UK Retail Home & Garden - PPC Market Share Analysis December 2024

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
daals.co.uk	1.63
johnlewis.com	1.65
screwfix.com	1.85
victorianplumbing.co.uk	2.01
dusk.com	2.53
ikea.com	2.57
wayfair.co.uk	3.93
argos.co.uk	4.73
dunelm.com	7.5
amazon.co.uk	15.16
others	56.44

In the competitive landscape of Google’s PPC for home and garden, Amazon.co.uk leads with a 15.16% click share. Dunelm.com follows at 7.5%, while Argos.co.uk captures 4.73%. Wayfair.co.uk holds 3.93%, and Ikea.com has 2.57%. Dusk.com, Victorianplumbing.co.uk, Screwfix.com, Johnlewis.com, and Daals.co.uk collectively contribute smaller shares. Notably, ‘others’ dominate with a significant 56.44% share, highlighting diverse competition.

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	amazon.co.uk	dunelm.com	dusk.com	victorianplumbing.co.uk	wayfair.co.uk	argos.co.uk	ikea.com	debenhams.com	johnlewis.com	daals.co.uk
2024/12/01	10.28%	3.47%	6.87%	2.33%	3.78%	1.77%	1.71%	0.74%	1.36%	2.49%
2024/12/02	9.84%	3.57%	5.11%	2.43%	3.05%	2.17%	1.33%	1.09%	1.18%	2.72%
2024/12/03	5.99%	4.72%	4.16%	2.8%	3.04%	2.98%	1.27%	1.02%	1.6%	2.66%
2024/12/04	6.33%	4.63%	3.55%	3.06%	2.68%	2.46%	1.63%	1.28%	1.36%	2.56%
2024/12/05	6.5%	4.33%	3.31%	2.97%	3.15%	2.38%	1.79%	1.44%	1.2%	2.63%
2024/12/06	5.84%	4.61%	3.14%	3.18%	3.92%	1.91%	2.05%	1.64%	1.48%	2.67%
2024/12/07	7.01%	4.55%	2.85%	2.72%	2.89%	1.73%	1.89%	2.13%	1.41%	3.82%
2024/12/08	6.91%	4.8%	2.82%	2.71%	3.45%	2.18%	1.92%	2.14%	1.45%	3.99%
2024/12/09	7.99%	5.14%	2.67%	2.78%	3.83%	1.67%	2.16%	1.65%	1.17%	4.25%
2024/12/10	9.63%	5.47%	3.19%	2.9%	3.21%	1.62%	2.5%	1.05%	1.12%	3.52%
2024/12/11	10.18%	4.82%	3.25%	2.86%	2.42%	1.71%	2.56%	1.03%	1.02%	3.1%
2024/12/12	11.29%	5.01%	2.99%	2.73%	2.54%	1.95%	2.79%	1.2%	1.31%	3.57%
2024/12/13	12.03%	4.69%	2.87%	2.84%	3.03%	2.76%	2.47%	1.27%	1.36%	3.31%
2024/12/14	9.18%	5%	3.56%	3.17%	3.18%	2.93%	2.8%	1.26%	1.81%	3.82%
2024/12/15	10.45%	5.49%	3.51%	2.94%	3.33%	2.87%	2.39%	1.07%	1.71%	3.77%
2024/12/16	10.85%	6.04%	2.79%	3.14%	3.79%	2.44%	2.26%	1.07%	1.58%	3.28%
2024/12/17	10.02%	5.67%	1.95%	3.42%	3.74%	1.87%	2.11%	1.29%	1.22%	3.32%
2024/12/18	10.1%	5.32%	1.76%	3.57%	3.52%	1.67%	2.75%	1.59%	0.86%	2.83%
2024/12/19	13.23%	5.51%	1.5%	3.05%	3.99%	2.03%	2.6%	1.6%	1.1%	2.36%
2024/12/20	12.86%	5.78%	1.86%	2.67%	3.38%	2.39%	2.52%	1.65%	1.06%	2.29%
2024/12/21	12.78%	5.08%	2.09%	2.43%	4.06%	3.7%	3.01%	2.11%	1.19%	1.52%
2024/12/22	13.05%	5.68%	2.02%	2.46%	4.06%	3.95%	3.3%	1.19%	1.21%	1.22%
2024/12/23	16.82%	4.93%	2.21%	3.06%	3.83%	4.55%	3.04%	1.25%	1.03%	1.15%
2024/12/24	12.53%	5.75%	2.68%	2.58%	4.19%	5.19%	3.69%	0.85%	0.96%	0.68%
2024/12/25	7.64%	5.3%	3.83%	2.45%	4.46%	5.79%	3.73%	1.19%	0.94%	1.13%
2024/12/26	8.67%	7.06%	7.94%	1.83%	3.67%	3.38%	3.16%	1.38%	0.76%	0.89%
2024/12/27	11.84%	7.27%	6.77%	1.71%	2.47%	2.78%	2.32%	1.26%	1.22%	1%
2024/12/28	10.88%	8.22%	6.53%	1.71%	2.16%	2.69%	2.35%	1.38%	1.35%	1.02%
2024/12/29	10.15%	7.38%	5.19%	2.08%	2.84%	2.85%	1.88%	1.61%	1.51%	1.67%
2024/12/30	11.38%	6.78%	6.65%	2.37%	3.45%	2.63%	1.74%	1.67%	1.57%	1.32%
2024/12/31	8.75%	6.09%	5.89%	2.97%	2.97%	2.55%	2.1%	1.75%	1.62%	1.38%

In December 2024, Amazon.co.uk’s PPC spend share fluctuated, peaking at 16.82% on the 23rd, before dropping to 8.75% by month’s end. Dunelm.com saw a steady rise, ending at 6.09%. Dusk.com experienced a significant increase, closing at 5.89%. Victorianplumbing.co.uk’s share varied, finishing at 2.97%. Wayfair.co.uk’s share peaked mid-month, ending at 2.97%. Argos.co.uk’s share rose, peaking on the 25th at 5.79%, then declined. Ikea.com saw a gradual increase, ending at 2.10%. Debenhams.com fluctuated, closing at 1.75%. Johnlewis.com had a steady rise, finishing at 1.62%. Daals.co.uk’s share decreased, ending at 1.38%.

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
2024/12/01	18447
2024/12/02	18821
2024/12/03	19051
2024/12/04	19399
2024/12/05	19521
2024/12/06	19351
2024/12/07	19064
2024/12/08	19294
2024/12/09	19317
2024/12/10	19414
2024/12/11	19817
2024/12/12	36029
2024/12/13	37259
2024/12/14	37723
2024/12/15	39513
2024/12/16	37459
2024/12/17	31572
2024/12/18	31198
2024/12/19	30946
2024/12/20	29348
2024/12/21	26399
2024/12/22	24530
2024/12/23	21254
2024/12/24	18829
2024/12/25	19436
2024/12/26	18890
2024/12/27	18913
2024/12/28	18044
2024/12/29	18042
2024/12/30	18341
2024/12/31	17985

December began with 18,447 advertisers, peaking at 39,513 mid-month. A sharp decline followed, ending at 17,985. The month showcased dynamic shifts in advertiser presence.

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
amazon.co.uk	3.31%
dunelm.com	1.67%
argos.co.uk	1.49%
oakfurnitureland.co.uk	0.76%
dfs.co.uk	0.71%
notonthehighstreet.com	-0.29%
etsy.com	-0.32%
victorianplumbing.co.uk	-0.38%
ebay.co.uk	-0.59%
daals.co.uk	-1.37%

Amazon.co.uk surged with a 3.31% click share increase, while daals.co.uk faced a decline of 1.37%. Argos.co.uk and dunelm.com also saw significant gains, contrasting with ebay.co.uk’s drop.

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	dusk.com	wayfair.co.uk	argos.co.uk	debenhams.com	ikea.com	johnlewis.com	victorianplumbing.co.uk	daals.co.uk
2024/12/01	14.79%	4.58%	5.53%	4.71%	2.27%	1.08%	1.86%	1.57%	1.46%	2.33%
2024/12/02	14.42%	4.64%	4.02%	3.78%	2.79%	1.57%	1.48%	1.27%	1.46%	2.57%
2024/12/03	8.83%	6.17%	3.41%	3.8%	3.9%	1.48%	1.28%	1.81%	1.79%	2.51%
2024/12/04	9.33%	6.08%	2.88%	3.29%	3.21%	1.85%	1.79%	1.53%	1.95%	2.45%
2024/12/05	9.48%	5.63%	2.61%	3.85%	3.08%	2.05%	1.89%	1.26%	1.96%	2.43%
2024/12/06	8.67%	6.15%	2.47%	4.73%	2.48%	2.36%	2.15%	1.59%	1.94%	2.41%
2024/12/07	10.1%	6.05%	2.3%	3.45%	2.22%	2.86%	2.03%	1.5%	1.73%	3.4%
2024/12/08	9.97%	6.27%	2.21%	4.15%	2.82%	2.87%	2.04%	1.56%	1.68%	3.65%
2024/12/09	11.7%	6.68%	2.09%	4.56%	2.18%	2.26%	2.27%	1.24%	1.75%	3.89%
2024/12/10	13.93%	6.85%	2.4%	3.8%	2.1%	1.48%	2.61%	1.19%	1.78%	3.21%
2024/12/11	14.99%	5.92%	2.46%	2.88%	2.2%	1.46%	2.7%	1.04%	1.8%	2.78%
2024/12/12	15.65%	5.86%	2.2%	2.91%	2.42%	1.58%	2.72%	1.33%	1.64%	3.12%
2024/12/13	16.56%	5.58%	2.17%	3.4%	3.55%	1.67%	2.46%	1.41%	1.59%	2.81%
2024/12/14	12.63%	6.1%	2.69%	3.75%	3.85%	1.74%	2.86%	1.96%	1.85%	3.28%
2024/12/15	14.18%	6.65%	2.7%	3.8%	3.66%	1.43%	2.41%	1.87%	1.74%	3.31%
2024/12/16	15.08%	7.37%	2.15%	4.28%	3.13%	1.45%	2.29%	1.69%	1.98%	2.91%
2024/12/17	14.29%	7.18%	1.49%	4.3%	2.45%	1.82%	2.21%	1.3%	2.14%	2.93%
2024/12/18	14.45%	6.72%	1.35%	4.06%	2.29%	2.25%	2.87%	0.98%	2.18%	2.52%
2024/12/19	18.81%	6.75%	1.09%	4.49%	2.66%	2.18%	2.61%	1.11%	1.81%	2.07%
2024/12/20	18.03%	7.2%	1.35%	3.85%	3.19%	2.21%	2.58%	1.12%	1.52%	1.98%
2024/12/21	17.69%	6.33%	1.55%	4.49%	4.89%	2.75%	2.98%	1.3%	1.43%	1.31%
2024/12/22	18.01%	7.09%	1.53%	4.58%	5.34%	1.57%	3.31%	1.33%	1.4%	1.07%
2024/12/23	22.84%	6.17%	1.64%	4.26%	6.01%	1.59%	3.03%	1.09%	1.66%	1%
2024/12/24	17.15%	7.37%	1.97%	4.74%	7.06%	1.11%	3.78%	1.08%	1.46%	0.6%
2024/12/25	10.79%	6.86%	2.81%	5.13%	7.83%	1.57%	3.75%	1.05%	1.37%	0.99%
2024/12/26	12.34%	9.45%	5.74%	4.36%	4.62%	1.79%	3.18%	0.83%	1.06%	0.82%
2024/12/27	16.52%	9.79%	5.52%	2.89%	3.58%	1.66%	2.48%	1.31%	0.9%	0.9%
2024/12/28	15.09%	11.22%	5.39%	2.54%	3.48%	1.84%	2.51%	1.49%	0.95%	0.9%
2024/12/29	14.35%	10.07%	4.2%	3.47%	3.76%	2.19%	2.05%	1.66%	1.19%	1.46%
2024/12/30	16.21%	9.19%	5.2%	4.16%	3.4%	2.22%	1.89%	1.72%	1.43%	1.17%
2024/12/31	12.72%	8.32%	4.68%	3.67%	3.43%	2.34%	2.31%	1.83%	1.78%	1.25%

December saw Amazon.co.uk’s impression share peak at 22.84% on the 23rd, while Dunelm.com rose to 11.22% by the 28th. Dusk.com and Wayfair.co.uk experienced fluctuations, ending at 4.68% and 3.67%, respectively. Argos.co.uk climbed to 7.83% on the 25th, and Debenhams.com finished at 2.34%. Ikea.com and JohnLewis.com showed modest gains, closing at 2.31% and 1.83%. VictorianPlumbing.co.uk and Daals.co.uk ended the month at 1.78% and 1.25%, respectively.

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 https://www.dfs.co.uk
UK Bed & Mattress Sizes | DFS — Read our bed and mattress size guide and discover which mattress to pair with your bed
2
UK Bed and Mattresses Size Guide https://www.getlaidbeds.co.uk
Sizing up a bed frame for your bedroom? It helps to know the options that are available. Find out all the standard UK mattress and bed sizes, here.
3
Homary UK Clearance Sale https://uk.homary.com › furniture
Dispatch Within 48 Hours — Factory-direct low prices. High-quality guarantee. A wide range of home stuff. Shop Now! Dispatch...
4
MattressNextDay - Up to 70% Off Top Brands https://www.mattressnextday.co.uk
Shop Our December Deals and save big on Mattresses. Buy now and get it delivered tomorrow.
5
Up To 50% Off Kitchen Units https://kitchens.wickes.co.uk › kitchens
Kitchens From Under £3,000 — We Have A Wickes™ Kitchen To Suit...

In the competitive world of home and garden retail, top-performing Google PPC ads reveal a tapestry of enticing offers and strategic messaging. DFS and Get Laid Beds guide consumers through bed and mattress sizes, while Dreams tempts with a 20% discount on bed frames. DUSK and Furniture Village captivate with massive sales, offering up to 75% and 70% off, respectively. Homary and MattressNextDay promise swift delivery and significant savings. Poles Direct and Wayfair highlight style and affordability, while Wickes showcases budget-friendly kitchen units. Each ad weaves a narrative of value, urgency, and choice, drawing consumers into a world of possibilities.

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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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