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.
See how often AIOs appear and how search intent is distributed across buying signals.
How often a Google AI overview appears on search terms relevant to this category.
| Frequency | Percentage |
|---|---|
| Frequency | 20.2965681114 |
| 79.7034318886 |
A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.
| Frequency | Percentage |
|---|---|
| Frequency | 56 |
| 44 |
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Here are the Top 10 competitors in the industry by Share of Clicks for the last month.
| Domain | Share of clicks |
|---|---|
| wateraid.org | 20.49 |
| grundfos.com | 10.02 |
| waterdropfilter.co.uk | 9.62 |
| uk-water-filters.co.uk | 7.49 |
| harveywatersofteners.co.uk | 5.78 |
| britishgas.co.uk | 3.25 |
| directwatertanks.co.uk | 2.83 |
| aquatru.co.uk | 2.8 |
| culligan.co.uk | 2.41 |
| brita.co.uk | 2.37 |
| others | 32.94 |
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In the water utilities PPC landscape, WaterAid.org leads with 20.49% click share, followed by Grundfos.com at 10.02%. Others collectively dominate with 32.94%, highlighting diverse competition.
Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.
| Date | wateraid.org | waterdropfilter.co.uk | harveywatersofteners.co.uk | uk-water-filters.co.uk | grundfos.com | britishgas.co.uk | aquatru.co.uk | water-softener-quotes.co.uk | minimax.co.uk | pimlicoplumbers.com |
|---|---|---|---|---|---|---|---|---|---|---|
| 2025/11/01 | 18.94% | 5.3% | 12.2% | 7.48% | 5.33% | 3.68% | 0.98% | 4.58% | 2.65% | 1.39% |
| 2025/11/02 | 17.54% | 2.33% | 13.58% | 6.87% | 5.94% | 4.12% | 1.4% | 4.25% | 2.34% | 1.73% |
| 2025/11/03 | 18.37% | 3.12% | 11.8% | 7.33% | 4.29% | 3.82% | 0.62% | 4.1% | 2.04% | 1.09% |
| 2025/11/04 | 15.06% | 7.16% | 10.32% | 12.63% | 2.9% | 2.93% | 2.25% | 3.29% | 1.86% | 2.24% |
| 2025/11/05 | 13.95% | 5.87% | 9.41% | 9.79% | 4.18% | 2.15% | 1.68% | 2.78% | 1.77% | 1.57% |
| 2025/11/06 | 16.56% | 5.34% | 11.11% | 7.6% | 4.79% | 3.32% | 1.76% | 4.89% | 2.31% | 2.35% |
| 2025/11/07 | 13.72% | 5.57% | 13.07% | 9.71% | 6.7% | 1.56% | 2.04% | 3.66% | 2.18% | 2.22% |
| 2025/11/08 | 18.82% | 9.24% | 12.62% | 8.3% | 4.75% | 2.93% | 1.18% | 4.23% | 1.94% | 1.05% |
| 2025/11/09 | 22.36% | 3.38% | 12.08% | 6.46% | 9.56% | 4.23% | 1.27% | 5.52% | 1.59% | 1.42% |
| 2025/11/10 | 21.91% | 4.01% | 9.28% | 4.63% | 5.55% | 3.53% | 2.75% | 4.72% | 1.83% | 1.87% |
| 2025/11/11 | 14.5% | 5.07% | 9.71% | 6.5% | 6.73% | 3.87% | 3.18% | 3.01% | 1.9% | 3% |
| 2025/11/12 | 15.64% | 3.58% | 9.99% | 7.69% | 4.91% | 3.69% | 3.11% | 1.32% | 1.16% | 3.75% |
| 2025/11/13 | 17.57% | 1.87% | 9.15% | 7.35% | 4.13% | 3.19% | 2.89% | 4.3% | 1.29% | 1.84% |
| 2025/11/14 | 13.01% | 7.68% | 11.37% | 8.29% | 5.86% | 2.52% | 5.72% | 3.79% | 2.03% | 2.99% |
| 2025/11/15 | 15.82% | 4.19% | 10.26% | 6.96% | 7.26% | 2.77% | 2.84% | 3.47% | 1.69% | 2.16% |
| 2025/11/16 | 21.79% | 6.38% | 11.99% | 4.78% | 4.22% | 4.28% | 2.93% | 4.83% | 1.73% | 2.51% |
| 2025/11/17 | 20.86% | 7.57% | 8.64% | 7.25% | 5.45% | 6.08% | 1.96% | 3.94% | 1.64% | 1.92% |
| 2025/11/18 | 23.64% | 3.19% | 12.43% | 6.06% | 3.8% | 4.84% | 3.61% | 4.43% | 2.06% | 3.06% |
| 2025/11/19 | 25.7% | 5.2% | 8.86% | 6.76% | 6.34% | 5.53% | 4.3% | 3.9% | 1.16% | 1.04% |
| 2025/11/20 | 27.87% | 5.3% | 12.37% | 4.58% | 6.09% | 6.38% | 2.4% | 3.15% | 0.94% | 3.79% |
| 2025/11/21 | 24.28% | 7.03% | 8.58% | 6.86% | 4.65% | 4.63% | 1.72% | 4.16% | 0.82% | 1.15% |
| 2025/11/22 | 20.06% | 6.29% | 7.89% | 7.42% | 6.04% | 8.4% | 1.63% | 2.52% | 0.8% | 2.25% |
| 2025/11/23 | 27.8% | 8.66% | 12.22% | 4.22% | 5.95% | 5.63% | 0.7% | 2.41% | 0.63% | 1.39% |
| 2025/11/24 | 21.56% | 10.03% | 7.1% | 7.44% | 5.65% | 5.79% | 2.67% | 3.99% | 1.1% | 0.71% |
| 2025/11/25 | 20.44% | 6.69% | 9.42% | 5.84% | 5.85% | 4.07% | 3.75% | 2.81% | 0.8% | 0.45% |
| 2025/11/26 | 19.84% | 9.77% | 8.94% | 3.99% | 5.15% | 3.21% | 3.38% | 2.35% | 0.31% | 2.56% |
| 2025/11/27 | 17.09% | 7.4% | 8.62% | 5.35% | 4.98% | 5.62% | 1.72% | 1.86% | 1% | 1.6% |
| 2025/11/28 | 21.25% | 10.91% | 6.44% | 3.95% | 4.77% | 3.88% | 3.27% | 2.15% | 0.83% | 4.23% |
| 2025/11/29 | 21.95% | 12.95% | 6.96% | 3.79% | 5.74% | 5.69% | 2.37% | 1.46% | 1.21% | 3.52% |
| 2025/11/30 | 22.02% | 20.33% | 6.54% | 6.38% | 5.67% | 4.1% | 3.79% | 1.82% | 0.85% | 0.72% |
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Wateraid.org’s spend share fluctuated, peaking at 27.87% on November 20. Waterdropfilter.co.uk saw a significant rise, ending at 20.33%. Harveywatersofteners.co.uk remained steady, while uk-water-filters.co.uk and grundfos.com showed minor variations. Britishgas.co.uk and aquatru.co.uk had moderate changes, with water-softener-quotes.co.uk and minimax.co.uk experiencing declines. Pimlicoplumbers.com ended with a dip.
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.
| Date | Competitor Count |
|---|---|
| 2025/11/01 | 172 |
| 2025/11/02 | 177 |
| 2025/11/03 | 201 |
| 2025/11/04 | 187 |
| 2025/11/05 | 197 |
| 2025/11/06 | 189 |
| 2025/11/07 | 190 |
| 2025/11/08 | 165 |
| 2025/11/09 | 150 |
| 2025/11/10 | 159 |
| 2025/11/11 | 151 |
| 2025/11/12 | 155 |
| 2025/11/13 | 164 |
| 2025/11/14 | 151 |
| 2025/11/15 | 142 |
| 2025/11/16 | 125 |
| 2025/11/17 | 152 |
| 2025/11/18 | 151 |
| 2025/11/19 | 148 |
| 2025/11/20 | 146 |
| 2025/11/21 | 150 |
| 2025/11/22 | 130 |
| 2025/11/23 | 132 |
| 2025/11/24 | 144 |
| 2025/11/25 | 148 |
| 2025/11/26 | 151 |
| 2025/11/27 | 155 |
| 2025/11/28 | 156 |
| 2025/11/29 | 133 |
| 2025/11/30 | 129 |
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November began with a surge in distinct advertisers, peaking at 201 on the 3rd. Mid-month saw a decline, stabilizing around 150. The month concluded with 129 advertisers, reflecting a downward trend.
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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Wateraid.org surged with a 5.83% click share increase, while brita.co.uk dropped by 2.94%. Waterdropfilter.co.uk also rose by 4.45%, contrasting with uk-water-filters.co.uk’s 2.48% decline.
Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.
| Date | waterdropfilter.co.uk | uk-water-filters.co.uk | aquatru.co.uk | wateraid.org | harveywatersofteners.co.uk | britishgas.co.uk | grundfos.com | brita.co.uk | anglianpumping.com | directwatertanks.co.uk |
|---|---|---|---|---|---|---|---|---|---|---|
| 2025/11/01 | 9.55% | 9.99% | 1.85% | 6.45% | 8.96% | 1.91% | 3.23% | 0.98% | 0.07% | 2.95% |
| 2025/11/02 | 4.56% | 8.61% | 3.19% | 5.98% | 9.53% | 2.33% | 3.66% | 0.55% | 0.06% | 3.55% |
| 2025/11/03 | 7.2% | 8.95% | 1.16% | 5.58% | 6.91% | 1.76% | 2.17% | 0.68% | 2.31% | 1.53% |
| 2025/11/04 | 10.86% | 12.28% | 3.08% | 3.91% | 6.52% | 1.18% | 1.82% | 0.36% | 2.72% | 1.61% |
| 2025/11/05 | 9.68% | 10.86% | 2.99% | 3.91% | 6.34% | 0.85% | 2.32% | 0.26% | 2.45% | 3.31% |
| 2025/11/06 | 8.55% | 10.38% | 3.38% | 4.84% | 7.83% | 1.47% | 2.7% | 0.27% | 1.36% | 4.38% |
| 2025/11/07 | 9.07% | 11.19% | 3.35% | 3.97% | 8.92% | 0.72% | 3.59% | 1.99% | 2.97% | 0.56% |
| 2025/11/08 | 15.04% | 10.17% | 2.03% | 6.43% | 9.43% | 1.77% | 2.61% | 4.33% | 0.09% | 2.11% |
| 2025/11/09 | 7% | 10.92% | 2.57% | 8.09% | 9.87% | 2.37% | 6.09% | 6.48% | 0.16% | 1.79% |
| 2025/11/10 | 7.21% | 5.33% | 5.19% | 6.45% | 5.96% | 1.75% | 2.96% | 8.34% | 5.6% | 0.31% |
| 2025/11/11 | 9.29% | 8.58% | 6.08% | 4.41% | 5.64% | 1.62% | 3.24% | 7.1% | 2.05% | 0.02% |
| 2025/11/12 | 4.76% | 9.25% | 5.1% | 4.24% | 6.97% | 1.4% | 2.33% | 1.53% | 5.42% | 2.61% |
| 2025/11/13 | 2.87% | 9.16% | 4.7% | 5.14% | 5.27% | 1.55% | 2.1% | 8.03% | 2.71% | 4.14% |
| 2025/11/14 | 12.53% | 9.66% | 9.83% | 3.29% | 7.9% | 0.96% | 3.21% | 6.38% | 1.79% | 0.74% |
| 2025/11/15 | 6.99% | 7.97% | 5.23% | 4.38% | 6.5% | 1.81% | 3.64% | 9.63% | 0.07% | 3.91% |
| 2025/11/16 | 11.62% | 6.91% | 6.27% | 7.14% | 9% | 2.49% | 2.57% | 7.65% | 0.1% | 0% |
| 2025/11/17 | 12.82% | 10.43% | 3.47% | 6.47% | 5.82% | 3.43% | 3.54% | 3.11% | 3.31% | 2.25% |
| 2025/11/18 | 5.39% | 8.25% | 6.71% | 7.52% | 10.77% | 2.58% | 2.18% | 2.46% | 2.29% | 0.67% |
| 2025/11/19 | 7.94% | 8.78% | 7.97% | 8.09% | 7.64% | 3.09% | 3.4% | 1.68% | 6.97% | 0.61% |
| 2025/11/20 | 12.33% | 7.23% | 5.5% | 9.91% | 11.55% | 3.69% | 3.78% | 0.25% | 1.98% | 0.74% |
| 2025/11/21 | 10.88% | 8.96% | 2.91% | 7.45% | 6.77% | 2.65% | 2.43% | 1.11% | 7.41% | 1.52% |
| 2025/11/22 | 11.16% | 10.74% | 2.9% | 5.85% | 4.75% | 4.68% | 3.47% | 0.62% | 0.11% | 3.49% |
| 2025/11/23 | 16.08% | 6.68% | 1.33% | 9.4% | 10.02% | 4.46% | 3.61% | 0.24% | 0.17% | 1.4% |
| 2025/11/24 | 17.3% | 10.19% | 5.24% | 6.48% | 4.62% | 3.72% | 3.51% | 0.89% | 3.05% | 0.65% |
| 2025/11/25 | 11.04% | 7.68% | 6.72% | 5.52% | 5.84% | 1.88% | 2.78% | 0.16% | 3.22% | 0.38% |
| 2025/11/26 | 14.98% | 4.65% | 5.76% | 5.67% | 7.07% | 1.5% | 2.54% | 0.86% | 4.01% | 3.67% |
| 2025/11/27 | 11.43% | 6.32% | 3.03% | 4.52% | 5.94% | 3.17% | 2.77% | 0.1% | 3.79% | 5.49% |
| 2025/11/28 | 16.19% | 4.84% | 5.4% | 5.69% | 3.71% | 2.11% | 2.23% | 0.31% | 3.49% | 1.78% |
| 2025/11/29 | 20.16% | 3.57% | 4.25% | 6.86% | 4.26% | 2.79% | 3.1% | 1.04% | 0.06% | 1.54% |
| 2025/11/30 | 31.07% | 7.23% | 6.7% | 6.6% | 3.78% | 3.29% | 3.04% | 0.39% | 0.05% | 0% |
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Waterdropfilter.co.uk surged in November, peaking at 31.07% on the 30th. Uk-water-filters.co.uk fluctuated, ending at 7.23%. Aquatru.co.uk and wateraid.org showed moderate gains, while harveywatersofteners.co.uk declined. Britishgas.co.uk and grundfos.com remained stable. Brita.co.uk and anglianpumping.com had minimal impact.
Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.
No heating or hot water? Book before 11am, we can reach 80% of people the same day. Become a...
Say goodbye to hard water with a Culligan Harvey water softener. Book your free quote now. High-quality water softeners for homes, designed for superior...
Emergency plumbing cover — Say goodbye to costly repair bills and searching for a tradesperson - we've got it covered. Our...
We Provide Quick & Reliable Boiler Repair Services, Ensuring Your Home Stays Warm. Your Comfort Is...
Wide Range Of High Quality Water Filters Such As Whole House & Fridge Style Filters. Trusted...
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In the competitive landscape of Google PPC, British Gas and Swift Plumber emphasize rapid boiler repair, promising same-day service. Harvey Water Softeners and UK Water Filters focus on water quality, highlighting British-made products and comprehensive filtration. HomeServe offers peace of mind with emergency plumbing coverage.
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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