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.
See how often AIOs appear and how search intent is distributed across buying signals.
How often a Google AI overview appears on search terms relevant to this category.
| Frequency | Percentage |
|---|---|
| Frequency | 7.9195412509 |
| 92.0804587491 |
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 |
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Here are the Top 10 competitors in the industry by Share of Clicks for the 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 |
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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%.
Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the 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% |
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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%.
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.
| 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 |
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October saw fluctuating advertiser numbers, peaking at 209 on the 25th. The month concluded with a stable 199, indicating a resilient advertising landscape.
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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The Natural History Museum surged with a 1.44% click share increase, while British Museum faced a 2.04% decline.
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% |
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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.
Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.
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.
The Official Website for Tower Of London, World Heritage Site and London's Iconic Castle.
Your National Gallery has over a thousand paintings just for you.
London exhibition — Upcoming exhibitions include: Linder Sterling, Yoshitomo Nara and Gilbert & George. A world-renowned contemporary art gallery and a...
London Wax Museum Tickets — Book your Madame Tussauds London tickets – meet lifelike celebrity wax figures! Plan your day at...
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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.
Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.
Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.
How to use the UK Hospitality Museums & Art Galleries October 2025 Report
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Data within the UK Hospitality Museums & Art Galleries October 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
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