US Finance Credit Cards - PPC Market Share Analysis November 2025

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

Credit Cards – US

Google AI Overview visibility for Finance Credit Cards US

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 26.2414300037
73.7585699963
26%

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 78
22
78%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 15%
Transactional 9%
Navigational 10%
Seasonal 0%
Local 0%
Problem Solving 16%

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Market Exposure

Share of Clicks for top 10 US Finance Credit Cards 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
capitalone.com 15.64
americanexpress.com 14.13
creditkarma.com 13.09
chase.com 10.42
discover.com 9.63
experian.com 4.15
carecredit.com 3.37
citi.com 3.21
nerdwallet.com 3.17
paypal.com 2.37
others 20.82
  • capitalone.com - 15.64%
  • americanexpress.com - 14.13%
  • creditkarma.com - 13.09%
  • chase.com - 10.42%
  • discover.com - 9.63%
  • experian.com - 4.15%
  • carecredit.com - 3.37%
  • citi.com - 3.21%
  • nerdwallet.com - 3.17%
  • paypal.com - 2.37%
  • others - 20.82%

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In the PPC landscape, Capital One leads with 15.64% click share, followed by American Express at 14.13%. Others collectively hold 20.82%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 US Finance Credit Cards 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 capitalone.com chase.com discover.com nerdwallet.com experian.com americanexpress.com forbes.com bankofamerica.com creditkarma.com citi.com
2025/11/01 19.66% 9.29% 10.45% 7.87% 5.94% 5.07% 2.06% 3.86% 3.91% 3.2%
2025/11/02 19.16% 9.02% 10.04% 8.55% 4.84% 5.48% 2.72% 3.57% 3.43% 2.79%
2025/11/03 19.74% 9.81% 11.4% 8.48% 4.82% 5.2% 2.4% 2.5% 3.03% 2.36%
2025/11/04 20.77% 9.26% 10.6% 10.26% 5.51% 4.72% 1.27% 3.77% 3.18% 2.1%
2025/11/05 21.44% 8.85% 11.82% 8.42% 5.89% 4.87% 2.13% 2.98% 2.87% 2.37%
2025/11/06 21.29% 8.59% 12.04% 8.97% 5.66% 4.79% 1.49% 2.91% 3.69% 3.08%
2025/11/07 20.89% 7.79% 11.18% 8.92% 5.84% 5.18% 2.34% 2.98% 4.24% 2.67%
2025/11/08 20.4% 7.68% 11.09% 7.08% 5.82% 6.58% 2.57% 2.26% 5.43% 2.69%
2025/11/09 20.87% 7.97% 11.43% 8.23% 5.46% 5.48% 2.98% 2.24% 5.77% 2.36%
2025/11/10 20.25% 7.97% 10.47% 9.57% 5.8% 5.86% 2.18% 2.57% 5.16% 2.66%
2025/11/11 21.92% 8.39% 10.18% 8.01% 6.08% 5.46% 2.96% 3.66% 5.37% 2.97%
2025/11/12 20.9% 8.26% 11.49% 9.91% 6.18% 5.5% 2.74% 2.48% 4.08% 3.9%
2025/11/13 19.69% 9.63% 12.03% 9.61% 5.97% 4.91% 2.77% 3.1% 4.74% 3.33%
2025/11/14 19.45% 10.7% 10.93% 6.99% 5.99% 5.33% 3.23% 2.34% 5.81% 2.77%
2025/11/15 19.35% 10.42% 11% 6.33% 4.83% 5.41% 2.29% 3.22% 5.17% 3.25%
2025/11/16 18.77% 9.77% 11.62% 7.14% 5.63% 5.28% 1.81% 3.1% 4.84% 3.55%
2025/11/17 19.64% 10.17% 11.23% 7.49% 4.91% 5.78% 2.93% 2.09% 4.08% 3.33%
2025/11/18 20.61% 9.26% 10.66% 8.25% 5.4% 5.02% 4.9% 2.61% 3.31% 3.29%
2025/11/19 19.33% 9.05% 10.64% 9.01% 6.42% 5.24% 3.26% 2.39% 3.62% 2.9%
2025/11/20 19.73% 8.92% 10.77% 10.23% 5.22% 5.49% 2.19% 2.54% 3.3% 3.02%
2025/11/21 18.57% 9.39% 11.12% 8.38% 6.2% 5.24% 3.14% 3.15% 2.59% 3.09%
2025/11/22 19.96% 9.03% 11.47% 7.16% 5.46% 4.97% 4.79% 2.77% 2.56% 3.3%
2025/11/23 19.31% 8.34% 11.28% 8.28% 5.52% 5.18% 3.82% 2.86% 2.72% 3.25%
2025/11/24 17.88% 9.74% 10.42% 9.69% 5.68% 4.62% 4.05% 2.62% 2.48% 3.04%
2025/11/25 18.81% 12.05% 9.84% 8.05% 5.94% 4.02% 3.12% 3.52% 2.45% 2.69%
2025/11/26 19.74% 11.69% 9.99% 8.8% 5.56% 4.83% 2.64% 3.66% 2.43% 2.4%
2025/11/27 18.31% 12.1% 10.86% 9.67% 5.23% 4.71% 1.69% 4.35% 2.8% 2.86%
2025/11/28 17.66% 12.88% 10.63% 8.53% 6.07% 4.79% 0.98% 3.24% 2.54% 2.61%
2025/11/29 17.58% 12.09% 10.56% 9.36% 5.14% 4.91% 2.47% 3.15% 2.58% 2.62%
2025/11/30 17.03% 11.8% 10.92% 8.03% 6.08% 4.62% 3.66% 3.07% 3.03% 2.14%
  • capitalone.com
  • chase.com
  • discover.com
  • nerdwallet.com
  • experian.com
  • americanexpress.com
  • forbes.com
  • bankofamerica.com
  • creditkarma.com
  • citi.com

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In November 2025, Capital One’s PPC spend share started strong but declined, ending at 17.03%. Chase saw a late surge, finishing at 11.8%. Discover maintained stability, closing at 10.92%.

Market Exposure

Competitor Count for US Finance Credit Cards

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
2025/11/01 668
2025/11/02 679
2025/11/03 675
2025/11/04 660
2025/11/05 658
2025/11/06 648
2025/11/07 670
2025/11/08 656
2025/11/09 666
2025/11/10 651
2025/11/11 649
2025/11/12 636
2025/11/13 657
2025/11/14 648
2025/11/15 646
2025/11/16 647
2025/11/17 640
2025/11/18 646
2025/11/19 630
2025/11/20 633
2025/11/21 615
2025/11/22 623
2025/11/23 634
2025/11/24 650
2025/11/25 637
2025/11/26 627
2025/11/27 632
2025/11/28 639
2025/11/29 620
2025/11/30 632

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November saw a fluctuating trend in distinct advertisers, starting at 668 and ending at 632. Mid-month, numbers dipped to 615, reflecting a dynamic advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for US Finance Credit Cards

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
americanexpress.com 0.46%
carecredit.com 0.34%
equifax.com 0.33%
wellsfargo.com 0.26%
forbes.com 0.2%
chime.com -0.13%
cardcritics.com -0.15%
creditkarma.com -0.21%
discover.com -0.43%
capitalone.com -1.07%

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American Express leads with a 0.46% click share increase, while Capital One drops by 1.07%.

Campaign Efficiency

US Finance Credit Cards Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date capitalone.com chase.com experian.com discover.com creditkarma.com americanexpress.com nerdwallet.com bankofamerica.com comparecredit.com citi.com
2025/11/01 19.12% 8.44% 7.87% 7.53% 7.36% 6.73% 4.62% 2.66% 1.91% 2.39%
2025/11/02 18.61% 7.59% 6.66% 7.21% 7.06% 7.02% 5.44% 2.67% 1.42% 2.16%
2025/11/03 19.05% 8.58% 5.96% 8.19% 6.92% 6.73% 5.32% 1.91% 1.7% 1.96%
2025/11/04 20.13% 7.24% 7.22% 7.39% 7.25% 6.48% 6.2% 2.77% 1.5% 1.78%
2025/11/05 20.85% 7.34% 7.06% 8.89% 6.19% 6.57% 4.64% 2.08% 1.86% 2.11%
2025/11/06 20.85% 7.5% 6.49% 9.07% 6.73% 6.32% 6.07% 2.11% 1.26% 2.55%
2025/11/07 20.57% 6.51% 6.81% 8.96% 7.35% 6.46% 5.77% 2.18% 1.88% 2.28%
2025/11/08 19.91% 6.1% 7.28% 8.35% 8.2% 7.63% 4.78% 1.86% 1.87% 2.5%
2025/11/09 19.92% 6.56% 7.15% 8.25% 8.88% 7.19% 5.39% 1.79% 2.38% 2.34%
2025/11/10 19.83% 6.69% 7.15% 7.55% 8.92% 7.5% 6.15% 1.76% 2.2% 2.69%
2025/11/11 21.32% 6.9% 7.33% 7.29% 8.5% 6.85% 5.89% 2.63% 2.32% 2.75%
2025/11/12 20.75% 7.57% 7.08% 8.69% 7.48% 6.94% 6.25% 2% 1.83% 3.65%
2025/11/13 19.65% 7.71% 7.17% 9.44% 7.74% 6.58% 6.63% 2.2% 1.57% 3.24%
2025/11/14 19.39% 8.53% 6.79% 8.43% 8.68% 6.98% 5.16% 1.86% 2.39% 2.79%
2025/11/15 19.21% 8.39% 6.21% 8.2% 8.47% 7.34% 4.39% 2.51% 2.23% 2.95%
2025/11/16 18.88% 8.24% 7.57% 8.23% 8.23% 7.48% 4.29% 2.25% 1.96% 2.96%
2025/11/17 19.95% 8.57% 5.86% 8.17% 7.98% 7.73% 4.75% 1.57% 1.88% 2.75%
2025/11/18 20.64% 7.89% 6.87% 7.83% 7.26% 6.48% 5.33% 2.05% 1.84% 2.76%
2025/11/19 19.1% 7.74% 7.61% 8.02% 7.54% 7.22% 5.74% 1.72% 2.38% 2.58%
2025/11/20 18.7% 8.14% 6.18% 8.15% 6.74% 7.57% 6.68% 2.04% 3.12% 3.37%
2025/11/21 17.96% 8.65% 6.98% 7.73% 6.19% 7.28% 4.9% 2.38% 2.51% 3.13%
2025/11/22 19.45% 7.58% 6.08% 8.26% 6.19% 6.73% 5.18% 2.09% 1.76% 3.36%
2025/11/23 18.1% 7.05% 6.86% 8.14% 6.64% 7.45% 5.31% 1.88% 1.74% 3.26%
2025/11/24 17.27% 8.85% 8.02% 7.07% 6.16% 6.02% 6.02% 2.07% 2.29% 2.83%
2025/11/25 19.12% 10.18% 7.1% 6.56% 5.97% 5.19% 5.45% 2.56% 2.25% 2.41%
2025/11/26 19.93% 9.79% 6.53% 7.19% 6.13% 7.43% 5.96% 2.79% 2.28% 1.99%
2025/11/27 18.69% 9.97% 5.84% 7.82% 6.22% 6.77% 6.32% 3.29% 1.77% 2.21%
2025/11/28 17.68% 10.48% 7.37% 7.57% 6.17% 7.07% 5.1% 2.67% 2.12% 2.08%
2025/11/29 18.16% 10.24% 6.22% 7.42% 6.13% 7.47% 5.69% 2.32% 2.14% 2.03%
2025/11/30 17.77% 9.83% 7.84% 7.16% 6.66% 6.47% 4.57% 2.18% 2.16% 1.7%
  • capitalone.com
  • chase.com
  • experian.com
  • discover.com
  • creditkarma.com
  • americanexpress.com
  • nerdwallet.com
  • bankofamerica.com
  • comparecredit.com
  • citi.com

Copyright © Adthena. All rights reserved.

In November 2025, Capital One’s impression share fluctuated, peaking at 21.32% on the 11th, then declining to 17.77% by month’s end. Chase saw a steady rise, ending at 9.83%. Meanwhile, Citi’s share peaked mid-month at 3.65% before dropping to 1.7%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Finance Credit Cards

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 US Finance Credit Cards - Last month
  1. 1
    American Express https://www.americanexpress.com › officialsite

    Official American Express Site — Explore American Express® Welcome Offers & Apply on The Official Site. Terms Apply. Apply...

  2. 2
    No Credit Score Required | Starter Cards To Build Credit https://www.capitalone.com

    Responsible Card Use May Help Build Up Fair Credit—Credit Scores May Be Used if Available.

  3. 3
    $300 Bonus For New Customers - Open Account Online Today https://www.chase.com

    New Checking Customers Get $300. Open Chase Total Checking® w/Qual. Activities Member FDIC

  4. 4
    Credit Karma™- Official Site - Free Credit Score & Report https://www.creditkarma.com

    Get an in-depth view of your credit, and learn which credit factors affect it the most.

  5. 5
    Discover it® Credit Card - Easy Credit Card Application https://www.discover.com

    Automatically Match All the Cash Back You Earned at the End of Your First Year. See Terms.

Copyright © Adthena. All rights reserved.

American Express entices with exclusive offers, while Capital One targets credit builders. Chase lures new customers with a $300 bonus, Credit Karma offers free credit insights, and Discover promises cash back matching. Each ad uniquely appeals to diverse financial needs.

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