UK Software & Technology Cloud Computing - PPC Market Share Analysis December 2025

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

Cloud Computing – UK

Google AI Overview visibility for Software & Technology Cloud Computing 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 19.8638072494
80.1361927506
19%

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 19
81
19%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 3%
Transactional 13%
Navigational 23%
Seasonal 0%
Local 0%
Problem Solving 11%

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Market Exposure

Share of Clicks for top 10 UK Software & Technology Cloud Computing 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
aws.amazon.com 12.05
wowcher.co.uk 10.35
godaddy.com 7.43
groupon.co.uk 6.22
softwaresupply.net 5.12
dropbox.com 4.85
cloud.google.com 4.11
google.com 3.84
azure.microsoft.com 3.55
microsoft.com 2.78
others 39.7
  • aws.amazon.com - 12.05%
  • wowcher.co.uk - 10.35%
  • godaddy.com - 7.43%
  • groupon.co.uk - 6.22%
  • softwaresupply.net - 5.12%
  • dropbox.com - 4.85%
  • cloud.google.com - 4.11%
  • google.com - 3.84%
  • azure.microsoft.com - 3.55%
  • microsoft.com - 2.78%
  • others - 39.7%

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AWS leads with 12.05% click share, followed by Wowcher at 10.35%. Others dominate with 39.7%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Software & Technology Cloud Computing 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 wowcher.co.uk groupon.co.uk godaddy.com aws.amazon.com softwaresupply.net softkeys.uk hostinger.com fasthosts.co.uk ionos.co.uk azure.microsoft.com
2025/12/01 13.21% 5.02% 4.84% 7.76% 3.97% 3.62% 4.71% 5.09% 3.15% 2.22%
2025/12/02 8.05% 3.77% 5.16% 7.76% 4.84% 3.7% 4.81% 5.11% 3.97% 1.84%
2025/12/03 18.4% 9.11% 3.17% 7.05% 4.51% 3.25% 4.13% 3.57% 2.77% 1.58%
2025/12/04 14.11% 7.08% 5.04% 7.39% 5.79% 3.85% 2.8% 3.69% 3.02% 1.71%
2025/12/05 12.88% 2.97% 5.85% 8.6% 5.17% 0.07% 3.7% 4.41% 3.73% 2.03%
2025/12/06 10.36% 2.06% 4.79% 8.99% 8.27% 2.26% 3.08% 3.66% 3.27% 1.77%
2025/12/07 10.35% 2.24% 5.97% 9.52% 5.68% 3.82% 3.84% 4.14% 3.84% 1.95%
2025/12/08 10.01% 2.42% 5.87% 8.84% 3.23% 4.12% 4.13% 4.41% 2.58% 1.98%
2025/12/09 8.23% 6.54% 5.03% 9.31% 5.96% 3.23% 4.38% 3.38% 2.27% 1.98%
2025/12/10 6.37% 1.84% 5.59% 10.91% 2.15% 2.26% 3.56% 3.72% 2.66% 2.49%
2025/12/11 11.01% 5.8% 5.14% 6.81% 6.22% 4.65% 3.3% 3.74% 3.09% 2.36%
2025/12/12 6.96% 3.54% 4.67% 10.6% 6.04% 2.94% 3.02% 4.42% 3.34% 2.98%
2025/12/13 7.42% 2.41% 5.74% 10.52% 4.05% 3.12% 2.92% 4.06% 4.04% 3.32%
2025/12/14 8.47% 3% 5.46% 11.38% 4.68% 4.01% 2.02% 3.52% 2.99% 5.25%
2025/12/15 6.24% 4.39% 5.33% 11.3% 4.11% 3.44% 2.95% 3.89% 3.05% 3.93%
2025/12/16 7.69% 4.13% 4.98% 7.11% 5.76% 4% 1.57% 3.94% 2.57% 4.48%
2025/12/17 7.7% 7.67% 4.29% 9.43% 4.24% 4.24% 1.8% 3.6% 2.88% 4.46%
2025/12/18 5.66% 5.08% 4.95% 7.77% 4.28% 3.72% 2.11% 3.69% 3.29% 4.75%
2025/12/19 11.41% 7.26% 4.96% 8.39% 5.13% 3.07% 1.56% 3.12% 2.48% 4.66%
2025/12/20 8.12% 7.58% 5.67% 9.44% 3.37% 2.9% 1.79% 3.3% 2.76% 5.03%
2025/12/21 7.83% 5.72% 6.06% 9.83% 6.2% 2.98% 2.1% 3.67% 2.2% 5.81%
2025/12/22 11.18% 8.72% 5.87% 7.24% 5.3% 3.55% 1.51% 3.62% 2.76% 3.18%
2025/12/23 10.03% 6.38% 5.91% 10.64% 4.38% 4.08% 1.64% 4.19% 2.67% 1.95%
2025/12/24 10.9% 7.52% 6.71% 11.2% 4.82% 4.55% 1.93% 3.46% 2.62% 2.76%
2025/12/25 7.73% 4.53% 6.7% 12.09% 1.73% 3.19% 2.5% 4.27% 3.24% 3.65%
2025/12/26 12.48% 7.34% 5.75% 9.97% 4.22% 4.22% 1.96% 3.21% 2.08% 3.5%
2025/12/27 7.05% 6.32% 6.08% 9.97% 2.56% 3.36% 2.61% 4.05% 2.28% 4.52%
2025/12/28 7.3% 8.26% 5.98% 8.08% 5.25% 4.24% 2.09% 3.95% 1.72% 5.01%
2025/12/29 5.56% 6.66% 10.13% 9.99% 5.09% 2.84% 2.43% 4.01% 1.55% 2.64%
2025/12/30 8.5% 7.38% 8.74% 9.21% 4.14% 1.5% 2.17% 2.96% 1.72% 1.52%
2025/12/31 8.64% 8.62% 7.58% 6.21% 5.52% 4.62% 2.29% 1.57% 1.51% 1.44%
  • wowcher.co.uk
  • groupon.co.uk
  • godaddy.com
  • aws.amazon.com
  • softwaresupply.net
  • softkeys.uk
  • hostinger.com
  • fasthosts.co.uk
  • ionos.co.uk
  • azure.microsoft.com

Copyright © Adthena. All rights reserved.

Wowcher.co.uk led December with fluctuating spend, peaking early. AWS.amazon.com showed consistent growth, ending strong. Godaddy.com surged late month. Azure.microsoft.com had mid-month highs, closing lower.

Market Exposure

Competitor Count for UK Software & Technology Cloud Computing

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
2025/12/01 628
2025/12/02 606
2025/12/03 608
2025/12/04 601
2025/12/05 620
2025/12/06 615
2025/12/07 607
2025/12/08 602
2025/12/09 602
2025/12/10 615
2025/12/11 635
2025/12/12 635
2025/12/13 599
2025/12/14 581
2025/12/15 610
2025/12/16 621
2025/12/17 616
2025/12/18 595
2025/12/19 646
2025/12/20 617
2025/12/21 618
2025/12/22 644
2025/12/23 636
2025/12/24 633
2025/12/25 631
2025/12/26 648
2025/12/27 627
2025/12/28 630
2025/12/29 644
2025/12/30 615
2025/12/31 609

Copyright © Adthena. All rights reserved.

December saw fluctuating advertiser numbers, peaking at 648 on the 26th. The month concluded with 609 advertisers, reflecting a dynamic landscape.

Campaign Efficiency

Market Loss & Market Gains for UK Software & Technology Cloud Computing

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
groupon.co.uk 3.16%
office.com 1.9%
google.com 1.25%
jotform.com 0.72%
godaddy.com 0.67%
softwaresupply.net -0.64%
omnidocs.com -0.66%
wetransfer.com -0.68%
aws.amazon.com -0.82%
fasthosts.co.uk -2.76%

Copyright © Adthena. All rights reserved.

Groupon.co.uk surged with a 3.16% click share increase, while fasthosts.co.uk dropped by 2.76%. Office.com and google.com also saw positive gains.

Campaign Efficiency

UK Software & Technology Cloud Computing Share of Impressions

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

Date groupon.co.uk wowcher.co.uk softwaresupply.net godaddy.com softkeys.uk aws.amazon.com mssoftware.co.uk dropbox.com hostinger.com azure.microsoft.com
2025/12/01 9.56% 25.02% 6.33% 2.7% 5.12% 4.11% 2.79% 1.64% 2.8% 1.04%
2025/12/02 7.04% 15.48% 7.83% 2.8% 4.74% 4.33% 3.22% 2.3% 3.32% 0.91%
2025/12/03 14.97% 27.48% 7.4% 1.39% 4.36% 2.88% 2.18% 1.15% 1.67% 0.55%
2025/12/04 11.52% 23.72% 9.16% 3.18% 4.68% 3.68% 2.9% 1% 1.55% 0.67%
2025/12/05 5.19% 23.8% 10.59% 2.98% 0.19% 4.45% 3.79% 1.33% 2.54% 0.9%
2025/12/06 3.02% 15.39% 11.89% 1.92% 2.6% 4.07% 4.42% 1.31% 1.73% 0.83%
2025/12/07 4.57% 18.83% 10.17% 3.79% 5.26% 5.33% 2.76% 2% 2.44% 0.96%
2025/12/08 4.25% 18.48% 5.14% 2.61% 5.17% 5.29% 5.12% 1.99% 2.63% 0.97%
2025/12/09 11.92% 15.48% 11.59% 2.57% 4.07% 5.52% 4.06% 2.11% 2.43% 1.47%
2025/12/10 3.81% 13.68% 4.67% 3.64% 3.17% 6.71% 3.26% 2.05% 2.66% 1.57%
2025/12/11 10.4% 18.88% 9.99% 2.55% 6.16% 3.35% 2.26% 1.03% 1.77% 1.25%
2025/12/12 6.67% 13.7% 10.01% 2.6% 3.9% 6.47% 3.95% 1.78% 1.99% 1.96%
2025/12/13 4.74% 14.67% 6.79% 3.11% 4.18% 6.6% 1.49% 2.02% 1.89% 2%
2025/12/14 5.8% 16.76% 7.87% 3.57% 5.37% 7.29% 1.35% 2.08% 1.81% 3.48%
2025/12/15 8.93% 12.05% 7.36% 3.4% 4.94% 6.97% 2.44% 2.08% 1.76% 2%
2025/12/16 7.97% 14.6% 9.86% 2.64% 5.07% 4.41% 2.51% 2.52% 1.22% 2.26%
2025/12/17 14.33% 13.7% 7.52% 2.53% 5.45% 4.68% 3.21% 1.42% 1.31% 2.06%
2025/12/18 9.74% 10.99% 7.74% 2.93% 4.75% 4.54% 1.68% 2.52% 1.3% 2.32%
2025/12/19 11.72% 18.49% 8.86% 2.7% 3.63% 4.28% 0.95% 1.66% 0.78% 2.16%
2025/12/20 12.85% 14.72% 5.82% 4.32% 3.51% 5.88% 3.42% 1.59% 1.17% 2.86%
2025/12/21 10.02% 14.54% 9.69% 4.04% 3.72% 5.5% 1.31% 2.07% 1.22% 3.14%
2025/12/22 14.75% 19.45% 8.83% 3.59% 4.52% 3.75% 2.24% 1.54% 0.91% 1.35%
2025/12/23 11.22% 18.13% 7.31% 3.42% 4.85% 6.29% 1.29% 1.71% 1.28% 0.96%
2025/12/24 13.36% 19.39% 8.31% 4.27% 6.16% 6.63% 2.11% 1.66% 1.37% 1.31%
2025/12/25 8.08% 14.88% 2.91% 3.78% 4.08% 7.51% 3.97% 1.72% 1.5% 2.13%
2025/12/26 13.14% 20.23% 8.27% 4.39% 4.97% 5.13% 2.52% 1.53% 1.09% 1.47%
2025/12/27 12.35% 13.24% 4.64% 4.19% 4.56% 5.73% 2.35% 2.14% 1.88% 2.23%
2025/12/28 14.13% 12.99% 9.77% 4.67% 5.53% 5.05% 2.29% 1.99% 1.57% 2.62%
2025/12/29 11.78% 10.53% 8.07% 10.37% 3.63% 6.07% 2.38% 2.37% 1.63% 1.52%
2025/12/30 14.64% 15.44% 8.27% 6.49% 2.19% 4.85% 2.13% 2.26% 1.22% 0.7%
2025/12/31 14.9% 14.77% 8.91% 6.38% 5.98% 3.15% 3.02% 2.19% 1.07% 0.75%
  • groupon.co.uk
  • wowcher.co.uk
  • softwaresupply.net
  • godaddy.com
  • softkeys.uk
  • aws.amazon.com
  • mssoftware.co.uk
  • dropbox.com
  • hostinger.com
  • azure.microsoft.com

Copyright © Adthena. All rights reserved.

In December 2025, Groupon’s impression share fluctuated, peaking at 14.97% on the 3rd and ending strong at 14.9%. Wowcher led consistently, starting at 25.02% and closing at 14.77%. SoftwareSupply.net showed steady growth, while GoDaddy surged late, reaching 10.37% on the 29th.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Software & Technology Cloud Computing

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 Software & Technology Cloud Computing - Last month
  1. 1
    Amazon Web Services https://aws.amazon.com › account › sign-up

    Sign Up for a Free AWS Account — Track Your Free Tier Credit Usage Through Billing And Cost Management Console Or Via API. More Than 200 Services Including Amazon Bedrock & Up To $200 Credit Valid for 12 Months.

  2. 2
    Microsoft Azure https://azure.microsoft.com › account › free

    Get Your Free Account — Try Any Azure Services & Keep Going For Free, Regardless Of Subscription Type. Learn by Doing.

  3. 3
    Dropbox™ https://www.dropbox.com

    Secure File Sharing — Centralize your team's content with Dropbox. Organize, edit, and access files effortlessly. Join over...

  4. 4
    FastField Forms - Create Forms in Minutes https://www.fastfieldforms.com

    Create Digital Forms and Collect Data on any Device. Ideal for Field Services Business. Capture Field Data Offline and Sync When Connected.

  5. 5
    Microsoft 365 Email https://www.godaddy.com › business › email

    Get @yourbusiness.com Email — Work smarter with office apps like Word, PowerPoint and Excel. Buy for £6.99/mo ex. VAT

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, Amazon Web Services and Microsoft Azure captivate with free trials, enticing users to explore vast service offerings. Dropbox emphasizes secure file sharing, while FastField Forms highlights offline data capture. GoDaddy promotes business email with Microsoft 365 integration.

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