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 | 37.0998059665 |
| 62.9001940335 |
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 |
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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 | 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.
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 | 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% |
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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.
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 |
|---|---|
| 2026/04/01 | 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.
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 an 8.12% click share increase, while grundfos.com faced a 2.47% decline.
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% |
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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%.
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. A fixed price means no surprises. Plus a 12-month guarantee...
Hard water, softened with a Culligan Harvey water softener system. Find out how today. Get £150 off...
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...
Available 24/7 for All Home Emergencies – With You in 1 Hour Across London
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.
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 April 2026 Report
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