UK Telecommunications 5g Services - PPC Market Share Analysis June 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.

5g Services – UK

Google AI Overview visibility for Telecommunications 5g Services 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 11.2051010341
88.7948989659
11%

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 30
70
30%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 12%
Transactional 8%
Navigational 13%
Seasonal 0%
Local 2%
Problem Solving 12%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
three.co.uk 16.81
vodafone.co.uk 16.76
ebay.co.uk 12.36
ee.co.uk 11.56
phonesltd.co.uk 4.76
netgear.com 4.71
uswitch.com 2.9
4gon.co.uk 2.76
samsung.com 2.26
broadbandbuyer.com 2.15
others 22.97
  • three.co.uk - 16.81%
  • vodafone.co.uk - 16.76%
  • ebay.co.uk - 12.36%
  • ee.co.uk - 11.56%
  • phonesltd.co.uk - 4.76%
  • netgear.com - 4.71%
  • uswitch.com - 2.9%
  • 4gon.co.uk - 2.76%
  • samsung.com - 2.26%
  • broadbandbuyer.com - 2.15%
  • others - 22.97%

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google’s PPC, Three.co.uk and Vodafone.co.uk lead with 16.81% and 16.76% click shares, respectively. Meanwhile, ‘others’ collectively hold a significant 22.97% share.

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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date three.co.uk vodafone.co.uk ee.co.uk ebay.co.uk phonesltd.co.uk 4gon.co.uk broadbandbuyer.com uswitch.com netgear.com giffgaff.com
2026/06/01 23.54% 13.09% 13.11% 6.05% 9.6% 1.65% 0.87% 3.93% 1.71% 2.19%
2026/06/02 24.9% 11.47% 10.9% 7.76% 8.05% 4% 1.66% 2.63% 4.05% 1.7%
2026/06/03 22.1% 11.3% 6.62% 8.75% 10.02% 0.88% 3.14% 2.41% 3.33% 3.53%
2026/06/04 23.19% 13.14% 11.35% 11.08% 8.67% 0.21% 1.95% 2.82% 2.37% 1.78%
2026/06/05 23.86% 12.8% 8.6% 11.26% 8.07% 4.83% 1% 2.95% 4.06% 1.51%
2026/06/06 23.83% 13.32% 7.61% 10.02% 7.67% 5.18% 1.04% 2.59% 3.07% 2.48%
2026/06/07 25.9% 14.94% 7.86% 10.07% 6.5% 0.71% 1.87% 2.72% 3.34% 1.53%
2026/06/08 24.48% 15.28% 9.73% 6.92% 7.2% 2.62% 1.57% 3.07% 3.47% 1.69%
2026/06/09 10.33% 19.1% 12.25% 8.3% 9.72% 4.13% 1.79% 3.84% 4.47% 2.05%
2026/06/10 16% 15.13% 13.88% 11.87% 8.21% 0.24% 2.22% 4.31% 2.89% 1.49%
2026/06/11 14.67% 15.45% 13.05% 12.45% 5.1% 5.08% 1.14% 3.43% 4.73% 1.33%
2026/06/12 19.85% 11.42% 15.13% 10.77% 5.82% 4.17% 1.13% 5.06% 3.36% 1.38%
2026/06/13 10.58% 19.73% 11.81% 11.36% 6.83% 0.9% 1.72% 4.77% 4.27% 1.74%
2026/06/14 12.4% 16.11% 13.26% 8.14% 5.19% 3.62% 1.2% 3.5% 4.9% 2.17%
2026/06/15 18.53% 11.44% 11.29% 9.17% 5.83% 4.74% 2.78% 3.95% 5.01% 1.3%
2026/06/16 14.62% 14.16% 11.63% 14.3% 3.77% 0.28% 4.11% 3.25% 4.17% 1.03%
2026/06/17 15.85% 13.82% 12.86% 11.06% 4.6% 2.99% 1.59% 3.48% 4.07% 1.83%
2026/06/18 10.63% 15.63% 11.95% 11.07% 3.59% 2.98% 3.33% 4.94% 5.63% 1.71%
2026/06/19 13.34% 12.55% 10.19% 15.47% 4.36% 4.36% 1.5% 2.95% 4.68% 2.72%
2026/06/20 19.08% 17.23% 10.68% 9.41% 5.92% 0.93% 0.41% 2.69% 2.08% 2.25%
2026/06/21 20.31% 15.13% 13.64% 6.98% 5.77% 0.32% 0.38% 4.25% 0.79% 2.75%
2026/06/22 18.16% 16.05% 9.94% 5.64% 6.81% 2.2% 3.11% 2.79% 4.04% 2.89%
2026/06/23 22.76% 13.73% 12.33% 4.29% 6.16% 0.35% 2.8% 3.35% 2.51% 1.88%
2026/06/24 19.18% 13.48% 10.04% 4.51% 7.98% 6% 1.5% 6.09% 2.46% 2.09%
2026/06/25 18.66% 13.28% 12.47% 4.06% 6.64% 7.18% 2.65% 3.37% 4.28% 1.8%
2026/06/26 21.42% 14.2% 12.08% 5.86% 7.07% 0.25% 1.67% 2.78% 5.5% 2.21%
2026/06/27 19.74% 9.97% 11.62% 6.3% 6.49% 2.99% 6.33% 4.69% 5.92% 1.97%
2026/06/28 20.27% 12.34% 17.27% 6.16% 7.61% 0.31% 1.53% 3.21% 2.7% 1.92%
2026/06/29 21.21% 14.08% 17.89% 7.24% 7.74% 0.23% 2.04% 4.07% 2.13% 1.87%
2026/06/30 18.45% 15.72% 8.9% 7.38% 6.97% 4.44% 3.73% 3.36% 3.13% 2.52%
  • three.co.uk
  • vodafone.co.uk
  • ee.co.uk
  • ebay.co.uk
  • phonesltd.co.uk
  • 4gon.co.uk
  • broadbandbuyer.com
  • uswitch.com
  • netgear.com
  • giffgaff.com

Copyright © Adthena. All rights reserved.

In June 2026, Three.co.uk led with fluctuating spend, peaking mid-month. Vodafone.co.uk and EE.co.uk showed steady growth, while eBay.co.uk declined. Phonesltd.co.uk and 4gon.co.uk had variable trends. The month ended with Three.co.uk dominant.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/06/01 79
2026/06/02 76
2026/06/03 75
2026/06/04 82
2026/06/05 83
2026/06/06 81
2026/06/07 79
2026/06/08 75
2026/06/09 76
2026/06/10 79
2026/06/11 79
2026/06/12 79
2026/06/13 79
2026/06/14 78
2026/06/15 77
2026/06/16 81
2026/06/17 79
2026/06/18 73
2026/06/19 73
2026/06/20 69
2026/06/21 68
2026/06/22 68
2026/06/23 66
2026/06/24 67
2026/06/25 67
2026/06/26 70
2026/06/27 69
2026/06/28 69
2026/06/29 68
2026/06/30 66

Copyright © Adthena. All rights reserved.

In June 2026, distinct advertisers started strong at 79, fluctuated slightly, then declined steadily, ending at 66.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
ee.co.uk 1.35%
g.network 1.27%
mobiles.co.uk 0.66%
o2.co.uk 0.64%
asda.com 0.63%
phonesltd.co.uk -0.61%
serversdirect.co.uk -0.76%
youfibre.com -0.77%
virginmedia.com -0.94%
ebay.co.uk -3.51%

Copyright © Adthena. All rights reserved.

EE.co.uk and g.network surged in click share, while ebay.co.uk and virginmedia.com faced declines.

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.

Date vodafone.co.uk ebay.co.uk three.co.uk ee.co.uk 4gon.co.uk phonesltd.co.uk netgear.com broadbandbuyer.com movinginternet.co.uk uswitch.com
2026/06/01 14.76% 13.6% 14.97% 8.68% 2.91% 8.3% 2.54% 1.09% 1.72% 3.02%
2026/06/02 11.95% 15.36% 16.9% 8.59% 5.22% 6.32% 5.84% 1.88% 2% 1.91%
2026/06/03 11.26% 17.71% 14.08% 5.04% 1.68% 7.49% 4.96% 3.55% 1.32% 1.82%
2026/06/04 12.37% 21.16% 15.21% 9.08% 0.36% 6.39% 3.14% 1.93% 2.72% 2.1%
2026/06/05 12.58% 20.9% 14.37% 6.28% 5.98% 5.79% 5.64% 1.14% 1.56% 2.16%
2026/06/06 12.56% 18.71% 16.24% 5.84% 6.37% 5.57% 4.13% 1.18% 1.64% 2.12%
2026/06/07 14.59% 18.68% 15.79% 6.43% 0.82% 5.1% 4.72% 2.03% 3.2% 2.25%
2026/06/08 15.75% 14.66% 13.99% 7.75% 4.09% 5.78% 5.37% 1.96% 2.97% 2.2%
2026/06/09 15.4% 15.87% 8.93% 8.97% 5.28% 7.19% 6.26% 1.95% 2.07% 2.99%
2026/06/10 13.03% 22.45% 11.52% 10.36% 0.41% 5.96% 3.75% 2.2% 3.08% 2.74%
2026/06/11 12.77% 21.98% 11.14% 9.51% 6.22% 3.52% 6.24% 1.26% 1.88% 2.08%
2026/06/12 12.12% 20.31% 13.56% 11.29% 5.49% 4.14% 4.57% 1.28% 1.79% 2.95%
2026/06/13 16.26% 19.94% 8.43% 9.15% 0.99% 4.75% 5.71% 1.83% 2.99% 2.57%
2026/06/14 12.86% 14.91% 10.75% 9.82% 4.96% 3.84% 6.67% 1.35% 3.53% 2.2%
2026/06/15 10.8% 17.77% 11.34% 8.69% 6.13% 4.14% 7.04% 2.98% 2.44% 2.49%
2026/06/16 12.1% 24.92% 10.05% 8.7% 0.45% 2.74% 5.18% 3.76% 3.83% 1.87%
2026/06/17 12.14% 20.57% 10.68% 9.76% 3.97% 3.16% 5.52% 1.79% 1.31% 2.11%
2026/06/18 13.06% 20.38% 10.33% 7.87% 3.6% 2.48% 7.29% 3.14% 2.06% 2.5%
2026/06/19 11.33% 25.06% 9.47% 7.39% 5.32% 2.98% 5.73% 1.43% 3.25% 1.82%
2026/06/20 13.28% 18.53% 14.21% 8.3% 1.74% 4.82% 3.13% 0.54% 1.56% 2.13%
2026/06/21 12.79% 14.52% 16.93% 12.15% 0.5% 4.77% 1.3% 0.5% 0.31% 3.15%
2026/06/22 14.15% 11.22% 14.73% 8.62% 2.91% 5.17% 5.61% 3.41% 1.73% 2.02%
2026/06/23 13.8% 8.22% 18% 11.49% 0.58% 4.69% 3.52% 3.74% 3.04% 2.23%
2026/06/24 11.71% 8.37% 17.09% 8.58% 7.17% 5.6% 3.1% 1.49% 4.94% 3.32%
2026/06/25 12.31% 7.3% 16.24% 11.57% 8.71% 5.96% 5.72% 2.61% 2.46% 2.11%
2026/06/26 12.55% 9.66% 18.05% 9.19% 0.37% 5.16% 7.74% 1.9% 4.85% 2%
2026/06/27 9.29% 11.66% 14.45% 8.4% 3.98% 4.8% 9.42% 6.66% 4.48% 2.77%
2026/06/28 11.78% 11.92% 16.91% 13.21% 0.46% 5.64% 6.12% 2.32% 1.92% 1.96%
2026/06/29 13.59% 12.96% 19.09% 16.58% 0.34% 5.77% 3.09% 2.56% 2.69% 2.18%
2026/06/30 15.71% 14.25% 11.28% 7.27% 5.69% 5.25% 4.65% 3.96% 2.91% 1.94%
  • vodafone.co.uk
  • ebay.co.uk
  • three.co.uk
  • ee.co.uk
  • 4gon.co.uk
  • phonesltd.co.uk
  • netgear.com
  • broadbandbuyer.com
  • movinginternet.co.uk
  • uswitch.com

Copyright © Adthena. All rights reserved.

In June 2026, Vodafone’s impression share fluctuated, peaking at 16.26% on the 13th. eBay led early, reaching 25.06% on the 19th, but declined. Three.co.uk surged mid-month, while EE and others remained stable.

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.

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications 5g Services - Last month
  1. 1
    Checker | Check Coverage and Signal in Your Area | EE https://www.ee.co.uk

    Our coverage checker helps you discover the mobile signal strength, 4G and 5G coverage in your area and highlights any problems nearby.

  2. 2
    13x Faster Than UK Average https://www.g.network

    No Copper, No Compromises — 3 months half price on 24 month contracts and 1 month half price on 12 month contracts. Try...

  3. 3
    O2 Coverage Checker – 4G, 5G, 5G+ & Satellite https://www.o2.co.uk

    Our award-winning network covers more than 99% of the UK population – see 4G, 5G, 5G+ and O2 Satellite coverage in your area using our online coverage checker.

  4. 4
    Cheapest 5G Router Plans - No Landline or Install Needed https://www.phonesltd.co.uk › 5g › broadband

    Compare 5G home broadband deals from only £14 a month with free 5G hub and...

  5. 5
    New 5G Broadband plans 2026 - No Engineer Visit Needed https://www.vodafone.co.uk › 5g-home › broadband

    Powerful 5G Broadband that’s fast, reliable and simple to set up. Connect With Vodafone. No engineer visit needed. Easy self‑installation at your home. Join Today. Unlimited Usage.

Copyright © Adthena. All rights reserved.

In the competitive landscape of telecommunications, EE and O2 emphasize comprehensive coverage, highlighting their robust 4G and 5G networks. G.Network and Vodafone focus on speed and simplicity, offering fast, reliable broadband without installation hassles. Phonesltd.co.uk attracts budget-conscious consumers with affordable 5G router plans.

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