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UK Telecommunications Internet of Things - PPC Market Share Analysis May 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 34.8515804569
65.1484195431
34%

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 28
72
28%

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
starlink.com 24.37
uswitch.com 13.17
nordvpn.com 11.12
g.network 4.59
vpnpro.com 3.79
ebay.co.uk 3.79
vodafone.co.uk 3.68
ionos.co.uk 3.61
vpn-mentors.com 3.33
proton.me 2.94
others 25.61
  • starlink.com - 24.37%
  • uswitch.com - 13.17%
  • nordvpn.com - 11.12%
  • g.network - 4.59%
  • vpnpro.com - 3.79%
  • ebay.co.uk - 3.79%
  • vodafone.co.uk - 3.68%
  • ionos.co.uk - 3.61%
  • vpn-mentors.com - 3.33%
  • proton.me - 2.94%
  • others - 25.61%

Copyright © Adthena. All rights reserved.

Starlink.com leads with 24.37% click share, closely followed by Uswitch.com at 13.17%. NordVPN.com holds 11.12%, while ‘others’ collectively capture 25.61%.

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 uswitch.com vpnpro.com starlink.com vodafone.co.uk ionos.co.uk ee.co.uk youfibre.com g.network vpn-mentors.com
2026/05/01 26.98% 28.93% 12.96% 0.1% 0.12% 1.54% 0.2% 0% 0.61% 13.44%
2026/05/02 30.88% 0.98% 27.64% 0% 0.06% 1.99% 0.27% 0% 7.37% 20.63%
2026/05/03 52.49% 2.84% 16.96% 0.68% 0.09% 3.48% 0.22% 0% 5.1% 0.86%
2026/05/04 45.2% 3.36% 1.69% 4.07% 0.11% 4.47% 0.21% 0% 6.69% 12.8%
2026/05/05 20.9% 32.57% 13.81% 1.91% 0.04% 1.7% 6.3% 0% 3.02% 9.09%
2026/05/06 17.06% 29% 4.26% 2.33% 0.01% 1.73% 10.15% 0% 1.97% 20.81%
2026/05/07 30.06% 8.11% 10.82% 2.7% 0.05% 2.9% 12.87% 0% 1.87% 17.43%
2026/05/08 17.66% 4.19% 5.51% 1.21% 0.1% 0.98% 0.33% 0% 46.32% 13.61%
2026/05/09 19.65% 13.56% 8.87% 2.54% 2.1% 1.7% 16.94% 0% 0.92% 19.68%
2026/05/10 14.13% 4.32% 7.39% 1.55% 0.03% 1.08% 0.43% 0% 56.21% 6.61%
2026/05/11 30.66% 29.67% 5.23% 1.55% 0.33% 1.82% 1% 0.24% 1.62% 10.02%
2026/05/12 21.72% 8.22% 7.65% 2.01% 0.45% 1.69% 2.12% 17.11% 3.06% 11.62%
2026/05/13 27.48% 3.56% 11.37% 1.66% 0.28% 1.42% 12.6% 0.65% 4.61% 14.06%
2026/05/14 22.26% 11.16% 12.97% 4.1% 0.52% 1.45% 10.67% 0.57% 2.21% 13.94%
2026/05/15 17.64% 4.19% 5.51% 1.21% 0.1% 0.98% 0.33% 0% 46.27% 13.59%
2026/05/16 30.31% 3.99% 20.91% 4.26% 0.2% 1.56% 0.6% 1.07% 0.48% 10.51%
2026/05/17 29.3% 4.54% 17.22% 3.18% 0.77% 1.53% 0.46% 1.52% 0.16% 18.53%
2026/05/18 32.1% 4.14% 8.74% 3.23% 6.53% 1.67% 0.78% 0.8% 0.02% 18.52%
2026/05/19 31.48% 2.68% 6.34% 5.98% 0.3% 3.38% 1% 1.11% 0.1% 9.09%
2026/05/20 44.6% 2.61% 11.21% 3.64% 0.27% 2.8% 0.69% 0.52% 0.1% 7.04%
2026/05/21 26.73% 9.74% 18.43% 2.92% 0.19% 2.13% 0.93% 1.04% 0.09% 8.49%
2026/05/22 28.47% 9.01% 21.25% 3.02% 0.14% 1.73% 2.32% 0.6% 9.13% 0%
2026/05/23 40.73% 6.47% 12.58% 1.79% 0.49% 2.06% 0.62% 1.27% 1.19% 0%
2026/05/24 31.2% 3.12% 10.63% 2.45% 0.43% 2.08% 1.84% 29.55% 0.08% 0%
2026/05/25 28.92% 7.86% 15.15% 2.27% 1.71% 2.87% 11.72% 0.72% 0.72% 0%
2026/05/26 24.59% 7.77% 6.36% 1.95% 11.73% 2.46% 0.21% 0.58% 0.03% 0%
2026/05/27 47.13% 4.43% 4.79% 3.98% 4.05% 3.66% 0.24% 2.26% 0.02% 0%
2026/05/28 35.19% 23.28% 4.05% 3.54% 3.08% 1.63% 0.12% 3.64% 0.09% 0%
2026/05/29 21.41% 7.29% 7.79% 2.63% 11.07% 1.81% 0.71% 14.75% 0.23% 0%
2026/05/30 25.29% 24.47% 8.89% 3.09% 11.7% 2.21% 0.51% 1.16% 0.24% 0%
2026/05/31 24.37% 21.15% 7.39% 2.71% 2.65% 1.44% 0.69% 0.44% 0.1% 0%
  • nordvpn.com
  • uswitch.com
  • vpnpro.com
  • starlink.com
  • vodafone.co.uk
  • ionos.co.uk
  • ee.co.uk
  • youfibre.com
  • g.network
  • vpn-mentors.com

Copyright © Adthena. All rights reserved.

In May 2026, NordVPN’s ad spend fluctuated significantly, peaking early and stabilizing mid-month. Uswitch saw sporadic spikes, while VPNPro maintained moderate consistency. Starlink and Vodafone had minimal activity. The month concluded with varied spending patterns.

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
2026/05/01 156
2026/05/02 145
2026/05/03 143
2026/05/04 160
2026/05/05 170
2026/05/06 161
2026/05/07 163
2026/05/08 166
2026/05/09 164
2026/05/10 153
2026/05/11 187
2026/05/12 201
2026/05/13 197
2026/05/14 198
2026/05/15 166
2026/05/16 191
2026/05/17 197
2026/05/18 212
2026/05/19 203
2026/05/20 207
2026/05/21 199
2026/05/22 204
2026/05/23 199
2026/05/24 202
2026/05/25 213
2026/05/26 204
2026/05/27 207
2026/05/28 206
2026/05/29 209
2026/05/30 205
2026/05/31 212

Copyright © Adthena. All rights reserved.

May began with 156 advertisers, dipped to 143, then surged to 213 by month’s end, showcasing dynamic growth and competition.

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
vodafone.co.uk 5.61%
which.co.uk 5.4%
youfibre.com 2.28%
ebay.co.uk 1.86%
nordvpn.com 0.72%
vpnpro.com -0.48%
ee.co.uk -1.52%
vpn-mentors.com -4.94%
uswitch.com -6.75%
g.network -7.58%

Copyright © Adthena. All rights reserved.

Vodafone.co.uk and which.co.uk surged in click share, while g.network and uswitch.com experienced significant declines.

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 which.co.uk nordvpn.com starlink.com vodafone.co.uk ebay.co.uk vpnpro.com youfibre.com g.network vpn-mentors.com
2026/05/01 46.8% 0% 11.28% 0.11% 0.2% 2.78% 5.7% 0% 6.08% 6.71%
2026/05/02 1.9% 0% 17.57% 0% 0.21% 4.31% 15.21% 0% 22.5% 14.38%
2026/05/03 6.7% 0% 26.19% 2.25% 0.24% 5.85% 11.55% 0% 11.01% 0.91%
2026/05/04 5.09% 0% 18.54% 10.84% 0.24% 4% 1.43% 0% 18.61% 7.02%
2026/05/05 53.42% 0% 6.82% 4.06% 0.08% 0.83% 4.79% 0% 5.73% 3.84%
2026/05/06 46.99% 0% 6.23% 5.49% 0.02% 2.1% 1.82% 0% 4.23% 9.54%
2026/05/07 17.33% 0% 14.03% 8.51% 0.14% 2.62% 6.05% 0% 4.19% 10.74%
2026/05/08 12.08% 0% 11.38% 4.86% 0.35% 2.26% 3.89% 0% 32.62% 11.17%
2026/05/09 24.94% 0% 7.83% 7.1% 3.77% 2.4% 4.61% 0% 1.77% 10.59%
2026/05/10 8.59% 0% 6.65% 4.81% 0.1% 1.45% 3.53% 0% 57.1% 4.11%
2026/05/11 50.74% 0% 9.31% 2.86% 0.62% 3.42% 2.42% 0.87% 2.54% 4.32%
2026/05/12 10.3% 0% 6.76% 3.95% 0.96% 4.38% 2.68% 11.27% 6.06% 4.41%
2026/05/13 4.95% 0.48% 11.29% 3.38% 0.69% 7.65% 5.45% 2.15% 8.99% 7.43%
2026/05/14 24.68% 0% 7.69% 8.96% 0.92% 4.52% 4.41% 1.2% 3.69% 5.82%
2026/05/15 12.08% 0% 11.38% 4.86% 0.35% 2.26% 3.89% 0% 32.62% 11.17%
2026/05/16 4.22% 0% 13.34% 13.07% 0.54% 9.22% 9.76% 4.26% 1.27% 5.85%
2026/05/17 5.75% 0% 13.1% 7.87% 1.68% 10.75% 7.73% 3.66% 0.23% 10.94%
2026/05/18 6.98% 0.07% 12.38% 8.45% 13.74% 7.34% 3.58% 2.3% 0.03% 9.18%
2026/05/19 2.52% 0% 11.8% 12.19% 0.53% 15.75% 3.07% 2.86% 0.06% 3.61%
2026/05/20 3.03% 0% 18.38% 11.43% 0.73% 13.52% 5.74% 0.81% 0.37% 3.87%
2026/05/21 17.54% 0.02% 11.05% 7.72% 0.53% 8.33% 7.8% 2.58% 0.18% 4.4%
2026/05/22 14.95% 0.5% 10.22% 7.07% 0.34% 6.57% 8.54% 1.77% 11.35% 0%
2026/05/23 10.95% 4.1% 15.38% 4.31% 1.4% 9.72% 5.7% 4.48% 2.4% 0%
2026/05/24 3.62% 0.01% 10.79% 5.38% 0.79% 7.54% 4.41% 25.14% 0.1% 0%
2026/05/25 9.9% 3.92% 12.5% 5.02% 5.3% 7.63% 5.59% 1.46% 1.22% 0%
2026/05/26 10.46% 19.04% 6.72% 3.15% 14.88% 2.37% 1.87% 1.18% 0.03% 0%
2026/05/27 8% 2.83% 16.56% 9.48% 6.52% 6.06% 2.23% 4.6% 0.03% 0%
2026/05/28 29.27% 3.91% 11.31% 7.96% 5.37% 4.74% 1.78% 4.24% 0.09% 0%
2026/05/29 11.49% 9.74% 7.6% 5.26% 19.31% 5.59% 2.87% 10.22% 1% 0%
2026/05/30 22.4% 2.64% 5.9% 4.64% 22.74% 4.87% 2.61% 15.76% 0.32% 0%
2026/05/31 30.41% 19.42% 8% 6.32% 5.54% 3.55% 3.01% 1.03% 0.06% 0%
  • uswitch.com
  • which.co.uk
  • nordvpn.com
  • starlink.com
  • vodafone.co.uk
  • ebay.co.uk
  • vpnpro.com
  • youfibre.com
  • g.network
  • vpn-mentors.com

Copyright © Adthena. All rights reserved.

Uswitch.com dominated May with fluctuating impressions, peaking at 53.42%. NordVPN maintained steady visibility, while G.Network had a notable spike on May 10th. The month concluded with Uswitch.com leading, followed by NordVPN.

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
    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.

  2. 2
    G.Network Fibre Broadband https://www.g.network

    Hurry, 6M Half Price/£14.50mth — Switch to G.Network full fibre with speeds up to 1Gb. Fast, reliable, London connectivity. Join London’s #1 rated full fibre provider with expert local support when you need it. Simple Connection.

  3. 3
    Free Broadband Test Tool - Test Your Broadband Speed Now https://www.uswitch.com

    Run a free broadband speed test to check your internet speed in seconds! Get accurate and immediate results by following simple steps to check your speed. Speeds of up to 1000 Mbps.

  4. 4
    Speed test checker https://broadbandtest.which.co.uk

    Check response time — broadband speed test checker that gives a more accurate indication of the speed delivered by your broadband provider. check response time, download and upload speeds. easy to use. Honest & Unbiased Reviews. Rigorous Product Testing. Types: Which? Full Access, Which? Magazine.

  5. 5
    Enter Your Postcode https://www.youfibre.com

    Speeds up to 8Gbps — Symmetrical upload & download speeds for creators, gamers and video callers. Fair full fibre broadband...

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google’s PPC ads, Esendex UK entices with a free trial of their WhatsApp Business Platform, promising enriched customer communication. G.Network offers a compelling half-price deal on high-speed fibre broadband, emphasizing reliability and local support. Uswitch and Which? focus on broadband speed testing, providing users with accurate, immediate results and unbiased reviews. YouFibre targets creators and gamers with symmetrical speeds up to 8 Gbps, highlighting their fair full fibre broadband.

Frequently Asked Questions

Customer Success Stories

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VodafoneZiggo case study: Boosting sales by 500% with a winning PPC strategy

VodafoneZiggo was looking to maximize revenue from its paid search campaigns while reducing costs and streamlining workflows. By leveraging Adthena’s data-driven insights and time-saving automation, the team gained full visibility into their ad spend performance and optimized budget allocation.Read case study

Havas Market & Arena Media PPC case study: Brand Protection success with Adthena

Havas Market & Arena Media used Adthena's infringement data to combat rising CPCs from competitive brand bidding, escalating violations to Google and protecting their client’s brand. Read case study

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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