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UK Telecommunications Mobile Phone & Smart Phones - PPC Market Share Analysis April 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Mobile Phone & Smart Phones category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 UK Telecommunications Mobile Phone & Smart Phones 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
Domain Share of clicks
ee.co.uk 18.04
samsung.com 10.92
backmarket.co.uk 10.28
carphonewarehouse.com 10.21
sky.com 6.02
vodafone.co.uk 5.91
tescomobile.com 4.8
o2.co.uk 3.86
apple.com 3.48
mobiles.co.uk 2.97
others 23.51

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google’s PPC for mobile phones, EE.co.uk leads with 18.04% click share. Samsung.com and Backmarket.co.uk follow closely, while ‘others’ collectively hold a significant 23.51%.

Market Exposure

Share of Spend for the top 10 UK Telecommunications Mobile Phone & Smart Phones 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
Date samsung.com backmarket.co.uk carphonewarehouse.com ee.co.uk sky.com o2.co.uk mobiles.co.uk vodafone.co.uk raylo.com apple.com
2025/04/01 18.73% 12.42% 10.69% 16.04% 5.37% 1.94% 3.15% 3.79% 3.9% 3.12%
2025/04/02 13.02% 15.38% 12.42% 13.16% 6.5% 2.41% 4.85% 4.05% 2.74% 2.49%
2025/04/03 12.94% 15.38% 11.53% 13.91% 6.27% 3.17% 3.63% 3.84% 2.97% 2.11%
2025/04/04 11.7% 14.04% 11.76% 16.69% 6.61% 4.46% 3.05% 3.97% 2.29% 2.19%
2025/04/05 11.66% 12.15% 13.64% 15.86% 6.27% 3.78% 2.76% 4.49% 3.03% 2.8%
2025/04/06 12.41% 10.29% 10.57% 15.42% 7.69% 4.54% 2.93% 4.96% 4.03% 2.72%
2025/04/07 12.19% 10.5% 12.97% 16.62% 7.07% 3.88% 3.16% 4.56% 4.34% 2.59%
2025/04/08 11.7% 10.81% 14.66% 17.8% 3.24% 4.87% 3.34% 4.35% 3.25% 2.74%
2025/04/09 13.58% 12.56% 15.05% 11.81% 3.93% 4.58% 3.39% 4.24% 3.71% 3.36%
2025/04/10 13.75% 11.96% 12.84% 15.13% 2.77% 4.69% 3.42% 4.83% 3.54% 3.61%
2025/04/11 12.78% 12.15% 9.56% 14.05% 3.27% 4.77% 5.04% 7.32% 2.87% 3.61%
2025/04/12 12.39% 13.09% 10.68% 11.09% 6.19% 4.74% 4.24% 5.77% 2.67% 5.21%
2025/04/13 14.42% 13.17% 11.84% 6.49% 5.82% 5.11% 5.18% 5.79% 3.36% 5.18%
2025/04/14 11.24% 11.79% 14.03% 14.74% 5.95% 4.64% 5.27% 5.53% 1.9% 2.79%
2025/04/15 10.75% 10.61% 11.51% 20.73% 5.57% 5.57% 4.19% 4.33% 2.27% 3.28%
2025/04/16 12.61% 12.05% 12.94% 15.38% 5.28% 4.59% 4.45% 5.14% 1.85% 3.31%
2025/04/17 11.95% 9.34% 15.78% 14.27% 5.3% 4.62% 3.86% 5.08% 1.95% 2.8%
2025/04/18 14.58% 10.27% 11.49% 14.77% 5.61% 4.53% 3.76% 3.54% 1.85% 2.89%
2025/04/19 10.3% 9.37% 16.13% 15.1% 5.92% 4.47% 4.93% 4.44% 2.18% 2.05%
2025/04/20 13.27% 9.36% 16.38% 15.66% 6.05% 3.18% 3.92% 3.5% 1.92% 2.67%
2025/04/21 12.8% 9.63% 15.38% 17.11% 6% 3.19% 3.95% 3.18% 2.16% 2.59%
2025/04/22 12.25% 9.62% 15.45% 15.19% 5.4% 4.49% 3.75% 3.37% 2.49% 3.01%
2025/04/23 12.47% 10.82% 18.34% 11.27% 3.48% 5.39% 3.32% 3.85% 2.77% 2.87%
2025/04/24 12.4% 9.53% 17.44% 15.49% 4.73% 5.63% 3.18% 3.33% 3.69% 3.23%
2025/04/25 12.36% 10.68% 14.44% 13.47% 5.02% 4.59% 3.11% 4.64% 3.17% 2.81%
2025/04/26 11.31% 8.51% 14% 13.7% 6.29% 5.82% 3.05% 4.55% 4.72% 2.49%
2025/04/27 11.79% 8.72% 12.71% 14% 6.51% 5.9% 3.18% 4.29% 3.8% 2.24%
2025/04/28 14.64% 10.77% 10.95% 13.77% 4.63% 4.58% 3.65% 3.97% 6.8% 2.84%
2025/04/29 14.25% 12.25% 9.19% 13.86% 5.47% 5.37% 3.52% 4.28% 4.96% 2.77%
2025/04/30 14.91% 14.26% 13.19% 11% 6.63% 3.92% 3.75% 3.06% 2.76% 2.61%

Copyright © Adthena. All rights reserved.

In April 2025, Samsung’s PPC spend share fluctuated, starting at 18.73% and ending at 14.91%. Backmarket.co.uk saw a decline, beginning at 12.42% and closing at 14.26%. Carphonewarehouse.com experienced a peak mid-month, finishing at 13.19%. EE.co.uk maintained a strong presence, peaking at 20.73% on April 15. Sky.com and O2.co.uk showed modest increases, while Mobiles.co.uk and Vodafone.co.uk remained stable. Raylo.com and Apple.com had minor fluctuations, with Raylo peaking at 6.8% on April 28.

Market Exposure

Competitor Count for UK Telecommunications Mobile Phone & Smart Phones

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
Date Competitor Count
2025/04/01 469
2025/04/02 471
2025/04/03 484
2025/04/04 500
2025/04/05 479
2025/04/06 500
2025/04/07 489
2025/04/08 482
2025/04/09 490
2025/04/10 492
2025/04/11 469
2025/04/12 466
2025/04/13 483
2025/04/14 455
2025/04/15 457
2025/04/16 463
2025/04/17 451
2025/04/18 429
2025/04/19 464
2025/04/20 453
2025/04/21 438
2025/04/22 459
2025/04/23 462
2025/04/24 455
2025/04/25 453
2025/04/26 465
2025/04/27 461
2025/04/28 459
2025/04/29 467
2025/04/30 468

Copyright © Adthena. All rights reserved.

April began with 469 advertisers, peaking at 500 by the 4th. A decline followed, reaching a low of 429 on the 18th. The month concluded with a slight recovery, ending at 468 advertisers.

Campaign Efficiency

Market Loss & Market Gains for UK Telecommunications Mobile Phone & Smart Phones

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
Name Market Trend
carphonewarehouse.com 1.89%
asda.com 1.09%
o2.co.uk 0.42%
uswitch.com 0.38%
idmobile.co.uk 0.35%
ee.co.uk -0.32%
honor.com -0.32%
ebay.co.uk -0.42%
backmarket.co.uk -1.66%
vodafone.co.uk -2.06%

Copyright © Adthena. All rights reserved.

Carphone Warehouse surged with a 1.89% click share increase, while Vodafone faced a 2.06% decline. Asda and O2 also gained, contrasting Backmarket’s drop.

Campaign Efficiency

UK Telecommunications Mobile Phone & Smart Phones 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 backmarket.co.uk carphonewarehouse.com ee.co.uk samsung.com sky.com mobiles.co.uk ebay.co.uk raylo.com vodafone.co.uk o2.co.uk
2025/04/01 21.86% 9.7% 16.04% 7.91% 5.06% 3.44% 4.53% 5.52% 3.22% 0.47%
2025/04/02 25.9% 10.38% 11.3% 4.97% 5.95% 4.68% 4.82% 3.67% 3.39% 1.15%
2025/04/03 25.59% 10.47% 11.94% 5.03% 5.51% 3.31% 5.28% 4.07% 3.13% 1.37%
2025/04/04 23.96% 10.78% 16.21% 4.82% 5.85% 2.56% 4.59% 2.69% 3.39% 1.94%
2025/04/05 21.03% 11.86% 15.31% 5.03% 5.78% 2.57% 3.87% 3.66% 4.01% 1.92%
2025/04/06 18.16% 9.63% 15.37% 5.59% 6.45% 2.87% 4.46% 5.15% 4.67% 2.14%
2025/04/07 18.26% 11.2% 16.61% 5.31% 6.2% 2.95% 3.89% 5.64% 4.45% 2.05%
2025/04/08 18.82% 12.42% 18.12% 5.02% 2.32% 3.13% 5.03% 4.49% 4% 2.58%
2025/04/09 21.4% 12.98% 11.32% 5.79% 3.66% 3.07% 5.31% 5.06% 3.84% 3.25%
2025/04/10 21.2% 10.58% 13.86% 5.97% 2.33% 3.52% 4.68% 5.06% 4.85% 2.87%
2025/04/11 20.71% 7.79% 13.99% 5.71% 3.02% 5.02% 4.69% 3.71% 6.58% 3.22%
2025/04/12 22.78% 8.14% 10.51% 5.89% 5.5% 4.37% 5.49% 3.51% 5.28% 3.17%
2025/04/13 22.88% 9.8% 5.03% 6.77% 5.54% 5.85% 5.7% 4.32% 5.61% 2.87%
2025/04/14 19.77% 12.4% 13.17% 4.75% 5.84% 5.76% 5.06% 2.44% 5.49% 3.13%
2025/04/15 17.88% 9.53% 21.66% 4.54% 5.48% 4.37% 3.67% 2.62% 3.95% 4.19%
2025/04/16 20.74% 10.5% 15.11% 5.3% 5.3% 4.43% 4.46% 1.99% 4.48% 4.3%
2025/04/17 16.87% 12.51% 13.6% 5.81% 5.88% 3.76% 4.73% 2.42% 4.69% 3.78%
2025/04/18 18.17% 10.58% 14.83% 6.53% 6% 3.74% 4.87% 2.14% 3.41% 3.28%
2025/04/19 16.25% 13.91% 14.39% 4.7% 6.19% 4.95% 3.12% 2.66% 4.06% 3.46%
2025/04/20 15.91% 13.79% 15.36% 5.77% 6.06% 4.04% 4.66% 2.33% 3.81% 3.14%
2025/04/21 15.82% 13.71% 16.52% 5.59% 6.18% 4.06% 5.01% 2.27% 3.38% 2.95%
2025/04/22 16.38% 14.06% 13.71% 5.35% 5.87% 3.96% 4.27% 3.06% 3.45% 4.02%
2025/04/23 18.21% 16.76% 9.6% 5.39% 3.45% 3.32% 4.81% 3.11% 3.4% 5.56%
2025/04/24 15.88% 16.97% 13.44% 5.19% 5.22% 3.26% 4.18% 4.32% 3.37% 5.27%
2025/04/25 18.16% 13.68% 11.55% 4.98% 5.55% 3.08% 3.48% 3.61% 4.1% 4.6%
2025/04/26 14.74% 12.75% 12.47% 5.25% 6.37% 2.96% 3.15% 5.5% 4.11% 5.32%
2025/04/27 14.63% 11.71% 13.03% 5.54% 6.52% 3.11% 3.88% 4.51% 3.92% 5.72%
2025/04/28 18.44% 9.96% 11.79% 6.94% 4.59% 3.44% 3.71% 8.34% 3.77% 4.23%
2025/04/29 20.91% 8% 11.98% 6.8% 5.32% 3.43% 3.94% 6.29% 4.26% 4.36%
2025/04/30 24.46% 11.83% 9.58% 7.09% 7.04% 3.68% 3.54% 3.23% 2.75% 2.49%

Copyright © Adthena. All rights reserved.

In April 2025, Backmarket.co.uk led with fluctuating impressions, peaking at 25.9% early and ending at 24.46%. Carphonewarehouse.com saw a mid-month rise, closing at 11.83%. EE.co.uk’s share varied, finishing at 9.58%. Samsung.com and Sky.com showed steady growth, ending at 7.09% and 7.04%, respectively. Raylo.com spiked late month, while Vodafone.co.uk and O2.co.uk had modest shares, closing at 2.75% and 2.49%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Mobile Phone & Smart Phones

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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  1. 1
    The new iPhone 16e | Apple Official Site https://www.apple.com › uk

    Latest iPhone. Greatest price. Built for Apple Intelligence. Learn more. Designed to make a...

  2. 2
    Carphone Warehouse https://carphonewarehouse.com › carphone › warehouse

    We Compare, You Save — Browse And Order Online From Our Huge Range of Products. Get Yours From Carphone Warehouse

  3. 3
    Sky Mobile’s New Phone Deals https://sky.mobile-phones.co.uk › sky › mobile

    Sky Mobile Phone Contracts — Join Sky Mobile Today And Get Your Hands on The Latest Phone Releases And SIM Only Deals

  4. 4
    Tesco Mobile - Mobile Offers at Tesco Mobile https://www.tescomobile.com

    Browse Our Sim Only Deals, Pay Monthly Phone Contracts & Pay as You Go Phones. Discover...

  5. 5
    Vodafone Official Site | Phones, SIMs, Broadband & More https://www.vodafone.co.uk

    Get The Unlimited 5G Data Plan & Create The Future Of 5G With Us. Together We Can. Discover...

Copyright © Adthena. All rights reserved.

In the competitive world of mobile phones, Apple’s ad highlights the iPhone 16e’s innovation and affordability. Carphone Warehouse emphasizes savings through comparison. Sky Mobile offers enticing phone deals and SIM options. Tesco Mobile showcases diverse plans, while Vodafone focuses on 5G advancements. Each ad uniquely appeals to tech-savvy consumers.

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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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