UK Telecommunications Fixed-Line Services - PPC Market Share Analysis March 2026

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 10.3375352463
89.6624647537
10%

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 38
62
38%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 6%
Transactional 16%
Navigational 4%
Seasonal 0%
Local 0%
Problem Solving 8%

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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
virtuallandline.co.uk 17.62
digital-tv.co.uk 13.98
claritycheck.com 12
business.bt.com 9.86
virginmedia.com 5.91
ligo.co.uk 5.59
viking-direct.co.uk 4.33
bt.com 4.12
broadband-finder.co.uk 4
ebay.co.uk 2.08
others 20.51
  • virtuallandline.co.uk - 17.62%
  • digital-tv.co.uk - 13.98%
  • claritycheck.com - 12%
  • business.bt.com - 9.86%
  • virginmedia.com - 5.91%
  • ligo.co.uk - 5.59%
  • viking-direct.co.uk - 4.33%
  • bt.com - 4.12%
  • broadband-finder.co.uk - 4%
  • ebay.co.uk - 2.08%
  • others - 20.51%

Copyright © Adthena. All rights reserved.

In the PPC landscape, “others” dominate with 20.51% click share, while virtuallandline.co.uk leads individual advertisers at 17.62%. Digital-tv.co.uk follows closely at 13.98%.

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 virtuallandline.co.uk digital-tv.co.uk business.bt.com broadband-finder.co.uk claritycheck.com virginmedia.com telecomsworld.com expertmarket.co.uk hihi.co.uk bt.com
2026/03/01 23.81% 14.87% 13.47% 6.62% 9.77% 4.44% 4.31% 3.11% 1.17% 0.71%
2026/03/02 17.32% 16.57% 7.67% 6.9% 6.58% 3.87% 4.63% 4.41% 1.25% 2.21%
2026/03/03 18.32% 11.52% 9.21% 2.1% 6.78% 3.47% 5.65% 4.77% 1.34% 1.16%
2026/03/04 16.66% 15.74% 6.87% 6.68% 7.83% 2.94% 5.32% 4.23% 1.09% 1.78%
2026/03/05 14.46% 17.46% 11.94% 4.42% 4.82% 2.77% 5.25% 4.94% 1.15% 2.55%
2026/03/06 16.07% 17.84% 10.85% 7.36% 4.32% 3.92% 6.19% 3.38% 1.41% 5.08%
2026/03/07 20.09% 14.71% 14.14% 1.46% 5.94% 4.27% 6.04% 5.43% 1.59% 6.35%
2026/03/08 19.12% 15.56% 13.04% 6.32% 4.73% 3.83% 8.51% 4.66% 1.68% 3.67%
2026/03/09 17.51% 13.33% 15.65% 1.57% 5.56% 3.82% 6.28% 3.96% 2.31% 5%
2026/03/10 21.29% 10.86% 16.8% 0.95% 4.34% 3.09% 7.17% 5.03% 4% 1.86%
2026/03/11 12.94% 14.58% 13.18% 1.94% 6.47% 5.4% 3.45% 5.1% 3.06% 4.23%
2026/03/12 17.9% 14.04% 14.25% 5.08% 4.66% 3.87% 4.84% 5.13% 5.07% 2.28%
2026/03/13 17.32% 14.85% 14.72% 4.34% 5.13% 3.81% 6.99% 4.41% 3.21% 1.53%
2026/03/14 23.54% 8.95% 18.92% 2.12% 7.3% 4.03% 6.88% 2.82% 3.8% 1.66%
2026/03/15 28.35% 4.29% 16.18% 0.11% 4.83% 4.39% 9.43% 3.16% 3.6% 2.72%
2026/03/16 17.38% 11.63% 13.79% 2.77% 3.39% 3.76% 8.52% 3.46% 4.73% 2.03%
2026/03/17 19.24% 10.41% 10.63% 3.69% 4.92% 4.84% 7.48% 2.87% 4.74% 2.9%
2026/03/18 21.36% 10.4% 13.83% 3.12% 5.66% 5.11% 4.95% 4.18% 4.34% 2.56%
2026/03/19 22.19% 8.3% 14.03% 3.37% 5.79% 4.24% 5.92% 3.07% 6.29% 0.6%
2026/03/20 23.03% 12.26% 9.3% 2.07% 5.69% 4.17% 7.25% 3.3% 5.04% 1.36%
2026/03/21 24.26% 13.84% 9.77% 9.21% 6.74% 4.23% 6.91% 2.65% 2.87% 3.25%
2026/03/22 20.73% 10.5% 18.3% 4.9% 7% 5.2% 6.26% 2.92% 2.46% 4.62%
2026/03/23 21.35% 9.91% 15.57% 4.35% 3.79% 3.72% 8.44% 3.5% 2.41% 4.96%
2026/03/24 19.15% 10.37% 10.58% 3.67% 4.9% 4.84% 7.45% 2.86% 4.84% 2.89%
2026/03/25 26.75% 9.43% 15.61% 2.09% 2.74% 5.52% 5.75% 5.02% 1.92% 5.34%
2026/03/26 27.68% 10.35% 13.97% 1.42% 2.55% 3.92% 5.61% 3.54% 1.77% 2.43%
2026/03/27 22.06% 11.04% 14.99% 0.98% 5.89% 5.57% 4.72% 3.69% 1.21% 3.7%
2026/03/28 26.66% 12.62% 15.22% 3.17% 5.82% 5.85% 4.06% 2.9% 1.19% 2.54%
2026/03/29 27.06% 8.51% 15.52% 1.59% 6.8% 8.42% 5.36% 3.7% 1.46% 1.08%
2026/03/30 24.24% 11.7% 14.71% 2.59% 3.26% 5.7% 4.98% 5.4% 1.33% 0.74%
2026/03/31 19.77% 12.55% 11.38% 7.06% 5.97% 4.34% 4.27% 4.07% 2.39% 0.83%
  • virtuallandline.co.uk
  • digital-tv.co.uk
  • business.bt.com
  • broadband-finder.co.uk
  • claritycheck.com
  • virginmedia.com
  • telecomsworld.com
  • expertmarket.co.uk
  • hihi.co.uk
  • bt.com

Copyright © Adthena. All rights reserved.

In March 2026, virtuallandline.co.uk led with fluctuating spend, peaking at 28.35%. digital-tv.co.uk saw a decline, bottoming at 4.29%. business.bt.com showed steady growth, reaching 18.3%. The month ended with virtuallandline.co.uk maintaining dominance.

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
2026/03/01 95
2026/03/02 98
2026/03/03 102
2026/03/04 104
2026/03/05 100
2026/03/06 104
2026/03/07 103
2026/03/08 102
2026/03/09 104
2026/03/10 102
2026/03/11 107
2026/03/12 102
2026/03/13 103
2026/03/14 103
2026/03/15 98
2026/03/16 99
2026/03/17 97
2026/03/18 98
2026/03/19 96
2026/03/20 95
2026/03/21 96
2026/03/22 91
2026/03/23 92
2026/03/24 97
2026/03/25 91
2026/03/26 89
2026/03/27 85
2026/03/28 87
2026/03/29 89
2026/03/30 92
2026/03/31 87

Copyright © Adthena. All rights reserved.

March began with 95 advertisers, peaking at 107 mid-month. A decline followed, ending at 87.

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
virtuallandline.co.uk 4.92%
virginmedia.com 1.85%
ligo.co.uk 0.5%
g.network 0.32%
switchexperts.co.uk 0.22%
amplifiedtelephones.co.uk -0.62%
viking-direct.co.uk -0.72%
business-quote.co.uk -0.8%
business.bt.com -1.13%
digital-tv.co.uk -2.35%

Copyright © Adthena. All rights reserved.

In the past month, virtuallandline.co.uk surged by 4.92%, while digital-tv.co.uk dropped by 2.35%. Virginmedia.com gained 1.85%, contrasting business.bt.com’s 1.13% decline.

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 digital-tv.co.uk claritycheck.com broadband-finder.co.uk ligo.co.uk virtuallandline.co.uk viking-direct.co.uk business.bt.com virginmedia.com telecomsworld.com ebay.co.uk
2026/03/01 25.43% 24.28% 9.52% 2.25% 8.79% 0.85% 4.18% 3.92% 3.14% 2.45%
2026/03/02 26.35% 15.97% 9.91% 1.9% 7.37% 4.52% 2.14% 3.03% 3.53% 2.69%
2026/03/03 18.58% 16.7% 3.29% 6.74% 6.43% 8.11% 2.83% 3.64% 3.86% 1.09%
2026/03/04 21.61% 17.01% 8.07% 6.67% 5.24% 8.44% 1.79% 2.52% 3.34% 4.07%
2026/03/05 25.83% 11.84% 6.28% 4.08% 6.02% 7.25% 4.24% 2.24% 3.8% 3.77%
2026/03/06 25.47% 8.88% 8.89% 5.34% 6.31% 8.96% 3.88% 3.19% 4.14% 1.31%
2026/03/07 26.82% 15.62% 2.77% 1.12% 9.92% 0.78% 5.86% 4.27% 4.84% 2.94%
2026/03/08 27.51% 13.16% 12.51% 0.68% 8.67% 0.46% 5.02% 3.71% 5.56% 2.12%
2026/03/09 22.74% 15% 2.66% 5.17% 6% 5.1% 6.81% 3.1% 3.52% 1.65%
2026/03/10 20.7% 12.34% 2.07% 2.17% 9.9% 5.31% 7% 3.03% 6.19% 2.5%
2026/03/11 22.09% 14.87% 3.27% 4.47% 5.42% 8.35% 4.53% 4.32% 1.45% 1.56%
2026/03/12 20.76% 10.65% 7.44% 2.05% 6.52% 6.47% 16.79% 3.81% 2.79% 0.95%
2026/03/13 21% 11.05% 5.49% 1.64% 6.87% 5.6% 21.52% 2.74% 3.55% 1.81%
2026/03/14 13.83% 16.66% 2.83% 4.3% 9.33% 1.95% 24.64% 4% 4.35% 1.88%
2026/03/15 7.43% 13.48% 0.19% 8.96% 13.41% 2.28% 14.09% 4.49% 6.05% 2.86%
2026/03/16 19.09% 8.07% 3.24% 6.06% 7.66% 7.88% 10.86% 2.65% 4.5% 1.78%
2026/03/17 16.44% 11.17% 5.24% 7.37% 8.71% 8.5% 3.31% 3.42% 3.92% 4.13%
2026/03/18 15.2% 13.37% 4.37% 5.87% 9.92% 10.67% 5.23% 5.1% 2.57% 2.89%
2026/03/19 13.53% 14.48% 4.63% 5.59% 10.88% 10.19% 5.09% 3.01% 2.95% 5.33%
2026/03/20 17.98% 14.23% 3.34% 5.26% 10.81% 8.75% 3.31% 2.94% 4.4% 1.82%
2026/03/21 24.52% 18.53% 11.66% 1% 14.1% 1.03% 3.46% 3.64% 4.22% 1.57%
2026/03/22 19.71% 18.13% 9.34% 2.07% 11.16% 0.68% 7.28% 6.09% 4.05% 2.2%
2026/03/23 18.28% 11.08% 7.3% 2.83% 12.75% 3.09% 6.61% 3.7% 4.94% 2.93%
2026/03/24 16.44% 11.17% 5.24% 7.37% 8.71% 8.5% 3.31% 3.42% 3.92% 4.13%
2026/03/25 20.2% 9.38% 3.82% 1.62% 17.94% 1.68% 7.62% 6.39% 4.56% 2.32%
2026/03/26 19.42% 6.49% 2.24% 5.72% 15.44% 9.63% 6.39% 3.39% 4.41% 2.33%
2026/03/27 19.42% 15.94% 2% 4.48% 12.22% 3.11% 7.07% 5.67% 3.94% 0.91%
2026/03/28 22.85% 16.37% 4.59% 4.71% 13.53% 1.41% 6.71% 5.38% 2.19% 4.82%
2026/03/29 16.48% 18.09% 3.14% 4.68% 15.63% 1.74% 6.73% 8.78% 4.25% 1.37%
2026/03/30 22.04% 8.97% 3.99% 8.16% 12.07% 4.55% 6.99% 4.88% 3.18% 2.64%
2026/03/31 18.75% 13.09% 9.41% 9.28% 8.69% 5.66% 4.47% 3.63% 2.92% 1.51%
  • digital-tv.co.uk
  • claritycheck.com
  • broadband-finder.co.uk
  • ligo.co.uk
  • virtuallandline.co.uk
  • viking-direct.co.uk
  • business.bt.com
  • virginmedia.com
  • telecomsworld.com
  • ebay.co.uk

Copyright © Adthena. All rights reserved.

In March 2026, digital-tv.co.uk led with fluctuating impressions, peaking at 27.51% on March 8. Claritycheck.com saw a dip mid-month, while broadband-finder.co.uk remained low. Virtuallandline.co.uk surged late month, ending strong.

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 — Speak to our Sky team today for your ideal TV, broadband & mobile deal. Join thousands who...

  2. 2
    Sky Contact Number https://sky.digital-tv.co.uk

    Call the Sky Experts Today — Sky Stream with Netflix from £15/pm. Fibre broadband from just £24/pm.

  3. 3
    Virtual Phone Number 99p/month - Route to Mobile or Landline https://www.telecomsworld.com › virtual-numbers

    Virtual Business Phone Numbers for every UK Town and City. Fast Setup. Get your Perfect Virtual...

  4. 4
    Make A Smooth Switch Today | Up To £250 Switching Credit https://www.virginmedia.com

    Fibre Deals From £23.99/m For 24 Mos. No Price Rise In 2026. £27.99/m From April 2027. Plus...

  5. 5
    The Original Virtual Landline | UK Phone Numbers https://www.virtuallandline.co.uk › virtual › landline

    Keep Your Business Looking Professional With a Virtual Landline, Forwarded To Your Mobile. Take Your Number With You & Never Miss A Call With Our Packages Designed For Sole Traders.

Copyright © Adthena. All rights reserved.

In the competitive landscape of telecommunications, Sky and Virgin Media dominate with enticing offers. Sky’s ads focus on comprehensive packages, blending TV, broadband, and mobile services, while Virgin Media highlights seamless switching with financial incentives. Meanwhile, Telecoms World and Virtual Landline cater to businesses, offering virtual numbers for professional communication.

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