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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 14.33
betterhelp.com 8.76
incontinencechoice.co.uk 4.69
carehome.co.uk 3.04
lottie.org 3.04
careco.co.uk 2.35
emerdency.co.uk 2.13
elder.org 2.07
portman.dentist 1.94
homeinstead.co.uk 1.76
others 55.89

Copyright © Adthena. All rights reserved.

In the healthcare PPC landscape, Bupa leads with 14.33% click share, followed by BetterHelp at 8.76%. Others dominate with 55.89%, 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 axahealth.co.uk carehome.co.uk betterhelp.com careco.co.uk lottie.org vitality.co.uk incontinencechoice.co.uk elder.org emerdency.co.uk
2025/04/01 11.09% 7.6% 2.73% 3.83% 0.97% 0.22% 1.67% 3.03% 3.86% 2.91%
2025/04/02 9.34% 6.09% 2.17% 5.16% 3.34% 3.77% 1.39% 2.53% 3.54% 5.09%
2025/04/03 10.12% 6.07% 2.32% 5.16% 2.64% 2.95% 1.06% 2.22% 2.9% 3.37%
2025/04/04 8.88% 7.42% 2.5% 4.9% 1.62% 2.95% 1.07% 4.5% 3.47% 2.36%
2025/04/05 13.13% 6.48% 1.9% 4.33% 2.67% 3.86% 2.21% 0.97% 2.25% 3.63%
2025/04/06 14.25% 7.15% 1.7% 3% 0.95% 2.5% 1.9% 1.89% 2.45% 1.71%
2025/04/07 11.46% 8.11% 2.46% 3.52% 0.69% 3.44% 1.91% 2.79% 3.34% 2.28%
2025/04/08 10.55% 9.51% 3.79% 3.61% 0.46% 4.1% 2.3% 3.61% 4.24% 0.37%
2025/04/09 10.47% 7.81% 3.65% 2.75% 1.91% 3.65% 3.38% 2.38% 4.38% 4.1%
2025/04/10 9.75% 9.01% 3.88% 4.56% 1.11% 3.91% 3.7% 1.73% 3.55% 2.27%
2025/04/11 10.23% 7.31% 3.28% 4.34% 1.1% 4.63% 2.93% 4.05% 3.32% 1.02%
2025/04/12 9.58% 8.02% 2.34% 3.87% 2.59% 5.15% 4.51% 3.04% 3.04% 0.55%
2025/04/13 4.3% 7.02% 1.93% 4.68% 1.41% 2.15% 4.28% 3.75% 4.23% 3.17%
2025/04/14 9.71% 8.09% 3.54% 4.41% 3.53% 3.39% 2.77% 1.93% 4.82% 3%
2025/04/15 10.37% 7.71% 4.05% 4.48% 2.62% 3.06% 2.9% 3.99% 3.16% 1.17%
2025/04/16 9.3% 7.41% 3.92% 3.17% 2.39% 3.71% 3.83% 1.91% 2.93% 5.15%
2025/04/17 8.59% 5.71% 3.36% 4.71% 0.78% 4.08% 2.32% 0.87% 3.01% 2.17%
2025/04/18 11.31% 7.04% 3.36% 6.48% 0.33% 3.79% 3.97% 1.49% 2.63% 2.23%
2025/04/19 12.46% 7.68% 1.87% 3.92% 1.23% 2.8% 5.95% 2.34% 2.47% 1.95%
2025/04/20 15.11% 7.29% 1.09% 4.61% 3.11% 1.31% 4.49% 1.48% 2.64% 4.7%
2025/04/21 12.58% 7.75% 2.24% 4.12% 1.03% 2.72% 4.95% 1.78% 1.86% 4%
2025/04/22 10.68% 7.31% 3.66% 3.41% 1.27% 4.42% 3.29% 2.17% 4.27% 3.89%
2025/04/23 11.01% 7.44% 2.98% 4.72% 2.39% 3.33% 3.29% 2.5% 2.9% 0.65%
2025/04/24 10.77% 6.9% 3.85% 3.63% 1.16% 3.75% 2.83% 3.96% 4.95% 3.62%
2025/04/25 12.42% 7.44% 3.43% 4.6% 1.94% 3.03% 4.61% 4% 3.27% 3.11%
2025/04/26 13.12% 9.22% 2.92% 4.05% 1.34% 2.51% 5.1% 3.29% 2.29% 2.64%
2025/04/27 11.03% 8.96% 2.14% 3.65% 3.32% 1.61% 4.28% 2.19% 2.76% 1.95%
2025/04/28 10.44% 7.76% 3.8% 3.85% 2.32% 2.84% 3% 1.77% 2.86% 2.22%
2025/04/29 10.74% 9.01% 3.83% 4.04% 2.51% 3.83% 2.76% 1.74% 1.99% 2.66%
2025/04/30 9.82% 8.01% 4.43% 3.87% 3.45% 3.4% 3.27% 2.95% 2.9% 2.73%

Copyright © Adthena. All rights reserved.

April saw dynamic shifts in PPC spend share. Bupa.co.uk led with fluctuations, peaking mid-month. Axahealth.co.uk maintained steady growth, while carehome.co.uk showed a late surge. Betterhelp.com and vitality.co.uk experienced consistent variations.

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
2025/04/01 625
2025/04/02 591
2025/04/03 611
2025/04/04 598
2025/04/05 599
2025/04/06 640
2025/04/07 620
2025/04/08 615
2025/04/09 581
2025/04/10 593
2025/04/11 540
2025/04/12 548
2025/04/13 572
2025/04/14 583
2025/04/15 565
2025/04/16 576
2025/04/17 574
2025/04/18 535
2025/04/19 608
2025/04/20 575
2025/04/21 602
2025/04/22 603
2025/04/23 599
2025/04/24 603
2025/04/25 565
2025/04/26 587
2025/04/27 606
2025/04/28 612
2025/04/29 607
2025/04/30 597

Copyright © Adthena. All rights reserved.

April began with 625 advertisers, fluctuating throughout the month, peaking at 640 on April 6. The month concluded with 597 advertisers, reflecting a dynamic landscape.

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
healthservicediscounts.com 1.56%
bupa.co.uk 0.89%
bluebirdcare.co.uk 0.83%
dazzlingsmile.co.uk 0.75%
completesmiles.co.uk 0.62%
incontinenceshop.com -0.72%
portman.dentist -0.74%
incontinencechoice.co.uk -0.8%
tanglewoodcarehomes.co.uk -0.8%
seniorhomeplus.co.uk -0.83%

Copyright © Adthena. All rights reserved.

Healthservicediscounts.com soared with a 1.56 increase, while seniorhomeplus.co.uk dropped by 0.83. Bupa.co.uk gained 0.89, contrasting incontinencechoice.co.uk’s 0.8 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 incontinencechoice.co.uk lottie.org bupa.co.uk elder.org emerdency.co.uk portman.dentist axahealth.co.uk betterhelp.com tanglewoodcarehomes.co.uk greensleeves.org.uk
2025/04/01 6.26% 0.27% 3.98% 3.82% 3.22% 4.54% 1.65% 1.78% 1.83% 1.81%
2025/04/02 5.1% 4.43% 3.43% 3.52% 3.78% 7.21% 1.47% 2.42% 1.81% 1.03%
2025/04/03 4.36% 3.41% 3.77% 2.74% 2.4% 3.7% 1.74% 2.24% 3.04% 1.56%
2025/04/04 8.91% 3.15% 3.79% 3.52% 2.92% 2.22% 2.26% 2.27% 2.18% 1.41%
2025/04/05 1.51% 4.45% 4.95% 2.13% 4.02% 3.39% 1.99% 1.99% 3.37% 0.96%
2025/04/06 3.71% 2.94% 5.13% 2.38% 2.21% 1.12% 2.16% 1.4% 3.7% 2.45%
2025/04/07 5.59% 3.81% 4.33% 3.31% 1.89% 0.56% 1.97% 1.7% 3.44% 3.36%
2025/04/08 7.31% 4.77% 3.94% 4.08% 0.62% 0.57% 2.26% 1.72% 3.54% 2.41%
2025/04/09 4.58% 4.28% 4.21% 4.51% 3.4% 1.12% 1.64% 1.43% 1.69% 2.25%
2025/04/10 3.11% 4.86% 3.89% 3.86% 2.01% 3.98% 1.93% 2.31% 2.95% 2.55%
2025/04/11 8.33% 5.09% 3.69% 3.23% 0.96% 6.12% 1.55% 2.02% 2.24% 1.67%
2025/04/12 6.08% 6.12% 3.77% 3.25% 0.59% 2.87% 1.67% 1.94% 1.77% 2.51%
2025/04/13 7.68% 2.32% 1.78% 4.32% 2.21% 0.22% 1.75% 2.1% 2.47% 3.87%
2025/04/14 3.96% 4.1% 3.46% 5.28% 3.23% 2.63% 1.73% 2.18% 1.27% 1.18%
2025/04/15 7.95% 3.66% 4.23% 3.25% 1.01% 9.84% 1.44% 2.09% 2.88% 2.53%
2025/04/16 3.96% 4.59% 3.9% 3% 4.76% 6.95% 1.52% 1.7% 2.31% 1.29%
2025/04/17 1.3% 4.48% 2.97% 2.91% 3.08% 5.81% 1.01% 2.13% 1.79% 1.59%
2025/04/18 2.18% 4.08% 4.8% 2.63% 3.26% 5.46% 1.36% 2.84% 2.34% 1.35%
2025/04/19 4.71% 3.24% 4.69% 2.49% 1.85% 3.58% 1.68% 1.9% 2.47% 0.69%
2025/04/20 2.39% 1.49% 6.06% 2.58% 3.79% 0.01% 1.72% 2.17% 1.15% 1.97%
2025/04/21 3.09% 3.33% 4.14% 1.76% 4.61% 2.61% 1.72% 1.9% 0.63% 0.97%
2025/04/22 4.06% 5.21% 4.08% 4.85% 2.68% 0.84% 2.11% 1.65% 2.27% 2.2%
2025/04/23 4.72% 3.94% 3.84% 3.16% 0.83% 3.04% 1.68% 2.18% 1.07% 0.92%
2025/04/24 7.91% 4.42% 4.04% 4.74% 3.01% 1.39% 1.63% 1.78% 1.96% 1.43%
2025/04/25 8% 3.56% 4.72% 2.38% 2.39% 2.24% 1.69% 2.29% 0.34% 2.07%
2025/04/26 6.91% 2.88% 5.03% 2.45% 2.3% 3.53% 2.32% 2.07% 1.25% 1.97%
2025/04/27 4.36% 1.77% 4.54% 2.93% 1.7% 0.05% 2.4% 1.75% 1.26% 2.31%
2025/04/28 3.23% 3.36% 4.36% 2.92% 1.82% 0.76% 1.97% 1.88% 2.49% 2.01%
2025/04/29 3.16% 4.42% 4.52% 1.79% 3.11% 2.42% 2.09% 1.87% 0.87% 1.81%
2025/04/30 5.37% 3.95% 3.74% 2.95% 2.83% 2.46% 1.87% 1.8% 1.19% 0.53%

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In April 2025, incontinencechoice.co.uk saw fluctuating impressions, peaking at 8.91% on April 4th. Lottie.org’s share rose steadily, reaching 6.12% by mid-month. Bupa.co.uk maintained a consistent presence, while portman.dentist experienced significant volatility. The month concluded with diverse trends 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.

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  1. 1
    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.

  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
    Home Carers Near You https://www.elder.org › home-care

    Care At Home From £157 Per Day — Have You Considered Live-In Care? Support Doesn't Mean Leaving The...

  4. 4
    Clarendon Lodge, Rickmansworth https://www.greensleeves.org.uk

    Not For Profit Care Home — 24/7 Specialist Care In A Home With Comfortable Lounges, Landscaped Gardens & Fine Dining

  5. 5
    dentist near me - Available for new patients https://www.portman.dentist

    Appointments Until 7pm Mon-Thurs & 5pm Fri. Book Your private Dentist Appointment With US. Over 380 Five Star Reviews, No Waiting...

Copyright © Adthena. All rights reserved.

In the realm of Google PPC, BetterHelp champions mental wellness with personalized therapy, while Bupa UK offers comprehensive healthcare solutions. Elder.org emphasizes affordable home care, Greensleeves.org.uk highlights not-for-profit specialist care, and Portman.dentist assures convenient dental services with stellar reviews.

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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.

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