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US Education & Training Ed Tech - PPC Market Share Analysis February 2025

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

Market Exposure

Share of Clicks for top 10 US Education & Training Ed Tech 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
apple.com	26.94
ixl.com	17.01
lakeshorelearning.com	14.69
mathway.com	14.13
coolmathgames.com	5.66
stmath.com	2.25
amazon.com	1.54
lego.com	0.57
crazy8sclub.org	0.56
valleypbs.org	0.43
others	16.22

Apple.com leads with a 26.94% click share, followed by ixl.com at 17.01%. Others collectively hold 16.22%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 US Education & Training Ed Tech 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	coolmathgames.com	sanalabs.com	360learning.com	stmath.com	absorblms.com	learnupon.com	devry.edu	wgu.edu	phoenix.edu	apple.com
2025/01/01	5.51%	1.43%	1.75%	1.02%	2.29%	1.1%	2.19%	2.25%	2.7%	2.65%
2025/01/02	6.14%	0.98%	2.6%	4.65%	3%	0.82%	1.86%	2.11%	2.64%	2.8%
2025/01/03	4.34%	1.16%	3.2%	1.34%	3.92%	0.54%	2.01%	1.8%	2.49%	1.9%
2025/01/04	10.83%	0.78%	4.35%	4.19%	3.8%	0.01%	1.47%	1.79%	2.58%	1.78%
2025/01/05	0%	0.97%	4.04%	12.26%	1.63%	0.86%	2.19%	1.45%	1.67%	2.44%
2025/01/06	5.71%	3.27%	3.64%	0.9%	3.81%	2.59%	1.82%	1.41%	2.17%	2.84%
2025/01/07	0.35%	3.38%	5.57%	1.14%	5.82%	2.37%	2.52%	1%	2.62%	3.14%
2025/01/08	4.87%	2.66%	3.99%	3.63%	4.31%	1.5%	1.78%	1.75%	2.02%	2.96%
2025/01/09	0.14%	2.46%	3.73%	7.47%	3.69%	2.38%	2.13%	1.7%	1.7%	2.56%
2025/01/10	5.46%	1.67%	3.22%	6.1%	3.52%	1.81%	2.69%	2.89%	3.06%	2.45%
2025/01/11	0%	2.01%	5.13%	8.19%	3.12%	0.02%	2.66%	2.38%	1.69%	2.23%
2025/01/12	0.31%	1.74%	3.27%	5.95%	2.73%	0.66%	2.04%	2.88%	2.35%	2.66%
2025/01/13	8.73%	1.65%	7.31%	1%	4.81%	2.22%	3.08%	1.88%	2.53%	1.82%
2025/01/14	0.01%	3.13%	6.82%	7.64%	4.38%	3.35%	2.78%	2.22%	2.08%	1.69%
2025/01/15	4.9%	2.67%	4%	3.65%	4.33%	1.51%	1.77%	1.76%	2.03%	2.93%
2025/01/16	0.15%	2.5%	3.8%	7.64%	3.77%	2.43%	2.17%	1.74%	1.74%	2.57%
2025/01/21	4.5%	3.02%	4.78%	0.47%	4.18%	2.23%	3.4%	2.26%	2.44%	1.83%
2025/01/22	0%	3.58%	6.81%	3.26%	4.92%	4.94%	2.95%	2.17%	1.61%	1.7%
2025/01/23	0%	3.67%	6.53%	0.09%	5.05%	4.83%	2.74%	1.66%	1.44%	2.32%
2025/01/24	0%	3.66%	5.23%	3.72%	4.8%	2.77%	3.34%	2.33%	2.21%	1.99%
2025/01/25	4.1%	3.75%	4.73%	5.89%	3.59%	0.02%	2.77%	2.81%	1.84%	1.77%
2025/01/26	5.69%	4.37%	7.13%	6.74%	4.07%	1.69%	1.83%	3.29%	1.03%	2.35%
2025/01/27	0.01%	2.39%	6.23%	0.93%	5.25%	2.93%	2.74%	3.09%	1.66%	2.34%
2025/01/28	0%	3.73%	5.61%	3.4%	4.8%	3.57%	3.12%	2.5%	1.96%	1.99%
2025/01/29	4.16%	4.39%	3.25%	0.47%	5.52%	3.84%	2.78%	2.85%	2.22%	2%
2025/01/30	0%	4.17%	5.09%	3.16%	5.41%	4.16%	2.25%	2.1%	1.38%	2.1%
2025/01/31	10.13%	5.73%	5.44%	5.18%	4.21%	3.32%	1.89%	1.85%	1.71%	1.22%

Coolmathgames.com saw fluctuating spend, peaking at 10.83% on January 4th. Sanalabs.com steadily increased, ending at 5.73%. 360learning.com peaked mid-month, while stmath.com had a significant spike on January 5th. Absorblms.com maintained consistent growth, finishing at 4.21%.

Market Exposure

Competitor Count for US Education & Training Ed Tech

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	765
2025/01/02	745
2025/01/03	816
2025/01/04	767
2025/01/05	762
2025/01/06	832
2025/01/07	721
2025/01/08	818
2025/01/09	790
2025/01/10	854
2025/01/11	841
2025/01/12	852
2025/01/13	810
2025/01/14	845
2025/01/15	818
2025/01/16	790
2025/01/21	881
2025/01/22	837
2025/01/23	846
2025/01/24	825
2025/01/25	867
2025/01/26	798
2025/01/27	871
2025/01/28	860
2025/01/29	880
2025/01/30	905
2025/01/31	879

Advertisers fluctuated throughout January, peaking at 905 on the 30th. The month concluded with a slight dip to 879, indicating a dynamic advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for US Education & Training Ed Tech

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
lakeshorelearning.com	6.13%
mathway.com	4.2%
target.com	0.38%
cornerstoneondemand.com	0.24%
personality.co	0.23%
cdefoundation.org	-0.59%
valleypbs.org	-0.61%
stmath.com	-0.99%
crazy8sclub.org	-1.08%
apple.com	-10.17%

Lakeshorelearning.com surged with a 6.13% click share increase, while apple.com faced a significant 10.17% decline. Mathway.com also rose by 4.2%, contrasting with crazy8sclub.org’s 1.08% drop.

Campaign Efficiency

US Education & Training Ed Tech 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	coolmathgames.com	lakeshorelearning.com	stmath.com	apple.com	mathway.com	ixl.com	amazon.com	absorblms.com	target.com	crazy8sclub.org
2025/01/01	4.33%	12.42%	1.17%	13.65%	5.53%	5.3%	3.7%	0.68%	0.44%	0.47%
2025/01/02	4.8%	14.68%	6.1%	13.46%	7.26%	5.99%	3.74%	1.01%	0.45%	0.53%
2025/01/03	4.21%	7.53%	2%	11.04%	4.05%	5.39%	3.28%	1.59%	0.46%	0.46%
2025/01/04	9.15%	9.39%	5.1%	10.94%	4.3%	5.79%	3.14%	1.43%	0.61%	1%
2025/01/05	4.22%	9.86%	15.67%	12.09%	4.71%	5.86%	2.73%	0.45%	0.34%	8.09%
2025/01/06	8.98%	9.6%	1.51%	15.25%	4.22%	5.58%	2.68%	1.42%	0.18%	0.1%
2025/01/07	0.51%	9.92%	1.63%	16%	5.35%	10.08%	3.4%	2.16%	0.13%	0.63%
2025/01/08	4.78%	6.37%	4.88%	14.54%	6.73%	6.81%	3.08%	1.74%	0.18%	0%
2025/01/09	0.36%	7.13%	12.46%	12.13%	3.73%	6.06%	4.64%	1.46%	0.72%	7.95%
2025/01/10	5.09%	4.1%	9.77%	13.65%	5.71%	5.85%	3.21%	1.31%	0.2%	0%
2025/01/11	0%	4.31%	9.63%	12.9%	5.37%	6.86%	3.26%	1.07%	0.16%	4.44%
2025/01/12	0.4%	10.81%	6.2%	14.06%	4.23%	6.13%	2.63%	0.84%	0.13%	4.5%
2025/01/13	11.42%	6.28%	1.27%	12.39%	6.98%	6.78%	3.4%	1.87%	0.15%	0.63%
2025/01/14	0.02%	1.81%	15.75%	12.73%	4.75%	7.56%	3.32%	1.78%	0.3%	0%
2025/01/15	4.84%	6.45%	4.94%	14.61%	6.76%	6.89%	3.13%	1.76%	0.18%	0%
2025/01/16	0.36%	7.28%	12.71%	12.24%	3.75%	6.17%	4.67%	1.49%	0.73%	8.11%
2025/01/21	5.11%	3.04%	0.79%	12.05%	9.22%	6.54%	1.91%	2.03%	0.54%	0%
2025/01/22	0%	3.73%	6.03%	9.32%	7.49%	6.15%	1.29%	2.42%	1.51%	0%
2025/01/23	6.1%	5.42%	0.28%	11.82%	3.73%	6.94%	1.36%	2.81%	1.07%	0%
2025/01/24	0%	12.68%	5.92%	8.52%	6.52%	6.92%	1.31%	2.09%	0.82%	0%
2025/01/25	4.31%	8.75%	9.13%	6.93%	7.71%	5.68%	2.19%	1.6%	0.22%	0%
2025/01/26	5.54%	6.51%	12.11%	10.67%	8.27%	6.04%	2.17%	1.75%	2.23%	0%
2025/01/27	0.02%	18.89%	1.32%	10.2%	6.01%	5.67%	1.31%	2.38%	3.92%	0%
2025/01/28	0%	18.15%	5.21%	7.65%	5.55%	6.08%	2.59%	2.09%	2.95%	0%
2025/01/29	3.7%	13.18%	0.72%	6.65%	5.63%	4.86%	3.18%	2.01%	13.2%	0%
2025/01/30	0%	3.94%	1.54%	2.46%	1.73%	2.48%	2.56%	0.75%	66.33%	0%
2025/01/31	12.24%	10.57%	9.11%	4.84%	4.22%	4.17%	3.08%	1.74%	1.36%	0%

In January 2025, advertiser impression shares fluctuated significantly. Coolmathgames.com saw peaks and troughs, ending with a high of 12.24%. Lakeshorelearning.com maintained a strong presence, peaking at 18.89%. Stmath.com experienced volatility, closing at 9.11%. Apple.com started strong but declined, finishing at 4.84%. Mathway.com and ixl.com showed consistent mid-range shares. Amazon.com remained stable, while absorblms.com and target.com had minor fluctuations, with target.com spiking dramatically to 66.33% before dropping.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Education & Training Ed Tech

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

See more data

1
The Leading LMS Software https://www.absorblms.com › lms
The Award-Winning Absorb™ LMS — We Power Your Success While Training Employees, Customers, Partners, Or Selling Courses. We Have Two Simple Objectives: Elevate Learning & Driving Your Organization's Success.
2
Apple Education Store | Official Site https://www.apple.com
Shop education pricing for all teachers, school staff, and college students. Trade in the device you have to save on the one you want. Learn more and shop now. Apple Trade In. Payment options available.
3
IXL Official Site - Interactive Online Learning https://www.ixl.com
Unlimited practice problems with meaningful, up-to-date tracking on your child's progress. Learn thousands of K-12 topics online. Get detailed feedback and guidance. Win fun awards! Available on Web & Apps. Standards-based Learning. Ad Free. Award-Winning.
4
MIT Artificial Intelligence - 8-Week Online AI Design Course https://executive-ed.xpro.mit.edu › ai-strategy-and › leadership
Broaden your understanding of AI-based solutions and gain market-ready skills in 8 weeks. Join MIT...
5
Learning Management System https://ww2.zensai.com › lms
LMS onboard & upskill — Discover why more than 5.000 Microsoft companies have chosen Learn365 as their LMS

In the competitive landscape of Google PPC, five standout text ads capture attention with distinct themes and messaging. Absorb LMS emphasizes success through award-winning learning solutions, while Apple targets educators with exclusive pricing and trade-in options. IXL offers interactive, standards-based learning with detailed feedback, appealing to parents and students. MIT’s AI course promises market-ready skills in just eight weeks, showcasing advanced education. Lastly, Zensai highlights its LMS’s popularity among Microsoft companies, focusing on onboarding and upskilling. Each ad uniquely addresses its audience’s needs, driving engagement and interest.

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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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Leveraging Adthena's comprehensive insights, the7stars and their lottery client optimized their PPC campaigns and organic strategies, resulting in substantial cost savings and improved campaign performance. Read case study

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US Education & Training Ed Tech - PPC Market Share Analysis February 2025

Share of Clicks for top 10 US Education & Training Ed Tech brands

Share of Spend for the top 10 US Education & Training Ed Tech brands

Competitor Count for US Education & Training Ed Tech

Market Loss & Market Gains for US Education & Training Ed Tech

US Education & Training Ed Tech Share of Impressions

Google Text Ad Copy Insights & Creative Trends for US Education & Training Ed Tech

Frequently Asked Questions

Customer Success Stories

UNTUCKit Case Study: Retail brand unlocks $54k with Adthena’s Brand Activator

the7stars Case Study: Achieving Google Ads PPC Campaign Optimization​ with Adthena

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

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the7stars Case Study: Achieving Google Ads PPC Campaign Optimization with Adthena