.co.uk
  • iheat.co.uk
  • airahome.com
  • energyperformancecertificates.co.uk
  • scottishpower.co.uk

Copyright © Adthena. All rights reserved.

British Gas led May 2026 with a steady rise, peaking at 21.94% on the 27th. Octopus Energy fluctuated, ending at 11.28%. Uswitch saw a late surge, closing at 10.42%. Scottish Power’s share declined, finishing at 1.38%.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/05/01 320
2026/05/02 296
2026/05/03 306
2026/05/04 339
2026/05/05 348
2026/05/06 356
2026/05/07 351
2026/05/08 349
2026/05/09 303
2026/05/10 316
2026/05/11 426
2026/05/12 506
2026/05/13 484
2026/05/14 495
2026/05/15 349
2026/05/16 475
2026/05/17 485
2026/05/18 511
2026/05/19 495
2026/05/20 544
2026/05/21 554
2026/05/22 545
2026/05/23 522
2026/05/24 528
2026/05/25 548
2026/05/26 552
2026/05/27 553
2026/05/28 561
2026/05/29 533
2026/05/30 524
2026/05/31 529

Copyright © Adthena. All rights reserved.

May began with 320 advertisers, fluctuating initially, then surged mid-month, peaking at 561. The month concluded with 529 advertisers, reflecting a dynamic landscape.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
britishgas.co.uk 0.57%
moneysavingexpert.com 0.51%
generators-direct.co.uk 0.48%
electricheatingexpert.co.uk 0.38%
ecowizard.co.uk 0.38%
energyperformancecertificates.co.uk -0.62%
scottishpower.co.uk -0.66%
airahome.com -0.78%
glowgreenltd.com -0.92%
hivehome.com -1.45%

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British Gas surged with a 0.57 increase, while Hive Home faced a 1.45 decline. Moneysavingexpert.com gained 0.51, contrasting Glow Green’s 0.92 drop.

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.

Date britishgas.co.uk octopus.energy eonnext.com uswitch.com edfenergy.com airahome.com hivehome.com boxt.co.uk energyperformancecertificates.co.uk iheat.co.uk
2026/05/01 12.13% 12.9% 4.87% 3.46% 2.82% 6.28% 5.09% 1.53% 3.03% 1.94%
2026/05/02 15.95% 13.71% 7.87% 3.23% 2.02% 6.95% 5.42% 2.11% 2.95% 2.77%
2026/05/03 12.48% 15.86% 7.28% 4.65% 2.35% 4.88% 4.76% 2.46% 4.05% 2.5%
2026/05/04 12.51% 14.01% 7.02% 3.97% 2.66% 4.83% 5.37% 2.31% 4.74% 2.26%
2026/05/05 12.21% 12.03% 6.83% 4.64% 2.31% 3.84% 5.27% 1.95% 3.64% 1.92%
2026/05/06 12.11% 12.94% 6.06% 4.04% 2.44% 3.71% 3.83% 2.02% 3.23% 1.62%
2026/05/07 11.1% 12.32% 5.56% 3.44% 3.03% 4.64% 3.59% 1.2% 5.42% 1.68%
2026/05/08 13.39% 11.64% 6.12% 3.4% 3.51% 4.95% 4.39% 2.19% 3.51% 1.79%
2026/05/09 20.29% 10.73% 8.19% 4.03% 3.06% 4.17% 3.03% 1.89% 4.61% 1.97%
2026/05/10 15.39% 11.08% 8.23% 4.22% 2.33% 4.34% 3.26% 2.43% 7.24% 2.31%
2026/05/11 15.79% 10.75% 5.55% 3.96% 1.98% 5.34% 3.95% 2.05% 2.94% 2.91%
2026/05/12 13.91% 11.83% 5.18% 3.65% 2.35% 4.86% 4.01% 1.67% 2.84% 2.97%
2026/05/13 14.54% 11.02% 5.26% 3.74% 2.67% 4.63% 3.48% 1.55% 2.99% 2.28%
2026/05/14 16.62% 11.11% 5.49% 3.74% 2.36% 4.85% 3.43% 1.98% 3.03% 2.28%
2026/05/15 13.39% 11.63% 6.12% 3.4% 3.51% 4.95% 4.4% 2.17% 3.51% 1.79%
2026/05/16 13.97% 12.25% 4.29% 3.46% 2.58% 4.94% 3.83% 2.24% 2.13% 3.43%
2026/05/17 15.38% 11.82% 5.51% 3.82% 2.49% 4.73% 2.71% 2.27% 2.24% 3.2%
2026/05/18 14.42% 10.09% 4.88% 3.87% 2.98% 4.35% 0.74% 1.93% 3.2% 3.02%
2026/05/19 15.18% 10.84% 3.87% 3.92% 2.52% 5.38% 0.66% 1.43% 3.09% 2.71%
2026/05/20 15.3% 10.89% 5.05% 3.91% 1.5% 4.46% 0.69% 1.6% 2.12% 2.24%
2026/05/21 16.78% 9.73% 4.96% 4.6% 2.72% 4.48% 1.26% 1.67% 2.4% 1.98%
2026/05/22 16.79% 10.32% 5.95% 4.23% 1.97% 4.27% 0.6% 1.65% 2.29% 2.03%
2026/05/23 18.88% 13.02% 5.38% 3.8% 1.97% 4.19% 0.89% 1.89% 1.87% 1.56%
2026/05/24 18.08% 12.03% 6.2% 3.89% 1.62% 5.03% 0.88% 2.18% 2.12% 1.52%
2026/05/25 17.79% 13.11% 5.78% 3.9% 1.91% 2.42% 0.84% 1.76% 2.47% 1.47%
2026/05/26 19.17% 9.5% 5.62% 4.11% 2.51% 2.31% 1.73% 1.15% 3.62% 1.45%
2026/05/27 19.07% 10.86% 5.01% 4.66% 3.08% 2.39% 2.14% 1.05% 2.56% 2.1%
2026/05/28 18.28% 12.91% 4.65% 4.89% 3.18% 2% 2.74% 1.23% 2.23% 2.25%
2026/05/29 18.36% 12.25% 5.3% 3.81% 3.23% 2.69% 3.11% 1.73% 3.01% 2.82%
2026/05/30 17.46% 12.22% 7.19% 4.88% 2.7% 3.17% 3.51% 2.35% 1.85% 2.4%
2026/05/31 18.62% 10.07% 7.36% 6.18% 3.98% 3.84% 3.65% 2.48% 2.31% 2.23%
  • britishgas.co.uk
  • octopus.energy
  • eonnext.com
  • uswitch.com
  • edfenergy.com
  • airahome.com
  • hivehome.com
  • boxt.co.uk
  • energyperformancecertificates.co.uk
  • iheat.co.uk

Copyright © Adthena. All rights reserved.

British Gas led May with fluctuating impressions, peaking at 20.29% on the 9th. Octopus Energy saw a decline, ending at 10.07%. E.ON Next and Uswitch showed steady growth, while EDF Energy and Aira Home had mixed trends.

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.

Google Text Ad Copy Insights & Creative Trends for UK Energy, Utilities & Waste Energy Efficiency - Last month
  1. 1
    Charge Your EV For Less - From Just 9p per kWh https://www.britishgas.co.uk › british-gas › ev-tariff

    Our EV tariff works with any EV home charger. Start charging your vehicle for less today!

  2. 2
    Get A 12m Fixed Energy Tariff - Fix For 12m With E.ON Next https://www.eonnext.com › 12m › prices

    Fix your tariff and we’ll make a one-off donation to the Woodland Trust.*** Get a quote.

  3. 3
    Learn how Air Source Heat Pumps work https://www.fischerfutureheat.com

    Learn how Air Source Heat Pumps work - and when Electric Heating might be the smarter choice for comfort, control, and a lower-carbon home.

  4. 4
    Heat Pumps Explained https://www.octopus.energy

    Get a heat pump with Octopus — Heat pumps help warm your home more efficiently with heat from the air. Save £7,500 on your new...

  5. 5
    Switch To Our Fixed Price Deal - Half Price Electricity* https://www.scottishpower.co.uk

    New Fixed Price Tariff. Switch Now For Peace Of Mind. Get An Online Quote Today.

Copyright © Adthena. All rights reserved.

In the competitive landscape of energy solutions, British Gas entices with a cost-effective EV tariff, while E.ON Next combines fixed tariffs with environmental contributions. Fischer Future Heat and Octopus Energy educate on heat pumps, emphasizing efficiency and sustainability. Scottish Power offers peace of mind with fixed pricing.

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