UK Telecommunications 5g Services - PPC Market Share Analysis September 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 26.296646811
73.703353189
26%

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 26
74
26%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 6%
Transactional 6%
Navigational 22%
Seasonal 0%
Local 1%
Problem Solving 9%

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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 32.94
vodafone.co.uk 19.5
ebay.co.uk 8.76
ee.co.uk 8.1
starlink.com 3.94
broadbandbuyer.com 3.37
phonesltd.co.uk 2.41
netgear.com 2.36
g.network 2.33
o2.co.uk 2.2
others 14.09
  • three.co.uk - 32.94%
  • vodafone.co.uk - 19.5%
  • ebay.co.uk - 8.76%
  • ee.co.uk - 8.1%
  • starlink.com - 3.94%
  • broadbandbuyer.com - 3.37%
  • phonesltd.co.uk - 2.41%
  • netgear.com - 2.36%
  • g.network - 2.33%
  • o2.co.uk - 2.2%
  • others - 14.09%

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In the competitive landscape of Google’s PPC, Three.co.uk leads with 32.94% click share, followed by Vodafone.co.uk at 19.5%. Others collectively hold 14.09%, showcasing diverse advertiser presence.

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 starlink.com ebay.co.uk uswitch.com broadbandbuyer.com g.network o2.co.uk phonesltd.co.uk
2026/09/01 31.6% 18.47% 3.6% 4.47% 11.82% 2.37% 1.22% 5.33% 2.59% 2.62%
2026/09/02 40.98% 17% 4.1% 2.49% 8.28% 2.26% 0.73% 4.62% 1.78% 2.69%
2026/09/03 46.66% 14.67% 3.39% 3.55% 5.49% 2.42% 0.01% 2.8% 1.63% 4.99%
2026/09/04 50.26% 13.69% 3.19% 3.59% 9.72% 2.7% 1.08% 1.25% 1.57% 3.81%
2026/09/05 49.03% 12.64% 5.55% 3.79% 9.55% 3.25% 0.63% 0.88% 1.51% 3.21%
2026/09/06 44.63% 14.39% 3.79% 5.26% 4.74% 4.6% 0.51% 0.97% 1.91% 5.06%
2026/09/07 36.69% 12.19% 7.45% 5.19% 7.98% 3.68% 4.6% 0.86% 1.72% 5.43%
2026/09/08 41.7% 14.3% 8.8% 3.89% 6.24% 5.28% 4.24% 1.12% 1.58% 1.79%
2026/09/09 44.64% 10.85% 7.53% 3.41% 7.18% 4.42% 3.96% 1.52% 1.91% 1.42%
2026/09/10 41.59% 10.79% 10.84% 1.9% 6.06% 3.61% 8.27% 1.46% 1.61% 2.65%
2026/09/11 37.53% 15.38% 11.77% 3.73% 3.79% 1.27% 0.02% 6.37% 1.56% 1.32%
2026/09/12 37.75% 12.65% 8.72% 1.37% 4.83% 1.22% 6.06% 8.04% 1.64% 1.44%
2026/09/13 36.53% 14.47% 8.56% 0.57% 8.03% 0.56% 5.66% 7.65% 1.41% 1.02%
2026/09/14 38.08% 15.63% 8.42% 1.07% 6.17% 1.79% 2.06% 6.71% 1.16% 0.84%
2026/09/15 40.28% 12.75% 10.45% 4.45% 5.79% 1.87% 2.26% 6.4% 1.74% 3.48%
2026/09/16 41.95% 11.82% 10.25% 5.53% 10.03% 1.81% 2.77% 1.61% 1.22% 2.13%
2026/09/17 35.22% 12.61% 9.53% 4.92% 7.32% 1.64% 3.58% 4.47% 1.71% 2.74%
2026/09/18 38.35% 16.04% 11.07% 5.21% 7.49% 3.67% 0.29% 1.79% 1.52% 4.04%
2026/09/19 45.81% 10.72% 8.64% 6.62% 7.3% 3.66% 0.12% 2.83% 1.83% 3.25%
2026/09/20 36.31% 13.1% 8.7% 5.96% 7.91% 3.77% 1.57% 3.58% 2.03% 4.04%
2026/09/21 40.24% 15.96% 8.8% 5.12% 4.1% 2.76% 1.33% 3.17% 2.7% 2.94%
2026/09/22 36.98% 16.31% 8.71% 5% 5.79% 2.14% 0.94% 3.83% 2.35% 4.97%
2026/09/23 40.54% 12.99% 5.97% 5.62% 5.25% 1.22% 4.38% 2.62% 2.4% 5.04%
2026/09/24 35.89% 18.14% 7.53% 7.06% 5.06% 2.23% 4.08% 2.22% 2.1% 4.47%
2026/09/25 32.69% 17.89% 7.27% 9.51% 4.06% 3.38% 2.19% 2% 3.02% 3.4%
2026/09/26 31.16% 16.89% 6.43% 6.87% 6.42% 2.07% 4.55% 1.48% 3.68% 4.85%
2026/09/27 32.72% 14.99% 7.54% 6.3% 6.17% 1.26% 4.4% 1.51% 3.31% 6.96%
2026/09/28 34.23% 17.31% 7.65% 7.21% 3.57% 1.96% 0.9% 2.03% 3.96% 7.08%
2026/09/29 29.95% 16.63% 4.14% 7.52% 11.35% 1.44% 3.9% 1.63% 3.4% 6.43%
2026/09/30 32.67% 20.06% 7.8% 6.7% 6.59% 4.16% 3.76% 2.52% 2.4% 2.08%
  • three.co.uk
  • vodafone.co.uk
  • ee.co.uk
  • starlink.com
  • ebay.co.uk
  • uswitch.com
  • broadbandbuyer.com
  • g.network
  • o2.co.uk
  • phonesltd.co.uk

Copyright © Adthena. All rights reserved.

Three.co.uk led September with fluctuating spend, peaking early. Vodafone.co.uk ended strong, while EE.co.uk and Starlink.com showed mid-month surges. EBay.co.uk and Uswitch.com had varied trends, finishing steady.

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
2026/09/01 54
2026/09/02 60
2026/09/03 58
2026/09/04 61
2026/09/05 61
2026/09/06 60
2026/09/07 63
2026/09/08 64
2026/09/09 66
2026/09/10 64
2026/09/11 62
2026/09/12 62
2026/09/13 64
2026/09/14 66
2026/09/15 61
2026/09/16 57
2026/09/17 55
2026/09/18 56
2026/09/19 55
2026/09/20 55
2026/09/21 61
2026/09/22 58
2026/09/23 59
2026/09/24 60
2026/09/25 59
2026/09/26 59
2026/09/27 61
2026/09/28 59
2026/09/29 56
2026/09/30 57

Copyright © Adthena. All rights reserved.

September saw a dynamic fluctuation in distinct advertisers, peaking at 66 on the 9th, before stabilizing at 57 by month’s end.

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
vodafone.co.uk 2.84%
starlink.com 2.38%
netgear.com 1.89%
phonesltd.co.uk 1.2%
o2.co.uk 1.03%
talkmobile.co.uk -0.45%
g.network -0.51%
broadbandbuyer.com -0.59%
ebay.co.uk -0.63%
three.co.uk -5.72%

Copyright © Adthena. All rights reserved.

Vodafone.co.uk leads with a 2.84% click share increase, while three.co.uk drops by 5.72%. Starlink.com and netgear.com also see positive gains.

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 three.co.uk vodafone.co.uk ebay.co.uk starlink.com ee.co.uk broadbandbuyer.com netgear.com phonesltd.co.uk g.network cablemonkey.co.uk
2026/09/01 20.19% 17.9% 21.93% 3.12% 3.99% 1.37% 0.19% 2.71% 3.54% 1.1%
2026/09/02 31.23% 16.71% 14.48% 2.72% 4.69% 0.84% 0.31% 2.05% 3.54% 4.01%
2026/09/03 33.14% 16.81% 10.91% 4.24% 3.8% 0.01% 0.38% 4.02% 2.13% 0.54%
2026/09/04 34.92% 16.79% 17.91% 5.62% 3.33% 1.48% 0.32% 3.75% 1.14% 0.68%
2026/09/05 35.38% 14.43% 16.68% 4.36% 5.43% 0.82% 0.34% 2.76% 0.95% 0.7%
2026/09/06 31.61% 13.81% 9.35% 6.64% 4.88% 0.64% 1.18% 5.53% 1% 4.03%
2026/09/07 26.28% 11.87% 13.6% 6.16% 6.93% 4.87% 1.07% 4.47% 0.52% 3.42%
2026/09/08 30.67% 15.79% 12.19% 5.23% 8.17% 5.2% 0.9% 1.53% 0.92% 1.97%
2026/09/09 34.13% 12.19% 13.23% 3.18% 5.69% 4.62% 1.3% 1.57% 1.04% 3.62%
2026/09/10 32.6% 12.53% 12.02% 1.97% 6.69% 10.02% 1.97% 3.02% 0.98% 1.27%
2026/09/11 25.72% 14.76% 9.06% 4.27% 10.35% 0.03% 4.68% 2.01% 5.45% 1.62%
2026/09/12 25.42% 14% 9.86% 1.21% 5.73% 7.02% 1.72% 1.34% 7.03% 9.08%
2026/09/13 24.48% 16.5% 14.53% 0.51% 7.15% 6.22% 2.23% 0.9% 7.52% 4.37%
2026/09/14 31.41% 15.95% 10.78% 0.97% 6.17% 2.29% 2.67% 0.59% 4.21% 4.18%
2026/09/15 26.43% 14.84% 12.38% 5.51% 9.7% 2.56% 2.26% 3.85% 5.18% 0.78%
2026/09/16 27.2% 14.32% 17.96% 6.46% 9.03% 3.42% 3.06% 2% 1.36% 3.28%
2026/09/17 22.32% 13.75% 13.99% 5.39% 8.38% 4.3% 4.2% 2.3% 3.7% 4.61%
2026/09/18 23.04% 17.67% 15.75% 5.73% 10.23% 0.56% 2% 3.84% 0.99% 0.26%
2026/09/19 28.36% 12.45% 17.46% 7.4% 8.27% 0.24% 2.27% 3.33% 2.2% 0.46%
2026/09/20 22.1% 14.36% 14.7% 7.99% 9.1% 1.9% 3.37% 4.07% 2.77% 2.27%
2026/09/21 23.82% 19.08% 8.81% 6.61% 10.05% 2.32% 2.96% 4.05% 2.26% 2.76%
2026/09/22 23.55% 18.05% 11.92% 5.98% 6.77% 1.31% 1.72% 5.17% 3.1% 1.51%
2026/09/23 25.44% 15.04% 10.74% 5.87% 5.82% 5.41% 3.28% 4.68% 2.43% 2.47%
2026/09/24 24.92% 17.86% 10.67% 9.71% 5.94% 5.14% 4.62% 4.8% 1.46% 1.73%
2026/09/25 23.29% 17.27% 8.28% 11.34% 6.28% 2.91% 5.99% 3.33% 1.87% 3.32%
2026/09/26 22.05% 16.92% 12.27% 7.83% 6.02% 4.98% 6.14% 4.35% 0.88% 2.55%
2026/09/27 26.13% 14.72% 11.62% 6.98% 5.45% 5.07% 5.67% 6.08% 1.43% 2.36%
2026/09/28 25.95% 19.35% 7.49% 8.97% 5.81% 1.72% 4.45% 5.84% 2.12% 2.75%
2026/09/29 24.42% 16.35% 18.51% 8.21% 3.84% 4.6% 3.51% 4.73% 0.97% 1.7%
2026/09/30 26.29% 17.68% 13.49% 8.1% 5.99% 5.07% 2.74% 1.8% 1.77% 1.05%
  • three.co.uk
  • vodafone.co.uk
  • ebay.co.uk
  • starlink.com
  • ee.co.uk
  • broadbandbuyer.com
  • netgear.com
  • phonesltd.co.uk
  • g.network
  • cablemonkey.co.uk

Copyright © Adthena. All rights reserved.

Three.co.uk led September with fluctuating impressions, peaking at 35.38% on the 5th. Vodafone.co.uk and ebay.co.uk followed, showing varied trends. Starlink.com and ee.co.uk saw moderate gains, while 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
    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.

  2. 2
    30-Day Trial | Starlink https://www.starlink.com › high-speed › internet

    Starlink Delivers Reliable & Weather Resilient Internet, No Matter How Remote. Starlink Residential Internet Service Is Available Even In Rural & Remote Areas.

  3. 3
    4G vs 5G: The 2026 Guide to Speed and Coverage https://www.talkmobile.co.uk

    Compare real-world UK speeds, population coverage, and why 4G remains the essential fallback as 3G networks officially close.

  4. 4
    Three 5G Broadband Router | Free Next Working Day Delivery https://www.three.co.uk

    No Landline. No Engineer. No Waiting. Just Plug & Play. Join Three To Get Online Sooner. Get Three's Home Broadband For Only £18 a Month. Types: Home Broadband, Mobile Broadband.

  5. 5
    What is 5G and how does it work? Everything you need to know https://www.vodafone.co.uk

    Find out how fast 5G really is, what it can be used for, how you can get it and more

Copyright © Adthena. All rights reserved.

O2 highlights its extensive UK coverage, while Starlink emphasizes reliability in remote areas. Talkmobile contrasts 4G and 5G, Three offers hassle-free broadband, and Vodafone educates on 5G’s capabilities. Each ad uniquely addresses connectivity needs.

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