UK Gambling & Gaming Sports Betting - PPC Market Share Analysis February 2025

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

Market Exposure

Share of Clicks for top 10 UK Gambling & Gaming Sports Betting 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
bet365.com	22.83
williamhill.com	22.39
skybet.com	11.6
ladbrokes.com	9.04
paddypower.com	7.1
betfred.com	4.36
coral.co.uk	3.23
betfair.com	2.66
32red.com	2.05
virgingames.com	1.55
others	13.19

In the competitive landscape of Google’s PPC for gambling, bet365.com and williamhill.com dominate with 22.83% and 22.39% click shares, respectively. Skybet.com follows at 11.6%, while ‘others’ collectively hold 13.19%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 UK Gambling & Gaming Sports Betting 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	paddypower.com	williamhill.com	bet365.com	betfred.com	ladbrokes.com	32red.com	coral.co.uk	betfair.com	bestukbettingsites.com	virgingames.com
2025/01/01	9.54%	3.24%	8.58%	6.86%	9.78%	4.47%	6.49%	5.12%	4.29%	4.01%
2025/01/02	11.98%	4.66%	8.69%	6.53%	10.5%	5.93%	5.72%	6.08%	3.06%	2.73%
2025/01/03	12.38%	4.56%	9.64%	6.37%	9.61%	5.33%	5.41%	2.73%	2.85%	3.85%
2025/01/04	9.93%	5.96%	8.68%	6.44%	11.12%	5.37%	6.84%	6.2%	3.29%	3.35%
2025/01/05	11.73%	6.26%	7.44%	7.7%	11.09%	3.47%	6.73%	3.81%	3.31%	2.54%
2025/01/06	9.07%	5.99%	7.53%	5.92%	9.24%	4.3%	6.8%	5.55%	2.96%	4.96%
2025/01/07	10.4%	6.46%	7.88%	6.35%	6.63%	4.59%	6.98%	2.58%	3.36%	4.31%
2025/01/08	10.7%	2.49%	8.33%	5.74%	6.19%	4.88%	7.1%	5.13%	3.53%	3.95%
2025/01/09	10.18%	8.11%	10.74%	5.03%	7.32%	4.49%	6.87%	4.38%	3.43%	3.62%
2025/01/10	9.04%	9.1%	12.17%	4.06%	7.16%	4.28%	6.23%	2.52%	3.68%	3.2%
2025/01/11	12.09%	5.97%	10.54%	4.93%	7.34%	5.28%	6.6%	3.4%	3.75%	2.57%
2025/01/12	10.86%	6.28%	11.59%	4.99%	7.9%	3.93%	8.11%	3.92%	3.67%	2.24%
2025/01/13	14.35%	4.9%	10.86%	5.64%	7.23%	4.3%	6.32%	4.82%	3.29%	4.24%
2025/01/14	13.81%	10.9%	9.59%	4.64%	6.18%	4.28%	3.88%	2.74%	3.61%	3.65%
2025/01/15	18.51%	11.73%	8.8%	6.35%	6.22%	3.84%	3.65%	5.52%	2.65%	3.55%
2025/01/16	10.07%	8.02%	10.67%	4.98%	7.26%	4.44%	6.8%	4.33%	3.42%	3.58%
2025/01/21	1.85%	10%	13.17%	7.63%	8.18%	9.36%	7.98%	0.57%	0.23%	5.51%
2025/01/22	2.28%	9.11%	14.77%	7.91%	5.36%	6.84%	10.11%	1.02%	0.2%	4.91%
2025/01/23	4.2%	9.04%	19.65%	7.34%	7.42%	2.86%	8.51%	2.49%	2.1%	3.42%
2025/01/24	2.59%	12.8%	21.59%	7.53%	6.28%	0.91%	8.46%	3.34%	2.37%	1.85%
2025/01/25	2.92%	10.74%	14.64%	9.13%	11.16%	4.71%	11.29%	0.82%	0.41%	3.46%
2025/01/26	3.87%	11.36%	12.92%	6.74%	10.9%	5.36%	11.94%	1.19%	1.49%	5.12%
2025/01/27	11.03%	11.55%	9.98%	6.9%	7.15%	4.59%	9.4%	1%	1.17%	3.43%
2025/01/28	17.98%	5.7%	9.28%	7.81%	7.18%	4.33%	7.52%	7.27%	1.68%	2.66%
2025/01/29	22.43%	8.96%	6.96%	5.11%	3.95%	1.61%	7.37%	8.1%	1.69%	2.07%
2025/01/30	20.88%	11.34%	12.68%	9.67%	7.05%	2.04%	4.7%	1.4%	1.34%	3.11%
2025/01/31	15.8%	14.96%	13.13%	11.18%	6.86%	6.75%	5.57%	1.66%	1.39%	1.15%

In January 2025, PPC spend share fluctuated significantly. Paddy Power peaked mid-month, while Bet365 surged late. William Hill maintained steady growth, and Betfair saw a late spike. The month concluded with diverse spend patterns across advertisers.

Market Exposure

Competitor Count for UK Gambling & Gaming Sports Betting

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	225
2025/01/02	223
2025/01/03	221
2025/01/04	213
2025/01/05	214
2025/01/06	201
2025/01/07	205
2025/01/08	203
2025/01/09	202
2025/01/10	223
2025/01/11	226
2025/01/12	225
2025/01/13	236
2025/01/14	231
2025/01/15	246
2025/01/16	202
2025/01/21	223
2025/01/22	217
2025/01/23	192
2025/01/24	214
2025/01/25	169
2025/01/26	170
2025/01/27	186
2025/01/28	184
2025/01/29	196
2025/01/30	187
2025/01/31	177

January saw fluctuating advertiser numbers, peaking at 246 mid-month, then declining to 177 by month’s end.

Campaign Efficiency

Market Loss & Market Gains for UK Gambling & Gaming Sports Betting

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
bet365.com	13.41%
skybet.com	6.35%
williamhill.com	1.4%
betvictor.com	1.33%
admiralcasino.co.uk	0.3%
32red.com	-1.21%
betfred.com	-1.67%
betfair.com	-2.1%
paddypower.com	-4.03%
ladbrokes.com	-5.36%

Skybet.com and bet365.com surged, gaining 6.35% and 13.41% click share, respectively. Meanwhile, ladbrokes.com and paddypower.com faced declines of 5.36% and 4.03%.

Campaign Efficiency

UK Gambling & Gaming Sports Betting 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	bet365.com	williamhill.com	32red.com	ladbrokes.com	betfred.com	coral.co.uk	paddypower.com	skybet.com	virgingames.com	grosvenorcasinos.com
2025/01/01	11.35%	3.88%	8.74%	16.29%	5.85%	11.79%	4.19%	3.07%	6.91%	2.37%
2025/01/02	10.91%	5.01%	11.88%	17%	5.05%	10.43%	5.61%	2.07%	4.69%	5.38%
2025/01/03	11.47%	5.43%	9.68%	15.73%	6.53%	9.7%	5.14%	2.05%	6.74%	3.69%
2025/01/04	9.55%	6.49%	10.39%	17.56%	6.2%	10.5%	6.42%	2.86%	5.88%	2.29%
2025/01/05	7.95%	6.5%	7.23%	17.21%	8.26%	11.25%	5.3%	2.61%	4.36%	3.4%
2025/01/06	7.43%	5.94%	7.84%	13.88%	5.5%	11%	3.24%	3.46%	8.58%	3.01%
2025/01/07	8.84%	6.54%	8.04%	9.68%	5.77%	11.33%	4.91%	2.63%	7.58%	3.13%
2025/01/08	9.47%	2.89%	9.27%	9.77%	5.1%	11.96%	3.45%	2.48%	6.92%	3.7%
2025/01/09	13.1%	8.35%	8.13%	11.65%	3.81%	11.49%	4.67%	2.62%	6.24%	2.78%
2025/01/10	16.24%	9.95%	7.47%	11.49%	3.1%	9.1%	3.35%	2.67%	5.92%	2.7%
2025/01/11	12.84%	7.19%	10.07%	11.31%	4.11%	10.01%	5.09%	3.88%	4.57%	2.68%
2025/01/12	14.25%	6.64%	6.48%	11.79%	4.39%	12.26%	5.44%	4.17%	3.63%	3.55%
2025/01/13	14.4%	6.63%	8.83%	11.68%	3.51%	10.19%	5.61%	4.37%	7.88%	2.31%
2025/01/14	13.58%	12.34%	8.47%	10.4%	4.45%	6.1%	4.79%	3.14%	7.37%	3.38%
2025/01/15	12.67%	12.13%	7.14%	10.69%	6.35%	6.01%	4.88%	2.6%	6.71%	2.21%
2025/01/16	13.1%	8.35%	8.13%	11.65%	3.81%	11.49%	4.67%	2.62%	6.24%	2.78%
2025/01/21	11%	8.22%	10.68%	9.62%	8.6%	9.77%	2.62%	6.25%	5.71%	4.19%
2025/01/22	12.93%	7.69%	7.64%	6.18%	8.93%	12.5%	2.83%	7.17%	4.98%	3.23%
2025/01/23	20.88%	8.76%	4.08%	9.13%	7.24%	11.39%	3.71%	5.16%	4.21%	4.89%
2025/01/24	25.46%	12.25%	1.14%	8.24%	5.03%	12.26%	1.13%	3.16%	2.47%	3.15%
2025/01/25	13.7%	9.27%	5.34%	13.26%	10.64%	14.24%	3.57%	5.64%	3.47%	6.97%
2025/01/26	11.41%	9.63%	6.28%	12.92%	7.8%	14.97%	4.99%	8.7%	5.34%	4.39%
2025/01/27	10.55%	10.59%	6.29%	10.14%	7.35%	13.95%	4.22%	6.81%	4.43%	2.31%
2025/01/28	13.35%	7.49%	7.33%	12.45%	6.43%	14.15%	4.62%	5.87%	4.32%	3.37%
2025/01/29	10.94%	12.24%	3.1%	6.44%	5.43%	13.69%	6.33%	5.38%	3.58%	0.31%
2025/01/30	17.08%	10.96%	2.56%	9.79%	6.04%	8.23%	4.92%	10.52%	5.38%	0.18%
2025/01/31	16.89%	16.5%	11.78%	10.54%	9.55%	7.75%	4.15%	3.59%	1.59%	1.23%

In January 2025, bet365.com saw fluctuating impressions, peaking at 25.46% on the 24th. Williamhill.com ended strong at 16.50%, while 32red.com rebounded to 11.78%. Ladbrokes.com maintained stability, finishing at 10.54%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Gambling & Gaming Sports Betting

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
£50 Free Bets If You Bet £10 - bet365™ New Customer Offer https://www.bet365.com
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2
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Discover Coral™ Online Casino: Bet £10 & Get £50 Bonus. Play Responsibly 18+ T&C's Apply. Bet £10...
3
Bet £10 Get £50 Bonus - Claim Your £50 Free Bonus https://promo.ladbrokes.com › online_casino › new_customers
Please Play Responsibly – Bet £10 & Get £50 Casino Bonus with Ladbrokes™. 18+ T&Cs Apply
4
100 Free Spins - Virgin Games Online Casino https://www.virgingames.com
Play £10, Get 100 Free Spins! Online Slots & Casino. Join Us 18+. T&Cs. Free Spins are on Double...
5
William Hill™ Online Betting - Deposit, Bet & Get £60 Bonus https://promotion.williamhill.com › online-betting › terms-apply
New Customers Deposit & Bet £10 Get £60. Some Payments Excluded. T&Cs Apply. Play Safe 18+

In the competitive world of online betting, top advertisers like bet365, Coral, and Ladbrokes captivate with enticing offers. Bet £10, and they promise up to £50 in bonuses, while Virgin Games lures with 100 free spins. William Hill stands out, offering a £60 bonus, showcasing the fierce battle for customer attention.

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GIMO Case Study: Reducing CPCs and Saving €1.12M for Clients

GIMO is a specialist digital marketing agency for the gaming industry. In 2019, they saw their cost-per-clicks (CPCs) rise sharply for their clients, primarily due to brand-bidding among rivals.

GIMO set an ambitious goal: reduce their brand spend by 25%. To do that, they would need to find every opportunity for campaign efficiency.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

UNTUCKit Case Study: Retail brand unlocks $54k with Adthena’s Brand Activator

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UK Gambling & Gaming Sports Betting - PPC Market Share Analysis February 2025

Share of Clicks for top 10 UK Gambling & Gaming Sports Betting brands

Share of Spend for the top 10 UK Gambling & Gaming Sports Betting brands

Competitor Count for UK Gambling & Gaming Sports Betting

Market Loss & Market Gains for UK Gambling & Gaming Sports Betting

UK Gambling & Gaming Sports Betting Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Gambling & Gaming Sports Betting

Frequently Asked Questions

Customer Success Stories

GIMO Case Study: Reducing CPCs and Saving €1.12M for Clients

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

UNTUCKit Case Study: Retail brand unlocks $54k with Adthena’s Brand Activator

Get the full picture

See this data specific to your brand performance

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