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UK Energy, Utilities & Waste - Oil and Gas - PPC Market Share Analysis March 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK – Oil and Gas 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 - Oil and Gas 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 74.03
bp.com 18.65
calor.co.uk 1.64
flogas.co.uk 1.08
homefuelsdirect.co.uk 0.65
boilerjuice.com 0.52
gasdepot.co.uk 0.51
snh.co.uk 0.39
ebay.co.uk 0.32
uswitch.com 0.31
others 1.9

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British Gas dominates with 74.03% click share, overshadowing BP’s 18.65%. Others collectively hold 1.90%, while smaller players like Calor and Flogas trail behind.

Market Exposure

Share of Spend for the top 10 UK Energy, Utilities & Waste - Oil and Gas 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 britishgas.co.uk bp.com uswitch.com gasdepot.co.uk homefuelsdirect.co.uk calor.co.uk boilerjuice.com snh.co.uk ebay.co.uk switchwhiz.co.uk
2025/03/01 85.16% 10.33% 1.85% 0.35% 0.16% 0.04% 0.05% 0.26% 0.11% 0.04%
2025/03/02 69.96% 25.26% 0.91% 0.6% 0.56% 0.03% 0.72% 0% 0.38% 0.14%
2025/03/03 75.78% 15.73% 1.32% 0.72% 0.39% 0.05% 0.96% 0.92% 0.46% 0.57%
2025/03/04 84.15% 2.88% 2.15% 0.95% 0.69% 0.88% 1.49% 0% 0.21% 0.67%
2025/03/05 85.95% 0% 3.03% 0.46% 1.14% 0.39% 1.37% 0% 0.66% 0.39%
2025/03/06 82.67% 7.46% 1.72% 0.13% 0.93% 0.35% 0.9% 0.31% 0.45% 0.23%
2025/03/07 79.97% 9.43% 1.54% 0.35% 1.53% 0.12% 0.95% 0.4% 0.35% 0.24%
2025/03/08 81.76% 11.46% 0.9% 0.35% 0.81% 0.01% 0.38% 0.62% 0.15% 0.26%
2025/03/09 80.8% 13.83% 1.29% 0.9% 0.26% 0% 0.07% 0.28% 0.22% 0.21%
2025/03/10 80.85% 13.96% 1.87% 0.11% 0.24% 0.07% 0.11% 0% 0.16% 0.13%
2025/03/11 86.41% 5.8% 1.03% 0.65% 0.19% 0.15% 0.18% 0.34% 0.06% 0.4%
2025/03/12 71.96% 18.09% 1.02% 0.42% 1.39% 0.48% 0.97% 0.3% 0.23% 0.59%
2025/03/13 80.41% 6% 2.11% 0.35% 1.75% 0.53% 0.58% 0.3% 0.48% 0.49%
2025/03/14 76.25% 5.54% 2.66% 0.68% 1.41% 0.38% 1.84% 0.12% 0.23% 0.79%
2025/03/15 73.46% 14.49% 1.92% 2.27% 0.24% 0.4% 0.12% 0.92% 0.37% 0.41%
2025/03/16 84.47% 6.01% 1.48% 0.61% 0.3% 0.24% 0.22% 0% 0.6% 0.21%
2025/03/17 79.95% 11.92% 1.87% 0.94% 0.32% 0.48% 0.17% 0.34% 0.18% 0.58%
2025/03/18 76.57% 9.6% 2.62% 0.27% 1.87% 1.03% 1.61% 0.29% 0.07% 0.66%
2025/03/19 76.86% 11.38% 2.66% 0.53% 1.46% 1.19% 1.44% 0% 0.2% 0.41%
2025/03/20 87.27% 6.99% 0.57% 0.16% 0.22% 1.3% 0.17% 0.74% 0.13% 0.18%
2025/03/21 83.2% 10.85% 1.54% 0.14% 0.27% 0.66% 0.01% 0% 0.11% 0.47%
2025/03/22 85.21% 9.22% 1.12% 0.19% 0.61% 0.25% 0.55% 0% 0.32% 0.08%
2025/03/23 79.82% 12.85% 3.69% 0.12% 0.55% 0.45% 0.21% 0.07% 0.16% 0.01%
2025/03/24 75.59% 12.42% 2.59% 0.46% 1.14% 0.97% 0.99% 0.54% 0.48% 0.23%
2025/03/25 79.36% 10.87% 1.81% 0.63% 1.07% 1.46% 0.55% 0.09% 0.06% 0.22%
2025/03/26 76.15% 12.28% 1.94% 0.22% 0.98% 1.37% 0.84% 0.54% 0.55% 0.3%
2025/03/27 70.58% 13.99% 1.74% 0.33% 1.78% 2.07% 1.11% 0.46% 0.6% 0.35%
2025/03/28 64.05% 19.9% 1.34% 0.43% 1.81% 2.38% 1.92% 0.74% 0.58% 0.35%
2025/03/29 59.81% 30.89% 2.96% 0.17% 0.93% 0.93% 0.38% 0.58% 0.28% 0.08%
2025/03/30 56.47% 28.31% 3.95% 0.42% 1.17% 1.24% 1.54% 0% 1.05% 0.08%
2025/03/31 67.36% 19.44% 2.39% 1.31% 1.13% 0.92% 0.84% 0.69% 0.44% 0.23%

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British Gas dominated March with a strong start, peaking mid-month, but ended with a decline. BP’s spend surged towards the end, while Uswitch and others maintained low, steady shares. The month concluded with British Gas leading, despite fluctuations.

Market Exposure

Competitor Count for UK Energy, Utilities & Waste - Oil and Gas

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
2025/03/01 81
2025/03/02 77
2025/03/03 86
2025/03/04 91
2025/03/05 103
2025/03/06 105
2025/03/07 98
2025/03/08 85
2025/03/09 89
2025/03/10 92
2025/03/11 95
2025/03/12 94
2025/03/13 86
2025/03/14 99
2025/03/15 86
2025/03/16 90
2025/03/17 88
2025/03/18 92
2025/03/19 87
2025/03/20 86
2025/03/21 96
2025/03/22 81
2025/03/23 81
2025/03/24 88
2025/03/25 88
2025/03/26 86
2025/03/27 96
2025/03/28 92
2025/03/29 81
2025/03/30 78
2025/03/31 81

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March saw fluctuating advertiser numbers, peaking at 105 on March 6. The month concluded with a stable count of 81 advertisers.

Campaign Efficiency

Market Loss & Market Gains for UK Energy, Utilities & Waste - Oil and Gas

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
bp.com 6.45%
calor.co.uk 1.95%
boilerjuice.com 0.15%
homefuelsdirect.co.uk 0.14%
uswitch.com 0.14%
crownoil.co.uk -0.04%
flogas.co.uk -0.15%
gasdepot.co.uk -0.26%
fuel-station.co.uk -0.29%
britishgas.co.uk -8.09%

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BP.com surged with a 6.45% click share increase, while BritishGas.co.uk faced an 8.09% decline. Calor.co.uk also rose by 1.95%.

Campaign Efficiency

UK Energy, Utilities & Waste - Oil and Gas 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 britishgas.co.uk bp.com gasdepot.co.uk calor.co.uk snh.co.uk homefuelsdirect.co.uk ebay.co.uk boilerjuice.com uswitch.com coalmerchantsuk.co.uk
2025/03/01 75.25% 15.96% 1.49% 0.04% 1.57% 0.32% 0.63% 0.05% 0.96% 0%
2025/03/02 64.45% 27.57% 2.5% 0.03% 0% 0.78% 1.24% 0.83% 0.42% 0%
2025/03/03 59.21% 19.3% 3.12% 0.07% 4.97% 0.72% 2.5% 1.48% 0.5% 0.16%
2025/03/04 73.6% 4.06% 4.45% 1.96% 0% 1.47% 0.71% 1.68% 0.89% 1.1%
2025/03/05 78.25% 0% 2.37% 0.86% 0% 1.63% 2.49% 1.62% 1.2% 2.61%
2025/03/06 71.8% 9.18% 0.67% 0.84% 1.78% 2.01% 2.11% 1.44% 0.72% 0.57%
2025/03/07 69.36% 11.63% 1.95% 0.5% 2.26% 2.7% 1.49% 1.58% 0.62% 0.4%
2025/03/08 70.77% 14.06% 1.12% 0.02% 3.58% 1.41% 0.78% 0.64% 0.39% 0.3%
2025/03/09 68.09% 17.04% 4.12% 0% 1.63% 0.57% 1.26% 0.15% 0.56% 2.89%
2025/03/10 75.38% 17.68% 0.5% 0.11% 0% 0.65% 0.59% 0.14% 0.77% 0.37%
2025/03/11 78.66% 7.4% 3.09% 0.39% 1.93% 0.38% 0.26% 0.22% 0.43% 0.03%
2025/03/12 61.36% 21.14% 2.04% 1.16% 1.62% 2.13% 1.16% 0.76% 0.38% 0.2%
2025/03/13 68.87% 7.12% 1.57% 1.54% 1.64% 3.1% 2.08% 0.72% 0.85% 0.18%
2025/03/14 64.33% 6.48% 2.91% 0.81% 0.64% 2.23% 0.69% 2.13% 1.09% 0.96%
2025/03/15 56.23% 15.91% 9.55% 0.42% 4.7% 0.37% 1.27% 0.22% 0.74% 1.78%
2025/03/16 74.15% 7.55% 2.61% 0.37% 0% 0.74% 2.69% 0.41% 0.59% 1.74%
2025/03/17 68.55% 15.97% 4.32% 0.69% 1.89% 0.52% 0.89% 0.26% 0.84% 0.41%
2025/03/18 63.83% 12.16% 1.3% 4.56% 1.6% 2.74% 0.49% 1.87% 1.06% 0.5%
2025/03/19 64.12% 13.74% 2.78% 4.74% 0% 2.92% 0.91% 1.82% 1.23% 0.36%
2025/03/20 76.18% 8.13% 0.63% 4.56% 4% 0.38% 0.45% 0.24% 0.25% 0.33%
2025/03/21 76.56% 13.13% 0.73% 2.53% 0% 0.48% 0.51% 0.01% 0.64% 1%
2025/03/22 76.65% 11.62% 0.77% 0.94% 0% 1.4% 1.74% 0.9% 0.47% 0.54%
2025/03/23 68.91% 14.96% 0.64% 1.69% 0.37% 1.12% 0.68% 0.43% 7.37% 0.01%
2025/03/24 62.28% 13.36% 1.95% 4.06% 2.67% 2.13% 1.81% 1.49% 0.88% 0.73%
2025/03/25 67.27% 13.29% 3.01% 5.84% 0.52% 2.13% 0.43% 0.82% 0.75% 0.65%
2025/03/26 61.97% 14% 1.07% 4.35% 2.76% 1.84% 1.91% 1.2% 0.77% 1.51%
2025/03/27 55.6% 13.62% 1.51% 8.16% 2.14% 2.19% 2.56% 1.18% 0.64% 4.8%
2025/03/28 43.68% 20.23% 2.48% 8.57% 3.41% 2.68% 2.52% 2.25% 0.47% 1.46%
2025/03/29 46.55% 33.31% 0.51% 4.72% 2.98% 1.74% 1.02% 0.77% 1.07% 0.02%
2025/03/30 41.24% 29.77% 2.24% 7.39% 0% 2.05% 3.72% 2.17% 1.22% 0%
2025/03/31 49.63% 20.59% 5% 4.81% 3.38% 2.23% 1.57% 1.33% 0.87% 0.03%

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British Gas dominated March with fluctuating impressions, peaking mid-month. BP saw a late surge, while Gas Depot and Calor had modest gains. The month ended with British Gas leading, despite a dip.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Energy, Utilities & Waste - Oil and Gas

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. 1
    We've reset bp https://www.bp.com

    Growing shareholder value — How bp’s simpler strategy will increase shareholder value. bp CEO writes in The Times. Murray Auchincloss, CEO of bp, writes in The Times on bp's simpler strategy update.

  2. 2
    British Gas Electricity Tariff | British Gas Dual Fuel Prices https://www.britishgas.co.uk › british-gas › energy-quote

    Beat future price rises by locking in a fixed tariff with us. Now you can chill until 2026. Save vs The Spring Price Cap. Plus get Half Price...

  3. 3
    Cheapest Gas & Electric 2025 https://www.edfenergy.com

    Best, Cheapest Energy Deals — Join EDF & get Excellent Service - rated five stars by over 40,000 Customers on Trustpilot. Switch To...

  4. 4
    Switch to Octopus Energy - Which? Recommended https://www.octopus.energy › switch

    Rewards for using less when the grid is stressed, and smart tariffs that save you more. The...

  5. 5
    OVO Energy - Gas & Electricity with OVO https://www.ovoenergy.com

    Join millions of homes who have their gas & electricity supplied by OVO. OVO has over 100,000...

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In the competitive landscape of energy PPC ads, BP stands out with a narrative of transformation, emphasizing shareholder value through a simplified strategy. British Gas entices with stability, offering fixed tariffs to counter future price hikes. EDF Energy highlights affordability and stellar customer service, while Octopus Energy promotes smart savings and rewards. OVO Energy showcases trust with a vast customer base. Each ad weaves a unique story, capturing diverse consumer priorities.

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