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AUS Telecommunications Broadband Services - PPC Market Share Analysis March 2025

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

Market Exposure

Share of Clicks for top 10 AUS Telecommunications Broadband 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
optus.com.au 15.31
telstra.com.au 12.26
aussiebroadband.com.au 11.55
dodo.com 8.64
whistleout.com.au 7.86
tpg.com.au 6.22
finder.com.au 6.07
superloop.com 5.11
nbnco.com.au 4.03
amazon.com.au 3.25
others 19.7

Copyright © Adthena. All rights reserved.

Optus leads with 15.31% click share, followed by Telstra at 12.26%. Others collectively hold 19.70%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Telecommunications Broadband 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 optus.com.au dodo.com finder.com.au telstra.com.au whistleout.com.au tpg.com.au aussiebroadband.com.au buddytelco.com.au southernphone.com.au superloop.com
2025/03/01 10.09% 12.19% 9.18% 11.88% 13.65% 8.72% 4.78% 3.55% 2.69% 2.36%
2025/03/02 8.52% 13.18% 8.62% 8.2% 12.61% 7.65% 7.34% 3.4% 2.86% 3.48%
2025/03/03 8.7% 12.07% 9.17% 7.07% 13.18% 7.41% 5.83% 3.11% 3.71% 4.94%
2025/03/04 10.84% 12.85% 9.83% 7.43% 12.11% 8.26% 5.68% 3.15% 2.39% 3.53%
2025/03/05 12.96% 12.68% 10.98% 7.23% 12.32% 9.27% 4.71% 2.78% 2.33% 3.41%
2025/03/06 14.88% 12.54% 11.1% 5.22% 13.52% 9.23% 5.51% 2.34% 2.56% 3.69%
2025/03/07 14.25% 10.8% 10.83% 8% 12.25% 11.69% 3.27% 2.22% 1.36% 4.35%
2025/03/08 13.19% 11.03% 11.2% 8.99% 12.6% 9.48% 4.17% 3.01% 1.7% 4.27%
2025/03/09 13.13% 11.79% 10.28% 9.87% 12.56% 9.3% 5.17% 3.61% 1.46% 4.15%
2025/03/10 11.76% 11.25% 12.21% 6.88% 13.82% 8.86% 5.3% 3.9% 1.61% 2.96%
2025/03/11 13.27% 9.58% 12.02% 8.15% 12.82% 8.95% 4.94% 4.57% 1.54% 2.66%
2025/03/12 14.49% 11.09% 9.67% 6.13% 12.91% 8.26% 4.53% 6.82% 2.1% 2.34%
2025/03/13 14.13% 9.72% 9.9% 7.72% 12.72% 9.66% 4.98% 4.51% 1.49% 3.09%
2025/03/14 13.38% 10.76% 11.07% 6.32% 12.84% 9.7% 5.18% 4.26% 1.92% 2.81%
2025/03/15 14.01% 10.78% 10.96% 6.26% 13.9% 7.95% 5.09% 5.03% 1.69% 2.36%
2025/03/16 14.98% 11.21% 8.13% 7.28% 12.02% 8.39% 6.81% 4.15% 1.62% 3.16%
2025/03/17 16.15% 11.18% 9.14% 7.06% 12.59% 8.67% 5.42% 4.25% 0.99% 2.73%
2025/03/18 13.88% 9.62% 9.37% 7.18% 12.08% 7.4% 5.33% 3.93% 1.97% 3.15%
2025/03/19 12.87% 11.68% 8.74% 6.84% 11.9% 9.2% 6.03% 3.89% 2.26% 2.49%
2025/03/20 10.99% 11.5% 10.47% 7.11% 10.89% 8.5% 6.38% 3.91% 2.26% 2.54%
2025/03/21 10.89% 12.63% 11.29% 8.03% 10.39% 9.55% 5.63% 3.26% 1.92% 2.97%
2025/03/22 11.52% 13.12% 10.96% 7.29% 10.09% 9.12% 5.93% 4.03% 1.58% 2.68%
2025/03/23 10.74% 13.75% 10.18% 7.72% 10.17% 9.54% 6.48% 3.67% 1.95% 2.57%
2025/03/24 9.74% 13.4% 10.71% 6.45% 9.82% 8.61% 5.87% 4.08% 2.33% 2.95%
2025/03/25 10.5% 12.38% 11.47% 6.91% 9.53% 9.32% 5.96% 2.79% 2.08% 2.23%
2025/03/26 9.9% 13.47% 10.9% 6.91% 8.69% 8.64% 5.72% 3.57% 3.03% 2.04%
2025/03/27 9.73% 13.67% 10.15% 5.21% 9.49% 9.4% 5.73% 3.65% 2.61% 2.54%
2025/03/28 10.6% 12.51% 9.39% 7.89% 9.01% 8.69% 5.74% 2.89% 2.88% 2.74%
2025/03/29 11.09% 12.1% 10.33% 8.15% 9.08% 8.47% 5.26% 2.26% 2.62% 2.7%
2025/03/30 10.53% 12.65% 9.58% 8.15% 9.82% 7.72% 5.36% 2.71% 3.16% 2.32%
2025/03/31 12.92% 11.95% 9.63% 8.82% 8.53% 8.5% 5.87% 2.57% 2.46% 1.49%

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Optus led March with fluctuating spend, peaking mid-month. Dodo and WhistleOut followed closely, maintaining steady shares. Telstra’s share dipped early but recovered. By month’s end, Optus remained dominant.

Market Exposure

Competitor Count for AUS Telecommunications Broadband 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
2025/03/01 217
2025/03/02 215
2025/03/03 209
2025/03/04 206
2025/03/05 208
2025/03/06 204
2025/03/07 199
2025/03/08 205
2025/03/09 202
2025/03/10 209
2025/03/11 206
2025/03/12 203
2025/03/13 200
2025/03/14 197
2025/03/15 192
2025/03/16 192
2025/03/17 193
2025/03/18 190
2025/03/19 188
2025/03/20 193
2025/03/21 195
2025/03/22 191
2025/03/23 186
2025/03/24 189
2025/03/25 187
2025/03/26 189
2025/03/27 194
2025/03/28 188
2025/03/29 183
2025/03/30 183
2025/03/31 181

Copyright © Adthena. All rights reserved.

March saw a steady decline in distinct advertisers, starting at 217 and ending at 181.

Campaign Efficiency

Market Loss & Market Gains for AUS Telecommunications Broadband 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
amazon.com.au 1.88%
aussiebroadband.com.au 1.65%
spintel.net.au 0.66%
vodafone.com.au 0.64%
iprimus.com.au 0.51%
finder.com.au -0.38%
superloop.com -0.5%
tpg.com.au -0.56%
whistleout.com.au -2.12%
optus.com.au -2.98%

Copyright © Adthena. All rights reserved.

Optus and WhistleOut saw significant declines in click share, while Amazon and Aussie Broadband experienced notable increases, reshaping the competitive landscape.

Campaign Efficiency

AUS Telecommunications Broadband 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 optus.com.au tpg.com.au amazon.com.au finder.com.au dodo.com aussiebroadband.com.au whistleout.com.au telstra.com.au buddytelco.com.au superloop.com
2025/03/01 9.66% 11.34% 3.41% 8.24% 8.49% 6.06% 10.55% 8.76% 3.93% 2.88%
2025/03/02 8.28% 9.78% 4.5% 7.04% 8.87% 8.73% 9.49% 6.31% 3.38% 4.21%
2025/03/03 8.67% 9.53% 3.28% 7.74% 8.26% 7.28% 10.12% 5% 3.23% 5.71%
2025/03/04 9.36% 9.97% 2.83% 9.04% 8.98% 7.35% 10.06% 5.13% 3.42% 4.13%
2025/03/05 12.15% 11.58% 2.86% 10.35% 8.62% 6.04% 10.25% 5.07% 2.82% 4.04%
2025/03/06 14.27% 12.06% 1.4% 10.63% 9.26% 6.55% 10.77% 3.67% 2.29% 4.55%
2025/03/07 13.62% 14.89% 1.52% 9.57% 8.6% 3.94% 9.77% 5.51% 2.41% 4.78%
2025/03/08 11.93% 12.42% 2.72% 9.55% 7.68% 5.02% 9.75% 6.01% 2.95% 4.95%
2025/03/09 11.69% 12.43% 2.75% 8.61% 8.52% 6.23% 9.72% 7.27% 4.05% 5.06%
2025/03/10 10.74% 11.2% 5.77% 10.66% 7.96% 6.61% 11.49% 4.76% 3.69% 3.39%
2025/03/11 11.94% 11% 7.26% 10.45% 6.59% 5.97% 10.45% 5.58% 4.76% 3%
2025/03/12 13.07% 9.68% 6.82% 8.48% 7.85% 5.64% 10.58% 4.45% 6.8% 2.7%
2025/03/13 12.75% 11.63% 6.53% 8.78% 6.61% 5.78% 9.86% 5.23% 4.77% 3.47%
2025/03/14 12.15% 11.76% 3.98% 10.39% 7.29% 6.25% 10.39% 4.34% 4.27% 3.17%
2025/03/15 12.88% 11.06% 4.31% 9.49% 7.05% 6.02% 11.67% 4.28% 4.84% 3.11%
2025/03/16 13.6% 11.16% 7.09% 6.71% 7.19% 8% 9.52% 4.94% 3.9% 3.72%
2025/03/17 13.84% 10.28% 8.78% 8.17% 7.4% 6.5% 10.14% 4.71% 4.58% 3.01%
2025/03/18 11.53% 8.93% 10.9% 7.69% 6.14% 6.12% 9.72% 4.83% 4.41% 3.73%
2025/03/19 11.21% 10.72% 10.88% 7.61% 7.87% 6.96% 9.26% 4.36% 3.84% 2.6%
2025/03/20 9.23% 10.37% 8.31% 9.3% 7.71% 7.58% 8.21% 4.78% 4.17% 2.9%
2025/03/21 9% 11.48% 8.82% 9.76% 9.06% 6.64% 8.29% 5.32% 3.56% 3.73%
2025/03/22 9.69% 11.21% 7.87% 9.25% 9.26% 6.96% 7.97% 4.69% 3.96% 3.2%
2025/03/23 9.2% 12.22% 6.81% 8.22% 9.77% 7.64% 7.64% 5.08% 4.04% 3.56%
2025/03/24 7.54% 10.52% 8.04% 9.3% 9.6% 6.72% 7.34% 4.2% 4.3% 3.34%
2025/03/25 8.6% 11.43% 6.95% 9.9% 9.34% 6.89% 7.36% 4.84% 2.93% 2.77%
2025/03/26 8.24% 10.82% 5.65% 9.97% 9.8% 6.75% 6.97% 4.94% 3.31% 2.38%
2025/03/27 8.42% 11.3% 7.12% 9% 10.1% 6.75% 7.04% 3.45% 3.47% 2.97%
2025/03/28 8.66% 10.64% 7.38% 7.76% 9.24% 7.02% 6.94% 5.28% 2.63% 3.39%
2025/03/29 9.52% 10.75% 7.62% 8.49% 8.97% 5.94% 6.96% 5.49% 1.96% 3.03%
2025/03/30 9.24% 9.69% 8.25% 8.32% 9.39% 6.35% 7.37% 5.57% 2.35% 2.92%
2025/03/31 11.42% 10.45% 9% 8.3% 8.28% 7.04% 6.22% 5.71% 2.12% 1.68%

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Optus and TPG led March with fluctuating shares, peaking mid-month. Amazon surged late, while Telstra and BuddyTelco struggled. The month ended with Optus regaining momentum.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Telecommunications Broadband 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. 1
    AGL nbn® plans from $49/mth | When Stacked with AGL Energy https://www.agl.com.au

    $49/mth For First 6 Mths Then $59/mth If You BYO Modem And Have AGL Energy. T&Cs Apply.

  2. 2
    Dodo Unlimited nbn Plans https://www.dodo.com › dodo_nbn › dodo_deals

    $15/Mth Off 12 Mths Sel. Plans — Dodo NBN & Energy Bundle Deal, Save Up To $10/Mth Extra.T&Cs Apply. NBN Deals End 29/4/25.

  3. 3
    NBN25 for just $49/mth | Great-Value Internet Plans https://www.southernphone.com.au

    nbn Basic Plus $49/mth For First 6 Mths Then $59/Mth. T&C's Apply. Offer Ends 08/04/2025. BYO Modem Or Add A Modem From $156. No Southern Phone Setup Fees or Lock-in Contract.

  4. 4
    Up to $150 off NBN® plans - Smart Modem included for use https://www.telstra.com.au › telstra › nbn

    Over 6 months on selected nbn home internet. For new services. Ends 7 April. T&Cs apply. Internet...

  5. 5
    Great Value Internet Plans - From $44.99/mth for 6 Months https://www.tpg.com.au › nbn-internet › plans

    Then $54.99/mth. Enjoy great value home internet with TPG's awesome range of plans. New...

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In the competitive landscape of Google’s PPC for broadband services, AGL, Dodo, Southern Phone, Telstra, and TPG stand out with enticing offers. AGL and Southern Phone emphasize affordability with initial low rates, while Dodo and Telstra highlight bundled savings and discounts. TPG focuses on consistent value, appealing to cost-conscious consumers.

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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.