UK Healthcare & Medical Care Homes - PPC Market Share Analysis November 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.

Care Homes – UK

Google AI Overview visibility for Healthcare & Medical Care Homes UK

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

AIO Frequency

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

Frequency Percentage
Frequency 10.3154926329
89.6845073671
10%

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 46
54
46%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 3%
Transactional 8%
Navigational 1%
Seasonal 0%
Local 5%
Problem Solving 26%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
bupa.co.uk 9.8
betterhelp.com 7.47
lottie.org 4.53
carehome.co.uk 3.87
patriciawhites.co.uk 3.34
elder.org 3.29
forestray.dentist 2.92
myhealthcareclinic.com 1.84
kyn.co.uk 1.75
beresforddentalclinic.co.uk 1.69
others 59.5
  • bupa.co.uk - 9.8%
  • betterhelp.com - 7.47%
  • lottie.org - 4.53%
  • carehome.co.uk - 3.87%
  • patriciawhites.co.uk - 3.34%
  • elder.org - 3.29%
  • forestray.dentist - 2.92%
  • myhealthcareclinic.com - 1.84%
  • kyn.co.uk - 1.75%
  • beresforddentalclinic.co.uk - 1.69%
  • others - 59.5%

Copyright © Adthena. All rights reserved.

In the healthcare PPC landscape, Bupa leads with 9.80% click share, followed by BetterHelp at 7.47%. Others dominate with 59.50%, 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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date bupa.co.uk vitality.co.uk axahealth.co.uk lottie.org elder.org forestray.dentist patriciawhites.co.uk carehome.co.uk kyn.co.uk thegoodcaregroup.com
2025/11/01 10.88% 4.16% 3.74% 6.06% 4.52% 2.32% 3.79% 2.03% 2.62% 0.67%
2025/11/02 10.61% 4.29% 2.83% 5.43% 5.88% 3.65% 7.26% 1.9% 2.41% 0.01%
2025/11/03 9.14% 3.75% 2.91% 4.73% 5.19% 2.83% 2.61% 3.06% 2.33% 2.29%
2025/11/04 8.79% 3.47% 2.7% 4.59% 4.08% 2.44% 4.21% 3.02% 2.92% 2.28%
2025/11/05 9.39% 3.86% 2.5% 5.33% 4.6% 1.48% 3.55% 2.65% 2.61% 3.81%
2025/11/06 8.85% 3.47% 2.12% 4.63% 4.89% 1.31% 5.18% 3.38% 2.27% 2.2%
2025/11/07 8.08% 4.39% 2.72% 5.61% 5.48% 1.51% 6.46% 3.17% 2.52% 2.23%
2025/11/08 9.04% 4.6% 3.71% 4.86% 4.38% 3.59% 5.57% 2.41% 2.7% 2.81%
2025/11/09 10.1% 4.54% 3.77% 6.18% 5.71% 4.64% 5.15% 2.4% 2.68% 0.01%
2025/11/10 8.98% 4.52% 3.46% 3.7% 4.91% 2.61% 6.44% 2.45% 2.73% 2.33%
2025/11/11 9.34% 4.86% 3.06% 4.18% 3.78% 2.82% 7.77% 1.54% 2.59% 3.02%
2025/11/12 10.16% 5.38% 2.52% 4.6% 4.5% 2.18% 6.59% 1.78% 2.57% 3.41%
2025/11/13 10.81% 4.74% 2.46% 4.19% 5.09% 1.97% 8.56% 1.97% 2.96% 3.24%
2025/11/14 10.78% 5.09% 3.02% 4.91% 5.71% 3.29% 4.1% 1.93% 3.15% 4.07%
2025/11/15 11.81% 5.02% 4.15% 4.25% 5.68% 4.99% 7.25% 1.96% 2.69% 3.55%
2025/11/16 11.04% 4.97% 3.61% 5.43% 7.09% 6.56% 6.59% 1.59% 1.92% 0.16%
2025/11/17 10.4% 4.41% 3.28% 4.47% 5.33% 2.28% 5.37% 2.68% 2.61% 3.54%
2025/11/18 9.94% 4.28% 4.29% 4.37% 3.19% 1.83% 4.53% 3.05% 2.83% 2.26%
2025/11/19 9.14% 4.78% 3.38% 4.19% 5.49% 3.05% 6.84% 3.71% 2.44% 3.02%
2025/11/20 8.5% 4.8% 3.86% 4.48% 4.57% 4.11% 6.57% 2.79% 2.39% 1.9%
2025/11/21 7.71% 5.24% 4.34% 4.77% 4.9% 1.81% 7.38% 3.64% 2.33% 1.56%
2025/11/22 8.11% 6.17% 5.01% 4.44% 5.08% 3.82% 7.36% 2.7% 1.77% 2.1%
2025/11/23 3.44% 5.85% 5.23% 5.02% 6.69% 4.82% 8.11% 2.13% 1.62% 0.11%
2025/11/24 7.6% 6% 3.79% 3.72% 6.22% 2.25% 1.66% 2.95% 1.68% 4.76%
2025/11/25 7.98% 5.57% 3.28% 3.57% 4.54% 4.2% 3.77% 4.08% 1.52% 3.01%
2025/11/26 7.75% 6.06% 3.6% 3.59% 4.37% 2.39% 5.77% 3.37% 1.73% 2.7%
2025/11/27 7.37% 5.11% 3.33% 3.32% 5.87% 3.62% 3.3% 2.94% 1.99% 1.66%
2025/11/28 9.02% 5.2% 4.54% 3.63% 5.03% 2.21% 4.13% 3.91% 1.84% 3.35%
2025/11/29 10.02% 6.35% 5.63% 4.11% 3.3% 7.16% 4.72% 3.13% 1.74% 2.41%
2025/11/30 11.82% 7.18% 6.67% 5.28% 4.79% 4.31% 3.75% 2.88% 1.86% 0.07%
  • bupa.co.uk
  • vitality.co.uk
  • axahealth.co.uk
  • lottie.org
  • elder.org
  • forestray.dentist
  • patriciawhites.co.uk
  • carehome.co.uk
  • kyn.co.uk
  • thegoodcaregroup.com

Copyright © Adthena. All rights reserved.

Bupa.co.uk led November with fluctuating spend, peaking at 11.82%. Vitality.co.uk steadily rose, ending at 7.18%. Axahealth.co.uk and Lottie.org showed growth, while Elder.org and Patriciawhites.co.uk had varied trends. The month concluded with dynamic shifts.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2025/11/01 552
2025/11/02 544
2025/11/03 563
2025/11/04 533
2025/11/05 535
2025/11/06 547
2025/11/07 561
2025/11/08 543
2025/11/09 524
2025/11/10 549
2025/11/11 499
2025/11/12 546
2025/11/13 526
2025/11/14 528
2025/11/15 520
2025/11/16 522
2025/11/17 536
2025/11/18 536
2025/11/19 538
2025/11/20 509
2025/11/21 534
2025/11/22 531
2025/11/23 523
2025/11/24 524
2025/11/25 539
2025/11/26 522
2025/11/27 526
2025/11/28 543
2025/11/29 523
2025/11/30 533

Copyright © Adthena. All rights reserved.

November saw fluctuating advertiser numbers, peaking at 563 on November 3rd and dipping to 499 on November 11th. The month concluded with 533 advertisers.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
peverelcourtcare.co.uk 1.22%
carehome.co.uk 1.08%
betterhelp.com 0.72%
bluebirdcare.co.uk 0.72%
audleyvillages.co.uk 0.72%
gpathand.nhs.uk -0.43%
frederickstreetdental.co.uk -0.47%
lottie.org -0.5%
verulamhousecarehome.co.uk -0.58%
bupa.co.uk -1.28%

Copyright © Adthena. All rights reserved.

Peverel Court Care leads with a 1.22% click share rise, while Bupa faces a 1.28% decline. Carehome.co.uk gains 1.08%, contrasting Verulam House’s 0.58% drop.

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.

Date lottie.org forestray.dentist bupa.co.uk elder.org patriciawhites.co.uk vitality.co.uk kyn.co.uk snootsvet.com myhealthcareclinic.com beresforddentalclinic.co.uk
2025/11/01 6.89% 2.52% 3.69% 3.01% 3.42% 1.51% 3.23% 3.19% 0.04% 1.72%
2025/11/02 6.23% 5.22% 3.77% 3.51% 5.97% 1.87% 2.89% 4.71% 0.2% 0%
2025/11/03 4.93% 3.51% 2.73% 2.99% 2.61% 1.51% 2.89% 3.73% 2.63% 3.68%
2025/11/04 5.25% 2.75% 2.52% 2.51% 3.96% 1.36% 3.46% 4.25% 6.06% 2.96%
2025/11/05 6.31% 1.71% 2.86% 2.75% 3.17% 1.66% 3.13% 1.85% 3.59% 3.43%
2025/11/06 5.47% 1.53% 2.92% 2.86% 5.45% 1.15% 2.55% 1.33% 4.12% 2.97%
2025/11/07 6.58% 1.94% 2.5% 3.85% 4.67% 1.87% 2.82% 0.83% 6.2% 4.21%
2025/11/08 5.67% 4.46% 2.96% 3.18% 4.48% 1.69% 3.05% 1.65% 0.03% 3.19%
2025/11/09 7.17% 6.37% 3.28% 4.42% 4.23% 1.7% 3.11% 2.64% 0.1% 0%
2025/11/10 4.54% 3.55% 2.53% 3.48% 5.83% 1.65% 2.93% 1.11% 2.16% 2.12%
2025/11/11 5.01% 4.28% 2.34% 2.56% 6.19% 1.85% 3.17% 0.46% 4.27% 4.55%
2025/11/12 5.33% 3.09% 2.93% 2.99% 5.59% 2.03% 3.07% 4.19% 3.46% 3.87%
2025/11/13 5.11% 2.78% 3.49% 3.6% 7.27% 2% 3.39% 1.22% 3.75% 1.28%
2025/11/14 5.71% 4.47% 3.18% 4.05% 3.8% 2.22% 3.65% 2.97% 3.43% 1.5%
2025/11/15 5.18% 6.99% 3.91% 4.39% 6.81% 2% 3.1% 2.34% 0.04% 1.43%
2025/11/16 6.6% 8.22% 3.6% 5.84% 5.13% 1.68% 2.16% 5.01% 0.15% 0%
2025/11/17 5.36% 2.99% 2.75% 3.84% 4.38% 1.61% 3.02% 1.51% 5.45% 2.95%
2025/11/18 5.24% 2.29% 2.85% 2.33% 4.68% 1.56% 3.14% 2.27% 3.49% 5.04%
2025/11/19 4.98% 3.83% 2.57% 3.73% 5.86% 1.67% 2.86% 0.8% 3.4% 3.64%
2025/11/20 5.32% 5.54% 2.61% 3.01% 5.67% 1.64% 2.61% 3.74% 3.81% 3.03%
2025/11/21 6.03% 2.23% 2.48% 3.57% 6.72% 2.41% 2.45% 1.9% 2.73% 2.86%
2025/11/22 5.32% 5.6% 2.85% 4.33% 5.91% 2.89% 2.12% 1.38% 0.03% 2.84%
2025/11/23 5.7% 6.2% 1.21% 5.03% 6.55% 2.2% 1.75% 2.82% 0.04% 0%
2025/11/24 4.79% 2.72% 2.67% 4.31% 1.34% 2.64% 2.01% 1.96% 3.5% 2.36%
2025/11/25 4.46% 5.32% 2.45% 2.81% 4.43% 2.3% 1.68% 2.19% 3.62% 6.33%
2025/11/26 4.33% 2.99% 2.33% 2.9% 5.82% 2.22% 1.86% 3.2% 2.96% 1.91%
2025/11/27 3.89% 4.81% 2.25% 3.49% 3.09% 2.07% 2.23% 0.74% 4.11% 1.86%
2025/11/28 4.47% 3.12% 2.89% 3.29% 4.16% 2.22% 2.05% 0.61% 3.03% 1.85%
2025/11/29 5.19% 9.43% 3.46% 2.64% 5.23% 2.82% 1.98% 1.14% 0.02% 1.72%
2025/11/30 5.89% 5.52% 4.4% 3.58% 3.11% 2.92% 2.17% 1.24% 0.35% 0%
  • lottie.org
  • forestray.dentist
  • bupa.co.uk
  • elder.org
  • patriciawhites.co.uk
  • vitality.co.uk
  • kyn.co.uk
  • snootsvet.com
  • myhealthcareclinic.com
  • beresforddentalclinic.co.uk

Copyright © Adthena. All rights reserved.

In November 2025, “lottie.org” saw fluctuating impressions, peaking at 7.17% on the 9th. “forestray.dentist” surged to 9.43% on the 29th. “bupa.co.uk” ended strong at 4.4%. “elder.org” peaked mid-month, while “patriciawhites.co.uk” had a notable dip on the 24th. “vitality.co.uk” showed steady growth, closing at 2.92%. “kyn.co.uk” and “beresforddentalclinic.co.uk” had varied trends. “snootsvet.com” and “myhealthcareclinic.com” experienced significant fluctuations. The month concluded with diverse performance across domains.

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.

Google Text Ad Copy Insights & Creative Trends for UK Healthcare & Medical Care Homes - Last month
  1. 1
    BetterHelp Online Therapy https://www.betterhelp.com

    Specialised Therapists — Personalised Therapy for A Happier You. Our Quiz Helps Match You to the Right Therapist.

  2. 2
    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.

  3. 3
    Live-in Care from £1,150/week - Affordable Elderly Home Care https://www.elder.org

    Get peace of mind with care in the comfort of home. Easy to try - no waiting, no deposits. 92% of elderly people would prefer to remain in their home - Elder...

  4. 4
    Same-Day Appointments https://www.myhealthcareclinic.com › private › dentistry

    Offers For New Patients — Book an appointment by phone or online at MyHealthcare - 2 minutes from...

  5. 5
    Home Care Home Health Care https://www.patriciawhites.co.uk

    Care Within 24 Hours — Exemplary care that makes a difference – tailored, discreet and delivered with excellence.

Copyright © Adthena. All rights reserved.

In the realm of healthcare PPC, BetterHelp champions personalized online therapy, while Bupa UK offers comprehensive private healthcare solutions. Elder.org emphasizes affordable home care, MyHealthcareClinic promotes swift dental appointments, and Patricia Whites highlights tailored, exemplary home care. Each ad uniquely addresses specific healthcare needs.

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