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UK Telecommunications Fixed-Line Services - PPC Market Share Analysis April 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Fixed-Line 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 Fixed-Line 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
ligo.co.uk 16.32
viking-direct.co.uk 11.28
virtuallandline.co.uk 9.32
digital-tv.co.uk 7.96
amplifiedtelephones.co.uk 7.79
ebay.co.uk 5.25
broadband-finder.co.uk 4.48
talkhome.co.uk 4.26
ee.co.uk 3.07
business.bt.com 2.62
others 27.65

Copyright © Adthena. All rights reserved.

In the telecommunications PPC landscape, ‘ligo.co.uk’ leads with 16.32% click share, followed by ‘viking-direct.co.uk’ at 11.28%. ‘Others’ collectively hold a significant 27.65% share.

Market Exposure

Share of Spend for the top 10 UK Telecommunications Fixed-Line 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 business.bt.com virtuallandline.co.uk ligo.co.uk digital-tv.co.uk viking-direct.co.uk broadband-finder.co.uk telecomsworld.com amplifiedtelephones.co.uk airlandline.co.uk talkhome.co.uk
2025/04/01 6.71% 16.7% 12.91% 2.72% 5.93% 3.2% 2.08% 1.99% 6.18% 5.91%
2025/04/02 2.86% 13.03% 15.7% 2.9% 9.33% 1.49% 1.59% 2.82% 3.22% 8.73%
2025/04/03 2.73% 19.01% 7.97% 1.74% 6.89% 1.98% 3.44% 2.34% 4.55% 2.25%
2025/04/04 6.15% 16.49% 4.76% 2.86% 5.89% 1.89% 1.71% 2.49% 4.92% 2.19%
2025/04/05 3.48% 18.92% 2.74% 2.25% 9.03% 2.11% 3.52% 4.55% 4.55% 2.91%
2025/04/06 1.11% 17.34% 3.46% 4.18% 6.68% 3.4% 2.67% 3.96% 4.75% 3.13%
2025/04/07 5% 17.82% 3.9% 5.19% 4.62% 2.65% 2.02% 2.8% 5.68% 6.88%
2025/04/08 2.94% 17.78% 6.98% 7.95% 7.46% 3.7% 2.07% 3.46% 2.91% 2.08%
2025/04/09 5.23% 16.14% 8.32% 2.72% 8.89% 1.53% 1.86% 3.76% 3.96% 2.38%
2025/04/10 7.55% 11.65% 9.12% 6.38% 8.75% 3.61% 2.53% 2.44% 3.9% 3.38%
2025/04/11 1.53% 16.24% 14.62% 4.68% 8.43% 1.53% 2.83% 3.27% 2.96% 2.35%
2025/04/12 2.09% 15.71% 17.51% 7.46% 6.53% 3.31% 1.78% 2.15% 4.01% 3.75%
2025/04/13 0.75% 21.58% 13.93% 5.09% 4.24% 4.21% 1.9% 2.16% 5.01% 4.88%
2025/04/14 1.94% 19.4% 13.52% 5.61% 4.45% 3.02% 3.34% 3.66% 3.45% 0.32%
2025/04/15 3.7% 17.77% 9.8% 8.25% 5.05% 3.52% 2.99% 2.96% 2.47% 0.52%
2025/04/16 3.13% 14.52% 14.35% 5.28% 6.03% 2.1% 3.01% 4.39% 3.46% 2.32%
2025/04/17 5.07% 12.97% 9.15% 6.97% 4.89% 4.58% 2.38% 2.69% 2.11% 1.68%
2025/04/18 3.79% 20.29% 2.57% 7.99% 6.28% 5.42% 2.74% 2.53% 4.4% 2.12%
2025/04/19 5.96% 16.42% 2.71% 6.26% 5.86% 3.51% 2.46% 3.51% 4.75% 2.51%
2025/04/20 1.31% 20.32% 4.36% 5.76% 8.78% 3.33% 1.93% 4.19% 5.45% 2.14%
2025/04/21 3.63% 18.99% 6% 2.71% 8.73% 1.58% 1.43% 3.96% 4.73% 1.31%
2025/04/22 6.59% 11.7% 14.5% 7.62% 3.57% 3.64% 2.53% 3.03% 2.52% 1.63%
2025/04/23 7.74% 19.78% 10.26% 7.64% 3.85% 4.09% 2.85% 2.68% 2.9% 2.61%
2025/04/24 11.8% 14.18% 12.55% 3.97% 5.68% 1.82% 2.82% 2.74% 2.18% 1.7%
2025/04/25 12.8% 16.71% 9.95% 6.11% 4.71% 1.5% 5.1% 2.16% 2.8% 2.15%
2025/04/26 10.09% 16.33% 5% 8.7% 2.34% 4.03% 3.69% 2.19% 4.61% 2.11%
2025/04/27 10.52% 17.1% 3.75% 6.28% 2.3% 2.73% 3.71% 2.17% 1.86% 2.85%
2025/04/28 13.61% 15.8% 8.49% 3.86% 2.45% 1.61% 5.25% 1.8% 3.26% 1.67%
2025/04/29 12.14% 15.83% 7.99% 5.87% 2.65% 3.13% 4.55% 1.24% 1.37% 1.49%
2025/04/30 13.8% 11.89% 9.38% 7.36% 6.73% 4.56% 3.86% 2.53% 2.38% 1.14%

Copyright © Adthena. All rights reserved.

In April 2025, business.bt.com’s PPC spend share surged from 6.71% to 13.8%. Meanwhile, virtuallandline.co.uk maintained dominance, peaking at 21.58%. Ligo.co.uk saw fluctuations, ending at 9.38%. Digital-tv.co.uk and viking-direct.co.uk showed varied trends, closing at 7.36% and 6.73%, respectively.

Market Exposure

Competitor Count for UK Telecommunications Fixed-Line 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
2025/04/01 145
2025/04/02 147
2025/04/03 144
2025/04/04 149
2025/04/05 147
2025/04/06 156
2025/04/07 152
2025/04/08 159
2025/04/09 139
2025/04/10 134
2025/04/11 143
2025/04/12 138
2025/04/13 140
2025/04/14 138
2025/04/15 145
2025/04/16 142
2025/04/17 147
2025/04/18 144
2025/04/19 148
2025/04/20 141
2025/04/21 143
2025/04/22 140
2025/04/23 145
2025/04/24 140
2025/04/25 141
2025/04/26 144
2025/04/27 144
2025/04/28 137
2025/04/29 140
2025/04/30 135

Copyright © Adthena. All rights reserved.

April saw fluctuating advertiser numbers, peaking at 159 on April 8. The month concluded with a decrease, ending at 135.

Campaign Efficiency

Market Loss & Market Gains for UK Telecommunications Fixed-Line 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
business.bt.com 2.98%
virginmedia.com 2.32%
digital-tv.co.uk 2.27%
onedirect.co.uk 1.13%
broadband-finder.co.uk 0.89%
talkhome.co.uk -1.29%
amplifiedtelephones.co.uk -1.35%
viking-direct.co.uk -2.31%
ebay.co.uk -2.42%
ligo.co.uk -2.96%

Copyright © Adthena. All rights reserved.

In the past month, business.bt.com surged by 2.98%, while ligo.co.uk dropped by 2.96%. Virginmedia.com and digital-tv.co.uk also saw gains, whereas ebay.co.uk and viking-direct.co.uk experienced declines.

Campaign Efficiency

UK Telecommunications Fixed-Line 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 viking-direct.co.uk ligo.co.uk digital-tv.co.uk broadband-finder.co.uk amplifiedtelephones.co.uk ebay.co.uk virtuallandline.co.uk ee.co.uk onedirect.co.uk pmctelecom.co.uk
2025/04/01 15.49% 22.9% 4.17% 5.18% 3.75% 7.17% 3.09% 4.8% 1.08% 2.23%
2025/04/02 23.09% 21.88% 4.3% 2.36% 5.01% 9.24% 2.51% 2.86% 1.59% 2.69%
2025/04/03 18.69% 14.77% 2.64% 3.18% 4.45% 15.2% 3.11% 1.98% 2.03% 4.19%
2025/04/04 18.14% 10.38% 4.64% 3.08% 5.77% 10.26% 2.97% 3.08% 1.75% 3.85%
2025/04/05 21.97% 3.88% 3.45% 3.32% 9.03% 11.72% 3.77% 5.76% 1.59% 7.34%
2025/04/06 16.29% 5.72% 7.03% 5.68% 8.12% 9.68% 3.92% 7.98% 1.29% 4.88%
2025/04/07 15.35% 7.55% 8.11% 4.57% 6.77% 7.72% 3.79% 10% 0.75% 5.13%
2025/04/08 18.89% 11% 11.71% 5.74% 6.55% 7.01% 3.25% 4.13% 1.07% 3.46%
2025/04/09 19.99% 11.85% 4.61% 2.88% 7.92% 9.72% 4.16% 1.32% 1.23% 1.66%
2025/04/10 20.13% 16.93% 9.79% 6.11% 5.17% 6.36% 2.98% 1.6% 1.29% 1.19%
2025/04/11 19.5% 21.48% 7.91% 2.87% 6.51% 4.72% 3.12% 1.47% 1.98% 2.16%
2025/04/12 15.65% 26.7% 11.59% 5.38% 3.76% 4.62% 3.28% 1.04% 1.44% 2.19%
2025/04/13 11.45% 23.8% 8.32% 6.34% 4.34% 6.49% 4.4% 1.23% 0.73% 4.78%
2025/04/14 12.48% 23.83% 8.58% 4.78% 7.37% 5.97% 3.98% 1.91% 1.86% 2.06%
2025/04/15 13.55% 19.54% 13.27% 6% 6.05% 6.47% 3.26% 2.42% 1.42% 1.18%
2025/04/16 14.27% 23.83% 8.67% 3.87% 8.65% 4.14% 2.71% 2.41% 1.83% 1.05%
2025/04/17 12.96% 18.06% 11.28% 7.8% 5.7% 4.36% 2.46% 1.63% 1.97% 2.32%
2025/04/18 17.4% 5.65% 14.72% 10.28% 5.79% 3.38% 4.71% 2.98% 2.83% 1.91%
2025/04/19 17.89% 5.23% 10.86% 6.08% 7.19% 5.76% 4.5% 6.4% 1.4% 3.03%
2025/04/20 24.38% 8% 8.63% 4.66% 7.31% 7.31% 3.83% 5.15% 1.14% 1.16%
2025/04/21 22.77% 9.48% 3.87% 2.49% 6.78% 5.93% 3.02% 5.2% 6.27% 3.26%
2025/04/22 10.09% 22.21% 12.98% 6.89% 6.2% 4.08% 2.4% 2.23% 3.26% 1.37%
2025/04/23 11.07% 21.65% 12.2% 7.25% 5.46% 4.45% 3.76% 1.13% 2.96% 2.88%
2025/04/24 15.05% 21.83% 7.49% 3.61% 5.68% 4.11% 3.08% 1.51% 3.9% 3.12%
2025/04/25 16.51% 13.96% 12.8% 3.6% 4.81% 3.97% 4.01% 0.91% 4.43% 2.04%
2025/04/26 6.46% 6.77% 16.26% 7.91% 4.86% 6.84% 4.19% 2.68% 3.14% 5.98%
2025/04/27 7.84% 7.21% 12.33% 5.6% 5.19% 5.89% 4.19% 4% 2.97% 10.02%
2025/04/28 8.63% 17.62% 7.11% 3.25% 3.94% 4.84% 3.49% 2.8% 5.86% 1.8%
2025/04/29 8.95% 17.44% 11.71% 6.62% 2.63% 3.49% 3.34% 2.55% 2.32% 1.05%
2025/04/30 19.49% 13.81% 12.29% 7.99% 4.69% 3.36% 2.52% 2.12% 1.01% 0.98%

Copyright © Adthena. All rights reserved.

Viking Direct’s impression share fluctuated, peaking at 24.38% on April 20. Ligo.co.uk saw a high of 26.7% on April 12. Digital TV’s share was steady, while Broadband Finder and Amplified Telephones had minor variations. By month’s end, Viking Direct led.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Fixed-Line 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. 1
    Sky Phone Number | New Deals - Get Sky Broadband and TV... https://sky.broadband-finder.co.uk › sky › broadband

    Get The Best Sky Broadband Deals Around. Sky Broadband for Only £25 Per Month. Don't...

  2. 2
    Sky Contact Number | New Deals | Best Sky TV & Broadband... 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.

  3. 3
    Landline for the elderly - Telephone Line Only Service https://www.simpletelecoms.co.uk

    Landline for people with Alzheimer’s and Dementia with a FIX cost per month. VoIP...

  4. 4
    Virtual Landline 99p/month - Route to Landline or Mobile https://www.telecomsworld.com

    Virtual Business Phone Numbers for every UK Town and City. Monthly Inclusive Minutes.

  5. 5
    Virtual Phone Numbers https://www.vonage.co.uk

    Unlimited Calls And SMS — Leading Communications Solution Providing 99.999% Uptime. Connect From Virtually Anywhere.

Copyright © Adthena. All rights reserved.

Sky’s ads dominate with enticing broadband and TV deals, highlighting affordability and entertainment. Simpletelecoms focuses on elderly-friendly landlines, while Telecomsworld and Vonage offer virtual solutions, emphasizing connectivity and reliability. Each ad targets specific needs, showcasing diverse telecommunications offerings.

Frequently Asked Questions

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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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