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US Education & Training Ed Tech - PPC Market Share Analysis February 2025

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.

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.

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Share of Clicks - Last month
Domain Share of clicks
ixl.com 22.5
lakeshorelearning.com 13.77
mathway.com 12.11
apple.com 12.09
coolmathgames.com 11.4
stmath.com 3.67
amazon.com 2.54
schoolofrock.com 0.72
absorblms.com 0.71
lego.com 0.69
others 19.8

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In the education sector’s PPC landscape, ixl.com leads with 22.5% click share. Lakeshorelearning.com follows at 13.77%, while others collectively hold 19.8%, showcasing diverse competition.

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. 

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Share of Spend - Last Month
Date absorblms.com coolmathgames.com sanalabs.com cornerstoneondemand.com wgu.edu 360learning.com workramp.com xyleme.com thinkific.com stmath.com
2025/02/01 6.28% 3.3% 5.97% 0.55% 1.97% 7.04% 3.47% 2.45% 4.74% 3.05%
2025/02/02 4.12% 7.54% 5.32% 0.02% 2.19% 10.59% 3.59% 2.05% 2.35% 0.56%
2025/02/03 5.26% 0% 6.02% 6.27% 1.36% 10.63% 1.86% 1.35% 1.27% 7.96%
2025/02/04 5.53% 4.31% 5.38% 5.42% 1.87% 7.02% 1.23% 0% 1.48% 0.15%
2025/02/05 8.1% 0% 6% 3.33% 1.79% 6.99% 1.65% 1.31% 1.75% 0.16%
2025/02/06 5.85% 10.06% 5.19% 2.19% 1.93% 5.15% 2.15% 0.71% 1.92% 5.97%
2025/02/07 8.21% 2.07% 5.95% 5.24% 2.13% 9.79% 2.77% 3.11% 1.14% 6.87%
2025/02/08 8.1% 5.18% 7.47% 0.05% 2.12% 10.17% 1.69% 2.05% 1.78% 3.36%
2025/02/09 6.54% 3.02% 3.99% 0% 2.41% 9.04% 5.16% 2.14% 3.41% 7.82%
2025/02/10 7.41% 3.5% 6.36% 6.14% 1.74% 9.29% 1.28% 3.69% 2.41% 5.8%
2025/02/11 9.07% 9.5% 6.33% 6.21% 1.52% 5.99% 0.97% 3.61% 1.88% 2.21%
2025/02/12 8.64% 3.34% 7.44% 5.08% 1.77% 10.01% 1.78% 2.8% 1.35% 2.43%
2025/02/13 6.62% 0% 7.66% 7.63% 2.62% 9.1% 1.02% 2.82% 2.04% 4.31%
2025/02/14 5% 6.22% 7.88% 7.87% 2.86% 7.11% 2.96% 1.91% 1.65% 7.35%
2025/02/15 6.9% 4.13% 7.37% 0.08% 3.09% 8.98% 3.59% 2.6% 4.31% 5.23%
2025/02/16 4.67% 3.9% 7.31% 0.01% 3.36% 3.82% 4.78% 2.58% 4.8% 3.92%
2025/02/17 4.22% 5.72% 6.76% 7.83% 2.57% 2.97% 2.2% 3.71% 2.23% 0.72%
2025/02/18 6.01% 3.49% 7.34% 8.8% 2.59% 2.2% 1.82% 2.91% 2.28% 8.36%
2025/02/19 6.33% 6.95% 5.86% 6.45% 2.18% 0.54% 1.53% 1.53% 2.23% 2.25%
2025/02/20 6.94% 4.78% 5.35% 5.85% 2.42% 2.46% 1.78% 2.42% 1.65% 4.67%
2025/02/21 6% 4.64% 8.74% 6.25% 2.99% 4.47% 3.86% 1.78% 1.3% 0.16%
2025/02/22 4.51% 0% 7.25% 0.77% 3.31% 4.15% 3.98% 2.77% 2.49% 7.41%
2025/02/23 9.49% 0% 8.78% 0.01% 3.24% 3.1% 4.98% 1.82% 3.41% 9.7%
2025/02/24 4.43% 0% 5.06% 5.16% 3.33% 0.2% 2.73% 2.8% 0.81% 15.91%
2025/02/25 6.74% 0% 5.84% 4.01% 2.01% 2.54% 1.81% 5.87% 1.36% 6.62%
2025/02/26 7.98% 3.59% 6.66% 5.61% 1.89% 3.03% 2.15% 1.58% 1.61% 5.03%
2025/02/27 8.71% 6.05% 5.56% 8.53% 1.52% 1.93% 2.69% 0.02% 2.61% 0.11%
2025/02/28 9.35% 9.27% 6.09% 4.74% 3.44% 3.06% 1.93% 0.83% 0.71% 0.56%

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In February 2025, Absorb LMS saw fluctuating ad spend, peaking at 9.49% on the 23rd. Cool Math Games had a notable spike on the 6th with 10.06%. Sana Labs maintained steady growth, ending at 6.09%. Cornerstone OnDemand experienced highs and lows, finishing at 4.74%. WGU’s spend increased mid-month, closing at 3.44%. 360Learning’s spend dropped significantly after mid-month, ending at 3.06%. WorkRamp’s spend was stable, closing at 1.93%. Xyleme’s spend varied, ending at 0.83%. Thinkific’s spend fluctuated, closing at 0.71%. ST Math had a dramatic peak on the 24th at 15.91%, ending at 0.56%.

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. 

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Competitor Count - Last month
Date Competitor Count
2025/02/01 921
2025/02/02 926
2025/02/03 938
2025/02/04 906
2025/02/05 924
2025/02/06 903
2025/02/07 843
2025/02/08 849
2025/02/09 832
2025/02/10 863
2025/02/11 899
2025/02/12 841
2025/02/13 791
2025/02/14 827
2025/02/15 740
2025/02/16 782
2025/02/17 817
2025/02/18 762
2025/02/19 843
2025/02/20 889
2025/02/21 773
2025/02/22 867
2025/02/23 806
2025/02/24 837
2025/02/25 833
2025/02/26 861
2025/02/27 756
2025/02/28 779

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In February 2025, distinct advertisers fluctuated, peaking at 938 on February 3rd and dipping to 740 on February 15th. The month concluded with 779 advertisers, reflecting dynamic market activity.

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.

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Market Loss & Market Gains - Last month
Name Market Trend
ixl.com 4.27%
mathway.com 2.42%
stmath.com 0.77%
kubiyagames.com 0.44%
amazon.com 0.42%
360learning.com -0.39%
powerschool.com -0.41%
anthology.com -0.49%
coolmathgames.com -2.75%
lakeshorelearning.com -6.27%

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Lakeshorelearning.com saw a significant drop of 6.27% in click share, while ixl.com surged by 4.27%. Mathway.com also experienced a notable increase of 2.42%.

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.

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Date coolmathgames.com ixl.com mathway.com amazon.com absorblms.com apple.com sanalabs.com cornerstoneondemand.com lakeshorelearning.com stmath.com
2025/02/01 7.72% 4.7% 3.22% 4.57% 2.57% 4.24% 2.13% 0.27% 15.51% 4.72%
2025/02/02 10.34% 6.41% 4.23% 3.28% 1.74% 4.32% 1.93% 0.01% 10.74% 0.97%
2025/02/03 0% 5.63% 4.41% 4.12% 2.27% 4.48% 2.15% 2.88% 8.91% 16.69%
2025/02/04 5.51% 8.04% 7.97% 5.44% 2.16% 4.32% 1.79% 1.98% 16.75% 0.4%
2025/02/05 0% 6.72% 3.47% 6.75% 3.96% 5.17% 2.67% 1.74% 9.08% 0.53%
2025/02/06 14.29% 4.35% 2.31% 3.94% 1.91% 2.41% 1.5% 0.8% 9.19% 11.05%
2025/02/07 5.15% 8.78% 3.26% 4.88% 3.69% 6.45% 1.96% 2.52% 7.68% 12.05%
2025/02/08 11.8% 6.68% 4.92% 2.98% 3.07% 7.19% 2.36% 0.02% 6.45% 7.22%
2025/02/09 5.25% 7.23% 4.29% 1.67% 2.19% 6.34% 0.91% 0% 6.42% 12.03%
2025/02/10 5.13% 7.31% 5.39% 3.4% 3.43% 6.06% 2.3% 2.95% 4.04% 11.76%
2025/02/11 28.55% 5.49% 3.75% 2.24% 3.38% 4.43% 1.91% 2.56% 1.02% 4.4%
2025/02/12 4.8% 7.1% 6.83% 4.21% 3.62% 5.03% 2.76% 2.32% 4.07% 5.99%
2025/02/13 0% 7.56% 4.16% 3.95% 2.99% 5.27% 3.03% 3.52% 1.52% 10.4%
2025/02/14 8.18% 5.28% 3.41% 4.11% 2.1% 4.58% 2.44% 3.42% 9.43% 13.47%
2025/02/15 5.63% 6.77% 5.67% 4.84% 2.63% 4.99% 2.67% 0.02% 3.22% 11.67%
2025/02/16 6.76% 6.89% 4.37% 4.13% 2.11% 6.09% 2.48% 0% 5.54% 6.41%
2025/02/17 9.61% 5.95% 2.97% 2.45% 1.82% 5.28% 2.32% 3.66% 8.62% 1.21%
2025/02/18 5.38% 7.19% 4.33% 3.02% 3.2% 5.85% 2.98% 4.43% 6.92% 11.73%
2025/02/19 9.27% 8.13% 5.73% 5.17% 2.73% 3.32% 2.08% 2.9% 2.77% 4.86%
2025/02/20 8.2% 6.59% 3.36% 5.02% 3.06% 3.35% 1.73% 2.39% 6.22% 8.66%
2025/02/21 10.37% 8.4% 7.1% 6.11% 2.62% 4.51% 3.2% 2.62% 5.9% 0.52%
2025/02/22 0% 6.81% 3.62% 7.32% 1.82% 6.33% 2.65% 0.35% 4.07% 14.5%
2025/02/23 0% 5.71% 5.3% 5.07% 3.65% 6.62% 3.14% 0% 5.79% 15.85%
2025/02/24 0% 7.18% 4.34% 2.27% 1.66% 4.15% 1.59% 1.95% 3.97% 26.62%
2025/02/25 0% 7.01% 5.55% 4.5% 3.55% 3.72% 2.41% 1.96% 5.38% 14.09%
2025/02/26 4.96% 6.5% 5.07% 3.63% 3.31% 3.89% 2.25% 2.24% 2.91% 10.86%
2025/02/27 8.1% 10.05% 8.51% 7.65% 3.71% 2.9% 2.02% 3.56% 5.58% 0.36%
2025/02/28 12.69% 11.64% 5.26% 4.86% 4.03% 3.37% 2.04% 1.84% 1.4% 1.03%

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In February 2025, coolmathgames.com saw fluctuating impressions, peaking at 28.55% on the 11th. Ixl.com maintained steady growth, ending at 11.64%. Mathway.com and amazon.com had moderate variations, while lakeshorelearning.com started strong but declined. Stmath.com experienced significant volatility, peaking at 26.62% on the 24th.

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.

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  1. 1
    360Learning LMS | #1 Learning Management System https://www.360learning.com

    “A modern, intuitive platform that helps capture attention.” See why teams love our LMS.

  2. 2
    Apple Education Store - Official Site https://www.apple.com

    Shop education pricing for all teachers, school staff, and college students. Trade in the device you have to save on the one you want. Learn more and shop now. Apple Trade In. Payment options available.

  3. 3
    Cornerstone LMS https://www.cornerstoneondemand.com › learning_tool › #1-lms

    #1 LMS Software — Connect People-Growth with Organizational Goals to create Success that Works for Everyone. Boost productivity w/ Cornerstone's AI solutions. Start your digital...

  4. 4
    IXL Official Site https://www.ixl.com

    Interactive Online Learning — Unlimited practice problems with meaningful, up-to-date tracking on your child's progress. Learn thousands of K-12 topics online. Get detailed feedback and guidance. Win fun...

  5. 5
    Thinkific™ Course Platform https://www.thinkific.com

    Keep 100% of Your Earnings — Create and sell online courses, build vibrant communities, and monetize memberships.

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In the competitive landscape of Google PPC, 360Learning stands out with its modern, intuitive LMS, capturing attention effortlessly. Apple entices educators with exclusive pricing and trade-in options. Cornerstone connects growth with goals, while IXL offers interactive learning. Thinkific empowers creators to monetize courses fully.

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