UK Services Human Resources - PPC Market Share Analysis December 2025

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

Google AI Overview visibility for Services Human Resources UK

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency	Percentage
Frequency	24.7687366579
	75.2312633421

24%

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	21
	79

21%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	4%
Transactional	1%
Navigational	0%
Seasonal	0%
Local	0%
Problem Solving	10%

Market Exposure

Share of Clicks for top 10 UK Services Human Resources brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
brighthr.com	29.77
perkbox.com	12.54
employmenthero.com	5.31
bamboohr.com	4.8
childcare.co.uk	4.31
indeed.com	4.17
peninsulagrouplimited.com	2.63
leapsome.com	2.21
peoplehr.com	2.14
zoho.com	2.06
others	30.06

brighthr.com - 29.77%
perkbox.com - 12.54%
employmenthero.com - 5.31%
bamboohr.com - 4.8%
childcare.co.uk - 4.31%
indeed.com - 4.17%
peninsulagrouplimited.com - 2.63%
leapsome.com - 2.21%
peoplehr.com - 2.14%
zoho.com - 2.06%
others - 30.06%

BrightHR leads with 29.77% click share, closely followed by ‘others’ at 30.06%. Perkbox captures 12.54%, while Employment Hero and BambooHR hold 5.31% and 4.8%, respectively.

Market Exposure

Share of Spend for the top 10 UK Services Human Resources 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.

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Share of Spend - Last Month

Share of Spend - Last Month
Date	leapsome.com	telushealth.com	hibob.com	brighthr.com	deel.com	perkbox.com	bamboohr.com	peninsulagrouplimited.com	personio.com	healthassured.org
2025/12/01	1.31%	3.95%	2.8%	6.22%	5.14%	4.52%	10.8%	4.32%	3.68%	8.66%
2025/12/02	1.68%	2.29%	6.9%	8.41%	4.03%	5.68%	10.06%	6.31%	3.3%	8.73%
2025/12/03	1.04%	4.23%	5.52%	5.76%	8.11%	4.58%	11.12%	6.62%	2.23%	7.68%
2025/12/04	2.38%	3.49%	1.49%	6.34%	7.64%	4.99%	10.11%	5.04%	3.5%	9.81%
2025/12/05	2.13%	2.6%	2.82%	5.81%	4.43%	19.14%	8.74%	6.05%	4.31%	7.56%
2025/12/06	3.35%	6.15%	4.19%	9.15%	5.75%	3.87%	9.66%	4.77%	4.34%	7.94%
2025/12/07	4.93%	4.66%	4.1%	3.65%	6.18%	4.06%	5.75%	4.44%	8.98%	10.08%
2025/12/08	2.59%	2.64%	3.26%	7.29%	7.72%	4.42%	13.52%	5.16%	4.95%	7.28%
2025/12/09	2.17%	1.62%	4.37%	8.56%	8.6%	5.13%	10.57%	6.63%	1.23%	7.83%
2025/12/10	3.71%	3.11%	3.83%	5.46%	6.94%	5.02%	15.41%	4.99%	7.02%	8.09%
2025/12/11	3.78%	2.34%	4.96%	5.64%	9.19%	5.03%	14.02%	6.96%	4.53%	7.04%
2025/12/12	4.94%	3.16%	5.74%	6.07%	6.21%	5.64%	8.64%	5.85%	5.07%	9.82%
2025/12/13	5.23%	4.03%	6.09%	9.41%	9.07%	3.8%	7.64%	3.43%	5.21%	7.56%
2025/12/14	9.13%	5.78%	6.55%	3.53%	5.53%	4.25%	8.89%	4.25%	9.71%	7.95%
2025/12/15	7.87%	4.08%	5.48%	7.71%	7.21%	6.32%	11.81%	4.73%	5%	5.88%
2025/12/16	3.86%	3.59%	0.59%	7.06%	5.43%	6.39%	12.27%	6.51%	4.6%	8.27%
2025/12/17	6.05%	5.7%	0.85%	6.17%	10.11%	6.06%	9.94%	4.97%	7.85%	6.64%
2025/12/18	7.42%	2.76%	1.83%	5.27%	8.27%	6.27%	11.78%	5.33%	2.57%	7.28%
2025/12/19	7.63%	5.21%	7.23%	4.25%	6.77%	4.2%	9.88%	3.4%	1.56%	5.81%
2025/12/20	6.12%	7.82%	5.52%	8.67%	7.98%	5.69%	9.31%	6.39%	1.18%	0.06%
2025/12/21	5.87%	6.33%	6.76%	3.22%	5.14%	4.38%	9.46%	5.21%	7.95%	0.05%
2025/12/22	11.3%	4.39%	6.96%	6%	6.96%	4.03%	13.42%	5.61%	3.57%	0.05%
2025/12/23	11.96%	6.66%	5.46%	6.34%	9.69%	3.19%	12.34%	4.31%	1.98%	0.04%
2025/12/24	8.98%	7.21%	7.37%	7.66%	7.75%	4.82%	11.74%	4.8%	2.8%	0.02%
2025/12/25	10.48%	8.1%	3.69%	7%	9.27%	5.75%	2.56%	0.61%	4.2%	0.02%
2025/12/26	9.34%	7.64%	4.37%	6.41%	6%	5.15%	5.85%	0.52%	7.28%	0.02%
2025/12/27	6.33%	7.87%	4.65%	7.2%	5.53%	4.33%	6.59%	5%	7.9%	0%
2025/12/28	12.76%	7.2%	6.83%	2.61%	6.91%	3.55%	3.6%	4.19%	6.07%	0%
2025/12/29	10.06%	5.82%	4.74%	6.75%	7.56%	3.95%	7.72%	3.02%	5.06%	0%
2025/12/30	10.77%	8.44%	6.82%	7.18%	6.66%	5.51%	6.1%	3.9%	0.91%	0%
2025/12/31	12.93%	7.14%	6.59%	6.25%	6.18%	5.63%	4.35%	2.74%	0.92%	0%

leapsome.com
telushealth.com
hibob.com
brighthr.com
deel.com
perkbox.com
bamboohr.com
peninsulagrouplimited.com
personio.com
healthassured.org

Leapsome.com surged from 1.31 to 12.93, peaking on December 31. Telushealth.com fluctuated, ending at 7.14. Hibob.com saw a dip mid-month, closing at 6.59. Brighthr.com varied, finishing at 6.25. Deel.com peaked mid-month, ending at 6.18. Perkbox.com remained steady, closing at 5.63. Bamboohr.com started strong, ending at 4.35. Peninsulagrouplimited.com fluctuated, closing at 2.74. Personio.com dipped, ending at 0.92. Healthassured.org dropped significantly, closing at 0.02.

Market Exposure

Competitor Count for UK Services Human Resources

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.

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Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2025/12/01	269
2025/12/02	252
2025/12/03	248
2025/12/04	254
2025/12/05	260
2025/12/06	260
2025/12/07	264
2025/12/08	262
2025/12/09	267
2025/12/10	261
2025/12/11	264
2025/12/12	261
2025/12/13	264
2025/12/14	220
2025/12/15	260
2025/12/16	263
2025/12/17	265
2025/12/18	256
2025/12/19	266
2025/12/20	251
2025/12/21	254
2025/12/22	257
2025/12/23	272
2025/12/24	270
2025/12/25	258
2025/12/26	263
2025/12/27	255
2025/12/28	256
2025/12/29	257
2025/12/30	251
2025/12/31	238

Advertisers fluctuated throughout December, peaking at 272 on December 23rd. The month concluded with a decrease to 238.

Campaign Efficiency

Market Loss & Market Gains for UK Services Human Resources

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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Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
leapsome.com	1.83%
brighthr.com	1.3%
iris.co.uk	0.97%
telushealth.com	0.96%
indeed.com	0.95%
citation.co.uk	-0.89%
childcare.co.uk	-0.97%
peoplehr.com	-2.36%
healthassured.org	-2.73%
perkbox.com	-3.84%

Leapsome.com surged with a 1.83% click share increase, while perkbox.com faced a 3.84% decline.

Campaign Efficiency

UK Services Human Resources Share of Impressions

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

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Date	leapsome.com	brighthr.com	hibob.com	zoho.com	deel.com	perkbox.com	avensure.com	peninsulagrouplimited.com	bamboohr.com	peoplehr.com
2025/12/01	1.62%	10.16%	3.58%	6.02%	5.4%	3.24%	1.94%	3.54%	8.47%	1.97%
2025/12/02	2.24%	12.73%	7.93%	4.33%	2.93%	4.07%	2.72%	4.58%	8.91%	2.31%
2025/12/03	1.3%	11.13%	6.02%	3.71%	4.38%	3.67%	2.6%	6.22%	10.64%	2.58%
2025/12/04	3.03%	11.21%	2.56%	5.16%	5.03%	3.74%	1.48%	4.53%	8.41%	2.4%
2025/12/05	1.18%	4.09%	1.36%	1.64%	1%	32.95%	0.91%	2.3%	3.26%	32.81%
2025/12/06	4.95%	13.66%	5.39%	4.97%	3.75%	3.07%	3.37%	3.13%	5.43%	0.03%
2025/12/07	5.75%	9.24%	6.99%	3.75%	4.93%	3.26%	3.4%	2.65%	5.13%	0.04%
2025/12/08	4.2%	12.99%	4.16%	3.93%	4.21%	3.99%	2.54%	3.67%	10.17%	1.95%
2025/12/09	2.59%	12.46%	6.83%	4.23%	4.4%	4.07%	3.91%	5.12%	11.6%	3.01%
2025/12/10	4.41%	9.82%	5.87%	3.63%	5.25%	3.93%	2.1%	6.47%	13.16%	3.42%
2025/12/11	3.8%	10.54%	4.84%	5.44%	7.4%	3.82%	2.78%	6.88%	9.67%	0.96%
2025/12/12	4.59%	10.57%	6.18%	3.46%	5.17%	4.07%	2.95%	4.96%	8.56%	2.05%
2025/12/13	6.13%	13.6%	7.02%	5.62%	6.02%	2.83%	3.38%	2.28%	8.42%	0.04%
2025/12/14	8.44%	9.6%	8.13%	6%	4.49%	3.29%	1.9%	4.09%	7.68%	0.03%
2025/12/15	4.91%	13.53%	4.04%	4.54%	3.93%	4.23%	3.97%	3.92%	9.68%	1.48%
2025/12/16	4.8%	12.15%	0.62%	4.89%	3.86%	4.39%	1.93%	7.04%	11.89%	1.65%
2025/12/17	6.74%	11.82%	1.21%	4.5%	5.29%	4.39%	1.93%	4.87%	10.58%	2.11%
2025/12/18	7.74%	10.33%	1.66%	5.84%	5.67%	4.47%	2.48%	5.28%	8.91%	2.13%
2025/12/19	7.5%	8.67%	4.64%	3.83%	4.82%	2.98%	2.28%	3.1%	9.04%	1.54%
2025/12/20	6.35%	12.45%	6.48%	3.94%	5.57%	3.69%	3.39%	5.62%	8.74%	0.02%
2025/12/21	5.66%	7.69%	5.83%	5.26%	3.41%	3.25%	3.28%	4.58%	8.66%	0.02%
2025/12/22	8.96%	10.33%	7.38%	3.7%	3.92%	2.4%	4.39%	6.22%	11.44%	0.02%
2025/12/23	10.33%	10.64%	5.72%	4.67%	5.13%	1.81%	3.59%	4.64%	8.61%	0.01%
2025/12/24	8.96%	11.07%	6.54%	4.63%	5.26%	3.02%	4.28%	5.26%	10.13%	0.01%
2025/12/25	9.39%	11.26%	3.58%	4.55%	6.87%	4.16%	3.18%	0.24%	0.83%	0.01%
2025/12/26	6.72%	11.31%	3.64%	5.5%	5.52%	4.06%	4.37%	0.21%	5.33%	0%
2025/12/27	6.88%	11.72%	3.97%	4.62%	4.78%	3.37%	3.36%	3.47%	4.22%	0%
2025/12/28	9.05%	6.67%	4.47%	4.6%	4.94%	2.92%	3.65%	3.1%	1.13%	0%
2025/12/29	10.92%	11.09%	4.6%	4.17%	5.75%	3.16%	3.17%	2.63%	4.03%	0%
2025/12/30	10.47%	11.51%	7.64%	3.9%	4.79%	3.67%	3.45%	3.16%	2.96%	0%
2025/12/31	11.97%	10.29%	8.35%	5.47%	4.25%	3.73%	3.26%	2.41%	2.34%	0%

leapsome.com
brighthr.com
hibob.com
zoho.com
deel.com
perkbox.com
avensure.com
peninsulagrouplimited.com
bamboohr.com
peoplehr.com

December saw Leapsome’s impression share rise from 1.62% to 11.97%. BrightHR fluctuated, peaking at 13.66%. HiBob’s share increased to 8.35%. Zoho and Deel showed moderate changes. Perkbox and Avensure remained stable. Peninsula Group and BambooHR experienced declines. PeopleHR’s share dropped significantly.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Services Human Resources

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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Google Text Ad Copy Insights & Creative Trends for UK Services Human Resources - Last month

1
BrightHR UK | Your HR Management Made Easy https://www.brighthr.com › hr_software
Manage Staff Data, Leave, Absence And More From £3/Month Per Employee. Book A Demo Today! Break free from HR admin and slay the beast with BrightHR.
2
HR Platform - Everything HR, One Login https://www.leapsome.com
One login for time off, onboarding, payroll & more — no more scattered systems. Demo now!
3
Fixed Price HR – No Surprises - HR Packages From Only £95pm https://hello.neathousepartners.com › outsourced_hr › employer_advice
Trusted by 1,027 UK businesses with HR documentation, HR policies, contracts & handbooks.
4
Employee Assistance Programme https://www.perkbox.com
Trusted by 4500+ Businesses — Give your employees the tools to succeed. Offer an EAP & wellbeing content to your people. Your Employee Assistance Programme (EAP) with Perkbox. Find out more, book a demo! Easy to Use.
5
HRIS for Smarter Workforce - Comprehensive HRIS Software https://www.zoho.com
Flexible & Hassle-free HR Software to empower your workforce. Start your Free trial now. Manage HR tasks effortlessly with Zoho People’s powerful HRIS app. Try it today! HR tasks made easier. All in one HR software. Workflow Automation. Credible pricing.

In the competitive HR software landscape, BrightHR entices with simplicity and affordability, while Leapsome offers seamless integration. Neathouse Partners promises transparency with fixed pricing, and Perkbox focuses on employee wellbeing. Zoho stands out with comprehensive, flexible solutions. Each ad highlights unique strengths, appealing to diverse business needs.

Frequently Asked Questions

Why is the UK Services Human Resources December 2025 Report useful and how should I use it?

Why is the UK Services Human Resources December 2025 Report useful?

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 Services Human Resources December 2025 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the UK Services Human Resources December 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the UK Services Human Resources December 2025 Report?

The UK Services Human Resources December 2025 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

Yes. The UK Services Human Resources December 2025 Report aggregates data from across both device types and Google Shopping.
Who is this UK Services Human Resources December 2025 Report for?

The UK Services Human Resources December 2025 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.
Can I get a custom report for my brand?

Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

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What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

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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.

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Human Resources – UK

Google AI Overview visibility for Services Human Resources UK

AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 UK Services Human Resources brands

Share of Spend for the top 10 UK Services Human Resources brands

Competitor Count for UK Services Human Resources

Market Loss & Market Gains for UK Services Human Resources

UK Services Human Resources Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Services Human Resources

Frequently Asked Questions

Why is the UK Services Human Resources December 2025 Report useful and how should I use it?

Why is the UK Services Human Resources December 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Services Human Resources December 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Services Human Resources December 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Doing more with less: how Adthena customers are maximizing PPC performance with shrinking budgets

Ask Arlo: AI generated search insights in seconds

Georgia Law Firm Case Study: Reduced Brand Infringements by 39% and CPCs by 25% with Adthena

Get the full picture

See this data specific to your brand performance

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US Human Resources

AUS Human Resources