UK Energy, Utilities & Waste Water Utilities - PPC Market Share Analysis April 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.

Water Utilities – UK

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.

AIO Frequency

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

Frequency Percentage
Frequency 37.0998059665
62.9001940335
37%

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 46
54
46%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 1%
Transactional 1%
Navigational 0%
Seasonal 0%
Local 22%
Problem Solving 2%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
uk-water-filters.co.uk 17.5
waterdropfilter.co.uk 15.8
wateraid.org 14.31
directwatertanks.co.uk 4.5
grundfos.com 4.07
britishgas.co.uk 4.01
aquatru.co.uk 3.77
kingfisherdirect.co.uk 2.51
harveywatersofteners.co.uk 1.86
phoenixwaterfilters.co.uk 1.51
others 30.16
  • uk-water-filters.co.uk - 17.5%
  • waterdropfilter.co.uk - 15.8%
  • wateraid.org - 14.31%
  • directwatertanks.co.uk - 4.5%
  • grundfos.com - 4.07%
  • britishgas.co.uk - 4.01%
  • aquatru.co.uk - 3.77%
  • kingfisherdirect.co.uk - 2.51%
  • harveywatersofteners.co.uk - 1.86%
  • phoenixwaterfilters.co.uk - 1.51%
  • others - 30.16%

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In the water utilities PPC landscape, ‘uk-water-filters.co.uk’ leads with 17.5% click share, followed by ‘waterdropfilter.co.uk’ at 15.8%. ‘Others’ collectively hold 30.16%, 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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date wateraid.org uk-water-filters.co.uk waterdropfilter.co.uk matwproject.org.uk aquatru.co.uk britishgas.co.uk directwatertanks.co.uk charitywater.org harveywatersofteners.co.uk dropletsofmercy.org.uk
2026/04/01 17.14% 12.15% 4.06% 0.52% 4.64% 4.98% 5.09% 2.3% 3.89% 0.43%
2026/04/02 17.99% 8.47% 8.91% 1.91% 2.41% 6.93% 5.26% 0.99% 3.12% 0.63%
2026/04/03 10.84% 11.35% 12.73% 0.55% 5.6% 8.2% 0.65% 1.87% 4.25% 0%
2026/04/04 11.19% 10.32% 15.4% 2.52% 4.37% 6.88% 2.58% 2.15% 5.92% 1.34%
2026/04/05 11.53% 11.82% 10.9% 1.96% 3.94% 6.9% 5.57% 2.41% 6.1% 3.08%
2026/04/06 20.5% 7.47% 8.32% 1.85% 2.95% 4.45% 3.64% 1.58% 3.53% 1.82%
2026/04/07 12.48% 9.07% 13.04% 1.14% 5.43% 5.8% 1.23% 2.68% 5.74% 3.14%
2026/04/08 18.53% 9.44% 9.93% 0.6% 5.67% 3.64% 0% 2.85% 5.42% 3.05%
2026/04/09 18.11% 11.99% 13.53% 2.07% 5.81% 4.94% 2.66% 0.71% 4.22% 3.81%
2026/04/10 31.03% 7.15% 6.36% 2.35% 3.46% 4.36% 3.03% 2.42% 5.24% 2.3%
2026/04/11 37.6% 10.35% 4.85% 0.81% 2.66% 6.53% 0% 2.75% 3.91% 3.83%
2026/04/12 27.8% 6.48% 8.66% 4.19% 3.01% 3.71% 0% 2.18% 6.04% 2.75%
2026/04/13 38.29% 3.81% 3.47% 0% 0.13% 6.64% 0.61% 2.43% 5.9% 3.51%
2026/04/14 14.62% 12.52% 11.66% 0.67% 2.23% 3.24% 0.39% 3.14% 6.64% 2.82%
2026/04/15 14.34% 10.58% 7.82% 1.46% 3.25% 4.6% 3.02% 3.23% 4.54% 1.55%
2026/04/16 13.94% 18.41% 7.93% 2.11% 4.94% 4.59% 2.33% 1.68% 3.68% 0.92%
2026/04/17 14.62% 14.02% 14.28% 1.81% 5.78% 3.93% 5.68% 0.62% 3.68% 1.27%
2026/04/18 9.75% 19.64% 21.84% 3.42% 2.73% 2.33% 3.71% 1.68% 3.49% 1.05%
2026/04/19 13.73% 16.04% 15.34% 3.1% 1.64% 3.2% 2.99% 2.12% 3.62% 1.62%
2026/04/20 12.63% 17.21% 13.88% 2.84% 1.91% 3.53% 5.07% 2.43% 3.76% 1.52%
2026/04/21 24.33% 12.05% 10.77% 2.39% 0.76% 5.09% 2.65% 0.82% 4.3% 0%
2026/04/22 12.07% 21.07% 14.17% 0.62% 0.61% 2.18% 3.14% 1.45% 3.99% 2.1%
2026/04/23 27.11% 10.08% 7.15% 4.08% 2.45% 2.52% 2.24% 2.32% 3.87% 1.78%
2026/04/24 20.63% 15.64% 12.63% 1.04% 4.29% 4.16% 3.16% 0% 3.58% 0.68%
2026/04/25 37.89% 10.61% 5.78% 6.31% 2.45% 5.2% 0% 1.21% 3.81% 5.79%
2026/04/26 18.98% 19.99% 13.45% 3.29% 4.65% 2.77% 1.17% 1.57% 2.9% 3.13%
2026/04/27 14.19% 21.32% 11.5% 3.21% 3.45% 4% 0% 0.66% 1.96% 1.9%
2026/04/28 23.73% 18.27% 11.72% 2.16% 3.88% 3.7% 1.08% 2.44% 0.26% 0%
2026/04/29 22.45% 18.21% 8.88% 1.53% 2.74% 2.96% 3.81% 1.05% 0.37% 0%
2026/04/30 25.11% 15.46% 9.92% 3.96% 3.63% 1.61% 1.53% 1.35% 0.46% 0%
  • wateraid.org
  • uk-water-filters.co.uk
  • waterdropfilter.co.uk
  • matwproject.org.uk
  • aquatru.co.uk
  • britishgas.co.uk
  • directwatertanks.co.uk
  • charitywater.org
  • harveywatersofteners.co.uk
  • dropletsofmercy.org.uk

Copyright © Adthena. All rights reserved.

Wateraid.org led April with fluctuating spend, peaking at 38.29% on the 13th. Uk-water-filters.co.uk saw a steady rise, ending at 15.46%. Waterdropfilter.co.uk’s highest was 21.84% on the 18th. Matwproject.org.uk and aquatru.co.uk maintained lower shares.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/04/01 138
2026/04/02 149
2026/04/03 155
2026/04/04 137
2026/04/05 141
2026/04/06 159
2026/04/07 160
2026/04/08 149
2026/04/09 140
2026/04/10 137
2026/04/11 116
2026/04/12 105
2026/04/13 123
2026/04/14 136
2026/04/15 134
2026/04/16 125
2026/04/17 121
2026/04/18 106
2026/04/19 112
2026/04/20 133
2026/04/21 121
2026/04/22 132
2026/04/23 131
2026/04/24 127
2026/04/25 103
2026/04/26 114
2026/04/27 139
2026/04/28 126
2026/04/29 127
2026/04/30 128

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April began with 138 advertisers, peaking at 160 on the 7th. A mid-month dip saw numbers fall to 103 on the 25th. The month concluded with a slight recovery, ending at 128 advertisers.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
uk-water-filters.co.uk 8.12%
waterdropfilter.co.uk 3.11%
reverseosmosisworld.co.uk 1.02%
osmiowater.co.uk 0.99%
brita.co.uk 0.83%
harveywatersofteners.co.uk -1.29%
aquatru.co.uk -1.32%
wateraid.org -1.45%
britishgas.co.uk -1.86%
grundfos.com -2.47%

Copyright © Adthena. All rights reserved.

In the past month, uk-water-filters.co.uk surged with an 8.12% click share increase, while grundfos.com faced a 2.47% decline.

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.

Date uk-water-filters.co.uk waterdropfilter.co.uk aquatru.co.uk wateraid.org plumbingsuperstore.co.uk matwproject.org.uk kingfisherdirect.co.uk directwatertanks.co.uk britishgas.co.uk harveywatersofteners.co.uk
2026/04/01 14.56% 6.21% 7.98% 3.86% 0.14% 0.64% 2.81% 4.91% 2.69% 3.51%
2026/04/02 8.75% 14.93% 3.96% 3.89% 3.42% 1.67% 5.76% 4.85% 3.81% 1.94%
2026/04/03 11.64% 20.38% 9.45% 2.61% 1.76% 0.65% 1.78% 1.07% 4.5% 2.77%
2026/04/04 9.75% 20.83% 6.88% 2.11% 1.02% 2.11% 4.22% 2.69% 3.46% 3.64%
2026/04/05 13.53% 17.03% 5.8% 2.2% 0.17% 2.17% 6.72% 5.93% 3.22% 3.8%
2026/04/06 7.8% 14.24% 4.95% 4.34% 3.42% 1.62% 5.59% 4.12% 2.2% 2.21%
2026/04/07 10.21% 18.37% 8.42% 2.44% 1.6% 1.21% 2.31% 0.99% 2.87% 3.58%
2026/04/08 11.76% 18.3% 9.12% 4.01% 4.21% 0.66% 0% 0% 1.9% 3.32%
2026/04/09 14.1% 21.99% 8.88% 3.68% 2.36% 2.21% 3.61% 2.3% 2.07% 2.44%
2026/04/10 8.81% 12.96% 5.61% 7.37% 4.38% 3.16% 2.82% 3.29% 2.44% 4.1%
2026/04/11 15.51% 11.02% 5.81% 10.2% 2.74% 1.28% 0% 0% 4.64% 3.48%
2026/04/12 6.69% 12.99% 5.75% 7.03% 3.03% 4.22% 0% 0% 2.31% 4.22%
2026/04/13 6.27% 9.66% 0.27% 11.68% 0.26% 0% 0% 0.74% 4.47% 4.81%
2026/04/14 13.32% 17.98% 4% 3.45% 2.74% 0.86% 0% 0.39% 1.8% 5.03%
2026/04/15 11.57% 12.49% 5.22% 3.24% 2.57% 1.62% 4.7% 2.53% 2.44% 3.25%
2026/04/16 20.09% 11.11% 7.53% 2.97% 3.08% 1.49% 2.98% 1.99% 2.12% 2.14%
2026/04/17 14.46% 21.14% 8.51% 2.43% 2.52% 1.82% 4.34% 4.34% 1.41% 2%
2026/04/18 18.17% 31.92% 4.24% 2.13% 1.67% 2.13% 2.38% 3.33% 0.99% 1.97%
2026/04/19 16.68% 22.86% 2.26% 2.36% 2.41% 2.36% 1.58% 2.37% 1.19% 1.95%
2026/04/20 20.04% 20.9% 3% 2.32% 1.61% 2.32% 2.76% 4.14% 1.31% 2.12%
2026/04/21 14.21% 15.39% 1.32% 5.8% 4.72% 2.9% 3.88% 3.02% 2.18% 2.93%
2026/04/22 24.52% 20.43% 0.9% 2.55% 3.25% 0.64% 1.99% 2.84% 0.85% 2.33%
2026/04/23 13.64% 13.47% 4.54% 6.09% 1.82% 4.35% 3.49% 2.33% 1.06% 3.19%
2026/04/24 16.97% 21.11% 7.21% 4.27% 0.67% 1.22% 4.9% 3.54% 2.02% 2.5%
2026/04/25 18.78% 12.69% 5.42% 11.06% 0.15% 6.91% 0% 0% 3.76% 3.31%
2026/04/26 23.82% 20.28% 6.94% 3.39% 0.07% 2.71% 0% 0.91% 1.28% 1.79%
2026/04/27 25.05% 17.23% 5.09% 2.61% 2.69% 2.61% 0.58% 0% 1.64% 1.1%
2026/04/28 22.65% 20.65% 6.21% 4.74% 0.11% 2.37% 3.18% 1.06% 1.57% 0.17%
2026/04/29 22.39% 15.01% 4.15% 4.25% 2.72% 1.6% 4.03% 3.32% 1.45% 0.29%
2026/04/30 17.27% 15.25% 5.9% 5.13% 3.28% 3.21% 2.57% 1.43% 0.67% 0.4%
  • uk-water-filters.co.uk
  • waterdropfilter.co.uk
  • aquatru.co.uk
  • wateraid.org
  • plumbingsuperstore.co.uk
  • matwproject.org.uk
  • kingfisherdirect.co.uk
  • directwatertanks.co.uk
  • britishgas.co.uk
  • harveywatersofteners.co.uk

Copyright © Adthena. All rights reserved.

April saw uk-water-filters.co.uk’s impression share fluctuate, peaking at 25.05% on the 27th. Meanwhile, waterdropfilter.co.uk surged to 31.92% on the 18th. The month concluded with uk-water-filters.co.uk leading at 17.27%.

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.

Google Text Ad Copy Insights & Creative Trends for UK Energy, Utilities & Waste Water Utilities - Last month
  1. 1
    We'll Repair Your Boiler - Same Day Service Book By 11am https://www.britishgas.co.uk › british-gas › boiler-repair

    No heating or hot water? Book before 11am, we can reach 80% of people the same day. A fixed price means no surprises. Plus a 12-month guarantee...

  2. 2
    £150 Off For Limited Time Only | The UK's No. 1 Water Softener https://www.harveywatersofteners.co.uk

    Hard water, softened with a Culligan Harvey water softener system. Find out how today. Get £150 off...

  3. 3
    HomeServe has you covered - Cover with no hidden costs https://www.homeserve.co.uk

    Say goodbye to costly repair bills and searching for a tradesperson - we've got it covered. Without cover, it could cost £246 to replace a tap (Sept 2025 BCIS...

  4. 4
    No Call-out Charges - 24/7 Service & 1 Hour Call-out https://www.pimlicoplumbers.com › services › heating

    Available 24/7 for All Home Emergencies – With You in 1 Hour Across London

  5. 5
    No Call-out Charges - Same Day https://www.plumbingforce.co.uk › emergency › boiler-repair

    Rated 9 Out Of 10 for Boiler Repairs. 1HR Response, No Hidden Charges in Your Local Area. Local Boiler Engineer...

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In the competitive landscape of Google PPC, British Gas, Harvey Water Softeners, HomeServe, Pimlico Plumbers, and Plumbing Force stand out with compelling text ads. British Gas promises same-day boiler repair with a fixed price and 12-month guarantee, emphasizing reliability. Harvey Water Softeners offers a £150 discount, highlighting value and quality. HomeServe assures coverage without hidden costs, focusing on peace of mind. Pimlico Plumbers and Plumbing Force both emphasize no call-out charges and rapid response, catering to urgent needs. These ads collectively underscore themes of trust, value, and prompt service.

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