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

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.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 23.9333181685
76.0666818315
23%

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 5%
Transactional 3%
Navigational 5%
Seasonal 0%
Local 0%
Problem Solving 6%

Copyright © Adthena. All rights reserved.

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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
nordvpn.com 20.53
uswitch.com 9.87
vpnpro.com 6.75
forbes.com 6.31
rohde-schwarz.com 5.79
nordlayer.com 3.87
vodafone.co.uk 3.61
versa-networks.com 3.3
proton.me 3.14
ionos.co.uk 3.04
others 33.79
  • nordvpn.com - 20.53%
  • uswitch.com - 9.87%
  • vpnpro.com - 6.75%
  • forbes.com - 6.31%
  • rohde-schwarz.com - 5.79%
  • nordlayer.com - 3.87%
  • vodafone.co.uk - 3.61%
  • versa-networks.com - 3.3%
  • proton.me - 3.14%
  • ionos.co.uk - 3.04%
  • others - 33.79%

Copyright © Adthena. All rights reserved.

In the PPC landscape, NordVPN leads with 20.53% click share, followed by Uswitch at 9.87%. ‘Others’ collectively hold 33.79%, 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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date nordvpn.com nordlayer.com vpnpro.com versa-networks.com uswitch.com ionos.co.uk forbes.com virginmediabusiness.co.uk expertmarket.co.uk rohde-schwarz.com
2025/11/01 17.7% 0.2% 10.58% 0.05% 9.02% 1.44% 25.6% 0.96% 0.93% 8.56%
2025/11/02 23.58% 17.34% 5.4% 6.04% 3.07% 1.15% 8.94% 1.99% 1.02% 8.35%
2025/11/03 12.82% 7.84% 6.71% 4.2% 11.26% 1.47% 8.38% 1.53% 1.31% 7.28%
2025/11/04 26.17% 3.03% 6.27% 6.02% 7.19% 1.63% 16.42% 1.23% 1.43% 3.85%
2025/11/05 21.74% 3.01% 11.29% 13.35% 2.79% 2.31% 4.89% 1.4% 1.14% 6.88%
2025/11/06 30.54% 0.07% 5.81% 3.12% 7.55% 1.52% 21.77% 0.65% 1.85% 0.32%
2025/11/07 13.3% 3.3% 6.78% 21.34% 3.57% 2.01% 10.69% 1.05% 3.06% 7.46%
2025/11/08 27.12% 6.6% 11.58% 6.89% 3.23% 2.33% 5.22% 2.26% 2.91% 0.56%
2025/11/09 29.58% 0.12% 11.72% 10.81% 6.06% 1.89% 10.86% 2.68% 1.89% 2.94%
2025/11/10 30.72% 0.15% 13.5% 4.06% 8.3% 2.01% 4.57% 0.79% 2.77% 2.97%
2025/11/11 58.76% 0.03% 1.9% 0.01% 2.1% 1.75% 1.99% 2.29% 2.96% 0.77%
2025/11/12 32.21% 0.02% 9.28% 3.31% 7.63% 1.61% 13.63% 1.75% 2.5% 4.77%
2025/11/13 24.93% 0.09% 12.84% 4.2% 3.1% 2.15% 9.4% 1.87% 3.08% 3.27%
2025/11/14 32.86% 0.14% 6.19% 17.27% 1.85% 1.66% 4.76% 2.43% 2.45% 11.38%
2025/11/15 28.5% 0.23% 9.63% 8.33% 12.23% 2.27% 8.7% 2.68% 2.2% 0.73%
2025/11/16 26.97% 7.37% 8.03% 17.45% 2.43% 2.34% 3.37% 1.83% 1.3% 7.01%
2025/11/17 37.81% 0.41% 10.04% 4.24% 6.13% 1.63% 0.72% 1.8% 2.14% 0.43%
2025/11/18 37.33% 0.29% 11.91% 0% 11.48% 2.02% 5.22% 1.38% 2.13% 0.09%
2025/11/19 28.14% 4.66% 5.06% 8.59% 2.24% 2.21% 9.9% 1.69% 2.33% 11.98%
2025/11/20 25.81% 10.04% 7.77% 0% 9.5% 1.87% 17.03% 1.76% 1.6% 6.77%
2025/11/21 32.15% 15.97% 4.53% 0% 1.29% 2.28% 15.54% 1.96% 1.74% 0.45%
2025/11/22 28.48% 12.48% 20.26% 0% 1.61% 2.78% 1% 2.3% 1.24% 3.61%
2025/11/23 28.2% 17.6% 14.76% 3.06% 2.99% 2.31% 4.51% 1.88% 1.02% 3.91%
2025/11/24 32.09% 4.46% 11.63% 4.27% 8.34% 2.62% 9.48% 1.64% 1.18% 3.72%
2025/11/25 29.46% 18.92% 10.98% 8.28% 2.19% 1.99% 4.55% 1.22% 1.01% 0%
2025/11/26 27.24% 17.31% 8.74% 3.77% 7.4% 1.85% 3.46% 1.56% 1.07% 12.93%
2025/11/27 27.77% 18.92% 9.01% 2.19% 8.29% 1.62% 5.45% 1.75% 1.17% 0.18%
2025/11/28 29.3% 21.87% 9.36% 7.37% 1.23% 1.68% 5.54% 1.52% 0.65% 3.44%
2025/11/29 27.7% 23.89% 11.25% 6.93% 3.99% 1.8% 4.35% 1.89% 0.71% 0%
2025/11/30 39.76% 18.81% 6.29% 3.66% 2.47% 2.14% 2.01% 1.82% 0.76% 0.41%
  • nordvpn.com
  • nordlayer.com
  • vpnpro.com
  • versa-networks.com
  • uswitch.com
  • ionos.co.uk
  • forbes.com
  • virginmediabusiness.co.uk
  • expertmarket.co.uk
  • rohde-schwarz.com

Copyright © Adthena. All rights reserved.

NordVPN’s spend share fluctuated, peaking at 58.76% on November 11. NordLayer saw a late surge, while VPNPro remained steady. Forbes had a strong start, but declined. November ended with NordVPN leading.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2025/11/01 212
2025/11/02 204
2025/11/03 213
2025/11/04 211
2025/11/05 203
2025/11/06 205
2025/11/07 203
2025/11/08 209
2025/11/09 198
2025/11/10 204
2025/11/11 191
2025/11/12 198
2025/11/13 192
2025/11/14 186
2025/11/15 169
2025/11/16 181
2025/11/17 192
2025/11/18 197
2025/11/19 195
2025/11/20 181
2025/11/21 189
2025/11/22 180
2025/11/23 179
2025/11/24 186
2025/11/25 188
2025/11/26 177
2025/11/27 173
2025/11/28 183
2025/11/29 168
2025/11/30 173

Copyright © Adthena. All rights reserved.

November began with 212 advertisers, fluctuating throughout the month, and concluded with 173, indicating a notable decline.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
nordlayer.com 5.59%
nordvpn.com 3.84%
vpnpro.com 1.52%
g.network 0.95%
bt.com 0.87%
ebay.co.uk -1.36%
forbes.com -1.46%
openreach.com -1.58%
versa-networks.com -2.26%
vodafone.co.uk -5.28%

Copyright © Adthena. All rights reserved.

Nordlayer.com surged with a 5.59% click share increase, while vodafone.co.uk dropped by 5.28%. Nordvpn.com also rose by 3.84%, contrasting with versa-networks.com’s 2.26% 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.

Date nordvpn.com nordlayer.com vpnpro.com uswitch.com ionos.co.uk forbes.com versa-networks.com livcam.me vodafone.co.uk rohde-schwarz.com
2025/11/01 9.61% 0.09% 8.38% 13.84% 1.99% 17.03% 0.02% 2.31% 0.61% 14.24%
2025/11/02 13.67% 11.82% 4.78% 4.38% 1.65% 7.2% 3.89% 2.55% 0.48% 15.99%
2025/11/03 6.51% 4.37% 4.63% 15.17% 1.77% 5.36% 2.14% 2.2% 16.74% 8.39%
2025/11/04 15.14% 1.85% 5.65% 9.06% 2.41% 13.08% 3.77% 2.98% 7.68% 5.38%
2025/11/05 13.43% 2.08% 10.43% 3.36% 3.99% 4.8% 8.31% 3.09% 6.19% 11.77%
2025/11/06 18.81% 0.04% 5.49% 10.05% 2.34% 17.65% 2.04% 3.36% 1.32% 0.82%
2025/11/07 7.88% 1.92% 5.18% 4.18% 3.03% 7.21% 11.29% 2.03% 1.68% 11.04%
2025/11/08 14.85% 3.89% 8.87% 3.81% 3.51% 4.61% 3.87% 1.9% 10.25% 1.17%
2025/11/09 18.32% 0.06% 11.59% 9.96% 2.93% 9.15% 7.07% 2.08% 0.59% 6.91%
2025/11/10 17.57% 0.07% 11.02% 9.43% 2.89% 3.6% 2.37% 2.57% 0.65% 6.35%
2025/11/11 36.33% 0.05% 2.37% 3.41% 3.18% 2.72% 0.01% 2.45% 6.83% 1.89%
2025/11/12 20.1% 0.02% 8.55% 11.57% 2.27% 10.48% 2.02% 1.49% 0.62% 7.07%
2025/11/13 14.41% 0.05% 10.48% 3.82% 2.93% 6.74% 2.21% 2.17% 0.28% 6.38%
2025/11/14 20.33% 0.08% 6.77% 2.92% 2.6% 4.59% 11.31% 2% 0.76% 18.99%
2025/11/15 15.49% 0.09% 8.1% 17.39% 3.73% 6.36% 4.97% 2.44% 11.43% 1.49%
2025/11/16 16.89% 4.74% 8.25% 3.23% 3.89% 2.84% 11.34% 2.35% 1.03% 12.44%
2025/11/17 21.45% 0.2% 8.18% 9.97% 2.2% 0.95% 2.47% 3.23% 1.07% 1%
2025/11/18 22.4% 0.13% 10.77% 21.45% 2.73% 4.51% 0% 2.44% 0.26% 0.22%
2025/11/19 16.97% 2.75% 4.94% 2.94% 2.74% 8.24% 5.14% 2.46% 0.54% 21.39%
2025/11/20 16.51% 6.49% 8.06% 14.93% 3.1% 13.52% 0.01% 2.14% 0.05% 11.88%
2025/11/21 22.3% 10.8% 5.26% 2.02% 4% 12.75% 0.01% 2.28% 0.46% 1.08%
2025/11/22 10.73% 5.28% 11.53% 1.46% 2.35% 1.03% 0% 1.25% 0.66% 5.2%
2025/11/23 17.55% 12.11% 13.13% 5.95% 3.43% 3.55% 3.05% 2.18% 1.42% 9.4%
2025/11/24 20.09% 2.68% 11.4% 11.42% 4.06% 7.89% 2.68% 2.24% 1.09% 8.2%
2025/11/25 21.98% 13.69% 10.54% 3.36% 3.45% 4.43% 6.75% 2.87% 0.7% 0%
2025/11/26 16.46% 10.22% 7.81% 13.19% 2.73% 3.3% 2.24% 1.57% 0.31% 21.15%
2025/11/27 17.39% 12.67% 7.85% 15.89% 2.53% 4.64% 1.42% 1.61% 0.61% 0.48%
2025/11/28 19.77% 14.67% 9.01% 2.06% 2.75% 5.16% 4.83% 1.21% 0.8% 8.08%
2025/11/29 17.6% 15.55% 9.68% 7.34% 2.75% 3.96% 4.41% 1.58% 0.55% 0%
2025/11/30 23.99% 12.04% 5.65% 3.96% 3.49% 2.49% 2.37% 1.52% 0.97% 0.96%
  • nordvpn.com
  • nordlayer.com
  • vpnpro.com
  • uswitch.com
  • ionos.co.uk
  • forbes.com
  • versa-networks.com
  • livcam.me
  • vodafone.co.uk
  • rohde-schwarz.com

Copyright © Adthena. All rights reserved.

NordVPN’s impression share fluctuated, peaking at 36.33% on November 11. NordLayer saw a significant rise mid-month, while VPNPro remained steady. Uswitch and Forbes experienced varied trends, ending with moderate shares.

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.

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Internet of Things - Last month
  1. 1
    Best 10 Best VPNs 2025 | We Ranked Them All https://www.forbes.com › -- › --

    Get Paid VPN From Forbes. Most Trusted VPN Services. Super-Fast Connections At Best Offers. Connect Your Devices Securely To The Web With...

  2. 2
    NordVPN: Black Friday deal https://www.nordvpn.com

    Limited time offer: 74% off — Don't miss our exclusive Black Friday VPN deal: NordVPN now 74% off with 3 months extra. Shop...

  3. 3
    Test Your Broadband Speed Now https://www.uswitch.com › broadband › speedtest

    Save up to £203 — Compare your speed to the rest of your area. See if you can switch to a faster provider. Get accurate...

  4. 4
    Check your internet speed 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

  5. 5
    7 Best VPNs in the UK https://top.vpnpro.com › vpn

    Updated on November 2025 — Comprehensive Analysis of the Most Popular VPNs Leads to Our Best Picks for November 2025.

Copyright © Adthena. All rights reserved.

In the competitive world of PPC advertising, Forbes, NordVPN, Uswitch, Vodafone, and VPNPro dominate with compelling offers. Forbes and VPNPro highlight top VPN rankings, while NordVPN entices with a Black Friday deal. Uswitch and Vodafone focus on broadband speed, urging users to compare and save.

Frequently Asked Questions

Customer Success Stories

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.

Related reports