Advertising Used by UK B2C Companies: Market Share (2026)
Detected Advertising usage across 5,893 of 84,728 trading UK B2C companies, with Google Ads holding the largest observed share at 73.6%.
Advertising systems are visible at 5,893 of the 84,728 trading UK B2C companies in scope, with 20 systems detected. Google Ads accounts for 73.6% of those companies, or 4,339 users, so the category is concentrated around search-led paid acquisition rather than evenly split across networks.
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A second tier sits some distance behind: Google AdSense has 9.6% share, LinkedIn Ads has 9.2%, ClickCease has 1.9%, Adverticum has 1.8%, X Ads has 1.7%, Google Publisher Tag has 1.7%, and Simpli.fi has 1.4%. The remaining 12 systems cover 367 companies between them, leaving a long tail of publisher, programmatic, paid social, and ad-verification tools.
Company size does not change the main pattern. Google Ads leads Under 10 employees with 73.4% share, 10–50 employees with 73.9%, and Over 50 employees with 74.6%, while specialist systems compete around smaller use cases rather than displacing the default option.
5,893
B2C with detected Advertising
Of 84,728 UK B2C
7%
Detection rate
2026
20
Systems detected
In this category
73.6%
Leader share
Google Ads
UK B2C Advertising market share
Share of the 5,893 UK B2C with a detectable system. As of June 2026.
Advertising compared
| System | UK B2C | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Google Ads | 4,339 | 73.6% | 7 | 21.9% | Small B2C advertisers, broad share |
| Google AdSense | 567 | 9.6% | 6 | 22.9% | Small publishers and audience monetisation |
| LinkedIn Ads | 544 | 9.2% | 6 | 27.9% | Small teams, London-skewed B2C |
| ClickCease | 112 | 1.9% | 7 | 18.8% | Small advertisers, click-protection focus |
| Adverticum | 104 | 1.8% | 8 | 16.3% | Slightly larger publisher-side users |
| X Ads | 103 | 1.7% | 5 | 32% | Very small, London-skewed advertisers |
| Google Publisher Tag | 99 | 1.7% | 5 | 27.3% | Very small publisher-side users |
| Simpli.fi | 85 | 1.4% | 6 | 11.8% | Small advertisers outside London |
| The Trade Desk | 85 | 1.4% | 7 | 24.7% | Small programmatic advertising users |
| Amazon Advertising | 66 | 1.1% | 6 | 31.8% | Small, London-skewed retail advertisers |
| Taboola | 63 | 1.1% | 8 | 22.2% | Slightly larger native-ad users |
| Quantcast | 60 | 1% | 8 | 18.3% | Slightly larger audience-targeting users |
| i-Promote | 55 | 0.9% | 7 | 7.3% | Small advertisers, low London share |
| StackAdapt | 51 | 0.9% | 8 | 29.4% | Slightly larger, London-skewed users |
| Magnite | 49 | 0.8% | — | — | View these companies in Firmbase → |
| App Holdings | 46 | 0.8% | — | — | View these companies in Firmbase → |
| Outbrain | 43 | 0.7% | — | — | View these companies in Firmbase → |
| Adtrak | 37 | 0.6% | — | — | View these companies in Firmbase → |
| Snap Pixel | 35 | 0.6% | — | — | View these companies in Firmbase → |
| AdsWizz | 33 | 0.6% | — | — | 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 B2C with under 10 employees, Google Ads leads at 73.4% of the 3,855 with a detectable system; among UK B2C with 10–50 employees, Google Ads leads at 73.9% of the 1,794 with a detectable system; and among UK B2C with over 50 employees, Google Ads leads at 74.6% of the 244 with a detectable system.
Under 10 employees
73.4% of band
Small B2C firms make up the largest visible segment, with 3,855 companies using detectable Advertising systems. Google Ads leads with 73.4% share, while publisher and paid-social systems sit in smaller niches.
10–50 employees
73.9% of band
Mid-sized B2C companies account for 1,794 detected users. Google Ads holds 73.9% share here, leaving Google AdSense, LinkedIn Ads, and the long tail to compete for more specific audience, publisher, or protection use cases.
Over 50 employees
74.6% of band
Larger B2C companies are a smaller cohort, with 244 detected users. Google Ads leads with 74.6% share, suggesting scale alone does not shift the market away from search-led advertising.
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 B2C by Advertising
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Frequently asked questions
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