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.
See how often AIOs appear and how search intent is distributed across buying signals.
How often a Google AI overview appears on search terms relevant to this category.
| Frequency | Percentage |
|---|---|
| Frequency | 23.9333181685 |
| 76.0666818315 |
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 |
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Here are the Top 10 competitors in the industry by Share of Clicks for the 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 |
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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.
Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the 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% |
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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.
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.
| 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 |
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November began with 212 advertisers, fluctuating throughout the month, and concluded with 173, indicating a notable decline.
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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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.
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% |
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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.
Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.
Get Paid VPN From Forbes. Most Trusted VPN Services. Super-Fast Connections At Best Offers. Connect Your Devices Securely To The Web With...
Limited time offer: 74% off — Don't miss our exclusive Black Friday VPN deal: NordVPN now 74% off with 3 months extra. Shop...
Save up to £203 — Compare your speed to the rest of your area. See if you can switch to a faster provider. Get accurate...
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
Updated on November 2025 — Comprehensive Analysis of the Most Popular VPNs Leads to Our Best Picks for November 2025.
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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.
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 November 2025 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.
Data within the UK Telecommunications Internet of Things November 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
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.
The UK Telecommunications Internet of Things November 2025 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 accuracy
Yes. The UK Telecommunications Internet of Things November 2025 Report aggregates data from across both device types and Google Shopping.
The UK Telecommunications Internet of Things November 2025 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.
Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.
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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.
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.