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UK Healthcare & Medical Care Homes - PPC Market Share Analysis April 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 11.67
betterhelp.com 4.83
homeinstead.co.uk 3.43
elder.org 3.21
incontinencechoice.co.uk 2.84
portman.dentist 2.84
emerdency.co.uk 2.64
carehome.co.uk 2.58
careco.co.uk 1.64
nhsgp-online.uk 1.59
others 62.73

Copyright © Adthena. All rights reserved.

Bupa.co.uk leads with 11.67% click share, followed by betterhelp.com at 4.83%. Others dominate with 62.73%, 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 bupa.co.uk elder.org axahealth.co.uk emerdency.co.uk portman.dentist betterhelp.com carehome.co.uk helpinghandshomecare.co.uk careco.co.uk vitality.co.uk
2025/03/01 13.97% 2.51% 5.31% 0% 1.3% 5.5% 1.14% 1.27% 1.24% 3.8%
2025/03/02 12.02% 3.95% 4% 0% 0.02% 5.35% 1.35% 0.58% 2.66% 2.24%
2025/03/03 11.92% 3.84% 3.68% 0.99% 1.29% 4.08% 1.63% 1.99% 1.44% 2.43%
2025/03/04 9.47% 4.69% 3.42% 2.79% 0.34% 5.95% 2.91% 2.33% 1.5% 2.66%
2025/03/05 8.11% 4.98% 4.03% 2.64% 0.88% 2.87% 3.35% 2.33% 1.17% 1.92%
2025/03/06 7.86% 5.1% 4.38% 3.32% 1.72% 3.74% 2.21% 2.81% 0.63% 2.45%
2025/03/07 9.75% 4.27% 4.63% 2.51% 2.3% 2.72% 2.93% 2.31% 0.98% 2.88%
2025/03/08 10.35% 3.29% 4.58% 2.67% 5.59% 3.14% 2.38% 0.53% 1.38% 2.99%
2025/03/09 8.99% 4.7% 4.59% 2.49% 0.01% 4.79% 1.94% 0.86% 0.91% 2.97%
2025/03/10 9.65% 3.92% 4.55% 1.89% 6.06% 2.6% 3.29% 1.12% 0.54% 2.31%
2025/03/11 10.66% 3.96% 4.64% 3.11% 2.45% 3.96% 2.84% 1.96% 0.66% 2.09%
2025/03/12 8.95% 4.02% 3.35% 3.88% 3% 4.02% 3.01% 2.52% 1.36% 2.01%
2025/03/13 10.11% 4.07% 3.66% 3.94% 1.57% 3.69% 3.67% 1.46% 1.04% 2.11%
2025/03/14 10.51% 4.27% 3.81% 0.39% 2.71% 3.22% 3.55% 1.94% 0.73% 2.43%
2025/03/15 10.31% 3.82% 3.38% 2.39% 3.73% 4.73% 2.99% 1.29% 1.43% 2.27%
2025/03/16 9.62% 4.49% 4.16% 1.97% 1.21% 3.91% 3.06% 1.22% 0.74% 2.9%
2025/03/17 11.69% 3.84% 4.2% 1.79% 2.2% 3.6% 3.66% 1.71% 1.47% 2.03%
2025/03/18 8.7% 4.64% 3.48% 4.53% 3.49% 3.69% 2.32% 1.53% 1.17% 2.14%
2025/03/19 9.82% 3.88% 4.13% 0.9% 1.57% 3.54% 1.99% 1.9% 1.72% 2.54%
2025/03/20 9.59% 3.59% 4.11% 1.99% 5.18% 3.17% 2.53% 1.4% 1.6% 3.17%
2025/03/21 12.52% 3.79% 5.64% 2.98% 3.27% 4.25% 3.08% 1.53% 2.21% 3.41%
2025/03/22 11.61% 4.13% 5.25% 4.01% 5.35% 4.55% 1.83% 0.82% 2.7% 2.96%
2025/03/23 12.41% 4.82% 4.7% 2.86% 0.22% 5.24% 1.89% 0.64% 2.44% 3.02%
2025/03/24 9.35% 3.41% 5.03% 3.14% 3.71% 3.91% 2.36% 1.94% 1.98% 1.99%
2025/03/25 8.73% 4.46% 5.15% 3.25% 3.92% 3.83% 2.11% 1.93% 1.64% 2.06%
2025/03/26 9.11% 4.52% 6.45% 2.98% 2.83% 3.93% 1.97% 1.83% 3.63% 2.07%
2025/03/27 8.93% 3.76% 7.57% 3.84% 2.71% 2.77% 2.32% 2.12% 2.15% 2.27%
2025/03/28 8.99% 5.33% 6.86% 6.52% 2.52% 4.71% 1.55% 1.73% 2.43% 2.15%
2025/03/29 9.73% 5.3% 7.18% 2.76% 3.82% 3.67% 2.17% 1.22% 1.15% 2.98%
2025/03/30 9.72% 4.96% 6.62% 4.45% 0.26% 5.71% 1.97% 1.04% 3.41% 3.63%
2025/03/31 9.07% 5.41% 4.78% 3.68% 3.17% 2.81% 2.33% 1.77% 1.56% 1.41%

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Bupa.co.uk’s spend share started high at 13.97% but declined, ending March at 9.07%. Elder.org saw a steady rise, closing at 5.41%. Axahealth.co.uk fluctuated, peaking mid-month, finishing at 4.78%.

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
2025/03/01 660
2025/03/02 667
2025/03/03 700
2025/03/04 668
2025/03/05 716
2025/03/06 725
2025/03/07 760
2025/03/08 718
2025/03/09 682
2025/03/10 710
2025/03/11 678
2025/03/12 695
2025/03/13 688
2025/03/14 690
2025/03/15 684
2025/03/16 679
2025/03/17 679
2025/03/18 642
2025/03/19 681
2025/03/20 653
2025/03/21 647
2025/03/22 627
2025/03/23 613
2025/03/24 671
2025/03/25 641
2025/03/26 635
2025/03/27 645
2025/03/28 631
2025/03/29 642
2025/03/30 599
2025/03/31 631

Copyright © Adthena. All rights reserved.

March began with 660 advertisers, peaking at 760 on the 7th. A decline followed, ending the month at 631.

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
careco.co.uk 1.31%
homeinstead.co.uk 0.91%
emerdency.co.uk 0.85%
portman.dentist 0.49%
incontinenceshop.com 0.46%
healthservicediscounts.com -0.58%
dazzlingsmile.co.uk -0.58%
frederickstreetdental.co.uk -0.65%
bingleyparkcarehome.co.uk -0.68%
carehome.co.uk -0.87%

Copyright © Adthena. All rights reserved.

Careco.co.uk leads with a 1.31% click share rise, while carehome.co.uk drops by 0.87%. Homeinstead.co.uk and emerdency.co.uk also see positive gains.

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 elder.org portman.dentist seniorhomeplus.co.uk incontinencechoice.co.uk emerdency.co.uk bupa.co.uk vitaleurope.co.uk bluebirdcare.co.uk nhsgp-online.uk welwyngrange.co.uk
2025/03/01 2.43% 2.35% 0.37% 4.39% 0% 5.02% 0.24% 0.9% 1.91% 2.08%
2025/03/02 3.97% 0.03% 0.86% 4.91% 0% 4.03% 0.9% 1.38% 2.14% 1.92%
2025/03/03 3.89% 1.81% 0.61% 2.54% 1% 2.92% 3.77% 0.67% 0.33% 1.65%
2025/03/04 4.84% 0.5% 0.63% 4.24% 3.12% 3.17% 2.1% 1.78% 3.36% 1.73%
2025/03/05 4.73% 1.07% 1.05% 2.25% 3.68% 2.57% 2.5% 0.95% 2.95% 1.9%
2025/03/06 4.49% 2.34% 1.24% 3.43% 3.77% 2.57% 2.25% 0.99% 1.76% 1.48%
2025/03/07 3.72% 3.7% 1.68% 0.78% 2.52% 3.11% 0.99% 0.98% 2.4% 2.37%
2025/03/08 3.26% 7.1% 2.05% 1.72% 3.45% 3.52% 2.28% 0.95% 2.05% 2.09%
2025/03/09 5.42% 0.02% 1.26% 2.63% 2.34% 3.17% 3.63% 2.63% 2.13% 1.42%
2025/03/10 3.76% 8.24% 1.71% 3.5% 2.08% 2.85% 2.48% 0.86% 1.41% 2.12%
2025/03/11 3.65% 3.29% 1.37% 2.28% 4.2% 3.05% 0.31% 1.25% 1.46% 1.13%
2025/03/12 3.12% 4.29% 1.66% 1.79% 4.63% 2.62% 0.13% 1.5% 1.63% 1.59%
2025/03/13 3.54% 2.73% 1.95% 3.07% 3.42% 3.06% 1.06% 1.49% 2.65% 0.89%
2025/03/14 3.91% 4.27% 1.6% 1.58% 0.39% 3.21% 1.66% 1.19% 2.73% 2.02%
2025/03/15 3.71% 5.24% 1.39% 3.15% 1.76% 3.03% 3.73% 1.78% 2.83% 1.34%
2025/03/16 4.27% 1.89% 1.39% 4.3% 1.39% 3.33% 1.61% 3.14% 2.03% 1.12%
2025/03/17 3.75% 3.29% 1.06% 1.19% 1.38% 3.72% 1.66% 2.42% 1.7% 1.66%
2025/03/18 4.01% 5.07% 1.28% 2.68% 5.63% 2.86% 0.3% 1.85% 2.24% 0.95%
2025/03/19 3.67% 2.48% 1.32% 1.73% 1.23% 2.68% 0.41% 2.42% 2.51% 1.31%
2025/03/20 3.41% 7.19% 1.79% 3.71% 1.86% 2.82% 1.94% 3.04% 3.06% 0.8%
2025/03/21 3.65% 5.02% 1.21% 3.03% 3.72% 3.88% 0.08% 2.5% 1.19% 0.73%
2025/03/22 3.56% 8.05% 1.76% 4.08% 3.42% 3.62% 2.07% 2.36% 2.56% 0.79%
2025/03/23 4.89% 0.27% 1.34% 4.19% 3.07% 3.8% 1.41% 2.53% 2.64% 1%
2025/03/24 3.26% 6% 2.02% 3.32% 3.63% 2.72% 2.58% 1.78% 1.17% 1.82%
2025/03/25 3.85% 5.75% 1.56% 2.74% 3.77% 2.77% 0.63% 2.24% 1.28% 1.7%
2025/03/26 3.81% 4.92% 1.56% 1.99% 2.53% 3.21% 1.34% 1.81% 1.3% 1.95%
2025/03/27 3.62% 3.99% 2.38% 2.56% 5.59% 2.65% 0.42% 1.73% 2.21% 1.9%
2025/03/28 5.89% 3.89% 2.83% 2.06% 7.79% 2.79% 0.46% 2.13% 0.9% 2.26%
2025/03/29 5.69% 4.93% 2.75% 3.55% 3.69% 3.33% 0.52% 1.8% 2.89% 1.79%
2025/03/30 5.74% 0.33% 3.29% 3.06% 4.29% 3.07% 2.29% 1.94% 3.24% 1.13%
2025/03/31 5.71% 4.36% 4.09% 3.89% 3.56% 3.1% 2.17% 1.81% 1.67% 0.81%

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In March 2025, “elder.org” saw a steady rise in impressions, peaking at 5.89% on March 28. “portman.dentist” experienced fluctuations, with a notable peak of 8.24% on March 10. “seniorhomeplus.co.uk” gradually increased, ending at 4.09%. “incontinencechoice.co.uk” had a varied month, finishing at 3.89%. “emerdency.co.uk” peaked at 7.79% on March 28. “bupa.co.uk” maintained stability, closing at 3.10%. “vitaleurope.co.uk” showed inconsistency, ending at 2.17%. “bluebirdcare.co.uk” remained steady, finishing at 1.81%. “nhsgp-online.uk” fluctuated, closing at 1.67%. “welwyngrange.co.uk” had a declining trend, ending at 0.81%.

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
    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.

  2. 2
    Care Home Alternative - Care At Home From £157 Per Day https://www.elder.org › home-care

    Have You Considered Live-In Care? Support Doesn't Mean Leaving The Place You Know Best. Ask...

  3. 3
    dentists near me - Available for new patients https://www.portman.dentist › london › dentist

    Appointments Until 7pm Mon-Thurs & 5pm Fri. Book Your private Dentist Appointment With US

  4. 4
    Find A Care Home Near You https://www.welwyngrange.co.uk

    Home From Home Environment — Care as it should be, we care like family. Bespoke Care in A Stunning, Homely Environment.

  5. 5
    £40 only Including X-rays | Instalment Payment Options https://www.winchesteravenuedentalsurgery.co.uk

    Our experienced team is here to provide immediate relief for all your dental emergencies

Copyright © Adthena. All rights reserved.

In the competitive landscape of healthcare and dental services, Bupa UK stands out with its comprehensive offerings, from health insurance to elderly care. Elder.org promotes the comfort of live-in care, while Portman Dentist emphasizes flexible appointment hours. Welwyn Grange highlights a homely care environment, and Winchester Avenue Dental Surgery offers affordable, immediate dental solutions.

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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.