UK 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 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 15.9094279718
84.0905720282
15%

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 73
27
73%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 11%
Transactional 10%
Navigational 9%
Seasonal 0%
Local 0%
Problem Solving 19%

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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 16.13
capitalone.co.uk 15.02
americanexpress.com 9.58
comparethemarket.com 8.03
oceanfinance.co.uk 8
moneysavingexpert.com 6.85
experian.co.uk 5.88
postoffice.co.uk 3.94
equifax.co.uk 2.06
barclaycard.co.uk 1.91
others 22.6
  • moneysupermarket.com - 16.13%
  • capitalone.co.uk - 15.02%
  • americanexpress.com - 9.58%
  • comparethemarket.com - 8.03%
  • oceanfinance.co.uk - 8%
  • moneysavingexpert.com - 6.85%
  • experian.co.uk - 5.88%
  • postoffice.co.uk - 3.94%
  • equifax.co.uk - 2.06%
  • barclaycard.co.uk - 1.91%
  • others - 22.6%

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In the competitive landscape of Google PPC, “moneysupermarket.com” leads with 16.13% click share, closely followed by “capitalone.co.uk” at 15.02%. “Others” collectively hold a significant 22.6%.

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 comparethemarket.com moneysavingexpert.com postoffice.co.uk americanexpress.com oceanfinance.co.uk experian.co.uk thinkmoney.co.uk tescobank.com
2025/11/01 18.11% 20.81% 9.05% 6.43% 3.55% 4.75% 10.94% 3.1% 0.94% 1.53%
2025/11/02 18.28% 20.44% 8.8% 7.06% 3.62% 4.31% 10.21% 3.34% 0.8% 1.44%
2025/11/03 19.31% 20.34% 10.02% 7.32% 3.07% 4.46% 9.99% 2.97% 0.85% 1.75%
2025/11/04 19.47% 20.33% 10.16% 6.98% 3.24% 4.49% 11.04% 2.65% 1.16% 1.62%
2025/11/05 18.83% 19.31% 10.59% 6.57% 2.66% 5.21% 11.6% 2.79% 0.99% 1.55%
2025/11/06 19.21% 21.22% 10.46% 6.22% 3.27% 4.78% 10.13% 2.55% 1.61% 1.39%
2025/11/07 19.11% 20.99% 11.72% 6.61% 3.37% 4.57% 9.29% 2.56% 1.44% 1.35%
2025/11/08 19.19% 22.35% 11.34% 6.18% 3.93% 4.39% 7.87% 2.69% 1.27% 1.26%
2025/11/09 19.6% 20.33% 11.08% 5.84% 3.76% 5.01% 8.41% 2.75% 2.04% 1.35%
2025/11/10 20.27% 19.8% 11.64% 6.36% 4.67% 4.98% 7.3% 2.7% 1.89% 1.33%
2025/11/11 19.5% 21.01% 11.82% 5.47% 3.2% 4.68% 7.91% 2.91% 1.78% 0.98%
2025/11/12 20.21% 21.66% 10.72% 6.43% 2.82% 4.58% 8.19% 3.2% 2.25% 1.39%
2025/11/13 18.96% 21.27% 10.85% 7.01% 2.37% 5% 8.72% 3.42% 1.41% 1.6%
2025/11/14 20.01% 22.17% 10.47% 6.49% 2.06% 5.17% 8.6% 3.03% 2.18% 1.2%
2025/11/15 20.56% 19.81% 10.55% 6.62% 3.29% 5.21% 8.68% 3.28% 1.95% 1.64%
2025/11/16 20.66% 19.83% 10.36% 7.81% 2.4% 4.96% 9.12% 3.34% 1.74% 1.58%
2025/11/17 21.77% 19.72% 10.91% 7.87% 1.73% 4.86% 8.75% 3.34% 1.96% 1.98%
2025/11/18 23.05% 17.71% 11.33% 8.31% 2.82% 4.45% 7.6% 3.39% 1.12% 1.86%
2025/11/19 21.55% 18.84% 10.94% 7.47% 3.34% 4.72% 7.98% 3.39% 1.75% 1.84%
2025/11/20 21.04% 20.61% 11.19% 7.18% 3.28% 5.02% 8.68% 3.19% 1.55% 1.14%
2025/11/21 20.44% 21.13% 9.89% 7.11% 2.89% 4.89% 9.17% 3.03% 1.65% 1.5%
2025/11/22 21.2% 20.01% 10.07% 6.49% 2.39% 4.84% 9.79% 3.2% 2.86% 1.47%
2025/11/23 21.42% 21.39% 9.63% 7.6% 2.49% 5.27% 6.75% 3.61% 1.84% 1.41%
2025/11/24 19.41% 19.81% 10.05% 7.14% 3.21% 4.67% 9.93% 3.08% 2.45% 1.61%
2025/11/25 20.75% 19.2% 9.65% 6.85% 4.3% 4.16% 8.33% 3.08% 1.89% 1.19%
2025/11/26 19.22% 20.37% 8.98% 6.63% 3.8% 4.6% 7.82% 3.07% 1.49% 1.75%
2025/11/27 20.93% 20.16% 9.64% 6.4% 3.46% 5.09% 6.35% 3.11% 1.37% 1.88%
2025/11/28 20.65% 18.79% 10.24% 6.69% 4.51% 5.16% 6.35% 3.01% 1.48% 1.62%
2025/11/29 19.59% 17.52% 10.33% 7.1% 5.52% 5.21% 6.53% 3.08% 1.25% 1.3%
2025/11/30 20.79% 18.39% 9.94% 7.69% 5.17% 4.98% 3.8% 3.59% 1.46% 0.64%
  • moneysupermarket.com
  • capitalone.co.uk
  • comparethemarket.com
  • moneysavingexpert.com
  • postoffice.co.uk
  • americanexpress.com
  • oceanfinance.co.uk
  • experian.co.uk
  • thinkmoney.co.uk
  • tescobank.com

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In November 2025, moneysupermarket.com led with a steady rise, peaking at 23.05%. Capitalone.co.uk fluctuated, ending at 18.39%. Comparethemarket.com maintained around 10%, while moneysavingexpert.com saw a slight increase, closing at 7.69%.

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
2025/11/01 235
2025/11/02 240
2025/11/03 236
2025/11/04 234
2025/11/05 239
2025/11/06 235
2025/11/07 244
2025/11/08 238
2025/11/09 231
2025/11/10 240
2025/11/11 229
2025/11/12 237
2025/11/13 238
2025/11/14 234
2025/11/15 224
2025/11/16 226
2025/11/17 232
2025/11/18 234
2025/11/19 231
2025/11/20 230
2025/11/21 226
2025/11/22 231
2025/11/23 229
2025/11/24 245
2025/11/25 233
2025/11/26 224
2025/11/27 222
2025/11/28 231
2025/11/29 228
2025/11/30 231

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November saw fluctuating advertiser numbers, peaking at 245 on the 24th. The month concluded with 231 advertisers, reflecting a dynamic landscape.

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
paypal.com 2.08%
barclaycard.co.uk 1.44%
moneysavingexpert.com 0.59%
moneysupermarket.com 0.4%
uswitch.com 0.28%
equifax.co.uk -0.37%
comparethemarket.com -0.49%
mbna.co.uk -1.28%
capitalone.co.uk -1.3%
oceanfinance.co.uk -1.3%

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PayPal surged with a 2.08% click share increase, while Capital One and Ocean Finance both dropped by 1.3%. Barclaycard gained 1.44%, contrasting with MBNA’s 1.28% decline.

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 comparethemarket.com postoffice.co.uk americanexpress.com moneysavingexpert.com experian.co.uk oceanfinance.co.uk thinkmoney.co.uk loqbox.com
2025/11/01 22.15% 14.05% 6.18% 5.08% 5.87% 4.44% 3.57% 12% 1.27% 3.02%
2025/11/02 21.86% 13.95% 5.99% 5.33% 5.58% 4.78% 3.82% 11.21% 1.14% 2.99%
2025/11/03 22.47% 15.36% 7.03% 4.49% 5.69% 5.04% 3.51% 11.04% 1.19% 1.86%
2025/11/04 22.97% 15.19% 7.25% 4.49% 5.68% 4.73% 3.24% 11.86% 1.43% 2.29%
2025/11/05 21.43% 14.69% 7.5% 3.88% 6.12% 4.48% 3.35% 12.85% 1.31% 2.73%
2025/11/06 23.57% 14.69% 7.58% 4.51% 5.81% 4.22% 3.22% 11.14% 2.03% 2.25%
2025/11/07 23.53% 15.01% 8.35% 4.62% 5.62% 4.51% 3.17% 10.22% 1.92% 2.21%
2025/11/08 25.1% 14.83% 8.13% 5.28% 5.49% 4.28% 3.2% 8.6% 1.79% 2%
2025/11/09 22.47% 15.33% 7.87% 5.05% 6.01% 4.2% 3.39% 9.36% 2.81% 1.78%
2025/11/10 21.73% 16% 8.37% 6.13% 6.05% 4.41% 3.53% 8.17% 2.49% 1.68%
2025/11/11 22.85% 15.26% 8.64% 4.2% 5.93% 3.9% 3.74% 8.65% 2.37% 1.62%
2025/11/12 23.69% 16.18% 7.78% 3.79% 5.63% 4.51% 4.04% 9.11% 2.91% 1.34%
2025/11/13 23.6% 14.93% 7.86% 3.29% 6% 4.82% 4.09% 9.77% 1.89% 1.68%
2025/11/14 24.22% 15.71% 7.58% 2.94% 6.36% 4.56% 3.84% 9.61% 2.84% 1.41%
2025/11/15 21.34% 16.28% 7.61% 4.51% 6.53% 4.42% 4.28% 9.82% 2.64% 1.39%
2025/11/16 21.46% 16.26% 7.39% 3.37% 6.02% 5.26% 4.32% 10.3% 2.38% 1.7%
2025/11/17 21.17% 17.43% 8.19% 2.57% 6.13% 5.47% 4.02% 10.21% 2.54% 1.49%
2025/11/18 19.23% 18.89% 8.57% 3.95% 5.48% 5.9% 4.17% 9% 1.53% 1.3%
2025/11/19 20.86% 17.36% 8.24% 4.45% 5.95% 5.24% 4.11% 9.28% 2.36% 1.06%
2025/11/20 22.12% 16.58% 8.09% 4.59% 6.12% 5.01% 3.92% 9.97% 1.98% 1.05%
2025/11/21 22.58% 15.9% 7.18% 4.13% 5.78% 4.9% 3.92% 10.05% 2.22% 1.77%
2025/11/22 21.84% 15.99% 6.88% 3.38% 5.81% 4.42% 4.07% 10.96% 3.49% 1.33%
2025/11/23 23.3% 15.85% 6.66% 3.5% 6.19% 5.14% 4.53% 7.61% 2.3% 1.66%
2025/11/24 21.15% 15.11% 7.15% 4.4% 5.31% 5.01% 3.85% 11.53% 3.21% 1.91%
2025/11/25 21% 16.24% 6.77% 5.71% 5.17% 4.67% 3.94% 9.56% 2.45% 1.6%
2025/11/26 22.16% 14.51% 6.19% 5.16% 5.78% 4.58% 3.55% 9.31% 1.93% 1.32%
2025/11/27 22.15% 15.91% 6.98% 4.65% 6.52% 4.64% 4.06% 7.53% 1.75% 1.53%
2025/11/28 21.13% 16% 7.45% 5.92% 6.32% 4.81% 3.7% 7.03% 1.89% 1.49%
2025/11/29 19.6% 14.63% 7.18% 6.97% 6.55% 4.99% 4.02% 7.3% 1.64% 2%
2025/11/30 20.28% 16.24% 7.3% 6.98% 6.15% 5.66% 4.5% 4.14% 1.96% 1.94%
  • capitalone.co.uk
  • moneysupermarket.com
  • comparethemarket.com
  • postoffice.co.uk
  • americanexpress.com
  • moneysavingexpert.com
  • experian.co.uk
  • oceanfinance.co.uk
  • thinkmoney.co.uk
  • loqbox.com

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In November 2025, Capital One’s impression share fluctuated, peaking at 25.10% on the 8th. Moneysupermarket saw a steady rise, ending at 16.24%. Comparethemarket’s share was stable, while Post Office and American Express showed minor variations. Ocean Finance’s share declined, closing at 4.14%. Thinkmoney and Loqbox maintained low shares throughout.

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
    American Express https://www.americanexpress.com

    Official Website — Find the card that suits your lifestyle, discover our range of Credit and Charge Cards.

  2. 2
    Credit Card For Bad Credit - Credit Limit £200 - £4000 https://quickcheck.capitalone.co.uk/

    39.9% APR Representative Variable

  3. 3
    Credit cards for poor credit https://www.moneysupermarket.com

    Free Eligibility Checker — Earn A £10 Reward When You Buy A Qualifying Product. T&Cs Apply. Representative 29.9% APR

  4. 4
    Card For Bad Credit 39.9% APR | Representative Variable https://apply-creditcard.oceanfinance.co.uk › credit-card › check-now

    Intelligent Lending Ltd Credit Broker Capital One Exclusive Lender. Card For Bad Credit. Pre-approval.

  5. 5
    Balance Transfer Credit Cards https://www.tescobank.com

    TESCO Bank™ Credit Cards — Check Your Eligibility-No Impact On Your Credit Score. 24.9% APR Representative Variable.

Copyright © Adthena. All rights reserved.

In the competitive world of credit cards, American Express stands out with its lifestyle-focused offerings, while Capital One and Ocean Finance target those with bad credit, emphasizing accessibility. MoneySuperMarket and Tesco Bank highlight eligibility checks and rewards, catering to diverse financial needs.

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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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