US Software & Technology Cybersecurity - PPC Market Share Analysis May 2025

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

Market Exposure

Share of Clicks for top 10 US Software & Technology Cybersecurity 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
nordvpn.com	14.86
mcafee.com	9.48
norton.com	9.33
simplisafe.com	6.88
cybernews.com	4.01
expressvpn.com	3.45
bitdefender.com	3.01
beenverified.com	2.63
forbes.com	2.54
vpnpro.com	2.46
others	41.35

In the PPC landscape, NordVPN leads with 14.86% click share, followed by McAfee and Norton. “Others” dominate with 41.35%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 US Software & Technology Cybersecurity 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	nordvpn.com	norton.com	cybernews.com	forbes.com	mcafee.com	surfshark.com	expressvpn.com	cnet.com	vpnpro.com	simplisafe.com
2025/05/01	12.45%	7.39%	7.02%	5.62%	9%	3.2%	4.14%	2.86%	3.87%	2.18%
2025/05/02	11.94%	7.66%	6.06%	6.05%	8.97%	2.22%	3.12%	3.03%	4.86%	1.57%
2025/05/03	11.93%	6.66%	6.89%	4.52%	9.1%	2.86%	4.67%	2.32%	4.78%	2.28%
2025/05/04	11.52%	7.64%	6.47%	6.87%	9.04%	2.22%	4.89%	2%	4.7%	2.18%
2025/05/05	11.57%	6.22%	7.2%	5.78%	8.24%	2.18%	3.85%	2.17%	4.98%	1.77%
2025/05/06	11.99%	6.41%	6.99%	4.78%	8.27%	1.4%	4.69%	1.66%	5.36%	1.94%
2025/05/07	10.69%	6.56%	6.87%	4.02%	9.02%	1.96%	3.57%	1.91%	5.5%	2.41%
2025/05/08	12.19%	6.19%	8%	3.41%	7.63%	2.18%	4.09%	1.8%	5.75%	1.99%
2025/05/09	12.4%	6.6%	7.61%	3.03%	7.91%	3.29%	3.89%	1.65%	5.48%	2.18%
2025/05/10	13.47%	6.89%	7.68%	3.92%	7.67%	2.16%	3.86%	1.34%	4.91%	1.74%
2025/05/11	13.44%	6.6%	7.67%	3.96%	7.3%	2.93%	3.99%	2.1%	4.87%	1.98%
2025/05/12	10.49%	7.28%	7.22%	4.58%	7.76%	3.32%	4.64%	2.16%	4.98%	2.08%
2025/05/13	10.46%	6.69%	7.22%	4.16%	7.26%	3.13%	3.5%	1.86%	5.13%	2.2%
2025/05/14	10.44%	7.17%	7.9%	4.12%	6.68%	2.73%	3.69%	1.84%	4.87%	2.01%
2025/05/15	10.66%	7.06%	7.54%	3.68%	5.41%	2.13%	3.73%	2.45%	5.04%	1.46%
2025/05/16	10.68%	7.53%	7.75%	3.78%	5%	2.74%	3.47%	3.55%	4.64%	1.97%
2025/05/17	10.57%	7.42%	7.25%	4.88%	5.04%	2.82%	4.2%	2.61%	4.29%	1.6%
2025/05/18	10.11%	7.77%	7.69%	4.38%	5.11%	2.77%	4.28%	1.8%	4.2%	1.73%
2025/05/19	11.07%	7.09%	7.33%	5.51%	4.21%	3.28%	4.15%	1.56%	4.13%	1.89%
2025/05/20	11.26%	7.5%	8.6%	5.11%	3.42%	3.2%	3.41%	0.76%	5.09%	2.32%
2025/05/21	10.73%	8.53%	7.53%	4.81%	3.63%	3.06%	4.7%	1.49%	4.41%	2.07%
2025/05/22	11.11%	8.22%	7.36%	4.56%	3.89%	3.78%	3.81%	2.38%	3.63%	2.18%
2025/05/23	10.56%	8.17%	7.67%	5.6%	2.87%	4.25%	4.1%	2.72%	4.04%	2.3%
2025/05/24	11.11%	8.46%	7.02%	4.9%	3.35%	3.99%	3.98%	2.78%	3.47%	2.03%
2025/05/25	11.93%	8.56%	6.57%	5.3%	4.2%	3.47%	3.87%	4.19%	3.7%	2.12%
2025/05/26	10.29%	9.31%	6.79%	4.04%	3.36%	3.2%	4.49%	3.28%	4.33%	2.17%
2025/05/27	11.2%	9.26%	6.53%	5.59%	3.54%	3.29%	4.05%	3.69%	4.34%	2.05%
2025/05/28	13.03%	8.12%	8.21%	6.89%	3.2%	3.18%	3.19%	2.97%	3.48%	2.04%
2025/05/29	11.81%	9.42%	6.41%	5.68%	4.19%	3.22%	3.01%	2.55%	4%	2.5%
2025/05/30	12.08%	8.64%	6.9%	6.13%	3.84%	3.47%	3.79%	2.33%	3.3%	1.99%
2025/05/31	11.45%	9.32%	7.38%	6.76%	4.09%	3.72%	3.52%	3.46%	3.28%	2.11%

In May 2025, NordVPN’s ad spend fluctuated, peaking at 13.47% on May 10. Norton saw a steady rise, ending at 9.32%. Cybernews experienced ups and downs, closing at 7.38%. Forbes had a late surge, finishing at 6.76%. McAfee’s spend decreased, ending at 4.09%. Surfshark’s spend was stable, closing at 3.72%. ExpressVPN’s spend varied, ending at 3.52%. CNET’s spend increased towards the end, finishing at 3.46%. VPNPro’s spend decreased, ending at 3.28%. SimpliSafe’s spend remained consistent, closing at 2.11%.

Market Exposure

Competitor Count for US Software & Technology Cybersecurity

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
2025/05/01	1411
2025/05/02	1431
2025/05/03	1363
2025/05/04	1384
2025/05/05	1440
2025/05/06	1466
2025/05/07	1470
2025/05/08	1448
2025/05/09	1388
2025/05/10	1362
2025/05/11	1410
2025/05/12	1438
2025/05/13	1504
2025/05/14	1497
2025/05/15	1497
2025/05/16	1460
2025/05/17	1390
2025/05/18	1389
2025/05/19	1469
2025/05/20	1443
2025/05/21	1412
2025/05/22	1451
2025/05/23	1406
2025/05/24	1330
2025/05/25	1339
2025/05/26	1387
2025/05/27	1424
2025/05/28	1402
2025/05/29	1397
2025/05/30	1358
2025/05/31	1294

May began with 1,411 advertisers, peaking at 1,504 mid-month. A decline followed, ending at 1,294.

Campaign Efficiency

Market Loss & Market Gains for US Software & Technology Cybersecurity

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
norton.com	3.03%
surfshark.com	0.87%
forbes.com	0.59%
simplisafe.com	0.51%
yubico.com	0.32%
bitdefender.com	-0.29%
expertise.com	-0.39%
vpnpro.com	-0.54%
nordvpn.com	-0.69%
mcafee.com	-5.42%

Norton.com surged with a 3.03% click share increase, while McAfee.com dropped by 5.42%. Surfshark.com and Forbes.com also saw positive gains, contrasting with declines for NordVPN.com and VPNPro.com.

Campaign Efficiency

US Software & Technology Cybersecurity 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	norton.com	nordvpn.com	cybernews.com	forbes.com	surfshark.com	vpnpro.com	expressvpn.com	mcafee.com	simplisafe.com	bitdefender.com
2025/05/01	7.2%	10.59%	7.18%	5.58%	2.95%	4.22%	3.31%	9.38%	2.95%	1.67%
2025/05/02	8.63%	10.2%	6.57%	5.43%	2.1%	5.34%	2.85%	8.71%	1.9%	1.73%
2025/05/03	7.51%	10.47%	7.74%	4.62%	2.68%	5.22%	4.15%	8.63%	2.63%	2.01%
2025/05/04	7.88%	9.97%	7.11%	6.65%	2.06%	5.27%	4.45%	8.61%	2.76%	2.42%
2025/05/05	6.46%	10.14%	7.73%	5.8%	2.08%	5.14%	3.54%	8%	2.14%	2.19%
2025/05/06	6.92%	11.16%	7.65%	5.15%	1.36%	5.66%	4.21%	8.32%	2.52%	2.34%
2025/05/07	6.19%	9.76%	7.17%	4.11%	1.93%	6.01%	3.19%	9.05%	2.94%	2.35%
2025/05/08	5.76%	10.94%	8.5%	3.54%	2.14%	6.16%	3.57%	7.18%	2.62%	1.72%
2025/05/09	6.71%	11.41%	7.94%	2.92%	3.27%	5.81%	3.74%	7.46%	2.77%	1.76%
2025/05/10	7.04%	10.93%	8.11%	3.89%	2.17%	5.44%	3.6%	7.31%	2.35%	2.31%
2025/05/11	6.26%	11.04%	8.31%	3.94%	2.79%	5.41%	3.61%	6.98%	2.54%	2.22%
2025/05/12	7.34%	9.43%	7.51%	4.64%	3.41%	5.51%	4.02%	7.57%	2.57%	1.87%
2025/05/13	6.92%	9.32%	7.65%	4.08%	3.02%	5.36%	3.05%	7.07%	2.73%	1.79%
2025/05/14	6.86%	9.31%	8.51%	4.31%	2.78%	5.29%	3.44%	6.12%	2.25%	1.97%
2025/05/15	7.42%	8.76%	8.22%	3.42%	2.12%	5.5%	3.4%	4.76%	1.96%	2.48%
2025/05/16	7.36%	9.87%	8.22%	3.66%	2.61%	5.13%	3.22%	4.35%	2.72%	2.48%
2025/05/17	7.92%	9.06%	7.96%	4.5%	2.87%	4.79%	4.03%	4.39%	2.19%	2.54%
2025/05/18	7.94%	8.64%	8.32%	4.19%	2.7%	4.66%	3.97%	4.37%	2.25%	2.67%
2025/05/19	7.53%	9.14%	8.16%	5.44%	3.45%	4.36%	3.95%	3.68%	2.47%	2.09%
2025/05/20	7.27%	9.3%	9.45%	5%	3.31%	5.33%	3.1%	2.71%	2.93%	2.34%
2025/05/21	8.73%	9.49%	8.02%	5.04%	3.15%	5.04%	4.1%	2.88%	2.59%	2.32%
2025/05/22	7.95%	8.95%	8.22%	4.9%	3.88%	3.98%	3.59%	2.92%	2.7%	2.34%
2025/05/23	8.78%	9.19%	8.46%	5.53%	4.34%	4.48%	3.82%	1.93%	3.05%	2.03%
2025/05/24	8.24%	9.38%	7.55%	5.04%	4.12%	3.61%	3.68%	2.39%	2.73%	2.02%
2025/05/25	8.56%	10.18%	7.16%	5.21%	3.45%	4.05%	3.59%	3.22%	2.78%	2.16%
2025/05/26	8.7%	8.67%	7.22%	4.05%	3.65%	4.5%	4.09%	2.35%	2.76%	1.98%
2025/05/27	8.68%	9.87%	7.18%	5.85%	3.34%	4.9%	3.61%	2.56%	2.55%	2.1%
2025/05/28	8.57%	11.23%	9.26%	6.5%	3.35%	3.67%	3.05%	2.58%	2.56%	1.96%
2025/05/29	9.11%	10.52%	6.64%	5.68%	3.24%	4.72%	2.75%	3.13%	3.02%	1.3%
2025/05/30	8.45%	10.09%	7.17%	5.83%	3.59%	3.8%	3.35%	2.83%	2.8%	1.46%
2025/05/31	9.91%	9.91%	7.83%	7.04%	3.77%	3.53%	3.22%	3.11%	2.65%	1.62%

Norton and NordVPN saw fluctuating trends, with NordVPN leading. Cybernews and Forbes showed moderate growth, while McAfee’s share declined. Surfshark and SimpliSafe remained stable. Bitdefender ended with a slight decrease.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Software & Technology Cybersecurity

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
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2
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4
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Best VPN for Gaming — Receive Critical Security Alerts W/ Protection for Your Game Accounts Accessed on Your PC.
5
Top 8 Best VPNs - Updated on May 2025 https://top.vpnpro.com › vpn
Protect your online privacy with the best-rated VPN. Secure, private, and highly reviewed. Experience ultra-fast speeds with our premium VPN. Excellent...

In the competitive world of VPNs, CNET leads with a promise of top-rated security and speed, while Cybernews emphasizes privacy and digital well-being. NordVPN offers a compelling 2-in-1 deal, and Norton targets gamers with critical security alerts. VPNPro highlights ultra-fast speeds and privacy.

Frequently Asked Questions

Why is the US Software & Technology Cybersecurity May 2025 Report useful and how should I use it?

Why is the US Software & Technology Cybersecurity May 2025 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the US Software & Technology Cybersecurity May 2025 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the US Software & Technology Cybersecurity May 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
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The US Software & Technology Cybersecurity May 2025 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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Does this include mobile, desktop and Google Shopping data?

Yes. The US Software & Technology Cybersecurity May 2025 Report aggregates data from across both device types and Google Shopping.
Who is this US Software & Technology Cybersecurity May 2025 Report for?

The US Software & Technology Cybersecurity May 2025 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
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Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

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US Software & Technology Cybersecurity - PPC Market Share Analysis May 2025

Share of Clicks for top 10 US Software & Technology Cybersecurity brands

Share of Spend for the top 10 US Software & Technology Cybersecurity brands

Competitor Count for US Software & Technology Cybersecurity

Market Loss & Market Gains for US Software & Technology Cybersecurity

US Software & Technology Cybersecurity Share of Impressions

Google Text Ad Copy Insights & Creative Trends for US Software & Technology Cybersecurity

Frequently Asked Questions

Why is the US Software & Technology Cybersecurity May 2025 Report useful and how should I use it?

Why is the US Software & Technology Cybersecurity May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the US Software & Technology Cybersecurity May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this US Software & Technology Cybersecurity May 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Get the full picture

See this data specific to your brand performance

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