UK Energy, Utilities & Waste Electric - PPC Market Share Analysis January 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.

Google AI Overview visibility for Energy, Utilities & Waste Electric 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	27.1899984171
	72.8100015829

27%

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	52
	48

52%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	24%
Transactional	19%
Navigational	1%
Seasonal	0%
Local	1%
Problem Solving	15%

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.

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Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
britishgas.co.uk	40.35
octopus.energy	32.2
edfenergy.com	9.92
eonnext.com	3.32
uswitch.com	3.31
scottishpower.co.uk	2.41
batterseapowerstation.co.uk	1.61
utilita.co.uk	1.18
scottishpower-businesssales.co.uk	0.72
moneysupermarket.com	0.54
others	4.44

britishgas.co.uk - 40.35%
octopus.energy - 32.2%
edfenergy.com - 9.92%
eonnext.com - 3.32%
uswitch.com - 3.31%
scottishpower.co.uk - 2.41%
batterseapowerstation.co.uk - 1.61%
utilita.co.uk - 1.18%
scottishpower-businesssales.co.uk - 0.72%
moneysupermarket.com - 0.54%
others - 4.44%

In the energy sector’s PPC landscape, British Gas leads with 40.35% click share, followed by Octopus Energy at 32.2%. EDF Energy holds 9.92%, while ‘others’ collectively capture 4.44%.

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.

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Share of Spend - Last Month

Share of Spend - Last Month
Date	britishgas.co.uk	octopus.energy	eonnext.com	edfenergy.com	uswitch.com	scottishpower.co.uk	scottishpower-businesssales.co.uk	moneysupermarket.com	loveenergysavings.com	confused.com
2026/01/01	25.25%	31.61%	10.69%	4.71%	8.86%	1.38%	1.32%	0.98%	1.6%	5.73%
2026/01/02	26.67%	31.85%	7.66%	5.13%	10.51%	1.03%	1.11%	1.31%	1.18%	4.17%
2026/01/03	29.07%	29.79%	8.43%	4.83%	10.95%	1.49%	1.23%	1.65%	0.54%	5.17%
2026/01/04	24.98%	32.78%	9.34%	4.33%	9.97%	3.56%	1.28%	1.69%	0.55%	4.88%
2026/01/05	24.55%	30.7%	7.93%	4.72%	11.75%	4.2%	1.18%	1.68%	1.04%	3.1%
2026/01/06	26.21%	30.87%	9.5%	3.98%	9.8%	3.58%	1.17%	1.42%	1.13%	1.7%
2026/01/07	22.59%	31.33%	9.86%	6.21%	10.36%	1.06%	1.44%	1.75%	1.52%	5.85%
2026/01/08	25.51%	29.09%	11.97%	5.56%	7.32%	4.58%	1.18%	1.48%	1.1%	0.74%
2026/01/09	26.79%	30.42%	9.85%	5.47%	7.86%	4.69%	1.08%	1.62%	1.28%	0.73%
2026/01/10	24.99%	30.71%	11.51%	5.59%	8.15%	5.04%	1.2%	1.96%	0.87%	1.09%
2026/01/11	28.52%	26.64%	11.25%	4.87%	9.52%	6%	1.23%	2.28%	0.89%	1.01%
2026/01/12	27.75%	28.14%	8.65%	4.4%	10.05%	4.35%	1.03%	2.54%	1.23%	1.01%
2026/01/13	25.81%	30.91%	9.04%	4.57%	9.22%	4.16%	1.25%	1.44%	1.06%	0.93%
2026/01/14	28.24%	25.02%	10.54%	4.87%	8.89%	6.39%	1.11%	0.73%	0.81%	0.81%
2026/01/15	25.35%	28.65%	9.21%	4.48%	8.82%	6.1%	1.24%	0.84%	0.71%	0.52%
2026/01/16	26.73%	30.35%	9.83%	5.46%	7.84%	4.71%	1.07%	1.62%	1.27%	0.72%
2026/01/17	25.94%	27.46%	12.57%	5.12%	8.81%	5.65%	1.46%	0.95%	1.39%	1.24%
2026/01/18	23.39%	27.87%	13.55%	4.52%	8.56%	5.55%	1.35%	0.95%	1.34%	0.88%
2026/01/19	27.98%	27.79%	9.13%	5.19%	7.4%	7.19%	1.37%	0.36%	1.3%	1.09%
2026/01/20	27.32%	26.83%	9.08%	5.94%	8.09%	6.48%	1.2%	1.04%	0.75%	1.42%
2026/01/21	31.36%	22.95%	9.42%	6.06%	7.57%	4.5%	1.96%	1.04%	0.84%	1.22%
2026/01/22	30.02%	25.79%	9.15%	6.77%	7.34%	4.73%	1.58%	1.65%	0.69%	1.2%
2026/01/23	29.08%	26.37%	8.86%	7.32%	7.18%	5.3%	1.51%	1.32%	0.67%	0.76%
2026/01/24	30.62%	28.2%	8.93%	7.04%	6.32%	5.94%	1.45%	1.2%	1.19%	0.91%
2026/01/25	28.36%	24.45%	9.89%	7.17%	8.19%	6.59%	2.55%	0.8%	1.1%	1.25%
2026/01/26	26.4%	26.99%	7.92%	9.07%	7.76%	5.35%	1.73%	1.69%	0.7%	0.72%
2026/01/27	29.01%	25.88%	6.69%	9.47%	7.72%	4.59%	1.75%	1.37%	0.7%	0.54%
2026/01/28	31.22%	25.43%	5.93%	9.09%	8.07%	4.77%	1.89%	1.88%	0.54%	0.25%
2026/01/29	31.32%	24.12%	7.64%	8.88%	7.94%	4.2%	1.86%	1.62%	0.54%	0.17%
2026/01/30	33.63%	23.13%	7.3%	7.82%	8.53%	4.45%	2.14%	1.2%	0.63%	0.2%
2026/01/31	36.21%	17.49%	9.69%	8.81%	7.98%	7.97%	2.02%	1.44%	0.94%	0.56%

britishgas.co.uk
octopus.energy
eonnext.com
edfenergy.com
uswitch.com
scottishpower.co.uk
scottishpower-businesssales.co.uk
moneysupermarket.com
loveenergysavings.com
confused.com

In January 2026, British Gas’s PPC spend share surged from 25.25% to 36.21%, while Octopus Energy’s share plummeted from 31.61% to 17.49%. E.ON Next and EDF Energy saw moderate fluctuations, ending at 9.69% and 8.81%, respectively. Scottish Power’s share rose to 7.97%, and Scottish Power Business Sales increased to 2.02%. Moneysupermarket and Love Energy Savings experienced minor changes, closing at 1.44% and 0.94%. Confused.com saw a significant drop, ending at 0.56%.

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.

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Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2026/01/01	194
2026/01/02	199
2026/01/03	186
2026/01/04	186
2026/01/05	197
2026/01/06	212
2026/01/07	180
2026/01/08	196
2026/01/09	192
2026/01/10	204
2026/01/11	199
2026/01/12	189
2026/01/13	203
2026/01/14	204
2026/01/15	203
2026/01/16	192
2026/01/17	194
2026/01/18	189
2026/01/19	194
2026/01/20	195
2026/01/21	195
2026/01/22	185
2026/01/23	185
2026/01/24	181
2026/01/25	174
2026/01/26	218
2026/01/27	205
2026/01/28	204
2026/01/29	209
2026/01/30	187
2026/01/31	203

January saw fluctuating advertiser numbers, peaking at 218 on the 26th. The month concluded with 203 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.

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Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
britishgas.co.uk	4.24%
batterseapowerstation.co.uk	3.55%
utilita.co.uk	0.52%
scottishpower.co.uk	0.22%
greenflux.com	0.18%
confused.com	-0.24%
edfenergy.com	-0.4%
eonnext.com	-0.73%
uswitch.com	-1%
octopus.energy	-6.09%

British Gas surged by 4.24%, while Octopus Energy dropped by 6.09%. Battersea Power Station rose by 3.55%, contrasting with Uswitch’s 1.0% 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.

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Date	britishgas.co.uk	octopus.energy	eonnext.com	edfenergy.com	scottishpower.co.uk	uswitch.com	scottishpower-businesssales.co.uk	moneysupermarket.com	confused.com	batterseapowerstation.co.uk
2026/01/01	31.59%	30.54%	10.65%	5.87%	0.84%	7.05%	1.47%	0.25%	4.33%	0%
2026/01/02	34.68%	30.09%	5.51%	6.04%	0.93%	7.62%	1.5%	0.44%	2.7%	0%
2026/01/03	35.42%	28.53%	6.3%	4.72%	0.97%	9.73%	1.6%	0.97%	3.51%	0%
2026/01/04	32.36%	30.35%	7.33%	4.72%	2.68%	7.86%	1.66%	1.87%	3.28%	0%
2026/01/05	31.87%	28.17%	6.66%	5.12%	4.43%	9.91%	1.66%	1.46%	2.01%	0%
2026/01/06	31.67%	29%	11.31%	4.52%	2.7%	7.37%	1.63%	0.56%	1.1%	0%
2026/01/07	30.07%	28.43%	8.51%	7.77%	0.68%	10.69%	1.81%	0.45%	3.64%	0%
2026/01/08	29.22%	28.24%	12.58%	6.13%	3.84%	4.99%	1.78%	0.65%	0.69%	0%
2026/01/09	27.87%	28.81%	10.84%	5.73%	5.47%	6.15%	1.76%	0.75%	0.58%	0%
2026/01/10	27.92%	29.95%	12.64%	6.19%	5.84%	4.56%	1.62%	0.9%	0.77%	0%
2026/01/11	31.59%	25.24%	12.08%	5.2%	6.59%	8.37%	1.62%	1.03%	0.79%	0%
2026/01/12	31.14%	27.38%	10.1%	5.71%	4.09%	7.79%	1.66%	1.22%	0.79%	0%
2026/01/13	27.18%	30.53%	9.77%	5.07%	3.67%	6.62%	2.03%	0.7%	0.79%	0%
2026/01/14	28.45%	26.92%	11.07%	5%	7.75%	6.38%	1.71%	0.35%	0.66%	0%
2026/01/15	26.4%	28.56%	9.54%	4.74%	7.42%	5.76%	1.99%	0.43%	0.53%	0%
2026/01/16	27.87%	28.81%	10.84%	5.73%	5.47%	6.15%	1.76%	0.75%	0.58%	0%
2026/01/17	28.33%	27.21%	11.79%	5.07%	5.88%	6.32%	2.02%	0.98%	0.94%	0.8%
2026/01/18	25.46%	28.82%	15.11%	4.52%	4.86%	5.44%	1.86%	0.46%	0.84%	0%
2026/01/19	26.05%	28.99%	10.11%	5.16%	9.27%	5.56%	1.8%	0.17%	0.82%	1.55%
2026/01/20	25.8%	26.18%	9.27%	5.79%	6.42%	7.13%	1.7%	0.42%	1.55%	4.3%
2026/01/21	31.46%	23.64%	8.76%	5.61%	5.36%	4.89%	3.14%	1.07%	1.15%	2.83%
2026/01/22	31.68%	27.66%	7.95%	6.19%	3.51%	3.8%	2.46%	1.39%	1.06%	4.06%
2026/01/23	29.32%	23.59%	11.91%	7.24%	4.35%	4.48%	2.21%	1.26%	0.71%	4.63%
2026/01/24	31.76%	29.17%	10.55%	5.86%	6.11%	3.66%	2.04%	0.61%	0.86%	0.88%
2026/01/25	30.64%	24.51%	9.79%	6.6%	7.36%	4.65%	3.46%	0.4%	1.13%	0%
2026/01/26	27.35%	26.03%	7.02%	9.37%	5.8%	5.69%	2.83%	1.96%	0.64%	0.88%
2026/01/27	31.52%	24.96%	6.8%	9.1%	3.88%	3.73%	2.4%	0.69%	0.53%	3.28%
2026/01/28	33.37%	24.12%	5.88%	9.28%	3.62%	5.11%	2.38%	0.88%	0.23%	4.3%
2026/01/29	33.27%	25.44%	8.01%	7.18%	4.38%	4.43%	2.38%	1.25%	0.13%	1.62%
2026/01/30	35.66%	28.58%	6.16%	7.23%	3.16%	4.04%	3.07%	0.59%	0.17%	0%
2026/01/31	39.62%	21.57%	9.09%	8.11%	6.83%	3.97%	2.37%	0.66%	0.51%	0%

britishgas.co.uk
octopus.energy
eonnext.com
edfenergy.com
scottishpower.co.uk
uswitch.com
scottishpower-businesssales.co.uk
moneysupermarket.com
confused.com
batterseapowerstation.co.uk

British Gas started January strong, peaking at 39.62% by month’s end. Octopus Energy fluctuated, ending at 21.57%. E.ON Next and EDF Energy showed modest shares, while Scottish Power and Uswitch had varied performances.

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.

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

1
British Gas Energy Prices | British Gas Electricity Tariff https://www.britishgas.co.uk › british-gas › energy-quote
Save with a fixed tariff that's cheaper than Ofgem's price cap, join British Gas today! You can count on us. Trusted by 7 million customers to take care of all things energy.
2
Fix Below January Price Cap | Get Your Quote In Seconds https://www.eonnext.com
Our 12 Month Fixed Tariff Saves You Money Vs January Price Cap. See How Much You Can Save.
3
Switch to Octopus Energy https://www.octopus.energy › switch
Voted Best Value for Money — Smart meter customers can claim Octoplus rewards worth over £200. Subject to eligibility. Switch to...
4
ScottishPower Business Energy | Electricity & Gas For Business https://www.scottishpower-businesssales.co.uk
Lock in our best business energy prices, 1–3 yr contracts and renewable options available
5
Compare Energy Tariffs - Switch To Our Fixed Price Deal https://www.scottishpower.co.uk
After You Join Us, Refer A Friend And Share Up To £120 For Every Successful Referral.

In the competitive landscape of energy PPC ads, British Gas stands out with a promise of savings below Ofgem’s price cap, trusted by 7 million. E.ON Next and Octopus Energy emphasize cost savings and rewards, while ScottishPower targets businesses and referrals, offering renewable options and incentives.

Frequently Asked Questions

Why is the UK Energy, Utilities & Waste Electric January 2026 Report useful and how should I use it?

Why is the UK Energy, Utilities & Waste Electric January 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.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

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Data within the UK Energy, Utilities & Waste Electric January 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
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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.
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The UK Energy, Utilities & Waste Electric January 2026 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

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Who is this UK Energy, Utilities & Waste Electric January 2026 Report for?

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Customer Success Stories

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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

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

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AIO Frequency

Complex Query Frequency

Search Intent Distribution

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

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

Competitor Count for UK Energy, Utilities & Waste Electric

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

UK Energy, Utilities & Waste Electric Share of Impressions

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

Frequently Asked Questions

Why is the UK Energy, Utilities & Waste Electric January 2026 Report useful and how should I use it?

Why is the UK Energy, Utilities & Waste Electric January 2026 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Energy, Utilities & Waste Electric January 2026 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Energy, Utilities & Waste Electric January 2026 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 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

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US Electric

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the7stars achieves Google Ads PPC campaign optimization with Adthena