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UK Finance Investing - PPC Market Share Analysis May 2026

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.

Investing – UK

Google AI Overview visibility for Finance Investing UK

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 34.4382633134
65.5617366866
34%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 50
50
50%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 26%
Transactional 3%
Navigational 4%
Seasonal 0%
Local 0%
Problem Solving 9%

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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
Share of Clicks - Last month
Domain Share of clicks
bullionbypost.co.uk 14.26
hl.co.uk 10.92
money.co.uk 10.47
royalmint.com 5.79
chase.co.uk 4.4
atkinsonsbullion.com 2.58
vanguardinvestor.co.uk 2.33
torfx.com 1.98
finder.com 1.94
ybs.co.uk 1.87
others 43.46
  • bullionbypost.co.uk - 14.26%
  • hl.co.uk - 10.92%
  • money.co.uk - 10.47%
  • royalmint.com - 5.79%
  • chase.co.uk - 4.4%
  • atkinsonsbullion.com - 2.58%
  • vanguardinvestor.co.uk - 2.33%
  • torfx.com - 1.98%
  • finder.com - 1.94%
  • ybs.co.uk - 1.87%
  • others - 43.46%

Copyright © Adthena. All rights reserved.

In the PPC landscape, ‘bullionbypost.co.uk’ leads with 14.26% click share, followed by ‘hl.co.uk’ at 10.92%. ‘Others’ collectively dominate with 43.46%, highlighting diverse competition.

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
Share of Spend - Last Month
Date hl.co.uk capital.com finder.com money.co.uk bloomberg.com ajbell.co.uk bullionbypost.co.uk chase.co.uk scottishfriendly.co.uk etoro.com
2026/05/01 15.07% 1.44% 4% 2.76% 1.03% 1.95% 8.34% 3.57% 2.25% 0.9%
2026/05/02 12.17% 1.76% 4.88% 2.42% 1.51% 2.37% 7.51% 2.9% 2.33% 1.01%
2026/05/03 13.73% 1.65% 4.02% 3.39% 4.01% 2.22% 6.41% 3.28% 2.03% 3.33%
2026/05/04 16.59% 1.61% 5.66% 4.81% 1.33% 2.15% 6.02% 4.2% 2.38% 2.7%
2026/05/05 18.27% 1.13% 3.75% 3.94% 3.09% 4.61% 4.64% 3.62% 2.38% 5.03%
2026/05/06 17.11% 0.97% 3.36% 3.85% 1.72% 3.96% 4.16% 3.49% 2.65% 8.18%
2026/05/07 15.75% 1.92% 2.8% 2.33% 2.58% 2.97% 5.52% 3.01% 2.32% 4.83%
2026/05/08 16.97% 1.23% 2.71% 2.6% 1.34% 3.55% 6.08% 2.95% 2.15% 3.66%
2026/05/09 16.28% 2.96% 4.93% 2.56% 2.44% 3.43% 5.13% 2.7% 2.33% 7.88%
2026/05/10 11.43% 2.5% 4.85% 1.99% 3.91% 1.91% 4.12% 1.82% 1.64% 15.53%
2026/05/11 17.05% 1.03% 5.86% 6.55% 2.88% 2.21% 4.09% 2.93% 2.32% 7.77%
2026/05/12 16.65% 1.17% 6.74% 8.54% 1.67% 2.81% 3.58% 3.18% 1.81% 5.75%
2026/05/13 21.06% 1.08% 6.26% 7.12% 0.51% 2.08% 4.15% 2.79% 2.06% 9.22%
2026/05/14 17.46% 1.11% 6.26% 7.74% 1.72% 2.02% 4.53% 3.09% 1.84% 3.9%
2026/05/15 16.74% 1.21% 2.68% 2.56% 1.32% 3.5% 6% 2.92% 2.12% 3.86%
2026/05/16 19.12% 2.14% 10.2% 9.94% 0.33% 2.61% 4.54% 3.57% 2.34% 1.65%
2026/05/17 19.73% 1.91% 8.39% 10.38% 1.28% 2.99% 4.53% 3.42% 2.81% 1.02%
2026/05/18 19.65% 3.24% 6.21% 10.31% 0.78% 2.56% 4.79% 3.73% 2.15% 1.43%
2026/05/19 21.46% 2.59% 5.75% 9.29% 0.26% 2.15% 6.28% 3.41% 2.09% 1.36%
2026/05/20 18.27% 2.67% 7.18% 9.77% 0.51% 2.96% 5.5% 3.7% 1.85% 1.16%
2026/05/21 17.78% 2.92% 6.98% 11.66% 0.97% 2.74% 4.68% 3.37% 2.4% 0.99%
2026/05/22 17.49% 2.71% 5.32% 10.64% 0.25% 2.41% 4.17% 3.45% 2.64% 0.87%
2026/05/23 20.02% 2.92% 6.75% 7.19% 5.55% 2.59% 3.74% 2.81% 3.42% 2.62%
2026/05/24 20.28% 2.32% 8.7% 5.69% 1.96% 2.6% 3.62% 2.76% 3.31% 1.99%
2026/05/25 17.96% 1.91% 4.86% 5.91% 7.39% 2.34% 4.03% 2.96% 2.88% 1.54%
2026/05/26 17.98% 1.71% 5.6% 7.67% 3.61% 2.29% 4.12% 2.85% 4.25% 1.79%
2026/05/27 17.92% 4.61% 5.53% 7.53% 5.68% 2.68% 4.24% 2.93% 2.55% 1.67%
2026/05/28 19.04% 5.63% 6.17% 6.77% 0.42% 3.31% 4.85% 2.99% 2.24% 1.54%
2026/05/29 18.45% 10.65% 4.49% 5.99% 2.68% 3.74% 4.45% 2.97% 2.06% 0.89%
2026/05/30 15.7% 12.8% 6.27% 5.97% 5.26% 3.32% 3.9% 2.59% 1.42% 0.94%
2026/05/31 16.45% 10.95% 7.81% 6.8% 4.59% 3.82% 3.66% 2.63% 1.26% 0.56%
  • hl.co.uk
  • capital.com
  • finder.com
  • money.co.uk
  • bloomberg.com
  • ajbell.co.uk
  • bullionbypost.co.uk
  • chase.co.uk
  • scottishfriendly.co.uk
  • etoro.com

Copyright © Adthena. All rights reserved.

In May 2026, hl.co.uk led with consistent dominance, peaking mid-month. Capital.com surged dramatically at month’s end. Finder.com and money.co.uk showed steady growth, while etoro.com fluctuated, ending lower.

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
Competitor Count - Last month
Date Competitor Count
2026/05/01 406
2026/05/02 385
2026/05/03 407
2026/05/04 406
2026/05/05 411
2026/05/06 422
2026/05/07 421
2026/05/08 437
2026/05/09 398
2026/05/10 418
2026/05/11 469
2026/05/12 480
2026/05/13 469
2026/05/14 473
2026/05/15 437
2026/05/16 480
2026/05/17 480
2026/05/18 475
2026/05/19 466
2026/05/20 445
2026/05/21 453
2026/05/22 458
2026/05/23 458
2026/05/24 450
2026/05/25 489
2026/05/26 503
2026/05/27 488
2026/05/28 483
2026/05/29 486
2026/05/30 483
2026/05/31 484

Copyright © Adthena. All rights reserved.

In May 2026, distinct advertisers on Google SERP began at 406, fluctuated, and peaked at 503. The month concluded with a steady 484, indicating a dynamic advertising landscape.

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
Market Loss & Market Gains - Last month
Name Market Trend
money.co.uk 1.72%
capital.com 1.33%
marcus.co.uk 1.1%
lloydsbank.com 0.95%
amundietf.co.uk 0.63%
franklintempleton.co.uk -0.69%
wesleyan.co.uk -0.7%
skipton.co.uk -1.24%
bullionbypost.co.uk -1.62%
etoro.com -2.61%

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In the past month, money.co.uk surged with a 1.72% click share increase, while etoro.com faced a 2.61% decline.

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 hl.co.uk capital.com money.co.uk bullionbypost.co.uk finder.com chase.co.uk royalmint.com goldmansachs.com torfx.com etoro.com
2026/05/01 9.15% 0.59% 3.93% 16.89% 2.48% 4.48% 2.99% 1.65% 7.35% 1.28%
2026/05/02 6.93% 0.61% 2.71% 13.75% 2.72% 3.13% 2.07% 8.9% 6.57% 0.7%
2026/05/03 8.59% 0.66% 4.47% 12.49% 2.7% 4.23% 2.99% 3.94% 3.46% 2.9%
2026/05/04 12.25% 0.46% 6.27% 12.21% 3.67% 5.3% 3.05% 1.29% 3.58% 3.02%
2026/05/05 12.32% 0.57% 5.39% 8.86% 1.98% 4.84% 2.92% 1.25% 2.89% 6.54%
2026/05/06 12.05% 0.48% 5.81% 7.62% 1.98% 4.83% 3.19% 1.15% 0.79% 8.4%
2026/05/07 10.64% 0.83% 2.98% 11.07% 1.77% 4.05% 3.93% 1.34% 3.38% 5.23%
2026/05/08 11.94% 0.5% 3.61% 12.02% 1.56% 3.81% 4.13% 1.5% 4.06% 2.37%
2026/05/09 11.05% 1.94% 3.35% 9.41% 3.41% 3.34% 3.62% 2.08% 1.47% 8.77%
2026/05/10 6.82% 1.63% 2.24% 7.15% 2.74% 1.91% 2.18% 4.36% 2.16% 17.06%
2026/05/11 10.93% 0.54% 7.47% 6.98% 3.94% 3.43% 2.39% 5.53% 1.03% 7.67%
2026/05/12 11.12% 0.84% 9.93% 6.16% 3.5% 3.83% 1.78% 4.26% 2.36% 4.94%
2026/05/13 15.75% 0.74% 8.87% 7.54% 3.51% 3.54% 2.23% 1.64% 1.79% 8.98%
2026/05/14 11.87% 0.71% 9.57% 7.46% 3.91% 3.83% 1.93% 4.58% 2.65% 3.94%
2026/05/15 11.94% 0.5% 3.61% 12.02% 1.56% 3.81% 4.13% 1.5% 4.06% 2.37%
2026/05/16 14.3% 1.75% 12.72% 8.56% 6.76% 4.81% 2.32% 0.82% 1.14% 1.14%
2026/05/17 14.12% 1.68% 13.05% 8.36% 5.5% 4.66% 2.38% 0.97% 0.9% 0.61%
2026/05/18 14.29% 1.66% 13.18% 9.01% 3.86% 5.12% 2.43% 1.8% 2.93% 0.75%
2026/05/19 14.92% 2.05% 11.88% 11.95% 3.14% 4.62% 3.91% 2.5% 3.74% 1.16%
2026/05/20 13.35% 1.67% 12.78% 10.03% 4.25% 5.28% 4.48% 0.24% 1.72% 0.67%
2026/05/21 12.84% 2.68% 14.49% 8.52% 3.59% 4.57% 3.33% 1.1% 3.47% 0.67%
2026/05/22 11.18% 1.98% 12.33% 6.9% 2.85% 4.35% 2.94% 0.88% 1.32% 0.27%
2026/05/23 13.84% 2.52% 9.09% 6.92% 3.87% 3.92% 2.25% 3.86% 2.09% 1.26%
2026/05/24 13.76% 2.34% 6.61% 5.88% 5.44% 3.61% 2.38% 3.71% 1.71% 1.27%
2026/05/25 12.95% 1.81% 7.32% 6.89% 3.12% 4.12% 3.31% 2% 0.98% 0.94%
2026/05/26 12.33% 1.08% 9.03% 6.61% 3.22% 3.71% 2.73% 0.61% 3.03% 1.06%
2026/05/27 13.52% 3.55% 9.35% 7.41% 3.77% 3.95% 2.17% 0.33% 3.97% 1.36%
2026/05/28 12.7% 4.08% 8.2% 8.37% 3.37% 3.93% 2.14% 0.5% 3.4% 1.25%
2026/05/29 13% 5.99% 7.99% 7.92% 2.66% 4.24% 2.13% 0.5% 4.27% 0.31%
2026/05/30 11.08% 10.52% 7.42% 6.7% 4.01% 3.59% 2.25% 1.52% 1.48% 0.78%
2026/05/31 11.22% 9.72% 8.42% 6.09% 5.86% 3.54% 2.11% 1.45% 1.28% 0.23%
  • hl.co.uk
  • capital.com
  • money.co.uk
  • bullionbypost.co.uk
  • finder.com
  • chase.co.uk
  • royalmint.com
  • goldmansachs.com
  • torfx.com
  • etoro.com

Copyright © Adthena. All rights reserved.

In May 2026, hl.co.uk led with fluctuating impressions, peaking mid-month. Capital.com surged late, while money.co.uk maintained steady growth. Bullionbypost.co.uk saw early highs, declining later. Etoro.com spiked early, then tapered off.

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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Google Text Ad Copy Insights & Creative Trends for UK Finance Investing - Last month
  1. 1
    Lloyds Banking Group PLC (LYG) Stock Price https://www.etoro.com

    Discuss Real-Time Market Trends with eToro™ Investors. Your capital is at risk.

  2. 2
    How To Invest In The S&P 500 - Invest In S&P 500 From The UK https://www.finder.com › invest › s&p500

    Compare the best ways to invest in S&P 500 index from the UK. Your capital is at risk.

  3. 3
    Stocks And Shares ISA https://www.hl.co.uk/stocks-shares/isa

    Awarded Best Buy ISA 2026 — Invest Up To £20,000 In Your Stocks & Shares ISA With HL. ISA Rules Apply. Risk Of Loss.

  4. 4
    Large Money Transfers €5,000+ - Today's Euro to Pound Rate https://www.keycurrency.co.uk › great-rates › euro-pound

    British Co. Trusted & Helpful Service. Excellent Rates & No Bank Fees. Get a Quote Today.

  5. 5
    Our Top 10 Savings Accounts - Our Best ISAs This May https://www.money.co.uk › savings › isas

    Cash ISAs, Fixed Rate ISAs and Investment ISAs Rates Compared. View All Terms Online Now

Copyright © Adthena. All rights reserved.

In the competitive world of finance, eToro captivates with real-time market insights, while Finder simplifies S&P 500 investments for UK investors. Hargreaves Lansdown offers award-winning ISAs, Key Currency excels in large transfers with no fees, and Money.co.uk compares top savings accounts.

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See this data specific to your brand performance

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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