firmbase

Advertising Used by UK Wholesale Companies: Market Share (2026)

Detected advertising market share across 1,209 UK wholesale companies, with Google Ads highest at 68.0% of detections.

Among 76,287 trading UK wholesale companies, 1,209 have a detectable Advertising system. Google Ads accounts for 68.0% of that detected market, or 822 companies, with LinkedIn Ads on 29.2% (353) and Google AdSense on 6.0% (73).

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Smaller employers make up most detected usage: Under 10 employees includes 819 companies, compared with 348 in 10–50 employees and 42 in Over 50 employees. Google Ads leads every size band, with leader shares of 70.6%, 62.1% and 66.7% respectively.

The long tail is thin. X Ads and Google Ad Manager each appear at 1.1% (13), The Trade Desk at 0.9% (11), Google Publisher Tag and Simpli.fi at 0.7% (9) each, and 9 further systems cover 14 companies between them.

1,165

wholesale with detected Advertising

Of 77,014 UK wholesale

1.5%

Detection rate

2026

19

Systems detected

In this category

70.3%

Leader share

Google Ads

UK Wholesale Advertising market share

Google Ads
LinkedIn Ads
Google AdSense
Google Publisher Tag
ClickCease
App Holdings
X Ads
The Trade Desk
Other (11 systems)

Share of the 1,165 UK Wholesale with a detectable system. As of June 2026.

Advertising compared

SystemUK WholesaleShareMedian headcountLondon shareTypical profile
Google Ads81970.3%613.8%6-person wholesalers, 68.0% share
LinkedIn Ads25421.8%513.8%6-person wholesalers, 29.2% share
Google AdSense726.2%831.9%8-person wholesalers, 6.0% share
Google Publisher Tag201.7%——View these companies in Firmbase →
ClickCease181.5%——View these companies in Firmbase →
App Holdings131.1%——View these companies in Firmbase →
X Ads121%——View these companies in Firmbase →
The Trade Desk110.9%——View these companies in Firmbase →
Quantcast100.9%——View these companies in Firmbase →
Simpli.fi90.8%——View these companies in Firmbase →
Adverticum70.6%——View these companies in Firmbase →
Adtrak70.6%——View these companies in Firmbase →
StackAdapt60.5%——View these companies in Firmbase →
Magnite50.4%——View these companies in Firmbase →
Taboola50.4%——View these companies in Firmbase →
Amazon Advertising40.3%——View these companies in Firmbase →
Outbrain30.3%——View these companies in Firmbase →
Snap Pixel20.2%——View these companies in Firmbase →
AdsWizz20.2%——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 Wholesale with under 10 employees, Google Ads leads at 71.7% of the 802 with a detectable system; among UK Wholesale with 10–50 employees, Google Ads leads at 66.8% of the 325 with a detectable system; and among UK Wholesale with over 50 employees, Google Ads leads at 71.1% of the 38 with a detectable system.

Under 10 employees

Google Ads

71.7% of band

With 819 detected wholesale companies, this is the largest employee band. Google Ads leads at 70.6%, leaving LinkedIn Ads and the smaller display, publisher and social systems to divide the rest.

10–50 employees

Google Ads

66.8% of band

The 10–50 employees band contains 348 detected wholesale companies. Google Ads remains first with a 62.1% leader share, although the lower share than in Under 10 employees suggests a more mixed buying pattern.

Over 50 employees

Google Ads

71.1% of band

Only 42 detected wholesale companies sit in the Over 50 employees band, so each deployment carries more weight. Google Ads still leads with 66.7%, while the remainder is split among other systems.

How Advertising usage is detected

Methodology

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.

All product names are trademarks of their respective owners. Firmbase is not affiliated with, sponsored by, or endorsed by any trademark owner.

UK Wholesale by Advertising

Wholesale Companies Using Google Ads in the UKWholesale Companies Using LinkedIn Ads in the UKWholesale Companies Using Google AdSense in the UK

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Frequently asked questions

What is the most-used Advertising among UK wholesale companies?
Google Ads is the most-detected Advertising among UK wholesale companies, with 70.3% share (819 of 1,165 companies with a detectable system), ahead of LinkedIn Ads (21.8%) and Google AdSense (6.2%).
How many UK wholesale companies have a detectable Advertising?
1,165 of 77,014 actively-trading UK wholesale companies (1.5%) have a Advertising detectable from their public website. The remainder either run systems with no public web footprint or none at all, so detected share figures are a conservative floor.
What is a Advertising?
An Advertising system is a platform used to buy, place, manage or measure digital advertising. For UK wholesale companies, it usually supports buyer acquisition, campaign tracking and, in some cases, ad inventory or catalogue-page monetisation.
How is Advertising usage detected?
Firmbase crawls the public website of every actively-trading company in this scope and fingerprints the technologies present — scripts, widgets, booking and checkout flows. A company is attributed to a system when that system's signatures are found; systems with no public web footprint are not attributable, which is why every share figure on this page means share of companies with a detectable system.
Which has more UK wholesale companies, Google Ads or LinkedIn Ads?
Google Ads: 819 detected companies versus 254 for LinkedIn Ads, of the 1,165 UK wholesale companies with a detectable Advertising.
What is the best Advertising for UK wholesale companies?
There is no single best Advertising system here; this page reports observed usage, not product recommendations. Google Ads has the largest detected share overall at 68.0% (822 of 1,209 detected wholesale companies), and it leads Under 10 employees at 70.6% of 819 companies, 10–50 employees at 62.1% of 348 companies, and Over 50 employees at 66.7% of 42 companies. LinkedIn Ads follows overall at 29.2% (353), while Google AdSense accounts for 6.0% (73).

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