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UK Finance Consulting - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Consulting 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 Consulting 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
clearscore.com	17.47
experian.co.uk	10.74
stepchange.org	4.5
paypal.com	3.81
equifax.co.uk	3.4
checkmyfile.com	2.89
gov.uk	2.33
justgiving.com	1.67
moneysupermarket.com	1.64
capitalone.co.uk	1.59
others	49.96

In the PPC landscape, Clearscore leads with 17.47% click share, followed by Experian at 10.74%. ‘Others’ dominate with 49.96%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Finance Consulting 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	experian.co.uk	clearscore.com	stepchange.org	unbiased.co.uk	equifax.co.uk	checkmyfile.com	squareup.com	stripe.com	sumup.gb	yourdebt-expert.co.uk
2025/01/01	8.92%	1.34%	2.59%	3.38%	2.12%	0.81%	3.44%	1.1%	2.15%	0%
2025/01/02	8.37%	4.33%	2.6%	3.27%	2.93%	0.74%	3.28%	1.09%	2.07%	0.96%
2025/01/03	7.19%	4.31%	3.22%	3.24%	2.94%	0.6%	3.25%	0.91%	1.37%	1.69%
2025/01/04	9.33%	6.05%	4.7%	3.48%	3.01%	0.78%	3.24%	1.47%	1.85%	0.6%
2025/01/05	7.72%	4.11%	4.12%	3.76%	2.36%	0.72%	2.85%	1.12%	1.64%	0.43%
2025/01/06	7.1%	4.61%	2.5%	3.25%	2.15%	0.68%	2.34%	1.21%	1.68%	4.07%
2025/01/07	7.57%	4.24%	2.28%	3.26%	2.69%	0.81%	2.38%	1.53%	1.74%	3.46%
2025/01/08	7.19%	4.23%	2.48%	3.01%	2.32%	1.12%	2.53%	1.65%	1.56%	2.95%
2025/01/09	8.27%	4.6%	2.17%	2.99%	2.75%	1.64%	2.58%	1.42%	1.58%	3.05%
2025/01/10	8.16%	4.68%	2.54%	3.55%	2.94%	1.61%	2.59%	1.58%	1.65%	1.88%
2025/01/11	8.83%	5.95%	4.17%	3.31%	3.32%	1.72%	3.08%	1.84%	1.18%	0.19%
2025/01/12	7.55%	5.37%	3.38%	3.47%	2.98%	1.65%	2.74%	1.67%	1.31%	0.14%
2025/01/13	6.61%	5.29%	3.17%	3.59%	2.25%	1.54%	2.04%	1.39%	1.41%	3.28%
2025/01/14	7.3%	4%	1.83%	2.77%	2.99%	1.47%	2.29%	1.42%	1.22%	3.03%
2025/01/15	6.48%	5.45%	2.18%	3.25%	2.37%	1.62%	1.79%	1.5%	1.28%	2.85%
2025/01/16	8.18%	4.55%	2.14%	2.95%	2.73%	1.62%	2.55%	1.4%	1.56%	3.01%
2025/01/21	7.95%	4.58%	1.92%	2.82%	3.01%	2.23%	2.01%	1.71%	1.16%	1.89%
2025/01/22	6.31%	4.49%	2.57%	3.14%	2.31%	1.58%	1.76%	1.1%	1.7%	1.91%
2025/01/23	6.2%	4.84%	2.26%	2.22%	2.33%	1.54%	2.34%	1.32%	1.36%	2.15%
2025/01/24	6.97%	5.54%	3.21%	2.41%	2.88%	1.59%	2.26%	1.77%	1.23%	1.14%
2025/01/25	8.02%	5.58%	3.49%	4.1%	2.93%	2.05%	2.51%	1.68%	1.7%	0.25%
2025/01/26	7.23%	5.29%	3.2%	3.22%	2.61%	1.49%	2.77%	1.41%	1.95%	0.19%
2025/01/27	6.67%	5.69%	1.95%	2.65%	2.84%	1.74%	2.16%	1.57%	1.86%	2.88%
2025/01/28	6.87%	4.28%	2.58%	2.49%	2.56%	1.65%	2.3%	1.84%	1.8%	3%
2025/01/29	7.52%	4.64%	2.19%	2.65%	2.94%	1.83%	1.93%	1.77%	1.26%	1.82%
2025/01/30	7.84%	4.67%	2.58%	2.68%	3.05%	1.96%	1.87%	1.82%	1.19%	0.79%
2025/01/31	8.19%	5%	3.58%	3.13%	2.97%	2.07%	1.99%	1.76%	1.5%	0.05%

Experian.co.uk led January with fluctuating spend shares, peaking at 9.33%. Clearscore.com and Stepchange.org showed steady growth, while Yourdebt-expert.co.uk experienced significant volatility, ending at 0.05%.

Market Exposure

Competitor Count for UK Finance Consulting

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	1664
2025/01/02	1664
2025/01/03	1789
2025/01/04	1681
2025/01/05	1739
2025/01/06	1767
2025/01/07	1803
2025/01/08	1797
2025/01/09	1795
2025/01/10	1822
2025/01/11	1820
2025/01/12	1802
2025/01/13	1765
2025/01/14	1879
2025/01/15	1843
2025/01/16	1795
2025/01/21	1882
2025/01/22	1830
2025/01/23	1749
2025/01/24	1773
2025/01/25	1688
2025/01/26	1680
2025/01/27	1719
2025/01/28	1731
2025/01/29	1865
2025/01/30	1920
2025/01/31	1897

January saw a dynamic shift in distinct advertisers, starting at 1,664 and peaking at 1,920. The month concluded with a strong presence of 1,897 advertisers.

Campaign Efficiency

Market Loss & Market Gains for UK Finance Consulting

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
gov.uk	5.36%
lumonpay.com	0.61%
checkmyfile.com	0.61%
keycurrency.co.uk	0.3%
quickbooks.intuit.com	0.22%
experian.co.uk	-0.52%
paypal.com	-0.79%
currencysolutions.com	-1%
vehicleroadtax.co.uk	-1.12%
clearscore.com	-1.98%

Gov.uk surged with a 5.36% click share increase, while clearscore.com dropped by 1.98%. Lumonpay.com and checkmyfile.com both gained 0.61%.

Campaign Efficiency

UK Finance Consulting 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	clearscore.com	experian.co.uk	equifax.co.uk	checkmyfile.com	capitalone.co.uk	moneysupermarket.com	unbiased.co.uk	stepchange.org	keycurrency.co.uk	currencysolutions.com
2025/01/01	1.14%	5.4%	2.78%	1.3%	3.5%	4.05%	1.82%	1.53%	1.45%	6.94%
2025/01/02	4.57%	5.4%	4.16%	1.23%	2.96%	3.79%	1.63%	1.38%	2.83%	5.1%
2025/01/03	4.51%	4.25%	3.95%	0.95%	2.39%	3.81%	1.6%	1.72%	1.49%	5.44%
2025/01/04	6.66%	6.31%	4.46%	1.35%	2.83%	3.42%	1.87%	2.33%	0.26%	2.97%
2025/01/05	4.22%	4.5%	3.06%	1.11%	2.18%	3.79%	1.84%	2.36%	1.78%	4.48%
2025/01/06	4.99%	4.37%	2.95%	1.1%	2.16%	4.07%	1.66%	1.51%	0.26%	5.6%
2025/01/07	4.83%	4.51%	3.79%	1.42%	2.52%	3.64%	1.82%	1.38%	1.23%	3.76%
2025/01/08	4.49%	3.88%	3.13%	1.88%	2.61%	1.55%	1.62%	1.55%	1.73%	5.43%
2025/01/09	5.27%	4.77%	4.05%	2.87%	3.13%	1.32%	1.78%	1.43%	1.98%	0.82%
2025/01/10	5.39%	4.63%	4.4%	2.84%	2.67%	1.89%	2.39%	1.51%	2.48%	1.23%
2025/01/11	6.35%	5.1%	4.72%	3%	2.85%	1.53%	2.07%	2.12%	1.05%	1.5%
2025/01/12	5.88%	4.28%	4.44%	3%	2.62%	2.2%	2.24%	2%	2.91%	0.69%
2025/01/13	6.47%	4.1%	3.62%	2.92%	2.34%	1.36%	2.01%	2.25%	0.22%	1.67%
2025/01/14	4.43%	4.03%	4.41%	2.48%	3.21%	1.26%	1.46%	1.25%	1.58%	1.28%
2025/01/15	6.05%	3.83%	3.65%	3.01%	2.63%	0.97%	1.78%	1.69%	0.25%	1.19%
2025/01/16	5.27%	4.78%	4.05%	2.87%	3.13%	1.32%	1.78%	1.43%	1.98%	0.82%
2025/01/21	4.79%	4.49%	4.32%	3.69%	2.52%	1.06%	1.64%	1.22%	3.12%	0.39%
2025/01/22	5.19%	3.85%	3.7%	2.88%	1.85%	1.4%	1.92%	1.73%	2.42%	0.87%
2025/01/23	5.48%	3.65%	3.73%	2.79%	2.53%	1.55%	1.25%	1.45%	0.87%	0.16%
2025/01/24	5.83%	3.72%	3.93%	2.56%	2.58%	1.84%	1.32%	1.84%	2.55%	0.19%
2025/01/25	5.79%	4.31%	4.04%	3.41%	2.67%	1.48%	2.39%	1.82%	3.96%	0.11%
2025/01/26	5.12%	4.12%	3.93%	2.53%	2.64%	2.42%	1.75%	1.88%	3.9%	1.21%
2025/01/27	5.08%	3.71%	3.93%	2.89%	2.89%	1.73%	1.36%	1.26%	4.23%	0.16%
2025/01/28	4.94%	4.38%	3.91%	3.04%	2.46%	1.26%	1.45%	1.77%	1.16%	0.28%
2025/01/29	5.18%	4.44%	4.28%	3.02%	2.89%	1.48%	1.5%	1.32%	1.47%	0.39%
2025/01/30	4.78%	4.39%	4.16%	3.27%	2.3%	2.32%	1.46%	1.52%	0.94%	1.74%
2025/01/31	5.68%	4.97%	4.36%	3.71%	2.77%	2.06%	1.97%	1.92%	1.15%	0.17%

In January 2025, Clearscore.com led with fluctuating impressions, peaking mid-month. Experian.co.uk saw a decline, while Equifax.co.uk remained steady. Checkmyfile.com and Capitalone.co.uk showed gradual increases. Currencysolutions.com started strong but ended weak.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Finance Consulting

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
ClearScore™ | Check Your Score https://www.clearscore.com
Free Credit Score Check — Sign Up To ClearScore Today & Get Your Free Credit Score In a Few Simple Steps. 18+, T&Cs Apply. *Based On data.ai Estimated Dsage Data in 2023. See clearscore.com/claims.
2
Easily Check Your Score https://www.experian.co.uk
It's Free, Quick, and Easy — Experian's Credit Score Is The UKs Most Used Score. Make Sure You Know Yours.
3
Tax Your Vehicle https://www.gov.uk
Tax Your Vehicle Online — You Need To Meet All Legal Obligations For Drivers Before You Can Drive. You Must Tax Your Vehicle Even If You Do Not Have To Pay Anything.
4
Free EUR to GBP Quote https://www.lumonpay.com
Exchange Euros to Pounds — Specialists in Large Money Transfers. Access fantastic rates with help from the experts.
5
StepChange Debt Charity https://www.stepchange.org
The UK's Leading Debt Charity — Debt Happens. But When It Does, We’re Here. Take The First Step, Get Free Impartial Advice. We're Not-for-profit And Independent. Free And Impartial Debt Advice At Your...

In the competitive landscape of Google PPC, ClearScore and Experian dominate with free, accessible credit score checks, emphasizing ease and reliability. Meanwhile, GOV.UK ensures legal compliance for vehicle taxation, LumonPay offers expert currency exchange, and StepChange provides crucial debt support, highlighting their not-for-profit ethos.

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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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

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