UK Finance Insurance - PPC Market Share Analysis March 2025

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

Market Exposure

Share of Clicks for top 10 UK Finance Insurance brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain	Share of clicks
moneysupermarket.com	17.6
comparethemarket.com	11.33
confused.com	9.8
gocompare.com	7.7
uswitch.com	5.38
directline.com	2.56
marshmallow.com	2.45
admiral.com	2.4
staysure.co.uk	2.36
lv.com	2.33
others	36.09

In the competitive landscape of Google PPC, ‘moneysupermarket.com’ leads with 17.6% click share, followed by ‘comparethemarket.com’ at 11.33%. ‘Others’ collectively hold a significant 36.09%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Finance Insurance 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.

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Share of Spend - Last Month
Date	moneysupermarket.com	confused.com	comparethemarket.com	gocompare.com	uswitch.com	staysure.co.uk	simplybusiness.co.uk	marshmallow.com	directline.com	legalandgeneral.com
2025/03/01	16.78%	10.57%	11.88%	9.26%	6.55%	2.73%	2.47%	1.95%	1.2%	1.88%
2025/03/02	17.54%	10.8%	13.2%	8.93%	7.66%	1.96%	1.75%	1.96%	1.87%	1.53%
2025/03/03	16.93%	9.27%	12.79%	8.32%	5.82%	2.62%	2.15%	1.53%	2.12%	1.42%
2025/03/04	14.82%	9.01%	14.13%	8.74%	6.44%	2.17%	1.62%	1.45%	2.15%	1.21%
2025/03/05	15.22%	8.29%	14.49%	6.62%	5.11%	2.16%	1.94%	1.65%	1.93%	1.07%
2025/03/06	15.92%	8.23%	13.52%	6.62%	6.08%	1.71%	2.08%	1.88%	2.24%	0.98%
2025/03/07	19.37%	7.66%	13.63%	6%	4.46%	1.66%	2.13%	1.43%	2.17%	0.68%
2025/03/08	17.92%	8.7%	11.71%	6.85%	4.78%	2.3%	2.7%	1.43%	2.71%	1.12%
2025/03/09	14.74%	8.34%	14.51%	6.21%	5.02%	1.74%	2.46%	2.24%	1.65%	1.73%
2025/03/10	17.64%	9.35%	12.76%	7.52%	5.43%	2.27%	1.41%	1.88%	2.07%	0.96%
2025/03/11	15.01%	7.48%	13.24%	6.1%	4.67%	2.4%	1.92%	2.07%	1.55%	1.36%
2025/03/12	17.14%	7.96%	12.69%	5.89%	4.88%	2.42%	1.75%	1.81%	2.39%	1.34%
2025/03/13	17.51%	8.37%	11.48%	6.08%	4.38%	2.24%	2.06%	2.2%	2.04%	1.67%
2025/03/14	16.85%	9.18%	10.32%	6.67%	4.32%	2.18%	2.32%	2.69%	2.62%	1.85%
2025/03/15	16.81%	9.13%	9.42%	6.59%	4.43%	2.27%	2.92%	2.34%	2.17%	2.43%
2025/03/16	18.18%	8.93%	11.19%	7.05%	4.44%	1.66%	2.38%	2.54%	2.73%	2.47%
2025/03/17	19.21%	8.85%	11.3%	7.66%	4.28%	2.11%	2.12%	2.17%	1.97%	1.63%
2025/03/18	18.39%	8.61%	9.89%	7.38%	4.07%	2.58%	2.13%	1.53%	2.16%	1.79%
2025/03/19	18.14%	9.12%	10.06%	7.3%	4.57%	2.54%	2.54%	1.32%	1.92%	1.89%
2025/03/20	16.74%	9.03%	9.52%	7.99%	4.89%	2.4%	2.43%	1.7%	1.83%	2.21%
2025/03/21	15.7%	8.65%	9.79%	7.18%	4.17%	2.78%	2.79%	1.78%	2%	2.03%
2025/03/22	18.79%	9.35%	8.77%	6.92%	5.35%	2.3%	3.06%	2.13%	2.3%	2.36%
2025/03/23	17.03%	8.94%	10.82%	7.63%	5.3%	2.35%	2.86%	2.16%	2.29%	2.32%
2025/03/24	18.62%	8.69%	11.43%	7.27%	4.68%	2.39%	2.05%	2.01%	2.1%	1.82%
2025/03/25	16.16%	8.29%	11.31%	7.43%	4.78%	2.78%	2.17%	1.98%	2.25%	1.79%
2025/03/26	15.05%	9.47%	8.85%	8.55%	4.94%	2.5%	1.94%	1.94%	1.75%	2.01%
2025/03/27	19.9%	8.96%	10.45%	8.25%	3.51%	2.91%	2.08%	1.7%	1.97%	1.18%
2025/03/28	18.24%	8.82%	9.21%	8.22%	4.31%	2.72%	2.08%	2.53%	1.9%	1.44%
2025/03/29	19.83%	9.45%	8.97%	7.8%	5.02%	2.49%	2.67%	2.58%	2.1%	1.63%
2025/03/30	19.24%	9.92%	8.46%	9.23%	4.92%	2.26%	3.02%	2.12%	1.98%	1.53%
2025/03/31	18.95%	9.33%	8.96%	7.14%	4.42%	2.34%	2.32%	2.09%	1.98%	1.38%

In March 2025, moneysupermarket.com led with a fluctuating spend share, peaking at 19.90%. Confused.com and comparethemarket.com followed, showing varied trends. Gocompare.com and uswitch.com had lower shares, while staysure.co.uk and simplybusiness.co.uk maintained stability. Marshmallow.com, directline.com, and legalandgeneral.com had minimal shares, ending the month with slight increases.

Market Exposure

Competitor Count for UK Finance Insurance

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.

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Competitor Count - Last month
Date	Competitor Count
2025/03/01	889
2025/03/02	882
2025/03/03	895
2025/03/04	897
2025/03/05	918
2025/03/06	912
2025/03/07	922
2025/03/08	899
2025/03/09	893
2025/03/10	908
2025/03/11	907
2025/03/12	917
2025/03/13	904
2025/03/14	919
2025/03/15	900
2025/03/16	885
2025/03/17	891
2025/03/18	891
2025/03/19	894
2025/03/20	889
2025/03/21	889
2025/03/22	868
2025/03/23	856
2025/03/24	862
2025/03/25	860
2025/03/26	857
2025/03/27	864
2025/03/28	849
2025/03/29	841
2025/03/30	846
2025/03/31	853

March began with 889 advertisers, peaking at 922 on the 7th. A decline followed, ending the month at 853.

Campaign Efficiency

Market Loss & Market Gains for UK Finance Insurance

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name	Market Trend
moneysupermarket.com	1.1%
gocompare.com	1%
lv.com	0.57%
staysure.co.uk	0.41%
confused.com	0.4%
adrianflux.co.uk	-0.26%
uswitch.com	-0.31%
directline.com	-0.31%
money.co.uk	-0.53%
comparethemarket.com	-2.78%

Moneysupermarket.com and gocompare.com surged in click share, gaining 1.1 and 1.0, respectively. Meanwhile, comparethemarket.com faced a significant drop of -2.78.

Campaign Efficiency

UK Finance Insurance Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	moneysupermarket.com	confused.com	comparethemarket.com	uswitch.com	gocompare.com	marshmallow.com	quotezone.co.uk	tempcover.com	directline.com	staysure.co.uk
2025/03/01	14.05%	13.31%	7.37%	7.69%	7.11%	3.63%	2.83%	2.07%	1.95%	2.54%
2025/03/02	14.32%	13.28%	8.44%	8.55%	7.02%	3.49%	2.53%	1.97%	3.12%	1.76%
2025/03/03	15.4%	12.37%	8.1%	7.32%	6.66%	2.95%	2.3%	1.75%	3.01%	2.17%
2025/03/04	13.34%	11.86%	9.24%	7.68%	6.79%	2.76%	3.09%	1.59%	3.14%	1.78%
2025/03/05	13.62%	11.19%	9.51%	6.35%	5.01%	3.24%	2.08%	1.67%	2.81%	1.63%
2025/03/06	13.82%	10.66%	8.44%	7.41%	4.95%	3.66%	2.74%	1.56%	3.24%	1.3%
2025/03/07	16.87%	9.42%	8.43%	5.11%	4.51%	2.67%	1.89%	1.79%	3.06%	1.28%
2025/03/08	16.24%	11.33%	7.62%	5.91%	5.22%	2.83%	2.08%	2%	3.93%	1.62%
2025/03/09	13.24%	11.61%	8.98%	6.73%	4.67%	4.45%	3.01%	1.85%	2.26%	1.21%
2025/03/10	15.52%	11.95%	8.32%	6.59%	5.75%	3.63%	2.73%	1.8%	2.89%	1.6%
2025/03/11	13.46%	10.15%	8.48%	6.04%	4.57%	4.16%	2.76%	1.44%	2.26%	1.76%
2025/03/12	15.08%	10.48%	8.2%	6.26%	4.65%	3.63%	2.66%	1.61%	3.55%	1.73%
2025/03/13	15.5%	11.23%	7.26%	5.53%	4.61%	4.21%	2.5%	2.46%	2.82%	1.5%
2025/03/14	14.63%	11.47%	6.25%	5.27%	5.02%	5.04%	2.51%	2.43%	3.48%	1.36%
2025/03/15	15.38%	11.9%	5.97%	5.68%	5.19%	4.5%	2.77%	2.02%	2.81%	1.55%
2025/03/16	16.17%	11.77%	6.74%	5.33%	5.58%	4.76%	2.7%	1.88%	3.6%	1.27%
2025/03/17	17.61%	11.77%	7.09%	5.29%	5.78%	4.06%	2.6%	1.68%	2.56%	1.69%
2025/03/18	16.05%	11.69%	6.38%	5.27%	5.87%	2.96%	2.36%	1.71%	2.64%	1.98%
2025/03/19	16.54%	12.12%	6.19%	5.75%	5.6%	2.55%	2.76%	1.61%	2.46%	2.04%
2025/03/20	14.98%	12.13%	5.87%	6.02%	6.13%	3.16%	3.09%	1.76%	2.11%	1.82%
2025/03/21	14.05%	11.58%	5.97%	5.43%	5.57%	3.35%	2.53%	2.19%	2.36%	1.98%
2025/03/22	17.34%	12.31%	5.32%	6.58%	5.47%	4.14%	2.58%	2.08%	2.9%	1.79%
2025/03/23	15.4%	11.94%	6.59%	6.58%	5.87%	4.2%	2.41%	1.72%	2.92%	1.98%
2025/03/24	17.13%	11.36%	7.26%	6%	5.66%	3.95%	2.63%	1.64%	2.61%	2.02%
2025/03/25	14.85%	11.48%	6.96%	6.07%	5.82%	3.86%	2.74%	1.69%	2.79%	2.18%
2025/03/26	13.65%	12.28%	5.32%	6.16%	6.57%	3.79%	2.94%	1.91%	2.16%	1.98%
2025/03/27	18.65%	11.39%	6.4%	4.43%	6.4%	3.3%	2.39%	2.04%	2.31%	2.33%
2025/03/28	16.88%	11.51%	5.84%	5.27%	6.39%	4.53%	2.59%	2.12%	2.06%	2.19%
2025/03/29	17.96%	12.17%	5.62%	6.02%	5.72%	4.8%	2.73%	2.61%	2.44%	2.12%
2025/03/30	16.96%	12.65%	5.03%	5.74%	6.99%	4.2%	2.97%	2.47%	2.3%	1.84%
2025/03/31	16.93%	11.54%	5.6%	5.43%	5.25%	3.77%	2.72%	2.58%	2.27%	1.95%

In March 2025, moneysupermarket.com led with fluctuating impressions, peaking at 18.65%. Confused.com saw a steady rise, ending at 11.54%. Comparethemarket.com declined, closing at 5.6%. Uswitch.com and gocompare.com showed minor fluctuations, finishing at 5.43% and 5.25%, respectively. Marshmallow.com and quotezone.co.uk maintained low shares, while tempcover.com and directline.com had slight increases. Staysure.co.uk remained stable, ending at 1.95%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Finance Insurance

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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1
Car Insurance Claims - Accident Support Team https://www.claimsline.com/claims/car-insurance
Had An Accident? Claimsline Makes Reporting An Insurance Claim Quick And Easy. Get Fast, Independent, Reliable Support. Click To Start Your Claim Now.
2
Cheap Car Insurance Quotes https://www.confused.com/compare/car-insurance
96% of customers recommend us — Make switching car insurance effortless with Confused.com. 96% of customers recommend us.
3
Cheaper Cover For UK Newcomers https://www.marshmallow.com › car › insurance
Save Up To 45% On Insurance — We look at claim-free driving from any country and cover international driving licences. Marshmallow...
4
Cheap Car Insurance Quotes | Up To £486 Cheaper https://www.moneysupermarket.com
Find Cheap Car Insurance & Earn A £15 Reward When You Buy A Qualifying Product. T&Cs Apply
5
Our Cheapest Car Insurance https://www.uswitch.com › insurance › car
Save up to £468 on Your Quote — We Compare Quotes From Major UK Providers To Find You a Great Deal On Your Car Insurance!

In the competitive world of car insurance PPC ads, Claimsline stands out with its promise of quick, reliable accident support. Confused.com emphasizes customer satisfaction, boasting a 96% recommendation rate. Marshmallow targets UK newcomers, offering significant savings for international drivers. MoneySuperMarket and Uswitch focus on affordability, highlighting potential savings of up to £486 and £468, respectively. Each ad uniquely appeals to different consumer needs, from support and satisfaction to savings and inclusivity.

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UK Finance Insurance - PPC Market Share Analysis March 2025

Share of Clicks for top 10 UK Finance Insurance brands

Share of Spend for the top 10 UK Finance Insurance brands

Competitor Count for UK Finance Insurance

Market Loss & Market Gains for UK Finance Insurance

UK Finance Insurance Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Finance Insurance

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

Legal & General

Staysure

New Market Discovery for Towergate Insurance

Get the full picture

See this data specific to your brand performance