UK Energy, Utilities & Waste Oil and Gas - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Oil and Gas 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 Oil and Gas brands

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

Share of Clicks - Last month
Domain Share of clicks
britishgas.co.uk 77.59
fueltankshop.co.uk 6.13
bp.com 4.34
calor.co.uk 3.11
flogas.co.uk 1.73
homefuelsdirect.co.uk 1.43
gasdepot.co.uk 0.52
snh.co.uk 0.45
ebay.co.uk 0.44
londongases.co.uk 0.41
others 3.85

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British Gas dominates with 77.59% click share, overshadowing competitors. Others collectively hold 3.85%, while Fuel Tank Shop and BP trail with 6.13% and 4.34%, respectively.

Market Exposure

Share of Spend for the top 10 UK Energy, Utilities & Waste Oil and Gas 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. 

Share of Spend - Last Month
Date britishgas.co.uk fueltankshop.co.uk calor.co.uk homefuelsdirect.co.uk uswitch.com oiltanksupermarket.co.uk quicktanks.co.uk gasdepot.co.uk speedyfuels.co.uk bp.com
2025/05/01 18.98% 27.19% 2.81% 2.25% 3.73% 14.17% 2.41% 3.3% 0.98% 0%
2025/05/02 19.75% 36.55% 5.31% 5.91% 7.22% 0.02% 2.22% 1.32% 0.65% 0%
2025/05/03 13.14% 57.3% 3.23% 4.7% 2.34% 4.88% 1.22% 2.47% 0.47% 0%
2025/05/04 13.46% 39.77% 4.18% 7.03% 3.54% 3.1% 2.45% 2.33% 0.03% 0%
2025/05/05 20.75% 30.58% 3.7% 4.59% 4.37% 3.78% 1.88% 2.84% 0.16% 0%
2025/05/06 41.23% 9.83% 3.52% 6.05% 5.39% 0.2% 0% 3.81% 0.07% 0%
2025/05/07 28.61% 16.45% 4.61% 6.55% 3.91% 4.84% 0.74% 3.75% 2% 0%
2025/05/08 31.96% 13.29% 4.37% 8.08% 5.22% 0.54% 0.79% 3.39% 3.49% 0%
2025/05/09 18.81% 12.82% 2.83% 4.45% 3.24% 4.88% 0% 1.32% 2.96% 28.63%
2025/05/10 28.59% 17.83% 6.25% 11.06% 5.48% 1.15% 0.87% 2.48% 3.5% 0%
2025/05/11 14.69% 42.83% 2.31% 6.22% 2.31% 0.3% 1.37% 1% 1.93% 10.93%
2025/05/12 14.21% 25.94% 2.64% 2.2% 2.36% 1.9% 0.26% 0.58% 2.41% 34.43%
2025/05/13 19.89% 22.97% 2.83% 4.11% 2.85% 2.5% 1.53% 0.44% 1.33% 24.6%
2025/05/14 18.42% 20.86% 4.99% 7.22% 3.92% 0% 1.13% 1.7% 2.76% 13.6%
2025/05/15 12.92% 25.44% 2.31% 4.89% 2.42% 1.83% 1.2% 0.46% 1.72% 32.48%
2025/05/16 14.92% 25.71% 2.83% 1.22% 3.28% 0% 1.65% 0.83% 1.14% 30.04%
2025/05/17 69.59% 20.18% 0.64% 0.92% 0.69% 0% 0.39% 0.05% 0.33% 0%
2025/05/18 83.3% 10.67% 0.38% 0.97% 0.5% 0.07% 0.29% 0.03% 0.47% 0.19%
2025/05/19 92.06% 1.73% 0.49% 0.94% 0.32% 0.15% 0.12% 0.15% 0.08% 0%
2025/05/20 85.04% 4.91% 0.87% 1.1% 0.86% 0% 0.19% 0.38% 0.96% 0%
2025/05/21 88.9% 4.06% 0.7% 0.83% 0.42% 0.15% 0.35% 0.47% 0.08% 0%
2025/05/22 88.6% 5.56% 0.64% 0.25% 0.31% 0% 0.29% 0.22% 0.36% 0%
2025/05/23 85.89% 6.09% 0.68% 0.79% 0.36% 1.24% 0.41% 0.09% 0.23% 0%
2025/05/24 87.54% 4.61% 0.43% 1.31% 0.48% 1.33% 0.3% 0.23% 0.17% 0%
2025/05/25 91% 1.94% 0.59% 0.9% 0.44% 0.92% 0.24% 0.24% 0.14% 0%
2025/05/26 87.8% 6.18% 0.44% 0.39% 0.28% 0.67% 0.42% 0.15% 0.13% 0%
2025/05/27 83.32% 6.73% 1% 1.34% 0.18% 0.88% 0.41% 0.18% 0.19% 0%
2025/05/28 92.42% 0.78% 0.68% 0.25% 0.4% 0.16% 0.12% 0.04% 0.38% 0%
2025/05/29 90.46% 3.79% 0.49% 0.98% 0.31% 0.15% 0.24% 0.07% 0.22% 0%
2025/05/30 90.3% 4.41% 0.51% 0.25% 0.21% 0.7% 0.35% 0.12% 0.1% 0%
2025/05/31 88.3% 7.09% 0.58% 0.51% 0.45% 0.3% 0.23% 0.07% 0.07% 0%

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British Gas dominated May with a significant surge mid-month, peaking at 92.06% on the 19th. Fuel Tank Shop’s share dwindled, while Calor and Home Fuels Direct saw minimal fluctuations. The month concluded with British Gas maintaining a strong lead.

Market Exposure

Competitor Count for UK Energy, Utilities & Waste Oil and Gas

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. 

Competitor Count - Last month
Date Competitor Count
2025/05/01 79
2025/05/02 80
2025/05/03 78
2025/05/04 80
2025/05/05 87
2025/05/06 81
2025/05/07 94
2025/05/08 94
2025/05/09 93
2025/05/10 93
2025/05/11 99
2025/05/12 94
2025/05/13 91
2025/05/14 96
2025/05/15 98
2025/05/16 99
2025/05/17 87
2025/05/18 91
2025/05/19 86
2025/05/20 83
2025/05/21 78
2025/05/22 79
2025/05/23 78
2025/05/24 84
2025/05/25 74
2025/05/26 87
2025/05/27 88
2025/05/28 87
2025/05/29 85
2025/05/30 84
2025/05/31 80

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In May, distinct advertisers fluctuated, peaking at 99 on the 11th and 16th. The month concluded with 80 advertisers, reflecting dynamic competition.

Campaign Efficiency

Market Loss & Market Gains for UK Energy, Utilities & Waste Oil and Gas

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

Market Loss & Market Gains - Last month
Name Market Trend
britishgas.co.uk 64.55%
calor.london 0.02%
lpggasbottles.co.uk 0%
jtatkinson.co.uk 0%
fuelfixer.co.uk 0%
flogas.co.uk -3.25%
homefuelsdirect.co.uk -3.59%
calor.co.uk -6.5%
fueltankshop.co.uk -13.04%
bp.com -23.72%

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Britishgas.co.uk surged with a 64.55% click share increase, while bp.com plummeted by 23.72%.

Campaign Efficiency

UK Energy, Utilities & Waste Oil and Gas Share of Impressions

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

Date britishgas.co.uk fueltankshop.co.uk calor.co.uk ebay.co.uk homefuelsdirect.co.uk oiltanksupermarket.co.uk gasdepot.co.uk speedyfuels.co.uk snh.co.uk bp.com
2025/05/01 14.18% 24.9% 4.07% 1.41% 3.46% 15.43% 11.37% 1.9% 0% 0%
2025/05/02 13.22% 32.36% 8.6% 4.6% 6.86% 0.01% 4.34% 1.11% 5.24% 0%
2025/05/03 8.24% 43.86% 6.11% 1.95% 5.71% 5.76% 7.92% 0.65% 1.06% 0%
2025/05/04 7.71% 29.22% 7.98% 1.5% 7.8% 2.47% 5.33% 0.02% 4.08% 0%
2025/05/05 11.64% 23.2% 8.73% 3.07% 5.41% 2.77% 11.45% 0.16% 3.01% 0%
2025/05/06 16.5% 7.26% 9.26% 2.26% 6.74% 0.16% 13.15% 0.04% 10.51% 0%
2025/05/07 10.89% 12.89% 11.9% 5.3% 7% 6.58% 11.21% 3.17% 0.98% 0%
2025/05/08 10.76% 9.28% 10.02% 5.97% 7.76% 0.7% 9.02% 4.64% 8.39% 0%
2025/05/09 7.59% 10.99% 7.01% 4.18% 5.18% 5.43% 4.89% 4.78% 5.09% 20.08%
2025/05/10 10.85% 13.44% 12.33% 6.42% 11.52% 1.57% 7.5% 4.9% 3.3% 0%
2025/05/11 7.28% 33.99% 6.84% 4.31% 7.13% 0.46% 4.03% 3.13% 2.45% 8.46%
2025/05/12 5.38% 20.32% 6.13% 5.89% 3.16% 2.16% 2.09% 3.87% 6.36% 29.2%
2025/05/13 9.72% 21.04% 6.82% 4.36% 5.45% 4.42% 1.45% 2.47% 0% 18.4%
2025/05/14 6.46% 15.39% 9.62% 9.43% 7.28% 0% 4.77% 3.63% 7.74% 9.29%
2025/05/15 6.7% 22.3% 7.16% 5% 6.45% 2.65% 1.42% 3.05% 1.48% 24.52%
2025/05/16 7.99% 23.19% 8.04% 1.85% 1.49% 0% 3.03% 2.43% 6.35% 19.5%
2025/05/17 59.51% 22.36% 2.08% 1.07% 1.47% 0% 0.2% 0.83% 1.14% 0%
2025/05/18 70.71% 14.39% 1.74% 0.58% 2.07% 0.19% 0.15% 1.31% 1.04% 0.09%
2025/05/19 82.13% 2.62% 2.53% 0.43% 1.85% 0.22% 0.87% 0.2% 0.29% 0%
2025/05/20 73.18% 5.84% 3.2% 1.28% 1.71% 0% 1.5% 2.06% 2.84% 0%
2025/05/21 79.16% 6.26% 2.86% 0.24% 1.66% 0.21% 2.51% 0.22% 0% 0%
2025/05/22 64.67% 6.42% 2.11% 0.21% 0.42% 0% 0.82% 0.78% 0.27% 0%
2025/05/23 70.28% 8.02% 2.73% 1.07% 1.55% 1.72% 0.46% 0.68% 3.82% 0%
2025/05/24 74.95% 6.69% 2.18% 0.5% 2.45% 1.83% 1.47% 0.54% 0% 0%
2025/05/25 77.39% 2.86% 2.77% 1.21% 1.74% 1.47% 1.41% 0.33% 2.53% 0%
2025/05/26 78.09% 8.94% 2.05% 0.67% 0.66% 1.06% 1.11% 0.33% 0% 0%
2025/05/27 69.82% 8.46% 3.4% 0.72% 2.42% 1.08% 0.96% 0.48% 0% 0%
2025/05/28 84.56% 1.22% 2.94% 0.92% 0.67% 0.46% 0.27% 1.11% 0% 0%
2025/05/29 79.23% 5.82% 2.23% 0.73% 1.93% 0.21% 0.46% 0.54% 0.29% 0%
2025/05/30 80.43% 6.69% 2.48% 0.61% 0.34% 1.95% 0.61% 0.29% 0% 0%
2025/05/31 77.52% 10.28% 2.47% 1.32% 0.92% 0.84% 0.43% 0.28% 0% 0%

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In May 2025, British Gas surged mid-month, peaking at 84.56% on the 28th. Fuel Tank Shop started strong but declined, ending at 10.28%. Calor’s presence waned, while eBay’s influence diminished. The month concluded with British Gas dominating.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Energy, Utilities & Waste Oil and Gas

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

  1. 1
    Our reset strategy in progress | Long term shareholder value https://on.bp.com

    We're in action delivering our new strategy to grow value. Reallocating capital to top returning businesses, reducing cost and improving performance.

  2. 2
    Gas and electricity, boilers and energy efficiency - British Gas https://www.britishgas.co.uk

    Beat future price rises by locking in a fixed tariff with us. Now you can chill until 2026. Save vs The Spring Price Cap. Plus get Half Price...

  3. 3
    Calor UK - Calor Gas https://www.calor.co.uk

    Hassle-free switch to Calor. Discover the benefits of Calor's LPG for your home energy. Over 100,000 homes and businesses choose Calor as their...

  4. 4
    British Gas https://www.energy-switcher.com › best › energy-deals

    Enter Your Postcode — Cheap energy deals, below the energy cap. Choose your contract type. Enter Your Postcode. Fix Your Energy Deal Today With A Price Below The Cap...

  5. 5
    Order Home Heating Oil Anytime | Heating Oil Orders Made Simple https://www.watsonfuels.co.uk

    Manage your home heating oil quickly and easily with the myWatson app or online portal. Place an order...

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In the competitive landscape of energy and utilities, BP’s ad highlights a strategic pivot towards long-term shareholder value, emphasizing capital reallocation and cost reduction. British Gas offers stability with fixed tariffs, while Calor promotes hassle-free LPG switching. Energy Switcher and Watson Fuels focus on cost-effective energy deals and convenient home heating solutions, respectively.

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