UK Hospitality Museums & Art Galleries - PPC Market Share Analysis October 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Museums & Art Galleries category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Museums & Art Galleries – UK

Google AI Overview visibility for Hospitality Museums & Art Galleries 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 7.9195412509
92.0804587491
7%

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 40
60
40%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 11%
Transactional 27%
Navigational 2%
Seasonal 0%
Local 8%
Problem Solving 5%

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Market Exposure

Share of Clicks for top 10 UK Hospitality Museums & Art Galleries 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
nhm.ac.uk 19.94
britishmuseum.org 12.76
london-tickets.co.uk 6.21
hrp.org.uk 5.59
tate.org.uk 4.6
iwm.org.uk 4.51
nationalgallery.org.uk 4.16
tickete.co 3.75
sciencemuseum.org.uk 3.64
getyourguide.com 3.45
others 31.39
  • nhm.ac.uk - 19.94%
  • britishmuseum.org - 12.76%
  • london-tickets.co.uk - 6.21%
  • hrp.org.uk - 5.59%
  • tate.org.uk - 4.6%
  • iwm.org.uk - 4.51%
  • nationalgallery.org.uk - 4.16%
  • tickete.co - 3.75%
  • sciencemuseum.org.uk - 3.64%
  • getyourguide.com - 3.45%
  • others - 31.39%

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In the competitive landscape of Google’s PPC for the hospitality and museums sector, nhm.ac.uk leads with a 19.94% click share. Britishmuseum.org follows at 12.76%, while others collectively hold a significant 31.39%.

Market Exposure

Share of Spend for the top 10 UK Hospitality Museums & Art Galleries 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 nhm.ac.uk britishmuseum.org tate.org.uk london-tickets.co.uk hrp.org.uk iwm.org.uk getyourguide.com nationalgallery.org.uk sciencemuseum.org.uk tickete.co
2025/10/01 16.5% 15.25% 4.06% 6.61% 5.29% 6.47% 3.45% 3.51% 3.57% 2.21%
2025/10/02 21.76% 11.43% 3.24% 5.38% 6.13% 3.71% 2.69% 4.08% 4.25% 5.35%
2025/10/03 15.91% 16.32% 1.72% 6.41% 6.06% 4.41% 3.22% 4.96% 2.89% 6.24%
2025/10/04 18.89% 15.96% 4.45% 4.29% 5.31% 3.21% 4.89% 5.09% 3.86% 6.36%
2025/10/05 20.91% 20.49% 0.86% 5.43% 6.19% 4.23% 2.04% 2.88% 4.24% 2.14%
2025/10/06 19.78% 11.52% 4.99% 6.17% 5.91% 5.91% 3.36% 4.22% 4% 4.62%
2025/10/07 18.96% 12.66% 6.8% 5.12% 5.88% 4.23% 3.29% 2.98% 4.29% 3.91%
2025/10/08 21.98% 10.59% 3.27% 5.82% 3.2% 4.72% 2.65% 5.03% 4.36% 3.56%
2025/10/09 19.24% 15.53% 4.1% 5.67% 3.59% 5.71% 3.47% 4.48% 2.16% 3.67%
2025/10/10 16.91% 15.21% 4.43% 6.31% 3.45% 4.86% 3.57% 5.01% 3.25% 4.63%
2025/10/11 21.11% 15.07% 2.2% 5.35% 4.16% 4.74% 2.83% 3.93% 4.37% 7.31%
2025/10/12 26.8% 13.81% 1.67% 4.69% 5.27% 4.91% 2.63% 4.42% 3.45% 4.52%
2025/10/13 15.72% 14.72% 3.41% 5.92% 6.59% 5.97% 5.1% 3.72% 3.27% 3.62%
2025/10/14 18.22% 12.77% 4.93% 7.18% 4.33% 7.1% 3.72% 3.33% 3.35% 4.84%
2025/10/15 21.95% 13.62% 2.2% 5.4% 4.52% 6.28% 3.51% 3.77% 4.33% 3.58%
2025/10/16 14.95% 11.41% 4.51% 9.24% 6.79% 5.03% 4.48% 3.52% 4.6% 4.04%
2025/10/17 20.97% 9.56% 3.39% 5.01% 7.46% 6.79% 4.16% 3.23% 6.67% 2.73%
2025/10/18 21.38% 14.36% 5.79% 5.03% 6.12% 4.17% 4.85% 3.42% 2% 4.3%
2025/10/19 23% 13.13% 4.08% 5.84% 3.69% 4.2% 2.92% 3.46% 4.61% 4.16%
2025/10/20 18.49% 10.3% 7.49% 4.95% 6.03% 2.57% 3.92% 4.37% 3.28% 4.55%
2025/10/21 18.94% 10.7% 5.55% 6.47% 4.52% 4.43% 4.01% 4.04% 4.7% 1.08%
2025/10/22 23.02% 10.48% 5.6% 5.59% 5.27% 5.06% 2.42% 4.31% 3.71% 1.73%
2025/10/23 17.43% 11.92% 6.21% 4.47% 7.41% 5.06% 2.33% 4.71% 4.26% 2.78%
2025/10/24 21.62% 11.58% 2.85% 6.11% 6.83% 4.36% 2.34% 4.6% 4.4% 2.96%
2025/10/25 19.5% 10.8% 5.83% 7.27% 4.01% 3.83% 2.86% 3.2% 4.68% 4.13%
2025/10/26 18.92% 8.49% 2.3% 8.56% 3.85% 4.14% 5.17% 4.89% 3.74% 3.08%
2025/10/27 20.18% 10.26% 2.93% 6.39% 5.8% 4.67% 5.11% 5.03% 3.13% 2.74%
2025/10/28 24.61% 11.76% 1.32% 7.22% 7.18% 5.13% 3.95% 4.02% 2.15% 3.39%
2025/10/29 20.13% 11.58% 5.01% 7.02% 4.31% 5.01% 4.61% 3.51% 2.4% 1.63%
2025/10/30 18.35% 13.2% 5.79% 6.29% 4.09% 4.55% 4.74% 4.02% 3.58% 1.86%
2025/10/31 22.57% 13.99% 6.58% 6.09% 5.51% 3.9% 3.67% 3.19% 2.77% 2.07%
  • nhm.ac.uk
  • britishmuseum.org
  • tate.org.uk
  • london-tickets.co.uk
  • hrp.org.uk
  • iwm.org.uk
  • getyourguide.com
  • nationalgallery.org.uk
  • sciencemuseum.org.uk
  • tickete.co

Copyright © Adthena. All rights reserved.

In October 2025, nhm.ac.uk led PPC spend, peaking at 26.8% on the 12th. Britishmuseum.org fluctuated, ending at 13.99%. Tate.org.uk saw a rise, closing at 6.58%. London-tickets.co.uk maintained stability, finishing at 6.09%.

Market Exposure

Competitor Count for UK Hospitality Museums & Art Galleries

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
2025/10/01 191
2025/10/02 181
2025/10/03 198
2025/10/04 193
2025/10/05 194
2025/10/06 201
2025/10/07 187
2025/10/08 188
2025/10/09 172
2025/10/10 180
2025/10/11 181
2025/10/12 187
2025/10/13 189
2025/10/14 188
2025/10/15 192
2025/10/16 186
2025/10/17 176
2025/10/18 185
2025/10/19 199
2025/10/20 192
2025/10/21 199
2025/10/22 199
2025/10/23 192
2025/10/24 196
2025/10/25 209
2025/10/26 196
2025/10/27 186
2025/10/28 191
2025/10/29 193
2025/10/30 197
2025/10/31 199

Copyright © Adthena. All rights reserved.

October saw fluctuating advertiser numbers, peaking at 209 on the 25th. The month concluded with a stable 199, indicating a resilient advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for UK Hospitality Museums & Art Galleries

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
nhm.ac.uk 1.44%
barbican.org.uk 0.77%
nms.ac.uk 0.7%
tate.org.uk 0.64%
titanicbelfast.com 0.49%
iwm.org.uk -0.62%
sciencemuseum.org.uk -0.65%
ltmuseum.co.uk -0.84%
tickete.co -1.5%
britishmuseum.org -2.04%

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The Natural History Museum surged with a 1.44% click share increase, while British Museum faced a 2.04% decline.

Campaign Efficiency

UK Hospitality Museums & Art Galleries Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date nhm.ac.uk britishmuseum.org london-tickets.co.uk tate.org.uk hrp.org.uk getyourguide.com iwm.org.uk nationalgallery.org.uk sciencemuseum.org.uk tickete.co
2025/10/01 15.69% 13.85% 7.58% 4.69% 5.4% 3.61% 5.68% 3.35% 3.45% 2.69%
2025/10/02 20.04% 10.83% 6.28% 3.94% 6.17% 2.83% 3.34% 3.96% 4.04% 6.41%
2025/10/03 14.53% 14.8% 7.13% 1.82% 7.05% 3.51% 3.64% 4.9% 2.71% 6.95%
2025/10/04 16.32% 13.61% 4.56% 5.14% 5.98% 5.04% 2.79% 4.9% 3.48% 6.92%
2025/10/05 19.49% 18.86% 6.18% 0.94% 7.07% 2.16% 3.63% 3.01% 3.95% 2.62%
2025/10/06 17.65% 9.68% 6.74% 5.96% 7.22% 3.6% 5.11% 4.35% 3.67% 5.04%
2025/10/07 17.45% 10.38% 5.56% 7.94% 7.33% 3.49% 4.08% 3.12% 3.82% 4.32%
2025/10/08 20.27% 8.63% 6.44% 3.38% 4.21% 2.81% 4.51% 5.34% 3.96% 4.17%
2025/10/09 16.98% 12.25% 6.83% 4.12% 4.89% 3.72% 5.38% 4.73% 1.98% 4.48%
2025/10/10 15.23% 11.88% 6.4% 5% 4.2% 3.67% 4.47% 5.34% 2.67% 5.44%
2025/10/11 19.74% 12.1% 5.56% 2.59% 6.05% 2.9% 4.3% 4.33% 3.87% 8.86%
2025/10/12 24.73% 12.01% 4.96% 1.69% 6.76% 2.75% 4.55% 5.09% 3.16% 4.81%
2025/10/13 13.99% 12.55% 5.77% 3.8% 7.97% 5.03% 5.46% 4.31% 2.94% 3.74%
2025/10/14 17.12% 11.49% 7.21% 5.09% 5.67% 3.76% 6.71% 4.17% 3.14% 4.84%
2025/10/15 20.7% 12.55% 5.31% 2.36% 4.97% 3.5% 5.88% 4.64% 4.13% 3.62%
2025/10/16 13.74% 10.56% 9.01% 4.46% 7.16% 4.46% 4.81% 4.45% 4.41% 3.8%
2025/10/17 19.45% 8.95% 4.84% 3.73% 7.61% 4.01% 6.42% 4.14% 6.35% 2.51%
2025/10/18 20.1% 13.6% 4.95% 5.71% 6.34% 4.62% 4.04% 4.21% 1.93% 4.19%
2025/10/19 21.83% 12.53% 5.87% 3.78% 3.73% 2.8% 4% 4.27% 4.28% 4.08%
2025/10/20 17.81% 10.11% 4.75% 7.02% 6.17% 3.91% 2.47% 5.34% 2.96% 4.39%
2025/10/21 18.04% 10.53% 6.42% 5.18% 4.66% 4.43% 4.44% 4.8% 4.13% 1.1%
2025/10/22 22.74% 10.35% 5.39% 5.19% 5.29% 2.38% 5.05% 5.21% 3.26% 1.73%
2025/10/23 17.07% 12.34% 4.38% 5.61% 7.65% 2.29% 5.05% 5.56% 3.63% 2.85%
2025/10/24 20.9% 11.56% 6.24% 2.74% 7.16% 2.28% 4.31% 5.25% 3.87% 2.99%
2025/10/25 18.46% 10.53% 7.91% 5.29% 4.2% 3.06% 3.78% 3.61% 4.06% 4.17%
2025/10/26 17.54% 8.1% 9.61% 2.13% 3.94% 5.16% 4.03% 5.41% 3.25% 3.1%
2025/10/27 18.56% 9.88% 7.08% 2.83% 5.97% 5.4% 4.6% 5.54% 2.72% 2.88%
2025/10/28 22% 11.42% 7.41% 1.26% 7.89% 4.06% 5.19% 4.33% 1.94% 3.85%
2025/10/29 17.94% 10.88% 6.94% 4.48% 4.61% 4.49% 4.99% 3.73% 2.29% 1.61%
2025/10/30 16.04% 12.18% 6.52% 5.4% 4.49% 5.05% 4.64% 4.17% 3.43% 2.13%
2025/10/31 20.22% 13.26% 6.47% 6.41% 6.18% 3.92% 3.9% 3.46% 2.7% 2.05%
  • nhm.ac.uk
  • britishmuseum.org
  • london-tickets.co.uk
  • tate.org.uk
  • hrp.org.uk
  • getyourguide.com
  • iwm.org.uk
  • nationalgallery.org.uk
  • sciencemuseum.org.uk
  • tickete.co

Copyright © Adthena. All rights reserved.

In October 2025, nhm.ac.uk led with fluctuating impressions, peaking at 24.73% on the 12th. Britishmuseum.org saw a steady presence, while london-tickets.co.uk and tate.org.uk experienced varied trends. The month concluded with nhm.ac.uk maintaining dominance.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Hospitality Museums & Art Galleries

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 Hospitality Museums & Art Galleries - Last month
  1. 1
    The British Museum https://www.britishmuseum.org

    Book A Free Ticket Today — Go on a journey of discovery around the exhibitions and galleries at the British Museum. Discover two million years of human history and culture by visiting the British Museum.

  2. 2
    Tower of London | Historic Royal Palaces https://www.hrp.org.uk

    The Official Website for Tower Of London, World Heritage Site and London's Iconic Castle.

  3. 3
    National Gallery Membership - Experience The Wonder Of Art https://www.nationalgallery.org.uk

    Your National Gallery has over a thousand paintings just for you.

  4. 4
    Hayward Gallery https://www.southbankcentre.co.uk

    London exhibition — Upcoming exhibitions include: Linder Sterling, Yoshitomo Nara and Gilbert & George. A world-renowned contemporary art gallery and a...

  5. 5
    Madame Tussauds London https://madame-tussauds.tickete.co

    London Wax Museum Tickets — Book your Madame Tussauds London tickets – meet lifelike celebrity wax figures! Plan your day at...

Copyright © Adthena. All rights reserved.

In the vibrant world of Google’s SERP, the British Museum invites explorers to a free journey through two million years of history. The Tower of London stands as an iconic heritage site, while the National Gallery offers a thousand paintings to its members. Hayward Gallery showcases contemporary art, and Madame Tussauds promises lifelike celebrity encounters. Each ad captivates with unique cultural experiences.

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