UK Software & Technology Cybersecurity - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Cybersecurity 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 Cybersecurity 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
nordvpn.com	13.37
mcafee.com	10.58
norton.com	5.01
expressvpn.com	4.34
surfshark.com	4.31
simplisafe.co.uk	4.16
cybernews.com	4.15
bitdefender.com	3.6
1password.com	2.53
vpnpro.com	2.39
others	45.56

NordVPN leads with 13.37% click share, followed by McAfee at 10.58%. Others dominate with 45.56%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Software & Technology Cybersecurity 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	nordvpn.com	cybernews.com	expressvpn.com	norton.com	top10vpn.com	mcafee.com	vpnpro.com	bitdefender.com	huntress.com	forbes.com
2025/05/01	19.43%	7.88%	9.11%	4.65%	1.54%	9.68%	4.38%	2.79%	0.88%	0.84%
2025/05/02	20.77%	8.23%	6.3%	5.15%	2.04%	8.61%	6.32%	3.11%	0.93%	0.86%
2025/05/03	17.46%	7.75%	6.5%	4.97%	2.56%	8.68%	6.54%	2.59%	1.29%	1.47%
2025/05/04	18.48%	8.11%	3.89%	5.18%	2.38%	8.51%	6.2%	3.2%	1.26%	0.68%
2025/05/05	18.11%	7.53%	6.14%	5.96%	2.93%	7.98%	6.74%	2.62%	0.75%	0.89%
2025/05/06	18.72%	7.29%	5.48%	5.92%	2.76%	8.21%	5.52%	3.07%	0.9%	1.53%
2025/05/07	18.52%	7.42%	5.24%	5.79%	2.34%	8.29%	5.7%	2.73%	1.1%	1.45%
2025/05/08	16.89%	9.15%	3.91%	5.55%	2.57%	8.29%	6.74%	3.22%	1.31%	1.69%
2025/05/09	18.44%	8.49%	4.57%	6.22%	2.25%	8.73%	5.6%	3.27%	1.53%	0.83%
2025/05/10	17.41%	7.29%	4.62%	6.29%	2.78%	8.34%	5.46%	3.67%	1.81%	1.08%
2025/05/11	17.31%	7.26%	6.52%	4.52%	2.54%	8.02%	4.81%	3.32%	1.69%	1%
2025/05/12	17.24%	7.27%	5.9%	7.52%	3.23%	7.88%	4.58%	2.46%	1.22%	1.4%
2025/05/13	16.48%	8.22%	6.12%	6.92%	4.21%	7.22%	5.85%	3.28%	1.15%	0.83%
2025/05/14	17.5%	7.69%	5.5%	6.89%	2.9%	8.26%	4.55%	3.13%	1.46%	1.23%
2025/05/15	15.56%	8.6%	7.25%	6.58%	2.93%	6.44%	5.55%	2.15%	1.41%	1.83%
2025/05/16	16.21%	9.76%	6.33%	6.08%	3.88%	5.52%	7.36%	2.38%	1.31%	4.52%
2025/05/17	14.45%	10.21%	8.01%	7.92%	3.02%	6.24%	6.98%	2.43%	1.9%	3.11%
2025/05/18	13.88%	9.79%	7.33%	6.31%	3.49%	6.47%	8.01%	3.35%	1.9%	2.99%
2025/05/19	14.78%	9.56%	8.64%	7.27%	3.46%	5.38%	6.83%	3.08%	1.8%	3.46%
2025/05/20	15.63%	10.45%	8.33%	7.09%	3.07%	4.75%	7.05%	2.71%	1.5%	3.47%
2025/05/21	16.04%	11.1%	6.7%	8.49%	3.82%	3.86%	6.75%	2.43%	1.45%	3.99%
2025/05/22	14.57%	11.1%	7.33%	6.72%	2.84%	3.81%	7.02%	2.73%	1.58%	2.67%
2025/05/23	15.16%	10.71%	7.58%	6.85%	2.97%	3.8%	6.43%	2.62%	1.54%	4.15%
2025/05/24	13.86%	9.69%	5.75%	8.1%	2.19%	5%	5.96%	2.75%	2.09%	4.1%
2025/05/25	14.41%	8.81%	6.84%	6.41%	3.14%	4.9%	5.64%	3.27%	1.85%	4.42%
2025/05/26	14.84%	8.83%	7.81%	6.13%	2.76%	4.72%	6.23%	3.04%	1.83%	2.45%
2025/05/27	15.46%	10.42%	7.04%	6.21%	4%	4.44%	7.9%	2.7%	1.41%	2.02%
2025/05/28	17.3%	10.92%	6.45%	6.18%	3.95%	4.71%	6.02%	2.33%	1.65%	0.82%
2025/05/29	15.6%	11.14%	7.82%	5.71%	4.27%	5.25%	6.1%	1.55%	1.68%	0.93%
2025/05/30	15.74%	10.32%	7.26%	6.52%	3.97%	5.05%	6.17%	2.15%	1.64%	1.07%
2025/05/31	16.16%	9.84%	8.36%	6.16%	5.29%	4.89%	4.66%	3.35%	1.88%	0.87%

In May 2025, NordVPN’s spend share fluctuated, peaking early at 20.77% before declining to 16.16%. Cybernews saw a steady rise, ending at 9.84%. ExpressVPN’s share varied, closing at 8.36%. Norton and McAfee experienced ups and downs, finishing at 6.16% and 4.89%, respectively. Top10VPN and Bitdefender showed growth, while Huntress and Forbes had minor fluctuations.

Market Exposure

Competitor Count for UK Software & Technology Cybersecurity

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
2025/05/01	759
2025/05/02	754
2025/05/03	749
2025/05/04	750
2025/05/05	780
2025/05/06	768
2025/05/07	785
2025/05/08	805
2025/05/09	810
2025/05/10	795
2025/05/11	794
2025/05/12	807
2025/05/13	822
2025/05/14	818
2025/05/15	831
2025/05/16	830
2025/05/17	784
2025/05/18	770
2025/05/19	802
2025/05/20	806
2025/05/21	797
2025/05/22	781
2025/05/23	753
2025/05/24	747
2025/05/25	742
2025/05/26	769
2025/05/27	791
2025/05/28	758
2025/05/29	747
2025/05/30	742
2025/05/31	719

May began with 759 advertisers, fluctuating throughout. Peaks on May 15th at 831, then declined, ending at 719.

Campaign Efficiency

Market Loss & Market Gains for UK Software & Technology Cybersecurity

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
expressvpn.com	2.5%
cybernews.com	1.14%
norton.com	0.61%
lastpass.com	0.6%
vpnpro.com	0.54%
cyberpowersystem.co.uk	-0.5%
ring.com	-0.74%
nordvpn.com	-1.04%
amazon.co.uk	-1.65%
mcafee.com	-3.17%

ExpressVPN surged with a 2.50% click share increase, while McAfee faced a 3.17% decline. Cybernews and Norton also gained, contrasting Amazon’s drop.

Campaign Efficiency

UK Software & Technology Cybersecurity 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	nordvpn.com	cybernews.com	norton.com	expressvpn.com	top10vpn.com	mcafee.com	vpnpro.com	totalav.com	bitdefender.com	amazon.co.uk
2025/05/01	12.24%	6.1%	7.44%	4.1%	1.07%	9.07%	3.37%	2.07%	3.05%	4.55%
2025/05/02	12.97%	6.29%	8.29%	2.82%	1.54%	8.73%	4.51%	1.57%	2.77%	3.37%
2025/05/03	12.19%	6.13%	7.62%	3.44%	1.84%	7.96%	4.59%	1.68%	2.3%	4.09%
2025/05/04	12.01%	6.37%	7.52%	2.1%	1.51%	7.27%	4.52%	1.23%	2.57%	4.15%
2025/05/05	11.29%	5.97%	8.09%	3.27%	2.08%	7.84%	5.09%	1.7%	2.53%	4.33%
2025/05/06	12.45%	5.85%	7.61%	2.87%	1.99%	7.52%	4.36%	1.76%	2.71%	4.67%
2025/05/07	12.1%	6.31%	6.61%	2.91%	1.63%	8.2%	4.24%	2.13%	2.65%	3.87%
2025/05/08	11.34%	7.64%	6.59%	2.08%	1.98%	8.17%	5.15%	3.09%	3.02%	1.99%
2025/05/09	12%	7.07%	7.6%	2.39%	1.49%	8.22%	4.42%	2.96%	3.1%	3.02%
2025/05/10	11.51%	6.34%	7.56%	2.3%	1.97%	7.58%	4.2%	2.81%	2.95%	2.65%
2025/05/11	11.42%	5.88%	6.11%	3.65%	2%	7.45%	3.96%	2.67%	3.02%	2.72%
2025/05/12	11.38%	6.03%	9.28%	3.07%	2.6%	7.21%	3.51%	2.3%	2.47%	3.38%
2025/05/13	11.15%	7.11%	8.7%	3.68%	2.92%	7.13%	4.48%	2.88%	2.96%	1.51%
2025/05/14	11.51%	6.59%	8.25%	3%	2.32%	7.56%	3.23%	2.8%	3.07%	1.91%
2025/05/15	10.13%	7.2%	8.34%	4.27%	2.08%	6.12%	4.11%	2.58%	2.23%	1.68%
2025/05/16	10.6%	8.78%	8.38%	4.18%	2.99%	4.82%	5.98%	2.06%	2.47%	1.3%
2025/05/17	10.28%	9.11%	10.5%	4.98%	2.43%	5.47%	5.94%	2.12%	2.15%	1.12%
2025/05/18	9.81%	8.45%	8.97%	4.56%	2.8%	5.83%	6.69%	1.89%	2.84%	0.75%
2025/05/19	10.47%	8.45%	10.08%	5.58%	2.78%	4.68%	5.64%	1.77%	2.68%	1.18%
2025/05/20	11.02%	9.61%	9.86%	5.14%	2.35%	3.93%	6.05%	2.17%	2.6%	1.11%
2025/05/21	10.37%	10.2%	10.96%	4.17%	2.85%	3.32%	5.72%	1.88%	2.42%	0.75%
2025/05/22	9.93%	9.57%	8.86%	4.58%	2.18%	3.16%	5.8%	2.26%	2.41%	0.93%
2025/05/23	10.38%	9.64%	9.63%	4.8%	2.45%	3.05%	5.66%	1.98%	2.57%	0.97%
2025/05/24	9.84%	8.4%	10.77%	3.69%	1.76%	3.54%	5.16%	1.69%	2.62%	0.9%
2025/05/25	10.18%	8.26%	9.35%	4.38%	2.27%	3.62%	4.86%	2.65%	2.92%	0.81%
2025/05/26	10.69%	7.73%	9.01%	4.9%	2.23%	3.79%	5.21%	2.5%	2.78%	0.99%
2025/05/27	10.6%	9.5%	8.45%	4.11%	3.2%	3.21%	6.34%	2.39%	2.67%	1.7%
2025/05/28	11.31%	9.72%	8.06%	3.68%	3.17%	3.56%	5.07%	2.84%	2.38%	1.38%
2025/05/29	10.68%	9.77%	7.54%	4.66%	3.55%	3.97%	5.05%	2.42%	1.75%	1.64%
2025/05/30	10.17%	9.09%	8.22%	4.16%	3.16%	3.99%	5.1%	2.34%	1.83%	1.17%
2025/05/31	10.64%	9.48%	8.3%	5.04%	4.31%	4.13%	3.6%	2.66%	2.62%	0.87%

In May 2025, NordVPN’s impression share fluctuated, starting at 12.24% and ending at 10.64%. Cybernews saw a rise, peaking at 10.2% mid-month. Norton experienced a peak of 10.96% on May 21. ExpressVPN’s share increased, closing at 5.04%. Top10VPN ended with a notable rise to 4.31%. McAfee’s share declined, finishing at 4.13%. VPNPro’s share peaked mid-month, then dropped to 3.6%. TotalAV and Bitdefender showed minor fluctuations, ending at 2.66% and 2.62%, respectively. Amazon.co.uk’s share decreased significantly, closing at 0.87%.

Campaign Efficiency

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

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
Top 8 Best Free VPNs - [Recommended] May 2025 https://uk.cybernews.com › free-vpn › best
We’ve reviewed the top VPNs for speed, privacy and online security. Stay safe online. Secure your devices with a VPN offering top-notch encryption and privacy protection.
2
ExpressVPN™ - Official Site - Get Our 30-Day Risk-Free Trial https://www.expressvpn.com
Protect Your Privacy from Your ISP with VPN. No Activity or Connection Logs. 24/7 Support. Try...
3
NordVPN — the best VPN https://www.nordvpn.com
The world's leading VPN — Get NordVPN — the best VPN for 2025. It's safe and tailored to your needs. NordVPN: reliable VPN for every device. Enjoy enhanced online security and...
4
7-Day Free Trial: Norton™ VPN https://www.norton.com
Try it for 7 days — Surf More Safely & Anonymously when connecting to public Wi-Fi. Payment method required. Protect...
5
7 Best Free VPNs https://top.vpnpro.com › vpn
Updated on May 2025 — Protect your online privacy with the best-rated VPN. Secure, private, and highly reviewed.

In the competitive world of VPNs, advertisers like Cybernews, ExpressVPN, NordVPN, Norton, and VPNPro dominate Google’s SERP with compelling narratives. Cybernews and VPNPro highlight free VPN options, emphasizing privacy and security. ExpressVPN and NordVPN focus on premium services with risk-free trials and reliability. Norton offers a short trial, appealing to cautious users. Each ad underscores the importance of online safety, catering to diverse user needs.

Frequently Asked Questions

Why is the UK Software & Technology Cybersecurity May 2025 Report useful and how should I use it?

Why is the UK Software & Technology Cybersecurity May 2025 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

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Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the UK Software & Technology Cybersecurity May 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the UK Software & Technology Cybersecurity May 2025 Report?

The UK Software & Technology Cybersecurity May 2025 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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Does this include mobile, desktop and Google Shopping data?

Yes. The UK Software & Technology Cybersecurity May 2025 Report aggregates data from across both device types and Google Shopping.
Who is this UK Software & Technology Cybersecurity May 2025 Report for?

The UK Software & Technology Cybersecurity May 2025 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
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With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

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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.

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UK Software & Technology Cybersecurity - PPC Market Share Analysis May 2025

Share of Clicks for top 10 UK Software & Technology Cybersecurity brands

Share of Spend for the top 10 UK Software & Technology Cybersecurity brands

Competitor Count for UK Software & Technology Cybersecurity

Market Loss & Market Gains for UK Software & Technology Cybersecurity

UK Software & Technology Cybersecurity Share of Impressions

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

Frequently Asked Questions

Why is the UK Software & Technology Cybersecurity May 2025 Report useful and how should I use it?

Why is the UK Software & Technology Cybersecurity May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Software & Technology Cybersecurity May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Software & Technology Cybersecurity May 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Get the full picture

See this data specific to your brand performance

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