US Finance Loans & Mortgages - PPC Market Share Analysis December 2024

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

Market Exposure

Share of Clicks for top 10 US Finance Loans & Mortgages 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
fastloanadvance.com	2.09
upstart.com	2.3
sofi.com	2.37
fund.com	2.47
veteransunited.com	2.48
chase.com	2.7
bestmoney.com	2.79
nerdwallet.com	3.08
rocketmortgage.com	6.12
lendingtree.com	8.07
others	65.53

In the competitive landscape of Google PPC for loans and mortgages, LendingTree leads with an 8.07% click share, followed by Rocket Mortgage at 6.12%. Notably, ‘others’ dominate with a substantial 65.53%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 US Finance Loans & Mortgages 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	lendingtree.com	fund.com	bestmoney.com	rocketmortgage.com	nerdwallet.com	consumersadvocate.org	sofi.com	forbes.com	upstart.com	mortgagelenderscomparison.com
2024/12/01	6.41%	4.51%	3.61%	5.07%	4.59%	2.08%	3.9%	2.46%	3.47%	2.06%
2024/12/02	7.58%	4.65%	3.86%	4.81%	4.38%	1.77%	3.87%	2.61%	3.36%	1.94%
2024/12/03	9.24%	4.76%	4.08%	5.18%	3.12%	2.11%	3.79%	2.35%	3.28%	2.12%
2024/12/04	9.49%	4.78%	4.28%	4.78%	2.76%	2.56%	3.7%	2.58%	2.64%	2.06%
2024/12/05	7.42%	4.89%	4.4%	4.78%	3.57%	2.28%	4.26%	2.04%	2.74%	2.27%
2024/12/06	7.92%	4.18%	4.23%	4.7%	3.47%	2.05%	4.16%	2.22%	2.81%	2.11%
2024/12/07	7.66%	3.64%	3.96%	4.82%	3.45%	1.92%	4.1%	2.13%	2.64%	2.14%
2024/12/08	8.01%	3.85%	3.73%	4.51%	5.67%	2.17%	4.15%	2.63%	2.88%	2.16%
2024/12/09	7.36%	5.12%	4.21%	4.55%	3.83%	1.55%	4.42%	1.92%	2.33%	2.08%
2024/12/10	7.36%	5.26%	4.51%	3.91%	3.96%	1.94%	4.37%	1.92%	2.46%	2.37%
2024/12/11	8.9%	5.52%	4.64%	4.33%	3.25%	2.08%	4.31%	1.77%	1.88%	2.39%
2024/12/12	9.05%	5.03%	4.25%	4.17%	3.75%	2.22%	4.14%	2.18%	2.01%	2.08%
2024/12/13	8.17%	4.44%	4.36%	4.28%	3.41%	1.92%	4.76%	2.34%	2.42%	1.89%
2024/12/14	7.92%	3.38%	4.43%	4.42%	4.07%	2.32%	4.49%	2.36%	3.16%	2.18%
2024/12/15	8.4%	2.19%	4.15%	5.38%	4.41%	2.69%	4.37%	2%	2.61%	2.1%
2024/12/16	8.25%	3.35%	3.82%	5.55%	3.84%	2.48%	3.59%	2.25%	2.38%	2.02%
2024/12/17	8.28%	4.91%	4.57%	3.92%	2.86%	2.06%	3.59%	1.7%	2.9%	2.18%
2024/12/18	8.02%	4.46%	4.64%	3.84%	3.57%	2.01%	3.88%	2.18%	2.54%	2.29%
2024/12/19	8.73%	4.66%	5.03%	3.67%	3.36%	2.31%	3.55%	2.2%	2.71%	2.33%
2024/12/20	9.01%	4.71%	4.93%	4.41%	2.82%	2.68%	3.41%	2.41%	3.17%	2.45%
2024/12/21	7.26%	4.2%	5.31%	4.2%	2.82%	2.08%	3.59%	2.71%	3.7%	2.32%
2024/12/22	7.57%	4.74%	4.91%	4.53%	3.26%	2.64%	3.88%	3.08%	3.72%	2.23%
2024/12/23	6.8%	5.39%	4.1%	4.05%	2.95%	2.18%	3.44%	2.53%	3.37%	2.29%
2024/12/24	7.8%	4.72%	3.9%	4.19%	2.62%	2.21%	4.15%	2.56%	2.7%	2.02%
2024/12/25	6.61%	4.23%	3.54%	4.18%	3.58%	2.81%	4.83%	2.41%	3.09%	1.96%
2024/12/26	6.83%	4.57%	4.26%	4.87%	2.62%	2.16%	4.24%	2.84%	2.16%	2.26%
2024/12/27	8.63%	3.83%	4.23%	4%	3.71%	2.54%	3.53%	3.14%	2.79%	2.1%
2024/12/28	8.27%	4.31%	4.57%	4.43%	3.92%	2.63%	4.59%	3.14%	2.8%	2.41%
2024/12/29	7.34%	5.1%	5.19%	4.83%	3.81%	2.5%	4.66%	2.78%	2.6%	2.34%
2024/12/30	7.38%	5.74%	4.5%	5.38%	3.23%	3.19%	3.43%	2.43%	2.02%	2.06%
2024/12/31	8.13%	5.73%	4.57%	4.4%	3.82%	3.28%	2.98%	2.29%	2.06%	1.87%

In December 2024, LendingTree’s PPC spend share fluctuated, peaking at 9.49% on December 4th, before stabilizing around 8%. Fund.com saw a mid-month dip, recovering to 5.74% by month’s end. BestMoney.com maintained a steady rise, closing at 4.57%. RocketMortgage.com experienced volatility, ending at 4.4%. NerdWallet’s share varied, finishing at 3.82%. ConsumersAdvocate.org showed gradual growth, reaching 3.28%. SoFi.com had ups and downs, closing at 2.98%. Forbes.com saw a late surge, ending at 2.29%. Upstart.com fluctuated, closing at 2.06%. MortgageLendersComparison.com remained stable, finishing at 1.87%.

Market Exposure

Competitor Count for US Finance Loans & Mortgages

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	4095
2024/12/02	4161
2024/12/03	4082
2024/12/04	4236
2024/12/05	4513
2024/12/06	4176
2024/12/07	3991
2024/12/08	4163
2024/12/09	4152
2024/12/10	4234
2024/12/11	4538
2024/12/12	4547
2024/12/13	4085
2024/12/14	4010
2024/12/15	4039
2024/12/16	3954
2024/12/17	3993
2024/12/18	4153
2024/12/19	4386
2024/12/20	4300
2024/12/21	3840
2024/12/22	3883
2024/12/23	4291
2024/12/24	3988
2024/12/25	4240
2024/12/26	3991
2024/12/27	4327
2024/12/28	4036
2024/12/29	4106
2024/12/30	4065
2024/12/31	3812

December saw fluctuating advertiser numbers, peaking at 4,547 on the 12th. The month concluded with a dip to 3,812.

Campaign Efficiency

Market Loss & Market Gains for US Finance Loans & Mortgages

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
compassfinancialministry.org	0.38%
fhaloans.com	0.36%
fund.com	0.36%
bestmoney.com	0.31%
upstart.com	0.27%
layuo.com	-0.46%
zillow.com	-0.5%
morganfranklinfoundation.org	-0.55%
uprova.com	-0.74%
chase.com	-0.93%

Chase.com saw a significant drop of 0.93 in click share, while compassfinancialministry.org experienced a notable rise of 0.38.

Campaign Efficiency

US Finance Loans & Mortgages 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	lendingtree.com	rocketmortgage.com	fund.com	bestmoney.com	fastloanadvance.com	nerdwallet.com	upstart.com	sofi.com	layuo.com	chase.com
2024/12/01	5.13%	4.01%	3.36%	2.71%	2.35%	3.24%	3.19%	1.95%	3.07%	2.65%
2024/12/02	6.51%	4.47%	3.17%	3.13%	2.73%	3.23%	3.19%	2.06%	2.28%	2.27%
2024/12/03	7.72%	4.63%	3.47%	3.58%	3.05%	2.54%	3.05%	2.1%	1.85%	2.45%
2024/12/04	8.27%	4.19%	3.5%	3.88%	2.92%	2.28%	2.46%	2.05%	1.5%	2.75%
2024/12/05	6.36%	4.63%	3.57%	3.92%	2.73%	2.49%	2.35%	2.32%	2.04%	2.43%
2024/12/06	6.63%	4.31%	2.98%	3.43%	2.74%	2.32%	2.47%	2.4%	2.43%	2.73%
2024/12/07	6.77%	4.54%	2.45%	3.03%	2.74%	2.2%	2.45%	2.11%	3.1%	2.09%
2024/12/08	7.1%	4.07%	2.82%	3.12%	2.7%	3.55%	2.62%	2.32%	2.99%	2.54%
2024/12/09	6.55%	4.02%	3.84%	3.31%	2.84%	2.39%	2.2%	2.41%	1.92%	2.73%
2024/12/10	6.74%	3.18%	3.82%	4.14%	2.32%	2.85%	2.45%	2.56%	1.89%	2.48%
2024/12/11	8.03%	3.66%	3.87%	4.12%	2.63%	2.29%	1.85%	2.7%	1.93%	2.96%
2024/12/12	8.2%	3.4%	3.61%	3.55%	3.05%	2.43%	1.94%	2.38%	2.64%	2.89%
2024/12/13	7.74%	3.18%	3.14%	3.42%	2.8%	2.49%	2.42%	2.79%	2.56%	3.04%
2024/12/14	7.48%	3.63%	2.28%	3.55%	2.55%	2.77%	3.08%	2.62%	2.65%	3.74%
2024/12/15	7.88%	4.58%	1.41%	3.15%	2.25%	2.89%	2.47%	2.56%	2.76%	4.03%
2024/12/16	6.99%	4.25%	2.12%	2.92%	2.81%	2.83%	2.18%	2.01%	3.8%	2.69%
2024/12/17	7.53%	3.01%	3.48%	3.76%	2.7%	2.37%	2.97%	1.96%	2.14%	2.5%
2024/12/18	6.89%	3.33%	2.97%	3.94%	2.96%	2.81%	2.62%	2.17%	1.57%	2.44%
2024/12/19	7.77%	3.29%	3.52%	4.59%	2.45%	2.72%	2.49%	1.91%	1.61%	2.35%
2024/12/20	7.81%	3.67%	3.77%	4.57%	2.38%	2.35%	2.87%	1.84%	1.48%	2.58%
2024/12/21	6.19%	2.74%	3.3%	4.54%	2.6%	2.33%	3.67%	2.15%	3.41%	2.22%
2024/12/22	6.62%	3.14%	3.67%	3.92%	2.83%	2.64%	3.77%	2.01%	2.77%	1.6%
2024/12/23	5.7%	2.64%	3.78%	3.35%	3.16%	2.2%	3.26%	1.8%	3.11%	2.01%
2024/12/24	6.63%	2.84%	3.15%	2.9%	3.38%	1.91%	2.55%	2.16%	4.52%	1.9%
2024/12/25	5.39%	2.84%	2.78%	2.68%	3.04%	2.41%	2.85%	2.58%	3.52%	1.72%
2024/12/26	6.75%	3.35%	3.27%	3.34%	3.04%	1.94%	2.18%	2.25%	2.73%	1.77%
2024/12/27	7.91%	3.31%	3.16%	3.94%	2.79%	3.11%	2.58%	2.23%	0.81%	1.63%
2024/12/28	7.68%	3.69%	3.63%	4.2%	2.06%	2.83%	2.59%	3.06%	0.92%	2.23%
2024/12/29	6.87%	4.09%	4.12%	4.75%	2.78%	3.03%	2.65%	3.32%	1.1%	1.94%
2024/12/30	6.94%	4.66%	4.36%	3.88%	2.48%	2.55%	2.12%	1.97%	1.67%	0.7%
2024/12/31	7.38%	4.44%	4.22%	3.47%	2.99%	2.68%	2.11%	1.59%	0.92%	0.18%

In December 2024, LendingTree’s impression share fluctuated, peaking at 8.27% on the 4th, then stabilizing around 7%. RocketMortgage saw a dip mid-month, ending at 4.44%. Fund.com and BestMoney experienced steady growth, closing at 4.22% and 3.47%, respectively. FastLoanAdvance and NerdWallet maintained moderate shares, while Upstart and Sofi showed variability. Layuo and Chase.com had declining trends, with Chase.com finishing at 0.18%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Finance Loans & Mortgages

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
Chase Mortgage Calculator - Try Our Calculators https://www.chase.com
Estimate The House You Can Afford And Your Loan Options With Our Mortgage Calculators.
2
Let Chime Spot You up to $200* - No Credit Check to Apply https://www.chime.com
We'll Spot You on Debit Card Purchases w/o Overdraft Fees. Eligibility requirements apply*
3
$100-$5,000 Paid in 5 Minutes - Voted Best Loan For 2024 https://www.fastloanadvance.com
No Credit Check Loans. Same Day Funding. Instant Approval. 100% No Upfront or Hidden Fees.
4
Mortgage calculator https://www.layuo.com
Mortgage payment calculator — Calculate your mortgage payments instantly. Free online mortgage tool. Simple & accurate. Get quick...
5
Mortgage Calculator | Morgan Franklin Fellowship https://www.morganfranklinfoundation.org
We Teach People How to Save, Invest and Grow Their Money. Our Courses are Free. Ready to Take Control of Your Money? Start Learning Today for Free! Tons of Free Resources. Get Started Today. Sign Up for Newsletter.

In the competitive world of Google PPC, top-performing ads reveal a tapestry of themes and messaging. Chase and Layuo captivate with mortgage calculators, offering clarity and financial foresight. FastLoanAdvance and Finnfox promise swift, no-credit-check loans, emphasizing speed and accessibility. Meanwhile, Chime and SoFi highlight unique financial solutions, from overdraft protection to student loans. LendingTree and Upstart focus on debt consolidation and personal loans, ensuring quick approvals. Each ad weaves a narrative of financial empowerment, catering to diverse needs with precision and innovation.

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