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UK Services Consulting - PPC Market Share Analysis February 2025

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

Market Exposure

Share of Clicks for top 10 UK Services Consulting 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
ancestry.co.uk	8.75
postcodelottery.co.uk	5.2
tide.co	2.63
eharmony.co.uk	2.59
shopify.com	2.29
findmypast.co.uk	1.51
citizensadvice.org.uk	1.4
bark.com	1.37
anna.money	1.22
xero.com	1.2
others	71.84

Ancestry.co.uk leads with 8.75% click share, followed by Postcode Lottery at 5.2%. Others dominate with 71.84%, overshadowing individual advertisers.

Market Exposure

Share of Spend for the top 10 UK Services Consulting 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	tide.co	anna.money	ltd-companies.co.uk	yourcompanyformations.co.uk	companiesmadesimple.com	xero.com	mintformations.co.uk	ancestry.co.uk	suaz.co.uk	bark.com
2025/01/01	0.02%	0.18%	2.06%	2.63%	2.46%	1%	1.39%	2.94%	1.07%	0.91%
2025/01/02	4.08%	0.02%	1.86%	2.94%	1.49%	0.82%	1.25%	3.19%	0.79%	1.42%
2025/01/03	6.73%	1.73%	1.95%	5.64%	2.47%	0.82%	1.1%	1.86%	0.55%	0.91%
2025/01/04	8.59%	2.49%	0.63%	4.56%	3.21%	1.18%	0.91%	2.52%	0.7%	1.35%
2025/01/05	8.42%	2.13%	0.32%	3.9%	2.35%	1.4%	0.64%	2.4%	0.87%	1.83%
2025/01/06	7.78%	4.55%	1.58%	4.26%	2.61%	1.21%	0.59%	2.29%	0.57%	1.52%
2025/01/07	6.98%	1.67%	1.39%	5.91%	2.97%	1.22%	0.49%	2.91%	0.69%	1.2%
2025/01/08	7.81%	2.66%	2.04%	5.34%	3.13%	1.05%	0.95%	2.08%	0.62%	1.77%
2025/01/09	8.25%	5.71%	2.22%	4.69%	3.82%	1.1%	1.32%	1.76%	1.32%	1.74%
2025/01/10	7.38%	5.28%	2.13%	4.23%	2.99%	1.54%	1.39%	1.87%	0.93%	1.34%
2025/01/11	8.5%	4.11%	0.59%	1.84%	4.54%	2.53%	2.01%	1.94%	1.97%	1.18%
2025/01/12	9.58%	4.36%	0.48%	4.38%	4.8%	2.27%	1.7%	2.11%	1.24%	1.18%
2025/01/13	9.12%	6.2%	2.15%	4.22%	3.8%	1.94%	1.71%	2.64%	1.51%	1.44%
2025/01/14	7.02%	5.55%	2.3%	3.74%	3.6%	2.38%	1.39%	1.65%	1.39%	1.15%
2025/01/15	7.26%	5.3%	2.12%	3.26%	3.86%	1.88%	1.69%	1.9%	1.02%	1.39%
2025/01/16	8.18%	5.67%	2.2%	4.65%	3.78%	1.09%	1.31%	1.66%	1.31%	1.74%
2025/01/21	8.03%	6.2%	1.3%	5.35%	4.34%	2.48%	1.78%	1.55%	0.71%	1.06%
2025/01/22	8.96%	6.44%	0.72%	5.17%	3.84%	1.91%	2.23%	1.71%	0.84%	1.19%
2025/01/23	8.76%	6.89%	1.37%	5.85%	4.98%	1.42%	2.01%	1.81%	1.29%	0.86%
2025/01/24	6.88%	6.21%	1.65%	5.68%	5.09%	1.6%	1.81%	1.44%	1.75%	0.85%
2025/01/25	8.17%	5.7%	0.45%	2.48%	5.8%	1.91%	2.34%	1.51%	1.73%	1.05%
2025/01/26	8.01%	5.25%	0.21%	0.02%	5.89%	1.52%	1.59%	2.07%	2.06%	0.68%
2025/01/27	6.97%	5.9%	2.44%	5.61%	4.06%	1%	0.98%	1.73%	1.81%	0.68%
2025/01/28	8.01%	6.02%	3.21%	3.45%	4.99%	1.52%	1.4%	1.82%	1.81%	0.9%
2025/01/29	7.49%	5.41%	4.38%	3.43%	4.4%	2.35%	1.09%	1.44%	0.85%	0.94%
2025/01/30	7.17%	5.91%	3.19%	3.64%	4.78%	2.55%	1.09%	1.49%	0.69%	0.76%
2025/01/31	7.04%	5.84%	4.7%	4.64%	4.64%	2.48%	1.38%	1.3%	1.09%	0.88%

Tide.co surged from 0.02% to 9.58% mid-month, stabilizing around 7%. Anna.money climbed steadily, peaking at 6.89%. Ltd-companies.co.uk fluctuated, ending at 4.7%.

Market Exposure

Competitor Count for UK Services Consulting

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	4151
2025/01/02	3891
2025/01/03	4236
2025/01/04	3764
2025/01/05	3957
2025/01/06	4009
2025/01/07	4237
2025/01/08	4260
2025/01/09	4337
2025/01/10	4446
2025/01/11	4138
2025/01/12	4108
2025/01/13	4069
2025/01/14	4578
2025/01/15	4253
2025/01/16	4337
2025/01/21	4420
2025/01/22	4204
2025/01/23	3870
2025/01/24	3834
2025/01/25	3739
2025/01/26	3654
2025/01/27	3810
2025/01/28	3861
2025/01/29	4181
2025/01/30	4461
2025/01/31	4292

January saw fluctuating advertiser numbers, peaking at 4,578 mid-month. The month concluded with 4,292 advertisers, reflecting a dynamic landscape.

Campaign Efficiency

Market Loss & Market Gains for UK Services Consulting

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
cats.org.uk	1.77%
shopify.com	1.04%
salvationarmy.org.uk	0.58%
anna.money	0.55%
uk.barclays	0.52%
citizensadvice.org.uk	-0.55%
findmypast.co.uk	-0.55%
pof.com	-0.56%
domesticandgeneral.com	-0.66%
postcodelottery.co.uk	-6.07%

Cats.org.uk leads with a 1.77% click share increase, while postcodelottery.co.uk drops by 6.07%. Shopify.com gains 1.04%, contrasting domesticandgeneral.com’s 0.66% decline.

Campaign Efficiency

UK Services Consulting 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	tide.co	xero.com	anna.money	companiesmadesimple.com	shopify.com	yourcompanyformations.co.uk	bark.com	ancestry.co.uk	godaddy.com	amazon.co.uk
2025/01/01	0.01%	0.89%	0.08%	0.78%	1.52%	0.74%	1.04%	2.33%	1.35%	2.29%
2025/01/02	1.66%	0.85%	0.01%	0.37%	1.15%	0.8%	1.56%	2.64%	0.71%	1.66%
2025/01/03	2.72%	0.81%	0.55%	0.76%	1.18%	1.46%	1.07%	1.64%	1.26%	1.42%
2025/01/04	3.65%	1.24%	0.79%	1.01%	1.63%	1.24%	1.6%	2.13%	0.91%	1.27%
2025/01/05	3.5%	1.57%	0.64%	0.73%	1.5%	0.98%	1.97%	2.02%	1.12%	1.83%
2025/01/06	3.48%	1.23%	1.52%	0.8%	1.1%	1.22%	1.97%	2.01%	1.04%	1.59%
2025/01/07	3.06%	1.36%	0.55%	0.97%	1.34%	1.63%	1.46%	2.58%	1.3%	1.59%
2025/01/08	3.7%	0.9%	0.95%	1.01%	1.2%	1.53%	2.42%	1.92%	0.91%	1.32%
2025/01/09	4.25%	0.97%	2.19%	1.32%	1.37%	1.5%	2.43%	1.68%	1.32%	1.06%
2025/01/10	3.51%	1.34%	1.86%	0.88%	1.15%	1.31%	1.72%	1.69%	0.85%	1.36%
2025/01/11	3.97%	2.28%	1.47%	1.49%	1.28%	0.51%	1.54%	1.72%	1.2%	1%
2025/01/12	4.5%	2.21%	1.44%	1.47%	1.72%	1.2%	1.59%	1.92%	1.41%	0.91%
2025/01/13	4.53%	1.85%	2.18%	1.17%	0.86%	1.32%	2.09%	2.46%	0.6%	0.83%
2025/01/14	3.5%	2.22%	2.15%	1.29%	1.13%	1.15%	1.59%	1.62%	1.07%	0.94%
2025/01/15	3.55%	1.78%	2%	1.34%	0.86%	1.04%	1.78%	1.81%	0.82%	0.7%
2025/01/16	4.33%	0.98%	2.23%	1.34%	1.4%	1.53%	2.44%	1.61%	1.34%	1.08%
2025/01/21	4.17%	2.64%	2.23%	1.4%	1.79%	1.38%	1.45%	1.5%	1.34%	0.72%
2025/01/22	4.79%	1.92%	2.44%	1.27%	1.8%	1.47%	1.75%	1.74%	0.92%	0.78%
2025/01/23	4.34%	1.61%	2.65%	1.83%	1.3%	1.8%	1.26%	1.91%	0.6%	1.08%
2025/01/24	3.1%	1.8%	2.27%	1.82%	1.14%	1.62%	1.13%	1.46%	1.04%	0.72%
2025/01/25	4.09%	1.91%	2.17%	2.08%	1.78%	0.75%	1.41%	1.4%	1.22%	0.81%
2025/01/26	3.71%	1.53%	1.86%	1.93%	2.06%	0.01%	0.98%	1.92%	1.03%	1.22%
2025/01/27	3.19%	1.17%	1.97%	1.31%	1.65%	1.45%	0.91%	1.52%	0.74%	1.67%
2025/01/28	3.9%	1.64%	2.31%	1.92%	1.45%	1.35%	1.35%	1.89%	0.8%	0.78%
2025/01/29	3.61%	2.58%	2.03%	1.64%	2.09%	1.13%	1.24%	1.42%	0.86%	0.93%
2025/01/30	3.41%	2.6%	2.07%	1.75%	1.83%	1.13%	1.02%	1.42%	0.9%	0.64%
2025/01/31	3.17%	2.7%	2.16%	1.66%	1.48%	1.39%	1.23%	1.23%	0.89%	0.61%

Tide.co’s impression share surged from 0.01% to 4.79% in January, peaking mid-month. Xero.com saw a steady rise, ending at 2.7%. Anna.money’s share climbed, finishing at 2.16%. Companiesmadesimple.com fluctuated, closing at 1.66%. Shopify.com experienced ups and downs, ending at 1.48%. Yourcompanyformations.co.uk’s share varied, closing at 1.39%. Bark.com peaked early, ending at 1.23%. Ancestry.co.uk’s share decreased, finishing at 1.23%. Godaddy.com fluctuated, ending at 0.89%. Amazon.co.uk’s share declined, closing at 0.61%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Services Consulting

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
Become an Amazon Seller - Earn money selling on Amazon https://sell.amazon.co.uk/
Selling on Amazon is easy! Open your seller account & let us guide you through the 3 steps. Register...
2
Free Business Plan Template https://offers.hubspot.com
Download Now — Define your mission statement, target audience, marketing goals, and more. Bring your plans to life with free business planning tools from HubSpot. Inbound Marketing.
3
AI Generated Business Plan - Be Done in 15 Minutes https://www.venturekit.ai
Executive Summary, SWOT Analysis, Marketing Strategy, Competitive Analysis + 30 More
4
Register as a Sole Trader | Xero https://www.xero.com
Find Guides, Articles, And Infographics To Help You Do Better Business, Download Today.
5
Company Formations in 3 Hours - Register a Company in UK £2.48 https://www.yourcompanyformations.co.uk
Setup in 3 Mins. Trade in 3 Hours. Plus £155 Cash Back + UK Bank Account + Easy Formation

In the competitive world of PPC advertising, Amazon, HubSpot, VentureKit, Xero, and Your Company Formations stand out with compelling offers. Amazon entices sellers with simplicity, HubSpot provides free business planning tools, VentureKit promises quick AI-generated plans, Xero offers business resources, and Your Company Formations highlights rapid company setup.

Frequently Asked Questions

Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

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.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
The PPC Marketing Share Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

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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The PPC Market Share Report 2024 is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

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Customer Success Stories

Doing more with less: how Adthena customers are maximizing PPC performance with shrinking budgets

In today's volatile economic landscape, businesses face unprecedented challenges in justifying their marketing expenditures. While maximizing PPC performance and ensuring that every dollar spent delivers results, adopting a data-driven approach is imperative. Paid search advertising, a cornerstone of digital marketing strategies, is no longer immune to these budget cuts. As companies grapple with rising redundancies and shifting consumer behaviors, advertising teams are pressured to do more with less.Read case study

Ask Arlo: AI generated search insights in seconds

In today's fast-paced digital marketing landscape, extracting valuable insights from vast amounts of data can be a daunting task. This is where Ask Arlo, Adthena's GenAI-powered chatbot, comes into play. Ask Arlo revolutionizes the way marketers of all levels interact with their data, providing instant, AI generated search insights and reports directly within the Adthena platform.Read case study

Georgia Law Firm Case Study: Reduced Brand Infringements by 39% and CPCs by 25% with Adthena

A prominent law firm in Georgia (US), had a massive amount of trademark infringements in the 9 markets they serve. Using Adthena, they were able to significantly cut their brand infringements and CPC’s in the first five months using Adthena. Read case study

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