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UK Software & Technology Cybersecurity - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Cybersecurity 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 Cybersecurity 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
mcafee.com	12.91
nordvpn.com	11.47
expressvpn.com	4.47
simplisafe.co.uk	4.22
surfshark.com	3.69
amazon.co.uk	3.47
cybernews.com	3.34
norton.com	2.82
uk.norton.com	2.59
bitdefender.com	2.47
others	48.55

In the cybersecurity PPC landscape, McAfee leads with 12.91% click share, closely followed by NordVPN at 11.47%. ‘Others’ dominate with 48.55%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Software & Technology Cybersecurity 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	nordvpn.com	mcafee.com	cybernews.com	norton.com	vpnpro.com	uk.norton.com	top10vpn.com	simplisafe.co.uk	vpn-mentors.com	expressvpn.com
2025/01/01	14.88%	10.32%	5.68%	2.17%	5.13%	1.58%	2.49%	2.13%	0.94%	8.39%
2025/01/02	13.3%	11.27%	6.68%	2.19%	5.79%	1.8%	2.33%	1.82%	0.97%	7.89%
2025/01/03	12.98%	9.84%	6.68%	2.44%	5.18%	2.3%	2.44%	1.86%	1.22%	7.61%
2025/01/04	12.99%	9.88%	6.02%	2.36%	5.07%	1.77%	2.57%	2.15%	0.82%	7.53%
2025/01/05	13.11%	10.32%	6.54%	2.25%	5.41%	1.88%	1.95%	1.84%	1.16%	7.65%
2025/01/06	11.52%	10.74%	6.23%	2.43%	4.65%	2.12%	2.12%	2.6%	0.77%	6.17%
2025/01/07	12.14%	11.05%	6.77%	2.51%	4.65%	2.03%	2.13%	1.87%	1.62%	7.64%
2025/01/08	12.66%	9.61%	6.74%	2.83%	5.37%	1.99%	3.17%	2.12%	1.84%	8.17%
2025/01/09	12.75%	10.17%	6.03%	2.9%	5.1%	2.24%	2.26%	1.77%	1.84%	7.35%
2025/01/10	12.65%	9.9%	6.08%	3.29%	4.89%	2.26%	1.96%	1.8%	1.68%	6.9%
2025/01/11	13.35%	10.07%	7.45%	2.83%	5.29%	1.45%	2.24%	1.36%	1.92%	7.04%
2025/01/12	10.68%	10.17%	8.25%	3.67%	5.17%	2.27%	2.11%	1.35%	1.33%	7.81%
2025/01/13	10.29%	10.61%	6.28%	2.91%	4.67%	2.09%	1.7%	1.23%	1.55%	7.99%
2025/01/14	11.4%	10.02%	7.58%	3.12%	4.27%	1.58%	2.63%	1.4%	2.07%	8.35%
2025/01/15	11.08%	9.43%	7.58%	3.09%	4.71%	1.73%	2.98%	1.54%	2.09%	8.1%
2025/01/16	11.77%	10.16%	6.1%	2.81%	5.21%	2.31%	2.3%	1.39%	1.88%	7.51%
2025/01/21	10.94%	10.26%	7.51%	3.74%	4.77%	2.46%	0.99%	1.79%	3.34%	4.87%
2025/01/22	11.75%	9.49%	6.42%	3.98%	5.16%	2.23%	2.8%	1.7%	3.84%	5.45%
2025/01/23	10.91%	10.53%	7.4%	3.7%	5.11%	2.57%	1.71%	1.44%	3.63%	5.73%
2025/01/24	11.02%	9.84%	7.73%	4.19%	4.73%	1.43%	0.88%	1.09%	2.96%	5.46%
2025/01/25	9.84%	10.61%	6.5%	3.5%	4.37%	2.24%	2.19%	1.75%	3.82%	5.03%
2025/01/26	9.74%	10.58%	6.96%	3.2%	4.01%	3.03%	2.2%	2.05%	2.22%	5.4%
2025/01/27	12.33%	12.17%	5.26%	3.25%	3.98%	2.68%	1.08%	1.37%	2.1%	5.75%
2025/01/28	10.36%	12.67%	5.97%	3.09%	4.21%	2.61%	1.9%	1.59%	1.73%	2.43%
2025/01/29	9.54%	11.75%	6.47%	3.98%	3.74%	2.72%	1.95%	1.85%	1.19%	0.62%
2025/01/30	13.88%	12.12%	6.33%	3.34%	3.82%	3.52%	2.16%	1.51%	1.59%	0.64%
2025/01/31	12.32%	11.68%	7%	3.81%	3.5%	2.29%	1.98%	1.31%	1.24%	0.63%

NordVPN’s spend share fluctuated, peaking at 14.88% and ending at 12.32%. McAfee saw a steady rise, closing at 11.68%. Cybernews experienced a mid-month surge, finishing at 7.00%. Norton’s share increased, ending at 3.81%. ExpressVPN’s share dropped significantly, closing at 0.63%.

Market Exposure

Competitor Count for UK Software & Technology Cybersecurity

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	1289
2025/01/02	1266
2025/01/03	1295
2025/01/04	1268
2025/01/05	1280
2025/01/06	1304
2025/01/07	1302
2025/01/08	1332
2025/01/09	1315
2025/01/10	1343
2025/01/11	1297
2025/01/12	1305
2025/01/13	1285
2025/01/14	1308
2025/01/15	1306
2025/01/16	1315
2025/01/21	1338
2025/01/22	1319
2025/01/23	1263
2025/01/24	1275
2025/01/25	1238
2025/01/26	1271
2025/01/27	1280
2025/01/28	1277
2025/01/29	1308
2025/01/30	1381
2025/01/31	1361

January saw fluctuating advertiser numbers, peaking at 1,381 on January 30. The month concluded with a slight dip to 1,361.

Campaign Efficiency

Market Loss & Market Gains for UK Software & Technology Cybersecurity

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
mcafee.com	2.08%
uk.norton.com	1.13%
bitdefender.com	0.72%
vpn-mentors.com	0.65%
cyberpowersystem.co.uk	0.63%
surfshark.com	-0.99%
apple.com	-0.99%
expressvpn.com	-1.47%
amazon.co.uk	-1.94%
nordvpn.com	-2.36%

In the past month, mcafee.com surged with a 2.08% click share increase, while nordvpn.com faced a 2.36% decline.

Campaign Efficiency

UK Software & Technology Cybersecurity 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	mcafee.com	nordvpn.com	cybernews.com	norton.com	your.software	amazon.co.uk	ring.com	vpnpro.com	vpn-mentors.com	expressvpn.com
2025/01/01	6.68%	9.59%	4.61%	3.06%	2.06%	5.14%	1.78%	3.56%	0.93%	5.14%
2025/01/02	6.75%	8.42%	5.13%	2.63%	1.84%	6.63%	2.59%	3.82%	0.82%	5.01%
2025/01/03	6.17%	8.2%	5.41%	3%	1.54%	5.73%	2.23%	3.67%	1.07%	4.96%
2025/01/04	6.09%	7.98%	4.91%	2.92%	2.19%	5.07%	2.01%	3.49%	0.78%	4.7%
2025/01/05	6.36%	8.03%	5.26%	2.75%	1.57%	4.68%	1.89%	3.89%	1.11%	4.78%
2025/01/06	6.49%	7.14%	5.06%	2.55%	1.25%	5.19%	2.5%	3.12%	0.76%	3.84%
2025/01/07	6.95%	8.02%	5.37%	3.35%	1.69%	3.56%	2.24%	3.27%	1.43%	5.12%
2025/01/08	6.88%	8.57%	5.61%	3.33%	1.75%	3.41%	1.9%	4.2%	1.68%	5.56%
2025/01/09	7.22%	8.36%	4.91%	3.54%	1.84%	4.03%	1.47%	3.59%	1.59%	4.6%
2025/01/10	6.77%	7.65%	4.91%	4.25%	1.77%	3.84%	1.47%	3.43%	1.56%	4.51%
2025/01/11	6.84%	7.82%	6.61%	3.68%	1.87%	4.06%	1.52%	4.33%	1.89%	4.7%
2025/01/12	6.65%	7.17%	6.65%	4.61%	1.46%	2.99%	1.59%	3.69%	1.26%	5.18%
2025/01/13	6.52%	7.01%	5.43%	3.41%	1.18%	3.4%	2.25%	3.44%	1.56%	5.12%
2025/01/14	6.83%	7.47%	6.16%	3.73%	1.35%	1.47%	1.23%	3.22%	1.96%	5.48%
2025/01/15	6.03%	7.15%	6.25%	3.84%	1.31%	2.23%	1.58%	3.36%	1.97%	5.16%
2025/01/16	7.21%	7.57%	4.98%	3.22%	1.91%	4.16%	1.52%	3.69%	1.63%	4.72%
2025/01/21	7.79%	7.03%	6.39%	4.44%	2.16%	1.8%	0.75%	3.72%	3.43%	3.49%
2025/01/22	6.94%	7.15%	5.58%	4.63%	1.75%	1.69%	1.16%	4.04%	3.83%	3.7%
2025/01/23	8.25%	6.82%	5.93%	4.29%	2.13%	1.3%	0.57%	3.84%	3.62%	3.78%
2025/01/24	6.35%	6.96%	6.24%	5.46%	1.2%	0.93%	0.29%	3.53%	3.2%	3.41%
2025/01/25	7.32%	6.37%	5.48%	4.01%	1.45%	1.92%	0.76%	3.44%	3.8%	3.5%
2025/01/26	7.67%	6.75%	5.42%	3.77%	2.06%	1.86%	1.41%	2.97%	2.27%	3.57%
2025/01/27	8.29%	7.44%	4.41%	4.04%	2.45%	1.93%	0.7%	2.97%	2.2%	3.92%
2025/01/28	8.81%	6.22%	4.7%	3.56%	2.75%	1.91%	1.32%	3%	1.69%	1.72%
2025/01/29	8.96%	6.32%	5.24%	4.68%	2.42%	1.88%	1.52%	2.76%	1.1%	0.42%
2025/01/30	8.8%	7.44%	4.85%	3.9%	2.38%	1.78%	1.46%	2.34%	1.32%	0.47%
2025/01/31	8.15%	6.39%	4.77%	4.17%	2.83%	2.78%	2.62%	2.07%	0.98%	0.43%

In January 2025, McAfee’s impression share rose steadily, peaking at 8.96% on the 29th. NordVPN started strong but declined, ending at 6.39%. Cybernews fluctuated, finishing at 4.77%. Norton saw a gradual increase, closing at 4.17%. Your.software improved, reaching 2.83%. Amazon.co.uk’s share dipped mid-month, recovering to 2.78%. Ring.com fluctuated, ending at 2.62%. VPNpro’s share decreased, closing at 2.07%. VPN-mentors peaked mid-month, then declined to 0.98%. ExpressVPN’s share dropped significantly, ending at 0.43%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Software & Technology Cybersecurity

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
9 Best Free VPNs in the UK https://uk.cybernews.com
Recommended (January 2025) We've Partnered With the Best VPN Providers to Offer You Exclusive Risk-Free Trials. Your Security...
2
Best VPN to Free Your Internet https://www.expressvpn.com
Start Your Risk Free Trial Now — ExpressVPN- The world's leading VPN service. Subscribe Today & protect your privacy online. Our...
3
McAfee® Total Protection 2025 | Protect Yourself & Your Family https://www.mcafee.com › official-site › totalprotection
Powerful Device And Software Protection Starting At £19.99. All in One Solution. Try Today
4
30-Day Free Trial: Norton™ VPN https://www.norton.com
Try it for 30 days. Surf More Safely & Anonymously when connecting to public Wi-Fi. Payment method required. Protect...
5
Secure Password Management https://www.zoho.com
Store & Manage Passwords — #1 enterprise password management tool for all teams. Secure your business passwords today

In the competitive landscape of cybersecurity, top advertisers like Cybernews, ExpressVPN, McAfee, Norton, and Zoho captivate audiences with compelling offers. Themes of security, privacy, and risk-free trials dominate, highlighting exclusive partnerships and leading services to entice users seeking protection and peace of mind.

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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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