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

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AIO Frequency

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

Frequency Percentage
Frequency 21.181476321
78.818523679
21%

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 27
73
27%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 4%
Transactional 11%
Navigational 11%
Seasonal 0%
Local 1%
Problem Solving 4%

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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.

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Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
bt.com 45.39
ligo.co.uk 12.73
virtuallandline.co.uk 6.06
digital-tv.co.uk 5.79
ee.co.uk 4.27
broadband-finder.co.uk 3.5
ebay.co.uk 3.25
viking-direct.co.uk 2.7
business.bt.com 2.23
three.co.uk 1.38
others 12.7
  • bt.com - 45.39%
  • ligo.co.uk - 12.73%
  • virtuallandline.co.uk - 6.06%
  • digital-tv.co.uk - 5.79%
  • ee.co.uk - 4.27%
  • broadband-finder.co.uk - 3.5%
  • ebay.co.uk - 3.25%
  • viking-direct.co.uk - 2.7%
  • business.bt.com - 2.23%
  • three.co.uk - 1.38%
  • others - 12.7%

Copyright © Adthena. All rights reserved.

BT.com dominates with 45.39% click share, followed by Ligo.co.uk at 12.73%. ‘Others’ collectively hold 12.7%, 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. 

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Share of Spend - Last Month
Share of Spend - Last Month
Date bt.com virtuallandline.co.uk digital-tv.co.uk business.bt.com broadband-finder.co.uk ligo.co.uk bonline.com ebay.co.uk viking-direct.co.uk ee.co.uk
2026/09/01 23.49% 16.89% 5.56% 13.94% 2.06% 4.34% 1.06% 1.38% 1.75% 1.64%
2026/09/02 7.04% 17.15% 10.64% 13.56% 4.53% 10.26% 0.62% 2.04% 2.66% 3.77%
2026/09/03 9.79% 19.37% 9.31% 10.06% 4.66% 6.65% 0.86% 4.03% 2.78% 6.31%
2026/09/04 9.21% 14.76% 9.67% 9.87% 4.54% 9.22% 0.56% 2.8% 3.79% 6.12%
2026/09/05 14.41% 12.32% 9.38% 14.75% 4.26% 10.38% 0.05% 2.76% 1.77% 6.16%
2026/09/06 8.69% 11.87% 9.14% 18.08% 3.42% 8.32% 0.05% 2.77% 0.72% 5.11%
2026/09/07 7.82% 10.76% 9.68% 12.75% 5.99% 7.88% 1.36% 2.94% 2.4% 4.93%
2026/09/08 18.41% 9.93% 8.97% 8.71% 5.9% 7.39% 1.92% 3.08% 1.79% 2.76%
2026/09/09 13.17% 12.56% 10.14% 6.99% 7.2% 6.87% 2.01% 2.1% 1.49% 3.94%
2026/09/10 16.57% 12.01% 10.6% 2.49% 8.96% 9.53% 1.53% 2.85% 2.41% 4.91%
2026/09/11 12.07% 16.33% 8.35% 2.39% 4.29% 8.84% 0.7% 2.54% 6.6% 8.33%
2026/09/12 8.01% 16.49% 4.7% 5.53% 3.09% 7.3% 0.52% 2.22% 4.15% 5.93%
2026/09/13 16.04% 18.31% 3.24% 1.72% 1.63% 9.02% 1.79% 3.19% 4.86% 5.05%
2026/09/14 19.76% 16.85% 7.15% 1.06% 3.97% 6.47% 0.67% 2.18% 4.5% 4.46%
2026/09/15 10.56% 21.53% 6.63% 1.05% 4.03% 9.26% 2.39% 3.28% 2.81% 5.24%
2026/09/16 15.46% 12.91% 9.9% 0.73% 7.66% 8.6% 3.86% 2.32% 3.16% 4.54%
2026/09/17 12.79% 10.85% 9.2% 5.45% 7.13% 6.98% 3.23% 1.8% 4.5% 4.22%
2026/09/18 9.36% 12.1% 10.04% 9.07% 6.55% 8.08% 2.64% 2.38% 5.16% 4.62%
2026/09/19 20.68% 11.96% 11.84% 2.74% 7.87% 8.5% 3.89% 2.99% 3.03% 2.37%
2026/09/20 22.18% 12.23% 11.95% 3.51% 6.54% 8.9% 4.82% 1.91% 2.23% 2.6%
2026/09/21 19.4% 8.83% 10.51% 9.22% 6.92% 7.01% 5.64% 1.97% 1.65% 1.08%
2026/09/22 20.82% 12.81% 8.51% 11.93% 5.45% 6.55% 4.63% 1.68% 1.9% 1.62%
2026/09/23 19.82% 11.19% 10.52% 13.77% 6.51% 7.4% 3.59% 2.59% 3.11% 1.61%
2026/09/24 11.93% 15.86% 9.73% 15.91% 4.49% 8.27% 5.48% 2.65% 2.59% 0.71%
2026/09/25 11.66% 12.58% 10% 16.62% 5.8% 6.75% 6.21% 3.13% 1.46% 0.54%
2026/09/26 16.55% 17.07% 10.72% 12.43% 6.08% 6.13% 1.02% 2.08% 1.45% 0.71%
2026/09/27 18.32% 11.64% 11.98% 16.45% 10.73% 4.64% 0.7% 1.33% 1.09% 0.48%
2026/09/28 20.06% 9.68% 9.46% 15.6% 5.62% 4.64% 5.54% 1.44% 1.4% 0.7%
2026/09/29 11.29% 13.68% 13.09% 14.34% 9.03% 5.65% 2.77% 4.13% 1.89% 0.6%
2026/09/30 33.19% 11.71% 10.11% 10% 6.04% 5.09% 2.27% 1.26% 1.23% 0.43%
  • bt.com
  • virtuallandline.co.uk
  • digital-tv.co.uk
  • business.bt.com
  • broadband-finder.co.uk
  • ligo.co.uk
  • bonline.com
  • ebay.co.uk
  • viking-direct.co.uk
  • ee.co.uk

Copyright © Adthena. All rights reserved.

In September 2026, bt.com led with fluctuating spend, peaking at 33.19% on the 30th. Virtuallandline.co.uk maintained steady performance, while digital-tv.co.uk saw moderate activity. Business.bt.com’s spend dipped mid-month but recovered. The month concluded with bt.com dominating the spend share.

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
Competitor Count - Last month
Date Competitor Count
2026/09/01 100
2026/09/02 108
2026/09/03 106
2026/09/04 109
2026/09/05 97
2026/09/06 107
2026/09/07 108
2026/09/08 101
2026/09/09 105
2026/09/10 103
2026/09/11 98
2026/09/12 92
2026/09/13 91
2026/09/14 89
2026/09/15 88
2026/09/16 91
2026/09/17 92
2026/09/18 91
2026/09/19 90
2026/09/20 89
2026/09/21 84
2026/09/22 92
2026/09/23 87
2026/09/24 86
2026/09/25 89
2026/09/26 87
2026/09/27 85
2026/09/28 87
2026/09/29 85
2026/09/30 87

Copyright © Adthena. All rights reserved.

September began with 100 advertisers, peaking at 109 on the 4th. A decline followed, reaching a low of 84 on the 21st. The month concluded with 87 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
Market Loss & Market Gains - Last month
Name Market Trend
bt.com 11.04%
three.co.uk 2.75%
broadband-finder.co.uk 0.79%
vodafone.co.uk 0.65%
business.bt.com 0.61%
onedirect.co.uk -0.95%
ebay.co.uk -1.49%
virtuallandline.co.uk -1.65%
ligo.co.uk -3.35%
ee.co.uk -4.62%

Copyright © Adthena. All rights reserved.

BT.com surged with an 11.04% click share increase, while EE.co.uk dropped by 4.62%. Three.co.uk gained 2.75%, contrasting with Ligo.co.uk’s 3.35% 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.

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Date bt.com digital-tv.co.uk ligo.co.uk broadband-finder.co.uk viking-direct.co.uk ebay.co.uk pmctelecom.co.uk virtuallandline.co.uk onedirect.co.uk ee.co.uk
2026/09/01 38.81% 8.22% 10.91% 2.83% 2.88% 3.99% 2.58% 5.07% 2.8% 4.12%
2026/09/02 9.6% 13.29% 23.87% 5.01% 5.17% 5.36% 3.49% 3.95% 5.44% 10.71%
2026/09/03 12.21% 11.11% 11.92% 5.32% 6.02% 10.37% 1.63% 4.6% 3.53% 16.42%
2026/09/04 11.94% 11.24% 18.84% 4.63% 5.9% 7.06% 2.59% 3.04% 4.72% 13.38%
2026/09/05 16.33% 10.58% 21.46% 4.44% 3.74% 6.24% 3.45% 2.89% 2.65% 13.25%
2026/09/06 12.09% 12.31% 18.89% 3.56% 1.77% 6.89% 3.58% 3.66% 1.71% 12.9%
2026/09/07 9.64% 12.1% 16.98% 6.33% 4.56% 7.18% 4.08% 2.73% 3.93% 10.78%
2026/09/08 21.25% 10.83% 15.73% 6.79% 4.15% 8.15% 1.87% 3.31% 3.02% 6.1%
2026/09/09 16.18% 11.48% 15.41% 7.17% 3.08% 5.37% 2.16% 3.36% 2.03% 9.27%
2026/09/10 16.84% 10.38% 19.07% 8.13% 4.54% 6.71% 2.23% 3.52% 2.9% 9.93%
2026/09/11 14.45% 9.48% 16.95% 4.31% 9.29% 5.79% 2.28% 4.07% 2.34% 16.24%
2026/09/12 8.53% 6.24% 15.57% 3.34% 9.27% 5.41% 2.85% 4.55% 3.25% 12.66%
2026/09/13 19.48% 4.14% 16.32% 1.96% 6.94% 8.2% 4.02% 4.71% 3.7% 11.51%
2026/09/14 23.87% 7.02% 12.39% 3.57% 7.22% 5.26% 2.28% 4.12% 1.55% 9.07%
2026/09/15 11.83% 7.37% 18.82% 4.37% 5.87% 7.22% 1.38% 4.23% 2.99% 10.65%
2026/09/16 18.25% 9.82% 15.9% 7.36% 6.26% 4.55% 2.63% 3.33% 2.14% 9.93%
2026/09/17 13.83% 9.22% 11.88% 6.76% 6.57% 3.28% 1.35% 2.33% 1.66% 8.95%
2026/09/18 8.77% 10.7% 13.78% 6.26% 7.24% 4.46% 1.66% 3.08% 1.68% 8.83%
2026/09/19 23.77% 12% 15.62% 7.17% 5.9% 5.6% 1.85% 2.93% 0.99% 4.97%
2026/09/20 25.83% 13.63% 17.32% 6.92% 4.67% 3.96% 1.8% 3.03% 1.22% 5.55%
2026/09/21 25.54% 12.66% 13.34% 7.48% 3.61% 4.48% 0.75% 2.74% 1.81% 1.84%
2026/09/22 28.69% 10.65% 14.7% 6% 4.49% 4.13% 1.7% 3.2% 1.29% 4.15%
2026/09/23 27.42% 12.21% 15.31% 7.1% 6.58% 5.73% 1.21% 2.75% 1.96% 3.22%
2026/09/24 16.09% 13.73% 20.4% 5.89% 6.31% 5.79% 1.14% 4.43% 3.68% 1.56%
2026/09/25 15.81% 13.91% 16.82% 6.83% 3.71% 7.05% 4.2% 3.43% 2.64% 1.32%
2026/09/26 23.71% 13.82% 14.34% 7.75% 3.64% 4.89% 5.4% 4.13% 2.15% 1.42%
2026/09/27 24.99% 15.33% 10.53% 12.02% 2.64% 3.67% 3.17% 3.47% 1.07% 0.7%
2026/09/28 24.23% 11.52% 11.09% 6.33% 3.28% 3.8% 3.85% 2.91% 1.57% 1.56%
2026/09/29 16.83% 16.65% 14.47% 10.52% 4.54% 8.81% 2.89% 2.85% 1.15% 1.11%
2026/09/30 41.64% 12.24% 12.2% 6.13% 3.09% 3.08% 2.55% 2.13% 1.46% 0.87%
  • bt.com
  • digital-tv.co.uk
  • ligo.co.uk
  • broadband-finder.co.uk
  • viking-direct.co.uk
  • ebay.co.uk
  • pmctelecom.co.uk
  • virtuallandline.co.uk
  • onedirect.co.uk
  • ee.co.uk

Copyright © Adthena. All rights reserved.

BT.com started September strong with a 38.81% share, dipped mid-month, but surged to 41.64% by month’s end.

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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Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Fixed-Line Services - Last month
  1. 1
    British telecommunications https://www.bt.com › broadband › deals

    BT Broadband & Landline Deals — With a range of packages, we've got brilliant broadband for everyone. BT Broadband delivers speeds up to 900Mbps on the UK's most reliable broadband technology. Strong and powerful wi-fi.

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

    Sky TV, Broadband & Mobile — Call our Sky experts now to find the right deal for you – TV, broadband & mobile. Trusted by...

  3. 3
    Upgrade Your Home Broadband - Ultrafast Speed for Busy... https://www.g.network

    Join London’s #1 rated full fibre provider with expert local support when you need it. Switch to G.Network full fibre with speeds up to 1Gb.

  4. 4
    The UK's Fastest 5G Network | Pay Monthly SIM Only Deals https://www.three.co.uk

    Get Your New SIM Sooner With Free Next Working Day Delivery. Join Three And Save Today. Enjoy 3 Months Half Price On The UK's Fastest 5G Network When You Switch To Three. Personal Hotspot.

  5. 5
    Our Latest Deals And Offers - With Unlimited Data https://www.vodafone.co.uk

    Find The Best SIM Only Deals And Contracts On Our Award-winning Network.

Copyright © Adthena. All rights reserved.

In the competitive landscape of telecommunications, BT shines with its promise of reliable broadband speeds up to 900 Mbps. Sky emphasizes personalized service, while G.Network boasts ultrafast full fibre in London. Three highlights its rapid 5G network, and Vodafone offers unlimited data on an award-winning network.

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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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