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UK Energy, Utilities & Waste - Electric - PPC Market Share Analysis February 2025

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

Market Exposure

Share of Clicks for top 10 UK Energy, Utilities & Waste Electric 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
britishgas.co.uk	27.12
ovoenergy.com	11.77
octopus.energy	10.65
edfenergy.com	6.5
uswitch.com	3.65
amazon.co.uk	3.54
pod-point.com	2.81
eonnext.com	2.23
comparethemarket.com	1.85
bppulse.co.uk	1.14
others	28.74

British Gas leads with 27.12% click share, closely followed by ‘others’ at 28.74%. OVO Energy and Octopus Energy trail with 11.77% and 10.65%, respectively.

Market Exposure

Share of Spend for the top 10 UK Energy, Utilities & Waste Electric 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	britishgas.co.uk	octopus.energy	uswitch.com	comparethemarket.com	pod-point.com	edfenergy.com	ovoenergy.com	loveenergysavings.com	eonnext.com	uswitchforbusiness.com
2025/01/01	22%	10.75%	7.11%	8.78%	2.48%	2.61%	4.53%	2.02%	2.57%	3.09%
2025/01/02	23.94%	10.66%	7.42%	8.33%	2.28%	3.47%	4.52%	1.53%	2.09%	2.19%
2025/01/03	20.91%	10.08%	7.91%	9.54%	3.49%	4.27%	3.2%	1.59%	2.16%	2.28%
2025/01/04	25.1%	11.61%	6.91%	8.36%	3%	4.02%	4.68%	1.78%	2.22%	0.15%
2025/01/05	23.37%	9.8%	6.65%	8.45%	3.56%	4.19%	4.08%	1.33%	2.36%	0.13%
2025/01/06	22.52%	9.16%	6.33%	8.7%	2.56%	3.11%	3.96%	1.81%	1.92%	3.11%
2025/01/07	23.28%	9.15%	5.26%	8.36%	2.27%	3.03%	4.11%	1.65%	2.08%	3.17%
2025/01/08	20.38%	9.53%	5.36%	8.02%	3.03%	4.4%	4.22%	1.98%	2.68%	3.03%
2025/01/09	20.06%	8.91%	5.75%	7.67%	3.52%	3.65%	4.77%	2.46%	2.63%	2.6%
2025/01/10	17.84%	10.43%	5.42%	7.92%	4.17%	3.72%	4.71%	2.22%	2.94%	2.71%
2025/01/11	20.3%	10.25%	6.21%	8.44%	4.06%	4.53%	4.6%	2.31%	2.98%	0.13%
2025/01/12	18.5%	11.66%	6.86%	8.55%	4.03%	4.94%	4.51%	2.09%	3.68%	0.16%
2025/01/13	18.1%	10.34%	6.91%	9.25%	2.14%	3.58%	5.01%	2.48%	2.74%	3.3%
2025/01/14	18.09%	10%	6.12%	8%	4.39%	4.15%	3.9%	2.16%	3.14%	3.04%
2025/01/15	18.06%	9.48%	5.77%	8.36%	3.04%	3.43%	4.72%	2.65%	3.01%	3.62%
2025/01/16	19.85%	8.84%	5.71%	7.62%	3.49%	3.62%	4.74%	2.44%	2.6%	2.58%
2025/01/21	18.59%	9.7%	6.76%	5.97%	3.32%	3.72%	3.77%	3.05%	3.73%	3.82%
2025/01/22	17.05%	8.92%	6.34%	6.43%	3.62%	2.69%	4.52%	3%	3.92%	4.04%
2025/01/23	17.88%	7.67%	5.95%	7%	3.49%	3.07%	4.31%	3.56%	3.19%	2.59%
2025/01/24	16.44%	10.28%	5.72%	7.68%	3.57%	3.18%	3.87%	2.89%	3.21%	2.95%
2025/01/25	19.2%	10.2%	8.23%	6.34%	3.92%	4.68%	3.98%	3.34%	4.48%	0.14%
2025/01/26	21.12%	9.5%	6.7%	6.69%	4.48%	4.59%	4.33%	2.84%	3.48%	0.16%
2025/01/27	17.61%	11.83%	6.27%	6.46%	3.45%	3.72%	3.24%	2.01%	2.26%	2.98%
2025/01/28	18.78%	8.89%	6.15%	5.49%	3.4%	3.4%	4.64%	2.96%	2.44%	2.99%
2025/01/29	16.68%	8.25%	6.29%	5.36%	4.29%	3.23%	3.45%	2.57%	2.71%	2.18%
2025/01/30	15.52%	9.58%	6.17%	5.57%	3.99%	3.98%	3.85%	2.89%	2.69%	2.2%
2025/01/31	16.77%	9.3%	6.44%	5.78%	4.73%	3.83%	3.33%	3.05%	2.49%	2.02%

British Gas led January with fluctuating spend, peaking early at 25.10% and ending at 16.77%. Octopus Energy maintained a steady presence, while Uswitch and Comparethemarket showed consistent mid-range activity. Pod Point and EDF Energy had notable spikes, with Pod Point closing at 4.73%.

Market Exposure

Competitor Count for UK Energy, Utilities & Waste Electric

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	828
2025/01/02	814
2025/01/03	854
2025/01/04	797
2025/01/05	831
2025/01/06	863
2025/01/07	909
2025/01/08	912
2025/01/09	894
2025/01/10	918
2025/01/11	898
2025/01/12	899
2025/01/13	841
2025/01/14	923
2025/01/15	868
2025/01/16	894
2025/01/21	869
2025/01/22	833
2025/01/23	851
2025/01/24	797
2025/01/25	771
2025/01/26	802
2025/01/27	847
2025/01/28	866
2025/01/29	982
2025/01/30	1027
2025/01/31	938

Advertisers fluctuated in January, peaking at 1,027 on the 30th. The month concluded with 938 distinct advertisers, indicating a dynamic market.

Campaign Efficiency

Market Loss & Market Gains for UK Energy, Utilities & Waste Electric

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
bppulse.co.uk	0.86%
pod-point.com	0.64%
ovoenergy.com	0.63%
uswitch.com	0.61%
eonenergy.com	0.53%
moneysupermarket.com	-0.71%
octopus.energy	-0.75%
comparethemarket.com	-0.84%
amazon.co.uk	-1.56%
britishgas.co.uk	-3.12%

In the past month, bppulse.co.uk surged with a 0.86% click share increase, while britishgas.co.uk faced a significant drop of 3.12%.

Campaign Efficiency

UK Energy, Utilities & Waste Electric 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	britishgas.co.uk	octopus.energy	pod-point.com	uswitch.com	edfenergy.com	ovoenergy.com	eonnext.com	amazon.co.uk	bppulse.co.uk	scottishpower.co.uk
2025/01/01	16.25%	11.32%	2.06%	4.19%	2.82%	4.33%	3.01%	7.04%	1.37%	1.49%
2025/01/02	17.91%	10.58%	2.05%	4.44%	3.73%	4.14%	2.59%	9.11%	0.78%	1.75%
2025/01/03	16.96%	10.83%	3.32%	5.03%	4.88%	3.23%	2.63%	7.04%	0.86%	1.59%
2025/01/04	18.01%	11.03%	2.91%	4.54%	4.5%	4.52%	2.67%	8.34%	0.72%	1.38%
2025/01/05	16.18%	9.89%	2.99%	3.66%	4.5%	3.66%	2.63%	6.79%	1.27%	1.61%
2025/01/06	16.23%	9.92%	2.21%	3.79%	2.91%	4.02%	2.33%	6.94%	0.79%	1.9%
2025/01/07	17.72%	9.24%	1.86%	3.15%	3.03%	3.84%	2.28%	4.51%	1.09%	1.65%
2025/01/08	15.44%	10.52%	2.77%	3.29%	4.63%	4.11%	3.27%	3.93%	0.87%	1.51%
2025/01/09	16.26%	10.78%	3.11%	3.44%	4.05%	4.96%	3.1%	2.7%	1.09%	2.08%
2025/01/10	13.59%	11.67%	3.87%	3.25%	4.25%	4.53%	3.39%	3.3%	1.02%	2.16%
2025/01/11	16.35%	11.8%	3.79%	3.89%	5.03%	4.51%	3.41%	3.96%	1.24%	3.04%
2025/01/12	14.16%	12.48%	3.91%	4.11%	5.64%	4.45%	4%	3.96%	1.12%	2.7%
2025/01/13	13.67%	12.36%	2.08%	4.41%	4.28%	4.87%	3.43%	3.61%	0.87%	1.86%
2025/01/14	14.49%	10.88%	4.14%	3.66%	4.65%	4.07%	3.86%	2.18%	1.36%	1.81%
2025/01/15	13.72%	11.5%	2.83%	3.46%	3.8%	4.49%	4.19%	3.27%	1.63%	1.38%
2025/01/16	16.25%	10.79%	3.11%	3.44%	4.05%	4.97%	3.11%	2.7%	1.1%	2.08%
2025/01/21	15.58%	12.89%	2.95%	4.32%	4.15%	3.64%	4.56%	0.83%	1.39%	3.35%
2025/01/22	14.56%	11.03%	3.17%	3.83%	2.84%	4.49%	5.57%	1.94%	1.6%	2.02%
2025/01/23	15.11%	10.39%	3.36%	3.66%	3.22%	4.17%	4.13%	1.9%	1.61%	1.98%
2025/01/24	13.68%	11.25%	3.11%	3.34%	3.29%	3.66%	4.06%	2.86%	2.41%	1.92%
2025/01/25	15.38%	12.72%	3.92%	4.99%	5.1%	3.64%	5.93%	2.18%	2.03%	3.52%
2025/01/26	17.03%	11.63%	4.15%	3.99%	5.69%	3.98%	4.56%	2.85%	2.54%	2.91%
2025/01/27	13.7%	13.39%	3.03%	3.81%	3.67%	2.91%	2.66%	3.18%	2.77%	1.19%
2025/01/28	14.98%	9.82%	3.1%	3.81%	3.22%	4.52%	3.02%	2.76%	2.43%	1.95%
2025/01/29	12.98%	9.56%	3.88%	3.65%	3.05%	3.17%	3.34%	1.35%	3.16%	2.05%
2025/01/30	11.85%	9.78%	3.25%	3.33%	3.45%	3.55%	2.99%	2.17%	1.83%	1.32%
2025/01/31	14.04%	10.12%	4.45%	3.68%	3.31%	3.1%	2.83%	2.13%	1.83%	1.09%

British Gas led January with fluctuating impressions, peaking early. Octopus Energy saw a mid-month rise, while Pod Point and Uswitch showed steady growth. EDF Energy and OVO Energy had varied trends, ending with moderate shares.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Energy, Utilities & Waste Electric

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
Find Public Charging Points https://www.autotrader.co.uk › charging › public_charging
How To Charge In Public — Learn About Electric Cars At Auto Trader From Our Expert Advice, Guidance & Reviews. Explore Our...
2
British Gas Energy https://www.britishgas.co.uk
British Gas Payg — With our Prepayment Tariffs you can Top-up Online, over the Phone or with your Smart Card. Save On...
3
Energy Switch Guarantee https://www.octopus.energy
The UK's Most Awarded Supplier — Smart customers can claim Octoplus rewards worth over £200, pay less, and get free energy. The UK's...
4
OVO Energy https://www.ovoenergy.com
View Bills Easily in our App — Having a smart-meter gives you access to smart-only benefits, helping you save money. OVO Beyond - giving you insights & savings on green tech, all from our app. Path to Zero.
5
Compare Gas & Electricity - Find Your Cheapest Energy Deal https://www.uswitch.com
Compare Energy Prices From A Range Of Suppliers. Find The Best Energy Deal For Your Needs.

In the competitive landscape of Google PPC, Auto Trader, British Gas, Octopus Energy, OVO Energy, and Uswitch stand out. Auto Trader educates on public charging, while British Gas emphasizes flexible payment options. Octopus Energy highlights rewards and savings, OVO Energy focuses on smart-meter benefits, and Uswitch offers comprehensive energy price comparisons.

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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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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.

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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.

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Customer Success Stories

Origin Energy achieves a 15% increase in market share with local search intelligence

Origin Energy is a nationwide energy provider in Australia, but market conditions in central Queensland are very different from, say, coastal Victoria.

Thanks to Adthena’s custom location data, Origin Energy can easily monitor conditions in each state, optimize its search campaigns region-by-region, and respond with precision.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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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 Energy, Utilities & Waste - Electric - PPC Market Share Analysis February 2025

Share of Clicks for top 10 UK Energy, Utilities & Waste Electric brands

Share of Spend for the top 10 UK Energy, Utilities & Waste Electric brands

Competitor Count for UK Energy, Utilities & Waste Electric

Market Loss & Market Gains for UK Energy, Utilities & Waste Electric

UK Energy, Utilities & Waste Electric Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Energy, Utilities & Waste Electric

Frequently Asked Questions

Customer Success Stories

Origin Energy achieves a 15% increase in market share with local search intelligence

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