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UK Telecommunications Wireless Services - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Wireless 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 Wireless 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
ee.co.uk 14.54
vodafone.co.uk 9.85
three.co.uk 8
ebay.co.uk 6.18
o2.co.uk 6.17
wifibooster-pro.co.uk 4.84
uswitch.com 4.4
sky.com 4.34
netgear.com 4.05
mobile-signal-boosters.shop 3.85
others 33.78

Copyright © Adthena. All rights reserved.

In the telecommunications PPC landscape, EE.co.uk leads with 14.54% click share, followed by Vodafone.co.uk at 9.85%. ‘Others’ collectively hold a significant 33.78%.

Market Exposure

Share of Spend for the top 10 UK Telecommunications Wireless 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 o2.co.uk ee.co.uk uswitch.com sky.com virginmedia.com three.co.uk vodafone.co.uk ebay.co.uk wifibooster-pro.co.uk netgear.com
2025/05/01 9.66% 7.9% 4.71% 6.22% 5.14% 7.01% 7.74% 4.21% 2.85% 4.21%
2025/05/02 6.89% 7.68% 8.31% 4.24% 4.12% 6.44% 9.12% 3.56% 3.48% 2.82%
2025/05/03 6.33% 11.49% 6.42% 5.14% 4.1% 6.77% 7.88% 4.4% 4.27% 2.89%
2025/05/04 4.82% 10.58% 7.17% 5.84% 4.79% 7.39% 7.26% 4.37% 4.2% 3%
2025/05/05 5.1% 9.77% 5.98% 4.62% 3.49% 6.52% 8.34% 4.03% 3.03% 3.39%
2025/05/06 4.83% 8.23% 6.69% 6.65% 3.57% 6.23% 8.57% 2.94% 3.3% 2.33%
2025/05/07 5.65% 12.49% 6.57% 4.84% 3.4% 6.7% 7.68% 4.1% 2.85% 2.81%
2025/05/08 6.42% 9.73% 6.18% 3.91% 4.02% 6.33% 7.95% 5.26% 3.35% 3.75%
2025/05/09 4.35% 8.92% 6.36% 5.8% 4.11% 5.84% 6.53% 4.1% 4.66% 5.06%
2025/05/10 3.26% 7.46% 7.36% 6.38% 4.29% 6.13% 6.78% 6.02% 3.61% 3.91%
2025/05/11 2.58% 8.77% 5.68% 5.1% 3.31% 6.97% 6.95% 6.32% 4.08% 3.33%
2025/05/12 3.21% 10.55% 5.97% 7.05% 3.14% 5.95% 9.4% 4.97% 3.94% 3.79%
2025/05/13 3.34% 10.26% 5.2% 4.95% 3.24% 6.33% 9.18% 3.56% 2.87% 4.69%
2025/05/14 2.91% 8.36% 6.97% 5.68% 4.33% 7.22% 7.57% 3.25% 3% 2.97%
2025/05/15 3.39% 14.06% 6.75% 4.37% 3.39% 6.43% 7.95% 3.24% 3.01% 3%
2025/05/16 3.93% 13.64% 7% 5.54% 6.15% 5.46% 9.12% 1.58% 3.13% 2.08%
2025/05/17 5.46% 12.47% 8.18% 5.52% 6.94% 6.02% 2.72% 1.7% 1.87% 3.05%
2025/05/18 4.61% 9.12% 7.34% 7.09% 7.6% 7.25% 4.13% 3.3% 2.5% 4%
2025/05/19 8.03% 10.06% 7.29% 6.79% 8.84% 6.16% 5.07% 1.48% 1.5% 2.91%
2025/05/20 6.69% 17.55% 6.21% 6.05% 5.23% 7.18% 5.11% 2.53% 2.09% 2.27%
2025/05/21 8% 12.57% 5.87% 6.08% 5.29% 5.93% 4.98% 2.66% 2.26% 2.25%
2025/05/22 8.88% 11.22% 6.78% 5.79% 3.96% 6.41% 3.56% 3.53% 1.93% 4.92%
2025/05/23 7.98% 7.66% 7% 6.89% 6.19% 6.57% 5.13% 2.23% 1.65% 1.88%
2025/05/24 6.13% 15.09% 9.87% 7.01% 6.01% 7.28% 3.74% 1.29% 1.64% 2.06%
2025/05/25 7.21% 11.38% 6.8% 7.5% 5.11% 5.82% 7.82% 3.73% 2.03% 2.32%
2025/05/26 7.43% 11.96% 7.58% 7.04% 3.71% 7.77% 5.62% 2.93% 1.85% 1.38%
2025/05/27 6.96% 10.8% 6.5% 7.76% 5% 6.68% 7.26% 1.69% 1.27% 0.91%
2025/05/28 8.43% 10.07% 8.08% 8.49% 7.83% 6.5% 4.17% 1.4% 1.12% 1.38%
2025/05/29 10.33% 7.45% 8.19% 7.76% 6.56% 6.73% 5.1% 1.89% 2.26% 1.25%
2025/05/30 8.06% 7.87% 8.4% 10.44% 6.61% 7.54% 4.09% 2.11% 2.19% 1.09%
2025/05/31 10.45% 9.99% 9.09% 9.01% 6.8% 6.62% 4.57% 2.22% 1.97% 0.92%

Copyright © Adthena. All rights reserved.

In May 2025, O2’s PPC spend share fluctuated, peaking at 10.45% on the 31st. EE led with a high of 17.55% on the 20th. Uswitch and Sky showed steady growth, while Vodafone’s share declined mid-month. Virgin Media and Three maintained moderate levels.

Market Exposure

Competitor Count for UK Telecommunications Wireless 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
2025/05/01 283
2025/05/02 279
2025/05/03 278
2025/05/04 274
2025/05/05 277
2025/05/06 266
2025/05/07 282
2025/05/08 260
2025/05/09 281
2025/05/10 281
2025/05/11 273
2025/05/12 278
2025/05/13 282
2025/05/14 290
2025/05/15 287
2025/05/16 283
2025/05/17 259
2025/05/18 260
2025/05/19 265
2025/05/20 267
2025/05/21 257
2025/05/22 259
2025/05/23 242
2025/05/24 242
2025/05/25 237
2025/05/26 244
2025/05/27 235
2025/05/28 230
2025/05/29 229
2025/05/30 231
2025/05/31 228

Copyright © Adthena. All rights reserved.

May began with 283 advertisers, fluctuating throughout the month. Mid-month saw a peak at 290, but numbers declined, ending at 228.

Campaign Efficiency

Market Loss & Market Gains for UK Telecommunications Wireless 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
o2.co.uk 4.38%
ee.co.uk 2.05%
sky.com 2%
virginmedia.com 1.53%
uswitch.com 1.3%
ontopup.com -0.63%
netgear.com -1.72%
wifibooster-pro.co.uk -2.39%
ebay.co.uk -2.51%
vodafone.co.uk -3.39%

Copyright © Adthena. All rights reserved.

O2.co.uk surged with a 4.38% click share increase, while vodafone.co.uk dropped by 3.39%. Virginmedia.com and sky.com also saw positive growth.

Campaign Efficiency

UK Telecommunications Wireless 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 three.co.uk ee.co.uk ebay.co.uk uswitch.com sky.com wifibooster-pro.co.uk mobile-signal-boosters.shop vodafone.co.uk lycamobile.co.uk netgear.com
2025/05/01 10.91% 5.24% 10.37% 2.72% 3.3% 7% 2.99% 4.63% 1.42% 6.68%
2025/05/02 10.95% 4.88% 9.1% 4.24% 2.24% 8.74% 4.14% 4.93% 1.52% 5%
2025/05/03 10.22% 6.47% 10.18% 3.21% 2.64% 9.42% 2.6% 5.23% 2.99% 4.69%
2025/05/04 11.04% 7.08% 10.39% 3.35% 2.74% 9.15% 3.27% 4.43% 3.45% 4.72%
2025/05/05 10.16% 5.94% 9.94% 3.11% 2.04% 7.12% 3.91% 5.13% 4.03% 6.07%
2025/05/06 9.66% 5.28% 7.22% 3.53% 3.19% 7.65% 4.84% 5.32% 3.95% 4.52%
2025/05/07 10.11% 7.07% 9.88% 3.02% 2.65% 6.69% 4.07% 4.84% 2.91% 4.93%
2025/05/08 9.45% 5.56% 12.41% 2.91% 2.17% 7.29% 3.43% 4.56% 3.17% 6.33%
2025/05/09 8.79% 4.92% 9.46% 3.09% 2.84% 10.21% 3.56% 3.68% 3.4% 7.9%
2025/05/10 9.56% 4.48% 12.92% 3.22% 3.33% 7.55% 4.26% 4.09% 3.75% 6.29%
2025/05/11 9.33% 4.78% 13.66% 2.9% 3.01% 8.62% 6.12% 3.93% 3.18% 5.78%
2025/05/12 9.05% 5.89% 11.69% 3.47% 3.87% 8.93% 4.53% 4.62% 2.61% 6.78%
2025/05/13 9.19% 5.54% 8.67% 3.06% 3.18% 6.51% 4.28% 5.16% 2.73% 7.86%
2025/05/14 9.93% 4.53% 7.45% 3.21% 3.35% 6.35% 6.1% 4.11% 3.67% 4.97%
2025/05/15 9.7% 8.1% 7.85% 4.2% 2.49% 6.62% 5.77% 4.2% 3.33% 4.81%
2025/05/16 9.03% 8.4% 4.25% 4.79% 3.7% 7.89% 5.31% 4.98% 3.41% 3.66%
2025/05/17 10.04% 8.46% 4.69% 6% 4.3% 4.54% 4.27% 3.42% 4.23% 5.27%
2025/05/18 11.07% 6.23% 7.55% 4.84% 3.82% 6.1% 6% 2.84% 3.28% 7.43%
2025/05/19 10.47% 7.07% 4.21% 5.2% 4.39% 3.75% 3.4% 3.79% 3.28% 5.09%
2025/05/20 10.46% 11% 6.39% 4.15% 3.9% 5% 3.75% 3.62% 3.34% 3.69%
2025/05/21 9.81% 8.51% 6.96% 3.97% 3.65% 5.79% 3.75% 3.35% 2.85% 3.89%
2025/05/22 10.35% 6.84% 9.22% 3.84% 3.2% 4.51% 5.53% 2.74% 1.96% 8.06%
2025/05/23 10.82% 6.5% 6.43% 5.5% 5.2% 4.46% 3.57% 4.4% 1.78% 3.38%
2025/05/24 11.49% 10.78% 3.86% 7.57% 5.38% 4.68% 4.11% 3.51% 2.22% 4.13%
2025/05/25 8.72% 7.59% 10.25% 3.71% 4.33% 4.81% 5.61% 4.23% 2.5% 4.28%
2025/05/26 11.92% 8.14% 8.47% 4.79% 4.24% 4.48% 4.11% 3.6% 2.25% 2.97%
2025/05/27 10.94% 6.79% 5.08% 4.22% 4.96% 3.51% 4.14% 4.93% 3.33% 1.8%
2025/05/28 10.6% 7.43% 4.25% 6.1% 5.41% 2.94% 3.33% 3.36% 2.29% 2.87%
2025/05/29 11.67% 5.24% 5.06% 5.65% 4.89% 5.57% 3.42% 3.29% 2.18% 2.1%
2025/05/30 11.33% 6.32% 6.53% 5.38% 4.65% 6.05% 4.61% 3.07% 1.86% 2.29%
2025/05/31 10.95% 8.08% 6.12% 5.72% 5.03% 5.01% 4.15% 3.58% 3.2% 1.75%

Copyright © Adthena. All rights reserved.

In May 2025, Three.co.uk led with fluctuating impressions, peaking mid-month. EE.co.uk saw a significant rise on May 20. Ebay.co.uk’s impressions spiked early, then declined. Uswitch.com and Sky.com showed steady growth. Wifibooster-pro.co.uk and Mobile-signal-boosters.shop had varied trends. Vodafone.co.uk and Lycamobile.co.uk remained stable. Netgear.com experienced a decline.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Wireless 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. 1
    Sky Free Phone Number https://sky.digital-tv.co.uk › sky › tv

    Call Us For Great Sky TV Deals — Get Unmissable Sky TV Deals From As Low As £15pm! Watch All Your Favourite Shows On Sky.

  2. 2
    Postcode Check - Best Internet In Your Area https://www.fibrecompare.com

    Compare the best full fibre broadband packages in your area. Switch & enjoy faster speeds.

  3. 3
    Unlimited Data With giffgaff™ https://www.giffgaff.com

    PAYM Plan Unlimited Data — Choose Your SIM Only Deal From Our Range Of Contracts. Free Next Day Delivery Before 5PM.

  4. 4
    Compare Wifi Deals https://www.uswitch.com › internet › deals

    Wifi From Just £22pm — Compare Latest Deals From The Biggest Broadband Providers In The UK. Start Saving Now!

  5. 5
    Virgin Broadband - £23.99/m https://www.virginmedia.com

    Grab A Deal: Ultrafast Fibre — Fibre Deals From £23.99/m For 18 Months. No Price Rise In 2025. £27.49/m From May 2026.

Copyright © Adthena. All rights reserved.

In the competitive landscape of telecommunications, Sky entices with affordable TV deals, while FibreCompare and Uswitch focus on broadband comparisons, promising faster speeds and savings. Giffgaff highlights flexibility with unlimited data plans, and Virgin Media offers stability with fixed pricing on ultrafast fibre.

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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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