UK Services Legal - PPC Market Share Analysis December 2025

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

Legal – UK

Google AI Overview visibility for Services Legal 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 24.9196557357
75.0803442643
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 46
54
46%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 2%
Transactional 1%
Navigational 0%
Seasonal 0%
Local 2%
Problem Solving 28%

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Market Exposure

Share of Clicks for top 10 UK Services Legal 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
citizensadvice.org.uk 6.28
co-oplegalservices.co.uk 6.11
irwinmitchell.com 5.9
stowefamilylaw.co.uk 2.89
uklandregistryonline.org.uk 2.86
national-accident-helpline.co.uk 2.72
patientclaimline.com 1.91
muve.me.uk 1.83
injurylawyers4u.co.uk 1.81
vardags.com 1.66
others 66.03
  • citizensadvice.org.uk - 6.28%
  • co-oplegalservices.co.uk - 6.11%
  • irwinmitchell.com - 5.9%
  • stowefamilylaw.co.uk - 2.89%
  • uklandregistryonline.org.uk - 2.86%
  • national-accident-helpline.co.uk - 2.72%
  • patientclaimline.com - 1.91%
  • muve.me.uk - 1.83%
  • injurylawyers4u.co.uk - 1.81%
  • vardags.com - 1.66%
  • others - 66.03%

Copyright © Adthena. All rights reserved.

In the legal services PPC landscape, ‘others’ dominate with 66.03% click share, overshadowing ‘citizensadvice.org.uk’ at 6.28% and ‘co-oplegalservices.co.uk’ at 6.11%.

Market Exposure

Share of Spend for the top 10 UK Services Legal 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 national-accident-helpline.co.uk slatergordon.co.uk injurylawyers4u.co.uk co-oplegalservices.co.uk patientclaimline.com the-compensation-experts.co.uk whatsmyclaimworth.co.uk the-medical-negligence-experts.co.uk yourcompanyformations.co.uk irwinmitchell.com
2025/12/01 9.87% 4.88% 4.66% 2.82% 3.16% 2.65% 2.79% 2.01% 1.78% 2.51%
2025/12/02 9.08% 3.58% 4.71% 1.99% 2.7% 2.52% 1.69% 1.86% 1.91% 1.98%
2025/12/03 9.96% 5.23% 3.33% 2.07% 2.88% 2.72% 2.42% 1.96% 2.54% 1.88%
2025/12/04 7.54% 5.07% 4.55% 2.16% 3.19% 3.51% 2.7% 2.32% 2.29% 1.7%
2025/12/05 7.4% 4.61% 4.48% 2.83% 3.14% 3.78% 2.68% 2.19% 2.23% 2.22%
2025/12/06 8.98% 0.59% 3.28% 3.78% 3.64% 3.47% 4.47% 2.26% 2.05% 2.42%
2025/12/07 7.8% 0.58% 3.61% 4.01% 3.46% 3% 1.64% 1.88% 1.94% 2.4%
2025/12/08 8.44% 4.77% 5.07% 3.1% 3.31% 3.44% 1.33% 2.31% 1.61% 2.11%
2025/12/09 8.05% 4.5% 4.92% 2.48% 2.71% 2.59% 2.54% 2.65% 2.21% 2.05%
2025/12/10 9.99% 4.88% 4.7% 2.55% 3.16% 2.5% 3.51% 2.59% 2.33% 1.94%
2025/12/11 8.38% 7.17% 4.86% 2.47% 3.04% 2.66% 3.47% 2.82% 2.74% 2%
2025/12/12 8.4% 7.5% 4.23% 3.08% 3.72% 2.24% 3.03% 2.88% 2.65% 2.02%
2025/12/13 11.02% 1.17% 2.87% 3.78% 3.78% 3.75% 3.01% 2.53% 1.61% 1.44%
2025/12/14 9.42% 1.48% 2.91% 3.7% 3.77% 4.08% 1.67% 2.05% 1.4% 1.27%
2025/12/15 8.91% 6.26% 4.21% 3.5% 3.77% 3.6% 3.79% 2.29% 2.39% 2.1%
2025/12/16 10.14% 5.36% 3.96% 2.72% 3.68% 4.32% 3.12% 2.35% 2.71% 2.24%
2025/12/17 9.24% 4.44% 4.85% 3.51% 3.65% 3.35% 3.72% 2.41% 2.98% 2.39%
2025/12/18 10.89% 5.2% 5.76% 2.98% 3.49% 3.05% 2.89% 2.14% 3.05% 2.04%
2025/12/19 8.2% 5.74% 5.98% 3.05% 3.83% 2.95% 2.67% 3.13% 2.27% 3.05%
2025/12/20 10.94% 1.27% 4% 4.11% 4.11% 5.21% 2.81% 2.98% 3.53% 2.75%
2025/12/21 9.1% 1.42% 4.42% 3.52% 4.13% 4.13% 1.56% 3.1% 3.18% 2.82%
2025/12/22 8.63% 5.75% 7.06% 3.95% 3.81% 3.66% 3.46% 3.01% 3.24% 4.46%
2025/12/23 10.08% 6.41% 7% 3.92% 4.02% 3.7% 3.29% 3.17% 2.99% 4.38%
2025/12/24 11.39% 5.28% 5.49% 3.58% 3.85% 4.52% 3.29% 3.14% 2.39% 3.49%
2025/12/25 11.49% 1.23% 6.51% 4.18% 3.84% 3.81% 4.25% 3.09% 0.62% 3.73%
2025/12/26 10.85% 8.52% 5.27% 3.8% 3.62% 3.64% 3.84% 3.2% 2.52% 3.49%
2025/12/27 10.43% 1.65% 4.1% 4.23% 4.44% 4.41% 6.08% 3.68% 3.35% 2.8%
2025/12/28 11.41% 1.52% 3.62% 4.2% 4.58% 3.82% 4.06% 3.54% 3.12% 2.9%
2025/12/29 11.5% 6.01% 5.1% 4.5% 4.32% 3.31% 2.81% 3.69% 3.28% 2.9%
2025/12/30 11.69% 4.6% 5.13% 4.6% 4.14% 3.82% 3.12% 3.38% 2.72% 2.8%
2025/12/31 12.09% 7.52% 5.81% 4.72% 3.98% 3.65% 3.21% 3.16% 3.14% 2.26%
  • national-accident-helpline.co.uk
  • slatergordon.co.uk
  • injurylawyers4u.co.uk
  • co-oplegalservices.co.uk
  • patientclaimline.com
  • the-compensation-experts.co.uk
  • whatsmyclaimworth.co.uk
  • the-medical-negligence-experts.co.uk
  • yourcompanyformations.co.uk
  • irwinmitchell.com

Copyright © Adthena. All rights reserved.

In December 2025, national-accident-helpline.co.uk led with a steady rise, peaking at 12.09% on the 31st. Slatergordon.co.uk fluctuated, ending at 7.52%. Injurlawyers4u.co.uk showed consistent growth, closing at 5.81%. Co-oplegalservices.co.uk and patientclaimline.com maintained moderate increases, finishing at 4.72% and 3.98%, respectively. The-compensation-experts.co.uk and whatsmyclaimworth.co.uk experienced varied trends, ending at 3.65% and 3.21%. The-medical-negligence-experts.co.uk and yourcompanyformations.co.uk saw gradual rises, closing at 3.16% and 3.14%. Irwinmitchell.com had a stable month, finishing at 2.26%.

Market Exposure

Competitor Count for UK Services Legal

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
2025/12/01 833
2025/12/02 784
2025/12/03 782
2025/12/04 815
2025/12/05 839
2025/12/06 772
2025/12/07 788
2025/12/08 812
2025/12/09 830
2025/12/10 819
2025/12/11 815
2025/12/12 842
2025/12/13 810
2025/12/14 803
2025/12/15 857
2025/12/16 859
2025/12/17 876
2025/12/18 864
2025/12/19 855
2025/12/20 823
2025/12/21 823
2025/12/22 853
2025/12/23 863
2025/12/24 852
2025/12/25 811
2025/12/26 797
2025/12/27 791
2025/12/28 775
2025/12/29 798
2025/12/30 803
2025/12/31 756

Copyright © Adthena. All rights reserved.

December saw a dynamic shift in advertisers, peaking at 876 on the 17th. The month concluded with a dip to 756, reflecting a fluctuating landscape.

Campaign Efficiency

Market Loss & Market Gains for UK Services Legal

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
co-oplegalservices.co.uk 1.58%
irwinmitchell.com 1.25%
conveyancingsupermarket.com 0.72%
clearcheck.co.uk 0.5%
national-accident-helpline.co.uk 0.48%
bishopsgatelaw.com -0.82%
legacywills.co.uk -0.88%
lawhive.co.uk -1.12%
tide.co -1.3%
muve.me.uk -1.48%

Copyright © Adthena. All rights reserved.

In the legal services sector, co-oplegalservices.co.uk and irwinmitchell.com saw significant click share growth, while muve.me.uk and tide.co experienced notable declines.

Campaign Efficiency

UK Services Legal Share of Impressions

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

Date co-oplegalservices.co.uk uklandregistryonline.org.uk stowefamilylaw.co.uk national-accident-helpline.co.uk irwinmitchell.com injurylawyers4u.co.uk vardags.com patientclaimline.com muve.me.uk lawhive.co.uk
2025/12/01 5.05% 2.53% 2.25% 2.8% 3.38% 1.86% 2.79% 1.63% 2.92% 5.03%
2025/12/02 3.93% 4.98% 2.54% 2.62% 2.72% 1.99% 1.52% 1.41% 2.9% 5.1%
2025/12/03 3.92% 5.26% 2.27% 2.41% 2.5% 1.64% 1.96% 1.42% 3.02% 4.75%
2025/12/04 4.16% 4.45% 2.04% 2.22% 2.05% 2.01% 2.97% 1.54% 2.88% 4.51%
2025/12/05 4.94% 4.34% 2.13% 2.08% 2.49% 2.08% 2.52% 1.47% 3% 4.73%
2025/12/06 7.31% 2.86% 1.81% 2.4% 2.68% 1.42% 3.05% 1.74% 3.03% 1.62%
2025/12/07 7.25% 2.35% 2.06% 2.27% 2.67% 1.41% 2.99% 1.64% 3.65% 1.99%
2025/12/08 5.52% 3.34% 2.26% 2.34% 2.57% 2.44% 2.7% 1.6% 3.69% 3.37%
2025/12/09 4.19% 4.85% 2.7% 2.21% 2.58% 2.45% 2.01% 1.35% 2.7% 3.42%
2025/12/10 4.13% 5.06% 2.54% 2.46% 2.71% 2.66% 1.91% 1.54% 2.03% 3.05%
2025/12/11 4.22% 2.5% 2.82% 2.5% 2.59% 2.35% 2.91% 1.57% 2.26% 3.14%
2025/12/12 5.32% 4.93% 3.04% 2.42% 2.58% 1.78% 2.7% 1.81% 2.56% 1.3%
2025/12/13 8.14% 2.71% 3.01% 2.67% 1.89% 1.16% 3.16% 1.94% 3.2% 0.82%
2025/12/14 6.88% 2.98% 2.6% 2.4% 1.56% 1.22% 3.23% 1.91% 2.6% 0.87%
2025/12/15 6.48% 2.5% 3.08% 2.51% 2.68% 1.81% 2.77% 1.84% 2.01% 2.2%
2025/12/16 4.6% 4.17% 3.44% 2.81% 3.01% 1.77% 1.6% 1.84% 2.19% 1.23%
2025/12/17 6.3% 3.76% 2.82% 2.58% 3.36% 2.25% 1.48% 1.8% 2.33% 1.85%
2025/12/18 4.86% 4.4% 3.42% 3% 2.86% 2.64% 1.16% 1.83% 1.67% 1.6%
2025/12/19 5.61% 3.49% 3.31% 2.46% 4.05% 2.67% 1.14% 1.89% 2.21% 1.49%
2025/12/20 7.81% 2.15% 3.22% 2.77% 3.82% 1.53% 1.27% 2.03% 0.94% 0.76%
2025/12/21 6.61% 2.34% 3.09% 2.5% 3.67% 1.87% 2.09% 2.04% 1.3% 0.79%
2025/12/22 7.52% 2.43% 3.78% 2.67% 5.42% 2.99% 2.05% 1.93% 0.93% 1.82%
2025/12/23 7.11% 2.32% 3.87% 2.9% 5.81% 3.66% 2.04% 2% 0.74% 1.31%
2025/12/24 6.98% 2.96% 3.61% 3.01% 5.03% 2.15% 2.45% 1.95% 0.27% 0.25%
2025/12/25 7.8% 4.59% 3.31% 3.09% 4.66% 2.4% 2% 1.83% 0.26% 0.05%
2025/12/26 7.48% 4.36% 2.12% 2.99% 4.37% 1.92% 1.67% 1.83% 0.19% 0.04%
2025/12/27 8.6% 2.47% 2.11% 2.99% 4.07% 1.43% 1.63% 2.3% 0.14% 0.44%
2025/12/28 8.3% 2.01% 2.43% 3.01% 3.88% 1.27% 1.74% 2.27% 0.85% 0.76%
2025/12/29 8.38% 2.42% 3.13% 3.38% 3.83% 2% 1.44% 2.18% 1.92% 1.66%
2025/12/30 8.66% 4.38% 3.24% 3.23% 3.52% 2.04% 1.1% 2.02% 1.13% 0.83%
2025/12/31 8.64% 4.95% 3.28% 3.19% 2.91% 2.49% 2.18% 1.95% 1.44% 0.15%
  • co-oplegalservices.co.uk
  • uklandregistryonline.org.uk
  • stowefamilylaw.co.uk
  • national-accident-helpline.co.uk
  • irwinmitchell.com
  • injurylawyers4u.co.uk
  • vardags.com
  • patientclaimline.com
  • muve.me.uk
  • lawhive.co.uk

Copyright © Adthena. All rights reserved.

In December 2025, co-oplegalservices.co.uk led with a steady rise, peaking at 8.66% on December 30. Meanwhile, uklandregistryonline.org.uk fluctuated, ending at 4.95%. Stowefamilylaw.co.uk showed consistent growth, closing at 3.28%. National-accident-helpline.co.uk maintained stability, finishing at 3.19%. Irwinmitchell.com experienced a mid-month surge, ending at 2.91%. Injurylawyers4u.co.uk saw a late-month increase, closing at 2.49%. Vardags.com had a volatile month, ending at 2.18%. Patientclaimline.com remained stable, finishing at 1.95%. Muve.me.uk declined sharply, ending at 1.44%. Lawhive.co.uk saw a significant drop, closing at 0.15%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Services Legal

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 Legal - Last month
  1. 1
    Setting up a lasting power of attorney | Age UK https://www.ageuk.org.uk

    If there comes a time when you can no longer make or communicate your own decisions, a power of attorney enables one or more person, known as your 'attorney', to make decisions on your behalf. Find out more at Age UK.

  2. 2
    Solicitors and Estate Administration Lawyers | Co-op Legal Services https://www.co-oplegalservices.co.uk

    Prompt Expert Legal Advice Without Jargon To Meet Your Needs. Give Our Team A Call Today.

  3. 3
    The UK's Fastest Conveyancer - Get £120 Off Legal Fees https://www.muve.me.uk

    Transparent Fixed Fees With No Hidden Costs, So That You Have Financial Peace Of Mind.

  4. 4
    Sexual Offence Solicitors - Historic & False Allegations https://www.reeds.co.uk/

    Arrested or accused of sexual assault? Get confidential advice from our expert lawyers. Award winning UK legal firm. Experts in sexual offences. Get private & confidential advice.

  5. 5
    Britain's Top Family Lawyer | Specialists in Family Law https://www.vardags.com

    Specialists in substantial, complex cases for high net worth individuals & their families. Complimentary strategic consultation to suitable clients, even those with representation.

Copyright © Adthena. All rights reserved.

In the competitive legal services landscape, Age UK stands out by addressing future planning with empathy, while Co-op Legal Services offers jargon-free, expert advice. Muve emphasizes speed and transparency in conveyancing, Reeds provides discreet support for sensitive cases, and Vardags caters to high net worth family law needs.

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