UK Telecommunications Managed Services - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Managed Services 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 Managed Services 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	14.48
vodafone.co.uk	12.65
sky.com	9.06
bt.com	5.08
digital-tv.co.uk	4.56
business.bt.com	2.91
amazon.co.uk	2.91
claritycheck.com	2.88
virginmedia.com	2.51
virginmediabusiness.co.uk	2.07
others	40.89

In the PPC landscape, EE.co.uk leads with 14.48% click share, followed by Vodafone.co.uk at 12.65%. Sky.com captures 9.06%, while ‘others’ dominate with 40.89%.

Market Exposure

Share of Spend for the top 10 UK Telecommunications Managed Services 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	expertmarket.co.uk	vonage.co.uk	aircall.io	ee.co.uk	ionos.co.uk	godaddy.com	vodafone.co.uk	zoom.com	fasthosts.co.uk	sky.com
2025/02/01	0.74%	4.98%	4.08%	3.1%	5.69%	2.14%	4.37%	3.64%	3.04%	2.76%
2025/02/02	0.39%	5.02%	5.1%	2.8%	5.19%	2.14%	4.08%	3.24%	2.81%	2.98%
2025/02/03	4.35%	4.17%	4.05%	3.3%	3.63%	2.02%	4.31%	2.89%	2.48%	5.99%
2025/02/04	4.58%	4.05%	3.87%	3.4%	4.88%	2.55%	3.73%	2.98%	2.28%	4.32%
2025/02/05	4.21%	4.05%	4.56%	2.23%	4.81%	2.47%	3.84%	2.94%	2.63%	3.95%
2025/02/06	4.69%	4.06%	3.73%	3.94%	3.74%	2.56%	3.8%	3.25%	2.7%	3.21%
2025/02/07	5.69%	4.84%	1.95%	4.32%	6.09%	3.19%	3.37%	4.62%	2.82%	3.52%
2025/02/08	0.69%	6.58%	0.77%	3.23%	6.11%	3.53%	3.76%	4.26%	3.59%	3.07%
2025/02/09	0.65%	6%	0.76%	4.19%	6.99%	3.6%	2.87%	4.38%	3.84%	2.88%
2025/02/10	5.7%	5.29%	1.3%	3.42%	6.08%	3.44%	1.84%	4.04%	4.53%	0.51%
2025/02/11	6.3%	4.65%	0.7%	3.84%	3.12%	2.43%	2.41%	2.9%	2.98%	2.15%
2025/02/12	6.33%	3.06%	1.18%	3.49%	4.73%	2.02%	1.99%	3.45%	3.19%	1.82%
2025/02/13	7.26%	3.89%	3.24%	3.19%	4.02%	2.81%	3.19%	2.71%	3.59%	2.25%
2025/02/14	6.18%	4.03%	4.64%	3.42%	3.3%	2.73%	3.79%	4.31%	2.85%	3%
2025/02/15	0.81%	5.9%	3.57%	3.37%	2.56%	3.12%	4.24%	4.32%	2.73%	5.43%
2025/02/16	0.68%	7.59%	5.8%	3.36%	3.5%	3.25%	3.2%	4.82%	2.78%	2.52%
2025/02/17	4.69%	5.72%	4.84%	2.92%	4.93%	3.65%	3.08%	3.92%	3.39%	2.47%
2025/02/18	5.68%	4.23%	3.86%	2.9%	3.46%	2.97%	4.17%	3.1%	3.21%	1.64%
2025/02/19	5.75%	4.23%	4.69%	3.26%	3.87%	4.15%	2.29%	3.03%	2.24%	1.96%
2025/02/20	5.44%	4.17%	3.55%	3.55%	3.3%	2.99%	3.06%	2.51%	1.5%	3.33%
2025/02/21	5.53%	3.94%	3.66%	4.29%	3.91%	3.88%	4.18%	4.22%	2.22%	0.95%
2025/02/22	4.02%	5.93%	3.95%	4.64%	4.91%	3.87%	3.52%	3.82%	1.75%	2.17%
2025/02/23	3.07%	6.63%	3.61%	5.73%	4.74%	4.39%	3.85%	4.75%	1.98%	0.59%
2025/02/24	4.95%	5.88%	3.16%	3.41%	4.04%	3.86%	3.25%	3.74%	1.66%	2.62%
2025/02/25	5.98%	4.78%	2.61%	3.74%	3.47%	2.53%	3.87%	2.89%	1.51%	3.06%
2025/02/26	4.6%	4.17%	2.55%	4.01%	3.01%	2.44%	4.39%	2.73%	1.57%	2.86%
2025/02/27	5.9%	6.46%	2.62%	3.82%	2.8%	2.91%	3.03%	3.39%	1.76%	1%
2025/02/28	5.73%	4.81%	4.01%	3.94%	3.62%	3.52%	2.59%	2.17%	1.73%	0.9%

In February 2025, expertmarket.co.uk saw fluctuating PPC spend, peaking mid-month. Vonage.co.uk maintained steady spending, while aircall.io experienced a dip. Ionos.co.uk and vodafone.co.uk showed consistent activity, with fasthosts.co.uk declining. Sky.com had variable trends, ending low.

Market Exposure

Competitor Count for UK Telecommunications Managed Services

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
2025/02/01	542
2025/02/02	569
2025/02/03	574
2025/02/04	572
2025/02/05	576
2025/02/06	556
2025/02/07	546
2025/02/08	510
2025/02/09	501
2025/02/10	517
2025/02/11	550
2025/02/12	525
2025/02/13	498
2025/02/14	531
2025/02/15	477
2025/02/16	498
2025/02/17	495
2025/02/18	524
2025/02/19	534
2025/02/20	533
2025/02/21	506
2025/02/22	531
2025/02/23	509
2025/02/24	521
2025/02/25	534
2025/02/26	532
2025/02/27	547
2025/02/28	544

February began with 542 advertisers, peaking at 576 on the 5th. A decline followed, reaching 477 on the 15th. The month concluded with 544 advertisers, showing a fluctuating yet resilient landscape.

Campaign Efficiency

Market Loss & Market Gains for UK Telecommunications Managed Services

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
ee.co.uk	2.06%
virginmedia.com	1.09%
amazon.co.uk	1.02%
virginmediabusiness.co.uk	0.8%
virtuallandline.co.uk	0.68%
business.bt.com	-0.39%
talktalk.co.uk	-0.67%
ionos.co.uk	-0.77%
sky.com	-1.4%
bt.com	-9.08%

EE.co.uk surged with a 2.06% click share increase, while BT.com faced a significant 9.08% decline. Virginmedia.com and Amazon.co.uk also saw positive growth.

Campaign Efficiency

UK Telecommunications Managed Services 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	digital-tv.co.uk	vodafone.co.uk	expertmarket.co.uk	claritycheck.com	ee.co.uk	aircall.io	amazon.co.uk	ionos.co.uk	sky.com	broadband-finder.co.uk
2025/02/01	10.29%	7.4%	0.38%	6.11%	3.15%	2.77%	1.63%	2.92%	4.07%	3.63%
2025/02/02	6.71%	7.71%	0.25%	5.54%	3.06%	3.64%	1.66%	2.78%	3.27%	2.23%
2025/02/03	7.38%	6.89%	2.37%	2.33%	4.1%	2.53%	1.4%	1.84%	6.17%	3.51%
2025/02/04	7.64%	6.47%	2.53%	1.73%	6.26%	2.35%	1.56%	2.58%	4.73%	2.73%
2025/02/05	5.04%	6.25%	2.47%	1.83%	2.39%	2.95%	1.53%	2.66%	4.13%	3.37%
2025/02/06	8.05%	6.34%	2.92%	1.02%	6.35%	2.57%	2.88%	1.86%	3.82%	3.24%
2025/02/07	5.01%	5.52%	4.01%	0.96%	9.34%	1.35%	1.83%	3.24%	3.9%	1.68%
2025/02/08	7.46%	6.5%	0.73%	3.58%	4.37%	0.42%	3.08%	3.04%	3.65%	2.9%
2025/02/09	6.68%	4.93%	0.74%	2.97%	4.1%	0.4%	1.04%	3.27%	3.86%	4.01%
2025/02/10	0.98%	3.16%	4.01%	7.26%	4.81%	1.22%	3.55%	3.32%	0.79%	0.92%
2025/02/11	7.07%	4.26%	4.03%	4.05%	3.25%	0.74%	1.66%	1.33%	3.36%	3.76%
2025/02/12	7.13%	3.68%	4.64%	5.07%	4.54%	1.29%	1.38%	2.38%	2.66%	3.03%
2025/02/13	5.68%	6.13%	4.95%	2.69%	6.78%	2.66%	2.22%	2.03%	3.69%	1.44%
2025/02/14	5.84%	7.3%	4.61%	3.14%	4.92%	3.24%	1.91%	1.45%	5.25%	1.85%
2025/02/15	15.72%	6.28%	0.93%	3.28%	3.22%	2.55%	2.78%	1.04%	6.46%	8.25%
2025/02/16	11.62%	5.21%	0.84%	5.07%	5.32%	4.15%	2.74%	1.62%	3.87%	2.58%
2025/02/17	6.92%	5.02%	3.83%	4.89%	5.11%	3.66%	2.69%	2.82%	2.36%	1.93%
2025/02/18	4.4%	7.62%	3.9%	5.49%	2.27%	3.03%	3.06%	1.89%	2.41%	1.43%
2025/02/19	5.12%	3.73%	4.11%	3.69%	4.68%	3.49%	2.54%	1.87%	3.09%	1.64%
2025/02/20	8.93%	5.16%	3.48%	2.92%	5.14%	2.69%	1.46%	1.58%	4.26%	5.31%
2025/02/21	4.2%	7.63%	4.17%	2.34%	5.84%	2.73%	3.33%	2.01%	1.05%	1.38%
2025/02/22	8.9%	5.77%	2.66%	2.9%	7.27%	2.7%	5.12%	2.29%	3.37%	2.61%
2025/02/23	2.76%	6.37%	2.27%	5.25%	7.55%	2.96%	3.79%	2.5%	0.97%	1.03%
2025/02/24	5.71%	5.69%	3.25%	1.37%	5.26%	2.73%	2.61%	2.13%	3.86%	0.67%
2025/02/25	3.42%	7.19%	4.34%	3.38%	5.08%	2.27%	1.19%	1.77%	4.28%	1.56%
2025/02/26	7.47%	7.28%	2.6%	2.44%	5.79%	2.11%	1.27%	1.56%	4.19%	7.43%
2025/02/27	5.4%	5.06%	3.76%	4.15%	5.27%	2.78%	1.37%	1.41%	1.12%	0.58%
2025/02/28	5.04%	4.99%	4.18%	3.46%	3.25%	3.16%	1.86%	1.74%	1.02%	0.6%

In February 2025, digital-tv.co.uk saw fluctuating impressions, peaking mid-month. Vodafone.co.uk maintained a steady presence, while expertmarket.co.uk and claritycheck.com experienced varied trends. The month concluded with diverse performances across domains.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Managed Services

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
Sky Contact Number | Call Now https://sky.broadband-finder.co.uk › sky › broadband
Get Sky Broadband and TV Deals — Get The Best Sky Broadband Deals Around. Sky Broadband for Only £25 Per Month. Don't Miss Out...
2
Sky Contact Number | New Deals | Call Us For Great Sky TV Deals https://sky.digital-tv.co.uk › sky › tv
Get Unmissable Sky TV Deals From As Low As £15pm! Watch All Your Favourite Shows On Sky. Sky TV And Broadband Packages from Just £15pm! Call Us To Compare Great Sky Deals Today. Services: Sky Signature, HD...
3
Need a Sky Help Number? | Get the Right Contact Details https://www.sky.com › help
If Your Issue Can't Be Fixed Online, Our Guides Will Direct You to the Best Contact Option
4
24/7 Online Customer Service https://www.vodafone.co.uk
Vodafone UK Chat Live — Get The Unlimited 5G Data Plan & Create The Future Of 5G With Us. Together We Can.
5
Zoom VoIP Phone System - Flexible, Cost Effective Plans https://www.zoom.com
Moving to the cloud doesn't have to be painful. Make a seamless transition to Zoom Phone.

In the competitive landscape of Google PPC, Sky and Vodafone dominate with enticing offers. Sky’s ads focus on unbeatable broadband and TV deals, emphasizing affordability and variety. Vodafone highlights 24/7 customer service and cutting-edge 5G plans. Meanwhile, Zoom promotes seamless cloud transitions with flexible VoIP solutions.

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Customer Success Stories

Vodafone case study: Driving click share and sales with strategic insights from Adthena

Vodafone used Adthena data to optimize results from the launch of the Samsung S22 product. Combining Adthena’s Strategic Insights with Google Smart Bidding, Vodafone was able to maintain a flexible strategy that leveraged both manual and automated bidding. Leveraging Adthena’s Search Term Opportunities report also allowed Vodafone to implement 27 keyword terms across their business line, driving an increase in revenue at a positive ROAS.Read case study

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

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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.

UK Telecommunications Managed Services - PPC Market Share Analysis February 2025

Share of Clicks for top 10 UK Telecommunications Managed Services brands

Share of Spend for the top 10 UK Telecommunications Managed Services brands

Competitor Count for UK Telecommunications Managed Services

Market Loss & Market Gains for UK Telecommunications Managed Services

UK Telecommunications Managed Services Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Managed Services

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Vodafone case study: Driving click share and sales with strategic insights from Adthena

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

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

Get the full picture

See this data specific to your brand performance