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UK Education & Training Language Learning - PPC Market Share Analysis February 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
amazon.co.uk	26.14
babbel.com	12.2
preply.com	7.98
italki.com	4.79
rosettastone.com	4.69
audible.co.uk	4.02
wordnik.com	2.42
worldofbooks.com	2.37
lingopie.com	2.29
ebay.co.uk	2.12
others	30.98

Amazon.co.uk leads with 26.14% click share, followed by Babbel.com at 12.2%. Others collectively hold 30.98%, showcasing diverse competition.

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	amazon.co.uk	preply.com	audible.co.uk	babbel.com	rosettastone.com	italki.com	oxfordinternationalenglish.com	lingopie.com	lingoda.com	wordnik.com
2025/01/01	8.06%	10.75%	0.1%	23.28%	5.5%	4.7%	2.47%	4.93%	1.37%	8.14%
2025/01/02	19.3%	12.13%	0.11%	17.02%	6.02%	6.27%	3.16%	4.59%	1.18%	0%
2025/01/03	12.42%	11.72%	0.32%	13.12%	6.4%	5.65%	3%	5.48%	0.71%	11.29%
2025/01/04	0%	9.52%	0.25%	13.55%	5.69%	5.81%	3.44%	4.22%	3.21%	26.51%
2025/01/05	0%	17.97%	0.17%	29.01%	5.16%	5.24%	1.89%	7.33%	4.09%	0%
2025/01/06	0%	17.98%	0.1%	23.39%	6.47%	6.87%	3.33%	6.35%	3.85%	0%
2025/01/07	23.64%	10.24%	1.62%	13.77%	4.91%	3.71%	2.59%	3.76%	1.58%	0%
2025/01/08	22.31%	10.75%	1.23%	7.69%	4.23%	3.96%	1.94%	3%	2.29%	6.82%
2025/01/09	19.05%	11.18%	3.66%	10.25%	3.04%	3.03%	1.86%	3.67%	2.63%	6.89%
2025/01/10	15.08%	15.74%	6.16%	15.77%	4.37%	4.37%	2.21%	3.67%	2.24%	0%
2025/01/11	0%	17.44%	0.71%	12.33%	5.59%	4.24%	4.44%	4.29%	2.62%	10.9%
2025/01/12	0%	21.15%	0.95%	11.62%	5.31%	4.96%	3.13%	5.28%	2.47%	0%
2025/01/13	0%	19.17%	0.26%	10.81%	6.39%	5.47%	4.18%	5.16%	1.92%	12.56%
2025/01/14	12.64%	17.33%	0.58%	10.45%	4.81%	5.27%	3.52%	4.3%	2.07%	0%
2025/01/15	9.67%	16.49%	0.1%	12.92%	6.43%	7.18%	3.22%	4.93%	3.44%	0%
2025/01/16	20.03%	10.37%	3.93%	8.82%	3.12%	3.17%	1.84%	3.25%	2.43%	7.25%
2025/01/21	20.99%	8.67%	7.3%	8.22%	4.04%	3.25%	1.9%	2.23%	2.63%	0%
2025/01/22	23.96%	10.7%	6.53%	5.22%	6.04%	3.98%	1.66%	2.85%	2.99%	0%
2025/01/23	17.32%	12.15%	2.42%	10.86%	6.51%	4.87%	1.6%	3.87%	2.3%	0%
2025/01/24	19.34%	6.31%	4.21%	3.5%	3.19%	2.27%	0.96%	1.27%	2.12%	20.76%
2025/01/25	18.32%	13.11%	5.28%	5.72%	3.16%	3.18%	2.34%	3.68%	4.47%	0%
2025/01/26	18%	10.21%	4.02%	4.12%	4.41%	3.25%	1.84%	3.13%	1.99%	13.49%
2025/01/27	8.38%	13.72%	6%	5.76%	5.45%	6.84%	2.14%	2.49%	2.67%	13.66%
2025/01/28	29%	11.16%	4.71%	7.26%	4.16%	3.62%	1.45%	2.83%	2.64%	0%
2025/01/29	21.93%	11.11%	9.61%	5.94%	4.16%	3.32%	1.41%	2.88%	2.48%	0%
2025/01/30	21.73%	12.24%	5.72%	4.99%	4.04%	3.87%	1.85%	1.83%	1.12%	0%
2025/01/31	24.87%	7.62%	4.79%	3.33%	3.23%	2.66%	2.52%	1.75%	1.34%	0%

Amazon.co.uk’s PPC spend surged mid-January, peaking at 29.00 on the 28th. Wordnik’s highest was 26.51 on the 4th. Audible.co.uk saw a steady rise, ending at 4.79. Babbel.com started strong, then declined, finishing at 3.33.

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
2025/01/01	116
2025/01/02	90
2025/01/03	99
2025/01/04	99
2025/01/05	100
2025/01/06	82
2025/01/07	117
2025/01/08	122
2025/01/09	113
2025/01/10	115
2025/01/11	92
2025/01/12	107
2025/01/13	93
2025/01/14	106
2025/01/15	86
2025/01/16	113
2025/01/21	93
2025/01/22	76
2025/01/23	65
2025/01/24	79
2025/01/25	80
2025/01/26	83
2025/01/27	78
2025/01/28	75
2025/01/29	98
2025/01/30	97
2025/01/31	108

In January 2025, advertiser numbers fluctuated, peaking at 122 on January 8th, then declining to 108 by month’s end.

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
amazon.co.uk	11.4%
audible.co.uk	5.02%
londonschool.com	1.65%
ebay.co.uk	1.63%
thebookcrib.com	1.34%
amazingtalker.com	-1.12%
italki.com	-1.3%
lingopie.com	-1.51%
preply.com	-3.51%
babbel.com	-11%

Amazon.co.uk surged with an 11.4% click share increase, while Babbel.com faced an 11.0% decline. Audible.co.uk gained 5.02%, contrasting Preply.com’s 3.51% drop.

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	amazon.co.uk	ebay.co.uk	preply.com	audible.co.uk	worldofbooks.com	rosettastone.com	babbel.com	lingopie.com	lingoda.com	wordnik.com
2025/01/01	14.18%	0%	8.1%	0.16%	0%	3.54%	36.76%	3.73%	1.1%	5.35%
2025/01/02	35.1%	0%	8.6%	0.11%	0%	3.57%	18.44%	3.14%	0.92%	0%
2025/01/03	24.72%	0%	10.88%	0.26%	0%	4.69%	10.49%	5.19%	0.65%	8.4%
2025/01/04	0.09%	0%	10.53%	0.31%	0%	5.04%	12.32%	4.81%	3.26%	24.27%
2025/01/05	0%	0%	15.28%	0.16%	0%	4.05%	41.18%	6.31%	3.14%	0%
2025/01/06	0%	0%	16.33%	0.1%	0%	4.47%	31.39%	6.26%	3.39%	0%
2025/01/07	28.37%	5.09%	7.8%	2.22%	3.64%	2.79%	15.34%	3.13%	1.26%	0%
2025/01/08	24.4%	4.07%	8.53%	1.71%	8.13%	2.59%	5.09%	2.42%	1.74%	4.61%
2025/01/09	21.41%	3.56%	8.97%	5.37%	7.12%	2.2%	6.74%	3%	2.22%	3.46%
2025/01/10	16.03%	1.92%	12.64%	7.7%	5.77%	3.34%	16.07%	3.34%	1.78%	0%
2025/01/11	0%	0%	17.07%	0.66%	0%	4.62%	9.45%	4.35%	2.51%	6.33%
2025/01/12	0%	0%	21.26%	0.89%	0%	4.23%	9.86%	5.45%	2.36%	0%
2025/01/13	0%	0%	20.84%	0.26%	0%	5.88%	9.74%	5.79%	2.19%	8.23%
2025/01/14	23.63%	0%	15.12%	0.71%	0.89%	3.36%	11.9%	3.8%	2.01%	0%
2025/01/15	20.34%	0%	14.57%	0.09%	0%	4.18%	19.14%	4.34%	2.98%	0%
2025/01/16	22.39%	3.73%	8.47%	5.68%	7.45%	2.22%	5.92%	2.69%	2.08%	3.62%
2025/01/21	20%	7.87%	6.88%	10.47%	5.51%	2.27%	11.33%	1.74%	2.05%	0%
2025/01/22	25.3%	1.33%	11.1%	10.65%	1.33%	4.38%	3.97%	2.65%	3.11%	0%
2025/01/23	18.48%	3.36%	11.25%	5.16%	1.68%	4.23%	14.12%	3.43%	2.07%	0%
2025/01/24	22.62%	4.11%	5.76%	7.35%	2.06%	2.11%	2.03%	1.08%	1.87%	13.98%
2025/01/25	20.46%	0%	12.35%	8.65%	1.6%	2.07%	3.55%	3.4%	4%	0%
2025/01/26	21.7%	4.44%	9.56%	4.83%	8.89%	2.93%	2.49%	2.8%	1.85%	7.55%
2025/01/27	9.81%	0%	14.98%	11.91%	0%	4.33%	3.73%	2.54%	2.78%	13.33%
2025/01/28	29.89%	2.21%	9.54%	6.96%	3.32%	2.63%	8.98%	2.4%	2.35%	0%
2025/01/29	22.92%	3.47%	9.48%	14.13%	3.47%	2.65%	3.13%	2.35%	1.96%	0%
2025/01/30	22.74%	2.27%	10.5%	10.51%	1.14%	2.33%	2.5%	1.43%	0.88%	0%
2025/01/31	22.71%	8.06%	6.22%	5.97%	5.13%	2.02%	1.63%	1.3%	1.27%	0%

Amazon.co.uk’s impression share fluctuated, peaking at 35.1% early January, then stabilizing around 22.7% by month-end. Babbel.com started strong but declined to 1.63%. Audible.co.uk saw a late surge, ending at 5.97%.

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.

See more data

1
Life In UK Book at Amazon.co.uk https://www.amazon.co.uk/
Low Prices on Life In UK Book — Check Out our Selection & Order Now. Free UK Delivery on Eligible Orders! Prime Exclusive Deals. Join Amazon Prime. Shop Today's Deals. Buy Gift Cards. Track Your Package.
2
English Course Full/Part Time - Learn English Level 1 & 2 https://www.learndirect.com › functionalskill
Enrol In Our English Functional Skills Certification Course. Request A Callback Now. Learndirect...
3
W85 | Diploma of Higher Education in English Language https://www.open.ac.uk
Register For An Online Degree In English Literature With The Open University Today! Study Flexibly...
4
Private Lessons from £5/Hour - Affordable English Course https://www.preply.com › english › course
Learn Course English on any Budget. Compare Tutor Videos & Reviews. Find Your Tutor!
5
English Courses London - Learn English With 2024 Prices https://www.speakuplondon.com › english-courses
Over 20,000 Students Have Studied An English Course With Us. British Council Accredited.

In the competitive landscape of language learning, Amazon.co.uk entices with low prices and Prime perks. Learndirect and Open University offer structured English courses, emphasizing flexibility and certification. Preply and Speak Up London highlight affordability and accreditation, appealing to diverse learner needs.

Frequently Asked Questions

Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
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UNTUCKit Case Study: Retail brand unlocks $54k with Adthena’s Brand Activator

Discover how UNTUCKit optimized its brand search strategy using Adthena’s Brand Activator, resulting in $54k savings in just six months. Learn how they improved efficiency and competitor insights.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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UK Education & Training Language Learning - PPC Market Share Analysis February 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

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