UK Telecommunications Wireless Services - PPC Market Share Analysis February 2025

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

Market Exposure

Share of Clicks for top 10 UK Telecommunications Wireless Services 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
amazon.co.uk	28.65
ee.co.uk	11.28
argos.co.uk	10.23
vodafone.co.uk	5.17
three.co.uk	4.01
ebay.co.uk	3.52
o2.co.uk	2.69
uswitch.com	2.3
carphonewarehouse.com	1.67
sky.com	1.66
others	28.82

Amazon.co.uk leads with a 28.65% click share, closely followed by ‘others’ at 28.82%. EE.co.uk and Argos.co.uk trail with 11.28% and 10.23%, respectively.

Market Exposure

Share of Spend for the top 10 UK Telecommunications Wireless Services 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	amazon.co.uk	ee.co.uk	argos.co.uk	vodafone.co.uk	three.co.uk	uswitch.com	sky.com	o2.co.uk	carphonewarehouse.com	mobiles.co.uk
2025/01/01	25.03%	9.8%	5.29%	6.42%	2.57%	2.71%	2.98%	3.69%	3.4%	2.34%
2025/01/02	27.11%	8.58%	6.42%	7.57%	2.76%	3.02%	2.11%	3.8%	3.64%	2.68%
2025/01/03	26.54%	9.53%	7.84%	6.31%	2.64%	4.96%	1.81%	2.04%	2.19%	1.9%
2025/01/04	24.54%	9.65%	8.22%	5.35%	3.37%	1.9%	2.07%	2.25%	3.4%	4.02%
2025/01/05	24.25%	11.44%	8.43%	4.5%	2.77%	2.89%	2.77%	4.35%	2.17%	1.52%
2025/01/06	22.86%	10.58%	7.93%	4.08%	4.45%	2.04%	2.82%	3.03%	3.42%	1.97%
2025/01/07	18.84%	12.55%	8%	5.92%	5.53%	2.31%	2.65%	4.87%	1.33%	1.04%
2025/01/08	17.4%	13.55%	6.67%	5.27%	4.99%	3.53%	2.71%	3.08%	3.04%	2.92%
2025/01/09	16.25%	11.78%	4.64%	5.12%	6.15%	3.92%	3.81%	2.25%	2.9%	3.16%
2025/01/10	15.61%	11.49%	6.71%	4.71%	5.92%	3.23%	3.21%	3.38%	3%	2.55%
2025/01/11	16.33%	12.06%	6.64%	5.5%	6.35%	4.67%	3.22%	3.02%	3.89%	4%
2025/01/12	15.98%	10.57%	7.49%	4.72%	5.93%	4.04%	4.18%	3.55%	4.14%	3.16%
2025/01/13	13.6%	12.94%	6.83%	6.36%	4.84%	2.67%	4.05%	4.72%	5.06%	1.51%
2025/01/14	14.65%	11.76%	5.32%	5.69%	3.86%	3.1%	3.63%	3.74%	4.51%	3.51%
2025/01/15	16.87%	7.52%	6.68%	5.11%	4.12%	2.86%	4.11%	3.72%	0.37%	2.99%
2025/01/16	16.14%	11.69%	4.61%	5.09%	6.1%	3.89%	3.78%	2.24%	2.88%	3.13%
2025/01/21	10.89%	11.81%	4.17%	7.76%	5.46%	5.63%	3.36%	4.09%	2.37%	1.43%
2025/01/22	12.86%	14.07%	6.53%	6.07%	5.11%	3.59%	3.4%	2.85%	1.82%	1.39%
2025/01/23	12.84%	12.32%	7.62%	7.48%	4.09%	4.7%	2.85%	3.23%	3.12%	1.57%
2025/01/24	9.57%	10.54%	5.61%	8.51%	2.5%	4.75%	3.49%	4.03%	3.55%	2.84%
2025/01/25	10.37%	13.07%	5.63%	8.33%	6.45%	5.47%	4.15%	3.27%	2.62%	2.66%
2025/01/26	12.88%	13.38%	6.58%	9.09%	5.83%	2.16%	3.33%	2.79%	2.85%	2.67%
2025/01/27	12.94%	11.24%	7.13%	6.51%	5.44%	3.54%	3.37%	3.29%	2.59%	2.62%
2025/01/28	16.68%	9.15%	6.68%	7.54%	4.04%	2.1%	3.68%	3.37%	2.39%	2.77%
2025/01/29	16.09%	6.41%	7.57%	5.58%	4.35%	3.62%	3.92%	3.64%	2.9%	2.29%
2025/01/30	14.16%	12.92%	6.59%	6.08%	4.7%	3.75%	3.88%	2.79%	2.84%	2.7%
2025/01/31	13.99%	12.78%	6.79%	6.09%	5.48%	4%	3.59%	2.78%	2.68%	2.07%

Amazon.co.uk’s PPC spend share started strong in January 2025, peaking early before a steady decline. EE.co.uk and Argos.co.uk showed fluctuating trends, while Vodafone.co.uk and Three.co.uk experienced mid-month peaks. By month’s end, Amazon.co.uk led, but with reduced dominance.

Market Exposure

Competitor Count for UK Telecommunications Wireless Services

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	559
2025/01/02	546
2025/01/03	571
2025/01/04	525
2025/01/05	567
2025/01/06	576
2025/01/07	576
2025/01/08	602
2025/01/09	651
2025/01/10	634
2025/01/11	612
2025/01/12	594
2025/01/13	592
2025/01/14	595
2025/01/15	575
2025/01/16	651
2025/01/21	575
2025/01/22	568
2025/01/23	538
2025/01/24	533
2025/01/25	552
2025/01/26	552
2025/01/27	573
2025/01/28	567
2025/01/29	593
2025/01/30	599
2025/01/31	587

Advertisers fluctuated throughout January, peaking at 651 on the 9th and 16th. The month concluded with 587 distinct advertisers, reflecting a dynamic landscape.

Campaign Efficiency

Market Loss & Market Gains for UK Telecommunications Wireless Services

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
vodafone.co.uk	1.49%
ee.co.uk	1.35%
virginmedia.com	0.96%
uswitch.com	0.68%
tescomobile.com	0.54%
broadbandbuyer.com	-0.22%
johnlewis.com	-0.25%
lebara.co.uk	-0.36%
wifibooster-pro.co.uk	-0.37%
amazon.co.uk	-7.05%

Vodafone.co.uk surged with a 1.49% click share increase, while amazon.co.uk dropped by 7.05%. Virginmedia.com and ee.co.uk also saw positive gains.

Campaign Efficiency

UK Telecommunications Wireless Services 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	amazon.co.uk	argos.co.uk	ee.co.uk	three.co.uk	vodafone.co.uk	ebay.co.uk	giffgaff.com	carphonewarehouse.com	mobiles.co.uk	wifibooster-pro.co.uk
2025/01/01	37.17%	9.1%	4.33%	2.87%	3.34%	3.35%	1.38%	2.38%	1.8%	2.55%
2025/01/02	39.84%	9.69%	3.64%	2.9%	3.64%	4.68%	1.16%	2.41%	1.91%	1.79%
2025/01/03	37.55%	11.99%	3.72%	3.14%	2.91%	4.88%	1.38%	1.79%	1.46%	1.97%
2025/01/04	34.89%	12.13%	3.92%	3.35%	2.15%	6.05%	1.54%	2.77%	2.69%	2.5%
2025/01/05	34.96%	12.53%	4.01%	2.67%	2.16%	6.36%	1.1%	2.14%	1.32%	2.17%
2025/01/06	32.35%	11.48%	3.94%	4.33%	1.87%	8.28%	1.4%	2.81%	1.31%	2.18%
2025/01/07	28.62%	12.59%	4.45%	5.43%	2.59%	5.41%	1.51%	1.2%	0.8%	2.65%
2025/01/08	25.94%	10.34%	5.32%	5.47%	2.39%	3.15%	2.4%	3.22%	2.63%	2.6%
2025/01/09	26.52%	7.66%	4.82%	5.97%	2.33%	3%	2.19%	2.5%	2.47%	2.35%
2025/01/10	25.79%	10.72%	4.53%	5.87%	1.94%	2.83%	2.63%	2.98%	2.3%	3.07%
2025/01/11	26.09%	10.78%	5.09%	6.35%	2.67%	3.66%	2.49%	3.55%	3.26%	2%
2025/01/12	26.87%	12.34%	4.28%	6.17%	2.1%	4.67%	1.99%	3.7%	2.47%	2.37%
2025/01/13	23.54%	11.99%	5.24%	5.98%	2.63%	4.48%	0.89%	4.09%	1.21%	1.89%
2025/01/14	23.98%	8.43%	5.35%	4.08%	2.42%	4.02%	1.45%	3.73%	2.76%	2.48%
2025/01/15	24.84%	10.41%	2.57%	4.29%	2.23%	7.92%	1.64%	0.4%	2.77%	2.44%
2025/01/16	26.43%	7.63%	4.8%	5.94%	2.32%	3.02%	2.18%	2.49%	2.46%	2.34%
2025/01/21	18.28%	6.34%	4.82%	6.27%	4.91%	5.74%	2.45%	2.87%	1.63%	1.43%
2025/01/22	21.76%	9.82%	4.98%	5.75%	3.29%	6.21%	1.94%	1.9%	1.24%	2.58%
2025/01/23	21.08%	12.61%	5.13%	4.16%	3.82%	4.02%	2.36%	3.1%	1.62%	2.59%
2025/01/24	16.2%	9.97%	5.26%	2.09%	5.63%	3.46%	2.11%	3.39%	2.8%	0.94%
2025/01/25	18.81%	10.25%	6.28%	5.76%	4.27%	2.89%	2.31%	2.51%	2.51%	1.44%
2025/01/26	20.1%	10.21%	5.58%	6.13%	5.31%	4.82%	2.12%	3.03%	2.33%	2.08%
2025/01/27	20.41%	11.59%	4.95%	5.84%	3.92%	4.98%	1.77%	2.4%	2.04%	2.13%
2025/01/28	24.96%	9.78%	3.45%	4.51%	3.97%	6.13%	1.59%	2.2%	2.31%	2.68%
2025/01/29	23.85%	11.34%	2.29%	4.47%	3.21%	5.13%	2.32%	2.43%	1.89%	1.75%
2025/01/30	21.84%	10.64%	5.4%	4.99%	3.51%	3.25%	2.54%	2.61%	2.24%	1.55%
2025/01/31	21.61%	10.99%	5.41%	5.31%	3.48%	3.42%	3.01%	2.57%	1.75%	1.38%

Amazon.co.uk’s impression share declined from 37.17% to 21.61% in January. Argos.co.uk fluctuated, ending at 10.99%. EE.co.uk and Three.co.uk showed slight increases, while Vodafone.co.uk and eBay.co.uk remained stable. Giffgaff.com and Carphonewarehouse.com had minor changes.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Wireless Services

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
WiFi Extenders & Internet Boosters | Argos https://www.argos.co.uk
Shop Wifi Boosters At Argos. Browse Our Electrical Accessories Today! Free Standard Delivery On...
2
SIM Only Deals - SIM Only Contracts http://www.ee.co.uk
Plus you can share your data with the family, all on the UK’s best network. Terms apply. Stay...
3
Test Your Broadband Speed Now https://www.uswitch.com
Check My Broadband Speed — Compare your speed to the rest of your area. See if you can switch to a faster provider. Get accurate...
4
£23.50/m Broadband | £0 Setup - Now With £0 Installation https://www.virginmedia.com
Discover Our Best Winter Sale Deals And Enjoy Great Savings On Selected Broadband Packages
5
SIM Flash Sale On Vodafone | Get 25GB For £16pm https://www.vodafone.co.uk › sim-only
Get 25GB For £16pm On Vodafone’s Flash Sale. Hurry, Offer Ends 19th Dec. Get Everyday Treats ...

In the competitive world of telecommunications, Argos, EE, Uswitch, Virgin Media, and Vodafone captivate audiences with distinct offerings. Argos highlights convenience with free delivery on WiFi boosters. EE emphasizes family data sharing on a top network. Uswitch encourages broadband speed comparisons. Virgin Media tempts with no setup fees, while Vodafone’s flash sale offers 25GB for £16.

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Customer Success Stories

Vodafone case study: Driving click share and sales with strategic insights from Adthena

Vodafone used Adthena data to optimize results from the launch of the Samsung S22 product. Combining Adthena’s Strategic Insights with Google Smart Bidding, Vodafone was able to maintain a flexible strategy that leveraged both manual and automated bidding. Leveraging Adthena’s Search Term Opportunities report also allowed Vodafone to implement 27 keyword terms across their business line, driving an increase in revenue at a positive ROAS.Read case study

VodafoneZiggo case study: Boosting sales by 500% with a winning PPC strategy

VodafoneZiggo was looking to maximize revenue from its paid search campaigns while reducing costs and streamlining workflows. By leveraging Adthena’s data-driven insights and time-saving automation, the team gained full visibility into their ad spend performance and optimized budget allocation.Read case study

Havas Market & Arena Media PPC Case Study: Brand Protection Success with Adthena

Havas Market & Arena Media used Adthena's infringement data to combat rising CPCs from competitive brand bidding, escalating violations to Google and protecting their client’s brand. Read case study

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