UK Software & Technology Software Development - PPC Market Share Analysis November 2025

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

Software Development – UK

Google AI Overview visibility for Software & Technology Software Development 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 16.1445183674
83.8554816326
16%

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 37
63
37%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 10%
Transactional 4%
Navigational 9%
Seasonal 0%
Local 0%
Problem Solving 15%

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Market Exposure

Share of Clicks for top 10 UK Software & Technology Software Development 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
adobe.com 21.27
microsoft.com 5.31
google.com 4.84
3dprint-uk.co.uk 3.12
groupon.co.uk 3.1
trello.com 2.43
pdfsmart.com 2.38
pdffiller.com 1.82
wowcher.co.uk 1.8
miro.com 1.76
others 52.17
  • adobe.com - 21.27%
  • microsoft.com - 5.31%
  • google.com - 4.84%
  • 3dprint-uk.co.uk - 3.12%
  • groupon.co.uk - 3.1%
  • trello.com - 2.43%
  • pdfsmart.com - 2.38%
  • pdffiller.com - 1.82%
  • wowcher.co.uk - 1.8%
  • miro.com - 1.76%
  • others - 52.17%

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Adobe.com leads with 21.27% click share, followed by Microsoft.com at 5.31%. Google.com holds 4.84%, while ‘others’ dominate with 52.17%.

Market Exposure

Share of Spend for the top 10 UK Software & Technology Software Development 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 adobe.com groupon.co.uk xero.com monday.com zoho.com wix.com google.com pdfsmart.com pdffiller.com godaddy.com
2025/11/01 9.13% 1.11% 2.78% 3.53% 1.78% 1.94% 2.84% 1.45% 1.59% 1.79%
2025/11/02 8.76% 4.25% 3.09% 4.34% 2.12% 1.91% 2.62% 1.6% 1.69% 2.71%
2025/11/03 10.17% 2.22% 2.19% 4.92% 2.55% 1.82% 2.98% 1.62% 1.42% 1.45%
2025/11/04 10.33% 3.19% 2.36% 5.21% 3.25% 1.87% 2.86% 1.72% 1.66% 0.29%
2025/11/05 10.65% 1.4% 1.97% 5.64% 2.47% 1.94% 2.93% 1.88% 1.68% 1.12%
2025/11/06 10.04% 1.83% 1.7% 5.74% 2.78% 1.72% 2.94% 1.37% 1.74% 0.19%
2025/11/07 7.54% 1.39% 2.14% 4.61% 3.21% 1.75% 2.91% 1.91% 1.65% 2.78%
2025/11/08 8.18% 1.74% 2.5% 4.75% 3.1% 2.01% 2.63% 1.74% 1.69% 2.73%
2025/11/09 8.1% 1.94% 2.41% 4.75% 3.25% 2.55% 3.3% 2.16% 1.64% 0.32%
2025/11/10 10.14% 1.51% 1.77% 5.02% 2.93% 1.64% 3.07% 1.49% 1.4% 1.41%
2025/11/11 10.48% 1.01% 1.66% 4.21% 2.19% 1.48% 3.22% 2.18% 1.91% 3.07%
2025/11/12 10.8% 2.74% 1.46% 4.29% 2.39% 2.22% 2.52% 2.21% 1.46% 1.45%
2025/11/13 10.63% 3.47% 2.39% 4.85% 2.56% 2.38% 2.66% 1.67% 1.51% 3.62%
2025/11/14 8.44% 2.51% 1.86% 4.64% 2.28% 2.29% 3.26% 1.96% 1.99% 2.97%
2025/11/15 13.33% 2.27% 3.1% 4.22% 2.19% 2% 2.88% 1.96% 1.46% 1.72%
2025/11/16 13.32% 1.73% 2.79% 3.56% 1.98% 2.29% 3.42% 2.68% 0.66% 0.94%
2025/11/17 11.26% 1.29% 2.64% 4.47% 2.69% 2.24% 2.68% 1.91% 2.33% 1.47%
2025/11/18 11.07% 2.32% 1.47% 4.75% 2.69% 1.85% 2.61% 1.3% 1.78% 2.18%
2025/11/19 9.24% 1.39% 1.4% 4.43% 3.08% 2.15% 2.83% 0.88% 2.45% 2.4%
2025/11/20 11.82% 1.17% 2.1% 4.11% 3.15% 2.08% 3.52% 1.59% 1.99% 0.26%
2025/11/21 9.63% 1.75% 2.08% 4.67% 2.44% 2.15% 3.37% 1.83% 1.24% 0.42%
2025/11/22 11.51% 1.56% 2.88% 2.2% 2.45% 2.05% 3.53% 2.21% 0.91% 1.63%
2025/11/23 11.39% 2.45% 2.61% 2.84% 1.98% 1.37% 3.56% 1.61% 1.22% 1.14%
2025/11/24 9.55% 1.99% 2.6% 3.47% 2.1% 2.3% 3.46% 1.58% 1.7% 0.69%
2025/11/25 8.95% 3.06% 1.77% 3.57% 2.91% 1.83% 3.26% 1.64% 1.92% 2.9%
2025/11/26 12.58% 2.62% 1.71% 3.89% 2.96% 1.34% 2.73% 1.91% 1.89% 0.8%
2025/11/27 12.78% 3.05% 1.56% 4.17% 3.09% 1.36% 2.99% 1.79% 2.17% 1.65%
2025/11/28 12.03% 2.8% 1.26% 3.6% 3.09% 1.54% 3.44% 2.1% 1.52% 1.11%
2025/11/29 10.45% 5.52% 1.9% 2.82% 2.16% 1.53% 3.34% 2.05% 1.33% 2.45%
2025/11/30 11.56% 6.27% 2.49% 2.24% 2.18% 2.11% 1.79% 1.63% 1.25% 0.93%
  • adobe.com
  • groupon.co.uk
  • xero.com
  • monday.com
  • zoho.com
  • wix.com
  • google.com
  • pdfsmart.com
  • pdffiller.com
  • godaddy.com

Copyright © Adthena. All rights reserved.

Adobe.com led November with fluctuating spend, peaking mid-month. Groupon.co.uk surged late, while Xero.com remained steady. Monday.com and Zoho.com showed consistent activity. Google.com and PDFSmart.com had varied trends. Godaddy.com fluctuated significantly.

Market Exposure

Competitor Count for UK Software & Technology Software Development

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
2025/11/01 1098
2025/11/02 1088
2025/11/03 1124
2025/11/04 1122
2025/11/05 1103
2025/11/06 1085
2025/11/07 1106
2025/11/08 1071
2025/11/09 1054
2025/11/10 1112
2025/11/11 1015
2025/11/12 1061
2025/11/13 1080
2025/11/14 1027
2025/11/15 1004
2025/11/16 1025
2025/11/17 1074
2025/11/18 1080
2025/11/19 1038
2025/11/20 1036
2025/11/21 1067
2025/11/22 1051
2025/11/23 1050
2025/11/24 1070
2025/11/25 1086
2025/11/26 1060
2025/11/27 1056
2025/11/28 1082
2025/11/29 1052
2025/11/30 1059

Copyright © Adthena. All rights reserved.

November saw fluctuating advertiser numbers, peaking at 1,124 on the 3rd, then declining to 1,059 by month’s end.

Campaign Efficiency

Market Loss & Market Gains for UK Software & Technology Software Development

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
replit.com 1.01%
trimble.com 0.79%
trello.com 0.74%
qr-code-generator.com 0.62%
wowcher.co.uk 0.55%
godaddy.com -0.42%
microsoft.com -0.42%
pdfsmart.com -0.48%
gitlab.com -0.51%
pdf.net -0.79%

Copyright © Adthena. All rights reserved.

Replit.com surged with a 1.01 increase, while pdf.net dropped by 0.79. Trimble.com and Trello.com also saw positive gains, contrasting with declines for gitlab.com and pdfsmart.com.

Campaign Efficiency

UK Software & Technology Software Development 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 adobe.com wowcher.co.uk pdfsmart.com pdffiller.com microsoft.com thebestpdf.com monday.com godaddy.com pdf.net
2025/11/01 2.4% 8.31% 2.38% 3.71% 3.36% 2.57% 1.19% 1.57% 3.23% 3.72%
2025/11/02 7.32% 7.76% 2.25% 3.97% 3.58% 2.2% 1.22% 2.31% 4.27% 3.27%
2025/11/03 4.51% 10.33% 2.04% 4.4% 2.87% 2.03% 1.81% 2.38% 2.27% 4.02%
2025/11/04 6% 10.6% 2.14% 4.27% 3.51% 1.38% 0.88% 2.69% 0.57% 3.99%
2025/11/05 3.11% 10.75% 2.41% 4.79% 3.45% 2.43% 1.51% 2.93% 2.19% 4.41%
2025/11/06 3.81% 9.9% 2.7% 3.46% 3.39% 1.27% 1.4% 2.8% 0.47% 3.89%
2025/11/07 2.89% 6.78% 2.5% 4.44% 3.15% 1.66% 2.95% 2.21% 4.4% 3%
2025/11/08 3.61% 7.17% 3.97% 4.11% 3.39% 2.72% 2.14% 2.07% 4.93% 2.71%
2025/11/09 3.82% 7.3% 3.64% 5.97% 3.27% 2.56% 2.86% 1.73% 0.76% 2.81%
2025/11/10 3.16% 9.63% 2.96% 3.89% 2.67% 2.68% 1.88% 2.5% 2.52% 1.91%
2025/11/11 2.04% 9.21% 2.11% 4.8% 3.53% 2.86% 1.56% 2.24% 5.72% 1.54%
2025/11/12 5.81% 9.8% 4.41% 4.91% 2.68% 1.7% 1.7% 1.92% 3.16% 1.88%
2025/11/13 7.4% 9.66% 2.7% 3.99% 2.75% 1.69% 1.68% 2.69% 7.2% 1.8%
2025/11/14 4.74% 8.2% 2.02% 5.13% 3.97% 2.18% 1.36% 2.1% 4.62% 1.46%
2025/11/15 5.34% 12.67% 2.02% 4.59% 2.72% 2.58% 1.53% 2.28% 3.21% 1.09%
2025/11/16 3.66% 12.27% 2.3% 6.36% 1.11% 2.94% 1.88% 1.76% 2.03% 1.49%
2025/11/17 2.78% 10.77% 1.56% 4.82% 4.32% 2% 1.67% 2.23% 2.68% 1.36%
2025/11/18 4.04% 10.63% 1.98% 3.26% 3.41% 1.51% 1.37% 2.5% 3.64% 2.57%
2025/11/19 2.86% 9.52% 3.24% 1.92% 5.24% 2.55% 1.74% 2.84% 4.61% 1.98%
2025/11/20 2.4% 11.77% 2.22% 3.97% 4.08% 1.79% 2.25% 2.95% 0.54% 1.36%
2025/11/21 3.38% 9.12% 5.09% 4.51% 2.52% 3.01% 2.27% 2.24% 0.88% 1.28%
2025/11/22 3.19% 11.07% 4.52% 5.22% 1.75% 2.78% 2.18% 1.12% 3.12% 0.88%
2025/11/23 4.57% 10% 3.85% 3.75% 2.24% 2.7% 2.66% 1.84% 1.88% 1.09%
2025/11/24 3.9% 9.48% 3.83% 3.9% 3.12% 1.74% 1.91% 2.54% 1.57% 1.26%
2025/11/25 5.64% 8.85% 3.83% 3.84% 3.56% 1.42% 1.35% 2.2% 4.87% 0.78%
2025/11/26 5.1% 12.24% 3.52% 4.53% 3.62% 1.77% 2.27% 2.2% 1.6% 1.22%
2025/11/27 6.15% 12.08% 3.33% 4.38% 4.05% 1.45% 2.17% 2.45% 2.61% 0.87%
2025/11/28 5.63% 11.58% 3.46% 4.97% 2.63% 2.55% 2.42% 2.48% 1.59% 0.93%
2025/11/29 10.66% 8.77% 4.52% 4.51% 2.11% 2.55% 1.77% 1.61% 3.7% 1.15%
2025/11/30 12.22% 9.35% 5.8% 3.2% 1.96% 1.84% 1.43% 1.42% 1.09% 1.08%
  • groupon.co.uk
  • adobe.com
  • wowcher.co.uk
  • pdfsmart.com
  • pdffiller.com
  • microsoft.com
  • thebestpdf.com
  • monday.com
  • godaddy.com
  • pdf.net

Copyright © Adthena. All rights reserved.

In November 2025, Groupon.co.uk’s impression share surged, peaking at 12.22% on the 30th. Adobe.com maintained a strong presence, with a high of 12.67% mid-month. Wowcher.co.uk and Pdfsmart.com showed steady growth, while Godaddy.com fluctuated. The month concluded with Groupon.co.uk leading.

Campaign Efficiency

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

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 Software Development - Last month
  1. 1
    Adobe Creative Cloud https://www.adobe.com › adobe › creative_cloud

    Find The Right Plan For You — Join Our Creative Community, With Services For Photography, Design, Video and Much More.

  2. 2
    Microsoft 365 - Plans Starting at £6.99/mo https://www.godaddy.com

    Work smarter with office apps like Word, PowerPoint and Excel. Buy for £6.99/mo ex. VAT. Choosing an email solution can be simple - GoDaddy™ has secure, easy-to-setup email plans. Expert Support.

  3. 3
    Search with Copilot https://copilot.microsoft.com › microsoft › copilot_chat

    Your AI Companion — Dive deeper into subjects by typing follow up questions to get better answers, faster. Chat, Search and Inspiration – All in One Place with the New...

  4. 4
    monday.com is So Much Better - Objective Comparison Here https://www.monday.com

    monday.com is the Best Collaboration Tool to Manage Multiple Projects. Try Now for Free. Boost Productivity, Manage Any...

  5. 5
    Free QR Code Generator | Create QR Codes https://www.qr.io

    Generate fully customized QR Codes, with color, shape and logo. And keep track of how many people scan your QR Codes, from where and on what date.

Copyright © Adthena. All rights reserved.

Adobe Creative Cloud invites users to join a vibrant creative community, offering diverse services for photography, design, and video. GoDaddy promotes Microsoft 365 with affordable, secure email solutions. Microsoft’s Copilot enhances search with AI-driven insights. Monday.com highlights superior project management tools, while QR.io offers customizable QR code generation and tracking.

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