UK Automotive Manufacturers - PPC Market Share Analysis December 2024

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

Market Exposure

Share of Clicks for top 10 UK Automotive Manufacturers 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
motors.co.uk	2.92
vauxhall.co.uk	3.31
arnoldclark.com	3.68
citroen.co.uk	3.88
cinch.co.uk	4.45
heycar.com	4.73
carsupermarket.com	6.93
cargurus.co.uk	9.32
audi.co.uk	11.47
carwow.co.uk	14.53
others	34.78

In the automotive PPC landscape, ‘carwow.co.uk’ leads with a 14.53% click share, followed by ‘audi.co.uk’ at 11.47%. ‘Cargurus.co.uk’ holds 9.32%, while ‘others’ collectively capture a significant 34.78%.

Market Exposure

Share of Spend for the top 10 UK Automotive Manufacturers 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	carwow.co.uk	cargurus.co.uk	vauxhall.co.uk	carsupermarket.com	audi.co.uk	cinch.co.uk	heycar.com	arnoldclark.com	citroen.co.uk	mercedes-benz.co.uk
2024/12/01	18.32%	11.15%	2.95%	6.91%	2.16%	6.99%	6.05%	2.77%	4.95%	2.84%
2024/12/02	17.36%	10.47%	5.02%	7.82%	2.81%	6.79%	6.05%	2.29%	3.78%	2.81%
2024/12/03	16.92%	7.94%	4.9%	7.72%	4.94%	6.24%	8.38%	2.31%	3.27%	3.07%
2024/12/04	14.66%	6.81%	3.72%	7.7%	6.45%	3.92%	6.67%	2.25%	2.94%	3.11%
2024/12/05	15.94%	7.56%	1.96%	7.15%	7.64%	4.42%	7.5%	2.88%	2.55%	2.67%
2024/12/06	13.42%	8.27%	4.12%	9.93%	9.38%	3.84%	6.45%	2.44%	3.37%	2.7%
2024/12/07	13.68%	11.08%	5.19%	9.6%	9.15%	3.98%	6.71%	3.29%	1.68%	2.55%
2024/12/08	15.65%	9.56%	6.5%	7.82%	8.84%	3.16%	6.51%	3.24%	1.85%	2.9%
2024/12/09	16.31%	8.66%	5.23%	7.53%	7.54%	2.46%	6.46%	3.5%	3.12%	2.72%
2024/12/10	15.34%	7.97%	1.6%	8.93%	10.02%	4.15%	6.26%	2.72%	2.5%	3.2%
2024/12/11	11.77%	10.37%	2.58%	9.54%	9.62%	1.9%	4%	1.89%	2.09%	3.78%
2024/12/12	15%	10.48%	2.25%	11.5%	9.05%	1.94%	4.95%	2.88%	1.83%	3.31%
2024/12/13	17.07%	8.57%	1.71%	8.28%	4.53%	3.03%	4.64%	3.13%	4.51%	3.28%
2024/12/14	15.74%	8.9%	8.9%	9.31%	1.62%	3.83%	6.64%	3.05%	4.6%	2.68%
2024/12/15	17.27%	9.24%	6.84%	7.37%	2.13%	3.17%	6.97%	3.36%	5.27%	2.69%
2024/12/16	15.22%	8.91%	7.23%	10.35%	6.53%	3.23%	5.87%	3.44%	4.93%	2.43%
2024/12/17	13.98%	6.98%	5.93%	8.83%	18.44%	2.4%	4.02%	2.54%	4.35%	2.47%
2024/12/18	9.87%	5.51%	11.24%	7.28%	23.81%	2.02%	3.5%	1.97%	3.18%	1.99%
2024/12/19	9.35%	8.03%	9.54%	7.21%	17.34%	2.52%	5.45%	3.2%	4.45%	2.45%
2024/12/20	8.33%	7.18%	13.18%	7.34%	18.44%	3.24%	3.37%	3.13%	4.53%	2.25%
2024/12/21	11.05%	8.57%	7.99%	7.74%	17.18%	3.18%	4.22%	3.4%	4.62%	1.77%
2024/12/22	11.89%	7.87%	5.98%	7.24%	13.87%	3.65%	4.39%	3.59%	5.15%	2.32%
2024/12/23	9.7%	8.14%	7.17%	7.86%	11.13%	3.23%	4.71%	2.96%	7.25%	2.47%
2024/12/24	9.47%	8.96%	9.78%	7.4%	10.26%	2.98%	2.85%	3.01%	8.35%	2.33%
2024/12/25	9.54%	10.78%	6.45%	9.32%	8.31%	4.47%	3.37%	4.37%	7.11%	2.33%
2024/12/26	12.08%	10.19%	6.14%	8.25%	9.03%	6.49%	2.96%	7.52%	8.74%	1.91%
2024/12/27	11.99%	8.22%	5.57%	7.88%	8.62%	7.44%	2.45%	6.93%	9.75%	2.38%
2024/12/28	12.98%	7.24%	10.31%	5.5%	6.21%	8.31%	2.71%	5.63%	8.75%	2.2%
2024/12/29	14.89%	8.53%	8.89%	6.47%	5.54%	6.23%	3.58%	4.41%	8.35%	2.26%
2024/12/30	17.4%	10.69%	8.85%	7.35%	5.38%	6.27%	3.51%	3.02%	7.85%	1.63%
2024/12/31	16%	12.11%	10.66%	7.08%	5.61%	5.51%	4.32%	4.31%	3.95%	1.73%

In December 2024, carwow.co.uk’s PPC spend share fluctuated, peaking at 18.32% and ending at 16.00%. Audi.co.uk saw a dramatic rise mid-month, reaching 23.81% before declining. Vauxhall.co.uk and citroen.co.uk experienced notable increases towards month-end. Overall, the month concluded with diverse shifts in advertiser spend shares.

Market Exposure

Competitor Count for UK Automotive Manufacturers

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
2024/12/01	1007
2024/12/02	1042
2024/12/03	1076
2024/12/04	1087
2024/12/05	1067
2024/12/06	1059
2024/12/07	1066
2024/12/08	1091
2024/12/09	1040
2024/12/10	1067
2024/12/11	1067
2024/12/12	2267
2024/12/13	2318
2024/12/14	2469
2024/12/15	2608
2024/12/16	2542
2024/12/17	2081
2024/12/18	2056
2024/12/19	2020
2024/12/20	1907
2024/12/21	1687
2024/12/22	1448
2024/12/23	1151
2024/12/24	959
2024/12/25	1051
2024/12/26	1012
2024/12/27	1023
2024/12/28	933
2024/12/29	942
2024/12/30	977
2024/12/31	959

December began with 1,007 advertisers, peaking at 2,608 mid-month. A decline followed, ending with 959 advertisers.

Campaign Efficiency

Market Loss & Market Gains for UK Automotive Manufacturers

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
audi.co.uk	3.88%
hyundai.co.uk	2.09%
vauxhall.co.uk	1.93%
citroen.co.uk	1.82%
cinch.co.uk	1.6%
toyota.co.uk	-0.95%
carsupermarket.com	-1%
motors.co.uk	-1.53%
heycar.com	-2.24%
carwow.co.uk	-3.2%

Audi.co.uk surged with a 3.88% click share increase, while carwow.co.uk faced a 3.2% decline.

Campaign Efficiency

UK Automotive Manufacturers 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	carwow.co.uk	cargurus.co.uk	carsupermarket.com	cinch.co.uk	heycar.com	arnoldclark.com	audi.co.uk	citroen.co.uk	bristolstreet.co.uk	motors.co.uk
2024/12/01	20.59%	15.19%	9.58%	9.15%	8.7%	3.74%	1.17%	2.85%	1.6%	4.84%
2024/12/02	19.33%	14.6%	10.2%	9.19%	9.55%	3.18%	1.55%	2.28%	1.86%	4.52%
2024/12/03	20.04%	11.47%	10.73%	8.74%	12.55%	3.44%	2.55%	2.13%	1.66%	3.31%
2024/12/04	18.41%	10.71%	10.5%	5.91%	10.78%	3.41%	3.56%	1.75%	1.74%	4.51%
2024/12/05	18.65%	10.92%	9.68%	6.16%	11.28%	4.07%	4.05%	1.54%	2.45%	5.73%
2024/12/06	15.46%	11.82%	13.58%	5.31%	9.67%	3.49%	4.93%	2.17%	3.13%	5.81%
2024/12/07	15.45%	15.58%	12.23%	5.57%	9.73%	4.58%	5.43%	1.26%	2.72%	3.8%
2024/12/08	18.53%	14.12%	10.45%	4.51%	10%	4.68%	5.78%	1.28%	2.44%	2.71%
2024/12/09	18.8%	12.06%	10.59%	3.33%	9.46%	4.82%	4.71%	1.91%	3.15%	7.9%
2024/12/10	17.92%	10.72%	11.79%	5.77%	9.11%	3.88%	5.95%	1.54%	2.68%	6.15%
2024/12/11	14.38%	15.72%	13.47%	2.95%	6.51%	2.78%	5.53%	1.23%	2.3%	4.31%
2024/12/12	17.63%	14.83%	14.6%	2.72%	7.31%	3.92%	5.2%	1.08%	2.54%	2.91%
2024/12/13	20.19%	12.33%	11.69%	4.39%	7.29%	4.78%	2.7%	2.64%	1.72%	2.83%
2024/12/14	18.35%	13.14%	12.34%	5.41%	10.42%	4.46%	0.86%	3.19%	0.14%	2.8%
2024/12/15	19.71%	13.01%	10.54%	4.45%	10.38%	4.69%	1.32%	3.21%	0.22%	1.84%
2024/12/16	17.96%	12.73%	14.38%	4.65%	8.87%	4.61%	4.12%	2.72%	2.23%	3.55%
2024/12/17	18.05%	10.99%	13.87%	3.74%	6.73%	4.18%	10.19%	2.89%	3.57%	3.43%
2024/12/18	14.35%	9.53%	11.58%	3.57%	6.4%	3.5%	16.36%	2.39%	3.8%	2.88%
2024/12/19	12.37%	13.18%	11.44%	4.29%	9.07%	5.57%	10.99%	2.85%	3.78%	2.82%
2024/12/20	11.75%	12.57%	12.1%	5.42%	6.26%	5.39%	12.84%	3.26%	2.73%	3.05%
2024/12/21	14.05%	13.31%	11.55%	4.76%	6.84%	5.31%	11.12%	3.35%	2.91%	3.26%
2024/12/22	14.92%	12.12%	10.55%	5.58%	6.97%	5.37%	9.49%	3.5%	2.63%	2.07%
2024/12/23	12.71%	12.74%	12.02%	5.1%	7.94%	4.89%	7.18%	5.07%	2.52%	3.49%
2024/12/24	12.17%	14.9%	12.12%	4.83%	4.91%	4.88%	8.07%	5.97%	2.23%	2.97%
2024/12/25	11.51%	16.15%	13.53%	6.46%	5.6%	6.84%	5.49%	5.4%	2.04%	0.91%
2024/12/26	13.75%	15.2%	10.83%	8.82%	4.44%	11.42%	5.72%	5.52%	1.9%	2.96%
2024/12/27	14.14%	12.24%	11.44%	10.56%	3.86%	10.16%	6.09%	6.71%	1.46%	2.1%
2024/12/28	16.58%	11.41%	8.33%	12.57%	4.5%	9.03%	4.3%	6.46%	1.92%	2.63%
2024/12/29	18.6%	13.34%	9.48%	9.2%	5.69%	6.67%	3.6%	6.03%	1.98%	2.86%
2024/12/30	19.85%	16.61%	9.61%	8.42%	6.22%	5.73%	3.36%	5.28%	2.4%	2.23%
2024/12/31	19%	17.46%	9.84%	7.66%	6.56%	6.11%	3.81%	2.97%	2.85%	2.75%

In December 2024, carwow.co.uk’s impression share fluctuated, peaking at 20.59% and dipping to 11.51%. By month-end, it stabilized at 19.0%. Meanwhile, cargurus.co.uk saw a rise from 15.19% to 17.46%, and cinch.co.uk experienced a notable increase, ending at 7.66%. Audi.co.uk’s share surged mid-month, reaching 16.36% before settling at 3.81%. Overall, the month concluded with dynamic shifts across advertisers.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Automotive Manufacturers

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
BYD Electric Vehicle Range https://www.byd.com › uk › test-drive
BYD: Drive The Future — Expressive, dynamic & efficient electric vehicles. Explore BYD today and drive the future. Awarded...
2
This is Jaguar | Connect with us for Updates https://www.jaguar.co.uk
Fearless, unique and engaging, Type 00 is a copy of nothing. See the new Type 00 today. Jaguar. Always at its best when looking forward, challenging the ordinary. Join Us.
3
Mazda UK https://www.mazda.co.uk
Official Website — Our Cars Are More Than Just Getting From A To B, They Are Designed For Driving Pleasure. Discover...
4
Mercedes-Benz Cars https://shop.mercedes-benz.co.uk
Search All Stock Available Now — Search Our Range & See The Latest Offers Today. Filter By Model, Budget, Colour & More. Finding...
5
Welcome to Volkswagen UK https://www.volkswagen.co.uk
Volkswagen Official Website — From electric cars to premium SUVs and award winning hatchbacks. Explore Volkswagen online. Find your perfect Volkswagen today and configure...

Aston Martin’s ad highlights power and luxury with its Vantage model, while BYD emphasizes innovation in electric vehicles. Dacia focuses on value and convenience, offering online builds and test drives. Jaguar’s ad is about uniqueness and forward-thinking. Lotus promotes quick availability of its electric Hyper-SUV. Mazda emphasizes driving pleasure, and Mercedes-Benz offers a wide selection with customizable options. Porsche showcases design and performance, Toyota highlights variety and affordability, and Volkswagen presents a diverse range from electric to premium SUVs.

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They came to Adthena to help monitor a new program for their national dealer network in order to drive efficiencies and protect their brand message in paid search.Read case study

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Starting in 2019, every all-new model that Volvo introduces will be either a fully electric vehicle or a hybrid. That’s an ambitious commitment. With many manufacturers seeking to be the most innovative brand in the industry, Volvo needed to stand out in the highly competitive hybrid car space.Read case study

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When Volkswagen sought to expand its search coverage by shifting budget from brand to generic terms, they unknowingly risked losing valuable lower-funnel customers.

A sudden drop in market share triggered an immediate response using Adthena's market intelligence.Read case study

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