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.

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

Copyright © Adthena. All rights reserved.

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. 

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%

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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. 

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

Copyright © Adthena. All rights reserved.

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.

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%

Copyright © Adthena. All rights reserved.

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.

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%

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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.

  1. 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. 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. 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. 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. 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

Copyright © Adthena. All rights reserved.

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.

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