UK Telecommunications Wireless Services - PPC Market Share Analysis January 2026

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.

Google AI Overview visibility for Telecommunications Wireless 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	23.8486930787
	76.1513069213

23%

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	36
	64

36%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	22%
Transactional	8%
Navigational	3%
Seasonal	0%
Local	4%
Problem Solving	8%

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

Share of Clicks - Last month
Domain	Share of clicks
vodafone.co.uk	18.88
ee.co.uk	17.49
o2.co.uk	9.36
virginmedia.com	5.87
sky.com	5.61
uswitch.com	5.21
three.co.uk	4.76
bt.com	2.03
verizon.com	1.86
wifibooster-pro.co.uk	1.76
others	27.17

vodafone.co.uk - 18.88%
ee.co.uk - 17.49%
o2.co.uk - 9.36%
virginmedia.com - 5.87%
sky.com - 5.61%
uswitch.com - 5.21%
three.co.uk - 4.76%
bt.com - 2.03%
verizon.com - 1.86%
wifibooster-pro.co.uk - 1.76%
others - 27.17%

In the telecommunications PPC landscape, Vodafone leads with 18.88% click share, closely followed by EE at 17.49%. Others collectively hold a significant 27.17%, highlighting diverse competition.

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

Share of Spend - Last Month
Date	vodafone.co.uk	virginmedia.com	o2.co.uk	ee.co.uk	sky.com	uswitch.com	three.co.uk	bt.com	virginmediabusiness.co.uk	moneysupermarket.com
2026/01/01	9%	6.71%	10.98%	11.09%	5.36%	7.75%	5.92%	3.92%	0.96%	2.28%
2026/01/02	10.8%	7.69%	10.74%	10.07%	7.18%	7.07%	6.11%	4.04%	2.43%	2.46%
2026/01/03	9.27%	9.31%	10.43%	10.83%	5.9%	8.49%	5.59%	4.25%	2.41%	2.83%
2026/01/04	9.32%	8.1%	9.79%	11.74%	5.7%	7.66%	5.08%	4.69%	2.56%	2.67%
2026/01/05	11.11%	8.89%	8.19%	11.06%	4.6%	7.13%	4.83%	4.54%	1.41%	2.42%
2026/01/06	11.47%	8.42%	9.79%	13.39%	5.09%	6.75%	6.19%	3.96%	2.12%	2.3%
2026/01/07	9.44%	5.42%	11.32%	11.74%	4.67%	7.86%	5.85%	3.96%	0%	2.1%
2026/01/08	12.87%	10.67%	5.88%	14.11%	6.43%	7.97%	3.88%	4.04%	1.63%	2.72%
2026/01/09	12.64%	10.28%	8.05%	13.29%	7.77%	5.85%	4.17%	3.81%	2.32%	2.28%
2026/01/10	11.3%	8.96%	8.39%	14.74%	7.57%	5.88%	5.57%	1.71%	2.35%	2.23%
2026/01/11	15.08%	9.11%	7.99%	13.63%	6.4%	6.31%	4.33%	2.04%	2.56%	1.95%
2026/01/12	13.19%	10.31%	9.69%	13.77%	5.89%	7.25%	4.98%	2.67%	3.06%	1.72%
2026/01/13	13.04%	8.72%	8.92%	11.67%	6.35%	6.14%	4.62%	2.36%	2.93%	1.99%
2026/01/14	14.28%	7.77%	9.92%	10.49%	9.3%	6%	3.79%	3.5%	2.7%	1.86%
2026/01/15	12.92%	8.46%	10.1%	12.46%	6.52%	6.4%	4.1%	3.26%	1.98%	1.71%
2026/01/16	12.63%	10.25%	8.03%	13.25%	7.75%	5.83%	4.16%	3.8%	2.31%	2.27%
2026/01/17	15.57%	7.79%	8.54%	12.06%	6.01%	7.75%	3.26%	4.26%	2.69%	2.18%
2026/01/18	14.3%	8.04%	8.19%	9.91%	5.51%	7.07%	3.66%	4.49%	2.26%	2.28%
2026/01/19	14.42%	7.65%	9.19%	10.69%	7.46%	6.29%	4.18%	3.98%	2.52%	2.11%
2026/01/20	14.4%	6.28%	9.56%	10.69%	8.34%	5.59%	5.08%	3.72%	2.12%	1.9%
2026/01/21	14.31%	7.39%	9.76%	12.22%	9.57%	6.61%	3.72%	3.18%	2.29%	1.82%
2026/01/22	12.59%	7.54%	10.17%	14.51%	9.67%	7.27%	3.7%	3.4%	3.46%	2.75%
2026/01/23	11.47%	7.79%	11.79%	12.06%	8.42%	7.62%	3.25%	3.68%	3.38%	2.15%
2026/01/24	13.82%	11.23%	11.37%	10.29%	8.93%	7.82%	4.27%	3.41%	3.86%	2.3%
2026/01/25	14.58%	9.98%	9.44%	12.63%	7.91%	7.79%	3.59%	2.86%	3.92%	2.14%
2026/01/26	14.9%	10.83%	9.52%	12.36%	7.75%	6.62%	3.98%	2.79%	3.56%	1.89%
2026/01/27	14.32%	11.36%	9.72%	11.36%	8.38%	7.71%	3.85%	3.26%	2.98%	2.08%
2026/01/28	15.75%	11.05%	9.37%	12.51%	6.78%	7.17%	5.25%	2.95%	1.84%	2.11%
2026/01/29	12.34%	11.48%	10.38%	11.22%	6.39%	6%	6.23%	2.29%	3.2%	2.37%
2026/01/30	12.81%	10.16%	9.65%	10.25%	6.34%	6.94%	4.06%	3.4%	2.94%	2.2%
2026/01/31	12.93%	11.04%	10.07%	9.89%	7.63%	6.99%	4.56%	4.24%	3.71%	2.6%

vodafone.co.uk
virginmedia.com
o2.co.uk
ee.co.uk
sky.com
uswitch.com
three.co.uk
bt.com
virginmediabusiness.co.uk
moneysupermarket.com

Vodafone’s PPC spend peaked mid-month, ending at 12.93%. Virgin Media fluctuated, closing at 11.04%. O2 and EE showed steady trends, finishing at 10.07% and 9.89%, respectively.

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

Competitor Count - Last month
Date	Competitor Count
2026/01/01	179
2026/01/02	183
2026/01/03	190
2026/01/04	174
2026/01/05	198
2026/01/06	187
2026/01/07	182
2026/01/08	179
2026/01/09	186
2026/01/10	198
2026/01/11	188
2026/01/12	187
2026/01/13	190
2026/01/14	181
2026/01/15	194
2026/01/16	186
2026/01/17	192
2026/01/18	187
2026/01/19	189
2026/01/20	192
2026/01/21	185
2026/01/22	174
2026/01/23	173
2026/01/24	166
2026/01/25	176
2026/01/26	186
2026/01/27	182
2026/01/28	181
2026/01/29	181
2026/01/30	175
2026/01/31	175

January began with 179 advertisers, peaking at 198 mid-month. A decline followed, ending at 175.

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

Market Loss & Market Gains - Last month
Name	Market Trend
vodafone.co.uk	2.32%
o2.co.uk	1.01%
lebara.co.uk	0.87%
sky.com	0.66%
virginmedia.com	0.6%
wifibooster-pro.co.uk	-0.36%
g.network	-0.39%
netgear.com	-0.45%
mobiles.co.uk	-1.03%
ee.co.uk	-1.15%

Vodafone.co.uk surged with a 2.32% click share increase, while ee.co.uk dropped by 1.15%. O2.co.uk and lebara.co.uk also gained, contrasting mobiles.co.uk’s decline.

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	vodafone.co.uk	virginmedia.com	ee.co.uk	o2.co.uk	three.co.uk	sky.com	uswitch.com	wifibooster-pro.co.uk	mobiles.co.uk	viking-direct.co.uk
2026/01/01	7.67%	3.5%	8.32%	7.21%	8.43%	4.94%	6.37%	4.33%	1.99%	2.63%
2026/01/02	9.57%	5.79%	8.89%	5.92%	9.16%	5.56%	5.4%	2.79%	2.1%	1.55%
2026/01/03	9.07%	7.22%	9.63%	5.17%	8.2%	4.73%	7.02%	2.41%	3.09%	1.33%
2026/01/04	8.97%	6.1%	10.36%	4.99%	7.72%	5.31%	5.93%	2.25%	3.18%	0.78%
2026/01/05	8.4%	6.25%	8.75%	3.08%	6.41%	3.67%	5.79%	4.17%	3.27%	3.56%
2026/01/06	9.6%	5.68%	10.59%	4.2%	8.55%	4.28%	5.91%	2.87%	3.21%	2.68%
2026/01/07	7.83%	2.68%	9.24%	7.89%	8.71%	4.24%	5.13%	3.16%	1.69%	4.52%
2026/01/08	10.31%	8.36%	11.56%	2.92%	5.47%	5.99%	6.76%	2.51%	3.62%	2.63%
2026/01/09	10.94%	8.94%	11.13%	3.49%	5.96%	8.12%	4.06%	1.38%	2.69%	2.66%
2026/01/10	8.61%	5.96%	10.97%	3.12%	7.82%	6.24%	4.3%	4.67%	4.24%	1.11%
2026/01/11	11.24%	7%	10.95%	2.86%	5.88%	6.01%	4.37%	2.99%	6.55%	0.78%
2026/01/12	11.9%	8.47%	11.84%	4.28%	6.78%	6.6%	5.83%	2.55%	2.38%	0.98%
2026/01/13	9.85%	6.48%	9.12%	3.74%	6.04%	6.03%	4.62%	4.11%	3.31%	4%
2026/01/14	11.13%	5.51%	8.92%	4.5%	5.06%	7.68%	5.21%	3.76%	2.78%	4.01%
2026/01/15	10.52%	5.93%	10.56%	4.61%	5%	5.76%	5.62%	2.79%	3.7%	3.06%
2026/01/16	10.94%	8.94%	11.13%	3.49%	5.96%	8.12%	4.06%	1.38%	2.69%	2.66%
2026/01/17	13.56%	5.16%	10.78%	4.38%	4.47%	5.38%	6.37%	1.97%	1.95%	1.46%
2026/01/18	12.25%	5.39%	8.64%	3.87%	4.76%	4.45%	5.85%	2.67%	3.18%	3.18%
2026/01/19	11.53%	5.62%	8.79%	3.85%	5.77%	7.02%	5.36%	3.25%	2.5%	2.99%
2026/01/20	11.72%	4.11%	8.39%	4.19%	6.66%	6.73%	4.16%	2.05%	2.82%	5.09%
2026/01/21	12.83%	4.94%	10.57%	4.81%	5.02%	7.86%	5.73%	2.83%	1.74%	3.73%
2026/01/22	13.97%	6.15%	13.79%	5.71%	5.36%	8.4%	6.23%	1.06%	0.85%	0.69%
2026/01/23	12.95%	5.71%	11.89%	6.56%	5.04%	8.01%	6.81%	0.42%	1.8%	0.93%
2026/01/24	14.52%	9.85%	10.67%	5.66%	7.56%	8.48%	6.05%	0.53%	1.76%	0.08%
2026/01/25	13.07%	8.48%	10.77%	5.17%	5.77%	7.89%	6.58%	0.87%	2.87%	0.09%
2026/01/26	13.38%	8.9%	11.02%	4.88%	6.1%	8.1%	4.95%	0.92%	1.36%	1.41%
2026/01/27	12.33%	9.77%	10.13%	4.55%	5.97%	7.53%	5.91%	1.87%	1.14%	3.75%
2026/01/28	12.39%	8.5%	10.57%	5.46%	7.3%	4.49%	5.43%	4.12%	1.56%	5.67%
2026/01/29	9.43%	9.12%	9.46%	7.06%	8.62%	4.13%	4.22%	4.24%	1.41%	6.29%
2026/01/30	10.87%	8%	7.88%	6.22%	5.78%	3.92%	4.78%	3.51%	1.16%	6.66%
2026/01/31	10.82%	10.36%	8.61%	7.16%	6.91%	5.51%	4.78%	3.33%	1.66%	1.38%

vodafone.co.uk
virginmedia.com
ee.co.uk
o2.co.uk
three.co.uk
sky.com
uswitch.com
wifibooster-pro.co.uk
mobiles.co.uk
viking-direct.co.uk

In January 2026, Vodafone’s impression share rose steadily, peaking at 14.52% on the 24th. Virgin Media fluctuated, ending at 10.36%. EE maintained a strong presence, while O2 and Three showed varied trends. Sky and Uswitch had moderate shares, with Wifibooster-Pro and Mobiles.co.uk trailing. Viking-Direct saw a late surge, closing at 6.66%.

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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Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Wireless Services - Last month

1
Vodafone SIM Only Deals - Unlimited data plans https://www.carphonewarehouse.com
Discover Vodafone's best SIM-only deals at Carphone Warehouse. Enjoy unlimited data plans, flexible contracts, and special offers with VeryMe Rewards. Upgrade today!
2
Vodafone SIM Card Deals https://www.mobiles.co.uk
Unlimited Data Deals — Enjoy 16GB of Data with our selection of Award Winning Deals. Best Online Retailer 2025 At The...
3
O2 SIM Only Deals https://www.o2.co.uk › sim-only › o2
Limited Time Only — Stream & Scroll On A SIM Plan That Suits You. Explore Our Flexible Range Of SIM Only Deals
4
Our Lowest Prices Ever | From Just £23.99 A Month https://www.virginmedia.com
Fibre Deals From £23.99/m For 24 Mos. £27.99/m From April 2026. £31.99/m From April 2027. Bag A Bargain With Our Lowest Ever Price On Selected Bundles In...
5
Vodafone Network UK https://www.vodafone.co.uk
Vodafone UK Official Site — Get The Unlimited 5G Data Plan & Create The Future Of 5G With Us. Together We Can. Discover...

Carphone Warehouse and Mobiles.co.uk highlight Vodafone’s unlimited data plans, emphasizing flexibility and rewards. O2 offers tailored SIM-only deals, while Virgin Media promotes budget-friendly fibre bundles. Vodafone’s official site focuses on 5G innovation, inviting users to shape the future.

Frequently Asked Questions

Why is the UK Telecommunications Wireless Services January 2026 Report useful and how should I use it?

Why is the UK Telecommunications Wireless Services January 2026 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the UK Telecommunications Wireless Services January 2026 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the UK Telecommunications Wireless Services January 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the UK Telecommunications Wireless Services January 2026 Report?

The UK Telecommunications Wireless Services January 2026 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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Does this include mobile, desktop and Google Shopping data?

Yes. The UK Telecommunications Wireless Services January 2026 Report aggregates data from across both device types and Google Shopping.
Who is this UK Telecommunications Wireless Services January 2026 Report for?

The UK Telecommunications Wireless Services January 2026 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
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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

VodafoneZiggo case study: Boosting sales by 500% with a winning PPC strategy

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.

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UK Telecommunications Wireless Services - PPC Market Share Analysis January 2026

Wireless Services – UK

Google AI Overview visibility for Telecommunications Wireless Services UK

AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 UK Telecommunications Wireless Services brands

Share of Spend for the top 10 UK Telecommunications Wireless Services brands

Competitor Count for UK Telecommunications Wireless Services

Market Loss & Market Gains for UK Telecommunications Wireless Services

UK Telecommunications Wireless Services Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Wireless Services

Frequently Asked Questions

Why is the UK Telecommunications Wireless Services January 2026 Report useful and how should I use it?

Why is the UK Telecommunications Wireless Services January 2026 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Telecommunications Wireless Services January 2026 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Telecommunications Wireless Services January 2026 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

Related reports

US Wireless Services

AUS Wireless Services