Adthena’s market share data reveals the boldest brand moves, biggest risers, and smart strategies shaping the PPC leaderboard in 2025.
As we hit the mid-year mark, the paid search landscape is showing some familiar champions, plus a few surprise contenders making bold moves. With fresh data from Adthena’s Market Share Reports powered by Arlo, we’re spotlighting the fiercest competition across four key verticals.
From travel to retail, automotive to energy, here’s who’s driving clicks and shaping PPC strategy for the rest of 2025.
No surprises here. Booking.com is the undisputed king of UK accommodation PPC, sitting pretty with a hefty 26.28% click share, more than double Premier Inn’s 10.55%. The rest of the field? A mixed bag holding nearly 29%, showing plenty of smaller players battling for crumbs.
Booking.com flexes big budget muscle consistently, driving home dominance on the search results page. Other players, like Hotels.com and Expedia, try to keep pace, but Booking.com’s blend of aggressive spend and brand trust keeps it miles ahead.
Hot tip: Seasonal demand is a golden ticket. Brands who plan early and strike hard as travel picks up will own the bookings race.
In the auto world, CarGurus is leading the charge with a commanding 19.9% click share, almost double Autotrader’s 12.5%. But the “Others” bucket is massive, with 35% of clicks scattered across smaller players hustling hard.
Spending data shows Carvana making big waves with aggressive mid-month pushes, while CarGurus keeps a steady, strong presence. Cars.com is quietly gaining traction, and Autotrader’s hold is slipping fast. Even Camping World, once a contender, is losing steam.
Key move: Speed and timing are everything. Dealers throwing down serious budget at the right moment are the ones making noise in this cutthroat space.
Australia’s electric energy market might sound niche, but the PPC stakes are sky-high. Origin Energy dominates with a solid 24% click share, followed by AGL (17.8%) and Red Energy (11.4%). The rest battle it out for a decent chunk of the clicks, with 16.9% “Others” still making noise.
Spend patterns reveal sharp peaks and dips. Origin and Red Energy’s budget swings tell the story of brands jockeying hard for consumer attention in this seasonal market. Newcomers like Alinta Energy and Finder are gaining ground, proving that nimble players can steal the spotlight.
PPC playbook: Targeted timing and knowing when your audience is in-market make all the difference in these niche verticals.
Here’s the big headline: Amazon’s PPC presence is dipping hard. Once a giant in Google Shopping, Amazon now holds just 1.16% click share — a dramatic drop that’s turning heads.
That opens the door wide for challengers. Lululemon is grabbing the spotlight with 6.87%, followed by Fashion Nova (4.85%) and Nike (3.88%). Shein is also climbing steadily, snapping at their heels with 5.56%. Coach and Crocs are mixing it up, but it’s clear: Amazon’s stumble is a massive opportunity for the rest.
As we’ve covered before, this isn’t just a blip; it’s a sign the retail PPC landscape is shifting fast. Brands that pounce on these openings with smart spend and sharp targeting stand to grab serious market share while the retail giant recalibrates.
Lesson learned: When the king falls, the kingdom is up for grabs. Keep your eyes peeled for market share shifts as they spell opportunity.
If the first half of the year tells us anything, it’s this: PPC dominance is never guaranteed. Top brands keep spending smart and adapting fast, but the hungry challengers are ready to pounce.
Whether you’re holding steady or eyeing that next leap, mid-year is your moment to:
Want to know exactly where your brand stands and how to power up your PPC for the rest of 2025?
View all of Adthena’s Market Share reports in your industry and region.
