UK Telecommunications Fixed-Line Services - PPC Market Share Analysis April 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 13.0404183675
86.9595816325
13%

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 41
59
41%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 7%
Transactional 18%
Navigational 6%
Seasonal 0%
Local 0%
Problem Solving 7%

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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 18.31
digital-tv.co.uk 12.92
claritycheck.com 9.46
business.bt.com 9.08
ligo.co.uk 7.75
virginmedia.com 7.69
viking-direct.co.uk 3.49
broadband-finder.co.uk 3.37
bt.com 2.62
ebay.co.uk 2.18
others 23.13
  • virtuallandline.co.uk - 18.31%
  • digital-tv.co.uk - 12.92%
  • claritycheck.com - 9.46%
  • business.bt.com - 9.08%
  • ligo.co.uk - 7.75%
  • virginmedia.com - 7.69%
  • viking-direct.co.uk - 3.49%
  • broadband-finder.co.uk - 3.37%
  • bt.com - 2.62%
  • ebay.co.uk - 2.18%
  • others - 23.13%

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In the PPC landscape, “others” dominate with 23.13% click share, while virtuallandline.co.uk leads individual advertisers at 18.31%. Digital-tv.co.uk follows with 12.92%, 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 virtuallandline.co.uk business.bt.com digital-tv.co.uk bonline.com telecomsworld.com virginmedia.com expertmarket.co.uk broadband-finder.co.uk hihi.co.uk claritycheck.com
2026/04/01 20.51% 9.58% 9.64% 3.89% 5.4% 5.36% 5.12% 5.69% 1.8% 4.2%
2026/04/02 18.61% 10.48% 9.12% 4.01% 2.38% 5.43% 4.3% 7.44% 1.26% 3.65%
2026/04/03 12.21% 39.6% 7.55% 3.25% 1.09% 4.39% 0.99% 3.45% 2% 3.35%
2026/04/04 22.6% 11.18% 10.97% 0.19% 1.49% 6.17% 1.21% 4.26% 2.9% 5.92%
2026/04/05 17.81% 10.56% 12.8% 0.17% 2.71% 6.14% 3.61% 4.07% 3.67% 6.96%
2026/04/06 22.6% 10.17% 9.19% 5.53% 2.19% 6.07% 3.06% 2.49% 5.25% 4.68%
2026/04/07 24.09% 7.95% 13.47% 4.13% 4.73% 4.01% 4.61% 3.27% 2.84% 2.95%
2026/04/08 20.17% 6.2% 15.84% 4.57% 4.99% 4.77% 3.87% 3.88% 2.92% 3.82%
2026/04/09 20.78% 6.3% 13.78% 4.99% 5.11% 3.92% 5.09% 3.97% 3.43% 4.22%
2026/04/10 17.42% 6.6% 11.09% 7.54% 5.75% 5.8% 6.2% 4.26% 3.4% 4.32%
2026/04/11 22.69% 6.8% 7.33% 2.6% 5.02% 6.3% 3.72% 1.85% 5.65% 8.12%
2026/04/12 25.9% 5.92% 7.17% 0.21% 4.48% 5.49% 3.39% 2.52% 4.71% 6.47%
2026/04/13 20.99% 10.84% 9.28% 8.79% 4.3% 5.69% 4.05% 2.23% 3.64% 5.78%
2026/04/14 21.72% 9.13% 5.96% 5.3% 4.91% 4.79% 6.28% 1.71% 2.76% 4.49%
2026/04/15 20.33% 7.96% 7.29% 5.8% 6.64% 4.96% 6.4% 1.3% 4.92% 3.9%
2026/04/16 17.04% 11.38% 5.58% 8.02% 5.15% 3.76% 4.36% 2.12% 3.25% 5.95%
2026/04/17 26.11% 8.45% 9.28% 4.42% 2.35% 4.7% 5.38% 2.44% 2.5% 2.74%
2026/04/18 23.34% 8.8% 6.11% 3.47% 2.99% 6.75% 4.52% 4.42% 2.75% 5.96%
2026/04/19 21.51% 10.4% 10.46% 0.25% 4.06% 6.49% 3.89% 4.31% 2.45% 7.9%
2026/04/20 23.19% 12.02% 8.75% 6.47% 3.43% 5.04% 4.73% 6.04% 1.93% 3.9%
2026/04/21 20.62% 12.02% 6.31% 9.04% 4.34% 7.42% 5.64% 4.72% 2.29% 3.56%
2026/04/22 18.56% 10.27% 6.6% 8.16% 3.74% 6.04% 6.04% 3.32% 3.03% 5.31%
2026/04/23 22.56% 13.37% 6.95% 8.45% 3.82% 6.72% 4.87% 2.08% 1.5% 2.28%
2026/04/24 21.31% 13.45% 10.14% 4.6% 5.47% 5.82% 4.34% 0.37% 1.23% 2.4%
2026/04/25 24.49% 10.99% 12.91% 6.94% 2.96% 7.87% 3.23% 3.59% 1.14% 1.21%
2026/04/26 32.41% 9.72% 6.99% 0.56% 4.18% 7.64% 4.76% 2.44% 1.28% 1.48%
2026/04/27 21% 10.87% 7.15% 7.07% 4.71% 6.92% 4.68% 2.24% 1.4% 2.59%
2026/04/28 21.77% 10.85% 8.97% 7.34% 6.21% 5.63% 5.59% 0.09% 0.78% 0.88%
2026/04/29 21.88% 10.69% 7.99% 7.63% 4.19% 4.99% 5.48% 1.66% 0.58% 0.91%
2026/04/30 24.01% 9.45% 8.74% 6.94% 6.66% 4.72% 4.66% 2.86% 0.68% 0.51%
  • virtuallandline.co.uk
  • business.bt.com
  • digital-tv.co.uk
  • bonline.com
  • telecomsworld.com
  • virginmedia.com
  • expertmarket.co.uk
  • broadband-finder.co.uk
  • hihi.co.uk
  • claritycheck.com

Copyright © Adthena. All rights reserved.

In April 2026, virtuallandline.co.uk led with fluctuating spend, peaking at 32.41%. Business.bt.com saw a significant drop after an early spike. Digital-tv.co.uk maintained steady growth, while bonline.com and telecomsworld.com showed varied trends. Virginmedia.com and expertmarket.co.uk had consistent mid-range values. Broadband-finder.co.uk and hihi.co.uk experienced low activity, with claritycheck.com ending the month with minimal spend.

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
2026/04/01 95
2026/04/02 98
2026/04/03 95
2026/04/04 93
2026/04/05 94
2026/04/06 98
2026/04/07 96
2026/04/08 98
2026/04/09 92
2026/04/10 90
2026/04/11 91
2026/04/12 87
2026/04/13 96
2026/04/14 97
2026/04/15 101
2026/04/16 100
2026/04/17 98
2026/04/18 101
2026/04/19 95
2026/04/20 96
2026/04/21 92
2026/04/22 97
2026/04/23 95
2026/04/24 97
2026/04/25 98
2026/04/26 93
2026/04/27 96
2026/04/28 92
2026/04/29 95
2026/04/30 93

Copyright © Adthena. All rights reserved.

April saw fluctuating advertiser numbers, peaking at 101 mid-month, before settling at 93.

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 3.05%
virginmedia.com 2.7%
bt.com 1.01%
viking-direct.co.uk 0.87%
ebay.co.uk 0.82%
hihi.co.uk -1.21%
digital-tv.co.uk -1.33%
ligo.co.uk -1.44%
business.bt.com -1.75%
claritycheck.com -3.8%

Copyright © Adthena. All rights reserved.

Claritycheck.com saw a significant drop of 3.8, while virtuallandline.co.uk surged by 3.05. Virginmedia.com gained 2.7, contrasting with business.bt.com’s decline of 1.75.

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 ligo.co.uk viking-direct.co.uk virtuallandline.co.uk telecomsworld.com bonline.com broadband-finder.co.uk business.bt.com virginmedia.com claritycheck.com
2026/04/01 18.72% 7.61% 6.62% 7.75% 4.11% 2.9% 8.44% 3.53% 4.2% 11.53%
2026/04/02 15.4% 13.68% 6.02% 6.8% 1.45% 3.06% 8.54% 4.06% 3.77% 8.64%
2026/04/03 12.64% 4.42% 2.45% 4.61% 0.22% 2.14% 3.69% 40.73% 2.85% 8.46%
2026/04/04 20.17% 9.68% 0.9% 8.22% 0.37% 0.06% 5.67% 4.48% 5.31% 14.85%
2026/04/05 22% 8.44% 1.13% 7.39% 1.6% 0.05% 6.54% 4.04% 4.04% 16.48%
2026/04/06 18.28% 4.81% 3.84% 8.43% 1.96% 4.49% 4.54% 4.46% 4.58% 12.07%
2026/04/07 24.87% 5.25% 4.84% 9.21% 3.82% 3.69% 6.08% 3.35% 3.56% 8.86%
2026/04/08 28.32% 8.41% 6.5% 7.17% 3.51% 2.94% 6.5% 2.09% 3.9% 9.72%
2026/04/09 25.45% 6.27% 5.73% 7.26% 4.68% 3.84% 5.69% 2.41% 2.84% 11.87%
2026/04/10 24.22% 4.51% 3.04% 8.59% 5.5% 4.44% 8.59% 2.5% 4.77% 11.76%
2026/04/11 15.29% 4.57% 1.7% 9.22% 4.71% 1.81% 2.57% 2.91% 5.1% 23.44%
2026/04/12 15.42% 4.17% 1.61% 10.69% 4.72% 0.05% 2.73% 2.48% 4.65% 18.4%
2026/04/13 18.16% 4.07% 3.74% 9.91% 4.35% 5.9% 3.75% 4.97% 4.11% 17.2%
2026/04/14 12.57% 7.56% 7.31% 7.72% 4.18% 4.14% 1.67% 3.94% 3.98% 12.73%
2026/04/15 16.55% 9.98% 5.68% 8.96% 5.51% 5.15% 2% 3.24% 3.91% 11.03%
2026/04/16 10.87% 12.36% 5.97% 7.2% 3.99% 5.68% 1.93% 4.6% 2.7% 16.26%
2026/04/17 19.16% 9.73% 8.33% 8.11% 1.6% 3.32% 2.46% 3.6% 3.44% 7.42%
2026/04/18 12.2% 12.41% 1.32% 8.96% 3.22% 2.33% 5.73% 3.34% 5.1% 17.2%
2026/04/19 20.51% 6.11% 0.81% 8.8% 3.9% 0.07% 4.01% 4.22% 4.59% 22.76%
2026/04/20 18.76% 2.59% 3.19% 9.7% 4.22% 5.4% 8.18% 5.42% 3.8% 12.47%
2026/04/21 14.75% 3.47% 5.9% 8.49% 5.22% 7.92% 7.25% 5.07% 6.59% 10.8%
2026/04/22 15.11% 4.66% 5.94% 6.67% 3.82% 6.44% 5.29% 3.82% 4.67% 15.7%
2026/04/23 16.49% 5.39% 6.49% 8.35% 4.57% 6.24% 5.26% 7.01% 5.29% 7.61%
2026/04/24 21.66% 4.98% 8.51% 7.19% 4.95% 3.33% 0.56% 5.84% 3.88% 7.67%
2026/04/25 31.16% 2.71% 1.96% 10.56% 3.25% 3.72% 4.37% 5.24% 7.02% 3.82%
2026/04/26 23.98% 2.38% 0.63% 13.91% 5% 0.19% 3.35% 4.99% 7.47% 5.85%
2026/04/27 16.07% 5.31% 5.17% 9.89% 5.25% 4.94% 2.79% 4.18% 5.85% 9.14%
2026/04/28 21.19% 6.12% 6.2% 7.55% 7.9% 6.45% 0.16% 4.69% 4.21% 2.55%
2026/04/29 17.46% 6.55% 9.76% 6.74% 4.06% 5.16% 1.64% 4.44% 4% 3.62%
2026/04/30 20.5% 9.68% 8.17% 8.05% 5.32% 5.16% 4.24% 3.98% 3.68% 1.09%
  • digital-tv.co.uk
  • ligo.co.uk
  • viking-direct.co.uk
  • virtuallandline.co.uk
  • telecomsworld.com
  • bonline.com
  • broadband-finder.co.uk
  • business.bt.com
  • virginmedia.com
  • claritycheck.com

Copyright © Adthena. All rights reserved.

April saw digital-tv.co.uk’s impression share fluctuate, peaking at 31.16% on the 25th. Claritycheck.com had a notable spike on the 11th with 23.44%. The month ended with digital-tv.co.uk leading.

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 - Speak to Sky Specialists Today https://sky.broadband-finder.co.uk

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

  2. 2
    Fast, Secure Business Internet https://business.bt.com

    BTnet Leased Line for Business — Stay connected with BTnet leased line. 5-hour fix time included.

  3. 3
    Sky Contact Number https://sky.digital-tv.co.uk

    Sky TV, Broadband & Mobile — These April offers won’t last – call now and get connected with Sky today.

  4. 4
    150Mb Full Fibre from £19/m | Prices fixed until April 2027 https://www.hyperoptic.com

    24m commitment. £19/m, then £23/m from April '27. Prices vary based on location. Ends 4/5

  5. 5
    Virtual Landline Number 99p/mo - Route to Mobile or Landline https://www.telecomsworld.com › virtual-numbers

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

Copyright © Adthena. All rights reserved.

In the competitive landscape of telecommunications, Sky and BT dominate with compelling offers. Sky’s ads emphasize personalized service and exclusive deals, while BT highlights reliability with a 5-hour fix time. Hyperoptic’s fixed pricing until 2027 appeals to budget-conscious consumers, and Telecoms World offers versatile virtual numbers for businesses.

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