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UK Software & Technology AI / Machine Learning - PPC Market Share Analysis April 2025

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

Market Exposure

Share of Clicks for top 10 UK Software & Technology AI / Machine Learning 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
Domain Share of clicks
amazon.co.uk 12.43
sap.com 8.06
google.com 4.61
apple.com 4.41
hpe.com 3.82
aws.amazon.com 3.32
accenture.com 3.31
meta.com 2.38
invideo.io 2.23
canva.com 2.17
others 53.26

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In the PPC landscape, ‘others’ dominate with 53.26% click share, while amazon.co.uk leads individual domains at 12.43%.

Market Exposure

Share of Spend for the top 10 UK Software & Technology AI / Machine Learning 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
Date sap.com zoho.com hpe.com apple.com google.com salesforce.com freshworks.com aws.amazon.com accenture.com intercom.com
2025/03/01 8.55% 3.27% 3.14% 3.76% 2.42% 3.72% 3.54% 2.56% 3.54% 1.01%
2025/03/02 7.86% 3.85% 3.34% 2.32% 3.01% 3.28% 3.73% 2.02% 3.27% 1.41%
2025/03/03 6.33% 1.92% 3.56% 5.18% 2% 1.85% 3.04% 1.91% 3.26% 2.72%
2025/03/04 6.84% 2.98% 3.15% 3.64% 1.5% 2.34% 3.48% 1.68% 2.99% 2.4%
2025/03/05 7.15% 4.78% 3.27% 4.82% 3.14% 1.52% 2.17% 1.95% 3.52% 2.55%
2025/03/06 7.9% 2.85% 4.38% 2.53% 2.6% 2.14% 2.53% 2.26% 5.67% 1.67%
2025/03/07 9.53% 2.86% 3.49% 1.23% 2.87% 2.22% 2.95% 3.02% 5.03% 2.36%
2025/03/08 9.85% 3.22% 4.76% 2.22% 3.42% 2.32% 2.59% 2.59% 4.59% 2.16%
2025/03/09 9.24% 4.53% 3.84% 1.97% 2.7% 2.88% 4.43% 2.82% 3.09% 1.99%
2025/03/10 9.5% 3.66% 4.11% 2.53% 3.23% 2.03% 2.02% 1.67% 4.59% 2.39%
2025/03/11 6.3% 4.69% 4.72% 1.91% 2.45% 1.09% 2.89% 2.23% 3.57% 2.61%
2025/03/12 6.38% 3.35% 3.33% 2.99% 4.46% 1.8% 1.62% 1.28% 3.66% 2.16%
2025/03/13 9.26% 2.41% 4.83% 2.96% 3.62% 0.98% 1.59% 1.97% 4.13% 2.68%
2025/03/14 8.13% 2.77% 3.97% 2.16% 3.5% 1.79% 2.57% 2.73% 5.24% 2.18%
2025/03/15 8.21% 4.18% 5.21% 3.13% 3.99% 2.37% 2.4% 2.33% 3.19% 2.17%
2025/03/16 7.89% 2.95% 4.35% 2.24% 4.33% 2.46% 3.14% 2.5% 3.17% 2.59%
2025/03/17 8.21% 3.31% 5.29% 4.09% 3.75% 2.06% 2.83% 2.46% 3.46% 2.37%
2025/03/18 6.27% 2.05% 5.6% 2.34% 4.01% 1.06% 3.09% 2.25% 4.37% 2.58%
2025/03/19 6.86% 3.52% 3.76% 2.84% 4.04% 0.93% 2.34% 2.46% 3.49% 1.98%
2025/03/20 7.77% 3.35% 4.53% 3.13% 4.38% 1.55% 2.84% 2.13% 3.59% 2.97%
2025/03/21 8.11% 3.93% 4% 3.61% 4.42% 1.95% 2.77% 2.19% 3.29% 2.66%
2025/03/22 7.03% 4.28% 5.41% 3.67% 3.71% 2.88% 2.95% 3.13% 3.36% 2.63%
2025/03/23 10.61% 2.82% 7.58% 2.62% 3.28% 2.98% 2.98% 3.12% 4.95% 2.88%
2025/03/24 8.26% 1.78% 4.6% 4.94% 3.75% 2.91% 1.74% 2.52% 2.86% 1.7%
2025/03/25 6.65% 3.78% 4.29% 3.04% 3.94% 2.89% 2.84% 2.47% 4.24% 2.57%
2025/03/26 7.79% 2.73% 4.46% 2.87% 3.98% 2.9% 1.68% 2.81% 3.39% 2.68%
2025/03/27 7.55% 1.45% 6.02% 2.12% 1.69% 2.32% 2.18% 2.41% 3.85% 1.2%
2025/03/28 6.82% 1.79% 3.76% 2.77% 3.24% 2.8% 2.05% 2.78% 3.87% 1.78%
2025/03/29 7.48% 1.95% 5.63% 3.43% 3.85% 3.55% 2.53% 3.2% 3.27% 2.6%
2025/03/30 7.8% 3.68% 5.13% 3.63% 2.18% 3.13% 2.4% 3.46% 3.09% 2.28%
2025/03/31 7.64% 4.75% 4.66% 3.33% 3.19% 3.17% 3.14% 2.98% 2.59% 1.9%

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In March 2025, SAP’s ad spend share fluctuated, peaking at 10.61% on March 23. Zoho’s share varied, ending at 4.75%. HPE saw a rise, reaching 7.58% on March 23. Apple’s share was inconsistent, closing at 3.33%. Google’s share was steady, finishing at 3.19%. Salesforce’s share dipped mid-month, ending at 3.17%. Freshworks maintained a moderate share, closing at 3.14%. AWS’s share peaked at 3.46% on March 30. Accenture’s share was volatile, ending at 2.59%. Intercom’s share fluctuated, closing at 1.9%.

Market Exposure

Competitor Count for UK Software & Technology AI / Machine Learning

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
Date Competitor Count
2025/03/01 833
2025/03/02 819
2025/03/03 833
2025/03/04 818
2025/03/05 832
2025/03/06 824
2025/03/07 846
2025/03/08 807
2025/03/09 769
2025/03/10 835
2025/03/11 817
2025/03/12 814
2025/03/13 824
2025/03/14 820
2025/03/15 751
2025/03/16 764
2025/03/17 781
2025/03/18 805
2025/03/19 798
2025/03/20 798
2025/03/21 792
2025/03/22 768
2025/03/23 782
2025/03/24 814
2025/03/25 773
2025/03/26 786
2025/03/27 818
2025/03/28 789
2025/03/29 764
2025/03/30 759
2025/03/31 756

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March saw fluctuating advertiser numbers, peaking at 846 on March 7. The month concluded with a decline, ending at 756.

Campaign Efficiency

Market Loss & Market Gains for UK Software & Technology AI / Machine Learning

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
Name Market Trend
meta.com 1.7%
amazon.co.uk 1.39%
druidai.com 0.9%
hpe.com 0.83%
bland.ai 0.74%
adobe.com -0.49%
accenture.com -0.66%
sap.com -0.7%
sendbird.com -1.12%
canva.com -2.15%

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Meta.com and Amazon.co.uk surged in click share, while Canva.com and Sendbird.com faced declines.

Campaign Efficiency

UK Software & Technology AI / Machine Learning 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 amazon.co.uk sap.com hpe.com apple.com aws.amazon.com zoho.com google.com freshworks.com accenture.com intel.com
2025/03/01 6.88% 10.73% 3.46% 5.56% 3.48% 2.52% 2.23% 3.29% 4.33% 0.84%
2025/03/02 7% 9.76% 3.81% 3.67% 2.9% 3.08% 2.77% 3.53% 4.22% 0.59%
2025/03/03 8.6% 7.49% 4.03% 6.45% 2.78% 1.31% 1.95% 3.09% 4.14% 1.03%
2025/03/04 9.01% 8.03% 3.47% 4.86% 2.34% 2.06% 1.43% 3.35% 3.4% 0.59%
2025/03/05 8.46% 8.5% 3.56% 4.85% 2.65% 3.78% 3.49% 2.19% 3.68% 1%
2025/03/06 10.69% 9.86% 4.87% 3.67% 2.92% 1.91% 2.76% 2.32% 6.26% 0.68%
2025/03/07 9.86% 10.75% 3.54% 1.54% 4.15% 1.87% 2.61% 2.78% 5.58% 3.92%
2025/03/08 9.02% 11.84% 4.91% 3.11% 3.47% 2.09% 3.82% 2.53% 5.12% 2.34%
2025/03/09 8.77% 10.87% 4.08% 3.3% 3.72% 3.16% 2.77% 4.21% 3.45% 2.18%
2025/03/10 9.79% 11.56% 4.49% 3.55% 2.39% 2.71% 3.25% 1.88% 5.17% 2.37%
2025/03/11 10.56% 7.16% 5.39% 3.77% 3.27% 3.57% 2.61% 2.79% 3.22% 2.78%
2025/03/12 7.98% 8.52% 3.54% 4.83% 1.9% 2.57% 5.21% 1.73% 3.77% 2.35%
2025/03/13 9.87% 11.06% 5.22% 4.06% 2.71% 1.68% 3.83% 1.49% 4.51% 3.07%
2025/03/14 11.44% 8.65% 3.78% 3.11% 3.35% 1.84% 4.02% 2.37% 5.38% 2.61%
2025/03/15 9.9% 9.28% 5.74% 4.06% 3.1% 3.13% 4.27% 2.24% 3.16% 3.14%
2025/03/16 12.54% 8.65% 4.82% 2.53% 3.46% 2.02% 4.57% 2.99% 3.47% 2.59%
2025/03/17 9.49% 9.41% 5.99% 5.61% 3.44% 2.34% 3.96% 2.62% 3.93% 2.84%
2025/03/18 9.69% 7.55% 6.94% 2.87% 3.14% 1.53% 4.61% 3.38% 4.62% 2.57%
2025/03/19 14.06% 7.73% 4.3% 3.95% 3.49% 2.68% 4.3% 2.34% 3.35% 2.97%
2025/03/20 9.76% 9.28% 5.55% 3.56% 2.94% 2.61% 4.8% 2.87% 4.08% 2.39%
2025/03/21 10.48% 9.6% 4.44% 5.04% 3.28% 2.99% 4.54% 2.67% 3.38% 2.11%
2025/03/22 11.16% 7.59% 5.97% 4.56% 4.47% 3.55% 3.74% 2.83% 3.53% 1.9%
2025/03/23 11.49% 12.44% 8.69% 3.7% 4.13% 1.88% 3.22% 2.9% 5.36% 1.6%
2025/03/24 13.88% 9.45% 5.12% 6.61% 3.11% 1.19% 3.87% 1.61% 2.95% 2.97%
2025/03/25 12.93% 7.92% 5.03% 3.72% 3.41% 2.85% 3.62% 2.7% 4.54% 1.7%
2025/03/26 14.85% 9.06% 5.16% 4.11% 3.94% 1.96% 3.85% 1.58% 3.25% 2.18%
2025/03/27 12.23% 8.86% 6.94% 3.22% 3.33% 1.02% 2.03% 2.22% 3.46% 1.72%
2025/03/28 13.95% 7.72% 4.37% 3.7% 4.18% 1.19% 3.26% 1.94% 3.19% 1.36%
2025/03/29 10.89% 8.79% 6.13% 5.01% 4.63% 1.36% 3.62% 2.69% 3.18% 1.31%
2025/03/30 9.93% 9% 5.71% 5.55% 5.27% 2.68% 2.61% 2.36% 3.23% 0.84%
2025/03/31 10.69% 8.94% 5.43% 5.24% 4.75% 3.37% 3.3% 3.1% 2.38% 1.64%

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In March 2025, Amazon.co.uk’s impression share surged, peaking at 14.85% on the 26th. SAP.com fluctuated, ending at 8.94%. HPE.com saw a steady rise, closing at 5.43%. Apple.com experienced volatility, finishing at 5.24%. AWS.amazon.com showed modest growth, ending at 4.75%. Zoho.com had a low start, closing at 3.37%. Google.com maintained stability, ending at 3.30%. Freshworks.com fluctuated, closing at 3.10%. Accenture.com saw a decline, ending at 2.38%. Intel.com remained low, closing at 1.64%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Software & Technology AI / Machine Learning

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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  1. 1
    Apple Intelligence https://www.apple.com › uk

    ChatGPT, seamlessly integrated — Apple Intelligence helps you write, express yourself and get things done effortlessly. Draws...

  2. 2
    Google Gemini https://gemini.google.com

    Gemini, Google's new AI — Chat with Google Gemini to collaborate with the best of Google AI. Chat to supercharge your ideas, write, learn, plan and more.

  3. 3
    AI from Pilot to Production - NVIDIA AI Computing by HPE https://www.hpe.com › hpe_and_nvidia › enterprise_ai

    Streamline the Development and Deployment of AI Applications from Pilot to Production.

  4. 4
    Artificial Intelligence - AI Capabilities https://www.sap.com › sap › ai

    Use AI agents for decision-making and automation and drive transformative impact with SAP.

  5. 5
    AI Customer Service Software https://www.zoho.com

    Respond to Messages Faster — Try the powerful AI capabilities of OpenAI for customer service within Zoho Desk for free.

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In the competitive landscape of AI-driven PPC ads, Apple, Google, HPE, SAP, and Zoho shine. Apple and Google focus on seamless AI integration, while HPE emphasizes AI deployment. SAP highlights decision-making automation, and Zoho offers AI-enhanced customer service.

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The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

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.