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

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AIO Frequency

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

Frequency Percentage
Frequency 34.2537026169
65.7462973831
34%

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 2%
Seasonal 0%
Local 1%
Problem Solving 14%

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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 40.6
octopus.energy 25.33
edfenergy.com 11.89
scottishpower.co.uk 6.11
uswitch.com 3.9
eonnext.com 3.43
voldt.co.uk 0.6
cord-ev.com 0.51
scottishpower-businesssales.co.uk 0.48
utilita.co.uk 0.47
others 6.68
  • britishgas.co.uk - 40.6%
  • octopus.energy - 25.33%
  • edfenergy.com - 11.89%
  • scottishpower.co.uk - 6.11%
  • uswitch.com - 3.9%
  • eonnext.com - 3.43%
  • voldt.co.uk - 0.6%
  • cord-ev.com - 0.51%
  • scottishpower-businesssales.co.uk - 0.48%
  • utilita.co.uk - 0.47%
  • others - 6.68%

Copyright © Adthena. All rights reserved.

In the energy sector’s PPC landscape, British Gas dominates with 40.6% click share, followed by Octopus Energy at 25.33%. EDF Energy holds 11.89%, while ‘others’ collectively capture 6.68%.

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 uswitch.com edfenergy.com eonnext.com scottishpower.co.uk scottishpower-businesssales.co.uk moneysupermarket.com ecotricity.co.uk loveenergysavings.com
2026/05/01 22.03% 29.49% 6.64% 5.15% 8.03% 9.78% 1.45% 0.57% 1.48% 1.33%
2026/05/02 22.71% 31.96% 5.13% 5.67% 7.74% 9.35% 3.23% 1.26% 2.25% 0.04%
2026/05/03 23.91% 30.65% 4.66% 6.05% 7.07% 11.55% 2.63% 1.03% 3.09% 0.03%
2026/05/04 24.46% 30.81% 4.38% 6.18% 7.46% 10.86% 2.06% 1.15% 1.34% 0.31%
2026/05/05 21.39% 31.39% 7.45% 5.16% 7.02% 11.9% 1.21% 0.26% 1.19% 0.63%
2026/05/06 19.28% 33.29% 6.53% 4.18% 9.06% 13.21% 1.14% 0.06% 0.86% 0.96%
2026/05/07 19.86% 31.54% 6.14% 5.47% 7.32% 12.76% 1.27% 0.21% 0.56% 0.71%
2026/05/08 21.87% 32.32% 6.92% 4.51% 7.59% 9.93% 1.13% 0.17% 1.03% 1.22%
2026/05/09 21.74% 31.99% 4.56% 6.03% 8.28% 11.77% 1.12% 0.78% 3.13% 0.03%
2026/05/10 21.92% 30.64% 5.35% 4.8% 9.14% 13.84% 1.41% 0.22% 2.17% 0.03%
2026/05/11 22.78% 28.57% 8.55% 5.27% 8.23% 11.28% 0.62% 0.22% 1% 0.67%
2026/05/12 21.83% 25.21% 8.78% 7.52% 7.29% 11.1% 1.24% 0.55% 0.6% 1.92%
2026/05/13 22.28% 25.38% 9.36% 6.25% 6.99% 9.24% 1.78% 0.36% 0.98% 2.53%
2026/05/14 21.41% 25.14% 8.3% 6.37% 7.06% 10.89% 1.85% 0.22% 0.35% 3.74%
2026/05/15 21.84% 32.28% 6.92% 4.5% 7.59% 9.92% 1.13% 0.17% 1.03% 1.22%
2026/05/16 22.83% 23.8% 7.07% 7.25% 7.07% 9.49% 3.42% 1.83% 1.35% 1.6%
2026/05/17 23.19% 22.45% 8.18% 8.46% 6.23% 9.2% 3.9% 1.98% 2.11% 0.06%
2026/05/18 23.5% 23.25% 9.12% 8.71% 6.05% 7.98% 1.78% 0.6% 0.87% 3.34%
2026/05/19 22.85% 23.84% 10.64% 5.85% 5.06% 7.32% 1.68% 0.54% 0.91% 4.23%
2026/05/20 23.75% 23.93% 9.57% 5.94% 5.77% 6.94% 2.15% 0.58% 1.46% 4.12%
2026/05/21 22.33% 20.88% 11.5% 5.77% 6.51% 9.47% 2.12% 0.67% 1.04% 2.32%
2026/05/22 24.16% 21.99% 10.63% 4.97% 7% 9.1% 2.16% 0.85% 0.94% 1.92%
2026/05/23 26.34% 23% 7.53% 6.06% 7.67% 9.15% 3.81% 2.56% 1.46% 0.63%
2026/05/24 26.83% 24.82% 7.45% 5.31% 7.35% 8.31% 3.47% 1.65% 2.23% 0.55%
2026/05/25 24.08% 23.63% 9.47% 6.84% 8.32% 8.85% 2.34% 1% 1.73% 2.06%
2026/05/26 25.06% 23.36% 9.27% 6.19% 6.93% 10.4% 2.42% 0.75% 0.79% 1.68%
2026/05/27 22.81% 23.27% 11.31% 9.69% 4.34% 10.98% 2.05% 1.6% 0.75% 1.62%
2026/05/28 23.41% 25.05% 11.08% 8.32% 5.74% 8.85% 2.27% 2.28% 0.8% 1.84%
2026/05/29 25.71% 25% 8.62% 7.19% 6.84% 8.07% 2.28% 1.26% 0.71% 1.81%
2026/05/30 25.89% 23.5% 11.17% 7.77% 7.33% 7.16% 3.65% 2.53% 0.75% 1.04%
2026/05/31 25.67% 22.67% 14.16% 6.99% 6.81% 6.21% 3.59% 2.85% 1.26% 0.21%
  • britishgas.co.uk
  • octopus.energy
  • uswitch.com
  • edfenergy.com
  • eonnext.com
  • scottishpower.co.uk
  • scottishpower-businesssales.co.uk
  • moneysupermarket.com
  • ecotricity.co.uk
  • loveenergysavings.com

Copyright © Adthena. All rights reserved.

In May 2026, British Gas saw fluctuating PPC spend, peaking mid-month. Octopus Energy’s spend decreased after an early surge. Uswitch and EDF Energy showed steady growth, while Scottish Power’s spend declined. The month ended with diverse spending patterns.

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
2026/05/01 155
2026/05/02 148
2026/05/03 142
2026/05/04 163
2026/05/05 157
2026/05/06 168
2026/05/07 170
2026/05/08 169
2026/05/09 151
2026/05/10 155
2026/05/11 193
2026/05/12 211
2026/05/13 219
2026/05/14 210
2026/05/15 169
2026/05/16 197
2026/05/17 212
2026/05/18 214
2026/05/19 208
2026/05/20 216
2026/05/21 220
2026/05/22 232
2026/05/23 217
2026/05/24 224
2026/05/25 238
2026/05/26 233
2026/05/27 243
2026/05/28 233
2026/05/29 226
2026/05/30 223
2026/05/31 234

Copyright © Adthena. All rights reserved.

In May 2026, advertiser numbers surged from 155 to 234. Early fluctuations stabilized mid-month, leading to a strong finish.

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
uswitch.com 1.5%
voldt.co.uk 0.52%
batterseapowerstation.co.uk 0.49%
cord-ev.com 0.38%
ecowizard.co.uk 0.34%
eonnext.com -0.25%
scottishpower.co.uk -0.41%
edfenergy.com -0.73%
octopus.energy -1.19%
britishgas.co.uk -1.3%

Copyright © Adthena. All rights reserved.

In the past month, uswitch.com surged with a 1.50 increase in click share, while britishgas.co.uk faced a decline of 1.30.

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 uswitch.com edfenergy.com eonnext.com scottishpower.co.uk voldt.co.uk cord-ev.com ecowizard.co.uk scottishpower-businesssales.co.uk
2026/05/01 26.75% 33.82% 2.97% 7.09% 8.39% 8.34% 0.09% 0.15% 0.13% 1.75%
2026/05/02 26.8% 34.27% 3.55% 6.16% 8.25% 10.19% 0.09% 0.09% 0.1% 2.34%
2026/05/03 29.05% 33.36% 3.12% 7.12% 6.92% 11.24% 0.05% 0.03% 0.05% 1.94%
2026/05/04 29.94% 32.97% 2.84% 7.73% 7.11% 9.91% 0.07% 0.08% 0.09% 2.04%
2026/05/05 24.91% 36.74% 3.87% 6.35% 6.72% 10.28% 0.33% 0.28% 0.14% 1.14%
2026/05/06 21.48% 36.37% 3.4% 5.17% 10.48% 13.29% 0.35% 0.2% 0.17% 1.21%
2026/05/07 23.19% 34.96% 3.8% 6.48% 8.24% 11.25% 0.41% 0.42% 0.34% 1.52%
2026/05/08 24.63% 36.35% 4.09% 5.46% 8.19% 9.34% 0.27% 0.24% 0.28% 1.42%
2026/05/09 24.51% 33.67% 3.18% 6.27% 10.16% 11.38% 0.48% 0.14% 0.2% 0.93%
2026/05/10 26.04% 35.48% 3.34% 5.2% 9.59% 12.61% 0.04% 0.07% 0.1% 1%
2026/05/11 24.72% 29.23% 5.86% 5.28% 10.05% 10.53% 0.82% 0.52% 0.39% 0.74%
2026/05/12 25.51% 26.01% 5.51% 7.95% 7.91% 10.51% 0.85% 0.94% 0.63% 0.63%
2026/05/13 25.56% 27.35% 6.71% 6.51% 7.54% 8.16% 1.25% 1.11% 0.86% 1.16%
2026/05/14 24.75% 26.36% 5.14% 6.51% 8.52% 9.98% 0.94% 0.73% 0.81% 0.97%
2026/05/15 24.62% 36.34% 4.1% 5.45% 8.21% 9.34% 0.27% 0.24% 0.28% 1.41%
2026/05/16 25.96% 26.57% 5.78% 7.88% 8.31% 8.74% 1.49% 1.12% 0.91% 1.11%
2026/05/17 27.46% 24.73% 6.92% 9.3% 6.6% 7.66% 1.43% 0.95% 1% 1.39%
2026/05/18 27.88% 25.45% 4.81% 8.68% 6.57% 6.54% 1.72% 1.32% 1.02% 1.12%
2026/05/19 27.45% 24.69% 7.27% 6.08% 5.29% 5.09% 2.4% 1.21% 1.76% 1.14%
2026/05/20 27.81% 26.68% 5.62% 7.14% 6.37% 5.71% 2.37% 1.36% 1.65% 0.74%
2026/05/21 26.05% 20.88% 8.12% 6.08% 7.62% 9.25% 2.66% 1.51% 1.64% 1.4%
2026/05/22 28.51% 22.22% 6.76% 5.79% 7.94% 7.73% 2.93% 1.48% 1.3% 0.68%
2026/05/23 31.38% 23.55% 5.93% 5.37% 8.57% 7.74% 2.32% 1.84% 1.29% 0.71%
2026/05/24 32.43% 24.71% 5.76% 5.78% 8.43% 7.15% 1.43% 1.37% 0.85% 0.94%
2026/05/25 28.91% 24.22% 5.23% 8.02% 9.7% 7.67% 1.01% 1.29% 0.82% 0.72%
2026/05/26 31.28% 24.29% 5.08% 6.11% 7.04% 9.19% 0.82% 0.93% 0.87% 1.06%
2026/05/27 27.99% 21.84% 8.48% 9.97% 4.28% 10.01% 0.97% 0.88% 0.85% 0.67%
2026/05/28 30.09% 23.43% 7.09% 8.51% 6.27% 7.19% 1.01% 1.14% 0.65% 0.68%
2026/05/29 31.31% 23.56% 5.2% 7.07% 7.49% 5.86% 2.33% 1.5% 1.43% 0.54%
2026/05/30 30.64% 24.17% 9.7% 7.34% 7.77% 6.14% 2.26% 1.19% 0.95% 0.58%
2026/05/31 31.34% 22.19% 12.3% 7.3% 6.76% 5.06% 1.93% 1.09% 0.7% 0.54%
  • britishgas.co.uk
  • octopus.energy
  • uswitch.com
  • edfenergy.com
  • eonnext.com
  • scottishpower.co.uk
  • voldt.co.uk
  • cord-ev.com
  • ecowizard.co.uk
  • scottishpower-businesssales.co.uk

Copyright © Adthena. All rights reserved.

In May 2026, British Gas saw fluctuating impressions, peaking at 32.43% on the 24th. Octopus Energy started strong but declined, ending at 22.19%. Uswitch.com rose steadily, finishing at 12.3%. Scottish Power’s impressions varied, closing at 5.06%.

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. 1
    British Gas Energy Prices | Fair Energy from British Gas https://www.britishgas.co.uk › british-gas › energy-quote

    Also enjoy half-price electricity, 11am-4pm, every Sunday with PeakSave. You can count on us...

  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
    Switch to Octopus Energy - Voted Best Value for Money https://www.octopus.energy

    Get outrageously good service from the UK’s most awarded energy supplier.

  4. 4
    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.

  5. 5
    Compare Energy - Find Your Cheap Energy Deal https://www.uswitch.com

    Compare Energy Prices From A Range Of Suppliers. Find The Best Energy Deal For Your Needs.

Copyright © Adthena. All rights reserved.

In the competitive energy sector, British Gas entices with half-price electricity on Sundays, while E.ON Next combines fixed tariffs with eco-friendly donations. Octopus Energy highlights award-winning service, Scottish Power offers peace of mind with fixed prices, and uSwitch empowers consumers to find the best deals.

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