UK Telecommunications Internet of Things - PPC Market Share Analysis January 2026

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

Google AI Overview visibility for Telecommunications Internet of Things 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	32.7333926485
	67.2666073515

32%

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	31
	69

31%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	4%
Transactional	3%
Navigational	5%
Seasonal	0%
Local	0%
Problem Solving	6%

Market Exposure

Share of Clicks for top 10 UK Telecommunications Internet of Things 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
nordvpn.com	30.01
vpnpro.com	10.68
uswitch.com	7.64
forbes.com	6.92
ionos.co.uk	4.98
starlink.com	3.82
proton.me	3.63
fs.com	2.14
vodafone.co.uk	2.12
ebay.co.uk	1.85
others	26.21

nordvpn.com - 30.01%
vpnpro.com - 10.68%
uswitch.com - 7.64%
forbes.com - 6.92%
ionos.co.uk - 4.98%
starlink.com - 3.82%
proton.me - 3.63%
fs.com - 2.14%
vodafone.co.uk - 2.12%
ebay.co.uk - 1.85%
others - 26.21%

NordVPN leads with 30.01% click share, followed by ‘others’ at 26.21%. VPNPro and Uswitch trail behind, while eBay holds the smallest share.

Market Exposure

Share of Spend for the top 10 UK Telecommunications Internet of Things 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	nordvpn.com	vpnpro.com	versa-networks.com	ionos.co.uk	forbes.com	proton.me	vorboss.com	uswitch.com	vodafone.co.uk	cisco.com
2026/01/01	35.21%	19.36%	2.97%	1.5%	13.47%	1.07%	0.03%	1.75%	4.53%	0.1%
2026/01/02	34.95%	27.41%	2.6%	1.38%	15.19%	0.98%	0.08%	1.61%	2.34%	0.1%
2026/01/03	34.34%	29.61%	0%	1.65%	19.07%	1.41%	0.07%	2.7%	0.07%	0.07%
2026/01/04	38.88%	29.83%	0.05%	1.43%	15.34%	1.72%	0.01%	1.47%	0.08%	0.08%
2026/01/05	33.76%	20.48%	2.7%	1.81%	23.61%	1.53%	0.12%	3.87%	0.36%	0.06%
2026/01/06	39.02%	28.8%	2.22%	1.88%	8.36%	1.18%	0.52%	3.17%	0.05%	0.01%
2026/01/07	39.27%	31.05%	2.27%	1%	12.03%	0.95%	0.12%	1.48%	0.05%	0.07%
2026/01/08	39.5%	25.07%	0%	1.87%	12.18%	1.54%	0.5%	4.52%	0.07%	0.03%
2026/01/09	44.1%	14.63%	6.76%	1.01%	6.62%	0.75%	1.22%	2.27%	4.42%	0.03%
2026/01/10	30.88%	28.34%	0%	2.93%	12.63%	1.46%	1.86%	4.55%	0.25%	0.1%
2026/01/11	50.55%	15.33%	0%	1.55%	15.37%	1.18%	1.06%	2.95%	0.07%	0.07%
2026/01/12	24.79%	12.66%	10.08%	2.38%	6.47%	1.16%	1.19%	2.54%	0.09%	24.78%
2026/01/13	45.49%	6.58%	0%	2.35%	22.08%	1.26%	1.67%	2.59%	4.59%	0.03%
2026/01/14	44.58%	16.19%	0%	2.17%	15.12%	1.19%	2.09%	3.34%	0.12%	0.02%
2026/01/15	39.14%	19.95%	8.5%	1%	17.27%	0.56%	1.2%	2.34%	0.05%	0.01%
2026/01/16	44.1%	14.63%	6.76%	1.01%	6.62%	0.75%	1.22%	2.27%	4.42%	0.03%
2026/01/17	46.28%	17.26%	0%	2.2%	14.07%	1.48%	1.54%	3.2%	0.17%	0.02%
2026/01/18	29.58%	13.79%	11%	2.26%	6.32%	1.13%	1.23%	3.46%	5.15%	14.41%
2026/01/19	51.13%	10.66%	5.66%	1.63%	6.21%	1.28%	1.64%	0.88%	0.04%	9.33%
2026/01/20	42.71%	23.5%	0%	3.22%	9.26%	1.47%	2.28%	2.5%	0.09%	0.01%
2026/01/21	48.63%	7.78%	0%	5.56%	6.89%	2.01%	2.36%	1.6%	0.05%	0.02%
2026/01/22	54.57%	5.82%	0%	5.47%	12.76%	1.49%	1.66%	2.7%	0.07%	2.54%
2026/01/23	41.07%	16.02%	0%	4.77%	12.05%	1.73%	1.85%	6.96%	0.06%	3.25%
2026/01/24	39.4%	20.98%	0%	5.54%	0.94%	1.21%	1.71%	1.02%	0.06%	18.97%
2026/01/25	39.72%	29.12%	9.06%	3.64%	3.42%	1.08%	1.57%	0.62%	0.04%	0.04%
2026/01/26	30.54%	22.41%	13.62%	1.92%	11.62%	1.01%	0.47%	3.84%	0.06%	0%
2026/01/27	50.13%	13.42%	5.13%	3.25%	9.78%	1.29%	0.51%	2.61%	0.07%	0.01%
2026/01/28	53.76%	15.16%	0%	3.08%	1.01%	1.62%	1.59%	2.01%	0.12%	0.01%
2026/01/29	46.45%	6.16%	0%	4.37%	1.06%	2.13%	1.75%	25.29%	0.09%	0%
2026/01/30	42.94%	13.37%	6.62%	2.68%	1.3%	1.63%	1.33%	2.77%	0.14%	0%
2026/01/31	41.29%	10.53%	9.59%	7.74%	6.49%	2.55%	1.74%	0.79%	0.09%	0%

nordvpn.com
vpnpro.com
versa-networks.com
ionos.co.uk
forbes.com
proton.me
vorboss.com
uswitch.com
vodafone.co.uk
cisco.com

NordVPN’s spend share fluctuated, peaking at 54.57% on January 22. VPNPro’s share declined, ending at 10.53%. Versa Networks showed sporadic activity, while Ionos.co.uk’s share rose to 7.74% by month’s end.

Market Exposure

Competitor Count for UK Telecommunications Internet of Things

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
2026/01/01	179
2026/01/02	189
2026/01/03	167
2026/01/04	172
2026/01/05	186
2026/01/06	181
2026/01/07	183
2026/01/08	183
2026/01/09	173
2026/01/10	167
2026/01/11	181
2026/01/12	188
2026/01/13	182
2026/01/14	181
2026/01/15	185
2026/01/16	173
2026/01/17	175
2026/01/18	175
2026/01/19	165
2026/01/20	175
2026/01/21	171
2026/01/22	167
2026/01/23	170
2026/01/24	158
2026/01/25	166
2026/01/26	176
2026/01/27	163
2026/01/28	157
2026/01/29	160
2026/01/30	152
2026/01/31	144

January saw a dynamic shift in distinct advertisers, starting at 179 and peaking at 189. A gradual decline followed, ending the month at 144.

Campaign Efficiency

Market Loss & Market Gains for UK Telecommunications Internet of Things

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
ionos.co.uk	5.53%
starlink.com	3.18%
telstrainternational.com	1.2%
livuapp.com	0.92%
cisco.com	0.75%
netskope.com	-0.87%
ebay.co.uk	-1.03%
nordvpn.com	-1.65%
vpnpro.com	-1.84%
forbes.com	-4.96%

Ionos.co.uk surged with a 5.53% click share increase, while forbes.com dropped by 4.96%. Starlink.com rose by 3.18%, contrasting vpnpro.com’s 1.84% decline.

Campaign Efficiency

UK Telecommunications Internet of Things 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	nordvpn.com	vpnpro.com	ionos.co.uk	fs.com	forbes.com	ebay.co.uk	proton.me	livuapp.com	1v1chat.me	uswitch.com
2026/01/01	25.53%	9.34%	2.84%	1.91%	10.06%	2.03%	2.35%	5.79%	2.41%	3.42%
2026/01/02	21.53%	15.09%	2.61%	2.96%	12.44%	3.31%	2.34%	2.75%	1.94%	3.47%
2026/01/03	21.42%	18.39%	2.7%	3.39%	12.6%	3.48%	2.89%	3.53%	2.27%	8.87%
2026/01/04	25.74%	20.5%	2.57%	3.4%	12.48%	2.66%	3.95%	0.68%	3.09%	3.41%
2026/01/05	23.39%	12.49%	2.51%	5.03%	16.26%	1.82%	3.01%	0.12%	2.27%	11.43%
2026/01/06	24.68%	15.82%	2.78%	1.57%	6.72%	3.19%	2.5%	0.08%	2.11%	10.03%
2026/01/07	26.28%	19.24%	2.04%	2.96%	10.34%	3.87%	2.36%	2.75%	2.42%	2.97%
2026/01/08	23.38%	18.74%	2.78%	1.85%	8.47%	3.22%	3.23%	1.39%	2.07%	9.13%
2026/01/09	26.59%	10.27%	1.85%	2.12%	6.34%	2.68%	1.83%	1.82%	2.08%	8.41%
2026/01/10	21.3%	13.04%	4.26%	3.78%	6.45%	3.77%	2.55%	1.4%	3.09%	13.38%
2026/01/11	29.01%	12.9%	2.5%	2.75%	12.32%	3.88%	2.51%	1.94%	1.51%	8.81%
2026/01/12	16.38%	9.21%	4.36%	1.27%	4.4%	2.31%	2.5%	2.76%	2%	7.83%
2026/01/13	25.29%	7.03%	3.61%	4.07%	13.37%	3.79%	2.64%	1.39%	2.76%	7.89%
2026/01/14	25.43%	11.04%	3.38%	1.92%	8.93%	3.71%	2.4%	2.09%	2.57%	10.64%
2026/01/15	27.85%	16.45%	1.83%	0.79%	14.37%	1.1%	1.43%	1.84%	1.6%	9.16%
2026/01/16	26.59%	10.27%	1.85%	2.12%	6.34%	2.68%	1.83%	1.82%	2.08%	8.41%
2026/01/17	26.19%	8.01%	3.43%	2.34%	11.27%	1.92%	3.16%	2.67%	2.81%	10.59%
2026/01/18	16.54%	7.7%	2.56%	1.9%	3.19%	1.72%	1.79%	3.33%	1.83%	9.27%
2026/01/19	30.16%	7.94%	3.35%	1.96%	4.93%	1.25%	3.1%	4.89%	2.47%	2.26%
2026/01/20	25.3%	15.29%	4.17%	3.55%	6.18%	1.98%	2.81%	2.96%	2.53%	8.85%
2026/01/21	25.06%	8.73%	5.74%	0.69%	4.93%	1.52%	3.66%	4.65%	2.63%	3.41%
2026/01/22	29.72%	7.43%	6.32%	0.79%	9.06%	0.97%	3.15%	2.84%	2.12%	9.35%
2026/01/23	21.76%	7.88%	5.47%	1.77%	7.8%	1.16%	3.97%	2.82%	2.96%	20.47%
2026/01/24	23.97%	19.92%	7.4%	3.67%	1.63%	1.47%	2.92%	2.72%	2.76%	2.31%
2026/01/25	28.9%	23.45%	4.84%	1.98%	3.94%	0.79%	2.84%	3.43%	2.87%	0.88%
2026/01/26	21.05%	13.03%	2.76%	1.65%	7.94%	1.15%	2.63%	3.4%	1.73%	16.28%
2026/01/27	27.31%	11.01%	5.52%	1.99%	7.81%	0.71%	3.1%	2.42%	2.26%	9.24%
2026/01/28	33.57%	9.35%	5.36%	2.03%	1.05%	2.26%	3.69%	2.68%	1.2%	3.7%
2026/01/29	22.71%	5.62%	4.05%	2.88%	1%	1.07%	3.12%	1.45%	1.18%	38.99%
2026/01/30	22.43%	14.35%	3.55%	3.38%	1.4%	2.26%	3.17%	1.96%	2.01%	9.11%
2026/01/31	22.3%	11.57%	7.66%	5.93%	5.31%	4.85%	4.36%	2.49%	2.28%	0.89%

nordvpn.com
vpnpro.com
ionos.co.uk
fs.com
forbes.com
ebay.co.uk
proton.me
livuapp.com
1v1chat.me
uswitch.com

NordVPN’s impression share fluctuated, peaking at 33.57% on January 28. VPNPro saw a decline, ending at 11.57%. Ionos.co.uk’s share rose, finishing at 7.66%. FS.com increased to 5.93%. Forbes.com fluctuated, closing at 5.31%. eBay.co.uk ended at 4.85%. Proton.me’s share grew, reaching 4.36%. Livuapp.com varied, ending at 2.49%. 1v1chat.me remained stable, closing at 2.28%. Uswitch.com peaked at 38.99% on January 29, then dropped to 0.89%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Internet of Things

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 Internet of Things - Last month

1
Open Security Platform - Improve Your Network Security https://www.cisco.com
Whether You Want to See, Try or Buy Cisco’s Firewall Solutions, We Are Ready to Assist You
2
My Webmail Login https://id.ionos.co.uk
Webmail Login: Access your email mailbox and read your email online with Webmail.
3
The world's leading VPN https://www.nordvpn.com
One of the fastest VPNs — NordVPN: reliable VPN for every device. Enjoy enhanced online security and privacy. Secure up to...
4
Test your broadband speed https://www.uswitch.com › broadband › speedtest
Check My Broadband Speed — Compare your speed to the rest of your area. See if you can switch to a faster provider. Find out your download and upload speeds in seconds with our broadband speed test. Speeds of up to 1000 Mbps.
5
Check your internet speed today https://www.vodafone.co.uk
Check Your Broadband Speed — Are you getting the most out of your broadband? Check your internet speed and see if you can save with Vodafone Broadband today. Award-winning App.

In the competitive landscape of Google PPC, Cisco, Ionos, NordVPN, Uswitch, and Vodafone stand out. Cisco emphasizes network security, while Ionos focuses on seamless email access. NordVPN highlights speed and privacy, Uswitch offers broadband comparisons, and Vodafone promotes cost-saving speed checks.

Frequently Asked Questions

Why is the UK Telecommunications Internet of Things January 2026 Report useful and how should I use it?

Why is the UK Telecommunications Internet of Things January 2026 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 Internet of Things January 2026 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the UK Telecommunications Internet of Things January 2026 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 Internet of Things January 2026 Report?

The UK Telecommunications Internet of Things January 2026 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.

Learn more about our data.

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Does this include mobile, desktop and Google Shopping data?

Yes. The UK Telecommunications Internet of Things January 2026 Report aggregates data from across both device types and Google Shopping.
Who is this UK Telecommunications Internet of Things January 2026 Report for?

The UK Telecommunications Internet of Things January 2026 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.
Can I get a custom report for my brand?

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Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

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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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AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 UK Telecommunications Internet of Things brands

Share of Spend for the top 10 UK Telecommunications Internet of Things brands

Competitor Count for UK Telecommunications Internet of Things

Market Loss & Market Gains for UK Telecommunications Internet of Things

UK Telecommunications Internet of Things Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Internet of Things

Frequently Asked Questions

Why is the UK Telecommunications Internet of Things January 2026 Report useful and how should I use it?

Why is the UK Telecommunications Internet of Things January 2026 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Telecommunications Internet of Things January 2026 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Telecommunications Internet of Things January 2026 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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AUS Internet of Things