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

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
Domain Share of clicks
britishgas.co.uk 35.25
octopus.energy 28.04
edfenergy.com 11.68
ovoenergy.com 6.39
scottishpower.co.uk 3.88
eonnext.com 2.29
uswitch.com 2.25
electricpoint.com 0.85
pod-point.com 0.84
scottishpower-businesssales.co.uk 0.64
others 7.89

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British Gas leads with 35.25% click share, followed by Octopus Energy at 28.04%. EDF Energy holds 11.68%, while ‘others’ collectively capture 7.89%.

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
Date britishgas.co.uk octopus.energy edfenergy.com uswitch.com scottishpower.co.uk eonnext.com ovoenergy.com uswitchforbusiness.com switchwhiz.co.uk loveenergysavings.com
2025/05/01 28.87% 15.19% 5.56% 7.91% 2.28% 6.81% 3.99% 2.15% 1.92% 1.52%
2025/05/02 25.17% 16.54% 7.73% 9.23% 4.01% 5.44% 3.18% 1.87% 1.57% 1.62%
2025/05/03 24.14% 24.38% 8.67% 8.98% 4.76% 6.43% 3.5% 0.32% 1.12% 1.1%
2025/05/04 23.2% 26.63% 10.58% 6.16% 4.5% 6.01% 3.32% 0.09% 1.26% 1.57%
2025/05/05 21.35% 21.18% 8.82% 6.95% 4.48% 7.01% 3.36% 2.03% 1.65% 2.32%
2025/05/06 26.77% 14.56% 10.53% 7.99% 2.7% 6.15% 3.63% 1.81% 1.45% 1.79%
2025/05/07 26.85% 14.79% 10.17% 6.83% 1.72% 7.55% 3.23% 1.92% 1.5% 1.5%
2025/05/08 26.92% 14.22% 10.2% 7.78% 3.48% 6.86% 3.71% 2.11% 1.13% 1.43%
2025/05/09 29.28% 13.18% 11.1% 6.63% 6.63% 6.24% 3.22% 2.19% 0.93% 1.26%
2025/05/10 30.9% 16.74% 12.56% 6.89% 5.09% 6.38% 3.54% 1.6% 0.59% 0.77%
2025/05/11 35.67% 21.35% 11.79% 5.42% 0.02% 6.86% 3.43% 1.05% 0.41% 0.46%
2025/05/12 33.34% 13.17% 15.04% 6.43% 2.27% 4.4% 3.37% 1.55% 0.93% 1.26%
2025/05/13 31.8% 12.18% 13.69% 6.21% 4.81% 4.28% 2.73% 1.68% 1.14% 1.51%
2025/05/14 27.61% 13.01% 14.45% 6.46% 6.67% 4.32% 2.49% 1.5% 1.22% 1.36%
2025/05/15 31.52% 11.22% 11.8% 6.08% 5.97% 5.02% 2.09% 1.7% 1.66% 2.27%
2025/05/16 31.77% 19.88% 8.66% 6.21% 2.66% 5.41% 2.38% 2.09% 1.85% 3%
2025/05/17 28.09% 33.78% 7.93% 5.94% 2.27% 5.27% 2.37% 1.48% 1.63% 2.61%
2025/05/18 27.42% 37.71% 6.35% 4.72% 2.2% 5.48% 1.91% 1.3% 1.36% 2.52%
2025/05/19 19.4% 33.25% 8.27% 6.04% 1.47% 3.84% 2.37% 2.11% 2.03% 3.91%
2025/05/20 21.96% 25.36% 8.4% 7.97% 3.74% 1.77% 2.22% 2.48% 2.05% 3.92%
2025/05/21 17.51% 29.83% 9.89% 6.15% 6.05% 1.59% 2.56% 2.46% 2.46% 3.61%
2025/05/22 20.14% 29.43% 6.8% 4.95% 5.8% 5.98% 2.35% 2.21% 2.24% 3.04%
2025/05/23 23.77% 24.74% 8.57% 5.99% 6.31% 4.79% 2.42% 2.6% 2.7% 2.96%
2025/05/24 23.62% 31.77% 8.27% 6.46% 3.61% 6.3% 3.06% 2.21% 2.62% 1.1%
2025/05/25 19.56% 39.44% 8.7% 5.16% 4.12% 6.4% 2.65% 1.92% 1.88% 0.77%
2025/05/26 22.61% 23.73% 9.99% 5.24% 6.67% 5.91% 3.37% 2.8% 3.3% 3.61%
2025/05/27 21.11% 16.89% 12.36% 4.73% 8.59% 4.02% 3.63% 2.69% 2.84% 2.88%
2025/05/28 22.78% 18.56% 9.99% 6.17% 7.82% 3.84% 3.39% 2.99% 2.6% 3.05%
2025/05/29 26.86% 20.63% 8.8% 5.13% 7.1% 3.77% 2.6% 2.09% 1.85% 2.06%
2025/05/30 26.36% 23.56% 7.63% 5.49% 6.16% 4.06% 3.33% 2.64% 1.92% 1.85%
2025/05/31 28.29% 17.14% 10.15% 7.5% 6.21% 5.97% 3.98% 2.9% 2.76% 0.68%

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British Gas led May with fluctuating spend, peaking mid-month. Octopus Energy surged in the second half, overtaking British Gas briefly. EDF Energy and Uswitch maintained steady shares, while Scottish Power and E.ON Next showed minor variations. The month concluded with British Gas regaining dominance.

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
Date Competitor Count
2025/05/01 229
2025/05/02 237
2025/05/03 241
2025/05/04 237
2025/05/05 247
2025/05/06 237
2025/05/07 258
2025/05/08 254
2025/05/09 254
2025/05/10 246
2025/05/11 247
2025/05/12 246
2025/05/13 264
2025/05/14 255
2025/05/15 258
2025/05/16 249
2025/05/17 231
2025/05/18 238
2025/05/19 228
2025/05/20 241
2025/05/21 245
2025/05/22 231
2025/05/23 223
2025/05/24 210
2025/05/25 213
2025/05/26 223
2025/05/27 211
2025/05/28 217
2025/05/29 214
2025/05/30 220
2025/05/31 202

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Advertisers peaked mid-month at 264, then steadily declined, ending May at 202.

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
Name Market Trend
octopus.energy 11.31%
scottishpower.co.uk 1.53%
ovoenergy.com 0.92%
loveenergysavings.com 0.12%
switchwhiz.co.uk 0.11%
scottishpower-businesssales.co.uk -0.42%
eonnext.com -0.54%
electricpoint.com -0.55%
edfenergy.com -0.67%
britishgas.co.uk -9.4%

Copyright © Adthena. All rights reserved.

Octopus.energy surged with an 11.31% click share increase, while britishgas.co.uk plummeted by 9.4%. Scottishpower.co.uk gained 1.53%, contrasting with scottishpower-businesssales.co.uk’s 0.42% drop.

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 edfenergy.com eonnext.com scottishpower.co.uk uswitch.com ovoenergy.com scottishpower-businesssales.co.uk pod-point.com utility-switch.co.uk
2025/05/01 28.53% 20.18% 5.4% 5.8% 1.6% 3.73% 4.1% 2.27% 1.49% 0.91%
2025/05/02 25.32% 16.7% 8.95% 6.6% 3.81% 5.69% 3.09% 2.59% 1.12% 1.27%
2025/05/03 25.12% 22.3% 7.32% 8.16% 3.9% 5.68% 3.74% 2.75% 0.75% 0.01%
2025/05/04 23.13% 23.78% 9.55% 7.6% 3.59% 4.11% 3.53% 2.92% 0.92% 0.01%
2025/05/05 22.6% 17.99% 7.31% 9.07% 3.34% 4.22% 3.38% 2.16% 1.13% 2%
2025/05/06 27.26% 15.37% 8.36% 7.01% 2.15% 4.65% 3.68% 2.79% 1.86% 1.55%
2025/05/07 26% 14.12% 9.03% 10.59% 1.64% 3.99% 3.01% 2.42% 1.78% 3.38%
2025/05/08 25.87% 14.07% 8.33% 9.43% 2.66% 5.43% 3.72% 2.5% 1.94% 1.81%
2025/05/09 27.82% 12.98% 11.06% 8.7% 5.56% 3.98% 3.04% 2.42% 1.47% 0.86%
2025/05/10 28.71% 15.7% 11.64% 8.56% 4.38% 4.49% 3.64% 2.14% 1.53% 0.01%
2025/05/11 32.52% 17.78% 13.4% 10.17% 0.01% 3.57% 3.32% 2.34% 1.18% 0.01%
2025/05/12 30.6% 13.21% 15.13% 6.77% 2.49% 3.94% 3.39% 1.22% 1.73% 0.74%
2025/05/13 29.69% 12.16% 12.89% 6.17% 4.26% 4.75% 2.8% 0.97% 2.16% 1.13%
2025/05/14 25.52% 11.96% 14.49% 6.13% 5.37% 4.47% 2.54% 1.15% 2.1% 1.63%
2025/05/15 30.09% 9.65% 11.43% 7.03% 4.32% 4.72% 2.25% 1.96% 2.15% 4.9%
2025/05/16 31.92% 17.87% 8.38% 7.84% 2.57% 4.56% 2.64% 1.42% 1.91% 2.98%
2025/05/17 26.65% 33.95% 9.44% 8.3% 2.11% 4.67% 2.71% 1.19% 1.29% 0.01%
2025/05/18 26.03% 36.14% 6.66% 8.48% 2.09% 4.78% 2.27% 1.51% 1.18% 0.01%
2025/05/19 20.02% 30.86% 7.94% 5.32% 1.89% 4.26% 2.76% 1.3% 1.77% 4.22%
2025/05/20 24.2% 26.79% 8.08% 2.28% 3.08% 5.37% 2.51% 0.57% 1.82% 2.27%
2025/05/21 20.97% 27.49% 9.49% 1.78% 4.33% 4.74% 3.1% 1.1% 1.31% 2.84%
2025/05/22 23.74% 25.78% 7.06% 9.05% 3.91% 3.32% 2.68% 0.88% 0.93% 3.79%
2025/05/23 29.34% 20.56% 7.5% 7.54% 5.12% 4.71% 2.73% 0.43% 1.26% 2.1%
2025/05/24 27% 28.62% 8.79% 10.04% 3.49% 4.06% 3.38% 0.85% 0.97% 0.01%
2025/05/25 22.71% 33.37% 8.9% 12.39% 3.19% 4.05% 3.17% 0.95% 0.84% 0.01%
2025/05/26 23.74% 24.87% 10.73% 8.3% 5.22% 3.36% 3.86% 0.49% 1.33% 0.44%
2025/05/27 22.16% 17.39% 13.01% 5.07% 6.66% 2.92% 4.24% 0.27% 1.5% 1.04%
2025/05/28 26.49% 18.81% 8.1% 5.2% 6.33% 4.09% 4% 0.51% 1.66% 3.07%
2025/05/29 30.83% 18.89% 7.14% 5.21% 5.24% 3.19% 2.87% 0.91% 1.38% 4.48%
2025/05/30 30.99% 19.84% 7.74% 6.12% 4.47% 3.21% 3.61% 1.42% 1.06% 0.95%
2025/05/31 30.97% 16.8% 8.44% 7.55% 5.68% 4.85% 4.43% 2.2% 1.7% 0.01%

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British Gas led May with fluctuating impressions, peaking at 32.52% on the 11th. Octopus Energy surged mid-month, reaching 36.14% on the 18th. EDF Energy and E.ON Next showed moderate gains, while Scottish Power and Uswitch maintained steady shares. The month concluded with British Gas at 30.97%.

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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  1. 1
    British Gas | Taking care of things https://www.britishgas.co.uk

    You make it a home, and we'll keep it warm and working. No heating? Contact us by 11am and we'll be there same day. Even if you're not a customer.

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

    Get a Free Quote — Proud to Power Over 3 Million Homes & Businesses, As Well As Public Services Like The NHS. Switching Energy Provider Has Never Been Simpler, With 4...

  3. 3
    Switch to Octopus Energy https://www.octopus.energy

    Which? Recommended For 8 Years — Rewards for using less when the grid is stressed, and smart tariffs that save you more. If...

  4. 4
    OVO Energy https://www.ovoenergy.com

    Switch to OVO Energy — Use energy at greener times of the day and get the chance to win prizes with Power Move. Pick the...

  5. 5
    Are Octopus Cheapest? - Enter Your Postcode https://energy.swicc.co.uk

    Swicc is a leading UK utilities comparison site. We'll take the hassle of comparing away.

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In the competitive landscape of energy utilities, British Gas stands out with its promise of warmth and reliability, offering same-day service even to non-customers. EDF highlights its extensive reach, powering millions, including public services. Octopus Energy and OVO Energy emphasize sustainability, with Octopus rewarding energy-saving behaviors and OVO promoting greener usage times. Swicc simplifies the decision-making process, positioning itself as a hassle-free comparison tool.

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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.

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