UK Software & Technology Cybersecurity - PPC Market Share Analysis March 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	17.6
nordvpn.com	11.43
expressvpn.com	4.96
amazon.co.uk	4.84
simplisafe.co.uk	4.28
surfshark.com	3.38
norton.com	3.37
uk.norton.com	3.22
bitdefender.com	2.49
microsoft.com	2.49
others	41.94

In the PPC landscape, McAfee leads with 17.6% click share, followed by NordVPN at 11.43%. “Others” dominate with 41.94%, showcasing 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	mcafee.com	nordvpn.com	expressvpn.com	norton.com	forbes.com	cybernews.com	amazon.co.uk	bitdefender.com	vpnpro.com	uk.norton.com
2025/03/01	9.67%	16.97%	9.39%	3.62%	2.5%	6.76%	1.33%	1.86%	3.71%	2.41%
2025/03/02	10.19%	13.43%	9.24%	4.05%	2.29%	6.5%	2.21%	2.16%	4.02%	2.08%
2025/03/03	12.15%	12.51%	7.82%	3.66%	2.61%	4.94%	1.54%	2.44%	3.08%	2.93%
2025/03/04	10.52%	14.38%	7.54%	4.2%	3.23%	5.78%	2.07%	1.59%	3.46%	2.02%
2025/03/05	11.84%	14.74%	8.34%	3.39%	2.47%	6.61%	2.31%	1.94%	3.13%	2.85%
2025/03/06	11.18%	12.55%	7.21%	4.06%	3.47%	4.49%	3.08%	1.72%	2.77%	2.95%
2025/03/07	11.37%	13.95%	8.05%	3.45%	1.99%	4.25%	2.86%	1.97%	2.3%	2.92%
2025/03/08	13.59%	12.89%	6.55%	3.72%	2.9%	3.61%	2.49%	2.08%	2.21%	3.24%
2025/03/09	14.74%	12.94%	7.52%	3.81%	2.06%	5.11%	2.61%	2.29%	3.01%	2.89%
2025/03/10	11.99%	13.27%	7.23%	2.86%	2.36%	5.24%	3.01%	1.7%	2.43%	3.42%
2025/03/11	13.28%	14.42%	8.29%	2.82%	2.09%	5.04%	3.13%	1.75%	2.66%	2.99%
2025/03/12	14.26%	14.08%	7.77%	3.38%	2.08%	4.35%	1.94%	2.21%	2.29%	3.77%
2025/03/13	11.8%	17.3%	8.58%	3.15%	2.71%	4.25%	1.85%	1.72%	2.03%	3.14%
2025/03/14	12.94%	12.87%	8.46%	3.57%	2.24%	5.86%	1.97%	2.42%	2.79%	3.05%
2025/03/15	14.24%	12.26%	6.85%	3%	2.36%	5.6%	2.11%	2.48%	2.7%	3.84%
2025/03/16	14.16%	11.7%	6.91%	3.47%	1.51%	3.57%	2.52%	2%	1.87%	4.47%
2025/03/17	13.61%	10.39%	6.44%	2.98%	2.5%	4.25%	1.42%	2.31%	1.89%	3.68%
2025/03/18	12.6%	13.13%	9.42%	3.02%	4.12%	4.05%	2.4%	2.01%	1.27%	3.1%
2025/03/19	14%	12.8%	8.07%	3.34%	3.61%	3.84%	1.91%	1.8%	2.22%	3.45%
2025/03/20	15.1%	12.89%	7.5%	2.95%	3.08%	3.64%	2.44%	2.63%	2.38%	3.19%
2025/03/21	13.46%	11.09%	6.83%	3.98%	3.17%	4.56%	1.94%	2.29%	2.24%	4.2%
2025/03/22	14.78%	10.9%	6.17%	3.89%	2.7%	4.05%	1.91%	2.6%	2.18%	3.06%
2025/03/23	14.95%	12.85%	5.47%	3.45%	3.64%	4.33%	1.72%	2.27%	2.51%	2.71%
2025/03/24	14.18%	12%	6.65%	3.99%	3.99%	4.31%	2.41%	2.35%	2.36%	3.51%
2025/03/25	12.72%	11.94%	7.25%	4.39%	3.69%	4.54%	2.91%	1.77%	1.94%	3.61%
2025/03/26	15.63%	12.11%	7.25%	3.88%	4.38%	3.5%	3.57%	2.11%	1.86%	3.02%
2025/03/27	14.52%	14.52%	8.15%	3.36%	3.48%	3.73%	3.42%	2.18%	2.48%	2.2%
2025/03/28	14.16%	13.44%	8.52%	4.41%	3.53%	4.07%	2.62%	1.82%	2.54%	2.08%
2025/03/29	14.43%	12.24%	6.5%	3.63%	3.88%	3.65%	3.2%	2.59%	1.8%	1.83%
2025/03/30	14.8%	11.95%	5.88%	3.57%	4.13%	3.76%	2.77%	2.08%	2.04%	1.29%
2025/03/31	15.25%	13.09%	6.82%	4.3%	4.27%	3.34%	3.1%	2.33%	2.01%	0.98%

In March 2025, McAfee’s PPC spend share rose steadily, peaking at 15.25%. NordVPN fluctuated, ending at 13.09%. ExpressVPN saw a decline, closing at 6.82%. Norton and Forbes showed moderate growth, finishing at 4.3% and 4.27%, respectively. Cybernews and Amazon.co.uk had stable trends, while Bitdefender and VPNpro experienced minor fluctuations. UK Norton saw a significant drop, ending at 0.98%.

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
2025/03/01	1039
2025/03/02	1040
2025/03/03	1016
2025/03/04	1014
2025/03/05	1023
2025/03/06	1006
2025/03/07	987
2025/03/08	967
2025/03/09	966
2025/03/10	982
2025/03/11	969
2025/03/12	964
2025/03/13	978
2025/03/14	972
2025/03/15	918
2025/03/16	917
2025/03/17	926
2025/03/18	925
2025/03/19	919
2025/03/20	948
2025/03/21	942
2025/03/22	920
2025/03/23	918
2025/03/24	942
2025/03/25	939
2025/03/26	903
2025/03/27	932
2025/03/28	917
2025/03/29	907
2025/03/30	890
2025/03/31	911

March began with 1,039 advertisers, peaking at 1,040, then gradually declined, ending at 911.

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	1.68%
ncsc.gov.uk	0.35%
norton.com	0.34%
kaspersky.co.uk	0.32%
forbes.com	0.32%
cybernews.com	-0.43%
nordvpn.com	-0.43%
microsoft.com	-0.5%
uk.norton.com	-0.53%
surfshark.com	-0.75%

McAfee.com surged with a 1.68 increase, while Surfshark.com plummeted by -0.75. Kaspersky.co.uk and Forbes.com both rose by 0.32.

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	norton.com	amazon.co.uk	expressvpn.com	forbes.com	cybernews.com	your.software	vpnpro.com	bitdefender.com
2025/03/01	8.14%	11.94%	4.58%	3.62%	6.62%	1.64%	5.28%	1.24%	2.64%	1.7%
2025/03/02	7.93%	9.63%	5.13%	4.69%	6.21%	1.56%	5.62%	1.32%	3.09%	1.69%
2025/03/03	8.14%	9.35%	5.49%	3.16%	6.07%	2.09%	3.97%	1.91%	2.3%	2.29%
2025/03/04	7.48%	10.32%	5.92%	3.71%	5.4%	2.54%	4.87%	1.1%	2.87%	1.68%
2025/03/05	8.8%	10.22%	4.81%	4.32%	5.97%	1.89%	5.26%	2.73%	2.66%	2.21%
2025/03/06	8.37%	8.13%	5.09%	5.68%	4.89%	2.42%	3.21%	2.99%	2.23%	1.94%
2025/03/07	8.16%	9.24%	4.68%	5.14%	5.63%	1.52%	3.22%	2.31%	1.81%	2.06%
2025/03/08	9.26%	8.87%	5.1%	4.36%	4.69%	2.07%	2.88%	2.65%	1.65%	2.45%
2025/03/09	9.05%	8.46%	5.66%	4.92%	5.32%	1.45%	3.93%	2.27%	2.34%	2.5%
2025/03/10	7.7%	9.33%	4.12%	5.02%	5.15%	1.81%	4.26%	2.03%	2.1%	1.76%
2025/03/11	8.92%	9.41%	4.23%	5.3%	5.72%	1.75%	3.8%	2.75%	2.09%	1.64%
2025/03/12	9.78%	9.48%	4.77%	4.27%	5.66%	1.72%	3.35%	3.01%	1.81%	2.02%
2025/03/13	8.79%	11.62%	4.32%	3.81%	6.06%	2.09%	3.03%	2.59%	1.52%	1.7%
2025/03/14	9.38%	8.66%	5.07%	3.51%	6.08%	1.68%	4.68%	1.91%	2.03%	2.35%
2025/03/15	9.63%	8.53%	4.48%	4.31%	5.34%	1.89%	4.57%	2.47%	2.26%	2.46%
2025/03/16	9.62%	8.01%	4.93%	4.99%	5.19%	1.24%	2.95%	2.78%	1.65%	1.62%
2025/03/17	8.93%	7.07%	4.65%	2.77%	4.9%	1.96%	3.23%	2.83%	1.46%	1.7%
2025/03/18	8.9%	8.28%	4.41%	4.13%	6.78%	3.2%	3.21%	1.93%	1.12%	1.67%
2025/03/19	9.43%	8.5%	4.74%	3.44%	5.91%	2.87%	2.85%	2.77%	1.85%	1.63%
2025/03/20	10.25%	8.46%	4.08%	4.37%	5.13%	2.42%	2.91%	3.05%	1.77%	2.43%
2025/03/21	8.77%	7.14%	5.55%	3.5%	4.67%	2.34%	3.54%	2.49%	1.82%	1.85%
2025/03/22	10.04%	7.9%	5.96%	3.58%	4.92%	1.88%	3.5%	2.41%	1.99%	2.07%
2025/03/23	10.27%	8.82%	5.09%	3.51%	4.21%	2.55%	3.74%	2.36%	2.2%	2.08%
2025/03/24	9.68%	8.45%	5.43%	4.4%	4.86%	2.88%	3.59%	2.7%	1.92%	2.22%
2025/03/25	8.85%	7.85%	5.58%	5.1%	5.18%	2.88%	3.18%	2.25%	1.55%	1.77%
2025/03/26	10.99%	8.52%	5.16%	6.92%	5.25%	3.17%	2.8%	2.59%	1.57%	1.79%
2025/03/27	10.3%	9.59%	5.07%	6.18%	5.83%	2.75%	2.86%	2.44%	1.96%	1.76%
2025/03/28	9.97%	8.98%	5.93%	5.03%	6.12%	2.7%	3.18%	2.65%	2.06%	1.3%
2025/03/29	9.61%	8.13%	5.45%	5.73%	4.67%	2.73%	2.87%	2.38%	1.43%	1.88%
2025/03/30	9.95%	8.09%	5.44%	5.29%	4.12%	2.99%	2.82%	2.59%	1.59%	1.59%
2025/03/31	9.71%	9.23%	5.99%	5.59%	4.98%	3.05%	2.63%	2.01%	1.67%	1.6%

In March 2025, McAfee’s impression share fluctuated, peaking at 10.99% on the 26th. NordVPN started strong but declined mid-month, finishing at 9.23%. Norton saw a steady rise, ending at 5.99%. Amazon.co.uk’s share increased, closing at 5.59%. ExpressVPN’s share varied, ending at 4.98%. Forbes and Cybernews had modest shares, while Your Software and VPNPro remained low. Bitdefender’s share was stable, ending at 1.60%.

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.

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1
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3
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4
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5
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In the competitive realm of Google PPC, ExpressVPN leads with a risk-free 30-day trial, emphasizing security and value. Microsoft highlights two-factor authentication for data protection. Norton offers a 30-day VPN trial for safe browsing. Opera GX promotes a free VPN browser, while Zoho focuses on secure password management.

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

Share of Clicks for top 10 UK Software & Technology Cybersecurity brands

Share of Spend for the top 10 UK Software & Technology Cybersecurity brands

Competitor Count for UK Software & Technology Cybersecurity

Market Loss & Market Gains for UK Software & Technology Cybersecurity

UK Software & Technology Cybersecurity Share of Impressions

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

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Get the full picture

See this data specific to your brand performance