UK Finance Insurance - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Insurance 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 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
moneysupermarket.com	16.18
comparethemarket.com	14.7
confused.com	9.87
gocompare.com	9.08
uswitch.com	6.31
directline.com	2.41
quotezone.co.uk	2.18
staysure.co.uk	2.01
tempcover.com	1.61
lv.com	1.48
others	34.17

Moneysupermarket.com leads with 16.18% click share, followed by Comparethemarket.com at 14.7%. Others collectively hold a significant 34.17%.

Market Exposure

Share of Spend for the top 10 UK 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	moneysupermarket.com	comparethemarket.com	confused.com	gocompare.com	uswitch.com	quotezone.co.uk	staysure.co.uk	simplybusiness.co.uk	axa.co.uk	directline.com
2025/01/01	19.68%	14.56%	10.36%	9.26%	6.7%	1.72%	2.45%	2.37%	0.42%	2.09%
2025/01/02	19.32%	12.07%	10.2%	9.85%	6.27%	1.66%	2.96%	1.38%	0.52%	1.67%
2025/01/03	18.09%	12.49%	9.89%	8.77%	6.27%	1.63%	2.16%	2.06%	0.73%	2.25%
2025/01/04	17.41%	13.69%	9.64%	9.26%	6.07%	1.8%	2.47%	1.73%	0.58%	2.54%
2025/01/05	19.23%	13.89%	8.69%	9.25%	5.44%	1.34%	2.29%	1.98%	0.5%	2.07%
2025/01/06	19.09%	12.42%	8.97%	9.01%	5.61%	1.29%	2.7%	1.95%	0.77%	1.8%
2025/01/07	17.36%	12.61%	8.95%	8.18%	5.84%	1.59%	2.46%	1.68%	1.04%	2.15%
2025/01/08	15.52%	13.55%	8.9%	8.5%	5.38%	1.6%	2.46%	2.24%	1.4%	2.34%
2025/01/09	15.39%	13.56%	8.83%	8.56%	5.67%	1.6%	2.4%	2.04%	1.67%	2.45%
2025/01/10	15.45%	13.98%	9.15%	8.44%	5.72%	1.98%	2.14%	2.4%	1.73%	2.2%
2025/01/11	15.87%	14.37%	9.23%	8.38%	5.89%	1.9%	2.18%	2.81%	1.39%	2.27%
2025/01/12	15.27%	14.36%	9.29%	8.46%	5.62%	1.71%	2.18%	2.7%	1.4%	2.1%
2025/01/13	15.56%	14.38%	8.99%	8.97%	5.52%	1.32%	2.38%	2.08%	1.63%	1.69%
2025/01/14	15.72%	15.47%	8.39%	8.43%	5.3%	1.23%	2.01%	2.13%	1.42%	1.71%
2025/01/15	13.88%	14.06%	8.75%	8.52%	5.8%	1.7%	2.03%	2.15%	1.58%	1.6%
2025/01/16	15.34%	13.51%	8.8%	8.53%	5.65%	1.59%	2.39%	2.04%	1.67%	2.44%
2025/01/21	15.04%	12.13%	9.64%	7.84%	6.27%	2.23%	2.02%	2.13%	2.05%	1.87%
2025/01/22	14.55%	12.93%	8.75%	8.63%	5.37%	1.64%	2.41%	1.95%	2.06%	1.68%
2025/01/23	14.64%	13.38%	7.35%	7.46%	4.9%	1.51%	2.22%	2.31%	2.08%	1.33%
2025/01/24	16.07%	14.46%	7.1%	7.31%	4.27%	1.38%	2.23%	2.3%	1.94%	1.29%
2025/01/25	15.28%	13.09%	10.48%	8.38%	6.85%	2.33%	2.21%	2.19%	1.77%	1.81%
2025/01/26	15.04%	13.59%	9.91%	8.94%	6.49%	1.86%	2.11%	2.41%	1.77%	1.58%
2025/01/27	17.12%	13.48%	8.61%	6.95%	5.46%	1.68%	1.88%	2.33%	1.66%	1.05%
2025/01/28	14.89%	13.3%	8.92%	9.32%	5.12%	1.55%	2.06%	2.05%	1.91%	1.24%
2025/01/29	15.21%	12.54%	9.8%	9.22%	6.24%	2.26%	2.16%	1.97%	1.53%	1.45%
2025/01/30	15.42%	12.48%	9.67%	8.93%	6.81%	2.82%	2.08%	1.8%	1.32%	1.46%
2025/01/31	14.96%	12.75%	9.87%	8.63%	6.78%	2.85%	2.24%	2.09%	1.47%	1.3%

In January 2025, moneysupermarket.com led PPC spend, peaking early at 19.68%. comparethemarket.com followed, with a steady rise mid-month. confused.com and gocompare.com showed fluctuations, while uswitch.com and quotezone.co.uk had modest shares. The month concluded with moneysupermarket.com maintaining dominance.

Market Exposure

Competitor Count for UK 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
2025/01/01	1281
2025/01/02	1310
2025/01/03	1367
2025/01/04	1339
2025/01/05	1409
2025/01/06	1383
2025/01/07	1391
2025/01/08	1452
2025/01/09	1441
2025/01/10	1480
2025/01/11	1443
2025/01/12	1453
2025/01/13	1416
2025/01/14	1476
2025/01/15	1452
2025/01/16	1441
2025/01/21	1493
2025/01/22	1458
2025/01/23	1471
2025/01/24	1426
2025/01/25	1401
2025/01/26	1392
2025/01/27	1424
2025/01/28	1425
2025/01/29	1814
2025/01/30	1701
2025/01/31	1611

January saw a dynamic shift in distinct advertisers, starting at 1,281 and peaking at 1,814. The month concluded with a notable 1,611.

Campaign Efficiency

Market Loss & Market Gains for UK 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
marshmallow.com	1.08%
quotezone.co.uk	0.72%
uswitch.com	0.68%
lv.com	0.38%
confused.com	0.35%
tempcover.com	-0.41%
moneysupermarket.com	-0.63%
veygo.com	-0.71%
directline.com	-1.01%
comparethemarket.com	-1.19%

Marshmallow.com surged with a 1.08% click share increase, while comparethemarket.com dropped by 1.19%.

Campaign Efficiency

UK 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	moneysupermarket.com	confused.com	comparethemarket.com	uswitch.com	gocompare.com	quotezone.co.uk	staysure.co.uk	directline.com	marshmallow.com	tempcover.com
2025/01/01	16.18%	12.74%	10.17%	7.29%	7.61%	3.12%	1.74%	3.03%	0.77%	2.12%
2025/01/02	15.7%	12.62%	8.72%	7.12%	8.05%	3.06%	2.1%	2.46%	0.56%	2.14%
2025/01/03	14.43%	12.07%	8.74%	6.76%	7.11%	2.89%	1.59%	3.28%	0.61%	1.88%
2025/01/04	13.41%	11.07%	9.45%	6.49%	7%	3.22%	1.87%	3.66%	0.62%	2.18%
2025/01/05	15.09%	9.89%	9.51%	5.71%	7.14%	2.24%	1.7%	3.1%	1.04%	2.36%
2025/01/06	15.53%	11.22%	8.81%	6.32%	7.15%	2.35%	1.9%	2.66%	0.92%	2.83%
2025/01/07	13.92%	10.89%	8.95%	6.4%	6.46%	2.84%	1.82%	3.05%	0.97%	2.17%
2025/01/08	12.44%	11.26%	9.73%	6.29%	6.87%	2.9%	2.05%	3.49%	2.02%	1.93%
2025/01/09	12.44%	11.15%	9.67%	6.54%	6.99%	2.81%	1.95%	3.76%	1.89%	2.1%
2025/01/10	12.53%	11.45%	10.07%	6.7%	6.95%	3.59%	1.62%	3.29%	1.31%	2.1%
2025/01/11	12.93%	11.57%	10.23%	6.78%	6.85%	3.33%	1.72%	3.51%	1.44%	2.17%
2025/01/12	12.29%	11.66%	10.67%	6.59%	7.03%	3.12%	1.63%	3.14%	2.05%	2.15%
2025/01/13	12.94%	11.57%	10.83%	6.46%	7.42%	2.4%	1.8%	2.66%	1.51%	2.08%
2025/01/14	12.88%	10.26%	11.39%	5.93%	6.87%	2.16%	1.53%	2.51%	1.79%	1.92%
2025/01/15	11.15%	11.04%	10.11%	6.84%	6.78%	3.02%	1.54%	2.4%	1.43%	1.73%
2025/01/16	12.44%	11.15%	9.67%	6.54%	6.99%	2.81%	1.95%	3.76%	1.89%	2.1%
2025/01/21	11.73%	11.64%	8.05%	7.45%	6%	3.99%	1.49%	2.69%	4.66%	1.68%
2025/01/22	11.66%	10.89%	9.16%	6.21%	6.95%	2.97%	1.92%	2.42%	3.38%	1.52%
2025/01/23	11.74%	8.78%	9.27%	5.64%	5.8%	2.75%	1.73%	1.85%	4.23%	1.65%
2025/01/24	12.72%	8.54%	9.88%	5.04%	5.51%	2.42%	1.74%	1.82%	4.58%	1.51%
2025/01/25	11.87%	12.32%	8.69%	7.85%	6.41%	4.13%	1.81%	2.56%	4.92%	1.44%
2025/01/26	11.65%	11.96%	9.36%	7.32%	6.98%	3.42%	1.68%	2.28%	3.61%	1.56%
2025/01/27	14.01%	10.74%	9.42%	6.52%	5.37%	3.01%	1.53%	1.37%	3.11%	1.56%
2025/01/28	12.2%	11.33%	9.48%	6.05%	7.7%	2.9%	1.77%	1.76%	2.35%	1.62%
2025/01/29	12.14%	11.87%	8.73%	7.08%	7.27%	4.03%	1.85%	2.07%	1.8%	1.42%
2025/01/30	12.04%	11.42%	8.54%	7.48%	6.92%	4.9%	1.7%	2.09%	1.62%	1.47%
2025/01/31	11.85%	11.7%	8.74%	7.56%	6.66%	5.04%	1.9%	1.86%	1.67%	1.51%

Moneysupermarket.com started strong but declined, ending January at 11.85%. Confused.com fluctuated, closing at 11.7%. Comparethemarket.com saw a dip, finishing at 8.74%. Uswitch.com rose to 7.56%. Gocompare.com ended at 6.66%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK 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
Car Insurance Claims - Accident Support Team https://www.claimsline.com/claims/car-insurance
Had An Accident? Claimsline Makes Reporting An Insurance Claim Quick And Easy. Get Fast, Independent, Reliable Support. Click To Start Your Claim Now.
2
Confused.com Car Insurance https://www.confused.com/car-insurance/quotes
51% Could Save Up To £523 — Make switching car insurance effortless with Confused.com. 96% of customers recommend us.
3
Direct Line Car Insurance | Get A Quote In Minutes https://www.directline.com
Get A Quote For Your Car Insurance And Compare Our Prices To See How Much You Could Save
4
Cheap Car Insurance Quotes - Up To £462 Cheaper https://moneysupermarket.com › compare › car-insurance
51% Of Consumers Could Save Up To £462. Earn Rewards & We’ll Even Price Match. T&Cs Apply.
5
Our Cheapest Car Insurance - Save up to £523 on Your Quote https://www.uswitch.com
We Compare Quotes From Major UK Providers To Find You a Great Deal On Your Car Insurance!

In the competitive world of car insurance PPC ads, Claimsline stands out with its empathetic “Accident Support Team” theme, offering quick, reliable claim support. Confused.com and Uswitch emphasize significant savings, with Confused.com boasting a 96% recommendation rate. Direct Line and MoneySuperMarket focus on price comparison, highlighting potential savings and rewards.

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.

Learn more about our data.

Learn more about our data accuracy
Yes. The PPC Market Share Report 2024 aggregates data from across both device types and Google Shopping.
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.

Complete the form below to get started.
Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

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.