UK Energy, Utilities & Waste Water Utilities - PPC Market Share Analysis August 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 48.8833016218
51.1166983782
48%

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 1%
Navigational 1%
Seasonal 0%
Local 18%
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 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
  • 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.

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 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%
  • 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

Copyright © Adthena. All rights reserved.

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.

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
2026/08/01 158
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

Copyright © Adthena. All rights reserved.

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.

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 6.73%
water2.com 2.54%
reverseosmosisworld.co.uk 1.04%
aquatru.co.uk 0.89%
grundfos.com 0.67%
waterdropfilter.co.uk -1.17%
eastmidlandswater.com -1.33%
harveywatersofteners.co.uk -1.74%
finest-filters.co.uk -1.77%
wateraid.org -2.5%

Copyright © Adthena. All rights reserved.

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.

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 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%
  • 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

Copyright © Adthena. All rights reserved.

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.

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
    Reverse Osmosis Water Filters | Reverse Osmosis https://www.eastmidlandswater.com › reverse-osmosis › systems

    Complete Reverse Osmosis Systems Great Prices & Free UK Delivery

  2. 2
    Reverse Osmosis Water Filters | Fileder Filter Systems https://www.fileder.co.uk

    Reverse osmosis systems for clean, soft, great-tasting water. Easy to install.

  3. 3
    Harvey Water Softener | The UK’s No. 1 Water Softener https://www.harveywatersofteners.co.uk

    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.

  4. 4
    Reverse Osmosis System https://www.uk-water-filters.co.uk

    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.

  5. 5
    The Undersink Water Filter | Best UK Water Filter | Simple setup https://www.water2.com › water-filter-uk

    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.

Copyright © Adthena. All rights reserved.

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.

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