Log in Book a Demo

AUS Finance Insurance - PPC Market Share Analysis March 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Insurance 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 Insurance 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
budgetdirect.com.au 15.51
aami.com.au 9.94
comparethemarket.com.au 8.96
allianz.com.au 5.71
youi.com.au 5
finder.com.au 3.48
canstar.com.au 3.23
suncorp.com.au 3.13
covermore.com.au 3.13
nrma.com.au 2.7
others 39.21

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, Budget Direct leads with 15.51% click share, followed by AAMI at 9.94%. Others collectively dominate with 39.21%.

Market Exposure

Share of Spend for the top 10 AUS 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. 

See more data
Share of Spend - Last Month
Date aami.com.au budgetdirect.com.au youi.com.au comparethemarket.com.au finder.com.au canstar.com.au iselect.com.au allianz.com.au nrma.com.au qbe.com
2025/03/01 12.94% 14.16% 1.74% 11.36% 3.69% 5.05% 3.33% 6.74% 4.33% 2.76%
2025/03/02 11.34% 13.47% 2.17% 9.49% 3.76% 4.24% 2.12% 4.28% 3.77% 3.42%
2025/03/03 11.15% 14.05% 12.21% 12.31% 3.31% 4.27% 2.99% 2.84% 4.02% 2.06%
2025/03/04 11.9% 14.59% 10.61% 12.18% 3.19% 4.14% 2.85% 3.35% 3.97% 2.45%
2025/03/05 9.14% 15.2% 10.93% 12.8% 3.39% 4.26% 3.5% 3.53% 4.27% 2.3%
2025/03/06 7.49% 15.05% 0.77% 14.38% 6.19% 6.72% 4.7% 4.49% 5.66% 1.8%
2025/03/07 10.24% 14.51% 0.56% 14.42% 7.25% 6.85% 4.49% 5.47% 4.22% 2.29%
2025/03/08 11.43% 13.31% 0.81% 12.98% 6.34% 5.1% 3.85% 7.02% 3.14% 3%
2025/03/09 11.09% 13.49% 0.93% 11.28% 5.74% 5.34% 3.12% 6.86% 2.88% 3.47%
2025/03/10 11.3% 13.94% 7.67% 11.58% 5.59% 5.63% 3.81% 3.13% 3% 2.88%
2025/03/11 11.77% 12.16% 10.57% 11.8% 5.28% 5.24% 3.55% 4.36% 2.43% 3.41%
2025/03/12 10.14% 11.64% 9.81% 10.1% 5.73% 4.9% 3.23% 3.5% 2.9% 2.96%
2025/03/13 12.2% 12.43% 10.81% 10.24% 5.48% 4.78% 2.89% 3.6% 2.85% 3.08%
2025/03/14 11.57% 12.7% 10.95% 8.43% 4.6% 4.14% 2.28% 3.63% 3.06% 2.98%
2025/03/15 11.96% 12.82% 2.46% 9.74% 4.79% 4.94% 3.15% 4.83% 3.49% 4.07%
2025/03/16 12.76% 13.32% 1.64% 9.99% 4.69% 5.09% 3.15% 5.09% 4.19% 4.34%
2025/03/17 12.73% 12% 11.82% 10.9% 4.38% 4.8% 3.22% 3.05% 3.65% 3.06%
2025/03/18 12.04% 10.75% 11.16% 9.27% 4.48% 4.49% 2.62% 3.11% 3.89% 4.08%
2025/03/19 11.99% 12.38% 11.33% 9.79% 4.5% 4.54% 2.56% 3.26% 3.93% 3.19%
2025/03/20 11.48% 11.49% 12.24% 9.62% 4.83% 3.98% 3.26% 3.23% 4.42% 2.92%
2025/03/21 11.47% 11.86% 12.31% 9.98% 3.99% 3.43% 2.91% 3.37% 4% 3.18%
2025/03/22 11.47% 11.92% 2.46% 10.13% 5.36% 4.65% 2.91% 4.02% 4.78% 4.23%
2025/03/23 13.36% 12.59% 1.36% 10.9% 4.98% 4.8% 2.96% 4.17% 4.7% 3.32%
2025/03/24 12.88% 11.36% 10.71% 10.63% 4.52% 4.32% 2.93% 2.76% 4.54% 2.54%
2025/03/25 13.34% 10.77% 11.12% 11.48% 4.24% 4.45% 3.32% 3.16% 3.83% 2.45%
2025/03/26 12.93% 11.02% 11.95% 10.53% 3.96% 3.82% 3.34% 2.74% 3.45% 2.56%
2025/03/27 13.34% 11.79% 11.15% 10.38% 3.61% 3.15% 3.16% 2.84% 3.79% 3.01%
2025/03/28 14.31% 11.75% 11.02% 10.35% 3.49% 2.86% 3.32% 3.65% 3.04% 3.04%
2025/03/29 14.76% 12.8% 2.23% 10.57% 4.42% 3.58% 3.36% 4.57% 3.42% 3.51%
2025/03/30 14.76% 13.68% 1.52% 11.09% 4.41% 3.55% 3.95% 4.17% 3.3% 4.16%
2025/03/31 14.48% 12.41% 10.78% 10.62% 4.31% 3.82% 3.54% 2.86% 2.75% 2.72%

Copyright © Adthena. All rights reserved.

In March 2025, aami.com.au’s PPC spend share rose from 12.94% to 14.48%. Budgetdirect.com.au fluctuated, ending at 12.41%. Youi.com.au saw erratic changes, closing at 10.78%. Comparethemarket.com.au remained steady, finishing at 10.62%.

Market Exposure

Competitor Count for AUS 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. 

See more data
Competitor Count - Last month
Date Competitor Count
2025/03/01 339
2025/03/02 332
2025/03/03 334
2025/03/04 333
2025/03/05 346
2025/03/06 330
2025/03/07 353
2025/03/08 348
2025/03/09 343
2025/03/10 344
2025/03/11 353
2025/03/12 335
2025/03/13 344
2025/03/14 340
2025/03/15 334
2025/03/16 320
2025/03/17 323
2025/03/18 322
2025/03/19 314
2025/03/20 317
2025/03/21 318
2025/03/22 316
2025/03/23 316
2025/03/24 314
2025/03/25 316
2025/03/26 310
2025/03/27 303
2025/03/28 302
2025/03/29 304
2025/03/30 308
2025/03/31 304

Copyright © Adthena. All rights reserved.

March began with 339 advertisers, peaking at 353 mid-month. A decline followed, ending at 304.

Campaign Efficiency

Market Loss & Market Gains for AUS Finance Insurance

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
youi.com.au 1.55%
suncorp.com.au 1.12%
aami.com.au 1.07%
bingle.com.au 0.41%
bupa.com.au 0.37%
honeyinsurance.com -0.36%
finder.com.au -0.8%
canstar.com.au -0.99%
allianz.com.au -1.01%
comparethemarket.com.au -1.39%

Copyright © Adthena. All rights reserved.

In the past month, youi.com.au surged with a 1.55% click share increase, while comparethemarket.com.au faced a 1.39% decline.

Campaign Efficiency

AUS Finance Insurance 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 budgetdirect.com.au aami.com.au youi.com.au comparethemarket.com.au finder.com.au canstar.com.au iselect.com.au allianz.com.au nrma.com.au covermore.com.au
2025/03/01 13.26% 10.97% 0.9% 9.85% 4.49% 5.28% 3.35% 6.21% 4.11% 2.66%
2025/03/02 13.54% 8.59% 0.99% 8.5% 4.78% 4.68% 2.33% 4.12% 3.65% 3.19%
2025/03/03 13.08% 9.3% 9.77% 10.95% 4.2% 4.54% 3.21% 2.87% 3.79% 2.49%
2025/03/04 13.43% 8.76% 8.59% 10.35% 4.25% 4.33% 2.96% 3.55% 3.92% 2.56%
2025/03/05 13.23% 6.6% 9.35% 10.83% 4.22% 4.2% 3.41% 3.53% 4.48% 2.31%
2025/03/06 13.45% 5.53% 0.42% 12.42% 6.92% 6.45% 4.38% 4.61% 5.25% 2.75%
2025/03/07 12.65% 7.96% 0.36% 12.63% 7.99% 6.47% 4.26% 5.31% 3.94% 1.84%
2025/03/08 12.06% 8.48% 0.45% 11.12% 7.52% 5.04% 3.71% 6.84% 3.02% 2.1%
2025/03/09 12.29% 7.92% 0.47% 9.59% 6.85% 5.19% 2.69% 6.73% 2.77% 2.87%
2025/03/10 12.55% 8.33% 6.3% 10.01% 6.55% 5.51% 3.79% 3.33% 3.08% 2.74%
2025/03/11 10.9% 8.9% 9.09% 10.59% 6.21% 5.22% 3.45% 4.31% 2.45% 2.64%
2025/03/12 11% 7.27% 8.06% 8.82% 6.74% 4.74% 3.28% 3.75% 3.08% 2.62%
2025/03/13 10.97% 9.15% 9.83% 8.87% 6.39% 4.98% 2.78% 3.61% 2.79% 2.86%
2025/03/14 11.45% 8.07% 9.4% 7.52% 5.58% 4.21% 2.26% 3.97% 3.08% 3.37%
2025/03/15 11.39% 8.64% 1.26% 8.33% 6.11% 4.99% 2.91% 5.16% 3.4% 4.34%
2025/03/16 12.48% 8.98% 0.87% 8.72% 5.72% 5.05% 3.07% 5.08% 3.97% 3.06%
2025/03/17 11.15% 9.35% 10.22% 9.86% 5.33% 4.94% 3.2% 3.23% 3.41% 2.61%
2025/03/18 10.05% 8.31% 9.88% 8.06% 5.48% 4.43% 2.56% 3.09% 3.59% 2.91%
2025/03/19 11.36% 8.77% 9.91% 8.4% 5.62% 4.63% 2.52% 3.29% 3.78% 2.83%
2025/03/20 10.98% 8.33% 10.36% 8.39% 6.05% 4.05% 3.48% 3.26% 4.18% 2.85%
2025/03/21 11.07% 8.25% 10.7% 8.95% 5.01% 3.6% 3.13% 3.39% 3.96% 2.67%
2025/03/22 11.37% 8.27% 1.31% 8.61% 6.53% 4.5% 2.87% 4% 4.7% 2.95%
2025/03/23 11.83% 9.91% 0.72% 9.58% 6% 4.78% 3.05% 4.07% 4.61% 2.88%
2025/03/24 10.8% 9.4% 8.95% 9.38% 5.58% 4.39% 3.3% 3.08% 4.37% 2.61%
2025/03/25 9.98% 10.09% 9.72% 10.11% 5.15% 4.49% 3.45% 3.44% 3.7% 2.56%
2025/03/26 10.34% 9.27% 10.25% 9.25% 5.05% 3.74% 3.5% 3.32% 3.36% 2.75%
2025/03/27 10.92% 10.09% 9.83% 8.91% 4.39% 3.37% 3.11% 3.44% 3.63% 2.74%
2025/03/28 11% 11.17% 9.32% 8.57% 4.33% 3.07% 3.12% 4.42% 3.08% 2.42%
2025/03/29 11.66% 11.33% 1.22% 9.03% 5.17% 3.56% 3.15% 5.17% 3.29% 2.82%
2025/03/30 12.53% 10.93% 0.81% 9.41% 5.19% 3.74% 3.67% 4.62% 3.25% 2.88%
2025/03/31 11.55% 11.07% 9.43% 9.23% 5.2% 4.02% 3.41% 3.17% 2.73% 2.35%

Copyright © Adthena. All rights reserved.

In March 2025, Budget Direct led with a fluctuating impression share, peaking early and stabilizing mid-month. AAMI and Youi showed varied trends, with Youi experiencing significant volatility. Comparethemarket.com.au maintained a steady presence, while Finder and Canstar saw moderate fluctuations. Allianz and NRMA had minor shifts, and Covermore remained consistent. The month concluded with Budget Direct maintaining dominance.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS 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.

See more data
  1. 1
    AAMI Car Insurance https://www.aami.com.au

    Get a Quote Online — 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 the Market® https://www.comparethemarket.com.au › compare › market

    Compare Car Insurance — Why Go Elsewhere? Get Insurance Quotes From AU's Leading Brands in Mins. Simples

  4. 4
    Employment Practices Insurance | Management Liability Insurance https://www.imar.com.au

    Custom Built Management Liability Insurance For Your Business. Obligation Free Quotes. Affordable Insurance Tailored For Your Small Business. Enquire Online Quick and Easy.

  5. 5
    Qantas Travel Insurance | Earn up to 15k Qantas Points https://insurance.qantas.com › insurance › travel

    Last chance - ends 11 March. Get a quick quote today. T&Cs apply. Range of policy options.

Copyright © Adthena. All rights reserved.

In the competitive world of Google PPC, AAMI entices with a $50 discount for online car insurance quotes, while Canstar simplifies home insurance comparisons with over 90 rated policies. Compare the Market® offers quick car insurance quotes from top brands. IMAR provides tailored business insurance solutions, and Qantas tempts travelers with up to 15,000 points.

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.