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UK Healthcare & Medical Care Homes - PPC Market Share Analysis May 2025

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

Market Exposure

Share of Clicks for top 10 UK Healthcare & Medical Care Homes 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
bupa.co.uk 13.63
betterhelp.com 8.4
elder.org 3.54
lottie.org 3.06
carehome.co.uk 3.01
kyn.co.uk 2.72
incontinencechoice.co.uk 2.09
axahealth.co.uk 1.92
emerdency.co.uk 1.92
healthservicediscounts.com 1.83
others 57.88

Copyright © Adthena. All rights reserved.

Bupa.co.uk leads with 13.63% click share, followed by BetterHelp.com at 8.4%. Others dominate with 57.88%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Healthcare & Medical Care Homes 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 axahealth.co.uk bupa.co.uk vitality.co.uk kyn.co.uk betterhelp.com elder.org emerdency.co.uk lottie.org carehome.co.uk radfieldhomecare.co.uk
2025/05/01 8.42% 13.96% 3.52% 0.18% 4.36% 3.49% 2.82% 4.03% 3.09% 0.84%
2025/05/02 7.08% 12.46% 3.16% 0.25% 4.09% 3.72% 1.08% 5.38% 3.49% 2.14%
2025/05/03 7.03% 11.45% 2.72% 0.17% 3.54% 2.77% 0.7% 4.63% 2.74% 2.48%
2025/05/04 7.35% 12.56% 2.84% 0.2% 3.8% 3.14% 1.81% 1.78% 2.47% 2.11%
2025/05/05 7.43% 10.6% 2.26% 0.23% 2.46% 4.52% 2.32% 3.68% 3.31% 0.87%
2025/05/06 9% 10.97% 1.91% 0.26% 3.11% 5.58% 1.82% 5.24% 3.77% 1.97%
2025/05/07 10.06% 10.27% 1.51% 0.28% 2.63% 5.35% 1.04% 3.98% 3.98% 2.06%
2025/05/08 9.85% 9.77% 1.5% 0.21% 3.35% 6.22% 0.11% 4.54% 3.83% 1.23%
2025/05/09 8.68% 10.7% 1.54% 0.23% 3.3% 7.34% 1.02% 4.11% 3.74% 2.19%
2025/05/10 8.33% 12.63% 2.35% 0.31% 3.33% 5.96% 1.89% 3.57% 2.46% 2.3%
2025/05/11 8.9% 13.74% 2.38% 0.29% 3.35% 6.75% 1.7% 2.23% 1.56% 2.17%
2025/05/12 9.35% 14.9% 1.79% 0.29% 3.74% 6.53% 1.41% 3.41% 2.99% 1.33%
2025/05/13 9.19% 12.69% 1.88% 0.26% 3% 3.82% 2.35% 4.13% 3.3% 1.54%
2025/05/14 8.11% 12.4% 2.56% 0.28% 3.41% 4.19% 0.71% 3.95% 3.83% 1.66%
2025/05/15 6.94% 12.14% 2.92% 4.79% 3.38% 3.56% 1.41% 4.33% 3.99% 2.47%
2025/05/16 6.63% 13.31% 3.47% 7.81% 2.97% 4.24% 0.56% 3.87% 3.13% 1.51%
2025/05/17 8.08% 15.68% 5.63% 5.32% 3.88% 3.48% 1.95% 3.2% 1.88% 1.74%
2025/05/18 7.89% 12.49% 5.52% 5.12% 3.72% 2.89% 2.57% 1.39% 1.55% 1.64%
2025/05/19 7.14% 14.83% 3.43% 6.32% 3.54% 3.98% 1.02% 2.39% 2.21% 2.09%
2025/05/20 6.84% 14.65% 3.16% 7.38% 3.57% 4.3% 3.77% 2.77% 3.21% 1.99%
2025/05/21 7.37% 13.45% 3.89% 5.59% 3.79% 3.66% 2.79% 2.28% 2.72% 2.89%
2025/05/22 7.7% 9.66% 4.48% 6.31% 4.57% 3.26% 2.42% 2.18% 3.34% 0.92%
2025/05/23 6.52% 10.17% 5.17% 6.67% 3.86% 3.05% 4.27% 1.78% 2.97% 0.7%
2025/05/24 6.83% 12.5% 4.85% 6.32% 3.74% 5.63% 3.86% 2.18% 1.57% 1.2%
2025/05/25 8.16% 13.25% 4.96% 6.04% 4.4% 3.92% 4.57% 2.21% 1.77% 1.79%
2025/05/26 6.22% 12.11% 4.67% 4.5% 3.91% 3.61% 2.96% 1.7% 2.33% 1.36%
2025/05/27 5.99% 12.52% 4.59% 7.02% 4.21% 2.96% 3.52% 2.96% 1.96% 2.2%
2025/05/28 5.96% 14.16% 3.58% 5.02% 3.98% 3.59% 1.16% 2.66% 2.83% 1.57%
2025/05/29 5.84% 16.01% 3.08% 4.57% 4.14% 4.91% 2.39% 2.85% 3.45% 2.73%
2025/05/30 6.76% 18.05% 3.42% 4.69% 4.22% 4.5% 3.13% 2.31% 2.57% 2.02%
2025/05/31 8.77% 7.98% 6.22% 6.2% 4.4% 4.03% 3.24% 2.92% 2.5% 1.8%

Copyright © Adthena. All rights reserved.

In May 2025, Bupa.co.uk led PPC spend, peaking at 18.05% on May 30. Axahealth.co.uk fluctuated, ending at 8.77%. Vitality.co.uk saw a late surge, closing at 6.22%. Kyn.co.uk spiked mid-month, finishing at 6.20%.

Market Exposure

Competitor Count for UK Healthcare & Medical Care Homes

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
2025/05/01 567
2025/05/02 567
2025/05/03 592
2025/05/04 592
2025/05/05 628
2025/05/06 599
2025/05/07 639
2025/05/08 641
2025/05/09 633
2025/05/10 633
2025/05/11 644
2025/05/12 630
2025/05/13 643
2025/05/14 641
2025/05/15 662
2025/05/16 654
2025/05/17 600
2025/05/18 597
2025/05/19 600
2025/05/20 602
2025/05/21 574
2025/05/22 563
2025/05/23 548
2025/05/24 548
2025/05/25 514
2025/05/26 551
2025/05/27 536
2025/05/28 546
2025/05/29 535
2025/05/30 525
2025/05/31 530

Copyright © Adthena. All rights reserved.

In May 2025, distinct advertisers on Google SERP began at 567, peaked at 662 mid-month, then declined, finishing at 530.

Campaign Efficiency

Market Loss & Market Gains for UK Healthcare & Medical Care Homes

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
kyn.co.uk 3.66%
myhealthcareclinic.com 2.32%
betterhelp.com 1.79%
emerdency.co.uk 1.11%
bgortho.co.uk 1.04%
greensleeves.org.uk -0.91%
peverelcourtcare.co.uk -0.94%
bluebirdcare.co.uk -1.01%
careco.co.uk -1.11%
lottie.org -1.51%

Copyright © Adthena. All rights reserved.

Kyn.co.uk surged with a 3.66% click share increase, while lottie.org faced a 1.51% decline.

Campaign Efficiency

UK Healthcare & Medical Care Homes 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 kyn.co.uk bupa.co.uk lottie.org elder.org hc-one.co.uk emerdency.co.uk radfieldhomecare.co.uk axahealth.co.uk betterhelp.com incontinencechoice.co.uk
2025/05/01 0.2% 5.02% 5.19% 3.79% 1.02% 2.42% 0.99% 2.23% 2.09% 4.03%
2025/05/02 0.3% 4.18% 6.36% 4.32% 0.7% 1.42% 2.41% 1.82% 2.06% 1.99%
2025/05/03 0.2% 4.01% 5.54% 2.85% 1.24% 0.71% 2.07% 2% 1.64% 3.21%
2025/05/04 0.23% 4.66% 1.96% 3.3% 1.52% 1.63% 1.86% 1.83% 1.75% 4.53%
2025/05/05 0.25% 3.68% 4.35% 4.96% 1.13% 1.81% 0.68% 1.93% 1.15% 3.43%
2025/05/06 0.29% 3.93% 6.48% 6.46% 1.58% 2.15% 2.04% 2.33% 1.52% 2.92%
2025/05/07 0.32% 4.22% 5.1% 5.04% 1.8% 1.51% 2.04% 2.63% 1.31% 1.88%
2025/05/08 0.25% 3.84% 5.51% 5.78% 1.3% 0.18% 1.26% 2.63% 1.55% 1.09%
2025/05/09 0.26% 3.9% 5.06% 7.51% 0.81% 1.27% 2.17% 2.29% 1.56% 2.31%
2025/05/10 0.37% 4.38% 4.37% 5.92% 1.39% 2.24% 2.36% 2.21% 1.61% 4.06%
2025/05/11 0.32% 4.75% 2.55% 6.39% 2.55% 1.71% 2.39% 2.5% 1.58% 3.5%
2025/05/12 0.34% 5.91% 4.39% 7.07% 1.76% 1.87% 1.19% 2.66% 1.81% 1.27%
2025/05/13 0.3% 4.52% 5.11% 3.43% 3.59% 3.25% 1.47% 2.5% 1.42% 3.55%
2025/05/14 0.32% 3.81% 4.96% 3.62% 2.4% 0.98% 1.65% 2.42% 1.68% 0.76%
2025/05/15 5.84% 4.04% 5.07% 2.84% 1.87% 1.53% 2.65% 2.01% 1.5% 1.15%
2025/05/16 9.25% 3.72% 4.32% 3.84% 1.17% 0.62% 1.53% 1.55% 1.34% 0.78%
2025/05/17 7.36% 5.2% 3.99% 2.85% 3.57% 2.66% 2.16% 2.17% 1.92% 1.1%
2025/05/18 6.77% 3.67% 1.61% 2.86% 2.78% 3.16% 1.96% 1.94% 1.76% 1.25%
2025/05/19 8% 5.01% 2.83% 3.51% 2.32% 1.1% 3.09% 1.72% 1.68% 0.62%
2025/05/20 9.16% 5.19% 3.41% 4.04% 2.39% 4.09% 1.5% 1.64% 1.7% 1.92%
2025/05/21 6.99% 5.02% 2.65% 3.19% 5.6% 3.17% 4% 2.03% 1.82% 0.38%
2025/05/22 8.57% 3.46% 2.64% 2.78% 2.75% 1.95% 0.97% 1.97% 2.29% 1.49%
2025/05/23 8.17% 3.99% 2.18% 2.92% 2.75% 3.38% 0.87% 2.03% 1.93% 0.67%
2025/05/24 7.63% 4.23% 2.56% 5.99% 4.53% 3.37% 1.23% 1.82% 1.7% 0.24%
2025/05/25 7.92% 4.56% 2.67% 4.2% 3.69% 3.79% 2.35% 2.4% 2.18% 1.88%
2025/05/26 5.62% 3.54% 1.99% 3.24% 3.62% 3.08% 1.55% 1.48% 1.82% 3.8%
2025/05/27 8.7% 3.93% 3.6% 2.43% 1.5% 3.89% 2.54% 1.51% 2.05% 1.48%
2025/05/28 6.36% 4.42% 3.13% 3.25% 2.36% 1.22% 2.04% 1.64% 1.9% 0.41%
2025/05/29 5.92% 4.88% 3.46% 4.67% 2.05% 2.4% 3.38% 1.4% 2.06% 1.37%
2025/05/30 6.47% 5.67% 3.11% 4.95% 2.85% 3.38% 2.44% 1.95% 2.1% 4.27%
2025/05/31 7.6% 4.48% 3.72% 3.33% 2.72% 2.52% 2.42% 2.4% 2.08% 1.79%

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In May 2025, kyn.co.uk’s impression share surged dramatically mid-month, peaking at 9.25% on the 16th. Meanwhile, bupa.co.uk maintained a steady presence, and lottie.org experienced fluctuations. By month’s end, kyn.co.uk led, showcasing a dynamic shift in PPC dominance.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Healthcare & Medical Care Homes

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
    AXA Health https://www.axahealth.co.uk › health › insurance

    Enjoy a £100 M&S Gift Card — Get a £100 M&S gift card when you buy an AXA Health Plan. Offer ends 31 May. T&Cs apply.

  2. 2
    You Deserve to Be Happy https://www.betterhelp.com

    No Waiting Rooms or Driving — Personalised Therapy for A Happier You. Our Quiz Helps Match You to the Right Therapist.

  3. 3
    Bupa UK https://www.bupa.co.uk

    Private Healthcare — From Health Insurance To Health Checks, Dental Care To Elderly Care, We're Here For You. Dental.

  4. 4
    Residential Care Home | Elderly Care Home https://lp.kyn.co.uk › residential › care

    A home designed with care, where each day invites independence, friendship and comfort.

  5. 5
    qhcare.co.uk https://www.qhcare.co.uk/

    Effective Home Care Assistance Professional Care in Your Home. We Can Provide the Care You Need Right at Your Home. Start the Process Today.

Copyright © Adthena. All rights reserved.

In the competitive landscape of healthcare PPC ads, AXA Health entices with a £100 M&S gift card, while BetterHelp offers personalized therapy without the hassle. Bupa UK emphasizes comprehensive care, Kyn.co.uk highlights independence in elderly care, and QH Care focuses on professional home assistance.

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