US Education & Training Language Learning - PPC Market Share Analysis October 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Language Learning category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Language Learning – US

Google AI Overview visibility for Education & Training Language Learning US

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 41.8898857136
58.1101142864
41%

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 43
57
43%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 15%
Transactional 2%
Navigational 1%
Seasonal 0%
Local 2%
Problem Solving 23%

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Market Exposure

Share of Clicks for top 10 US Education & Training Language Learning brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
preply.com 33.15
babbel.com 12.68
rosettastone.com 9.77
pimsleur.com 4.88
forbes.com 4.27
merriam-webster.com 3.7
busuu.com 2.48
lingopie.com 2.16
jumpspeak.com 1.69
babbelforbusiness.com 1.62
others 23.6
  • preply.com - 33.15%
  • babbel.com - 12.68%
  • rosettastone.com - 9.77%
  • pimsleur.com - 4.88%
  • forbes.com - 4.27%
  • merriam-webster.com - 3.7%
  • busuu.com - 2.48%
  • lingopie.com - 2.16%
  • jumpspeak.com - 1.69%
  • babbelforbusiness.com - 1.62%
  • others - 23.6%

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Preply.com leads with 33.15% click share, followed by Babbel.com at 12.68%. RosettaStone.com holds 9.77%, while ‘others’ collectively capture 23.6%.

Market Exposure

Share of Spend for the top 10 US Education & Training Language Learning 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
Share of Spend - Last Month
Date merriam-webster.com preply.com babbel.com rosettastone.com busuu.com pimsleur.com lingopie.com forbes.com italki.com jumpspeak.com
2025/10/01 0% 33.98% 11.86% 12.47% 1.79% 6.63% 2.96% 7.14% 1.26% 0.96%
2025/10/02 0% 31.51% 10.94% 12.89% 2.08% 5.31% 0.72% 3.44% 1.43% 0.97%
2025/10/03 0% 37% 16.37% 9.3% 1.65% 5.87% 0.7% 4.55% 2.9% 0.85%
2025/10/04 0% 38.53% 11.6% 12.54% 1.48% 3.86% 0.46% 6.85% 1.11% 0.82%
2025/10/05 0% 36.55% 13.32% 8.9% 4.61% 2.73% 0.64% 3.97% 1.04% 4.85%
2025/10/06 0% 43.85% 9.81% 7.79% 1.93% 4.39% 1.05% 2.05% 1.28% 0.92%
2025/10/07 0% 29.45% 15.15% 13.01% 2.16% 6.67% 1.15% 4.73% 1.18% 0.69%
2025/10/08 0% 38.4% 11.12% 6.63% 2.08% 3.11% 4.61% 2.91% 1.65% 0.72%
2025/10/09 0% 34.5% 11.07% 9.54% 1.89% 2.14% 1.14% 6.71% 1.73% 1.14%
2025/10/10 0% 33.32% 15.15% 10.05% 1.34% 4.6% 3.65% 3.96% 1.06% 0.87%
2025/10/11 0% 32.1% 15.23% 13.49% 0.96% 3.53% 7.44% 1.82% 3.01% 0.68%
2025/10/12 0% 32.71% 15.17% 7.85% 0.95% 9.1% 1.24% 5.44% 0.65% 0.45%
2025/10/13 0% 31.05% 16.37% 7.42% 1.29% 7.34% 1.29% 4.9% 0.96% 0.54%
2025/10/14 0% 31.37% 21.11% 6.88% 3.85% 4.08% 3.27% 6.51% 0.79% 0.66%
2025/10/15 0% 35.28% 11.27% 11.55% 1.29% 5.92% 1.18% 5.05% 0.79% 0.98%
2025/10/16 0% 43.44% 9.53% 8.73% 2.97% 3% 2.87% 1.72% 0.56% 2.61%
2025/10/17 0% 31.49% 13.12% 11.65% 1.2% 9.1% 1.04% 1.98% 2.7% 7.64%
2025/10/18 0% 38.28% 20.68% 6.89% 3.58% 2.7% 3.36% 1.89% 0.63% 6.87%
2025/10/19 0% 37.56% 14.47% 9.67% 3.23% 3.9% 3.73% 3.95% 2.63% 1.3%
2025/10/20 0% 38.94% 17.48% 7.07% 1.31% 4.3% 1.43% 5.73% 3.01% 1.58%
2025/10/21 0% 42.65% 14.67% 5.1% 1.47% 7.38% 0.9% 1.93% 1.14% 1.22%
2025/10/22 8.3% 27.34% 8.13% 7.15% 5.53% 5.52% 0.93% 2.26% 0.99% 0.96%
2025/10/23 7.95% 35.73% 6.24% 10.97% 1.08% 6.69% 3.29% 1.32% 6% 0.56%
2025/10/24 15.38% 25.94% 3.37% 13.59% 1.27% 6.51% 4.08% 5.42% 0.81% 0.95%
2025/10/25 7.86% 34.2% 9.57% 13.42% 1.44% 4.06% 3.57% 6.56% 0.72% 0.75%
2025/10/26 9.99% 29.1% 9.52% 13.23% 7.46% 2.86% 2.52% 2.08% 0.8% 1.93%
2025/10/27 9.29% 30.05% 8.2% 8.18% 5.9% 2.96% 4.13% 5.31% 0.49% 2.13%
2025/10/28 12.93% 32.09% 10.47% 9.39% 1.76% 6.44% 1.39% 5.13% 0.42% 0.86%
2025/10/29 9.35% 29.83% 12.66% 15.74% 7.58% 4.27% 0.77% 4.28% 0.42% 0.41%
2025/10/30 9.55% 37% 13.22% 3.88% 7.75% 3.02% 2.19% 1.57% 3.08% 0.33%
2025/10/31 22.59% 20.28% 9.46% 8.31% 3.1% 2.8% 2.3% 2.19% 1.27% 0.48%
  • merriam-webster.com
  • preply.com
  • babbel.com
  • rosettastone.com
  • busuu.com
  • pimsleur.com
  • lingopie.com
  • forbes.com
  • italki.com
  • jumpspeak.com

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Preply dominated October with a consistent lead, peaking at 43.85% on the 6th. Merriam-Webster surged on the 31st, reaching 22.59%. Babbel and Rosetta Stone showed fluctuations, while Busuu and Pimsleur had modest shares. The month concluded with Preply maintaining dominance.

Market Exposure

Competitor Count for US Education & Training Language Learning

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
Competitor Count - Last month
Date Competitor Count
2025/10/01 302
2025/10/02 297
2025/10/03 305
2025/10/04 293
2025/10/05 315
2025/10/06 295
2025/10/07 293
2025/10/08 285
2025/10/09 267
2025/10/10 281
2025/10/11 302
2025/10/12 291
2025/10/13 284
2025/10/14 277
2025/10/15 281
2025/10/16 281
2025/10/17 265
2025/10/18 268
2025/10/19 278
2025/10/20 276
2025/10/21 271
2025/10/22 283
2025/10/23 291
2025/10/24 300
2025/10/25 285
2025/10/26 308
2025/10/27 304
2025/10/28 308
2025/10/29 308
2025/10/30 309
2025/10/31 314

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October saw fluctuating advertiser numbers, starting at 302, dipping mid-month to 265, and rebounding to 314 by month’s end.

Campaign Efficiency

Market Loss & Market Gains for US Education & Training Language Learning

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
Market Loss & Market Gains - Last month
Name Market Trend
merriam-webster.com 7.85%
busuu.com 1.55%
lingopie.com 0.67%
wordnik.com 0.46%
girlspring.com 0.36%
citizencafetlv.com -0.98%
rosettastone.com -1.01%
pimsleur.com -1.05%
babbel.com -2.4%
preply.com -4.2%

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Merriam-Webster.com surged with a 7.85% click share increase, while Preply.com faced a significant drop of 4.2%.

Campaign Efficiency

US Education & Training Language Learning Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date merriam-webster.com preply.com babbel.com rosettastone.com busuu.com pimsleur.com lingopie.com forbes.com babbelforbusiness.com jumpspeak.com
2025/10/01 0% 33.68% 11.72% 12.23% 1.66% 6.82% 3.25% 7.09% 0.22% 0.93%
2025/10/02 0% 30.29% 10.75% 13.34% 1.95% 5.28% 0.71% 3.19% 0.44% 1.06%
2025/10/03 0% 35.98% 14.89% 9.13% 1.46% 5.58% 0.61% 4.12% 0.25% 0.79%
2025/10/04 0% 37.22% 11.46% 12.5% 1.39% 3.86% 0.41% 6.48% 1.85% 0.82%
2025/10/05 0% 35.4% 13.23% 9.16% 5.36% 3.37% 0.59% 3.85% 1.87% 4.52%
2025/10/06 0% 41.88% 9.56% 8.37% 1.69% 4.37% 0.93% 1.88% 0.31% 0.95%
2025/10/07 0% 28.33% 14.49% 13.12% 1.89% 6.73% 1.05% 4.52% 1.97% 0.66%
2025/10/08 0% 36.07% 11.38% 7.73% 1.77% 3.25% 4.27% 2.81% 0.31% 0.71%
2025/10/09 0% 32.86% 11.69% 10.52% 1.57% 2.04% 0.97% 6.55% 0.25% 1.1%
2025/10/10 0% 31.67% 15.67% 11.19% 1.13% 4.72% 3.28% 3.84% 0.18% 0.86%
2025/10/11 0% 32.1% 15.25% 13.85% 0.86% 3.65% 6.92% 1.79% 0.21% 0.77%
2025/10/12 0% 31.44% 15.22% 7.92% 0.84% 8.66% 1.22% 5.32% 0.15% 0.46%
2025/10/13 0% 29.93% 15.51% 8% 1.07% 6.82% 1.14% 4.81% 0.39% 0.54%
2025/10/14 0% 30.95% 21.15% 8.13% 3.31% 4.23% 2.83% 6.47% 1.97% 0.68%
2025/10/15 0% 33.6% 11.09% 12.13% 1.08% 6.02% 1.06% 4.74% 4.12% 0.98%
2025/10/16 0% 43.98% 9.64% 9.25% 2.69% 3.18% 2.3% 1.8% 8.07% 2.33%
2025/10/17 0% 28.06% 12.54% 10.74% 0.93% 7.82% 0.8% 1.68% 0.48% 7.93%
2025/10/18 0% 35.75% 20.94% 7.57% 2.97% 2.54% 2.7% 1.97% 1.99% 8.19%
2025/10/19 0% 33.34% 16.13% 9.17% 2.57% 4.05% 3.97% 4.42% 4.19% 1.68%
2025/10/20 0% 34.85% 18.11% 7.48% 1.21% 4.28% 1.51% 6.37% 1.53% 2.04%
2025/10/21 0% 37.4% 14.35% 5.25% 1.28% 7.08% 0.83% 1.88% 0.35% 1.42%
2025/10/22 11.75% 23.45% 7.28% 7.32% 4.14% 4.86% 0.82% 2.12% 0.28% 1.04%
2025/10/23 11.84% 31.42% 5.86% 10.23% 1.03% 6.03% 2.84% 1.31% 0.4% 0.68%
2025/10/24 21.12% 22.46% 3.05% 11.87% 1.17% 5.88% 3.29% 5.97% 0.56% 1.05%
2025/10/25 10.43% 30.8% 8.02% 12.48% 1.29% 3.2% 4.2% 7.55% 1.53% 0.87%
2025/10/26 13.51% 25.57% 10.57% 11.02% 5.49% 3.28% 2.75% 2% 0.22% 2.41%
2025/10/27 9.54% 28.16% 8.45% 8.79% 5.29% 3.5% 3.12% 6.12% 2.15% 2.56%
2025/10/28 14.39% 29.14% 11.18% 10.7% 1.55% 5.7% 1.26% 5.33% 1.62% 1%
2025/10/29 10.62% 28.63% 10.62% 14.73% 6.04% 4.17% 0.87% 4.76% 1.22% 0.47%
2025/10/30 10.39% 34.51% 12.49% 4.09% 6.87% 3.34% 2.67% 1.46% 1.48% 0.36%
2025/10/31 23% 18.35% 9.03% 8.68% 2.71% 2.61% 2.15% 1.99% 0.51% 0.49%
  • merriam-webster.com
  • preply.com
  • babbel.com
  • rosettastone.com
  • busuu.com
  • pimsleur.com
  • lingopie.com
  • forbes.com
  • babbelforbusiness.com
  • jumpspeak.com

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Preply.com dominated October with a peak impression share of 43.98% on the 16th. Merriam-webster.com saw a significant spike to 23.0% on the 31st. Babbel.com experienced a decline, ending at 9.03%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Education & Training Language Learning

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

Google Text Ad Copy Insights & Creative Trends for US Education & Training Language Learning - Last month
  1. 1
    Become Fluent In A Language https://go.babbel.com

    Speak Fluently And Confidently — Learn Languages Easily With Engaging Programs From Babbel. Start Your Journey Now. Learn...

  2. 2
    Free Language Learning https://www.busuu.com

    Learn a New Language for Free — Learn Real-Life Language, Practise Pronunciation & Get Feedback From Fluent Speakers.

  3. 3
    Pimsleur® Official Site https://offers.pimsleur.com › free-trial

    The Method Makes a Difference — The Pimsleur Method™ Focuses on Conversational Skills. Start Actually Speaking Today! Find Out...

  4. 4
    Affordable Language Tutors - Private Lessons from $5/Hour https://www.preply.com › language › tutors

    The Faster Way to Fluency. Fast Track Your Language Learning with 5-Star Expert Tutors.

  5. 5
    Rosetta Stone is the #1 Choice https://www.rosettastone.com

    Award-Winning Language Program — The most trusted language learning program. Learn to speak any language with confidence. Have real...

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In the competitive world of language learning, Babbel entices with engaging programs, while Busuu offers free real-life language practice. Pimsleur emphasizes conversational skills, Preply highlights affordable expert tutors, and Rosetta Stone boasts its award-winning, trusted program. Each ad uniquely appeals to aspiring polyglots.

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