Advertising Used by UK B2B Companies: Market Share (2026)
Advertising systems are detectable at 8,169 of 112,345 trading UK B2B companies, with Google Ads first on 56.2% of detections.
Among 112,345 trading UK B2B companies, 8,169 have an identifiable Advertising system, across 20 systems. Google Ads accounts for 56.2% (4,587), while LinkedIn Ads accounts for 39.1% (3,195), giving search and professional-network advertising the two largest positions.
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Publisher and display-ad infrastructure sits in a thinner tail: Google AdSense 5.9% (479), X Ads 2.3% (188), Adverticum 2.0% (160), ClickCease 1.7% (137), Google Publisher Tag 1.3% (105), and Quantcast 1.0% (85). Another 12 further systems cover 271 companies.
Size does not change the first-ranked system. Google Ads is first among companies under 10 employees, at 55.5% of 5,264 companies; among companies with 10–50 employees, at 58.2% of 2,562 companies; and among companies over 50 employees, at 50.7% of 343 companies.
8,169
B2B with detected Advertising
Of 112,345 UK B2B
7.3%
Detection rate
2026
20
Systems detected
In this category
56.2%
Leader share
Google Ads
UK B2B Advertising market share
Share of the 8,169 UK B2B with a detectable system. As of June 2026.
Advertising compared
| System | UK B2B | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Google Ads | 4,587 | 56.2% | 7 | 20.6% | Median 7-person advertisers, 56.2% share |
| LinkedIn Ads | 3,195 | 39.1% | 6 | 29.3% | Median 6-person advertisers, 39.1% share |
| Google AdSense | 479 | 5.9% | 6 | 25.7% | Median 6-person advertisers, 5.9% share |
| X Ads | 188 | 2.3% | 5 | 40.4% | Median 5-person advertisers, 2.3% share |
| Adverticum | 160 | 2% | 5 | 31.3% | Median 5-person advertisers, 2.0% share |
| ClickCease | 137 | 1.7% | 7 | 19% | Median 7-person advertisers, 1.7% share |
| Google Publisher Tag | 105 | 1.3% | 6 | 37.1% | Median 6-person advertisers, 1.3% share |
| Quantcast | 85 | 1% | 8 | 12.9% | Median 8-person advertisers, 1.0% share |
| Simpli.fi | 59 | 0.7% | 8 | 18.6% | Median 8-person advertisers, 0.7% share |
| App Holdings | 58 | 0.7% | 7 | 12.1% | Median 7-person advertisers, 0.7% share |
| Outbrain | 56 | 0.7% | 6 | 42.9% | Median 6-person advertisers, 0.7% share |
| The Trade Desk | 55 | 0.7% | 8 | 34.5% | Median 8-person advertisers, 0.7% share |
| StackAdapt | 53 | 0.6% | 6 | 26.4% | Median 6-person advertisers, 0.6% share |
| Taboola | 50 | 0.6% | 5 | 38% | Median 5-person advertisers, 0.6% share |
| Adtrak | 35 | 0.4% | — | — | View these companies in Firmbase → |
| i-Promote | 34 | 0.4% | — | — | View these companies in Firmbase → |
| Amazon Advertising | 31 | 0.4% | — | — | View these companies in Firmbase → |
| Magnite | 29 | 0.4% | — | — | View these companies in Firmbase → |
| AdsWizz | 25 | 0.3% | — | — | View these companies in Firmbase → |
| Snap Pixel | 14 | 0.2% | — | — | View these companies in Firmbase → |
Systems detected below the page threshold appear with counts only; their full lists are available in the Firmbase app.
Market leader by size
The leading Advertising system shifts with company size: among UK B2B with under 10 employees, Google Ads leads at 55.5% of the 5,264 with a detectable system; among UK B2B with 10–50 employees, Google Ads leads at 58.2% of the 2,562 with a detectable system; and among UK B2B with over 50 employees, Google Ads leads at 50.7% of the 343 with a detectable system.
Under 10 employees
55.5% of band
Under 10 employees account for 5,264 identified Advertising users, with Google Ads at 55.5% of the band. This is the largest employee band, so small-company adoption shapes much of the market.
10–50 employees
58.2% of band
The 10–50 employees band has 2,562 identified Advertising users, and Google Ads rises to 58.2%. Mid-sized B2B firms appear slightly more concentrated around the same first-ranked system than the under-10 band.
Over 50 employees
50.7% of band
Over 50 employees is the smallest band, at 343 identified Advertising users, and Google Ads remains first at 50.7%. That leaves more room for secondary systems than in the 10–50 band, although no other system is listed as the band leader.
How Advertising usage is detected
Company data
Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.
Detection
Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling.
Freshness
Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.
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UK B2B by Advertising
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Frequently asked questions
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