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UK Energy, Utilities & Waste - Energy Efficiency - PPC Market Share Analysis February 2025

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

Market Exposure

Share of Clicks for top 10 UK Energy, Utilities & Waste Energy Efficiency 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
britishgas.co.uk	10.41
amazon.co.uk	5.89
appliancesdirect.co.uk	4.01
screwfix.com	3.97
uswitch.com	3.36
edfenergy.com	2.99
octopus.energy	2.76
heatable.co.uk	1.7
iheat.co.uk	1.56
ao.com	1.51
others	61.84

British Gas leads with 10.41% click share, followed by Amazon at 5.89%. Others dominate with 61.84%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Energy, Utilities & Waste Energy Efficiency 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.

See more data

Share of Spend - Last Month
Date	britishgas.co.uk	uswitch.com	appliancesdirect.co.uk	edfenergy.com	octopus.energy	heatable.co.uk	iheat.co.uk	comparethemarket.com	boxt.co.uk	amazon.co.uk
2025/01/01	10.61%	4.79%	4.69%	0.26%	2.79%	3.86%	1.57%	3.2%	2.74%	3.57%
2025/01/02	11.48%	4.14%	5.32%	2.45%	2.52%	3.54%	2.64%	1.82%	2.38%	5.02%
2025/01/03	11.53%	4.87%	3.9%	1.98%	2.77%	4.36%	2.56%	3.57%	2.72%	4.27%
2025/01/04	13.21%	4.28%	4.89%	1.78%	2.85%	3.44%	2.83%	2.88%	3.44%	3.64%
2025/01/05	12.01%	3.83%	3.44%	2.06%	2.81%	2.8%	2.6%	2.92%	2.82%	3.75%
2025/01/06	13.32%	3.72%	4.44%	2.09%	2.58%	3.01%	2.21%	2.72%	3.22%	3.72%
2025/01/07	13.03%	3.91%	3.43%	2.28%	2.8%	2.82%	2.43%	3.3%	2.04%	2.49%
2025/01/08	12.57%	3.95%	3.57%	2.79%	2.82%	2.97%	2.65%	2.99%	2.36%	1.9%
2025/01/09	13.69%	4.04%	3.56%	2.81%	2.81%	1.88%	3.35%	3.8%	2.07%	2.36%
2025/01/10	13.82%	3.97%	2.21%	2.62%	3.26%	2.08%	2.99%	3.86%	2.1%	2.35%
2025/01/11	13.43%	4.33%	2.72%	3.08%	3.07%	2.3%	3.04%	4.38%	2.18%	2.15%
2025/01/12	15.66%	5.05%	3.34%	2.56%	3.35%	1.41%	3.62%	3.92%	2.46%	1.65%
2025/01/13	14.17%	5.2%	4.16%	2.24%	3.23%	1.73%	3.16%	3.36%	2.52%	3.09%
2025/01/14	13.56%	4.47%	2.39%	3.04%	3.21%	1.55%	2.94%	4.18%	2.3%	0.93%
2025/01/15	12.76%	3.71%	6.27%	2.36%	2.63%	1%	2.8%	3.04%	1.42%	1.93%
2025/01/16	13.46%	3.97%	3.52%	2.79%	2.75%	1.87%	3.33%	3.77%	2.06%	2.32%
2025/01/21	15.68%	4.91%	1.18%	3.76%	4.23%	2.09%	3.96%	2.18%	3.04%	0.86%
2025/01/22	14.8%	4.36%	2.91%	3.66%	3.91%	1.54%	3.43%	2.14%	2.51%	1.37%
2025/01/23	14.7%	4.22%	1.28%	3.59%	3.22%	2.29%	3.8%	2.78%	2.03%	0.82%
2025/01/24	13.15%	3.86%	3.11%	3.61%	3.2%	2.13%	2.88%	2.96%	1.49%	1.27%
2025/01/25	15.69%	5.27%	2.29%	4.14%	3.71%	2.29%	3.13%	2.24%	3.52%	0.92%
2025/01/26	14%	4.75%	4.13%	3.77%	3.39%	3.37%	3.05%	2.24%	2%	2.11%
2025/01/27	12.75%	3.49%	6.98%	3.33%	2.64%	2.68%	2.25%	1.27%	1.84%	1.87%
2025/01/28	13.96%	3.56%	3.24%	3.05%	2.53%	2.83%	2.98%	1.23%	2.07%	1.82%
2025/01/29	13.4%	4.03%	3.47%	3.94%	3.16%	3.1%	3.15%	1.55%	2.28%	1.16%
2025/01/30	13.32%	4.48%	3.42%	3.83%	3.66%	2.41%	2.89%	2.06%	2.02%	1.21%
2025/01/31	13.67%	4.29%	3.89%	3.59%	3.58%	3.25%	2.85%	2.26%	2.07%	1.38%

British Gas led January 2025 with a steady rise, peaking mid-month. Uswitch and Appliances Direct showed fluctuations, while EDF Energy and Octopus Energy maintained moderate growth. Amazon’s share declined, ending the month lower.

Market Exposure

Competitor Count for UK Energy, Utilities & Waste Energy Efficiency

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	1271
2025/01/02	1296
2025/01/03	1354
2025/01/04	1228
2025/01/05	1283
2025/01/06	1286
2025/01/07	1360
2025/01/08	1363
2025/01/09	1395
2025/01/10	1404
2025/01/11	1394
2025/01/12	1340
2025/01/13	1339
2025/01/14	1462
2025/01/15	1382
2025/01/16	1395
2025/01/21	1329
2025/01/22	1317
2025/01/23	1215
2025/01/24	1196
2025/01/25	1120
2025/01/26	1114
2025/01/27	1189
2025/01/28	1187
2025/01/29	1285
2025/01/30	1390
2025/01/31	1352

January saw a dynamic shift in distinct advertisers, peaking mid-month at 1,462. The month concluded with a slight dip, ending at 1,352.

Campaign Efficiency

Market Loss & Market Gains for UK Energy, Utilities & Waste Energy Efficiency

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
britishgas.co.uk	1.38%
edfenergy.com	1.35%
octopus.energy	0.59%
uswitch.com	0.51%
suryaheating.co.uk	0.38%
anchorpumps.com	-0.58%
hivehome.com	-0.72%
comparethemarket.com	-0.73%
calor.co.uk	-0.86%
amazon.co.uk	-2.79%

British Gas and EDF Energy surged in click share, gaining 1.38% and 1.35% respectively. Meanwhile, Amazon.co.uk experienced a significant drop of 2.79%.

Campaign Efficiency

UK Energy, Utilities & Waste Energy Efficiency Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

See more data

Date	britishgas.co.uk	octopus.energy	appliancesdirect.co.uk	amazon.co.uk	edfenergy.com	screwfix.com	uswitch.com	heatable.co.uk	ebay.co.uk	eonnext.com
2025/01/01	3.53%	2.59%	5.58%	8.57%	0.24%	4.53%	2.12%	2.31%	1.56%	1.38%
2025/01/02	3.59%	2.35%	6.23%	10.71%	2.26%	4.04%	1.74%	2.19%	1.98%	1.35%
2025/01/03	3.92%	2.71%	5%	9.68%	2.03%	4.11%	2.31%	2.77%	1.86%	1.23%
2025/01/04	4.22%	3.05%	5.29%	8.54%	1.77%	5.11%	1.88%	2.03%	2.36%	1.12%
2025/01/05	4.14%	2.72%	3.91%	8.87%	2%	4.51%	1.74%	1.75%	2.22%	1.38%
2025/01/06	4.35%	2.38%	5.42%	8.63%	2.04%	4.24%	1.67%	1.81%	2.94%	0.94%
2025/01/07	4.81%	2.72%	4.99%	6.18%	2.13%	4.76%	1.85%	1.72%	2.07%	1.4%
2025/01/08	5.05%	3.19%	4.35%	5.67%	2.81%	3.81%	1.97%	1.96%	1.35%	1.8%
2025/01/09	5.94%	3.34%	4.47%	5.77%	3.13%	3%	2.17%	1.51%	1.74%	2.36%
2025/01/10	5.68%	3.94%	3.04%	6.16%	2.78%	3.01%	1.99%	1.56%	1.48%	2.11%
2025/01/11	5.81%	3.53%	4%	6.38%	3.4%	2.54%	2.16%	1.75%	1.84%	1.84%
2025/01/12	6.3%	3.96%	4.57%	5.53%	2.74%	1.87%	2.53%	1.13%	1.85%	2.23%
2025/01/13	5.47%	3.35%	5.55%	6.68%	2.45%	2.36%	2.59%	1.28%	1.77%	2.2%
2025/01/14	6.06%	3.87%	3.07%	3.22%	3.24%	2.42%	2.3%	1.18%	1.36%	3.02%
2025/01/15	5.18%	2.9%	6.86%	4.84%	2.46%	3.75%	1.79%	0.48%	3.27%	2.09%
2025/01/16	5.91%	3.32%	4.5%	5.75%	3.15%	3.02%	2.13%	1.52%	1.73%	2.38%
2025/01/21	8.13%	5.04%	1.72%	2.86%	4.17%	1.68%	2.84%	1.79%	1.08%	2.33%
2025/01/22	7.54%	4.53%	3.73%	3.42%	3.82%	2.4%	2.41%	1.34%	1.75%	2.08%
2025/01/23	7.12%	3.49%	1.83%	2.79%	3.87%	2.85%	2.3%	1.56%	1.28%	2.48%
2025/01/24	6.53%	3.72%	3.67%	2.87%	3.87%	1.82%	2.21%	1.61%	1.26%	2.29%
2025/01/25	8.04%	4.64%	3.03%	2.4%	4.55%	1.82%	2.9%	1.69%	1.51%	2.51%
2025/01/26	6.61%	3.86%	4.5%	3.93%	3.9%	3.16%	2.34%	2.33%	1.26%	2.28%
2025/01/27	5.95%	2.97%	7.46%	4.42%	3.26%	3.41%	1.7%	1.7%	1.72%	1.21%
2025/01/28	6.38%	3.18%	3.84%	4.51%	3.27%	3.7%	1.77%	1.78%	2.39%	1.46%
2025/01/29	6.95%	3.89%	3.96%	3.12%	4.12%	3.18%	2.16%	1.92%	1.68%	1.3%
2025/01/30	6.94%	3.92%	3.68%	3.12%	3.72%	3.05%	2.23%	1.45%	2.02%	0.96%
2025/01/31	7.21%	4.18%	3.98%	3.45%	3.43%	3.05%	2.14%	1.96%	1.12%	0.58%

January 2025 saw British Gas rise steadily, peaking at 8.13% on the 21st. Amazon started strong but declined, ending at 3.45%. Octopus Energy showed moderate growth, finishing at 4.18%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Energy, Utilities & Waste Energy Efficiency

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
Heat Pumps By British Gas https://www.britishgas.co.uk
£7,500 Grant On Heat Pumps — Maximise Savings and Go Greener With A British Gas Heat Pump. Get A Quote In 4 Easy Steps
2
EV Charging Stations Map | Carwow https://www.carwow.co.uk
Get the best offers from local and national dealers. No hassle. No haggle. Get the right car...
3
Ultra-rapid charger Surbiton | 2 x 150kW ultra-rapid chargers https://www.leap24.co.uk › rapid-charging › surbiton
Charge both your electric car or van and yourself at the LEAP24 ultra-rapid chargers. Looking for a...
4
Energy Switch Guarantee https://www.octopus.energy
Compare Octopus Tariffs — Smart customers can claim Octoplus rewards worth over £200, pay less, and get free energy.
5
Energy Comparison: Gas & Electricity - Uswitch https://www.uswitch.com
Find Cheaper Gas And Electric Deals. Compare Suppliers and Tariffs Now! Let Uswitch...

In the competitive landscape of energy and utilities, British Gas leads with a compelling offer of a £7,500 grant for heat pumps, promoting savings and sustainability. Carwow simplifies EV charging with a hassle-free dealer network. LEAP24 offers ultra-rapid charging solutions, while Octopus Energy entices with rewards and cost-effective tariffs. Uswitch empowers consumers to find the best energy deals effortlessly.

Frequently Asked Questions

Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
The PPC Marketing Share Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

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With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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The PPC Market Share Report 2024 is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
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Customer Success Stories

Origin Energy achieves a 15% increase in market share with local search intelligence

Origin Energy is a nationwide energy provider in Australia, but market conditions in central Queensland are very different from, say, coastal Victoria.

Thanks to Adthena’s custom location data, Origin Energy can easily monitor conditions in each state, optimize its search campaigns region-by-region, and respond with precision.Read case study

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

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

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

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The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

UK Energy, Utilities & Waste - Energy Efficiency - PPC Market Share Analysis February 2025

Share of Clicks for top 10 UK Energy, Utilities & Waste Energy Efficiency brands

Share of Spend for the top 10 UK Energy, Utilities & Waste Energy Efficiency brands

Competitor Count for UK Energy, Utilities & Waste Energy Efficiency

Market Loss & Market Gains for UK Energy, Utilities & Waste Energy Efficiency

UK Energy, Utilities & Waste Energy Efficiency Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Energy, Utilities & Waste Energy Efficiency

Frequently Asked Questions

Customer Success Stories

Origin Energy achieves a 15% increase in market share with local search intelligence

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

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

Get the full picture

See this data specific to your brand performance

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