US Finance Loans & Mortgages - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Loans & Mortgages 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 Loans & Mortgages 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
lendingtree.com	8.95
rocketmortgage.com	4.56
bestmoney.com	4.1
fund.com	3.67
nerdwallet.com	3.42
chase.com	3.06
veteransunited.com	2.65
sofi.com	2.24
consumersadvocate.org	2.17
mortgagelenderscomparison.com	1.86
others	63.32

In the PPC landscape, LendingTree leads with 8.95% click share, followed by Rocket Mortgage at 4.56%. “Others” dominate, capturing 63.32% of clicks.

Market Exposure

Share of Spend for the top 10 US Finance Loans & Mortgages 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	lendingtree.com	bestmoney.com	fund.com	nerdwallet.com	forbes.com	sofi.com	rocketmortgage.com	mortgagelenderscomparison.com	discover.com	consumersadvocate.org
2025/01/01	7.42%	4.75%	5.39%	5.62%	1.87%	3.31%	3.78%	1.75%	2.41%	3.42%
2025/01/02	8.39%	4.79%	5.1%	5.17%	2.39%	3.26%	4.05%	1.93%	1.96%	3.12%
2025/01/03	10.34%	4.41%	4.39%	5.16%	2.57%	3.13%	3.94%	2.2%	2.21%	3.62%
2025/01/04	8.81%	5.48%	4.84%	3.8%	2.96%	3.4%	4.09%	2.74%	2.24%	3.29%
2025/01/05	7.34%	5.74%	5.65%	4.37%	3.03%	3.76%	3.94%	2.9%	2.21%	3.33%
2025/01/06	7%	5.51%	6.13%	3.57%	2.35%	3.54%	3.43%	3.17%	2.59%	2.92%
2025/01/07	8.33%	4.93%	5.78%	2.72%	2.4%	4.07%	4.14%	2.63%	1.88%	2.3%
2025/01/08	8.29%	5.32%	6.25%	3.27%	2.14%	3.86%	3.65%	2.92%	1.7%	2.78%
2025/01/09	9.04%	5.59%	5.9%	3.45%	2.36%	3.33%	4.23%	2.82%	1.95%	3.56%
2025/01/10	6.91%	5.44%	6.22%	3.5%	2.07%	3.49%	3.57%	2.83%	1.98%	2.72%
2025/01/11	6.81%	5.51%	6.37%	3.32%	1.99%	3.5%	3.76%	3.06%	2.14%	3.14%
2025/01/12	6.46%	6.05%	6.4%	3.77%	1.82%	3.56%	3.99%	2.92%	2.87%	3.27%
2025/01/13	8.14%	5.26%	5.82%	4.98%	1.89%	3.09%	4.15%	2.5%	2.74%	3.67%
2025/01/14	8.62%	5.55%	5.45%	3.72%	1.8%	2.86%	3.83%	2.55%	2.42%	3.23%
2025/01/15	8.18%	5.29%	6.19%	3.26%	2.14%	3.86%	3.61%	2.91%	1.69%	2.79%
2025/01/16	8.95%	5.58%	5.86%	3.45%	2.34%	3.36%	4.2%	2.8%	1.95%	3.58%
2025/01/21	9%	5.83%	6.33%	2.65%	2.81%	4.97%	3.17%	2.88%	2.15%	3.13%
2025/01/22	9.64%	6.14%	6.11%	2.64%	2.42%	5.19%	3.02%	2.85%	2.2%	3.28%
2025/01/23	7.76%	6.3%	5.67%	3.5%	2.24%	5.07%	2.65%	2.88%	2.42%	3.02%
2025/01/24	9.6%	6.69%	5.34%	3.58%	2.91%	5.15%	2.79%	2.96%	1.64%	2.78%
2025/01/25	9.67%	6.88%	6.25%	2.66%	2.91%	5.04%	3.02%	3.2%	1.97%	3.39%
2025/01/26	8.2%	6.45%	6.43%	2.56%	3.13%	5.26%	2.98%	2.74%	1.95%	2.52%
2025/01/27	8.16%	5.36%	5.82%	3.45%	2.77%	4.25%	3.15%	2.51%	1.64%	2.23%
2025/01/28	10%	7.1%	6.58%	3.33%	3.32%	4.41%	2.32%	2.57%	2%	2.09%
2025/01/29	10.22%	7.4%	6.95%	3.16%	3.56%	4.44%	2.49%	2.86%	2.16%	1.99%
2025/01/30	10.09%	7.03%	6.08%	3.86%	3.05%	3.95%	2.56%	2.93%	1.93%	1.59%
2025/01/31	10.03%	6.18%	4.92%	3.51%	3.23%	3.09%	2.79%	2.55%	1.9%	1.33%

LendingTree’s PPC spend peaked mid-month, closing strong at 10.03%. BestMoney saw a steady rise, ending at 6.18%. Fund.com fluctuated, finishing at 4.92%. NerdWallet’s share dipped, closing at 3.51%. Forbes climbed, ending at 3.23%. SoFi’s share varied, closing at 3.09%. RocketMortgage’s share decreased, ending at 2.79%. MortgageLendersComparison saw ups and downs, finishing at 2.55%. Discover’s share fluctuated, closing at 1.90%. ConsumersAdvocate’s share declined, ending at 1.33%.

Market Exposure

Competitor Count for US Finance Loans & Mortgages

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	4048
2025/01/02	3805
2025/01/03	4100
2025/01/04	3731
2025/01/05	3754
2025/01/06	4070
2025/01/07	3696
2025/01/08	4007
2025/01/09	3859
2025/01/10	4203
2025/01/11	4104
2025/01/12	4207
2025/01/13	4019
2025/01/14	4239
2025/01/15	4007
2025/01/16	3859
2025/01/21	4183
2025/01/22	4206
2025/01/23	4269
2025/01/24	4186
2025/01/25	4401
2025/01/26	3950
2025/01/27	4234
2025/01/28	4091
2025/01/29	4570
2025/01/30	5233
2025/01/31	4753

January saw fluctuating advertiser numbers, peaking at 5,233 on January 30. The month concluded with a strong presence of 4,753 advertisers.

Campaign Efficiency

Market Loss & Market Gains for US Finance Loans & Mortgages

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
lendingtree.com	1.52%
bestmoney.com	1.09%
bankrate.com	0.91%
sofi.com	0.68%
pennymac.com	0.58%
cashloansexpress.com	-0.33%
creditkarma.com	-0.35%
uprova.com	-0.36%
wellsfargo.com	-0.45%
rocketmortgage.com	-1.11%

LendingTree leads with a 1.52% click share rise, while Rocket Mortgage drops by 1.11%. BestMoney and Bankrate also see gains, contrasting Wells Fargo’s decline.

Campaign Efficiency

US Finance Loans & Mortgages 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	lendingtree.com	bestmoney.com	fastloanadvance.com	fund.com	nerdwallet.com	rocketmortgage.com	chase.com	sofi.com	mortgagelenderscomparison.com	consumersadvocate.org
2025/01/01	6.67%	3.83%	2.11%	3.97%	4.49%	3.84%	1.38%	1.92%	1.21%	3.02%
2025/01/02	7.47%	4.05%	2.7%	3.81%	4.26%	3.92%	2.01%	1.77%	1.45%	2.91%
2025/01/03	9.04%	4.26%	2.51%	4.08%	4.4%	4.13%	2.05%	1.81%	2.05%	3.54%
2025/01/04	8.24%	5.07%	2.33%	4.53%	3.22%	3.95%	2.59%	1.95%	2.64%	3.14%
2025/01/05	6.87%	5.75%	2.51%	4.98%	3.26%	4.26%	2.84%	2.32%	2.82%	2.9%
2025/01/06	6.65%	4.47%	2.48%	4.8%	2.98%	3.66%	2.53%	2.21%	2.56%	2.46%
2025/01/07	7.48%	4.08%	2.98%	4.38%	2.1%	4.12%	2.32%	2.37%	2.27%	2.05%
2025/01/08	7.23%	4.29%	2.41%	4.71%	2.87%	3.73%	2.36%	2.37%	2.37%	2.23%
2025/01/09	7.91%	4.48%	2.13%	4.64%	3.01%	4.11%	3.66%	2.05%	2.21%	2.44%
2025/01/10	6.36%	4.34%	2.28%	4.56%	2.95%	3.63%	2.43%	2.15%	2.13%	2.26%
2025/01/11	6.14%	4.79%	1.93%	4.84%	2.64%	3.95%	2.4%	1.99%	2.44%	2.59%
2025/01/12	5.81%	5.19%	1.77%	5%	2.97%	3.94%	3.65%	2.1%	2.45%	2.79%
2025/01/13	7.89%	4.74%	1.96%	4.74%	3.88%	3.92%	2.91%	1.85%	2.18%	3.01%
2025/01/14	7.84%	5%	2.13%	4.8%	3.28%	4.15%	3.06%	1.71%	2.43%	2.9%
2025/01/15	7.23%	4.31%	2.41%	4.71%	2.88%	3.74%	2.37%	2.38%	2.37%	2.24%
2025/01/16	7.9%	4.49%	2.14%	4.65%	3.02%	4.11%	3.66%	2.06%	2.21%	2.45%
2025/01/21	8.05%	5.09%	2.02%	4.87%	2.18%	3.69%	3.39%	2.95%	2.25%	2.84%
2025/01/22	9.38%	5.23%	2.09%	4.72%	2.67%	3.3%	3.15%	3.3%	2.19%	2.75%
2025/01/23	7.15%	5.59%	1.64%	4.65%	3.27%	2.72%	2.73%	3.03%	2.6%	2.63%
2025/01/24	8.94%	6.24%	2.25%	4.72%	3.18%	3.08%	2.55%	3.15%	2.61%	2.9%
2025/01/25	8.43%	6.5%	2.06%	5.25%	2.56%	3.48%	3.01%	3.13%	3.04%	3.39%
2025/01/26	6.64%	5.82%	1.97%	5.27%	2.47%	2.59%	2.95%	3.31%	2.52%	2.22%
2025/01/27	7.03%	4.42%	2.03%	4.13%	2.51%	2.99%	2.27%	2.64%	1.96%	1.98%
2025/01/28	8.98%	6.49%	2.5%	5.41%	2.83%	1.98%	3.01%	2.97%	2.31%	1.51%
2025/01/29	9.07%	6.93%	1.79%	5.67%	2.69%	2.56%	2.64%	2.88%	2.64%	1.97%
2025/01/30	8.96%	5.85%	2.03%	4.47%	3.23%	2.63%	2.26%	2.44%	2.6%	1.61%
2025/01/31	8.88%	5.45%	3.64%	3.58%	3.09%	2.65%	2.45%	2.1%	2.04%	1.26%

LendingTree’s impression share fluctuated, peaking at 9.38% on January 22. BestMoney saw a steady rise, ending at 5.45%. FastLoanAdvance had a late surge, closing at 3.64%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Finance Loans & Mortgages

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
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2
Chase Mortgage Calculator https://www.chase.com
Try Our Calculators — Estimate The House You Can Afford And Your Loan Options With Our Mortgage Calculators.
3
$5000 Cash, We Accept Everyone | Repay On Your Schedule https://www.finnfox.com
No Prepayment or Hidden Fees. Instant Approval. No Credit Check Same Day Loans. Apply 24/7. Quick...
4
Mortgage Calculator https://www.layuo.com
Calculate Your Monthly Payment — Mortgage Calculators Help You Understand The Impact Of Interest Rates On Your Loan. Understanding The Mortgage Calculator Tool: A Comprehensive Guide. Free to Use.
5
Mortgage Calculator | Morgan Franklin Fellowship https://www.morganfranklinfoundation.org
We Teach People How to Save, Invest and Grow Their Money. Our Courses are Free. Ready to Take Control of Your Money? Start Learning Today for Free! Tons of Free Resources. Get Started Today. Sign Up for Newsletter.

In the competitive world of Google PPC, Albert.com stands out by offering instant cash without credit checks, appealing to those needing quick funds. Meanwhile, Chase.com, Layuo.com, and Morgan Franklin Foundation focus on empowering users with mortgage calculators, emphasizing financial literacy and informed decision-making. Finnfox.com captures attention with its inclusive, no-credit-check loans, promising flexibility and speed.

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