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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 12.17
google.com 9.36
sap.com 8.35
microsoft.com 4.04
aws.amazon.com 4.02
meta.com 3.99
invideo.io 3.89
apple.com 3.84
hpe.com 3.81
adobe.com 3.06
others 43.47

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In the PPC landscape, Amazon.co.uk leads with 12.17% click share, followed by Google.com at 9.36%. SAP.com holds 8.35%, while others collectively dominate with 43.47%.

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 microsoft.com google.com accenture.com sap.com adobe.com amazon.co.uk ibm.com apple.com aws.amazon.com hpe.com
2025/04/01 0.05% 5.88% 6.05% 10.64% 2.72% 3.56% 2.12% 2.07% 4.31% 5.66%
2025/04/02 0.04% 9.47% 2.64% 13.36% 2.63% 2.24% 2.47% 1.11% 5.74% 5.06%
2025/04/03 0.03% 7.6% 5.57% 11.6% 2.03% 2.1% 3.98% 0.62% 4.62% 6.8%
2025/04/04 0.02% 6.8% 2.87% 9.87% 2.23% 2.78% 5.81% 2.9% 4.17% 5.87%
2025/04/05 0.02% 5.62% 6.12% 13.49% 2.04% 3.45% 7.76% 1.36% 5.18% 6.31%
2025/04/06 0.01% 6.01% 3.02% 11.51% 3.33% 3.27% 4.95% 0.92% 3.49% 8.65%
2025/04/07 0.01% 7% 4.01% 14.52% 2.89% 2.93% 2.05% 0.69% 2.49% 6.25%
2025/04/08 0% 9.97% 4.38% 14.9% 2.33% 3.25% 2.05% 1.78% 2.17% 5.16%
2025/04/09 0% 13.11% 3.09% 12.06% 2.62% 3.57% 2.77% 0.9% 2.47% 8.3%
2025/04/10 0% 7.62% 5.25% 10.05% 2.53% 3.32% 4.31% 0.32% 4.13% 7.45%
2025/04/11 0% 6.26% 6.46% 8.8% 2.85% 3.14% 4.77% 1.19% 4.37% 6.39%
2025/04/12 0% 9.21% 3.24% 10.48% 2.19% 3.8% 2.37% 2.18% 3.44% 7.33%
2025/04/13 0.03% 9.2% 4.24% 13.32% 2.67% 3.13% 6.45% 2.33% 4.61% 5.41%
2025/04/14 0.01% 8.09% 4.13% 14.27% 2.52% 2.92% 2.44% 0.88% 3.35% 5.94%
2025/04/15 0% 10.88% 2.97% 6.76% 2.83% 3.75% 2.41% 0.51% 3.58% 6.35%
2025/04/16 0.01% 10.17% 2.63% 9.29% 2.6% 4.09% 2.05% 0.64% 3.44% 5.67%
2025/04/17 0.32% 6.61% 3.09% 11.09% 2.92% 3.07% 3.21% 0.06% 3.47% 6.2%
2025/04/18 0% 4.9% 0.9% 9.47% 3.31% 3.28% 4.4% 2.19% 3.52% 6.04%
2025/04/19 0% 6.34% 5.7% 12.79% 2.73% 3.8% 4.86% 4.94% 1.89% 5.49%
2025/04/20 0.01% 3.72% 2.32% 13.24% 2.98% 3.45% 3.28% 3.65% 3.23% 5.18%
2025/04/21 0.01% 6.33% 4.62% 7.38% 3.75% 3.8% 3.16% 4.48% 2.47% 4.84%
2025/04/22 0.94% 9.91% 5.69% 6.32% 3.02% 3.99% 2.43% 3.81% 2.56% 3.51%
2025/04/23 3.21% 12.59% 1.05% 5.43% 3.13% 3.73% 2.24% 5.77% 3.04% 4.02%
2025/04/24 2.57% 11.24% 4.48% 9.11% 3.31% 2.91% 2.45% 3.24% 3.65% 2.58%
2025/04/25 3.8% 6.94% 2.95% 6.51% 4.19% 3.35% 3.2% 5.9% 3.91% 2.09%
2025/04/26 14.25% 6.92% 4.17% 7.86% 3.49% 2.25% 2.56% 4.71% 3.67% 1.45%
2025/04/27 15.03% 4.96% 3.37% 7.41% 3.23% 3.58% 3.96% 3.48% 3.11% 1.6%
2025/04/28 10.66% 8.46% 3.8% 5.52% 3.92% 2.55% 2.81% 3.81% 3.29% 2.13%
2025/04/29 14.83% 9.52% 4.17% 4.32% 4.34% 3.34% 3.21% 2.95% 3.3% 0.86%
2025/04/30 12.27% 10.59% 4.79% 3.88% 3.57% 3.45% 3.26% 3.08% 3.08% 0.53%

Copyright © Adthena. All rights reserved.

April saw Microsoft start with low spend, peaking dramatically mid-month, and ending strong. Google maintained a steady presence, while SAP led early but declined. Accenture and Adobe showed consistent activity, with Adobe peaking late.

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
2025/04/01 646
2025/04/02 646
2025/04/03 623
2025/04/04 633
2025/04/05 632
2025/04/06 643
2025/04/07 650
2025/04/08 656
2025/04/09 605
2025/04/10 628
2025/04/11 613
2025/04/12 599
2025/04/13 603
2025/04/14 633
2025/04/15 633
2025/04/16 616
2025/04/17 626
2025/04/18 612
2025/04/19 604
2025/04/20 607
2025/04/21 605
2025/04/22 640
2025/04/23 644
2025/04/24 629
2025/04/25 632
2025/04/26 636
2025/04/27 614
2025/04/28 634
2025/04/29 637
2025/04/30 607

Copyright © Adthena. All rights reserved.

April began with 646 advertisers, fluctuating throughout the month, peaking at 656 on April 8. The month concluded with 607 advertisers, reflecting a dynamic landscape.

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
microsoft.com 7.4%
apple.com 3.51%
claude.ai 1.76%
meta.com 1.17%
canva.com 0.7%
ten10.com -1.08%
ibm.com -1.28%
google.com -1.68%
hpe.com -3.17%
sap.com -3.89%

Copyright © Adthena. All rights reserved.

Microsoft.com surged with a 7.40% click share increase, while sap.com faced a decline of 3.89%.

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 microsoft.com google.com apple.com sap.com aws.amazon.com accenture.com adobe.com claude.ai hpe.com
2025/04/01 17.88% 0.03% 4.51% 3.23% 11.19% 5.71% 5.84% 3.01% 0% 6.32%
2025/04/02 11.41% 0.02% 8.51% 1.98% 15.71% 8.08% 2.32% 2.94% 0.44% 5.63%
2025/04/03 11.23% 0.02% 7.42% 0.98% 13.17% 6.55% 5.27% 2.04% 0.49% 8.17%
2025/04/04 14.13% 0.01% 5.77% 4.41% 10.7% 5.62% 2.44% 2.44% 0.51% 6.68%
2025/04/05 16.75% 0.01% 4.68% 2.03% 13.94% 6.79% 6% 1.97% 0.57% 6.99%
2025/04/06 15.01% 0.01% 5.28% 1.43% 12.84% 5.13% 2.44% 3.3% 0.39% 9.62%
2025/04/07 13.76% 0.01% 6.06% 1.15% 16.14% 3.43% 4% 3.04% 0.12% 7.3%
2025/04/08 14.72% 0% 8.9% 2.67% 16.03% 2.83% 3.86% 2.42% 0.29% 5.86%
2025/04/09 16.55% 0% 11.54% 1.46% 13.75% 3.29% 2.45% 2.96% 0.66% 9.88%
2025/04/10 15.43% 0% 6.69% 0.49% 11.59% 5.55% 4.78% 3.43% 1.12% 8.6%
2025/04/11 14.62% 0% 6.1% 1.94% 9.31% 5.83% 6.05% 3.1% 0.89% 6.84%
2025/04/12 17.96% 0% 7.24% 3.42% 11.25% 4.45% 2.57% 1.83% 0.77% 7.97%
2025/04/13 14.93% 0.01% 7.49% 3.43% 14.04% 5.87% 3.77% 2.24% 0.93% 5.8%
2025/04/14 12.99% 0% 7.16% 1.31% 15.01% 4.28% 3.64% 2.22% 0.65% 6.53%
2025/04/15 17.83% 0% 9.22% 0.82% 7.45% 4.47% 2.25% 2.42% 1.12% 6.39%
2025/04/16 19.14% 0% 8.42% 0.93% 9.87% 4.15% 1.98% 2.39% 1.55% 6.21%
2025/04/17 13.42% 0.11% 5.3% 0.08% 12.8% 4.76% 2.47% 2.94% 2.4% 6.49%
2025/04/18 16.33% 0% 4.5% 3.42% 10.48% 4.09% 0.35% 2.72% 2.81% 6.3%
2025/04/19 17.35% 0% 5.09% 6.91% 13.08% 2.34% 4.94% 2.35% 2.11% 5.78%
2025/04/20 16.69% 0% 3.22% 5.27% 13.44% 3.74% 1.6% 2.61% 2.54% 5.29%
2025/04/21 17.57% 0% 4.94% 6.74% 7.34% 2.99% 4.5% 3.62% 1.82% 5.16%
2025/04/22 18.69% 1.2% 7.42% 6.01% 6.48% 3.2% 5.22% 2.65% 1.2% 3.25%
2025/04/23 17.52% 3.28% 9.74% 8.17% 5.79% 3.87% 0.39% 2.97% 3.17% 4.51%
2025/04/24 13.81% 2.38% 8.68% 5.22% 10.34% 4.9% 3.78% 3.31% 4.08% 2.81%
2025/04/25 16.31% 3.42% 6.23% 8.22% 6.74% 4.74% 2.37% 4.17% 2.61% 2.12%
2025/04/26 9.65% 17.84% 5.8% 7.01% 8.36% 4.67% 3.12% 3.24% 3.49% 1.48%
2025/04/27 16.63% 13.49% 4.38% 4.93% 7.7% 4.06% 2.28% 3.02% 3.66% 1.62%
2025/04/28 11.27% 10.77% 7.68% 5.95% 5.98% 5.36% 3.05% 4.02% 4.67% 2.11%
2025/04/29 16.32% 13.82% 7.91% 4.51% 4.93% 4.92% 3.28% 4.46% 3.27% 0.9%
2025/04/30 16.73% 12.93% 9.56% 4.71% 4.37% 3.89% 3.63% 3.46% 2.79% 0.32%

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April saw Amazon.co.uk maintain dominance, peaking at 19.14% on the 16th. Microsoft surged late, reaching 17.84% on the 26th. Google and Apple showed steady growth, while SAP fluctuated. The month ended with Amazon.co.uk leading.

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
    Artificial Intelligence https://www.accenture.com

    Data & AI Services — We've Invested $3B In Data & AI, Launched Global Gen AI Studios & Center for Advanced AI. AI Is The...

  2. 2
    Amazon Text-to-Voice for Free https://aws.amazon.com › free › machinelearning

    Turn Text into Lifelike Speech — Access the Broadest & Deepest Set of Machine Learning Services for Your Business for Free.

  3. 3
    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.

  4. 4
    AI from Pilot to Production | HPE and NVIDIA Unlock AI https://www.hpe.com › hpe_and_nvidia › enterprise_ai

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

  5. 5
    Artificial Intelligence https://www.sap.com › sap › ai

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

Copyright © Adthena. All rights reserved.

In the competitive landscape of AI and machine learning, top advertisers like Accenture, AWS, Google, HPE, and SAP captivate audiences with unique propositions. From Accenture’s $3B AI investment to AWS’s free machine learning services, each ad highlights innovation and accessibility, driving engagement and interest.

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See this data specific to your brand performance

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.

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