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.
See how often AIOs appear and how search intent is distributed across buying signals.
How often a Google AI overview appears on search terms relevant to this category.
| Frequency | Percentage |
|---|---|
| Frequency | 38.9522339148 |
| 61.0477660852 |
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 |
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Here are the Top 10 competitors in the industry by Share of Clicks for the 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 |
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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%.
Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the 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% |
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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.
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.
| 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.
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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American Express leads with a 1.59% click share increase, while MoneySavingExpert drops by 1.47%. Capital One and Experian also see positive gains.
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% |
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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%.
Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.
Balance Transfer Up To 18 Months. Credit Limit Up To £8000. Up To £8000 Limit. Check Your Eligibility...
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...
Credit Limit £200 - £8000 — 34.9% APR Representative Variable. Capital One Is...
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...
Credit Limit £200 - £4,000 — Zable is a trading name of Lendable Ltd. Representative 48.9% APR (variable).
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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.
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 Credit Cards September 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.
Data within the UK Finance Credit Cards September 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
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.
The UK Finance Credit Cards September 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.
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Yes. The UK Finance Credit Cards September 2026 Report aggregates data from across both device types and Google Shopping.
The UK Finance Credit Cards September 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.
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