US Software & Technology AI / Machine Learning - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US AI / Machine Learning 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 AI / Machine Learning 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
google.com	6.51
apple.com	6.49
microsoft.com	5.2
adobe.com	4.07
iask.ai	2.73
amazon.com	2.72
aws.amazon.com	2.6
chatgpt.com	2.08
sierra.ai	2.01
vonage.com	1.77
others	63.82

In the PPC landscape, Google.com leads with 6.51% click share, closely followed by Apple.com at 6.49%. Microsoft.com holds 5.2%, while Adobe.com captures 4.07%. The ‘others’ category dominates with 63.82%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 US Software & Technology AI / Machine Learning 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	vonage.com	google.com	sierra.ai	salesforce.com	adobe.com	microsoft.com	aws.amazon.com	intercom.com	apple.com	replika.com
2025/01/01	0.3%	5%	0.37%	6.9%	2.9%	2.1%	1.79%	2.12%	6.27%	5.49%
2025/01/02	0%	4.76%	0.21%	6.12%	3.34%	2.4%	1.92%	2.23%	4.47%	4.81%
2025/01/03	0%	4.26%	0.18%	5.45%	3.1%	2.48%	1.18%	1.69%	3.4%	3.69%
2025/01/04	0%	5.25%	0.07%	6.05%	1.61%	2.3%	1.73%	1.89%	3.34%	5.23%
2025/01/05	0%	5.33%	0.96%	5.72%	2.07%	2.11%	1.03%	1.39%	3.33%	3.81%
2025/01/06	4.81%	5.09%	1.24%	3.89%	2.33%	2.29%	2.84%	1.87%	4%	2.65%
2025/01/07	4.97%	6.58%	1.09%	5%	2.48%	2.54%	5.17%	1.88%	4.89%	2.08%
2025/01/08	5.26%	5.83%	1.62%	4.29%	2.35%	2.03%	5.59%	1.88%	4.57%	2.12%
2025/01/09	5.22%	5.86%	1.54%	3.49%	2.73%	2.93%	4.92%	1.31%	4.12%	2.07%
2025/01/10	4.66%	5.05%	2.03%	4.01%	2.57%	2.78%	4.65%	1.76%	4.59%	2.08%
2025/01/11	4.9%	5.54%	1.58%	5.31%	3.07%	2.41%	4.16%	0.87%	4.6%	1.81%
2025/01/12	5.25%	5.78%	2.01%	4.63%	2.45%	2.65%	3.03%	1.85%	4.4%	1.73%
2025/01/13	5.8%	4.18%	1.24%	4.32%	2.66%	2.1%	2.75%	1.7%	4.54%	1.75%
2025/01/14	4.42%	4.8%	1.91%	5%	2.3%	2.47%	1.71%	1.75%	3.93%	2.71%
2025/01/15	5.19%	5.75%	1.61%	4.23%	2.32%	1.94%	5.51%	1.85%	4.49%	2.09%
2025/01/16	4.99%	5.61%	1.48%	3.34%	2.62%	2.73%	4.71%	1.26%	3.93%	1.99%
2025/01/21	3.88%	8.28%	3.49%	3.92%	3.35%	2.39%	1.5%	2.36%	0.53%	1.66%
2025/01/22	4.12%	6.17%	2.65%	4.8%	2.87%	2.52%	1.21%	2.77%	0.76%	1.5%
2025/01/23	3.96%	6.09%	2.4%	3.84%	3.04%	2.61%	0.84%	2.9%	0.87%	2.63%
2025/01/24	4.21%	5.27%	2.61%	5.16%	2.77%	3.19%	1.41%	2.81%	0.77%	1.99%
2025/01/25	4.2%	5.74%	4.44%	4.18%	3.28%	2.91%	1.34%	2.88%	1.2%	1.41%
2025/01/26	4.64%	5.25%	4.84%	4.8%	2.82%	3.59%	1.05%	2.58%	0.71%	1.24%
2025/01/27	4.8%	4.08%	5.08%	5.17%	2.71%	2.78%	1.24%	1.91%	0.82%	2.18%
2025/01/28	5.11%	2.98%	4.04%	4.92%	2.49%	2.57%	1.52%	2.12%	0.55%	1.3%
2025/01/29	5.17%	4.67%	3.37%	5.69%	2.6%	1.99%	1.17%	2.29%	1.07%	0.53%
2025/01/30	5.71%	5.86%	3.47%	5.33%	2.16%	2.44%	1.38%	1.88%	1.18%	0.39%
2025/01/31	5.8%	5.41%	5.12%	4.39%	2.93%	2.9%	1.87%	1.37%	0.94%	0.05%

In January 2025, Google led PPC spend, peaking mid-month. Vonage surged after a slow start, while Sierra.ai steadily climbed. Salesforce fluctuated, ending strong. Adobe and Microsoft maintained moderate levels. AWS and Intercom showed varied trends. Apple and Replika declined.

Market Exposure

Competitor Count for US Software & Technology AI / Machine Learning

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
2025/01/01	2495
2025/01/02	2385
2025/01/03	2573
2025/01/04	2341
2025/01/05	2381
2025/01/06	2574
2025/01/07	2419
2025/01/08	2519
2025/01/09	2476
2025/01/10	2586
2025/01/11	2476
2025/01/12	2550
2025/01/13	2482
2025/01/14	2574
2025/01/15	2519
2025/01/16	2476
2025/01/21	2489
2025/01/22	2552
2025/01/23	2439
2025/01/24	2295
2025/01/25	2293
2025/01/26	2276
2025/01/27	2420
2025/01/28	2374
2025/01/29	2499
2025/01/30	2517
2025/01/31	2451

January saw fluctuating advertiser numbers, peaking at 2,586 on the 10th. The month concluded with 2,451 advertisers, reflecting a dynamic landscape.

Campaign Efficiency

Market Loss & Market Gains for US Software & Technology AI / Machine Learning

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
meta.com	2.01%
sierra.ai	1.57%
sendbird.com	1.54%
accenture.com	0.87%
amazon.com	0.78%
chatbotapp.ai	-0.63%
grammarly.com	-0.78%
irobot.com	-0.9%
aws.amazon.com	-2.17%
apple.com	-5.75%

Meta.com surged with a 2.01% click share increase, while Apple.com faced a significant drop of 5.75%.

Campaign Efficiency

US Software & Technology AI / Machine Learning 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	google.com	sierra.ai	microsoft.com	adobe.com	chatgpt.com	vonage.com	salesforce.com	apple.com	aws.amazon.com	sendbird.com
2025/01/01	4.69%	0.07%	2.82%	4.01%	2.03%	0.32%	3.6%	10.7%	2.22%	0.5%
2025/01/02	5.38%	0.05%	3.32%	4.41%	1.38%	0%	2.74%	7.59%	2.1%	0.06%
2025/01/03	5.05%	0.05%	3.55%	3.84%	3.19%	0%	2.79%	6.12%	1.4%	0.15%
2025/01/04	4.62%	0.02%	3.19%	1.76%	2.73%	0%	2.69%	4.76%	1.54%	0.07%
2025/01/05	5.02%	1.01%	3.14%	2.55%	3.26%	0%	2.63%	5.43%	1.08%	0.07%
2025/01/06	5.55%	1.46%	3.27%	3.01%	2.07%	2.2%	1.7%	7.17%	3.28%	0.29%
2025/01/07	6.71%	1.62%	3.67%	3.45%	4.33%	2.7%	2.03%	8.78%	5.46%	0.07%
2025/01/08	5.5%	2.12%	3.13%	3.17%	3.05%	2.56%	1.61%	7.8%	5.93%	0.25%
2025/01/09	6.27%	2.15%	3.92%	3.63%	2.62%	2.66%	0.96%	7.53%	5.49%	0.87%
2025/01/10	5.85%	2.15%	3.94%	3.48%	2.78%	2.33%	1.4%	8.13%	5.43%	2.99%
2025/01/11	5.42%	1.82%	3.38%	3.81%	2.75%	2.44%	2.14%	7.75%	4.19%	3.34%
2025/01/12	5.22%	2.06%	3.49%	3.03%	2.57%	2.57%	1.63%	6.55%	3.1%	3.16%
2025/01/13	4.82%	1.41%	2.97%	3.46%	2.48%	3.11%	1.98%	7.47%	2.88%	3.84%
2025/01/14	5.95%	1.87%	3.44%	2.93%	3.04%	2.31%	1.93%	6.51%	1.98%	3%
2025/01/15	5.51%	2.13%	3.04%	3.18%	3.05%	2.57%	1.62%	7.8%	5.95%	0.26%
2025/01/16	6.29%	2.16%	3.8%	3.64%	2.62%	2.67%	0.96%	7.54%	5.51%	0.87%
2025/01/21	8.97%	3.39%	3.37%	4.74%	3.15%	2.09%	1.49%	0.77%	1.78%	3.5%
2025/01/22	7.31%	3.03%	3.8%	4.21%	3.3%	2.53%	2.39%	0.84%	1.5%	3.49%
2025/01/23	6.79%	2.28%	3.79%	4.08%	3.45%	2.37%	1.71%	1.56%	1.15%	3.44%
2025/01/24	7.31%	3.08%	4.93%	3.73%	0.9%	2.71%	2.61%	1.6%	1.51%	4.2%
2025/01/25	7.77%	4.75%	4.16%	4.37%	0%	2.57%	1.76%	1.92%	1.79%	4.17%
2025/01/26	7.45%	4.5%	4.89%	3.65%	0%	2.21%	2.2%	1.24%	1.32%	3.41%
2025/01/27	5.63%	4.96%	4.39%	3.78%	0%	2.58%	2.55%	1.56%	1.33%	3.58%
2025/01/28	4.46%	4%	3.53%	3.08%	2.85%	2.68%	1.96%	0.87%	1.44%	2.98%
2025/01/29	4.9%	3.33%	2.69%	3.28%	3.39%	2.73%	2.63%	1.74%	1.23%	3.56%
2025/01/30	5.67%	3.39%	3.4%	2.55%	2.41%	2.86%	2.26%	1.73%	1.7%	4.19%
2025/01/31	5.14%	4.4%	4.05%	3.61%	2.89%	2.78%	1.68%	1.39%	1.36%	1.15%

In January 2025, Google and Apple dominated PPC impressions, with Apple peaking early. Sierra.ai and Sendbird showed significant growth, while ChatGPT experienced fluctuations. The month concluded with Google leading, followed by Apple.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Software & Technology AI / Machine Learning

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
Ask ChatGPT anything for free https://www.chatgpt.com
Type, talk, & use AI your way — Give the world's most popular AI assistant a try. Sign up for free & ask ChatGPT anything. Discover a...
2
Free AI Art Generator - Free Text to Image Generator https://www.gencraft.com
Create a free account. Try hundreds of AI models. Remix artwork from 10M+ users
3
AI image generator by Google https://gemini.google.com
Google Gemini — Create captivating images for work, play, and anything in between with Gemini. Google Gemini gives you a new way to bring your imagination to life.
4
Generative AI Chatbot - Engage Anytime, Anywhere https://www.sierra.ai
Delight customers while dramatically improving business outcomes. Sierra enables you to deploy...
5
#1 Chatbot for Website https://www.zendesk.com
Chat Plugin for Website — Quick to Deploy. Easy to Use. Scales as You Grow. See Why More Businesses Choose Zendesk.

In the bustling world of AI, ChatGPT, Gencraft, Google Gemini, Sierra, and Zendesk lead the charge. ChatGPT invites users to explore AI freely, while Gencraft and Google Gemini focus on creative expression. Sierra and Zendesk emphasize customer engagement and business growth.

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Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
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