UK Telecommunications Wireless Services - PPC Market Share Analysis October 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.

Wireless Services – UK

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 39.0507825532
60.9492174468
39%

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 30
70
30%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 16%
Transactional 11%
Navigational 12%
Seasonal 0%
Local 2%
Problem Solving 8%

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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 16.41
three.co.uk 13.94
ee.co.uk 8.85
uswitch.com 5.83
ebay.co.uk 4.93
o2.co.uk 3.37
virginmedia.com 3.35
cablemonkey.co.uk 3.27
sky.com 3.1
wifibooster-pro.co.uk 2.95
others 34
  • vodafone.co.uk - 16.41%
  • three.co.uk - 13.94%
  • ee.co.uk - 8.85%
  • uswitch.com - 5.83%
  • ebay.co.uk - 4.93%
  • o2.co.uk - 3.37%
  • virginmedia.com - 3.35%
  • cablemonkey.co.uk - 3.27%
  • sky.com - 3.1%
  • wifibooster-pro.co.uk - 2.95%
  • others - 34%

Copyright © Adthena. All rights reserved.

In the telecommunications PPC landscape, Vodafone leads with 16.41% click share, followed by Three at 13.94%. Others collectively hold a significant 34%, 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 three.co.uk virginmedia.com vodafone.co.uk ee.co.uk sky.com bt.com uswitch.com o2.co.uk ebay.co.uk g.network
2026/10/01 8.6% 9.17% 10.37% 7.31% 8.89% 9.87% 9.04% 3.48% 1.11% 0.22%
2026/10/02 10.58% 8.09% 11.9% 5.99% 4.31% 6.61% 8.43% 3.67% 1.57% 0.5%
2026/10/03 11.62% 12.08% 9.88% 7.7% 5.07% 2.51% 7.35% 4.07% 2.47% 1.67%
2026/10/04 11.52% 9.33% 10.28% 7.4% 4.42% 2.9% 7.51% 4.4% 2.6% 2.27%
2026/10/05 9.48% 7.34% 11.06% 7.39% 4.63% 5.35% 7.45% 3.43% 2.7% 4.7%
2026/10/06 13.29% 8.97% 11.02% 7.53% 4.27% 2.97% 6.14% 3.39% 2.6% 2.38%
2026/10/07 11.55% 9.13% 11.31% 6.59% 4.48% 7.6% 8.25% 3.32% 1.8% 1.14%
2026/10/08 11.72% 7.3% 11.57% 5.77% 4.2% 7.07% 11.53% 3.34% 2.7% 1.78%
2026/10/09 10.68% 8.9% 10.07% 6.08% 2.1% 6.31% 6.86% 2.97% 2.42% 5.7%
2026/10/10 14.18% 10.27% 10.86% 5.37% 1.05% 5.22% 3.41% 2.31% 2.69% 7.13%
2026/10/11 13.89% 9.71% 11.52% 4.88% 1.7% 4.55% 2.07% 2.53% 2.03% 8.7%
2026/10/12 13.31% 8.62% 9.26% 7.54% 2.23% 4.14% 4.7% 2.5% 2.2% 8.6%
2026/10/13 13.12% 7.72% 10.07% 6.89% 2.43% 5.26% 8.03% 3.39% 2.23% 6.14%
2026/10/14 12.25% 5.58% 11.35% 10.36% 1.43% 6.53% 11.1% 3.69% 1.64% 0.7%
2026/10/15 12.65% 7.55% 10.31% 7.25% 3.08% 6.88% 10.85% 2.9% 1.96% 0.73%
2026/10/16 9.05% 6.55% 10.69% 7.79% 3.89% 7.55% 11.88% 3.5% 2.14% 2.48%
2026/10/17 10.13% 6.22% 9.4% 8.06% 4.89% 8.09% 10.3% 3.24% 2.09% 0.54%
2026/10/18 9.35% 7.12% 8% 7.17% 5.51% 7.97% 12.53% 2.69% 1.79% 0.49%
2026/10/19 11.14% 6.94% 10.35% 8.57% 3.84% 6.61% 10.29% 2.96% 1.78% 0.41%
2026/10/20 12.03% 4.14% 8.28% 7.31% 4.25% 6.65% 8.05% 3.53% 2.91% 0.25%
2026/10/21 12.74% 2.06% 9.8% 8.5% 5.4% 4.56% 8.76% 3.2% 2.91% 0.07%
2026/10/22 12.46% 3.41% 9.73% 6.49% 3.51% 8.26% 7.96% 3.08% 2.95% 0.83%
2026/10/23 12.58% 5.48% 8.24% 6.99% 3.22% 7.61% 7.07% 2.7% 2.77% 2.3%
2026/10/24 9.8% 6.99% 7.35% 6.13% 4.65% 6.47% 6.44% 2.49% 1.8% 9.01%
2026/10/25 11.92% 9.37% 8.83% 7.55% 6.39% 6.83% 6.57% 2.75% 1.54% 3.17%
2026/10/26 11.72% 7.5% 8.25% 6.49% 5.58% 4.96% 6.58% 2.75% 1.73% 0.47%
2026/10/27 13.23% 7.13% 8.9% 5.93% 5.88% 5.84% 6.82% 2.77% 2.04% 0.32%
2026/10/28 10.58% 10.78% 8.31% 5.21% 7.39% 5.76% 7.72% 2.8% 1.8% 0.65%
2026/10/29 10.33% 9.4% 8.16% 5.33% 6.81% 5.35% 8.08% 2.88% 1.58% 0.78%
2026/10/30 10.1% 7.84% 8.29% 7.18% 7.26% 4.33% 8.7% 2.67% 1.74% 3.43%
2026/10/31 12.92% 12.68% 8.21% 6.89% 6.44% 4.64% 3.75% 2.47% 2.17% 0.43%
  • three.co.uk
  • virginmedia.com
  • vodafone.co.uk
  • ee.co.uk
  • sky.com
  • bt.com
  • uswitch.com
  • o2.co.uk
  • ebay.co.uk
  • g.network

Copyright © Adthena. All rights reserved.

In October 2026, Three.co.uk led with fluctuating spend, peaking mid-month. Virginmedia.com saw a decline, while Vodafone.co.uk maintained stability. EE.co.uk and Sky.com experienced varied trends. G.Network had sporadic spikes, ending low.

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
2026/10/01 173
2026/10/02 166
2026/10/03 158
2026/10/04 159
2026/10/05 166
2026/10/06 170
2026/10/07 160
2026/10/08 167
2026/10/09 161
2026/10/10 160
2026/10/11 154
2026/10/12 163
2026/10/13 158
2026/10/14 169
2026/10/15 159
2026/10/16 162
2026/10/17 166
2026/10/18 165
2026/10/19 165
2026/10/20 162
2026/10/21 163
2026/10/22 166
2026/10/23 165
2026/10/24 182
2026/10/25 182
2026/10/26 184
2026/10/27 182
2026/10/28 171
2026/10/29 178
2026/10/30 175
2026/10/31 172

Copyright © Adthena. All rights reserved.

October began with 173 advertisers, dipping to 154 mid-month. A surge to 184 occurred on the 26th, ending at 172.

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
broadbandbuyer.com 2.42%
verizon.com 1.78%
sky.com 1.3%
netgear.com 1.22%
communityfibre.co.uk 0.7%
cablemonkey.co.uk -0.52%
serversdirect.co.uk -0.58%
g.network -1.2%
comms-express.com -1.68%
vodafone.co.uk -3.43%

Copyright © Adthena. All rights reserved.

Broadbandbuyer.com surged with a 2.42% click share increase, while vodafone.co.uk faced a 3.43% decline. Verizon.com and sky.com also saw positive growth, contrasting with comms-express.com and g.network’s decreases.

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 vodafone.co.uk ebay.co.uk virginmedia.com cablemonkey.co.uk sky.com ee.co.uk wifibooster-pro.co.uk uswitch.com g.network
2026/10/01 10.41% 9.87% 3.89% 6.12% 2.49% 6.67% 4.88% 4.53% 7.79% 0.14%
2026/10/02 12.23% 10.03% 5.21% 4.68% 3.69% 3.06% 3.73% 4.86% 8.93% 0.63%
2026/10/03 13.41% 10.97% 7.88% 7.04% 4.76% 3.32% 4.98% 5.14% 4.76% 1.33%
2026/10/04 13.25% 10.57% 8.31% 5.97% 4.2% 3.36% 4.46% 5.37% 5.52% 2.15%
2026/10/05 12.27% 10.63% 8.38% 4.33% 4.12% 2.84% 4.44% 4.33% 5.92% 5.65%
2026/10/06 14.3% 10.34% 8.17% 4.59% 5.02% 3% 4.46% 4.53% 3.66% 3.85%
2026/10/07 13.47% 10.04% 5.46% 4.89% 6.33% 3.01% 4.07% 4.19% 7.04% 1.18%
2026/10/08 12.53% 9.74% 7.53% 3.48% 4.56% 6.68% 3.39% 4.64% 10.81% 1.49%
2026/10/09 11.88% 9.8% 7.65% 5.13% 4.52% 1.43% 3.78% 5.45% 3.43% 4.7%
2026/10/10 15.18% 10.89% 7.06% 4.56% 7.04% 0.46% 3.51% 4.27% 1.91% 7.61%
2026/10/11 16.02% 11.2% 5.79% 4.01% 6.53% 1.12% 2.97% 4.02% 1.24% 7.63%
2026/10/12 13.91% 9.72% 6.51% 4.73% 4.64% 1.34% 4.23% 2.75% 4.63% 8.2%
2026/10/13 14.38% 10.58% 6.83% 3.77% 5.61% 1.82% 4.01% 2.92% 8.85% 4.4%
2026/10/14 13.02% 11.21% 5.14% 4.24% 4.21% 1.41% 5.78% 2.52% 9.95% 0.73%
2026/10/15 12.91% 10.14% 6.45% 4.28% 3.31% 2.7% 4.42% 3.4% 10.1% 0.73%
2026/10/16 10.92% 9.69% 5.91% 3.34% 3.54% 2.91% 4.24% 3.48% 11.74% 4.96%
2026/10/17 11.75% 9.51% 6.58% 3.54% 3.89% 3.56% 4.79% 3.94% 9.68% 0.7%
2026/10/18 11.49% 8.85% 5.74% 3.61% 3.68% 3.91% 4.33% 3.83% 10.72% 0.56%
2026/10/19 12.37% 9.84% 5.87% 4.13% 2.77% 3.53% 5.12% 3.5% 9.76% 0.33%
2026/10/20 12.71% 8.46% 8.73% 2.53% 3.36% 3.23% 4.33% 3.97% 6.81% 0.16%
2026/10/21 13% 9.24% 8.55% 1.57% 2.67% 3.29% 4.86% 4.05% 8.37% 0.06%
2026/10/22 12.92% 9.29% 9.32% 2.25% 3.82% 2.69% 3.79% 4.27% 6.1% 0.94%
2026/10/23 13.23% 9.18% 8.94% 2.65% 4.07% 1.96% 4.06% 4.83% 5.42% 2.33%
2026/10/24 10.61% 7.62% 5.24% 3.37% 5.14% 4.99% 3.27% 3.66% 6.21% 12.18%
2026/10/25 13.42% 9.79% 4.77% 5.14% 3.66% 6.8% 4.55% 3.84% 5.59% 3.23%
2026/10/26 13.43% 9.18% 5.92% 4.87% 3.78% 3.89% 3.83% 3.94% 6.71% 0.63%
2026/10/27 14.88% 10.15% 6.82% 4.07% 5.52% 5.03% 3.77% 2.75% 6.92% 0.27%
2026/10/28 12.81% 9.4% 5.75% 5.75% 4.19% 8.02% 3.46% 2.68% 5.7% 0.55%
2026/10/29 13.46% 9.74% 5.11% 4.78% 4.01% 4.2% 3.58% 2.55% 6.62% 1.14%
2026/10/30 12.2% 9.06% 5.35% 3.87% 4.98% 3.52% 3.82% 2.84% 9.71% 2.98%
2026/10/31 14.83% 9.75% 7.55% 6% 5.95% 4% 3.99% 3.07% 2.58% 0.29%
  • three.co.uk
  • vodafone.co.uk
  • ebay.co.uk
  • virginmedia.com
  • cablemonkey.co.uk
  • sky.com
  • ee.co.uk
  • wifibooster-pro.co.uk
  • uswitch.com
  • g.network

Copyright © Adthena. All rights reserved.

Three.co.uk led October with fluctuating impressions, peaking mid-month. Vodafone.co.uk saw a steady decline, while ebay.co.uk and virginmedia.com experienced varied trends. G.network had a notable spike on October 24.

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. 1
    It’s Free, Quick, And Easy - Check Your Internet Speed https://www.broadband.co.uk

    Just how quick is your Wifi? Use our broadband speed test. It’s free, quick, and easy!

  2. 2
    Fibre Speed for Busy Homes - No Copper. No Compromises https://www.g.network

    Our dedicated team will handle everything, and you are covered by a 90 Days Guarantee.

  3. 3
    Wi-Fi Calling: What It Is & How It Works | Talkmobile https://www.talkmobile.co.uk

    Discover how Wi-Fi Calling works and how to use it on your phone. Make calls and texts over Wi-Fi with Talkmobile, at no extra cost.

  4. 4
    Not Happy With Your Broadband? - Test Your Broadband Speed... https://www.uswitch.com › broadband › speedtest

    Run a free broadband speed test to check your internet speed in seconds! Get accurate and immediate results by following simple steps to check your speed. Speeds of up to 1000 Mbps.

  5. 5
    Check Internet Speed In Seconds - Test Your Internet Speed Now https://www.which.co.uk

    Find out if you're getting the superfast fibre speeds your provider promised. Rigorous Product Testing.

Copyright © Adthena. All rights reserved.

In the competitive world of telecommunications, five standout PPC ads capture attention with distinct themes. Broadband.co.uk emphasizes simplicity and speed with a free internet speed test. G.network promises uncompromised fibre speed, backed by a 90-day guarantee. Talkmobile highlights cost-free Wi-Fi calling, enhancing connectivity. Uswitch.com offers quick, accurate broadband speed tests, boasting speeds up to 1,000 Mbps. Which.co.uk focuses on verifying promised superfast fibre speeds through rigorous testing. Each ad uniquely addresses consumer needs, from speed assurance to cost-effective communication.

Frequently Asked Questions

Customer Success Stories

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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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