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UK Telecommunications Internet of Things - PPC Market Share Analysis March 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.

Internet of Things – UK

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 18.7176739681
81.2823260319
18%

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 30
70
30%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

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

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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 22.91
starlink.com 11.5
vpnpro.com 10.48
uswitch.com 7.45
proton.me 4.43
forbes.com 4.16
vodafone.co.uk 3.32
ebay.co.uk 3.07
ionos.co.uk 2.61
1v1chat.me 2.29
others 27.78
  • nordvpn.com - 22.91%
  • starlink.com - 11.5%
  • vpnpro.com - 10.48%
  • uswitch.com - 7.45%
  • proton.me - 4.43%
  • forbes.com - 4.16%
  • vodafone.co.uk - 3.32%
  • ebay.co.uk - 3.07%
  • ionos.co.uk - 2.61%
  • 1v1chat.me - 2.29%
  • others - 27.78%

Copyright © Adthena. All rights reserved.

In the PPC landscape, NordVPN leads with 22.91% click share, followed by Starlink at 11.5%. Others collectively hold 27.78%, showcasing 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
Share of Spend - Last Month
Date nordvpn.com vpnpro.com uswitch.com vorboss.com forbes.com proton.me ionos.co.uk starlink.com vodafone.co.uk akamai.com
2026/03/01 45.38% 19.34% 5.39% 0.59% 6.68% 1.88% 2.27% 0% 4.74% 0.01%
2026/03/02 34.4% 26.69% 2.16% 0.89% 1.26% 1.44% 1.35% 1.27% 6.86% 11.06%
2026/03/03 41.75% 19.43% 1.71% 1.18% 0.63% 3.35% 2.25% 5.82% 0.24% 0.01%
2026/03/04 38.93% 20.91% 1.48% 0.62% 16.23% 1.82% 1.22% 3.21% 0.17% 0%
2026/03/05 28.75% 21.22% 2.66% 1.06% 1.25% 3.68% 1.81% 4.77% 0.81% 9.12%
2026/03/06 36.83% 22.37% 1.6% 0.5% 7.33% 1.92% 2.75% 0.24% 0.1% 11.46%
2026/03/07 40.87% 16.77% 1.12% 1.29% 7.44% 2.16% 2.14% 0.83% 10.12% 0.01%
2026/03/08 47.56% 26.97% 1.85% 0.83% 2.14% 3.12% 2.25% 0.53% 0.17% 0.01%
2026/03/09 37.21% 29.27% 3.71% 0.41% 5.19% 0.15% 2.06% 1.45% 0.23% 10.03%
2026/03/10 50.06% 21.95% 1.03% 0.76% 0.48% 1.62% 2.96% 0.1% 0.32% 0.02%
2026/03/11 31.2% 4.79% 1.6% 2.61% 17.68% 2.71% 3.47% 0.41% 0.25% 0.03%
2026/03/12 55.87% 12.67% 0.95% 0.63% 7.76% 1.05% 1.99% 0.69% 0.05% 5.73%
2026/03/13 45.93% 23.09% 1.41% 1.5% 9.66% 1.89% 2.56% 0.03% 0.18% 0.02%
2026/03/14 47.28% 14.16% 2.16% 1.54% 2.58% 2.73% 3.88% 0.8% 0.34% 0.01%
2026/03/15 43.82% 21.71% 9.37% 1.31% 3.18% 2.03% 2.84% 0.19% 0.24% 0.01%
2026/03/16 32.9% 17.01% 1.04% 1.28% 26.12% 1.73% 1.81% 0.73% 4% 0.01%
2026/03/17 46.14% 19.62% 1.26% 1.67% 9.14% 2.28% 1.39% 0% 0.49% 0%
2026/03/18 57.5% 8.91% 1.52% 1.71% 8.84% 1.72% 1.88% 0.01% 0.49% 0%
2026/03/19 32.24% 18.22% 25.87% 1.14% 1.94% 1.67% 2.27% 0.57% 0.08% 0%
2026/03/20 28.6% 28.21% 12.38% 0.63% 6.91% 2.02% 2.7% 0.76% 0.22% 0%
2026/03/21 53.3% 0.83% 2.61% 1.23% 1.69% 3.85% 4.29% 0.38% 0.06% 0%
2026/03/22 43.06% 11.48% 8.39% 4.23% 1.35% 3.41% 4.78% 3.66% 0.28% 0%
2026/03/23 28.97% 12.89% 3.87% 1.97% 12.79% 3.5% 2.92% 0.36% 0.38% 0%
2026/03/24 46.14% 19.62% 1.26% 1.67% 9.14% 2.28% 1.39% 0% 0.49% 0%
2026/03/25 34.16% 34.87% 1.26% 0.31% 0.35% 3.51% 3.31% 0.1% 1.29% 0%
2026/03/26 48.83% 30.22% 1.65% 0.58% 1.95% 2.21% 2.35% 0.94% 0.16% 0.01%
2026/03/27 61.82% 10.82% 2.44% 0.33% 1.95% 1.86% 3.12% 0.95% 0.02% 0%
2026/03/28 56.8% 7.03% 1.59% 0.02% 21.12% 1.57% 1.25% 0.02% 0.07% 0%
2026/03/29 42.02% 11.11% 3.06% 0.04% 21.38% 2.72% 3.18% 0.01% 0.1% 0%
2026/03/30 58.3% 11.97% 1.91% 0.73% 4.27% 2.38% 3.05% 2.8% 0.34% 0%
2026/03/31 35.68% 27.07% 3.79% 3.56% 2.93% 2.65% 1.7% 0.6% 0.17% 0.01%
  • nordvpn.com
  • vpnpro.com
  • uswitch.com
  • vorboss.com
  • forbes.com
  • proton.me
  • ionos.co.uk
  • starlink.com
  • vodafone.co.uk
  • akamai.com

Copyright © Adthena. All rights reserved.

NordVPN’s spend share fluctuated, peaking at 61.82% on March 27. VPNPro saw a low of 0.83% on March 21. Uswitch’s highest was 25.87% on March 19. Forbes peaked at 26.12% on March 16.

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
2026/03/01 157
2026/03/02 166
2026/03/03 162
2026/03/04 171
2026/03/05 169
2026/03/06 165
2026/03/07 156
2026/03/08 155
2026/03/09 170
2026/03/10 165
2026/03/11 164
2026/03/12 166
2026/03/13 156
2026/03/14 150
2026/03/15 153
2026/03/16 163
2026/03/17 154
2026/03/18 163
2026/03/19 164
2026/03/20 157
2026/03/21 151
2026/03/22 149
2026/03/23 150
2026/03/24 154
2026/03/25 137
2026/03/26 135
2026/03/27 144
2026/03/28 141
2026/03/29 145
2026/03/30 142
2026/03/31 137

Copyright © Adthena. All rights reserved.

March saw fluctuating advertiser numbers, peaking at 171 on March 4. A decline followed, ending at 137 on March 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
Market Loss & Market Gains - Last month
Name Market Trend
uswitch.com 8.23%
nordvpn.com 1.47%
openreach.com 0.55%
ebay.co.uk 0.48%
proton.me 0.38%
forbes.com -0.6%
akamai.com -1.32%
vpnpro.com -2.37%
vodafone.co.uk -3.07%
starlink.com -3.91%

Copyright © Adthena. All rights reserved.

Uswitch.com surged with an 8.23% click share increase, while Starlink.com dropped by 3.91%. NordVPN.com gained 1.47%, contrasting Vodafone.co.uk’s 3.07% 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 ebay.co.uk uswitch.com proton.me forbes.com 1v1chat.me ionos.co.uk openreach.com vodafone.co.uk
2026/03/01 22.98% 11.24% 3.64% 11.83% 2.6% 3.65% 3.27% 2.91% 2.41% 11.12%
2026/03/02 18.61% 15.99% 3.32% 2.66% 2.3% 1.63% 3.03% 1.15% 0.11% 18.78%
2026/03/03 20.16% 10.36% 4.66% 2.23% 4.36% 0.78% 2.97% 2.36% 0.83% 1.28%
2026/03/04 11.98% 7.21% 2.9% 23.07% 1.82% 4.82% 1.62% 0.66% 0.6% 21.7%
2026/03/05 13.46% 10.61% 8.09% 3.22% 4.14% 1.04% 3.19% 1.97% 3.38% 2.86%
2026/03/06 22.46% 14.46% 3.92% 2.85% 3.91% 4.99% 3.86% 3.91% 0.22% 0.34%
2026/03/07 18.82% 8.51% 1.55% 1.99% 3.22% 3.88% 3.54% 2.62% 1.88% 26.53%
2026/03/08 27.84% 18.35% 2.14% 4.82% 4.98% 2.8% 3.98% 3.22% 0.4% 1.09%
2026/03/09 22.71% 20.23% 2.31% 10.62% 0.36% 3.26% 2.05% 2.86% 0.74% 1.31%
2026/03/10 27.17% 14.99% 2.74% 0.65% 3.37% 0.5% 3.8% 3.67% 0.9% 0.86%
2026/03/11 16.77% 4.43% 4.06% 3.66% 3.99% 8.04% 3.71% 3.57% 0.03% 0.63%
2026/03/12 35.36% 9.79% 1.84% 2.18% 1.94% 5.71% 3.27% 2.53% 0.69% 0.19%
2026/03/13 28.7% 15.85% 3.17% 4.19% 3.22% 6.11% 2.88% 3% 0.01% 0.65%
2026/03/14 20.01% 8.1% 3.9% 3.91% 4.13% 2.4% 4.77% 3.86% 1.57% 1.13%
2026/03/15 19.37% 10.92% 2.45% 19.36% 2.71% 2.87% 2.91% 3.02% 9.37% 0.8%
2026/03/16 18.93% 10.84% 2.81% 1.91% 3.09% 15.78% 3.04% 1.85% 0.47% 8.98%
2026/03/17 23.27% 10.94% 7.98% 1.3% 3.44% 6.02% 3.98% 1.59% 0.54% 1.81%
2026/03/18 28.63% 6.09% 4.93% 3.54% 2.2% 4.53% 2.98% 1.56% 1.85% 1.26%
2026/03/19 5.83% 3.92% 1.82% 37.05% 0.84% 0.65% 0.79% 0.97% 36.66% 0.09%
2026/03/20 12.28% 13.63% 1.92% 37.34% 2.18% 2.91% 2.03% 2.9% 0.51% 0.71%
2026/03/21 24.27% 0.64% 4.5% 5.65% 4.99% 1.5% 6.27% 5.2% 5.95% 0.15%
2026/03/22 19.66% 4.95% 4.58% 15.58% 4.31% 1.31% 5.52% 4.93% 0.06% 0.7%
2026/03/23 11.05% 6.25% 3.38% 4.58% 4.01% 4.43% 4% 3.36% 17.44% 1.43%
2026/03/24 23.27% 10.94% 7.98% 1.3% 3.44% 6.02% 3.98% 1.59% 0.54% 1.81%
2026/03/25 19.85% 20.11% 3.37% 1.75% 5.26% 0.39% 4.38% 4.07% 4.64% 3.44%
2026/03/26 32.41% 22.84% 2.04% 2.82% 4.58% 2.89% 3.31% 2.9% 0.1% 0.65%
2026/03/27 36.65% 7.54% 3.74% 2.41% 3.83% 2.17% 3.23% 4.23% 0.21% 0.07%
2026/03/28 39.11% 6.17% 3.28% 3.46% 3.49% 14.74% 3.23% 1.86% 1.07% 0.32%
2026/03/29 25.92% 7.01% 6.9% 4.28% 4.55% 11.71% 3.07% 3.95% 2.24% 0.28%
2026/03/30 34.84% 7.99% 4.21% 2.18% 4.42% 4.52% 1.47% 3.57% 1.81% 1.26%
2026/03/31 20.12% 16.4% 5.38% 4.76% 4.39% 3.32% 2.94% 2.31% 0.45% 0.36%
  • nordvpn.com
  • vpnpro.com
  • ebay.co.uk
  • uswitch.com
  • proton.me
  • forbes.com
  • 1v1chat.me
  • ionos.co.uk
  • openreach.com
  • vodafone.co.uk

Copyright © Adthena. All rights reserved.

In March 2026, NordVPN’s impression share fluctuated, peaking at 39.11% on the 28th. VPNPro saw a rise mid-month, while Uswitch spiked on the 19th. By month’s end, NordVPN led, with Uswitch and VPNPro trailing.

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. 1
    Secure Remote Network Access https://www.akamai.com › zero_trust › access

    Secure Access to Your Network — Give the right user the right access to the right application at the right time with ZTNA. Zero Trust...

  2. 2
    The world's leading VPN https://www.nordvpn.com

    Try our award-winning VPN — NordVPN: reliable VPN for every device. Enjoy enhanced online security and privacy. No more...

  3. 3
    Check Your Postcode Now https://www.openreach.com › full-fibre › broadband

    Openreach Full Fibre Broadband — Check your postcode to see if Full Fibre is already available or when it could be coming. More broadband providers than any other UK network...

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

    Test your broadband speed — Get accurate and immediate results by following simple steps to check your speed. Run a free broadband speed test to check your internet speed...

  5. 5
    Check Your Current Internet Speed https://www.vodafone.co.uk

    Check your internet speed — Are you getting the most out of your broadband? Check your internet speed and see if you can save with Vodafone Broadband today. Intelligent WiFi.

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, Akamai, NordVPN, Openreach, Uswitch, and Vodafone stand out. Akamai emphasizes secure remote access with Zero Trust, while NordVPN highlights award-winning privacy. Openreach and Uswitch focus on broadband availability and speed checks, with Vodafone promoting intelligent WiFi savings.

Frequently Asked Questions

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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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