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UK Services Human Resources - PPC Market Share Analysis October 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.

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.

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AIO Frequency

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

Frequency Percentage
Frequency 30.0790786948
69.9209213052
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 20
80
20%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 4%
Transactional 0%
Navigational 0%
Seasonal 0%
Local 0%
Problem Solving 9%

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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.

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Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
healthassured.org 42.42
perkbox.com 26.54
sonder.io 5.76
brighthr.com 4.53
employmenthero.com 2.69
bamboohr.com 1.81
breathehr.com 1.66
hibob.com 0.86
peninsulagrouplimited.com 0.77
zoho.com 0.75
others 12.21
  • healthassured.org - 42.42%
  • perkbox.com - 26.54%
  • sonder.io - 5.76%
  • brighthr.com - 4.53%
  • employmenthero.com - 2.69%
  • bamboohr.com - 1.81%
  • breathehr.com - 1.66%
  • hibob.com - 0.86%
  • peninsulagrouplimited.com - 0.77%
  • zoho.com - 0.75%
  • others - 12.21%

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Healthassured.org leads with 42.42% click share, followed by Perkbox.com at 26.54%. Others collectively hold 12.21%, while Sonder.io captures 5.76%.

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 healthassured.org perkbox.com sonder.io brighthr.com bamboohr.com axahealth.co.uk hibob.com sage.com breathehr.com employmenthero.com
2025/10/01 15.66% 38.27% 0% 5.33% 3.87% 1.07% 2.16% 2.42% 0.27% 0.29%
2025/10/02 19.36% 4.32% 0% 7.24% 4.33% 0.81% 3.19% 3.02% 0.8% 16.98%
2025/10/03 0.06% 52.68% 0% 6.05% 4.26% 1.1% 2.54% 2.16% 0.69% 0.23%
2025/10/04 0.88% 1.89% 0% 9.74% 6.6% 0.72% 2.72% 5.27% 1.41% 26.39%
2025/10/05 0.09% 2.36% 0% 12.87% 9.94% 1.19% 3.77% 7.26% 1.75% 1.06%
2025/10/06 47.46% 24.44% 0% 3.65% 2.87% 0.82% 1.14% 1.06% 0.48% 0.27%
2025/10/07 27.72% 40.54% 0% 4.25% 3% 0.63% 1.53% 1.58% 1.32% 0.27%
2025/10/08 38.98% 18.98% 0% 5.27% 3.22% 1.3% 2% 2.83% 2.33% 0.45%
2025/10/09 48.46% 24.85% 0% 3.4% 2.13% 1.02% 1.16% 1.13% 1.4% 0.23%
2025/10/10 22.66% 56.87% 0% 2.97% 1.16% 0.49% 1.03% 1.06% 1.29% 0.27%
2025/10/11 0.23% 2.04% 0% 13.88% 4.12% 1.88% 5.56% 8.28% 7.03% 1.4%
2025/10/12 0.15% 1.63% 0% 13.01% 3.77% 0.91% 3.33% 7.6% 4.56% 1.26%
2025/10/13 49.51% 30.29% 0% 2.25% 1.1% 0.75% 0.69% 0.95% 0.81% 4.26%
2025/10/14 69.4% 17.28% 0% 1.96% 0.59% 0.47% 0.47% 0.83% 0.9% 0.2%
2025/10/15 47.09% 35.73% 0% 2.78% 1.53% 0.98% 0.67% 1.06% 0.95% 0.24%
2025/10/16 30.96% 47.24% 0% 3.31% 1.72% 1.42% 0.87% 1.22% 1.6% 0.37%
2025/10/17 67.57% 19.76% 0% 2.34% 1.29% 0.27% 0.66% 0.46% 1.12% 0.2%
2025/10/18 0.21% 2.07% 0% 17.9% 6.13% 2.29% 3.32% 5.27% 10.05% 2.04%
2025/10/19 0.18% 1.92% 0.25% 16.81% 5.29% 1.53% 3.74% 9.33% 7.01% 1.77%
2025/10/20 47.3% 35.55% 0.01% 2.91% 1.44% 1.12% 0.43% 0.87% 1.5% 0.26%
2025/10/21 21.51% 42.98% 7.77% 3.58% 1.91% 2.11% 0.39% 1.03% 1.67% 6.54%
2025/10/22 30.61% 46.24% 0.01% 4.22% 1.74% 2.28% 0.4% 0.9% 2.57% 0.33%
2025/10/23 36.17% 36.03% 5.92% 2.67% 1.02% 0.88% 0.39% 0.56% 1.14% 8.22%
2025/10/24 66.56% 13.87% 0.03% 4.02% 0.84% 0.64% 0.32% 1.56% 1.63% 0.3%
2025/10/25 40.08% 0.37% 30.71% 5.27% 0.34% 0.53% 1.02% 2.95% 3.57% 0.55%
2025/10/26 51.4% 0.21% 23.43% 2.85% 0.08% 0.27% 0.47% 1.38% 1.85% 9.48%
2025/10/27 70.88% 0.77% 0.02% 4.71% 0.99% 1.57% 1.39% 1.73% 2.52% 0.29%
2025/10/28 41.11% 26.49% 12.95% 3.31% 0.96% 0.81% 0.89% 0.83% 1.5% 0.22%
2025/10/29 44.76% 34% 8.3% 2.22% 0.42% 0.31% 0.84% 0.39% 0.68% 0.14%
2025/10/30 46.09% 0.72% 28.87% 4.27% 1.44% 0.88% 1.14% 0.61% 0.67% 0.25%
2025/10/31 38.27% 18.66% 16.49% 4.46% 2.11% 1.16% 1.06% 0.96% 0.76% 0.31%
  • healthassured.org
  • perkbox.com
  • sonder.io
  • brighthr.com
  • bamboohr.com
  • axahealth.co.uk
  • hibob.com
  • sage.com
  • breathehr.com
  • employmenthero.com

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In October 2025, Health Assured’s PPC spend fluctuated significantly, peaking mid-month. Perkbox showed erratic trends, with notable highs and lows. Sonder.io had a late surge, while BrightHR and BambooHR maintained steady, low activity. The month concluded with Health Assured leading in spend share.

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
2025/10/01 310
2025/10/02 309
2025/10/03 317
2025/10/04 315
2025/10/05 310
2025/10/06 314
2025/10/07 321
2025/10/08 309
2025/10/09 315
2025/10/10 320
2025/10/11 305
2025/10/12 301
2025/10/13 314
2025/10/14 322
2025/10/15 303
2025/10/16 313
2025/10/17 294
2025/10/18 293
2025/10/19 296
2025/10/20 299
2025/10/21 299
2025/10/22 292
2025/10/23 270
2025/10/24 268
2025/10/25 272
2025/10/26 275
2025/10/27 288
2025/10/28 294
2025/10/29 283
2025/10/30 287
2025/10/31 289

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October began with 310 advertisers, peaking at 322 mid-month. A decline followed, ending with 289 advertisers.

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
sonder.io 11.5%
employmenthero.com 0.97%
breathehr.com 0.72%
brighthr.com 0.41%
deel.com 0.21%
lloydeb.co.uk -0.42%
peninsulagrouplimited.com -0.51%
bamboohr.com -0.67%
healthassured.org -3.93%
perkbox.com -7.35%

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Sonder.io surged with an 11.5% click share increase, while Perkbox.com plummeted by 7.35%. Employmenthero.com and Breathehr.com also saw positive growth, contrasting with declines for Healthassured.org and Bamboohr.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.

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Date healthassured.org perkbox.com sonder.io brighthr.com bamboohr.com zoho.com hibob.com breathehr.com employmenthero.com peninsulagrouplimited.com
2025/10/01 22.65% 46.87% 0% 5.2% 3.4% 0.57% 1.09% 0.05% 0.23% 1.39%
2025/10/02 28.67% 2.76% 0% 7.07% 4.12% 1.16% 2.02% 0.36% 28.96% 0.77%
2025/10/03 0.01% 67.56% 0% 5.74% 3.42% 1.06% 1.71% 0.3% 0.22% 1.53%
2025/10/04 0.65% 1.24% 0% 10.91% 6.31% 1.72% 2.06% 0.82% 44.4% 1.58%
2025/10/05 0.04% 2.01% 0% 18.08% 14.46% 3.02% 3.32% 1.29% 1.78% 2.8%
2025/10/06 53.92% 27.57% 0% 3.53% 2.55% 0.48% 0.7% 0.21% 0.33% 1.44%
2025/10/07 30.7% 46.58% 0% 4.11% 2.74% 0.64% 0.92% 1.27% 0.35% 1.95%
2025/10/08 44.7% 23.39% 0% 5.57% 3.1% 0.91% 1.46% 2.46% 0.6% 0.88%
2025/10/09 53.49% 27.43% 0% 3.49% 2.35% 0.68% 0.93% 1.14% 0.32% 0.78%
2025/10/10 23.91% 59.6% 0% 3.11% 1.15% 0.46% 0.86% 1.25% 0.33% 0.62%
2025/10/11 0.07% 2.06% 0% 17.51% 3.66% 3.22% 5.76% 8.53% 2.03% 4.31%
2025/10/12 0.04% 1.45% 0% 14.37% 3.8% 2.24% 3.44% 4.28% 1.52% 3%
2025/10/13 50.09% 30.46% 0% 2.51% 1.33% 0.4% 0.72% 0.84% 5.26% 0.46%
2025/10/14 69.7% 17.81% 0% 2.31% 0.69% 0.37% 0.53% 0.96% 0.24% 0.42%
2025/10/15 47.72% 36.19% 0% 3.25% 1.9% 0.45% 0.76% 1.15% 0.3% 1.01%
2025/10/16 31.35% 47.43% 0% 3.91% 2.17% 0.58% 0.88% 1.95% 0.49% 0.44%
2025/10/17 67.66% 19.75% 0% 2.68% 1.62% 0.22% 0.44% 1.38% 0.27% 0.36%
2025/10/18 0.07% 2.08% 0% 20.63% 7.01% 3.49% 3.37% 12.46% 2.43% 2.55%
2025/10/19 0.06% 2.05% 0.27% 20.19% 6.51% 3.24% 3.87% 8.68% 2.23% 5.74%
2025/10/20 46.98% 35.76% 0% 3.44% 1.85% 0.58% 0.42% 1.9% 0.32% 0.56%
2025/10/21 20.17% 40.7% 13.3% 3.91% 2.32% 0.55% 0.32% 1.92% 7.02% 0.71%
2025/10/22 30.62% 46.5% 0% 5.01% 2.36% 0.51% 0.42% 3.3% 0.44% 0.53%
2025/10/23 34.52% 34.85% 8.59% 3.06% 1.39% 0.4% 0.43% 1.38% 8.86% 0.31%
2025/10/24 66.28% 13.88% 0.03% 4.85% 1.09% 0.64% 0.38% 2.07% 0.42% 0.33%
2025/10/25 36.47% 0.42% 35.82% 5.77% 0.34% 1.04% 1.09% 4.08% 0.66% 0.01%
2025/10/26 47.18% 0.24% 28.21% 3.2% 0.07% 0.79% 0.54% 2.15% 9.62% 0.01%
2025/10/27 69.77% 0.86% 0.01% 5.81% 1.21% 1.17% 1.61% 3.05% 0.45% 0.47%
2025/10/28 39.93% 27% 13.17% 3.94% 1.23% 0.61% 0.93% 1.81% 0.34% 0.3%
2025/10/29 42.79% 34.43% 8.51% 2.72% 0.5% 0.49% 1% 0.87% 0.21% 0.45%
2025/10/30 44.23% 0.75% 29.31% 5.13% 1.85% 0.99% 1.28% 0.88% 0.38% 0.41%
2025/10/31 35.3% 18.47% 17.43% 5.63% 2.81% 1.12% 1.1% 0.92% 0.48% 0.22%
  • healthassured.org
  • perkbox.com
  • sonder.io
  • brighthr.com
  • bamboohr.com
  • zoho.com
  • hibob.com
  • breathehr.com
  • employmenthero.com
  • peninsulagrouplimited.com

Copyright © Adthena. All rights reserved.

October 2025 saw fluctuating PPC impressions for healthassured.org, peaking at 69.77% on the 27th. Perkbox.com had a notable spike on the 3rd with 67.56%. Sonder.io’s highest was 35.82% on the 25th. Brighthr.com and bamboohr.com maintained lower shares, while employmenthero.com peaked at 44.4% on the 4th. The month concluded with varied shares 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.

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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

    Manage Staff Data, Leave, Absence And More From £3/Month Per Employee. Book A Demo Today!

  2. 2
    Employee Assistance Program | Employment Hero UK https://www.employmenthero.com

    Reduce workplace stress and boost productivity with comprehensive employee support. Request a...

  3. 3
    Employee Assistance Program https://www.healthassured.org › employee › assistance

    EAP — Support your team’s wellbeing today with our affordable EAP. Start now! Ensure your team’s...

  4. 4
    Bright HR Software | BrightHR https://www.peninsulagrouplimited.com

    Manage staff absences, payroll, and employee absences with BrightHR. Enhance your HR with our market-leading software, book a demo today.

  5. 5
    Employee Assistance Programme - 24/7 Confidential Helpline https://www.perkbox.com › eap

    Give your employees the tools to succeed. Offer an EAP & wellbeing content to your people

Copyright © Adthena. All rights reserved.

In the competitive landscape of HR services, BrightHR and Peninsula Group shine with their user-friendly HR management solutions, emphasizing ease and affordability. Employment Hero, Health Assured, and Perkbox focus on employee wellbeing, offering comprehensive support programs to enhance productivity and morale.

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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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