Why
Cut waste & build efficient growth from Google Ads
- Campaign EfficiencySolutions to ensure you hit performance targets
- Market ExposureSolutions to boost your market share
- Brand Coverage and ProtectionSolutions to drive growth with your brand
What
Award-winning search intelligence with Gen AI analysis
- TechnologyProprietary market-leading AI technology
- Our DataUnique data with zero privacy concerns
  - Our Differentiated Data
  - Data Integrations
- Demo & CostsSee Adthena in action and get started
Who
Results for enterprise customers & agencies
- Our CustomersDiscover success stories across the verticals
- Our ExpertsMeet our world-class experts and Gen AI analyst
Measure
Measure your success in Google Ads
- Metrics to gauge & improve ROI
  - Vertical Market Share Reports
  - Search Performance Score – coming soon!
Resources
Read about Adthena & digest search resources
- EducationalSearch intelligence resources for you to digest
- CompanyDiscover all you need to know about Adthena

UK Telecommunications Fixed-Line Services - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Fixed-Line Services 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 Fixed-Line Services brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

See more data

Share of Clicks - Last month
Domain	Share of clicks
argos.co.uk	21.45
amazon.co.uk	19.9
ligo.co.uk	8.09
sky.com	4.64
currys.co.uk	3.53
virginmedia.com	3.49
business.bt.com	2.68
bt.com	2.6
digital-tv.co.uk	2.23
viking-direct.co.uk	2.04
others	29.35

In the telecommunications PPC landscape, Argos.co.uk leads with 21.45% click share, closely followed by Amazon.co.uk at 19.9%. Others collectively hold 29.35%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 UK Telecommunications Fixed-Line Services 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.

See more data

Share of Spend - Last Month
Date	argos.co.uk	virginmedia.com	business.bt.com	sky.com	amazon.co.uk	ligo.co.uk	virtuallandline.co.uk	bonline.com	digital-tv.co.uk	expertmarket.co.uk
2025/01/01	5.7%	2.97%	4.93%	2.83%	21.34%	9.72%	3.92%	0.09%	3.45%	0%
2025/01/02	8.08%	2.77%	3.73%	2.73%	23.39%	12.88%	4.04%	1.61%	1.9%	0%
2025/01/03	7.57%	6.67%	7.17%	5.23%	17.87%	7.22%	3.3%	1.7%	3.58%	1.78%
2025/01/04	10.75%	5.7%	5.71%	3.54%	20.54%	9.07%	4.05%	0.17%	2.71%	1.2%
2025/01/05	8.46%	6.15%	6.52%	3.68%	19.45%	6.63%	3.94%	0.14%	2.95%	1.77%
2025/01/06	8.4%	5.05%	9.04%	2.58%	17.9%	8.06%	4.18%	1.77%	1.5%	1.74%
2025/01/07	6.76%	4.76%	7.88%	4.72%	13.77%	6.89%	3.89%	2.1%	2.3%	1.96%
2025/01/08	5.85%	4.57%	7.46%	3.34%	10.17%	8.65%	3.4%	2.48%	1.5%	3.06%
2025/01/09	4.18%	4.11%	6.91%	3.44%	9.51%	6.38%	3.27%	2.24%	3.2%	3.36%
2025/01/10	7.23%	4.67%	6.76%	2.49%	11.67%	8.37%	3.53%	1.34%	2.09%	2.68%
2025/01/11	8.92%	4.89%	5.1%	5.97%	13.71%	5.63%	3.74%	0.21%	4.93%	2.99%
2025/01/12	8.99%	5.63%	4.83%	6.06%	11.06%	6.41%	5.09%	0.28%	3.99%	2.95%
2025/01/13	9.76%	3.59%	5.16%	5.25%	13.34%	5.81%	4.02%	2.18%	2.85%	3.6%
2025/01/14	7.1%	4.17%	4.97%	5.04%	5.82%	6.38%	4.65%	2.63%	2.61%	3.93%
2025/01/15	14.23%	3.79%	6.03%	4.34%	9.42%	5.32%	3.9%	1.95%	1.85%	3.5%
2025/01/16	4.12%	4.07%	6.81%	3.38%	9.38%	6.29%	3.25%	2.2%	3.01%	3.32%
2025/01/21	3.35%	7.75%	7.03%	5.33%	4.02%	2.57%	4.17%	2.2%	2.62%	4.65%
2025/01/22	4.36%	5.79%	9.66%	3.31%	4.11%	4.47%	3.62%	3.09%	2.48%	4.03%
2025/01/23	7.49%	7.19%	10%	5.59%	4.88%	4.19%	3.73%	2.95%	3.31%	3.37%
2025/01/24	5.16%	7.67%	9.06%	5.36%	3.86%	2.47%	4.08%	3.05%	1.79%	3.96%
2025/01/25	6.85%	6.27%	10.53%	5.09%	4.5%	3.81%	4.53%	0.29%	2.11%	0.67%
2025/01/26	10.04%	7.19%	8.82%	3.25%	6.09%	6.47%	5.59%	0.28%	1.06%	0.69%
2025/01/27	8.26%	6.96%	8.59%	5.02%	6.01%	5.37%	3.9%	2.4%	2.25%	3.19%
2025/01/28	10.04%	6.79%	8.32%	4.4%	6.38%	4.07%	3.71%	2.34%	2.01%	3.7%
2025/01/29	8.18%	5.92%	6.13%	5.8%	5.6%	4.49%	3.85%	3.01%	3.23%	3.51%
2025/01/30	7.64%	6.49%	5.92%	5.95%	5.59%	5.42%	3.11%	2.62%	1.75%	3.8%
2025/01/31	8.7%	6.41%	6.12%	5.91%	5.56%	5.56%	3.39%	2.84%	2.58%	2.42%

Amazon.co.uk led January with fluctuating spend, peaking early. Argos.co.uk and business.bt.com showed mid-month spikes. Virginmedia.com and sky.com maintained steady growth. The month concluded with Amazon.co.uk still dominant.

Market Exposure

Competitor Count for UK Telecommunications Fixed-Line Services

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.

See more data

Competitor Count - Last month
Date	Competitor Count
2025/01/01	263
2025/01/02	254
2025/01/03	271
2025/01/04	266
2025/01/05	264
2025/01/06	270
2025/01/07	281
2025/01/08	290
2025/01/09	302
2025/01/10	295
2025/01/11	298
2025/01/12	284
2025/01/13	281
2025/01/14	288
2025/01/15	307
2025/01/16	302
2025/01/21	297
2025/01/22	277
2025/01/23	285
2025/01/24	271
2025/01/25	274
2025/01/26	270
2025/01/27	271
2025/01/28	271
2025/01/29	280
2025/01/30	299
2025/01/31	294

January saw a dynamic shift in distinct advertisers, starting at 263 and peaking at 307 mid-month. The month concluded with a slight dip, ending at 294.

Campaign Efficiency

Market Loss & Market Gains for UK Telecommunications Fixed-Line Services

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

See more data

Market Loss & Market Gains - Last month
Name	Market Trend
virginmedia.com	1.98%
argos.co.uk	1.66%
business.bt.com	1.43%
sky.com	1.25%
currys.co.uk	1.24%
bt.com	-0.38%
broadbandservices.co.uk	-0.66%
ee.co.uk	-0.73%
ligo.co.uk	-1.83%
amazon.co.uk	-10.78%

Amazon.co.uk saw a significant drop of 10.78% in click share, while Virginmedia.com gained 1.98%. Other notable gains include Argos.co.uk at 1.66% and Business.bt.com at 1.43%.

Campaign Efficiency

UK Telecommunications Fixed-Line Services Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

See more data

Date	argos.co.uk	amazon.co.uk	ligo.co.uk	viking-direct.co.uk	virginmedia.com	digital-tv.co.uk	sky.com	currys.co.uk	ebay.co.uk	claritycheck.com
2025/01/01	10.24%	37.26%	12.14%	2.46%	1.35%	2.45%	1.19%	1.49%	1.75%	1.53%
2025/01/02	14.37%	37.73%	15.17%	2.39%	1.18%	1.54%	0.97%	1.8%	2.3%	1.43%
2025/01/03	14.91%	33.48%	9.85%	2.34%	2.48%	3.03%	2.18%	1.9%	2.65%	1.19%
2025/01/04	18.75%	32.49%	11.32%	3.52%	1.88%	1.73%	1.11%	1.71%	3.18%	1.26%
2025/01/05	15.79%	34.32%	8.14%	2.69%	1.91%	2.1%	1.46%	1.52%	2.81%	0.98%
2025/01/06	15.86%	31.42%	11.83%	4.12%	1.71%	1.32%	1.24%	0.98%	4.07%	0.78%
2025/01/07	13.19%	25.09%	9.65%	4.19%	1.89%	2.14%	1.81%	1.69%	2.87%	1.08%
2025/01/08	12.7%	19.7%	12.16%	5.46%	2%	1.47%	1.83%	1.92%	1.94%	1.56%
2025/01/09	9.67%	20.88%	9.78%	3.68%	1.96%	2.69%	1.87%	1.73%	1.96%	1.69%
2025/01/10	14.63%	22.06%	11.68%	4.04%	1.65%	1.83%	1.16%	1.08%	2.03%	1.24%
2025/01/11	18.9%	26.04%	8.04%	2.27%	2.18%	3.56%	2.81%	0.76%	1.77%	1.82%
2025/01/12	19.99%	21.5%	10.13%	2.24%	2.69%	3.57%	3.15%	0.57%	2.14%	1.87%
2025/01/13	19.55%	25.9%	8.36%	2.94%	1.17%	2.16%	2.98%	0.45%	2.35%	0.88%
2025/01/14	16.11%	12.75%	10.91%	4.65%	1.9%	2.85%	2.47%	0.34%	1.7%	2.28%
2025/01/15	27.21%	18.09%	7.58%	4.17%	1.31%	1.68%	1.67%	1.14%	2.65%	1.54%
2025/01/16	9.67%	20.88%	9.78%	3.68%	1.97%	2.57%	1.87%	1.73%	1.96%	1.68%
2025/01/21	9.86%	10.88%	4.83%	4.22%	5.4%	3.69%	3.35%	1.66%	2.7%	3.43%
2025/01/22	13.48%	11.05%	7.97%	4.11%	4.3%	3.13%	1.91%	2.84%	2.06%	2.94%
2025/01/23	18.65%	13.07%	7.76%	3.23%	3.77%	4.05%	2.75%	2.62%	3.57%	3.13%
2025/01/24	14.92%	13.11%	4.64%	2.43%	4.79%	2.87%	3.1%	0.28%	1.91%	2.77%
2025/01/25	16.88%	11.5%	7.19%	1.91%	4.14%	2.88%	2.72%	0.67%	1.82%	3.43%
2025/01/26	20.76%	13.88%	9.89%	1.76%	3.39%	1.14%	1.74%	1.87%	2.9%	3.04%
2025/01/27	20.52%	14.43%	8.09%	1.78%	3.22%	2.45%	2.95%	3.44%	1.85%	1.61%
2025/01/28	24.28%	15.5%	7.22%	3.26%	3.04%	2.45%	1.88%	3.27%	3.36%	3.01%
2025/01/29	19.55%	12.78%	7.07%	3.02%	3.23%	4.14%	2.91%	1.66%	3.25%	1.56%
2025/01/30	17.93%	12.12%	8.9%	4.23%	3.7%	2.27%	3.1%	1.61%	1.98%	1.73%
2025/01/31	20.01%	12.37%	8%	3.44%	3.26%	3.19%	2.77%	2.41%	2.01%	1.23%

January saw Argos.co.uk’s impression share fluctuate, peaking at 27.21% mid-month. Amazon.co.uk started strong but declined, ending at 12.37%. Ligo.co.uk’s share dipped, while Viking-direct.co.uk and Virginmedia.com showed modest gains.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Fixed-Line Services

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
Sky Phone Number | Call Now https://sky.broadband-finder.co.uk › sky › broadband
Get Sky Broadband and TV Deals — Get The Best Sky Broadband Deals Around. Sky Broadband for Only £25 Per Month. Don't Miss Out...
2
http://www.broadbandservices.co.uk/
Phone and Broadband. Out of Contract? Call our dedicated team to discuss your phone and broadband. This number is not for broadband fault calls.
3
Sky Phone Number | New Deals https://sky.digital-tv.co.uk › sky › tv
Call Us For Great Sky TV Deals — Get Unmissable Sky TV Deals From As Low As £15pm! Watch All Your Favourite Shows On Sky.
4
http://www.supanet.co.uk/
Broadband Deals. Call now for exclusive deals that could save money on your next broadband deal
5
£23.50/m Broadband | £0 Setup - Now With £0 Installation https://www.virginmedia.com
Discover Our Best Winter Sale Deals And Enjoy Great Savings On Selected Broadband Packages

In the competitive landscape of telecommunications, Sky and Virgin Media dominate with enticing offers. Sky’s ads focus on unbeatable broadband and TV deals, emphasizing affordability and entertainment. Virgin Media highlights cost-effective broadband with zero setup fees, appealing to budget-conscious consumers. These ads showcase the power of strategic messaging in capturing audience attention.

Frequently Asked Questions

Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
The PPC Marketing Share Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

Learn more about our data.

Learn more about our data accuracy
Yes. The PPC Market Share Report 2024 aggregates data from across both device types and Google Shopping.
The PPC Market Share Report 2024 is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

Complete the form below to get started.
Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

Customer Success Stories

Vodafone case study: Driving click share and sales with strategic insights from Adthena

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

VodafoneZiggo case study: Boosting sales by 500% with a winning PPC strategy

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

Havas Market & Arena Media PPC Case Study: Brand Protection Success with Adthena

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

Get the full picture

See this data specific to your brand performance

The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.