US Retail Home & Garden - PPC Market Share Analysis November 2025

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

Home & Garden – US

Google AI Overview visibility for Retail Home & Garden 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 8.46877621959
91.5312237804
8%

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 38
62
38%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 16%
Transactional 10%
Navigational 2%
Seasonal 2%
Local 3%
Problem Solving 20%

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Market Exposure

Share of Clicks for top 10 US Retail Home & Garden 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
homedepot.com 15.17
wayfair.com 10.67
ashleyfurniture.com 5.26
walmart.com 4.6
lowes.com 4.24
amazon.com 3.94
ikea.com 2.64
potterybarn.com 2.4
worldmarket.com 2.07
acehardware.com 1.77
others 47.24
  • homedepot.com - 15.17%
  • wayfair.com - 10.67%
  • ashleyfurniture.com - 5.26%
  • walmart.com - 4.6%
  • lowes.com - 4.24%
  • amazon.com - 3.94%
  • ikea.com - 2.64%
  • potterybarn.com - 2.4%
  • worldmarket.com - 2.07%
  • acehardware.com - 1.77%
  • others - 47.24%

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In the competitive landscape of Google PPC, Home Depot leads with 15.17% click share, followed by Wayfair at 10.67%. Others collectively dominate with 47.24%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 US Retail Home & Garden 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 wayfair.com homedepot.com amazon.com ashleyfurniture.com mattressfirm.com walmart.com lowes.com potterybarn.com saatva.com fergusonhome.com
2025/11/01 9.08% 6.33% 5.75% 4.38% 1.97% 3.18% 2.3% 1.88% 0.97% 1.24%
2025/11/02 8.89% 6.14% 5.82% 4.66% 2.74% 3.45% 2.33% 1.46% 1.52% 1.12%
2025/11/03 9.42% 6.63% 4.46% 4.49% 2.36% 4.13% 2.08% 2.03% 1.69% 1.48%
2025/11/04 9.78% 6.99% 3.56% 4.34% 1.6% 4.96% 2.09% 1.76% 1.97% 1.89%
2025/11/05 10.34% 6.23% 2.76% 5.51% 2.42% 4.31% 2.33% 2.08% 2.4% 1.95%
2025/11/06 10.41% 6.24% 3.96% 3.49% 2.02% 3.26% 1.92% 1.71% 1.97% 1.72%
2025/11/07 9.88% 5.85% 3.25% 4.67% 2.81% 3.33% 2.39% 1.83% 2.42% 1.88%
2025/11/08 9.94% 5.87% 3.66% 5.16% 3.56% 3.26% 2.44% 2.23% 2.45% 1.24%
2025/11/09 10.26% 5.11% 3.82% 5.83% 4.39% 2.46% 2.15% 2.55% 2.89% 1.12%
2025/11/10 10.83% 5.35% 3.05% 6.62% 3.48% 2.45% 2.15% 1.36% 2.6% 1.84%
2025/11/11 10.74% 6.27% 3.7% 4.67% 2.62% 2.55% 2.34% 1.72% 2.07% 2.45%
2025/11/12 11.53% 6.34% 3.74% 3.63% 2.58% 2.25% 2.39% 1.19% 1.93% 2.4%
2025/11/13 14.03% 6.87% 2.92% 3% 1.97% 3.08% 2.23% 1.84% 1.55% 2.22%
2025/11/14 13.98% 6.84% 2.7% 3.3% 2.06% 3.68% 2.31% 2.45% 1.63% 2.04%
2025/11/15 12.63% 7.05% 3.48% 3.37% 2.37% 4.3% 2.5% 1.71% 1.3% 1.28%
2025/11/16 12.85% 6.75% 3.87% 3.23% 2.31% 4.48% 2.44% 2.25% 1.04% 0.92%
2025/11/17 12.93% 6.79% 3.44% 2.82% 2.05% 3.36% 2.3% 1.37% 1.42% 1.37%
2025/11/18 12.43% 6.97% 2.98% 3.23% 1.79% 2.96% 2.52% 2.05% 1.26% 2.12%
2025/11/19 11.41% 6.48% 3.28% 3.06% 1.78% 2.57% 2.15% 2.23% 1.5% 2.06%
2025/11/20 11.75% 6.3% 4.31% 3.65% 2.29% 2.46% 2.35% 1.8% 1.16% 2.26%
2025/11/21 11.09% 6.01% 5.02% 3.6% 2.7% 2.49% 2.51% 1.95% 0.97% 1.89%
2025/11/22 9.76% 6.5% 5.6% 3.31% 2.54% 2.47% 2.58% 2.37% 1% 1.07%
2025/11/23 10.44% 6.24% 6% 3.85% 2.45% 2.79% 2.49% 2.78% 1.12% 0.97%
2025/11/24 9.09% 5.66% 5.47% 3.77% 2.17% 2.35% 2.67% 2.69% 1.44% 1.4%
2025/11/25 9.52% 6.11% 4.7% 3.67% 1.96% 3.15% 2.58% 1.89% 1.45% 1.53%
2025/11/26 9.32% 6.74% 4.08% 3.25% 2.26% 2.41% 2.78% 2.56% 1.23% 1.88%
2025/11/27 7.88% 6.36% 3.65% 4.24% 3.62% 1.9% 3.47% 3.21% 1.32% 0.73%
2025/11/28 6.96% 6.15% 6.3% 4.99% 3.32% 1.63% 3.53% 2.07% 1.56% 1.14%
2025/11/29 7.77% 6.27% 4.01% 4.58% 3.59% 2.24% 2.58% 2.05% 1.26% 0.62%
2025/11/30 6.91% 6.71% 4.4% 3.98% 2.85% 2.64% 2.15% 2.03% 1.48% 0.68%
  • wayfair.com
  • homedepot.com
  • amazon.com
  • ashleyfurniture.com
  • mattressfirm.com
  • walmart.com
  • lowes.com
  • potterybarn.com
  • saatva.com
  • fergusonhome.com

Copyright © Adthena. All rights reserved.

Wayfair’s spend share peaked mid-month at 14.03% before declining to 6.91%. Home Depot maintained a steady presence, while Amazon surged late month. Ashley Furniture and others showed varied trends, ending with Ferguson Home at 0.68%.

Market Exposure

Competitor Count for US Retail Home & Garden

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
2025/11/01 10487
2025/11/02 11167
2025/11/03 11374
2025/11/04 11169
2025/11/05 11537
2025/11/06 10328
2025/11/07 11812
2025/11/08 11603
2025/11/09 11276
2025/11/10 11817
2025/11/11 11041
2025/11/12 11274
2025/11/13 11083
2025/11/14 11011
2025/11/15 10667
2025/11/16 10688
2025/11/17 10780
2025/11/18 10471
2025/11/19 9990
2025/11/20 10044
2025/11/21 10182
2025/11/22 9834
2025/11/23 9737
2025/11/24 10092
2025/11/25 10055
2025/11/26 9521
2025/11/27 9638
2025/11/28 9525
2025/11/29 9520
2025/11/30 9462

Copyright © Adthena. All rights reserved.

November saw a dynamic shift in advertisers, peaking at 11,817 on the 10th, then gradually declining to 9,462 by month’s end.

Campaign Efficiency

Market Loss & Market Gains for US Retail Home & Garden

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
homedepot.com 2.44%
amazon.com 1.2%
crateandbarrel.com 0.75%
lowes.com 0.64%
macys.com 0.29%
temu.com -0.55%
worldmarket.com -0.55%
ashleyfurniture.com -1%
walmart.com -1.2%
wayfair.com -1.42%

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In the past month, Home Depot surged with a 2.44% click share increase, while Wayfair dropped by 1.42%. Amazon gained 1.2%, contrasting Walmart’s 1.2% decline.

Campaign Efficiency

US Retail Home & Garden Share of Impressions

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

Date wayfair.com homedepot.com amazon.com walmart.com ashleyfurniture.com lowes.com target.com potterybarn.com temu.com fergusonhome.com
2025/11/01 11.51% 9.38% 6.58% 6.02% 4.75% 2.97% 1.53% 1.39% 1.68% 1.17%
2025/11/02 11.38% 8.56% 6.42% 6.35% 5.01% 3.09% 1.9% 0.99% 1.97% 1.06%
2025/11/03 11.09% 9.46% 4.79% 7.23% 4.9% 2.65% 1.73% 1.31% 2.31% 1.37%
2025/11/04 12.12% 9.35% 3.78% 8.46% 4.88% 2.72% 1.59% 1.19% 2.98% 1.87%
2025/11/05 12.06% 7.54% 2.93% 7.3% 5.67% 3.04% 1.84% 1.38% 2.21% 2.02%
2025/11/06 12.45% 9.4% 4.69% 6.12% 3.91% 2.56% 1.17% 1.23% 2.22% 1.7%
2025/11/07 11.39% 7.7% 3.48% 5.76% 4.83% 2.95% 2.01% 1.23% 2.27% 1.8%
2025/11/08 10.99% 7.25% 3.9% 5.52% 5.39% 3.21% 2.49% 1.4% 2.32% 1.26%
2025/11/09 11.56% 6.87% 4.1% 4.36% 6.42% 2.68% 2.78% 1.8% 1.8% 1.2%
2025/11/10 12.01% 6.73% 3.1% 4.08% 7.34% 2.57% 2.87% 1.06% 1.53% 1.9%
2025/11/11 12.5% 8.04% 3.91% 4.33% 4.87% 2.94% 3.14% 1.21% 1.5% 2.61%
2025/11/12 13.48% 8.24% 4.17% 3.99% 3.73% 3% 2.54% 0.97% 1.55% 2.6%
2025/11/13 16.29% 9.38% 3.31% 5.54% 2.94% 2.81% 2.09% 1.36% 1.58% 2.26%
2025/11/14 16.89% 9.34% 3% 6.32% 3.51% 2.89% 2.09% 1.68% 1.65% 1.88%
2025/11/15 15.76% 9.49% 3.86% 7.53% 3.63% 3.28% 2.17% 1.38% 1.79% 1.22%
2025/11/16 15.19% 8.94% 4.15% 7.75% 3.76% 3.2% 2.21% 1.65% 1.96% 0.83%
2025/11/17 15.48% 8.94% 3.88% 6.04% 3.17% 3.09% 2.31% 1.07% 2% 1.3%
2025/11/18 14.57% 9.75% 3.6% 5.24% 3.33% 3.43% 2.21% 1.58% 1.46% 2.31%
2025/11/19 13.91% 9.51% 4.07% 4.68% 3.24% 2.91% 2.09% 1.96% 1.3% 2.17%
2025/11/20 14.47% 8.59% 5.18% 4.59% 3.64% 3.03% 1.9% 1.61% 1.2% 2.39%
2025/11/21 13.77% 8.22% 6.13% 4.38% 3.65% 3.25% 2.08% 1.52% 1.36% 1.93%
2025/11/22 11.88% 9.53% 6.74% 4.59% 3.64% 3.32% 2.22% 1.93% 1.57% 1.13%
2025/11/23 12.72% 8.94% 6.98% 5.02% 4.16% 3.16% 2.19% 2.07% 1.7% 0.95%
2025/11/24 11.08% 7.89% 6.67% 4.58% 3.84% 3.5% 1.92% 1.99% 1.3% 1.47%
2025/11/25 11.23% 8.71% 5.63% 5.96% 3.88% 3.28% 1.97% 1.51% 1.39% 1.49%
2025/11/26 10.59% 9.63% 5.08% 4.77% 3.29% 3.68% 1.76% 2.06% 0.66% 1.97%
2025/11/27 9.58% 9.4% 4.8% 3.48% 4.33% 4.62% 1.68% 2.64% 0.46% 0.75%
2025/11/28 8.55% 8.07% 7.63% 3.02% 5.51% 4.92% 1.81% 2.05% 1.03% 1.09%
2025/11/29 9.55% 8.49% 4.89% 4.09% 5.33% 3.32% 2.16% 1.7% 0.79% 0.58%
2025/11/30 8.58% 8.45% 5.23% 4.74% 4.29% 2.65% 2.34% 1.71% 1.1% 0.61%
  • wayfair.com
  • homedepot.com
  • amazon.com
  • walmart.com
  • ashleyfurniture.com
  • lowes.com
  • target.com
  • potterybarn.com
  • temu.com
  • fergusonhome.com

Copyright © Adthena. All rights reserved.

In November 2025, Wayfair’s impression share peaked mid-month at 16.89%, then declined to 8.58%. Home Depot fluctuated, ending at 8.45%. Amazon rose late month, closing at 5.23%. Walmart’s share decreased, finishing at 4.74%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Retail Home & Garden

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 Retail Home & Garden - Last month
  1. 1
    Ashley Furniture https://www.ashleyfurniture.com

    Our Biggest Sale Of The Year — Why Wait? Our Biggest Sale Of The Year Is Going On Now. Shop Black Friday Deals At Ashley. Ashley's Biggest Sale Of The Year Is Here! Shop Hot Buys Starting At $199 Today.

  2. 2
    The Home Depot https://www.homedepot.com › products

    The Home Depot® Official Site — Shop All Your Home Improvement Needs: Appliances, Bath, Kitchen, Tools, Hardware, Storage,

  3. 3
    IKEA® Official Site https://www.ikea.com

    Upgrade Your Home — A Better Everyday Life Means You Need A Better Everyday Home, And You Deserve Both. Find Great Additions To Large Homes, Small Apartments, And Anywhere In-Between. Shop Now! Planning Tools.

  4. 4
    Lowe's® Official Site https://www.lowes.com

    Home Improvement Made Easy — Project Perfection With Lowe's®, Your Destination For Quality Savings On Essentials. Explore The...

  5. 5
    Mattress Size Dimensions Guide | Nectar Sleep https://www.nectarsleep.com

    Elevate Your Sleep Experience with an Adjustable Base for the Most Comfortable Sleep Ever.

Copyright © Adthena. All rights reserved.

Ashley Furniture’s ad captures attention with its “Biggest Sale Of The Year,” enticing shoppers with Black Friday deals starting at $199. The Home Depot emphasizes comprehensive home improvement needs, while IKEA promotes a better everyday life with versatile home additions. Lowe’s focuses on quality savings for home projects, and Nectar Sleep highlights comfort with an adjustable base for an elevated sleep experience.

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