UK Services Legal - PPC Market Share Analysis November 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 23.3824821116
76.6175178884
23%

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 45
55
45%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 2%
Transactional 2%
Navigational 0%
Seasonal 0%
Local 2%
Problem Solving 27%

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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
irwinmitchell.com 6.67
co-oplegalservices.co.uk 3.76
citizensadvice.org.uk 3.64
lawhive.co.uk 3.09
national-accident-helpline.co.uk 3.03
stowefamilylaw.co.uk 3.03
vardags.com 2.91
uklandregistryonline.org.uk 2.1
tide.co 2.04
injurylawyers4u.co.uk 2.02
others 67.71
  • irwinmitchell.com - 6.67%
  • co-oplegalservices.co.uk - 3.76%
  • citizensadvice.org.uk - 3.64%
  • lawhive.co.uk - 3.09%
  • national-accident-helpline.co.uk - 3.03%
  • stowefamilylaw.co.uk - 3.03%
  • vardags.com - 2.91%
  • uklandregistryonline.org.uk - 2.1%
  • tide.co - 2.04%
  • injurylawyers4u.co.uk - 2.02%
  • others - 67.71%

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In the legal services PPC landscape, Irwin Mitchell leads with 6.67% click share, followed by Co-op Legal Services at 3.76%. Others dominate with 67.71%, highlighting diverse competition.

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 the-compensation-experts.co.uk injurylawyers4u.co.uk accident-helpline.uk.com patientclaimline.com vardags.com whatsmyclaimworth.co.uk irwinmitchell.com tide.co slatergordon.co.uk
2025/11/01 9.38% 4.87% 3.5% 5.39% 3.02% 2.85% 2.95% 2.64% 2.59% 0.24%
2025/11/02 9.44% 3.93% 3.33% 3.83% 3.02% 3.46% 3.79% 2.41% 2.55% 0.23%
2025/11/03 8.54% 3.02% 5.91% 2.22% 3.01% 2.07% 3.49% 2.88% 2.54% 5.59%
2025/11/04 8.48% 3.37% 6.36% 2.2% 3.08% 2% 1.92% 2.32% 2.7% 5.04%
2025/11/05 9.39% 3.54% 5.58% 2.5% 3.03% 2.45% 3.49% 2.09% 2.47% 4.99%
2025/11/06 9.58% 3.87% 5.43% 2.06% 2.98% 2.46% 1.63% 2.01% 2.85% 5.95%
2025/11/07 9.56% 3.61% 5.51% 2.63% 3.16% 2.47% 1.78% 2.32% 2.77% 5.31%
2025/11/08 10.37% 5.8% 3.58% 3.37% 3.21% 2.82% 2.41% 2.09% 2.36% 0.2%
2025/11/09 8.08% 4.39% 3.49% 3.38% 3.33% 3.1% 2.8% 2.05% 2.78% 0.23%
2025/11/10 8.6% 3.05% 5.81% 2.54% 2.78% 2.93% 2.82% 2.27% 2.61% 6.25%
2025/11/11 7.34% 3.44% 5.09% 3.3% 2.84% 2.19% 3.19% 2.02% 2.57% 6.2%
2025/11/12 8.15% 3.23% 5.25% 2.44% 2.64% 2.4% 3.44% 2.19% 2.66% 4.67%
2025/11/13 9.71% 3.3% 5.35% 2.48% 2.59% 2.26% 3.27% 2.44% 2.57% 3.73%
2025/11/14 9.46% 3.37% 5.52% 2.02% 2.5% 2.27% 1.76% 2.78% 2.76% 4.31%
2025/11/15 9.37% 5.24% 3.27% 2.86% 2.62% 2.9% 2.4% 3.04% 2.81% 0.77%
2025/11/16 8.99% 4.69% 3.93% 3.17% 2.95% 2.98% 2.72% 3.19% 2.75% 0.73%
2025/11/17 9.81% 3.97% 5.33% 2.69% 2.5% 2.55% 3.14% 3.16% 2.32% 4.27%
2025/11/18 8.58% 3.48% 5.72% 2.52% 2.34% 2.37% 1.94% 3.51% 2.69% 3.59%
2025/11/19 9.13% 3.73% 5.97% 1.87% 2.44% 2.52% 3.01% 3.18% 2.97% 4.47%
2025/11/20 8.98% 3.66% 6.55% 2.32% 2.88% 2.11% 2.38% 3.16% 2.84% 4.4%
2025/11/21 9.67% 3.75% 6.31% 1.76% 2.87% 1.8% 2.41% 3.48% 2.24% 4.98%
2025/11/22 10.53% 5.39% 4.19% 2.66% 2.92% 3.02% 3.11% 3.25% 2.38% 1%
2025/11/23 10.28% 5.64% 3.89% 3.21% 3% 2.97% 2.92% 3.05% 2.22% 0.82%
2025/11/24 9.45% 3.58% 5.95% 2.16% 3.1% 1.6% 1.78% 4.36% 2.11% 4.43%
2025/11/25 10.54% 4.07% 5.32% 2.23% 2.78% 1.33% 1.81% 2.98% 2.14% 4.3%
2025/11/26 9.63% 3.69% 5.75% 1.91% 2.66% 1.81% 3.05% 3.03% 2.7% 4.59%
2025/11/27 8.73% 3.15% 5.47% 2.14% 2.28% 2.19% 1.93% 1.73% 2.71% 5.6%
2025/11/28 9.29% 3.29% 4.58% 1.89% 2.28% 2.01% 2.77% 3.47% 2.17% 4.89%
2025/11/29 11.87% 4.66% 3.52% 2.85% 2.37% 2.3% 4.1% 3.06% 1.75% 0.75%
2025/11/30 10.43% 4.31% 3.87% 2.91% 2.78% 2.67% 2.59% 2.51% 1.75% 0.64%
  • national-accident-helpline.co.uk
  • the-compensation-experts.co.uk
  • injurylawyers4u.co.uk
  • accident-helpline.uk.com
  • patientclaimline.com
  • vardags.com
  • whatsmyclaimworth.co.uk
  • irwinmitchell.com
  • tide.co
  • slatergordon.co.uk

Copyright © Adthena. All rights reserved.

In November 2025, “national-accident-helpline.co.uk” led with fluctuating spend shares, peaking at 11.87% on the 29th. “the-compensation-experts.co.uk” and “injurylawyers4u.co.uk” showed consistent mid-range shares. “slatergordon.co.uk” had sporadic peaks, notably on the 10th with 6.25%. The month concluded with “national-accident-helpline.co.uk” maintaining dominance.

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
2025/11/01 788
2025/11/02 796
2025/11/03 848
2025/11/04 830
2025/11/05 819
2025/11/06 795
2025/11/07 816
2025/11/08 790
2025/11/09 759
2025/11/10 796
2025/11/11 794
2025/11/12 834
2025/11/13 844
2025/11/14 802
2025/11/15 794
2025/11/16 804
2025/11/17 832
2025/11/18 821
2025/11/19 806
2025/11/20 783
2025/11/21 794
2025/11/22 769
2025/11/23 792
2025/11/24 818
2025/11/25 836
2025/11/26 790
2025/11/27 805
2025/11/28 807
2025/11/29 777
2025/11/30 793

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November saw a dynamic shift in distinct advertisers, peaking at 848 on November 3rd. The month concluded with 793 advertisers, reflecting a stable yet 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
irwinmitchell.com 0.82%
claimsline.com 0.69%
stowefamilylaw.co.uk 0.66%
uklandregistryonline.org.uk 0.59%
bishopsgatelaw.com 0.49%
ohparsons.co.uk -0.33%
octopuslegacy.com -0.36%
amicable.io -0.46%
vardags.com -0.65%
which.co.uk -0.67%

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In the past month, irwinmitchell.com led with a 0.82% click share increase, while which.co.uk saw a decline of 0.67%.

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 irwinmitchell.com vardags.com national-accident-helpline.co.uk stowefamilylaw.co.uk lawhive.co.uk uklandregistryonline.org.uk muve.me.uk injurylawyers4u.co.uk tide.co
2025/11/01 4.35% 4.44% 4.36% 2.6% 2.17% 2.14% 1.74% 3.02% 1.43% 2.04%
2025/11/02 2.83% 3.84% 5.31% 2.5% 2.84% 2.23% 1.79% 3.25% 1.53% 1.99%
2025/11/03 5.01% 4.41% 3.08% 2.55% 3.38% 4.77% 1.16% 1.74% 2.59% 1.95%
2025/11/04 3.86% 3.48% 2.88% 2.41% 3.06% 4.96% 1.99% 1.72% 2.79% 1.94%
2025/11/05 2.51% 3.26% 3.59% 2.53% 2.25% 4.71% 2.8% 1.92% 2.35% 1.92%
2025/11/06 3.24% 3.12% 3.84% 2.77% 2.35% 4.43% 2.3% 1.93% 2.27% 2.25%
2025/11/07 3.22% 3.33% 3.94% 2.83% 2.34% 4.88% 2.42% 2.34% 2.24% 2.2%
2025/11/08 3.53% 3.54% 4.31% 2.94% 2.24% 2.31% 1.62% 2.34% 1.43% 1.87%
2025/11/09 3.3% 3.15% 4.51% 2.42% 2.17% 2.28% 2.07% 1.96% 1.3% 2.13%
2025/11/10 3.21% 3.73% 4.39% 2.44% 2.61% 4.32% 2% 0.89% 2.38% 2.08%
2025/11/11 3.39% 3.17% 3.19% 2.38% 2.01% 3.74% 2.44% 1.53% 2.12% 2.07%
2025/11/12 3.86% 3.67% 3.59% 2.74% 2.36% 4.45% 1.83% 1.9% 2.31% 2.15%
2025/11/13 4.26% 3.98% 3.38% 2.93% 2.68% 5.09% 1.75% 1.44% 2.42% 1.96%
2025/11/14 3.75% 4.29% 3.18% 2.85% 2.59% 4.9% 2.47% 1.95% 2.4% 2.14%
2025/11/15 4.13% 4.58% 4.29% 2.89% 2.58% 1.97% 1.47% 2.22% 1.35% 2.21%
2025/11/16 3.83% 4.73% 4.33% 2.71% 2.89% 2.57% 1.42% 2.7% 1.71% 2.13%
2025/11/17 3.52% 4.75% 3.95% 3.07% 3.17% 4.36% 1.9% 1.51% 2.33% 1.92%
2025/11/18 3.65% 5.25% 3.21% 2.77% 3.49% 4.48% 1.94% 1.52% 2.63% 2.02%
2025/11/19 3.35% 4.92% 3.67% 2.86% 3.92% 4.89% 2.39% 1.51% 2.86% 2.26%
2025/11/20 2.04% 5.26% 2.85% 2.83% 3.73% 5.72% 2.24% 1.89% 3.25% 2.13%
2025/11/21 1.83% 5.85% 2.04% 3.05% 3.25% 5.62% 3.22% 2.19% 3.03% 1.7%
2025/11/22 2.77% 5.92% 4.29% 3.16% 2.88% 2.91% 1.89% 1.67% 1.91% 1.82%
2025/11/23 2.09% 5.13% 4.28% 3.02% 2.74% 3.46% 2.42% 2.07% 1.58% 1.65%
2025/11/24 2.19% 7.01% 2.03% 3.04% 3.23% 6.43% 2.42% 2.06% 2.8% 1.61%
2025/11/25 3.64% 4.45% 1.42% 3.13% 3.31% 5.81% 3.8% 2.08% 2.35% 1.56%
2025/11/26 4.98% 4.16% 2.08% 2.98% 3.46% 5.45% 3.31% 2.1% 2.57% 1.94%
2025/11/27 4.76% 2.33% 2.64% 2.95% 4.04% 4.76% 3.06% 2.6% 2.53% 1.96%
2025/11/28 5.56% 4.32% 2.3% 2.93% 3.21% 4.35% 3.84% 2.66% 1.92% 1.59%
2025/11/29 4.77% 4.39% 2.74% 3.52% 2.05% 2.27% 2.57% 3.09% 1.4% 1.46%
2025/11/30 4.68% 3.42% 3.36% 3.18% 2.4% 2.32% 2.23% 2.03% 1.64% 1.5%
  • co-oplegalservices.co.uk
  • irwinmitchell.com
  • vardags.com
  • national-accident-helpline.co.uk
  • stowefamilylaw.co.uk
  • lawhive.co.uk
  • uklandregistryonline.org.uk
  • muve.me.uk
  • injurylawyers4u.co.uk
  • tide.co

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In November 2025, co-oplegalservices.co.uk saw fluctuating impressions, peaking at 5.56% on the 28th. Irwinmitchell.com experienced a significant rise, reaching 7.01% on the 24th. Vardags.com had a steady presence, while lawhive.co.uk peaked at 6.43% on the 24th. The month concluded with irwinmitchell.com leading the impressions share.

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
    Probate solicitors in - Affordable Fixed Fee Services https://www.co-oplegalservices.co.uk › probate

    Get The Support & Advice You Need From Our Friendly Probate Team. Contact Our Team Today.

  2. 2
    Irwin Mitchell Solicitors https://www.irwinmitchell.com

    Multi Award Winning Law Firm — An Open & Honest Approach To Law. Caring And Responsive Legal Support. Call Now! Established...

  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
    Family Law Free Consultation https://www.stowefamilylaw.co.uk › family_law

    Free Initial Consultation — Our specialist family lawyers provide expert, impartial advice resolving a range of issues. The...

  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.

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In the competitive legal services landscape, Co-op Legal Services stands out with its approachable probate team and fixed fees, ensuring affordability. Irwin Mitchell’s award-winning reputation and transparent approach highlight their commitment to client care. Muve offers financial peace with no hidden costs, while Stowe Family Law provides expert advice through free consultations. Vardags caters to high net worth clients with strategic consultations, emphasizing their expertise in complex cases.

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