UK Energy, Utilities & Waste Electric - PPC Market Share Analysis December 2025

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	28.4624528312
	71.5375471688

28%

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	25%
Transactional	19%
Navigational	2%
Seasonal	0%
Local	2%
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
octopus.energy	36.11
britishgas.co.uk	31.75
edfenergy.com	13.22
eonnext.com	4.07
uswitch.com	3.86
scottishpower.co.uk	2.54
utilita.co.uk	1.24
confused.com	0.61
scottishpower-businesssales.co.uk	0.61
moneysupermarket.com	0.53
others	5.46

octopus.energy - 36.11%
britishgas.co.uk - 31.75%
edfenergy.com - 13.22%
eonnext.com - 4.07%
uswitch.com - 3.86%
scottishpower.co.uk - 2.54%
utilita.co.uk - 1.24%
confused.com - 0.61%
scottishpower-businesssales.co.uk - 0.61%
moneysupermarket.com - 0.53%
others - 5.46%

In the competitive landscape of Google PPC, octopus.energy leads with a 36.11% click share, followed by britishgas.co.uk at 31.75%. EDF Energy captures 13.22%, while ‘others’ collectively hold 5.46%.

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	octopus.energy	britishgas.co.uk	uswitch.com	eonnext.com	edfenergy.com	confused.com	moneysupermarket.com	loveenergysavings.com	scottishpower-businesssales.co.uk	scottishpower.co.uk
2025/12/01	26.04%	21.84%	12.68%	7.97%	8.14%	1.24%	2.17%	1.15%	1.11%	2.77%
2025/12/02	27.98%	21.15%	12.62%	8.56%	8%	0.31%	2.71%	1.22%	0.79%	3.04%
2025/12/03	25.91%	22.47%	12.64%	10.74%	7.88%	0.18%	2.46%	0.92%	1.02%	2.44%
2025/12/04	29.05%	21.49%	14.12%	8.7%	6.34%	0.17%	1.75%	1.48%	0.71%	1.81%
2025/12/05	26.3%	22.29%	13.08%	9.47%	6.52%	0.15%	1.82%	1.32%	0.91%	2.13%
2025/12/06	34.53%	19.13%	12.09%	9.63%	8.22%	0.34%	1.36%	0.76%	0.8%	3.9%
2025/12/07	39.74%	15.65%	10.87%	10.02%	8.57%	0.14%	1.23%	0.73%	1.02%	2.82%
2025/12/08	30.25%	18.05%	13.9%	7.35%	9.28%	0.2%	1.81%	0.97%	0.94%	4.55%
2025/12/09	34.99%	15.72%	13.24%	8.19%	6.72%	0.1%	1.91%	1.11%	0.72%	4.91%
2025/12/10	34.71%	16.21%	13.31%	8.15%	6.73%	0.07%	1.18%	0.88%	1.1%	3.81%
2025/12/11	33.24%	17.96%	12.63%	8.74%	6.23%	0.09%	1.41%	1.02%	0.95%	4.06%
2025/12/12	33.88%	18.28%	11.65%	9.55%	6.68%	0.46%	0.94%	1.04%	0.81%	3.22%
2025/12/13	35.22%	15.53%	9.87%	11.84%	7.17%	0.71%	1.5%	0.8%	1.38%	4.16%
2025/12/14	37.5%	14.21%	9.7%	11.53%	8.82%	0.62%	1.29%	0.85%	1.06%	3.95%
2025/12/15	31%	16.95%	10.96%	8.17%	8.45%	0.65%	1.44%	1.26%	0.97%	3.77%
2025/12/16	32.9%	18.07%	9.61%	8.6%	8.02%	1.01%	1.56%	1.01%	0.95%	3.79%
2025/12/17	33.55%	15.99%	10.07%	9.25%	8.07%	1.54%	1.79%	1.13%	0.82%	3.6%
2025/12/18	33.57%	15.45%	12.19%	9.52%	6.57%	3.14%	1.24%	1.22%	0.95%	2.06%
2025/12/19	35.57%	13.43%	10.18%	12.72%	6.3%	2.55%	1.32%	1.23%	1.09%	3.21%
2025/12/20	36.64%	14.63%	9.58%	14.03%	6.06%	3.01%	1.29%	0.78%	1.16%	2.19%
2025/12/21	33.79%	15.26%	10.21%	14.31%	5.47%	2.78%	1.49%	0.92%	1.11%	4.26%
2025/12/22	33.33%	17.23%	11.4%	9.63%	5.08%	3.27%	1.41%	1.2%	0.93%	1.98%
2025/12/23	29.93%	21.31%	10.24%	10.46%	4.95%	4.31%	1.1%	1.62%	0.87%	2.66%
2025/12/24	30.48%	24.71%	9.24%	11.86%	4.24%	3.65%	1.4%	1.43%	1.01%	1.58%
2025/12/25	30.64%	23.52%	7.82%	13.52%	4.91%	3.36%	0.8%	1.56%	1.22%	3.46%
2025/12/26	31.4%	23.41%	8.12%	12.99%	4.98%	3.42%	0.77%	1.64%	1.31%	2.2%
2025/12/27	32.42%	24.79%	7.79%	12.57%	4.9%	4.27%	1.43%	0.77%	1.23%	1.42%
2025/12/28	31.6%	24.75%	8.13%	12.64%	4.24%	4.67%	1.94%	0.79%	1.35%	1.81%
2025/12/29	28.81%	26.98%	9.44%	10.89%	4.73%	5.67%	1.63%	1.61%	1.03%	1.88%
2025/12/30	28.76%	26.59%	8.72%	10.31%	5.65%	6.37%	1.93%	1.84%	1.16%	1.27%
2025/12/31	31.53%	23.15%	9.9%	9.58%	5.98%	5.58%	2.14%	1.85%	1.43%	1.05%

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

Octopus Energy led December with fluctuating spend, peaking mid-month. British Gas saw a late surge, while Uswitch and E.ON Next had varied trends. EDF Energy’s share declined, and Confused.com rose steadily. Scottish Power’s performance was inconsistent.

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
2025/12/01	202
2025/12/02	208
2025/12/03	202
2025/12/04	206
2025/12/05	220
2025/12/06	203
2025/12/07	200
2025/12/08	209
2025/12/09	202
2025/12/10	204
2025/12/11	223
2025/12/12	210
2025/12/13	205
2025/12/14	189
2025/12/15	226
2025/12/16	219
2025/12/17	217
2025/12/18	208
2025/12/19	217
2025/12/20	204
2025/12/21	196
2025/12/22	216
2025/12/23	207
2025/12/24	203
2025/12/25	207
2025/12/26	193
2025/12/27	197
2025/12/28	187
2025/12/29	204
2025/12/30	191
2025/12/31	180

December saw fluctuating advertiser numbers, peaking at 226 on the 15th. The month concluded with a decline, ending at 180.

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	2.74%
eonnext.com	1.09%
confused.com	0.99%
utilita.co.uk	0.24%
zolbev.com	0.16%
pod-point.com	-0.23%
edfenergy.com	-0.53%
uswitch.com	-0.56%
scottishpower.co.uk	-1.05%
octopus.energy	-1.41%

Britishgas.co.uk surged with a 2.74 increase, while octopus.energy dropped by 1.41. Eonnext.com and confused.com also rose, contrasting declines from scottishpower.co.uk and uswitch.com.

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	eonnext.com	edfenergy.com	confused.com	scottishpower-businesssales.co.uk	scottishpower.co.uk	moneysupermarket.com	sainsburysenergy.com
2025/12/01	22.55%	24.29%	9.77%	8.34%	9.74%	0.97%	2.23%	2.32%	0.94%	0.53%
2025/12/02	21.11%	27.36%	9.09%	10.89%	9.65%	0.29%	1.5%	2.46%	1.27%	0.29%
2025/12/03	22.37%	24.94%	9.05%	11.48%	9.63%	0.13%	1.85%	1.87%	1.72%	0.05%
2025/12/04	22.6%	27.64%	11.07%	8.58%	7.14%	0.16%	1.43%	2.04%	0.78%	0.37%
2025/12/05	21.79%	27.27%	9.76%	9.46%	6.93%	0.13%	1.78%	1.42%	0.77%	1.38%
2025/12/06	19.36%	33.89%	9.73%	9.32%	8.92%	0.3%	1.5%	3.98%	0.49%	2.87%
2025/12/07	18.03%	39.1%	7.95%	9.54%	9.34%	0.13%	1.82%	3.12%	0.52%	0.61%
2025/12/08	20.5%	30.43%	9.35%	7.17%	10.5%	0.19%	1.88%	4.52%	0.93%	0.48%
2025/12/09	16.04%	31.99%	11.06%	9.35%	7.48%	0.1%	1.37%	5.47%	1.91%	0.8%
2025/12/10	17.18%	34.4%	9.07%	7.91%	8.45%	0.07%	2.34%	3.43%	0.57%	0.5%
2025/12/11	20.07%	31.31%	8.3%	9.47%	6.88%	0.09%	2.09%	3.08%	0.64%	0.55%
2025/12/12	18.37%	32.26%	9.5%	10.29%	8.64%	0.38%	1.62%	2.45%	0.42%	2.9%
2025/12/13	15.55%	34.22%	7.39%	13.05%	8.87%	0.55%	2.3%	4.34%	0.54%	1.99%
2025/12/14	15.68%	35.1%	6.87%	11.11%	11.35%	0.53%	1.78%	4.53%	1.71%	1.98%
2025/12/15	16.48%	29.23%	9.4%	9.15%	10.06%	0.53%	1.71%	3.07%	0.56%	2.02%
2025/12/16	17.9%	31.9%	6.33%	8.7%	9.83%	0.73%	1.74%	4.23%	1.1%	0.25%
2025/12/17	16.05%	32.18%	7.55%	10.32%	10.6%	1.33%	1.41%	3.36%	1.28%	0.51%
2025/12/18	15.88%	33.08%	9.8%	10.58%	8.96%	2.37%	1.83%	1.64%	0.55%	0.32%
2025/12/19	13.86%	35.1%	8.31%	13.33%	7.87%	1.96%	2.04%	2.7%	1.05%	0.54%
2025/12/20	14.1%	35.31%	8.18%	16.33%	8.49%	2.14%	1.64%	2.47%	0.87%	0.67%
2025/12/21	13.93%	34.05%	7.38%	16%	7.84%	2.09%	1.86%	3.86%	1.99%	1.06%
2025/12/22	19.2%	29.07%	9.32%	9.25%	6.56%	2.08%	1.39%	1.59%	1.25%	1.53%
2025/12/23	25.46%	32.81%	6.01%	11.28%	5.54%	2.95%	1.37%	1.95%	0.36%	0.5%
2025/12/24	29.09%	32.21%	5.75%	10.61%	5.47%	2.57%	1.45%	1.44%	0.87%	0.92%
2025/12/25	27.49%	30.2%	5.63%	15.48%	5.86%	2.2%	1.56%	2.31%	0.21%	0.93%
2025/12/26	29.02%	30.73%	6.31%	11.52%	5.69%	2.25%	1.63%	1.43%	0.19%	3.42%
2025/12/27	30.73%	32.03%	6.17%	11.03%	5.66%	2.86%	1.63%	1.06%	0.85%	0.43%
2025/12/28	31.04%	30.36%	6.09%	11.26%	5.19%	3.28%	1.48%	1.89%	1.04%	0.3%
2025/12/29	32.14%	28.16%	7.99%	10.07%	6.43%	3.89%	1.27%	1.54%	0.9%	0.45%
2025/12/30	30.8%	28.94%	7.8%	8.92%	7.72%	4.63%	1.47%	1.07%	0.58%	1.32%
2025/12/31	29.51%	28.36%	10.74%	8.61%	7.63%	3.79%	1.8%	0.68%	0.52%	0.38%

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

In December 2025, British Gas started strong but dipped mid-month, recovering impressively by month’s end. Octopus Energy maintained a dominant presence, peaking mid-month. Uswitch and E.ON Next showed fluctuations, while EDF Energy and others had minor roles. The month concluded with Octopus Energy leading, followed by British Gas.

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
Locked In Prices For 2 Winters - 1 & 2 Year Tariffs Available https://www.eonnext.com
Lock in your prices with our 18 month fixed tariff. Get your quote online today. Choose from our...
3
Octopus Energy Heat Pumps - Heat Your Home And Hot Water https://www.octopus.energy
1 month free heating up to £300, order by 31 Dec 2025. T&Cs apply. See website for details. Your...
4
ScottishPower Business Energy - Electricity & Gas For Business https://www.scottishpower-businesssales.co.uk › scottishpower › forbusiness
Lock in our best business energy prices, 1–3 yr contracts and renewable options available. Find our best direct energy prices for your business – get...
5
Join Utilita Energy - Smart Pay As You Go Energy https://join.utilita.co.uk
Start your switch to Utilita in just 30 seconds & enjoy award-winning energy in your hands. Switch to Pay As You Go & we'll cover your standing charge when you don't use any energy.

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 offers stability with locked prices for up to two winters. Octopus Energy entices with a free heating month, while ScottishPower targets businesses with renewable options. Utilita simplifies switching with a quick, smart Pay As You Go model.

Frequently Asked Questions

Why is the UK Energy, Utilities & Waste Electric December 2025 Report useful and how should I use it?

Why is the UK Energy, Utilities & Waste Electric December 2025 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 December 2025 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 December 2025 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

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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.

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 December 2025 Report useful and how should I use it?

Why is the UK Energy, Utilities & Waste Electric December 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Energy, Utilities & Waste Electric December 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Energy, Utilities & Waste Electric December 2025 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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the7stars achieves Google Ads PPC campaign optimization with Adthena