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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
skybet.com 23.39
williamhill.com 22.44
ladbrokes.com 16.25
paddypower.com 13.89
bet365.com 12.36
betfair.com 2.29
virginbet.com 1.36
coral.co.uk 1.04
virgingames.com 0.67
boylesports.com 0.67
others 5.64

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Skybet.com leads with 23.39% click share, closely followed by williamhill.com at 22.44%. Others collectively hold 5.64%, highlighting diverse competition.

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 betfair.com paddypower.com williamhill.com bet365.com skybet.com ladbrokes.com coral.co.uk betfred.com virgingames.com virginbet.com
2025/04/01 0.06% 0% 0.04% 0% 0% 0% 0.05% 0.07% 0% 0%
2025/04/02 0.05% 0% 0.03% 0% 19.73% 17.88% 0.04% 0.05% 10.72% 0%
2025/04/03 0.03% 0% 0.02% 5.63% 0% 27.09% 0.03% 0.04% 3.22% 0%
2025/04/04 0.34% 22.61% 12.99% 14.07% 5.5% 2.93% 1.21% 2.43% 2.65% 12.62%
2025/04/05 0.03% 26.03% 2.67% 36.83% 6.53% 3.4% 0.56% 0% 4.09% 0%
2025/04/06 1.87% 22.06% 9.87% 21.99% 7.41% 5.64% 3.06% 0.13% 1.84% 0.03%
2025/04/07 12.12% 13.72% 3.19% 25.17% 4.02% 10.99% 3.36% 0.08% 5.44% 4.96%
2025/04/08 0.36% 21.58% 8.52% 33.94% 5.79% 10.23% 3.41% 0.87% 2.25% 0.05%
2025/04/09 19.58% 26.79% 5.72% 14.77% 2.84% 8.31% 4.59% 0.81% 1.4% 1%
2025/04/10 1.18% 32.49% 9.89% 17.84% 3% 6.82% 5.27% 2.95% 2.53% 1.15%
2025/04/11 4.9% 19.48% 6.63% 23.12% 8.44% 8.77% 6.35% 2.26% 2.84% 0%
2025/04/12 1.07% 28.92% 8.36% 23.75% 4.68% 6.95% 5.21% 4.76% 1.9% 0%
2025/04/13 1.51% 33.14% 7.76% 13.19% 3.78% 7.75% 5.02% 3.61% 2.98% 5.56%
2025/04/14 0.2% 44.39% 5.47% 10.2% 2.51% 4.6% 1.04% 2.04% 4.84% 9.71%
2025/04/15 0.41% 26.72% 4.72% 20.6% 4.87% 7.37% 4.86% 1.59% 1.84% 4.78%
2025/04/16 8.53% 30.71% 8.45% 8.32% 3.99% 6.6% 2.89% 7.4% 8.31% 0%
2025/04/17 0.49% 27.95% 8.04% 11.89% 3.76% 6.02% 4.42% 0.34% 1.81% 10.35%
2025/04/18 3.94% 28.92% 8.59% 13.44% 1.29% 6.76% 3.65% 1.01% 1.69% 3.83%
2025/04/19 0.32% 43.26% 7.31% 13.27% 3.19% 7.75% 4.52% 0.98% 0.96% 5.79%
2025/04/20 0.08% 39.8% 7.86% 14.47% 3.39% 6.58% 4.16% 1.32% 0.49% 5.9%
2025/04/21 0.22% 36.74% 12.39% 12.3% 5.03% 5.88% 2.28% 1.82% 1.26% 5.41%
2025/04/22 0.48% 42.31% 4.45% 14.96% 4.19% 6.12% 1.24% 0.97% 2.63% 2.27%
2025/04/23 22.59% 29.54% 7.13% 11.41% 4.07% 4.07% 2.42% 1.3% 2.23% 0%
2025/04/24 5.88% 34.51% 7.27% 14.19% 2.59% 4.41% 2.13% 1.37% 2.29% 0.68%
2025/04/25 5.73% 30.28% 6.55% 10.73% 5.07% 9.92% 3.41% 2.85% 4.2% 0%
2025/04/26 6.63% 16.15% 14.5% 12.25% 2.33% 9.88% 5.37% 2.69% 3.49% 10.76%
2025/04/27 0.87% 38.68% 10.53% 11.31% 4.13% 6.1% 3.43% 3.28% 3.33% 0%
2025/04/28 11.6% 26.61% 7.71% 10.17% 5.13% 5.42% 4.11% 5.37% 4.43% 0.82%
2025/04/29 4.72% 27.59% 21.45% 5.91% 6.39% 6.02% 3.7% 6.66% 5.21% 0.08%
2025/04/30 23.12% 21.59% 20.96% 9.4% 6.2% 4.22% 2.45% 1.57% 0.39% 0.05%

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April saw dynamic shifts in PPC spend share. Betfair’s share spiked on April 9 and 30, while Paddy Power dominated mid-month. William Hill and Bet365 showed consistent fluctuations. By month’s end, Betfair surged, closing strong.

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
2025/04/01 21
2025/04/02 28
2025/04/03 38
2025/04/04 53
2025/04/05 69
2025/04/06 81
2025/04/07 82
2025/04/08 79
2025/04/09 79
2025/04/10 78
2025/04/11 84
2025/04/12 76
2025/04/13 75
2025/04/14 70
2025/04/15 66
2025/04/16 63
2025/04/17 74
2025/04/18 83
2025/04/19 75
2025/04/20 67
2025/04/21 65
2025/04/22 72
2025/04/23 72
2025/04/24 65
2025/04/25 60
2025/04/26 59
2025/04/27 67
2025/04/28 63
2025/04/29 63
2025/04/30 59

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April began with 21 advertisers, peaking at 84 mid-month. A decline followed, ending with 59 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
williamhill.com 8.75%
ladbrokes.com 4.19%
paddypower.com 3.38%
skybet.com 0.97%
betfair.com 0.96%
oddsmonkey.com -0.12%
virgingames.com -0.19%
quinnbet.com -0.25%
kwiff.com -0.36%
bet365.com -19.25%

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Williamhill.com surged with an 8.75% increase, while bet365.com plummeted by 19.25%. Ladbrokes.com and paddypower.com also saw positive gains, contrasting with declines from kwiff.com and others.

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 williamhill.com skybet.com bet365.com ladbrokes.com betfair.com paddypower.com coral.co.uk betfred.com virgingames.com 32red.com
2025/04/01 0.02% 0% 0% 0% 0.02% 0% 0.02% 0.02% 0% 0%
2025/04/02 0.01% 23.63% 0% 23.81% 0.01% 0% 0.01% 0.01% 23.63% 0%
2025/04/03 0.01% 0% 0.47% 33.6% 0.01% 0% 0.01% 0.01% 5.44% 2.72%
2025/04/04 15.13% 15.54% 20.86% 2.53% 0.05% 6.12% 0.57% 2.97% 2.16% 3.6%
2025/04/05 2.53% 15.65% 40.52% 3.65% 0% 7.4% 0.51% 0% 5.26% 0.24%
2025/04/06 11.05% 16.15% 31.23% 4.57% 2.65% 7.14% 4.97% 0.22% 3.96% 0.81%
2025/04/07 3.39% 9.83% 25.64% 16.7% 9.4% 3.79% 6.75% 0.01% 6.84% 1.07%
2025/04/08 9.64% 13.36% 32.06% 17.14% 0.17% 6.86% 4.99% 0.61% 5.06% 1.56%
2025/04/09 8.34% 8.34% 19.94% 17.93% 6.48% 9.83% 10.66% 2.46% 1.86% 1.88%
2025/04/10 13.59% 5.58% 21.47% 11.69% 1.64% 10.96% 7.95% 5.7% 5.06% 1.38%
2025/04/11 7.28% 13.85% 22.62% 13.14% 8.12% 5.85% 7.84% 3.86% 4.2% 0.53%
2025/04/12 9.55% 11.76% 27.42% 10.1% 2.43% 7.92% 8.26% 7.52% 3.3% 0%
2025/04/13 9.37% 10.82% 14.99% 13.42% 1.95% 10.81% 7.91% 7.26% 5.62% 4.42%
2025/04/14 7.25% 8.16% 17.74% 8.45% 0.57% 15.2% 1.22% 4.17% 11.03% 5.13%
2025/04/15 4.89% 11.49% 19.09% 13.23% 0.54% 6.65% 9.14% 1.94% 2.73% 7.4%
2025/04/16 7.11% 7.8% 9.13% 7.53% 12.72% 6.73% 3.47% 14.96% 14.86% 0.13%
2025/04/17 10.83% 12.11% 19.72% 11.06% 0.59% 7.96% 9.68% 0.73% 4.59% 3.13%
2025/04/18 10.61% 4.51% 21.46% 13.25% 1.3% 7.42% 8.22% 1.8% 4.11% 6.01%
2025/04/19 9.14% 9.72% 23.41% 16.1% 0.76% 11.43% 10.24% 2.74% 2.53% 2.79%
2025/04/20 10.94% 12.52% 23.64% 12.53% 0.24% 12.81% 8.5% 3.22% 1.23% 4.21%
2025/04/21 15.84% 16.35% 16.6% 10.31% 0.28% 11.72% 6.03% 4.62% 2.9% 2.86%
2025/04/22 5.56% 12.66% 17.69% 13.17% 0.64% 11.47% 2.5% 2.08% 4.11% 6.7%
2025/04/23 9.69% 11.97% 19.42% 7.45% 5.23% 8.89% 5.31% 3.39% 5.74% 2.68%
2025/04/24 7.81% 7.45% 19.65% 7.41% 2.05% 10.44% 4.67% 3.17% 4.86% 3.59%
2025/04/25 7.09% 12.12% 13.35% 18.2% 1.6% 9.46% 6.18% 5.45% 6.48% 6.79%
2025/04/26 16.61% 5.95% 14.29% 15.35% 0.97% 5.62% 8.09% 5.12% 5.83% 7.42%
2025/04/27 11.58% 10.62% 15.76% 9.87% 1.41% 11.98% 6.9% 5.39% 7.1% 2.89%
2025/04/28 7.42% 11.61% 13.61% 7.36% 2.33% 6.42% 6.65% 11.52% 7.61% 10.05%
2025/04/29 21.96% 14.33% 7.95% 7.4% 1.57% 7.58% 5.67% 11.46% 6.88% 3.15%
2025/04/30 26.99% 17.08% 11.57% 7.61% 7.41% 7.04% 5.32% 4.46% 0.87% 0.44%

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April saw William Hill’s impression share soar from 0.02% to 26.99%, while Bet365’s dominance waned, ending at 11.57%.

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. 1
    Admiral Casino UK - Grand Blackjack on Admiral https://www.admiralcasino.co.uk › online-casino

    Join the fun on Admiral Casino. Play UK's best slots and #1 rated casino games. 18+. T&Cs.

  2. 2
    £30 Free Bets If You Bet £10 | bet365™ New Customer Offer https://www.bet365.com › bet365™ › offer

    New Customer Offer. Returns Excl Bet Credits Stake. T&Cs & Limits Apply. 18+. GambleAware.

  3. 3
    £20 in Free Bets or £50 Bonus | Free Bets or Bonus? You Choose https://promo.coral.co.uk › sports_betting › online_casino

    Bet & Pick Your Offer: Bet £10 Get £50 Bonus or Bet £5 Get £20 Free Bets. 18+ T&Cs Apply.

  4. 4
    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

  5. 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+

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In the competitive world of online gambling, top advertisers like Admiral Casino, bet365, Coral, Ladbrokes, and William Hill captivate audiences with enticing offers. Themes of generous bonuses and free bets dominate, with Admiral Casino highlighting top-rated games, while others like bet365 and Coral emphasize lucrative new customer offers. Each ad strategically targets new players, promising substantial rewards for minimal initial bets, creating a compelling allure for potential customers.

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See this data specific to your brand performance

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.

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