UK Software & Technology AI / Machine Learning - PPC Market Share Analysis February 2025

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

Market Exposure

Share of Clicks for top 10 UK Software & Technology AI / Machine Learning 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	11.36
argos.co.uk	9.65
ebay.co.uk	5.23
turkishairlines.com	4.31
currys.co.uk	4.1
apple.com	3.9
very.co.uk	3.01
meta.com	2.74
aws.amazon.com	2.45
ee.co.uk	2.05
others	51.2

In the PPC landscape, Amazon.co.uk leads with 11.36% click share, followed by Argos.co.uk at 9.65%. ‘Others’ dominate with 51.2%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Software & Technology AI / Machine Learning 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	argos.co.uk	accenture.com	amazon.co.uk	sap.com	aws.amazon.com	currys.co.uk	ebay.co.uk	ibm.com	google.com	apple.com
2025/01/01	6.44%	0%	6.58%	0.11%	4.27%	2.3%	1.66%	0%	1.79%	4.45%
2025/01/02	5.37%	0%	6.64%	0.65%	4.43%	2.18%	2.64%	2.29%	1.98%	5.07%
2025/01/03	5.49%	0%	8.67%	0.81%	3.53%	2.25%	3.11%	2.34%	1.29%	4.52%
2025/01/04	5.32%	0%	6.44%	4.67%	4.05%	1.81%	3.81%	2.36%	2.28%	4.61%
2025/01/05	5.44%	0%	6.45%	3.78%	4.48%	2.24%	3.16%	2.78%	1.88%	3.91%
2025/01/06	6.16%	0%	5.88%	3.47%	3.23%	2.11%	3.79%	2.58%	2.51%	4.08%
2025/01/07	5.1%	0%	5.54%	3.4%	3.09%	1.97%	3.86%	3.04%	2.92%	3.8%
2025/01/08	4.96%	2.19%	5.13%	2.98%	2.85%	1.68%	3.09%	2.52%	2.46%	4.89%
2025/01/09	4.92%	4.23%	6.01%	3.86%	2.62%	2%	2.38%	2.02%	2.97%	4.9%
2025/01/10	5.52%	4.21%	5.13%	2.67%	2.38%	2.5%	2.08%	3.01%	1.66%	3.78%
2025/01/11	5.26%	3.38%	4.91%	4%	2.75%	1.82%	2.09%	2.98%	2.24%	5.1%
2025/01/12	4.95%	3.9%	4.73%	4.3%	3.09%	1.21%	2.17%	2.28%	1.85%	4.34%
2025/01/13	5.69%	2.62%	4.72%	1.87%	2.96%	2.02%	1.73%	0.83%	2.44%	4.38%
2025/01/14	5.46%	5.43%	3.26%	3.83%	2.57%	1.53%	1.28%	0.07%	2.05%	5.19%
2025/01/15	5.93%	5.48%	4.74%	2.76%	2.78%	2.14%	1.82%	0.06%	3.69%	5.17%
2025/01/16	4.82%	4.21%	5.87%	3.78%	2.57%	1.95%	2.33%	2%	2.9%	4.8%
2025/01/21	3.53%	4.57%	5.84%	3.14%	2.33%	2.17%	2.4%	2.61%	4.07%	1.01%
2025/01/22	6.75%	5.68%	2.6%	4.25%	2.4%	2.66%	1.83%	2.33%	3.56%	1.28%
2025/01/23	8.17%	4.51%	4.6%	2.12%	2.19%	2.79%	2.22%	1.86%	2.19%	1.28%
2025/01/24	6.08%	4.29%	4.04%	3.84%	2.34%	1.78%	0.74%	3.3%	3.77%	1.88%
2025/01/25	7.26%	3.98%	5.16%	4.28%	2.92%	1.16%	1.13%	4.31%	2.86%	1.25%
2025/01/26	6.79%	5.64%	3.91%	4.49%	2.72%	2.58%	1.19%	3.47%	2.83%	1.36%
2025/01/27	6.71%	6.97%	4.41%	5.09%	2.82%	3.22%	2.9%	3%	1.56%	0.65%
2025/01/28	4.93%	4.72%	6.15%	3.09%	2.12%	3.55%	2.69%	2.78%	1.75%	1.2%
2025/01/29	7.9%	6.03%	6.3%	4.48%	2.1%	1.91%	2.28%	2.63%	1.04%	1.68%
2025/01/30	8.36%	6.36%	5.87%	6.27%	2.3%	2.28%	2.95%	0.88%	1.76%	2.7%
2025/01/31	8.7%	6.28%	5.6%	5.39%	2.39%	2.29%	1.96%	1.95%	1.56%	1.38%

In January 2025, Argos.co.uk’s PPC spend share surged, peaking at 8.70% on the 31st. Accenture.com saw a steady rise, ending at 6.28%. Amazon.co.uk fluctuated, closing at 5.60%. SAP.com and AWS showed moderate increases, while Currys.co.uk and eBay.co.uk had varied trends. IBM.com and Google.com experienced declines, with Apple.com dropping significantly mid-month.

Market Exposure

Competitor Count for UK Software & Technology AI / Machine Learning

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	1499
2025/01/02	1461
2025/01/03	1484
2025/01/04	1348
2025/01/05	1416
2025/01/06	1459
2025/01/07	1487
2025/01/08	1479
2025/01/09	1450
2025/01/10	1474
2025/01/11	1379
2025/01/12	1428
2025/01/13	1405
2025/01/14	1503
2025/01/15	1409
2025/01/16	1450
2025/01/21	1407
2025/01/22	1372
2025/01/23	1225
2025/01/24	1178
2025/01/25	1152
2025/01/26	1152
2025/01/27	1162
2025/01/28	1191
2025/01/29	1193
2025/01/30	1231
2025/01/31	1267

January saw a dynamic shift in distinct advertisers, starting at 1,499 and dipping to 1,267. The month began with fluctuations, peaking mid-month, then steadily declined, ending with a notable decrease.

Campaign Efficiency

Market Loss & Market Gains for UK Software & Technology AI / Machine Learning

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
argos.co.uk	2.63%
accenture.com	1.55%
adobe.com	1.32%
currys.co.uk	1.25%
very.co.uk	1.17%
johnlewis.com	-1.04%
nordquestvr.com	-1.17%
ee.co.uk	-1.55%
deepl.com	-1.92%
apple.com	-2.84%

Argos.co.uk surged with a 2.63% click share increase, while apple.com faced a 2.84% decline.

Campaign Efficiency

UK Software & Technology AI / Machine Learning 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	argos.co.uk	amazon.co.uk	very.co.uk	ebay.co.uk	currys.co.uk	accenture.com	sap.com	aws.amazon.com	apple.com	ee.co.uk
2025/01/01	10.45%	10.9%	5.28%	3.72%	4.36%	0%	0.03%	3.19%	3.99%	3.16%
2025/01/02	9.5%	11.93%	3.46%	5.7%	3.54%	0%	0.35%	3.64%	5.08%	1.29%
2025/01/03	9.32%	13.28%	2.86%	7.1%	3.96%	0%	0.44%	2.7%	4.35%	2.56%
2025/01/04	8.75%	10.02%	3.57%	7.98%	3.06%	0%	2.69%	3.08%	3.85%	2.28%
2025/01/05	8.95%	10.32%	3.48%	7.22%	4.18%	0%	2.3%	3.82%	3.92%	1.96%
2025/01/06	9.98%	9.78%	3.47%	8.13%	3.81%	0%	1.98%	2.67%	3.46%	2.63%
2025/01/07	8.97%	9.5%	2.62%	8.94%	3.87%	0%	2.14%	2.87%	4.01%	2.01%
2025/01/08	8.74%	8.66%	2.75%	7.05%	3.04%	1.16%	1.75%	2.47%	4.56%	2.72%
2025/01/09	8.65%	10.86%	2.69%	6.04%	3.75%	2.42%	2.35%	2.43%	4.49%	3.62%
2025/01/10	9.71%	8.21%	4.05%	4.84%	4.71%	2.31%	1.61%	2.01%	3.47%	3.03%
2025/01/11	9.42%	8.89%	3.41%	5.32%	3.28%	1.95%	2.62%	2.62%	5.52%	2.77%
2025/01/12	8.3%	7.89%	3.49%	4.31%	2.18%	2.15%	2.49%	2.6%	3.7%	2.85%
2025/01/13	9.54%	8.01%	4.27%	3.81%	3.72%	1.2%	1.09%	2.65%	4.26%	3.36%
2025/01/14	10.81%	5.95%	3.17%	3.52%	3.45%	3.2%	2.6%	2.57%	5.66%	3.19%
2025/01/15	10.37%	7.95%	3.79%	4.28%	4.25%	2.99%	1.77%	2.61%	5.35%	2.28%
2025/01/16	8.65%	10.86%	2.69%	6.04%	3.75%	2.42%	2.35%	2.44%	4.5%	3.62%
2025/01/21	7.23%	11.5%	4.6%	6.31%	4.89%	2.81%	2.3%	2.4%	0.77%	1.96%
2025/01/22	13.71%	5.39%	5.45%	4.55%	5.63%	3.39%	3.32%	2.61%	1.27%	3.53%
2025/01/23	14.42%	8.34%	4.61%	5.11%	5.56%	2.52%	1.34%	2.21%	0.95%	2.94%
2025/01/24	12.96%	8.09%	5.53%	1.64%	4.29%	2.98%	3.09%	2.5%	2.49%	0.02%
2025/01/25	12.48%	9.44%	3.04%	2.63%	2.1%	2.27%	2.86%	2.94%	0.96%	0.59%
2025/01/26	12.43%	7.35%	3%	2.68%	4.35%	3.9%	3.27%	2.89%	1.06%	0.66%
2025/01/27	11.7%	7.93%	4.68%	6.64%	5.82%	4.28%	3.51%	2.68%	0.49%	1.06%
2025/01/28	8.82%	10.33%	5.87%	6.41%	6.85%	3.03%	1.98%	2.02%	1%	1.14%
2025/01/29	14.88%	10.93%	4.97%	5.57%	4.02%	3.64%	3.06%	2.04%	1.5%	0.43%
2025/01/30	14.47%	10.45%	5.78%	6.95%	4.3%	3.56%	4.03%	2.1%	2.62%	0.06%
2025/01/31	16.29%	10.36%	6.39%	4.53%	4.31%	3.68%	3.59%	2.27%	1.35%	0.27%

In January 2025, Argos.co.uk’s impression share fluctuated, peaking at 16.29% on the 31st. Amazon.co.uk saw a steady presence, while Very.co.uk and eBay.co.uk experienced varied trends. Currys.co.uk and Accenture.com showed moderate activity, with SAP.com and AWS maintaining lower shares. Apple.com and EE.co.uk had minimal impact, concluding the month with diverse performances across domains.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Software & Technology AI / Machine Learning

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
Meta Quest 3S VR At Argos | Shop & Save Online https://www.argos.co.uk › argos › gaming
Don't Miss Out, Link Your Nectar Card To Your Argos Account and Spend Your Points Online. Shop All...
2
Image Generation https://aws.amazon.com › amazon › nova
Amazon Nova is Now Available — Deploy Scalable, Reliable, and Secure Generative AI Applications Using Amazon Web Services
3
Text translation https://cloud.google.com
Google Translate API — Media Translation API delivers real-time audio translation. Try now with $300 free credit! Make...
4
Free AI Art Generator https://www.gencraft.com
Free Text to Image Generator — Create a free account. Try hundreds of AI models. Remix artwork from 10M+ users
5
Better Than ChatGPT - Free To Use https://www.highlightai.com
Highlight is a desktop app that puts AI at your fingertips to make your tasks 10x faster. Free.

In the competitive landscape of Google’s SERP, Argos entices with savings on Meta Quest 3S VR, while Amazon Nova highlights scalable AI solutions. Google Cloud offers translation with a $300 credit, Gencraft provides free AI art generation, and HighlightAI promises efficiency beyond ChatGPT.

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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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