UK Healthcare & Medical Care Homes - PPC Market Share Analysis February 2026

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 13.8159727288
86.1840272712
13%

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 48
52
48%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 4%
Transactional 8%
Navigational 1%
Seasonal 0%
Local 11%
Problem Solving 23%

Copyright © Adthena. All rights reserved.

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
betterhelp.com 14.53
bupa.co.uk 14.03
carehome.co.uk 4.9
lottie.org 3.08
forestray.dentist 2.81
elder.org 2.69
beresforddentalclinic.co.uk 2.24
myhealthcareclinic.com 2.02
porthaven.co.uk 1.94
axahealth.co.uk 1.76
others 50
  • betterhelp.com - 14.53%
  • bupa.co.uk - 14.03%
  • carehome.co.uk - 4.9%
  • lottie.org - 3.08%
  • forestray.dentist - 2.81%
  • elder.org - 2.69%
  • beresforddentalclinic.co.uk - 2.24%
  • myhealthcareclinic.com - 2.02%
  • porthaven.co.uk - 1.94%
  • axahealth.co.uk - 1.76%
  • others - 50%

Copyright © Adthena. All rights reserved.

In the healthcare PPC landscape, BetterHelp and Bupa lead with 14.53% and 14.03% click shares, respectively. Carehome.co.uk follows at 4.9%, while ‘others’ dominate with 50%.

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 axahealth.co.uk forestray.dentist vitality.co.uk beresforddentalclinic.co.uk betterhelp.com elder.org lottie.org carehome.co.uk myhealthcareclinic.com
2026/02/01 15.67% 11.07% 3.68% 7.31% 0% 5.06% 2.65% 3.42% 3.16% 0.04%
2026/02/02 11.82% 9.29% 2.03% 5.66% 2.22% 4.83% 2.28% 2.57% 4.31% 3.39%
2026/02/03 13.51% 6.75% 2.94% 4.47% 0.94% 4.52% 3.55% 2.98% 7.67% 4.7%
2026/02/04 12.98% 7.16% 5.27% 5.14% 0.98% 4.48% 3.06% 3.75% 5.25% 5.46%
2026/02/05 13.96% 6.78% 2.87% 5.23% 1.35% 4.92% 3.4% 3.3% 3.31% 2.73%
2026/02/06 12.11% 7.82% 1.73% 4.44% 3.12% 5.54% 3.11% 2.96% 4.98% 3.88%
2026/02/07 13.99% 10.48% 3.38% 5.63% 2.07% 5.03% 4.02% 3.76% 5.14% 0.01%
2026/02/08 15.38% 10.24% 1.94% 5.44% 0% 5.39% 3.46% 3.59% 4.76% 0.14%
2026/02/09 14.06% 9.43% 1.97% 4.95% 5.1% 5.32% 2.82% 3.02% 3.88% 2.13%
2026/02/10 13.31% 8.3% 2.93% 3.34% 3.83% 5.04% 2.11% 2.46% 3.93% 3.67%
2026/02/11 12.18% 8.56% 3.56% 4.51% 3.87% 4.7% 2.77% 2.44% 4.12% 2.01%
2026/02/12 12.34% 7.24% 3.61% 4% 5.97% 4.76% 2.77% 2.82% 4.49% 2.67%
2026/02/13 12.03% 7.75% 1.72% 4.41% 3.09% 5.5% 3.08% 2.94% 4.94% 3.85%
2026/02/14 13.92% 10.43% 3.37% 5.61% 2.06% 5.01% 4% 3.74% 5.13% 0.01%
2026/02/15 15.26% 10.17% 1.93% 5.4% 0% 5.35% 3.44% 3.56% 4.8% 0.14%
2026/02/16 14.01% 9.4% 1.97% 4.94% 5.09% 5.3% 2.81% 3.01% 3.87% 2.12%
2026/02/17 13.76% 7.9% 0.76% 5.63% 3.26% 8.23% 3.2% 2.65% 2.39% 1.15%
2026/02/18 13.74% 6.38% 4.35% 5.8% 3.99% 4.2% 2.61% 3.13% 5.56% 1.59%
2026/02/19 15.15% 5.83% 3.83% 5.03% 2.95% 4.52% 3.56% 2.15% 3.7% 2.43%
2026/02/20 14.78% 6.48% 5.96% 5.46% 5.73% 4.03% 2.66% 3.56% 3.37% 2.31%
2026/02/21 17.25% 7.84% 3.55% 7.16% 2.89% 5.38% 2.55% 3.49% 4.22% 0%
2026/02/22 15.94% 8.09% 6.59% 5.94% 0% 4.35% 3.14% 4.49% 4.6% 0.03%
2026/02/23 13.64% 7.14% 4.3% 5.22% 1.31% 3.87% 2.88% 2.8% 5.34% 3.08%
2026/02/24 13.14% 6.16% 2.76% 3.4% 3.01% 3.69% 3.87% 2.77% 4.4% 3.58%
2026/02/25 14.74% 6.32% 2.9% 4.07% 2.33% 3.87% 3.26% 2.42% 4.71% 1.22%
2026/02/26 16.42% 6.33% 2.63% 5.23% 0.4% 4.48% 3.15% 2.58% 6.11% 1.85%
2026/02/27 14.77% 5.21% 6.62% 5.04% 4.83% 5.86% 2.96% 2.6% 3.18% 1.82%
2026/02/28 16.15% 7.22% 7.15% 6.28% 5.84% 4.74% 2.79% 2.64% 2.31% 0.01%
  • bupa.co.uk
  • axahealth.co.uk
  • forestray.dentist
  • vitality.co.uk
  • beresforddentalclinic.co.uk
  • betterhelp.com
  • elder.org
  • lottie.org
  • carehome.co.uk
  • myhealthcareclinic.com

Copyright © Adthena. All rights reserved.

Bupa.co.uk led February with fluctuating spend, peaking at 17.25%. Axahealth.co.uk saw a decline, while forestray.dentist and vitality.co.uk showed moderate stability. Myhealthcareclinic.com had minimal impact, ending at 0.01%.

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
2026/02/01 506
2026/02/02 528
2026/02/03 496
2026/02/04 511
2026/02/05 499
2026/02/06 496
2026/02/07 474
2026/02/08 489
2026/02/09 497
2026/02/10 505
2026/02/11 505
2026/02/12 493
2026/02/13 496
2026/02/14 474
2026/02/15 489
2026/02/16 497
2026/02/17 447
2026/02/18 463
2026/02/19 461
2026/02/20 443
2026/02/21 435
2026/02/22 446
2026/02/23 495
2026/02/24 510
2026/02/25 483
2026/02/26 484
2026/02/27 458
2026/02/28 464

Copyright © Adthena. All rights reserved.

February began with 506 advertisers, peaking at 528 on the 2nd. A decline followed, reaching 435 on the 21st. The month concluded with a slight recovery, ending at 464 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
forestray.dentist 0.79%
betterhelp.com 0.78%
cromwellhospital.com 0.68%
vitaleurope.co.uk 0.53%
connexus-health.co.uk 0.44%
axahealth.co.uk -0.38%
carehome.co.uk -0.42%
thebrace.com -0.55%
incontinencechoice.co.uk -0.72%
myhealthcareclinic.com -0.78%

Copyright © Adthena. All rights reserved.

Forestray.dentist and Betterhelp.com lead with click share gains, while Myhealthcareclinic.com and Incontinencechoice.co.uk face declines.

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 forestray.dentist beresforddentalclinic.co.uk bupa.co.uk lottie.org betterhelp.com porthaven.co.uk kyn.co.uk elder.org axahealth.co.uk myhealthcareclinic.com
2026/02/01 4.82% 0% 5.29% 5.26% 4.03% 2.61% 3.56% 2.88% 3.71% 0.05%
2026/02/02 2.63% 2.86% 3.42% 3.61% 3.59% 3.79% 2.19% 2.32% 2.88% 4.14%
2026/02/03 3.81% 1.55% 4.96% 4.16% 3.29% 2.04% 2.35% 3.94% 1.88% 5.74%
2026/02/04 6.45% 1.46% 4.47% 5.04% 3.17% 3.69% 1.87% 2.93% 2.09% 8.25%
2026/02/05 3.31% 1.63% 4.65% 4.27% 3.33% 3.18% 2.41% 3.54% 1.58% 3.47%
2026/02/06 2.1% 3.42% 4.41% 3.99% 4.08% 2.11% 2.91% 3.01% 2% 4.53%
2026/02/07 4.6% 3.07% 5.22% 5.42% 4.04% 2.25% 2.47% 4.63% 3.39% 0.01%
2026/02/08 2.55% 0% 6.26% 5.23% 4.24% 1.95% 3.4% 3.9% 3.33% 0.13%
2026/02/09 2.73% 6.63% 4.69% 3.92% 4.13% 3.78% 3.49% 2.87% 3.06% 3.04%
2026/02/10 3.8% 4.32% 4.46% 3.42% 3.64% 2.9% 2.28% 1.78% 2.62% 4.85%
2026/02/11 4.18% 4.75% 3.73% 3.32% 3.23% 1.62% 2.14% 2.64% 2.3% 2.55%
2026/02/12 5.05% 7.93% 4.86% 3.8% 3.56% 2.56% 3.08% 2.68% 2.19% 3.69%
2026/02/13 2.1% 3.42% 4.41% 3.99% 4.08% 2.11% 2.91% 3.01% 2% 4.53%
2026/02/14 4.6% 3.07% 5.22% 5.42% 4.04% 2.25% 2.47% 4.63% 3.39% 0.01%
2026/02/15 2.55% 0% 6.26% 5.23% 4.24% 1.95% 3.4% 3.9% 3.33% 0.13%
2026/02/16 2.73% 6.63% 4.69% 3.92% 4.13% 3.78% 3.49% 2.87% 3.06% 3.04%
2026/02/17 1.22% 3.83% 5.31% 3.54% 6.22% 2.02% 3.5% 2.88% 2.29% 1.55%
2026/02/18 5.14% 4.77% 4.5% 4.09% 2.98% 2.28% 2.81% 2.34% 1.79% 1.96%
2026/02/19 5.08% 3.7% 5.32% 3% 3.39% 3.25% 2.56% 3.56% 1.95% 3.41%
2026/02/20 7.66% 7.22% 4.93% 5.14% 3.54% 4.51% 2.33% 2.82% 1.67% 3.1%
2026/02/21 4.97% 3.39% 6.17% 5.33% 4.64% 3.4% 3.41% 2.33% 2.35% 0%
2026/02/22 8.44% 0% 5.49% 6.73% 3.56% 4.57% 2.66% 3.13% 2.39% 0.03%
2026/02/23 5.15% 1.72% 4.23% 3.91% 3.03% 5.5% 2.05% 2.79% 1.93% 3.86%
2026/02/24 3.11% 3.26% 4.07% 3.56% 2.53% 2.7% 2.27% 3.93% 1.63% 4.13%
2026/02/25 3.92% 2.94% 5.1% 3.4% 3.08% 5.16% 2.5% 3.5% 1.77% 1.59%
2026/02/26 3.93% 0.67% 4.98% 3.85% 3.52% 2.45% 3% 2.7% 1.79% 2.95%
2026/02/27 8.18% 6.1% 4.31% 3.52% 4.42% 1.89% 2.92% 2.64% 1.3% 2.31%
2026/02/28 9.66% 7.82% 4.53% 3.93% 3.83% 2.84% 2.84% 2.77% 1.83% 0%
  • forestray.dentist
  • beresforddentalclinic.co.uk
  • bupa.co.uk
  • lottie.org
  • betterhelp.com
  • porthaven.co.uk
  • kyn.co.uk
  • elder.org
  • axahealth.co.uk
  • myhealthcareclinic.com

Copyright © Adthena. All rights reserved.

February saw fluctuating PPC impressions for healthcare advertisers. Forestray.dentist peaked at 9.66% on the 28th, while myhealthcareclinic.com ended at 0%. Bupa.co.uk maintained steady visibility, closing at 4.53%.

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
    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
    London Care Home - Care Home London https://www.lifecareresidences.co.uk

    Short and long-term care, post-operative care and luxury assisted living in Battersea

  3. 3
    Same-Day Appointments | Offers For New Patients https://www.myhealthcareclinic.com › private › dentistry

    We cover all aspects of dentistry including general check-ups, whitening & implants.

  4. 4
    qhcare.co.uk https://www.qhcare.co.uk/

    Effective Home Care Assistance Professional Care in Your Home. Health Concerns? Our In-Home Care Staff Dedicate Their Lives To Helping You.

  5. 5
    Private GP, Anytime, Anywhere - Usually Seen Within 2 hours https://www.thelondonclinic.co.uk

    In-person clinics, telephone consultations & at-home visits are all available.

Copyright © Adthena. All rights reserved.

In the competitive landscape of healthcare PPC ads, Bupa UK stands out with its comprehensive offerings, from health insurance to elderly care. Life Care Residences highlights luxury assisted living, while MyHealthcareClinic focuses on dental services with same-day appointments. QH Care emphasizes dedicated in-home care, and The London Clinic offers swift, versatile GP services.

Frequently Asked Questions

Customer Success Stories

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