US Pharma & Biotech Research and Development - PPC Market Share Analysis October 2026

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

Research and Development – US

Google AI Overview visibility for Pharma & Biotech Research and Development 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 79.9292106634
20.0707893366
79%

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 12
88
12%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 3%
Transactional 2%
Navigational 5%
Seasonal 0%
Local 0%
Problem Solving 12%

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Market Exposure

Share of Clicks for top 10 US Pharma & Biotech Research and Development 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
lilly.com 26.3
merck.com 6.64
regeneron.com 5.07
ro.co 4.88
gsk.com 4.53
pfizerforall.com 4.14
evenity.com 4.1
modernatx.com 3.62
sequencing.com 2.08
abbvie.com 1.99
others 36.65
  • lilly.com - 26.3%
  • merck.com - 6.64%
  • regeneron.com - 5.07%
  • ro.co - 4.88%
  • gsk.com - 4.53%
  • pfizerforall.com - 4.14%
  • evenity.com - 4.1%
  • modernatx.com - 3.62%
  • sequencing.com - 2.08%
  • abbvie.com - 1.99%
  • others - 36.65%

Copyright © Adthena. All rights reserved.

Lilly.com leads with 26.3% click share, while ‘others’ collectively hold 36.65%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 US Pharma & Biotech Research and Development 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 lilly.com evenity.com novonordisk-us.com pfizerforall.com ro.co wegovy.com merck.com scemblix.com ubrelvyhcp.com hims.com
2026/10/01 23.92% 9.24% 0% 5.87% 4.53% 4.49% 2.11% 1.01% 3.03% 0.9%
2026/10/02 24.21% 9.7% 0% 6.2% 4.06% 3.99% 2.88% 1.57% 3.22% 1.11%
2026/10/03 27.21% 9.17% 0% 5.47% 2.8% 3.75% 3.13% 1.58% 3.42% 0.73%
2026/10/04 28.21% 8.4% 0% 4.7% 4.1% 3.16% 3.04% 1.64% 3.3% 1.13%
2026/10/05 21.42% 9.98% 0% 6.53% 3.08% 4.39% 2.68% 1.59% 4.56% 0.66%
2026/10/06 22.02% 9.9% 0% 6.51% 5.31% 2.21% 2.67% 2.03% 2.57% 0.02%
2026/10/07 20.09% 9.26% 0% 6.62% 9.13% 1.83% 2.99% 1.86% 1.9% 1.29%
2026/10/08 23.46% 7.67% 0% 5.45% 8.66% 1.87% 2.59% 1.17% 2.33% 1.78%
2026/10/09 21.72% 8.5% 0% 6.68% 5.43% 1.41% 2.5% 1.29% 3.3% 1.58%
2026/10/10 26.74% 7.62% 0% 5.34% 5.99% 2.85% 2.77% 1.58% 1.77% 2.05%
2026/10/11 24.83% 7.39% 0% 5.16% 8.88% 1.64% 2.57% 1.41% 2.05% 0.87%
2026/10/12 21.94% 9.08% 0% 6.29% 2.97% 1.79% 3.24% 2.09% 1.57% 0.04%
2026/10/13 18.04% 8.54% 0% 5.14% 6.08% 2.08% 2.46% 1.68% 2.03% 1.09%
2026/10/14 18.86% 8.75% 0% 5.57% 8.25% 2.03% 2.49% 1.6% 1.4% 0.46%
2026/10/15 19.74% 7.9% 1.29% 5.07% 8.2% 0.63% 2.4% 1.78% 1.35% 2.1%
2026/10/16 19.57% 7.2% 4.2% 5.37% 9.14% 0.92% 2.16% 1.5% 2% 3.04%
2026/10/17 22.11% 6.37% 5.84% 4.28% 10.54% 1.72% 2.92% 1.24% 1.53% 2.46%
2026/10/18 22.97% 7.08% 4.86% 5.12% 6.76% 1.08% 3.78% 1.3% 1.81% 2.7%
2026/10/19 20.72% 6.87% 4.16% 5.92% 10.23% 0.61% 2.19% 1.54% 1.83% 2.77%
2026/10/20 16.64% 7.69% 4.86% 6.35% 11.28% 0.52% 1.93% 1.05% 1.48% 3.07%
2026/10/21 16.35% 7.23% 4.74% 5.49% 11.8% 1.02% 2.08% 1.39% 1.03% 3.18%
2026/10/22 15.02% 8.16% 4.33% 5.92% 9.48% 2.83% 2.12% 1.68% 0.86% 1.97%
2026/10/23 19.46% 8.37% 0% 6.03% 9.45% 1.45% 2.6% 1.53% 0.68% 1%
2026/10/24 23.3% 7.51% 0% 5.25% 8.26% 1.87% 2.14% 1.19% 1.65% 1.84%
2026/10/25 21.97% 7.73% 0.01% 4.96% 7.37% 2.77% 2.34% 1.34% 1.48% 0.39%
2026/10/26 19.07% 8.6% 2.71% 5.35% 9.33% 2.4% 1.78% 1.48% 1.15% 0.43%
2026/10/27 13.32% 8.19% 5.13% 5.54% 10.77% 2.53% 1.35% 1.28% 1.32% 1.46%
2026/10/28 16.9% 8.46% 5.67% 6.37% 8.47% 3.65% 1.43% 1.54% 0.84% 1.02%
2026/10/29 14.08% 8.58% 2.79% 6.05% 11.48% 3.22% 1.37% 1.52% 0.19% 1.17%
2026/10/30 21.58% 8.23% 4.77% 5.59% 6.92% 3.36% 1.58% 1.3% 0.83% 1.46%
2026/10/31 23.52% 9.03% 5.89% 5.22% 3.24% 2.25% 1.94% 1.72% 0.77% 0.64%
  • lilly.com
  • evenity.com
  • novonordisk-us.com
  • pfizerforall.com
  • ro.co
  • wegovy.com
  • merck.com
  • scemblix.com
  • ubrelvyhcp.com
  • hims.com

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In October 2026, lilly.com led with fluctuating spend, peaking early and stabilizing. Evenity.com maintained a steady presence, while ro.co surged mid-month. Novo Nordisk and Pfizer showed consistent activity. The month concluded with diverse strategies across domains.

Market Exposure

Competitor Count for US Pharma & Biotech Research and Development

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
2026/10/01 375
2026/10/02 375
2026/10/03 353
2026/10/04 357
2026/10/05 364
2026/10/06 372
2026/10/07 372
2026/10/08 374
2026/10/09 371
2026/10/10 368
2026/10/11 358
2026/10/12 384
2026/10/13 402
2026/10/14 401
2026/10/15 390
2026/10/16 383
2026/10/17 398
2026/10/18 391
2026/10/19 401
2026/10/20 391
2026/10/21 396
2026/10/22 399
2026/10/23 400
2026/10/24 408
2026/10/25 416
2026/10/26 421
2026/10/27 419
2026/10/28 422
2026/10/29 424
2026/10/30 415
2026/10/31 416

Copyright © Adthena. All rights reserved.

October began with 375 advertisers, dipped mid-month, then surged to 424 by the 29th, closing at 416.

Campaign Efficiency

Market Loss & Market Gains for US Pharma & Biotech Research and Development

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
modernatx.com 4.06%
ro.co 1.37%
novonordisk-us.com 1.26%
fridayplans.com 0.47%
ziphealth.co 0.46%
ubrelvyhcp.com -0.81%
sequencing.com -1%
merck.com -1.66%
lilly.com -2.01%
regeneron.com -2.13%

Copyright © Adthena. All rights reserved.

In the past month, modernatx.com surged with a 4.06% click share increase, while regeneron.com faced a 2.13% decline. Ro.co and novonordisk-us.com also saw positive growth, contrasting with declines for lilly.com and merck.com.

Campaign Efficiency

US Pharma & Biotech Research and Development Share of Impressions

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

Date lilly.com pfizerforall.com merck.com wegovy.com evenity.com ro.co epkinlyhcp.com jscreen.org repathahcp.com ubrelvyhcp.com
2026/10/01 16.44% 5.04% 3.83% 4% 4.26% 5.63% 1.71% 1.02% 2.53% 4.94%
2026/10/02 15.87% 4.7% 5.17% 4.24% 3.76% 5.83% 1.29% 1.47% 2.68% 4.82%
2026/10/03 19.16% 4.56% 5.61% 3.45% 3.72% 4.09% 1.37% 2.03% 2.98% 5.23%
2026/10/04 18.71% 3.88% 5.21% 3.07% 3.32% 4.79% 1.5% 1.83% 3.18% 4.93%
2026/10/05 13.99% 5.41% 4.91% 4.19% 3.92% 3.04% 1.96% 0.98% 2.24% 6.99%
2026/10/06 14.58% 5.3% 4.8% 2.97% 3.92% 8.03% 1.92% 1.79% 1.84% 3.95%
2026/10/07 12.57% 5% 5.3% 2.11% 3.98% 12.53% 0.69% 1.26% 1.77% 2.83%
2026/10/08 14.81% 4.28% 4.62% 1.51% 2.93% 11.25% 2.34% 1.97% 1.85% 3.45%
2026/10/09 13.44% 5.16% 4.4% 1.81% 3.6% 7.26% 1.44% 2.81% 1.79% 4.82%
2026/10/10 18.28% 4.5% 5.07% 2.98% 3.06% 8% 0.89% 1.6% 2.99% 2.67%
2026/10/11 16.55% 3.88% 4.54% 1.8% 2.8% 12.31% 0.91% 1.76% 3.03% 3.04%
2026/10/12 14.66% 5.4% 5.91% 1.28% 3.62% 3.52% 1.4% 2.32% 1.86% 2.41%
2026/10/13 11.42% 4.28% 4.34% 1.48% 3.55% 7.34% 2.26% 2.14% 1.9% 2.92%
2026/10/14 12.57% 4.71% 4.38% 1.99% 3.63% 10.7% 2.77% 2.25% 1.57% 2.01%
2026/10/15 12.27% 4.09% 4.31% 1.24% 3.15% 12.01% 1.58% 1.73% 1.36% 2.01%
2026/10/16 13.12% 4.21% 3.87% 1.41% 2.88% 13.13% 1.32% 2.33% 1.32% 2.93%
2026/10/17 15.44% 3.37% 4.93% 1.87% 2.5% 14.75% 1.24% 1.33% 1.42% 2.19%
2026/10/18 16.06% 4.16% 6.28% 1.3% 2.88% 8.12% 1.6% 1.95% 1.54% 2.67%
2026/10/19 13.26% 5.33% 3.58% 1.18% 2.59% 13.96% 0.93% 1.1% 0.99% 2.7%
2026/10/20 10.36% 5.4% 3.42% 0.9% 3.08% 16.15% 1.72% 1.13% 2% 2.15%
2026/10/21 10.56% 4.93% 3.63% 1.09% 2.81% 14.48% 1.46% 1.41% 1.9% 1.55%
2026/10/22 9.6% 5.1% 3.73% 2.84% 3.05% 12% 1.79% 1.45% 1.2% 1.29%
2026/10/23 12.31% 5.01% 4.21% 2.37% 3.08% 12.85% 1.93% 1.68% 1.28% 0.95%
2026/10/24 15.04% 4.36% 3.65% 1.98% 2.77% 9.75% 1.95% 1.87% 1.55% 2.4%
2026/10/25 13.57% 4.13% 4.05% 2.47% 2.89% 8.9% 1.92% 1.24% 2.01% 2.09%
2026/10/26 13.16% 4.97% 3% 2.25% 3.2% 12.2% 1.92% 0.77% 1.61% 1.69%
2026/10/27 8.29% 4.67% 2.13% 2.87% 2.93% 13.98% 2.19% 1.42% 1.62% 1.84%
2026/10/28 11.29% 5.54% 2.43% 3.59% 3.27% 11.54% 2.37% 0.93% 1.04% 1.26%
2026/10/29 9% 5.31% 2.27% 2.92% 3.1% 14.51% 2.42% 1.97% 1.15% 0.26%
2026/10/30 13.87% 5.25% 2.74% 3.31% 3.18% 10.07% 2.04% 2.5% 1.77% 1.22%
2026/10/31 16.84% 5.11% 3.78% 3.73% 3.7% 3.38% 3.07% 2.43% 1.43% 1.23%
  • lilly.com
  • pfizerforall.com
  • merck.com
  • wegovy.com
  • evenity.com
  • ro.co
  • epkinlyhcp.com
  • jscreen.org
  • repathahcp.com
  • ubrelvyhcp.com

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Lilly.com led October with fluctuating impressions, peaking mid-month. Ro.co surged late, while Merck.com declined steadily. The month concluded with Lilly.com maintaining dominance, despite Ro.co’s late rise.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Pharma & Biotech Research and Development

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 Pharma & Biotech Research and Development - Last month
  1. 1
    Merck Company Overview - Who We Are? https://www.merck.com/company/overview

    We Aspire to be the Premier, Research-intensive Biopharmaceutical Company. We’re at the...

  2. 2
    mNEXSPIKE - (COVID-19 Vaccine, mRNA) - What is mNEXSPIKE? https://products.modernatx.com

    Want to Know More About mNEXSPIKE? Sign Up to Learn More Today.

  3. 3
    PfizerForAll™ - Welcome To Patient Resources https://www.pfizerforall.com/

    Welcome to PfizerForAll. Answers and Care, All In One Place. Pfizer Has Your Back with Answers and Care, All in One Place at PfizerForAll.

  4. 4
    Eli Lilly's Zepbound - Get Started for $39 https://www.ro.co/zepbound/vials

    Ongoing reqd membership & med cost vary. See Rx warning.

  5. 5
    Wegovy® (semaglutide) - injection 7.2mg & tablets 25mg https://www.wegovy.com/

    Available As Injection And Pill. See Safety & Prescribing Info Including Medication Guide.

Copyright © Adthena. All rights reserved.

In the competitive landscape of pharmaceuticals, Merck, Moderna, Pfizer, Eli Lilly, and Wegovy stand out with distinct narratives. Merck emphasizes its research-driven ethos, Moderna highlights its innovative mRNA vaccine, Pfizer offers comprehensive patient resources, Eli Lilly provides accessible pricing, and Wegovy showcases versatile treatment options.

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