UK Finance Investing - PPC Market Share Analysis December 2024

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Investing 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 Investing 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
keycurrency.co.uk	2.01
plus500.com	2.07
onthemarket.com	2.49
ebay.co.uk	3.37
trading212.com	3.9
shawbrook.co.uk	3.94
hl.co.uk	5.62
royalmint.com	6.61
bullionbypost.co.uk	7.27
money.co.uk	9.55
others	53.17

In the PPC landscape, ‘others’ dominate with 53.17% click share. ‘money.co.uk’ follows at 9.55%, while ‘bullionbypost.co.uk’ holds 7.27%. ‘royalmint.com’ captures 6.61%, and ‘hl.co.uk’ secures 5.62%.

Market Exposure

Share of Spend for the top 10 UK Finance Investing 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	hl.co.uk	money.co.uk	trading212.com	finder.com	etoro.com	bullionbypost.co.uk	shawbrook.co.uk	ii.co.uk	tradu.com	plus500.com
2024/12/01	10.57%	3.72%	5.16%	5.35%	4.41%	3.76%	1.5%	0.24%	4.4%	6.91%
2024/12/02	10.94%	6.39%	4.32%	3.48%	3.25%	2.72%	2.41%	2.23%	2.41%	6.25%
2024/12/03	11.49%	6.28%	3.49%	3.45%	2.42%	3.39%	1.96%	2.96%	2.15%	5.76%
2024/12/04	10.57%	5.73%	3%	2.25%	2.43%	2.93%	2.22%	3.65%	2.33%	6.08%
2024/12/05	10.88%	5.41%	5.02%	2.57%	4.34%	2.81%	3.17%	3.5%	1.89%	5.8%
2024/12/06	8.46%	5.43%	4.05%	2.82%	2.73%	3.2%	3.76%	4.19%	2.6%	3.93%
2024/12/07	8.43%	6.92%	3.94%	3.71%	3.19%	2.84%	4.27%	4.38%	2.69%	4.9%
2024/12/08	9.41%	6.23%	3.81%	6.35%	3.45%	2.76%	3.82%	4.72%	2.82%	4.71%
2024/12/09	7.57%	4.37%	3.87%	6.03%	3.92%	2.92%	2.52%	4.03%	2.66%	7%
2024/12/10	9.37%	4.77%	2.6%	5.15%	3.93%	2.67%	3.58%	3.77%	1.96%	6.25%
2024/12/11	8.95%	6.68%	0.9%	4.74%	2.22%	3.03%	3.83%	3.53%	2.07%	2.59%
2024/12/12	7.26%	6.23%	3.01%	4.1%	2.25%	2.23%	3.98%	3.11%	2.25%	3.32%
2024/12/13	6.32%	4.15%	4.32%	5.11%	3.15%	2.93%	2.3%	2.57%	2.96%	5%
2024/12/14	5.76%	6.19%	3.12%	5.33%	2.58%	3.1%	1.64%	4.01%	3.23%	5.27%
2024/12/15	5.65%	5.54%	4.91%	6.37%	4.56%	3.07%	1.26%	4.7%	3.18%	7.31%
2024/12/16	5.28%	6.63%	5.52%	5.81%	3.11%	2.78%	1.97%	2.93%	2.19%	6.24%
2024/12/17	5.49%	5.62%	5.76%	5.09%	3.26%	2.54%	2.34%	2.73%	2.58%	10.06%
2024/12/18	6.16%	6.77%	5.92%	5.11%	2.89%	2.81%	3.24%	2.96%	2.75%	8.12%
2024/12/19	6.46%	6.45%	5.73%	4.8%	2.1%	2.27%	3.53%	3.07%	1.73%	8.25%
2024/12/20	6.79%	4.77%	8.4%	4.24%	2.14%	2.36%	3.03%	1.78%	1.92%	10.27%
2024/12/21	6.71%	3.16%	8.28%	3.91%	3.51%	3.49%	1.76%	2.08%	2.39%	9.09%
2024/12/22	6.93%	3.36%	10.02%	5.87%	4.05%	2.84%	1.58%	1.97%	2.03%	11.34%
2024/12/23	6.89%	3.31%	9.96%	5.36%	3.5%	2.99%	0.72%	2.15%	2.38%	7.8%
2024/12/24	8.06%	5.16%	7.61%	4.59%	4.62%	2.65%	1%	2.42%	2.7%	1.2%
2024/12/25	8.2%	4.46%	8.03%	5.71%	5.38%	2.34%	1.3%	2.69%	3.16%	1.2%
2024/12/26	6.84%	2.94%	14.39%	5.1%	6.66%	2.97%	0.74%	2.72%	3.3%	1.29%
2024/12/27	9.06%	6.16%	11.21%	6.03%	4.03%	2.78%	1.56%	2%	2.62%	1.12%
2024/12/28	8.6%	7.25%	10.41%	4.41%	3.89%	2.87%	1.6%	1.61%	2.37%	0.92%
2024/12/29	7.64%	5.91%	11.42%	6.09%	4.54%	2.52%	1.63%	1.85%	2.68%	0.92%
2024/12/30	9.55%	6.61%	8.33%	7.62%	3.44%	2.94%	1.71%	1.67%	1.81%	0.52%
2024/12/31	10.01%	7.29%	6.9%	6.03%	3.27%	2.91%	1.9%	1.8%	1.66%	0.42%

In December 2024, hl.co.uk started strong, peaking at 11.49% on the 3rd, but ended at 10.01%. trading212.com surged mid-month, reaching 14.39% on the 26th. Meanwhile, plus500.com saw a dramatic decline, starting at 6.91% and finishing at 0.42%. The month concluded with varied performances across domains.

Market Exposure

Competitor Count for UK Finance Investing

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
2024/12/01	1225
2024/12/02	1306
2024/12/03	1248
2024/12/04	1264
2024/12/05	1269
2024/12/06	1245
2024/12/07	1199
2024/12/08	1243
2024/12/09	1244
2024/12/10	1242
2024/12/11	1207
2024/12/12	2314
2024/12/13	2264
2024/12/14	2240
2024/12/15	2365
2024/12/16	2302
2024/12/17	1969
2024/12/18	1935
2024/12/19	1944
2024/12/20	1793
2024/12/21	1554
2024/12/22	1485
2024/12/23	1264
2024/12/24	1101
2024/12/25	1148
2024/12/26	1072
2024/12/27	1102
2024/12/28	1052
2024/12/29	1069
2024/12/30	1106
2024/12/31	1132

December began with 1,225 advertisers, peaking at 2,365 mid-month. A decline followed, ending with 1,132 advertisers.

Campaign Efficiency

Market Loss & Market Gains for UK Finance Investing

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
trading212.com	3.41%
barclays.co.uk	0.77%
onthemarket.com	0.69%
money.co.uk	0.56%
finder.com	0.55%
keycurrency.co.uk	-1.14%
torfx.com	-1.24%
shawbrook.co.uk	-1.7%
currenciesdirect.com	-1.76%
lumonpay.com	-1.93%

Trading212.com surged with a 3.41% click share increase, while lumonpay.com faced a decline of 1.93%.

Campaign Efficiency

UK Finance Investing 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	money.co.uk	hl.co.uk	bullionbypost.co.uk	ebay.co.uk	finder.com	trading212.com	shawbrook.co.uk	royalmint.com	keycurrency.co.uk	plus500.com
2024/12/01	4.72%	7.67%	5.92%	6.3%	3.01%	1.73%	2.52%	3.37%	1.78%	5.41%
2024/12/02	7.82%	7.96%	4.01%	3.71%	1.84%	1.35%	3.66%	1.6%	2.49%	5.23%
2024/12/03	7.63%	8.92%	4.9%	4.17%	1.7%	1.41%	3.12%	2.33%	3.12%	4.9%
2024/12/04	7.24%	8.06%	4.57%	4.1%	1.14%	1.45%	3.5%	1.91%	2.59%	4.14%
2024/12/05	6.6%	7.57%	4.26%	5.25%	1.38%	1.69%	4.96%	1.83%	2.4%	3.7%
2024/12/06	6.14%	5.8%	4.61%	5.38%	1.54%	1.46%	5.57%	1.7%	3.46%	3.03%
2024/12/07	7.83%	5.72%	4.17%	3.6%	2.34%	1.39%	6.19%	2.13%	3.52%	3.03%
2024/12/08	7.15%	6.41%	4.11%	4.21%	3.95%	1.78%	5.64%	2.8%	2.15%	4.27%
2024/12/09	5.16%	5.44%	4.49%	6.22%	3.34%	1.78%	4%	2.51%	2.31%	6.26%
2024/12/10	5.51%	7.28%	3.97%	5.03%	2.9%	0.98%	5.38%	2.07%	2.96%	3.5%
2024/12/11	7.21%	5.96%	4.01%	4.07%	2.97%	0.29%	5.19%	1.83%	5.43%	1.53%
2024/12/12	6.64%	4.77%	3%	3.37%	2.21%	0.65%	5.41%	2.1%	3.56%	1.69%
2024/12/13	4.65%	4.05%	4.04%	2.84%	3.03%	1.06%	3.32%	2.61%	3.88%	2.77%
2024/12/14	6.77%	3.34%	4.22%	4.65%	2.71%	0.72%	2.24%	2.91%	2.54%	3.2%
2024/12/15	6.35%	3.52%	4.35%	5.06%	3.87%	1.49%	1.88%	3.08%	1.72%	4.3%
2024/12/16	7.59%	3.63%	4.06%	3.45%	3.45%	1.47%	2.88%	2.58%	1.58%	4.5%
2024/12/17	7.08%	4.12%	4.22%	6.11%	3.28%	1.62%	3.77%	2.69%	1.93%	6.3%
2024/12/18	8.37%	4.83%	4.28%	6.02%	3.44%	2.2%	4.71%	1.65%	1.69%	4.73%
2024/12/19	7.73%	4.97%	3.44%	3.18%	3.5%	3.09%	5.2%	1.35%	1.82%	5.47%
2024/12/20	5.99%	5.25%	3.92%	4.32%	3.07%	4.38%	4.55%	1.78%	1.87%	7.83%
2024/12/21	4.16%	5%	5.85%	7.59%	2.6%	4.01%	2.67%	2.53%	0.79%	6.8%
2024/12/22	4.54%	5.58%	4.76%	3.74%	3.94%	5.87%	2.46%	2.44%	1.35%	9.42%
2024/12/23	4.54%	5.38%	5.33%	4.73%	3.62%	4.87%	1.14%	2.62%	1.62%	5.18%
2024/12/24	6.98%	6.74%	4.48%	4.18%	3.17%	3.44%	1.55%	2.61%	2.47%	0.36%
2024/12/25	6.13%	6.95%	3.99%	3.26%	4.21%	3.94%	2%	1.92%	1.66%	0.32%
2024/12/26	4.08%	5.57%	5.17%	3.8%	3.71%	9.49%	1.14%	2.4%	0.76%	0.38%
2024/12/27	8.38%	7.84%	4.72%	2.61%	3.81%	6.28%	2.4%	1.63%	0.85%	0.3%
2024/12/28	9.59%	7.28%	5%	4.14%	2.96%	6.14%	2.46%	2.35%	1.32%	0.25%
2024/12/29	8.03%	6.62%	4.24%	3.08%	3.85%	8.61%	2.63%	1.92%	1.39%	0.22%
2024/12/30	8.22%	7.71%	4.71%	3.88%	4.56%	4.32%	2.55%	1.88%	1.88%	0.12%
2024/12/31	8.92%	7.48%	4.86%	4.58%	3.45%	2.86%	2.67%	2.05%	1.41%	0.09%

In December 2024, money.co.uk’s impression share fluctuated, peaking at 9.59% on the 28th. hl.co.uk saw a decline mid-month but rebounded to 7.48% by the 31st. bullionbypost.co.uk maintained a steady presence, ending at 4.86%. ebay.co.uk experienced volatility, closing at 4.58%. finder.com showed consistent growth, peaking at 4.56% on the 30th. trading212.com surged mid-month, reaching 9.49% on the 26th. shawbrook.co.uk’s share dipped, finishing at 2.67%. royalmint.com remained stable, ending at 2.05%. keycurrency.co.uk fluctuated, closing at 1.41%. plus500.com started strong but declined, ending at 0.09%.

Campaign Efficiency

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

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
Barclays Fixed Rate ISA - Fix Your Rate For 1 Year https://www.barclays.co.uk › isa › fixed-rate
Make the most of your £20,000 ISA allowance with a fixed rate cash ISA. T&Cs apply. Competitive Rates.
2
Best Euro Exchange Rates? 2K+ https://www.currenciesdirect.com › euro
We Don't Charge Transfer Fees — More than 425,000 people have trusted us to manage their currency transfers since 1996.
3
Our Top 10 Savings Accounts | Our Best ISAs This December https://www.money.co.uk › savings › isas
Cash ISAs, Fixed Rate ISAs and Investment ISAs Rates Compared. View All Terms Online Now
4
Boring Money 'Best Buy ISA' - Investment ISA 2024-25 https://www.nutmeg.com
Winner Of The Boring Money Best Buy ISA Award For 2022. ISA Rules Apply. Capital At Risk.
5
Fixed Cash ISA Accounts https://www.shawbrook.co.uk
Award-Winning Provider — Compare Our Range Of Cash ISAs And Find One That Best Suits You. Apply Online Today

In the competitive world of finance and investing, top advertisers like Barclays and Shawbrook captivate with secure ISA options, while Bullion Club highlights gold’s inflation hedge. Platforms like Flagstone and Hargreaves Lansdown offer diverse savings solutions, and Plus500 and Trading212 entice with FTSE 100 trading opportunities.

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Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
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