UK Telecommunications Mobile Phone & Smart Phones - PPC Market Share Analysis December 2024

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
mobiles.co.uk	3.15
o2.co.uk	3.39
sky.com	3.58
argos.co.uk	3.94
apple.com	4.11
vodafone.co.uk	5.75
amazon.co.uk	7
backmarket.co.uk	7.63
carphonewarehouse.com	8.4
ee.co.uk	19.76
others	33.29

In the competitive landscape of Google’s PPC for mobile phones, EE.co.uk leads with a 19.76% click share. Carphonewarehouse.com follows at 8.4%, while ‘others’ collectively hold a significant 33.29% 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	carphonewarehouse.com	ee.co.uk	backmarket.co.uk	mobiles.co.uk	amazon.co.uk	vodafone.co.uk	o2.co.uk	apple.com	sky.com	tescomobile.com
2024/12/01	11.4%	19.14%	4.75%	7.02%	4.22%	4.74%	4.93%	5.45%	5.46%	3.18%
2024/12/02	10.07%	18.01%	6.47%	7.05%	3.58%	5.62%	6.21%	4.42%	6.12%	2.08%
2024/12/03	12.07%	19.93%	5.09%	6.92%	2.74%	5.97%	5.33%	4.55%	5.98%	3.22%
2024/12/04	11.12%	22.53%	5.67%	6.8%	2.58%	4.8%	6.18%	3.95%	5.85%	1.94%
2024/12/05	13.61%	16.34%	6.22%	6.25%	3.05%	4.71%	5.38%	5.25%	7%	3.18%
2024/12/06	10.99%	31.31%	5.03%	4.17%	2.62%	4.01%	3.87%	4.73%	4.77%	2.61%
2024/12/07	13.08%	29.34%	4.9%	3.59%	2.39%	3.66%	3.89%	3.26%	4.28%	2.97%
2024/12/08	12.7%	25.27%	4.19%	3.73%	2.33%	4.2%	3.89%	4.46%	4.19%	2.85%
2024/12/09	13.14%	26.18%	5.06%	3.79%	2.77%	4.3%	2.99%	4.19%	4.18%	2.62%
2024/12/10	11%	25.55%	5.71%	4.31%	3.14%	5.26%	3.03%	4.35%	3.55%	2.7%
2024/12/11	13.15%	13.62%	5.96%	5.67%	4.35%	6.71%	4.15%	5%	3.74%	3.09%
2024/12/12	10.55%	23.46%	5.88%	3.99%	4.69%	5.12%	3.63%	3.44%	3.58%	2.3%
2024/12/13	13.2%	9.64%	9.1%	3.89%	6.37%	5.42%	3.33%	3.29%	4.94%	3.52%
2024/12/14	10.86%	14.07%	7.69%	3.09%	6.43%	5.24%	3.96%	4.63%	4.63%	3.11%
2024/12/15	12.4%	13.14%	7.31%	4.13%	6.82%	5.22%	3.85%	4.51%	4.55%	3.04%
2024/12/16	13.94%	13.54%	7.96%	5.44%	6.05%	4.56%	3.37%	3.95%	4.96%	2.47%
2024/12/17	14.6%	14.11%	8.27%	5.91%	5.43%	4.94%	3.77%	3.73%	4.02%	2.49%
2024/12/18	14.25%	13.24%	8.92%	5.64%	5.08%	4.61%	4.3%	3.52%	2.07%	2.58%
2024/12/19	11.88%	13.22%	7.76%	5.82%	5.05%	5.7%	4.68%	3.37%	4.11%	4.05%
2024/12/20	13.02%	11.44%	9.07%	6.16%	4.88%	5%	4.03%	3.03%	4.62%	6.12%
2024/12/21	14.58%	9.69%	9.51%	6.39%	5.68%	4.49%	3.78%	3.34%	3.3%	5.35%
2024/12/22	13.91%	10.09%	8.21%	5.85%	5.22%	4.72%	4.4%	3%	3.18%	5.14%
2024/12/23	12.61%	13.12%	8.59%	5.46%	6.53%	3.97%	4.53%	3.55%	3.34%	5.7%
2024/12/24	8.76%	17.41%	8.56%	4.98%	5.05%	4.39%	4.77%	4.15%	3.89%	6.03%
2024/12/25	8.39%	19.14%	8.89%	4.47%	3.39%	4.36%	5.15%	3.72%	3.66%	3.1%
2024/12/26	11.05%	17.36%	12.36%	6.85%	3.52%	3.83%	4.5%	4.64%	3.09%	2.08%
2024/12/27	9.58%	18.64%	8.22%	5.24%	5.44%	3.79%	4.62%	4.61%	3.8%	2.12%
2024/12/28	9.42%	21.04%	7.85%	4.92%	5.69%	3.8%	4.53%	4.09%	3.38%	2.68%
2024/12/29	10.87%	20.68%	6.57%	7.8%	5.54%	3.77%	4.29%	4.19%	3.4%	0.43%
2024/12/30	11.13%	11.08%	7.84%	7.95%	6.93%	5.58%	5.19%	4.49%	3.39%	0.25%
2024/12/31	12.75%	11.49%	8.68%	6.86%	5.55%	5.53%	4.98%	4.19%	3.73%	0.25%

In December 2024, Carphone Warehouse’s PPC spend fluctuated, peaking mid-month at 14.6% before dipping to 8.39% on Christmas. EE.co.uk saw a dramatic rise, reaching 31.31% on December 6, then stabilizing. Backmarket.co.uk’s spend increased steadily, ending at 8.68%. Mobiles.co.uk’s share decreased early but recovered to 7.95% by month’s end. Amazon.co.uk’s spend was low, peaking at 6.93% on December 30. Vodafone.co.uk and O2.co.uk maintained moderate shares, while Apple.com and Sky.com showed minor fluctuations. Tesco Mobile’s share plummeted, closing at 0.25%.

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
2024/12/01	1480
2024/12/02	1523
2024/12/03	1508
2024/12/04	1572
2024/12/05	1557
2024/12/06	1524
2024/12/07	1473
2024/12/08	1482
2024/12/09	1466
2024/12/10	1481
2024/12/11	1537
2024/12/12	3968
2024/12/13	3884
2024/12/14	3960
2024/12/15	4180
2024/12/16	4015
2024/12/17	3424
2024/12/18	3423
2024/12/19	3407
2024/12/20	3190
2024/12/21	2917
2024/12/22	2681
2024/12/23	1983
2024/12/24	1383
2024/12/25	1424
2024/12/26	1357
2024/12/27	1340
2024/12/28	1310
2024/12/29	1306
2024/12/30	1329
2024/12/31	1354

December began with 1,480 advertisers, peaking at 4,180 mid-month. A sharp decline followed, ending at 1,354. The month showcased dynamic shifts, highlighting intense competition and fluctuation.

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
backmarket.co.uk	2.27%
amazon.co.uk	2.03%
mobilephonesdirect.co.uk	1.27%
argos.co.uk	1.17%
tescomobile.com	0.81%
lebara.co.uk	-0.57%
vodafone.co.uk	-0.57%
sky.com	-0.59%
carphonewarehouse.com	-0.95%
ee.co.uk	-7.02%

Amazon.co.uk and Backmarket.co.uk surged with click share increases of 2.03% and 2.27%, respectively. Meanwhile, ee.co.uk experienced a significant decline of 7.02%.

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	backmarket.co.uk	carphonewarehouse.com	amazon.co.uk	ee.co.uk	mobiles.co.uk	argos.co.uk	ebay.co.uk	vodafone.co.uk	sky.com	tescomobile.com
2024/12/01	9.26%	9.96%	7.36%	16.89%	6.03%	2.71%	3.2%	3.03%	5.04%	2.79%
2024/12/02	12.81%	8.65%	6.35%	16.09%	6.01%	2.57%	3.22%	3.57%	5.55%	1.75%
2024/12/03	10.09%	9.95%	4.71%	18.2%	6.02%	3.1%	3.3%	3.76%	5.61%	2.69%
2024/12/04	11.22%	9.32%	4.55%	20.59%	5.66%	2.44%	3.91%	3.3%	5.17%	1.67%
2024/12/05	11.97%	11.51%	5.16%	14.58%	5.13%	2.21%	3.77%	3.24%	6.25%	2.56%
2024/12/06	9.55%	9.16%	4.64%	29.65%	3.29%	1.91%	3.54%	2.81%	4.19%	2.21%
2024/12/07	9.42%	10.78%	4.41%	29.07%	2.77%	1.92%	3.53%	2.52%	3.63%	2.45%
2024/12/08	8.49%	10.71%	4.27%	25.32%	3.09%	2.2%	3.56%	2.84%	3.69%	2.56%
2024/12/09	9.82%	10.64%	4.91%	25.53%	2.99%	2.19%	4.13%	3.04%	3.43%	2.22%
2024/12/10	10.94%	8.93%	5.59%	24.75%	3.45%	2.31%	3.4%	3.6%	2.86%	2.35%
2024/12/11	11.81%	11.25%	7.72%	11.83%	4.78%	2.7%	3.68%	4.68%	3.15%	2.66%
2024/12/12	10.86%	8.52%	7.84%	19.8%	3.15%	2.86%	3.58%	3.29%	2.79%	2.04%
2024/12/13	15.72%	10.3%	9.83%	7.07%	2.82%	3.31%	3.4%	3.36%	3.82%	2.75%
2024/12/14	13.79%	8.53%	10.1%	10.64%	2.26%	2.94%	3.45%	3.36%	3.67%	2.42%
2024/12/15	12.81%	9.78%	10.7%	9.79%	2.99%	3.16%	4.03%	3.35%	3.8%	2.47%
2024/12/16	14.09%	11.04%	10.07%	9.53%	4.06%	3.48%	4.02%	3.08%	4.3%	2.08%
2024/12/17	15.81%	11.58%	9.48%	10.08%	4.57%	3.34%	4.11%	3.32%	3.24%	2.1%
2024/12/18	16.63%	11.28%	8.82%	9.89%	4.38%	3.27%	4.11%	3.14%	1.57%	2.17%
2024/12/19	14.92%	10.03%	8.97%	9.31%	4.69%	2.94%	3.44%	3.69%	3.27%	3.54%
2024/12/20	16.81%	10.85%	8.42%	8.05%	4.78%	3.22%	3.01%	3.2%	3.67%	5.47%
2024/12/21	17%	11.66%	9.53%	7.02%	4.83%	3.97%	2.58%	2.87%	2.59%	5.02%
2024/12/22	15.3%	11.19%	9.01%	8.03%	4.5%	3.69%	2.94%	2.95%	2.49%	4.72%
2024/12/23	15.54%	10.16%	11.35%	10.01%	4.14%	3.74%	2.44%	2.67%	2.54%	5.53%
2024/12/24	16.11%	6.69%	9.13%	13.65%	3.92%	4.56%	2.33%	2.99%	3.07%	5.88%
2024/12/25	17.34%	6.48%	6.39%	15.21%	3.51%	5.94%	2.97%	3.09%	2.82%	3.13%
2024/12/26	22.66%	7.94%	6.61%	13.8%	5.12%	4.07%	2.63%	2.68%	2.47%	1.95%
2024/12/27	15.09%	7.8%	10.09%	14.29%	4.1%	3.82%	3.11%	2.72%	3.44%	1.85%
2024/12/28	14.54%	7.45%	10.52%	17.09%	3.87%	3.48%	2.87%	2.77%	3.15%	2.3%
2024/12/29	12.4%	8.5%	10.26%	17.64%	6.2%	3.82%	3.41%	2.78%	2.93%	0.48%
2024/12/30	13.92%	9.14%	12.48%	7.55%	6.41%	4.36%	4.12%	3.89%	3.02%	0.32%
2024/12/31	15.73%	10.24%	10.08%	7.86%	5.59%	4.25%	3.9%	3.77%	3.47%	0.33%

In December 2024, Backmarket.co.uk’s impression share surged, peaking at 22.66% on the 26th. Carphonewarehouse.com saw a dip, ending at 10.24%. Amazon.co.uk fluctuated, closing at 10.08%. EE.co.uk’s share varied, finishing at 7.86%. Mobiles.co.uk remained steady, ending at 5.59%. Argos.co.uk and Ebay.co.uk showed minor changes, closing at 4.25% and 3.9%, respectively. Vodafone.co.uk and Sky.com had slight fluctuations, ending at 3.77% and 3.47%. Tescomobile.com experienced a decline, closing at 0.33%.

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
No 2024 Price Rise - 5GB For £2.50 - SIM Only Deal https://lebara.co.uk › sim_only_deals › half_price_deal
Order a free SIM today and choose from our range of great value mobile prepaid plans. No Long...
2
O2 Black Friday SIM Only Deals - Biggest Ever Black Friday https://www.o2.co.uk › black_friday › sim_deals
Our Black Friday SIM Deals Are Here. Get Great Value For Money When You Shop Online At O2
3
Sky Mobile SIM Only Deals - Get A 50GB SIM For £10/m https://www.sky.com › sim › deals
Don't Miss Our Limited Time Christmas Deals. Get A 50GB Data Plan For £10/m On Sky Mobile. You...
4
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...
5
Vodafone Official Site https://www.vodafone.co.uk
Our Latest Deals And Offers — Get The Unlimited 5G Data Plan & Create The Future Of 5G With Us. Together We Can. Discover...

In the bustling world of Google PPC, Apple’s iPhone 16 Pro Max ad stands out with its focus on cutting-edge technology, featuring the A18 Pro chip and Camera Control. Meanwhile, Carphone Warehouse and O2 captivate with festive deals, emphasizing savings and value. SIM-only deals dominate, with Confused.com and Uswitch offering competitive prices from £1.48 per month, highlighting affordability and flexibility. Lebara and Sky Mobile entice with no price rises and generous data plans, respectively. The narrative is clear: innovation, savings, and choice drive the top-performing ads.

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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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