UK Energy, Utilities & Waste Water Utilities - PPC Market Share Analysis July 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 40.5620444925
59.4379555075
40%

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 44
56
44%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 1%
Transactional 2%
Navigational 5%
Seasonal 0%
Local 17%
Problem Solving 4%

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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 13.25
directwatertanks.co.uk 11.1
wateraid.org 9.25
waterdropfilter.co.uk 5.5
harveywatersofteners.co.uk 5.23
kingfisherdirect.co.uk 4.69
grundfos.com 3.51
britishgas.co.uk 2.47
plumbingsuperstore.co.uk 2.46
itppackaging.com 2.44
others 40.1
  • uk-water-filters.co.uk - 13.25%
  • directwatertanks.co.uk - 11.1%
  • wateraid.org - 9.25%
  • waterdropfilter.co.uk - 5.5%
  • harveywatersofteners.co.uk - 5.23%
  • kingfisherdirect.co.uk - 4.69%
  • grundfos.com - 3.51%
  • britishgas.co.uk - 2.47%
  • plumbingsuperstore.co.uk - 2.46%
  • itppackaging.com - 2.44%
  • others - 40.1%

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In the competitive landscape of Google PPC for the energy, utilities, and waste sectors, ‘others’ dominate with a 40.1% click share. ‘UK Water Filters’ follows at 13.25%, while ‘Direct Water Tanks’ captures 11.1%. ‘WaterAid’ holds 9.25%, with ‘Waterdrop Filter’ at 5.5%. ‘Harvey Water Softeners’ and ‘Kingfisher Direct’ trail closely at 5.23% and 4.69%, respectively. ‘Grundfos’ secures 3.51%, and ‘British Gas’ at 2.47%. ‘Plumbing Superstore’ and ‘ITP Packaging’ round out the list with 2.46% and 2.44%.

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 waterdropfilter.co.uk directwatertanks.co.uk uk-water-filters.co.uk harveywatersofteners.co.uk pumpexpress.co.uk water-softener-quotes.co.uk britishgas.co.uk switch-us.co.uk water2.com
2026/07/01 24.56% 1% 4.32% 6.85% 6.53% 0.65% 2.58% 5.39% 6.64% 1.7%
2026/07/02 9.68% 5.03% 3.88% 15.48% 10.23% 0.88% 3.04% 3.69% 3.68% 3.66%
2026/07/03 4.7% 2.03% 5.59% 12.75% 11.39% 4.85% 3.83% 2.8% 3.43% 2.21%
2026/07/04 8.19% 2.05% 5.3% 12.45% 5.82% 4.35% 2.48% 3.1% 2.83% 3.25%
2026/07/05 8.35% 6.74% 5.46% 12.57% 7.3% 2.3% 3.54% 2.61% 2.8% 1.8%
2026/07/06 9.87% 0.92% 6.42% 11.85% 11.6% 2.07% 3.17% 2.86% 2.29% 2.6%
2026/07/07 12.43% 5.04% 2.58% 11.32% 12.34% 1.22% 3.44% 3.06% 3.59% 3.67%
2026/07/08 12.09% 3.1% 3.54% 15.67% 8.19% 1.25% 3.11% 2.09% 1.78% 1.11%
2026/07/09 5.07% 5.12% 5.37% 20.38% 8.57% 2.62% 2.28% 2.26% 1.89% 2.04%
2026/07/10 8.08% 1.47% 8.31% 14.62% 8.52% 2.54% 2.52% 2.79% 2.11% 1.94%
2026/07/11 8.28% 3.05% 3.61% 15.9% 6.99% 3.84% 2.62% 3.48% 1.48% 1.82%
2026/07/12 9.95% 4.21% 6.26% 16.87% 7.61% 3.01% 3.82% 2.36% 3.28% 2.57%
2026/07/13 8.95% 2.27% 5.15% 16.52% 7% 3.62% 2.47% 1.62% 3.17% 2.18%
2026/07/14 10.18% 2% 6.57% 16.73% 7.46% 1.72% 2.33% 2.13% 3.71% 1.19%
2026/07/15 7.95% 0.41% 8.2% 12.78% 10.34% 1.51% 3.07% 2.5% 2.61% 2.21%
2026/07/16 17.09% 2.8% 0.79% 9.67% 12.6% 0.73% 3.28% 2.82% 2.3% 2.56%
2026/07/17 29.08% 0.76% 4.87% 7.04% 8.4% 1.37% 3.28% 2.54% 1.3% 1.87%
2026/07/18 28.84% 1.9% 1.11% 7.79% 11.24% 1.13% 4.01% 1.76% 0.45% 1.35%
2026/07/19 15.87% 0.35% 6.16% 5.72% 14.67% 0.31% 5.92% 2.7% 6.31% 2.01%
2026/07/20 26.92% 3.02% 1.75% 7.38% 10.26% 1.95% 3.48% 2.51% 2.17% 1.75%
2026/07/21 10.18% 2% 6.57% 16.72% 7.45% 1.72% 2.33% 2.13% 3.71% 1.19%
2026/07/22 15.65% 2.49% 2.67% 13.65% 7.67% 2.27% 2.75% 2.1% 4.31% 1.14%
2026/07/23 15% 4.72% 3.41% 14.64% 6.3% 2.14% 2.66% 1.36% 3.92% 1.44%
2026/07/24 16.09% 2.63% 5.47% 12.68% 8.02% 2.14% 2.94% 2.65% 1.92% 1.68%
2026/07/25 29.13% 2.95% 2.83% 13.7% 7.97% 1.44% 2.32% 2.05% 1.36% 1.88%
2026/07/26 17.2% 2.46% 4.8% 13.41% 8.96% 2.15% 2.38% 1.86% 0.86% 1.85%
2026/07/27 13.61% 3.43% 4.42% 10.91% 7.62% 1.3% 2.86% 1.39% 2.55% 1.37%
2026/07/28 18.57% 3.56% 2.55% 7.98% 13.08% 1.07% 3.08% 2.57% 0.88% 2.51%
2026/07/29 12.92% 1.21% 6.81% 8.49% 11.16% 2.26% 3.36% 1.3% 2.05% 0.58%
2026/07/30 11.25% 1.92% 6.59% 8.15% 8.68% 1.65% 3.28% 1.41% 4.78% 1.02%
2026/07/31 20.19% 7.23% 6.51% 4.84% 3.67% 2.37% 2% 1.2% 0.7% 0.5%
  • wateraid.org
  • waterdropfilter.co.uk
  • directwatertanks.co.uk
  • uk-water-filters.co.uk
  • harveywatersofteners.co.uk
  • pumpexpress.co.uk
  • water-softener-quotes.co.uk
  • britishgas.co.uk
  • switch-us.co.uk
  • water2.com

Copyright © Adthena. All rights reserved.

In July 2026, WaterAid.org’s PPC spend fluctuated, peaking mid-month at 29.13%. Waterdropfilter.co.uk saw a late surge, ending at 7.23%. Directwatertanks.co.uk maintained steady growth, closing at 6.51%. UK-water-filters.co.uk’s spend peaked early, then declined. Harveywatersofteners.co.uk experienced a mid-month peak, finishing at 3.67%. Pumpexpress.co.uk remained stable, ending at 2.37%. Water-softener-quotes.co.uk showed consistent activity, closing at 2.0%. Britishgas.co.uk’s spend decreased, ending at 1.2%. Switch-us.co.uk fluctuated, finishing at 0.7%. Water2.com saw a decline, closing at 0.5%.

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
2026/07/01 127
2026/07/02 159
2026/07/03 153
2026/07/04 160
2026/07/05 158
2026/07/06 172
2026/07/07 169
2026/07/08 167
2026/07/09 166
2026/07/10 173
2026/07/11 172
2026/07/12 172
2026/07/13 172
2026/07/14 173
2026/07/15 170
2026/07/16 163
2026/07/17 160
2026/07/18 149
2026/07/19 140
2026/07/20 136
2026/07/21 173
2026/07/22 178
2026/07/23 186
2026/07/24 179
2026/07/25 177
2026/07/26 180
2026/07/27 176
2026/07/28 179
2026/07/29 157
2026/07/30 154
2026/07/31 153

Copyright © Adthena. All rights reserved.

July began with 127 advertisers, peaking at 186 mid-month. A decline followed, ending at 153. The month showcased dynamic shifts, highlighting competitive fluctuations.

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
wateraid.org 5.21%
grundfos.com 1.53%
aquatru.co.uk 1.02%
doulton.com 0.53%
harveywatersofteners.co.uk 0.49%
britishgas.co.uk -0.69%
waterdropfilter.co.uk -0.76%
kingfisherdirect.co.uk -0.94%
directwatertanks.co.uk -1.85%
uk-water-filters.co.uk -1.88%

Copyright © Adthena. All rights reserved.

Wateraid.org surged with a 5.21% click share increase, while uk-water-filters.co.uk dropped by 1.88%. Grundfos.com and aquatru.co.uk also saw positive gains, contrasting with declines for directwatertanks.co.uk and kingfisherdirect.co.uk.

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 waterdropfilter.co.uk directwatertanks.co.uk kingfisherdirect.co.uk reverseosmosisworld.co.uk uk-water-filters.co.uk itppackaging.com plumbingsuperstore.co.uk wateraid.org harveywatersofteners.co.uk heatandplumb.com
2026/07/01 2% 6.47% 0.81% 0.05% 8.72% 4.85% 7.13% 5.66% 4.7% 1.14%
2026/07/02 8.12% 4.42% 5.22% 1.41% 15.73% 5.62% 4.08% 1.61% 6.74% 0.43%
2026/07/03 3.21% 7.79% 5.63% 1.5% 11.22% 6.49% 4.53% 0.87% 6.79% 0.82%
2026/07/04 2.56% 7.66% 6.29% 0.35% 9.04% 4.65% 5.28% 1.37% 2.98% 3.37%
2026/07/05 13.4% 5.8% 5.27% 3.16% 12.21% 2.9% 1.44% 1.32% 4.45% 1.12%
2026/07/06 1.46% 8.02% 7.7% 1.97% 8.79% 5.77% 4.25% 1.6% 6.91% 2.08%
2026/07/07 12.22% 2.43% 2.67% 4.04% 11.88% 1.46% 3.52% 1.95% 7.91% 3.08%
2026/07/08 7.83% 3.89% 4.49% 2.63% 14.97% 2.4% 4.7% 2.1% 4.4% 3.97%
2026/07/09 10.27% 6.92% 4.7% 4.26% 15.33% 6.43% 3.95% 0.74% 4.33% 1.55%
2026/07/10 2.71% 10.51% 7.64% 1.49% 12.2% 5.41% 3.53% 1.27% 4.59% 1.96%
2026/07/11 4.52% 4.7% 4.7% 0.61% 13.92% 5.87% 3.66% 1.44% 4.35% 1.67%
2026/07/12 8.06% 7.9% 7.06% 6.36% 15.44% 4.8% 1.77% 1.72% 4.74% 0.55%
2026/07/13 5.33% 6.78% 4.88% 2.17% 13.44% 3.25% 3.84% 1.66% 4.84% 1.37%
2026/07/14 2.79% 9.16% 5.49% 1.14% 13.47% 4.88% 5.12% 1.87% 4.54% 4.39%
2026/07/15 0.45% 12.5% 8.75% 0.74% 11.03% 5.83% 3.65% 1.53% 6.65% 1.25%
2026/07/16 7.66% 1.09% 0% 3.86% 12.45% 2.17% 0.78% 3.98% 10.3% 0.61%
2026/07/17 2.02% 6.88% 5% 0.34% 7.94% 7.5% 4.76% 6.88% 6.45% 2.38%
2026/07/18 5.71% 1.47% 3.67% 6.85% 9.74% 5.13% 1.94% 6.27% 8.41% 1.08%
2026/07/19 0.71% 10.5% 9.75% 0.19% 6.74% 8.25% 0.12% 3.67% 12.59% 0.47%
2026/07/20 7.47% 2.74% 0% 2.41% 10.98% 2.74% 1.28% 6.7% 9.05% 1.27%
2026/07/21 2.79% 9.16% 5.49% 1.14% 13.47% 4.88% 5.12% 1.87% 4.54% 4.39%
2026/07/22 5.35% 4.41% 5.35% 1.17% 11.88% 5.04% 2.69% 3.08% 4.61% 3.28%
2026/07/23 5.74% 5.39% 3.89% 3.68% 13.81% 4.19% 2.79% 2.93% 4.44% 1.48%
2026/07/24 4.93% 8.09% 4.67% 2.07% 13.42% 4.05% 3.58% 3.04% 5.32% 1.77%
2026/07/25 7.1% 4.85% 2.91% 1.37% 14.92% 4.85% 3.4% 5.93% 5.89% 2.96%
2026/07/26 6.05% 6.89% 5.36% 4% 13.75% 4.08% 3.77% 3.12% 5.56% 1.98%
2026/07/27 5.98% 4.63% 3.3% 4.68% 12.83% 3.97% 2.47% 2.42% 4.05% 0.66%
2026/07/28 10.13% 3.02% 3.35% 1.12% 7.78% 5.02% 2.83% 3.68% 9.52% 1.98%
2026/07/29 1.27% 7.33% 5.03% 0.63% 10.37% 6.41% 2.32% 2.24% 6.18% 1.66%
2026/07/30 11.38% 6.31% 6.11% 7.18% 5.14% 6.53% 2.45% 1.71% 4.09% 2.19%
2026/07/31 13.22% 6% 5.49% 5.46% 5.1% 4% 3.82% 3.05% 2.47% 1.02%
  • waterdropfilter.co.uk
  • directwatertanks.co.uk
  • kingfisherdirect.co.uk
  • reverseosmosisworld.co.uk
  • uk-water-filters.co.uk
  • itppackaging.com
  • plumbingsuperstore.co.uk
  • wateraid.org
  • harveywatersofteners.co.uk
  • heatandplumb.com

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In July 2026, uk-water-filters.co.uk dominated with consistent high impressions, peaking mid-month. waterdropfilter.co.uk showed volatility, ending strong. directwatertanks.co.uk maintained steady presence, while reverseosmosisworld.co.uk and wateraid.org had sporadic spikes.

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
    The UK's No. 1 Water Softener - Made In Britain https://www.harveywatersofteners.co.uk

    The first eco-friendly water softener system made in Britain from Culligan Harvey. Hard water, softened with a Culligan Harvey water softener system. Find...

  2. 2
    Most Reliable Water Softeners - Eliminate Limescale For Good https://www.minimax.co.uk › get-a-quote

    Guaranteed Softened Water For Your Home And Family. Get A Quote Today! Get A Quote Today. Minimax Has Over 37 Years Experience. 10 Year Guarantee. WRAS Approved Product. Efficient And Compact. 10 Year Guarantee. Get Free A Quote.

  3. 3
    Reverse Osmosis System - No Plumber Required https://www.uk-water-filters.co.uk

    Reverse Osmosis System - UK Water Filter. Easy Self-Installation Under Sink - No Plumber Required. Shop The July Sale Now. Trading For Over 15 Years. Fast & Free Delivery. Money Back Guarantee.

  4. 4
    Best UK Water Filter https://www.water2.com › water-filter-uk

    The Undersink Water Filter — 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. Chat Support Available. Highlights: Multiple Payment Options Available, Chat Option Available.

  5. 5
    Reverse Osmosis Water Filters | Best Reverse Osmosis for UK https://www.waterdropfilter.co.uk

    Pure water, pure love for your family. Choose Waterdrop for clean and safe drinking water. Stay hydrated and healthy wherever you go with Waterdrop's...

Copyright © Adthena. All rights reserved.

In the competitive world of water utilities, Harvey Water Softeners leads with eco-friendly British-made systems, while Minimax emphasizes reliability and experience. UK Water Filters and Water2 offer easy installation and long-lasting solutions, and Waterdrop focuses on purity and health.

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