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US Finance Loans & Mortgages - PPC Market Share Analysis March 2025

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
lendingtree.com 8.43
rocketmortgage.com 5.9
sofi.com 4.97
nerdwallet.com 4.17
chase.com 4.04
bestmoney.com 3.69
fund.com 2.7
upstart.com 2.44
freedommortgage.com 2.41
veteransunited.com 2.3
others 58.95

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In the competitive landscape of Google PPC, LendingTree leads with 8.43% click share, followed by Rocket Mortgage at 5.9%. Meanwhile, ‘others’ dominate with a significant 58.95% share.

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 bestmoney.com sofi.com rocketmortgage.com fund.com nerdwallet.com mortgagelenderscomparison.com chase.com upstart.com forbes.com
2025/03/01 8.2% 5% 6.19% 4.47% 3.5% 5.16% 2.83% 3.71% 2.49% 2.88%
2025/03/02 6.99% 4.88% 6.84% 4.71% 3.94% 7.44% 2.87% 3.86% 3.88% 3.17%
2025/03/03 8.87% 4.62% 6.22% 5.02% 4.08% 6.55% 2.53% 3.66% 3.43% 3.3%
2025/03/04 8.14% 4.62% 6.76% 4.72% 4.03% 4.91% 2.51% 4.11% 3.68% 3.43%
2025/03/05 7.24% 5.26% 6.09% 4.52% 4.3% 4.55% 2.95% 4.62% 3% 2.69%
2025/03/06 7.75% 5.42% 6.24% 3.75% 4.06% 5.24% 3.14% 4.19% 3.98% 3.16%
2025/03/07 6% 4.94% 6.66% 3.79% 3.87% 4.67% 3.13% 3.49% 4.04% 2.71%
2025/03/08 6.31% 4.53% 7.44% 3.54% 3.31% 5.55% 2.66% 3.58% 4.36% 2.88%
2025/03/09 7.56% 5.23% 7.92% 4.55% 4.84% 3.61% 2.96% 3.41% 2.74% 2.9%
2025/03/10 8.29% 5.55% 6.91% 4.61% 4.52% 5.03% 3.02% 3.38% 3.1% 3.02%
2025/03/11 7.65% 6.37% 6.71% 4.85% 5% 3.08% 3.26% 3.49% 2.72% 2.72%
2025/03/12 7.45% 6.11% 7.59% 5.36% 4.5% 4% 3.01% 3.6% 3.57% 2.99%
2025/03/13 7.52% 5.41% 7.32% 5.39% 4.38% 3.5% 2.96% 3.33% 3.34% 2.42%
2025/03/14 8.5% 5.57% 7.17% 4.65% 3.03% 3.42% 3.01% 3.16% 3.53% 2.64%
2025/03/15 6.04% 5.77% 8.34% 5% 3.31% 3.63% 3.49% 3.54% 3.11% 2.54%
2025/03/16 6.7% 5.29% 8.06% 3.78% 4.42% 4.55% 2.91% 3.46% 3.66% 2.9%
2025/03/17 6.97% 5.97% 8.69% 4.45% 4.93% 3.82% 2.91% 3.16% 2.9% 2.66%
2025/03/18 8.18% 5.43% 8.27% 4.12% 4.98% 2.87% 2.7% 2.9% 4.07% 2.96%
2025/03/19 8.02% 5.08% 7.54% 4.33% 4.48% 2.4% 2.67% 2.88% 3.64% 3.14%
2025/03/20 8.47% 6.45% 7.29% 4.66% 4.71% 2.93% 3.37% 2.87% 2.31% 3.2%
2025/03/21 8.36% 6.69% 7.84% 5.15% 4.15% 3.25% 3.7% 3.21% 1.75% 3.17%
2025/03/22 7.72% 6.02% 8.07% 4.93% 4.11% 3.53% 3.2% 2.75% 2.42% 3.24%
2025/03/23 6.71% 6.56% 9.22% 4.76% 4.87% 4.16% 3.27% 3.17% 2.15% 2.88%
2025/03/24 7.01% 6.32% 8.79% 4.31% 5.27% 4.2% 3.12% 3.3% 2.85% 3.1%
2025/03/25 7.99% 5.84% 8.22% 4.79% 5.54% 1.95% 3.22% 2.84% 2.84% 2.71%
2025/03/26 7.28% 5.67% 8.41% 4.87% 5.52% 3.21% 3.03% 2.95% 2.58% 2.95%
2025/03/27 6.86% 5.77% 9.29% 5.56% 4.83% 3.17% 3.19% 2.98% 2.76% 3.09%
2025/03/28 6.32% 5.23% 10.5% 4.9% 3.6% 2.62% 2.75% 3.35% 2.84% 2.61%
2025/03/29 6.83% 5.77% 9.55% 4.97% 4.07% 2.14% 3.28% 3.41% 2.91% 2.51%
2025/03/30 7.7% 5.81% 8.64% 4.88% 4.31% 4.02% 3.36% 3.54% 2.9% 3.03%
2025/03/31 7.25% 6.71% 6.48% 5.39% 4.83% 3.73% 3.6% 3.25% 2.74% 2.61%

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In March 2025, LendingTree led with fluctuating spend shares, peaking mid-month. Sofi surged late, reaching a high on March 28. BestMoney and RocketMortgage showed steady growth, while NerdWallet and Upstart experienced declines. The month concluded with diverse trends across advertisers.

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
2025/03/01 1626
2025/03/02 1650
2025/03/03 1717
2025/03/04 1687
2025/03/05 1680
2025/03/06 1898
2025/03/07 1985
2025/03/08 1928
2025/03/09 1702
2025/03/10 1807
2025/03/11 1743
2025/03/12 1828
2025/03/13 1808
2025/03/14 1827
2025/03/15 1669
2025/03/16 1682
2025/03/17 1643
2025/03/18 1690
2025/03/19 1669
2025/03/20 1651
2025/03/21 1606
2025/03/22 1670
2025/03/23 1556
2025/03/24 1672
2025/03/25 1650
2025/03/26 1687
2025/03/27 1685
2025/03/28 1645
2025/03/29 1628
2025/03/30 1603
2025/03/31 1688

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March began with 1,626 advertisers, peaking at 1,985 on the 7th. A mid-month dip to 1,556 on the 23rd was followed by a recovery, ending at 1,688.

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
sofi.com 0.91%
better.com 0.71%
rocketmortgage.com 0.6%
bankrate.com 0.56%
themilitarywallet.com 0.54%
earnest.com -0.27%
pennymac.com -0.33%
chase.com -0.44%
upstart.com -0.6%
nerdwallet.com -0.94%

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Nerdwallet.com saw a significant decline of 0.94, while sofi.com experienced a notable increase of 0.91 in click share.

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 bestmoney.com sofi.com nerdwallet.com fund.com mortgagelenderscomparison.com chase.com fastloanadvance.com upstart.com
2025/03/01 8.33% 4.11% 4.35% 4.32% 4.37% 2.56% 2.24% 3.59% 2.88% 2.18%
2025/03/02 7.77% 4.15% 4.16% 5.15% 5.7% 3.18% 2.1% 4.03% 3.44% 3.27%
2025/03/03 9.03% 4.84% 4.13% 4.8% 5.53% 3.21% 2.12% 4.14% 2.97% 2.94%
2025/03/04 8.6% 4.46% 4.22% 4.91% 4.21% 3.28% 2.18% 5.12% 2.59% 2.89%
2025/03/05 7.75% 4.35% 4.66% 4.3% 4.16% 3.51% 2.34% 5.94% 2.41% 2.49%
2025/03/06 7.88% 3.7% 5.03% 4.55% 4.78% 3.53% 2.61% 4.69% 2.49% 3.17%
2025/03/07 6.27% 3.22% 4.48% 5.07% 4.29% 3.48% 2.76% 3.83% 2.08% 3.2%
2025/03/08 6.84% 3.29% 4.27% 5.63% 5.39% 2.99% 2.37% 4.36% 2.59% 3.54%
2025/03/09 7.73% 4% 4.78% 5.91% 3.37% 3.54% 2.43% 4.2% 3.26% 2.66%
2025/03/10 8.93% 4.73% 5.07% 5.02% 4.59% 3.61% 2.46% 3.7% 2.8% 2.68%
2025/03/11 7.46% 4.87% 5.77% 5.09% 2.96% 3.89% 2.81% 3.66% 2.6% 2.64%
2025/03/12 7.38% 5.06% 5.51% 6.15% 4.1% 3.9% 2.74% 4% 2.06% 3.15%
2025/03/13 7.33% 5.13% 4.92% 5.82% 3.43% 3.72% 2.63% 3.39% 2.88% 2.98%
2025/03/14 7.92% 4.56% 4.83% 5.02% 3.64% 2.43% 2.61% 3.25% 3.02% 2.96%
2025/03/15 6.04% 4.22% 5.29% 6.28% 3.5% 3.1% 3.63% 3.28% 2.48% 2.83%
2025/03/16 7.45% 3.37% 4.9% 5.78% 4.16% 3.76% 2.62% 3.58% 1.95% 3.15%
2025/03/17 7.29% 3.55% 5.08% 6.58% 3.27% 4.01% 2.55% 2.94% 2.44% 2.57%
2025/03/18 8.23% 3.43% 5.02% 6.34% 3% 4.3% 2.5% 3.02% 2% 3.37%
2025/03/19 8.16% 3.75% 4.45% 5.39% 2.03% 3.76% 2.33% 2.88% 2.2% 3%
2025/03/20 8.82% 4.03% 5.88% 5.21% 3.13% 4.14% 2.98% 2.85% 2.83% 2.04%
2025/03/21 9.18% 5.31% 6.18% 5.96% 3.49% 3.62% 3.58% 3.24% 2.37% 1.5%
2025/03/22 7.55% 4.83% 5.61% 5.99% 3.73% 3.7% 2.97% 2.62% 2.24% 1.96%
2025/03/23 6.8% 4.19% 5.94% 6.94% 4.06% 3.94% 3.04% 3.06% 2.37% 1.96%
2025/03/24 7.47% 4.38% 5.52% 6.56% 4.05% 4.44% 2.86% 3.65% 2.39% 2.52%
2025/03/25 8.13% 4.65% 4.99% 6.5% 2.69% 4.8% 2.63% 2.95% 2.24% 2.46%
2025/03/26 7.25% 4.84% 4.85% 6.7% 3.44% 4.72% 2.51% 3.39% 2.71% 2.26%
2025/03/27 6.61% 6.06% 5.03% 7.41% 3.07% 4.15% 2.8% 3.39% 2.56% 2.37%
2025/03/28 6.41% 4.9% 4.47% 8.43% 2.66% 3.2% 2.44% 3.74% 2.88% 2.63%
2025/03/29 6.98% 5.35% 5.04% 7.52% 2.23% 3.36% 2.73% 3.94% 2.79% 2.52%
2025/03/30 7.78% 5.15% 5.2% 6.1% 4.14% 3.54% 2.89% 4.17% 2.28% 2.33%
2025/03/31 7.41% 6.16% 5.87% 4.75% 4.21% 4.12% 3.18% 3.08% 2.51% 2.26%

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LendingTree’s impression share fluctuated, peaking mid-month. RocketMortgage and BestMoney showed steady growth, while SoFi surged late March. NerdWallet and Fund.com had mixed trends. Chase and FastLoanAdvance remained stable. Upstart’s share declined.

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. 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. 2
    $100-$5,000 Paid in 5 Minutes https://www.fastloanadvance.com

    Voted Best Loan For 2025 — No Credit Check Loans. Same Day Funding. Instant Approval. 100% No Upfront or Hidden Fees.

  3. 3
    Mortgage Calculator https://www.layuo.com

    Estimate Your Mortgage Paymen — Use our free mortgage calculator to estimate instantly! your monthly payments, interest, and taxes. Get accurate results. Calculate Now.

  4. 4
    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! Get Started Today. Tons of Free Resources. Sign Up for Newsletter.

  5. 5
    Today's Rates: You Can Save https://www.pennymac.com

    Save on Your Mortgage Now — Buy Your Next Home. Lower Your Rate and Payment. Take Cash Out. Pennymac Can Help.

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In the competitive landscape of Google PPC, Chase and Layuo captivate with mortgage calculators, offering clarity on affordability. FastLoanAdvance entices with swift, no-credit-check loans, while Morgan Franklin Foundation educates on financial growth. Pennymac highlights savings and cash-out options, appealing to savvy homebuyers.

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The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.