UK Telecommunications 5g Services - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK 5g Services category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 UK Telecommunications 5g Services 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
three.co.uk	22.88
vodafone.co.uk	11.81
ebay.co.uk	11.5
samsung.com	9.96
ee.co.uk	4.89
netgear.com	4.38
bestchoice.com	2.56
uswitch.com	2.48
phonesltd.co.uk	2.25
aliexpress.com	2.06
others	25.23

Three.co.uk leads with 22.88% click share, followed by Vodafone.co.uk at 11.81%. Others collectively hold 25.23%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 UK Telecommunications 5g Services 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	three.co.uk	ebay.co.uk	samsung.com	vodafone.co.uk	ee.co.uk	phonesltd.co.uk	uswitch.com	netgear.com	bestchoice.com	lycamobile.co.uk
2025/05/01	28.78%	8.35%	6.64%	6.39%	5.86%	3.24%	2.21%	2.96%	2.2%	2.09%
2025/05/02	24.68%	7.27%	10.02%	6.19%	5.39%	2.3%	3.2%	2.81%	4.66%	2.52%
2025/05/03	22.58%	7.12%	9.27%	8%	7.41%	2%	3.82%	4.48%	2.38%	2.7%
2025/05/04	22.32%	9.33%	8.24%	6.24%	7.32%	2.18%	2.76%	4.3%	2.11%	2.61%
2025/05/05	22.57%	11.19%	8.68%	7.63%	6.23%	1.58%	3.75%	5.99%	2.39%	3.16%
2025/05/06	22.84%	8.94%	8.93%	7.38%	6.84%	3.89%	4.68%	3.69%	2.17%	3.02%
2025/05/07	21.48%	8.27%	7%	8.15%	5.73%	2.76%	3.71%	3.56%	2.15%	2.69%
2025/05/08	19.88%	12.54%	7.65%	9.17%	6%	1.72%	4%	3%	2.3%	2.43%
2025/05/09	23.9%	9.88%	5.63%	5.45%	5.14%	2.37%	3.29%	4.53%	3.64%	2.6%
2025/05/10	18.04%	11.53%	5.97%	6.09%	5.65%	2.19%	3.97%	4.78%	3.78%	2.75%
2025/05/11	19.75%	11.15%	7.52%	7.07%	4.59%	3.37%	3.05%	3.94%	2.85%	2.66%
2025/05/12	16.3%	11.75%	6.76%	7.47%	5.11%	2.54%	3.38%	3.75%	1.61%	2.53%
2025/05/13	21%	8.27%	9.03%	8.99%	3.15%	2.85%	3.06%	5.34%	1.28%	2.27%
2025/05/14	21.65%	13.75%	6.53%	6.81%	3.25%	2.42%	2%	4.43%	2.27%	2.09%
2025/05/15	18.04%	12.9%	7.37%	8.71%	3.94%	3.11%	3.46%	4.91%	2.33%	2.39%
2025/05/16	21.48%	7.27%	7.86%	7.52%	4.56%	4.67%	3.35%	3.63%	1.73%	2.5%
2025/05/17	19.83%	7.77%	8.81%	8.51%	4.51%	4.84%	3.6%	4.14%	1.57%	2.4%
2025/05/18	20.36%	9.42%	7.55%	7.69%	5.36%	4.33%	2.72%	4.67%	2.75%	2.17%
2025/05/19	24.04%	7.66%	8.49%	12.29%	5.12%	3.72%	3.61%	3.3%	1.31%	2.11%
2025/05/20	25.06%	10.14%	5.79%	7.83%	4.17%	3.2%	3.39%	3.76%	1.49%	2.05%
2025/05/21	20.9%	9.24%	6.3%	11.54%	6.16%	3.59%	2.9%	3.85%	2.15%	2.36%
2025/05/22	25%	11.55%	5.72%	7.46%	5.14%	4.42%	2.89%	5.1%	1.63%	1.76%
2025/05/23	22.56%	9.28%	6.79%	8.13%	4.29%	2.59%	2.24%	4.91%	1.87%	2.01%
2025/05/24	21.16%	8.87%	8.33%	10.17%	5.04%	5.56%	3.07%	3.29%	1.75%	1.54%
2025/05/25	19.46%	10.94%	11.88%	8.2%	7.21%	2.16%	2.27%	6.51%	2.01%	1.78%
2025/05/26	23.25%	7.73%	8.7%	10.54%	6.33%	2.58%	3.85%	4.19%	1.28%	1.52%
2025/05/27	27.47%	10.06%	5.31%	8.71%	5.52%	1.81%	2.61%	4.01%	1.68%	1.51%
2025/05/28	23.65%	13.77%	9.71%	10.08%	4.86%	1.9%	2.66%	1.8%	1.04%	1.64%
2025/05/29	25.04%	11.69%	10.5%	7.59%	7.04%	3.24%	3.07%	1.8%	1.41%	1.17%
2025/05/30	19.78%	12.67%	7.97%	8.12%	7.59%	3.95%	3.62%	0.7%	1.49%	0.99%
2025/05/31	23.62%	12.52%	11.97%	6.94%	5.35%	3.89%	3.21%	1.83%	1.22%	1.14%

Three.co.uk led May with fluctuating spend, peaking early at 28.78%. Ebay.co.uk and Samsung.com showed consistent mid-month growth. Vodafone.co.uk and EE.co.uk maintained steady shares, while Phonesltd.co.uk and Uswitch.com saw minor variations.

Market Exposure

Competitor Count for UK Telecommunications 5g Services

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	96
2025/05/02	96
2025/05/03	96
2025/05/04	95
2025/05/05	94
2025/05/06	90
2025/05/07	94
2025/05/08	101
2025/05/09	98
2025/05/10	98
2025/05/11	98
2025/05/12	97
2025/05/13	97
2025/05/14	97
2025/05/15	97
2025/05/16	97
2025/05/17	96
2025/05/18	97
2025/05/19	95
2025/05/20	96
2025/05/21	95
2025/05/22	88
2025/05/23	93
2025/05/24	89
2025/05/25	90
2025/05/26	86
2025/05/27	86
2025/05/28	81
2025/05/29	85
2025/05/30	89
2025/05/31	88

In May 2025, advertiser numbers fluctuated, peaking at 101 on May 8. A decline followed, ending the month at 88.

Campaign Efficiency

Market Loss & Market Gains for UK Telecommunications 5g Services

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
vodafone.co.uk	1.81%
three.co.uk	1.7%
aliexpress.com	0.76%
movinginternet.co.uk	0.62%
ee.co.uk	0.4%
topvira.com	-0.47%
netgear.com	-0.55%
bt.com	-0.72%
bestchoice.com	-0.74%
kuma-products.com	-1.53%

Vodafone.co.uk and Three.co.uk lead with click share gains, while kuma-products.com faces the steepest decline.

Campaign Efficiency

UK Telecommunications 5g Services 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	ebay.co.uk	three.co.uk	samsung.com	vodafone.co.uk	ee.co.uk	aliexpress.com	phonesltd.co.uk	netgear.com	bestchoice.com	kuma-products.com
2025/05/01	16.25%	19.37%	5.81%	3.86%	4.62%	0.52%	3.91%	4.42%	3.98%	0.23%
2025/05/02	14.28%	18.04%	7.01%	4.02%	5.29%	1.4%	2.86%	4.49%	6.83%	0.19%
2025/05/03	14.23%	16.19%	6.73%	4.85%	7.89%	0.8%	2.07%	6.42%	5.52%	0.19%
2025/05/04	15.94%	15.47%	6.21%	4.75%	7.54%	2.71%	2.25%	5.76%	3.86%	0.02%
2025/05/05	20.05%	15.25%	5.93%	4.85%	6.91%	1.66%	1.54%	7.81%	5.17%	0.31%
2025/05/06	17.29%	15.48%	6.46%	4.94%	7.1%	2.21%	4.23%	5.13%	4.14%	0.29%
2025/05/07	15.81%	15.45%	5.13%	4.75%	5.37%	2.66%	2.8%	5.52%	4.43%	0.48%
2025/05/08	20.26%	14.81%	5.58%	6.35%	5.11%	2.83%	1.61%	3.92%	4.41%	1.16%
2025/05/09	16.68%	14.58%	3.89%	3.34%	4.8%	3.87%	2.27%	6.13%	6.98%	5.22%
2025/05/10	20.12%	12.05%	4.19%	4.09%	4.95%	2.81%	1.91%	5.98%	6.22%	7.52%
2025/05/11	19.22%	12.88%	5.22%	5.11%	3.65%	2.3%	3.03%	5.11%	4.84%	5.66%
2025/05/12	20.31%	12.95%	4.85%	5.05%	4.02%	3.2%	2.35%	5.5%	3.11%	5.24%
2025/05/13	14.92%	14.73%	6.47%	6.27%	2.99%	2.15%	2.59%	7.22%	3.29%	6.07%
2025/05/14	22.27%	13.47%	4.43%	3.98%	2.75%	2.71%	2.43%	5.41%	4.88%	7.55%
2025/05/15	21.25%	12.78%	5.39%	5.42%	3.13%	2.32%	2.85%	6.06%	5.03%	2.59%
2025/05/16	14.01%	15.26%	5.78%	4.98%	3.42%	3.91%	5.06%	5.21%	3.55%	4.61%
2025/05/17	14.46%	15.62%	7.15%	5.83%	4.2%	1.41%	4.9%	6.26%	3.15%	4.06%
2025/05/18	16.46%	15.73%	5.25%	5.12%	4.29%	4.86%	4.16%	6.48%	5.24%	2.89%
2025/05/19	14.92%	18.57%	6.82%	8.03%	4.32%	3.22%	3.99%	5.32%	2.73%	2.43%
2025/05/20	18.48%	14.57%	4.36%	5.45%	3.44%	5.37%	3.07%	5.41%	3.52%	2.38%
2025/05/21	17.96%	14.41%	5.03%	7.11%	5.69%	2.8%	3.46%	5.16%	5.42%	0.38%
2025/05/22	20.45%	17.54%	4.12%	4.38%	3.32%	3.09%	4.18%	7.17%	3.57%	1.56%
2025/05/23	15.77%	16.06%	4.04%	4.87%	3.28%	2.05%	2.78%	7.08%	4.01%	1.25%
2025/05/24	15.74%	18.49%	5.96%	5.86%	4.49%	4.6%	5.55%	5.24%	3.81%	0.55%
2025/05/25	20.23%	15.05%	7.97%	4.8%	6.15%	4.55%	2.02%	9.77%	3.59%	1.15%
2025/05/26	15.39%	21.82%	5.51%	7.26%	3.85%	5.02%	2.48%	6.7%	2.63%	0.33%
2025/05/27	17.15%	20.28%	3.79%	6.17%	4.04%	3.63%	1.73%	6.14%	4.04%	0.1%
2025/05/28	23.13%	20.35%	6.18%	5.71%	3.05%	5.38%	1.77%	2.7%	3.06%	0.12%
2025/05/29	23.07%	19.72%	6.84%	4.65%	5.24%	1.71%	3.23%	2.48%	3.26%	0.1%
2025/05/30	20.87%	16.4%	5.41%	5.88%	5.44%	2.02%	3.73%	0.95%	3.58%	0.07%
2025/05/31	22.68%	18.42%	7.85%	5.35%	5.25%	4.03%	3.61%	2.79%	2.57%	0.08%

In May 2025, eBay.co.uk’s impression share fluctuated, peaking at 23.13% on May 28. Three.co.uk saw a decline, ending at 18.42%. Samsung.com and Vodafone.co.uk experienced moderate variations, while EE.co.uk’s share decreased. Aliexpress.com and Phonesltd.co.uk showed slight increases. Netgear.com and Bestchoice.com had mixed trends, and Kuma-products.com remained low.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications 5g Services

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
BT Broadband Without Phoneline - Broadband Without A Landline https://www.bt.com
BT Broadband delivers speeds up to 900Mbps on the UK's most reliable broadband technology.
2
Best 5G Broadband Deals https://www.phonesltd.co.uk
No Landline or Install Needed — Lowest UK prices for 5G home broadband with free router and an...
3
No Contract Broadband - 900Mb Full Fibre £22pm https://www.the4thutility.co.uk
4th Utility Fibre Provide Super Fast Fibre Broadband, With Different Speed & Price Options
4
Three 5G Broadband Router https://www.three.co.uk
Free Next Working Day Delivery — Get 5G Home Broadband From £21pm. Increasing To £23pm From April 2026 & £25pm April 2027.
5
Vodafone 5G Coverage https://www.vodafone.co.uk › 5g
Find More Infomation — Enjoy 5G In More Places Across Europe Than Any Other UK Network. 5G At No Extra Cost. Get The...

In the competitive landscape of UK broadband, BT highlights its 900Mbps speed, while Phones Ltd and Three emphasize 5G’s convenience and affordability. The 4th Utility offers flexibility with no contracts, and Vodafone boasts extensive 5G coverage across Europe.

Frequently Asked Questions

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Data within the UK Telecommunications 5g Services May 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
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The UK Telecommunications 5g Services May 2025 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

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Customer Success Stories

Vodafone case study: Driving click share and sales with strategic insights from Adthena

Vodafone used Adthena data to optimize results from the launch of the Samsung S22 product. Combining Adthena’s Strategic Insights with Google Smart Bidding, Vodafone was able to maintain a flexible strategy that leveraged both manual and automated bidding. Leveraging Adthena’s Search Term Opportunities report also allowed Vodafone to implement 27 keyword terms across their business line, driving an increase in revenue at a positive ROAS.Read case study

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VodafoneZiggo was looking to maximize revenue from its paid search campaigns while reducing costs and streamlining workflows. By leveraging Adthena’s data-driven insights and time-saving automation, the team gained full visibility into their ad spend performance and optimized budget allocation.Read case study

Havas Market & Arena Media PPC case study: Brand Protection success with Adthena

Havas Market & Arena Media used Adthena's infringement data to combat rising CPCs from competitive brand bidding, escalating violations to Google and protecting their client’s brand. Read case study

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Related reports

Telecommunications

UK Telecommunications 5g Services - PPC Market Share Analysis May 2025

Share of Clicks for top 10 UK Telecommunications 5g Services brands

Share of Spend for the top 10 UK Telecommunications 5g Services brands

Competitor Count for UK Telecommunications 5g Services

Market Loss & Market Gains for UK Telecommunications 5g Services

UK Telecommunications 5g Services Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications 5g Services

Frequently Asked Questions

Why is the UK Telecommunications 5g Services May 2025 Report useful and how should I use it?

Why is the UK Telecommunications 5g Services May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Telecommunications 5g Services May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Telecommunications 5g Services May 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Vodafone case study: Driving click share and sales with strategic insights from Adthena

VodafoneZiggo case study: Boosting sales by 500% with a winning PPC strategy

Havas Market & Arena Media PPC case study: Brand Protection success with Adthena

Get the full picture

See this data specific to your brand performance

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