UK Education & Training Language Learning - PPC Market Share Analysis March 2025

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

Market Exposure

Share of Clicks for top 10 UK Education & Training Language Learning 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
babbel.com	24.39
italki.com	16.02
preply.com	11.08
rosettastone.com	7.21
oxfordinternationalenglish.com	6.83
wordnik.com	3.83
audible.co.uk	3.64
kcl.ac.uk	1.74
elatt.org.uk	1.71
lingopie.com	1.5
others	22.05

In the language learning PPC landscape, Babbel leads with 24.39% click share, followed by “others” at 22.05%. Italki and Preply trail with 16.02% and 11.08%, respectively.

Market Exposure

Share of Spend for the top 10 UK Education & Training Language Learning 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	preply.com	babbel.com	rosettastone.com	italki.com	wordnik.com	oxfordinternationalenglish.com	elatt.org.uk	kcl.ac.uk	lingopie.com	audible.co.uk
2025/03/01	20.44%	15.96%	10.36%	12.48%	0%	6.42%	0%	0%	6%	0.33%
2025/03/02	18.76%	18.18%	7.37%	7.43%	5.3%	9.73%	1.06%	0%	6.49%	0.22%
2025/03/03	23.36%	14.56%	4.19%	9.72%	6.48%	5.75%	1.57%	1.06%	5.04%	0.44%
2025/03/04	13.73%	12.29%	5.7%	5.46%	5.8%	4.82%	0.56%	0%	3.55%	7.07%
2025/03/05	12.21%	13.28%	7.19%	9.1%	0%	8.11%	2.24%	0.83%	3.17%	2.91%
2025/03/06	21.28%	15.32%	5.64%	8.07%	0%	7.65%	1.84%	0.38%	1.48%	5.01%
2025/03/07	16.93%	14.45%	3%	9.56%	0%	7.98%	2%	3.66%	3.13%	9.77%
2025/03/08	15.27%	8.66%	5.29%	8.27%	0%	13.33%	3.99%	3.99%	1.94%	0.77%
2025/03/09	19.98%	10.34%	12.63%	12.82%	0%	9.4%	1.99%	0.38%	0.89%	0.07%
2025/03/10	16.45%	10.99%	6.76%	9.24%	16.66%	6.69%	4.13%	0.92%	1.44%	0.6%
2025/03/11	12.81%	9.72%	6.88%	11.72%	0%	9.49%	3.19%	0.58%	5.8%	10.03%
2025/03/12	15.52%	9.71%	5.65%	13.6%	0%	12.44%	3.28%	0.71%	2.2%	10.58%
2025/03/13	12.04%	7.6%	7.74%	10.76%	18.77%	14.06%	5.64%	0.34%	1.65%	7.35%
2025/03/14	17.39%	10.42%	9.12%	10.82%	0%	13.42%	2.72%	0.6%	1.22%	8.56%
2025/03/15	19.94%	9.95%	1.44%	14.24%	0%	10.25%	1.97%	0.61%	1.55%	0%
2025/03/16	12.2%	10.61%	4.98%	14.4%	0%	12.66%	3.86%	2.82%	0.03%	0%
2025/03/17	14.59%	10.24%	1.87%	15.43%	0%	12.82%	3.49%	6.54%	0.84%	0%
2025/03/18	14.7%	8.35%	3.68%	9.1%	24.93%	6.37%	1.18%	3.37%	1.98%	1.26%
2025/03/19	15.71%	11.44%	3.06%	11.43%	0%	13.03%	0.16%	3.71%	1.54%	7.92%
2025/03/20	17.14%	16%	6.87%	10%	0%	11.34%	2.14%	1.26%	2.93%	4.55%
2025/03/21	22.78%	12.75%	0.03%	16.22%	0%	12.79%	1.48%	3.79%	1.92%	2.21%
2025/03/22	17.99%	16.75%	2.27%	11.81%	0%	12.06%	3.56%	3.8%	3.91%	0.85%
2025/03/23	18.29%	13%	3.95%	14.84%	0%	13.52%	2.18%	3.9%	3.06%	0%
2025/03/24	20.47%	12.93%	2.43%	9.66%	0%	11.56%	1.21%	1.15%	3.5%	0.78%
2025/03/25	13.83%	8.69%	3.3%	14.07%	0%	16.85%	3.85%	2.18%	3.71%	0%
2025/03/26	21.24%	11%	0.03%	17.62%	0%	8.97%	1.89%	1.03%	1.45%	2.98%
2025/03/27	17.15%	10.18%	10.08%	10.32%	0%	8.07%	7.21%	4.16%	2.76%	0.69%
2025/03/28	22.31%	12.09%	12.13%	11.26%	0%	10.2%	3.14%	2.01%	0.53%	0%
2025/03/29	17.6%	10.54%	8.03%	8.56%	7.07%	6.93%	2.74%	6.69%	3.2%	0%
2025/03/30	18.46%	9.89%	11.68%	13.35%	0%	15.61%	3.32%	3.53%	1.35%	0%
2025/03/31	13.02%	11.16%	11.1%	9.61%	8.79%	6.82%	4.92%	3.39%	2.72%	0%

In March 2025, Preply.com led with fluctuating spend, peaking at 23.36% on March 3rd. Babbel.com maintained a steady presence, while RosettaStone.com saw a dip mid-month. Italki.com showed consistent growth, and Wordnik.com spiked on March 18th. The month concluded with Preply.com still leading, despite variations.

Market Exposure

Competitor Count for UK Education & Training Language Learning

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	50
2025/03/02	65
2025/03/03	61
2025/03/04	69
2025/03/05	83
2025/03/06	63
2025/03/07	59
2025/03/08	66
2025/03/09	52
2025/03/10	58
2025/03/11	56
2025/03/12	47
2025/03/13	50
2025/03/14	61
2025/03/15	56
2025/03/16	53
2025/03/17	44
2025/03/18	53
2025/03/19	56
2025/03/20	43
2025/03/21	49
2025/03/22	44
2025/03/23	50
2025/03/24	58
2025/03/25	46
2025/03/26	43
2025/03/27	52
2025/03/28	49
2025/03/29	52
2025/03/30	45
2025/03/31	50

March began with 50 advertisers, peaking at 83 on the 5th. A decline followed, ending the month at 50.

Campaign Efficiency

Market Loss & Market Gains for UK Education & Training Language Learning

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
babbel.com	2.54%
kcl.ac.uk	1.51%
preply.com	1.39%
italki.com	1.38%
lingoda.com	0.8%
thebookcrib.com	-0.72%
flashacademy.com	-0.89%
tefl.org	-1.01%
ebay.co.uk	-1.07%
audible.co.uk	-4.24%

Babbel.com surged with a 2.54% click share increase, while Audible.co.uk faced a 4.24% decline.

Campaign Efficiency

UK Education & Training Language Learning 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	preply.com	wordnik.com	rosettastone.com	babbel.com	oxfordinternationalenglish.com	elatt.org.uk	italki.com	kcl.ac.uk	lingopie.com	audible.co.uk
2025/03/01	25.03%	0%	7.34%	14.56%	7.06%	0%	5.18%	0%	6.58%	0.4%
2025/03/02	21.48%	9.57%	4%	13.18%	10.4%	0.92%	2.78%	0%	6.72%	0.25%
2025/03/03	25.47%	10.25%	4.23%	10.71%	6.2%	1.12%	4.53%	1.26%	5.41%	0.53%
2025/03/04	14.77%	9.16%	4.98%	8.83%	5.36%	0.47%	2.58%	0%	3.49%	11.66%
2025/03/05	14.35%	0%	6.68%	11.41%	9.72%	2.6%	4.56%	1.3%	3.23%	6.68%
2025/03/06	24.26%	0%	4.74%	9.41%	7.71%	1.78%	3.62%	0.41%	1.4%	9.25%
2025/03/07	16.5%	0%	2.6%	17.96%	7.11%	1.49%	3.63%	3.59%	2.62%	16.24%
2025/03/08	17.24%	0%	4.65%	6.06%	14.34%	4.41%	3.86%	4.15%	2.02%	0.81%
2025/03/09	23.12%	0%	11.49%	8.67%	10.37%	1.9%	6.21%	0.53%	0.98%	0.15%
2025/03/10	17.7%	25.05%	5.53%	7.33%	6.85%	3.63%	4.12%	0.92%	1.55%	0.55%
2025/03/11	12.7%	0%	6.43%	6.55%	9.96%	2.98%	5.44%	0.68%	5.43%	19.92%
2025/03/12	14.97%	0%	4.01%	5.98%	11.32%	2.33%	5.38%	0.6%	1.93%	20.07%
2025/03/13	11.94%	25.57%	6%	4.99%	13.07%	4.44%	4.24%	0.36%	1.7%	13.17%
2025/03/14	17.82%	0%	7.77%	7.31%	13.1%	2.24%	4.4%	0.66%	1.6%	15.3%
2025/03/15	27.74%	0%	1.93%	9.2%	13.33%	1.97%	7.67%	0.51%	1.91%	0%
2025/03/16	17.31%	0%	4.83%	8.75%	15.9%	4.11%	8.25%	3.86%	0.05%	0%
2025/03/17	21.39%	0%	1.9%	9.51%	15.97%	3.52%	8.9%	7.41%	1.06%	0%
2025/03/18	16.78%	25.53%	2.95%	5.64%	7.05%	1.23%	4.2%	3.52%	1.83%	2.44%
2025/03/19	17.02%	0%	2.24%	7.6%	12.89%	0.17%	4.89%	4.53%	1.36%	17.49%
2025/03/20	18.92%	0%	6.41%	12.09%	12.25%	1.8%	4.79%	1.07%	2.78%	9.18%
2025/03/21	27%	0%	0.05%	8.93%	13.94%	1%	7.56%	3.73%	1.88%	6.15%
2025/03/22	22.58%	0%	2.62%	12.71%	13.87%	3.12%	5.97%	5.04%	4.31%	0.89%
2025/03/23	21.41%	0%	3.22%	9.33%	15.22%	1.88%	7.15%	5.29%	3.3%	0%
2025/03/24	23.72%	0%	2.57%	9.43%	12.52%	1.27%	4.53%	1.68%	3.66%	0.76%
2025/03/25	16.42%	0%	3.09%	6.88%	19.53%	3.22%	6.86%	2.1%	3.5%	0%
2025/03/26	25.91%	0%	0.05%	9.27%	9.87%	1.78%	8.42%	0.85%	1.25%	8.37%
2025/03/27	19.25%	0%	9.36%	7.71%	9.24%	7.41%	4.79%	4.95%	2.7%	0.76%
2025/03/28	24.66%	0%	11.7%	10.96%	11.52%	3.01%	5.5%	2.75%	0.61%	0%
2025/03/29	18.9%	10.71%	7.36%	7%	7.34%	2.56%	3.87%	6.73%	2.91%	0%
2025/03/30	22.4%	0%	11.22%	7.39%	17.96%	3.01%	6.67%	4.2%	1.5%	0%
2025/03/31	16.11%	14.86%	10.96%	8.35%	7.5%	5.09%	4.89%	3.73%	2.71%	0%

In March 2025, Preply.com led with fluctuating impressions, peaking mid-month. Wordnik.com saw spikes on specific days, while RosettaStone.com had a low presence. Babbel.com and OxfordInternationalEnglish.com showed consistent activity. Audible.co.uk had notable peaks, especially mid-month. The month concluded with Preply.com maintaining dominance.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Education & Training Language Learning

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
The UK's No.1 language app https://go.babbel.com
UK's favourite language app — Speak a new language confidently and connect with native speakers. Start learning today. Discover a...
2
King's College London - Short English language courses - KCL.ac.uk https://www.kcl.ac.uk › language › centre
Don't miss out - Winter 2024 term enrolment for professional English courses closing soon.
3
DipHE in English Language | Open University | W85 https://www.open.ac.uk
Register For An Online Degree In English Literature With The Open University Today! Study Flexibly...
4
Affordable English Courses https://www.preply.com › english › course
1-on-1 Lessons from £5 / Hour — The Faster Way to Fluency. Fast Track Your English Learning with 5-Star Expert Tutors!
5
Free Courses Online - Hundreds Of Free Courses https://www.reed.co.uk › freecourses
Taking a course doesn't have to be costly, progress your career now with free courses. Join over 1...

In the competitive landscape of language learning, Babbel stands out as the UK’s top choice, promising confident communication with native speakers. Meanwhile, King’s College London urges urgency with its professional English courses, while Open University offers flexible online degrees. Preply highlights affordability with personalized lessons, and Reed.co.uk entices with free courses to advance careers.

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UK Education & Training Language Learning - PPC Market Share Analysis March 2025

Share of Clicks for top 10 UK Education & Training Language Learning brands

Share of Spend for the top 10 UK Education & Training Language Learning brands

Competitor Count for UK Education & Training Language Learning

Market Loss & Market Gains for UK Education & Training Language Learning

UK Education & Training Language Learning Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Education & Training Language Learning

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this report for?

Can I get a custom report for my brand?

What is Ask Arlo?

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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See this data specific to your brand performance

the7stars case study: Achieving Google Ads PPC campaign optimization with Adthena