UK Energy, Utilities & Waste Water Utilities - PPC Market Share Analysis January 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Water Utilities category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Google AI Overview visibility for Energy, Utilities & Waste Water Utilities 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	52.450229709
	47.549770291

52%

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	45
	55

45%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	0%
Transactional	2%
Navigational	1%
Seasonal	0%
Local	20%
Problem Solving	2%

Market Exposure

Share of Clicks for top 10 UK Energy, Utilities & Waste Water Utilities 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
wateraid.org	15.61
waterdropfilter.co.uk	12.58
uk-water-filters.co.uk	9.39
grundfos.com	6.31
harveywatersofteners.co.uk	4.7
britishgas.co.uk	4.53
directwatertanks.co.uk	3.69
culligan.co.uk	3.32
aquatru.co.uk	3.24
skumawater.com	1.86
others	34.77

wateraid.org - 15.61%
waterdropfilter.co.uk - 12.58%
uk-water-filters.co.uk - 9.39%
grundfos.com - 6.31%
harveywatersofteners.co.uk - 4.7%
britishgas.co.uk - 4.53%
directwatertanks.co.uk - 3.69%
culligan.co.uk - 3.32%
aquatru.co.uk - 3.24%
skumawater.com - 1.86%
others - 34.77%

In the water utilities PPC landscape, Wateraid.org leads with 15.61% click share, followed by Waterdropfilter.co.uk at 12.58%. Others collectively hold a significant 34.77%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 UK Energy, Utilities & Waste Water Utilities 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	wateraid.org	uk-water-filters.co.uk	britishgas.co.uk	harveywatersofteners.co.uk	aquatru.co.uk	waterdropfilter.co.uk	grundfos.com	water-softener-quotes.co.uk	living-water.co.uk	minimax.co.uk
2026/01/01	0%	13.99%	4.18%	6.63%	1.7%	11.26%	2.65%	4.99%	8.55%	0.03%
2026/01/02	9.92%	7.02%	5.32%	10.89%	2.96%	10.13%	1.04%	4.3%	3.99%	2.9%
2026/01/03	8.47%	11.73%	5.99%	11.66%	1.79%	7.13%	3.43%	1.24%	5.19%	5.59%
2026/01/04	7.9%	9.06%	3.87%	10.07%	3.06%	15.06%	1.94%	6.1%	2.91%	4.87%
2026/01/05	8.39%	10.4%	3.95%	5.01%	2.63%	15.16%	1.15%	6.37%	2.62%	6.44%
2026/01/06	12.03%	10.49%	3.92%	7.2%	2.07%	23.04%	2.87%	2.42%	0.08%	1.08%
2026/01/07	8.6%	13.03%	4.95%	6.91%	2.22%	11.24%	5.11%	7.7%	1.11%	0.03%
2026/01/08	16.93%	6.72%	4.43%	5.96%	3.08%	17.17%	2.73%	1.52%	2.79%	0.43%
2026/01/09	20.63%	8.41%	3.29%	8.44%	0.59%	6.04%	5.31%	0.57%	1.84%	1.27%
2026/01/10	16.65%	8.05%	5.34%	7.84%	2.73%	14.81%	3.78%	2.09%	3.17%	2.92%
2026/01/11	13.04%	8.31%	4.34%	5.76%	2.78%	17.06%	3.09%	3.03%	2.77%	5.38%
2026/01/12	17.79%	7.29%	2.85%	8.98%	2.38%	9.73%	1.64%	0.47%	2.15%	4%
2026/01/13	13.65%	14.39%	2.83%	3.1%	4.28%	15.14%	0.67%	0.55%	0.27%	1.85%
2026/01/14	13.35%	12.03%	4.93%	5.79%	2.49%	15.37%	0.83%	0.55%	2.62%	1.27%
2026/01/15	14.7%	10.54%	3.53%	5.89%	1.64%	10.91%	0.99%	0.95%	1.85%	3.16%
2026/01/16	20.63%	8.41%	3.29%	8.44%	0.59%	6.04%	5.31%	0.57%	1.84%	1.27%
2026/01/17	12.41%	7.69%	4.34%	13.02%	2.13%	11.88%	2.65%	2.54%	3.26%	3.25%
2026/01/18	11.29%	16.55%	4.66%	6.32%	1.95%	7.53%	3.62%	0.84%	1.31%	3.16%
2026/01/19	15.4%	10.47%	2.26%	8.05%	3.85%	13.91%	1.92%	0.58%	4.27%	0.28%
2026/01/20	15.45%	13.18%	4.56%	2.42%	3.95%	12.41%	1.64%	2.13%	0.7%	4.51%
2026/01/21	13.34%	14.54%	5.86%	5.04%	2.39%	5.85%	2.33%	2.46%	1.61%	1.39%
2026/01/22	19.19%	7.1%	4.79%	6.56%	1.28%	12.88%	1.57%	2.14%	1.48%	1.16%
2026/01/23	12.97%	16.13%	7.11%	3.17%	1.42%	5.56%	5.66%	4.02%	2.4%	0.46%
2026/01/24	11.49%	6.63%	4.6%	14.64%	0.06%	8.87%	6.67%	2.39%	2.82%	1.46%
2026/01/25	18.9%	11.33%	8.33%	8.13%	2.93%	7.96%	5.29%	2.24%	3.41%	0.88%
2026/01/26	16.95%	5.77%	7.99%	6.2%	7.85%	4.69%	1.47%	3.83%	1.15%	3.26%
2026/01/27	14.5%	8.98%	7.53%	3.35%	6.11%	5.11%	1.1%	2.2%	2.49%	0.72%
2026/01/28	13.82%	7.21%	4.85%	11.18%	4.63%	5.39%	2.19%	5.5%	2.57%	1.19%
2026/01/29	16.56%	8.67%	5.63%	5.05%	6.03%	3.94%	2.13%	1.78%	4.45%	0.67%
2026/01/30	10.78%	14.36%	5.68%	6.07%	8.03%	4.36%	3.09%	3.49%	0.95%	2.29%
2026/01/31	15.3%	14.23%	6.44%	5.75%	5.46%	4.48%	2.57%	2.29%	0.98%	0.32%

wateraid.org
uk-water-filters.co.uk
britishgas.co.uk
harveywatersofteners.co.uk
aquatru.co.uk
waterdropfilter.co.uk
grundfos.com
water-softener-quotes.co.uk
living-water.co.uk
minimax.co.uk

Wateraid.org’s PPC spend share surged mid-January, peaking at 20.63%. Uk-water-filters.co.uk fluctuated, ending strong at 14.23%. Britishgas.co.uk steadily increased, closing at 6.44%. Waterdropfilter.co.uk’s early lead dwindled, finishing at 4.48%.

Market Exposure

Competitor Count for UK Energy, Utilities & Waste Water Utilities

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	151
2026/01/02	166
2026/01/03	142
2026/01/04	147
2026/01/05	175
2026/01/06	148
2026/01/07	154
2026/01/08	147
2026/01/09	147
2026/01/10	148
2026/01/11	147
2026/01/12	155
2026/01/13	161
2026/01/14	161
2026/01/15	163
2026/01/16	147
2026/01/17	151
2026/01/18	146
2026/01/19	155
2026/01/20	155
2026/01/21	134
2026/01/22	142
2026/01/23	128
2026/01/24	119
2026/01/25	122
2026/01/26	151
2026/01/27	136
2026/01/28	136
2026/01/29	141
2026/01/30	141
2026/01/31	124

January saw fluctuating advertiser numbers, peaking at 175 on the 5th, then declining to 124 by month’s end.

Campaign Efficiency

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

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
wateraid.org	1.93%
aquatru.co.uk	1.82%
britishgas.co.uk	1.65%
plumbnation.co.uk	0.96%
uk-water-filters.co.uk	0.77%
minimax.co.uk	-0.46%
phoenixwaterfilters.co.uk	-0.51%
doulton.com	-0.66%
directwatertanks.co.uk	-1.42%
waterdropfilter.co.uk	-7.25%

Wateraid.org surged with a 1.93% click share increase, while waterdropfilter.co.uk plummeted by 7.25%.

Campaign Efficiency

UK Energy, Utilities & Waste Water Utilities 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	uk-water-filters.co.uk	aquatru.co.uk	wodar.com	wateraid.org	harveywatersofteners.co.uk	waterdropfilter.co.uk	britishgas.co.uk	skumawater.com	water-softener-quotes.co.uk	directwatertanks.co.uk
2026/01/01	13.19%	1.91%	2.09%	0%	4.17%	11.67%	2.16%	0.8%	3.45%	0.7%
2026/01/02	7.35%	4.77%	1.03%	3.25%	8.75%	11.34%	3.6%	1.37%	3.67%	0.39%
2026/01/03	12.15%	3.04%	1.66%	2.69%	10.12%	11.48%	3.78%	2.73%	0.76%	0.39%
2026/01/04	10.09%	4.28%	1.57%	2.53%	8.06%	18.67%	2.35%	1.61%	5.44%	1.08%
2026/01/05	10.11%	3.74%	1.95%	2.21%	3.18%	17.57%	2.63%	1.42%	4.54%	1.61%
2026/01/06	10.18%	2.88%	0.68%	4.01%	5.79%	27.09%	2.64%	2.18%	2.02%	0.42%
2026/01/07	13.6%	3.33%	1.77%	2.61%	5.19%	12.68%	3.25%	2.65%	6.67%	1.33%
2026/01/08	7.05%	3.83%	3.07%	5.19%	4.7%	17.87%	2.62%	2.58%	1.02%	6.79%
2026/01/09	7.48%	0.8%	2.14%	6.55%	7.2%	9.8%	1.93%	0.78%	0.4%	2.5%
2026/01/10	8.08%	4.67%	3.11%	5.5%	6.34%	21.12%	3.57%	2.35%	1.89%	3.11%
2026/01/11	7.24%	3.65%	0.78%	4.22%	4.78%	18.87%	3.12%	0.75%	2.78%	3.83%
2026/01/12	7.97%	3.41%	1.9%	6.06%	7.69%	13.53%	1.42%	2.01%	0.32%	2.2%
2026/01/13	11.78%	5.55%	1.73%	4.16%	2.43%	13.53%	1.38%	3.43%	0.33%	3.17%
2026/01/14	9.6%	2.81%	4.53%	3.97%	4.49%	13.02%	2.85%	2.19%	0.31%	3.07%
2026/01/15	10.28%	2.71%	0.08%	4.87%	4.63%	12.9%	1.51%	2.74%	0.55%	2.53%
2026/01/16	7.48%	0.8%	2.14%	6.55%	7.2%	9.8%	1.93%	0.78%	0.4%	2.5%
2026/01/17	7.94%	2.64%	3.1%	3.91%	10.51%	11.29%	2.42%	2.65%	2.06%	3.79%
2026/01/18	14.17%	2.45%	3.64%	3.79%	5.2%	7.36%	2.78%	2.06%	0.48%	2.98%
2026/01/19	10.53%	5.53%	2.14%	4.44%	6.21%	14.9%	0.89%	3.34%	0.35%	1.15%
2026/01/20	13.01%	5.84%	0.87%	5.35%	1.58%	12.58%	2.88%	3.81%	2.02%	2.67%
2026/01/21	13.12%	4.29%	1.12%	4.32%	4.15%	8.74%	3.57%	2.45%	2.28%	1.89%
2026/01/22	6.86%	1.64%	5.04%	6.52%	5.47%	12.85%	2.92%	2.59%	1.32%	1.94%
2026/01/23	16.31%	2.15%	1.89%	4.16%	1.88%	11.8%	3.49%	3.69%	3.35%	2.78%
2026/01/24	8.36%	0.07%	4.37%	4%	12.26%	11.03%	1.9%	3.18%	1.66%	0.4%
2026/01/25	13.35%	4.26%	0%	7.37%	7.48%	9.93%	6.24%	3.2%	1.93%	1.25%
2026/01/26	5.99%	9.99%	1.6%	5.29%	4.03%	4.7%	4.5%	3.61%	3.21%	2.36%
2026/01/27	7.53%	7.77%	4.37%	4.81%	2.1%	5.62%	4.75%	2.03%	1.47%	2.14%
2026/01/28	6.27%	5.72%	1.63%	4.48%	8.56%	4.94%	2.61%	1.61%	4.71%	2.22%
2026/01/29	7.38%	7.4%	1.94%	5.11%	3.26%	3.54%	3.71%	2.98%	1.21%	1.74%
2026/01/30	12.81%	10.38%	2.29%	3.16%	4.32%	4.42%	3.27%	2.96%	2.53%	1.03%
2026/01/31	12.96%	7.93%	5.17%	4.8%	4.2%	4.01%	3.58%	3.24%	1.77%	0.95%

uk-water-filters.co.uk
aquatru.co.uk
wodar.com
wateraid.org
harveywatersofteners.co.uk
waterdropfilter.co.uk
britishgas.co.uk
skumawater.com
water-softener-quotes.co.uk
directwatertanks.co.uk

In January 2026, uk-water-filters.co.uk led with fluctuating impressions, peaking at 16.31%. Waterdropfilter.co.uk showed strong early performance, while aquatru.co.uk gained momentum mid-month. The month concluded with diverse shifts across advertisers.

Campaign Efficiency

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

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 Water Utilities - Last month

1
Compare Business Water - Compare Business Water Rates https://www.business-quote.co.uk › business › water-deals
Get the Best UK Business Water Offers Instantly
2
The UK's No. 1 Water Softener https://www.harveywatersofteners.co.uk
How Hard Is Your Water? Say goodbye to hard water with a Culligan Harvey water softener. Book your free quote now
3
HomeServe plumbing & drainage - Plumbing & drainage cover https://www.homeserve.co.uk
Say goodbye to costly repair bills and searching for a tradesperson - we've got it covered. Our Excellent-rated plumbing cover has been proudly protecting UK homes for over 30 years.
4
Quooker UK - Official - Free Install - Limited Offer https://www.quooker.co.uk
Book a virtual appointment with our team to see the full Quooker collection. Join us direct and unlock exclusive offers when you book a virtual demonstration. Official...
5
Business Water Supplier | Compare Business Water Costs https://www.switch-us.co.uk
More Than 70% Of Business Owners Pay Too Much For Their Water. We Are Here To Stop That.

In the competitive landscape of Google’s PPC, five advertisers stand out with compelling narratives. Business-quote.co.uk and switch-us.co.uk focus on cost-saving for businesses, emphasizing competitive water rates. Harveywatersofteners.co.uk offers a solution to hard water issues, promising a softer experience. Homeserve.co.uk provides peace of mind with comprehensive plumbing cover, while quooker.co.uk entices with exclusive offers and virtual demonstrations. Each ad uniquely addresses consumer needs, from cost efficiency to home comfort.

Frequently Asked Questions

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

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

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How often is the data updated?

Data within the UK Energy, Utilities & Waste Water Utilities 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.

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The UK Energy, Utilities & Waste Water Utilities 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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The UK Energy, Utilities & Waste Water Utilities January 2026 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
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AIO Frequency

Complex Query Frequency

Search Intent Distribution

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

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

Competitor Count for UK Energy, Utilities & Waste Water Utilities

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

UK Energy, Utilities & Waste Water Utilities Share of Impressions

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

Frequently Asked Questions

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

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

How often is the data updated?

How does Adthena collect this data?

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

Does this include mobile, desktop and Google Shopping data?

Who is this UK Energy, Utilities & Waste Water Utilities 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

Related reports

US Water Utilities

AUS Water Utilities

the7stars achieves Google Ads PPC campaign optimization with Adthena