UK Telecommunications Wireless Services - PPC Market Share Analysis June 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
three.co.uk	9.72
o2.co.uk	9.34
vodafone.co.uk	8.91
ee.co.uk	8.73
sky.com	6.06
uswitch.com	5.3
ebay.co.uk	5
mobile-signal-boosters.shop	4.52
wifibooster-pro.co.uk	4.39
virginmedia.com	3.3
others	34.73

In the telecommunications PPC landscape, ‘three.co.uk’ leads with 9.72% click share, closely followed by ‘o2.co.uk’ at 9.34%. ‘Others’ dominate with 34.73%, 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
Date	uswitch.com	ee.co.uk	sky.com	three.co.uk	virginmedia.com	o2.co.uk	business.bt.com	vodafone.co.uk	mobile-signal-boosters.shop	wifibooster-pro.co.uk
2025/06/01	9.43%	7.46%	10.52%	7.47%	0.43%	11.08%	1.14%	3.91%	2.37%	3.37%
2025/06/02	8.33%	7.49%	7.1%	7.49%	6.21%	9.31%	1.23%	4.31%	2.68%	2.65%
2025/06/03	9.52%	7.17%	12.73%	5.23%	6.4%	9.25%	1.92%	4.7%	1.78%	1.09%
2025/06/04	7.67%	12.24%	10.35%	6.88%	4.33%	4.73%	1.61%	6.12%	3.44%	3.16%
2025/06/05	9.4%	8%	11.06%	5.5%	5.23%	8.14%	2.83%	4.34%	1.95%	2.17%
2025/06/06	7.77%	9.75%	9.56%	6.25%	4.75%	8.92%	1.43%	7.8%	2.86%	2.06%
2025/06/07	8.19%	7.77%	8.56%	7.85%	4.2%	6.28%	2.18%	6.49%	3.69%	3.01%
2025/06/08	7.96%	7.89%	9.03%	7.48%	5.68%	7.62%	0.37%	6.7%	2.83%	2.07%
2025/06/09	6.66%	3.63%	8.18%	7.72%	3.9%	6.39%	1.69%	7.33%	3.34%	2.44%
2025/06/10	8.14%	5.95%	8.65%	7.08%	3.13%	8.55%	2.78%	8.17%	2.12%	1.58%
2025/06/11	7.82%	7.84%	7.68%	6.76%	3.63%	7.98%	2.14%	6.53%	2.45%	1.87%
2025/06/12	6.34%	5.67%	7.85%	7.25%	3.06%	5.58%	5.3%	7.1%	3.11%	2.93%
2025/06/13	7.53%	5.55%	8.3%	7.17%	2.79%	8.39%	3.8%	9.28%	2.01%	1.92%
2025/06/14	9.28%	3.39%	8.29%	6.87%	4.09%	7.81%	3.19%	8.97%	2.28%	2.96%
2025/06/15	8%	5.29%	7.9%	7.11%	3.11%	8.75%	3.1%	8.63%	2.63%	2.89%
2025/06/16	8.69%	6.26%	8.67%	6.82%	4.46%	9.96%	3.04%	4.68%	2.63%	2.9%
2025/06/17	7.36%	6.07%	9.03%	7.26%	3.9%	7.54%	2.86%	7.24%	2.59%	2.11%
2025/06/18	7.03%	4.34%	8.15%	7.66%	2.77%	8.31%	3.19%	6.83%	2.8%	2.84%
2025/06/19	7.45%	6.58%	8.92%	7.96%	2.45%	9.52%	2.13%	7.21%	1.94%	2.89%
2025/06/20	8.03%	6.17%	8.54%	8.89%	4.4%	7.29%	1.55%	6.02%	2.72%	2.88%
2025/06/21	8.04%	4.84%	6.84%	9.09%	3.23%	9.43%	1.68%	6.3%	3.2%	2.47%
2025/06/22	8.08%	9.46%	6.59%	7.22%	4.2%	6.27%	1.69%	6.56%	3.04%	1.51%
2025/06/23	6.2%	7.07%	7.46%	6.07%	4.9%	9.67%	0.73%	7.35%	2.74%	2.27%
2025/06/24	7.77%	5.95%	8.17%	8.21%	6.71%	7.93%	2.46%	4.62%	2.54%	2.59%
2025/06/25	7.27%	5.97%	7.65%	8.6%	3.99%	9.27%	4.34%	7.54%	2.45%	2.15%
2025/06/26	9.55%	6.64%	7.86%	6.83%	4.77%	7.14%	4.04%	4.59%	3.26%	3.26%
2025/06/27	9.29%	5.96%	7.78%	8.18%	4.92%	11.08%	2.8%	5.15%	2.94%	3.24%
2025/06/28	9.43%	4.17%	7.44%	7.97%	5.04%	9.84%	5.76%	4.65%	2.76%	3.19%
2025/06/29	9.93%	2.91%	7.83%	8.02%	6.42%	10.06%	2.46%	4.3%	3.23%	2.69%
2025/06/30	9.96%	9.15%	7.89%	7.33%	7.28%	7.28%	4.03%	3.85%	2.49%	2.17%

In June 2025, Uswitch.com led with a steady rise, peaking at 9.96%. EE.co.uk fluctuated, ending at 9.15%. Sky.com maintained stability, while O2.co.uk showed strong performance, peaking at 11.08%. Virginmedia.com and Vodafone.co.uk had modest gains.

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
2025/06/01	220
2025/06/02	220
2025/06/03	212
2025/06/04	218
2025/06/05	219
2025/06/06	225
2025/06/07	230
2025/06/08	232
2025/06/09	240
2025/06/10	234
2025/06/11	246
2025/06/12	244
2025/06/13	249
2025/06/14	243
2025/06/15	240
2025/06/16	237
2025/06/17	244
2025/06/18	247
2025/06/19	237
2025/06/20	236
2025/06/21	233
2025/06/22	236
2025/06/23	230
2025/06/24	239
2025/06/25	240
2025/06/26	237
2025/06/27	233
2025/06/28	230
2025/06/29	235
2025/06/30	240

June began with 220 advertisers, fluctuating throughout the month, peaking at 249 on June 13. The month concluded with 240 advertisers, indicating a steady increase.

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
three.co.uk	1.19%
o2.co.uk	1.06%
viking-direct.co.uk	0.79%
mobiles.co.uk	0.59%
ryokorouter.com	0.57%
sky.com	-0.49%
netgear.com	-0.54%
fibrecompare.com	-0.72%
vodafone.co.uk	-1.65%
ee.co.uk	-1.73%

O2 and Three saw significant click share growth, while EE and Vodafone experienced notable declines.

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	uswitch.com	virginmedia.com	ebay.co.uk	wifibooster-pro.co.uk	ee.co.uk	mobile-signal-boosters.shop	sky.com	vodafone.co.uk	mobiles.co.uk
2025/06/01	12.4%	5.54%	0.25%	6.05%	8.49%	5.7%	4.51%	5.04%	3.44%	2.45%
2025/06/02	11.67%	4.4%	3.65%	9.07%	6.23%	5.63%	4.6%	3.95%	3.53%	3.08%
2025/06/03	9.67%	6.05%	4.92%	8.16%	2.92%	6.59%	3.63%	6.43%	3.44%	2.94%
2025/06/04	10.99%	4.79%	2.22%	6.57%	7.56%	6.88%	6.31%	5.81%	4.22%	2.47%
2025/06/05	9.45%	6.12%	3.5%	7.44%	6.08%	5.82%	3.71%	7.56%	3.74%	2.07%
2025/06/06	10.69%	5.19%	2.97%	5.52%	5.22%	6.69%	5.5%	6.47%	4.94%	2.05%
2025/06/07	12.49%	4.82%	2.4%	10.46%	6.92%	4.78%	7.01%	4.84%	4.3%	1.66%
2025/06/08	12.38%	5.76%	3.37%	6.01%	5.31%	4.9%	5.43%	5.19%	4.82%	2.17%
2025/06/09	11.91%	3.76%	2.44%	9.09%	6.04%	2.3%	5.44%	3.96%	4.81%	2.84%
2025/06/10	12.14%	5.4%	1.91%	8.54%	3.82%	3.8%	3.96%	4.48%	5.55%	1.62%
2025/06/11	10.37%	5.42%	2.01%	3.83%	4.42%	5.03%	4.12%	4.08%	4.87%	0.64%
2025/06/12	10.73%	3.69%	1.63%	7.36%	6.81%	3.46%	5.35%	4.37%	4.79%	3.16%
2025/06/13	11.72%	5.39%	1.61%	4.4%	4.73%	4.17%	3.74%	4.02%	5.98%	3.81%
2025/06/14	11.49%	5.24%	2.23%	6.13%	7.21%	2.8%	4.08%	4.38%	5.95%	3.42%
2025/06/15	10.86%	4.98%	1.86%	7%	7.02%	4.07%	4.87%	4.11%	5.3%	4.01%
2025/06/16	12.04%	5.34%	2.68%	4.89%	7.56%	5.14%	5.64%	4.49%	3.51%	2.46%
2025/06/17	11.44%	4.43%	2.37%	3.82%	4.92%	3.86%	4.61%	4.82%	5.11%	4.76%
2025/06/18	12.53%	3.84%	1.4%	5.91%	6.53%	3.75%	4.84%	4.55%	5.24%	3.82%
2025/06/19	11.85%	4.69%	1.42%	7.18%	6.76%	4.01%	3.59%	4.31%	6.07%	3.5%
2025/06/20	12.82%	4.37%	2.91%	5.07%	6.77%	3.98%	4.57%	4.16%	4.23%	2.86%
2025/06/21	14.32%	3.68%	2.31%	7.28%	5.14%	3.5%	5.71%	2.96%	4.93%	2.87%
2025/06/22	10.63%	5.04%	2.94%	8.13%	3.51%	5.96%	5.2%	3.67%	4.95%	3.57%
2025/06/23	9.88%	3.17%	3.1%	5.49%	5.7%	4.77%	4.88%	3.82%	4.33%	5.44%
2025/06/24	12.4%	3.81%	4.42%	7.44%	5.63%	4.07%	4.62%	4.26%	3.24%	2.67%
2025/06/25	13.41%	4.46%	2.85%	5.85%	5.35%	5.15%	4.69%	3.46%	4.49%	3.28%
2025/06/26	10.45%	5.35%	3.06%	6.37%	7.82%	3.52%	6.27%	3.56%	3%	2.6%
2025/06/27	13.12%	5.8%	3.66%	7.84%	8.24%	3.53%	6.15%	3.55%	3.41%	2.82%
2025/06/28	12.22%	5.67%	3.59%	8.05%	8.27%	2.53%	5.02%	3.64%	3.4%	2.07%
2025/06/29	12%	5.1%	4.15%	10.08%	6.7%	2.35%	5.74%	3.45%	2.84%	2.73%
2025/06/30	11.59%	6.86%	6.25%	5.91%	5.46%	5.18%	4.67%	4.2%	2.96%	2.31%

Three.co.uk led June with fluctuating impressions, peaking at 14.32% on the 21st. Uswitch.com and Virginmedia.com showed varied trends, while Ebay.co.uk and Wifibooster-pro.co.uk had notable spikes. The month ended with diverse performances.

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
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PAYM Plan Unlimited Data — Choose Your SIM Only Deal From Our Range Of Contracts. Free Next Day Delivery Before 5PM.
2
Shop Our SIM Only Summer Sale https://www.o2.co.uk › sim_only › summer_sale
O2 SIM Only Deals — Summer Sale. Explore Exclusive Online Offers & Save On Pay Monthly SIMs. Limited Time Only
3
Sky Broadband Full Fibre 500 https://www.sky.com › deals › broadband
No Upfront Fees — Switch To Sky & Claim Up To £100 Toward Your Leaving Fee. Real Person Switch Support 24/7.
4
Compare All Wifi Providers https://www.uswitch.com
Wifi Price Comparison Site — Find Broadband & TV Deals Available In Your Area. Check Out Our Featured Broadband Deals.
5
Virgin Media Fibre - £23.99/m https://www.virginmedia.com
Full Coverage In Every Room — Fibre Deals From £23.99/m For 18 Months. No Price Rise In 2025. £27.49/m From April 2026. Grab A...

In the competitive world of telecommunications, giffgaff stands out with its promise of unlimited data and free next-day delivery. O2 entices with exclusive summer sales, while Sky offers no upfront fees and 24/7 support. Uswitch simplifies decision-making by comparing providers, and Virgin Media ensures full coverage with stable pricing.

Frequently Asked Questions

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

Why is the UK Telecommunications Wireless Services June 2025 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 June 2025 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 June 2025 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 June 2025 Report?

The UK Telecommunications Wireless Services June 2025 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 June 2025 Report aggregates data from across both device types and Google Shopping.
Who is this UK Telecommunications Wireless Services June 2025 Report for?

The UK Telecommunications Wireless Services June 2025 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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With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

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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. Read case study

Get the full picture

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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.

Related reports

Telecommunications

UK Telecommunications Wireless Services - PPC Market Share Analysis June 2025

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 June 2025 Report useful and how should I use it?

Why is the UK Telecommunications Wireless Services June 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Telecommunications Wireless Services June 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Telecommunications Wireless 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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