UK Services Human Resources - PPC Market Share Analysis February 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 33.8314466265
66.1685533735
33%

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 16
84
16%

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 6%

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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 36.99
brighthr.com 26.62
employmenthero.com 6.25
telushealth.com 4.25
indeed.com 3.96
natwestmentor.co.uk 2.95
bamboohr.com 1.84
breathehr.com 1.59
peoplehr.com 1.51
childcare.co.uk 1.13
others 12.91
  • perkbox.com - 36.99%
  • brighthr.com - 26.62%
  • employmenthero.com - 6.25%
  • telushealth.com - 4.25%
  • indeed.com - 3.96%
  • natwestmentor.co.uk - 2.95%
  • bamboohr.com - 1.84%
  • breathehr.com - 1.59%
  • peoplehr.com - 1.51%
  • childcare.co.uk - 1.13%
  • others - 12.91%

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Perkbox.com leads with 37% click share, followed by brighthr.com at 27%. Employmenthero.com captures 6.3%, while others collectively hold 12.9%.

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 perkbox.com indeed.com brighthr.com employmenthero.com healthassured.org avensure.com bamboohr.com hibob.com deel.com telushealth.com
2026/02/01 29.97% 0.49% 8.4% 4.92% 0.03% 2.08% 2.5% 0.2% 2.6% 4.93%
2026/02/02 20.75% 0.46% 10.09% 3.34% 2.71% 2.39% 3.3% 4.06% 1.56% 23.68%
2026/02/03 20.76% 1.94% 8.67% 3.41% 7.24% 1.96% 7.66% 4.72% 3.58% 2.17%
2026/02/04 23.45% 9.41% 8.68% 2.35% 4.52% 1.73% 5.71% 5.05% 3.03% 1.92%
2026/02/05 10.86% 1.42% 11.89% 4.06% 6.44% 2.46% 8.58% 4.55% 5.12% 2.04%
2026/02/06 16.84% 0.72% 11.15% 3.85% 5.6% 3.17% 8.04% 6.09% 3.91% 2.05%
2026/02/07 21.89% 1.12% 15.69% 4.55% 3.62% 3.37% 3.56% 1.91% 4.3% 4.34%
2026/02/08 24.4% 0.83% 8.74% 4.22% 2.23% 4.14% 2.79% 1.73% 4.14% 4.26%
2026/02/09 24.25% 0.51% 10.39% 10.49% 4.58% 2.42% 5.58% 4.72% 3.22% 2.25%
2026/02/10 18.85% 0.67% 10.14% 3.76% 4.53% 1.63% 8.52% 6.52% 3.48% 3.33%
2026/02/11 22.84% 0.83% 8.19% 14.72% 4.63% 2.21% 5.79% 4.21% 2.54% 1.79%
2026/02/12 37.7% 8.07% 7.31% 2.34% 3.69% 1.52% 1.74% 3.69% 1.99% 0.95%
2026/02/13 16.76% 0.72% 11.11% 3.84% 5.57% 3.16% 8% 6.06% 3.89% 2.04%
2026/02/14 21.84% 1.11% 15.61% 4.53% 3.6% 3.36% 3.54% 1.9% 4.27% 4.31%
2026/02/15 24.29% 0.83% 8.7% 4.21% 2.22% 4.13% 2.78% 1.72% 4.12% 4.24%
2026/02/16 22.46% 0.47% 9.62% 9.72% 4.24% 2.24% 5.16% 4.37% 2.98% 2.08%
2026/02/17 23.6% 1.26% 8.33% 2.42% 7.29% 3.13% 1.99% 6.06% 0.78% 3.07%
2026/02/18 35.99% 0.64% 8.48% 8.06% 4.22% 2.17% 1.92% 2.65% 1.74% 2.51%
2026/02/19 36.27% 0.82% 9.34% 9.76% 4.17% 2.55% 1.54% 2.13% 1.03% 2.05%
2026/02/20 8.8% 1.99% 13.87% 4.23% 7.76% 3.75% 2.04% 4.16% 2.03% 3.37%
2026/02/21 10.96% 2.55% 17.7% 6.69% 3.57% 4.28% 2.51% 0.25% 2.15% 6.8%
2026/02/22 15.3% 4% 9.75% 4.81% 2.63% 3.64% 2.01% 2.53% 2.02% 6.04%
2026/02/23 27.6% 2.44% 7.56% 3.31% 6.32% 2.55% 2.22% 3.3% 1.98% 3.37%
2026/02/24 38.33% 0.84% 6.48% 2.41% 4.26% 1.6% 1.02% 2.93% 2.32% 15.86%
2026/02/25 25.64% 1.48% 10.03% 4.43% 7.05% 2.23% 2.58% 3.58% 1.69% 0.02%
2026/02/26 10.94% 4.28% 13.98% 5.26% 8.04% 3.08% 1.69% 5.71% 2.68% 0.04%
2026/02/27 10.17% 4.51% 13.96% 4.23% 7.72% 3.54% 1.69% 7.15% 2.43% 0.03%
2026/02/28 35.39% 14.71% 10.56% 3.92% 2.69% 2.57% 2.05% 1.79% 0.87% 0.02%
  • perkbox.com
  • indeed.com
  • brighthr.com
  • employmenthero.com
  • healthassured.org
  • avensure.com
  • bamboohr.com
  • hibob.com
  • deel.com
  • telushealth.com

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Perkbox.com led February with fluctuating spend, peaking at 38.33. Indeed.com surged late, reaching 14.71. Brighthr.com maintained steady growth, while employmenthero.com spiked mid-month. Telushealth.com saw a significant drop after early highs.

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
2026/02/01 244
2026/02/02 237
2026/02/03 235
2026/02/04 249
2026/02/05 238
2026/02/06 240
2026/02/07 234
2026/02/08 224
2026/02/09 231
2026/02/10 226
2026/02/11 219
2026/02/12 222
2026/02/13 240
2026/02/14 234
2026/02/15 224
2026/02/16 231
2026/02/17 209
2026/02/18 217
2026/02/19 232
2026/02/20 208
2026/02/21 203
2026/02/22 211
2026/02/23 235
2026/02/24 237
2026/02/25 231
2026/02/26 212
2026/02/27 208
2026/02/28 202

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February saw a fluctuating trend in distinct advertisers, starting at 244 and ending at 202. The month experienced peaks and troughs, with a notable decline towards the end.

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 1.85%
flexgenius.co.uk 0.47%
telushealth.com 0.36%
brighthr.com 0.36%
hr-inform.co.uk 0.34%
hibob.com -0.24%
deel.com -0.3%
indeed.com -0.38%
natwestmentor.co.uk -0.51%
bamboohr.com -1.52%

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Perkbox.com surged with a 1.85 increase, while bamboohr.com dropped by 1.52. Flexgenius.co.uk and brighthr.com saw positive gains, contrasting with declines from natwestmentor.co.uk and indeed.com.

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 perkbox.com indeed.com brighthr.com breathehr.com bamboohr.com employmenthero.com thanksben.com hibob.com natwestmentor.co.uk telushealth.com
2026/02/01 51.98% 0.24% 10.9% 7.79% 0.43% 1.5% 0.37% 0.03% 0% 1.39%
2026/02/02 25.62% 0.22% 6.69% 1.43% 2.07% 0.74% 23.78% 1.76% 0% 23.99%
2026/02/03 50.35% 2.16% 7.98% 1.66% 8.41% 1.25% 0.16% 2.03% 0.06% 0.59%
2026/02/04 37.27% 18.46% 5.88% 0.53% 4.01% 0.52% 0.22% 2.32% 17.77% 0.34%
2026/02/05 7.17% 1.76% 17.87% 4.11% 14.66% 1.89% 1.36% 4.13% 0% 0.75%
2026/02/06 41.03% 0.76% 11.3% 2.45% 8.08% 1.35% 0.62% 5.01% 0.03% 0.54%
2026/02/07 47.57% 0.68% 16.1% 7.4% 1.17% 1.31% 0.11% 0.37% 0% 1.21%
2026/02/08 47.86% 0.62% 11.21% 9.72% 0.45% 1.24% 0.19% 0.33% 0.07% 1.19%
2026/02/09 39.73% 0.34% 7.91% 1.24% 3.83% 13.23% 0.03% 3.01% 0.02% 0.43%
2026/02/10 43.29% 0.68% 11.23% 4.01% 9.87% 1.25% 0.1% 5.06% 0.03% 0.94%
2026/02/11 45.54% 0.43% 6.36% 3.91% 3.84% 22.59% 0.03% 2.34% 0.06% 0.35%
2026/02/12 54.62% 13.77% 4.44% 1.66% 0.2% 0.39% 0.04% 1.25% 13.37% 0.16%
2026/02/13 41.03% 0.76% 11.3% 2.45% 8.08% 1.35% 0.62% 5.01% 0.03% 0.54%
2026/02/14 47.57% 0.68% 16.1% 7.4% 1.17% 1.31% 0.11% 0.37% 0% 1.21%
2026/02/15 47.86% 0.62% 11.21% 9.72% 0.45% 1.24% 0.19% 0.33% 0.07% 1.19%
2026/02/16 39.73% 0.34% 7.91% 1.24% 3.83% 13.23% 0.03% 3.01% 0.02% 0.43%
2026/02/17 50.11% 1.72% 8.78% 2.78% 0.46% 0.97% 0.17% 3.13% 0% 1.16%
2026/02/18 57.37% 0.32% 5.45% 1.46% 0.29% 11.7% 0.06% 0.98% 11.14% 0.42%
2026/02/19 64.07% 0.57% 6.64% 1.63% 0.33% 11.84% 0.02% 0.63% 0% 0.39%
2026/02/20 5.46% 3.43% 25.45% 5.44% 1.48% 2.06% 0.48% 6.38% 0% 1.34%
2026/02/21 6.26% 2.67% 26.46% 13.4% 0.7% 2.94% 0.23% 0.05% 0.01% 2.81%
2026/02/22 10.88% 4.35% 19.22% 15.53% 0.58% 2.2% 0.85% 0.77% 0.02% 2.65%
2026/02/23 63.62% 1.8% 5.87% 2.69% 0.87% 0.94% 0.26% 1.69% 0% 0.78%
2026/02/24 64.81% 0.52% 4.61% 1.75% 0.21% 0.49% 0.05% 0.98% 0.02% 15.91%
2026/02/25 34.62% 0.96% 8.75% 1.45% 1.66% 1.34% 0.03% 2.35% 31.46% 0%
2026/02/26 6.92% 4.73% 24.39% 10.05% 0.7% 4.48% 0.64% 7.95% 0% 0.01%
2026/02/27 6.07% 5.21% 23.72% 12.09% 1.15% 3.43% 0.07% 7.31% 0% 0.01%
2026/02/28 52.43% 25.95% 6.56% 3.27% 1.38% 0.71% 0.35% 0.2% 0.07% 0%
  • perkbox.com
  • indeed.com
  • brighthr.com
  • breathehr.com
  • bamboohr.com
  • employmenthero.com
  • thanksben.com
  • hibob.com
  • natwestmentor.co.uk
  • telushealth.com

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Perkbox.com dominated February with fluctuating impressions, peaking at 64.81% on the 24th. Indeed.com surged to 25.95% on the 28th. Brighthr.com and breathehr.com showed consistent mid-month activity. The month concluded with varied performances across domains.

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
    BrightHR UK | Your HR Management Made Easy https://www.brighthr.com › hr_software

    BrightHR - The Smart HR Software That Transforms People Management. The Smarter Way To Manage Everyday HR And Health & Safety Tasks.

  2. 2
    EAP Employment Assistance Programme https://www.employmenthero.com

    Promote a healthier work environment with our EAP service - confidential consultations for a more productive, happier team. promote a healthier...

  3. 3
    Employee Assistance Programmes https://uk.indeed.com/

    EAP Factsheet for Employers — Learn about employee assistance programmes (EAPs) in this...

  4. 4
    Employee Assistance Programme https://www.perkbox.com

    24/7 Confidential Helpline — Give your employees the tools to succeed. Offer an EAP & wellbeing content to your people. Give your...

  5. 5
    Employee Assistance Programme https://www.thanksben.com

    Short-Term Support — Support your team through personal difficulties they're facing with an employee assistance programme.

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In the competitive landscape of HR services, BrightHR stands out with its promise of transforming people management through smart software. Meanwhile, Employment Hero, Indeed, Perkbox, and ThanksBen focus on Employee Assistance Programmes (EAPs), emphasizing confidential support and wellbeing, highlighting a shift towards holistic employee care.

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