UK Services Real Estate Services - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Real Estate Services 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 Real Estate Services 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
onthemarket.com	29.48
gumtree.com	3.12
zoopla.co.uk	2.58
barratthomes.co.uk	2.51
spareroom.co.uk	2.4
hollandandbarrett.com	2.35
booking.com	1.89
rentola.co.uk	1.58
airbnb.co.uk	1.45
persimmonhomes.com	1.24
others	51.4

In the real estate PPC landscape, onthemarket.com dominates with a 29.48% click share, while ‘others’ collectively hold a significant 51.4%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Services Real Estate Services 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	onthemarket.com	barratthomes.co.uk	purplebricks.co.uk	booking.com	zoopla.co.uk	getagent.co.uk	persimmonhomes.com	spareroom.co.uk	regus.com	airbnb.co.uk
2025/01/01	24.57%	3.59%	1.01%	1.67%	2.19%	1.1%	1.03%	1.18%	1.72%	0.6%
2025/01/02	22.49%	2.27%	1.23%	1.64%	2.18%	1.16%	0.8%	1.29%	1.97%	0.88%
2025/01/03	23.39%	1.97%	1.52%	1.38%	2.17%	1.54%	0.87%	1.28%	1.91%	0.74%
2025/01/04	13.79%	2.57%	1.6%	1.47%	2.37%	1.88%	1.37%	1.66%	1.99%	0.71%
2025/01/05	1.08%	2.4%	1.94%	1.59%	2.17%	2.38%	1.74%	1.72%	2.65%	1.3%
2025/01/06	19.72%	2%	1.49%	1.24%	1.76%	1.43%	1.12%	1.34%	2.42%	1.12%
2025/01/07	20.52%	2.91%	2.11%	0.99%	1.8%	1.9%	1%	1.26%	2.51%	0.88%
2025/01/08	18.9%	2.88%	2.25%	1.09%	1.97%	2.13%	1.19%	1.03%	2.18%	1.02%
2025/01/09	17.46%	2.63%	2.31%	1.15%	2.03%	2.19%	1.2%	1.1%	1.81%	1.4%
2025/01/10	18.86%	2.3%	1.77%	1.12%	2.1%	2.2%	1.08%	1.04%	1.99%	1.7%
2025/01/11	3.88%	2.59%	1.69%	1.63%	2.6%	2.41%	1.38%	1.58%	2.46%	2.27%
2025/01/12	5.13%	2.31%	1.5%	1.65%	2.55%	1.81%	1.45%	1.59%	2.62%	2.15%
2025/01/13	18.85%	1.89%	1.8%	1.36%	2.24%	1.8%	0.98%	1.17%	2.63%	1.89%
2025/01/14	18.45%	1.63%	1.91%	1.31%	1.9%	1.96%	1.08%	1.28%	1.95%	1.66%
2025/01/15	18.92%	1.59%	2%	1.44%	1.72%	1.62%	0.95%	1.3%	1.97%	1.84%
2025/01/16	17.07%	2.58%	2.26%	1.13%	1.99%	2.14%	1.18%	1.08%	1.76%	1.39%
2025/01/21	19.44%	2.62%	1.94%	1.84%	2.09%	1.27%	1.22%	1.05%	1.38%	1.3%
2025/01/22	19.95%	1.62%	1.67%	1.75%	2.62%	1.26%	1.19%	1.32%	1.01%	0.9%
2025/01/23	23.53%	1.7%	1.78%	1.73%	2.35%	0.84%	1.05%	1.05%	0.46%	0.65%
2025/01/24	20.61%	1.85%	1.53%	1.52%	2.51%	1.03%	1.17%	1.1%	0.66%	0.52%
2025/01/25	3.77%	2.71%	1.73%	1.72%	2.77%	1.6%	1.71%	1.57%	1.05%	1.25%
2025/01/26	4.29%	2.04%	1.56%	2.28%	2.66%	1.1%	1.67%	1.83%	0.95%	1.14%
2025/01/27	22.4%	2.02%	1.98%	1.89%	1.97%	0.8%	1.47%	1.44%	0.48%	0.87%
2025/01/28	18.58%	1.49%	2.07%	1.41%	2.05%	1.4%	1.25%	1.37%	0.59%	1.03%
2025/01/29	21.61%	1.89%	2.26%	1.82%	1.96%	1.31%	1.4%	1.28%	0.55%	1.04%
2025/01/30	19.13%	2.18%	2.16%	2.43%	2.04%	1.67%	1.6%	1.38%	0.93%	0.96%
2025/01/31	22.32%	2.51%	2.22%	2.2%	1.97%	1.82%	1.49%	1.4%	1.26%	0.74%

In January 2025, onthemarket.com led PPC spend, peaking early, then fluctuating. Barratthomes.co.uk and purplebricks.co.uk maintained steady shares. Regus.com and airbnb.co.uk saw declines, while booking.com surged late month.

Market Exposure

Competitor Count for UK Services Real Estate Services

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	4172
2025/01/02	3916
2025/01/03	4217
2025/01/04	3812
2025/01/05	4048
2025/01/06	4060
2025/01/07	4237
2025/01/08	4215
2025/01/09	4421
2025/01/10	4472
2025/01/11	4503
2025/01/12	4424
2025/01/13	4250
2025/01/14	4633
2025/01/15	4391
2025/01/16	4421
2025/01/21	4296
2025/01/22	4194
2025/01/23	3625
2025/01/24	3670
2025/01/25	3565
2025/01/26	3575
2025/01/27	3833
2025/01/28	3716
2025/01/29	4213
2025/01/30	4561
2025/01/31	4346

January saw fluctuating advertiser numbers, peaking mid-month at 4,633. A decline followed, ending with 4,346 advertisers.

Campaign Efficiency

Market Loss & Market Gains for UK Services Real Estate Services

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
onthemarket.com	3.84%
booking.com	0.68%
uncle.co.uk	0.44%
foxtons.co.uk	0.39%
keepmoat.com	0.29%
theblueground.com	-0.32%
barratthomes.co.uk	-0.39%
rentola.co.uk	-0.4%
airbnb.co.uk	-0.76%
gumtree.com	-1.61%

In the past month, onthemarket.com surged with a 3.84% click share increase, while gumtree.com faced a decline of 1.61%.

Campaign Efficiency

UK Services Real Estate Services 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	onthemarket.com	booking.com	barratthomes.co.uk	purplebricks.co.uk	persimmonhomes.com	getagent.co.uk	rentola.co.uk	spareroom.co.uk	berkeleygroup.co.uk	airbnb.co.uk
2025/01/01	27.84%	2.09%	4.14%	0.6%	1.21%	0.73%	1.56%	1.09%	1.86%	0.73%
2025/01/02	27.27%	2.14%	2.68%	0.79%	0.94%	0.83%	1.64%	1.27%	1.56%	1.03%
2025/01/03	30.24%	1.95%	2.4%	1.11%	1.1%	1.26%	1.37%	1.3%	1.33%	1.02%
2025/01/04	16.2%	1.94%	3.19%	1.08%	1.7%	1.45%	1.65%	1.7%	1.47%	0.9%
2025/01/05	1.24%	2.31%	3.12%	1.49%	2.37%	1.95%	1.76%	1.89%	1.82%	1.83%
2025/01/06	24.55%	1.65%	2.35%	1.13%	1.45%	1.05%	1.27%	1.39%	1.26%	1.54%
2025/01/07	26.64%	1.38%	3.64%	1.59%	1.24%	1.53%	1.32%	1.32%	0.9%	1.22%
2025/01/08	24.94%	1.55%	3.45%	1.8%	1.37%	1.83%	1.1%	1.14%	1.05%	1.47%
2025/01/09	20.94%	1.61%	3.31%	1.95%	1.37%	1.99%	1.69%	1.17%	1.14%	2.06%
2025/01/10	23.72%	1.59%	3.03%	1.34%	1.27%	1.84%	2.06%	1.07%	1.24%	2.55%
2025/01/11	5.02%	2.4%	3.48%	1.32%	1.69%	2.05%	3.67%	1.8%	1.59%	3.54%
2025/01/12	6.92%	2.46%	2.99%	1.13%	1.81%	1.55%	3.36%	1.8%	1.21%	3.36%
2025/01/13	23.39%	1.96%	2.45%	1.39%	1.25%	1.43%	2.17%	1.29%	1.09%	2.95%
2025/01/14	23.5%	1.88%	2.04%	1.51%	1.28%	1.61%	2.03%	1.33%	1.25%	2.65%
2025/01/15	24.6%	2.02%	2.12%	1.7%	1.14%	1.36%	2.54%	1.4%	0.93%	2.63%
2025/01/16	20.95%	1.61%	3.31%	1.95%	1.37%	1.98%	1.69%	1.18%	1.15%	2.07%
2025/01/21	24.64%	2.62%	3.5%	1.74%	1.41%	1.08%	1.23%	0.98%	1.59%	1.86%
2025/01/22	22.32%	2.78%	1.92%	1.51%	1.52%	1.15%	0.85%	1.3%	1.11%	1.36%
2025/01/23	26.35%	2.54%	2.07%	1.6%	1.27%	0.67%	1.82%	1.01%	1.53%	0.91%
2025/01/24	23.97%	2.24%	2.14%	1.31%	1.39%	0.89%	1.78%	1.07%	1.72%	0.73%
2025/01/25	4.76%	2.66%	3.31%	1.48%	2.13%	1.38%	1.89%	1.6%	2%	1.91%
2025/01/26	5.25%	3.37%	2.44%	1.17%	2.04%	0.91%	2.27%	1.72%	1.83%	1.63%
2025/01/27	24.35%	2.55%	2.21%	1.66%	1.73%	0.61%	1.97%	1.3%	1.66%	1.18%
2025/01/28	22.35%	2.14%	1.85%	1.9%	1.62%	1.2%	1.66%	1.42%	1.41%	1.55%
2025/01/29	26.12%	2.71%	2.32%	2.04%	1.79%	1.12%	1.41%	1.27%	1.3%	1.55%
2025/01/30	21.65%	3.61%	2.43%	1.95%	1.96%	1.48%	1.37%	1.31%	1.35%	1.44%
2025/01/31	25.56%	3.28%	3.08%	2.02%	1.83%	1.67%	1.4%	1.36%	1.3%	1.11%

In January 2025, onthemarket.com saw fluctuating impressions, peaking at 30.24% on the 3rd, then dropping to 1.24% by the 5th. By month’s end, it stabilized at 25.56%. Booking.com gradually increased, ending at 3.28%. Barratthomes.co.uk had a steady rise, closing at 3.08%. Purplebricks.co.uk and persimmonhomes.com showed moderate growth, finishing at 2.02% and 1.83%, respectively. Rentola.co.uk and spareroom.co.uk experienced ups and downs, ending at 1.4% and 1.36%. Berkeleygroup.co.uk and airbnb.co.uk had varied trends, concluding at 1.3% and 1.11%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Services Real Estate Services

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
Airbnb—Long Term Stay https://www.airbnb.co.uk
London Corporate Rentals — Search Our Unique Selection Of Long Term Housing. Flexible Stay - Weekly, Monthly, & More.
2
Gumtree: Free Classifieds UK https://www.gumtree.com
Good finds on Gumtree — Browse Vehicles, Jobs, Services, Properties, Everyday Items and More. Explore Gumtree Now.
3
Holland & Barrett Offers - Great Offers Available Online https://www.hollandandbarrett.com › h&b
Free Delivery When You Spend £30 Or Free Express Delivery When You Spend €60. Holland & Barrett ...
4
Property To Rent http://www.onthemarket.com › property
Find A Property — We'll Help You Find Your Dream Property In The Right Location. OnTheMarket | Property, Houses ...
5
Rightmove | Sell Your Property In 28 Days https://www.primepropertyauctions.co.uk
You Set The Price, No Marketing Fees, No Sale No Fee. Get Your Free Instant Valuation Now. We Are An Experienced Property Auction Company, Specialising In Investment Property.

In the competitive landscape of Google PPC, Airbnb entices with flexible long-term stays, while Gumtree offers a diverse marketplace. Holland & Barrett highlights free delivery, OnTheMarket promises dream property finds, and Prime Property Auctions assures quick, fee-free sales.

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