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US Software & Technology Cybersecurity - PPC Market Share Analysis March 2026

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.

Cybersecurity – US

Google AI Overview visibility for Software & Technology Cybersecurity US

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 42.7058420699
57.2941579301
42%

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 18
82
18%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 13%
Transactional 9%
Navigational 4%
Seasonal 0%
Local 0%
Problem Solving 10%

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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
Share of Clicks - Last month
Domain Share of clicks
nordvpn.com 17.77
norton.com 6.97
simplisafe.com 6.3
surfshark.com 5.64
cybernews.com 5.16
vpnpro.com 4.8
expressvpn.com 4.44
forbes.com 3.35
1password.com 2.99
mcafee.com 2.55
others 40.03
  • nordvpn.com - 17.77%
  • norton.com - 6.97%
  • simplisafe.com - 6.3%
  • surfshark.com - 5.64%
  • cybernews.com - 5.16%
  • vpnpro.com - 4.8%
  • expressvpn.com - 4.44%
  • forbes.com - 3.35%
  • 1password.com - 2.99%
  • mcafee.com - 2.55%
  • others - 40.03%

Copyright © Adthena. All rights reserved.

NordVPN leads with 17.77% click share, followed by Norton at 6.97%. Others dominate with 40.03%, 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
Share of Spend - Last Month
Date nordvpn.com vpnpro.com cybernews.com norton.com surfshark.com forbes.com expressvpn.com simplisafe.com mcafee.com top10vpn.com
2026/03/01 13.38% 6.15% 6.79% 7.16% 6.68% 4.65% 5.01% 1.84% 2.2% 1.94%
2026/03/02 13.96% 6.72% 6.56% 7.4% 6.46% 4.42% 4.63% 2.01% 2.06% 2.64%
2026/03/03 12.21% 7.77% 7.07% 7.86% 6.86% 5.19% 4.86% 2.32% 1.85% 2.18%
2026/03/04 11.16% 7.94% 6.86% 7.86% 6.3% 5% 5.02% 2.7% 2.18% 1.96%
2026/03/05 11.21% 9.45% 7.94% 7.46% 6.06% 3.97% 5.35% 3.26% 2.2% 2%
2026/03/06 10.31% 7.93% 6.66% 7.79% 6.62% 4.22% 6.11% 2.21% 2.12% 1.69%
2026/03/07 12.33% 9.82% 7.03% 5.5% 7.08% 5.04% 5.23% 2.28% 2.07% 1.32%
2026/03/08 12.28% 7.43% 7.18% 7.04% 6.69% 5.54% 3.83% 1.04% 2.44% 1.52%
2026/03/09 12.64% 9.01% 8.09% 5.86% 6.95% 4.86% 4.29% 1.64% 1.91% 1.61%
2026/03/10 12.59% 8.24% 6.84% 6.48% 8.01% 3.1% 5.9% 2.05% 2.26% 1.75%
2026/03/11 13.68% 7.96% 7.28% 8.01% 6.56% 5.31% 3.55% 1.16% 2.27% 1.36%
2026/03/12 12.64% 6.25% 7.31% 6.81% 8.23% 4.62% 3.62% 2.86% 2.24% 1.36%
2026/03/13 13.44% 8.06% 6.16% 5.86% 7.11% 4.79% 4.02% 1.72% 1.94% 1.05%
2026/03/14 12.26% 5.91% 6.98% 7.69% 5.05% 4.41% 4.54% 2.3% 2.39% 1.51%
2026/03/15 12.4% 7.46% 6.04% 8.03% 5.17% 5.44% 4.73% 2.09% 2.15% 2.24%
2026/03/16 11.95% 7.52% 6.79% 8.35% 5.7% 6.28% 4.23% 2.42% 2.39% 1.98%
2026/03/17 10.73% 7.48% 6.59% 10.41% 4.92% 5.5% 4.77% 1.79% 2.52% 2.02%
2026/03/18 11.97% 6.26% 6.81% 10.89% 5.49% 4.88% 4.24% 2.66% 2.3% 2.34%
2026/03/19 12.26% 7.6% 6.43% 8.04% 5.61% 6.21% 4.47% 2.01% 2.29% 3.35%
2026/03/20 11.5% 5.18% 6.68% 7.3% 6.06% 6.01% 4.59% 2.31% 2.48% 3.83%
2026/03/21 12.4% 6.66% 7.69% 6.34% 7.3% 5.28% 3.9% 1.94% 2.88% 2.76%
2026/03/22 12.28% 5.17% 7.04% 6.11% 6.58% 4.9% 4.59% 1.52% 2.49% 4.04%
2026/03/23 9.59% 6.04% 8.14% 6.09% 6.49% 5.29% 3.93% 1.38% 2.9% 2.11%
2026/03/24 12.65% 7.51% 8.28% 7.54% 6.05% 4.36% 4.6% 2.51% 2.23% 2.17%
2026/03/25 13.02% 8.27% 7.08% 6.8% 5.91% 4.84% 4.78% 1.05% 2.15% 1.75%
2026/03/26 14.44% 7.03% 7.2% 7.94% 6.71% 4.78% 6.22% 2.91% 2.53% 0.77%
2026/03/27 13.46% 6.55% 8.33% 6.41% 7.87% 5% 5.02% 2.05% 2.41% 0.84%
2026/03/28 14.17% 5.99% 8.85% 7.32% 7.04% 5.27% 4.64% 1.6% 1.95% 1.51%
2026/03/29 13.66% 6.42% 7.78% 7.1% 7.77% 4.81% 3.69% 2.01% 2.37% 1.79%
2026/03/30 11.75% 8.83% 8.54% 7.22% 7.22% 5.39% 5.28% 2.41% 2.17% 1.93%
2026/03/31 11.77% 8.24% 7.43% 7.38% 6.65% 4.94% 4.07% 2.03% 1.98% 1.73%
  • nordvpn.com
  • vpnpro.com
  • cybernews.com
  • norton.com
  • surfshark.com
  • forbes.com
  • expressvpn.com
  • simplisafe.com
  • mcafee.com
  • top10vpn.com

Copyright © Adthena. All rights reserved.

In March 2026, NordVPN led with fluctuating spend, peaking mid-month. VPNPro and Cybernews showed consistent mid-range activity. Norton surged mid-month, while Surfshark and Forbes maintained steady trends. ExpressVPN and SimpliSafe had modest fluctuations. McAfee and Top10VPN ended with lower shares.

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
Competitor Count - Last month
Date Competitor Count
2026/03/01 910
2026/03/02 946
2026/03/03 927
2026/03/04 911
2026/03/05 919
2026/03/06 907
2026/03/07 888
2026/03/08 869
2026/03/09 921
2026/03/10 910
2026/03/11 910
2026/03/12 882
2026/03/13 886
2026/03/14 846
2026/03/15 870
2026/03/16 900
2026/03/17 938
2026/03/18 884
2026/03/19 886
2026/03/20 913
2026/03/21 874
2026/03/22 888
2026/03/23 924
2026/03/24 902
2026/03/25 898
2026/03/26 884
2026/03/27 892
2026/03/28 868
2026/03/29 853
2026/03/30 909
2026/03/31 868

Copyright © Adthena. All rights reserved.

March saw fluctuating advertiser numbers, peaking at 946 on March 2nd, then declining to 868 by month’s end.

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
Market Loss & Market Gains - Last month
Name Market Trend
cloudflare.com 1.07%
nordvpn.com 0.62%
vpncenter.com 0.36%
top10vpn.com 0.35%
malwarebytes.com 0.3%
wizcase.com -0.36%
trezor.io -0.38%
arlo.com -0.42%
cnet.com -0.7%
vpnpro.com -0.82%

Copyright © Adthena. All rights reserved.

Cloudflare surged with a 1.07% click share increase, while vpnpro.com plummeted by 0.82%. NordVPN and VPNCenter also gained, contrasting CNET’s decline.

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 nordvpn.com vpnpro.com cybernews.com surfshark.com norton.com forbes.com expressvpn.com simplisafe.com top10vpn.com cnet.com
2026/03/01 12.39% 7.14% 8.3% 7.47% 6.64% 4.95% 5.68% 1.87% 2.07% 0.63%
2026/03/02 13.72% 7.78% 7.96% 7.16% 5.29% 5.01% 5.62% 2.17% 3.03% 1.05%
2026/03/03 12.04% 9.11% 8.46% 7.63% 5.29% 5.69% 5.59% 2.5% 2.45% 1.2%
2026/03/04 10.49% 9.05% 8.27% 6.9% 5.67% 5.3% 5.83% 3.13% 2.06% 1.84%
2026/03/05 10.59% 10.1% 9.61% 6.53% 5.57% 4.27% 5.95% 3.68% 2.23% 2.16%
2026/03/06 10.15% 9.05% 8.48% 7.47% 6.36% 4.55% 6.75% 2.31% 1.7% 3.15%
2026/03/07 11.67% 10.79% 8.73% 7.67% 4.12% 5.47% 5.75% 2.28% 1.44% 1.35%
2026/03/08 11.59% 8.68% 9.13% 7.43% 6.16% 5.68% 4.49% 0.98% 1.58% 1.38%
2026/03/09 12.1% 9.81% 10.27% 7.74% 4.95% 4.9% 4.74% 1.7% 1.76% 1.34%
2026/03/10 12.17% 8.99% 8.54% 8.89% 5.12% 3.29% 6.39% 2.29% 2.15% 1.82%
2026/03/11 13.93% 9.47% 8.93% 7.32% 6.56% 5.78% 4.03% 1.18% 1.43% 2.27%
2026/03/12 12.73% 7.31% 8.55% 9.4% 5.43% 5.13% 4.45% 3.06% 1.61% 1.85%
2026/03/13 13.03% 9.15% 7.64% 8.03% 5.17% 5.06% 4.6% 1.77% 1.15% 2.21%
2026/03/14 12.36% 7.29% 8.87% 5.85% 6.77% 4.71% 5.24% 2.38% 1.64% 1.95%
2026/03/15 11.77% 8.83% 7.71% 5.57% 7.2% 5.61% 5.38% 2.12% 2.33% 1.9%
2026/03/16 11.67% 8.93% 8.64% 6.28% 7.04% 6.7% 4.99% 2.63% 2.24% 1.99%
2026/03/17 10.12% 8.76% 8.22% 5.31% 7.9% 5.41% 5.33% 2.14% 1.95% 2.26%
2026/03/18 11.13% 7.39% 7.96% 6.18% 9.78% 5.11% 5.11% 2.99% 2.4% 1.54%
2026/03/19 11.79% 8.29% 7.76% 6.1% 6.63% 6.65% 5.15% 2.3% 3.44% 1.8%
2026/03/20 11.12% 6.37% 8.21% 6.6% 5.57% 6.26% 5.73% 2.5% 4.05% 1.75%
2026/03/21 12.08% 7.41% 9.13% 8.05% 6.09% 5.35% 4.54% 2.04% 2.95% 1.68%
2026/03/22 11.29% 6.12% 8.11% 7.07% 5.36% 5.3% 5.13% 1.55% 4% 1.07%
2026/03/23 9.4% 7.14% 9.63% 7.15% 5.08% 5.46% 4.49% 1.44% 2.51% 1.42%
2026/03/24 12.01% 8.1% 10.24% 6.27% 7.74% 4.56% 5.19% 2.55% 2.46% 1.18%
2026/03/25 12.39% 9.19% 8.56% 6.52% 6.17% 5.16% 5.6% 0.95% 1.76% 1.48%
2026/03/26 13.89% 8.14% 9.19% 7.15% 7.6% 5.27% 6.93% 3.17% 0.82% 0.85%
2026/03/27 12.73% 7.39% 10.29% 8.35% 6.57% 5.14% 5.56% 2.11% 0.87% 0.82%
2026/03/28 13.4% 6.92% 10.16% 7.82% 7.71% 5.49% 5.36% 1.55% 1.85% 0.72%
2026/03/29 13.05% 7.33% 9.61% 8.47% 5.78% 5.1% 4.43% 2.02% 2.06% 0.88%
2026/03/30 11.69% 10.12% 10.44% 7.74% 5.5% 5.77% 5.97% 2.65% 2.23% 0.51%
2026/03/31 11.62% 9.69% 9.35% 7.26% 7.2% 5.35% 4.8% 2.04% 1.59% 0.88%
  • nordvpn.com
  • vpnpro.com
  • cybernews.com
  • surfshark.com
  • norton.com
  • forbes.com
  • expressvpn.com
  • simplisafe.com
  • top10vpn.com
  • cnet.com

Copyright © Adthena. All rights reserved.

NordVPN led March with fluctuating impressions, peaking mid-month. VPNPro and CyberNews showed consistent competition, while Surfshark and Norton had varied performances. Forbes and ExpressVPN maintained steady shares. Simplisafe, Top10VPN, and CNET trailed.

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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Google Text Ad Copy Insights & Creative Trends for US Software & Technology Cybersecurity - Last month
  1. 1
    ExpressVPN – #1 Rated VPN | Limited Time Sale - Up To 81% https://www.expressvpn.com

    ExpressVPN's biggest sale of the year is ending. Save up to 81% on total privacy-Act fast!

  2. 2
    The world's leading VPN https://www.nordvpn.com

    The best VPN for 2026 — NordVPN: reliable VPN for every device. Enjoy enhanced online security and privacy. No more...

  3. 3
    Norton™ VPN Official Site https://www.norton.com

    VPN for Laptop, Phone & Tablet — Your Online Identity & Activity Will Be Anonymous W/ Fast and Reliable Norton™ VPN.

  4. 4
    Proton VPN https://www.protonvpn.com

    Easy-to-use VPN — One-tap connect for easy and secure internet access with Proton VPN. 110+ Countries. 12000+ Servers. Services: Windows...

  5. 5
    Surfshark™- The fastest VPN https://www.surfshark.com

    Don't miss special VPN offer — Strict no-logs policy. Kill switch. Private DNS & leak protection. Secure protocols.

Copyright © Adthena. All rights reserved.

In the competitive VPN landscape, ExpressVPN leads with a compelling 81% discount, emphasizing urgency and privacy. NordVPN highlights reliability and security for 2026, while Norton™ VPN focuses on anonymity across devices. Proton VPN offers ease with extensive global coverage, and Surfshark™ promises speed and robust security features.

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The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

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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