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 | 48.8833016218 |
| 51.1166983782 |
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 |
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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 |
|---|---|
| uk-water-filters.co.uk | 16.51 |
| waterdropfilter.co.uk | 16.37 |
| wateraid.org | 8 |
| directwatertanks.co.uk | 6.47 |
| grundfos.com | 4.42 |
| aquatru.co.uk | 4.16 |
| kingfisherdirect.co.uk | 4.01 |
| water2.com | 3.68 |
| harveywatersofteners.co.uk | 2.84 |
| eastmidlandswater.com | 2.14 |
| others | 31.4 |
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In the water utilities PPC landscape, ‘others’ dominate with 31.4% click share, while ‘uk-water-filters.co.uk’ and ‘waterdropfilter.co.uk’ lead individual domains at 16.5% and 16.4%, respectively.
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 | uk-water-filters.co.uk | aquatru.co.uk | waterdropfilter.co.uk | water2.com | reverseosmosisworld.co.uk | directwatertanks.co.uk | eastmidlandswater.com | water-softener-quotes.co.uk | harveywatersofteners.co.uk | wateraid.org |
|---|---|---|---|---|---|---|---|---|---|---|
| 2026/08/01 | 11.05% | 0.78% | 3.14% | 1.36% | 1.93% | 9.21% | 1.78% | 2.25% | 4.02% | 22.81% |
| 2026/08/02 | 9.26% | 2.2% | 3.6% | 1.6% | 1.44% | 5.19% | 1.22% | 3.81% | 7.13% | 16.94% |
| 2026/08/03 | 9.38% | 0.67% | 9.84% | 1.6% | 0.71% | 4.99% | 1.13% | 3.05% | 6.29% | 22.89% |
| 2026/08/04 | 15.83% | 2.52% | 5.7% | 1.22% | 1.85% | 7.48% | 2.16% | 2.49% | 7.78% | 2.79% |
| 2026/08/05 | 14.74% | 3% | 12.91% | 1.56% | 1.3% | 4.47% | 2.19% | 3.54% | 6.76% | 11.22% |
| 2026/08/06 | 11.65% | 1.77% | 16.72% | 4.14% | 0.73% | 2.13% | 3.87% | 3.33% | 8.1% | 13.26% |
| 2026/08/07 | 11.9% | 4.05% | 10.55% | 4.03% | 0.59% | 2.61% | 3.91% | 1.7% | 5.52% | 21.39% |
| 2026/08/08 | 20.24% | 9.71% | 8.14% | 1.41% | 1.56% | 0.03% | 5.34% | 2.89% | 6.68% | 7.77% |
| 2026/08/09 | 10.45% | 3.23% | 6.51% | 9.76% | 0.52% | 5.17% | 3.26% | 2.93% | 4.43% | 18.46% |
| 2026/08/10 | 12.46% | 4.05% | 18.29% | 1.75% | 0.09% | 5.02% | 1.72% | 1.77% | 3.01% | 24.8% |
| 2026/08/11 | 11.8% | 4.98% | 23.72% | 7.18% | 0.97% | 1.49% | 0.88% | 2.91% | 5.46% | 7.18% |
| 2026/08/12 | 14.92% | 2.45% | 16.69% | 2.14% | 3.94% | 1.21% | 2.24% | 1.71% | 11.93% | 8.82% |
| 2026/08/13 | 12.27% | 2.9% | 19.83% | 4.32% | 2.36% | 0.11% | 1.65% | 1.91% | 8.1% | 14.18% |
| 2026/08/14 | 10.61% | 3.61% | 22.98% | 7.4% | 1.35% | 2.19% | 4.29% | 1.64% | 7.4% | 8.62% |
| 2026/08/15 | 6.82% | 2.3% | 12.45% | 9.87% | 0.38% | 1.93% | 2.34% | 1.84% | 7.63% | 22.33% |
| 2026/08/16 | 10.41% | 5.4% | 15.24% | 5.06% | 2.08% | 2.85% | 2.56% | 2.44% | 12.48% | 14.18% |
| 2026/08/17 | 9.44% | 3.27% | 5.79% | 1.41% | 1.26% | 4.04% | 3.2% | 5.09% | 16.78% | 16.58% |
| 2026/08/18 | 10.21% | 5.05% | 35.67% | 6.39% | 1.16% | 1.28% | 0.7% | 2.21% | 3.62% | 9.76% |
| 2026/08/19 | 11.87% | 4.68% | 9.87% | 1.12% | 0.49% | 7.42% | 2.69% | 4.91% | 5.03% | 9.71% |
| 2026/08/20 | 13.82% | 2.76% | 8.09% | 12.44% | 0.99% | 4.19% | 1.1% | 2.33% | 5.28% | 14.85% |
| 2026/08/21 | 13.61% | 3.19% | 12.89% | 6.28% | 1.93% | 2.41% | 1.04% | 2.42% | 6.43% | 17.43% |
| 2026/08/22 | 15.4% | 4.14% | 17.54% | 6.37% | 0.94% | 1.27% | 0.61% | 2.46% | 6.96% | 21.27% |
| 2026/08/23 | 13.81% | 3.59% | 12.24% | 2.62% | 1.87% | 1.9% | 4.12% | 1.87% | 5.58% | 20.61% |
| 2026/08/24 | 15.93% | 7.45% | 19.31% | 2.72% | 1.25% | 1.19% | 5.56% | 1.33% | 6.09% | 10.9% |
| 2026/08/25 | 21.54% | 4.17% | 18.71% | 5.66% | 4.29% | 0.66% | 1.05% | 1.53% | 6.68% | 13.18% |
| 2026/08/26 | 14.8% | 2.57% | 10.85% | 12.52% | 2.53% | 3.04% | 1.03% | 1.16% | 9.38% | 6.54% |
| 2026/08/27 | 16.51% | 1.88% | 15.94% | 13.3% | 2.58% | 2.26% | 0.8% | 1.69% | 2.32% | 8.09% |
| 2026/08/28 | 20.81% | 5.35% | 16.62% | 9.65% | 2.87% | 2.37% | 1.79% | 1.85% | 0.82% | 7.48% |
| 2026/08/29 | 33.65% | 4.04% | 10% | 13.37% | 2.85% | 4.39% | 2.58% | 2.03% | 1.18% | 0% |
| 2026/08/30 | 28.07% | 8.04% | 12.74% | 7.61% | 6.29% | 3.12% | 1.87% | 1.62% | 0.83% | 0% |
| 2026/08/31 | 24.88% | 11.49% | 11.3% | 7.29% | 6.08% | 3.19% | 2.66% | 1% | 0.19% | 0% |
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In August 2026, uk-water-filters.co.uk led with a significant surge, peaking at 33.65% on the 29th. Meanwhile, wateraid.org showed consistent fluctuations, ending at 7.48%. aquatru.co.uk and waterdropfilter.co.uk experienced moderate growth, closing at 11.49% and 11.3%, respectively.
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 |
|---|---|
| 2026/08/01 | 158 |
| 2026/08/02 | 158 |
| 2026/08/03 | 165 |
| 2026/08/04 | 154 |
| 2026/08/05 | 155 |
| 2026/08/06 | 148 |
| 2026/08/07 | 142 |
| 2026/08/08 | 117 |
| 2026/08/09 | 115 |
| 2026/08/10 | 124 |
| 2026/08/11 | 126 |
| 2026/08/12 | 143 |
| 2026/08/13 | 155 |
| 2026/08/14 | 143 |
| 2026/08/15 | 127 |
| 2026/08/16 | 126 |
| 2026/08/17 | 124 |
| 2026/08/18 | 126 |
| 2026/08/19 | 124 |
| 2026/08/20 | 132 |
| 2026/08/21 | 121 |
| 2026/08/22 | 119 |
| 2026/08/23 | 130 |
| 2026/08/24 | 125 |
| 2026/08/25 | 141 |
| 2026/08/26 | 140 |
| 2026/08/27 | 157 |
| 2026/08/28 | 145 |
| 2026/08/29 | 129 |
| 2026/08/30 | 130 |
| 2026/08/31 | 141 |
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August began with 158 advertisers, peaking at 165 on the 3rd. A decline followed, reaching a low of 115 on the 9th. The month concluded with a resurgence, ending at 141 advertisers.
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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In the past month, uk-water-filters.co.uk surged with a 6.73% click share increase, while wateraid.org faced a 2.5% decline. Water2.com rose by 2.54%, contrasting with finest-filters.co.uk’s 1.77% drop.
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 | aquatru.co.uk | waterdropfilter.co.uk | reverseosmosisworld.co.uk | water2.com | kingfisherdirect.co.uk | directwatertanks.co.uk | finest-filters.co.uk | eastmidlandswater.com | harveywatersofteners.co.uk |
|---|---|---|---|---|---|---|---|---|---|---|
| 2026/08/01 | 9.44% | 1.01% | 5.66% | 2.39% | 1.01% | 6.81% | 9.43% | 0.84% | 2.41% | 3.48% |
| 2026/08/02 | 7.93% | 3.07% | 4.68% | 2.19% | 1.19% | 6.8% | 5.57% | 1.1% | 0.9% | 4.15% |
| 2026/08/03 | 7.51% | 1.3% | 10.23% | 1.27% | 1.47% | 6.13% | 6.14% | 0.64% | 0.71% | 3.27% |
| 2026/08/04 | 13.64% | 6.11% | 15.6% | 1.48% | 1.95% | 2.83% | 5.1% | 5.02% | 2.07% | 2.98% |
| 2026/08/05 | 14.26% | 4.2% | 21.08% | 1.78% | 4.8% | 5.39% | 4.13% | 2.47% | 1.76% | 5.01% |
| 2026/08/06 | 10.51% | 9.93% | 24.79% | 0.65% | 6.58% | 3.08% | 3.03% | 1.01% | 4.6% | 3.94% |
| 2026/08/07 | 12.13% | 9.36% | 16.92% | 0.86% | 2.77% | 3.68% | 3.02% | 3.35% | 6.26% | 2.45% |
| 2026/08/08 | 20.38% | 15% | 12.72% | 0.94% | 1.61% | 0% | 0.03% | 0.54% | 4.39% | 4.17% |
| 2026/08/09 | 16% | 3.44% | 9.02% | 0.68% | 5.63% | 7.76% | 5.11% | 2.15% | 4.4% | 3.11% |
| 2026/08/10 | 9.51% | 4.39% | 22.28% | 0.07% | 1.62% | 7.27% | 6.91% | 0.23% | 1.72% | 1.88% |
| 2026/08/11 | 12.56% | 5.95% | 30.44% | 1.57% | 4.45% | 4.08% | 2.05% | 1.88% | 1.23% | 2.77% |
| 2026/08/12 | 14.49% | 3.73% | 18.32% | 6.39% | 1.29% | 2.04% | 1.97% | 3.51% | 3.06% | 6.46% |
| 2026/08/13 | 14.16% | 4.1% | 22.91% | 5.65% | 2.61% | 1.25% | 0.17% | 9.92% | 1.86% | 4.41% |
| 2026/08/14 | 11.41% | 7.96% | 23.42% | 1.51% | 4.19% | 3.12% | 2.45% | 4.37% | 5.13% | 3.38% |
| 2026/08/15 | 9.17% | 3.81% | 17.27% | 0.35% | 8.97% | 5.47% | 3.65% | 1% | 2.92% | 4.46% |
| 2026/08/16 | 12.14% | 8.47% | 17.05% | 3.81% | 2.82% | 3.49% | 3.23% | 7.04% | 4.59% | 4.67% |
| 2026/08/17 | 10.98% | 5.41% | 9.05% | 1.5% | 1.84% | 6.33% | 5.18% | 1.73% | 5.39% | 10.28% |
| 2026/08/18 | 10.87% | 6.39% | 34.65% | 2.1% | 4.59% | 2.84% | 1.95% | 1.59% | 1.28% | 1.9% |
| 2026/08/19 | 8.25% | 6.08% | 10.9% | 0.4% | 0.88% | 12.01% | 8.89% | 0.46% | 2.88% | 1.84% |
| 2026/08/20 | 11% | 3.52% | 9.02% | 1.11% | 9.45% | 7.18% | 5.29% | 1.34% | 1% | 2.59% |
| 2026/08/21 | 12.46% | 4.44% | 13.56% | 3.52% | 4.99% | 5.04% | 3.42% | 1.87% | 1.47% | 3.5% |
| 2026/08/22 | 18.76% | 5.6% | 24.66% | 1.09% | 5.11% | 2.79% | 2.34% | 1.82% | 0.69% | 3.85% |
| 2026/08/23 | 16.83% | 6.28% | 17.51% | 1.91% | 2.49% | 2.02% | 3.06% | 0.17% | 4.21% | 4.25% |
| 2026/08/24 | 16.62% | 12.32% | 24.57% | 0.88% | 1.65% | 3.83% | 2.15% | 2.79% | 7.9% | 2.54% |
| 2026/08/25 | 20.59% | 5.9% | 21.93% | 4.69% | 4.47% | 1.79% | 0.82% | 0.33% | 3.54% | 4.5% |
| 2026/08/26 | 16.33% | 3.15% | 12.12% | 3.57% | 9.62% | 1.75% | 3.68% | 1.76% | 1.08% | 5.16% |
| 2026/08/27 | 16.8% | 2.58% | 16.36% | 4.36% | 8.36% | 3.44% | 3.23% | 2.24% | 1.1% | 1.12% |
| 2026/08/28 | 20.31% | 7.78% | 20.08% | 2.16% | 6.25% | 3.14% | 3.53% | 1.27% | 1.54% | 0.42% |
| 2026/08/29 | 25.62% | 5.61% | 11.46% | 3.05% | 8.92% | 3.16% | 4.57% | 4.12% | 3.36% | 0.61% |
| 2026/08/30 | 26.99% | 9.35% | 11.21% | 5.96% | 5.37% | 5.13% | 4.69% | 2.63% | 1.48% | 0.26% |
| 2026/08/31 | 22.27% | 15.68% | 9.89% | 7.03% | 4.84% | 3.88% | 3.52% | 2.73% | 1.68% | 0.09% |
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In August 2026, uk-water-filters.co.uk led with a peak of 26.99% on the 30th. Waterdropfilter.co.uk surged mid-month, reaching 34.65% on the 18th. Aquatru.co.uk ended strong at 15.68% on the 31st.
Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.
Complete Reverse Osmosis Systems Great Prices & Free UK Delivery
Reverse osmosis systems for clean, soft, great-tasting water. Easy to install.
Culligan Harvey water softeners. The No.1 UK softener brand. Engineered for British homes. Experience the UK’s No.1 softener with a 90-day risk-free satisfaction guarantee. Made In Britain.
No Plumber Required — Easy Self-Installation Under Sink - No Plumber Required. Reverse Osmosis System - UK Water Filter. UK Assembled. NSF certified filtration. Shop The August Sale Now. No Proprietary Lock-in. Fast & Free Delivery. Lead Free / BPA free.
The undersink water filter that lasts a whole year and takes 10 minutes to install. Filtered water on tap with a 365 day cartridge life and an easy 10 minute setup. Multiple Payment Options.
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In the competitive world of water filtration, East Midlands Water and Fileder Filter Systems emphasize affordability and ease of installation for reverse osmosis systems. Harvey Water Softeners stands out with its British-engineered softeners, offering a risk-free trial. UK Water Filters and Water2 highlight user-friendly setups, with Water2 boasting a year-long cartridge life.
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.
How to use the UK Energy, Utilities & Waste Water Utilities August 2026 Report
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