US Finance Insurance - PPC Market Share Analysis December 2024

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Insurance 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 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
insurance.com	2.56
compare-cheap-insurance-quotes.com	3.05
usaa.com	3.22
usautoinsurancenow.com	4.16
thezebra.com	4.52
insurify.com	4.71
nerdwallet.com	5.74
allstate.com	6.38
geico.com	8.21
progressive.com	10.19
others	47.26

In the competitive landscape of Google’s PPC for insurance, Progressive leads with a 10.19% click share, followed by Geico at 8.21%. Allstate and Nerdwallet trail with 6.38% and 5.74%, respectively. Meanwhile, ‘others’ dominate the scene, capturing a significant 47.26% of the click share, highlighting a diverse and fragmented market.

Market Exposure

Share of Spend for the top 10 US 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	progressive.com	nerdwallet.com	geico.com	thezebra.com	usautoinsurancenow.com	insurify.com	compare-cheap-insurance-quotes.com	insurance.com	allstate.com	compare.com
2024/12/01	9.7%	9.16%	8.55%	6.93%	4.67%	7.3%	2.22%	3.04%	5.87%	5.4%
2024/12/02	11.59%	9.68%	8.1%	6.68%	4.94%	7.38%	2.23%	2.97%	8.94%	4.98%
2024/12/03	11.44%	7.64%	7.78%	6.85%	5.4%	7.67%	3.68%	3.28%	5.89%	5.01%
2024/12/04	11.06%	8.58%	7.07%	6.95%	5.1%	8.3%	4.17%	3.4%	6.04%	5.43%
2024/12/05	11.7%	2.16%	7.27%	6.11%	5.24%	7%	3.61%	3.34%	7.34%	4.01%
2024/12/06	11.04%	7.12%	6.63%	7.3%	4.25%	6.85%	3.97%	3.32%	4.93%	3.95%
2024/12/07	8.29%	7.85%	8.87%	5.95%	4.76%	6.17%	4.51%	3.37%	6.31%	3.58%
2024/12/08	9.48%	9.88%	8.04%	7.28%	5.48%	7.55%	5.5%	5%	4.64%	4.12%
2024/12/09	8.1%	7.73%	8.57%	4.84%	4.84%	5.52%	4.7%	4.01%	6.4%	3.17%
2024/12/10	9.55%	9.03%	7.74%	6.73%	5.45%	5.7%	5.5%	3.24%	5.93%	3.38%
2024/12/11	8.43%	8.24%	7.28%	6.83%	6.34%	6.87%	5.83%	3.59%	5.32%	3.39%
2024/12/12	8.87%	7.45%	8.34%	6.04%	6.09%	6.79%	5.01%	3.57%	5.07%	3.1%
2024/12/13	8.85%	8.56%	7.23%	6.79%	6.57%	7.73%	3.72%	5.22%	5.25%	3.72%
2024/12/14	9.57%	9.29%	10.13%	7.37%	6.3%	6.81%	2.81%	5.1%	6.76%	3.12%
2024/12/15	8.64%	9.29%	10.07%	7.13%	5.86%	6.19%	3.6%	4.12%	7.3%	2.03%
2024/12/16	9.07%	9.76%	8.2%	7.41%	6.19%	6.62%	2.57%	3.84%	7.3%	2.46%
2024/12/17	10.46%	9.29%	8.37%	6.98%	6.26%	5.59%	3.67%	4.3%	6.54%	2.32%
2024/12/18	10.33%	8.69%	8.63%	7.33%	5.75%	5.94%	3.51%	3.5%	5.46%	2.58%
2024/12/19	10.25%	8.1%	7.37%	5.67%	6.97%	5.84%	4.12%	3.33%	7.2%	2.77%
2024/12/20	10.66%	8.21%	6.94%	6.49%	7.88%	6.79%	5.8%	4.21%	5.36%	2.56%
2024/12/21	11.7%	7.42%	8.57%	5.95%	6.62%	6.32%	3.05%	5.77%	6%	2.05%
2024/12/22	10.84%	9.7%	10.56%	5.82%	5.9%	6.36%	3.19%	4.7%	7.39%	1.54%
2024/12/23	11.04%	8.8%	11.06%	3.59%	5.44%	6.09%	2.79%	5.13%	8.97%	2.06%
2024/12/24	11.18%	8.52%	12.01%	4.82%	5.98%	5.99%	3.91%	5.14%	7.9%	2.68%
2024/12/25	10.93%	8.82%	14.29%	4.12%	6.11%	6.18%	3.14%	4.36%	9.41%	2.36%
2024/12/26	12.09%	8.66%	9.89%	4.55%	5.59%	6.03%	3.02%	4.5%	9.46%	1.97%
2024/12/27	12.31%	8.45%	8.86%	5.96%	5.83%	6.76%	4.28%	4.37%	6.28%	2.64%
2024/12/28	12.14%	8.25%	8.94%	5.76%	5.69%	6.9%	5.34%	4.43%	6.71%	1.94%
2024/12/29	12.2%	9.1%	9.66%	6.29%	5.88%	7.01%	5.61%	3.82%	7.72%	1.3%
2024/12/30	12.64%	8.68%	6.79%	6.53%	5.97%	6.34%	4.88%	3.25%	5.26%	1.27%
2024/12/31	12.97%	10.27%	7.76%	7.13%	6.01%	5.94%	5.01%	3.45%	2.49%	1.44%

In December 2024, Progressive.com led with a steady rise, peaking at 12.97% on the 31st. Geico.com saw a significant spike on the 25th, reaching 14.29%. Nerdwallet.com and Allstate.com experienced fluctuations, ending with 10.27% and 2.49%, respectively. The month concluded with Progressive.com dominating the spend share.

Market Exposure

Competitor Count for US 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	4207
2024/12/02	4599
2024/12/03	4550
2024/12/04	4778
2024/12/05	5252
2024/12/06	4982
2024/12/07	4356
2024/12/08	4502
2024/12/09	4943
2024/12/10	5135
2024/12/11	5325
2024/12/12	5247
2024/12/13	4698
2024/12/14	4398
2024/12/15	4342
2024/12/16	4332
2024/12/17	4595
2024/12/18	4731
2024/12/19	4930
2024/12/20	4749
2024/12/21	3991
2024/12/22	3882
2024/12/23	4844
2024/12/24	4597
2024/12/25	4679
2024/12/26	4021
2024/12/27	4640
2024/12/28	3903
2024/12/29	3877
2024/12/30	4185
2024/12/31	3894

December saw fluctuating advertiser numbers, peaking at 5,325 on December 11. The month ended with a dip to 3,894, reflecting a dynamic advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for US 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
progressive.com	1.46%
insure.com	1.16%
geico.com	1.01%
allstate.com	0.66%
usautoinsurancenow.com	0.4%
compare-auto-insurance-quotes.com	-0.45%
cheaper-quotes.com	-0.48%
libertymutual.com	-0.51%
thezebra.com	-0.62%
compare.com	-0.75%

Progressive.com surged with a 1.46% click share increase, while compare.com plummeted by 0.75%. Geico.com and insure.com also saw significant gains, contrasting with declines from thezebra.com and libertymutual.com.

Campaign Efficiency

US 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	progressive.com	nerdwallet.com	geico.com	thezebra.com	usautoinsurancenow.com	insurify.com	compare-cheap-insurance-quotes.com	insurance.com	allstate.com	compare.com
2024/12/01	6.86%	6.68%	6.03%	5.16%	3.96%	6.12%	2.24%	1.98%	4.38%	4.12%
2024/12/02	8.78%	7.17%	5.83%	5.15%	4.29%	6.36%	2.22%	2.03%	6.97%	4.11%
2024/12/03	8.49%	5.59%	5.58%	5.26%	4.61%	6.34%	3.34%	2.13%	4.53%	3.98%
2024/12/04	8.36%	6.33%	5.11%	5.37%	4.4%	6.64%	3.57%	2.19%	4.71%	4.19%
2024/12/05	8.29%	1.47%	4.99%	4.42%	4.2%	5.46%	3.15%	2.02%	5.29%	3.04%
2024/12/06	7.83%	5%	4.71%	5.24%	3.46%	5.26%	3.44%	1.97%	3.78%	2.98%
2024/12/07	5.89%	5.66%	5.97%	4.33%	3.96%	5.05%	3.75%	2.09%	4.56%	3.08%
2024/12/08	7.32%	7.69%	6.01%	5.72%	4.74%	6.08%	4.86%	3.37%	3.71%	3.38%
2024/12/09	5.73%	5.35%	5.6%	3.35%	4%	4.48%	3.93%	2.39%	4.56%	2.57%
2024/12/10	7.06%	6.62%	5.58%	5.12%	4.71%	4.68%	4.74%	2.17%	4.61%	2.77%
2024/12/11	6.33%	6.16%	5.23%	5.21%	5.33%	5.68%	4.97%	2.29%	4.1%	2.62%
2024/12/12	6.55%	5.35%	5.95%	4.52%	5.05%	5.32%	4.18%	2.33%	3.85%	2.45%
2024/12/13	6.66%	6.17%	5.24%	5.16%	5.47%	6.53%	3.29%	3.36%	3.97%	3.1%
2024/12/14	7.38%	7.07%	7.41%	5.72%	5.39%	5.95%	2.6%	3.5%	5.25%	2.64%
2024/12/15	6.37%	6.81%	7.21%	5.23%	4.93%	5.19%	3.22%	2.56%	5.38%	1.75%
2024/12/16	6.64%	7.09%	5.61%	5.33%	5.14%	5.61%	2.37%	2.31%	5.34%	1.96%
2024/12/17	7.85%	6.67%	6.02%	5.42%	5.23%	4.55%	3.22%	2.72%	5.06%	1.9%
2024/12/18	7.56%	6.26%	6.19%	5.61%	4.81%	4.69%	3.16%	2.2%	4.02%	2.08%
2024/12/19	7.68%	5.91%	5.34%	4.33%	5.79%	4.79%	3.59%	2.13%	5.66%	2.35%
2024/12/20	7.91%	5.95%	4.96%	4.92%	6.47%	5.64%	4.87%	2.74%	4.07%	2.05%
2024/12/21	8.36%	5.34%	5.73%	4.35%	5.29%	5.27%	2.54%	3.41%	4.32%	1.93%
2024/12/22	8%	6.88%	7.48%	4.47%	4.97%	5.45%	3.03%	2.99%	5.4%	1.56%
2024/12/23	8.25%	6.42%	7.84%	2.77%	4.45%	5.1%	2.59%	3.29%	6.85%	1.85%
2024/12/24	8.54%	6.4%	9.09%	3.9%	5.31%	5.38%	3.42%	3.46%	6.11%	2.38%
2024/12/25	8.57%	6.75%	10.63%	3.37%	5.37%	5.51%	2.92%	2.96%	7.43%	2.29%
2024/12/26	9.04%	6.43%	7.15%	3.54%	4.95%	5.27%	2.83%	2.92%	7.07%	1.75%
2024/12/27	9.73%	6.53%	6.69%	4.86%	5.21%	5.76%	3.8%	3.07%	5.09%	2.37%
2024/12/28	9.48%	6.38%	6.66%	4.63%	5.1%	5.97%	4.71%	2.94%	5.38%	1.75%
2024/12/29	9.29%	6.79%	7%	5.16%	5.12%	6.23%	4.97%	2.46%	6.12%	1.45%
2024/12/30	9.06%	6.17%	4.72%	4.91%	5.1%	5.37%	4.29%	1.96%	4.03%	1.15%
2024/12/31	9.67%	7.48%	5.57%	5.44%	5.28%	5.2%	4.52%	2.33%	1.97%	1.19%

In December 2024, Progressive’s impression share surged from 6.86% to 9.67%, peaking at 9.73% on the 27th. Geico also saw a notable rise, reaching 10.63% on the 25th. Meanwhile, Nerdwallet and The Zebra experienced fluctuations, ending at 7.48% and 5.44%, respectively. Overall, Progressive and Geico dominated the month’s impression share.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US 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
Up to 40% Off Auto Insurance | Quote Now for 40% Savings https://www.allstate.com
Safe drivers deserve more, like saving 40%. Get a quote now to see how much you can save!
2
GEICO Car Insurance https://www.geico.com
Get a Free Rate Quote — Don't Overpay For Auto Insurance. Switch To GEICO and You Could Save Today.
3
$29/month Car Insurance Today https://www.insurify.com
Covered in Under 10 Minutes — We Saved Your Quotes. Prices May Change Tomorrow. Act Now And Don't Let Your Quotes Expire
4
Affordable Auto Insurance | Progressive® Car Insurance https://www.progressive.com
4 out of 5 New Customers Recommend Progressive®. Switch & Start Saving Today.
5
$29 Full Coverage Insurance - Stop Overpaying & Start Saving https://www.usautoinsurancenow.com/cheap-insurance/full-coverage
US Auto Insurance. Save Big on Bundled Policies. Insure Your Car Today! Get Cheap US...

In the competitive world of auto insurance PPC ads, Allstate and GEICO lead with promises of significant savings, emphasizing discounts and free quotes. Meanwhile, platforms like Insurify and The Zebra focus on quick comparisons and affordability, highlighting ease and speed. The General and Progressive emphasize customer satisfaction and flexible payment options, appealing to diverse consumer needs.

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