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US 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 US 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 US 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
americanexpress.com	9.44
creditkarma.com	9.28
capitalone.com	8.87
chase.com	8.76
nerdwallet.com	7.79
discover.com	5.9
bankofamerica.com	5.37
citi.com	3.67
fool.com	3.31
homedepot.com	2.86
others	34.75

In the competitive landscape of Google PPC for credit cards, American Express leads with 9.44% click share, closely followed by Credit Karma at 9.28%. Meanwhile, ‘others’ collectively hold a significant 34.75% share, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 US 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	nerdwallet.com	fool.com	capitalone.com	comparecredit.com	discover.com	chase.com	comparecards.com	cardcritics.com	americanexpress.com	lendingtree.com
2025/01/01	14.29%	8.06%	8.58%	5.6%	5.05%	9.26%	2.06%	5.53%	2.09%	4.52%
2025/01/02	13.59%	7.67%	10.04%	5.51%	5.59%	8.09%	2.43%	5.46%	2.32%	4.9%
2025/01/03	16.04%	6.8%	10.08%	5.39%	5.17%	6.62%	2.11%	4.4%	3.08%	4.57%
2025/01/04	13.39%	7.8%	9.86%	5.33%	6.31%	6.69%	2.55%	5.29%	3.32%	3.96%
2025/01/05	13.49%	7.78%	9.79%	5.03%	5.22%	6.32%	2.79%	5.19%	3.9%	3.41%
2025/01/06	13.37%	8.29%	9.08%	6.57%	5.02%	6.07%	3.55%	5.67%	3.8%	4.58%
2025/01/07	11.77%	8.2%	10.31%	6.78%	6.02%	6.89%	4.35%	5.73%	3.56%	4.29%
2025/01/08	12.96%	8.5%	9.28%	7.14%	5.65%	5.89%	4.44%	6.07%	3.24%	5.03%
2025/01/09	14.51%	7.74%	9.4%	6.54%	5.62%	6.62%	3.95%	5.34%	3.59%	5.13%
2025/01/10	12.69%	8.19%	8.92%	7.47%	6.09%	6.67%	3.69%	5.26%	3.77%	4.32%
2025/01/11	13.54%	7.93%	9.31%	7.11%	5.57%	6.63%	3.73%	4.74%	4.01%	4.54%
2025/01/12	14.13%	7.87%	9.13%	6.87%	5.78%	6.8%	3.25%	4.14%	3.87%	4.32%
2025/01/13	16.15%	6.96%	9.54%	6.1%	5.31%	7.06%	3.11%	3.12%	4.99%	3.89%
2025/01/14	14.18%	6.89%	9.43%	6.53%	5.91%	6.51%	3.51%	3.43%	3.94%	4.04%
2025/01/15	12.93%	8.47%	9.39%	7.13%	5.64%	5.86%	4.45%	6.04%	3.24%	5.01%
2025/01/16	14.49%	7.73%	9.4%	6.53%	5.63%	6.61%	3.95%	5.32%	3.61%	5.12%
2025/01/21	14.79%	8.89%	9.47%	7.99%	4.96%	5.83%	3.07%	5.07%	3.05%	4.07%
2025/01/22	14.68%	9.62%	9.16%	8.54%	4.92%	5.6%	3.11%	5.12%	3.21%	3.9%
2025/01/23	13.2%	8.49%	7.93%	8.16%	5.3%	6.69%	3.22%	4.1%	3.34%	3.36%
2025/01/24	15.27%	8.16%	9.43%	7.39%	5.54%	5.92%	2.68%	4.62%	3.08%	3.2%
2025/01/25	15.5%	8.04%	9.42%	6.93%	5.73%	5.6%	2.51%	4.85%	2.75%	2.8%
2025/01/26	15.14%	8.3%	9.87%	6.72%	5.99%	6.61%	2.33%	4.19%	2.92%	2.51%
2025/01/27	15.88%	8.41%	10.21%	6.41%	5.44%	6.64%	2.63%	3.46%	3.45%	2.5%
2025/01/28	15.47%	8.36%	9.73%	7.02%	5.37%	5.7%	3.65%	3.46%	4.1%	2.45%
2025/01/29	15.92%	8.34%	9.49%	7.01%	5%	5.78%	3.89%	3.74%	3.96%	2.79%
2025/01/30	16.38%	8.46%	9.17%	7.02%	4.68%	6.27%	4.41%	4.09%	3.89%	2.73%
2025/01/31	17.98%	8.83%	8.13%	7.01%	4.61%	4.56%	4.43%	4.09%	3.19%	2.47%

Nerdwallet.com led January with a steady rise, peaking at 17.98% on the 31st. Fool.com and Capitalone.com showed consistent mid-month growth. Comparecredit.com and Discover.com fluctuated, while Chase.com ended with a dip.

Market Exposure

Competitor Count for US 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	1698
2025/01/02	1661
2025/01/03	1798
2025/01/04	1645
2025/01/05	1614
2025/01/06	1766
2025/01/07	1599
2025/01/08	1657
2025/01/09	1656
2025/01/10	1741
2025/01/11	1659
2025/01/12	1695
2025/01/13	1682
2025/01/14	1716
2025/01/15	1657
2025/01/16	1656
2025/01/21	1714
2025/01/22	1699
2025/01/23	1907
2025/01/24	1848
2025/01/25	1869
2025/01/26	1726
2025/01/27	1794
2025/01/28	1759
2025/01/29	1912
2025/01/30	2138
2025/01/31	1984

January saw fluctuating advertiser numbers, peaking at 2,138 on January 30, ending with 1,984.

Campaign Efficiency

Market Loss & Market Gains for US 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
nerdwallet.com	1.87%
capitalone.com	0.81%
forbes.com	0.71%
fool.com	0.6%
comparecredit.com	0.56%
lendingtree.com	-0.41%
thegiftcardshop.com	-0.55%
citi.com	-0.92%
americanexpress.com	-1.79%
creditkarma.com	-3.15%

Nerdwallet.com surged with a 1.87% click share increase, while creditkarma.com faced a 3.15% decline.

Campaign Efficiency

US 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	nerdwallet.com	capitalone.com	fool.com	comparecredit.com	americanexpress.com	creditkarma.com	cardcritics.com	chase.com	discover.com	bankofamerica.com
2025/01/01	8.26%	10.14%	7.15%	4.84%	3.43%	6.65%	5.15%	7.86%	3.92%	3.46%
2025/01/02	7.8%	11.46%	6.78%	4.81%	4.02%	6.51%	4.95%	6.55%	4.25%	3.91%
2025/01/03	9.35%	12.07%	6.09%	4.71%	4.37%	6.63%	4.02%	5.07%	4.3%	3.93%
2025/01/04	7.21%	11.77%	6.63%	4.42%	5.22%	6.15%	4.7%	4.89%	5.04%	3.36%
2025/01/05	7.07%	11.41%	6.64%	4.1%	5.61%	6.36%	4.49%	4.24%	4.03%	4.38%
2025/01/06	7.46%	10.66%	7.23%	5.67%	5.87%	6.51%	5.08%	4.32%	3.86%	3.43%
2025/01/07	6.43%	12.03%	7.08%	5.91%	6.17%	6.97%	5.05%	4.5%	4.57%	2.33%
2025/01/08	7.44%	10.88%	7.5%	6.24%	4.81%	5.36%	5.5%	3.97%	4.47%	3.1%
2025/01/09	8.28%	10.95%	6.78%	5.8%	5.62%	5.72%	4.72%	4.32%	4.5%	1.96%
2025/01/10	7.03%	10.28%	6.95%	6.43%	5.71%	5.93%	4.7%	4.3%	4.76%	3.29%
2025/01/11	7.49%	10.86%	6.68%	6.17%	5.62%	6.48%	4.23%	4.66%	4.28%	3.66%
2025/01/12	7.85%	10.19%	6.72%	5.97%	5.6%	5.89%	3.81%	4.59%	4.52%	2.47%
2025/01/13	9.32%	10.7%	6.13%	5.29%	6.98%	6.46%	2.85%	4.69%	3.98%	2.8%
2025/01/14	7.88%	10.95%	5.94%	5.55%	5.45%	6.23%	3.07%	4.68%	4.66%	2.63%
2025/01/15	7.44%	10.89%	7.49%	6.24%	4.82%	5.36%	5.49%	3.98%	4.47%	3.1%
2025/01/16	8.28%	10.96%	6.78%	5.8%	5.62%	5.71%	4.72%	4.34%	4.5%	1.96%
2025/01/21	8.46%	11.76%	7.88%	7.13%	4.3%	3.43%	4.93%	4.43%	3.76%	2.32%
2025/01/22	8.62%	11.35%	9.01%	7.93%	4.46%	3.7%	4.99%	4.01%	3.72%	2.38%
2025/01/23	7.49%	9.12%	7.5%	7.31%	4.58%	3.39%	3.81%	4.78%	4.04%	4.55%
2025/01/24	8.86%	11.68%	7.25%	6.56%	4.21%	3%	4.38%	4.3%	4.72%	3.95%
2025/01/25	8.9%	11.69%	7.17%	6.21%	3.52%	3.4%	4.66%	4.11%	5.31%	2.98%
2025/01/26	8.59%	11.32%	7.24%	5.89%	4.35%	4.32%	3.94%	4.47%	4.89%	2.87%
2025/01/27	9.31%	11.83%	7.51%	5.63%	4.97%	4.89%	3.41%	4.96%	4.08%	2.92%
2025/01/28	9.08%	11.18%	7.63%	6.22%	5.79%	4.09%	3.45%	3.97%	4.01%	3.01%
2025/01/29	9.3%	11.22%	7.52%	6.27%	5.27%	3.66%	3.73%	4.31%	4.42%	3.05%
2025/01/30	9.76%	10.72%	7.56%	6.2%	5.17%	3.6%	4.05%	4.67%	4.01%	3.49%
2025/01/31	10.43%	9.88%	7.63%	5.94%	4.69%	4.39%	3.93%	3.85%	3.51%	2.79%

Nerdwallet’s impression share rose steadily, peaking at 10.43% by month’s end. Capital One led early but declined to 9.88%. Fool.com and CompareCredit saw moderate fluctuations, while American Express and CreditKarma experienced declines.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US 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
Bank of America® Credit Cards - $200 Cash Rewards Bonus Offer https://www.bankofamerica.com › cashrewards
$200 Online Cash Rewards Bonus Offer & Earn 3% Cash Back In Your Favorite Choice Category.
2
Venture® Earns 75K Bonus Miles - Spend $4K, Earn 75,000 Miles https://www.capitalone.com › creditcards › milesrewards
Earn 75K Bonus Miles Once You Spend $4K In the First 3 Months With Venture® & Venture X®.
3
CHASE® Credit Card Offers https://creditcards.chase.com › creditcards › learnmore
Apply For A Card Online — Easily compare our credit card rewards to find the one you want. Member FDIC. Apply Online.
4
Credit Karma | Check Free Credit Score https://www.creditkarma.com
Get Free Credit Reports in 2 Minutes. Get an in-depth view of your credit score. Get a better handle on your money with the easy to use, free to download Credit Karma app.
5
Discover® Card Offers - 0% Intro APR for 15 Months https://www.discover.com
Enjoy 0% Intro APR for 15 Months On Purchases. See terms. Apply for Discover it® Today.

In the competitive world of credit card PPC ads, Bank of America entices with a $200 cash rewards bonus, while Capital One offers 75,000 bonus miles. Chase simplifies card comparisons, Credit Karma provides free credit scores, and Discover tempts with a 0% intro APR.

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.

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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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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.
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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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