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UK Finance Comparison Sites - PPC Market Share Analysis August 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.

Comparison Sites – UK

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 23.4077899065
76.5922100935
23%

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 60
40
60%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 60%
Transactional 5%
Navigational 11%
Seasonal 0%
Local 3%
Problem Solving 4%

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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
comparethemarket.com 38.02
gocompare.com 28.72
moneysupermarket.com 16.09
uswitch.com 4.72
confused.com 4.03
keycurrency.co.uk 1.19
gocardless.com 0.88
torfx.com 0.59
eurochange.co.uk 0.52
quotezone.co.uk 0.46
others 4.78
  • comparethemarket.com - 38.02%
  • gocompare.com - 28.72%
  • moneysupermarket.com - 16.09%
  • uswitch.com - 4.72%
  • confused.com - 4.03%
  • keycurrency.co.uk - 1.19%
  • gocardless.com - 0.88%
  • torfx.com - 0.59%
  • eurochange.co.uk - 0.52%
  • quotezone.co.uk - 0.46%
  • others - 4.78%

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, Comparethemarket.com leads with a 38.02% click share, followed by Gocompare.com at 28.72%. Moneysupermarket.com holds 16.09%, while ‘others’ collectively capture 4.78%.

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 keycurrency.co.uk staysure.co.uk compareni.com moneyexpert.com quotezone.co.uk
2026/08/01 32.56% 23.89% 13.78% 12.91% 7.43% 0.38% 0.05% 0.77% 0.46% 2.53%
2026/08/02 30.37% 26.71% 17% 10.26% 5.27% 0.58% 0.13% 0.64% 0.43% 1.71%
2026/08/03 27.94% 27.48% 18.99% 10.41% 6.59% 0.38% 0.18% 0.58% 0.4% 1.02%
2026/08/04 30.71% 26.21% 18.31% 9.48% 5.27% 1.47% 0.52% 0.46% 0.54% 0.41%
2026/08/05 27.37% 27.57% 19.24% 9.25% 4.46% 1.23% 0.39% 0.39% 0.41% 0.75%
2026/08/06 29.1% 27.36% 18.49% 9.1% 4.05% 1.34% 0.55% 0.46% 0.45% 0.64%
2026/08/07 32.89% 24.97% 18.86% 8.76% 5.89% 0.85% 0.38% 0.51% 0.21% 0.22%
2026/08/08 32.6% 28.78% 15.82% 9.07% 5.11% 0.93% 0.32% 0.38% 0.21% 1.57%
2026/08/09 30.41% 33.4% 15.62% 8.33% 4.53% 0.43% 0.36% 0.3% 0.41% 0.73%
2026/08/10 30.84% 24.83% 15.86% 10.81% 7.72% 0.61% 0.63% 0.39% 0.69% 1.62%
2026/08/11 31.27% 21.31% 16.95% 12.38% 7.48% 0.75% 0.59% 0.31% 0.47% 1.32%
2026/08/12 27.79% 26.24% 17.27% 11.39% 6.78% 0.78% 0.75% 0.25% 0.17% 1.34%
2026/08/13 30.33% 25.51% 16.34% 10.4% 6.17% 0.66% 0.62% 0.35% 0.69% 1.05%
2026/08/14 30.22% 26.87% 16.34% 9.98% 5.35% 1.21% 0.86% 0.5% 1.08% 1.27%
2026/08/15 34.45% 25.64% 18.96% 7.67% 3.79% 0.88% 0.9% 0.31% 0.68% 0.58%
2026/08/16 33.26% 24.08% 17.42% 8.25% 4.69% 1.02% 0.69% 0.29% 1.17% 1.47%
2026/08/17 32.51% 23.29% 16.34% 10.59% 6.04% 0.96% 0.94% 0.31% 0.63% 1.73%
2026/08/18 33.2% 22.72% 18.29% 9.99% 5.1% 0.95% 1.02% 0.34% 0.39% 1.38%
2026/08/19 31.35% 24.78% 16.34% 10.1% 6.92% 0.5% 0.52% 0.3% 0.55% 1.62%
2026/08/20 34.36% 24.03% 17.89% 9.86% 5.23% 0.61% 0.75% 0.39% 0.52% 1.1%
2026/08/21 31.13% 26.49% 15.89% 11.27% 6.28% 0.73% 0.42% 0.48% 0.77% 0.52%
2026/08/22 30.22% 25.31% 15.66% 12.19% 5.86% 0.9% 0.37% 0.58% 0.89% 1.15%
2026/08/23 29.84% 26.67% 15.67% 11.85% 4.73% 0.81% 0.47% 0.5% 0.91% 0.5%
2026/08/24 26.05% 33.12% 16.41% 9.63% 4.66% 0.63% 0.62% 0.53% 0.82% 0.77%
2026/08/25 29.45% 27.55% 15.11% 10% 6.78% 1.03% 0.46% 0.5% 0.46% 1.02%
2026/08/26 28.22% 31.67% 12.98% 10.26% 6.54% 0.97% 0.38% 0.52% 0.68% 0.99%
2026/08/27 28.15% 26.21% 14.68% 11.5% 7.64% 1.04% 0.59% 0.54% 1.06% 0.83%
2026/08/28 29.28% 24.86% 16.3% 10.43% 7.73% 1.31% 0.67% 0.69% 0.82% 0.89%
2026/08/29 30.64% 27.82% 15.54% 9.05% 5.11% 0.87% 0.58% 0.53% 0.66% 1.09%
2026/08/30 29.49% 27.88% 18.67% 8.72% 5.28% 0.79% 0.55% 0.52% 0.62% 0.6%
2026/08/31 31.31% 27.77% 16.65% 7.69% 5.01% 0.88% 0.62% 0.58% 0.49% 0.28%
  • gocompare.com
  • comparethemarket.com
  • moneysupermarket.com
  • confused.com
  • uswitch.com
  • keycurrency.co.uk
  • staysure.co.uk
  • compareni.com
  • moneyexpert.com
  • quotezone.co.uk

Copyright © Adthena. All rights reserved.

In August 2026, gocompare.com led with fluctuating spend shares, peaking mid-month. Comparethemarket.com saw a late surge, while moneysupermarket.com maintained steady growth. Confused.com and uswitch.com experienced minor fluctuations. The month concluded with gocompare.com retaining dominance.

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
2026/08/01 216
2026/08/02 213
2026/08/03 216
2026/08/04 216
2026/08/05 237
2026/08/06 223
2026/08/07 213
2026/08/08 198
2026/08/09 195
2026/08/10 216
2026/08/11 217
2026/08/12 220
2026/08/13 224
2026/08/14 217
2026/08/15 211
2026/08/16 208
2026/08/17 214
2026/08/18 205
2026/08/19 201
2026/08/20 203
2026/08/21 193
2026/08/22 187
2026/08/23 186
2026/08/24 191
2026/08/25 199
2026/08/26 199
2026/08/27 217
2026/08/28 212
2026/08/29 204
2026/08/30 213
2026/08/31 207

Copyright © Adthena. All rights reserved.

August began with 216 advertisers, peaking at 237 on the 5th. A decline followed, reaching 186 on the 23rd. The month concluded with 207 advertisers, reflecting a dynamic landscape.

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
comparethemarket.com 2.04%
sunlife.co.uk 0.39%
confused.com 0.16%
uswitch.com 0.11%
moneyexpert.com 0.1%
currenciesdirect.com -0.21%
gocardless.com -0.34%
torfx.com -0.4%
gocompare.com -0.46%
moneysupermarket.com -1.28%

Copyright © Adthena. All rights reserved.

Comparethemarket.com surged with a 2.04 increase, while moneysupermarket.com dropped by 1.28. Sunlife.co.uk and confused.com saw positive gains, contrasting with declines for gocompare.com and torfx.com.

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 comparethemarket.com confused.com gocompare.com moneysupermarket.com uswitch.com keycurrency.co.uk moneyexpert.com staysure.co.uk torfx.com quotezone.co.uk
2026/08/01 18.11% 24.22% 16.45% 9.5% 12.49% 1.84% 1.59% 0.13% 1.61% 3.92%
2026/08/02 19.88% 20.16% 14.59% 12.07% 9.68% 2.46% 1.96% 0.59% 2.13% 3.67%
2026/08/03 19.36% 20.59% 14.39% 14.69% 12.13% 1.66% 1.02% 0.74% 2.56% 1.92%
2026/08/04 18.52% 20.89% 13.9% 12.85% 8.56% 6.22% 1.04% 1.33% 2.26% 0.7%
2026/08/05 17.82% 17.45% 12.06% 15.55% 7.18% 4.91% 0.78% 1.41% 4.13% 1.32%
2026/08/06 17.82% 17.64% 16.94% 13.23% 6.6% 5.19% 0.82% 1.71% 2.68% 1.04%
2026/08/07 18.59% 18.42% 15.49% 15.47% 10.28% 3.67% 0.62% 1.31% 1.42% 0.5%
2026/08/08 22.44% 17.62% 17.86% 12.7% 8.52% 4.51% 0.5% 0.93% 1.31% 2%
2026/08/09 26.8% 16.63% 16.61% 12.8% 8.07% 2.06% 1.59% 0.94% 1.88% 1.63%
2026/08/10 17.91% 19.28% 15.92% 12.63% 12.05% 2.61% 2.08% 1.63% 1.74% 2.34%
2026/08/11 16.14% 19.91% 15.59% 13.01% 11.43% 3.25% 1.72% 1.96% 3.18% 1.98%
2026/08/12 17.59% 20.68% 13.59% 13.69% 9.57% 3.53% 0.69% 2.59% 2.53% 2.58%
2026/08/13 17% 17.81% 15.62% 13.06% 9.49% 2.78% 1.75% 2.4% 3.02% 1.96%
2026/08/14 18.62% 18.23% 16.51% 12.25% 7.85% 4.37% 3.09% 3.65% 2.39% 2.11%
2026/08/15 18.93% 15.89% 20.26% 15.28% 5.44% 4.22% 1.66% 5.59% 1.06% 0.89%
2026/08/16 18.68% 14.98% 18.12% 13.82% 6.57% 4.62% 2.63% 2.07% 2.73% 2.06%
2026/08/17 16.52% 17.86% 16.51% 12.11% 8.95% 4.16% 1.88% 4.17% 1.24% 2.74%
2026/08/18 16.35% 17.18% 16.88% 13.56% 8.38% 4.12% 1.64% 4.37% 2.21% 2.48%
2026/08/19 18.55% 18.55% 16.33% 12.1% 11.81% 2.17% 1.42% 2.04% 1.61% 2.65%
2026/08/20 17.88% 18.37% 18.28% 13.03% 10.09% 2.66% 1.59% 2.95% 2% 2.95%
2026/08/21 19.3% 19.55% 15.46% 11.11% 12.35% 3.18% 2.56% 1.57% 1.49% 1.48%
2026/08/22 16.42% 23.19% 13.98% 11.14% 10.38% 3.55% 2.75% 1.21% 1.08% 1.88%
2026/08/23 18% 24.12% 13.42% 10.95% 8.93% 3.15% 2.56% 1.47% 0.75% 1.33%
2026/08/24 20.77% 18.41% 13.14% 13.04% 10.03% 2.57% 2.43% 1.85% 1.41% 1.77%
2026/08/25 18.16% 20.61% 11.88% 9.8% 12.72% 4.17% 1.64% 1.5% 1.64% 1.95%
2026/08/26 20.8% 20.33% 12.46% 9.35% 12.02% 3.97% 2.79% 1.3% 0.97% 1.51%
2026/08/27 16.31% 24.25% 11.1% 10.74% 12.71% 4% 2.96% 1.61% 1.24% 1.38%
2026/08/28 15.73% 22.31% 12.02% 12.82% 13.18% 4.49% 2.43% 2.58% 0.93% 1.01%
2026/08/29 17.7% 21.44% 13.01% 12.54% 10.67% 3.55% 2.15% 1.67% 0.5% 1.72%
2026/08/30 18.4% 19.93% 13.06% 17.42% 9.76% 3.14% 2.45% 1.64% 0.46% 1%
2026/08/31 19.24% 16.57% 15.05% 13.4% 9.65% 3.81% 2.11% 1.64% 0.78% 0.46%
  • comparethemarket.com
  • confused.com
  • gocompare.com
  • moneysupermarket.com
  • uswitch.com
  • keycurrency.co.uk
  • moneyexpert.com
  • staysure.co.uk
  • torfx.com
  • quotezone.co.uk

Copyright © Adthena. All rights reserved.

In August 2026, comparethemarket.com saw fluctuations, peaking at 26.80% on the 9th, then stabilizing around 19.24% by month’s end. Confused.com experienced a mid-month surge, reaching 24.25% on the 27th, before closing at 16.57%. Gocompare.com had a steady decline, ending at 15.05%. Moneysupermarket.com peaked at 17.42% on the 30th, finishing at 13.40%. Uswitch.com showed variability, closing at 9.65%. Keycurrency.co.uk and moneyexpert.com maintained low shares, while staysure.co.uk and torfx.com had minor fluctuations. Quotezone.co.uk ended the month at 0.46%.

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. 1
    Compare the Market™ https://www.comparethemarket.com

    Compare Cheap Insurance Deals — Compare & Switch With Confidence At The UK’s Largest & Most Trusted Comparison Website.

  2. 2
    Go.Compare https://www.gocompare.com

    Cheap Insurance Quotes — For Your Car, Home, Van, Bike, Pet, Holiday & More! Nothing Quite Compares To Go.Compare™

  3. 3
    Large Money Transfers £5,000+ - Great Euro Exchange Rates https://www.keycurrency.co.uk › great-rates › euro

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

  4. 4
    MoneySuperMarket https://www.moneysupermarket.com

    Compare and Save Today — Compare at MoneySuperMarket and Save Time and Money.

  5. 5
    Compare Car Insurance | Switch and Save in Minutes https://www.uswitch.com

    Compare car insurance quotes with Uswitch - we put U first. Compare quotes with Uswitch - the car...

Copyright © Adthena. All rights reserved.

In the bustling world of Google PPC, five advertisers shine with compelling narratives. Comparethemarket.com and Go.Compare captivate with promises of confidence and unmatched comparisons. Keycurrency.co.uk stands out with its focus on trust and excellent rates. Meanwhile, MoneySuperMarket and Uswitch emphasize savings and user-centric experiences, making financial decisions seamless.

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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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