UK Retail Home & Garden - PPC Market Share Analysis February 2025

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

Market Exposure

Share of Clicks for top 10 UK Retail Home & Garden 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	10.67
dunelm.com	8
wayfair.co.uk	4.78
argos.co.uk	4.5
dusk.com	3.17
dfs.co.uk	2.6
ikea.com	2.33
victorianplumbing.co.uk	1.9
johnlewis.com	1.77
screwfix.com	1.63
others	58.65

In the home and garden PPC landscape, Amazon.co.uk leads with a 10.67% click share, followed by Dunelm.com at 8.00%. Others dominate the scene, capturing 58.65% of clicks.

Market Exposure

Share of Spend for the top 10 UK Retail Home & Garden 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	dunelm.com	amazon.co.uk	wayfair.co.uk	dusk.com	ikea.com	argos.co.uk	victorianplumbing.co.uk	dfs.co.uk	daals.co.uk	johnlewis.com
2025/01/01	6.51%	9.96%	3.37%	5.67%	1.84%	2.67%	2.39%	2.38%	1.4%	1.39%
2025/01/02	5.76%	10.66%	4.09%	4.86%	1.54%	3.06%	2.41%	3.1%	1.46%	1.58%
2025/01/03	5.47%	9.65%	4.34%	5.35%	1.59%	3.42%	2.29%	3.22%	1.64%	1.52%
2025/01/04	6.05%	8.95%	4.13%	4.77%	1.44%	3.02%	2.29%	2.77%	1.28%	1.6%
2025/01/05	5.16%	9.28%	4.51%	5.68%	1.4%	2.71%	2.3%	2.58%	1.24%	1.74%
2025/01/06	5.77%	8.44%	4.47%	5.43%	1.67%	2.77%	2.49%	2.44%	1.62%	1.53%
2025/01/07	5.4%	6.19%	4.54%	4.69%	1.69%	2.7%	2.68%	1.92%	1.66%	1.3%
2025/01/08	5.59%	6.35%	4.11%	3.94%	2.02%	2.79%	2.7%	1.86%	1.95%	1.28%
2025/01/09	4.94%	6.96%	3.74%	3.69%	1.71%	2.15%	2.72%	1.89%	2.18%	1.28%
2025/01/10	5.31%	7.02%	3.97%	4.54%	1.93%	3.22%	2.78%	1.96%	2.23%	1.5%
2025/01/11	5.36%	7.67%	4.05%	4.2%	1.88%	3.44%	2.71%	2.4%	2.24%	2.26%
2025/01/12	5.78%	6.32%	3.48%	6.51%	1.61%	2.91%	2.72%	2.49%	2.77%	1.84%
2025/01/13	5.7%	5.52%	2.41%	6.5%	1.58%	2.83%	2.99%	2.12%	2.93%	1.74%
2025/01/14	5.59%	4.71%	2.68%	4.64%	2.01%	1.76%	2.71%	2.16%	2.59%	1.71%
2025/01/15	5.71%	4.91%	2.39%	4.22%	2.15%	2.18%	2.65%	2.53%	2.13%	1.71%
2025/01/16	4.9%	6.92%	3.72%	3.67%	1.7%	2.14%	2.69%	1.89%	2.18%	1.28%
2025/01/21	3.73%	4.75%	2.67%	4.61%	1.78%	1.35%	3.15%	1.58%	2.77%	1.75%
2025/01/22	3.63%	4.65%	3.55%	4.61%	2.25%	1.76%	3.03%	1.58%	2.79%	1.26%
2025/01/23	3.46%	4.56%	3.95%	4.54%	2.36%	2.11%	3.02%	1.45%	2.68%	1.25%
2025/01/24	4.02%	4.69%	4.42%	4.56%	2.64%	2.21%	3.47%	1.41%	2.9%	1.13%
2025/01/25	4.52%	4.18%	4.6%	6.14%	2.47%	1.75%	3.06%	1.68%	3.7%	1.41%
2025/01/26	4.77%	4.47%	4.24%	7.7%	2.27%	1.81%	3.15%	2.17%	2.56%	1.18%
2025/01/27	4.42%	5.48%	3.9%	5.14%	2.88%	1.92%	3.09%	2.21%	2.61%	1.22%
2025/01/28	5.58%	5.11%	3.43%	5.39%	2.68%	1.56%	3.25%	1.74%	2.4%	1.04%
2025/01/29	4.79%	5.25%	3.81%	4.12%	2.6%	1.91%	3.01%	1.55%	2.17%	0.89%
2025/01/30	5.53%	5.07%	4.09%	3.76%	2.72%	2.54%	2.63%	1.61%	1.8%	0.94%
2025/01/31	5.83%	5.19%	4.49%	3.59%	3.36%	2.82%	2.43%	1.63%	1.61%	0.99%

Amazon.co.uk led January 2025, peaking early at 10.66% spend share. Dunelm.com fluctuated, ending at 5.83%. Wayfair.co.uk and Dusk.com showed mid-month spikes. Ikea.com and Argos.co.uk remained steady, while JohnLewis.com declined.

Market Exposure

Competitor Count for UK Retail Home & Garden

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	18374
2025/01/02	18087
2025/01/03	18355
2025/01/04	17612
2025/01/05	17993
2025/01/06	18301
2025/01/07	18461
2025/01/08	18517
2025/01/09	18804
2025/01/10	18749
2025/01/11	18613
2025/01/12	18485
2025/01/13	18203
2025/01/14	18714
2025/01/15	18471
2025/01/16	18804
2025/01/21	17703
2025/01/22	17727
2025/01/23	16912
2025/01/24	16593
2025/01/25	16493
2025/01/26	16472
2025/01/27	17163
2025/01/28	17131
2025/01/29	18505
2025/01/30	19328
2025/01/31	18777

January began with 18,374 advertisers, fluctuating throughout the month. Mid-month saw a dip to 16,472, but it rebounded, ending at 18,777.

Campaign Efficiency

Market Loss & Market Gains for UK Retail Home & Garden

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
ikea.com	1.06%
oakfurnitureland.co.uk	0.61%
wayfair.co.uk	0.51%
beds.co.uk	0.48%
diy.com	0.38%
johnlewis.com	-0.55%
debenhams.com	-0.57%
dunelm.com	-0.59%
argos.co.uk	-0.86%
amazon.co.uk	-2.91%

IKEA surged with a 1.06% click share increase, while Amazon.co.uk faced a 2.91% decline. Oakfurnitureland.co.uk and Wayfair.co.uk also saw positive growth.

Campaign Efficiency

UK Retail Home & Garden 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	dunelm.com	wayfair.co.uk	argos.co.uk	ikea.com	dusk.com	victorianplumbing.co.uk	daals.co.uk	dfs.co.uk	debenhams.com
2025/01/01	14.16%	8.35%	4%	3.53%	2.03%	4.39%	1.43%	1.22%	2.05%	2.67%
2025/01/02	15.31%	7.49%	4.78%	4.01%	1.68%	3.76%	1.42%	1.24%	2.64%	2.64%
2025/01/03	13.99%	7.01%	5.2%	4.47%	1.76%	4.12%	1.4%	1.42%	2.85%	2%
2025/01/04	12.84%	7.7%	4.87%	3.95%	1.62%	3.71%	1.45%	1.11%	2.38%	2.52%
2025/01/05	13.24%	6.55%	5.36%	3.53%	1.54%	4.26%	1.39%	1.08%	2.19%	2.65%
2025/01/06	12.15%	7.4%	5.3%	3.62%	1.81%	4.1%	1.52%	1.36%	2.11%	2.2%
2025/01/07	9.05%	6.91%	5.42%	3.6%	1.85%	3.71%	1.73%	1.44%	1.7%	1.87%
2025/01/08	9.36%	7.13%	4.94%	3.62%	2.21%	3.2%	1.74%	1.71%	1.62%	2.19%
2025/01/09	10.44%	6.2%	4.6%	2.86%	1.87%	2.92%	1.79%	1.91%	1.66%	1.87%
2025/01/10	10.51%	6.58%	4.87%	4.28%	2.14%	3.52%	1.84%	1.92%	1.77%	1.95%
2025/01/11	11.34%	6.6%	4.86%	4.48%	2.11%	3.23%	1.67%	1.92%	2.1%	1.71%
2025/01/12	9.53%	7.53%	4.4%	3.8%	1.91%	4.97%	1.7%	2.46%	2.22%	2.04%
2025/01/13	8.51%	7.44%	3.03%	3.8%	1.87%	5.15%	1.81%	2.58%	1.9%	1.99%
2025/01/14	7.37%	7.39%	3.41%	2.31%	2.23%	3.78%	1.74%	2.34%	1.94%	1.87%
2025/01/15	7.61%	7.21%	2.91%	2.79%	2.4%	3.39%	1.69%	1.88%	2.32%	1.77%
2025/01/16	10.45%	6.19%	4.6%	2.86%	1.87%	2.92%	1.78%	1.92%	1.66%	1.87%
2025/01/21	7.9%	4.76%	3.68%	1.66%	2.11%	3.77%	2.33%	2.58%	1.56%	1.18%
2025/01/22	7.27%	4.42%	4.63%	2.36%	2.41%	3.75%	2.21%	2.53%	1.44%	1.33%
2025/01/23	7.5%	4.27%	5.17%	2.83%	2.77%	3.61%	2.21%	2.44%	1.32%	0.98%
2025/01/24	7.69%	4.83%	5.69%	2.89%	3.19%	3.56%	2.33%	2.62%	1.31%	1.07%
2025/01/25	6.76%	5.51%	6.01%	2.29%	2.93%	4.82%	2.28%	3.3%	1.52%	1.03%
2025/01/26	7.2%	6.27%	5.64%	2.42%	2.71%	6.17%	2.31%	2.38%	2.09%	1.01%
2025/01/27	8.65%	5.4%	5.02%	2.44%	3.32%	3.99%	2.12%	2.27%	2.02%	1.37%
2025/01/28	7.99%	6.97%	4.55%	2.07%	3.17%	4.32%	2.33%	2.16%	1.55%	1.66%
2025/01/29	8.04%	6.07%	4.97%	2.47%	3.05%	3.29%	2.17%	1.99%	1.33%	1.63%
2025/01/30	7.71%	6.77%	5.17%	3.32%	3%	2.95%	1.87%	1.65%	1.32%	1.43%
2025/01/31	7.91%	7.25%	5.74%	3.72%	3.72%	2.8%	1.71%	1.46%	1.34%	1.21%

Amazon.co.uk started strong in January, peaking at 15.31% but ended at 7.91%. Dunelm.com fluctuated, closing at 7.25%. Wayfair.co.uk rose to 5.74%, while Argos.co.uk improved to 3.72%. Ikea.com climbed steadily, finishing at 3.72%. Dusk.com saw a decline, ending at 2.8%. Victorianplumbing.co.uk remained stable, closing at 1.71%. Daals.co.uk decreased to 1.46%. DFS.co.uk dropped to 1.34%, and Debenhams.com fell to 1.21%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Retail Home & Garden

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
Bed and mattress size guide - UK Bed & Mattress Sizes | DFS https://www.dfs.co.uk
Read our bed and mattress size guide and discover which mattress to pair with your bed
2
New Sofa Range From DUSK - Big Jan Sale - Up To 50% Off https://www.dusk.com
DUSK Jan Sale Now On - Save Up To 50% Off Everything Now - Huge Savings Online. Order Now
3
Oak Furnitureland - January Sale Now On https://www.oakfurnitureland.co.uk
Save On Every Range And Discover Style That's Made-To-Last In Our January Sale — Now On.
4
Up To 50% Off Kitchen Units https://kitchens.wickes.co.uk › kitchens
Kitchens From Under £3,000 — We Have A Wickes™ Kitchen To Suit Every Style & Budget Starting From Under £3,000.
5
Wren Bedrooms https://www.wrenkitchens.com
UK's Lowest Bedroom Prices — Transform Your Bedroom With Wren's Bespoke Designs. Book Free 3D Planning Service Now.

In the competitive landscape of home and garden retail, advertisers like DFS, DUSK, Oak Furnitureland, Wickes, and Wren Kitchens captivate audiences with compelling offers. Themes of significant savings, bespoke designs, and comprehensive guides dominate, enticing consumers with promises of style, affordability, and customization.

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