Log in Book a Demo

AUS Finance Comparison Sites - PPC Market Share Analysis March 2025

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

Market Exposure

Share of Clicks for top 10 AUS Finance Comparison Sites brands

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

See more data
Share of Clicks - Last month
Domain Share of clicks
comparethemarket.com.au 46.22
canstar.com.au 11.02
finder.com.au 10.52
iselect.com.au 8.65
budgetdirect.com.au 3.1
compareclub.com.au 1.93
aussie.com.au 1.66
mortgagehouse.com.au 1.55
greenslips.com.au 1.15
superguide.com.au 0.85
others 13.35

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, comparethemarket.com.au dominates with a 46.22% click share. Canstar.com.au and finder.com.au follow with 11.02% and 10.52%, respectively. Meanwhile, ‘others’ collectively hold a significant 13.35% share, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Finance Comparison Sites 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. 

See more data
Share of Spend - Last Month
Date comparethemarket.com.au iselect.com.au finder.com.au canstar.com.au budgetdirect.com.au compareclub.com.au bupa.com.au aussie.com.au ahm.com.au qbe.com
2025/03/01 31.63% 12.57% 11.96% 17.69% 7.71% 1.58% 0.9% 1.15% 0.76% 0.37%
2025/03/02 32.27% 9.16% 14.04% 13.36% 6.59% 3.39% 0.83% 1.53% 0.54% 0.85%
2025/03/03 34.17% 12.67% 11.73% 15.06% 9.17% 2.79% 0.37% 1.36% 0.21% 0.46%
2025/03/04 34.31% 13.62% 12.03% 13.51% 9.28% 3.41% 0.27% 1.38% 0.23% 0.3%
2025/03/05 33.96% 13.18% 12.18% 13.98% 9.29% 2.88% 0.56% 1.19% 0.43% 0.37%
2025/03/06 31.25% 13.1% 13.74% 15.8% 9.34% 2.43% 0.08% 0.82% 0.67% 0.64%
2025/03/07 29.39% 13.71% 15.56% 16.46% 8.05% 2.52% 0.25% 0.79% 0.66% 0.92%
2025/03/08 31.83% 12.91% 17% 15.55% 6.81% 1.55% 0.23% 0.99% 0.86% 1.05%
2025/03/09 32.88% 10.39% 15.03% 15.48% 7.49% 2.78% 0.19% 0.96% 1.33% 1.09%
2025/03/10 31.24% 11.73% 15.48% 14.86% 5.69% 3.57% 0.27% 1.3% 0.98% 0.64%
2025/03/11 31.35% 13.99% 14.27% 15.81% 7.54% 2.98% 0.3% 1.08% 1.28% 0.5%
2025/03/12 32.77% 9.99% 14.95% 13.67% 6.89% 3.01% 0.7% 1.97% 0.79% 0.8%
2025/03/13 31.08% 12.35% 15.87% 11.85% 6.7% 3.23% 0.68% 1.44% 1.31% 0.73%
2025/03/14 31.5% 10.89% 15.19% 11.67% 6.01% 3.84% 0.81% 1.48% 1.4% 0.79%
2025/03/15 31.08% 11.27% 17.17% 12.95% 5.87% 2.04% 1.4% 1.41% 1.95% 0.82%
2025/03/16 31.37% 9.16% 15.07% 13.39% 6.47% 2.77% 1.55% 2.14% 1.06% 0.86%
2025/03/17 31.32% 12.55% 13.22% 12.65% 6.63% 3.4% 1.37% 1.3% 1.53% 1.27%
2025/03/18 32.72% 13% 14.72% 11.3% 5.16% 3.94% 0.94% 1.18% 1.17% 0.81%
2025/03/19 32.62% 10.24% 14.59% 12.75% 7.62% 3.55% 1.22% 0.99% 1.3% 0.83%
2025/03/20 31.77% 13.62% 14.33% 12.2% 5.36% 3.62% 1.45% 1.28% 0.82% 0.89%
2025/03/21 32.95% 13.99% 11.11% 10.72% 8.58% 3.9% 1.61% 1.2% 0.9% 0.66%
2025/03/22 29.58% 12.74% 15.23% 13.63% 7.02% 3.35% 2.02% 1.12% 0.96% 1.28%
2025/03/23 31.28% 11.73% 14.29% 13.64% 5.99% 4.31% 1.77% 0.92% 0.94% 0.93%
2025/03/24 34.29% 11.99% 13.94% 11.65% 5.85% 3.86% 1.29% 1.33% 0.86% 0.59%
2025/03/25 32.15% 13.76% 13.8% 12.9% 5.89% 3.07% 1.41% 1.53% 0.82% 0.62%
2025/03/26 35.03% 13.91% 13.87% 10.42% 5% 3.65% 1.51% 2.02% 0.49% 0.77%
2025/03/27 33.44% 13.95% 13.84% 8.99% 6.52% 4.33% 1.62% 1.44% 0.86% 0.59%
2025/03/28 35.08% 13.92% 13.08% 8.74% 5.16% 4.3% 1.56% 1.51% 0.9% 0.62%
2025/03/29 33.25% 11.67% 13.42% 10.84% 5.82% 4.34% 2.06% 1.54% 0.99% 1.16%
2025/03/30 32.14% 12.57% 13.49% 11.6% 7.56% 4.25% 1.75% 1.16% 1.25% 1.45%
2025/03/31 33.19% 14.22% 13.67% 10.09% 6.46% 4.13% 2.28% 1.46% 0.72% 0.49%

Copyright © Adthena. All rights reserved.

In March 2025, comparethemarket.com.au led with a fluctuating spend share, peaking at 35.08%. iSelect and finder.com.au followed, showing varied trends. Canstar and budgetdirect.com.au experienced declines, while bupa.com.au and aussie.com.au saw modest gains.

Market Exposure

Competitor Count for AUS Finance Comparison Sites

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. 

See more data
Competitor Count - Last month
Date Competitor Count
2025/03/01 181
2025/03/02 172
2025/03/03 185
2025/03/04 181
2025/03/05 177
2025/03/06 175
2025/03/07 190
2025/03/08 179
2025/03/09 177
2025/03/10 183
2025/03/11 181
2025/03/12 176
2025/03/13 188
2025/03/14 182
2025/03/15 182
2025/03/16 178
2025/03/17 179
2025/03/18 171
2025/03/19 184
2025/03/20 173
2025/03/21 178
2025/03/22 178
2025/03/23 181
2025/03/24 181
2025/03/25 184
2025/03/26 184
2025/03/27 180
2025/03/28 181
2025/03/29 172
2025/03/30 175
2025/03/31 171

Copyright © Adthena. All rights reserved.

March saw fluctuating advertiser numbers, peaking at 190 on March 7. The month concluded with a dip to 171, reflecting a dynamic advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for AUS Finance Comparison Sites

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

See more data
Market Loss & Market Gains - Last month
Name Market Trend
comparethemarket.com.au 1.66%
iselect.com.au 0.86%
compareclub.com.au 0.63%
bupa.com.au 0.5%
suncorp.com.au 0.36%
travelmoneyoz.com -0.19%
budgetdirect.com.au -0.5%
finder.com.au -0.59%
mortgagehouse.com.au -0.67%
canstar.com.au -2.24%

Copyright © Adthena. All rights reserved.

Canstar.com.au saw a significant drop of 2.24%, while comparethemarket.com.au surged by 1.66%. Iselect.com.au and compareclub.com.au also experienced positive growth, contrasting with declines from mortgagehouse.com.au and finder.com.au.

Campaign Efficiency

AUS Finance Comparison Sites Share of Impressions

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

See more data
Date comparethemarket.com.au finder.com.au canstar.com.au iselect.com.au compareclub.com.au budgetdirect.com.au aussie.com.au greenslips.com.au lendi.com.au superguide.com.au
2025/03/01 24.33% 16.4% 15.08% 9.04% 2.01% 6.94% 2.49% 1.55% 1.05% 0.73%
2025/03/02 21.75% 21.04% 10.97% 5.77% 4.59% 5.47% 3.79% 0.74% 1.12% 0.81%
2025/03/03 24.13% 16.64% 12.95% 9.47% 4.38% 7.66% 3.48% 1.18% 1.61% 0.69%
2025/03/04 22.94% 18.48% 10.9% 8.46% 4.88% 7.21% 4.07% 0.96% 1.37% 0.85%
2025/03/05 22.61% 18.31% 11.31% 9.58% 4.83% 7.32% 3.1% 1.24% 0.94% 0.96%
2025/03/06 21.5% 19.23% 13.37% 8.86% 3.07% 7.4% 2.21% 1.16% 0.88% 0.84%
2025/03/07 19.82% 20.62% 13.5% 9.37% 4.56% 6.77% 2.16% 1.04% 0.82% 0.8%
2025/03/08 22.23% 22.22% 12.18% 8.59% 3.02% 5.17% 2.8% 1.59% 1.03% 0.97%
2025/03/09 22.45% 20.7% 12.27% 5.84% 4% 5.51% 3.38% 0.89% 1.23% 0.87%
2025/03/10 20.79% 20.41% 12.35% 6.89% 5.07% 4.74% 3.14% 1.32% 1.79% 1.22%
2025/03/11 22.01% 19.8% 12.52% 8.9% 4.58% 6.06% 3.4% 0.84% 1.25% 1.04%
2025/03/12 21.27% 21.25% 10.96% 5.73% 4.21% 4.95% 5.01% 0.62% 1.66% 0.88%
2025/03/13 19.77% 21.18% 10.4% 7.36% 4.61% 4.93% 3.51% 0.94% 1.35% 1.07%
2025/03/14 18.5% 21.35% 9.28% 5.75% 4.9% 3.9% 3.17% 0.96% 1.53% 1.12%
2025/03/15 21.09% 23.35% 11.41% 6.36% 1.73% 4.46% 3.43% 1.03% 1.34% 1.41%
2025/03/16 20.83% 19.63% 10.09% 4.87% 3.69% 4.61% 6.21% 0.32% 1.42% 1.3%
2025/03/17 20.93% 18.13% 10.47% 8.12% 4.36% 5.36% 3.64% 1.29% 1.04% 1.33%
2025/03/18 21.51% 20.76% 9.05% 8.61% 6.15% 4.07% 2.59% 1.52% 0.89% 0.95%
2025/03/19 20.85% 20.14% 10.68% 6.49% 5.57% 6.15% 2.26% 0.81% 0.7% 1.46%
2025/03/20 20.42% 19.94% 10% 9.1% 4.72% 4.63% 2.74% 1.43% 1.02% 1.4%
2025/03/21 21.79% 17.49% 9.29% 8.99% 5.56% 6.58% 2.87% 1.24% 0.84% 1.13%
2025/03/22 18.78% 21.23% 11.12% 8.93% 3.2% 5.88% 3.02% 0.62% 0.91% 0.96%
2025/03/23 19.56% 19.98% 11.33% 7.13% 6.18% 5.21% 2.57% 1.73% 1.09% 1.15%
2025/03/24 22.45% 19.9% 9.81% 7.53% 5.5% 4.61% 3.64% 1.5% 1.24% 1.09%
2025/03/25 20.21% 20.21% 11.31% 8.65% 4.84% 4.75% 4.04% 0.84% 1.01% 0.81%
2025/03/26 22.37% 20.34% 9.07% 9.03% 5.6% 4.09% 4.6% 1.13% 0.8% 1.01%
2025/03/27 20.62% 20.11% 8.04% 8.26% 6.89% 5% 3.82% 1.7% 1.16% 0.83%
2025/03/28 21.67% 18.07% 7.71% 8.57% 7.02% 4.31% 4.21% 0.62% 1.61% 0.73%
2025/03/29 21.09% 19.63% 10.17% 6.57% 7.55% 4.73% 3.71% 0.62% 0.93% 0.69%
2025/03/30 21.05% 19.31% 10.16% 8.3% 6.96% 6.35% 3.3% 0.62% 1.37% 0.91%
2025/03/31 19.85% 19.4% 9.53% 8.84% 5.75% 5.66% 4.02% 1.6% 1.16% 0.73%

Copyright © Adthena. All rights reserved.

In March 2025, comparethemarket.com.au led with fluctuating impressions, peaking early at 24.33% and ending at 19.85%. Finder.com.au showed a mid-month surge, while canstar.com.au and iselect.com.au had consistent lower shares. The month concluded with comparethemarket.com.au maintaining dominance.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Finance Comparison Sites

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

See more data
  1. 1
    AAMI Comprehensive Insurance - First Year Online Discount* https://www.aami.com.au

    Get $50 Off on First Year AAMI Comprehensive Car Policy When You Get a Quote & Buy Online.

  2. 2
    Home and Contents Insurance Comparison - Canstar https://www.canstar.com.au

    Looking For Home And Contents Insurance? Compare 90+ Policies Rated By Canstar.

  3. 3
    Compare Health Insurance https://www.compareclub.com.au

    Free Health Cover Comparisons — Rising premiums? Compare health insurance and see if you can save. Compare policies here!

  4. 4
    Compare the Market https://www.comparethemarket.com.au

    Compare the Market™ — Why Go Elsewhere? Get Insurance Quotes From Some of AU's Leading Brands in Mins. Simples

  5. 5
    Compare Car Insurance - View Multiple Quotes At Once https://www.iselect.com.au

    Finding Car Insurance Doesn't Need To Take Hours. Use Our Quick Comparison Service Today.

Copyright © Adthena. All rights reserved.

In the competitive world of Google PPC, AAMI entices with a $50 discount on car insurance, while Canstar offers a vast comparison of 90+ home policies. Compare Club and Compare the Market simplify health and insurance choices, and iSelect promises swift car insurance comparisons.

Frequently Asked Questions

Customer Success Stories

Legal & General

Legal & General is one of the UK’s leading financial services groups and a major global investor. When it came to their retirement business, the company used Adthena to protect its position and benchmark success. Read case study

Staysure

When the pandemic hit and global travel came to a halt, Staysure saw its market shrink by 90%.

Adthena's data revealed what travellers were searching for and where the competitive exodus had left gaps in the market.Read case study

New Market Discovery for Towergate Insurance

Towergate Insurance needed to effectively segment their search landscape and explore new niche markets. Adthena provided the competitive intelligence they required to research potential markets, analyze competitor ad copy, and conduct keyword research, leading to successful campaign launches and continued growth.Read case study

Get the full picture

See this data specific to your brand performance

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.