UK Finance Insurance - PPC Market Share Analysis December 2024

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.

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Share of Clicks - Last month
Domain	Share of clicks
quotezone.co.uk	1.64
aviva.co.uk	1.8
tempcover.com	1.98
directline.com	2.21
staysure.co.uk	2.55
uswitch.com	5.93
confused.com	8.9
gocompare.com	10.51
comparethemarket.com	14.3
moneysupermarket.com	15.61
others	34.57

In the competitive landscape of Google PPC, ‘moneysupermarket.com’ leads with a 15.61% click share, closely followed by ‘comparethemarket.com’ at 14.3%. ‘Others’ collectively hold a significant 34.57%, highlighting diverse competition.

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.

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Share of Spend - Last Month
Date	moneysupermarket.com	comparethemarket.com	gocompare.com	confused.com	uswitch.com	staysure.co.uk	simplybusiness.co.uk	directline.com	quotezone.co.uk	hiscox.co.uk
2024/12/01	13.62%	13.14%	9.09%	8.42%	5.77%	3.94%	2.79%	1.09%	1.08%	1.74%
2024/12/02	14.52%	14.1%	9.38%	8.58%	6.21%	3.55%	2.04%	1.11%	1.06%	1.66%
2024/12/03	13.42%	13.35%	9.21%	8.07%	5.69%	3.54%	2.18%	1.32%	1.27%	1.62%
2024/12/04	13.43%	12.33%	9.19%	7.61%	5.13%	3.47%	2.44%	1.34%	1.29%	1.69%
2024/12/05	13.42%	13.01%	8.36%	7.2%	4.39%	3.94%	2.5%	1.23%	1.08%	1.59%
2024/12/06	13.1%	12.64%	9.46%	7.85%	5.28%	3.6%	2.96%	1.17%	1.13%	1.65%
2024/12/07	14.38%	13.39%	9.9%	9.29%	5.81%	3.43%	2.89%	1.18%	1.47%	1.47%
2024/12/08	15.3%	13.4%	10.07%	9.57%	6.37%	3.46%	2.69%	1.28%	1.62%	1.13%
2024/12/09	13.95%	13.46%	9.3%	8.19%	4.66%	3.32%	2.3%	1.59%	1.12%	1.19%
2024/12/10	14.14%	13.87%	8.69%	7.54%	5.16%	2.92%	2.79%	1.61%	0.97%	1.34%
2024/12/11	13.98%	14.21%	9.45%	8.46%	5.49%	2.4%	2.11%	1.93%	1.47%	0.97%
2024/12/12	13.38%	12.26%	9.34%	7.71%	5.41%	2.71%	2.56%	1.88%	1.49%	1.37%
2024/12/13	12.98%	12.04%	8.88%	7.16%	4.78%	2.82%	2.84%	1.8%	1.38%	1.59%
2024/12/14	15.22%	12.46%	9.24%	7.95%	5.44%	2.79%	3.26%	1.79%	1.41%	1.57%
2024/12/15	14.79%	11.93%	9.33%	8.08%	5.2%	3.07%	3.53%	1.85%	1.49%	1.47%
2024/12/16	15.43%	11.83%	8.6%	7.25%	5.35%	2.71%	2.63%	1.54%	1.48%	1.29%
2024/12/17	15.99%	12.95%	7.69%	6.49%	4.27%	2.18%	2.6%	1.3%	0.99%	1.35%
2024/12/18	16.72%	13.6%	7.85%	6.73%	4.25%	1.75%	2.05%	1.32%	1.29%	1.21%
2024/12/19	18.36%	13.28%	9.22%	7.75%	4.89%	1.82%	2.39%	1.36%	1.92%	1.01%
2024/12/20	16.58%	11.32%	10.72%	8.84%	6.17%	2.06%	2.56%	2%	1.95%	1.29%
2024/12/21	15.6%	12.72%	10.06%	8.14%	5.99%	2.49%	2.65%	2.02%	1.79%	1.44%
2024/12/22	17.95%	12.56%	10.05%	9.08%	5.68%	2.36%	3.48%	2.11%	1.68%	1.11%
2024/12/23	19.68%	11.7%	10.39%	8.56%	5.24%	2.58%	3.26%	1.53%	1.5%	0.95%
2024/12/24	18.54%	11.56%	10.23%	8.85%	6.15%	2.28%	3.95%	2.07%	1.69%	1.23%
2024/12/25	18.1%	11.82%	9.61%	9.43%	6.41%	2.26%	3.86%	1.63%	1.91%	0.99%
2024/12/26	18.19%	12.65%	10.04%	9.54%	6.11%	2.57%	3.17%	1.32%	2.01%	0.88%
2024/12/27	16.1%	12.61%	9.82%	9.15%	6.82%	2.26%	2.25%	1.77%	1.91%	1.07%
2024/12/28	16.36%	12.25%	9.25%	8.72%	6.45%	2.9%	2.84%	1.58%	1.78%	1.37%
2024/12/29	16.2%	14.59%	8.42%	7.95%	5.88%	2.34%	2.85%	1.81%	1.53%	1.51%
2024/12/30	17.37%	14.75%	9.22%	8.16%	5.56%	2.51%	2.23%	1.74%	1.26%	1.44%
2024/12/31	17.51%	13.19%	8.5%	8.06%	5.32%	3.08%	2.41%	2.2%	1.65%	1.58%

In December 2024, moneysupermarket.com led with a peak spend share of 19.68% on the 23rd. comparethemarket.com fluctuated, ending at 13.19%. gocompare.com and confused.com showed steady trends, while uswitch.com and staysure.co.uk had lower shares. Simplybusiness.co.uk and directline.com saw modest increases, with quotezone.co.uk and hiscox.co.uk maintaining minimal shares.

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.

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Competitor Count - Last month
Date	Competitor Count
2024/12/01	1440
2024/12/02	1493
2024/12/03	1502
2024/12/04	1509
2024/12/05	1505
2024/12/06	1528
2024/12/07	1476
2024/12/08	1475
2024/12/09	1473
2024/12/10	1450
2024/12/11	1481
2024/12/12	3288
2024/12/13	3356
2024/12/14	3457
2024/12/15	3551
2024/12/16	3543
2024/12/17	3118
2024/12/18	3086
2024/12/19	3100
2024/12/20	2938
2024/12/21	2652
2024/12/22	2452
2024/12/23	1961
2024/12/24	1360
2024/12/25	1403
2024/12/26	1324
2024/12/27	1312
2024/12/28	1253
2024/12/29	1306
2024/12/30	1306
2024/12/31	1267

December began with 1,440 advertisers, peaking mid-month at 3,551. A sharp decline followed, ending the month at 1,267.

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.

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Market Loss & Market Gains - Last month
Name	Market Trend
moneysupermarket.com	2.23%
veygo.com	0.49%
directline.com	0.39%
tempcover.com	0.38%
quotezone.co.uk	0.36%
payingtoomuch.com	-0.24%
postoffice.co.uk	-0.27%
avantitravelinsurance.co.uk	-0.39%
staysure.co.uk	-0.54%
comparethemarket.com	-1.16%

Moneysupermarket.com surged with a 2.23% click share increase, while comparethemarket.com faced a 1.16% decline. Veygo.com rose by 0.49%, contrasting with staysure.co.uk’s 0.54% drop.

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.

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Date	moneysupermarket.com	confused.com	comparethemarket.com	gocompare.com	uswitch.com	directline.com	quotezone.co.uk	adrianflux.co.uk	tempcover.com	staysure.co.uk
2024/12/01	11.61%	11.57%	9.82%	7.97%	7.12%	1.46%	1.96%	2.07%	1.92%	3.07%
2024/12/02	12.41%	11.94%	10.63%	8.36%	7.56%	1.49%	1.87%	1.36%	1.72%	3.01%
2024/12/03	11.12%	11.17%	10.1%	8%	7.01%	1.74%	2.25%	1.63%	1.92%	2.88%
2024/12/04	11.16%	10.78%	9.17%	8.16%	6.56%	1.77%	2.28%	2.03%	2.06%	2.77%
2024/12/05	11.37%	10.45%	9.69%	7.44%	5.82%	1.65%	1.95%	1.79%	1.97%	3.12%
2024/12/06	10.81%	11.03%	9.38%	8.45%	6.49%	1.63%	2.01%	1.59%	2.09%	2.82%
2024/12/07	12.24%	12.82%	9.92%	8.65%	7.15%	1.61%	2.69%	1.55%	2.28%	2.5%
2024/12/08	12.7%	12.66%	9.9%	8.67%	7.53%	1.72%	2.79%	1.88%	1.9%	2.7%
2024/12/09	11.52%	11.37%	9.77%	8.2%	5.72%	2.26%	1.97%	1.95%	1.75%	2.53%
2024/12/10	11.79%	10.43%	10.36%	7.69%	6.31%	2.37%	1.73%	2.59%	1.47%	2.28%
2024/12/11	11.48%	11.14%	10.6%	7.94%	6.43%	2.75%	2.62%	2.29%	1.74%	1.98%
2024/12/12	10.03%	9.72%	8.19%	7.35%	5.93%	2.61%	2.38%	1.58%	1.78%	1.95%
2024/12/13	9.55%	9.04%	8.09%	7.05%	5.18%	2.54%	2.27%	1.1%	1.66%	2.11%
2024/12/14	11.46%	10.22%	8.39%	7.3%	5.92%	2.68%	2.27%	1.25%	1.91%	1.99%
2024/12/15	11.21%	10.52%	8.05%	7.29%	5.87%	2.67%	2.5%	1.41%	2.11%	2.2%
2024/12/16	12.15%	9.66%	8.1%	6.68%	6.06%	2.19%	2.47%	1.43%	2.07%	1.88%
2024/12/17	13.52%	9.42%	9.74%	6.35%	5.08%	1.93%	1.79%	2.66%	2.19%	1.61%
2024/12/18	14.15%	9.48%	9.74%	6.43%	5.05%	1.82%	2.35%	3.25%	2.06%	1.37%
2024/12/19	15.3%	10.71%	9.52%	7.8%	5.68%	2%	3.37%	2.51%	2.31%	1.34%
2024/12/20	13.15%	11.54%	7.42%	8.7%	6.91%	2.79%	3.33%	1.65%	6.45%	1.42%
2024/12/21	12.32%	11.1%	8.67%	8.43%	6.93%	2.93%	3.36%	1.67%	2.58%	1.79%
2024/12/22	14.8%	11.98%	8.58%	8.49%	6.59%	3.14%	3.07%	1.57%	2.18%	1.71%
2024/12/23	16.27%	11.94%	8.06%	8.9%	6.1%	2.18%	2.74%	1.68%	2.46%	1.95%
2024/12/24	15.04%	12.03%	8.1%	8.7%	7.01%	3.06%	2.99%	1.74%	2.48%	1.61%
2024/12/25	14.66%	12.28%	7.76%	8.03%	7.19%	2.35%	3.28%	1.3%	2.39%	1.6%
2024/12/26	14.5%	12.64%	8.44%	8.11%	6.85%	1.9%	3.47%	2.15%	2.58%	1.9%
2024/12/27	12.76%	12%	8.9%	7.95%	7.65%	2.52%	3.29%	2.65%	2.41%	1.57%
2024/12/28	12.95%	11.88%	8.57%	7.55%	7.59%	2.24%	3.25%	1.89%	2.44%	2.1%
2024/12/29	12.85%	11%	10.31%	7.31%	7.07%	2.67%	2.92%	2.04%	2.08%	1.64%
2024/12/30	14.29%	11.36%	10.66%	7.81%	6.83%	2.58%	2.36%	2.97%	1.86%	1.91%
2024/12/31	14.31%	11.49%	9.4%	7.34%	6.51%	3.04%	3.04%	2.53%	2.19%	2.12%

In December 2024, moneysupermarket.com led with a steady rise, peaking at 16.27% on the 23rd. Confused.com maintained a consistent presence, while comparethemarket.com fluctuated, ending at 9.4%. Gocompare.com and uswitch.com showed moderate activity. Directline.com and quotezone.co.uk saw notable increases, with quotezone.co.uk peaking at 3.47% on the 26th. Adrianflux.co.uk and tempcover.com had varied trends, while staysure.co.uk experienced a decline, closing at 2.12%.

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.

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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
Cheap Car Insurance Quotes https://www.confused.com/compare/car-insurance
51% Could Save Up To £523 — Make switching car insurance effortless with Confused.com. 96% of customers recommend us.
3
Cheap Car Insurance Quotes - GoCompare For Free Today https://www.gocompare.com
Save Time & Money By Comparing Some Of The Cheapest Car Insurance Deals Now! We...
4
Cheap Car Insurance Quotes | Up To 45% Cheaper Car Cover https://moneysupermarket.com › compare › car-insurance
51% Of Consumers Could Save Up To 45%. Earn Rewards & We’ll Even Price Match. T&Cs Apply.
5
Our Cheapest Car Insurance - Enter Your Car Reg For Quotes https://www.uswitch.com › insurance › car
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 focus on quick, reliable accident support. Comparethemarket.com and Confused.com emphasize savings and ease, while Marshmallow targets UK newcomers with unique coverage options. RAC offers flexible, temporary insurance, catering to diverse needs.

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