UK Services Legal - PPC Market Share Analysis January 2026

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 23.9668082778
76.0331917222
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 47
53
47%

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
irwinmitchell.com 7.44
citizensadvice.org.uk 5.46
co-oplegalservices.co.uk 4.56
tide.co 3.05
uklandregistryonline.org.uk 2.8
national-accident-helpline.co.uk 2.76
stowefamilylaw.co.uk 2.71
patientclaimline.com 2.19
lawhive.co.uk 2.16
quickie-divorce.com 1.7
others 65.17
  • irwinmitchell.com - 7.44%
  • citizensadvice.org.uk - 5.46%
  • co-oplegalservices.co.uk - 4.56%
  • tide.co - 3.05%
  • uklandregistryonline.org.uk - 2.8%
  • national-accident-helpline.co.uk - 2.76%
  • stowefamilylaw.co.uk - 2.71%
  • patientclaimline.com - 2.19%
  • lawhive.co.uk - 2.16%
  • quickie-divorce.com - 1.7%
  • others - 65.17%

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In the legal services PPC landscape, ‘irwinmitchell.com’ leads with 7.44% click share, while ‘others’ dominate at 65.17%, 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 tide.co patientclaimline.com the-compensation-experts.co.uk injurylawyers4u.co.uk irwinmitchell.com co-oplegalservices.co.uk slatergordon.co.uk cordellcopersonalinjury.co.uk the-medical-negligence-experts.co.uk
2026/01/01 8.49% 4.63% 4.27% 4.95% 6.36% 2.82% 4.68% 1.15% 1.93% 3.2%
2026/01/02 7.47% 5.2% 4.24% 3.43% 6.54% 3.78% 3.31% 3.46% 1.97% 3.2%
2026/01/03 8.18% 5.18% 4.23% 4.16% 4.38% 4% 4.63% 1.59% 1.61% 3.21%
2026/01/04 8.14% 5.55% 4.25% 3.89% 4.5% 3.13% 4.49% 1.23% 1.61% 3.3%
2026/01/05 7.88% 4.17% 4.07% 3.48% 5.58% 4.58% 3.07% 2.81% 1.71% 3.01%
2026/01/06 7.21% 4.46% 4.34% 3.54% 5.56% 4.02% 2.54% 3.63% 2.29% 3.42%
2026/01/07 9.37% 0.07% 4.52% 4.29% 6.51% 2.72% 4.82% 4.75% 1.48% 3.55%
2026/01/08 7.25% 3.58% 3.81% 3.87% 5.24% 3.13% 1.95% 4.27% 1.92% 2.69%
2026/01/09 7.94% 3.71% 4.12% 3.53% 4.34% 3.51% 2.09% 4.56% 2.52% 2.8%
2026/01/10 9.43% 4.85% 4.5% 3.75% 4.38% 3.58% 2.22% 1.8% 2.2% 3.23%
2026/01/11 9.52% 4.57% 4.17% 3.96% 3.6% 3.99% 2.18% 1.8% 2.51% 3.08%
2026/01/12 8.53% 4.42% 3.83% 3.01% 4.95% 4.48% 1.58% 4.12% 2.18% 2.65%
2026/01/13 9.09% 5.7% 3.88% 3.62% 4.01% 3.79% 1.81% 3.51% 2.77% 2.49%
2026/01/14 8.83% 5.87% 3.94% 3.25% 3.5% 2.91% 1.76% 4.28% 1.98% 2.25%
2026/01/15 8.84% 5.92% 4.16% 3.34% 3.92% 3.2% 1.72% 3.52% 2.4% 2.45%
2026/01/16 7.88% 3.68% 4.09% 3.51% 4.3% 3.48% 2.08% 4.53% 2.5% 2.78%
2026/01/17 9.99% 5.68% 3.92% 3.81% 3.45% 2.6% 2.48% 1.21% 1.24% 1.99%
2026/01/18 9.59% 5.75% 4.22% 3.4% 3.91% 2.85% 2.29% 1.19% 1.77% 2.24%
2026/01/19 8.53% 6.39% 3.73% 3.36% 4.29% 2.78% 1.55% 2.23% 2.47% 1.53%
2026/01/20 8.83% 5.84% 3.97% 3.2% 3.87% 2.87% 2.03% 2.99% 2.74% 1.94%
2026/01/21 9.18% 5.33% 4.37% 3.38% 4.13% 2.49% 2.26% 3.81% 2.48% 1.91%
2026/01/22 9.04% 5.63% 4.36% 3.69% 4.13% 2.49% 2.04% 4.18% 2.93% 1.99%
2026/01/23 9.75% 5.36% 4.21% 4.03% 3.91% 2.4% 1.74% 4.61% 3% 1.9%
2026/01/24 9.98% 5.52% 4.35% 4.49% 3.75% 2.25% 2.67% 1.77% 2.09% 1.75%
2026/01/25 9.58% 4.24% 4.54% 3.99% 3.48% 1.82% 2.51% 2.16% 2.58% 1.9%
2026/01/26 8.77% 3.33% 4.21% 4% 3.79% 2.97% 1.76% 4.23% 2.36% 1.6%
2026/01/27 7.77% 4.61% 3.89% 3.79% 4.31% 2.72% 2.43% 3.03% 2.66% 1.25%
2026/01/28 7.28% 5.1% 3.72% 4.75% 4.23% 3.26% 2.28% 3.14% 3.02% 1.15%
2026/01/29 8.71% 5.39% 3.87% 4.03% 5.09% 4.05% 2.56% 3.19% 2.25% 1.44%
2026/01/30 8.47% 5.12% 4.08% 3.1% 4.87% 4.44% 1.84% 3.34% 2.6% 1.7%
2026/01/31 9.71% 5.64% 4.58% 3.66% 2.83% 2.72% 2.62% 2.12% 2.04% 1.54%
  • national-accident-helpline.co.uk
  • tide.co
  • patientclaimline.com
  • the-compensation-experts.co.uk
  • injurylawyers4u.co.uk
  • irwinmitchell.com
  • co-oplegalservices.co.uk
  • slatergordon.co.uk
  • cordellcopersonalinjury.co.uk
  • the-medical-negligence-experts.co.uk

Copyright © Adthena. All rights reserved.

In January 2026, “national-accident-helpline.co.uk” led with fluctuating spend shares, peaking at 9.99%. “tide.co” showed a steady rise, ending at 5.64%. “patientclaimline.com” maintained stability, closing at 4.58%.

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
2026/01/01 746
2026/01/02 798
2026/01/03 802
2026/01/04 781
2026/01/05 855
2026/01/06 839
2026/01/07 756
2026/01/08 814
2026/01/09 832
2026/01/10 810
2026/01/11 813
2026/01/12 828
2026/01/13 832
2026/01/14 783
2026/01/15 794
2026/01/16 832
2026/01/17 778
2026/01/18 781
2026/01/19 806
2026/01/20 803
2026/01/21 800
2026/01/22 829
2026/01/23 807
2026/01/24 782
2026/01/25 796
2026/01/26 937
2026/01/27 834
2026/01/28 812
2026/01/29 804
2026/01/30 788
2026/01/31 751

Copyright © Adthena. All rights reserved.

Advertisers fluctuated throughout January, peaking at 937 on the 26th. The month concluded with 751 advertisers, reflecting a dynamic 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
citizensadvice.org.uk 1.74%
which.co.uk 0.89%
lawhive.co.uk 0.81%
tide.co 0.58%
vardags.com 0.53%
co-oplegalservices.co.uk -0.51%
landregistry.uk -0.55%
the-medical-negligence-experts.co.uk -0.58%
ageuk.org.uk -0.63%
stowefamilylaw.co.uk -1.19%

Copyright © Adthena. All rights reserved.

In the legal services sector, citizensadvice.org.uk surged with a 1.74% click share increase, while stowefamilylaw.co.uk faced a decline of 1.19%.

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 tide.co irwinmitchell.com patientclaimline.com national-accident-helpline.co.uk uklandregistryonline.org.uk stowefamilylaw.co.uk quickie-divorce.com vardags.com lawhive.co.uk
2026/01/01 9.47% 2.54% 3.06% 2.25% 2.57% 2.49% 3.11% 1.67% 2.51% 0.03%
2026/01/02 6.38% 2.96% 4.47% 2.22% 2.46% 3.18% 3.3% 1.65% 2.25% 0.36%
2026/01/03 8.95% 2.93% 5.09% 2.25% 2.36% 2.2% 2.77% 1.92% 1.61% 0.71%
2026/01/04 8.65% 3.24% 4.25% 2.28% 2.3% 2.34% 3.38% 2.03% 1.63% 0.73%
2026/01/05 5.89% 2.35% 5.22% 2.14% 2.72% 2.82% 4.39% 1.91% 1.9% 1.55%
2026/01/06 5.02% 2.47% 4.66% 2.25% 2.59% 3.94% 4% 1.54% 1.31% 0.75%
2026/01/07 8.64% 0.05% 3.11% 2.24% 2.9% 5.72% 3.03% 1.33% 2.11% 0.16%
2026/01/08 3.87% 1.92% 3.37% 1.93% 2.24% 4.28% 3.12% 1.46% 1.82% 4.67%
2026/01/09 3.94% 2.08% 3.59% 2.02% 2.64% 5.3% 3.22% 1.63% 1.97% 3.46%
2026/01/10 4.4% 2.74% 4.25% 2.39% 2.7% 2.92% 2.42% 1.86% 2.54% 2.02%
2026/01/11 4.51% 2.57% 4.72% 2.2% 2.71% 2.23% 2.99% 1.98% 2.45% 2.22%
2026/01/12 3.1% 2.54% 4.61% 2.01% 3.09% 3.36% 3.41% 1.61% 1.62% 4.16%
2026/01/13 3.49% 3.37% 4.02% 2.08% 3.27% 3.69% 2.36% 1.33% 1.49% 5%
2026/01/14 3.47% 3.37% 3.37% 2.09% 3.16% 4.4% 2.09% 1.22% 1.25% 4.56%
2026/01/15 3.56% 3.51% 3.7% 2.2% 3.27% 5.06% 2.69% 1.59% 1.74% 4.76%
2026/01/16 3.94% 2.08% 3.59% 2.02% 2.64% 5.3% 3.22% 1.63% 1.97% 3.46%
2026/01/17 4.75% 3.53% 3.27% 2.15% 2.91% 2.09% 1.3% 2.33% 2.72% 1.88%
2026/01/18 4.13% 3.34% 3.77% 2.24% 2.76% 2.4% 1.32% 2.05% 2.59% 2.97%
2026/01/19 3.18% 3.92% 3.24% 2.04% 3.08% 3.18% 1.77% 2.21% 3.11% 4.64%
2026/01/20 3.87% 3.27% 3.33% 2.13% 3.03% 4.03% 1.99% 2.23% 2.46% 4.88%
2026/01/21 4.39% 3% 2.81% 2.32% 3.28% 3.94% 1.65% 2.17% 2.51% 4.49%
2026/01/22 4.29% 3.24% 2.91% 2.4% 3.48% 3.8% 1.6% 2.14% 2.45% 5.51%
2026/01/23 4% 3.41% 2.81% 2.46% 3.61% 2.47% 1.61% 2.2% 2.95% 2.99%
2026/01/24 5.38% 3.75% 2.94% 2.69% 3.14% 1.67% 1.27% 2.19% 3.37% 2.14%
2026/01/25 4.93% 2.62% 2.57% 2.53% 2.75% 2.46% 1.45% 2.22% 2.88% 2.79%
2026/01/26 3.59% 2.05% 3.46% 2.34% 3.16% 1.66% 1.83% 2.12% 2.97% 5.79%
2026/01/27 4.74% 2.56% 2.98% 2.02% 2.54% 5.58% 1.81% 2.07% 3.1% 4.95%
2026/01/28 4.69% 2.97% 3.61% 2.03% 2.5% 3.99% 2.05% 2.25% 2.69% 4.06%
2026/01/29 4.83% 3.04% 3.94% 2% 2.69% 3.68% 2.08% 2.21% 2.41% 3.35%
2026/01/30 3.58% 3.14% 5.18% 2.29% 3% 4.92% 2.19% 1.87% 1.28% 2.98%
2026/01/31 5% 3.95% 3.43% 2.71% 2.48% 2.37% 2.1% 2.08% 2.04% 2.02%
  • co-oplegalservices.co.uk
  • tide.co
  • irwinmitchell.com
  • patientclaimline.com
  • national-accident-helpline.co.uk
  • uklandregistryonline.org.uk
  • stowefamilylaw.co.uk
  • quickie-divorce.com
  • vardags.com
  • lawhive.co.uk

Copyright © Adthena. All rights reserved.

In January 2026, co-oplegalservices.co.uk started strong but saw a decline, ending at 5.00%. Tide.co fluctuated, closing at 3.95%. Irwinmitchell.com peaked mid-month, finishing at 3.43%. Patientclaimline.com remained steady, ending at 2.71%. National-accident-helpline.co.uk showed consistency, closing at 2.48%. Uklandregistryonline.org.uk had a volatile month, ending at 2.37%. Stowefamilylaw.co.uk saw a dip, closing at 2.10%. Quickie-divorce.com remained stable, finishing at 2.08%. Vardags.com experienced ups and downs, ending at 2.04%. Lawhive.co.uk had a rollercoaster month, closing at 2.02%.

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
    How much does a divorce cost in England and Wales? https://www.amicable.io

    How much your divorce will cost depends on several factors, including whether or not your ex agrees, which professional help you choose and if you need want to legalise your financial settlement.

  3. 3
    Probate https://www.co-oplegalservices.co.uk

    Legal Advice Without Jargon — Get The Support & Advice You Need From Our Friendly Probate Team. Contact Our Team Today.

  4. 4
    Make Your Will For Just £19.99 - Fixed Fee Will Writing Service https://your.legacywills.co.uk › will-writing › service

    UKs Best Telephone Will Writing Service. Quick & Simple. Professionally Written For £19.99

  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 landscape of legal services, Age UK stands out by addressing future planning with their lasting power of attorney ad, emphasizing peace of mind. Amicable.io tackles the sensitive topic of divorce costs, offering clarity amidst complexity. Co-op Legal Services simplifies probate with jargon-free advice, while Legacy Wills provides an affordable, straightforward will-writing service. Vardags targets high net worth individuals, offering specialized family law expertise and strategic consultations. Each ad uniquely addresses specific legal needs, showcasing diverse approaches to client engagement.

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