UK Services Human Resources - PPC Market Share Analysis January 2026

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.

Human Resources – UK

Google AI Overview visibility for Services Human Resources 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 30.0520789584
69.9479210416
30%

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 19
81
19%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 5%
Transactional 0%
Navigational 0%
Seasonal 0%
Local 0%
Problem Solving 7%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
perkbox.com 30.16
brighthr.com 26.55
employmenthero.com 4.98
natwestmentor.co.uk 2.99
betterhelp.com 2.98
indeed.com 2.98
bamboohr.com 2.53
childcare.co.uk 1.96
peoplehr.com 1.74
pluxee.uk 1.68
others 21.45
  • perkbox.com - 30.16%
  • brighthr.com - 26.55%
  • employmenthero.com - 4.98%
  • natwestmentor.co.uk - 2.99%
  • betterhelp.com - 2.98%
  • indeed.com - 2.98%
  • bamboohr.com - 2.53%
  • childcare.co.uk - 1.96%
  • peoplehr.com - 1.74%
  • pluxee.uk - 1.68%
  • others - 21.45%

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In the PPC landscape, Perkbox leads with 30.16% click share, followed by BrightHR at 26.55%. Employment Hero captures 4.98%, while ‘others’ collectively hold 21.45%.

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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date brighthr.com perkbox.com employmenthero.com zoho.com bamboohr.com hibob.com avensure.com leapsome.com healthassured.org peninsulagrouplimited.com
2026/01/01 7.27% 6.46% 3.19% 3.43% 5.51% 4.91% 3.92% 10.28% 0% 8.27%
2026/01/02 7.11% 5.85% 2.51% 4.15% 6.61% 6.55% 3.41% 6.49% 8.21% 4.17%
2026/01/03 11.68% 4.8% 1.85% 4.62% 6.13% 7.8% 4.83% 8.3% 5.91% 5.34%
2026/01/04 4.37% 5.03% 3.14% 4.27% 7.01% 8.19% 5.19% 8.75% 5.18% 4.61%
2026/01/05 9.98% 7.06% 2.53% 2.58% 6.78% 5.47% 3.95% 7.48% 9.12% 3.98%
2026/01/06 9.68% 6.48% 1.86% 3.46% 7.01% 3.72% 4.05% 5.47% 8.72% 4.61%
2026/01/07 7.71% 6.56% 3.08% 5.46% 3.8% 6.37% 4.86% 11.45% 0% 2.89%
2026/01/08 10.09% 6.92% 2.37% 3.58% 9.19% 3.26% 3.84% 7.14% 7.31% 4.36%
2026/01/09 8.1% 5.95% 2.74% 3.69% 7.1% 3.68% 2.75% 4.12% 7.3% 5.17%
2026/01/10 8.57% 4.42% 5.5% 3.6% 9.25% 3.91% 3.26% 5.16% 3.1% 6.2%
2026/01/11 4.12% 4.21% 5.37% 4.18% 8.19% 4.31% 3.91% 3.31% 5.07% 6.66%
2026/01/12 7.59% 21.23% 3.63% 2.78% 8.36% 4.13% 2.33% 4.34% 3.92% 4.44%
2026/01/13 9.56% 6.59% 4.98% 2.72% 10.25% 2.47% 3.99% 3.17% 5.72% 4.42%
2026/01/14 5.86% 34.65% 3.28% 2.86% 6.1% 2.58% 1.61% 3.68% 5% 2.9%
2026/01/15 5.25% 39.68% 3.38% 1.75% 4.51% 1.88% 1.96% 2.46% 4.2% 3.21%
2026/01/16 8.07% 5.93% 2.74% 3.68% 7.08% 3.66% 2.75% 4.11% 7.28% 5.19%
2026/01/17 6.06% 20.48% 6.07% 4.31% 3.96% 3.59% 3.56% 6.07% 0.05% 4.38%
2026/01/18 3.16% 38.83% 3.96% 2.99% 1.95% 1.2% 2.66% 5.05% 0.04% 4.01%
2026/01/19 6.22% 22.99% 4.93% 2.66% 2.22% 3.15% 2.8% 5.39% 3.82% 3.62%
2026/01/20 8.51% 9.11% 4.41% 3.53% 3.84% 3.18% 4.12% 7.08% 3.66% 4.9%
2026/01/21 7.99% 9.55% 5.39% 3.58% 5.07% 2.02% 4.51% 6.51% 3.14% 3.89%
2026/01/22 6.41% 44.93% 3.02% 2.97% 3.17% 1.46% 1.95% 4.33% 1.11% 2.35%
2026/01/23 6.13% 46.39% 2.11% 1.77% 2.66% 2.3% 2.65% 4.04% 1.62% 1.89%
2026/01/24 11.95% 29.63% 3.19% 2.55% 2.59% 0.47% 3.97% 5.24% 2.48% 2.15%
2026/01/25 10.14% 27.13% 3.98% 3.18% 1.99% 0.47% 3.33% 6.86% 0% 2.9%
2026/01/26 14.06% 9.69% 4.12% 3.48% 5.22% 3.83% 3.54% 3.65% 3.66% 2.67%
2026/01/27 13.9% 9.02% 4.5% 3.02% 3.46% 3.05% 1.92% 2.95% 3.56% 2.33%
2026/01/28 12.21% 16.26% 3.36% 2.79% 3.24% 3.13% 1.54% 1.37% 3.18% 1.32%
2026/01/29 10.88% 21.22% 3.22% 2.3% 2.11% 3.68% 2.04% 1.35% 2.78% 1.66%
2026/01/30 16.9% 10.64% 4.1% 2.8% 4.21% 4.71% 2.48% 1.49% 3.8% 2.79%
2026/01/31 18.13% 15.52% 5.53% 4.21% 3.77% 3.73% 2.97% 2.15% 1.1% 1.04%
  • brighthr.com
  • perkbox.com
  • employmenthero.com
  • zoho.com
  • bamboohr.com
  • hibob.com
  • avensure.com
  • leapsome.com
  • healthassured.org
  • peninsulagrouplimited.com

Copyright © Adthena. All rights reserved.

In January 2026, brighthr.com saw a steady rise, peaking at 18.13% on the 31st. Perkbox.com experienced a dramatic surge mid-month, reaching 46.39% on the 23rd. Employmenthero.com maintained a modest presence, while zoho.com fluctuated slightly. Bamboohr.com and hibob.com showed varied trends, with hibob.com dipping mid-month. Avensure.com and leapsome.com had minor fluctuations, and healthassured.org saw a significant drop mid-month. Peninsulagrouplimited.com experienced a gradual decline, ending at 1.04%.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/01/01 235
2026/01/02 243
2026/01/03 243
2026/01/04 236
2026/01/05 249
2026/01/06 252
2026/01/07 238
2026/01/08 246
2026/01/09 255
2026/01/10 247
2026/01/11 244
2026/01/12 238
2026/01/13 239
2026/01/14 244
2026/01/15 249
2026/01/16 255
2026/01/17 238
2026/01/18 241
2026/01/19 245
2026/01/20 254
2026/01/21 245
2026/01/22 232
2026/01/23 237
2026/01/24 235
2026/01/25 247
2026/01/26 262
2026/01/27 251
2026/01/28 237
2026/01/29 241
2026/01/30 251
2026/01/31 228

Copyright © Adthena. All rights reserved.

January saw fluctuating advertiser numbers, peaking at 262 on the 26th. The month concluded with a dip to 228.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
perkbox.com 11.18%
brighthr.com 6.23%
pluxee.uk 2.64%
peoplehr.com 0.39%
jobadder.com 0.31%
peninsulagrouplimited.com -0.67%
healthassured.org -1.02%
bamboohr.com -1.07%
natwestmentor.co.uk -6.97%
betterhelp.com -6.98%

Copyright © Adthena. All rights reserved.

Perkbox.com surged with an 11.18% click share increase, while betterhelp.com dropped by 6.98%. Brighthr.com also rose by 6.23%, contrasting natwestmentor.co.uk’s 6.97% 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.

Date brighthr.com breathehr.com perkbox.com bamboohr.com zoho.com leapsome.com hibob.com natwestmentor.co.uk pluxee.uk betterhelp.com
2026/01/01 10.4% 4.92% 3.39% 4.28% 3.8% 10.55% 7.1% 0.22% 0% 0.01%
2026/01/02 10.69% 4.7% 3.54% 7.02% 4.84% 6.86% 8.53% 0% 0% 0.08%
2026/01/03 15.13% 3.43% 3.13% 4.23% 5.36% 8.83% 9.12% 0.04% 0% 0.09%
2026/01/04 9.05% 3.48% 3.33% 6.86% 5.42% 8.68% 9.84% 0% 0% 0%
2026/01/05 14.61% 1.01% 4.22% 8.34% 3.25% 7.14% 6.06% 0.21% 0% 0.01%
2026/01/06 14.73% 0.56% 4.14% 8.49% 4.45% 5.25% 3.19% 0.24% 0% 0.02%
2026/01/07 10.56% 3.77% 3.82% 2.26% 5.54% 11.8% 8.39% 0.35% 0% 0%
2026/01/08 14.89% 4.07% 4.32% 10.82% 4.75% 6.78% 3.29% 0.02% 0.27% 0%
2026/01/09 6.75% 2.9% 2.01% 5.48% 2.67% 2.48% 2.86% 0.1% 0.35% 45.98%
2026/01/10 7.17% 3.38% 1.75% 6.28% 2.62% 2.67% 3.24% 0% 1.02% 45.48%
2026/01/11 7.98% 9.66% 2.77% 8.94% 4.97% 3.11% 5.91% 0.42% 3.4% 0%
2026/01/12 5.67% 2.08% 31.25% 4.98% 1.68% 1.98% 2.25% 29.61% 0.95% 0%
2026/01/13 5.57% 2.39% 1.65% 5.39% 1.27% 1.65% 1.26% 30.26% 0.7% 0%
2026/01/14 4.31% 2.22% 64.54% 4.14% 1.74% 2.21% 1.17% 0% 0.1% 0%
2026/01/15 2.95% 1.02% 58.38% 1.95% 0.76% 1.14% 1.02% 19.17% 0.16% 0%
2026/01/16 6.75% 2.9% 2.01% 5.48% 2.67% 2.48% 2.86% 0.1% 0.35% 45.98%
2026/01/17 6.14% 4.96% 34.19% 1.78% 3.63% 5.81% 3.2% 0.08% 1.69% 0.01%
2026/01/18 3.11% 3.21% 64.91% 0.37% 1.64% 3.26% 0.8% 0.05% 0.77% 0%
2026/01/19 5.87% 3.01% 48.7% 0.52% 1.83% 4% 1.72% 0% 1.2% 0%
2026/01/20 11.15% 3.81% 5.66% 3.27% 3.37% 6.88% 3.77% 0.02% 1.72% 0%
2026/01/21 12.47% 2.5% 7.1% 5.79% 4.09% 7.92% 2.99% 0.04% 0.32% 0%
2026/01/22 3.88% 1.33% 74.23% 1.85% 1.44% 2.29% 0.86% 0% 0.06% 0%
2026/01/23 3.55% 0.99% 76.63% 1.03% 0.77% 1.86% 1.72% 0.05% 0.08% 0%
2026/01/24 12.74% 7.42% 48.24% 1.98% 1.46% 3.34% 0.06% 0.1% 0.05% 0.04%
2026/01/25 10.97% 7.08% 48.18% 0.43% 1.81% 3.85% 0.05% 0.03% 0.04% 0%
2026/01/26 20.28% 4.57% 5.4% 7.04% 3.08% 3.27% 7.51% 0.11% 0.12% 0.01%
2026/01/27 21.61% 4.78% 5.13% 4.48% 3.42% 2.4% 4.42% 0% 0.89% 0%
2026/01/28 11.28% 2.88% 19.26% 3.62% 1.5% 0.81% 2.01% 0.02% 16.32% 0%
2026/01/29 10.02% 1.66% 31.73% 1.64% 1.23% 0.91% 4.87% 0% 29.24% 0%
2026/01/30 23.36% 5.5% 5% 6.06% 2.24% 1.53% 7.8% 0% 0.2% 0%
2026/01/31 24.62% 13.55% 9.16% 5.8% 3.69% 2.37% 1.42% 0.1% 0.09% 0.02%
  • brighthr.com
  • breathehr.com
  • perkbox.com
  • bamboohr.com
  • zoho.com
  • leapsome.com
  • hibob.com
  • natwestmentor.co.uk
  • pluxee.uk
  • betterhelp.com

Copyright © Adthena. All rights reserved.

In January 2026, brighthr.com saw fluctuating impressions, peaking at 24.62% on the 31st. Perkbox.com experienced a dramatic rise mid-month, reaching 76.63% on the 23rd. Meanwhile, breathehr.com and bamboohr.com maintained moderate shares, with breathehr.com ending at 13.55% and bamboohr.com at 5.8%. Overall, the month concluded with significant shifts in impression shares.

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.

Google Text Ad Copy Insights & Creative Trends for UK Services Human Resources - Last month
  1. 1
    No GP Referral Required https://www.betterhelp.com

    Therapy Without Referrals — About 95% Of Customers Can Find A Therapist Within 48 Hours. 100% Online And Easy Sign-Up.

  2. 2
    Employee Assistance Programme - EAP Factsheet for Employers https://uk.indeed.com/

    Learn about employee assistance programmes (EAPs) in this article, from the definition and how they serve your business to key steps for successful EAPs.

  3. 3
    Employee Assistance Programme https://www.perkbox.com › eap

    Online Resources and Guides — Give your employees the tools to succeed. Offer an EAP & wellbeing content to your people. Support your workforce with an Employee Assistance Programme. Employee Health, Wellness. Easy to Use.

  4. 4
    Employee Assistance Programme (EAP) UK | Pluxee https://www.pluxee.uk

    Employee Assistance Programmes (EAP) show your employees that you’re there for them and encouraging them to take care of their mental health.

  5. 5
    EAP https://www.thanksben.com

    Keep your workforce healthy and productive with employee assistance programmes. Find out how an EAP can help you, support employees, improve performance and reduce costs. Fully Flexible.

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, BetterHelp stands out with its promise of quick, referral-free therapy access, appealing to those seeking immediate mental health support. Meanwhile, Indeed, Perkbox, Pluxee, and ThanksBen focus on Employee Assistance Programmes (EAPs), emphasizing employee wellness, productivity, and cost efficiency. These ads highlight the growing importance of mental health and employee support in the workplace.

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