US Travel Transportation - PPC Market Share Analysis February 2025

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

Market Exposure

Share of Clicks for top 10 US Travel Transportation 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
southwest.com	15.72
aa.com	8.89
expedia.com	8.52
united.com	8.03
enterprise.com	6.57
priceline.com	4.89
kayak.com	4.83
cheapoair.com	2.66
cheapflights.com	2.45
spirit.com	2.43
others	35.01

In the travel PPC landscape, Southwest.com leads with 15.72% click share, followed by AA.com at 8.89%. Others collectively dominate with 35.01%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 US Travel Transportation 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	expedia.com	kayak.com	priceline.com	southwest.com	cheapoair.com	enterprise.com	turo.com	united.com	cheapflights.com	aa.com
2025/01/01	14.81%	8.18%	8.35%	5.46%	4.2%	6.04%	3.07%	5.16%	2.87%	3.89%
2025/01/02	14.95%	7.72%	8.16%	5.45%	4.46%	5.72%	2.12%	5.25%	3.46%	3.5%
2025/01/03	14.91%	8.41%	9.05%	5.48%	3.49%	5.56%	2.94%	4.39%	2.46%	4.02%
2025/01/04	14.73%	8.26%	8.67%	6.24%	3.03%	5.4%	2.42%	4.23%	2.26%	4.25%
2025/01/05	13.27%	8.18%	8.86%	5.85%	3.7%	5.54%	2.68%	5.01%	2.35%	3.42%
2025/01/06	14.73%	7.08%	9.24%	5.25%	3.93%	5.52%	2.26%	4.89%	2.9%	3.62%
2025/01/07	14.78%	6.34%	8.94%	6.14%	3.69%	6.64%	2.32%	4.99%	2.61%	3.54%
2025/01/08	15.24%	8.13%	9.42%	4.92%	3.95%	4.93%	2.64%	4.35%	2.76%	3.11%
2025/01/09	15.53%	7.85%	9.53%	5.09%	4.37%	4.87%	2.68%	4.11%	3.22%	3.76%
2025/01/10	14.22%	7.19%	9.08%	5.42%	5.03%	4.55%	2.66%	4.9%	2.94%	4.19%
2025/01/11	15.35%	7.52%	9.63%	4.92%	4.1%	4.96%	3.22%	4.44%	2.98%	3.39%
2025/01/12	14.59%	8.47%	9.19%	5.56%	3.61%	4.21%	2.8%	4.4%	2.41%	3.51%
2025/01/13	15.24%	7.94%	8.8%	5.57%	3.7%	4.39%	2.6%	5.45%	3.02%	3.25%
2025/01/14	15.04%	7.99%	9.28%	4.55%	4.54%	5.25%	3.18%	4.82%	2.66%	3.65%
2025/01/15	15.13%	8.06%	9.33%	4.89%	3.92%	4.86%	2.61%	4.33%	2.76%	3.12%
2025/01/16	15.43%	7.78%	9.44%	5.06%	4.35%	4.79%	2.66%	4.1%	3.22%	3.78%
2025/01/21	14.76%	8.52%	9.15%	5.04%	3.99%	3.73%	2.97%	4.1%	2.81%	5.14%
2025/01/22	14.69%	8.44%	8.97%	5.42%	3.81%	3.32%	2.88%	3.81%	2.34%	5.12%
2025/01/23	14.71%	8.1%	8.56%	4.48%	4.68%	3.45%	2.06%	3.99%	2.91%	5.13%
2025/01/24	14.47%	8.23%	8.9%	5.1%	4.17%	3.64%	3.03%	3.82%	2.55%	4.59%
2025/01/25	14.05%	8.42%	8.97%	5.58%	3.7%	3.02%	3.45%	4.09%	1.72%	4.82%
2025/01/26	14.34%	7.46%	7.84%	6.28%	3.56%	3.46%	2.9%	4.41%	1.72%	5.82%
2025/01/27	14.63%	8.13%	8.78%	4.75%	3.41%	3.59%	3.17%	3.74%	2.28%	3.89%
2025/01/28	16.08%	9.4%	8.89%	4.81%	3.17%	3.87%	3.16%	3.85%	2.63%	4.23%
2025/01/29	14.39%	8.86%	8.82%	3.98%	3.51%	3.31%	2.4%	4.1%	2.92%	4.38%
2025/01/30	15.81%	9.79%	9.65%	4.11%	3.29%	4.19%	2.56%	3.64%	3.08%	0%
2025/01/31	16.92%	10.15%	9.37%	4.81%	3.99%	3.84%	3.3%	3.25%	3.06%	0%

Expedia’s spend share fluctuated, peaking at 16.92% on January 31. Kayak and Priceline showed steady growth, ending at 10.15% and 9.37%, respectively. Southwest and Cheapoair experienced declines, while AA’s share dropped to 0.0% by month’s end.

Market Exposure

Competitor Count for US Travel Transportation

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	1943
2025/01/02	1891
2025/01/03	1967
2025/01/04	1879
2025/01/05	1892
2025/01/06	2120
2025/01/07	1840
2025/01/08	1962
2025/01/09	1942
2025/01/10	2101
2025/01/11	2041
2025/01/12	2077
2025/01/13	1960
2025/01/14	2028
2025/01/15	1962
2025/01/16	1942
2025/01/21	2013
2025/01/22	2055
2025/01/23	2045
2025/01/24	2070
2025/01/25	2087
2025/01/26	1872
2025/01/27	1995
2025/01/28	1888
2025/01/29	2028
2025/01/30	2251
2025/01/31	2154

January saw fluctuating advertiser numbers, peaking at 2,251 on the 30th, ending with 2,154.

Campaign Efficiency

Market Loss & Market Gains for US Travel Transportation

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
kayak.com	1.05%
expedia.com	0.82%
avis.com	0.65%
us.megabus.com	0.39%
rent-off.com	0.33%
alaskaair.com	-0.53%
united.com	-0.67%
spirit.com	-0.97%
jetblue.com	-1.02%
enterprise.com	-1.32%

Enterprise.com saw the largest decline in click share, dropping by 1.32%, while Kayak.com experienced the biggest gain, increasing by 1.05%.

Campaign Efficiency

US Travel Transportation 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	expedia.com	priceline.com	southwest.com	kayak.com	cheapoair.com	cheapflights.com	flight-fare.com	united.com	enterprise.com	aa.com
2025/01/01	11.07%	9.17%	10.25%	5.33%	5.32%	3.5%	2.19%	4.77%	5.4%	4.78%
2025/01/02	11.24%	8.96%	10.66%	5.1%	6.19%	3.98%	2.33%	4.35%	5.14%	4.37%
2025/01/03	11.62%	10.37%	10.26%	5.35%	4.79%	2.86%	2.12%	3.84%	4.94%	4.7%
2025/01/04	10.67%	10.22%	11.56%	5.1%	4.52%	2.65%	2.36%	3.89%	4.77%	4.3%
2025/01/05	9.43%	10.08%	11.31%	5.18%	5.15%	2.55%	2.39%	4.43%	5%	4.22%
2025/01/06	10.85%	10.27%	9.84%	4.53%	5.14%	3.24%	2.15%	3.98%	4.85%	4.53%
2025/01/07	10.71%	10.14%	11.69%	3.9%	4.79%	2.94%	2.34%	4.33%	5.3%	4.38%
2025/01/08	11.38%	10.37%	9.32%	5.09%	5.1%	3.26%	2.63%	3.71%	3.52%	4.27%
2025/01/09	11.39%	11.09%	9.36%	4.85%	5.71%	3.56%	2.7%	3.47%	3.63%	4.55%
2025/01/10	10.9%	9.97%	9.95%	4.21%	6.63%	3.71%	2.91%	4.05%	2.97%	4.97%
2025/01/11	11.59%	10.82%	9.2%	4.46%	5.47%	3.45%	2.79%	3.72%	3.64%	4.54%
2025/01/12	11.04%	10.23%	10.27%	5.25%	5.29%	3.03%	2.57%	3.74%	3.01%	4.26%
2025/01/13	11.47%	9.92%	10.75%	5.02%	5.02%	3.33%	2.13%	4.51%	3.1%	4.31%
2025/01/14	11.63%	10.59%	8.62%	4.85%	6%	3.16%	2.2%	4.13%	3.98%	4.62%
2025/01/15	11.4%	10.36%	9.3%	5.08%	5.09%	3.28%	2.63%	3.71%	3.49%	4.43%
2025/01/16	11.41%	11.04%	9.32%	4.83%	5.7%	3.57%	2.71%	3.47%	3.59%	4.68%
2025/01/21	11.22%	10.53%	9.45%	5.41%	5.85%	3.38%	0.86%	3.43%	2.7%	5.45%
2025/01/22	11.2%	10.26%	10.17%	5.29%	5.52%	2.75%	1.23%	2.94%	2.47%	4.97%
2025/01/23	11%	9.52%	8.23%	5.46%	6.14%	3.5%	1.79%	3.4%	2.5%	4.79%
2025/01/24	10.89%	9.99%	8.67%	5.18%	5.72%	2.89%	2.22%	3.25%	2.74%	4.79%
2025/01/25	10.58%	10.17%	9.21%	5.36%	5.17%	2.13%	2%	3.34%	2.54%	4.83%
2025/01/26	10.53%	8.92%	11.43%	4.6%	5.1%	2.21%	2.27%	3.66%	2.82%	5.67%
2025/01/27	11.1%	10.11%	9.51%	5.28%	4.59%	2.8%	3.14%	3.11%	2.82%	3.94%
2025/01/28	12.63%	10.35%	10.02%	6.05%	4.32%	3.08%	2.75%	3%	3.2%	4.82%
2025/01/29	11.09%	10.09%	7.98%	5.68%	4.86%	3.56%	3.43%	3.44%	2.7%	4.53%
2025/01/30	12.13%	10.86%	8.16%	6.19%	4.78%	3.81%	3.76%	3.22%	3.36%	0.01%
2025/01/31	12.87%	10.47%	9.21%	6.52%	5.4%	3.48%	3.33%	3.31%	3%	0%

Expedia’s impression share rose steadily, peaking at 12.87% by month’s end. Priceline fluctuated, ending at 10.47%. Southwest saw a dip, closing at 9.21%. Kayak’s share increased, finishing at 6.52%. Cheapoair’s share varied, ending at 5.40%. Cheapflights showed slight growth, closing at 3.48%. Flight-fare’s share rose, ending at 3.33%. United’s share decreased, finishing at 3.31%. Enterprise’s share fluctuated, closing at 3.00%. AA’s share plummeted to 0.00% by month’s end.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Travel Transportation

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
American Airlines® Flights | Book Your Flight Today https://www.aa.com
Make The Most Of Your Travels With American Airlines. Travel Is More Rewarding Together. Enjoy Travel Made Simple With Flexible Booking Options & In-flight Comfort At 30,000 ft.
2
JetBlue® Flights | Official Site https://www.jetblue.com › flights
Our Interactive Route Map Shows You All The Places You Can Go From Anywhere You Are. Flights To 100+ Destinations In The U.S., Latin America, Caribbean And London. Earn TrueBlue® Points.
3
Cheap Flight Tickets https://www.onetravel.com/
Book Cheap Airline Tickets — Looking for Cheap Flights for Future Travel? Then look no Further - Book On OneTravel® Now. Search & Compare Your Favorite Airlines at OneTravel. 500+ Airlines. Search & Save...
4
Southwest Airlines® - Official https://www.southwest.com › southwest › official
Book Your Flight Online Today — Shop Low Fares & Nonstop Flights. First Two Bags Fly Free. Weight & Size Limits Apply. Need to Change Your Flight? Southwest® Has no Change Fees! Fare Difference May Apply.
5
United Airlines - Book Now https://www.united.com
Book Your Flight Today. Find amazing deals on flights with United Airlines. Travel across the US and abroad. United flies to more Europen destinations than any other U.S.

In the competitive skies of Google PPC, American Airlines emphasizes comfort and flexibility, while JetBlue highlights its extensive route map and rewards. OneTravel focuses on affordability, offering comparisons across 500+ airlines. Southwest Airlines promotes low fares and no change fees, and United Airlines boasts extensive European connections.

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

Avanti West Coast case study: Boosts revenue and cuts costs with winning PPC strategy

Avanti West Coast needed a more efficient PPC strategy to maximize their paid search investment. Leveraging Adthena’s Lone Ranger and Head-to-Head Competitor reports, they identified opportunities to cut costs on brand terms and reinvest savings into generic search campaigns. Read case study

Monitoring brand terms and managing collaborator agreements for Nordic Choice

Nordic Choice Hotels is one of the largest hotel groups in the Nordic region. With a vast network of collaborators, and operating in a highly competitive industry, Nordic Choice required a competitive intelligence solution to improve digital performance and help solve complex challenges in search.Read case study

Increased revenue and reduced advertising costs for Eurostar

Eurostar is the only dedicated passenger train provider between continental Europe and the UK, but with fierce competition from other transport methods, it needed to prevent competitors and resellers from bidding aggressively on its 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.