UK Telecommunications Fixed-Line Services - PPC Market Share Analysis May 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	17.81
viking-direct.co.uk	8.69
virtuallandline.co.uk	8.52
business.bt.com	8.5
digital-tv.co.uk	7.57
virginmedia.com	5.01
amplifiedtelephones.co.uk	4.41
broadband-finder.co.uk	4.15
talkhome.co.uk	3.25
ebay.co.uk	2.73
others	29.36

In the telecommunications PPC landscape, “ligo.co.uk” leads with 17.81% click share, while “others” dominate at 29.36%, highlighting diverse competition.

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	virtuallandline.co.uk	business.bt.com	airlandline.co.uk	telecomsworld.com	digital-tv.co.uk	expertmarket.co.uk	viking-direct.co.uk	virginmedia.com	ligo.co.uk	bonline.com
2025/05/01	12.25%	21.35%	2.18%	2.5%	6.33%	1.04%	5.75%	2.69%	7.52%	2.77%
2025/05/02	12.93%	15.17%	3.25%	3.16%	5.12%	1.68%	4.44%	2.16%	8.68%	4%
2025/05/03	15.07%	14.68%	2.72%	2.59%	5.11%	0.4%	5.27%	2.83%	12.47%	0.28%
2025/05/04	14.84%	14.02%	3.39%	3.35%	5.89%	0.38%	3.78%	3.15%	8.7%	0.31%
2025/05/05	11.11%	13.16%	3.73%	2.83%	3.72%	0.32%	4.22%	3.69%	6.9%	4.54%
2025/05/06	14.28%	15.01%	2.35%	4.03%	6.1%	2.68%	4.07%	3.07%	5.76%	4.11%
2025/05/07	11.75%	10.93%	2.96%	4.12%	6.96%	3.85%	4.42%	2.71%	9.26%	3.95%
2025/05/08	11.64%	9.14%	2.91%	4.55%	5.12%	4.79%	3.84%	2.65%	11.42%	4.57%
2025/05/09	12.92%	14.84%	2.59%	3.16%	4.59%	3.69%	4.6%	2.65%	8.95%	4.04%
2025/05/10	17.07%	16.08%	3.42%	2.83%	3.65%	3.97%	5.31%	2.77%	4.79%	0.28%
2025/05/11	13.96%	14.3%	3.33%	3.52%	6.02%	2.26%	5.2%	2.84%	6.06%	0.27%
2025/05/12	12.18%	17%	3.31%	4.01%	6.09%	2.16%	3.74%	2.67%	8.16%	5.78%
2025/05/13	11.27%	16.41%	2.47%	3.42%	5.54%	2.92%	3.46%	2.89%	12.7%	4.68%
2025/05/14	11.73%	17.77%	2.21%	3.2%	5.3%	3.39%	2.73%	2.43%	13.11%	4.25%
2025/05/15	11.86%	16.98%	2.56%	3.72%	5.45%	4.89%	3.76%	2.69%	10.8%	3.49%
2025/05/16	10.06%	27.21%	4.01%	4.9%	0.81%	6.52%	3.07%	2.46%	5.23%	4.17%
2025/05/17	14.52%	21.25%	5.77%	4.65%	3.45%	4%	3.1%	3.52%	2.8%	0.44%
2025/05/18	12.25%	21.42%	7.13%	6.52%	2.12%	4.26%	3.87%	2.62%	5.97%	0.44%
2025/05/19	10.18%	25.62%	4.65%	3.64%	5.03%	4.3%	1.67%	2.86%	3.41%	4.59%
2025/05/20	11.23%	24.88%	4.86%	3.42%	2.57%	4.22%	3.61%	2.92%	6.95%	6.06%
2025/05/21	9.79%	28.41%	4.09%	3.46%	1.45%	5.93%	2.77%	2.55%	4.95%	6.37%
2025/05/22	12.22%	21.26%	3.5%	4.64%	4.33%	3.55%	3.27%	2.16%	8.54%	4.47%
2025/05/23	12.44%	16.7%	5.04%	4.68%	2.98%	4.31%	3.73%	2.22%	6.38%	4.29%
2025/05/24	14.91%	19.02%	7.12%	5.68%	3.69%	0.9%	3.37%	2.12%	4.79%	0.53%
2025/05/25	19.43%	11.55%	9.79%	7.74%	3.36%	0.91%	2%	2.5%	4.79%	0.59%
2025/05/26	17.75%	13.19%	7.06%	6.59%	3.69%	0.67%	2.05%	2.79%	3.46%	4.58%
2025/05/27	14.49%	18.56%	4.13%	4.36%	2.07%	5.45%	2.38%	2.07%	6.08%	6.16%
2025/05/28	10.15%	14.9%	3.71%	3.46%	2.31%	4.1%	1.66%	25.76%	4.35%	4.43%
2025/05/29	11.52%	11.48%	5.41%	3.64%	4.09%	5.72%	2.87%	3.44%	10.44%	5.32%
2025/05/30	14.16%	11.76%	4.4%	3.32%	3.14%	7.76%	3.68%	2.89%	6.04%	5.74%
2025/05/31	13.97%	11.18%	6.65%	6.34%	5.82%	5.32%	3.08%	3.01%	2.78%	0.36%

In May 2025, business.bt.com led PPC spend, peaking mid-month. virtuallandline.co.uk showed fluctuations, ending strong. airlandline.co.uk and telecomsworld.com saw gradual increases. virginmedia.com spiked late month. Overall, dynamic shifts marked the month.

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
2025/05/01	136
2025/05/02	148
2025/05/03	138
2025/05/04	146
2025/05/05	146
2025/05/06	149
2025/05/07	150
2025/05/08	153
2025/05/09	148
2025/05/10	145
2025/05/11	147
2025/05/12	143
2025/05/13	154
2025/05/14	145
2025/05/15	153
2025/05/16	144
2025/05/17	143
2025/05/18	149
2025/05/19	143
2025/05/20	147
2025/05/21	132
2025/05/22	133
2025/05/23	125
2025/05/24	122
2025/05/25	119
2025/05/26	124
2025/05/27	124
2025/05/28	121
2025/05/29	125
2025/05/30	122
2025/05/31	123

May began with 136 advertisers, peaking at 154 mid-month. A decline followed, ending with 123 advertisers.

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
virginmedia.com	2.93%
business.bt.com	2.62%
virtuallandline.co.uk	2.21%
airlandline.co.uk	1.68%
vonageforhome.co.uk	0.94%
digital-tv.co.uk	-1.19%
viking-direct.co.uk	-1.37%
talkhome.co.uk	-1.4%
amplifiedtelephones.co.uk	-1.66%
ligo.co.uk	-4.58%

Virginmedia.com surged with a 2.93% click share increase, while ligo.co.uk dropped by 4.58%.

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	digital-tv.co.uk	viking-direct.co.uk	ligo.co.uk	broadband-finder.co.uk	virtuallandline.co.uk	telecomsworld.com	ebay.co.uk	onedirect.co.uk	business.bt.com	bonline.com
2025/05/01	12.21%	17.82%	16.18%	5.91%	2.83%	1.63%	3.56%	4.14%	3.45%	2.1%
2025/05/02	10.22%	14.83%	17.49%	5.24%	3.32%	2.02%	3.27%	3.69%	3.03%	2.83%
2025/05/03	10.24%	14.96%	20.28%	5.1%	3.87%	1.82%	3.38%	4.04%	3.18%	0.1%
2025/05/04	11.73%	12.47%	18.88%	5.78%	4.81%	2.31%	3.95%	2.37%	2.96%	0.11%
2025/05/05	7.03%	13.18%	15.16%	5.64%	3.23%	2.29%	3.08%	5.45%	2.66%	3.4%
2025/05/06	11.53%	12.77%	12.96%	6.04%	3.98%	2.41%	3.55%	2.93%	3.13%	3.25%
2025/05/07	12.39%	13.9%	15.74%	5.95%	3.96%	3%	3.5%	3.5%	2.14%	3.41%
2025/05/08	9.65%	11.62%	21.06%	6.69%	4.03%	2.6%	3.63%	3.05%	1.8%	3.73%
2025/05/09	8.64%	13.54%	17.69%	4.43%	4.47%	2.36%	2.83%	2.04%	2.7%	3.01%
2025/05/10	7.06%	17.59%	12.32%	5.18%	5.7%	2%	3.97%	3.65%	3.07%	0.13%
2025/05/11	11.09%	16.03%	14.82%	5.68%	4.26%	2.16%	4.32%	2.27%	2.41%	0.12%
2025/05/12	11.03%	11.91%	19.44%	6.32%	3.85%	2.32%	3.87%	3.58%	2.62%	3.58%
2025/05/13	10.27%	10.91%	26.96%	5.96%	4.03%	2.25%	2.01%	1.6%	2.84%	3.66%
2025/05/14	9.85%	8.41%	29.33%	4.5%	3.95%	2.17%	4.76%	1.29%	2.67%	3.32%
2025/05/15	10.52%	11.17%	24.85%	5.52%	3.76%	2.5%	4.02%	1.3%	2.8%	3.06%
2025/05/16	2.29%	12.5%	19.33%	2.13%	4.63%	3.91%	3.59%	0.98%	6.24%	4.23%
2025/05/17	10.72%	15.15%	8.47%	2.21%	6.08%	4.37%	4.21%	1.3%	4.31%	0.33%
2025/05/18	5.1%	15.65%	13.51%	1.2%	4.9%	4.35%	3.43%	0.89%	3.7%	0.29%
2025/05/19	11.8%	7.65%	12.3%	7.49%	3.87%	2.83%	3.32%	2.65%	6.38%	4.49%
2025/05/20	5.96%	13.96%	19.95%	4.65%	4.38%	2.8%	2.78%	2.4%	4.88%	5.28%
2025/05/21	4.51%	12.14%	17.65%	2.14%	3.38%	3%	3.31%	2.52%	7.54%	5.19%
2025/05/22	10.2%	10.8%	17.73%	8.27%	3.54%	3.68%	3.16%	4.27%	5.08%	4.28%
2025/05/23	7.03%	12.95%	14.66%	6.92%	4.76%	4.43%	1.37%	2.53%	3.19%	5.53%
2025/05/24	10.08%	12.6%	7.94%	0.85%	6.83%	5.54%	5.28%	3%	3.79%	0.25%
2025/05/25	9.21%	8.01%	11.57%	3.13%	7.09%	6.65%	5.33%	0.91%	1.81%	0.28%
2025/05/26	9.15%	8.1%	11.81%	6.91%	7.09%	5.5%	2.97%	2.05%	2.34%	4.92%
2025/05/27	5.46%	9.33%	15.88%	6.18%	4.69%	4.12%	4.41%	4.01%	4.74%	6.25%
2025/05/28	7.66%	8.2%	12.83%	5.45%	3.88%	4.3%	2.26%	4.26%	4.92%	3.97%
2025/05/29	9.25%	10.37%	23.31%	6.49%	3.01%	2.78%	1.84%	2.98%	2.67%	4.84%
2025/05/30	7.59%	13.08%	15.22%	3.41%	4.47%	2.55%	4.46%	4.69%	2.83%	4.48%
2025/05/31	12.92%	11.91%	7.87%	5.18%	5.12%	4.63%	2.85%	2.63%	2.44%	0.18%

In May 2025, digital-tv.co.uk saw fluctuating impressions, peaking at 12.92% on the 31st. Viking-direct.co.uk maintained a steady presence, while lig.co.uk experienced significant highs, reaching 29.33% mid-month. The month concluded with diverse performances across domains.

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
A UK Landline for Your Mobile - Get a Virtual Number in 2 mins https://www.airlandline.co.uk
Unlike Other Virtual Number Sites, We Don't Limit Or Charge For Diversions To Your Mobile. More Free...
2
Sky Contact Number | Call Now - Get Sky Broadband and TV Deals https://sky.broadband-finder.co.uk › sky › broadband
Get The Best Sky Broadband Deals Around. Sky Broadband for Only £25 Per Month. Don't Miss Out...
3
Sky Phone Number | Call Now https://sky.digital-tv.co.uk › sky › phone
Contact The Experts Today — Phone To Speak To The Experts or Compare The Latest Sky Offers Online Today.
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. Fast...
5
The Original Virtual Landline - From Only £4.50 per Month https://www.virtuallandline.co.uk
Only £4.50/month for unlimited inbound calls. Get started & setup today in under 2 minutes. Join the...

In the competitive landscape of telecommunications, Airlandline.co.uk stands out with its promise of no charges for mobile diversions, offering a seamless virtual number experience. Sky’s ads focus on unbeatable broadband and TV deals, emphasizing affordability and expert support. Telecomsworld.com and Virtuallandline.co.uk highlight cost-effective virtual landline solutions, catering to businesses with inclusive minutes and quick setup.

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Data within the UK Telecommunications Fixed-Line Services May 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
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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

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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

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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

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Related reports

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

Share of Clicks for top 10 UK Telecommunications Fixed-Line Services brands

Share of Spend for the top 10 UK Telecommunications Fixed-Line Services brands

Competitor Count for UK Telecommunications Fixed-Line Services

Market Loss & Market Gains for UK Telecommunications Fixed-Line Services

UK Telecommunications Fixed-Line Services Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Fixed-Line Services

Frequently Asked Questions

Why is the UK Telecommunications Fixed-Line Services May 2025 Report useful and how should I use it?

Why is the UK Telecommunications Fixed-Line Services May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Telecommunications Fixed-Line Services May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Telecommunications Fixed-Line Services May 2025 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

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