US Education & Training Ed Tech - PPC Market Share Analysis February 2026

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

Ed Tech – US

Google AI Overview visibility for Education & Training Ed Tech 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 32.6578298921
67.3421701079
32%

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 23
77
23%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 8%
Transactional 10%
Navigational 1%
Seasonal 0%
Local 0%
Problem Solving 9%

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Market Exposure

Share of Clicks for top 10 US Education & Training Ed Tech 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
ixl.com 80.57
mathway.com 3.7
lakeshorelearning.com 1.46
schoolofrock.com 0.91
valleypbs.org 0.8
kumon.com 0.72
imaginelearning.com 0.67
lego.com 0.65
quizlet.com 0.54
saga.org 0.5
others 9.48
  • ixl.com - 80.57%
  • mathway.com - 3.7%
  • lakeshorelearning.com - 1.46%
  • schoolofrock.com - 0.91%
  • valleypbs.org - 0.8%
  • kumon.com - 0.72%
  • imaginelearning.com - 0.67%
  • lego.com - 0.65%
  • quizlet.com - 0.54%
  • saga.org - 0.5%
  • others - 9.48%

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In the education sector’s PPC landscape, ixl.com dominates with 80.57% click share. Mathway.com follows at 3.7%, while others collectively hold 9.48%.

Market Exposure

Share of Spend for the top 10 US Education & Training Ed Tech 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 ixl.com devry.edu absorblms.com sanalabs.com grow.google zensai.com kumon.com nationalmathfoundation.org saga.org valleypbs.org
2026/02/01 17.27% 4.47% 1.66% 2.08% 2.65% 3.33% 4.02% 7.69% 0.27% 0.72%
2026/02/02 28.47% 5.3% 2.43% 4.32% 2.27% 0.79% 1.43% 0% 0.02% 0.53%
2026/02/03 26.46% 5.68% 3.82% 1.73% 1.95% 0.47% 0.09% 0% 4.76% 0.16%
2026/02/04 27.1% 6.28% 5.23% 3.58% 2.62% 1.2% 1.09% 0% 0% 0.69%
2026/02/05 23.49% 5.06% 2.88% 3.06% 2.48% 2.19% 0.35% 7.76% 4.22% 4.43%
2026/02/06 21.66% 4.56% 5.27% 4.15% 1.58% 2.14% 7.91% 0% 5.65% 0.85%
2026/02/07 22.95% 3.62% 2.41% 2.67% 2.4% 2.16% 3.68% 0.07% 3.18% 7.48%
2026/02/08 23.66% 3.66% 3.85% 3.23% 2.17% 2.44% 0.4% 3.92% 5.08% 8.21%
2026/02/09 28.32% 6.85% 2.81% 3.24% 1.76% 4.65% 0.99% 0.53% 0.39% 5.57%
2026/02/10 31.51% 5.83% 4.45% 3.99% 2.1% 1.66% 0.04% 0% 0.32% 4.61%
2026/02/11 23.86% 7.17% 3.52% 2.29% 2.12% 0.29% 0% 0% 9.38% 8.01%
2026/02/12 23.47% 5.05% 2.88% 3.06% 2.48% 2.19% 0.35% 7.75% 4.22% 4.42%
2026/02/13 21.1% 4.44% 5.13% 4.04% 1.54% 2.08% 7.7% 0% 5.5% 0.83%
2026/02/14 22.87% 3.6% 2.4% 2.66% 2.39% 2.15% 3.67% 0.07% 3.17% 7.46%
2026/02/15 23.58% 3.65% 3.83% 3.22% 2.16% 2.43% 0.53% 3.91% 5.06% 8.18%
2026/02/16 28.08% 6.79% 2.79% 3.21% 1.74% 4.61% 0.98% 0.53% 0.39% 5.52%
2026/02/17 32.68% 6.28% 0.44% 0.96% 1.17% 1.57% 0.76% 7.72% 0.15% 7.79%
2026/02/18 27.1% 6.13% 2.68% 1.97% 1.9% 1.28% 3.93% 0% 0.02% 0.74%
2026/02/19 18.6% 5.73% 4.28% 2.75% 2.02% 0.82% 0.54% 0% 0% 0.97%
2026/02/20 32.53% 4.76% 2.23% 1.9% 1.43% 0.82% 0.04% 4.79% 5.22% 0.01%
2026/02/21 18.06% 6.62% 1.82% 3.81% 2.09% 1.48% 0% 0% 0.51% 0.36%
2026/02/22 16.53% 5.53% 2.66% 2.13% 1.56% 1.27% 6.12% 0% 0.02% 3.17%
2026/02/23 21.3% 8.6% 3.17% 2.05% 2.09% 0.41% 0.03% 0% 0.01% 4.76%
2026/02/24 26.14% 6.13% 2.84% 1.48% 1.78% 1.54% 0.04% 0.01% 4.96% 2.3%
2026/02/25 22.81% 6.02% 2.82% 1.95% 1.72% 0.49% 0.77% 0% 4.75% 0.08%
2026/02/26 28.57% 5.65% 2.43% 2.44% 1.94% 0.33% 5.06% 0% 0% 0.01%
2026/02/27 32.46% 9.38% 2.8% 1.48% 1.4% 0.83% 0.56% 6.32% 0% 2.01%
2026/02/28 38.38% 5.86% 3.83% 1.88% 1.79% 1.29% 0.06% 0% 0% 0%
  • ixl.com
  • devry.edu
  • absorblms.com
  • sanalabs.com
  • grow.google
  • zensai.com
  • kumon.com
  • nationalmathfoundation.org
  • saga.org
  • valleypbs.org

Copyright © Adthena. All rights reserved.

In February 2026, ixl.com dominated with a peak spend share of 38.38% on the 28th. Nationalmathfoundation.org fluctuated, peaking at 7.76% on the 5th. Devry.edu saw a high of 9.38% on the 27th. Saga.org’s highest was 9.38% on the 11th. Absorblms.com peaked at 5.27% on the 6th. Valleypbs.org reached 8.21% on the 8th. Sanalabs.com had a steady presence, peaking at 4.32% on the 2nd. Grow.google maintained a consistent range, peaking at 2.65% on the 1st. Zensai.com fluctuated, peaking at 4.65% on the 9th. Kumon.com had a notable peak of 7.91% on the 6th. The month concluded with ixl.com leading the spend share.

Market Exposure

Competitor Count for US Education & Training Ed Tech

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
2026/02/01 396
2026/02/02 382
2026/02/03 383
2026/02/04 385
2026/02/05 397
2026/02/06 413
2026/02/07 381
2026/02/08 388
2026/02/09 383
2026/02/10 392
2026/02/11 401
2026/02/12 397
2026/02/13 413
2026/02/14 381
2026/02/15 388
2026/02/16 383
2026/02/17 336
2026/02/18 354
2026/02/19 326
2026/02/20 337
2026/02/21 319
2026/02/22 346
2026/02/23 369
2026/02/24 370
2026/02/25 346
2026/02/26 338
2026/02/27 339
2026/02/28 332

Copyright © Adthena. All rights reserved.

In February 2026, advertiser numbers fluctuated, peaking at 413 on the 6th and 13th. A decline followed, ending at 332 on the 28th.

Campaign Efficiency

Market Loss & Market Gains for US Education & Training Ed Tech

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
mathway.com 5.79%
steme.org 0.5%
imaginelearning.com 0.36%
teachyourmonster.org 0.24%
babbel.com 0.21%
kumon.com -0.22%
lego.com -0.31%
saga.org -0.39%
valleypbs.org -0.52%
ixl.com -4.06%

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Mathway.com surged with a 5.79% click share increase, while ixl.com faced a significant 4.06% decline.

Campaign Efficiency

US Education & Training Ed Tech Share of Impressions

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

Date ixl.com zearn.org adaptedmind.com mathway.com devry.edu kumon.com imaginelearning.com nationalmathfoundation.org saga.org valleypbs.org
2026/02/01 34.97% 6.74% 1.25% 0% 1.23% 11.29% 0% 7.28% 0.49% 1.09%
2026/02/02 40.21% 0% 5.3% 2.62% 1.14% 17.46% 0% 0% 0.05% 1.28%
2026/02/03 54.3% 0% 6.12% 1.41% 1.6% 1.06% 0% 0% 4.39% 0.57%
2026/02/04 53.45% 0% 1.36% 0% 1.79% 11.15% 1.13% 0% 0% 0.61%
2026/02/05 42.56% 0% 0.47% 0% 1.32% 5.37% 0% 6.71% 3.36% 5.42%
2026/02/06 45.14% 0% 1% 0.2% 1.1% 10.48% 0% 0% 5.25% 1.24%
2026/02/07 41.85% 5.81% 1.2% 0% 0.88% 3.71% 11.63% 0.11% 2.76% 6.69%
2026/02/08 41.93% 5.23% 0.48% 0% 0.94% 0.94% 11.29% 3.31% 4.64% 8.94%
2026/02/09 46.97% 0% 0.89% 0% 1.49% 14.11% 6.52% 0.55% 0.61% 4.68%
2026/02/10 54.55% 0% 1.01% 0% 1.37% 0.22% 5.95% 0% 0.51% 3.82%
2026/02/11 50.12% 0% 1.11% 0.36% 2.15% 0% 0% 0% 8.7% 9.8%
2026/02/12 42.56% 0% 0.47% 0% 1.32% 5.37% 0% 6.71% 3.36% 5.42%
2026/02/13 45.14% 0% 1% 0.2% 1.1% 10.48% 0% 0% 5.25% 1.24%
2026/02/14 41.85% 5.81% 1.2% 0% 0.88% 3.71% 11.63% 0.11% 2.76% 6.69%
2026/02/15 41.93% 5.23% 0.48% 0% 0.94% 0.94% 11.29% 3.31% 4.64% 8.94%
2026/02/16 46.97% 0% 0.89% 0% 1.49% 14.11% 6.52% 0.55% 0.61% 4.68%
2026/02/17 52.11% 0% 0.33% 0% 1.18% 10.7% 9.24% 5.84% 0.09% 5.93%
2026/02/18 52.85% 0% 3.51% 3.15% 1.82% 4.86% 0% 0% 0.07% 0.71%
2026/02/19 37.83% 0% 2.1% 5.12% 1.75% 9.84% 0% 0% 0% 0.93%
2026/02/20 53.69% 0% 0.82% 3.82% 1.39% 0.04% 0% 3.78% 3.78% 0%
2026/02/21 35.97% 9.37% 0.48% 4.39% 1.97% 0% 9.37% 0% 0.89% 0.99%
2026/02/22 28.21% 5.47% 0.87% 2.44% 1.43% 7.1% 0% 0% 0.04% 3.45%
2026/02/23 32.42% 0% 1.4% 2.8% 2.11% 0.03% 5.38% 0% 0.01% 3.4%
2026/02/24 46.23% 0% 2.3% 3.39% 1.75% 0.05% 14.49% 0.01% 4.1% 2.19%
2026/02/25 37.08% 0% 1.07% 3.03% 1.66% 11.4% 5.31% 0% 3.34% 0.12%
2026/02/26 35.52% 0% 0.53% 2.12% 1.11% 8.29% 18.44% 0% 0% 0.01%
2026/02/27 51.31% 0% 8% 5.42% 2.29% 7.77% 0% 4.86% 0% 2.03%
2026/02/28 57.56% 7.41% 6.61% 4.67% 1.47% 0.04% 0% 0% 0% 0%
  • ixl.com
  • zearn.org
  • adaptedmind.com
  • mathway.com
  • devry.edu
  • kumon.com
  • imaginelearning.com
  • nationalmathfoundation.org
  • saga.org
  • valleypbs.org

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IXL.com dominated February, peaking at 57.56% on the 28th. ImagineLearning.com fluctuated, ending strong at 18.44%. Zearn.org and AdaptedMind.com showed steady presence. NationalMathFoundation.org and Mathway.com had sporadic spikes. Saga.org and ValleyPBS.org maintained low visibility. Devry.edu and Kumon.com had varied trends.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Education & Training Ed Tech

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 Ed Tech - Last month
  1. 1
    Cool Math Games for High School | Common Sense Education https://www.commonsense.org

    Common Sense Education provides educational resources for educators and families. Find education plans for digital citizenship, social-emotional...

  2. 2
    IXL Official Site https://www.ixl.com

    Comprehensive Learning Program — Master math, language arts, science, and social studies with IXL's interactive program. Unlimited practice problems with meaningful, up-to-date tracking on your child's progress. Fun & Engaging.

  3. 3
    Kumon Math & Reading Center - Excel in Math & Reading https://www.kumon.com

    Support stronger problem-solving skills for life with Kumon's math & reading program.

  4. 4
    The next gen LMS https://www.sanalabs.com › learning › management

    The end-to-end LMS — Sana brings the best of an LMS, LXP, authoring, and virtual classroom into one platform. Book...

  5. 5
    Free Math Fun for Kids - Play Math Games for Free https://www.valleypbs.org

    PBS Math Games – Free Play — We Have An Amazing Selection Of Free Math Games Online. Play now. Free math & learning games from PBS Kids. Safe, fun, and educational! . Watch TV Online.

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In the competitive landscape of educational PPC ads, Common Sense Education captivates with its focus on digital citizenship and social-emotional learning. IXL impresses with its comprehensive, interactive learning program. Kumon emphasizes lifelong problem-solving skills, while Sana Labs offers an all-in-one LMS solution. Valley PBS entices with free, safe, and fun math games for kids.

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