US 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 US Cybersecurity category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 US Software & Technology Cybersecurity 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
norton.com	17.04
mcafee.com	10.86
nordvpn.com	10.28
simplisafe.com	8.21
cybernews.com	3.43
expressvpn.com	2.71
bitdefender.com	2.41
forbes.com	2.1
totalav.com	1.84
vpnpro.com	1.68
others	39.44

Norton leads with 17.04% click share, followed by McAfee at 10.86%. Others dominate with 39.44%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 US 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.

See more data

Share of Spend - Last Month
Date	norton.com	mcafee.com	nordvpn.com	cybernews.com	forbes.com	expressvpn.com	vpnpro.com	simplisafe.com	totalav.com	bitdefender.com
2025/03/01	17.62%	7.46%	7.27%	6.65%	3.94%	4.36%	2.56%	2.9%	1.74%	2.12%
2025/03/02	16.74%	7.36%	7.3%	7.65%	4.16%	4.42%	2.91%	2.72%	1.77%	1.87%
2025/03/03	20.46%	7.38%	7.02%	5.43%	3.2%	4.11%	2.27%	3.08%	2.2%	1.79%
2025/03/04	19.63%	7.49%	7.11%	5.7%	3.66%	4.45%	2.59%	2.94%	1.94%	1.6%
2025/03/05	17.2%	7.19%	7.8%	6.8%	4.19%	4.04%	2.76%	2.64%	1.64%	1.84%
2025/03/06	14.33%	6.5%	8%	6.65%	4.98%	3.89%	2.86%	2.22%	1.34%	1.36%
2025/03/07	15.82%	5.71%	6%	4.9%	2.97%	2.53%	2.25%	2.54%	1.65%	1.38%
2025/03/08	16.22%	9.28%	6.11%	5.01%	2.99%	3.29%	2.42%	3.17%	1.9%	2.14%
2025/03/09	15.81%	9.67%	7.17%	7.04%	4.01%	4.29%	3.1%	4.33%	1.01%	2.1%
2025/03/10	15.03%	7.75%	7.98%	6.57%	3.98%	3.53%	2.97%	3.08%	1.3%	1.69%
2025/03/11	16.05%	8.74%	8.76%	5.9%	3.83%	2.54%	2.38%	3.88%	1.7%	1.55%
2025/03/12	15.29%	9.31%	8.63%	6.43%	3.11%	2.37%	2.73%	3.15%	1.39%	1.38%
2025/03/13	15.04%	9.01%	8%	5.64%	4.03%	3.39%	2.83%	3.45%	1.2%	2.07%
2025/03/14	14.15%	8.88%	8.43%	7.02%	3%	3.82%	3.09%	2.77%	1.37%	1.56%
2025/03/15	15.85%	8.65%	9.23%	6.92%	4.17%	3.86%	4.06%	3.39%	1.51%	1.85%
2025/03/16	15.14%	7.94%	8.66%	6.84%	3.97%	4.33%	3.32%	3.86%	1.43%	1.64%
2025/03/17	16.21%	7.81%	7.88%	5.9%	3.37%	3.41%	3.09%	3.59%	1.64%	1.72%
2025/03/18	15.13%	7.67%	6.73%	6.61%	3.44%	2.19%	3.08%	3.09%	1.59%	1.26%
2025/03/19	19.02%	8.73%	5.91%	5.26%	3.15%	3.22%	2.42%	3.57%	1.83%	1.56%
2025/03/20	17.44%	9.88%	5.92%	4.85%	3%	1.59%	2.57%	3.84%	1.4%	2.11%
2025/03/21	14.78%	8.57%	8.69%	6.5%	4%	4.66%	4.44%	3.07%	1.35%	1.99%
2025/03/22	13.42%	8.06%	6.49%	5.57%	4.11%	3.47%	2.65%	3.32%	1.41%	1.74%
2025/03/23	14.63%	8.98%	7.23%	5.79%	4.12%	3.45%	3.47%	3.81%	1.4%	1.88%
2025/03/24	14.83%	9.04%	7.32%	6.19%	3.81%	3.14%	3.8%	3.12%	1.42%	1.56%
2025/03/25	15.16%	7.53%	7.83%	5.68%	4.05%	3.38%	3.45%	3.17%	1.31%	1.53%
2025/03/26	14.29%	8.5%	6.57%	5.29%	4.55%	3.8%	2.95%	2.55%	1.27%	1.13%
2025/03/27	13.33%	8.69%	7.55%	6.2%	4.53%	3.28%	3.46%	3.9%	0.92%	1.63%
2025/03/28	14.51%	8.5%	7.05%	4.17%	3.29%	3.67%	2.69%	4.31%	1.11%	1.57%
2025/03/29	14.43%	8.16%	7.56%	5.56%	2.96%	3.56%	3.7%	4.32%	0.78%	1.39%
2025/03/30	14.78%	8.48%	8.14%	5.81%	4.67%	4.02%	2.85%	3.63%	0.82%	1.6%
2025/03/31	15.22%	8.79%	8.15%	5.19%	5.02%	3.44%	3.37%	3.12%	1.25%	1.12%

In March 2025, Norton led with fluctuating spend, peaking at 20.46% on March 3. McAfee saw a mid-month surge, reaching 9.88% on March 20. NordVPN’s spend varied, peaking at 9.23% on March 15. Cybernews and Forbes had modest fluctuations, while ExpressVPN and VPNPro showed consistent low spend. Simplisafe and TotalAV maintained steady trends, with Bitdefender experiencing minor variations. The month concluded with Norton maintaining dominance.

Market Exposure

Competitor Count for US 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.

See more data

Competitor Count - Last month
Date	Competitor Count
2025/03/01	1801
2025/03/02	1792
2025/03/03	1862
2025/03/04	1811
2025/03/05	1796
2025/03/06	1922
2025/03/07	1948
2025/03/08	1845
2025/03/09	1749
2025/03/10	1828
2025/03/11	1816
2025/03/12	1824
2025/03/13	1796
2025/03/14	1793
2025/03/15	1695
2025/03/16	1676
2025/03/17	1682
2025/03/18	1730
2025/03/19	1740
2025/03/20	1695
2025/03/21	1671
2025/03/22	1639
2025/03/23	1599
2025/03/24	1659
2025/03/25	1695
2025/03/26	1712
2025/03/27	1720
2025/03/28	1716
2025/03/29	1610
2025/03/30	1593
2025/03/31	1695

March began with 1,801 advertisers, peaking at 1,948 on the 7th. A decline followed, reaching a low of 1,599 on the 23rd. The month concluded with a slight recovery to 1,695 advertisers.

Campaign Efficiency

Market Loss & Market Gains for US 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.

See more data

Market Loss & Market Gains - Last month
Name	Market Trend
simplisafe.com	0.82%
mcafee.com	0.59%
protonvpn.com	0.43%
vpnpro.com	0.21%
arlo.com	0.2%
microsoft.com	-0.29%
cybernews.com	-0.36%
lastpass.com	-0.38%
nordvpn.com	-0.79%
norton.com	-1.02%

Norton.com saw a significant decline of 1.02 in click share, while Simplisafe.com experienced a notable increase of 0.82.

Campaign Efficiency

US 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.

See more data

Date	norton.com	nordvpn.com	mcafee.com	cybernews.com	forbes.com	vpnpro.com	simplisafe.com	expressvpn.com	totalav.com	bitdefender.com
2025/03/01	14.11%	6.47%	6.17%	6.79%	3.86%	2.41%	3.59%	4.34%	2.19%	2.48%
2025/03/02	12.87%	6.61%	6.36%	7.75%	4.08%	2.82%	3.27%	4.27%	2.16%	2.02%
2025/03/03	13.91%	6.18%	5.39%	5.9%	3.55%	2.44%	3.48%	3.38%	2.48%	2%
2025/03/04	12.91%	6.64%	5.53%	6.73%	4.07%	3%	3.5%	3.69%	2.2%	1.78%
2025/03/05	11.73%	7.12%	5.53%	7.72%	4.58%	2.96%	3.11%	3.36%	2%	2.04%
2025/03/06	10.09%	7.09%	4.67%	7.66%	5.03%	3.15%	2.37%	3.37%	1.72%	1.57%
2025/03/07	10.76%	5.31%	3.8%	5.49%	3.4%	2.37%	2.84%	2.46%	1.94%	1.6%
2025/03/08	11.4%	5.74%	6.7%	5.66%	3.36%	2.68%	3.87%	2.62%	2.38%	2.44%
2025/03/09	10.78%	6.73%	6.58%	7.76%	4.26%	3.31%	4.48%	3.33%	1.19%	2.14%
2025/03/10	9.85%	7.79%	5.56%	7.31%	4.15%	3.2%	3.4%	3.11%	1.62%	1.72%
2025/03/11	11.12%	7.57%	6.27%	6.91%	3.84%	2.74%	4.68%	2.43%	2.05%	1.76%
2025/03/12	10.57%	7.13%	6.92%	7.18%	3.36%	2.97%	3.47%	2.27%	1.86%	1.58%
2025/03/13	10.46%	7.19%	6.72%	6.25%	4.4%	2.99%	3.98%	2.89%	1.77%	2.37%
2025/03/14	9.48%	7.36%	6.4%	7.65%	3.52%	3.54%	3.12%	3.42%	1.87%	1.78%
2025/03/15	10.56%	8.18%	6.39%	7.53%	4.58%	4.53%	3.62%	3.29%	1.89%	1.91%
2025/03/16	10.5%	7.53%	5.95%	7.53%	4.16%	3.65%	3.98%	3.52%	1.75%	1.85%
2025/03/17	10.91%	7.2%	5.52%	6.78%	3.6%	3.43%	3.92%	2.87%	1.94%	1.82%
2025/03/18	9.97%	6.31%	5.57%	7.08%	3.73%	3.39%	3.68%	2.09%	1.93%	1.28%
2025/03/19	12.31%	5.61%	6.63%	6.25%	3.42%	2.85%	4.1%	2.77%	2.31%	1.77%
2025/03/20	11.86%	5.34%	6.61%	6.05%	3.51%	3.16%	4.19%	1.8%	1.75%	2.51%
2025/03/21	9.8%	8.25%	6.09%	7.14%	4.25%	5.01%	3.4%	3.48%	1.62%	2.28%
2025/03/22	9.7%	5.75%	6.11%	6.39%	4.48%	2.98%	3.7%	2.85%	1.72%	2.18%
2025/03/23	10.16%	6.86%	6.24%	6.56%	4.32%	3.73%	4.2%	2.95%	1.56%	1.95%
2025/03/24	9.51%	6.57%	6.37%	7.15%	4.27%	4.3%	3.62%	2.89%	1.78%	1.75%
2025/03/25	10.15%	6.03%	5.67%	6.57%	4.21%	3.9%	3.72%	2.89%	1.66%	1.6%
2025/03/26	10.15%	5.75%	6.32%	6%	4.66%	3.34%	2.86%	3.21%	1.6%	1.09%
2025/03/27	9.28%	6.79%	5.89%	6.81%	4.51%	3.68%	4.26%	2.91%	1.07%	1.74%
2025/03/28	9.46%	6.79%	5.72%	4.96%	3.64%	3.08%	4.61%	3.03%	1.19%	1.53%
2025/03/29	10.14%	7.31%	5.66%	5.99%	3.32%	3.92%	4.88%	3.28%	0.97%	1.27%
2025/03/30	10.39%	7.31%	6%	6.6%	4.82%	3.15%	4.21%	3.21%	0.96%	1.64%
2025/03/31	10.18%	7.39%	5.69%	5.62%	5.09%	3.76%	3.34%	2.85%	1.54%	1.08%

Norton led March with fluctuating impressions, peaking early. NordVPN and Cybernews showed consistent growth, while McAfee and Forbes had stable trends. TotalAV and Bitdefender ended with lower shares.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US 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
ExpressVPN: 30 Days Risk-Free https://www.expressvpn.com
Start Your 30 Days Trial Today — Get ExpressVPN - The Top-rated Leader in VPN. 24+4 Months Extra. Try Risk-Free for 30 Days. See for...
2
The Best VPNs of 2025 https://www.forbes.com
Recommended (January 2025) Get Paid VPN From Forbes™ Most Trusted VPN Services. Super-Fast Connections At Best Offers
3
Two-step Verification https://www.microsoft.com
Multifactor Authentication — 2FA Gives Businesses the Ability to Monitor and Help Safeguard their Most Vulnerable Data.
4
NordVPN: 72% off + a free plan https://www.nordvpn.com
Get NordVPN's special deal — Celebrate twice as much: Save 72% on NordVPN and get up to 1 year free. Grab a special birthday offer...
5
Top 8 Best VPNs - Updated on March 2025 https://top.vpnpro.com › vpn
Protect your online privacy with the best-rated VPN. Secure, private, and highly reviewed.

In the competitive world of VPNs, ExpressVPN and NordVPN lead with enticing offers—ExpressVPN’s risk-free trial and NordVPN’s 72% discount. Forbes and VPNPro emphasize trust and privacy, while Microsoft focuses on security with two-step verification.

Frequently Asked Questions

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

Why these reports are useful

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use them
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

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.
How accurate are these reports?

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
Does this include mobile, desktop and Google Shopping data?

Yes. The PPC Market Share Report 2025 aggregates data from across both device types and Google Shopping.
Who is this report for?

The PPC Market Share Report 2025 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.
Can I get a custom report for my brand?

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.
What is Ask Arlo?

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

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.

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

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

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

Competitor Count for US Software & Technology Cybersecurity

Market Loss & Market Gains for US Software & Technology Cybersecurity

US Software & Technology Cybersecurity Share of Impressions

Google Text Ad Copy Insights & Creative Trends for US 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