Log in Book a Demo

UK Energy, Utilities & Waste Electric - PPC Market Share Analysis April 2026

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

Electric – UK

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

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

See more data

AIO Frequency

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

Frequency Percentage
Frequency 33.7107109389
66.2892890611
33%

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 54
46
54%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 27%
Transactional 19%
Navigational 1%
Seasonal 0%
Local 1%
Problem Solving 14%

Copyright © Adthena. All rights reserved.

Market Exposure

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

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

See more data
Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
britishgas.co.uk 45.67
octopus.energy 22.2
edfenergy.com 13.35
scottishpower.co.uk 7.23
eonnext.com 3.76
uswitch.com 2.56
utilita.co.uk 0.69
scottishpower-businesssales.co.uk 0.48
greenflux.com 0.23
sainsburysenergy.com 0.18
others 3.65
  • britishgas.co.uk - 45.67%
  • octopus.energy - 22.2%
  • edfenergy.com - 13.35%
  • scottishpower.co.uk - 7.23%
  • eonnext.com - 3.76%
  • uswitch.com - 2.56%
  • utilita.co.uk - 0.69%
  • scottishpower-businesssales.co.uk - 0.48%
  • greenflux.com - 0.23%
  • sainsburysenergy.com - 0.18%
  • others - 3.65%

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC for energy, British Gas dominates with a 45.67% click share. Octopus Energy follows at 22.2%, while EDF Energy holds 13.35%. Others collectively capture 3.65%.

Market Exposure

Share of Spend for the top 10 UK Energy, Utilities & Waste Electric 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. 

See more data
Share of Spend - Last Month
Share of Spend - Last Month
Date octopus.energy britishgas.co.uk scottishpower.co.uk eonnext.com uswitch.com edfenergy.com utilitybidder.co.uk scottishpower-businesssales.co.uk loveenergysavings.com switchwhiz.co.uk
2026/04/01 24.69% 22.66% 14.72% 12.74% 6.8% 5.19% 1.64% 0% 2.37% 0.97%
2026/04/02 20.66% 23.2% 16.94% 11.66% 6.85% 5.77% 1.65% 0% 2.71% 1.7%
2026/04/03 22.29% 24.81% 15.09% 12.5% 6.61% 6.54% 0.23% 0% 3.7% 1.95%
2026/04/04 22.13% 22.73% 16.71% 13.97% 4.29% 6.99% 0.18% 0% 3.49% 2.13%
2026/04/05 18.03% 24.57% 16.02% 14.24% 4.62% 8.53% 0.18% 0% 3.49% 1.96%
2026/04/06 17.95% 23.77% 12.97% 14.13% 7.8% 8.47% 0.19% 0% 3.75% 1.51%
2026/04/07 17.2% 21.37% 16.95% 12.29% 7.31% 8.45% 1.4% 0.27% 2.92% 1.32%
2026/04/08 14.58% 25.22% 15.63% 12.81% 7.11% 9.91% 1.35% 0.49% 2.46% 0.9%
2026/04/09 14.58% 24.45% 16.18% 13.49% 7.05% 8.98% 1.65% 0.82% 2.66% 0.71%
2026/04/10 17.28% 24.63% 15.31% 12.16% 6.6% 8.45% 1.06% 1.97% 2.74% 1.22%
2026/04/11 17.42% 26.14% 13.19% 13.24% 5.7% 8.79% 0.03% 2% 3.62% 2.13%
2026/04/12 16.09% 24.48% 15.77% 14.99% 5.96% 7.15% 0.04% 2.05% 3.63% 1.94%
2026/04/13 20.86% 26.41% 14.4% 10.08% 8.29% 6.74% 1.43% 1.24% 2.21% 1.06%
2026/04/14 19.29% 29.29% 13.22% 8.41% 9.21% 6.55% 1.67% 1.01% 1.87% 1.72%
2026/04/15 21.69% 28.09% 12.02% 6.9% 9.69% 6.26% 1.58% 0.68% 1.71% 1.63%
2026/04/16 24.75% 25.97% 11.36% 6.86% 7.84% 5.94% 1.65% 0.94% 2.85% 1.5%
2026/04/17 24.65% 24.39% 10.83% 8.14% 7.16% 8.04% 1.66% 0.57% 2.68% 0.95%
2026/04/18 23.56% 25.76% 9.91% 10.55% 5.77% 8.72% 0.16% 1.4% 3% 1.83%
2026/04/19 23.41% 27.7% 9.78% 11.39% 4.77% 6.77% 0.05% 1.81% 3.09% 1.82%
2026/04/20 24.92% 24.76% 11.65% 9.22% 7.5% 7.49% 1.25% 1.63% 2.33% 0.63%
2026/04/21 23.47% 30.63% 11.5% 8.16% 6.45% 6.42% 2.32% 0.55% 2.42% 0.8%
2026/04/22 21.84% 29.52% 12.85% 8.66% 5.96% 6.94% 1.85% 0.5% 2.18% 0.74%
2026/04/23 22.85% 26.58% 13.76% 8.65% 6.04% 6.59% 1.01% 0.99% 2.51% 0.73%
2026/04/24 27.67% 25.36% 11.74% 8.99% 6.11% 5.98% 1.62% 1.07% 0.92% 0.18%
2026/04/25 28.06% 27.83% 9.77% 9.67% 5.08% 7.28% 0.05% 2.31% 0.09% 0.04%
2026/04/26 28.42% 27.48% 11.02% 10.17% 6.76% 6.31% 0.05% 2.31% 0.08% 0.03%
2026/04/27 27.78% 26.98% 12.61% 8.18% 6.19% 7.17% 1.89% 1.14% 0.31% 0.03%
2026/04/28 28.5% 24.85% 13.75% 8.37% 5.75% 7.64% 1.83% 1.07% 0.38% 0.04%
2026/04/29 28.65% 23.16% 14.68% 8.22% 5.53% 7.26% 2.02% 1.33% 0.74% 0.02%
2026/04/30 26.86% 23.07% 14.72% 8.2% 6.88% 6.65% 2.04% 1.64% 0.28% 0.03%
  • octopus.energy
  • britishgas.co.uk
  • scottishpower.co.uk
  • eonnext.com
  • uswitch.com
  • edfenergy.com
  • utilitybidder.co.uk
  • scottishpower-businesssales.co.uk
  • loveenergysavings.com
  • switchwhiz.co.uk

Copyright © Adthena. All rights reserved.

April saw Octopus Energy’s spend share fluctuate, starting at 24.69% and ending at 26.86%. British Gas peaked mid-month at 30.63%, while Scottish Power’s share declined, closing at 14.72%.

Market Exposure

Competitor Count for UK Energy, Utilities & Waste Electric

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. 

See more data
Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/04/01 162
2026/04/02 158
2026/04/03 173
2026/04/04 159
2026/04/05 164
2026/04/06 187
2026/04/07 166
2026/04/08 171
2026/04/09 164
2026/04/10 172
2026/04/11 153
2026/04/12 148
2026/04/13 165
2026/04/14 164
2026/04/15 168
2026/04/16 172
2026/04/17 170
2026/04/18 154
2026/04/19 162
2026/04/20 164
2026/04/21 154
2026/04/22 162
2026/04/23 158
2026/04/24 157
2026/04/25 155
2026/04/26 142
2026/04/27 149
2026/04/28 163
2026/04/29 157
2026/04/30 165

Copyright © Adthena. All rights reserved.

April saw fluctuating advertiser numbers, peaking at 187 on April 6. The month concluded with 165 advertisers, reflecting a dynamic landscape.

Campaign Efficiency

Market Loss & Market Gains for UK Energy, Utilities & Waste Electric

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

See more data
Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
britishgas.co.uk 1.44%
octopus.energy 0.5%
scottishpower-businesssales.co.uk 0.33%
edfenergy.com 0.12%
zolbev.com 0.08%
loveenergysavings.com -0.14%
utilita.co.uk -0.18%
uswitch.com -0.25%
eonnext.com -0.95%
scottishpower.co.uk -1.08%

Copyright © Adthena. All rights reserved.

British Gas surged with a 1.44% click share increase, while Scottish Power dropped by 1.08%. Octopus Energy gained 0.5%, contrasting E.ON Next’s 0.95% decline.

Campaign Efficiency

UK Energy, Utilities & Waste Electric Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

See more data
Date octopus.energy britishgas.co.uk scottishpower.co.uk edfenergy.com eonnext.com uswitch.com scottishpower-businesssales.co.uk utilita.co.uk voldt.co.uk greenflux.com
2026/04/01 32.23% 25.4% 12.32% 6.02% 11.48% 3.57% 0% 0.14% 0.48% 0%
2026/04/02 28.42% 26.94% 13.64% 7% 10.04% 3.21% 0% 0.25% 0.47% 1.32%
2026/04/03 30.36% 27.37% 11.59% 8.4% 11.2% 3.98% 0% 0.4% 0.13% 0.6%
2026/04/04 29.42% 24.21% 14.75% 9.3% 13.46% 2.42% 0% 0.75% 0.05% 0.3%
2026/04/05 23.17% 26.97% 14.74% 10.13% 13.62% 2.98% 0% 0.8% 0.33% 0.87%
2026/04/06 22.25% 27.19% 10.63% 10.4% 13.53% 4.4% 0% 0.59% 0.36% 1.27%
2026/04/07 23.65% 26.15% 12.99% 9.78% 11.7% 3.92% 0.05% 0.61% 0.17% 1.15%
2026/04/08 18.16% 29.19% 12.71% 13.08% 12.4% 4.63% 0.08% 0.39% 0.23% 0.69%
2026/04/09 16.43% 29.63% 13.39% 9.89% 13.28% 3.39% 0.49% 0.46% 0.32% 1.3%
2026/04/10 20.85% 28.33% 14.18% 10.64% 11.24% 3.59% 2.13% 0.53% 0.06% 0.76%
2026/04/11 18.65% 29.96% 11.89% 9.45% 13.65% 4.7% 2.1% 0.67% 0.79% 1.28%
2026/04/12 20.57% 29.53% 12.08% 7.35% 15.09% 3.85% 2.1% 0.78% 0.14% 1.61%
2026/04/13 25.68% 29.7% 12.24% 8.37% 8.2% 7.85% 1.61% 0.62% 0.04% 0.35%
2026/04/14 23.75% 34.86% 9.39% 7.75% 6.87% 5.28% 1.41% 0.28% 1.06% 0.72%
2026/04/15 26.62% 31.2% 9.28% 7.35% 5.92% 7.58% 0.87% 0.31% 0.58% 0.36%
2026/04/16 31.46% 29.1% 9.66% 6.23% 5.26% 4.49% 1.2% 0.34% 1.15% 0.02%
2026/04/17 31.39% 25.24% 8.85% 8.79% 7.41% 4.86% 0.68% 0.13% 1.54% 0.7%
2026/04/18 31.06% 27.77% 5.36% 8.86% 9.5% 4.38% 1.48% 1.19% 1.05% 1.6%
2026/04/19 33.25% 30.08% 5.82% 6.38% 9.82% 2.87% 1.73% 1.1% 0.25% 0.95%
2026/04/20 31.14% 26.48% 9.75% 9.23% 8.41% 4.24% 2.28% 0.6% 0.13% 0.62%
2026/04/21 31.06% 34.59% 8.18% 7.09% 7.71% 2.89% 0.73% 0.46% 0.11% 0.02%
2026/04/22 29.29% 33.48% 9.26% 7.98% 7.67% 2.69% 0.69% 0.49% 0.51% 0.71%
2026/04/23 30.3% 31.06% 9.21% 7.55% 8.06% 3.25% 1.39% 0.42% 0.34% 0.25%
2026/04/24 35.09% 26.66% 9.42% 7.49% 8.41% 2.91% 1.31% 0.29% 0.07% 0.71%
2026/04/25 36.41% 29.81% 6.72% 7.02% 8.04% 2.74% 1.95% 1.96% 0.07% 0.96%
2026/04/26 35.7% 30.06% 7.4% 6.68% 8.49% 4.46% 2.17% 0.25% 0.05% 0.38%
2026/04/27 35.97% 29.34% 8.32% 8.1% 7.06% 2.95% 1.49% 0.27% 0.1% 0.04%
2026/04/28 37.98% 26.82% 9.75% 8% 7% 2.63% 1.51% 0.24% 0.22% 0.02%
2026/04/29 36.46% 25.76% 10.51% 8.32% 7.48% 2.6% 1.53% 0.28% 0.45% 0.66%
2026/04/30 33.16% 26.92% 10.88% 7.65% 7.35% 3.46% 1.92% 0.51% 0.35% 0.3%
  • octopus.energy
  • britishgas.co.uk
  • scottishpower.co.uk
  • edfenergy.com
  • eonnext.com
  • uswitch.com
  • scottishpower-businesssales.co.uk
  • utilita.co.uk
  • voldt.co.uk
  • greenflux.com

Copyright © Adthena. All rights reserved.

April saw Octopus Energy’s impression share fluctuate, peaking at 37.98% on the 28th. British Gas maintained a steady presence, while Scottish Power’s share dipped mid-month. EDF Energy and E.ON Next showed varied trends, with Uswitch and others holding minor shares. The month concluded with Octopus Energy leading.

Campaign Efficiency

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

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

See more data
Google Text Ad Copy Insights & Creative Trends for UK Energy, Utilities & Waste Electric - Last month
  1. 1
    British Gas Energy Prices | Fair Energy from British Gas https://www.britishgas.co.uk › british-gas › energy-quote

    Switch to our smart Tracker Tariff and helping you stay below Ofgem's Price Cap. Also enjoy half-price electricity, 11am-4pm, every Sunday with PeakSave.

  2. 2
    EDF https://www.edfenergy.com › edf › --

    Energy You Can Trust — Compare our tariffs and switch online in minutes - we handle everything. Switch to a trusted supplier and secure your energy price for two years. Fix Your Energy. Switch In...

  3. 3
    Get A Quote In Seconds - Save £100 Vs April Price Cap* https://www.eonnext.com

    Sign up to Next Pledge tariff and enjoy prices that stay below the price cap. T&Cs apply. Our Next...

  4. 4
    Switch to Octopus Energy https://www.octopus.energy

    Voted Best Value for Money — Switch to Britain's number 1 choice for energy. Backed by the Energy Switch Guarantee. Get...

  5. 5
    Compare Energy Tariffs - 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 providers, British Gas entices with smart tariffs and Sunday savings, while EDF emphasizes trust and long-term price security. E.ON Next offers savings below the price cap, Octopus Energy highlights value and reliability, and Scottish Power promotes peace of mind with fixed tariffs.

Frequently Asked Questions

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.

Thanks to Adthena’s custom location data, Origin Energy can easily monitor conditions in each state, optimize its search campaigns region-by-region, and respond with precision.Read case study

the7stars achieves 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

Get the full picture

See this data specific to your brand performance

The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

Related reports

US
Energy, Utilities & Waste

US Electric

AUS
Energy, Utilities & Waste

AUS Electric