AUS Finance Banks - PPC Market Share Analysis May 2025

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

Market Exposure

Share of Clicks for top 10 AUS Finance Banks 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
Domain	Share of clicks
commbank.com.au	12.82
stgeorge.com.au	10.68
greatsouthernbank.com.au	9.96
suncorpbank.com.au	9.39
bankwest.com.au	8.4
westpac.com.au	7.48
anz.com	7.04
ing.com.au	6.64
macquarie.com.au	4.91
rabobank.com.au	3.42
others	19.26

In the competitive landscape of Google’s PPC ads, CommBank leads with a 12.82% click share. St. George and Great Southern Bank follow closely. Notably, ‘others’ collectively hold a significant 19.26% share.

Market Exposure

Share of Spend for the top 10 AUS Finance Banks 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
Date	anz.com	commbank.com.au	macquarie.com.au	suncorpbank.com.au	ing.com.au	westpac.com.au	stgeorge.com.au	finder.com.au	rabobank.com.au	boq.com.au
2025/05/01	12.51%	7.33%	8.44%	9.34%	9.74%	7.1%	5.16%	4.2%	4.79%	4.68%
2025/05/02	11%	7.25%	7.9%	11.13%	10.8%	6.78%	4.95%	4.27%	5.8%	6.58%
2025/05/03	9.7%	7.42%	10.2%	10.84%	8.87%	7.14%	6.23%	3.26%	5%	5.58%
2025/05/04	9.54%	8.24%	10.03%	10.82%	8.7%	6.64%	5.63%	3.61%	4.95%	4.27%
2025/05/05	10.58%	7.3%	9.01%	8.97%	9.06%	6.98%	6.56%	3.62%	4.34%	6.38%
2025/05/06	12.1%	8.87%	10.1%	6.59%	8.44%	6.44%	6.96%	4.61%	5.4%	5.97%
2025/05/07	11.95%	9.3%	9.22%	6.83%	11.34%	6.09%	5.1%	4.48%	5.39%	4.47%
2025/05/08	10.47%	10.01%	9.69%	6.71%	11.15%	7.64%	4.07%	4.84%	5.26%	4.84%
2025/05/09	12.75%	9.22%	8.48%	7.2%	9.27%	6.96%	5.69%	4.42%	5.03%	4.46%
2025/05/10	10.68%	8.84%	9.39%	7.3%	10.57%	6.3%	5.26%	4.85%	5.2%	4.72%
2025/05/11	10.88%	8.76%	8.4%	9.02%	9.93%	7.17%	5.4%	4.51%	5.13%	4.09%
2025/05/12	6.95%	10.03%	10.05%	6.71%	11.3%	5.52%	4.97%	5.58%	5.83%	5%
2025/05/13	7.13%	9.77%	10.02%	5.69%	11.13%	6.28%	5.94%	5.6%	5.19%	4.08%
2025/05/14	7.7%	8.62%	9.4%	5.42%	12.54%	6.42%	5.55%	4.69%	5.24%	5.64%
2025/05/15	5.22%	9.08%	10.65%	6.34%	10.51%	7.38%	5.94%	5.51%	5.66%	4.52%
2025/05/16	5.92%	8.51%	10.41%	7.39%	11.23%	6.63%	6.21%	5.12%	5.68%	3.33%
2025/05/17	6.3%	8.47%	9.81%	6.78%	10.16%	7.3%	6.92%	4.84%	5.5%	3.65%
2025/05/18	5.85%	8.66%	9.92%	5.99%	9.51%	7.59%	6.7%	5.24%	5.95%	4.45%
2025/05/19	3.63%	9.01%	10.82%	6.89%	9.54%	6.57%	6.66%	5.5%	6.3%	4.83%
2025/05/20	4.27%	10.14%	10.25%	5.58%	13.68%	7.73%	5.47%	5.27%	3.37%	3.7%
2025/05/21	5%	10.2%	10.61%	5.2%	14.06%	7.29%	6.15%	5.09%	0.85%	5.35%
2025/05/22	5.03%	10.76%	9.55%	6.19%	11.9%	8.07%	7.42%	5.28%	0.66%	4.86%
2025/05/23	4.82%	10.72%	10.45%	6.73%	9.69%	7.35%	6.31%	5.52%	3.13%	3.23%
2025/05/24	8.07%	10.71%	9.45%	5.31%	9.7%	8.11%	5.91%	5.11%	6.27%	3.57%
2025/05/25	9.02%	9.03%	9.67%	5.07%	7.72%	8.43%	6.21%	5.29%	5.81%	5.12%
2025/05/26	13.19%	9.27%	8.84%	4.74%	6.96%	6.63%	4.9%	4.7%	5.34%	5.02%
2025/05/27	12.47%	9.18%	9.44%	4.52%	7.38%	7.78%	5.95%	5.2%	4.86%	3.82%
2025/05/28	12.26%	8.99%	9%	5.14%	10.25%	6.78%	6.2%	4.55%	4.41%	3.17%
2025/05/29	13.06%	10.37%	8.98%	8.27%	8.47%	7.56%	4.74%	3.78%	3.11%	1.69%
2025/05/30	12.71%	10.04%	9.81%	8.06%	7.39%	7.84%	4.63%	4%	3.4%	2.01%
2025/05/31	14.7%	9.06%	9.02%	7.85%	7.55%	7.48%	6.12%	3.6%	2.65%	2.49%

ANZ’s spend share fluctuated, peaking at 14.7% on May 31. CommBank maintained steady growth, while Macquarie saw consistent performance. Suncorp and ING experienced volatility, with ING peaking mid-month. Westpac and St. George showed moderate stability. Rabobank and BOQ faced declines, ending May with lower shares.

Market Exposure

Competitor Count for AUS Finance Banks

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
Date	Competitor Count
2025/05/01	154
2025/05/02	150
2025/05/03	150
2025/05/04	154
2025/05/05	150
2025/05/06	148
2025/05/07	160
2025/05/08	163
2025/05/09	160
2025/05/10	151
2025/05/11	157
2025/05/12	158
2025/05/13	158
2025/05/14	165
2025/05/15	159
2025/05/16	163
2025/05/17	159
2025/05/18	166
2025/05/19	165
2025/05/20	156
2025/05/21	156
2025/05/22	154
2025/05/23	159
2025/05/24	156
2025/05/25	154
2025/05/26	154
2025/05/27	161
2025/05/28	157
2025/05/29	157
2025/05/30	158
2025/05/31	157

Advertisers fluctuated throughout May, peaking at 166 on May 18. The month concluded with 157 distinct advertisers, reflecting a dynamic landscape.

Campaign Efficiency

Market Loss & Market Gains for AUS Finance Banks

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
Name	Market Trend
greatsouthernbank.com.au	2.15%
stgeorge.com.au	0.98%
defencebank.com.au	0.5%
latitudefinancial.com.au	0.3%
amp.com.au	0.23%
anz.com	-0.37%
ing.com.au	-0.43%
bankwest.com.au	-0.77%
suncorpbank.com.au	-0.95%
rabobank.com.au	-1.04%

Great Southern Bank surged with a 2.15% click share increase, while Rabobank dropped by 1.04%.

Campaign Efficiency

AUS Finance Banks 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	anz.com	stgeorge.com.au	suncorpbank.com.au	macquarie.com.au	greatsouthernbank.com.au	commbank.com.au	ing.com.au	finder.com.au	westpac.com.au	rabobank.com.au
2025/05/01	9.23%	7.59%	8.56%	7.37%	3.83%	5.76%	7.19%	5.76%	5.96%	5.68%
2025/05/02	9.14%	6.4%	11.04%	7.1%	5.48%	5.52%	7.8%	6.11%	6.11%	6.66%
2025/05/03	7.33%	8.7%	11.64%	8.35%	6.07%	5.51%	6.95%	4.88%	5.41%	5.93%
2025/05/04	5.79%	7.47%	12.52%	8.85%	5.41%	6.57%	6.94%	5.23%	5.06%	5.9%
2025/05/05	7.54%	7.59%	8.53%	7.22%	5.92%	6.8%	7.18%	5.7%	5.5%	5.63%
2025/05/06	9.75%	7.54%	7.04%	8.67%	4.8%	8.51%	7.03%	6.88%	4.29%	6.44%
2025/05/07	9.25%	6.54%	7.46%	8.12%	4.65%	10.64%	9.41%	6.65%	4.4%	6.24%
2025/05/08	8.62%	4.87%	6.3%	8.57%	4.6%	9.13%	8.96%	7.22%	5.91%	6.21%
2025/05/09	10.65%	7.85%	7.38%	7.55%	4.46%	8.84%	7.1%	6.17%	5.18%	5.55%
2025/05/10	8.26%	7.95%	7.68%	7.9%	5.91%	8.16%	8.61%	6.55%	4.31%	6.04%
2025/05/11	7.8%	6.51%	8.67%	7.13%	5.36%	7.15%	8.55%	6.37%	4.77%	6.44%
2025/05/12	4.03%	5.83%	7.26%	8.86%	6.42%	7.51%	9.55%	8.32%	4.94%	6.8%
2025/05/13	4.4%	7.12%	6.56%	9.03%	4.49%	8.19%	9.68%	8.35%	5.1%	6.56%
2025/05/14	4.78%	7.04%	6.54%	8.76%	4.33%	7.34%	9.76%	6.62%	4.59%	6.49%
2025/05/15	2.3%	8.06%	6.97%	9.66%	4.56%	8.05%	8.76%	7.46%	5.56%	6.58%
2025/05/16	3.75%	8.58%	8.3%	9.38%	4.78%	6.76%	9.58%	7.52%	4.66%	6.79%
2025/05/17	4.28%	8.28%	7.42%	8.39%	4.48%	6.64%	7.7%	6.74%	5.26%	6.85%
2025/05/18	3.99%	8.41%	6.41%	8.68%	4.81%	6.71%	7.63%	7.25%	5.86%	7.37%
2025/05/19	1.86%	8.07%	7.12%	9.61%	4.43%	6.91%	7.92%	7.62%	4.74%	7.06%
2025/05/20	2.02%	7.56%	5.91%	8.91%	4.69%	8.87%	11.77%	7.63%	6.08%	4.24%
2025/05/21	3.52%	7.66%	5.77%	9.46%	4%	7.66%	12.56%	6.95%	5.38%	1.03%
2025/05/22	2.71%	10.12%	6.59%	8.12%	4.23%	9.01%	9.98%	7.57%	6.31%	0.76%
2025/05/23	2.57%	8.27%	6.69%	8.73%	7.01%	9.51%	7.93%	7.52%	6.15%	3.87%
2025/05/24	5.99%	7.46%	5%	8.65%	5.25%	8.65%	7.86%	7.16%	5.28%	8.45%
2025/05/25	5.76%	8.33%	5.65%	7.82%	6.61%	8.03%	5.57%	7.29%	5.97%	7.78%
2025/05/26	9.83%	5.58%	5.23%	8.06%	8.08%	7.26%	5.33%	6.65%	4.76%	6.56%
2025/05/27	9.59%	6.84%	4.79%	8.52%	5.63%	7.2%	6.1%	7.38%	5.38%	6%
2025/05/28	10.7%	7.99%	6.24%	7.62%	5.8%	6.92%	8.33%	6.42%	5.15%	5.33%
2025/05/29	10.94%	6.94%	8.52%	7.42%	8.13%	11.72%	6.98%	5.07%	5.39%	3.46%
2025/05/30	10.55%	7.61%	9.27%	8.15%	8.46%	7.64%	6.25%	5.4%	5.25%	3.93%
2025/05/31	13.33%	8.64%	8.12%	8%	7.68%	7.05%	6.68%	5.3%	5.28%	3.36%

ANZ’s impression share fluctuated, peaking at 13.33% on May 31. St. George saw a steady rise, ending at 8.64%. Suncorp’s share peaked early, then stabilized. Macquarie maintained consistency, while Great Southern Bank surged mid-month. CommBank’s share spiked on May 29. ING’s share peaked mid-month, then declined. Finder and Westpac showed minor fluctuations. Rabobank’s share dropped significantly mid-month, ending at 3.36%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Finance Banks

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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1
Bankwest | Introducing The New Bankwest | Manage Your Money http://www.bankwest.com.au
Manage Your Money Without The Hassle, So You Can Get On With The Sweeter Parts Of Life. Message Us Simply & Securely In-App 24/7. Go About Your Day & We'll Get Back To You. Easy day-to-day banking.
2
Open Bank Accounts At ING - $100 Welcome Bonus T&C's* https://campaigns.ing.com.au
This Offer Is A One-Off Payment & Is Available Until 31/5/2025. T&C'S Apply* Online Application.
3
No Deposit Conditions - 5.10% p.a. Welcome Rate Offer https://www.macquarie.com.au › savings
Earn A Variable Welcome Rate For Four Months Up To $250K On Your First Savings Account. High Interest Rates.
4
Rabobank Australia - 5.45% p.a. Bonus Intro Rate https://www.rabobank.com.au › high-interest › online-savings
Boost your bank balance with competitive rates and no account-keeping fees. Apply today.
5
Suncorp Bank Everyday Accounts - Open Online In Under 5 Mins https://www.suncorpbank.com.au
Open Up To 9 Sub Accounts To Help Organise Your Money. Helping You Plan & Save. Savings Accounts.

In the competitive world of finance, Bankwest emphasizes hassle-free money management, while ING entices with a $100 welcome bonus. Macquarie and Rabobank highlight attractive interest rates, 5.10% and 5.45% respectively, for savers. Suncorp Bank offers quick online account setup, promoting financial organization.

Frequently Asked Questions

Why is the AUS Finance Banks May 2025 Report useful and how should I use it?

Why is the AUS Finance Banks May 2025 Report useful?

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 AUS Finance Banks May 2025 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.
How often is the data updated?

Data within the AUS Finance Banks May 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

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.
How accurate is the AUS Finance Banks May 2025 Report?

The AUS Finance Banks May 2025 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.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Finance Banks May 2025 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Finance Banks May 2025 Report for?

The AUS Finance Banks May 2025 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.
Can I get a custom report for my brand?

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With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

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Share of Clicks for top 10 AUS Finance Banks brands

Share of Spend for the top 10 AUS Finance Banks brands

Competitor Count for AUS Finance Banks

Market Loss & Market Gains for AUS Finance Banks

AUS Finance Banks Share of Impressions

Google Text Ad Copy Insights & Creative Trends for AUS Finance Banks

Frequently Asked Questions

Why is the AUS Finance Banks May 2025 Report useful and how should I use it?

Why is the AUS Finance Banks May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the AUS Finance Banks May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this AUS Finance Banks May 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Legal & General

Staysure

New Market Discovery for Towergate Insurance

Get the full picture

See this data specific to your brand performance

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