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US Travel Transportation - PPC Market Share Analysis May 2025

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

Market Exposure

Share of Clicks for top 10 US Travel Transportation 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
southwest.com 17.56
expedia.com 8.31
enterprise.com 6.51
priceline.com 5.62
aa.com 5.16
united.com 4.72
jetblue.com 4.24
kayak.com 4.18
spirit.com 3.64
budget.com 2.81
others 37.25

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In the travel PPC landscape, Southwest leads with 17.56% click share, followed by Expedia at 8.31%. ‘Others’ dominate with 37.25%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 US Travel Transportation 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 enterprise.com priceline.com expedia.com kayak.com southwest.com sixt.com budget.com cheapoair.com amtrak.com united.com
2025/05/01 5.02% 9.27% 15.4% 6.49% 8.18% 4.13% 5.09% 3.46% 2.37% 3.6%
2025/05/02 8.05% 9.6% 15.53% 5.66% 7.22% 4.73% 3.58% 3.72% 2.21% 3.05%
2025/05/03 7.77% 9.29% 16.04% 4.69% 7.99% 3.75% 2.99% 5.52% 2.7% 2.68%
2025/05/04 7.67% 9.73% 15.38% 5.38% 7.79% 3.62% 3.96% 3.73% 2.76% 2.87%
2025/05/05 7.43% 10.31% 15.29% 5.92% 6.89% 3.82% 4.21% 2.93% 2.56% 2.63%
2025/05/06 6.85% 10.54% 15.38% 6.4% 5.94% 4.09% 4.07% 3.75% 2.09% 2.75%
2025/05/07 7.15% 11.08% 14.54% 6.97% 5.63% 4.51% 3.93% 2.89% 2.37% 2.83%
2025/05/08 7.4% 10.9% 13.9% 7.02% 5.05% 4.83% 4.14% 2.78% 2.24% 3.53%
2025/05/09 6.91% 10.58% 14.61% 6.56% 6.78% 4.48% 3.35% 3.79% 2.12% 3.39%
2025/05/10 7.27% 10.52% 15.45% 6.76% 5.9% 4.28% 3.54% 3% 1.83% 2.72%
2025/05/11 6.65% 10.74% 15.1% 6.35% 6.5% 4.67% 3.99% 2.68% 1.94% 2.05%
2025/05/12 7.77% 10.23% 13.8% 7.17% 6.42% 4.72% 3.48% 2.3% 2.46% 3.36%
2025/05/13 8.23% 10.8% 12.94% 7.09% 5.94% 4.26% 3.93% 2.93% 2.3% 2.43%
2025/05/14 8.3% 10.66% 12.61% 6.71% 5.24% 5.01% 4.03% 2.93% 2.51% 3.37%
2025/05/15 8.25% 10.84% 13.43% 6.96% 5.5% 5.11% 3.45% 3.16% 2.14% 3.57%
2025/05/16 7.34% 11.08% 13.46% 6.11% 6.24% 4.6% 3.73% 3.99% 2.47% 2.62%
2025/05/17 6.71% 11.07% 13.65% 7.7% 5.89% 4.58% 3.49% 3.47% 2.45% 3.08%
2025/05/18 7.27% 10.79% 13.5% 7.9% 5.95% 3.75% 3.99% 3.34% 2.2% 3.02%
2025/05/19 6.57% 11.02% 14.06% 6.96% 5.52% 3.91% 3.4% 3.23% 2.53% 3.26%
2025/05/20 7.67% 10.43% 11.71% 6.41% 6.06% 4.16% 4.39% 2.76% 1.95% 3.41%
2025/05/21 7.74% 10.65% 11.55% 7.05% 6.56% 4.01% 3.9% 3.46% 2.73% 3.3%
2025/05/22 6.95% 11.25% 11.14% 6.99% 5.84% 4.34% 4.14% 3.85% 2.3% 2.38%
2025/05/23 8.42% 10.48% 10.51% 6.74% 4.89% 4.91% 3.94% 3.42% 2.46% 1.85%
2025/05/24 8.02% 9.77% 11.79% 5.16% 5.82% 4.38% 3.94% 3.92% 2% 2.4%
2025/05/25 8.18% 9.43% 11.04% 5.8% 6.49% 3.82% 4.3% 3.72% 2.54% 1.58%
2025/05/26 8.73% 9.99% 10.61% 5.13% 6.75% 3.37% 4.71% 3.52% 3% 1.98%
2025/05/27 9.26% 10.27% 11.57% 6.4% 5.79% 3.59% 4.07% 3.54% 1.9% 2.46%
2025/05/28 9.91% 9.93% 11.19% 6.7% 5.56% 4.05% 3.86% 2.56% 2.59% 2.42%
2025/05/29 8.47% 10.56% 10.97% 6.49% 6.8% 1.04% 3.86% 3.1% 2.44% 3.82%
2025/05/30 10.55% 9.17% 9.98% 5.76% 6.55% 4.17% 4% 3.47% 2.61% 2.74%
2025/05/31 10.04% 9.45% 8.79% 5.72% 4.92% 4.71% 4.54% 3.22% 2.34% 2.31%

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In May 2025, Expedia led PPC spend, peaking early, then declining. Priceline maintained steady growth, while Enterprise surged late. Kayak and Southwest showed fluctuations, with Sixt and Budget trailing. Amtrak and United had minimal impact.

Market Exposure

Competitor Count for US Travel Transportation

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 1171
2025/05/02 1170
2025/05/03 1147
2025/05/04 1186
2025/05/05 1226
2025/05/06 1264
2025/05/07 1213
2025/05/08 1224
2025/05/09 1194
2025/05/10 1189
2025/05/11 1223
2025/05/12 1248
2025/05/13 1285
2025/05/14 1261
2025/05/15 1235
2025/05/16 1226
2025/05/17 1242
2025/05/18 1254
2025/05/19 1278
2025/05/20 1254
2025/05/21 1211
2025/05/22 1248
2025/05/23 1240
2025/05/24 1202
2025/05/25 1228
2025/05/26 1225
2025/05/27 1249
2025/05/28 1214
2025/05/29 1200
2025/05/30 1174
2025/05/31 1158

Copyright © Adthena. All rights reserved.

May began with 1,171 advertisers, fluctuating throughout. Peaks on May 13 (1,285) and May 19 (1,278) highlighted activity. The month concluded with a slight decline to 1,158 advertisers.

Campaign Efficiency

Market Loss & Market Gains for US Travel Transportation

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
spirit.com 0.92%
hertz.com 0.91%
enterprise.com 0.84%
aa.com 0.39%
turo.com 0.27%
sixt.com -0.21%
booking.com -0.26%
united.com -0.34%
expedia.com -1.66%
southwest.com -2.77%

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Spirit.com leads with a 0.92% click share increase, while Southwest.com drops by 2.77%.

Campaign Efficiency

US Travel Transportation 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 priceline.com southwest.com expedia.com enterprise.com sixt.com aa.com cheapoair.com kayak.com united.com jetblue.com
2025/05/01 10.46% 14.09% 13.15% 3.38% 3.92% 3.46% 5.21% 4.3% 3.64% 2.08%
2025/05/02 11.14% 14.97% 13.87% 3.3% 4.09% 3.42% 5.8% 3.83% 2.3% 1.76%
2025/05/03 10.91% 15.29% 14.32% 3% 3.23% 3.47% 7.66% 3.11% 2.15% 1.71%
2025/05/04 12.06% 13.79% 14.17% 3.2% 3.11% 3.71% 5.21% 3.76% 2.34% 1.89%
2025/05/05 11.63% 13.93% 13.58% 3.25% 3.27% 2.82% 3.79% 4.14% 2.27% 1.73%
2025/05/06 11.6% 13.09% 13.71% 3.02% 3.24% 2.25% 5.21% 4.46% 2.51% 1.67%
2025/05/07 12.7% 11.48% 13.22% 3.31% 3.9% 2.97% 4.26% 5.03% 2.49% 1.81%
2025/05/08 12.26% 10.86% 12.52% 3.33% 4.15% 2.73% 4.07% 4.99% 3.38% 1.93%
2025/05/09 13.1% 12.31% 13.17% 2.94% 4.17% 2.98% 5.6% 4.84% 2.71% 1.87%
2025/05/10 12.37% 10.8% 14.01% 3.16% 3.59% 3.65% 4.25% 4.79% 2.35% 1.72%
2025/05/11 11.97% 12.82% 13.47% 2.95% 4.09% 2.56% 3.58% 4.47% 1.76% 2.15%
2025/05/12 11.67% 12.93% 12.26% 3.41% 4.04% 2.51% 2.96% 5.19% 2.84% 2.39%
2025/05/13 12.71% 11.63% 11.82% 3.82% 3.56% 3.39% 3.88% 5.11% 2.29% 2.1%
2025/05/14 12.43% 11.88% 11.54% 3.65% 4.24% 3.39% 3.96% 5.04% 2.63% 1.95%
2025/05/15 12.28% 10.93% 12.33% 3.79% 4.46% 3.26% 4.26% 5.02% 3.1% 2.36%
2025/05/16 13.05% 11.57% 12.55% 3% 3.97% 2.95% 5.56% 4.36% 2.37% 1.44%
2025/05/17 12.67% 12.02% 12.51% 2.89% 3.82% 2.81% 4.93% 5.56% 2.63% 2.09%
2025/05/18 12.73% 11.93% 12.59% 3.29% 3.21% 2.9% 4.54% 5.75% 2.56% 2.3%
2025/05/19 12.82% 9.97% 13.25% 3.02% 3.44% 2.71% 4.39% 5.11% 2.67% 2.37%
2025/05/20 12.43% 11.5% 10.61% 3.27% 3.28% 2.91% 3.34% 4.65% 3.17% 1.92%
2025/05/21 12.29% 11.96% 10.77% 3.5% 3.57% 3.17% 4.49% 5.25% 3.11% 1.04%
2025/05/22 13.52% 9.54% 10.25% 3.21% 3.96% 2.66% 5.07% 5.25% 1.92% 1.63%
2025/05/23 12.41% 9.16% 9.59% 3.98% 4.22% 3.15% 4.54% 4.98% 1.56% 2.06%
2025/05/24 11.34% 10.07% 10.28% 3.6% 3.82% 4.24% 5.09% 3.68% 2.4% 2.23%
2025/05/25 11.51% 11.31% 10.21% 3.8% 3.63% 4.04% 5.24% 4.12% 1.24% 1.95%
2025/05/26 12.9% 11.48% 10.16% 3.9% 3.21% 2.4% 4.45% 3.77% 1.68% 2.62%
2025/05/27 12.21% 10.46% 10.37% 4.62% 3.18% 3.08% 4.71% 4.86% 2.13% 1.9%
2025/05/28 11.7% 10.28% 10.17% 4.98% 3.55% 2.95% 3.36% 5.12% 2.46% 1.59%
2025/05/29 12% 12.5% 9.51% 4.17% 0.94% 3.61% 4.1% 4.77% 3.59% 1.45%
2025/05/30 10.84% 11.77% 9.02% 5.31% 3.94% 3.59% 4.53% 4.52% 2.14% 1.76%
2025/05/31 11.14% 8.65% 7.95% 4.97% 4.68% 4.52% 4.4% 4.36% 2.19% 2.13%

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In May 2025, Priceline’s impression share fluctuated, peaking at 13.52% on May 22. Southwest saw a decline, ending at 8.65%. Expedia’s share decreased, closing at 7.95%. Enterprise rose steadily, finishing at 4.97%. Sixt’s share varied, ending at 4.68%. AA’s share increased, closing at 4.52%. Cheapoair’s share remained stable, ending at 4.4%. Kayak’s share fluctuated, closing at 4.36%. United’s share decreased, ending at 2.19%. JetBlue’s share varied, finishing at 2.13%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Travel Transportation

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
    American Airlines® https://www.aa.com

    Book Your Flight Today — Enjoy Travel Made Simple With Flexible Booking Options & In-flight Comfort. More Direct...

  2. 2
    Enterprise Rent-A-Car® | Enterprise Official Site https://www.enterprise.com

    Reserve a car directly with Enterprise® today to save time & money on your trip. Book now!

  3. 3
    SIXT rent the car - No Credit Card Fees https://www.sixt.com

    Pay now or pay later. Rebook or cancel for free. Over 2,200 locations in 105 countries.

  4. 4
    Southwest Airlines® - Official https://www.southwest.com

    Book Your Flight Online Today — Need to Change Your Flight? Southwest® Has No Change Fees! Fare Difference May Apply.

  5. 5
    United Airlines - Book Now | Book Your Flight Today https://www.united.com

    Find amazing deals on flights with United Airlines. Travel across the US and abroad. United flies to more Europen destinations than any other U.S.

Copyright © Adthena. All rights reserved.

In the competitive world of travel and transportation, top advertisers like American Airlines and Southwest Airlines emphasize flexibility and comfort. American Airlines highlights simple booking and in-flight comfort, while Southwest offers no change fees. Enterprise and SIXT focus on convenience and savings, with Enterprise promoting direct booking and SIXT offering flexible payment options. United Airlines stands out with extensive European destinations.

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