UK Telecommunications 5g Services - PPC Market Share Analysis March 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 5.95315009322
94.0468499068
5%

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 13%
Transactional 4%
Navigational 28%
Seasonal 0%
Local 2%
Problem Solving 10%

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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
vodafone.co.uk 19.72
three.co.uk 18.42
ee.co.uk 10.6
ebay.co.uk 8.16
phonesltd.co.uk 6.07
samsung.com 4.08
virginmedia.com 3.46
bt.com 2.92
o2.co.uk 2.88
broadband.co.uk 2.51
others 21.18
  • vodafone.co.uk - 19.72%
  • three.co.uk - 18.42%
  • ee.co.uk - 10.6%
  • ebay.co.uk - 8.16%
  • phonesltd.co.uk - 6.07%
  • samsung.com - 4.08%
  • virginmedia.com - 3.46%
  • bt.com - 2.92%
  • o2.co.uk - 2.88%
  • broadband.co.uk - 2.51%
  • others - 21.18%

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In the competitive landscape of Google PPC, Vodafone leads with 19.72% click share, closely followed by Three at 18.42%. Others collectively hold 21.18%, 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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date vodafone.co.uk ebay.co.uk phonesltd.co.uk three.co.uk virginmedia.com ee.co.uk uswitch.com o2.co.uk broadband.co.uk bt.com
2026/03/01 16.46% 10.51% 11.82% 8.94% 9.97% 7.02% 3.14% 5.13% 3.03% 1.39%
2026/03/02 16.58% 9.98% 12.55% 11.3% 6.9% 6.3% 4.35% 4.12% 1.93% 3.43%
2026/03/03 14.42% 5.96% 12.9% 13.94% 1.41% 7.79% 3.7% 3.44% 2.61% 3.28%
2026/03/04 7.85% 13.18% 8.1% 15.76% 3.75% 9.54% 2.42% 2.59% 1.84% 3.82%
2026/03/05 6.3% 13.56% 5.52% 23.88% 2.63% 8.55% 2.32% 2.03% 1.39% 4.1%
2026/03/06 12.44% 6.59% 5.25% 15.69% 2.24% 9.56% 2.36% 3.2% 3.58% 8.4%
2026/03/07 10.85% 3.92% 9.04% 25.3% 4.38% 12.41% 2.6% 3.13% 1.91% 7.01%
2026/03/08 11.89% 1.47% 7.93% 25.89% 3.08% 11.2% 3.61% 4.75% 2.71% 7.13%
2026/03/09 10.65% 2.51% 6.56% 23.63% 4.14% 14.17% 2.22% 3.47% 2.96% 6.57%
2026/03/10 10.76% 2.7% 8.8% 20.86% 4.65% 9.71% 3.51% 4.57% 1.45% 5.79%
2026/03/11 12.54% 3.29% 7.3% 18.62% 1.81% 15.39% 4.24% 3.59% 1.67% 3.29%
2026/03/12 8.7% 3.38% 5.94% 21.99% 1.14% 13.83% 5.68% 2.12% 6.08% 4%
2026/03/13 17.17% 4.44% 7.26% 24.52% 2.19% 8.33% 2.37% 2.19% 6.06% 1.13%
2026/03/14 15.15% 6.37% 10.61% 25.72% 3% 8.65% 1.8% 2.38% 5.74% 1.04%
2026/03/15 20.01% 5.17% 6.14% 23.98% 4.27% 9.36% 2.27% 1.95% 5.8% 1.34%
2026/03/16 17.21% 3.11% 8.24% 21.38% 1.15% 13.39% 1.85% 3.45% 4.82% 5.33%
2026/03/17 14.02% 13.33% 3.28% 18.38% 3.38% 10% 1.43% 1.37% 4.73% 2.12%
2026/03/18 12.87% 3.17% 6.29% 19.64% 3.38% 9.79% 2.13% 1.73% 6.95% 2.98%
2026/03/19 11.54% 6.48% 7.63% 17.84% 1.22% 15% 1.97% 3.2% 6.7% 2.92%
2026/03/20 11.16% 3.94% 12.5% 20.48% 4.48% 14.52% 3.99% 3.09% 4.53% 7.39%
2026/03/21 11.17% 2.73% 8.25% 27.92% 6.99% 11.8% 1.5% 2.83% 2.61% 7.66%
2026/03/22 17.28% 3.07% 5.2% 17.33% 6.87% 16.4% 3.91% 3.88% 2.12% 8.32%
2026/03/23 12.91% 6.59% 5.2% 15.62% 1.68% 14.12% 3.15% 3.5% 4.19% 9.75%
2026/03/24 13.99% 13.31% 3.28% 18.34% 3.38% 9.98% 1.42% 1.37% 4.72% 2.11%
2026/03/25 11.19% 1.03% 13.6% 19.01% 10.82% 12.09% 2.67% 6.01% 2.61% 3.12%
2026/03/26 10.57% 2.16% 7.99% 29.14% 4.71% 7.32% 3.92% 4.41% 3.72% 2.07%
2026/03/27 7.44% 5.3% 7.5% 24.9% 9.73% 6.91% 4.7% 4.38% 8.06% 5.13%
2026/03/28 13.07% 9.08% 8.37% 27.6% 11.8% 5.86% 2.71% 3.83% 3.02% 1.13%
2026/03/29 12.94% 7.98% 9.84% 27.82% 8.96% 7.45% 2.44% 3.24% 1.78% 0.71%
2026/03/30 13.6% 1.66% 9.59% 30.28% 9.38% 5.34% 2.41% 3.02% 6.53% 1.18%
2026/03/31 14.23% 13.99% 12.51% 10.54% 7.15% 5.22% 4.54% 3.15% 2.75% 1.62%
  • vodafone.co.uk
  • ebay.co.uk
  • phonesltd.co.uk
  • three.co.uk
  • virginmedia.com
  • ee.co.uk
  • uswitch.com
  • o2.co.uk
  • broadband.co.uk
  • bt.com

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In March 2026, Vodafone’s PPC spend fluctuated, peaking mid-month. Three.co.uk dominated with consistent high spend, while eBay and Virgin Media showed volatility. The month concluded with Three.co.uk leading.

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
2026/03/01 59
2026/03/02 61
2026/03/03 63
2026/03/04 58
2026/03/05 60
2026/03/06 54
2026/03/07 53
2026/03/08 50
2026/03/09 51
2026/03/10 50
2026/03/11 50
2026/03/12 55
2026/03/13 51
2026/03/14 49
2026/03/15 50
2026/03/16 52
2026/03/17 56
2026/03/18 53
2026/03/19 52
2026/03/20 52
2026/03/21 49
2026/03/22 50
2026/03/23 53
2026/03/24 56
2026/03/25 44
2026/03/26 41
2026/03/27 47
2026/03/28 45
2026/03/29 48
2026/03/30 48
2026/03/31 45

Copyright © Adthena. All rights reserved.

March began with 59 advertisers, peaking at 63, then gradually declined, ending at 45.

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
virginmedia.com 2.31%
4gon.co.uk 1.92%
vodafone.co.uk 1.18%
phonesltd.co.uk 0.9%
broadband.co.uk 0.5%
lebara.co.uk -0.39%
lycamobile.co.uk -0.41%
three.co.uk -0.43%
netgear.com -0.51%
samsung.com -3.1%

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Virginmedia.com surged with a 2.31% increase, while samsung.com dropped by 3.1%.

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 ebay.co.uk vodafone.co.uk three.co.uk phonesltd.co.uk 4gon.co.uk virginmedia.com ee.co.uk o2.co.uk broadband.co.uk bt.com
2026/03/01 20.63% 11.71% 8.92% 11.04% 0.07% 7.47% 5.88% 5.22% 2.49% 1.12%
2026/03/02 20.15% 12.44% 10.66% 10.87% 1.15% 5.33% 4.73% 4.2% 1.83% 2.85%
2026/03/03 13.72% 11.61% 14.09% 10.06% 7.89% 0.82% 6.63% 3.01% 1.51% 2.58%
2026/03/04 21.29% 6.47% 13.35% 5.74% 3.59% 2.23% 7.02% 2.46% 1.26% 2.86%
2026/03/05 23.91% 5.04% 15.82% 4.49% 1.34% 1.66% 6.18% 2.07% 0.96% 3.24%
2026/03/06 13.22% 9.66% 13.25% 4.45% 1.44% 1.38% 7.74% 3.23% 2.56% 7.46%
2026/03/07 7.9% 10.06% 22.2% 9.62% 0.09% 3.7% 10.04% 3.59% 1.49% 7.26%
2026/03/08 2.73% 13.1% 24.03% 8.23% 0.11% 3.38% 10.03% 5.25% 1.94% 7.26%
2026/03/09 4.83% 10.77% 24.32% 6.35% 0.09% 3.87% 10.86% 3.95% 2.39% 5.82%
2026/03/10 5.1% 11.12% 12.91% 8.65% 2.39% 4.47% 10.9% 5.01% 1.29% 5.91%
2026/03/11 6.42% 12.28% 17.87% 6.74% 2.53% 1.22% 13.37% 3.56% 1.43% 2.87%
2026/03/12 7.02% 9.39% 17.43% 6.09% 0.38% 0.77% 10.41% 2.04% 5.88% 3.75%
2026/03/13 8.5% 18.24% 22.93% 6.58% 5.45% 1.29% 6.95% 1.8% 4.77% 0.93%
2026/03/14 12.22% 16.34% 20.95% 9.48% 0.01% 1.88% 7.5% 1.88% 4.4% 0.89%
2026/03/15 9.11% 21.54% 23.66% 5.36% 0.02% 3.18% 7.51% 1.54% 4.57% 1.11%
2026/03/16 5.99% 15.7% 19.35% 8.08% 2.26% 1.12% 12.91% 2.91% 4.23% 5.65%
2026/03/17 22.34% 13.33% 14.64% 2.34% 7.73% 1.89% 8.07% 0.83% 3.09% 2.37%
2026/03/18 5.78% 12.88% 17.71% 5.31% 15.65% 2.18% 8.54% 1.47% 5.02% 2.35%
2026/03/19 11.84% 11.07% 15.08% 6.53% 7.7% 0.92% 12.9% 3.24% 4.92% 2.59%
2026/03/20 8.51% 12.53% 14.08% 12.52% 0.08% 3.49% 15.19% 3.74% 4.27% 7.4%
2026/03/21 5.55% 13.62% 20.3% 8.51% 0.08% 5.74% 11.76% 3.45% 2.03% 7.56%
2026/03/22 6.59% 19.5% 14.92% 5.35% 0.08% 5.51% 14.04% 4.27% 1.95% 8.75%
2026/03/23 12.3% 12.32% 14.86% 4.37% 5.32% 1.28% 11.79% 3.51% 3.3% 8.18%
2026/03/24 22.34% 13.33% 14.64% 2.34% 7.73% 1.89% 8.07% 0.83% 3.09% 2.37%
2026/03/25 2.78% 13.97% 16.33% 13.62% 0.42% 8.79% 10.9% 6.85% 2.41% 3.12%
2026/03/26 7.03% 11.32% 20.79% 8.02% 10.49% 4.14% 7.3% 4.05% 3.17% 2.16%
2026/03/27 12.32% 9.09% 18.26% 7.11% 0.13% 7.64% 7.66% 4.27% 7.33% 5.04%
2026/03/28 18.9% 14.47% 21.56% 7.9% 0.11% 9.03% 6.25% 3.44% 2.94% 0.95%
2026/03/29 15.96% 13.66% 27.29% 8.52% 0.1% 6.05% 4.92% 2.38% 1.35% 0.64%
2026/03/30 5.68% 15.7% 17.12% 10.17% 1.25% 7.81% 6.94% 2.83% 7.12% 1.31%
2026/03/31 24.3% 13.36% 12.14% 9.56% 5.73% 4.37% 3.31% 2.31% 2.13% 1.38%
  • ebay.co.uk
  • vodafone.co.uk
  • three.co.uk
  • phonesltd.co.uk
  • 4gon.co.uk
  • virginmedia.com
  • ee.co.uk
  • o2.co.uk
  • broadband.co.uk
  • bt.com

Copyright © Adthena. All rights reserved.

In March 2026, eBay.co.uk’s impression share fluctuated, peaking at 24.30% on the 31st. Vodafone.co.uk maintained a steady presence, while Three.co.uk surged mid-month, reaching 27.29% on the 29th.

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
    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. 2
    O2 Official Site - Explore 5G Ready Devices https://www.o2.co.uk

    Roam On. Unlike Other Major Networks, We Don’t Charge Extra For EU Roaming. Up To 25GB. Explore Our Pre-Built Contracts Or Customise Your Own...

  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 | 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...

  5. 5
    Now With 5G | With Unlimited Data https://www.vodafone.co.uk

    View Our Great Value Pay Monthly Plans. Buy Today From Vodafone. Get The Unlimited 5G Data Plan & Create The Future Of 5G With Us. Together We Can.

Copyright © Adthena. All rights reserved.

In the competitive landscape of telecommunications, BT, O2, Three, Virgin Media, and Vodafone captivate with unique propositions. BT promises guaranteed Wi-Fi or cashback, O2 offers EU roaming without extra charges, Three provides half-price 5G broadband, Virgin Media entices with switching credits, and Vodafone highlights unlimited 5G data.

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