UK Gambling & Gaming Sports Betting - PPC Market Share Analysis April 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Sports Betting category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 UK Gambling & Gaming Sports Betting brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain	Share of clicks
williamhill.com	23.4
skybet.com	22.48
bet365.com	18.41
paddypower.com	10.82
ladbrokes.com	9.19
coral.co.uk	2.11
virginbet.com	1.99
boylesports.com	1.03
kwiff.com	0.95
betfair.com	0.86
others	8.76

In the gambling PPC landscape, William Hill leads with 23.40% click share, followed by Sky Bet at 22.48%. Bet365 captures 18.41%, while others collectively hold 8.76%.

Market Exposure

Share of Spend for the top 10 UK Gambling & Gaming Sports Betting 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.

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Share of Spend - Last Month
Date	ladbrokes.com	skybet.com	bet365.com	coral.co.uk	williamhill.com	betfred.com	virginbet.com	paddypower.com	virgingames.com	bestukbettingsites.com
2025/03/01	17.97%	6.61%	1.25%	22.5%	20.07%	4.85%	0%	2%	1.83%	0.36%
2025/03/02	15.48%	5.83%	0.83%	18.98%	27.57%	3.86%	0.32%	1.95%	2.82%	0.39%
2025/03/03	7.07%	4%	14.15%	4.67%	7.84%	1.69%	3.83%	24.36%	2.59%	2.84%
2025/03/04	7.66%	3.76%	11.86%	4.56%	7.82%	1.78%	3.77%	28.35%	2.07%	2.3%
2025/03/05	8.15%	0.37%	8.21%	10.45%	8.58%	3.41%	16.77%	15.59%	0.03%	1.02%
2025/03/06	0.43%	0.44%	12.92%	1.48%	6.16%	0.37%	0.01%	33.22%	0.02%	1.85%
2025/03/07	8.18%	0.28%	10.41%	2.83%	5.38%	6.35%	0.01%	0.12%	4.66%	1.81%
2025/03/08	1.47%	1.03%	5.94%	0.43%	0.03%	5.86%	0.79%	12.88%	0.01%	5.33%
2025/03/09	3.76%	2.3%	4.86%	6.51%	0.65%	1.26%	0.07%	1.05%	0.16%	2.29%
2025/03/10	5.41%	2.7%	6.1%	4.78%	0.7%	1.4%	0.07%	1.13%	0.19%	4%
2025/03/11	5.64%	2.97%	6.2%	4.28%	0.39%	1.48%	0.07%	0.66%	4.79%	5.64%
2025/03/12	0.35%	0.03%	0.16%	0.04%	0%	0.01%	0.01%	0.05%	0%	0.16%
2025/03/13	0.69%	0.07%	0.31%	0.08%	0%	0.03%	0.01%	0.05%	0%	0.32%
2025/03/14	0.46%	0.04%	0.2%	0.05%	0%	0.02%	0.01%	0.03%	5.89%	0.21%
2025/03/15	1.1%	0.11%	0.49%	0.12%	0%	0.05%	0.02%	0.07%	0%	0.51%
2025/03/16	0%	0%	7.51%	0%	0%	0%	0%	0%	0%	0%
2025/03/18	0%	0%	0%	0%	0%	0%	0%	0%	4.66%	0%
2025/03/22	0%	0%	8.39%	0%	0%	0%	0%	0%	0%	0%
2025/03/23	0%	0%	0%	0%	0%	0%	0%	6%	0%	0%
2025/03/24	0%	0%	0%	0%	0%	5.85%	0%	0%	0%	0%
2025/03/25	2.9%	0%	2.17%	0%	0.18%	2.44%	0%	0%	4.81%	0%
2025/03/26	0%	0%	54.19%	0%	0%	1.26%	0%	0%	4.97%	0%
2025/03/27	25.68%	0%	50.57%	0%	0%	0.1%	0%	0%	0.08%	0%
2025/03/28	15.5%	6.95%	6.54%	4.72%	1.52%	6.32%	0%	0%	0%	0%
2025/03/29	0%	0%	0%	0.93%	0.01%	0%	60.07%	0%	1.59%	0%
2025/03/30	7.67%	17.6%	0%	0%	0.02%	0%	0%	0%	0%	0%
2025/03/31	25.11%	11.43%	7.89%	1.22%	0.01%	0%	0%	0%	0%	0%

In March 2025, Virgin Bet’s spend share spiked on the 5th and 29th. Ladbrokes saw a surge on the 27th and 31st. Sky Bet’s peak was on the 30th. Bet365 had a significant rise on the 26th. Paddy Power’s highest was on the 6th. Virgin Games and Coral had consistent fluctuations. William Hill and Betfred maintained lower levels. The month ended with varied peaks across advertisers.

Market Exposure

Competitor Count for UK Gambling & Gaming Sports Betting

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.

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Competitor Count - Last month
Date	Competitor Count
2025/03/01	87
2025/03/02	63
2025/03/03	118
2025/03/04	117
2025/03/05	94
2025/03/06	92
2025/03/07	94
2025/03/08	100
2025/03/09	90
2025/03/10	89
2025/03/11	76
2025/03/12	36
2025/03/13	30
2025/03/14	41
2025/03/15	34
2025/03/16	23
2025/03/17	24
2025/03/18	28
2025/03/19	24
2025/03/20	15
2025/03/21	18
2025/03/22	16
2025/03/23	16
2025/03/24	19
2025/03/25	28
2025/03/26	22
2025/03/27	30
2025/03/28	30
2025/03/29	26
2025/03/30	27
2025/03/31	26

March began with 87 advertisers, peaking at 118 on March 3. A decline followed, reaching 15 by March 20. The month concluded with 26 advertisers.

Campaign Efficiency

Market Loss & Market Gains for UK Gambling & Gaming Sports Betting

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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Market Loss & Market Gains - Last month
Name	Market Trend
bet365.com	54.41%
kwiff.com	6.19%
32red.com	3.3%
goodwood.com	0.74%
mrluck.com	0.37%
coral.co.uk	-1.97%
ladbrokes.com	-5.01%
skybet.com	-12.71%
paddypower.com	-14.76%
williamhill.com	-21.42%

In the past month, bet365.com surged with a 54.41% click share increase, while williamhill.com plummeted by 21.42%.

Campaign Efficiency

UK Gambling & Gaming Sports Betting Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	ladbrokes.com	bet365.com	skybet.com	coral.co.uk	betfred.com	williamhill.com	paddypower.com	rainbowrichescasino.com	virgingames.com	32red.com
2025/03/01	22.64%	1.28%	17.61%	23.18%	5.12%	13.09%	2.22%	0%	2.14%	2.97%
2025/03/02	18.63%	0.66%	14.41%	16.26%	3.43%	16.17%	1.95%	0%	3.3%	1.39%
2025/03/03	13.03%	19.01%	9.11%	7.53%	3.46%	10.3%	6.92%	4.81%	6.58%	1.22%
2025/03/04	15.75%	16.49%	8.79%	8.26%	3.83%	10%	8.12%	1.78%	5.11%	1.86%
2025/03/05	14.47%	10.47%	0.09%	13.81%	8.27%	8.24%	5.07%	0%	0.01%	0%
2025/03/06	0.43%	22.95%	0.15%	2.02%	0.85%	13.94%	15.23%	0%	0.01%	0%
2025/03/07	7.29%	10.41%	0.07%	4.18%	10.48%	6.85%	0.02%	6.05%	9.23%	16.54%
2025/03/08	2.65%	14.06%	5%	0.96%	8.77%	0.02%	5.48%	0%	0%	6.19%
2025/03/09	1%	2.21%	0.57%	5.27%	0.34%	0.17%	0.17%	0%	0.04%	3.9%
2025/03/10	0.22%	0.46%	0.14%	0.31%	0.08%	0.03%	0.04%	0%	0.01%	0%
2025/03/11	1.11%	2.75%	0.83%	1.75%	0.41%	0.09%	0.21%	0%	8.65%	0.02%
2025/03/12	0.05%	0.04%	0.02%	0.03%	0.02%	0%	0.03%	0%	0%	4.62%
2025/03/13	0.13%	0.09%	0.06%	0.08%	0.04%	0%	0.04%	0%	0%	0%
2025/03/14	0.07%	0.05%	0.03%	0.04%	0.02%	0%	0.02%	6.71%	6.71%	0%
2025/03/15	0.21%	0.15%	0.09%	0.13%	0.07%	0%	0.07%	0%	0%	0%
2025/03/16	0%	9.71%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/18	0%	0%	0%	0%	0%	0%	0%	13.34%	6.67%	6.67%
2025/03/22	0%	8.71%	0%	0%	0%	0%	0%	8.71%	0%	8.71%
2025/03/23	0%	0%	0%	0%	0%	0%	9.51%	0%	0%	0%
2025/03/24	0%	0%	0%	0%	7.75%	0%	0%	0%	0%	0%
2025/03/25	2.24%	1.71%	0%	0%	3.83%	0.21%	0%	7.67%	7.67%	3.83%
2025/03/26	0%	5.97%	0%	0%	4.02%	0%	0%	0%	16.07%	0%
2025/03/27	32.51%	32.51%	0%	0%	0.1%	0%	0%	0%	0.1%	32.51%
2025/03/28	19.23%	13.21%	11.91%	13.21%	11.91%	0.85%	0%	0%	0%	0%
2025/03/29	0%	0%	0%	1.16%	0.01%	0.01%	0%	0%	5.88%	0%
2025/03/30	14.14%	0%	28.28%	0.01%	0.01%	0.02%	0%	0%	0%	3.07%
2025/03/31	36.62%	21.93%	21.93%	0.04%	0%	0%	0%	0%	0%	0%

Ladbrokes.com started March strong, dipped mid-month, then surged to 36.62% by month’s end. Bet365.com fluctuated, peaking at 32.51% on March 27. Skybet.com ended March with a notable 21.93%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Gambling & Gaming Sports Betting

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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1
£30 Free Bets If You Bet £10 | bet365™ New Customer Offer https://www.bet365.com
New Customer Offer. Returns Excl Bet Credits Stake. T&Cs & Limits Apply. 18+. GambleAware. Join...
2
Bet £10 Get £50 Welcome Bonus | Coral™ Casino & Sports Betting https://promo.coral.co.uk › online_casino › t&cs_apply_18+
Discover Coral™ Online Casino: Bet £10 & Get £50 Bonus. Play Responsibly 18+ T&C's Apply.
3
Bet £10 Get £50 Bonus - Claim Your £50 Free Bonus https://promo.ladbrokes.com › online_casino › new_customers
Please Play Responsibly – Bet £10 & Get £50 Casino Bonus with Ladbrokes™. 18+ T&Cs Apply
4
Welcome To Sky Bet https://www.skybet.com › newcustomer
Sky Bet Official Website — Place A Bet & Get £30 In Free Bets. New Customer Offer. T&Cs Apply. 18+. GambleAware.org
5
William Hill™ Online Betting | Deposit, Bet & Get £60 Bonus https://promotion.williamhill.com › online-betting › terms-apply
New Customers Deposit & Bet £10 Get £60. Some Payments Excluded. T&Cs Apply. Play Safe 18+

In the competitive world of online betting, enticing offers are key. Bet365 leads with a £30 free bet for a £10 wager, emphasizing new customer benefits. Coral and Ladbrokes both promise a £50 bonus for a £10 bet, highlighting value. Sky Bet offers £30 in free bets, while William Hill tops with a £60 bonus, showcasing generous incentives.

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Customer Success Stories

GIMO Case Study: Reducing CPCs and Saving €1.12M for Clients

GIMO is a specialist digital marketing agency for the gaming industry. In 2019, they saw their cost-per-clicks (CPCs) rise sharply for their clients, primarily due to brand-bidding among rivals.

GIMO set an ambitious goal: reduce their brand spend by 25%. To do that, they would need to find every opportunity for campaign efficiency.Read case study

the7stars case study: Achieving Google Ads PPC campaign optimization with Adthena

Leveraging Adthena's comprehensive insights, the7stars and their lottery client optimized their PPC campaigns and organic strategies, resulting in substantial cost savings and improved campaign performance. Read case study

UNTUCKit Case Study: Retail brand unlocks $54k with Adthena’s Brand Activator

Discover how UNTUCKit optimized its brand search strategy using Adthena’s Brand Activator, resulting in $54k savings in just six months. Learn how they improved efficiency and competitor insights.Read case study

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The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

UK Gambling & Gaming Sports Betting - PPC Market Share Analysis April 2025

Share of Clicks for top 10 UK Gambling & Gaming Sports Betting brands

Share of Spend for the top 10 UK Gambling & Gaming Sports Betting brands

Competitor Count for UK Gambling & Gaming Sports Betting

Market Loss & Market Gains for UK Gambling & Gaming Sports Betting

UK Gambling & Gaming Sports Betting Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Gambling & Gaming Sports Betting

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

GIMO Case Study: Reducing CPCs and Saving €1.12M for Clients

the7stars case study: Achieving Google Ads PPC campaign optimization​ with Adthena

UNTUCKit Case Study: Retail brand unlocks $54k with Adthena’s Brand Activator

Get the full picture

See this data specific to your brand performance

the7stars case study: Achieving Google Ads PPC campaign optimization with Adthena