UK Telecommunications 5g Services - PPC Market Share Analysis February 2026

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.

Google AI Overview visibility for Telecommunications 5g Services UK

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency	Percentage
Frequency	10.7642459401
	89.2357540599

10%

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	33
	67

33%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	11%
Transactional	9%
Navigational	18%
Seasonal	0%
Local	2%
Problem Solving	11%

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

Share of Clicks - Last month
Domain	Share of clicks
vodafone.co.uk	18.54
three.co.uk	14.18
ebay.co.uk	10.32
ee.co.uk	7.42
phonesltd.co.uk	5.79
netgear.com	5.42
virginmedia.com	4.4
o2.co.uk	4.34
uswitch.com	2.72
broadbandbuyer.com	2.5
others	24.37

vodafone.co.uk - 18.54%
three.co.uk - 14.18%
ebay.co.uk - 10.32%
ee.co.uk - 7.42%
phonesltd.co.uk - 5.79%
netgear.com - 5.42%
virginmedia.com - 4.4%
o2.co.uk - 4.34%
uswitch.com - 2.72%
broadbandbuyer.com - 2.5%
others - 24.37%

Vodafone leads with 18.54% click share, followed by Three at 14.18%. Others collectively hold 24.37%, highlighting 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

Share of Spend - Last Month
Date	vodafone.co.uk	three.co.uk	phonesltd.co.uk	ebay.co.uk	ee.co.uk	virginmedia.com	giffgaff.com	o2.co.uk	uswitch.com	netgear.com
2026/02/01	7.61%	17.29%	9.54%	10.72%	8.97%	10.24%	2.09%	3.6%	4.12%	5.98%
2026/02/02	8.5%	13.06%	8.23%	3.02%	11.05%	8.76%	2.1%	3.85%	9.08%	2.61%
2026/02/03	9.87%	16.6%	7.79%	4.95%	11.43%	4.84%	1.55%	3.48%	4.34%	5.14%
2026/02/04	6.78%	14.38%	7.5%	6.32%	7.12%	6.03%	1.6%	3.88%	9.41%	5.66%
2026/02/05	8.11%	14.3%	4.41%	9.08%	9.74%	4.57%	1.36%	4.98%	6.95%	5.97%
2026/02/06	8.47%	14.2%	5.74%	13.24%	6.97%	3.91%	1.36%	4.14%	3.73%	7.07%
2026/02/07	12.57%	13.94%	9.18%	7.45%	5.83%	5.16%	2.27%	5.72%	2.9%	4.38%
2026/02/08	13.34%	20.71%	9.91%	11.37%	5.26%	5.48%	2.14%	4.53%	2.43%	3.28%
2026/02/09	12.2%	14.92%	9.02%	7.35%	7.12%	6.2%	2.31%	4.39%	4.17%	2.9%
2026/02/10	12.66%	10.61%	7.07%	16.41%	6.16%	4.03%	2.16%	4.37%	3.2%	5.04%
2026/02/11	12.83%	12.7%	8.5%	9.49%	5.53%	3.78%	2.39%	4.36%	2.51%	3.44%
2026/02/12	15.48%	12.36%	10.55%	5.15%	6.92%	7.78%	2.65%	4.75%	2.53%	2.36%
2026/02/13	8.47%	14.2%	5.74%	13.24%	6.97%	3.91%	1.36%	4.14%	3.73%	7.06%
2026/02/14	12.57%	13.94%	9.18%	7.45%	5.83%	5.16%	2.27%	5.72%	2.9%	4.38%
2026/02/15	13.34%	20.7%	9.91%	11.36%	5.26%	5.47%	2.14%	4.52%	2.43%	3.29%
2026/02/16	12.19%	14.91%	9.02%	7.35%	7.12%	6.2%	2.31%	4.38%	4.17%	2.9%
2026/02/17	16.54%	10.67%	6.39%	5.37%	8.91%	6.04%	4.41%	3.72%	2.02%	0.46%
2026/02/18	17.02%	16.74%	7.59%	5.17%	5.44%	6.26%	2.73%	4.41%	4.84%	4.22%
2026/02/19	15.08%	16.27%	9.71%	7.08%	4.06%	5.83%	1.95%	2.98%	1.83%	13.31%
2026/02/20	10.02%	17.71%	4.93%	10.15%	6.16%	2.12%	4.01%	4.17%	1.89%	5.62%
2026/02/21	12.25%	14.95%	9.67%	10.98%	6.53%	6.37%	3.81%	3.52%	1.86%	5.04%
2026/02/22	18.49%	15.83%	11.92%	3.12%	5.04%	9.64%	2.3%	3.94%	3.32%	1.85%
2026/02/23	12.63%	20.41%	10.36%	1.81%	9.05%	8.17%	4.64%	5%	2.1%	0.86%
2026/02/24	14.34%	14.31%	10.54%	6.24%	5.98%	7.35%	4.03%	4.53%	3.59%	1.87%
2026/02/25	15.85%	15.2%	11.14%	5.39%	5.74%	9.58%	5.01%	5.1%	3.65%	1.02%
2026/02/26	13.75%	12.59%	7.34%	6.25%	6.77%	6.6%	5.08%	5.96%	2.49%	4.71%
2026/02/27	12.03%	12.8%	9.1%	10.74%	4.77%	6.95%	4.51%	4.04%	2.7%	2.14%
2026/02/28	15.85%	12.7%	10.76%	9.58%	7.97%	6.32%	4.9%	3.28%	2.32%	0.16%

vodafone.co.uk
three.co.uk
phonesltd.co.uk
ebay.co.uk
ee.co.uk
virginmedia.com
giffgaff.com
o2.co.uk
uswitch.com
netgear.com

In February 2026, Vodafone’s PPC spend surged mid-month, peaking at 18.49% on the 22nd. Three.co.uk maintained a steady presence, with notable peaks on the 8th and 23rd. Phonesltd.co.uk saw consistent fluctuations, while eBay’s spend varied, peaking on the 10th. EE’s spend was relatively stable, with minor fluctuations. Virgin Media’s spend was low, with a slight increase towards the end. Giffgaff’s spend remained minimal, with a slight rise mid-month. O2’s spend was consistent, with minor peaks. Uswitch and Netgear had low spend, with occasional spikes. The month concluded with Vodafone leading in spend share.

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

Competitor Count - Last month
Date	Competitor Count
2026/02/01	62
2026/02/02	68
2026/02/03	66
2026/02/04	68
2026/02/05	66
2026/02/06	67
2026/02/07	65
2026/02/08	64
2026/02/09	66
2026/02/10	64
2026/02/11	63
2026/02/12	61
2026/02/13	67
2026/02/14	65
2026/02/15	64
2026/02/16	66
2026/02/17	60
2026/02/18	62
2026/02/19	56
2026/02/20	58
2026/02/21	57
2026/02/22	58
2026/02/23	59
2026/02/24	59
2026/02/25	56
2026/02/26	55
2026/02/27	58
2026/02/28	57

Advertisers fluctuated, peaking at 68 on February 2nd, then gradually declined, ending at 57 on February 28th.

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

Market Loss & Market Gains - Last month
Name	Market Trend
vodafone.co.uk	4.36%
giffgaff.com	1.44%
phonesltd.co.uk	1.02%
virginmedia.com	0.98%
broadbandbuyer.com	0.87%
movinginternet.co.uk	-1.07%
ee.co.uk	-1.22%
uswitch.com	-1.26%
netgear.com	-1.98%
ebay.co.uk	-2.31%

Vodafone.co.uk surged with a 4.36 increase, while ebay.co.uk dropped by 2.31. Giffgaff.com rose by 1.44, contrasting netgear.com’s 1.98 decline. Virginmedia.com gained 0.98, as uswitch.com fell 1.26.

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	vodafone.co.uk	three.co.uk	phonesltd.co.uk	ee.co.uk	o2.co.uk	virginmedia.com	uswitch.com	netgear.com	4gon.co.uk
2026/02/01	17.98%	7.54%	15.82%	7.94%	6.44%	3.28%	6.81%	2.22%	9.1%	0%
2026/02/02	6.67%	10.53%	10.56%	7.7%	9.23%	3.92%	6.92%	5.14%	5.3%	1.27%
2026/02/03	10.41%	8.56%	14.55%	6.63%	10.11%	3.19%	3.51%	2.37%	7.4%	0.01%
2026/02/04	10.94%	7.12%	12.67%	6.37%	5.92%	3.53%	4.04%	6.72%	7.45%	8.67%
2026/02/05	15.13%	8.73%	13.32%	3.72%	6.61%	4.25%	2.77%	4.71%	7.93%	11.28%
2026/02/06	21.15%	8.94%	13.52%	4.42%	5.13%	3.22%	2.16%	1.62%	8.8%	3.66%
2026/02/07	13.41%	13.79%	14.92%	7.47%	3.86%	5.58%	3.6%	1.36%	6.11%	0.04%
2026/02/08	23.85%	11.64%	14.98%	8.58%	5.01%	4.1%	3.84%	1.32%	4.61%	0.03%
2026/02/09	14.78%	11.6%	15.69%	7.48%	5.98%	3.76%	4.58%	2.06%	4.1%	2.44%
2026/02/10	27.01%	9.08%	11.4%	5.53%	4.75%	3.61%	2.51%	1.69%	6.47%	1.44%
2026/02/11	17.1%	9.61%	12.24%	6.61%	4.53%	3.84%	2.61%	1.32%	4.88%	7.05%
2026/02/12	10.57%	12.54%	11.79%	9.4%	6.04%	5.65%	5.73%	1.41%	3.7%	0.91%
2026/02/13	21.15%	8.94%	13.52%	4.42%	5.13%	3.22%	2.16%	1.62%	8.8%	3.66%
2026/02/14	13.41%	13.79%	14.92%	7.47%	3.86%	5.58%	3.6%	1.36%	6.11%	0.04%
2026/02/15	23.85%	11.64%	14.98%	8.58%	5.01%	4.1%	3.84%	1.32%	4.61%	0.03%
2026/02/16	14.78%	11.6%	15.69%	7.48%	5.98%	3.76%	4.58%	2.06%	4.1%	2.44%
2026/02/17	12.6%	18.34%	8.37%	5.08%	8.64%	4.26%	4.23%	1.08%	0.87%	0.14%
2026/02/18	11.65%	16.18%	12.87%	6.36%	5.04%	5.28%	4.5%	2.53%	6.32%	0.06%
2026/02/19	11.49%	14.46%	12.97%	7.43%	2.77%	3.29%	4.14%	0.94%	16.47%	0%
2026/02/20	15.46%	9.5%	17.84%	4.01%	4.9%	4.45%	1.53%	0.86%	6.39%	0%
2026/02/21	16.86%	12.05%	13.64%	7.82%	4.25%	3.38%	5.12%	0.82%	6.51%	0%
2026/02/22	5.86%	18.99%	13.61%	11.01%	3.85%	4.29%	8.3%	1.94%	2.8%	8.79%
2026/02/23	4.04%	15.61%	15.17%	10.3%	6.69%	6.15%	7.39%	1.14%	1.56%	1.75%
2026/02/24	11.31%	12.23%	14.47%	8.75%	4.46%	5.03%	5.57%	1.58%	2.55%	3.99%
2026/02/25	9.59%	14.15%	15.88%	9.89%	5.14%	5.95%	8.36%	1.84%	1.7%	0%
2026/02/26	11.22%	11.52%	11.9%	7.02%	4.86%	6.58%	5.17%	1.19%	6.89%	6.34%
2026/02/27	22.03%	9.73%	10.43%	6.78%	3.35%	3.9%	4.93%	1.29%	2.94%	9.01%
2026/02/28	17.57%	14.01%	13.43%	9.22%	5.73%	4.42%	4.36%	1.39%	0.26%	0.07%

ebay.co.uk
vodafone.co.uk
three.co.uk
phonesltd.co.uk
ee.co.uk
o2.co.uk
virginmedia.com
uswitch.com
netgear.com
4gon.co.uk

In February 2026, eBay.co.uk led with fluctuating impressions, peaking at 27.01%. Vodafone.co.uk and Three.co.uk showed consistent mid-range shares. Phonesltd.co.uk and EE.co.uk had modest gains, while Virginmedia.com and Uswitch.com remained stable. Netgear.com and 4gon.co.uk experienced volatility.

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

1
Broadband Without A Landline - 12 Month High Speed Broadband https://www.bt.com
Get guaranteed Wi-Fi in every room or £100 back with Complete Wi-Fi and BT Broadband.
2
O2 Official Site https://www.o2.co.uk
Explore 5G Ready Devices — Roam On. Unlike Other Major Networks, We Don’t Charge Extra For EU Roaming. Up To 25GB. Browse The Best O2 Phone Deals. 5G Ready, With Trade-In Options & Free Delivery.
3
Three 5G Broadband Router | Free Next Working Day Delivery https://www.three.co.uk
Get 5G Home Broadband From £21pm. Rising To £24.50pm From April 2026 & £28pm April 2027.
4
Virgin Media Broadband - Up To £250 Switching Credit https://www.virginmedia.com
Fibre Deals From £23.99/m For 24 Mos. No Price Rise In 2026. £27.99/m From April 2027. Plus, Claim Up To £250 Towards Your Early Exit Fees, When You...
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 . Get The Unlimited 5G Data Plan & Create The Future Of 5G With Us. Together We Can. Our 5G...

BT’s ad highlights guaranteed Wi-Fi coverage, enticing with a £100 cashback offer. O2 emphasizes 5G readiness and free EU roaming, appealing to travelers. Three promotes affordable 5G home broadband with future price transparency. Virgin Media offers switching credits, easing transitions. Vodafone showcases extensive 5G coverage across Europe, inviting collaboration.

Frequently Asked Questions

Why is the UK Telecommunications 5g Services February 2026 Report useful and how should I use it?

Why is the UK Telecommunications 5g Services February 2026 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.

How to use the UK Telecommunications 5g Services February 2026 Report
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 Telecommunications 5g Services February 2026 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 Telecommunications 5g Services February 2026 Report?

The UK Telecommunications 5g Services February 2026 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 Telecommunications 5g Services February 2026 Report aggregates data from across both device types and Google Shopping.
Who is this UK Telecommunications 5g Services February 2026 Report for?

The UK Telecommunications 5g Services February 2026 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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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

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

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.

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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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5g Services – UK

Google AI Overview visibility for Telecommunications 5g Services UK

AIO Frequency

Complex Query Frequency

Search Intent Distribution

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 February 2026 Report useful and how should I use it?

Why is the UK Telecommunications 5g Services February 2026 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Telecommunications 5g Services February 2026 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Telecommunications 5g Services February 2026 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

Related reports

US 5g Services

AUS 5g Services