Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Consulting category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.
See how often AIOs appear and how search intent is distributed across buying signals.
How often a Google AI overview appears on search terms relevant to this category.
| Frequency | Percentage |
|---|---|
| Frequency | 28.6105239224 |
| 71.3894760776 |
A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.
| Frequency | Percentage |
|---|---|
| Frequency | 48 |
| 52 |
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Here are the Top 10 competitors in the industry by Share of Clicks for the last month.
| Domain | Share of clicks |
|---|---|
| stepchange.org | 14.7 |
| moneysavingexpert.com | 12.86 |
| justgiving.com | 11.09 |
| torfx.com | 7.19 |
| policyexpert.co.uk | 5.64 |
| equifax.co.uk | 3.42 |
| keycurrency.co.uk | 2.93 |
| checkmyfile.com | 2.24 |
| currenciesdirect.com | 1.84 |
| unbiased.co.uk | 1.79 |
| others | 36.3 |
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In the finance | consulting PPC landscape, ‘others’ dominate with 36.3% click share. ‘Stepchange.org’ follows at 14.7%, while ‘moneysavingexpert.com’ captures 12.86%. ‘Justgiving.com’ holds 11.09%, with ‘torfx.com’ at 7.19%.
Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.
| Date | getdebthelp.co.uk | torfx.com | stepchange.org | moneysavingexpert.com | yourdebt-expert.co.uk | unbiased.co.uk | squareup.com | equifax.co.uk | angeladvance.co.uk | moneyadvice.co.uk |
|---|---|---|---|---|---|---|---|---|---|---|
| 2026/04/01 | 2.73% | 3.31% | 7.39% | 2.79% | 4.48% | 3.61% | 1.83% | 1.35% | 2.46% | 2.52% |
| 2026/04/02 | 4.96% | 0.37% | 4.67% | 2.61% | 5.89% | 3.83% | 2.27% | 1.45% | 2.69% | 2.93% |
| 2026/04/03 | 4.48% | 0% | 9.09% | 3.3% | 0.97% | 2.35% | 1.9% | 1.46% | 4.03% | 4.6% |
| 2026/04/04 | 0.64% | 0% | 8.09% | 3.02% | 0.05% | 2.59% | 1.91% | 1.6% | 4.45% | 4.91% |
| 2026/04/05 | 0.06% | 0% | 10.45% | 3.83% | 0.05% | 3.6% | 1.47% | 1.29% | 4.18% | 3.78% |
| 2026/04/06 | 5.2% | 0.02% | 7.52% | 2.89% | 2.44% | 4.18% | 1.76% | 1.65% | 2.23% | 4.15% |
| 2026/04/07 | 4.12% | 1.83% | 6.92% | 3.49% | 2.03% | 5.74% | 1.85% | 2.53% | 3.06% | 3.84% |
| 2026/04/08 | 3.45% | 0.54% | 5.92% | 4.07% | 3.28% | 5.12% | 1.54% | 2.42% | 2.1% | 2.48% |
| 2026/04/09 | 4.33% | 5.21% | 5.12% | 3.01% | 3.46% | 5.29% | 1.51% | 2.07% | 2.18% | 3.06% |
| 2026/04/10 | 4.05% | 3.2% | 5.86% | 3.48% | 0.19% | 5.1% | 1.62% | 2.2% | 4.08% | 4.16% |
| 2026/04/11 | 2.86% | 1.97% | 7.14% | 3.93% | 0.05% | 5.19% | 2.22% | 1.8% | 4.01% | 5.31% |
| 2026/04/12 | 0.07% | 0.74% | 8.38% | 4.27% | 0.06% | 5.94% | 2.35% | 1.98% | 3.56% | 5.72% |
| 2026/04/13 | 3.27% | 2.81% | 6.46% | 3.05% | 4.01% | 4% | 2.3% | 2.28% | 1.36% | 4.61% |
| 2026/04/14 | 4.01% | 3.3% | 4.82% | 2.74% | 3.49% | 4.98% | 2.3% | 2.34% | 1.7% | 4.88% |
| 2026/04/15 | 4.27% | 4.19% | 6.52% | 2.93% | 3.77% | 5.49% | 1.98% | 1.95% | 1.88% | 2.16% |
| 2026/04/16 | 3.81% | 1.84% | 5.29% | 3.65% | 3.94% | 5.31% | 2.17% | 1.97% | 2.08% | 3.3% |
| 2026/04/17 | 6.14% | 2.21% | 6.51% | 2.89% | 0.78% | 5.82% | 2.6% | 1.97% | 2.05% | 3.1% |
| 2026/04/18 | 2.67% | 3.27% | 4.43% | 3.49% | 1.58% | 6.27% | 2.47% | 2.15% | 3.45% | 3.38% |
| 2026/04/19 | 0.05% | 4% | 6.55% | 3.14% | 0.99% | 5.83% | 2.41% | 1.95% | 3.45% | 3.19% |
| 2026/04/20 | 4.76% | 4.12% | 4.86% | 3.1% | 3.38% | 4.54% | 2.49% | 2.36% | 2.05% | 4.37% |
| 2026/04/21 | 5.15% | 7.92% | 3.72% | 2.61% | 3.22% | 4.16% | 2.53% | 2.38% | 2.34% | 3.38% |
| 2026/04/22 | 4.75% | 8.68% | 3.82% | 2.54% | 3.17% | 3.77% | 2.29% | 2.78% | 2.21% | 2.71% |
| 2026/04/23 | 4.62% | 6.13% | 5.54% | 3.07% | 4.39% | 4.6% | 2.51% | 2.65% | 1.23% | 2.97% |
| 2026/04/24 | 3.78% | 3.02% | 5.02% | 3.49% | 0.47% | 4.55% | 2.53% | 2.86% | 1.99% | 2.63% |
| 2026/04/25 | 1.96% | 4.65% | 7.14% | 3.58% | 0.04% | 3.3% | 2.2% | 2.47% | 1.99% | 2.38% |
| 2026/04/26 | 0.04% | 7.85% | 9.95% | 2.65% | 0.04% | 2.02% | 2.17% | 2.34% | 3.51% | 2.89% |
| 2026/04/27 | 5.57% | 6.38% | 5.32% | 4.43% | 2.36% | 3.38% | 1.86% | 3.04% | 1.53% | 1.48% |
| 2026/04/28 | 4.28% | 4.41% | 5.44% | 2.79% | 4.86% | 3.42% | 2.23% | 3.36% | 2.23% | 2% |
| 2026/04/29 | 5.04% | 5.67% | 4.67% | 3.24% | 3.05% | 3.68% | 2.34% | 2.98% | 1.59% | 1.45% |
| 2026/04/30 | 5.3% | 5.29% | 3.65% | 3.62% | 3.46% | 3.03% | 2.71% | 2.7% | 2.35% | 2.22% |
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April saw dynamic shifts in PPC spend share. Stepchange.org led with peaks early in the month, while torfx.com surged mid-month. Getdebthelp.co.uk fluctuated, ending strong. Overall, diverse strategies marked the month’s competitive landscape.
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.
| Date | Competitor Count |
|---|---|
| 2026/04/01 | 458 |
| 2026/04/02 | 488 |
| 2026/04/03 | 489 |
| 2026/04/04 | 481 |
| 2026/04/05 | 472 |
| 2026/04/06 | 482 |
| 2026/04/07 | 488 |
| 2026/04/08 | 479 |
| 2026/04/09 | 465 |
| 2026/04/10 | 484 |
| 2026/04/11 | 451 |
| 2026/04/12 | 450 |
| 2026/04/13 | 478 |
| 2026/04/14 | 481 |
| 2026/04/15 | 483 |
| 2026/04/16 | 466 |
| 2026/04/17 | 457 |
| 2026/04/18 | 453 |
| 2026/04/19 | 469 |
| 2026/04/20 | 470 |
| 2026/04/21 | 461 |
| 2026/04/22 | 452 |
| 2026/04/23 | 460 |
| 2026/04/24 | 467 |
| 2026/04/25 | 435 |
| 2026/04/26 | 445 |
| 2026/04/27 | 466 |
| 2026/04/28 | 461 |
| 2026/04/29 | 467 |
| 2026/04/30 | 457 |
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April saw fluctuating advertiser numbers, peaking at 489 on April 3rd. A decline followed, ending at 457 on April 30th.
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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Torfx.com surged with a 6.42% click share increase, while stepchange.org faced a 3.34% decline.
Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.
| Date | torfx.com | keycurrency.co.uk | moneysavingexpert.com | equifax.co.uk | justgiving.com | loqbox.com | stepchange.org | unbiased.co.uk | checkmyfile.com | thedebtadviceservice.co.uk |
|---|---|---|---|---|---|---|---|---|---|---|
| 2026/04/01 | 10.72% | 5.64% | 5.63% | 2.32% | 3.16% | 2.74% | 5.5% | 2.82% | 5.79% | 3.04% |
| 2026/04/02 | 1.23% | 6.31% | 5.71% | 2.66% | 3.22% | 2.93% | 3.68% | 3.02% | 6.45% | 2.06% |
| 2026/04/03 | 0% | 5.96% | 7.3% | 2.84% | 3.02% | 2.41% | 6.9% | 1.56% | 6.24% | 1.1% |
| 2026/04/04 | 0% | 1.16% | 6.61% | 2.84% | 3.65% | 2.27% | 5.43% | 1.49% | 7.81% | 1.25% |
| 2026/04/05 | 0% | 6.11% | 8.09% | 2.13% | 3.02% | 2.64% | 6.83% | 2.17% | 5.51% | 3.27% |
| 2026/04/06 | 0.03% | 1.15% | 6.52% | 3.38% | 3.25% | 2.33% | 6.03% | 2.72% | 4.2% | 3.24% |
| 2026/04/07 | 5.09% | 1.17% | 7.49% | 4.85% | 3.26% | 1.96% | 5.32% | 3.69% | 3.51% | 3.6% |
| 2026/04/08 | 1.44% | 2.34% | 9.15% | 4.73% | 4.02% | 2.16% | 4.81% | 3.55% | 2.44% | 4.5% |
| 2026/04/09 | 15.22% | 8.36% | 5.22% | 2.93% | 3.07% | 1.55% | 3.19% | 2.81% | 2.08% | 4.08% |
| 2026/04/10 | 11% | 7.79% | 6.91% | 3.69% | 3.04% | 2.23% | 4.07% | 3.18% | 1.91% | 2.73% |
| 2026/04/11 | 6.05% | 4.54% | 7.89% | 3.5% | 3.11% | 2.3% | 4.39% | 3.62% | 1.71% | 1.24% |
| 2026/04/12 | 2.25% | 1.03% | 9.1% | 3.59% | 4.01% | 2.53% | 6.18% | 3.85% | 1.97% | 4.57% |
| 2026/04/13 | 8.62% | 4.32% | 6.11% | 3.85% | 3.5% | 2.55% | 4.51% | 2.74% | 3.6% | 4.66% |
| 2026/04/14 | 10.66% | 3.1% | 5.61% | 4.06% | 3.3% | 2.36% | 3.45% | 3.25% | 2.75% | 3.98% |
| 2026/04/15 | 13.74% | 4.67% | 5.45% | 3.27% | 2.92% | 2.42% | 4.41% | 3.37% | 2.07% | 3.07% |
| 2026/04/16 | 5.88% | 0.99% | 8.12% | 3.99% | 3.67% | 3.38% | 4.19% | 3.61% | 3.14% | 5.25% |
| 2026/04/17 | 6.22% | 0.76% | 6.53% | 4.04% | 4.96% | 2.68% | 5.22% | 4.18% | 3.66% | 0.88% |
| 2026/04/18 | 10.37% | 5.49% | 6.53% | 3.71% | 3.44% | 2.33% | 3.05% | 3.9% | 2.47% | 1.86% |
| 2026/04/19 | 11.84% | 4.7% | 6.17% | 3.46% | 3.64% | 2.04% | 4.5% | 3.63% | 2.98% | 2.59% |
| 2026/04/20 | 11.49% | 4.75% | 6.43% | 4.47% | 3.2% | 1.81% | 3.54% | 3.02% | 2.92% | 2.87% |
| 2026/04/21 | 23.07% | 5.23% | 4.72% | 4.21% | 3.3% | 1.36% | 2.37% | 2.46% | 1.91% | 1.79% |
| 2026/04/22 | 22.35% | 6.36% | 4.46% | 4.15% | 2.83% | 1.76% | 2.39% | 2.27% | 1.5% | 2.61% |
| 2026/04/23 | 18% | 3.61% | 5.67% | 4.34% | 3.12% | 2.4% | 3.6% | 2.71% | 1.75% | 3.17% |
| 2026/04/24 | 10.15% | 7.59% | 6.99% | 5.05% | 3.22% | 2.8% | 3.84% | 2.89% | 2.14% | 3.01% |
| 2026/04/25 | 12.87% | 5.81% | 6.97% | 4.29% | 3.48% | 2.83% | 4.57% | 2.15% | 1.83% | 0.91% |
| 2026/04/26 | 21.67% | 3.85% | 4.34% | 3.43% | 3.1% | 2.54% | 5.79% | 1.34% | 1.98% | 4.61% |
| 2026/04/27 | 15.22% | 3.38% | 8.2% | 4.96% | 3.04% | 2.44% | 3.18% | 2.51% | 2.49% | 4.05% |
| 2026/04/28 | 13.53% | 3.37% | 5.83% | 6.01% | 3.18% | 2.63% | 4% | 2.22% | 2.88% | 3.89% |
| 2026/04/29 | 15.74% | 3.93% | 6.29% | 5.02% | 2.75% | 2.48% | 3.55% | 2.49% | 1.98% | 2.66% |
| 2026/04/30 | 14.63% | 14.4% | 6.41% | 4.24% | 3.49% | 2.28% | 2.22% | 1.61% | 1.21% | 0.89% |
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April saw torfx.com dominate with fluctuating impressions, peaking at 23.07% on the 21st. Keycurrency.co.uk and moneysavingexpert.com maintained steady shares, while equifax.co.uk and justgiving.com showed moderate consistency. The month concluded with torfx.com leading.
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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In the competitive world of finance, advertisers like Checkmyfile.com and GetDebtHelp.co.uk captivate with promises of detailed credit reports and debt consolidation. Keycurrency.co.uk and Torfx.com entice with excellent currency exchange rates, while TheDebtAdviceService.co.uk offers accessible debt solutions. Each ad uniquely addresses financial needs, blending trust and convenience.
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 Consulting April 2026 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.
Data within the UK Finance Consulting April 2026 Report 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 UK Finance Consulting April 2026 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.
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Yes. The UK Finance Consulting April 2026 Report aggregates data from across both device types and Google Shopping.
The UK Finance Consulting April 2026 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.
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