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UK Finance Credit Cards - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Credit Cards 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 Credit Cards 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
moneysupermarket.com	20.03
moneysavingexpert.com	12.37
capitalone.co.uk	12.3
comparethemarket.com	10.16
experian.co.uk	5.58
americanexpress.com	4.78
barclaycard.co.uk	4.33
uswitch.com	4.17
oceanfinance.co.uk	2.84
postoffice.co.uk	2.7
others	20.74

In the competitive landscape of Google PPC for credit cards, moneysupermarket.com leads with 20.03% click share. Close contenders include moneysavingexpert.com and capitalone.co.uk. Notably, ‘others’ collectively hold 20.74%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Finance Credit Cards 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	moneysupermarket.com	moneysavingexpert.com	comparethemarket.com	capitalone.co.uk	uswitch.com	postoffice.co.uk	experian.co.uk	barclaycard.co.uk	oceanfinance.co.uk	americanexpress.com
2025/01/01	26.37%	18.42%	7.12%	15.61%	5.51%	2.2%	2.76%	2.49%	3.71%	3.01%
2025/01/02	29.28%	15.59%	7.24%	13.84%	4.84%	2.04%	3.01%	2.24%	3.8%	3.33%
2025/01/03	28.65%	15.68%	8.5%	12.86%	5.34%	3.24%	2.49%	2.23%	3.58%	3.11%
2025/01/04	30%	12.44%	9.63%	12.79%	4.05%	3.36%	2.86%	1.99%	3.28%	3.17%
2025/01/05	30.06%	13.28%	9.57%	13.1%	2.94%	4.16%	2.33%	1.95%	2.42%	3.16%
2025/01/06	33.52%	12.74%	9.2%	11.96%	3.4%	3.08%	2.46%	1.9%	3.57%	3.12%
2025/01/07	32.68%	12.49%	10.53%	12.47%	3.01%	3.04%	3.09%	1.64%	3.18%	3.22%
2025/01/08	26.06%	10.93%	13.43%	12.75%	4.79%	2.59%	4.77%	2.56%	3.06%	3.12%
2025/01/09	26.34%	13.11%	13.58%	11.28%	5.28%	2.58%	4.44%	3.14%	2.93%	2.68%
2025/01/10	27.89%	12.64%	12.6%	11.3%	4.6%	2.3%	5.2%	3.19%	2.75%	2.52%
2025/01/11	26.72%	13.37%	13.65%	11.79%	4.6%	1.84%	5.16%	3.3%	2.38%	2.87%
2025/01/12	27.86%	11.6%	12.79%	12%	3.95%	1.58%	4.87%	3.12%	2.64%	3.13%
2025/01/13	29.25%	11.21%	12.1%	11.65%	4.55%	1.17%	4.91%	2.88%	2.42%	3.74%
2025/01/14	26.9%	12.64%	14.23%	12.79%	4.72%	1.43%	4.82%	2.47%	2.79%	2.14%
2025/01/15	25.38%	9.66%	13.37%	11.89%	4.65%	1.64%	5.09%	2.34%	3.23%	2.61%
2025/01/16	26.22%	13.05%	13.52%	11.22%	5.26%	2.57%	4.42%	3.16%	2.91%	2.71%
2025/01/21	20.25%	10.63%	13.27%	11.64%	5.92%	2.04%	6.92%	5.43%	2.99%	2.94%
2025/01/22	25.26%	11.89%	14.43%	9.19%	5.06%	1.33%	7.76%	5.4%	1.53%	2.83%
2025/01/23	26.51%	10.8%	12.61%	11.13%	4.68%	1.5%	4.98%	4.61%	3%	2.63%
2025/01/24	24.18%	12.18%	12.62%	12%	4.69%	2.23%	3.14%	5.55%	3.1%	2.45%
2025/01/25	21.43%	10.85%	12.1%	10.8%	7.7%	3.29%	3.72%	6.59%	2.34%	2.46%
2025/01/26	23.51%	10.15%	10.97%	12.25%	6.16%	3.28%	3.83%	4.93%	1.85%	3.52%
2025/01/27	23.99%	12.64%	10.13%	13.04%	4.78%	3.15%	3.02%	4.57%	3.23%	3.02%
2025/01/28	24.89%	11.11%	11.32%	10.07%	5.73%	2.43%	3.73%	6.54%	2.96%	3.45%
2025/01/29	23.25%	12.13%	11.61%	10.62%	6.1%	2.57%	3.78%	6.22%	2.89%	2.96%
2025/01/30	21.63%	12.54%	11.62%	10.4%	6.94%	3.88%	4%	5.32%	3.18%	1.93%
2025/01/31	21.55%	11.73%	11.58%	10.96%	7.4%	4.87%	4.07%	3.62%	3.08%	1.51%

In January 2025, moneysupermarket.com led with a fluctuating spend share, peaking early and declining by month’s end. Moneysavingexpert.com and comparethemarket.com showed varied trends, while capitalone.co.uk and uswitch.com saw modest gains. The month concluded with diverse performances across advertisers.

Market Exposure

Competitor Count for UK Finance Credit Cards

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	575
2025/01/02	593
2025/01/03	643
2025/01/04	602
2025/01/05	631
2025/01/06	627
2025/01/07	646
2025/01/08	645
2025/01/09	661
2025/01/10	665
2025/01/11	617
2025/01/12	618
2025/01/13	611
2025/01/14	642
2025/01/15	628
2025/01/16	661
2025/01/21	647
2025/01/22	615
2025/01/23	590
2025/01/24	599
2025/01/25	589
2025/01/26	575
2025/01/27	593
2025/01/28	581
2025/01/29	713
2025/01/30	703
2025/01/31	667

January saw a dynamic shift in distinct advertisers, starting at 575 and peaking at 713. The month concluded with a notable increase, finishing at 667.

Campaign Efficiency

Market Loss & Market Gains for UK Finance Credit Cards

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
barclaycard.co.uk	2.19%
mbna.co.uk	1.87%
uswitch.com	1.69%
hsbc.co.uk	0.61%
zable.co.uk	0.6%
moneysavingexpert.com	-0.45%
paypal.com	-0.89%
americanexpress.com	-0.99%
capitalone.co.uk	-1.07%
moneysupermarket.com	-2.85%

Barclaycard.co.uk leads with a 2.19% click share rise, while moneysupermarket.com drops by 2.85%.

Campaign Efficiency

UK Finance Credit Cards 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	capitalone.co.uk	moneysupermarket.com	moneysavingexpert.com	comparethemarket.com	postoffice.co.uk	uswitch.com	oceanfinance.co.uk	experian.co.uk	barclaycard.co.uk	americanexpress.com
2025/01/01	21.46%	16.39%	14.35%	4.66%	3.53%	4.53%	5.55%	2.82%	3.37%	4.03%
2025/01/02	19.61%	17.91%	12.33%	4.77%	3.31%	3.74%	5.57%	3.02%	3.04%	4.46%
2025/01/03	17.97%	17.93%	12.3%	5.7%	5.32%	4.03%	5.39%	2.7%	2.7%	4.71%
2025/01/04	17.83%	17.42%	9.45%	6.39%	5.21%	2.81%	4.89%	3.09%	2.71%	4.25%
2025/01/05	18.76%	17.84%	10.32%	6.31%	6.65%	2.04%	3.49%	2.54%	2.32%	4.34%
2025/01/06	17.43%	20.6%	10.29%	6.36%	5.13%	2.49%	5.63%	2.64%	2.54%	4.2%
2025/01/07	18.07%	20.15%	9.97%	7.22%	4.94%	2.28%	4.96%	3.28%	2.34%	4.68%
2025/01/08	17.14%	15.91%	8.43%	9.71%	4.22%	3.68%	4.57%	5.18%	3.35%	4.35%
2025/01/09	14.86%	16.76%	10.25%	9.83%	4.38%	4.08%	4.55%	4.82%	3.86%	3.84%
2025/01/10	15.16%	17.98%	10.03%	9.32%	3.7%	3.41%	4.16%	5.53%	4.02%	3.57%
2025/01/11	16.01%	17.09%	10.59%	9.87%	3.12%	3.5%	3.76%	5.55%	4.08%	4.34%
2025/01/12	16.44%	17.37%	9.18%	9.1%	2.75%	2.87%	4.07%	5.18%	3.97%	4.15%
2025/01/13	16.5%	18.45%	9.09%	8.77%	2.1%	3.36%	3.77%	5.15%	3.69%	5.21%
2025/01/14	17.41%	17.37%	10.28%	10.64%	2.44%	3.59%	4.35%	5.05%	3.11%	2.83%
2025/01/15	16.36%	15.56%	7.35%	9.47%	3.02%	3.15%	4.91%	5.11%	3.03%	2.73%
2025/01/16	14.83%	16.74%	10.24%	9.82%	4.37%	4.07%	4.54%	4.8%	3.86%	3.84%
2025/01/21	14.2%	12.64%	7.73%	9.06%	3.46%	4.74%	4.52%	7.04%	6.57%	4.23%
2025/01/22	12%	16.98%	9.64%	10.8%	2.15%	4.17%	2.33%	8.58%	6.61%	4.16%
2025/01/23	14.67%	17.1%	8.75%	9.07%	2.59%	3.65%	4.63%	5.26%	5.37%	3.32%
2025/01/24	15.46%	15.29%	9.44%	8.75%	3.51%	3.7%	4.8%	3.19%	6.22%	3.25%
2025/01/25	13.79%	13.64%	8.13%	8.32%	5.14%	6.13%	3.35%	3.79%	7.67%	3.36%
2025/01/26	15.96%	14.74%	7.65%	7.39%	5.03%	4.78%	2.54%	3.94%	5.72%	4.73%
2025/01/27	17.01%	14.83%	9.65%	6.59%	4.93%	3.68%	4.66%	3.08%	5.04%	4.21%
2025/01/28	13.03%	16.11%	8.77%	8.01%	3.73%	4.62%	4.2%	3.88%	7.19%	4.85%
2025/01/29	13.7%	14.76%	9.26%	8.21%	4.12%	5.1%	4.16%	3.77%	6.85%	4.32%
2025/01/30	12.84%	13.54%	9.33%	8.02%	5.89%	5.84%	4.57%	3.95%	6%	2.55%
2025/01/31	13.85%	13.5%	8.61%	8.1%	7.35%	6.22%	4.46%	3.99%	3.94%	1.59%

In January 2025, Capital One’s impression share started strong at 21.46%, but gradually declined, ending at 13.85%. Moneysupermarket saw fluctuations, peaking mid-month, then closing at 13.5%. Moneysavingexpert’s share decreased overall, finishing at 8.61%. Comparethemarket experienced a rise, ending at 8.1%. Post Office’s share increased towards the end, closing at 7.35%. Uswitch’s share rose steadily, ending at 6.22%. Ocean Finance remained stable, closing at 4.46%. Experian’s share fluctuated, ending at 3.99%. Barclaycard’s share peaked mid-month, closing at 3.94%. American Express saw a decline, finishing at 1.59%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Finance Credit Cards

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
Balance Transfer (BT) Offers - Balance Transfer Credit Cards https://www.barclaycard.co.uk
BT offers. Representative 24.9% APR (variable). Subject to financial status. T&Cs apply.
2
0% Balance Transfer Card - 0% Interest Free Credit Cards https://www.comparethemarket.com › credit_card › balance
Search For The Right 0% Balance Transfer Credit Card Without Harming Your Credit Score.
3
Top Interest Free Credit Cards - Interest Free For 21 Months https://www.moneysavingexpert.com › credit-cards › interest-free
Up To 21 Months 0% Interest Credit Cards. 20.9% APR Representative Variable. Money...
4
Best 0% Interest Credit Cards - Up to 22 Months | MoneySuperMarket https://www.moneysupermarket.com
Enjoy That SuperSaving Feeling At MoneySuperMarket. Save On Your Credit Card Bills Today.
5
Best Business Credit Cards January 2025 | Uswitch https://www.uswitch.com
See How Much You Can Save On You Business Insurance With Our Free Service. Get A Quote Now

In the competitive landscape of credit card PPC ads, Barclaycard, Comparethemarket, Moneysavingexpert, Moneysupermarket, and Uswitch dominate. Themes of balance transfers and 0% interest offers prevail, with unique selling propositions focusing on financial savings and credit score protection.

Frequently Asked Questions

Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
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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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