Log in Book a Demo

UK Gambling & Gaming Sports Betting - PPC Market Share Analysis September 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.

See more data

AIO Frequency

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

Frequency Percentage
Frequency 34.36307602
65.63692398
34%

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 6
94
6%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 18%
Transactional 1%
Navigational 9%
Seasonal 0%
Local 0%
Problem Solving 0%

Copyright © Adthena. All rights reserved.

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.

See more data
Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
ladbrokes.com 25.92
skybet.com 21.1
paddypower.com 16.17
williamhill.com 15.05
bet365.com 4.1
betfred.com 3.88
betvictor.com 2.07
boylesports.com 2.05
virgingames.com 1.81
virginbet.com 1.68
others 6.17
  • ladbrokes.com - 25.92%
  • skybet.com - 21.1%
  • paddypower.com - 16.17%
  • williamhill.com - 15.05%
  • bet365.com - 4.1%
  • betfred.com - 3.88%
  • betvictor.com - 2.07%
  • boylesports.com - 2.05%
  • virgingames.com - 1.81%
  • virginbet.com - 1.68%
  • others - 6.17%

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, Ladbrokes leads with a 25.92% click share, followed by Skybet at 21.1%. Meanwhile, ‘others’ collectively hold 6.17%, showcasing 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. 

See more data
Share of Spend - Last Month
Share of Spend - Last Month
Date paddypower.com skybet.com williamhill.com ladbrokes.com betfred.com bet365.com betvictor.com grosvenorcasinos.com virgingames.com betway.com
2026/09/01 12.34% 16.62% 1.66% 18.83% 4.35% 5.18% 1.29% 1.03% 2.05% 10.47%
2026/09/02 21.94% 12.85% 0.05% 11.31% 4.38% 8.57% 3.03% 2.55% 2.18% 6.34%
2026/09/03 19.43% 10.82% 0.01% 14.27% 3.88% 6.7% 4.12% 3.38% 3.94% 5.52%
2026/09/04 7.73% 12.93% 0.01% 13.78% 6.93% 4.35% 5.73% 4.42% 2.56% 7.05%
2026/09/05 19.96% 10.14% 1.17% 13.69% 7.52% 4.53% 3.87% 3.15% 2.03% 5.6%
2026/09/06 16.26% 10.75% 0.39% 15.4% 6.85% 5.98% 4.44% 3.61% 4.02% 6.7%
2026/09/07 19.49% 13.48% 0.63% 15.46% 10.68% 4.87% 2.21% 5.49% 2.85% 2.48%
2026/09/08 20.28% 14.29% 0.71% 14.01% 8% 6.91% 2.64% 6.13% 1.71% 2.64%
2026/09/09 19.73% 13.84% 0.01% 14.6% 6.47% 6.1% 4.66% 8.74% 5.82% 1.34%
2026/09/10 18.24% 15.96% 0.75% 16.69% 8.02% 7.85% 4.71% 2.34% 4.84% 2.6%
2026/09/11 24.01% 14.39% 0.02% 9.15% 15.37% 7.9% 3.63% 0.35% 4.7% 3.11%
2026/09/12 15.52% 10.44% 0.87% 9.63% 16.18% 7.68% 4.14% 1.95% 4.75% 5.32%
2026/09/13 12.11% 13.57% 4.63% 7.32% 17.89% 5.59% 3.52% 3.45% 5.42% 3.86%
2026/09/14 13.41% 18.55% 5.21% 6.11% 14.81% 7.69% 2.31% 3.25% 4.88% 5.69%
2026/09/15 12.96% 14.33% 7.51% 7.75% 11.59% 9.75% 4.97% 1.58% 4.27% 7.01%
2026/09/16 14.44% 12.77% 12.5% 11.51% 5.77% 10.57% 6.76% 1.41% 1.94% 2.57%
2026/09/17 13.08% 13.28% 9.9% 7.14% 9.97% 16.37% 6.36% 1.58% 2.44% 2.94%
2026/09/18 16.2% 11.29% 9.3% 8.06% 11.36% 11.99% 4.37% 1.47% 6.67% 2.72%
2026/09/19 11.53% 10.35% 10.88% 15.84% 8.57% 13.14% 4.26% 6.94% 2.79% 1.13%
2026/09/20 6.58% 18.8% 8.77% 10.03% 11.07% 16.45% 3.59% 5.35% 6.44% 1.68%
2026/09/21 11.06% 21.74% 7.59% 13.97% 15.08% 7.47% 1.35% 1.59% 3.1% 1.26%
2026/09/22 14.56% 15.81% 6.83% 15.37% 9.77% 5.55% 2.66% 5.35% 4.19% 1.57%
2026/09/23 11.49% 19.38% 8.92% 16.59% 6.44% 6.72% 3.44% 2.39% 4.3% 1.35%
2026/09/24 15.25% 11.61% 9.37% 15.4% 7.19% 5.49% 4.49% 2.69% 3.55% 2.49%
2026/09/25 15.93% 17.02% 3.82% 17.11% 6.25% 4.32% 7.09% 1.32% 9.22% 3.24%
2026/09/26 12.61% 8.7% 6.69% 17.68% 5.39% 12.29% 7.28% 3.67% 4% 1.89%
2026/09/27 0.22% 15.2% 9.19% 14.6% 9.37% 4.92% 7.39% 4.25% 6.59% 3.13%
2026/09/28 17.53% 12.38% 9.25% 12.75% 8.59% 3.73% 8.57% 4.01% 5.04% 2.59%
2026/09/29 24.18% 9.76% 9.04% 12.38% 6.37% 6.14% 6.25% 2.64% 0.28% 1.61%
2026/09/30 29.44% 14.06% 10.54% 8.11% 6.11% 5.58% 5.54% 2.05% 0.76% 0.74%
  • paddypower.com
  • skybet.com
  • williamhill.com
  • ladbrokes.com
  • betfred.com
  • bet365.com
  • betvictor.com
  • grosvenorcasinos.com
  • virgingames.com
  • betway.com

Copyright © Adthena. All rights reserved.

In September 2026, Paddy Power’s PPC spend fluctuated, peaking at 29.44% on the 30th. Sky Bet saw a steady rise, while William Hill’s spend remained low. Ladbrokes and Betfred showed consistent activity, with Bet365 and BetVictor maintaining moderate levels. Virgin Games and Betway experienced declines, ending the month with minimal spend.

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. 

See more data
Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/09/01 42
2026/09/02 39
2026/09/03 40
2026/09/04 37
2026/09/05 37
2026/09/06 38
2026/09/07 38
2026/09/08 38
2026/09/09 38
2026/09/10 34
2026/09/11 37
2026/09/12 37
2026/09/13 41
2026/09/14 40
2026/09/15 39
2026/09/16 43
2026/09/17 38
2026/09/18 39
2026/09/19 42
2026/09/20 40
2026/09/21 40
2026/09/22 43
2026/09/23 38
2026/09/24 41
2026/09/25 45
2026/09/26 43
2026/09/27 40
2026/09/28 39
2026/09/29 43
2026/09/30 40

Copyright © Adthena. All rights reserved.

September saw fluctuating advertiser numbers, starting at 42, dipping mid-month, and peaking at 45 on the 25th. The month concluded with a stable 40.

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.

See more data
Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
williamhill.com 14.56%
bet365.com 4.33%
betvictor.com 0.29%
foxybingo.com 0.2%
virginbet.com 0.14%
betway.com -0.99%
boylesports.com -1.09%
skybet.com -2.75%
paddypower.com -4.85%
ladbrokes.com -7.69%

Copyright © Adthena. All rights reserved.

William Hill surged with a 14.56% increase, while Ladbrokes faced a significant drop of 7.69%. Bet365 also climbed by 4.33%.

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.

See more data
Date betvictor.com paddypower.com ladbrokes.com betfred.com williamhill.com skybet.com grosvenorcasinos.com bet365.com betway.com virgingames.com
2026/09/01 4.45% 4.88% 26.88% 7.18% 2.68% 8% 3.41% 3.46% 17.1% 5.68%
2026/09/02 8.41% 9.69% 15.62% 7.89% 0.02% 6.8% 5.73% 6.95% 10.78% 5.09%
2026/09/03 10.04% 8.45% 17.86% 6.53% 0.01% 5.71% 6.98% 4.4% 10.3% 7.96%
2026/09/04 9.85% 2.95% 15.9% 11.15% 0.01% 5.95% 9.48% 2.75% 11.76% 4.59%
2026/09/05 9.76% 7.75% 17.19% 10.4% 1.31% 5.53% 9.67% 4.73% 10.66% 3.62%
2026/09/06 9.09% 6.14% 19.01% 8.89% 0.03% 5.03% 9.23% 4.95% 10.31% 7.63%
2026/09/07 5.35% 8.05% 19.56% 16.82% 1.09% 6.54% 12.08% 5.33% 4.59% 6.24%
2026/09/08 7.15% 7.78% 18.04% 12.21% 1.06% 6.39% 13.88% 5.27% 3.08% 4.52%
2026/09/09 10.6% 7.47% 18.29% 10.25% 0.01% 6.5% 17.3% 5.02% 0.62% 10.26%
2026/09/10 8.67% 8.13% 20.37% 13.99% 1.51% 8.51% 6.77% 5.2% 3.21% 10.21%
2026/09/11 9.1% 10.2% 12.4% 28.12% 0% 8.04% 1.23% 9.56% 3.98% 9.97%
2026/09/12 10.07% 6.36% 11.85% 27.71% 1.31% 5.82% 3.89% 8.48% 6.37% 7.94%
2026/09/13 8.41% 4.03% 7.69% 25.59% 3.28% 6.17% 6.71% 5.41% 5.12% 8.77%
2026/09/14 5.81% 5.16% 6.66% 24.52% 4.22% 9.71% 7.07% 6.54% 7.69% 9.64%
2026/09/15 10.69% 4.7% 9.13% 19.12% 6.15% 7.7% 2.87% 11.04% 8.37% 7.17%
2026/09/16 14.87% 5.47% 14.5% 10.68% 10.71% 6.61% 3.46% 10.51% 2.96% 4.13%
2026/09/17 12.74% 4.78% 8.01% 15.17% 7.82% 7.34% 3.02% 20.76% 3.03% 3.71%
2026/09/18 10.24% 5.98% 9.68% 17.55% 6.77% 5.28% 3.69% 15.12% 2.01% 10.26%
2026/09/19 8.07% 4.05% 18.95% 14.35% 7.97% 7.44% 10.3% 12.43% 1.12% 4.88%
2026/09/20 7.18% 2.36% 11.65% 19.07% 6.38% 11.79% 7.88% 13.63% 1.94% 9.16%
2026/09/21 4.15% 3.85% 17.14% 22.39% 5.52% 14.59% 2.75% 7.27% 1.73% 5.51%
2026/09/22 7.09% 5.33% 21.41% 16.96% 5.24% 8.49% 9.42% 5.23% 1.6% 8.48%
2026/09/23 8.29% 4.6% 22.22% 11.53% 7.09% 12.6% 5.99% 7.02% 0.78% 6.5%
2026/09/24 9.23% 5.41% 18.57% 12.7% 7.81% 6.89% 5.87% 4.52% 1.81% 6.23%
2026/09/25 14.37% 5.69% 20.68% 11.47% 2.79% 11.18% 2.78% 3.9% 4.29% 14.34%
2026/09/26 15.27% 4.41% 22.71% 9.05% 4.51% 6.6% 5.75% 7.37% 2.48% 7.66%
2026/09/27 17.09% 0.01% 15.83% 15.59% 5.89% 6.89% 7.72% 2.32% 2.7% 9.63%
2026/09/28 19.22% 6.21% 15.54% 14.53% 6.77% 6.24% 7.17% 2.95% 3.32% 8.37%
2026/09/29 17.64% 9.57% 18.88% 9.94% 7.9% 7.18% 5% 4.22% 0.49% 0.03%
2026/09/30 15.78% 14.57% 12.48% 11.5% 10.61% 8.27% 7.39% 4.7% 0.24% 0.12%
  • betvictor.com
  • paddypower.com
  • ladbrokes.com
  • betfred.com
  • williamhill.com
  • skybet.com
  • grosvenorcasinos.com
  • bet365.com
  • betway.com
  • virgingames.com

Copyright © Adthena. All rights reserved.

In September 2026, BetVictor’s impression share surged, peaking at 19.22% on the 28th. PaddyPower fluctuated, ending strong at 14.57%. Ladbrokes led early, but Betfred dominated mid-month. WilliamHill’s share grew steadily, while SkyBet and GrosvenorCasinos showed consistent performance. Bet365 and Betway had varied trends, with VirginGames declining sharply at month’s end.

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.

See more data
Google Text Ad Copy Insights & Creative Trends for UK Gambling & Gaming Sports Betting - Last month
  1. 1
    200 Free Spins Fishin' Frenzy - Online Games 200 Free Spins https://promotions.betfred.com › new_cust_only › t&cs_apply_18+

    Play at Betfred Games, Online Slots, Roulette, Blackjack & Live Casino

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

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

  3. 3
    £40 Welcome Bonus With 100FS - Claim Bonus, Fast Withdrawals https://www.grosvenorcasinos.com

    Deposit £20 To Get £40 + 100 Free Spins Bonus. Keep It Fun. 18+. T&Cs Apply.

  4. 4
    Sky Bet Official Website | Free Bets with Sky Bet Club https://promotions.skybet.com › newcustomer

    Place A Bet & Get £30 In Free Bets. New Customer Offer. T&Cs Apply. 18+. GambleAware.org. Get Price Boosts, Special Offers & More When You Bet With Sky Bet. Football Betting. In-Play Betting.

  5. 5
    William Hill™ Online Betting | Deposit & Bet £10, Get £40 https://promotion.williamhill.com › online-betting › terms-apply

    New Customers Deposit & Bet £10 Get £40 Free Bets. Some Payments Excluded. T&Cs Apply. Deposit & Bet £10 & Get £40 In Bonuses. Paid As 4 x £10 Bet Builders. Play Safe 18+ Online Betting.

Copyright © Adthena. All rights reserved.

In the competitive world of online gaming, Betfred, BetVictor, Grosvenor Casinos, Sky Bet, and William Hill captivate audiences with enticing offers. From Betfred’s 200 free spins to William Hill’s £40 bonus, these ads highlight generous welcome bonuses, free spins, and exclusive offers, drawing in new customers with promises of thrilling gaming experiences.

Frequently Asked Questions

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 achieves 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

Get the full picture

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.

Related reports

US
Gambling & Gaming

US Sports Betting

AUS
Gambling & Gaming

AUS Sports Betting