UK Healthcare & Medical Care Homes - PPC Market Share Analysis June 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 16.8641040872
83.1358959128
16%

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 47
53
47%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 4%
Transactional 7%
Navigational 1%
Seasonal 0%
Local 11%
Problem Solving 24%

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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 15.05
carehome.co.uk 7.43
betterhelp.com 5.69
lottie.org 4.09
bespokedentalclinics.co.uk 3.64
incontinencechoice.co.uk 3.37
elder.org 1.84
homeinstead.co.uk 1.77
careco.co.uk 1.77
vitality.co.uk 1.67
others 53.68
  • bupa.co.uk - 15.05%
  • carehome.co.uk - 7.43%
  • betterhelp.com - 5.69%
  • lottie.org - 4.09%
  • bespokedentalclinics.co.uk - 3.64%
  • incontinencechoice.co.uk - 3.37%
  • elder.org - 1.84%
  • homeinstead.co.uk - 1.77%
  • careco.co.uk - 1.77%
  • vitality.co.uk - 1.67%
  • others - 53.68%

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In the healthcare PPC landscape, Bupa leads with 15.05% click share, followed by Carehome.co.uk at 7.43%. Others dominate with 53.68%, 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 bespokedentalclinics.co.uk carehome.co.uk vitality.co.uk lottie.org axahealth.co.uk elder.org betterhelp.com incontinencechoice.co.uk kyn.co.uk
2026/06/01 10.85% 1.62% 5.74% 6.23% 4.13% 8.35% 2.16% 1.24% 1.03% 0.79%
2026/06/02 12.31% 0.08% 7.7% 5.6% 3.81% 8.53% 2.11% 1.62% 1.78% 0.86%
2026/06/03 15.77% 0.13% 6.69% 6.1% 3.54% 8.02% 1.94% 0.05% 0.39% 0.56%
2026/06/04 8.51% 0% 7.13% 4.4% 5.27% 9.04% 2.02% 1.21% 2.26% 0.61%
2026/06/05 9.28% 0.14% 9.58% 4.57% 5.04% 9.36% 2% 1.9% 1.73% 0.66%
2026/06/06 13% 0.05% 7.61% 6.65% 4.34% 10.71% 2.07% 1.01% 1.27% 0.48%
2026/06/07 9.78% 0% 11.15% 6.9% 4.9% 10.78% 2.19% 1.34% 2.29% 0.72%
2026/06/08 11.63% 2.05% 6.26% 3% 4.56% 8.82% 1.98% 1.08% 1.34% 0.89%
2026/06/09 12.36% 2.8% 5.55% 5.38% 4.09% 7.43% 1.95% 1.59% 1.67% 1.09%
2026/06/10 12.67% 2.01% 5.68% 6.41% 4.8% 6.63% 1.82% 1.7% 2.46% 0.71%
2026/06/11 14.75% 0.15% 6.49% 5.55% 4.87% 6.33% 1.9% 1.59% 1.83% 2.35%
2026/06/12 17.22% 0.15% 5.4% 6.2% 5.44% 6.98% 2.01% 1.78% 1.52% 2.9%
2026/06/13 16.84% 2.94% 3.98% 7.47% 4.9% 7.9% 1.9% 1.13% 2.48% 2.61%
2026/06/14 15.56% 0.11% 8.71% 6.7% 4.37% 6.55% 1.82% 1.42% 1.52% 2.82%
2026/06/15 15.66% 2.05% 5.44% 5.18% 3.48% 6.09% 1.83% 1.3% 2.06% 2.63%
2026/06/16 15.67% 2.97% 3.07% 5.09% 4.89% 5.47% 2.42% 1.3% 2.37% 1.2%
2026/06/17 18.38% 0.12% 4.35% 6.57% 5.28% 5.26% 3.26% 1.76% 1.37% 1.91%
2026/06/18 13.2% 3.23% 4.59% 5.47% 4.56% 4.53% 2.82% 2.16% 3.71% 2.56%
2026/06/19 16.19% 4.27% 6.15% 6.16% 3.81% 6.45% 2.03% 1.59% 3.68% 2.29%
2026/06/20 17.26% 8.33% 10.51% 7.39% 4.45% 5.98% 2.34% 2.12% 0.92% 1.72%
2026/06/21 18.32% 9.77% 7.62% 6.99% 4.53% 6.46% 2.65% 1.18% 0.73% 2.4%
2026/06/22 16.32% 6.22% 6.5% 6.92% 4.21% 5.56% 2.94% 2.47% 1.5% 1.62%
2026/06/23 13.1% 10% 7.41% 6.11% 4.57% 4.32% 2.84% 1.6% 1.22% 1.52%
2026/06/24 11.91% 6.83% 4.97% 6.58% 5.05% 3.8% 3.37% 2.14% 2.13% 1.85%
2026/06/25 11.2% 11.35% 5.52% 6.96% 4.4% 3.02% 2.78% 2.52% 0.97% 2.13%
2026/06/26 12.2% 13.55% 5.07% 6.5% 5.36% 3.35% 3.12% 3.1% 0.88% 1.36%
2026/06/27 13.87% 19.72% 4.1% 7.24% 4.3% 4.86% 2.63% 2.74% 1.27% 1.14%
2026/06/28 13.92% 8.64% 4.02% 8.91% 5.08% 4.92% 3.24% 1.15% 0.86% 0.93%
2026/06/29 12.7% 12.27% 4.25% 5.96% 4.81% 3.14% 2.73% 1.96% 0.3% 0.38%
2026/06/30 16.41% 9.46% 6.03% 5.52% 5.28% 3.68% 3.15% 2.14% 1.55% 1.49%
  • bupa.co.uk
  • bespokedentalclinics.co.uk
  • carehome.co.uk
  • vitality.co.uk
  • lottie.org
  • axahealth.co.uk
  • elder.org
  • betterhelp.com
  • incontinencechoice.co.uk
  • kyn.co.uk

Copyright © Adthena. All rights reserved.

In June 2026, Bupa.co.uk led with fluctuating spend, peaking mid-month. BespokeDentalClinics.co.uk surged late June, while Carehome.co.uk and Vitality.co.uk showed steady trends. AxaHealth.co.uk declined, and Elder.org rose gradually. The month ended with diverse spend patterns.

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
2026/06/01 672
2026/06/02 673
2026/06/03 653
2026/06/04 672
2026/06/05 661
2026/06/06 659
2026/06/07 636
2026/06/08 637
2026/06/09 607
2026/06/10 567
2026/06/11 550
2026/06/12 561
2026/06/13 525
2026/06/14 504
2026/06/15 477
2026/06/16 476
2026/06/17 459
2026/06/18 478
2026/06/19 458
2026/06/20 451
2026/06/21 443
2026/06/22 450
2026/06/23 444
2026/06/24 452
2026/06/25 437
2026/06/26 427
2026/06/27 429
2026/06/28 430
2026/06/29 430
2026/06/30 425

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June began with 672 advertisers, peaking at 673, then steadily declined to 425 by month’s end.

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
bespokedentalclinics.co.uk 6.79%
betterhelp.com 2.63%
frederickstreetdental.co.uk 1.17%
bupa.co.uk 1.15%
cromwellhospital.com 0.83%
emerdency.co.uk -0.58%
incontinencechoice.co.uk -0.73%
axahealth.co.uk -0.87%
careco.co.uk -0.87%
carehome.co.uk -1.22%

Copyright © Adthena. All rights reserved.

Bespoke Dental Clinics surged with a 6.79% click share increase, while carehome.co.uk faced a decline of 1.22%.

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 bespokedentalclinics.co.uk bupa.co.uk lottie.org snootsvet.com carehome.co.uk elder.org incontinencechoice.co.uk kyn.co.uk vitality.co.uk axahealth.co.uk
2026/06/01 2.62% 4.11% 5.17% 0.39% 2.65% 1.49% 1.36% 0.92% 2.07% 2.21%
2026/06/02 0.12% 4.18% 4.59% 0.92% 3.56% 1.35% 2.17% 0.98% 1.96% 2.42%
2026/06/03 0.22% 4.85% 4.75% 0.31% 3.61% 1.53% 0.55% 0.84% 2.45% 2.8%
2026/06/04 0% 3.82% 6.21% 0.06% 3.02% 1.45% 3.15% 0.69% 1.19% 2.11%
2026/06/05 0.18% 3.9% 5.96% 0.05% 4.39% 1.44% 2.08% 0.88% 1.68% 2.57%
2026/06/06 0.1% 4.82% 5.59% 1.47% 3.54% 1.58% 1.6% 0.56% 2.19% 2.95%
2026/06/07 0% 4.43% 6.03% 1.61% 5.67% 1.79% 3.44% 0.85% 2.43% 3.29%
2026/06/08 2.8% 5.34% 5% 2.06% 2.79% 1.33% 1.5% 1.12% 1.16% 2.38%
2026/06/09 3.89% 5.23% 5.2% 0.8% 2.43% 1.47% 1.95% 1.32% 1.7% 1.83%
2026/06/10 2.67% 5.8% 5.31% 1.94% 2.65% 1.29% 3.48% 0.93% 1.82% 1.49%
2026/06/11 0.24% 7.86% 5.97% 3.36% 2.79% 1.41% 2.19% 2.85% 1.61% 1.61%
2026/06/12 0.18% 9.23% 6.74% 1.06% 2.68% 1.45% 1.89% 3.71% 2.34% 1.84%
2026/06/13 4.17% 7.59% 6.31% 0.23% 2.07% 1.48% 3.93% 3.25% 3.02% 2.29%
2026/06/14 0.13% 7.51% 5.34% 1.19% 4.07% 1.36% 1.88% 3.38% 2.33% 1.77%
2026/06/15 2.87% 6.84% 4.26% 3.43% 2.44% 1.53% 2.46% 3.04% 1.87% 1.71%
2026/06/16 3.27% 7.18% 6.03% 3.2% 1.33% 1.6% 3.4% 1.39% 1.54% 1.32%
2026/06/17 0.2% 9.06% 6.42% 4.21% 2.01% 3.2% 2.07% 2.24% 2.08% 1.61%
2026/06/18 3.41% 5.65% 5.48% 5.31% 1.95% 2.29% 4.47% 2.8% 1.65% 1.12%
2026/06/19 4.8% 7.21% 4.57% 4.05% 2.73% 1.53% 4.92% 2.96% 2.06% 1.68%
2026/06/20 12.6% 7.86% 5.97% 1.03% 4.91% 1.86% 1.24% 2.13% 2.56% 1.93%
2026/06/21 14.95% 8.61% 5.91% 1.16% 3.89% 2.25% 1.04% 3.2% 2.03% 2.02%
2026/06/22 9.05% 6.9% 5.19% 1.8% 3.09% 2.34% 1.95% 2.17% 1.97% 1.38%
2026/06/23 14.93% 7.13% 5.51% 2.46% 3.2% 2.02% 1.49% 1.71% 1.73% 1.03%
2026/06/24 9.29% 6.28% 6.01% 1.28% 2.04% 2.67% 2.51% 2.04% 1.8% 0.9%
2026/06/25 16.37% 6.19% 5.45% 1.51% 2.36% 2.04% 1.24% 2.68% 2.15% 0.64%
2026/06/26 17.24% 5.38% 6.77% 1.85% 2.51% 2.64% 1.13% 1.45% 2.01% 0.73%
2026/06/27 24.98% 5.56% 5.05% 3.3% 1.94% 2.13% 1.53% 1.32% 2.04% 1.15%
2026/06/28 10.9% 6.01% 6.16% 1.6% 1.64% 2.55% 1.09% 1.01% 3.02% 1.29%
2026/06/29 16.29% 5.75% 5.46% 4.91% 1.73% 2.13% 0.54% 0.37% 1.74% 0.94%
2026/06/30 13.02% 7.1% 6.94% 3.87% 2.69% 2.67% 1.93% 1.79% 1.77% 0.95%
  • bespokedentalclinics.co.uk
  • bupa.co.uk
  • lottie.org
  • snootsvet.com
  • carehome.co.uk
  • elder.org
  • incontinencechoice.co.uk
  • kyn.co.uk
  • vitality.co.uk
  • axahealth.co.uk

Copyright © Adthena. All rights reserved.

In June 2026, bespokedentalclinics.co.uk surged, peaking at 24.98% on the 27th. Bupa.co.uk maintained steady growth, while lottie.org fluctuated. Snootsvet.com and carehome.co.uk showed moderate increases. The month concluded with bespokedentalclinics.co.uk leading.

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

    No GP Referral Required — No Referrals, No Waiting Rooms. Start Your Healing Journey With A Professional Therapist. 100...

  2. 2
    Bupa Health https://www.bupa.co.uk

    Choose Your Private Healthcare — Here For Every Health Need - Whether It's Families, Couples Or Just You. GP Services. Care Homes.

  3. 3
    Care Homes Near Me - Browse Local Care Options https://www.carehome.co.uk

    Find the right care home near you. Trusted directory, ratings, and real reviews.

  4. 4
    Millfield Rose Care Home | Award-Winning Care Provider https://www.macccare.com

    Daily activities. Residential, Nursing & Dementia care. Welcoming community. Family ethos. New build, stunning luxury care home. Spacious and Comfortable. Superb facilities. Personalised Care. Get In Touch.

  5. 5
    How much you can expect to pay for common dental treatments https://www.which.co.uk

    Find out about the increase in NHS dental charges, and how much you can expect to pay for common dental treatments on the NHS vs private treatment.

Copyright © Adthena. All rights reserved.

In the competitive landscape of healthcare PPC ads, BetterHelp stands out with its promise of immediate, referral-free therapy. Bupa emphasizes comprehensive private healthcare for all, while Carehome.co.uk offers a trusted directory for local care options. Macccare highlights award-winning, personalized care in luxurious settings, and Which.co.uk provides clarity on dental treatment costs. Each ad uniquely addresses specific healthcare needs, resonating with diverse audiences.

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