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UK Finance Comparison Sites - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK 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 UK Finance Comparison Sites 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
comparethemarket.com	31.12
gocompare.com	24.94
moneysupermarket.com	14.18
uswitch.com	6.68
confused.com	5.89
quotezone.co.uk	1.69
keycurrency.co.uk	1.1
sainsburysbank.co.uk	0.97
currenciesdirect.com	0.9
torfx.com	0.89
others	11.64

In the PPC landscape, Comparethemarket.com leads with 31.12% click share, followed by Gocompare.com at 24.94%. Others collectively hold 11.64%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 UK 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.

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Share of Spend - Last Month
Date	gocompare.com	comparethemarket.com	moneysupermarket.com	confused.com	uswitch.com	quotezone.co.uk	thecomparisonexpert.com	currenciesdirect.com	keycurrency.co.uk	tiger.co.uk
2025/01/01	30.91%	19.73%	17.27%	10.38%	9.33%	2.06%	0.38%	0.07%	0.25%	0.19%
2025/01/02	33.03%	20.68%	15.24%	10.05%	8.08%	1.64%	0.53%	0.44%	0.58%	0.47%
2025/01/03	29.85%	20.63%	16.46%	11.2%	7.89%	1.77%	0.43%	0.44%	0.15%	0.12%
2025/01/04	35.11%	20.87%	13.24%	9.6%	8.54%	1.86%	0.62%	0.18%	0.1%	0.36%
2025/01/05	28.23%	18.77%	16.62%	10.67%	10.45%	1.76%	0.86%	0.39%	0.25%	0.49%
2025/01/06	33.04%	17.52%	16.85%	9.96%	9.56%	1.78%	0.22%	0.36%	0.24%	0.3%
2025/01/07	29.81%	21.39%	15.14%	9.76%	9.41%	2.05%	0.64%	0.32%	0.22%	0.47%
2025/01/08	27.24%	21.78%	13.32%	11.42%	10.19%	1.98%	0.74%	0.4%	0.46%	0.42%
2025/01/09	23.83%	21.19%	15.98%	11.35%	9.94%	2.46%	0.59%	0.46%	0.63%	0.68%
2025/01/10	25.01%	20.38%	15.65%	10.81%	10.92%	2.94%	0.66%	0.29%	0.64%	0.66%
2025/01/11	25.97%	22.11%	15.06%	11.3%	9.2%	2.42%	0.67%	0.35%	0.72%	0.41%
2025/01/12	27.16%	21.06%	14.59%	11.27%	9.73%	2.97%	0.84%	0.28%	0.47%	0.46%
2025/01/13	28.69%	23.69%	15%	10.76%	8.22%	1.7%	0.82%	0.21%	0.15%	0.61%
2025/01/14	25.08%	22.36%	15.29%	10.42%	9.53%	2.13%	0.74%	0.51%	0.33%	0.53%
2025/01/15	29.11%	20.83%	12.27%	9.74%	8.51%	2.49%	1.13%	0.6%	0.33%	0.52%
2025/01/16	23.78%	21.15%	15.95%	11.33%	9.92%	2.46%	0.59%	0.46%	0.63%	0.67%
2025/01/21	21.02%	19.2%	13.73%	12.33%	11.61%	3.29%	0.61%	0.65%	1.17%	1.11%
2025/01/22	24.63%	20.5%	14.23%	11.94%	9.39%	2.44%	0.51%	0.46%	0.72%	0.87%
2025/01/23	24.53%	20.88%	14.91%	9.9%	10.08%	2.41%	0.58%	0.45%	0.56%	0.47%
2025/01/24	23.98%	23.03%	15.25%	9.6%	8.63%	1.87%	0.49%	0.6%	0.75%	0.38%
2025/01/25	23.96%	19.4%	13.36%	13.19%	10.72%	2.9%	0.85%	0.48%	0.98%	0.52%
2025/01/26	23.15%	20.56%	14.24%	12.45%	10.16%	3.13%	1.04%	0.62%	0.87%	1.03%
2025/01/27	24.1%	19.4%	16.5%	10.8%	10.27%	2.53%	0.72%	0.76%	0.74%	1.01%
2025/01/28	25.6%	19.2%	13.93%	12.13%	9.43%	2.1%	0.93%	0.72%	0.93%	0.42%
2025/01/29	24.61%	19.14%	14.28%	12%	9.69%	2.77%	1.11%	0.7%	0.82%	0.51%
2025/01/30	19.86%	20.29%	15.01%	12.4%	11.93%	3.09%	0.83%	0.71%	0.71%	0.67%
2025/01/31	21.33%	20.43%	14.55%	11.8%	10.5%	2.84%	1.02%	1%	0.87%	0.53%

January 2025 saw dynamic shifts in PPC spend share. Gocompare.com led with fluctuating dominance, peaking early, then declining. Comparethemarket.com maintained steady growth, while moneysupermarket.com and confused.com experienced moderate variations. Uswitch.com and quotezone.co.uk showed notable increases, ending the month strong.

Market Exposure

Competitor Count for UK 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.

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Competitor Count - Last month
Date	Competitor Count
2025/01/01	680
2025/01/02	656
2025/01/03	743
2025/01/04	674
2025/01/05	704
2025/01/06	727
2025/01/07	753
2025/01/08	762
2025/01/09	803
2025/01/10	794
2025/01/11	773
2025/01/12	772
2025/01/13	768
2025/01/14	829
2025/01/15	789
2025/01/16	803
2025/01/21	852
2025/01/22	807
2025/01/23	824
2025/01/24	832
2025/01/25	806
2025/01/26	757
2025/01/27	792
2025/01/28	800
2025/01/29	852
2025/01/30	881
2025/01/31	850

In January 2025, distinct advertisers fluctuated, starting at 680 and peaking at 881. The month concluded with a strong presence of 850 advertisers, indicating a dynamic advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for UK 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.

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Market Loss & Market Gains - Last month
Name	Market Trend
keycurrency.co.uk	0.73%
bestmoney.com	0.71%
confused.com	0.67%
uswitch.com	0.66%
torfx.com	0.62%
comparethequote.co.uk	-0.14%
moneysupermarket.com	-0.4%
bank.marksandspencer.com	-0.55%
comparethemarket.com	-2.07%
gocompare.com	-3.6%

Gocompare.com and comparethemarket.com saw significant declines, while keycurrency.co.uk and bestmoney.com experienced notable click share growth.

Campaign Efficiency

UK 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.

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Date	confused.com	uswitch.com	comparethemarket.com	moneysupermarket.com	gocompare.com	quotezone.co.uk	thecomparisonexpert.com	keycurrency.co.uk	torfx.com	tiger.co.uk
2025/01/01	17.38%	12.17%	14.75%	11.9%	15.88%	5.41%	1.52%	0.97%	0%	0.75%
2025/01/02	16.14%	11.64%	15.91%	10.42%	16.59%	5.14%	1.63%	1.95%	1.31%	1.59%
2025/01/03	16.67%	10.48%	14.79%	11.96%	15.49%	5.18%	1.52%	0.49%	1.55%	0.59%
2025/01/04	17.12%	13.58%	15.81%	8.99%	16.73%	5.55%	2.18%	0.37%	0.59%	1.29%
2025/01/05	17.55%	12.53%	12.67%	10.12%	12.88%	5.14%	2.67%	1.13%	1.38%	1.48%
2025/01/06	18.03%	13.68%	11.97%	11.69%	16.9%	4.34%	0.88%	0.9%	1.2%	1.1%
2025/01/07	16.67%	12.3%	15.17%	10.85%	14.14%	5.16%	2.13%	0.86%	1.33%	1.49%
2025/01/08	17.5%	13.45%	14.17%	9.33%	12.85%	5.29%	2.6%	1.64%	0.88%	1.61%
2025/01/09	16.65%	12.9%	13.09%	10.09%	10.78%	7.04%	1.9%	2.16%	0.95%	2.04%
2025/01/10	17.16%	13.23%	13.05%	10.27%	11.1%	7.84%	2.22%	2.02%	0.9%	2.1%
2025/01/11	16.53%	12.77%	13.61%	9.52%	11.54%	7.36%	2.35%	2.41%	2.02%	1.49%
2025/01/12	16.36%	13.76%	12.85%	10.54%	11.88%	8.31%	2.85%	1.47%	1.12%	1.64%
2025/01/13	18.02%	12.7%	15.91%	9.93%	14.51%	6.33%	2.95%	0.45%	0.42%	2.13%
2025/01/14	15.5%	11.58%	13.33%	9.98%	11.57%	6.28%	2.49%	1.14%	1.93%	1.79%
2025/01/15	16.65%	13.14%	12.31%	7.49%	13.01%	6.68%	3.47%	1.03%	1.45%	1.64%
2025/01/16	16.63%	12.89%	13.08%	10.09%	10.77%	7.03%	1.9%	2.15%	0.93%	2.04%
2025/01/21	15.47%	13.59%	10.34%	8.93%	8.92%	7.54%	1.82%	3.22%	2.38%	3.18%
2025/01/22	16.45%	13.3%	12.14%	8.73%	11.22%	6.93%	1.75%	2.36%	1.5%	3.05%
2025/01/23	14.96%	13.02%	13.03%	9.67%	11.34%	6.78%	1.91%	1.82%	1.68%	1.71%
2025/01/24	11.85%	11.1%	13.8%	10.18%	11.82%	4.88%	1.92%	2.53%	1.45%	1.35%
2025/01/25	17.72%	13.71%	11.14%	8.22%	9.86%	6.99%	2.76%	3.24%	1.68%	1.91%
2025/01/26	16.81%	14.07%	11.98%	9.03%	8.73%	8.63%	3.39%	2.34%	1.7%	3.36%
2025/01/27	15.34%	13.47%	10.55%	9.62%	9.82%	6.72%	2.41%	2.19%	1.9%	2.95%
2025/01/28	16.54%	13.49%	10.72%	9.54%	10.64%	5.53%	3.04%	2.57%	2.96%	1.44%
2025/01/29	15.81%	13.19%	10.75%	9.16%	10.4%	6.59%	3.64%	2.5%	2.29%	1.62%
2025/01/30	16.48%	13.81%	12.02%	9.9%	8.02%	6.78%	2.77%	2.26%	1.87%	2.05%
2025/01/31	16.24%	13.33%	11.17%	8.97%	8.38%	6.36%	3.38%	2.61%	2.58%	1.55%

Confused.com led January with fluctuating impressions, peaking at 18.03%. Uswitch.com and Comparethemarket.com followed, while Moneysupermarket.com and Gocompare.com saw varied trends. The month ended with Confused.com maintaining dominance.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK 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
Compare the Market™ https://www.comparethemarket.com › official › website
Compare Cheap Insurance Deals — From Car Insurance To Switching Your Internet Provider - Compare Cheap Deals Today.
2
Compare Insurance | Compare Insurance Online https://www.confused.com/
With over 20 years' experience, we're here to save you time & money. Get a quote online!
3
GoCompare™ Insurance https://www.gocompare.com
Quick & Easy Quotes in Minutes — For Your Car, Home, Pet, Energy & More! Nothing Quite Compares To GoCompare.
4
Get Cheaper Insurance https://www.quotezone.co.uk/
97% Of Customers Recommend Us — Compare 120+ cheap insurance quotes and save online with Quotezone™ now! Save up to £523.
5
Compare Car Insurance | Save up to £523 on Your Quote https://www.uswitch.com
Uswitch is a free, impartial comparison service – we’re not affiliated to any one insurer.

In the competitive world of insurance comparison, five key players dominate Google’s PPC landscape. Comparethemarket.com entices with a broad spectrum of deals, from car insurance to internet services. Confused.com leverages its 20-year expertise to promise savings. GoCompare.com highlights its quick, comprehensive quotes. Quotezone.co.uk boasts a 97% customer recommendation rate, emphasizing potential savings of up to £523. Uswitch.com stands out with its impartiality, offering a free service unbound by insurer affiliations. Each ad uniquely positions itself, capturing consumer attention through trust, speed, and savings.

Frequently Asked Questions

Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
The PPC Marketing Share Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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The PPC Market Share Report 2024 is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

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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

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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

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