UK Telecommunications Broadband Services - PPC Market Share Analysis April 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Broadband Services category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 UK Telecommunications Broadband 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
Domain	Share of clicks
sky.com	13.07
uswitch.com	12.8
virginmedia.com	11.01
bt.com	10.36
talktalk.co.uk	9.45
communityfibre.co.uk	6.75
moneysupermarket.com	6.19
ee.co.uk	5.29
vodafone.co.uk	3.43
plus.net	2.84
others	18.81

Sky.com leads with 13.07% click share, followed by Uswitch.com at 12.8%. Others collectively hold 18.81%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 UK Telecommunications Broadband 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
Date	virginmedia.com	uswitch.com	sky.com	bt.com	ee.co.uk	moneysupermarket.com	talktalk.co.uk	vodafone.co.uk	communityfibre.co.uk	plus.net
2025/04/01	12.94%	12.95%	8.04%	12.64%	3.3%	7.69%	2.74%	2.96%	3.65%	4.61%
2025/04/02	9.57%	14.93%	10.09%	11.68%	4.13%	7.53%	3.63%	3.57%	0.89%	3.24%
2025/04/03	9.83%	13.79%	9.43%	10.45%	4.44%	6.46%	4.07%	3.29%	4.92%	3.8%
2025/04/04	9.68%	15%	7.44%	11.26%	4.08%	5.42%	4.05%	3.71%	4.83%	5.67%
2025/04/05	10.3%	15.2%	10.22%	9.14%	4.04%	7.87%	3.95%	3.88%	3.01%	6.23%
2025/04/06	10.35%	13.82%	10.92%	9.92%	3.68%	8.12%	3.1%	4.58%	2.21%	6.2%
2025/04/07	10.43%	13.08%	9.88%	9.38%	2.57%	7.75%	3.46%	2.19%	5.2%	4.13%
2025/04/08	9.29%	13.29%	13.08%	8.76%	2.42%	8.27%	3.53%	2.59%	1.81%	3.54%
2025/04/09	7.37%	14.86%	11.47%	11.53%	3.83%	6.17%	4.36%	2.34%	1.65%	2.51%
2025/04/10	6.64%	14.88%	10.44%	11.44%	4.92%	7.88%	3.94%	2.7%	2.84%	2.92%
2025/04/11	6.61%	11.65%	11.83%	13.49%	4.84%	8.12%	3.77%	2.45%	1.63%	4.85%
2025/04/12	7.99%	15.02%	11.56%	12.6%	3.34%	7.82%	4.87%	3.49%	1.27%	3.46%
2025/04/13	6.89%	16.28%	14.04%	13.13%	2.82%	7.79%	4.66%	3%	2.67%	2.47%
2025/04/14	6.03%	15.25%	11.72%	10.81%	4.01%	9.19%	4.29%	2.84%	3.6%	3.65%
2025/04/15	7.77%	15.19%	12.17%	10.28%	3.81%	8.46%	4.43%	2.88%	3.08%	4.16%
2025/04/16	7.56%	17.71%	12.15%	8.23%	1.4%	9.52%	4.37%	2.26%	4.21%	4.26%
2025/04/17	7.83%	19.09%	13.07%	7.34%	3.85%	9.3%	4.16%	4.34%	2.58%	5.12%
2025/04/18	13.93%	17.94%	11.92%	7%	2.9%	7.6%	4.63%	3.17%	1.62%	4.78%
2025/04/19	14.79%	15.34%	13.03%	4.98%	3.04%	7.2%	4.52%	5.36%	3.29%	2.88%
2025/04/20	11.52%	16.28%	12.96%	4.36%	3.73%	7.15%	5.69%	2.97%	4.04%	3.2%
2025/04/21	9.36%	15.78%	12.55%	4.21%	3.68%	8.17%	4.88%	2.42%	3.82%	2.75%
2025/04/22	9.55%	15.53%	12.97%	4.83%	3.01%	8.7%	4.8%	2.43%	5.55%	2.37%
2025/04/23	13.72%	14.45%	12.02%	7.49%	4.26%	7.88%	4.31%	2.32%	1.57%	3.6%
2025/04/24	13.88%	16.14%	8.52%	8.61%	3.94%	7.67%	4.34%	2.03%	3.3%	3.32%
2025/04/25	11.5%	16.61%	10.21%	10.77%	5.54%	5.4%	4.35%	2.74%	3.3%	3.54%
2025/04/26	17.31%	16.75%	11.42%	7.58%	3.69%	6.27%	4.37%	3.49%	2.42%	4.96%
2025/04/27	23.83%	15.36%	11.59%	7.74%	3.4%	6.24%	4.16%	2.77%	1.75%	4.05%
2025/04/28	18.48%	13.37%	9.83%	7.95%	3.6%	5.3%	4.65%	2.56%	4.21%	4.91%
2025/04/29	23.28%	12.29%	11.75%	6.59%	4.31%	5.39%	4.89%	3.06%	4.19%	2.94%
2025/04/30	22.55%	13.22%	12.32%	6.13%	5.76%	4.8%	4.51%	3.34%	2.8%	2.61%

Virgin Media’s spend share surged late April, peaking at 23.83%. Uswitch maintained a steady lead, while Sky and BT fluctuated. EE and Vodafone showed minor variations. Community Fibre and Plus.net remained consistent.

Market Exposure

Competitor Count for UK Telecommunications Broadband 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
Date	Competitor Count
2025/04/01	273
2025/04/02	275
2025/04/03	275
2025/04/04	272
2025/04/05	267
2025/04/06	281
2025/04/07	286
2025/04/08	283
2025/04/09	273
2025/04/10	273
2025/04/11	275
2025/04/12	268
2025/04/13	273
2025/04/14	262
2025/04/15	267
2025/04/16	265
2025/04/17	269
2025/04/18	250
2025/04/19	262
2025/04/20	268
2025/04/21	262
2025/04/22	266
2025/04/23	264
2025/04/24	269
2025/04/25	265
2025/04/26	264
2025/04/27	260
2025/04/28	264
2025/04/29	258
2025/04/30	265

April saw fluctuating advertiser numbers, peaking at 286 on April 7. A decline followed, ending at 265 on April 30.

Campaign Efficiency

Market Loss & Market Gains for UK Telecommunications Broadband 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
Name	Market Trend
virginmedia.com	5.6%
talktalk.co.uk	1.22%
uswitch.com	1.04%
sky.com	0.65%
business.bt.com	0.25%
broadband-finder.co.uk	-0.35%
hyperoptic.com	-0.35%
ebay.co.uk	-0.44%
moneysupermarket.com	-0.81%
bt.com	-4.67%

Virginmedia.com surged with a 5.60% increase, while bt.com faced a significant drop of 4.67%. Talktalk.co.uk and uswitch.com also saw positive gains.

Campaign Efficiency

UK Telecommunications Broadband 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	virginmedia.com	uswitch.com	sky.com	bt.com	ee.co.uk	talktalk.co.uk	moneysupermarket.com	plus.net	broadband-finder.co.uk	broadband.co.uk
2025/04/01	12.33%	11.75%	5.66%	11.61%	3.03%	3.12%	7.24%	5.01%	3.1%	1.49%
2025/04/02	8.73%	14.26%	7.12%	10.22%	3.24%	4.12%	7.65%	3.35%	3.31%	1.99%
2025/04/03	9.35%	13.9%	5.79%	9.17%	2.89%	4.53%	6.01%	4.14%	3.59%	1.63%
2025/04/04	8.83%	14.63%	5.24%	10.42%	3.31%	4.75%	4.92%	6.4%	3.16%	2.31%
2025/04/05	9.27%	14.12%	8.08%	7.94%	3.85%	4.2%	7.02%	7.33%	4.37%	2.27%
2025/04/06	9.14%	12.58%	8.37%	8.36%	3.5%	3.24%	7.66%	7.13%	4.2%	2.5%
2025/04/07	9.41%	12.38%	8.3%	8.06%	2.61%	3.69%	7.2%	4.68%	3.93%	2.91%
2025/04/08	8.48%	12.44%	9.32%	7.73%	2.44%	3.99%	7.67%	3.77%	5.24%	3.36%
2025/04/09	6.89%	13.8%	8.64%	10.52%	2.81%	4.79%	5.93%	2.59%	4.06%	3.49%
2025/04/10	6.73%	13.56%	7.6%	11.03%	4.63%	4.47%	7.44%	3.09%	4.59%	3.69%
2025/04/11	7.46%	11%	8.11%	12.97%	3.3%	4.36%	7.54%	5.34%	4.55%	3.51%
2025/04/12	7.87%	12.87%	9.58%	11.65%	2.4%	5.69%	7.48%	3.57%	4.53%	4.02%
2025/04/13	6.74%	14.61%	11.7%	11.7%	2.26%	5.09%	7.26%	2.35%	4.8%	4.29%
2025/04/14	6.65%	13.7%	10.35%	9.56%	3.02%	4.85%	8.78%	4.01%	3.46%	2.75%
2025/04/15	8.91%	14.55%	10.44%	9.28%	2.63%	4.97%	8.31%	4.57%	3.94%	2.37%
2025/04/16	8.53%	17.12%	9.81%	7.31%	1.47%	4.86%	9.01%	4.8%	3.43%	2.58%
2025/04/17	7.73%	17.74%	10.87%	6.3%	2.34%	4.73%	8.66%	5.75%	3.84%	2.56%
2025/04/18	12.78%	18.14%	10.57%	6.43%	2.08%	5.56%	6.97%	5.51%	2.93%	3.04%
2025/04/19	15.35%	14.88%	11.38%	4.55%	2.61%	4.35%	6.27%	2.92%	3.9%	3.13%
2025/04/20	13.05%	15.02%	10.91%	3.99%	3%	5.93%	6.11%	3.26%	3.91%	3.28%
2025/04/21	10.77%	14.4%	11.47%	3.86%	3.64%	5.49%	7.37%	2.75%	3.46%	2.95%
2025/04/22	10.84%	14.52%	11.02%	4.2%	3.04%	5.17%	7.94%	2.24%	3.51%	2.52%
2025/04/23	15.62%	12.8%	10.12%	6.87%	4.04%	4.51%	7.05%	3.83%	2.98%	2.58%
2025/04/24	15.93%	15.03%	6.73%	8.5%	4.05%	4.79%	6.95%	3.48%	2.59%	3.63%
2025/04/25	13.66%	16.48%	7.3%	10.05%	4.95%	4.7%	4.74%	3.48%	3.15%	2.84%
2025/04/26	20.39%	16.62%	8.97%	6.88%	2.68%	4.28%	5.49%	5.19%	3.01%	2.49%
2025/04/27	25.4%	13.98%	9.56%	7.31%	2.96%	4.35%	5.55%	4.13%	3%	2.57%
2025/04/28	21.21%	13.02%	8.24%	7.6%	3.69%	5.06%	4.81%	5.18%	2.45%	2.72%
2025/04/29	25.67%	10.87%	9.73%	6.33%	5.03%	4.99%	4.79%	3.01%	2.96%	2.02%
2025/04/30	24.16%	12.73%	10.6%	5.46%	5.38%	4.68%	4.18%	2.55%	2.41%	2.21%

Virgin Media’s impression share surged from 12.33% to 24.16% in April. Uswitch maintained a steady presence, while Sky and BT fluctuated. EE and TalkTalk showed minor variations. The month ended with Virgin Media leading.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Broadband 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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1
Sky Broadband Deals https://sky.broadband-finder.co.uk › sky › broadband
Sky Broadband From: £25 — Get The Best Sky Broadband Deals Around. Sky Broadband for Only £25 Per Month.
2
Sky Fibre Broadband & TV deal https://www.sky.com
TV & Broadband Deals — For £35/m. Prices Vary In 24m Contract. New Sky TV & Broadband Customers Only. Enjoy Full Fibre 300...
3
TalkTalk https://www.talktalk.co.uk
Switch and Save on Fibre Plans — A Connection For Busy Homes, Keeping Everyone Connected with No Set Up Fee. Search Now For...
4
Compare Broadband Deals https://www.uswitch.com › broadband_deals › exclusives
Beat The April Price Rise — Avoid Overpaying On Your Broadband Contract. Super Fast Fibre Broadband Deals Available
5
Virgin Broadband - £25.99/m - Grab A Deal: Ultrafast Fibre https://www.virginmedia.com
Grab A Deal & Shop Virgin Media Broadband. We've Got Speeds For Every Household

Sky and Virgin Media dominate with competitive pricing, offering broadband deals starting at £25. Sky’s dual focus on broadband and TV appeals to new customers, while TalkTalk emphasizes seamless connectivity without setup fees. Uswitch highlights cost-saving comparisons, ensuring users avoid price hikes.

Frequently Asked Questions

Why is the UK Telecommunications Broadband Services April 2025 Report useful and how should I use it?

Why is the UK Telecommunications Broadband Services April 2025 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 Broadband Services April 2025 Report
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How often is the data updated?

Data within the UK Telecommunications Broadband Services April 2025 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 Broadband Services April 2025 Report?

The UK Telecommunications Broadband Services April 2025 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 Broadband Services April 2025 Report aggregates data from across both device types and Google Shopping.
Who is this UK Telecommunications Broadband Services April 2025 Report for?

The UK Telecommunications Broadband Services April 2025 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. Read case study

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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.

Related reports

Telecommunications

UK Telecommunications Broadband Services - PPC Market Share Analysis April 2025

Share of Clicks for top 10 UK Telecommunications Broadband Services brands

Share of Spend for the top 10 UK Telecommunications Broadband Services brands

Competitor Count for UK Telecommunications Broadband Services

Market Loss & Market Gains for UK Telecommunications Broadband Services

UK Telecommunications Broadband Services Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Broadband Services

Frequently Asked Questions

Why is the UK Telecommunications Broadband Services April 2025 Report useful and how should I use it?

Why is the UK Telecommunications Broadband Services April 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Telecommunications Broadband Services April 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Telecommunications Broadband Services April 2025 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

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