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UK Telecommunications Internet of Things - PPC Market Share Analysis April 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 21.9401707617
78.0598292383
21%

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 5%
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 21.56
uswitch.com 17.59
starlink.com 7.55
vpnpro.com 7.14
proton.me 5.46
ionos.co.uk 3.89
ebay.co.uk 2.81
forbes.com 2.67
ee.co.uk 2.64
g.network 2.24
others 26.45
  • nordvpn.com - 21.56%
  • uswitch.com - 17.59%
  • starlink.com - 7.55%
  • vpnpro.com - 7.14%
  • proton.me - 5.46%
  • ionos.co.uk - 3.89%
  • ebay.co.uk - 2.81%
  • forbes.com - 2.67%
  • ee.co.uk - 2.64%
  • g.network - 2.24%
  • others - 26.45%

Copyright © Adthena. All rights reserved.

In the PPC landscape, ‘others’ dominate with 26.45% click share, followed by NordVPN at 21.56% and Uswitch at 17.59%.

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 forbes.com ionos.co.uk proton.me g.network vorboss.com bt.com ee.co.uk
2026/04/01 41.6% 32.93% 5.84% 1.53% 1.31% 1.94% 0.5% 1.71% 0.59% 0.02%
2026/04/02 46.1% 2.21% 15.94% 8.56% 2.05% 2.54% 4.02% 2.11% 1.37% 0.03%
2026/04/03 44.42% 22.15% 4.45% 3.12% 2.01% 2.34% 0.83% 1.11% 1.57% 0.07%
2026/04/04 41.24% 19.29% 5.73% 3.79% 3.86% 4.26% 1.42% 1.5% 1.82% 0.11%
2026/04/05 45.88% 22.6% 10.53% 3% 2.29% 2.23% 0.93% 1.24% 1.37% 0.06%
2026/04/06 40.86% 2.78% 35.89% 1.7% 1.73% 2.18% 0.74% 1.39% 0.55% 0.01%
2026/04/07 25.85% 21.51% 6.78% 9.25% 2.45% 3.35% 1.01% 2.49% 2.47% 0.13%
2026/04/08 58.22% 15.74% 2.62% 4.74% 1.75% 1.7% 0.12% 2.48% 0.56% 0.13%
2026/04/09 65.26% 3.41% 2.26% 1.79% 0.94% 3.28% 0.19% 2.64% 1.38% 0.47%
2026/04/10 49.15% 11.42% 15.91% 1.05% 0.89% 2.35% 0.11% 2.94% 1.1% 0.65%
2026/04/11 41.93% 30.6% 5.13% 7.4% 0.57% 2.22% 0.23% 1.41% 0.7% 0.61%
2026/04/12 44.57% 19.25% 5.67% 17.8% 0.51% 2.09% 0.16% 1.31% 0.41% 0.54%
2026/04/13 49.98% 15.67% 3.04% 7.98% 0.94% 2% 0.08% 1.62% 0.25% 0.16%
2026/04/14 26.87% 29.87% 5.58% 12.41% 1.27% 2.68% 0.71% 2.4% 0.14% 1.13%
2026/04/15 36.27% 21.82% 13.54% 4.32% 1.54% 1.43% 0.81% 3.02% 0.08% 4.28%
2026/04/16 59.04% 11.32% 3.71% 7.54% 0.94% 2.43% 0.59% 1.32% 0.07% 0.13%
2026/04/17 52.28% 21% 1.94% 0.32% 1.19% 2.2% 0.57% 1.47% 0.33% 0.12%
2026/04/18 37.73% 31.74% 2.67% 8.62% 1.84% 1.73% 1.07% 1.63% 0.32% 0.1%
2026/04/19 45.06% 25.72% 12.94% 1.36% 1.17% 0.94% 1.21% 1.01% 0.01% 0.11%
2026/04/20 37.66% 33.67% 3.41% 0.83% 2.23% 1.68% 0.15% 0.89% 0.18% 8.14%
2026/04/21 57.44% 3.18% 5.1% 5.81% 2.07% 3.46% 0.41% 1.41% 7.33% 0.89%
2026/04/22 40.34% 29.52% 8.83% 1.25% 1.69% 2.73% 1.19% 2.01% 0.04% 0.71%
2026/04/23 46.06% 23.02% 2.9% 1.7% 2.62% 1.92% 0.91% 0.63% 8.19% 0.38%
2026/04/24 57.82% 7.14% 2.94% 0.53% 3.07% 3.05% 3.65% 0.3% 7% 0.43%
2026/04/25 59.88% 12.53% 2.92% 4.96% 2.93% 2.51% 1.63% 0.1% 0.5% 0.24%
2026/04/26 36.75% 34.59% 2.3% 1.59% 4.25% 2.09% 3.88% 0.08% 1.05% 0.26%
2026/04/27 48.2% 12.67% 2.82% 11.44% 3.85% 3.25% 0.62% 0.21% 2.31% 0.12%
2026/04/28 34.51% 24.91% 2.82% 3.17% 3.76% 3.42% 2.96% 1.93% 2.45% 0.18%
2026/04/29 64.17% 1.08% 18.92% 0.72% 2.34% 1.42% 0.83% 0.37% 1.16% 0.08%
2026/04/30 52.09% 15.71% 7.2% 5.9% 2.89% 1.91% 1.53% 0.64% 0.63% 0.05%
  • nordvpn.com
  • vpnpro.com
  • uswitch.com
  • forbes.com
  • ionos.co.uk
  • proton.me
  • g.network
  • vorboss.com
  • bt.com
  • ee.co.uk

Copyright © Adthena. All rights reserved.

NordVPN dominated April with fluctuating spend, peaking at 65.26 on April 9. VPNPro showed inconsistent trends, while Uswitch and Forbes had modest shares. Ionos, Proton, and others maintained low spend, ending the month quietly.

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
2026/04/01 151
2026/04/02 152
2026/04/03 156
2026/04/04 153
2026/04/05 152
2026/04/06 155
2026/04/07 164
2026/04/08 156
2026/04/09 154
2026/04/10 152
2026/04/11 148
2026/04/12 135
2026/04/13 145
2026/04/14 151
2026/04/15 151
2026/04/16 159
2026/04/17 153
2026/04/18 146
2026/04/19 140
2026/04/20 162
2026/04/21 152
2026/04/22 155
2026/04/23 162
2026/04/24 172
2026/04/25 157
2026/04/26 148
2026/04/27 151
2026/04/28 156
2026/04/29 151
2026/04/30 159

Copyright © Adthena. All rights reserved.

April saw fluctuating advertiser numbers, peaking at 172 on April 24. The month concluded with 159 advertisers, reflecting dynamic market activity.

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 3.88%
bt.com 2.99%
g.network 2.62%
starlink.com 1.87%
ee.co.uk 1.24%
broadbandbuyer.com -0.77%
ebay.co.uk -1.03%
infobip.com -1.13%
forbes.com -1.29%
uswitch.com -7.12%

Copyright © Adthena. All rights reserved.

Ionos.co.uk surged with a 3.88% click share increase, while uswitch.com plummeted by 7.12%.

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 uswitch.com nordvpn.com vpnpro.com ionos.co.uk g.network proton.me forbes.com ebay.co.uk bt.com vodafone.co.uk
2026/04/01 20.49% 21.13% 12.97% 2.24% 0.66% 3.95% 1.75% 4.33% 0.38% 2.19%
2026/04/02 43.53% 12.82% 1.5% 1.87% 9.72% 3.08% 3.24% 3.52% 0.48% 0.31%
2026/04/03 7.3% 19.45% 9.23% 2.64% 1.03% 4% 2.68% 2.38% 1% 12.56%
2026/04/04 12.48% 16.96% 9.48% 4.48% 1.76% 5.48% 2.79% 7.5% 1.76% 3.79%
2026/04/05 51.41% 8.55% 5.3% 1.66% 0.65% 1.74% 1.31% 1.02% 0.59% 16.39%
2026/04/06 54.25% 11.88% 2.33% 1.88% 1.06% 2.69% 1.27% 6.17% 0.34% 0.46%
2026/04/07 11.71% 17.05% 9.61% 2.98% 1% 5.98% 5.25% 4.3% 1.99% 0.37%
2026/04/08 7.08% 29.91% 7.06% 2.23% 0.18% 3.85% 3.77% 4.93% 0.56% 0.16%
2026/04/09 2.84% 29.36% 3.38% 1.12% 0.25% 5.61% 1.54% 5.31% 1.08% 0.55%
2026/04/10 44.24% 18.23% 3.89% 0.64% 0.13% 3.46% 0.89% 1.95% 0.91% 0.21%
2026/04/11 14.27% 22.93% 14.52% 0.49% 0.43% 5.32% 6.53% 3.58% 0.95% 0.33%
2026/04/12 15.08% 24.37% 8.85% 0.64% 0.2% 3.98% 15.07% 4.45% 0.36% 0%
2026/04/13 3.79% 15.67% 5.4% 0.62% 0.06% 2.68% 3.32% 5.39% 0.21% 0.12%
2026/04/14 15.14% 15.41% 10.22% 1.39% 1.36% 4.59% 6.57% 5.35% 0.13% 0.48%
2026/04/15 43.68% 11% 5.7% 1.55% 0.99% 1.96% 1.92% 3.05% 0.05% 0.17%
2026/04/16 11.21% 25.93% 7.34% 1.9% 1.42% 4.92% 4.85% 4.14% 0.08% 0.34%
2026/04/17 2.31% 25.38% 9.23% 2.29% 1.68% 4.54% 0.41% 4.13% 0.24% 0.31%
2026/04/18 5.87% 21.04% 16.94% 4.17% 2.79% 4.34% 6.8% 2.85% 0.24% 1%
2026/04/19 33.31% 19.57% 11.17% 2.17% 10.33% 2.24% 1.73% 2.52% 0.01% 0.09%
2026/04/20 8.04% 19.43% 12.31% 4.5% 0.24% 3.67% 1.13% 2.05% 0.1% 0.19%
2026/04/21 10.09% 25.48% 3.48% 3.49% 1.06% 5.52% 3.54% 3.5% 13.95% 0.37%
2026/04/22 14% 11.64% 7.21% 1.19% 1.77% 3% 0.83% 1.74% 31.44% 0.28%
2026/04/23 4.7% 20.16% 9.29% 4.62% 1.97% 3.46% 2.22% 1.27% 29.1% 0.19%
2026/04/24 6.89% 19.62% 3.39% 4.23% 13.93% 4.88% 0.6% 3.18% 13.15% 0.26%
2026/04/25 8.82% 29.17% 7.29% 6.87% 4.86% 5.18% 3.4% 4.94% 0.34% 0.34%
2026/04/26 2.83% 10.86% 9.39% 4.38% 38.21% 2.65% 1.5% 1.89% 0.47% 14.65%
2026/04/27 4.85% 22.23% 7.28% 7.34% 1.2% 5.87% 6.67% 7.73% 2.18% 0.16%
2026/04/28 5.57% 17.37% 8.92% 5.82% 8.63% 5.51% 2.83% 2.68% 2.65% 0.58%
2026/04/29 45.35% 23.56% 1.13% 4.12% 2.27% 2.68% 0.91% 2.32% 0.78% 0.09%
2026/04/30 22.65% 22.02% 7.12% 5.05% 4.24% 3.54% 3.45% 2.29% 0.52% 0.25%
  • uswitch.com
  • nordvpn.com
  • vpnpro.com
  • ionos.co.uk
  • g.network
  • proton.me
  • forbes.com
  • ebay.co.uk
  • bt.com
  • vodafone.co.uk

Copyright © Adthena. All rights reserved.

Uswitch.com dominated April with fluctuating impressions, peaking at 54.25%. NordVPN maintained steady visibility, while G.Network surged mid-month. BT.com spiked briefly, and Vodafone.co.uk had sporadic highs. The month ended with Uswitch.com leading.

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
    Get Broadband Speed Test https://www.bt.com

    Full Fibre Broadband — BT Broadband delivers speeds up to 900Mbps on the UK's most reliable broadband technology. Get guaranteed Wi-Fi in every room or £100 back with Complete Wi-Fi and BT Broadband.

  2. 2
    Free Trial | WhatsApp Business Platform | Esendex UK https://www.esendex.co.uk

    Explore the value of WhatsApp Business Platform first-hand. Try our free trial today and drive richer customer communications.

  3. 3
    Ultrafast Speed for Busy Homes https://www.g.network

    London-Based Support Team — Get 13x faster speeds than the UK average with G.Network. Stream in 4K to work seamlessly.

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

    Free Broadband Test Tool — Run a free broadband speed test to check your internet speed in seconds! Get accurate and immediate results by following simple steps to...

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

    Test Your Broadband Speed — Are you getting the most out of your broadband? Check your...

Copyright © Adthena. All rights reserved.

In the competitive landscape of telecommunications, BT, Esendex, G.Network, Uswitch, and Vodafone captivate audiences with unique propositions. BT promises unmatched speed and reliability, while Esendex offers a free trial for enriched customer interactions. G.Network highlights ultrafast speeds, Uswitch provides instant speed checks, and Vodafone ensures optimal broadband performance.

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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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