UK Telecommunications Fixed-Line Services - PPC Market Share Analysis November 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.

Fixed-Line Services – UK

Google AI Overview visibility for Telecommunications Fixed-Line Services UK

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 11.9742990654
88.0257009346
11%

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 39
61
39%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 5%
Transactional 17%
Navigational 5%
Seasonal 0%
Local 0%
Problem Solving 6%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
digital-tv.co.uk 14.87
business.bt.com 13.16
claritycheck.com 11.4
virtuallandline.co.uk 11.27
broadband-finder.co.uk 7.92
virginmedia.com 4.9
bt.com 4.44
ligo.co.uk 3.57
viking-direct.co.uk 2.76
expertmarket.co.uk 2.59
others 23.12
  • digital-tv.co.uk - 14.87%
  • business.bt.com - 13.16%
  • claritycheck.com - 11.4%
  • virtuallandline.co.uk - 11.27%
  • broadband-finder.co.uk - 7.92%
  • virginmedia.com - 4.9%
  • bt.com - 4.44%
  • ligo.co.uk - 3.57%
  • viking-direct.co.uk - 2.76%
  • expertmarket.co.uk - 2.59%
  • others - 23.12%

Copyright © Adthena. All rights reserved.

In the telecommunications PPC landscape, digital-tv.co.uk leads with 14.87% click share, followed by business.bt.com at 13.16%. Others collectively hold 23.12%, showcasing 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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date business.bt.com virtuallandline.co.uk digital-tv.co.uk broadband-finder.co.uk expertmarket.co.uk virginmediabusiness.co.uk 3cx.com hihi.co.uk claritycheck.com dialpad.com
2025/11/01 15.85% 10.9% 8.04% 4.67% 10.03% 5.16% 3.52% 3.41% 4.65% 6.4%
2025/11/02 14.89% 11.48% 6.36% 4.12% 6.28% 3.69% 4.33% 4.5% 4.26% 8.04%
2025/11/03 12.33% 7.08% 6.58% 3.27% 8.51% 3.47% 4.06% 7.54% 3.17% 1.87%
2025/11/04 10.89% 6.79% 7.37% 5.09% 8.14% 3.07% 3.59% 6.52% 4.77% 2.08%
2025/11/05 7.96% 7.98% 7.89% 4.73% 10.67% 3.87% 4.23% 3.69% 4.45% 4.75%
2025/11/06 4.03% 7.35% 6.78% 2.72% 12.69% 3.31% 3.27% 8.52% 4% 4.95%
2025/11/07 4.64% 6.45% 6.64% 5.14% 13.17% 3% 2.9% 8.33% 3.38% 2.7%
2025/11/08 7.37% 9.51% 9.44% 4.77% 14.17% 5.36% 5.66% 4.23% 3.05% 4.72%
2025/11/09 8.69% 12.39% 10.85% 8.74% 8.73% 7.56% 4.91% 2.67% 4.71% 4%
2025/11/10 8.67% 7.66% 9.39% 4.71% 14.13% 1.52% 4.03% 3.94% 4.33% 6.32%
2025/11/11 7.83% 9.83% 4.5% 2.83% 13.51% 3.19% 2% 9.79% 3.17% 2.6%
2025/11/12 7.55% 9.08% 8.13% 6.39% 15.22% 3.35% 5.28% 7.42% 3.08% 3.96%
2025/11/13 7.44% 9.16% 8.14% 3.83% 14.2% 4.42% 5.14% 8.25% 3.8% 2.61%
2025/11/14 9.19% 9.92% 8.8% 3.81% 14.6% 3.64% 3.49% 5.5% 4.1% 1.87%
2025/11/15 8.26% 9.78% 9.43% 8.37% 10.63% 4.45% 4.53% 7.62% 4.42% 2.04%
2025/11/16 9.37% 13.75% 6.59% 3.07% 11.6% 5.53% 5.62% 5.46% 5.86% 2.2%
2025/11/17 10.19% 8.48% 7.7% 3.07% 12.95% 4.71% 3.75% 6.07% 3.13% 3.88%
2025/11/18 14.66% 6.75% 6.13% 4.66% 13.63% 4.08% 3.19% 4.83% 2.56% 3.88%
2025/11/19 11.35% 7.88% 7.16% 5.58% 13.07% 4.08% 3.72% 7.83% 3.38% 3.73%
2025/11/20 10.25% 11.02% 7.66% 4.02% 16.11% 2.71% 4.35% 6.66% 2.14% 3.09%
2025/11/21 10.85% 7.66% 6.24% 4.17% 13.8% 3.41% 2.63% 7.52% 2.8% 3.53%
2025/11/22 12.46% 12.04% 7.97% 2.29% 9.1% 4.75% 3.64% 5.54% 4.65% 3.49%
2025/11/23 11.02% 9.43% 9.14% 5.49% 8.77% 4.96% 5.39% 7.74% 4.43% 2.04%
2025/11/24 12.44% 9.5% 5.79% 2.72% 10.1% 3.94% 4.19% 5.96% 4.39% 2.7%
2025/11/25 12.17% 8.32% 8.79% 5.25% 10.86% 3.62% 2.93% 8.49% 2.62% 1.99%
2025/11/26 12.63% 8.55% 7.22% 5.05% 12.05% 5.08% 4.19% 7.34% 4.16% 3.44%
2025/11/27 15.88% 8.4% 7.21% 3.12% 10.34% 1.97% 5.04% 7.49% 2.96% 1.71%
2025/11/28 12.07% 9.15% 8.11% 4.08% 7.65% 4.62% 2% 8.38% 3.01% 4.39%
2025/11/29 20.39% 10.89% 5.63% 5.34% 6.06% 2.87% 7.2% 8.17% 3.89% 2.42%
2025/11/30 20.84% 11.01% 8.22% 5.69% 5.34% 4.92% 4.32% 4.3% 4.04% 1.43%
  • business.bt.com
  • virtuallandline.co.uk
  • digital-tv.co.uk
  • broadband-finder.co.uk
  • expertmarket.co.uk
  • virginmediabusiness.co.uk
  • 3cx.com
  • hihi.co.uk
  • claritycheck.com
  • dialpad.com

Copyright © Adthena. All rights reserved.

In November 2025, business.bt.com saw a fluctuating spend share, peaking at 20.84% on the 30th. Virtuallandline.co.uk and digital-tv.co.uk maintained moderate shares, while expertmarket.co.uk experienced a decline. Virginmediabusiness.co.uk and others showed varied trends.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2025/11/01 124
2025/11/02 127
2025/11/03 129
2025/11/04 136
2025/11/05 127
2025/11/06 129
2025/11/07 128
2025/11/08 128
2025/11/09 119
2025/11/10 119
2025/11/11 123
2025/11/12 119
2025/11/13 116
2025/11/14 112
2025/11/15 114
2025/11/16 108
2025/11/17 118
2025/11/18 110
2025/11/19 118
2025/11/20 112
2025/11/21 120
2025/11/22 115
2025/11/23 114
2025/11/24 114
2025/11/25 107
2025/11/26 108
2025/11/27 110
2025/11/28 112
2025/11/29 112
2025/11/30 113

Copyright © Adthena. All rights reserved.

November began with 124 advertisers, peaking at 136 on the 4th. A decline followed, reaching 107 on the 25th, before slightly recovering to 113 by month’s end.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
business.bt.com 11.86%
bt.com 5.26%
plus.net 0.47%
broadbandservices.co.uk 0.42%
viking-direct.co.uk 0.28%
expertmarket.co.uk -1.18%
broadband-finder.co.uk -1.64%
digital-tv.co.uk -2.47%
claritycheck.com -2.51%
ligo.co.uk -2.82%

Copyright © Adthena. All rights reserved.

BT’s domains surged with business.bt.com up 11.86% and bt.com 5.26%, while ligo.co.uk fell 2.82%.

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.

Date business.bt.com digital-tv.co.uk claritycheck.com viking-direct.co.uk broadband-finder.co.uk ligo.co.uk virtuallandline.co.uk virginmedia.com telecomsworld.com expertmarket.co.uk
2025/11/01 14.71% 21.08% 13.6% 0.16% 9.48% 4.07% 5.77% 2.42% 1.72% 3.7%
2025/11/02 9.78% 18.59% 12.37% 0.18% 8.82% 4.57% 6.51% 2.73% 1.74% 2.83%
2025/11/03 8.39% 18.32% 9.05% 3.89% 7.17% 7.1% 4.04% 2.09% 2.8% 2.55%
2025/11/04 1.64% 17.52% 12.11% 9.29% 9.72% 7.88% 3% 1.76% 3.05% 2.57%
2025/11/05 1.18% 19.85% 13.16% 6.14% 10.46% 4.92% 3.61% 2.44% 2.52% 3.39%
2025/11/06 1.28% 19.68% 14.52% 4.86% 6.55% 4.65% 4.46% 2.27% 2.96% 4.49%
2025/11/07 5.22% 17.49% 10.44% 4.28% 10.73% 3.95% 4.35% 2.57% 1.67% 4.92%
2025/11/08 2.01% 24.32% 7.91% 1.33% 10.91% 9.72% 6.04% 3.2% 2.9% 5.13%
2025/11/09 6.88% 24.58% 13.44% 1.43% 17.54% 1.62% 6.43% 2.54% 2.79% 2.46%
2025/11/10 15.36% 22.77% 10.58% 1.63% 10.31% 4.12% 4.18% 2.51% 2.36% 3.97%
2025/11/11 5.56% 15.11% 11.71% 1.63% 9.43% 1.19% 6.33% 2.79% 3.91% 6.07%
2025/11/12 19.01% 19.23% 8.49% 2.25% 12.57% 1.75% 4.83% 2.59% 2.01% 5.13%
2025/11/13 12.17% 21.71% 11.07% 2.68% 7.48% 2.01% 5.3% 3.09% 2.36% 4.79%
2025/11/14 16.18% 21.56% 10.22% 2.94% 6.41% 3.17% 4.8% 2.88% 2.47% 4.13%
2025/11/15 17.95% 21.29% 9.38% 0.16% 14.85% 0.76% 4.71% 3.75% 2.65% 2.86%
2025/11/16 18.08% 16.9% 16.84% 0.45% 5.38% 1.06% 7.34% 4.36% 4.21% 3.75%
2025/11/17 31.1% 17.54% 9.05% 0.75% 6.56% 1.12% 3.95% 2.92% 2.56% 3.16%
2025/11/18 37.99% 13.42% 6.79% 1.77% 8.16% 1.58% 3.1% 2.64% 2.19% 3.52%
2025/11/19 29.6% 16.32% 7.99% 2.4% 10.96% 1.2% 2.96% 2.56% 2.59% 3.52%
2025/11/20 23.41% 18.56% 7.42% 2.13% 7.02% 0.47% 4.54% 3.42% 2.71% 4.82%
2025/11/21 24.2% 15.35% 7.22% 5.68% 8.17% 1.12% 3.51% 3.17% 3.48% 3.76%
2025/11/22 27.85% 18.87% 10.2% 0.81% 5.93% 2.28% 5.7% 4.09% 4.03% 2.08%
2025/11/23 32.03% 18.46% 10.58% 2.15% 9.27% 1.8% 3.52% 2.93% 2.6% 1.74%
2025/11/24 30.85% 13.15% 10.99% 1.29% 4.56% 0.33% 3.61% 2.62% 2.34% 2.31%
2025/11/25 28.52% 19.23% 6.79% 3.88% 9.19% 1.76% 2.91% 2.49% 2.65% 2.3%
2025/11/26 21.95% 16.76% 11.78% 3.86% 9.91% 1.31% 3.38% 2.39% 2.11% 2.66%
2025/11/27 25.44% 16.24% 8.79% 8.76% 6.53% 2.04% 3.08% 2.77% 2.54% 1.98%
2025/11/28 21.05% 16.88% 7.92% 4.78% 6.54% 1.23% 3.84% 2.96% 1.83% 1.44%
2025/11/29 29.74% 13.99% 10.33% 2.61% 9.74% 3.21% 4.68% 2.56% 3.33% 1.1%
2025/11/30 33.8% 14.4% 8.94% 8.12% 7.8% 3.68% 3.31% 2.6% 1.97% 0.88%
  • business.bt.com
  • digital-tv.co.uk
  • claritycheck.com
  • viking-direct.co.uk
  • broadband-finder.co.uk
  • ligo.co.uk
  • virtuallandline.co.uk
  • virginmedia.com
  • telecomsworld.com
  • expertmarket.co.uk

Copyright © Adthena. All rights reserved.

In November 2025, business.bt.com saw a dramatic rise in PPC impressions, peaking at 37.99% on the 18th. Meanwhile, digital-tv.co.uk maintained a steady presence, while claritycheck.com fluctuated. By month’s end, business.bt.com led the pack.

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.

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Fixed-Line Services - Last month
  1. 1
    Contact Sky https://sky.broadband-finder.co.uk

    Sky: TV, Broadband & Mobile — Sky Stream with Netflix from £15/pm. Fibre broadband from just £24/pm.

  2. 2
    http://www.broadbandservices.co.uk/

    broadbandservices.co.uk - Find the best ISP. Our mission is to guide you through the myriad of broadband and fibre options available

  3. 3
    Always On, Always Secure

    UK's leading Leased Lines — Experience lightning-fast business connectivity with speeds reaching up to 10Gbps

  4. 4
    BT Business https://business.bt.com

    Call An Expert Today — Experience lightning-fast business connectivity with speeds reaching up to 10Gbps. Boost your...

  5. 5
    Sky Contact Number - Sky TV, Broadband & Mobile https://sky.digital-tv.co.uk › sky_black › friday

    Sky Stream with Netflix from £15/pm. Fibre broadband from just £24/pm.

Copyright © Adthena. All rights reserved.

Sky and BT dominate Google’s SERP with compelling offers. Sky entices with affordable bundles, starting at £15/month, integrating TV, broadband, and Netflix. BT highlights its superior business connectivity, boasting speeds up to 10Gbps. Both leverage strong brand recognition and value propositions.

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