Why
Cut waste & build efficient growth from Google Ads
- Campaign EfficiencySolutions to ensure you hit performance targets
- Market ExposureSolutions to boost your market share
- Brand Coverage and ProtectionSolutions to drive growth with your brand
What
Award-winning search intelligence with Gen AI analysis
- TechnologyProprietary market-leading AI technology
- Our DataUnique data with zero privacy concerns
  - Our Differentiated Data
  - Data Integrations
- Demo & CostsSee Adthena in action and get started
Who
Results for enterprise customers & agencies
- Our CustomersDiscover success stories across the verticals
- Our ExpertsMeet our world-class experts and Gen AI analyst
Measure
Measure your success in Google Ads
- Metrics to gauge & improve ROI
  - Vertical Market Share Reports
  - Search Performance Score – coming soon!
Resources
Read about Adthena & digest search resources
- EducationalSearch intelligence resources for you to digest
- CompanyDiscover all you need to know about Adthena

UK Education & Training Ed Tech - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Ed Tech 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 Ed Tech brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

See more data

Share of Clicks - Last month
Domain	Share of clicks
amazon.co.uk	34.15
apple.com	17.22
ixl.com	14.96
mathletics.com	10.79
studentbeans.com	1.36
zensai.com	0.82
teachyourmonster.org	0.77
nationalnumeracy.org.uk	0.72
ebay.co.uk	0.69
cinqmarsmedia.com	0.65
others	17.87

Amazon.co.uk dominates with 34.15% click share, followed by Apple.com at 17.22%. Others collectively hold 17.87%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 UK Education & Training Ed Tech 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.

See more data

Share of Spend - Last Month
Date	amazon.co.uk	cornerstoneondemand.com	sanalabs.com	absorblms.com	360learning.com	theaccessgroup.com	apple.com	kallidus.com	zensai.com	mathletics.com
2025/01/01	19.04%	0%	1.08%	3.55%	2.03%	4.32%	2.31%	6.15%	5.98%	3.13%
2025/01/02	16.71%	0%	1.16%	3.04%	4.66%	5.21%	2.7%	2.39%	8.2%	6.92%
2025/01/03	19.68%	0.11%	1.66%	2.7%	4.01%	6.34%	1.96%	3.33%	7.62%	6.05%
2025/01/04	11.51%	0%	1.21%	3.32%	5.72%	4.77%	2.02%	0.35%	5.84%	5.36%
2025/01/05	22.46%	0%	0.92%	4.08%	2.33%	6.12%	3.06%	0.33%	8.88%	4.31%
2025/01/06	26.48%	0.86%	1.28%	1.11%	4.21%	6.31%	2.08%	3.26%	9.28%	4.15%
2025/01/07	18.74%	3.03%	1.82%	1.94%	1.85%	3.12%	1.63%	1.72%	6.5%	3.14%
2025/01/08	16.44%	5.31%	2.61%	3.41%	8.3%	2.67%	2.37%	3.72%	7.39%	2.64%
2025/01/09	12.13%	4.15%	3.35%	5.01%	4.73%	2.73%	2.87%	5.2%	9.08%	2.82%
2025/01/10	15.25%	7.76%	4.71%	4.77%	5.12%	1.1%	2.37%	2.78%	8.02%	2.81%
2025/01/11	7.27%	0.25%	3.17%	7.34%	7.41%	7.16%	3.28%	0.3%	10.5%	2.78%
2025/01/12	29.85%	0.2%	2.62%	3.49%	6.38%	4.03%	2.69%	0.23%	6.59%	1.62%
2025/01/13	8.81%	5.02%	4.16%	4.43%	8.71%	4.17%	3.28%	6.38%	9.46%	2.56%
2025/01/14	15.16%	3.89%	2.97%	4.64%	8.83%	2.6%	2.28%	4.91%	9.03%	1.45%
2025/01/15	13.99%	0.39%	3.07%	5.58%	4.52%	2.06%	3.79%	4.04%	6.6%	3.47%
2025/01/16	12.13%	4.23%	3.41%	5.1%	4.82%	2.77%	2.9%	5.29%	9.29%	1.57%
2025/01/21	35.22%	0.38%	3.93%	2.92%	6.06%	0.97%	2.78%	1.65%	3.74%	1.48%
2025/01/22	0.21%	3.01%	5.66%	5.9%	7.68%	1.25%	4.28%	3.96%	6%	2.75%
2025/01/23	0.17%	4.01%	6.8%	5.5%	3.97%	0.67%	3.54%	3.78%	9.13%	0.99%
2025/01/24	1.29%	9.96%	6.85%	5.51%	2.36%	1.36%	3.32%	4.42%	7.93%	0.98%
2025/01/25	0.69%	0%	7%	5.89%	7.56%	4.14%	4.69%	0%	6.68%	0.02%
2025/01/26	6.76%	0%	6.02%	6.43%	6.68%	5.6%	4.01%	0%	7.22%	0.97%
2025/01/27	7.86%	7.51%	5.45%	3.87%	9.16%	0.92%	5.37%	5.74%	5.56%	1.06%
2025/01/28	1.04%	7.83%	4.28%	2.04%	3.66%	1.52%	5.07%	2.3%	5.41%	4.64%
2025/01/29	7.68%	2.57%	5.66%	3.95%	3.98%	3.01%	5.4%	3.44%	4.36%	2.16%
2025/01/30	8.51%	6.69%	6.4%	3.6%	6.22%	3.44%	4.69%	3.76%	4.9%	2.31%
2025/01/31	24.06%	5.42%	4.99%	4.1%	3.64%	3.34%	3.29%	3.28%	2.6%	0%

Amazon.co.uk’s PPC spend fluctuated, peaking at 35.22% on January 21. Cornerstoneondemand.com saw a notable rise on January 24 with 9.96%. Sanalabs.com steadily increased, reaching 7.0% on January 25. Absorblms.com peaked at 7.34% on January 11. 360learning.com had a high of 9.16% on January 27. Theaccessgroup.com’s spend was highest at 7.16% on January 11. Apple.com showed consistent growth, peaking at 5.4% on January 29. Kallidus.com had a significant increase on January 13 with 6.38%. Zensai.com peaked at 10.5% on January 11. Mathletics.com experienced a decline, ending at 0.0% on January 31.

Market Exposure

Competitor Count for UK Education & Training Ed Tech

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.

See more data

Competitor Count - Last month
Date	Competitor Count
2025/01/01	380
2025/01/02	332
2025/01/03	360
2025/01/04	342
2025/01/05	351
2025/01/06	366
2025/01/07	392
2025/01/08	377
2025/01/09	359
2025/01/10	354
2025/01/11	357
2025/01/12	363
2025/01/13	334
2025/01/14	368
2025/01/15	353
2025/01/16	359
2025/01/21	324
2025/01/22	307
2025/01/23	280
2025/01/24	277
2025/01/25	280
2025/01/26	256
2025/01/27	284
2025/01/28	264
2025/01/29	292
2025/01/30	285
2025/01/31	277

January began with 380 advertisers, peaking at 392 on the 7th. Mid-month saw fluctuations, stabilizing around 350. A decline started on the 21st, ending at 277.

Campaign Efficiency

Market Loss & Market Gains for UK Education & Training Ed Tech

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

See more data

Market Loss & Market Gains - Last month
Name	Market Trend
apple.com	8.53%
studentbeans.com	3.76%
ixl.com	2.92%
bimago.co.uk	0.85%
whatonearth.co.uk	0.62%
adventureacademy.com	-0.65%
wesolveproblems.org.uk	-0.65%
cinqmarsmedia.com	-0.85%
mathletics.com	-5.18%
amazon.co.uk	-9.58%

Apple.com surged with an 8.53% click share increase, while amazon.co.uk dropped by 9.58%. Studentbeans.com and ixl.com also saw positive growth, contrasting with declines for mathletics.com and cinqmarsmedia.com.

Campaign Efficiency

UK Education & Training Ed Tech Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

See more data

Date	amazon.co.uk	ebay.co.uk	apple.com	ixl.com	absorblms.com	nationalnumeracy.org.uk	teachyourmonster.org	zensai.com	cinqmarsmedia.com	mathletics.com
2025/01/01	45.81%	7.79%	3.56%	3.13%	0.84%	1.64%	2.67%	1.41%	1.64%	2.75%
2025/01/02	47.97%	0.41%	4.33%	3.13%	0.75%	0.47%	1.9%	2.03%	0%	6.23%
2025/01/03	51.75%	2.33%	3.31%	2.44%	0.74%	0.74%	1.52%	1.92%	0%	5.77%
2025/01/04	30.93%	1.77%	3.34%	4.59%	0.95%	1.03%	1.58%	1.44%	11.22%	5.1%
2025/01/05	47.89%	7.28%	4.05%	2.98%	0.9%	1.53%	1.18%	1.89%	0%	3.44%
2025/01/06	51.19%	17.04%	2.62%	2.59%	0.15%	1.73%	0%	1.79%	0.37%	2.95%
2025/01/07	38.55%	7.16%	2.33%	2.47%	0.54%	1.03%	0.5%	1.55%	6.33%	2.78%
2025/01/08	41.14%	18.77%	3.33%	3.5%	0.87%	0.74%	0.41%	1.84%	0%	2.33%
2025/01/09	40.56%	13.9%	4.13%	5.2%	1.19%	1.14%	0.88%	2.14%	0.78%	2.45%
2025/01/10	42.57%	10.97%	3.65%	4.52%	1.24%	0.82%	1.51%	2.11%	0.41%	2.76%
2025/01/11	25.29%	12.41%	6.65%	5.96%	2.53%	2.36%	2.47%	3.73%	0%	3.44%
2025/01/12	51.69%	9.23%	2.7%	2.13%	0.53%	1.44%	0.62%	1.17%	0.55%	1.01%
2025/01/13	29.22%	14.33%	5.92%	3.78%	1.17%	3.47%	1.89%	3.07%	0%	3.09%
2025/01/14	30.72%	29.08%	2.99%	1.81%	1.13%	1.74%	0.38%	2.28%	0.68%	1.24%
2025/01/15	39.33%	10.93%	4.83%	4.47%	1.36%	1.84%	2.43%	1.63%	0.59%	2.89%
2025/01/16	41.56%	14.39%	4.23%	4.05%	1.23%	1.18%	0.92%	2.22%	0.8%	1.39%
2025/01/21	54.23%	19.13%	2.29%	2.12%	0.53%	0.23%	0.72%	0.69%	0%	0.86%
2025/01/22	1.33%	0.72%	11.36%	6.82%	3.24%	1.52%	5.46%	2.92%	0%	4.69%
2025/01/23	1.05%	0.42%	10.3%	6.68%	3.47%	3.15%	5.3%	5.59%	0%	1.93%
2025/01/24	6.45%	7.14%	8.31%	8.38%	3.43%	3.03%	3.09%	4.53%	0.16%	1.88%
2025/01/25	1.61%	0.41%	10.7%	5.93%	2.75%	4.67%	5.72%	2.72%	0%	0.05%
2025/01/26	14.85%	12.57%	6.1%	4.55%	2.24%	2.18%	3.99%	2.34%	0.73%	0.97%
2025/01/27	17.75%	28.25%	8.55%	5.54%	1.44%	0.91%	1.73%	1.97%	0%	1.34%
2025/01/28	18.95%	0.05%	9.67%	6.26%	0.85%	5.02%	2.64%	2.61%	0%	5.85%
2025/01/29	26.42%	11.9%	9.38%	3.99%	1.69%	0.72%	1.44%	1.41%	1.44%	2.66%
2025/01/30	31.7%	12.04%	6.37%	2.59%	1.04%	1.7%	1.7%	1.52%	1.14%	2.08%
2025/01/31	52.55%	20.28%	3.38%	1.57%	0.91%	0.77%	0.77%	0.49%	0.37%	0.02%

Amazon.co.uk’s impression share fluctuated, peaking at 54.23% mid-month, then dropping sharply. eBay.co.uk saw a similar trend, ending at 20.28%. Apple.com and IXL.com maintained moderate shares, while AbsorbLMS.com and others had minimal impact.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Education & Training Ed Tech

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
Apple - Education Savings https://www.apple.com › uk
Save on a new Mac or iPad with Apple education savings. Shop now. Available to current and newly accepted higher education students, teachers and staff. Services: Specialist help, Free delivery and pickup, Direct from Apple.
2
Free Online Maths Games https://www.nationalnumeracy.org.uk › maths-games › our-challenge
Test Your Maths For Free — Free Sign Up. Test Yourself Today, Receive A Target & We'll Help You Get There. Start Now. Our Numeracy Challenge Is Designed To Improve Your Maths Skills. Get Your...
3
Fun, Free Maths Game https://www.teachyourmonster.org
Online Maths Learning Games — 80 Levels Of Structured Practice In Addition, Subtraction, Counting, Number Bonds & More.
4
Maths games https://www.ubongo.org
Find the Fun in Learning — Ubongo Kids delivers top-quality learning resources to underserved kids across Africa. We have combined the African experience and curriculum to educate the African child.
5
Maths Battles: fun with Maths https://www.wesolveproblems.org.uk
Secondary school Maths Fun — Maths Circles & Maths Battles Are Free of Charge and Are Funded by We Solve Problems. Brings up Problem-solving skills and structured thinking in pupils. Learn more about Charity.

In the realm of Google PPC, education-focused ads reveal diverse strategies. Apple entices with exclusive savings for students and educators, emphasizing direct purchase benefits. National Numeracy and Teach Your Monster captivate with free, engaging math games, promoting skill enhancement. Ubongo and We Solve Problems focus on educational empowerment, offering culturally tailored resources and problem-solving skills. Each ad uniquely addresses educational needs, blending savings, engagement, and empowerment.

Frequently Asked Questions

Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
The PPC Marketing Share Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

Learn more about our data.

Learn more about our data accuracy
Yes. The PPC Market Share Report 2024 aggregates data from across both device types and Google Shopping.
The PPC Market Share Report 2024 is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

Complete the form below to get started.
Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

Customer Success Stories

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

Get the full picture

See this data specific to your brand performance

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.

UK Education & Training Ed Tech - PPC Market Share Analysis February 2025

Share of Clicks for top 10 UK Education & Training Ed Tech brands

Share of Spend for the top 10 UK Education & Training Ed Tech brands

Competitor Count for UK Education & Training Ed Tech

Market Loss & Market Gains for UK Education & Training Ed Tech

UK Education & Training Ed Tech Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Education & Training Ed Tech

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

Get the full picture

See this data specific to your brand performance

the7stars Case Study: Achieving Google Ads PPC Campaign Optimization with Adthena