UK Finance Investing - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Investing 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 Investing 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
bullionbypost.co.uk	13.07
money.co.uk	11
hl.co.uk	9.36
trading212.com	7.07
barclays.co.uk	5.8
royalmint.com	5.63
vanguardinvestor.co.uk	2.97
etoro.com	2.48
robinhood.com	2.14
nationwide.co.uk	1.86
others	38.62

In the finance PPC landscape, ‘others’ dominate with 38.62% click share. ‘Bullionbypost.co.uk’ follows at 13.07%, while ‘money.co.uk’ captures 11%. ‘Hl.co.uk’ holds 9.36%, and ‘trading212.com’ secures 7.07%.

Market Exposure

Share of Spend for the top 10 UK Finance Investing 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	hl.co.uk	money.co.uk	bullionbypost.co.uk	robinhood.com	trading212.com	barclays.co.uk	etoro.com	finder.com	ii.co.uk	vanguardinvestor.co.uk
2025/05/01	12.77%	8.05%	8.74%	4.31%	3.66%	6.39%	1.47%	2.64%	1.04%	4.25%
2025/05/02	13.01%	8.57%	6.61%	4.1%	10.54%	6.01%	1.97%	2.62%	3.08%	4.36%
2025/05/03	11.6%	9.09%	6.18%	4.03%	8.3%	6.16%	2.88%	2.36%	3.23%	5.34%
2025/05/04	10.56%	6.46%	5.65%	3.76%	9.63%	5.03%	5.21%	5.32%	3.05%	6.59%
2025/05/05	11.79%	7.72%	5.85%	4.17%	7.93%	4.89%	2.53%	3.45%	3.04%	4.95%
2025/05/06	11.91%	9.04%	6.38%	4.42%	7.15%	5.52%	2.77%	2.88%	4.3%	4.23%
2025/05/07	13.69%	7.73%	5.22%	4.07%	6.42%	6.06%	2.39%	2.97%	4.16%	4.95%
2025/05/08	12.75%	8.89%	6.06%	4.36%	5.74%	6.27%	2%	2.76%	4.26%	3.76%
2025/05/09	12.91%	8.92%	6.35%	4.2%	8%	5.16%	1.85%	2.82%	3.89%	3.35%
2025/05/10	13.99%	9.29%	5.6%	4.43%	10.13%	3.69%	2.5%	3.01%	0.19%	3.46%
2025/05/11	12.37%	6.98%	5.33%	4.98%	9.95%	4.69%	3.07%	4.68%	0.18%	3.79%
2025/05/12	12.53%	8.79%	5.46%	3.27%	5.66%	5.16%	4.49%	6.8%	2.75%	2.78%
2025/05/13	15.68%	8.97%	4.95%	2.21%	7.45%	5.12%	3.43%	3.25%	3.24%	3.78%
2025/05/14	14.47%	8.7%	5.37%	2.8%	6.13%	5.24%	4.3%	4.7%	2.9%	2.94%
2025/05/15	16.47%	6.16%	5.94%	3.59%	4.52%	4.82%	4.36%	5.31%	4%	2.27%
2025/05/16	17.04%	5.78%	5.05%	3.62%	3.25%	4.7%	4.58%	3.6%	3.89%	3.13%
2025/05/17	10.9%	4.96%	6.04%	4.18%	2.98%	3.64%	15.89%	6.16%	3.43%	1.98%
2025/05/18	12.21%	5.22%	6.32%	4.78%	3.36%	4.28%	8.24%	5.95%	3.6%	2.33%
2025/05/19	13.44%	6.33%	5.91%	5.29%	3.86%	3.89%	4.44%	3.61%	3.89%	2.13%
2025/05/20	13.81%	6.58%	6.2%	4.05%	3.93%	4.39%	4.66%	3.46%	3.46%	2.92%
2025/05/21	14.06%	4.84%	6.56%	4.8%	3.53%	4.29%	4.48%	3.73%	3.8%	3.52%
2025/05/22	12.07%	4.92%	7.46%	5.75%	3.45%	4.76%	4.09%	3.45%	4.28%	2.99%
2025/05/23	12.42%	6.11%	6.56%	2.91%	3.92%	4.8%	4.94%	3.56%	4.41%	4.28%
2025/05/24	13.11%	6.54%	6.99%	3.33%	5.13%	4.56%	4.34%	3.64%	3.71%	3.27%
2025/05/25	10.69%	5.01%	6.27%	6.35%	4.28%	5.42%	5.54%	4.17%	4.76%	1.88%
2025/05/26	12.86%	5.66%	6.79%	6.67%	4.23%	5.43%	4.17%	3.67%	3.79%	1.81%
2025/05/27	11.62%	5.61%	6.42%	5.36%	3.91%	4.56%	5.96%	4.17%	3.84%	2.52%
2025/05/28	11.92%	5.49%	6.85%	4.99%	4.75%	5.17%	3.25%	3.91%	4.09%	3.48%
2025/05/29	11.47%	5.94%	6.22%	4.8%	4.48%	5.6%	2.47%	5.85%	4.55%	4.2%
2025/05/30	11.05%	6.14%	7.58%	5.99%	4.48%	3.5%	2.61%	3.28%	3.38%	3.66%
2025/05/31	9.29%	7.05%	6.84%	5.4%	4.33%	4.26%	4.15%	4.1%	3.45%	2.82%

In May 2025, hl.co.uk led with fluctuating spend, peaking mid-month. Money.co.uk and bullionbypost.co.uk showed steady trends, while etoro.com spiked dramatically on May 17. The month concluded with hl.co.uk maintaining dominance.

Market Exposure

Competitor Count for UK Finance Investing

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
2025/05/01	439
2025/05/02	432
2025/05/03	437
2025/05/04	434
2025/05/05	446
2025/05/06	458
2025/05/07	479
2025/05/08	462
2025/05/09	462
2025/05/10	439
2025/05/11	457
2025/05/12	457
2025/05/13	481
2025/05/14	481
2025/05/15	477
2025/05/16	473
2025/05/17	450
2025/05/18	445
2025/05/19	451
2025/05/20	452
2025/05/21	446
2025/05/22	436
2025/05/23	445
2025/05/24	421
2025/05/25	423
2025/05/26	417
2025/05/27	436
2025/05/28	440
2025/05/29	432
2025/05/30	424
2025/05/31	423

May began with 439 advertisers, peaking at 481 mid-month. A decline followed, ending with 423.

Campaign Efficiency

Market Loss & Market Gains for UK Finance Investing

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
bullionbypost.co.uk	4.02%
natwest.com	1.43%
rbs.co.uk	0.91%
robinhood.com	0.89%
raisin.co.uk	0.84%
barclays.co.uk	-0.92%
nationwide.co.uk	-1.36%
hl.co.uk	-2.57%
money.co.uk	-2.72%
trading212.com	-2.98%

Bullionbypost.co.uk surged with a 4.02% click share increase, while trading212.com dropped by 2.98%.

Campaign Efficiency

UK Finance Investing 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	bullionbypost.co.uk	money.co.uk	hl.co.uk	trading212.com	barclays.co.uk	finder.com	ajbell.co.uk	scottishfriendly.co.uk	royalmint.com	etoro.com
2025/05/01	11.27%	11.23%	9.75%	4.28%	7.53%	2.08%	1.99%	2.24%	2.55%	0.6%
2025/05/02	8.75%	11.58%	11.14%	12.99%	7.01%	1.72%	1.3%	1.56%	2.75%	1.24%
2025/05/03	8.54%	11.72%	9.82%	9.91%	7.25%	1.76%	1.26%	1.02%	2.79%	1.34%
2025/05/04	8.21%	8.39%	9.06%	11.34%	5.47%	3.91%	1.03%	2.14%	2.65%	3.53%
2025/05/05	8.23%	10.19%	9.65%	9.43%	5.23%	2.58%	1.21%	1.96%	2.8%	1.09%
2025/05/06	8.75%	11.6%	10.21%	8.38%	6.69%	2.12%	1.42%	2.57%	2.36%	1.54%
2025/05/07	7.48%	9.88%	11.54%	7.59%	7.88%	2.02%	1.64%	2.13%	2.05%	1.27%
2025/05/08	8.52%	11.7%	11.52%	6.99%	7.58%	1.89%	1.51%	2.68%	2.23%	0.87%
2025/05/09	8.7%	11.5%	10.5%	9.59%	6.07%	2.05%	1.3%	2.35%	2.02%	1.05%
2025/05/10	8.03%	11.66%	11.83%	12.04%	4.58%	2.26%	1.78%	2.45%	2.13%	1.42%
2025/05/11	7.78%	8.91%	10.32%	12.11%	5.33%	3.54%	1.74%	1.66%	2.41%	1.88%
2025/05/12	8.06%	11.42%	10.08%	6.75%	5.88%	4.95%	1.33%	2.75%	1.81%	3.2%
2025/05/13	6.95%	11.42%	13.21%	9.35%	5.83%	2.36%	1.73%	2.39%	1.59%	1.89%
2025/05/14	7.88%	11.25%	11.65%	7.55%	5.56%	3.38%	1.66%	2.42%	2.42%	3.15%
2025/05/15	9.22%	8.53%	13.61%	5.84%	5.08%	4.17%	2.14%	1.66%	2.52%	3.22%
2025/05/16	7.97%	7.95%	13.31%	4.16%	4.36%	3.06%	2.53%	1.91%	3.21%	2.92%
2025/05/17	8.15%	5.81%	6.68%	3.09%	3.03%	4.88%	1.79%	1.71%	2.53%	16.08%
2025/05/18	10.37%	7.39%	9.15%	4.45%	4.29%	4.9%	1.83%	2.26%	2.87%	7.31%
2025/05/19	9.24%	8.79%	10.93%	5.06%	4.47%	3.13%	2.18%	2.19%	3.48%	2.75%
2025/05/20	9.53%	9.16%	10.21%	5.28%	4.7%	2.97%	2.91%	2.6%	2.42%	2.87%
2025/05/21	10.91%	6.61%	10.09%	4.91%	4.53%	3.13%	2.88%	3.1%	2.85%	3.23%
2025/05/22	12.34%	6.93%	8.32%	5.16%	4.83%	2.92%	2.88%	2.31%	3.09%	3.1%
2025/05/23	10.17%	7.71%	8.55%	5.1%	4.49%	2.96%	2.83%	2.1%	3.46%	3.39%
2025/05/24	11.43%	9.07%	8.88%	6.87%	4.14%	3.1%	3.11%	1.98%	3.29%	2.17%
2025/05/25	10.19%	7.2%	7.38%	5.87%	5.96%	4.12%	3.15%	2.05%	3.05%	4.78%
2025/05/26	11.15%	8.23%	9.17%	5.88%	5.25%	3.31%	3.59%	3.06%	3.53%	2.55%
2025/05/27	10.35%	8.09%	7.8%	5.13%	5.51%	4.01%	3.46%	4.21%	3.38%	3.66%
2025/05/28	11.18%	8.04%	8.03%	6.6%	6.01%	3.06%	3.37%	2.69%	3.36%	1.46%
2025/05/29	10.35%	8.66%	7.84%	6.35%	5.87%	4.97%	3.57%	1.82%	2.89%	1.16%
2025/05/30	11.79%	8.96%	7.52%	6.13%	4.26%	2.72%	3.08%	3.08%	3.3%	1.34%
2025/05/31	10.56%	10.02%	5.78%	5.53%	4.77%	3.54%	3.04%	2.87%	2.77%	2.51%

In May 2025, “bullionbypost.co.uk” saw a fluctuating trend, peaking at 12.34% on May 22. “money.co.uk” started strong but declined mid-month, ending at 10.02%. “hl.co.uk” had a mid-month peak, closing at 5.78%. “trading212.com” spiked early, then stabilized. “barclays.co.uk” showed a steady decline, while “finder.com” and “ajbell.co.uk” experienced gradual increases. “scottishfriendly.co.uk” and “royalmint.com” had varied trends, with “etoro.com” peaking dramatically mid-month.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Finance Investing

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
2025 Which? Recommended https://www.ajbell.co.uk
AJ Bell Stocks & Shares ISA — Launch Your ISA From Our Low-Cost Investment Platform. Capital At Risk. ISA Rules Apply
2
Barclays Fixed Rate ISA - Fix Your Rate For 2 Years https://www.barclays.co.uk › isa › fixed-rate
Make the most of your £20,000 ISA allowance with a fixed rate cash ISA. T&Cs apply.
3
Live Gold Price (£) | Updated Every 5 Seconds https://www.bullionbypost.co.uk › gold-price
View The Live Gold Bullion UK Price Chart · GBP Per Ounce · Updated Every 5 Seconds
4
Our Top 10 Savings Accounts - Cash ISAs With Up To 5.71% AER https://www.money.co.uk
Cash ISAs, Fixed Rate ISAs and Investment ISAs Rates Compared. View All Terms Online Now
5
5.07% AER (variable) Cash ISA | Cash ISA with £0 fees https://www.trading212.com
0.72% bonus rate for new clients for the first 12 months. 5.07% AER (variable) compounded daily, paid out monthly with the Trading 212 Cash ISA.

AJ Bell entices with a low-cost investment platform, emphasizing risk and ISA rules. Barclays offers a secure 2-year fixed rate for maximizing ISA allowances. BullionByPost updates gold prices every 5 seconds, ensuring real-time investment insights. Money.co.uk compares top savings accounts, highlighting competitive AERs. Trading 212 attracts with a 5.07% AER and zero fees, offering a bonus for new clients.

Frequently Asked Questions

Why is the UK Finance Investing May 2025 Report useful and how should I use it?

Why is the UK Finance Investing May 2025 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the UK Finance Investing May 2025 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the UK Finance Investing May 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

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.
How accurate is the UK Finance Investing May 2025 Report?

The UK Finance Investing May 2025 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
Does this include mobile, desktop and Google Shopping data?

Yes. The UK Finance Investing May 2025 Report aggregates data from across both device types and Google Shopping.
Who is this UK Finance Investing May 2025 Report for?

The UK Finance Investing May 2025 Report 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.
Can I get a custom report for my brand?

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.

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What is Ask Arlo?

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.

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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

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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

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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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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.

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Competitor Count for UK Finance Investing

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UK Finance Investing Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Finance Investing

Frequently Asked Questions

Why is the UK Finance Investing May 2025 Report useful and how should I use it?

Why is the UK Finance Investing May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Finance Investing May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Finance Investing May 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Legal & General

Staysure

New Market Discovery for Towergate Insurance

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See this data specific to your brand performance

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