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UK Energy, Utilities & Waste - Electric - PPC Market Share Analysis March 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.

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Share of Clicks - Last month
Domain Share of clicks
britishgas.co.uk 32.38
ovoenergy.com 16.64
octopus.energy 13.06
edfenergy.com 12.31
uswitch.com 5.23
eonnext.com 2.19
moneysupermarket.com 2.13
pod-point.com 1.01
scottishpower.co.uk 1
bppulse.co.uk 0.92
others 13.13

Copyright © Adthena. All rights reserved.

British Gas leads with 32.38% click share, followed by OVO Energy at 16.64%. Octopus Energy and EDF Energy trail closely. “Others” collectively hold 13.13%, showcasing diverse competition.

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. 

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Share of Spend - Last Month
Date uswitch.com britishgas.co.uk octopus.energy edfenergy.com moneysupermarket.com eonnext.com ovoenergy.com switchwhiz.co.uk uswitchforbusiness.com loveenergysavings.com
2025/03/01 16.11% 23.42% 14.79% 8.33% 2.71% 3.38% 8.98% 2.4% 0.15% 3.29%
2025/03/02 15.07% 22.91% 16.47% 8.64% 2.5% 3.94% 9.62% 2.03% 0.17% 2.16%
2025/03/03 15.57% 20.35% 16.98% 6.31% 2.59% 3.26% 5.94% 2.27% 3.14% 2.41%
2025/03/04 13.65% 21.48% 14.35% 7.56% 2.39% 3.82% 6.46% 1.96% 3.28% 2.37%
2025/03/05 13.78% 20.4% 13.2% 6.55% 3.24% 3.78% 5.06% 1.95% 3.48% 2.21%
2025/03/06 13.84% 17.96% 13.09% 7.75% 3.93% 3.58% 4.08% 2.45% 2.5% 2.38%
2025/03/07 13.11% 17.91% 11.14% 9.88% 5.48% 2.36% 5.28% 1.66% 2.35% 2.01%
2025/03/08 14.26% 24.34% 15.36% 11.89% 6.4% 2.63% 4.52% 1.37% 0.1% 1.59%
2025/03/09 12.22% 25.96% 18.09% 10.49% 3.55% 3.78% 5.65% 2.23% 0.13% 2.22%
2025/03/10 15.1% 21.62% 14.48% 9.3% 5.76% 2.39% 3.6% 1.85% 2.47% 2.12%
2025/03/11 12.13% 21.12% 13.02% 9.78% 4.42% 2.73% 4.48% 2.35% 2.91% 2.69%
2025/03/12 14.21% 22.68% 13.18% 8.66% 4.14% 3.08% 3.69% 1.8% 2.84% 2.35%
2025/03/13 12.68% 20.12% 15.17% 11.67% 6.36% 3.01% 3.2% 2.15% 1.82% 2.15%
2025/03/14 13.25% 20.7% 13.4% 15.09% 5.75% 3.34% 2.92% 1.75% 2.24% 2%
2025/03/15 14.35% 17.87% 16.56% 15.48% 5.86% 4.22% 5.16% 1.8% 0.11% 2.3%
2025/03/16 14.63% 18.04% 18.84% 15.62% 5.46% 4.61% 4.59% 1.27% 0.12% 1.15%
2025/03/17 14.6% 19.46% 11.91% 14.02% 4.87% 4.22% 3.79% 2.3% 2.28% 2.52%
2025/03/18 16.49% 19.28% 13.02% 10.7% 5.47% 4.09% 4.14% 1.66% 2.7% 1.72%
2025/03/19 16.04% 19.51% 12.02% 12.45% 5.73% 4.47% 2.89% 1.84% 1.93% 2.04%
2025/03/20 12.38% 31.4% 12.74% 8.95% 5.02% 4.1% 3.17% 1.74% 1.74% 1.8%
2025/03/21 14.51% 27.17% 15.11% 5.56% 4.75% 3.46% 3.54% 2.04% 2.41% 2.09%
2025/03/22 14.83% 32.35% 16.63% 6.53% 6.71% 4.42% 3.3% 1.17% 0.07% 1.05%
2025/03/23 14.29% 30.59% 19.64% 5.88% 5.95% 4.28% 3.15% 1.11% 0.07% 1.19%
2025/03/24 13.31% 28.65% 14.79% 5.41% 7.84% 3.72% 2.42% 1.66% 1.25% 1.28%
2025/03/25 13.16% 27.3% 14.97% 6.52% 5.2% 3.23% 3.08% 1.74% 2.27% 1.75%
2025/03/26 11.86% 27.89% 16.1% 7.85% 4.73% 3.32% 2.63% 2.33% 1.83% 2.1%
2025/03/27 12.32% 26.03% 13.14% 8.62% 8.05% 3.71% 2.55% 1.78% 2.04% 1.61%
2025/03/28 13.69% 16.71% 15.78% 8.19% 8.34% 4.19% 3.71% 1.77% 2.42% 2.17%
2025/03/29 18.64% 12.9% 19.61% 11.61% 10.06% 6.36% 4.14% 1.86% 0.07% 1.74%
2025/03/30 17.1% 13.05% 23.59% 9.38% 7.42% 4.76% 4.59% 1.66% 0.09% 2.01%
2025/03/31 17.88% 16.17% 13.79% 10.85% 7.83% 4.22% 3.44% 1.87% 1.63% 1.53%

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In March 2025, British Gas led PPC spend, peaking mid-month. Uswitch and Octopus Energy showed fluctuating trends, while EDF Energy and Moneysupermarket saw moderate activity. The month concluded with British Gas maintaining dominance.

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. 

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Competitor Count - Last month
Date Competitor Count
2025/03/01 288
2025/03/02 261
2025/03/03 292
2025/03/04 300
2025/03/05 320
2025/03/06 339
2025/03/07 344
2025/03/08 312
2025/03/09 288
2025/03/10 316
2025/03/11 308
2025/03/12 314
2025/03/13 319
2025/03/14 317
2025/03/15 285
2025/03/16 278
2025/03/17 295
2025/03/18 294
2025/03/19 294
2025/03/20 289
2025/03/21 273
2025/03/22 265
2025/03/23 257
2025/03/24 270
2025/03/25 270
2025/03/26 269
2025/03/27 292
2025/03/28 278
2025/03/29 273
2025/03/30 256
2025/03/31 265

Copyright © Adthena. All rights reserved.

March began with 288 advertisers, peaking at 344 on the 7th. A decline followed, ending the month at 265.

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
octopus.energy 2.31%
britishgas.co.uk 1.7%
moneysupermarket.com 0.72%
uswitch.com 0.52%
eonnext.com 0.35%
iallpowers.com -0.24%
esbenergy.co.uk -0.24%
pod-point.com -0.61%
edfenergy.com -1.26%
ovoenergy.com -1.56%

Copyright © Adthena. All rights reserved.

Octopus.energy surged with a 2.31% click share increase, while ovoenergy.com dropped by 1.56%. Britishgas.co.uk gained 1.7%, contrasting edfenergy.com’s 1.26% decline.

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.

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Date britishgas.co.uk octopus.energy edfenergy.com uswitch.com ovoenergy.com eonnext.com moneysupermarket.com scottishpower.co.uk pod-point.com esbenergy.co.uk
2025/03/01 24% 14.86% 9.81% 9.19% 9.14% 4.76% 1.57% 2.21% 1.23% 1.14%
2025/03/02 23.46% 15.55% 10.95% 8.45% 9.18% 4.99% 1.47% 1.84% 2.35% 2.02%
2025/03/03 21.93% 16.93% 7.68% 8.02% 8.44% 3.57% 1.25% 1.44% 1.13% 1.16%
2025/03/04 22.78% 13.45% 7.01% 7.05% 9.02% 3.92% 1.22% 2.73% 1.41% 0.67%
2025/03/05 20.64% 12.55% 6.93% 6.88% 7.06% 4.23% 1.54% 1.62% 2.35% 2.24%
2025/03/06 17.3% 12.21% 6.72% 6.68% 5.76% 4.03% 2.01% 2.77% 3.45% 1.69%
2025/03/07 18.81% 10.9% 8.75% 6.74% 6.8% 2.49% 2.98% 1.6% 3.16% 2.21%
2025/03/08 24.71% 14.96% 11.29% 6.7% 6.21% 2.72% 3.36% 2.31% 2.39% 2.7%
2025/03/09 27.42% 16.02% 10.12% 5.45% 7.64% 3.63% 1.61% 1.34% 2.23% 2.32%
2025/03/10 23.96% 14.22% 8.93% 8.08% 4.59% 2.55% 3.32% 1.12% 2.94% 2.37%
2025/03/11 21.73% 12.16% 9.24% 5.49% 6.28% 2.83% 1.99% 1.17% 1.99% 1.28%
2025/03/12 23.78% 12.7% 7.81% 6.8% 5.31% 3.02% 2.3% 1.62% 2.1% 1.74%
2025/03/13 22.16% 15.33% 11.35% 6.19% 4.3% 3.42% 3.34% 0.76% 1.49% 0.99%
2025/03/14 22.33% 14.15% 16.96% 6.53% 3.86% 3.33% 2.97% 0.61% 1.07% 1.08%
2025/03/15 16.83% 15.07% 19.3% 7.32% 6.77% 4.67% 2.85% 0.95% 1.2% 0.37%
2025/03/16 17.05% 16.83% 18.68% 7.23% 5.81% 4.85% 2.48% 0.64% 1.32% 0.94%
2025/03/17 20.39% 12.13% 15.79% 7.15% 5.61% 4.47% 2.44% 1.3% 0.82% 0.94%
2025/03/18 20.61% 12.32% 10.42% 8.35% 6.6% 4.52% 2.99% 0.85% 0.92% 1.2%
2025/03/19 21.91% 12.29% 12.92% 8.02% 4.44% 4.93% 2.92% 1.71% 0.6% 1.28%
2025/03/20 35.28% 12.24% 8.65% 6.38% 4.89% 4.52% 2.54% 0.83% 0.75% 0.72%
2025/03/21 30.26% 15.96% 5.59% 7.41% 5.59% 3.98% 2.2% 1.36% 1.03% 1.25%
2025/03/22 32.21% 18.25% 6.72% 7.18% 4.9% 5.1% 3.27% 0.71% 0.53% 1.3%
2025/03/23 31.87% 20.72% 5.08% 7.55% 4.63% 4.84% 2.96% 1.41% 0.78% 1.3%
2025/03/24 31.33% 16.41% 5.16% 6.79% 3.79% 4.07% 4.5% 0.79% 0.79% 1.46%
2025/03/25 29.27% 14.75% 6.72% 6.87% 4.83% 3.81% 2.99% 0.82% 1.63% 1.4%
2025/03/26 31.07% 15.75% 9.26% 6.14% 4.41% 3.69% 2.37% 0.7% 0.79% 1.03%
2025/03/27 29.88% 12.06% 10.24% 6.71% 3.35% 4.1% 4.65% 1.42% 1.35% 1.25%
2025/03/28 16.75% 15.79% 7.77% 7.85% 6.04% 4.89% 4.3% 1.65% 2.86% 0.87%
2025/03/29 11.31% 18.98% 13.59% 11.76% 5.7% 7.61% 6.16% 1.81% 1.2% 0.85%
2025/03/30 12.6% 23.4% 10.32% 9.21% 7.11% 5.56% 3.96% 2.24% 1.53% 1.25%
2025/03/31 16.18% 14.37% 12.35% 10.02% 5.3% 4.52% 4.38% 1.31% 1.14% 0.67%

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March saw British Gas lead with fluctuating impressions, peaking mid-month. Octopus Energy and EDF Energy showed steady growth, while Uswitch and Ovo Energy maintained moderate shares. The month ended with British Gas still dominant.

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.

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  1. 1
    British Gas Electricity Tariff https://www.britishgas.co.uk

    British Gas Dual Fuel Prices — Beat future price rises by locking in a fixed tariff with us. Now you can chill until 2026. Save vs The...

  2. 2
    Octopus Electroverse - Find rapid EV chargers fast - electroverse.com https://www.electroverse.com

    Charge your EV with one simple tap, across the UK & beyond. Join for free today. Over 920,000 chargers...

  3. 3
    Energy Going Off On An Angle? | Set It Straight https://www.octopus.energy

    The UK's most awarded energy supplier, outrageously good service, and best place to work.

  4. 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. 5
    Energy Comparison: Gas & Electricity - Uswitch https://www.uswitch.com

    Find Cheaper Gas And Electric Deals. Compare Suppliers and Tariffs Now! Let Uswitch Find You A...

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In the competitive landscape of energy PPC ads, British Gas entices with fixed tariffs, promising stability until 2026. Octopus Electroverse highlights convenience with rapid EV chargers. Octopus Energy boasts award-winning service, while OVO Energy emphasizes smart savings. Uswitch simplifies energy comparisons, offering cost-effective solutions.

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