UK Software & Technology Cloud Computing - PPC Market Share Analysis January 2026

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 19.7970786362
80.2029213638
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 21
79
21%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 3%
Transactional 12%
Navigational 24%
Seasonal 0%
Local 0%
Problem Solving 12%

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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
wowcher.co.uk 12.17
groupon.co.uk 9.14
godaddy.com 7.67
dropbox.com 6.09
aws.amazon.com 5.18
google.com 4.79
fasthosts.co.uk 4.54
cloud.google.com 4.25
azure.microsoft.com 3.66
softwaresupply.net 3.49
others 39.02
  • wowcher.co.uk - 12.17%
  • groupon.co.uk - 9.14%
  • godaddy.com - 7.67%
  • dropbox.com - 6.09%
  • aws.amazon.com - 5.18%
  • google.com - 4.79%
  • fasthosts.co.uk - 4.54%
  • cloud.google.com - 4.25%
  • azure.microsoft.com - 3.66%
  • softwaresupply.net - 3.49%
  • others - 39.02%

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In the PPC landscape, “others” dominate with 39.02% click share, while wowcher.co.uk leads individual advertisers at 12.17%.

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 ionos.co.uk fasthosts.co.uk godaddy.com aws.amazon.com softwaresupply.net top10.com cybernews.com softkeys.uk
2026/01/01 5.41% 4.18% 4.72% 3.81% 10.12% 0.99% 4% 3.57% 2.89% 1.61%
2026/01/02 9.43% 8.16% 3.5% 3.56% 7.42% 0.96% 4.06% 4.17% 2.75% 1.99%
2026/01/03 9.07% 6.96% 4.06% 3.55% 7.57% 1.13% 3.4% 4.16% 3.01% 1.32%
2026/01/04 6.13% 9.14% 4.8% 4.02% 7.02% 1.06% 2.85% 5.3% 2.99% 3.39%
2026/01/05 9.52% 5.86% 4.09% 4.27% 6.69% 1.13% 2.31% 4.81% 3.25% 1.57%
2026/01/06 6.61% 3.93% 5.07% 4.37% 7.77% 0.56% 1.91% 5.14% 4.15% 1.91%
2026/01/07 9.94% 6.92% 1.59% 1.79% 8.67% 2.48% 4.56% 4.18% 2.46% 3.03%
2026/01/08 7.66% 7.7% 5.21% 4.09% 4.83% 0.82% 2.15% 4.05% 2.76% 2.75%
2026/01/09 11.88% 7.74% 3.72% 4.44% 4.7% 3.34% 3.57% 3.48% 2.6% 2.39%
2026/01/10 13.8% 8.42% 4.54% 5.16% 4.5% 3.33% 7.81% 3.82% 2.45% 2.97%
2026/01/11 11.13% 9.95% 3.52% 4.34% 4.7% 3.07% 4.46% 3.46% 2.39% 3.06%
2026/01/12 8.23% 7.76% 3.7% 4.99% 5.28% 3.11% 2.61% 3.86% 2.74% 3.12%
2026/01/13 8.92% 5.54% 4.75% 4.97% 4.82% 3.46% 2.29% 3.91% 2.9% 2.18%
2026/01/14 12.87% 5.69% 4.5% 5.51% 5.09% 4.05% 2.68% 3.25% 2.62% 2.15%
2026/01/15 8.39% 9.12% 5.02% 6.45% 5.64% 3.71% 2.57% 3.78% 3.01% 2.33%
2026/01/16 11.83% 7.71% 3.71% 4.42% 4.68% 3.33% 3.55% 3.46% 2.59% 2.38%
2026/01/17 6.07% 6.65% 6.12% 7.02% 6.32% 2.69% 2.02% 3.11% 2.42% 2.4%
2026/01/18 7.92% 7.96% 5.07% 6.1% 5.67% 2.6% 2.65% 2.96% 2.58% 3.18%
2026/01/19 10.68% 4.88% 4.14% 5.8% 5.38% 2.53% 2.74% 3.03% 2.8% 1.28%
2026/01/20 6.36% 3.84% 5.41% 7.41% 5.94% 4.33% 1.43% 2.91% 3.08% 1.85%
2026/01/21 5.12% 3.1% 5.89% 7.68% 5.59% 3.84% 0.78% 3.26% 3.09% 1.41%
2026/01/22 1.45% 3.38% 5.98% 8.22% 6.41% 5.24% 1.11% 3.79% 3.27% 1.85%
2026/01/23 4.38% 5.23% 6.07% 7.11% 5.91% 5.86% 1.7% 3.4% 3.12% 2.2%
2026/01/24 7.47% 6.12% 7.83% 7.14% 5.09% 5.97% 1.45% 2.65% 2.89% 2.54%
2026/01/25 8.99% 10.02% 6.38% 7.25% 5.36% 5.04% 1.85% 2.98% 2.68% 1.66%
2026/01/26 6.81% 9.68% 5.38% 6.86% 4.89% 5.03% 4.89% 3.06% 2.6% 2.92%
2026/01/27 7.74% 6.3% 6.51% 6.5% 6.02% 5.53% 0.72% 2.95% 3.07% 2.39%
2026/01/28 7.64% 4.67% 6.8% 6.69% 6.28% 4.26% 2.21% 2.48% 2.8% 1.95%
2026/01/29 10.71% 8.88% 6.3% 5.66% 5.94% 4.12% 3.82% 3.31% 2.07% 2.28%
2026/01/30 10.95% 7.19% 5.41% 5.08% 5.79% 4.51% 4.14% 3.32% 2.4% 2.68%
2026/01/31 7.2% 6.5% 6.31% 6.24% 6.23% 4.41% 2.78% 2.76% 2.58% 2.44%
  • wowcher.co.uk
  • groupon.co.uk
  • ionos.co.uk
  • fasthosts.co.uk
  • godaddy.com
  • aws.amazon.com
  • softwaresupply.net
  • top10.com
  • cybernews.com
  • softkeys.uk

Copyright © Adthena. All rights reserved.

Wowcher.co.uk led January with fluctuating spend, peaking at 13.80 on the 10th. Groupon.co.uk followed, with a high of 10.02 on the 25th. Ionos.co.uk maintained steady growth, while Godaddy.com saw a consistent presence. The month concluded with diverse spending patterns across domains.

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
2026/01/01 595
2026/01/02 598
2026/01/03 594
2026/01/04 587
2026/01/05 614
2026/01/06 611
2026/01/07 609
2026/01/08 581
2026/01/09 604
2026/01/10 576
2026/01/11 578
2026/01/12 579
2026/01/13 586
2026/01/14 578
2026/01/15 585
2026/01/16 604
2026/01/17 597
2026/01/18 606
2026/01/19 618
2026/01/20 623
2026/01/21 626
2026/01/22 567
2026/01/23 555
2026/01/24 544
2026/01/25 549
2026/01/26 590
2026/01/27 563
2026/01/28 558
2026/01/29 541
2026/01/30 535
2026/01/31 512

Copyright © Adthena. All rights reserved.

January began with 595 advertisers, peaking at 626 mid-month. A decline followed, ending with 512.

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
aws.amazon.com 2.95%
azure.microsoft.com 1.85%
godaddy.com 1.66%
fasthosts.co.uk 1.32%
cloud.google.com 1.14%
groupon.co.uk -1.03%
softwaresupply.net -1.11%
wowcher.co.uk -2.47%
omnidocs.com -2.75%
dropbox.com -3.52%

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AWS leads with a 2.95% click share increase, while Dropbox drops by 3.52%. Azure, GoDaddy, and Fasthosts also rise, contrasting Omnidocs’ decline.

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 mssoftware.co.uk softkeys.uk softwaresupply.net godaddy.com aws.amazon.com fasthosts.co.uk dropbox.com omnidocs.com
2026/01/01 12.04% 9.27% 2.74% 4.09% 9% 7.71% 0.68% 1.24% 2.66% 0%
2026/01/02 18.84% 14.71% 2.13% 4.24% 8.32% 4.19% 0.53% 1.25% 1.88% 0%
2026/01/03 14.85% 13.79% 2.01% 3.02% 6.82% 4.88% 0.52% 1.29% 2.9% 10.31%
2026/01/04 20.17% 10.28% 1.32% 7.53% 6.27% 3.89% 0.61% 1.55% 4.21% 0%
2026/01/05 16.74% 16.37% 2.74% 3.97% 5.14% 2.87% 0.71% 1.53% 3.74% 0%
2026/01/06 11.53% 12.58% 3.2% 4.83% 4.75% 5.75% 0.38% 1.91% 3.99% 0%
2026/01/07 15.74% 15.6% 3.2% 6.32% 9.4% 6.18% 1.29% 0.37% 2.21% 0%
2026/01/08 19.54% 12.89% 3.42% 6.48% 4.8% 2.22% 0.44% 1.63% 2.04% 0%
2026/01/09 16.72% 17.39% 3.81% 4.94% 6.86% 1.72% 1.66% 1.2% 1.61% 10.28%
2026/01/10 17.45% 20.15% 0.94% 5.77% 14.04% 1.84% 1.75% 1.43% 2.09% 0%
2026/01/11 20.17% 15.93% 1.63% 5.89% 8.19% 1.72% 1.48% 1.22% 1.39% 8.68%
2026/01/12 18.99% 13.36% 0.02% 6.67% 5.5% 1.86% 1.55% 1.59% 1.72% 11.8%
2026/01/13 12.28% 13.42% 0.07% 4.39% 4.42% 1.92% 1.93% 1.6% 1.97% 22.81%
2026/01/14 15.37% 20.92% 1.28% 5.12% 5.02% 2.26% 2.39% 1.89% 1.4% 0%
2026/01/15 24% 14.8% 1.54% 6.07% 5.87% 2.43% 2.32% 2.28% 1.43% 0%
2026/01/16 16.72% 17.39% 3.81% 4.94% 6.86% 1.72% 1.66% 1.2% 1.61% 10.28%
2026/01/17 19.27% 11.18% 6.29% 6.45% 4.79% 3.25% 1.71% 2.53% 2.68% 0%
2026/01/18 19.54% 13.32% 5.77% 7.36% 5.79% 2.43% 1.53% 1.98% 2.64% 0%
2026/01/19 13.66% 17.95% 6.03% 3.16% 5.95% 2.28% 1.45% 1.91% 1.48% 0%
2026/01/20 12.52% 12.47% 3.66% 5.34% 3.64% 3.26% 2.54% 2.72% 1.56% 0%
2026/01/21 10.66% 10.71% 4.18% 4.29% 2.08% 2.98% 2.92% 3.05% 1.44% 0%
2026/01/22 12.83% 3.33% 6.36% 6.24% 3.24% 3.76% 3.75% 3.53% 1% 0%
2026/01/23 18.88% 9.49% 0.1% 7.03% 4.74% 3.18% 3.91% 2.59% 1.36% 0%
2026/01/24 19.46% 14.17% 3.55% 7.13% 3.57% 2.45% 3.77% 2.73% 0.93% 0%
2026/01/25 24.78% 16.02% 1.64% 4.46% 4.34% 2.4% 3.18% 2.54% 0.87% 0%
2026/01/26 24.1% 11.33% 0.05% 7.11% 11.23% 2.43% 2.81% 2.31% 0.85% 0%
2026/01/27 19.92% 14.69% 4.97% 6.66% 1.8% 2.86% 3.32% 2.54% 1% 0%
2026/01/28 14.79% 14.48% 5.38% 5.48% 5.42% 3.13% 2.86% 2.64% 1.38% 0%
2026/01/29 22.02% 17.74% 5.6% 5.61% 8.24% 2.54% 2.45% 1.82% 1.56% 0%
2026/01/30 18.17% 17.97% 7.49% 6.05% 8.96% 2.53% 2.76% 1.35% 0.75% 0%
2026/01/31 19.16% 12.67% 7.85% 6.37% 6.36% 3.27% 2.85% 1.92% 1.17% 0%
  • groupon.co.uk
  • wowcher.co.uk
  • mssoftware.co.uk
  • softkeys.uk
  • softwaresupply.net
  • godaddy.com
  • aws.amazon.com
  • fasthosts.co.uk
  • dropbox.com
  • omnidocs.com

Copyright © Adthena. All rights reserved.

Groupon.co.uk led January with fluctuating impressions, peaking at 24.78% on the 25th. Wowcher.co.uk saw a dip mid-month, while omnidocs.com spiked on the 13th. Mssoftware.co.uk and softkeys.uk showed steady growth, ending strong.

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
    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

  4. 4
    Online Form Builder - in Google Workspace https://workspace.google.com › form › builder

    Create online forms in Google Workspace in seconds without coding or setup. Collect signups, registrations, leads, payments...

  5. 5
    NTT DATA Cloud Services - Modern Cloud Solutions https://uk.nttdata.com › cloud › services

    NTT DATA drives cost optimization, end-to-end management and compliance at global scale.

Copyright © Adthena. All rights reserved.

In the competitive landscape of cloud services, Amazon Web Services and Microsoft Azure entice users with free trials, emphasizing extensive service offerings and learning opportunities. Meanwhile, GoDaddy and Google focus on productivity and ease, while NTT DATA highlights global management and compliance.

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