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UK Gambling & Gaming Sports Betting - PPC Market Share Analysis April 2026

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.

Sports Betting – UK

Google AI Overview visibility for Gambling & Gaming Sports Betting UK

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 11.2798110561
88.7201889439
11%

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 56
44
56%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 9%
Transactional 14%
Navigational 2%
Seasonal 0%
Local 0%
Problem Solving 0%

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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
Share of Clicks - Last month
Domain Share of clicks
ladbrokes.com 36.8
skybet.com 23.85
williamhill.com 9.87
paddypower.com 5.25
betfred.com 3.47
boylesports.com 3.01
betfair.com 2.79
bet365.com 2.08
jackpotjoy.com 1.96
betvictor.com 1.86
others 9.06
  • ladbrokes.com - 36.8%
  • skybet.com - 23.85%
  • williamhill.com - 9.87%
  • paddypower.com - 5.25%
  • betfred.com - 3.47%
  • boylesports.com - 3.01%
  • betfair.com - 2.79%
  • bet365.com - 2.08%
  • jackpotjoy.com - 1.96%
  • betvictor.com - 1.86%
  • others - 9.06%

Copyright © Adthena. All rights reserved.

Ladbrokes dominates with 36.8% click share, followed by Skybet at 23.85%. William Hill and others hold significant portions, while smaller shares are distributed among remaining advertisers.

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
Share of Spend - Last Month
Date ladbrokes.com betfred.com paddypower.com skybet.com betvictor.com coral.co.uk bet365.com williamhill.com jackpotjoy.com ubet.co.uk
2026/04/01 19.36% 14.68% 24.9% 0.01% 8.72% 14.37% 3.59% 0% 0% 4.56%
2026/04/02 13.85% 10.01% 11.86% 0.03% 0.02% 11.76% 14.65% 18.59% 0% 4.7%
2026/04/03 27.27% 7.03% 0.09% 16.28% 0.47% 6.3% 6.17% 0% 1.45% 1.65%
2026/04/04 16.89% 11.39% 9.88% 12.11% 0.94% 5.15% 6.94% 3.33% 0.81% 4.06%
2026/04/05 12.32% 5.58% 11.34% 14.21% 1.76% 5.21% 6.75% 8.53% 1.1% 2.89%
2026/04/06 8.94% 10.56% 15.03% 11.26% 2.8% 8.2% 7.34% 5.18% 0% 3.54%
2026/04/07 20.23% 9.49% 5.76% 22.06% 5.79% 2.09% 5.92% 2.39% 3.61% 0.62%
2026/04/08 11.35% 17.67% 6.38% 8.71% 0.92% 6.29% 9.38% 0.03% 4.16% 4.72%
2026/04/09 10.47% 9.8% 6.13% 12.43% 4.89% 0.01% 8.65% 0% 3.3% 4.6%
2026/04/10 9.52% 2.05% 2.97% 19.21% 2.82% 2.59% 18.9% 0% 4.94% 3.75%
2026/04/11 11.89% 1.97% 6.4% 18.67% 2.02% 0.55% 12.84% 0.09% 6.57% 6.66%
2026/04/12 17.64% 12.94% 4.77% 3.11% 4.56% 2.3% 1.16% 0.14% 5.05% 5.74%
2026/04/13 25.54% 8.57% 7.33% 9.62% 2.88% 4.42% 6.85% 0.07% 3.07% 2.26%
2026/04/14 21.58% 7.08% 9.91% 8.6% 1.87% 9.74% 7.35% 0.06% 1.32% 1.92%
2026/04/15 22.91% 10.43% 7.15% 8.38% 5.33% 3.87% 4.64% 2.91% 3.78% 1.93%
2026/04/16 14.87% 16.07% 7.73% 11.05% 4.9% 5.26% 1.89% 3.43% 2.27% 2.86%
2026/04/17 21.04% 11.94% 8.47% 10.02% 3.07% 12.55% 3.97% 2.72% 2.13% 1.81%
2026/04/18 27.78% 9.98% 6.26% 6.36% 0.36% 7.76% 9.61% 4.29% 3.42% 3.01%
2026/04/19 19.83% 13.42% 7.19% 6.81% 0.88% 8.19% 8.31% 2.98% 2.49% 3.7%
2026/04/20 22.5% 10.02% 5.75% 14.1% 0.49% 4.47% 3.8% 2.98% 6.21% 2.31%
2026/04/21 29.45% 10.02% 2.58% 9.29% 2.41% 8.41% 2.38% 5.21% 5.4% 0.91%
2026/04/22 26.39% 7.28% 6.2% 12.33% 3.95% 8.19% 4.41% 4.82% 3.9% 0.92%
2026/04/23 24.62% 9.28% 8.3% 11.38% 3.29% 8.57% 0.89% 5.97% 2.3% 0.86%
2026/04/24 28.16% 6.67% 12.17% 9.09% 3.78% 8.83% 0.66% 3.19% 2.24% 0.99%
2026/04/25 27.18% 11.28% 6.24% 11.21% 3.7% 7.51% 3.62% 3.76% 2.66% 2.3%
2026/04/26 27.27% 7.5% 7.3% 9.02% 5.95% 2.59% 3.05% 5.7% 3% 3.69%
2026/04/27 15.83% 8.65% 7.51% 10.52% 10.14% 4.87% 1.71% 5.8% 4.02% 4.13%
2026/04/28 12.46% 9.76% 5.81% 9.28% 10.11% 4.43% 4.98% 5.6% 4.13% 3.7%
2026/04/29 10.52% 11.99% 2.34% 6.59% 10.65% 7.67% 5.63% 6.75% 3.16% 1.89%
2026/04/30 12.88% 12.61% 8.18% 8.05% 7.45% 7.29% 6.33% 5.28% 4.87% 1.79%
  • ladbrokes.com
  • betfred.com
  • paddypower.com
  • skybet.com
  • betvictor.com
  • coral.co.uk
  • bet365.com
  • williamhill.com
  • jackpotjoy.com
  • ubet.co.uk

Copyright © Adthena. All rights reserved.

April saw Ladbrokes dominate with fluctuating peaks, ending strong. Betfred and Paddy Power showed inconsistent trends, while Skybet surged mid-month. Betvictor and Coral had modest gains, with Bet365 and William Hill steady.

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
Competitor Count - Last month
Date Competitor Count
2026/04/01 37
2026/04/02 39
2026/04/03 45
2026/04/04 51
2026/04/05 51
2026/04/06 46
2026/04/07 52
2026/04/08 63
2026/04/09 56
2026/04/10 59
2026/04/11 73
2026/04/12 67
2026/04/13 58
2026/04/14 57
2026/04/15 60
2026/04/16 54
2026/04/17 54
2026/04/18 52
2026/04/19 54
2026/04/20 51
2026/04/21 49
2026/04/22 50
2026/04/23 50
2026/04/24 49
2026/04/25 47
2026/04/26 52
2026/04/27 55
2026/04/28 56
2026/04/29 53
2026/04/30 52

Copyright © Adthena. All rights reserved.

April began with 37 advertisers, peaking at 73 mid-month. The month concluded with 52 advertisers, reflecting dynamic fluctuations throughout.

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
Market Loss & Market Gains - Last month
Name Market Trend
williamhill.com 8.03%
betvictor.com 0.83%
coral.co.uk 0.8%
mrq.com 0.43%
jackpotjoy.com 0.36%
paddypower.com -0.55%
bet365.com -0.59%
virginbet.com -0.7%
boylesports.com -1.4%
skybet.com -6.8%

Copyright © Adthena. All rights reserved.

Williamhill.com surged with an 8.03% increase, while skybet.com plummeted by 6.8%. Betvictor.com and coral.co.uk also saw gains, contrasting with declines for boylesports.com and virginbet.com.

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 betfred.com ladbrokes.com betvictor.com jackpotjoy.com coral.co.uk bet365.com skybet.com mrq.com paddypower.com boylesports.com
2026/04/01 28.95% 19.51% 14.43% 0% 11.08% 4.95% 0% 2.14% 9.72% 0.39%
2026/04/02 20.58% 18.33% 0.03% 0% 15.22% 11.14% 0.04% 0% 3.54% 0.73%
2026/04/03 9.76% 28.68% 0.1% 1.87% 12.79% 6.76% 11.81% 2.78% 0.04% 8.71%
2026/04/04 15.45% 21.64% 1.43% 2.93% 9.5% 7.54% 8.41% 2.88% 3.8% 2.86%
2026/04/05 10.49% 18.11% 2.48% 2.44% 8.27% 10.09% 9.09% 4.38% 3.81% 0.64%
2026/04/06 15.08% 14.59% 4.92% 0% 7.64% 6.22% 9.07% 2.59% 5.87% 6.02%
2026/04/07 16.39% 26% 8.74% 8.73% 4.68% 8% 14.08% 0% 2.32% 2.55%
2026/04/08 21.57% 14.56% 1.26% 10.76% 7.12% 8.52% 6.79% 0.85% 2.58% 5.7%
2026/04/09 12.56% 13.23% 9.57% 8.24% 0.03% 8.08% 11.38% 8.14% 2.59% 8.27%
2026/04/10 3.53% 10.18% 4.32% 9.75% 2.2% 26.36% 14.45% 6.1% 1.15% 3.38%
2026/04/11 3.62% 12.21% 2.83% 12.75% 0.24% 21.19% 12.84% 5.66% 2.26% 0.49%
2026/04/12 13.99% 23.11% 7.1% 12.64% 2.15% 1.05% 2.57% 6.9% 1.75% 6.01%
2026/04/13 8.61% 34.3% 4.77% 8.08% 6.68% 6.45% 6.36% 5.95% 2.51% 3.57%
2026/04/14 9.69% 28.84% 2.98% 3.94% 13.71% 8.72% 6.73% 6% 3.69% 3.25%
2026/04/15 12.68% 28.67% 8.39% 9.33% 5.24% 3.36% 5.94% 1.81% 4.56% 3.37%
2026/04/16 21.95% 18.4% 8.59% 5.37% 6.65% 2.86% 7.89% 3.74% 5.55% 1.48%
2026/04/17 13.71% 25.73% 4.9% 5.29% 19.03% 3.47% 6.82% 1% 4.54% 2.36%
2026/04/18 9.25% 32.25% 0.53% 7.03% 11.34% 15.08% 3.71% 0.19% 3.4% 1.97%
2026/04/19 14.08% 24.96% 1.42% 5.76% 12.32% 8.36% 3.59% 5.71% 4.12% 2%
2026/04/20 12.73% 28.26% 0.52% 14.33% 2.77% 7.82% 7.28% 6.4% 1.75% 2.9%
2026/04/21 11.1% 35.76% 3.88% 11.28% 7.68% 1.31% 4.83% 5.71% 0.73% 3.37%
2026/04/22 10.46% 31.71% 5.75% 7.9% 9.57% 4.04% 7.06% 4.5% 1.88% 2.69%
2026/04/23 12.48% 30.23% 4.79% 4.61% 11.32% 0.84% 5.67% 5.14% 2.43% 2.59%
2026/04/24 7.52% 37.79% 5.23% 4.64% 9.83% 0.7% 5.04% 6.71% 3.79% 1.25%
2026/04/25 10.81% 33.55% 5.39% 5.79% 9.93% 5.3% 6.37% 2.69% 2.62% 2.43%
2026/04/26 12.85% 32.66% 8.11% 6.23% 3.06% 4.85% 4.57% 4.95% 2.07% 5.02%
2026/04/27 10.27% 18.95% 13.56% 7.63% 4.66% 2.31% 5.84% 11.5% 2.71% 2.29%
2026/04/28 10.44% 15.06% 13.82% 9.02% 4.27% 5.28% 5.87% 6.66% 1.66% 4.43%
2026/04/29 12.36% 10.95% 14.31% 6.02% 6.82% 6.77% 4.18% 7.38% 2.46% 4.88%
2026/04/30 15.32% 15.31% 11.15% 10.39% 9.46% 7.42% 4.17% 2.85% 2.34% 2.01%
  • betfred.com
  • ladbrokes.com
  • betvictor.com
  • jackpotjoy.com
  • coral.co.uk
  • bet365.com
  • skybet.com
  • mrq.com
  • paddypower.com
  • boylesports.com

Copyright © Adthena. All rights reserved.

In April 2026, Ladbrokes.com dominated with a peak impression share of 37.79% on April 24. Betfred.com fluctuated, starting strong but ending at 15.32%. Betvictor.com showed a gradual rise, closing at 11.15%.

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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Google Text Ad Copy Insights & Creative Trends for UK Gambling & Gaming Sports Betting - Last month
  1. 1
    250 Free Spins Welcome Offer - 32Red™ New Customer Offer https://welcome.32red.com › casino-offer › register

    Join 32Red™ and Enjoy 250 Free Spins On Top Slot Games. No Wagering . New Players Only.

  2. 2
    Get £30 Bonus + 100 Free Spins https://lp.betvictor.com › freespins-offer › play-safe

    Exclusive Slots Welcome Offer — Get £30 Bonus + 100 Spins on Gold Train If You Play £10. 18+ New Customers. T&Cs apply.

  3. 3
    200 Free Spins or £30 Bonus | Coral™ New Welcome Offer https://www.coral.co.uk › sports_betting › online_casino

    Play £10 Get 200 Free Spins or Bet £5 Get £30 In Bonuses 18+ T&Cs Apply. Play Responsibly.

  4. 4
    140 Free Spins Welcome Offer | A Winner Every Minute https://www.jackpotjoy.com › casino

    Play £10 on Casino Games, Get 140 Free Slot Spins. 18+ T&Cs. Join Us at Jackpotjoy!

  5. 5
    Bet £5 & Get £30 Welcome Bonus | New Welcome Offer https://www.ladbrokes.com › sports_betting › t&cs_apply_18+

    Please Play Responsibly - Bet £5 & Get a £30 Bonus For New Customers. T&C's Apply. 18+

Copyright © Adthena. All rights reserved.

In the competitive world of online gaming, 32Red, BetVictor, Coral, Jackpotjoy, and Ladbrokes captivate new players with enticing offers. From 250 free spins at 32Red to Ladbrokes’ £30 bonus, these ads highlight generous welcome bonuses, emphasizing free spins and responsible play.

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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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