UK Finance Consulting - PPC Market Share Analysis April 2026

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.

Consulting – UK

Google AI Overview visibility for Finance Consulting UK

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

AIO Frequency

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

Frequency Percentage
Frequency 28.6105239224
71.3894760776
28%

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 48
52
48%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 3%
Transactional 1%
Navigational 6%
Seasonal 0%
Local 2%
Problem Solving 32%

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Market Exposure

Share of Clicks for top 10 UK Finance Consulting brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

Share of Clicks - Last month
Share of Clicks - 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
  • 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%

Copyright © Adthena. All rights reserved.

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%.

Market Exposure

Share of Spend for the top 10 UK Finance Consulting 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. 

Share of Spend - Last Month
Share of Spend - 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%
  • 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

Copyright © Adthena. All rights reserved.

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.

Market Exposure

Competitor Count for UK Finance Consulting

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. 

Competitor Count - Last month
Competitor Count - 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

Copyright © Adthena. All rights reserved.

April saw fluctuating advertiser numbers, peaking at 489 on April 3rd. A decline followed, ending at 457 on April 30th.

Campaign Efficiency

Market Loss & Market Gains for UK Finance Consulting

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
torfx.com 6.42%
keycurrency.co.uk 0.93%
adyen.com 0.45%
stampdutycalculator.org.uk 0.45%
justgiving.com 0.39%
currenciesdirect.com -0.47%
policyexpert.co.uk -0.57%
checkmyfile.com -0.72%
moneysavingexpert.com -1.33%
stepchange.org -3.34%

Copyright © Adthena. All rights reserved.

Torfx.com surged with a 6.42% click share increase, while stepchange.org faced a 3.34% decline.

Campaign Efficiency

UK Finance Consulting Share of Impressions

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%
  • torfx.com
  • keycurrency.co.uk
  • moneysavingexpert.com
  • equifax.co.uk
  • justgiving.com
  • loqbox.com
  • stepchange.org
  • unbiased.co.uk
  • checkmyfile.com
  • thedebtadviceservice.co.uk

Copyright © Adthena. All rights reserved.

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.

Campaign Efficiency

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

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

Google Text Ad Copy Insights & Creative Trends for UK Finance Consulting - Last month
  1. 1
    Check Your Credit Report Today https://www.checkmyfile.com › checkmyfile › credit-report

    Most Detailed Credit Report — Free 7 day trial, then £14.99 per month. Cancel anytime. View Your Credit Report Today.

  2. 2
    Debt Advice UK https://www.getdebthelp.co.uk

    One Affordable Payment — Consolidate Debt into One Payment. Could Stop Interest. 5* Reviews. Fees May Apply. We Reduce...

  3. 3
    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.

  4. 4
    Take The First Step | One Affordable Monthly Payment https://www.thedebtadviceservice.co.uk

    Find out what debt solutions you qualify for. Free advice also available at MoneyHelper.

  5. 5
    USD to Pound Exchange https://www.torfx.com

    No Transfer Fees — Providing Bespoke USD to Pound Exchange Rates Alongside A Professional Service.

Copyright © Adthena. All rights reserved.

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.

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