UK Telecommunications Fixed-Line Services - PPC Market Share Analysis June 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
virtuallandline.co.uk	13.32
ligo.co.uk	11.77
viking-direct.co.uk	8.73
airlandline.co.uk	7.79
business.bt.com	6.15
digital-tv.co.uk	5.73
bt.com	5.27
amplifiedtelephones.co.uk	3.59
virginmedia.com	3.12
ebay.co.uk	2.93
others	31.6

In the telecommunications PPC landscape, virtuallandline.co.uk leads with 13.32% click share, followed by ligo.co.uk at 11.77%. ‘Others’ collectively hold 31.60%, 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
Date	business.bt.com	virtuallandline.co.uk	airlandline.co.uk	telecomsworld.com	bonline.com	expertmarket.co.uk	digital-tv.co.uk	viking-direct.co.uk	ligo.co.uk	bt.com
2025/06/01	5.91%	18.91%	9.31%	7.17%	0.46%	3.57%	5.47%	2.89%	4.9%	0.08%
2025/06/02	9.75%	15.44%	7.06%	3.25%	5.65%	3.73%	4.69%	2.65%	8.37%	0.71%
2025/06/03	18.3%	19.47%	4.72%	6.71%	5.52%	5.59%	0.75%	1%	2.89%	0.21%
2025/06/04	8.86%	15.54%	10.29%	5.23%	5.09%	4.82%	1.18%	3.35%	9.03%	5.56%
2025/06/05	11%	12.1%	11.52%	4.35%	7.07%	7.96%	5.09%	1%	3.1%	0.54%
2025/06/06	12.21%	12.78%	10.62%	4.33%	3.35%	5.86%	5.28%	2.85%	5.1%	4.45%
2025/06/07	4.67%	14.9%	13.34%	5.78%	0.39%	3.95%	2.81%	3.53%	2.4%	13.89%
2025/06/08	4.77%	17.38%	13.64%	5.68%	0.7%	5.67%	1.03%	2.4%	4.72%	6.25%
2025/06/09	7.04%	17.39%	12.14%	3.13%	5.23%	3.74%	1.43%	4.88%	7.45%	3.23%
2025/06/10	6.03%	15.5%	10.96%	3.36%	11.19%	3.33%	4.79%	3.11%	8.23%	2.48%
2025/06/11	11.26%	13.78%	7.81%	4.87%	5.08%	4.3%	3.98%	5.69%	7.14%	0.89%
2025/06/12	13.54%	12.27%	4.19%	5%	6.13%	3.99%	4.55%	5.59%	8.74%	4%
2025/06/13	15.75%	13.84%	9.47%	4.59%	2.94%	3.97%	2.96%	5.77%	5.18%	4.85%
2025/06/14	14.07%	16.16%	11.55%	7.1%	0.6%	3.87%	1.97%	4.41%	1.91%	5.17%
2025/06/15	14.53%	19.05%	6.72%	9.34%	0.6%	5.01%	2.61%	2.84%	2.77%	0.14%
2025/06/16	12.26%	15.04%	11.46%	4.08%	3.05%	4.99%	0.81%	1.94%	2.97%	10.36%
2025/06/17	14.57%	13.83%	6.78%	4.28%	5.63%	6.03%	1.72%	3.76%	4.34%	3.18%
2025/06/18	12.52%	15.69%	6.22%	4.69%	4.27%	5.21%	3.16%	4.88%	7.73%	2.6%
2025/06/19	10.03%	13.89%	10.05%	9.71%	4.72%	6.45%	3.19%	4.97%	6.61%	0.16%
2025/06/20	7.64%	16.07%	9.35%	4.6%	2.62%	6.72%	1.63%	4.41%	3.05%	7.17%
2025/06/21	11.04%	13.72%	9.52%	5.93%	0.41%	7.1%	1.71%	3.87%	1.79%	4.87%
2025/06/22	7.26%	20.3%	6.17%	6.38%	0.6%	6.92%	3.07%	2.41%	3.33%	0.29%
2025/06/23	10.85%	15.38%	14.78%	3.24%	5.18%	6.15%	2.86%	1.33%	2.07%	3.38%
2025/06/24	12.28%	14.33%	10%	6.59%	4.1%	6.76%	2.72%	4.69%	4.13%	4.71%
2025/06/25	13.78%	13.53%	7.74%	5%	4.56%	7.13%	2.51%	4.93%	4.43%	5.19%
2025/06/26	13.91%	20.39%	3.45%	5.53%	5.36%	5.13%	2.13%	5.25%	3.65%	6.12%
2025/06/27	18.24%	16.46%	7.44%	10.98%	3.54%	5.02%	1.35%	2.73%	3.37%	2.88%
2025/06/28	13.47%	17.15%	14.12%	6.17%	0.38%	4.42%	3.56%	3.39%	1.29%	0.16%
2025/06/29	11.89%	18.1%	13.86%	6.36%	0.48%	4.42%	2.65%	4.49%	1.06%	0.22%
2025/06/30	12.91%	12.71%	10.1%	5.75%	5.06%	3.91%	3.51%	2.98%	2.64%	0.2%

In June 2025, virtuallandline.co.uk led PPC spend, peaking at 20.39%. business.bt.com saw fluctuations, ending at 12.91%. airlandline.co.uk and telecomsworld.com showed moderate activity. bonline.com and digital-tv.co.uk had minimal impact.

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
2025/06/01	120
2025/06/02	121
2025/06/03	111
2025/06/04	118
2025/06/05	117
2025/06/06	127
2025/06/07	126
2025/06/08	123
2025/06/09	123
2025/06/10	127
2025/06/11	132
2025/06/12	131
2025/06/13	129
2025/06/14	130
2025/06/15	131
2025/06/16	123
2025/06/17	127
2025/06/18	124
2025/06/19	120
2025/06/20	131
2025/06/21	133
2025/06/22	136
2025/06/23	133
2025/06/24	128
2025/06/25	134
2025/06/26	130
2025/06/27	130
2025/06/28	118
2025/06/29	121
2025/06/30	121

June began with 120 advertisers, fluctuating throughout the month. Mid-month saw a peak at 136 on June 22. The month concluded with 121 advertisers, reflecting stability.

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
viking-direct.co.uk	0.94%
virginmedia.com	0.79%
virtuallandline.co.uk	0.73%
pmctelecom.co.uk	0.65%
talktalk.co.uk	0.63%
airlandline.co.uk	-0.6%
vonageforhome.co.uk	-0.7%
bonline.com	-1.07%
bt.com	-1.7%
ligo.co.uk	-2.09%

Ligo.co.uk saw a significant drop of 2.09% in click share, while viking-direct.co.uk experienced a notable increase of 0.94%.

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	airlandline.co.uk	ligo.co.uk	viking-direct.co.uk	digital-tv.co.uk	broadband-finder.co.uk	telecomsworld.com	virtuallandline.co.uk	bonline.com	ebay.co.uk	bt.com
2025/06/01	5.4%	10.99%	11.46%	12.17%	11.48%	5.51%	4.86%	0.25%	4.02%	0.07%
2025/06/02	5.54%	21.27%	7.93%	10.17%	7.46%	2.38%	3.97%	3.5%	3.79%	0.46%
2025/06/03	4.83%	13.01%	5.79%	1.7%	0.1%	9.86%	9.92%	3.83%	2.83%	0.24%
2025/06/04	13.14%	16.17%	10.52%	2.49%	1.13%	5.3%	4.34%	4.64%	4.53%	4.72%
2025/06/05	15.01%	10.56%	3.89%	12%	2.14%	5.42%	4.23%	7.01%	0.93%	0.48%
2025/06/06	12.97%	12.06%	7.63%	12.09%	4.87%	3.82%	4.3%	3.45%	2.23%	3.58%
2025/06/07	15.9%	6.34%	11.08%	6%	2.85%	5.4%	4.69%	0.24%	4.86%	11.17%
2025/06/08	17.05%	7.1%	9.72%	2.81%	0.7%	6.19%	6.17%	0.84%	5.67%	6.38%
2025/06/09	13.14%	19.23%	14.67%	3.83%	1.39%	3.2%	4.56%	3.82%	7.76%	2.64%
2025/06/10	11.74%	15.78%	8.64%	8.74%	6.5%	2.73%	4.23%	10.87%	5.23%	1.8%
2025/06/11	8.35%	17.14%	16.1%	8.41%	3.99%	4.09%	4.52%	4.75%	2.04%	0.5%
2025/06/12	3.83%	15.41%	16.39%	11.02%	4.94%	4.61%	3.59%	6.22%	2.58%	3.77%
2025/06/13	11%	11.91%	18.58%	7%	4.67%	4.2%	4.83%	2.37%	2.56%	4.06%
2025/06/14	13.6%	5.55%	15.9%	5.58%	2.35%	7.47%	6.11%	0.46%	3.37%	4.75%
2025/06/15	5.9%	11.09%	11.34%	8.08%	1.67%	7.31%	7.45%	0.55%	5.89%	0.2%
2025/06/16	16.9%	10.05%	7.5%	2.23%	0.89%	5.03%	5.64%	4.12%	2.66%	10.33%
2025/06/17	7.61%	13.53%	13.86%	4.3%	1.18%	3.9%	4.89%	5.32%	2.99%	2.61%
2025/06/18	6.65%	19.45%	14.64%	7.68%	4.12%	3.83%	4.19%	3.03%	4.05%	2.05%
2025/06/19	12.16%	16.38%	15.53%	7.19%	2.66%	6.58%	3.83%	3.48%	4.96%	0.26%
2025/06/20	12.76%	8.23%	13.06%	4.16%	1.2%	3.76%	5.11%	2.73%	2.88%	6.26%
2025/06/21	15.23%	4.49%	12.12%	4.43%	1.3%	5.69%	5.07%	0.37%	3.6%	5.01%
2025/06/22	7.15%	8.75%	7.74%	7.99%	3.96%	6.37%	6.02%	0.45%	5.32%	0.41%
2025/06/23	19.48%	7.53%	5.4%	7.78%	6.39%	2.44%	4.92%	4.47%	2.21%	3.22%
2025/06/24	13.31%	11%	13.31%	6.35%	3.35%	6.94%	4.03%	4.84%	2.07%	3.88%
2025/06/25	8.83%	13.65%	15.48%	5.52%	1.64%	3.48%	3.89%	4.13%	3.68%	4.59%
2025/06/26	2.81%	12.51%	19.26%	5.55%	3.21%	5.87%	5.49%	3.95%	2.3%	5.47%
2025/06/27	11.44%	10.34%	10.96%	4.46%	2.41%	6.74%	5.74%	3.5%	3%	3.37%
2025/06/28	16.85%	4.31%	11.73%	8%	5.98%	6.73%	5.49%	0.33%	3.52%	0.41%
2025/06/29	17.01%	3.31%	15.51%	6.5%	4.47%	5.64%	4.89%	0.38%	3.09%	0.32%
2025/06/30	12.98%	10.26%	9.77%	8.56%	5.37%	4.84%	4.47%	4.1%	2.69%	0.18%

In June 2025, airlandline.co.uk saw fluctuating impressions, peaking mid-month. Ligo.co.uk started strong, dipped, then stabilized. Viking-direct.co.uk had a mid-month surge. Digital-tv.co.uk remained steady, while broadband-finder.co.uk showed low activity. Telecomsworld.com and virtuallandline.co.uk had minor fluctuations. Bonline.com and ebay.co.uk maintained low shares. Bt.com had sporadic peaks.

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
Landline™ | Buy Virtual Business Landline Phone Number For... https://www.airlandline.co.uk
Transform Your Business In 2 Minutes. No Long-Term Contracts. 30-Day Money Back Guarantee.
2
Sky Contact Number | Call Now https://sky.broadband-finder.co.uk › sky › broadband
Get Sky Broadband and TV Deals — Get The Best Sky Broadband Deals Around. Sky Broadband for Only £25 Per Month. Don't Miss Out...
3
BT Phone Line UK https://www.bt.com
BT Landline — Our new calling plans include calls with just one monthly price or simple flat rate to pay. You can...
4
Sky Phone Number | New Deals | Best Sky TV & Broadband Deals https://sky.digital-tv.co.uk › sky › tv
Get Unmissable Sky TV Deals From As Low As £15pm! Watch All Your Favourite Shows On Sky.
5
Virtual Landline 99p/month - Route to Landline or Mobile https://www.telecomsworld.com › virtual-numbers
Take Control of your Calls with our New Smart Call Mobile App for Calls Routing to Mobiles

In the competitive landscape of telecommunications, Airlandline.co.uk stands out with its promise of quick business transformation and a 30-day money-back guarantee. Sky’s ads focus on unbeatable broadband and TV deals, emphasizing affordability and exclusivity. BT highlights flexible calling plans, while Telecoms World offers innovative call routing solutions at a budget-friendly price.

Frequently Asked Questions

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

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Data within the UK Telecommunications Fixed-Line Services June 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

Havas Market & Arena Media PPC case study: Brand Protection success with Adthena

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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UK Telecommunications Fixed-Line Services - PPC Market Share Analysis June 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 June 2025 Report useful and how should I use it?

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

How often is the data updated?

How does Adthena collect this data?

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

Does this include mobile, desktop and Google Shopping data?

Who is this UK Telecommunications Fixed-Line Services June 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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