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.

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

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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. 

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%

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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. 

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

Copyright © Adthena. All rights reserved.

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.

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%

Copyright © Adthena. All rights reserved.

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.

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%

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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.

  1. 1
    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.

  2. 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. 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. 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. 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...

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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.

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