UK Finance Credit Cards - PPC Market Share Analysis September 2026

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

Credit Cards – UK

Google AI Overview visibility for Finance Credit Cards 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 38.9522339148
61.0477660852
38%

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 64
36
64%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 11%
Transactional 12%
Navigational 15%
Seasonal 0%
Local 0%
Problem Solving 11%

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Market Exposure

Share of Clicks for top 10 UK 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
moneysupermarket.com 15.21
capitalone.co.uk 13.19
americanexpress.com 10.43
moneysavingexpert.com 8.04
experian.co.uk 7.3
oceanfinance.co.uk 6.8
barclaycard.co.uk 4.21
postoffice.co.uk 3.99
zable.co.uk 3.41
comparethemarket.com 3.4
others 24.02
  • moneysupermarket.com - 15.21%
  • capitalone.co.uk - 13.19%
  • americanexpress.com - 10.43%
  • moneysavingexpert.com - 8.04%
  • experian.co.uk - 7.3%
  • oceanfinance.co.uk - 6.8%
  • barclaycard.co.uk - 4.21%
  • postoffice.co.uk - 3.99%
  • zable.co.uk - 3.41%
  • comparethemarket.com - 3.4%
  • others - 24.02%

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In the PPC landscape, moneysupermarket.com leads with 15.21% click share, followed by capitalone.co.uk at 13.19%. ‘Others’ collectively hold a significant 24.02%.

Market Exposure

Share of Spend for the top 10 UK 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 moneysupermarket.com capitalone.co.uk oceanfinance.co.uk comparethemarket.com moneysavingexpert.com americanexpress.com zable.co.uk experian.co.uk postoffice.co.uk thinkmoney.co.uk
2026/09/01 27.67% 18.48% 7.47% 2.51% 16.95% 2.52% 2.25% 1.73% 1.41% 3.14%
2026/09/02 24.74% 21.3% 6.88% 3.68% 13.59% 3.35% 3.5% 1.9% 3.14% 2.26%
2026/09/03 24.49% 21.95% 7.1% 3.97% 11.57% 2.88% 3.58% 2.15% 4.22% 2.31%
2026/09/04 21.81% 21.12% 6.23% 4.43% 9.32% 3.18% 6.67% 2.39% 5.77% 2.08%
2026/09/05 21.02% 17.9% 5.97% 5.84% 10.42% 2.72% 8.2% 2.53% 6.39% 2.04%
2026/09/06 19.08% 18.42% 3.78% 5.92% 8.27% 3.38% 10.65% 2.61% 8.44% 1.14%
2026/09/07 19.43% 16% 7.24% 7.45% 8.11% 3.43% 10.01% 2.43% 6.25% 1.17%
2026/09/08 20.99% 16.42% 8.56% 6.31% 8.57% 3.95% 8.46% 2.36% 5.35% 1.85%
2026/09/09 21.33% 19.8% 8.23% 4.84% 8.65% 3.58% 7.5% 2.16% 5.12% 2.03%
2026/09/10 22.66% 19.77% 8.88% 4.16% 9.51% 3.34% 6.73% 2.35% 4.73% 2%
2026/09/11 25.11% 21.35% 8.64% 2.6% 10.47% 2.97% 4.93% 1.73% 3.41% 2.39%
2026/09/12 26.82% 21.78% 9.79% 1.89% 11.57% 2.35% 3.42% 1.31% 2.54% 2.72%
2026/09/13 28.56% 22.4% 8.3% 1.84% 12.75% 2.09% 2.42% 1.27% 1.79% 2.61%
2026/09/14 28.48% 19.55% 9.92% 2.67% 12.73% 2.59% 3.21% 1.25% 2.08% 2.74%
2026/09/15 25.77% 21.39% 9.13% 4.27% 11.23% 3.24% 4.19% 2.19% 2.17% 1.73%
2026/09/16 20.82% 23.26% 9.22% 6.15% 7.89% 5.23% 5.12% 2.79% 2.87% 1.23%
2026/09/17 21.08% 25.38% 7.93% 5.71% 8.15% 4.32% 6.47% 2.44% 2.72% 1.12%
2026/09/18 22.1% 22.03% 8.49% 5.78% 8.87% 4.95% 6.49% 2.68% 2.14% 1.56%
2026/09/19 22.68% 16.48% 9.53% 5.85% 9.66% 5.44% 6.48% 2.95% 3.72% 1.4%
2026/09/20 22.03% 24.87% 5.89% 5.39% 8.44% 4.94% 5.88% 2.81% 4.21% 0.69%
2026/09/21 22.6% 24.3% 7.41% 5.21% 8.07% 4.89% 4.94% 2.56% 4.34% 1.69%
2026/09/22 23.52% 23.57% 6.15% 4.97% 8.09% 3.95% 5.1% 2.79% 4.26% 3.15%
2026/09/23 22.15% 23.4% 5.83% 4.42% 8.7% 4.25% 6.13% 2.72% 4.81% 2.66%
2026/09/24 22.71% 21.06% 6.24% 4.84% 8.25% 4.11% 5.95% 2.74% 5.89% 3.05%
2026/09/25 24.61% 21.63% 5.68% 5.29% 7.99% 4.56% 4.97% 3.03% 3.9% 3.5%
2026/09/26 23.54% 22.39% 6.93% 5.27% 7.76% 4.36% 4.86% 2.98% 4.64% 3.22%
2026/09/27 21.93% 24.27% 5.97% 6.7% 7.75% 3.82% 5.39% 2.94% 5.21% 2.05%
2026/09/28 21.81% 21.82% 9.16% 6.35% 6.93% 4.39% 6.43% 3.19% 4.22% 1.91%
2026/09/29 23.86% 20.53% 9.76% 5.96% 9.66% 3.71% 4.28% 2.62% 4.19% 2.03%
2026/09/30 23.47% 21.19% 9.73% 8.85% 8.26% 4.8% 4.23% 2.62% 2.29% 2.1%
  • moneysupermarket.com
  • capitalone.co.uk
  • oceanfinance.co.uk
  • comparethemarket.com
  • moneysavingexpert.com
  • americanexpress.com
  • zable.co.uk
  • experian.co.uk
  • postoffice.co.uk
  • thinkmoney.co.uk

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In September 2026, moneysupermarket.com led with fluctuating spend shares, peaking mid-month. Capitalone.co.uk showed a steady rise, while oceanfinance.co.uk and comparethemarket.com experienced varied trends. The month concluded with moneysupermarket.com maintaining dominance.

Market Exposure

Competitor Count for UK 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
2026/09/01 171
2026/09/02 175
2026/09/03 178
2026/09/04 179
2026/09/05 185
2026/09/06 196
2026/09/07 202
2026/09/08 207
2026/09/09 202
2026/09/10 198
2026/09/11 191
2026/09/12 190
2026/09/13 187
2026/09/14 175
2026/09/15 180
2026/09/16 192
2026/09/17 186
2026/09/18 200
2026/09/19 200
2026/09/20 213
2026/09/21 212
2026/09/22 210
2026/09/23 204
2026/09/24 211
2026/09/25 211
2026/09/26 203
2026/09/27 201
2026/09/28 209
2026/09/29 198
2026/09/30 185

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September saw a dynamic shift in advertisers, starting at 171 and peaking at 213 mid-month. The month concluded with a slight decline, ending at 185.

Campaign Efficiency

Market Loss & Market Gains for UK 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 1.59%
capitalone.co.uk 1.53%
experian.co.uk 1.02%
santander.co.uk 0.58%
comparethemarket.com 0.56%
equifax.co.uk -0.56%
lloydsbank.com -0.64%
zable.co.uk -0.72%
moneysupermarket.com -0.99%
moneysavingexpert.com -1.47%

Copyright © Adthena. All rights reserved.

American Express leads with a 1.59% click share increase, while MoneySavingExpert drops by 1.47%. Capital One and Experian also see positive gains.

Campaign Efficiency

UK 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.co.uk moneysupermarket.com oceanfinance.co.uk americanexpress.com comparethemarket.com moneysavingexpert.com experian.co.uk thinkmoney.co.uk zable.co.uk postoffice.co.uk
2026/09/01 17.2% 24.53% 10.77% 4.85% 1.3% 10.39% 3.23% 4.49% 1.76% 2.24%
2026/09/02 19.62% 21.22% 11.1% 5.63% 1.91% 8.12% 3.5% 3.48% 2.66% 4.09%
2026/09/03 20.79% 20.2% 10.55% 4.84% 2.11% 6.85% 3.44% 3.59% 2.63% 5.57%
2026/09/04 18.93% 18.45% 9.67% 5.36% 2.39% 5.55% 4.05% 3.37% 5.05% 6.64%
2026/09/05 16.77% 18.35% 8.9% 4.85% 3.07% 5.98% 4.31% 2.83% 6.21% 7.42%
2026/09/06 17.47% 16.4% 6.03% 5.02% 3.19% 4.71% 4.13% 1.57% 8.12% 10.16%
2026/09/07 14.68% 17.03% 10.86% 4.95% 3.99% 4.66% 4.05% 2.24% 7.51% 7.64%
2026/09/08 14.92% 17.8% 12.62% 5.5% 3.29% 4.63% 3.8% 2.9% 6.34% 6.58%
2026/09/09 19.12% 18.56% 12.09% 5.38% 2.58% 4.72% 3.37% 2.99% 5.65% 5.77%
2026/09/10 18.81% 19.35% 13.03% 4.84% 2.18% 5.16% 3.73% 2.97% 4.93% 5.43%
2026/09/11 20.16% 22.02% 13.07% 4.39% 1.45% 6.09% 2.87% 3.36% 3.53% 3.77%
2026/09/12 20.65% 22.69% 14.78% 3.86% 1.08% 6.25% 2.56% 3.69% 2.49% 3.08%
2026/09/13 21.16% 24.07% 12.9% 3.58% 1.02% 6.99% 2.43% 3.7% 1.8% 2.46%
2026/09/14 18.72% 24.17% 14.66% 4.44% 1.43% 7.44% 2.22% 3.97% 2.39% 2.13%
2026/09/15 20.91% 21.77% 13.79% 4.93% 2.28% 6.56% 3.67% 2.68% 3.2% 2.67%
2026/09/16 23.61% 17.38% 12.47% 6.39% 3.14% 4.41% 4.53% 1.88% 3.64% 3.81%
2026/09/17 25.36% 17.42% 11.04% 5.78% 2.94% 4.51% 3.91% 1.84% 4.82% 4.01%
2026/09/18 21.88% 17.91% 12.39% 6.34% 3.16% 4.95% 4.13% 2.24% 4.72% 3.19%
2026/09/19 16.74% 18.24% 13.29% 6.77% 3.05% 5.28% 4.6% 2.37% 4.67% 4.91%
2026/09/20 25.29% 17.85% 8.53% 6.53% 2.85% 4.86% 4.64% 1.12% 4.27% 5.67%
2026/09/21 24.33% 18.19% 10.41% 6.43% 2.73% 4.56% 4.15% 2.3% 3.45% 5.6%
2026/09/22 23.05% 18.92% 8.65% 5.65% 2.53% 4.48% 4.39% 4.62% 3.58% 5.86%
2026/09/23 23.47% 17.94% 7.99% 6.28% 2.45% 4.86% 4.49% 3.8% 4.4% 5.7%
2026/09/24 21.19% 18.53% 8.02% 6.21% 2.62% 4.37% 4.2% 4.87% 4.29% 7.16%
2026/09/25 20.34% 19.84% 7.66% 6.84% 2.89% 4.37% 5.14% 5.19% 3.85% 5.12%
2026/09/26 21.15% 17.94% 9.15% 6.58% 2.73% 4.2% 4.51% 5.32% 3.4% 6.23%
2026/09/27 23.58% 17.51% 7.27% 5.93% 3.53% 4.25% 4.82% 3.3% 3.86% 6.46%
2026/09/28 21.03% 16.68% 12.03% 6.27% 3.18% 3.71% 4.72% 3.68% 4.59% 5.77%
2026/09/29 20.07% 19.17% 13.17% 5.45% 2.97% 5.48% 4.15% 2.86% 2.97% 5.61%
2026/09/30 21.39% 19.25% 14.21% 6.43% 4.82% 4.58% 4.17% 3.06% 3.01% 2.76%
  • capitalone.co.uk
  • moneysupermarket.com
  • oceanfinance.co.uk
  • americanexpress.com
  • comparethemarket.com
  • moneysavingexpert.com
  • experian.co.uk
  • thinkmoney.co.uk
  • zable.co.uk
  • postoffice.co.uk

Copyright © Adthena. All rights reserved.

In September 2026, Capital One’s impression share fluctuated, peaking at 25.36% on the 17th. MoneySuperMarket saw a decline, ending at 19.25%. Ocean Finance’s share rose to 14.21% by month’s end. American Express maintained stability, closing at 6.43%. CompareTheMarket’s share increased, finishing at 4.82%. MoneySavingExpert’s share decreased, ending at 4.58%. Experian’s share remained steady, closing at 4.17%. ThinkMoney’s share varied, ending at 3.06%. Zable’s share fluctuated, closing at 3.01%. Post Office’s share peaked mid-month, ending at 2.76%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK 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 UK Finance Credit Cards - Last month
  1. 1
    Balance Transfer Credit Card - Credit Limit Up To £8000 https://quickcheck.capitalone.co.uk/balancetransfer/creditcards

    Balance Transfer Up To 18 Months. Credit Limit Up To £8000. Up To £8000 Limit. Check Your Eligibility...

  2. 2
    New Virtual Card Access - Credit Limit £200-£8,000 https://apply-creditcard.oceanfinance.co.uk › credit-card › check-now

    Virtual Card Access subject to ID checks. Check now for an Ocean Credit Card. Get up to £8,000 Credit Limit. Check if you're eligible without harming your...

  3. 3
    Credit Card For Poor Credit https://www.postoffice.co.uk

    Credit Limit £200 - £8000 — 34.9% APR Representative Variable. Capital One Is...

  4. 4
    New Virtual Card Access - Credit Limit £200-£4,000 https://apply-creditcard.thinkmoney.co.uk › credit-card › check-now

    Virtual Card Access subject to ID checks. Check now for a thinkmoney Credit Card. Get up to £4,000 Credit Limit. Check if you're eligible without harming your...

  5. 5
    Credit Card For Bad Credit https://www.zable.co.uk

    Credit Limit £200 - £4,000 — Zable is a trading name of Lendable Ltd. Representative 48.9% APR (variable).

Copyright © Adthena. All rights reserved.

In the competitive landscape of credit card PPC ads, Capital One, Ocean Finance, Post Office, Thinkmoney, and Zable dominate with enticing offers. Themes of high credit limits, virtual card access, and eligibility checks without credit harm resonate. Each advertiser uniquely targets diverse credit profiles, from poor to excellent, ensuring broad appeal.

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