UK Finance Comparison Sites - PPC Market Share Analysis February 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Comparison Sites category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Google AI Overview visibility for Finance Comparison Sites 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	12.9264509167
	87.0735490833

12%

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	63
	37

63%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	67%
Transactional	3%
Navigational	6%
Seasonal	0%
Local	3%
Problem Solving	10%

Market Exposure

Share of Clicks for top 10 UK Finance Comparison Sites 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
gocompare.com	28.27
comparethemarket.com	26.79
moneysupermarket.com	16.33
uswitch.com	10.51
confused.com	6.73
gocardless.com	1.6
torfx.com	1.15
keycurrency.co.uk	0.96
quotezone.co.uk	0.66
tiger.co.uk	0.64
others	6.36

gocompare.com - 28.27%
comparethemarket.com - 26.79%
moneysupermarket.com - 16.33%
uswitch.com - 10.51%
confused.com - 6.73%
gocardless.com - 1.6%
torfx.com - 1.15%
keycurrency.co.uk - 0.96%
quotezone.co.uk - 0.66%
tiger.co.uk - 0.64%
others - 6.36%

In the competitive landscape of Google PPC, GoCompare leads with 28.27% click share, closely followed by CompareTheMarket at 26.79%. Meanwhile, ‘others’ collectively hold 6.36%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Finance Comparison Sites 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	gocompare.com	comparethemarket.com	moneysupermarket.com	confused.com	uswitch.com	quotezone.co.uk	tiger.co.uk	vancompare.com	keycurrency.co.uk	torfx.com
2026/02/01	29.42%	20.24%	15.22%	15.27%	9.6%	0.64%	0.92%	0.52%	0.54%	0.51%
2026/02/02	26.54%	19.31%	16.24%	15.03%	10.81%	0.47%	0.8%	0.44%	0.71%	1.06%
2026/02/03	25.37%	20.34%	16.89%	14.18%	10.83%	0.81%	0.42%	0.45%	1.02%	0.59%
2026/02/04	26.08%	20.14%	14.51%	13.95%	12.7%	0.83%	0.83%	0.64%	1.02%	0.85%
2026/02/05	25.3%	19.73%	16.06%	14.8%	11.69%	0.9%	0.7%	0.55%	0.99%	0.88%
2026/02/06	27.71%	18.45%	14.74%	14.95%	11.56%	1.12%	0.92%	0.47%	0.95%	0.75%
2026/02/07	26.44%	18.53%	14.36%	16.1%	12.66%	1.16%	1.27%	0.53%	0.47%	0.88%
2026/02/08	24.2%	19.41%	16.4%	15.65%	12.61%	1.08%	1.7%	0.56%	0.35%	0.59%
2026/02/09	24.01%	19.57%	15.53%	16.96%	12.29%	1.3%	1.18%	0.65%	0.43%	0.52%
2026/02/10	24.25%	20.76%	16.67%	15.83%	11.32%	1%	1.24%	0.83%	0.36%	0.59%
2026/02/11	27%	18.82%	15.46%	15.6%	11.05%	1.06%	0.83%	0.71%	0.55%	0.78%
2026/02/12	23.97%	20.45%	16.31%	14.61%	11.64%	1.05%	1.31%	0.7%	0.54%	0.93%
2026/02/13	26.48%	18.88%	15.08%	15.03%	11.55%	1.14%	0.94%	0.55%	0.98%	0.77%
2026/02/14	25.3%	18.95%	14.68%	16.18%	12.77%	1.18%	1.28%	0.54%	0.48%	0.9%
2026/02/15	24.19%	19.4%	16.39%	15.64%	12.6%	1.08%	1.7%	0.56%	0.35%	0.59%
2026/02/16	24.01%	19.57%	15.53%	16.96%	12.29%	1.3%	1.18%	0.65%	0.43%	0.52%
2026/02/17	25.64%	16.82%	18.56%	14.14%	11.91%	1.22%	0.63%	0.79%	0.75%	1.07%
2026/02/18	25.35%	18.81%	17.61%	13.75%	12.2%	0.73%	1.12%	0.43%	0.91%	0.81%
2026/02/19	27.34%	17.31%	16.6%	14.35%	11.25%	1.58%	1.35%	0.52%	0.87%	0.94%
2026/02/20	27.14%	17.67%	16.8%	14.79%	11.58%	1.11%	1.57%	0.52%	0.74%	0.36%
2026/02/21	25.16%	19.79%	17.72%	15.11%	12.66%	0.85%	1.43%	0.4%	0.37%	0.31%
2026/02/22	26.11%	18.36%	17.51%	15.49%	11.32%	0.98%	1.09%	0.41%	0.68%	0.38%
2026/02/23	26.1%	17.8%	16.94%	14.3%	12.48%	0.77%	0.59%	0.26%	0.89%	0.7%
2026/02/24	24.09%	19.23%	17.41%	12.97%	12.49%	1.01%	0.98%	0.65%	0.95%	0.71%
2026/02/25	25.61%	18.98%	16.52%	13.87%	11.2%	2.22%	1.06%	0.47%	0.76%	0.86%
2026/02/26	27.3%	18.66%	17.08%	13.87%	10.72%	1.11%	0.97%	0.45%	0.58%	1%
2026/02/27	29.49%	18.12%	14.96%	15.38%	11.66%	1.05%	0.84%	0.61%	0.43%	0.36%
2026/02/28	26.57%	19.01%	18.03%	15.3%	10.88%	1.99%	0.97%	0.58%	0.48%	0.32%

gocompare.com
comparethemarket.com
moneysupermarket.com
confused.com
uswitch.com
quotezone.co.uk
tiger.co.uk
vancompare.com
keycurrency.co.uk
torfx.com

Gocompare.com led February with fluctuating spend, peaking at 29.49% on the 27th. Comparethemarket.com maintained a steady presence, while moneysupermarket.com and confused.com showed moderate activity. Uswitch.com and others had minimal impact.

Market Exposure

Competitor Count for UK Finance Comparison Sites

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
2026/02/01	276
2026/02/02	274
2026/02/03	275
2026/02/04	283
2026/02/05	283
2026/02/06	276
2026/02/07	273
2026/02/08	270
2026/02/09	283
2026/02/10	278
2026/02/11	286
2026/02/12	280
2026/02/13	276
2026/02/14	273
2026/02/15	270
2026/02/16	283
2026/02/17	268
2026/02/18	279
2026/02/19	281
2026/02/20	271
2026/02/21	264
2026/02/22	269
2026/02/23	285
2026/02/24	283
2026/02/25	282
2026/02/26	281
2026/02/27	278
2026/02/28	272

February saw fluctuating advertiser numbers, peaking at 286 on the 11th. The month concluded with a slight dip, ending at 272.

Campaign Efficiency

Market Loss & Market Gains for UK Finance Comparison Sites

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
moneysupermarket.com	1.46%
uswitch.com	0.45%
currenciesdirect.com	0.37%
gocardless.com	0.21%
quotezone.co.uk	0.08%
torfx.com	-0.2%
confused.com	-0.26%
postoffice.co.uk	-0.27%
gocompare.com	-0.38%
comparethemarket.com	-0.95%

Moneysupermarket.com surged with a 1.46 increase, while comparethemarket.com plummeted by -0.95.

Campaign Efficiency

UK Finance Comparison Sites 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	confused.com	uswitch.com	comparethemarket.com	gocompare.com	moneysupermarket.com	quotezone.co.uk	tiger.co.uk	keycurrency.co.uk	torfx.com	currenciesdirect.com
2026/02/01	25.72%	16.77%	15.22%	12.97%	9.49%	1.47%	3.34%	1.46%	1.57%	1.35%
2026/02/02	24.79%	18.85%	12.53%	9.99%	9.72%	0.85%	2.55%	1.94%	3.6%	2.19%
2026/02/03	23.25%	19.65%	13.2%	11.41%	10.25%	1.67%	1.28%	2.71%	1.64%	1.41%
2026/02/04	23.01%	20.92%	13.93%	10.9%	8.39%	1.6%	2.86%	2.8%	2.38%	0.96%
2026/02/05	24%	20.56%	12.97%	10.99%	9.12%	1.68%	2.27%	2.7%	2.49%	0.87%
2026/02/06	24.47%	18.75%	12.99%	12.47%	8.25%	2.51%	3%	2.56%	1.98%	0.32%
2026/02/07	25.01%	20.59%	13.5%	11.43%	7.62%	2.77%	4.17%	1.18%	2.74%	0.49%
2026/02/08	24.43%	21.68%	13.39%	10.75%	9.68%	1.84%	5%	0.84%	1.56%	0.61%
2026/02/09	27.01%	21.1%	13.31%	10.43%	8.38%	2.19%	3.82%	1.11%	1.4%	0.44%
2026/02/10	26.93%	19.09%	14.68%	11.2%	9.12%	1.89%	3.77%	1%	1.58%	0.41%
2026/02/11	25.38%	18.4%	14.03%	12.21%	8.92%	2.41%	2.59%	1.43%	2.26%	0.45%
2026/02/12	22.82%	20.85%	13.05%	10.93%	8.95%	2.44%	4.28%	1.48%	2.71%	0.55%
2026/02/13	24.42%	18.58%	13.13%	12.28%	8.34%	2.54%	3.03%	2.59%	2%	0.32%
2026/02/14	24.98%	20.61%	13.68%	11.28%	7.72%	2.8%	4.17%	1.19%	2.77%	0.49%
2026/02/15	24.43%	21.68%	13.39%	10.75%	9.68%	1.84%	5%	0.84%	1.56%	0.61%
2026/02/16	27.01%	21.1%	13.31%	10.43%	8.38%	2.19%	3.82%	1.11%	1.4%	0.44%
2026/02/17	22.88%	19.53%	10.75%	12.59%	10.21%	2.5%	2.15%	2.2%	3.1%	0.57%
2026/02/18	22.6%	20.63%	12.24%	11.84%	10.61%	1.44%	3.91%	2.58%	2.26%	0.49%
2026/02/19	22.07%	19.34%	12.58%	12.1%	9.65%	2.35%	4.6%	2.28%	2.84%	1.2%
2026/02/20	24.38%	20.81%	12%	11.54%	9.69%	2.11%	4.73%	1.94%	1.32%	1.55%
2026/02/21	25.33%	21.36%	14.02%	12.05%	9.81%	1.91%	4.42%	0.97%	1.13%	0.68%
2026/02/22	25.1%	20.93%	13.23%	11.26%	9.53%	1.8%	3.8%	1.76%	1.2%	1.47%
2026/02/23	23.26%	20.59%	12.1%	11.64%	9.5%	1.35%	1.99%	2.44%	2.08%	1.63%
2026/02/24	21.47%	19.95%	13.03%	9.92%	9.88%	2.19%	3.67%	2.57%	2.15%	3%
2026/02/25	24.27%	18.22%	12.74%	11.76%	9.11%	4.16%	3.53%	2.05%	2.48%	2.45%
2026/02/26	23.89%	18.11%	13.26%	11.62%	9.86%	2.65%	3.57%	1.61%	2.69%	3.57%
2026/02/27	28.12%	19.21%	14.12%	12.7%	8.35%	2.32%	2.58%	1.19%	0.98%	1.42%
2026/02/28	26.46%	19.23%	13.66%	11.48%	10.65%	4.43%	3.28%	1.34%	0.92%	0.9%

confused.com
uswitch.com
comparethemarket.com
gocompare.com
moneysupermarket.com
quotezone.co.uk
tiger.co.uk
keycurrency.co.uk
torfx.com
currenciesdirect.com

Confused.com led February with fluctuating impressions, peaking at 28.12% on the 27th. Uswitch.com followed, maintaining a steady presence. Comparethemarket.com and Gocompare.com showed moderate activity, while Moneysupermarket.com and others had lower shares.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Finance Comparison Sites

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 Comparison Sites - Last month

1
Compare the Market™ https://www.comparethemarket.com
Compare the Market™ Website — Compare & Switch With Confidence At The UK’s Largest & Most Trusted Comparison Website.
2
Compare Insurance - Car, Home Insurance & More https://www.confused.com/
With over 20 years' experience, we're here to save you time & money. Get a quote online!
3
Go.Compare https://www.gocompare.com
Go.Compare™ Official Site — Go.Compare Insurance for London. Compare Car Insurance & More. Save Time & Money Today!
4
MoneySuperMarket https://www.moneysupermarket.com
Compare And Super Save Today — Earn Up to £20 On A Qualifying Product You Buy & We’ll Even Price Match, T&Cs Apply. Helping...
5
Compare Car Insurance | Uswitch | Car Insurance https://www.uswitch.com
We Compare Quotes From Major UK Providers To Find You a Great Deal On Your Car Insurance!

In the competitive world of comparison sites, “Compare the Market™” stands out with its promise of confidence and trust. “Confused.com” leverages 20 years of experience to save time and money. “Go.Compare” emphasizes efficiency in London, while “MoneySuperMarket” offers savings and price matching. “Uswitch” focuses on finding great car insurance deals. Each ad highlights unique strengths, from trust to savings, resonating with diverse consumer needs.

Frequently Asked Questions

Why is the UK Finance Comparison Sites February 2026 Report useful and how should I use it?

Why is the UK Finance Comparison Sites February 2026 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 Comparison Sites February 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.
How often is the data updated?

Data within the UK Finance Comparison Sites February 2026 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 Comparison Sites February 2026 Report?

The UK Finance Comparison Sites February 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.

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 Comparison Sites February 2026 Report aggregates data from across both device types and Google Shopping.
Who is this UK Finance Comparison Sites February 2026 Report for?

The UK Finance Comparison Sites February 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.
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.

Complete the form below to get started.
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.

Customer Success Stories

Legal & General

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

Staysure

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

New Market Discovery for Towergate Insurance

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

Get the full picture

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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Google AI Overview visibility for Finance Comparison Sites UK

AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 UK Finance Comparison Sites brands

Share of Spend for the top 10 UK Finance Comparison Sites brands

Competitor Count for UK Finance Comparison Sites

Market Loss & Market Gains for UK Finance Comparison Sites

UK Finance Comparison Sites Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Finance Comparison Sites

Frequently Asked Questions

Why is the UK Finance Comparison Sites February 2026 Report useful and how should I use it?

Why is the UK Finance Comparison Sites February 2026 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Finance Comparison Sites February 2026 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Finance Comparison Sites February 2026 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

Get the full picture

See this data specific to your brand performance

Related reports

US Comparison Sites

AUS Comparison Sites