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

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AIO Frequency

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

Frequency Percentage
Frequency 11.1726378675
88.8273621325
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 28
72
28%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 11%
Transactional 7%
Navigational 19%
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.

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Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
three.co.uk 17.91
vodafone.co.uk 17.73
ebay.co.uk 11.1
ee.co.uk 6.19
phonesltd.co.uk 5.71
netgear.com 4.72
broadbandbuyer.com 4.7
4gon.co.uk 3.94
uswitch.com 3.33
g.network 2.32
others 22.35
  • three.co.uk - 17.91%
  • vodafone.co.uk - 17.73%
  • ebay.co.uk - 11.1%
  • ee.co.uk - 6.19%
  • phonesltd.co.uk - 5.71%
  • netgear.com - 4.72%
  • broadbandbuyer.com - 4.7%
  • 4gon.co.uk - 3.94%
  • uswitch.com - 3.33%
  • g.network - 2.32%
  • others - 22.35%

Copyright © Adthena. All rights reserved.

In the competitive landscape, “others” dominate with 22.35% click share, followed by Three.co.uk at 17.91% and Vodafone.co.uk at 17.73%.

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 three.co.uk vodafone.co.uk ee.co.uk ebay.co.uk phonesltd.co.uk uswitch.com broadbandbuyer.com netgear.com g.network 4gon.co.uk
2026/05/01 19.56% 12% 6.35% 5.57% 5.16% 1.47% 0.01% 3.14% 11.08% 10.16%
2026/05/02 16.19% 12.97% 6.01% 3.93% 4.68% 1.99% 0% 0.48% 21.89% 0.86%
2026/05/03 14.55% 10.98% 7.78% 3.38% 12.11% 4.16% 0% 2.9% 15.56% 0.11%
2026/05/04 20.85% 12.25% 6.61% 3.79% 10.93% 5.6% 1.4% 0.37% 11.14% 4.28%
2026/05/05 18.08% 10.33% 7.66% 3.14% 6.85% 9.88% 9.75% 1.27% 10.54% 0.43%
2026/05/06 16.77% 8.6% 5.22% 6.03% 6.8% 7.55% 7.02% 3.66% 9.24% 4.06%
2026/05/07 22.03% 6.09% 4.68% 1.77% 9.02% 4.03% 5.7% 5.7% 9.82% 4.56%
2026/05/08 16.86% 14.13% 6.23% 4.71% 4.93% 3.38% 10.31% 3.77% 12.82% 3.69%
2026/05/09 13.89% 24.42% 6.22% 3.01% 6.85% 9.98% 0.79% 2.16% 11.87% 0.45%
2026/05/10 25.43% 21.82% 6.22% 1.56% 4.93% 4.01% 1.37% 2.86% 12.3% 0.36%
2026/05/11 20.62% 21.28% 5.75% 6.44% 7.82% 4.02% 8.01% 2.72% 5% 1.68%
2026/05/12 20.7% 15.5% 3.76% 10.5% 9.76% 5.07% 8.51% 3.14% 2.54% 4.52%
2026/05/13 22.23% 13.8% 4.86% 13.11% 8.98% 5.8% 1.74% 3.45% 2.23% 4.62%
2026/05/14 25.19% 15.01% 5.75% 9.12% 10.2% 3.47% 2.11% 1.6% 2.11% 4.71%
2026/05/15 16.76% 14.05% 6.2% 4.69% 4.9% 3.36% 10.25% 3.75% 13.15% 3.67%
2026/05/16 23.5% 10.99% 5.23% 9.16% 9.41% 5.24% 1.48% 6.7% 0.97% 6.49%
2026/05/17 20.67% 12.31% 5.03% 11.55% 9.34% 4.81% 0.86% 5.04% 1.29% 8.06%
2026/05/18 19.21% 14.41% 5.97% 10.47% 9.21% 3.62% 5.29% 2.4% 0.32% 6.27%
2026/05/19 23.95% 10.51% 5.71% 10.73% 7.87% 2.22% 7.46% 3.03% 0.59% 3.88%
2026/05/20 24.92% 12.08% 5.02% 13.67% 9.66% 3.22% 2.05% 2.73% 0.26% 1.79%
2026/05/21 19.65% 12.28% 5.96% 10.69% 9.68% 3.23% 2.23% 5.86% 0.41% 4.15%
2026/05/22 19.76% 12.63% 5.61% 11.1% 8.41% 3.34% 2.9% 5.37% 0.18% 4.69%
2026/05/23 19.2% 11.32% 5.31% 9.56% 8.57% 4.67% 2.68% 5.63% 1.14% 7.4%
2026/05/24 18.01% 11.59% 6.83% 11.17% 9.93% 3.92% 2.88% 5.26% 0.52% 0.77%
2026/05/25 15.71% 12.58% 6.61% 8.58% 8.49% 3.7% 3.17% 3.16% 0.26% 3.98%
2026/05/26 20.28% 12.79% 7.65% 6.48% 7.97% 3.24% 3.9% 4.35% 0.08% 3.27%
2026/05/27 20.77% 12.03% 7.15% 8.86% 9.44% 2.7% 2.82% 3.54% 0.07% 0.84%
2026/05/28 16.95% 14.78% 7.49% 7.18% 8.48% 4.26% 4.14% 3.92% 0.21% 1.92%
2026/05/29 23.79% 11.67% 8.62% 5.73% 7.98% 3.67% 2.98% 4.54% 0.54% 2.14%
2026/05/30 22.36% 13.08% 10.63% 6.81% 9.45% 5.01% 1.31% 2.84% 0.04% 2.21%
2026/05/31 20.95% 14.79% 11.34% 7.72% 4.96% 3.51% 3.39% 2.58% 0.28% 0.14%
  • three.co.uk
  • vodafone.co.uk
  • ee.co.uk
  • ebay.co.uk
  • phonesltd.co.uk
  • uswitch.com
  • broadbandbuyer.com
  • netgear.com
  • g.network
  • 4gon.co.uk

Copyright © Adthena. All rights reserved.

Three.co.uk led May’s PPC spend, peaking at 25.43%. Vodafone surged mid-month, while EE steadily climbed. Ebay and Phonesltd showed fluctuations. G.network’s early dominance waned, ending low.

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
2026/05/01 55
2026/05/02 54
2026/05/03 52
2026/05/04 54
2026/05/05 57
2026/05/06 55
2026/05/07 58
2026/05/08 60
2026/05/09 56
2026/05/10 55
2026/05/11 66
2026/05/12 67
2026/05/13 64
2026/05/14 65
2026/05/15 60
2026/05/16 69
2026/05/17 67
2026/05/18 69
2026/05/19 67
2026/05/20 71
2026/05/21 71
2026/05/22 71
2026/05/23 75
2026/05/24 74
2026/05/25 77
2026/05/26 74
2026/05/27 75
2026/05/28 76
2026/05/29 77
2026/05/30 81
2026/05/31 78

Copyright © Adthena. All rights reserved.

Advertisers surged from 55 to 78 in May, peaking at 81. The month ended with a strong presence, indicating heightened competition.

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
ebay.co.uk 2.23%
ee.co.uk 1.42%
o2.co.uk 1.06%
carphonewarehouse.com 0.98%
asda.com 0.81%
4gon.co.uk -1.18%
three.co.uk -1.26%
uswitch.com -1.28%
broadbandbuyer.com -1.76%
g.network -4.38%

Copyright © Adthena. All rights reserved.

In the past month, ebay.co.uk surged by 2.23%, while g.network plummeted by 4.38%.

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 vodafone.co.uk ebay.co.uk three.co.uk ee.co.uk phonesltd.co.uk broadbandbuyer.com netgear.com uswitch.com 4gon.co.uk g.network
2026/05/01 11.88% 12.14% 16.12% 4.48% 4.15% 0.01% 4.21% 1.19% 13.91% 8.73%
2026/05/02 12.53% 8.37% 17.9% 4.47% 3.96% 0% 0.92% 1.27% 1.87% 19.13%
2026/05/03 11.65% 7.36% 12.52% 5.63% 11.61% 0% 4.89% 2.65% 0.18% 14.28%
2026/05/04 13.02% 6.8% 19.24% 5.18% 9.76% 1.82% 0.58% 4.57% 7.82% 9.97%
2026/05/05 8.95% 6.93% 16.93% 5.54% 6.48% 12.95% 1.7% 7.57% 1.04% 11.29%
2026/05/06 7.29% 11.73% 15.15% 3.54% 5.96% 9.18% 5.05% 4.04% 6.3% 7.82%
2026/05/07 5.76% 3.71% 15.66% 3.54% 8.73% 7.83% 8.35% 3.52% 7.5% 8.5%
2026/05/08 12.88% 9.6% 12.91% 4.47% 4.15% 12.61% 5.22% 2.18% 5.42% 10.71%
2026/05/09 25.76% 6.58% 12.2% 4.73% 6.93% 1.14% 2.94% 6.9% 1.19% 10.99%
2026/05/10 24.28% 3.29% 18.41% 6.01% 4.54% 2.1% 4.39% 2.72% 0.88% 10.96%
2026/05/11 21.75% 12.44% 15.12% 4.01% 6.16% 9.35% 3.31% 2.53% 2.49% 4.65%
2026/05/12 13.49% 19.7% 15.58% 2.5% 7.47% 9.21% 4.31% 2.75% 6.25% 1.99%
2026/05/13 11.27% 24.61% 16.28% 4.69% 6.74% 2.17% 4.02% 3.72% 6.69% 1.94%
2026/05/14 12.3% 18.47% 18.66% 3.73% 8.36% 2.58% 2.17% 2.59% 7.14% 1.77%
2026/05/15 12.88% 9.6% 12.91% 4.47% 4.15% 12.61% 5.22% 2.18% 5.42% 10.71%
2026/05/16 11.13% 17.52% 15.05% 3.6% 7.57% 1.77% 8.81% 3.24% 9.49% 0.77%
2026/05/17 11.52% 20.73% 14.18% 3.4% 7.09% 0.99% 6.38% 2.86% 11.37% 1.02%
2026/05/18 12.74% 19.28% 13.48% 5.09% 7.4% 5.81% 2.96% 2.48% 9.98% 0.27%
2026/05/19 9.09% 20.78% 17.08% 3.98% 6.47% 8.46% 3.64% 1.74% 5.86% 0.41%
2026/05/20 10.3% 26.19% 16.31% 3.64% 7.57% 2.32% 3.73% 2.01% 2.51% 0.21%
2026/05/21 12.61% 19.92% 12.36% 4.29% 7.31% 2.48% 7.64% 1.96% 5.65% 0.86%
2026/05/22 12.14% 20.1% 12.92% 3.94% 6.36% 3.29% 6.64% 1.75% 6.61% 0.16%
2026/05/23 10.73% 17.84% 12.31% 3.81% 7.02% 3.07% 7.64% 2.53% 11.05% 0.75%
2026/05/24 11.67% 20.91% 13.6% 4.72% 7.79% 3.48% 6.88% 2.31% 1.08% 0.38%
2026/05/25 11.65% 16.51% 10.82% 4.83% 6.97% 3.84% 4.15% 2.27% 6.28% 0.27%
2026/05/26 12.77% 12.9% 12.69% 5.82% 6.53% 4.75% 5.63% 2.16% 4.19% 0.07%
2026/05/27 11.54% 17.42% 14.18% 5.04% 7.68% 3.43% 4.9% 1.82% 1.63% 0.07%
2026/05/28 14.04% 14.07% 13.3% 5.05% 6.73% 4.69% 4.99% 2.87% 3.15% 0.14%
2026/05/29 11.49% 10.72% 17.34% 6.39% 6.89% 3.7% 6.07% 2.98% 3.64% 0.38%
2026/05/30 14.52% 13.49% 15.77% 7.98% 8.09% 1.67% 3.64% 3.63% 3.49% 0.03%
2026/05/31 16.15% 15.59% 15.32% 7.75% 4.17% 4.01% 3.34% 2.66% 0.21% 0.17%
  • vodafone.co.uk
  • ebay.co.uk
  • three.co.uk
  • ee.co.uk
  • phonesltd.co.uk
  • broadbandbuyer.com
  • netgear.com
  • uswitch.com
  • 4gon.co.uk
  • g.network

Copyright © Adthena. All rights reserved.

Vodafone’s impression share fluctuated, peaking at 25.76% on May 9. eBay surged mid-month, reaching 26.19% on May 20. Three maintained a steady presence, while EE and Phonesltd showed modest gains. The month concluded with Vodafone leading.

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. 1
    13x Faster Than UK Average - No Copper. No Compromises https://www.g.network

    Try G.Network risk free with a 3-month satisfaction guarantee, leave with no penalties. Experience 100% full fibre up to 1Gb. Fast, reliable, connectivity for London homes. Simple Connection.

  2. 2
    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...

  3. 3
    Three 5G Broadband Router https://www.three.co.uk

    Free Next Working Day Delivery — 12 Months Half Price On 5G Home Broadband From £11pm. Rising To £25.50pm From April 2027. Get...

  4. 4
    Virgin Media Broadband - Only £23.99 Per Month - No Setup Fee https://www.virginmedia.com

    Fibre Deals From £23.99/m For 24 Mos. £27.99/m From April 2027. £31.99/m From April 2028. Say...

  5. 5
    5G On Vodafone https://www.vodafone.co.uk

    Our Best Ever Network — Get The Unlimited 5G Data Plan & Create The Future Of 5G With Us. Together We Can. Discover Vodafone EVO & Enjoy Ultimate Flexibility Of Our Pay Monthly Plans. Our 5G Network Is Live.

Copyright © Adthena. All rights reserved.

In the bustling world of telecommunications, G.Network stands out with its promise of “13x Faster Than UK Average” speeds, emphasizing a no-compromise, full-fibre experience. Phonesltd.co.uk entices with affordable 5G plans, while Three.co.uk offers enticing half-price deals. Virgin Media highlights cost-effective fibre options, and Vodafone champions its expansive 5G network, inviting users to “Create The Future Of 5G.”

Frequently Asked Questions

Customer Success Stories

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

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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. Read case study

Get the full picture

See this data specific to your brand performance

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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