UK Telecommunications Mobile Phone & Smart Phones - PPC Market Share Analysis February 2025

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

Market Exposure

Share of Clicks for top 10 UK Telecommunications Mobile Phone & Smart Phones 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
ee.co.uk	13.77
backmarket.co.uk	8.39
carphonewarehouse.com	7.92
vodafone.co.uk	6.29
samsung.com	5.83
amazon.co.uk	5.75
argos.co.uk	4.97
sky.com	4.21
tescomobile.com	3.78
o2.co.uk	3.17
others	35.92

In the competitive landscape of Google’s PPC for mobile phones, EE.co.uk leads with a 13.77% click share. Backmarket.co.uk and Carphonewarehouse.com follow, while ‘others’ collectively hold a significant 35.92% share.

Market Exposure

Share of Spend for the top 10 UK Telecommunications Mobile Phone & Smart Phones 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	ee.co.uk	carphonewarehouse.com	samsung.com	vodafone.co.uk	backmarket.co.uk	sky.com	mobiles.co.uk	three.co.uk	o2.co.uk	amazon.co.uk
2025/01/01	12.72%	10.81%	1.92%	5.18%	8.39%	3.34%	5.38%	1.64%	4.99%	5.49%
2025/01/02	12.96%	12.72%	2.51%	4.29%	8.46%	3.02%	5.97%	1.14%	3.75%	6.27%
2025/01/03	13.16%	13.24%	3.28%	4.59%	8.18%	2.99%	5.74%	1.26%	3.93%	5.02%
2025/01/04	14.4%	13.4%	3.45%	4.04%	9.13%	3.33%	5.13%	1.16%	3.52%	4.83%
2025/01/05	15.85%	12.57%	3.59%	3.89%	7.57%	4.4%	5.11%	1.06%	4.06%	4.24%
2025/01/06	15.65%	11%	4.4%	3.92%	8.59%	4.79%	4.02%	2.85%	4.54%	4.64%
2025/01/07	16.53%	7.9%	4.01%	5.02%	9.5%	4.77%	2.67%	3.01%	4.5%	3.74%
2025/01/08	15.81%	11.52%	2.38%	5.16%	7.59%	3.75%	7.78%	3.45%	4.32%	3.1%
2025/01/09	15.64%	8.72%	2.45%	4.86%	6.99%	3.97%	6.52%	4.67%	3.67%	3.27%
2025/01/10	11.83%	13.09%	1.99%	4.71%	8.03%	4.7%	6.33%	5.57%	4.14%	3.44%
2025/01/11	8.86%	15.24%	1.77%	4.18%	8.14%	4.5%	7.22%	5.38%	3.88%	3.96%
2025/01/12	8.45%	14.85%	2.02%	4.12%	9.62%	4.65%	5.97%	5.02%	5.07%	3.67%
2025/01/13	8.86%	15.48%	2.23%	4.78%	10.93%	4.67%	4.6%	4.73%	4.84%	3.86%
2025/01/14	9.98%	13.16%	1.79%	5.57%	9.35%	4.68%	6.89%	4.38%	5.47%	2.92%
2025/01/15	6.78%	6.18%	2.31%	4.98%	11.38%	6.76%	7.02%	4.41%	4.34%	3.83%
2025/01/16	15.61%	8.71%	2.44%	4.85%	6.98%	3.96%	6.51%	4.66%	3.66%	3.27%
2025/01/21	7.75%	8.73%	1.67%	8.83%	6.12%	4.55%	4.08%	6.19%	5%	3.57%
2025/01/22	13.11%	8.22%	1.68%	7.65%	7.9%	4.15%	4.55%	5.11%	4.93%	3.96%
2025/01/23	13.38%	9.99%	2.28%	7.71%	7.16%	4.75%	4.78%	3.35%	4.66%	3.04%
2025/01/24	12.01%	8.78%	2.58%	8.76%	6.92%	4.01%	4.45%	3.01%	6.3%	2.54%
2025/01/25	12.62%	8.75%	2.83%	8.18%	6.37%	4.1%	4.55%	6.75%	5.3%	2.69%
2025/01/26	13.24%	9.48%	5.46%	8.15%	5.57%	5.11%	5.04%	4.01%	3.74%	2.79%
2025/01/27	12.9%	8.48%	9.86%	7.66%	5.65%	5.39%	4.27%	3.57%	3.87%	2.5%
2025/01/28	14.38%	9.45%	9.66%	7.1%	6.61%	6.8%	5.01%	3.13%	3.35%	2.9%
2025/01/29	7.22%	9.69%	9.44%	7.09%	6.24%	9%	5.15%	3.97%	3.64%	2.9%
2025/01/30	13.85%	8.11%	8.69%	7.43%	5.31%	7.14%	4.45%	4.27%	3.84%	2.47%
2025/01/31	15.2%	9.6%	8.53%	7.13%	5.59%	5.43%	4.05%	3.93%	3.9%	2.85%

In January 2025, EE.co.uk led with fluctuating spend, peaking mid-month. Carphonewarehouse.com maintained steady growth, while Samsung.com surged late January. Vodafone.co.uk and Backmarket.co.uk showed consistent patterns. Sky.com and Mobiles.co.uk had varied trends. Three.co.uk, O2.co.uk, and Amazon.co.uk displayed moderate fluctuations.

Market Exposure

Competitor Count for UK Telecommunications Mobile Phone & Smart Phones

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	1344
2025/01/02	1330
2025/01/03	1370
2025/01/04	1298
2025/01/05	1352
2025/01/06	1374
2025/01/07	1407
2025/01/08	1443
2025/01/09	1511
2025/01/10	1526
2025/01/11	1474
2025/01/12	1435
2025/01/13	1380
2025/01/14	1431
2025/01/15	1438
2025/01/16	1511
2025/01/21	1451
2025/01/22	1401
2025/01/23	1333
2025/01/24	1316
2025/01/25	1284
2025/01/26	1271
2025/01/27	1351
2025/01/28	1294
2025/01/29	1558
2025/01/30	1568
2025/01/31	1501

January saw fluctuating advertiser numbers, peaking at 1,568 on the 30th, ending with 1,501.

Campaign Efficiency

Market Loss & Market Gains for UK Telecommunications Mobile Phone & Smart Phones

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
samsung.com	4.97%
vodafone.co.uk	2.05%
sky.com	1.76%
tescomobile.com	0.72%
moneysupermarket.com	0.57%
raylo.com	-0.67%
ebay.co.uk	-0.73%
carphonewarehouse.com	-1.67%
amazon.co.uk	-1.89%
backmarket.co.uk	-2.89%

Samsung.com surged with a 4.97% click share increase, while backmarket.co.uk faced a 2.89% decline. Vodafone.co.uk and sky.com also saw positive growth, contrasting with amazon.co.uk’s drop.

Campaign Efficiency

UK Telecommunications Mobile Phone & Smart Phones 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	ee.co.uk	backmarket.co.uk	carphonewarehouse.com	sky.com	amazon.co.uk	vodafone.co.uk	argos.co.uk	mobiles.co.uk	tescomobile.com	ebay.co.uk
2025/01/01	8.37%	15.68%	9.68%	3.01%	10.13%	3.58%	3.79%	4.27%	2.74%	3.89%
2025/01/02	8.5%	14.72%	10.53%	2.54%	11.06%	2.78%	5.32%	4.38%	4.98%	4.23%
2025/01/03	9.33%	14.96%	11.57%	2.42%	9.19%	2.98%	5.09%	4.39%	4.32%	4.11%
2025/01/04	10.57%	16.17%	11.48%	2.56%	8.39%	2.6%	5.24%	3.83%	4.98%	4.38%
2025/01/05	12.22%	14.38%	11.01%	3.53%	7.66%	2.53%	4.69%	3.91%	5.06%	3.9%
2025/01/06	11.98%	15.69%	9.28%	4.08%	8.16%	2.46%	4.7%	3.11%	2.4%	5.27%
2025/01/07	12.72%	17.95%	6.67%	3.97%	6.56%	3.13%	4.7%	2.06%	1.4%	4.38%
2025/01/08	12.71%	15.32%	10.25%	3.5%	5.74%	3.32%	3.55%	6.18%	1.14%	2.47%
2025/01/09	12.45%	14.25%	8.1%	3.51%	6.28%	3.08%	2.5%	5.38%	1.59%	2.83%
2025/01/10	8.44%	16.22%	11.66%	4.1%	6.27%	2.93%	3.86%	5.12%	2.12%	2.97%
2025/01/11	5.09%	15.84%	13.85%	3.92%	7.06%	2.61%	4.63%	5.74%	2%	2.91%
2025/01/12	4.68%	17.78%	13.42%	4.08%	6.67%	2.45%	4.5%	4.66%	1.78%	3.54%
2025/01/13	4.73%	19.67%	13.42%	3.88%	6.8%	3.07%	4.27%	3.43%	1.67%	3.93%
2025/01/14	6.16%	18.5%	12.16%	4.08%	5.36%	3.54%	2.53%	5.72%	2.58%	2.82%
2025/01/15	3.82%	20.5%	5.22%	5.44%	6.4%	3.24%	3.69%	5.35%	2.82%	4.34%
2025/01/16	12.45%	14.24%	8.1%	3.51%	6.28%	3.08%	2.5%	5.38%	1.59%	2.83%
2025/01/21	4.6%	12.68%	8.33%	4.53%	6.2%	6.3%	2.07%	3.59%	3.73%	3.29%
2025/01/22	8.54%	15.66%	7.6%	4.27%	6.37%	5.35%	3.38%	3.88%	3.06%	3.67%
2025/01/23	9.42%	14.38%	8.69%	4.79%	5.32%	5.43%	3.54%	4.22%	3.55%	2.53%
2025/01/24	8.22%	14.31%	8.54%	4.05%	4.81%	6.16%	3.09%	4.18%	3.02%	2.05%
2025/01/25	9.82%	12.95%	8.43%	4.04%	4.74%	5.71%	3.19%	4.21%	2.97%	2.07%
2025/01/26	10.35%	11.07%	8.84%	5.11%	4.96%	6.07%	3.9%	4.56%	4.08%	2.34%
2025/01/27	10.32%	11.41%	7.91%	5.33%	4.91%	5.48%	3.97%	3.74%	3.14%	2.93%
2025/01/28	11.15%	13.31%	8.4%	6.72%	5.29%	5.31%	3.44%	4.43%	2.73%	3.1%
2025/01/29	5.32%	12.89%	8.82%	8.9%	5.27%	5.06%	3.62%	4.53%	3.72%	2.58%
2025/01/30	11.27%	11.18%	7.71%	7.57%	4.58%	5.28%	3.79%	3.99%	3.31%	2.35%
2025/01/31	12.77%	11.29%	8.89%	5.78%	5.19%	4.94%	4.13%	3.6%	3.41%	1.99%

In January 2025, Backmarket.co.uk led with a strong impression share, peaking mid-month. EE.co.uk showed fluctuations, ending with a rise. Carphonewarehouse.com maintained a steady presence, while Sky.com and Amazon.co.uk experienced varied trends. The month concluded with Backmarket.co.uk dominating.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Mobile Phone & Smart Phones

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
Check Out Our SIM Only Plans - It Pays To Compare https://www.carphonewarehouse.com › sim-only › contract
Browse And Order Online From Our Huge Range of Products. Get Yours From Carphone Warehouse
2
Talkmobile SIM Winter Sale - 50GB SIM Only For £7.95 https://www.talkmobile.co.uk
Choose Your SIM Only Contract. All New Plans Come With Unlimited UK Mins & Texts.
3
Tesco Mobile https://www.tescomobile.com
Mobile Offers at Tesco Mobile — Browse Our Sim Only Deals, Pay Monthly Phone Contracts & Pay as You Go Phones. Discover...
4
Compare Mobile SIM Only Deals https://www.uswitch.com
Uswitch SIM Only Deals — Choose From A Range Of 0 to 24 Month Contract Deals That Suit You From Loads Of Networks
5
Vodafone Official Site https://www.vodafone.co.uk
Mobile Phones & Home Broadband — Get The Unlimited 5G Data Plan & Create The Future Of 5G With Us. Together We Can. Discover Vodafone EVO & Enjoy Ultimate Flexibility Of Our Pay Monthly Plans.

In the competitive world of mobile telecommunications, Carphone Warehouse entices with a vast product range, while Talkmobile’s winter sale offers a compelling 50GB SIM for £7.95. Tesco Mobile and Uswitch focus on diverse SIM-only deals, and Vodafone highlights 5G innovation and flexible plans.

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Customer Success Stories

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Vodafone used Adthena data to optimize results from the launch of the Samsung S22 product. Combining Adthena’s Strategic Insights with Google Smart Bidding, Vodafone was able to maintain a flexible strategy that leveraged both manual and automated bidding. Leveraging Adthena’s Search Term Opportunities report also allowed Vodafone to implement 27 keyword terms across their business line, driving an increase in revenue at a positive ROAS.Read case study

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VodafoneZiggo was looking to maximize revenue from its paid search campaigns while reducing costs and streamlining workflows. By leveraging Adthena’s data-driven insights and time-saving automation, the team gained full visibility into their ad spend performance and optimized budget allocation.Read case study

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Havas Market & Arena Media used Adthena's infringement data to combat rising CPCs from competitive brand bidding, escalating violations to Google and protecting their client’s brand. Read case study

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