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 | 10.2141225879 |
| 89.7858774121 |
A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.
| Frequency | Percentage |
|---|---|
| Frequency | 41 |
| 59 |
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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 |
|---|---|
| getyourguide.com | 16.35 |
| viator.com | 15.81 |
| tate.org.uk | 10.6 |
| nhm.ac.uk | 8.5 |
| britishmuseum.org | 8.4 |
| headout.com | 4.77 |
| vam.ac.uk | 4.14 |
| nationalgallery.org.uk | 3.34 |
| sciencemuseum.org.uk | 3.09 |
| groupon.co.uk | 2.8 |
| others | 22.2 |
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In the competitive landscape of Google’s PPC for hospitality, “others” dominate with 22.2% click share, followed by GetYourGuide.com at 16.35% and Viator.com at 15.81%.
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 | getyourguide.com | viator.com | headout.com | groupon.co.uk | nhm.ac.uk | klook.com | tate.org.uk | britishmuseum.org | tiqets.com | vam.ac.uk |
|---|---|---|---|---|---|---|---|---|---|---|
| 2026/03/01 | 27.44% | 28.06% | 5.06% | 4.98% | 3.79% | 0.95% | 3.38% | 3.08% | 3.81% | 1.18% |
| 2026/03/02 | 25.95% | 23.37% | 8.46% | 3.69% | 4.76% | 1.81% | 2.47% | 2.76% | 3.84% | 0.89% |
| 2026/03/03 | 34.03% | 22.75% | 7.59% | 3.85% | 4.84% | 1.35% | 2.73% | 2.2% | 2.76% | 1.8% |
| 2026/03/04 | 25.16% | 27.86% | 7.71% | 3.57% | 4.1% | 1.32% | 3.12% | 2.9% | 1.99% | 2.48% |
| 2026/03/05 | 26.04% | 26.61% | 7.98% | 4.29% | 5.4% | 0.98% | 3.91% | 3.11% | 2.98% | 2.22% |
| 2026/03/06 | 21.78% | 25.3% | 10.29% | 3.89% | 4.39% | 1.14% | 4.32% | 3.67% | 3.25% | 2.78% |
| 2026/03/07 | 22.84% | 27.13% | 8.33% | 4.45% | 5.69% | 1.78% | 4.61% | 3.15% | 2.66% | 1.63% |
| 2026/03/08 | 21.23% | 23.7% | 9.08% | 3.84% | 5.66% | 1.66% | 4.91% | 2.47% | 3.81% | 1.18% |
| 2026/03/09 | 23.88% | 26.86% | 8.78% | 3.8% | 2.04% | 2.39% | 4.52% | 5.91% | 2.23% | 1.13% |
| 2026/03/10 | 24.9% | 30.6% | 7.53% | 5.79% | 3.71% | 0.82% | 3.34% | 2.64% | 1.7% | 2.17% |
| 2026/03/11 | 25.9% | 26.37% | 8.2% | 4.86% | 4.4% | 2.42% | 3.5% | 1.7% | 2.19% | 1.46% |
| 2026/03/12 | 24.86% | 26.9% | 5.23% | 7.49% | 3.76% | 1.06% | 6.22% | 2.94% | 1.68% | 2.62% |
| 2026/03/13 | 28.54% | 22.66% | 6.92% | 7.02% | 3.85% | 1.25% | 2.71% | 2% | 1.5% | 2.01% |
| 2026/03/14 | 21.57% | 26.2% | 7.41% | 7.22% | 5.59% | 2.89% | 3.56% | 2.9% | 1.66% | 2.05% |
| 2026/03/15 | 26.75% | 24.75% | 7.26% | 6.34% | 4.02% | 1.85% | 3.93% | 3.01% | 2.73% | 1.28% |
| 2026/03/16 | 24.35% | 28.26% | 7.73% | 6.01% | 2.96% | 2.18% | 3.51% | 2.42% | 2.75% | 2.11% |
| 2026/03/17 | 21.99% | 27.17% | 8.55% | 6.55% | 3.21% | 3.29% | 2.86% | 2.79% | 1.53% | 1.65% |
| 2026/03/18 | 23.18% | 27.31% | 5.16% | 5.65% | 3.94% | 1.16% | 2.75% | 3.53% | 1.72% | 2.33% |
| 2026/03/19 | 23.58% | 26.19% | 7.36% | 4.24% | 4.88% | 2.17% | 4.56% | 3.24% | 2.07% | 2.2% |
| 2026/03/20 | 25.6% | 25.86% | 8.04% | 4.53% | 3.8% | 3.23% | 1.95% | 3.68% | 1.69% | 2.39% |
| 2026/03/21 | 19.63% | 22.88% | 6.72% | 4.74% | 7.69% | 1.5% | 4.8% | 4.44% | 2.11% | 1.88% |
| 2026/03/22 | 26.02% | 25.46% | 5.43% | 6.65% | 5.56% | 4.07% | 4.27% | 2.97% | 0.93% | 1.34% |
| 2026/03/23 | 24.59% | 27.65% | 9.42% | 4.67% | 2.57% | 4.2% | 2.34% | 2.8% | 0.89% | 1.34% |
| 2026/03/24 | 21.92% | 27.1% | 8.53% | 6.54% | 3.2% | 3.51% | 2.85% | 2.78% | 1.52% | 1.65% |
| 2026/03/25 | 23.69% | 24.84% | 6.41% | 4.73% | 7.73% | 3.4% | 3.55% | 3.36% | 1.12% | 2.26% |
| 2026/03/26 | 24.6% | 25.99% | 7.84% | 3.43% | 6.47% | 2.51% | 3.11% | 3.18% | 2.43% | 1.98% |
| 2026/03/27 | 23.53% | 24.73% | 9.17% | 2.52% | 6.8% | 0.96% | 4.15% | 3.13% | 2.83% | 1.61% |
| 2026/03/28 | 20.86% | 21.84% | 9.32% | 3.85% | 7.42% | 2.91% | 4.2% | 4.04% | 2.03% | 2.41% |
| 2026/03/29 | 22.22% | 22.2% | 7.55% | 4.52% | 7.67% | 2.3% | 3.93% | 2.51% | 1.79% | 2.91% |
| 2026/03/30 | 23.8% | 26.73% | 6.95% | 8.01% | 4.12% | 2.97% | 3.27% | 2.03% | 1.56% | 1.78% |
| 2026/03/31 | 25.84% | 23.94% | 8.46% | 5.11% | 4.84% | 2.84% | 2.67% | 2.64% | 1.98% | 1.29% |
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In March 2026, GetYourGuide and Viator dominated PPC spend, with GetYourGuide peaking at 34.03% on March 3rd. Viator’s highest was 30.60% on March 10th. Headout and Groupon showed moderate fluctuations, while NHM and Klook had varied trends. The month ended with GetYourGuide at 25.84% and Viator at 23.94%.
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 |
|---|---|
| 2026/03/01 | 129 |
| 2026/03/02 | 136 |
| 2026/03/03 | 138 |
| 2026/03/04 | 133 |
| 2026/03/05 | 132 |
| 2026/03/06 | 130 |
| 2026/03/07 | 134 |
| 2026/03/08 | 135 |
| 2026/03/09 | 134 |
| 2026/03/10 | 136 |
| 2026/03/11 | 142 |
| 2026/03/12 | 142 |
| 2026/03/13 | 144 |
| 2026/03/14 | 138 |
| 2026/03/15 | 146 |
| 2026/03/16 | 142 |
| 2026/03/17 | 141 |
| 2026/03/18 | 131 |
| 2026/03/19 | 142 |
| 2026/03/20 | 137 |
| 2026/03/21 | 143 |
| 2026/03/22 | 135 |
| 2026/03/23 | 143 |
| 2026/03/24 | 141 |
| 2026/03/25 | 138 |
| 2026/03/26 | 133 |
| 2026/03/27 | 139 |
| 2026/03/28 | 146 |
| 2026/03/29 | 141 |
| 2026/03/30 | 130 |
| 2026/03/31 | 137 |
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March saw a dynamic shift in advertisers, starting at 129 and peaking at 146 mid-month. The month concluded with a stable 137, reflecting a vibrant 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 1.51% click share increase, while Tate saw a decline of 2.99%.
Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.
| Date | viator.com | getyourguide.com | headout.com | groupon.co.uk | klook.com | nhm.ac.uk | tate.org.uk | tiqets.com | britishmuseum.org | vam.ac.uk |
|---|---|---|---|---|---|---|---|---|---|---|
| 2026/03/01 | 25.36% | 23.74% | 7.31% | 3.92% | 1.56% | 3.47% | 3.74% | 5.04% | 2.61% | 2% |
| 2026/03/02 | 25.45% | 26.97% | 7.99% | 3.77% | 1.99% | 3.59% | 2.36% | 3.49% | 2.2% | 1.36% |
| 2026/03/03 | 24.71% | 30.55% | 7.83% | 2.96% | 1.95% | 4.15% | 2.77% | 3.27% | 1.9% | 1.98% |
| 2026/03/04 | 26.42% | 25.32% | 8.93% | 2.53% | 1.42% | 3.38% | 3.27% | 2.69% | 2.42% | 2.58% |
| 2026/03/05 | 25.4% | 23.96% | 8.31% | 3.87% | 2.14% | 4.55% | 4.21% | 3.46% | 2.73% | 2.6% |
| 2026/03/06 | 28.32% | 23% | 8.7% | 4.39% | 2.1% | 3.11% | 3.85% | 3.01% | 2.72% | 2.09% |
| 2026/03/07 | 24.39% | 23.75% | 7.62% | 3.43% | 2.08% | 4.79% | 5.05% | 3.05% | 2.81% | 2.17% |
| 2026/03/08 | 24.99% | 21.88% | 8.89% | 3.62% | 1.92% | 4.28% | 4.86% | 3.33% | 1.84% | 1.46% |
| 2026/03/09 | 22.83% | 24.5% | 8.78% | 3.1% | 2.25% | 2.03% | 5.41% | 3.3% | 5.19% | 1.39% |
| 2026/03/10 | 27.64% | 25.61% | 8.52% | 4.82% | 1.27% | 2.98% | 3.3% | 2.47% | 2.25% | 2.47% |
| 2026/03/11 | 26.15% | 27.39% | 8.49% | 4.96% | 2.44% | 3.06% | 3.24% | 2.44% | 1.3% | 1.37% |
| 2026/03/12 | 25.33% | 24.48% | 7.66% | 4.68% | 1.7% | 2.91% | 6.23% | 2.89% | 2.38% | 2.95% |
| 2026/03/13 | 25.53% | 24.86% | 8.12% | 4.89% | 1.94% | 3.11% | 2.69% | 2.13% | 1.65% | 2.13% |
| 2026/03/14 | 26.04% | 22.03% | 7.12% | 5.68% | 3.46% | 4.46% | 3.79% | 2.15% | 2.39% | 2.29% |
| 2026/03/15 | 24.62% | 23.65% | 8.61% | 6.42% | 1.91% | 3.23% | 4.22% | 3.32% | 2.57% | 1.96% |
| 2026/03/16 | 25.23% | 24.83% | 8.27% | 5.62% | 3.3% | 2.48% | 3.65% | 2.97% | 2.08% | 2.48% |
| 2026/03/17 | 25.47% | 22.72% | 8.5% | 4.12% | 3.73% | 2.83% | 3.01% | 2.27% | 2.5% | 2.24% |
| 2026/03/18 | 25.6% | 23.81% | 6.81% | 5.54% | 1.78% | 2.99% | 2.66% | 2.42% | 2.79% | 2.53% |
| 2026/03/19 | 27.76% | 24.12% | 7.28% | 3.75% | 3.17% | 3.29% | 4.02% | 2.22% | 2.36% | 2.56% |
| 2026/03/20 | 27.54% | 27.18% | 7.49% | 4.58% | 4.06% | 2.68% | 1.66% | 1.99% | 2.55% | 2.14% |
| 2026/03/21 | 24.57% | 21.1% | 6.28% | 4.25% | 1.99% | 5.66% | 4.3% | 2.7% | 3.29% | 2.32% |
| 2026/03/22 | 26.19% | 26.21% | 5.72% | 4.05% | 3.97% | 4.5% | 4.31% | 1.47% | 2.49% | 1.87% |
| 2026/03/23 | 28.55% | 24.64% | 8.03% | 2.84% | 3.91% | 2.04% | 2.48% | 1.54% | 2.47% | 1.74% |
| 2026/03/24 | 25.47% | 22.72% | 8.5% | 4.12% | 3.73% | 2.83% | 3.01% | 2.27% | 2.5% | 2.24% |
| 2026/03/25 | 25.93% | 24.61% | 6.44% | 5.32% | 3.1% | 5.66% | 3.36% | 1.57% | 2.42% | 1.76% |
| 2026/03/26 | 26.18% | 26.01% | 7.34% | 4.21% | 2.56% | 4.8% | 2.48% | 2.45% | 2.39% | 1.69% |
| 2026/03/27 | 26.28% | 24.36% | 8.5% | 2.87% | 1.45% | 4.93% | 3.49% | 3.02% | 2.38% | 1.47% |
| 2026/03/28 | 25.08% | 22.79% | 6.82% | 4.8% | 2.82% | 5.44% | 3.99% | 2.08% | 3.11% | 2.63% |
| 2026/03/29 | 25.63% | 22.94% | 7.16% | 4.86% | 3.21% | 5.4% | 3.57% | 1.78% | 1.81% | 2.6% |
| 2026/03/30 | 26.27% | 23.92% | 7.67% | 6.54% | 4.56% | 3.29% | 3.4% | 1.71% | 1.54% | 1.32% |
| 2026/03/31 | 27.75% | 25.93% | 7.88% | 5.58% | 3.78% | 3.27% | 2.43% | 2.01% | 1.88% | 1.03% |
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In March 2026, Viator.com led with fluctuating impressions, peaking at 28.55%. GetYourGuide.com followed, showing a notable rise to 30.55% early in the month. Headout.com maintained a steady presence, while Groupon.co.uk saw a mid-month surge. Klook.com and NHM.ac.uk experienced varied trends, with Klook.com peaking at 4.56%. Tate.org.uk and Tiqets.com had modest shares, and BritishMuseum.org and VAM.ac.uk remained stable. The month concluded with Viator.com at 27.75%, maintaining its lead.
Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.
Bring Art Into Your Life. Every Purchase Helps Local Museums And Galleries. Find Your Favourite Artwork on the Art UK Shop. An Online Home For The UK's Art Collection. Art Topics. Artworks. Art Stories. Artists. Services: Artwork Collections...
Britain's Greatest Palace — Enjoy year-round access to Blenheim Palace, Parkland, and our incredible Adventure Play. The Palace & Play Tickets include free access to events, exhibitions and Adventure Play. Historic House.
Remembering the End of WWII — Created by IWM, students & SODA graduates, our 2 minute film reflects on the end of WWII. Consider the events leading to the end of WWII, told through experiences of those there.
Tickets Available For Same Day — Bundle your Tower of London tickets with popular London attractions and save up to 10%. Explore the iconic Tower of London & Crown Jewels at your...
V&A Exhibitions & Events — Discover our programme of major exhibitions & exciting new developments coming to the V&A. Explore our miles of galleries or dip into the exciting array of exhibitions & displays. Talks. Courses.
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In the realm of Google’s PPC, the top-performing ads weave a tapestry of cultural allure. Art UK champions local museums, blending art with commerce. Blenheim Palace invites exploration of Britain’s grandeur. Imperial War Museums reflect on history’s pivotal moments. The Tower of London offers bundled adventures, while the V&A Museum showcases dynamic exhibitions. Each ad tells a unique story, enticing audiences with heritage, history, and art.
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 March 2026 Report
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Data within the UK Hospitality Museums & Art Galleries March 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
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The UK Hospitality Museums & Art Galleries March 2026 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
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