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UK Telecommunications Internet of Things - PPC Market Share Analysis May 2025

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.

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
Domain Share of clicks
nordvpn.com 13.6
starlink.com 7.75
uswitch.com 6.33
vpnpro.com 6.15
azarlive.com 5.45
ebay.co.uk 4.97
nordlayer.com 4.3
livuapp.com 4.18
cablemonkey.co.uk 3.27
livcam.me 2.68
others 41.32

Copyright © Adthena. All rights reserved.

NordVPN leads with 13.6% click share, followed by Starlink at 7.75%. ‘Others’ dominate with 41.32%, highlighting diverse competition.

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
Date nordvpn.com vpnpro.com nordlayer.com ionos.co.uk uswitch.com dialpad.com livuapp.com ebay.co.uk forbes.com teamviewer.com
2025/05/01 32.04% 8.68% 20.86% 2.54% 3.54% 1.36% 0.77% 1.16% 0.19% 0%
2025/05/02 29.98% 12.73% 6.72% 3.26% 2.04% 2.4% 1.58% 1.62% 0.11% 0%
2025/05/03 21.26% 20.2% 9.45% 3.94% 10.45% 2.66% 1.35% 1.51% 0.15% 0%
2025/05/04 20.5% 9.09% 5.01% 3.9% 9.65% 2.36% 1.92% 1.67% 0.15% 0%
2025/05/05 26.53% 15.53% 19.76% 2.61% 1.8% 1.45% 0.86% 1.23% 0.08% 0%
2025/05/06 32.36% 18.61% 7.26% 2.47% 2.15% 1.73% 1.61% 1.63% 0.43% 0%
2025/05/07 33.46% 9.48% 2.97% 3.17% 14.39% 1.5% 1.72% 1.46% 0.14% 0%
2025/05/08 23.35% 7.61% 3.12% 2.41% 15.03% 1.22% 1.38% 1.86% 0.34% 0%
2025/05/09 33.14% 7.73% 6.99% 3.77% 2.33% 1.15% 1.3% 1.75% 0.31% 0%
2025/05/10 22.47% 12.97% 11.73% 4.61% 8.86% 2.01% 1.12% 1.84% 0.37% 0%
2025/05/11 27.39% 8% 12.94% 3.38% 3.13% 1.13% 1.4% 3.13% 0.27% 5.68%
2025/05/12 26.13% 11.56% 5.05% 2.57% 7.34% 0.98% 1.13% 1.84% 6.18% 10.08%
2025/05/13 28.29% 5.98% 9.49% 3.44% 2.49% 1.38% 1.75% 1.96% 0.38% 0%
2025/05/14 26.84% 10.83% 13.2% 2.99% 2.89% 1.63% 1.35% 1.55% 0.38% 0%
2025/05/15 27.28% 16.97% 5.37% 2.03% 2.76% 1.69% 1.03% 1.38% 3.49% 4.02%
2025/05/16 25.13% 14.25% 11.01% 2.56% 2.31% 1.1% 1.08% 0.45% 6.41% 8.46%
2025/05/17 22.66% 13.14% 17.29% 3.48% 5.57% 1.08% 0.98% 1.02% 1.65% 12.82%
2025/05/18 19.36% 31.82% 3.21% 4.47% 1.34% 2.01% 1.51% 0.74% 11.02% 0%
2025/05/19 22.92% 19.27% 7.72% 2.09% 1.52% 1.92% 1.82% 0.85% 6.35% 0%
2025/05/20 19.7% 15.17% 10.82% 1.67% 1.56% 1.25% 1.12% 0.41% 4.67% 12.64%
2025/05/21 23.08% 15.21% 9.92% 1.59% 0.71% 0.86% 0.86% 0.73% 4.02% 14.95%
2025/05/22 23.15% 17.01% 13.07% 1.86% 0.97% 0.98% 1.28% 0.75% 3.27% 10.25%
2025/05/23 28.5% 16.81% 17.52% 0.91% 1.99% 1.62% 0.98% 0.95% 4.62% 0.09%
2025/05/24 21.51% 19.44% 7.58% 1.13% 2.57% 1.77% 1.39% 0.79% 12.64% 6.22%
2025/05/25 20.12% 18.27% 15.49% 4.6% 7.24% 1.01% 1.2% 0.74% 4.92% 5.29%
2025/05/26 24.63% 10.36% 12.62% 2.71% 1.54% 0.86% 1.13% 1.05% 12.08% 6.06%
2025/05/27 30.21% 18.89% 8.27% 2.73% 1.74% 0.97% 1.11% 0.64% 7.4% 0%
2025/05/28 24.76% 16.39% 9.74% 0.99% 2% 1.66% 1.17% 0.41% 0.46% 10.4%
2025/05/29 33.45% 23.2% 19.24% 1.21% 1.57% 0.88% 0.96% 0.56% 0.37% 0%
2025/05/30 31.83% 11.99% 7.51% 2.21% 14.26% 1.12% 1.53% 0.62% 0.39% 0%
2025/05/31 31.86% 15.1% 13% 2.69% 1.89% 1.66% 1.24% 0.86% 0.42% 0%

Copyright © Adthena. All rights reserved.

NordVPN’s spend share fluctuated, peaking at 33.46% on May 7. VPNPro saw a significant spike on May 18, reaching 31.82%. NordLayer’s highest was 20.86% on May 1. Ionos.co.uk maintained low values, while Uswitch.com peaked at 15.03% on May 8. Dialpad.com and Livuapp.com had minor variations. Ebay.co.uk’s share was minimal, and Forbes.com had a notable peak on May 24 at 12.64%. Teamviewer.com showed sporadic activity, peaking at 14.95% on May 21.

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
Date Competitor Count
2025/05/01 245
2025/05/02 246
2025/05/03 244
2025/05/04 236
2025/05/05 266
2025/05/06 241
2025/05/07 253
2025/05/08 271
2025/05/09 262
2025/05/10 247
2025/05/11 252
2025/05/12 258
2025/05/13 267
2025/05/14 262
2025/05/15 267
2025/05/16 262
2025/05/17 237
2025/05/18 229
2025/05/19 228
2025/05/20 239
2025/05/21 235
2025/05/22 241
2025/05/23 230
2025/05/24 218
2025/05/25 220
2025/05/26 224
2025/05/27 223
2025/05/28 224
2025/05/29 231
2025/05/30 232
2025/05/31 216

Copyright © Adthena. All rights reserved.

May began with 245 advertisers, peaking at 271 on May 8. A decline followed, ending with 216 advertisers on May 31.

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
Name Market Trend
vpnpro.com 3.82%
forbes.com 2.38%
nordvpn.com 2.25%
luckycrush.live 2.1%
fs.com 1.11%
bt.com -0.73%
cablemonkey.co.uk -1.8%
starlink.com -2.27%
ebay.co.uk -2.73%
uswitch.com -3.34%

Copyright © Adthena. All rights reserved.

In the past month, vpnpro.com surged by 3.82%, while uswitch.com dropped by 3.34%.

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 nordlayer.com ebay.co.uk three.co.uk livuapp.com azarlive.com livcam.me uswitch.com cablemonkey.co.uk
2025/05/01 14.85% 4.52% 12% 6.52% 3.25% 2.91% 3.05% 3.17% 6.31% 2.57%
2025/05/02 13.14% 5.4% 2.53% 7.6% 3.91% 4.95% 4.49% 3.43% 1.81% 2.75%
2025/05/03 7.76% 8.37% 3.99% 7.2% 4.63% 4.32% 3.76% 2.84% 11.22% 4.28%
2025/05/04 6.49% 3.84% 2.28% 6.42% 5.32% 5.09% 2.99% 2.86% 8.89% 4.73%
2025/05/05 11.94% 9.23% 11.23% 6.3% 2.39% 3.25% 2.26% 2.23% 1.42% 5.71%
2025/05/06 12.95% 9.21% 3.27% 7.95% 2.59% 5.5% 3.44% 1.95% 3.08% 4.68%
2025/05/07 11.82% 4.48% 1.65% 5.93% 2.78% 5% 3.88% 2.56% 14.79% 2.83%
2025/05/08 8.7% 3.46% 1.5% 8.3% 2.82% 3.8% 3.63% 2.46% 14.32% 1.99%
2025/05/09 13.3% 4.45% 3.57% 8.27% 3.11% 4.13% 3.45% 3.5% 1.81% 3.15%
2025/05/10 8.25% 5.24% 5.91% 9.37% 3.1% 3.19% 3.57% 2.38% 9.34% 4.45%
2025/05/11 10.12% 4.4% 5.48% 18.05% 2.36% 3.72% 2.88% 2.25% 2.9% 4.89%
2025/05/12 11.07% 6.43% 3.21% 9.53% 1.87% 3.67% 3.07% 2.88% 8.66% 4.71%
2025/05/13 10.25% 2.34% 4.77% 8.63% 3.42% 4.78% 3.73% 2.39% 2.46% 2.76%
2025/05/14 10.09% 6.04% 6.65% 8.03% 2.96% 4.33% 2% 3.21% 3.51% 2.42%
2025/05/15 12.06% 9.31% 2.67% 8.59% 2.03% 3.27% 2.51% 2.79% 3.76% 1.96%
2025/05/16 12.18% 9.92% 5.98% 2.7% 2.52% 3.97% 3.77% 1.68% 2.69% 2.31%
2025/05/17 10.47% 8.67% 9.87% 7.48% 2.24% 3.52% 2.36% 1.69% 6.87% 1.49%
2025/05/18 9.01% 17.27% 1.93% 4.45% 2.83% 4.99% 3.24% 0.87% 1.41% 2.03%
2025/05/19 10.95% 11.13% 4.32% 4.81% 2.33% 6.7% 3.91% 1.35% 1.68% 2.65%
2025/05/20 10.54% 11.17% 6.32% 2.97% 2.39% 4.46% 4.07% 3% 2.06% 1.45%
2025/05/21 11.66% 10.5% 6.04% 3.62% 2.39% 3.62% 3.5% 3.93% 0.52% 1.12%
2025/05/22 11.87% 10.73% 7.37% 5.35% 1.71% 4.83% 3.86% 4.03% 0.8% 1.35%
2025/05/23 12.1% 10.89% 9.97% 6.56% 2.67% 3.51% 1.03% 3.06% 1.88% 1.57%
2025/05/24 10.24% 10.84% 3.73% 4.38% 2.7% 4.2% 0% 2.72% 2.97% 2.1%
2025/05/25 9.87% 10.03% 7.94% 3.36% 2.74% 4.04% 0% 3.6% 8.49% 1.63%
2025/05/26 12.9% 6.15% 5.84% 6.24% 3.55% 3.82% 1.73% 4.11% 1.21% 2.98%
2025/05/27 13.95% 12.05% 3.84% 3.82% 4.06% 3.91% 2.35% 3.02% 1.67% 3.35%
2025/05/28 13.58% 13.16% 5.5% 2.71% 3.29% 4.33% 2.82% 3.71% 1.89% 1.67%
2025/05/29 16.43% 14.37% 11.93% 4.05% 2.8% 3.73% 2.55% 3.16% 2.38% 1.02%
2025/05/30 12.57% 6.74% 3.43% 3.41% 2.61% 4.49% 4.34% 3.44% 14.35% 1.33%
2025/05/31 13.09% 8.74% 6.67% 5.49% 4.62% 4.36% 3.15% 3.01% 2.45% 1.71%

Copyright © Adthena. All rights reserved.

In May 2025, NordVPN’s impression share fluctuated, peaking at 16.43% on the 29th. VPNPro saw a significant rise mid-month, reaching 17.27% on the 18th. NordLayer’s share was inconsistent, while eBay.co.uk spiked to 18.05% on the 11th. Three.co.uk and LivuApp maintained moderate shares, with AzarLive and LivCam showing minor variations. USwitch had a notable peak on the 7th, and CableMonkey’s share remained low. The month ended with NordVPN leading, followed by VPNPro.

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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  1. 1
    Network VPN https://www.nordlayer.com

    Try Cloud VPN—No Hardware — Toggle-ready platform to connect, protect, detect & respond. No hardware, easy to deploy.

  2. 2
    Virtual Private Network | Get a VPN & Threat Protection https://www.nordvpn.com

    Experience a Trusted Virtual Private Network With NordVPN. Protect Your Online Activities.

  3. 3
    Starlink https://www.starlink.com

    High-Speed Internet — Cancellation, plan, address changes or Kit transfers in the first 12 months subject to fee. World’s most...

  4. 4
    Check My Broadband Speed https://www.uswitch.com

    Compare Your Speed — Compare your speed to the rest of your area. See if you can switch to a faster provider. Get accurate and immediate results by following simple steps to...

  5. 5
    7 Best VPNs in the UK - Updated on May 2025 https://top.vpnpro.com › vpn

    Comprehensive Analysis of the Most Popular VPNs Leads to Our Best Picks for May 2025.

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google’s SERP, NordLayer and NordVPN dominate with their focus on seamless, hardware-free VPN solutions, emphasizing security and ease of deployment. Starlink highlights high-speed internet with flexible plans, while Uswitch offers speed comparisons for better provider choices. VPNPro provides a comprehensive analysis of top VPNs, guiding users to informed decisions.

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Get the full picture

See this data specific to your brand performance

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.

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