AUS Finance Insurance - PPC Market Share Analysis February 2026

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

Google AI Overview visibility for Finance Insurance AUS

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency	Percentage
Frequency	17.9876202082
	82.0123797918

17%

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	58
	42

57%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	19%
Transactional	19%
Navigational	3%
Seasonal	0%
Local	2%
Problem Solving	9%

Market Exposure

Share of Clicks for top 10 AUS Finance Insurance 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

Share of Clicks - Last month
Domain	Share of clicks
budgetdirect.com.au	16.83
comparethemarket.com.au	7.92
youi.com.au	7.68
aami.com.au	7.52
nrma.com.au	5.47
allianz.com.au	5.44
suncorp.com.au	3.45
iselect.com.au	3.21
covermore.com.au	2.86
bizcover.com.au	2.65
others	36.97

budgetdirect.com.au - 16.83%
comparethemarket.com.au - 7.92%
youi.com.au - 7.68%
aami.com.au - 7.52%
nrma.com.au - 5.47%
allianz.com.au - 5.44%
suncorp.com.au - 3.45%
iselect.com.au - 3.21%
covermore.com.au - 2.86%
bizcover.com.au - 2.65%
others - 36.97%

Budget Direct leads with 16.83% click share, followed by Compare the Market at 7.92%. Others dominate with 36.97%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Finance Insurance 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

Share of Spend - Last Month
Date	budgetdirect.com.au	comparethemarket.com.au	allianz.com.au	nrma.com.au	aami.com.au	iselect.com.au	youi.com.au	canstar.com.au	qbe.com	covermore.com.au
2026/02/01	16.27%	12.99%	3.92%	11.73%	6.91%	3.8%	3.35%	1.38%	3.35%	2.56%
2026/02/02	15.73%	11.63%	4.53%	9.71%	6.21%	3.56%	12.52%	1.78%	1.65%	2.85%
2026/02/03	16.84%	11.17%	2.89%	8.51%	6.08%	3.66%	12.41%	3.27%	2.11%	2.82%
2026/02/04	15.92%	13.65%	4.32%	9.87%	5.18%	4.22%	13.04%	1.29%	1.88%	2.67%
2026/02/05	15.43%	13.62%	3.8%	9.27%	5.64%	4%	12.99%	1.01%	2.65%	2.52%
2026/02/06	16.19%	11.64%	4.38%	8.31%	5.9%	4.03%	15.78%	0.76%	2.54%	2.97%
2026/02/07	16.66%	9.86%	5.16%	10.28%	7.05%	6.67%	3.87%	1.48%	3.4%	2.95%
2026/02/08	16.49%	8.76%	4.59%	10.63%	8.06%	4.86%	3.27%	2.32%	3.97%	2.91%
2026/02/09	14.62%	11.56%	3.79%	7.7%	6.25%	5%	13.26%	1.58%	1.77%	2.36%
2026/02/10	14.62%	11.08%	3.94%	8.16%	6.43%	4.9%	13.99%	1.57%	1.98%	2.9%
2026/02/11	12.45%	10.48%	3.25%	7.19%	6.77%	5.22%	15.66%	1.45%	2.31%	2.85%
2026/02/12	14.65%	7.68%	3.45%	7.89%	7.3%	6.49%	14.86%	1.48%	2.64%	2.56%
2026/02/13	16.17%	11.63%	4.37%	8.31%	5.9%	4.02%	15.76%	0.76%	2.55%	2.97%
2026/02/14	16.66%	9.85%	5.15%	10.27%	7.05%	6.67%	3.87%	1.47%	3.4%	2.95%
2026/02/15	16.47%	8.75%	4.58%	10.62%	8.06%	4.85%	3.27%	2.32%	3.97%	2.91%
2026/02/16	14.61%	11.56%	3.79%	7.7%	6.25%	5%	13.25%	1.59%	1.77%	2.36%
2026/02/17	16.08%	13%	2.33%	4.8%	7.52%	7.14%	11.89%	4.44%	1.4%	2.09%
2026/02/18	14.84%	11.72%	2.82%	5.2%	7.48%	6.44%	13.3%	3.87%	1.97%	2.42%
2026/02/19	16.18%	11.39%	3.45%	5.41%	7.45%	4.95%	14.6%	2.61%	1.93%	2.3%
2026/02/20	15.42%	10.17%	3.05%	5.69%	7.22%	5.52%	13.27%	2.78%	2.55%	2.24%
2026/02/21	17.23%	9.55%	1.33%	6.54%	9.03%	6.39%	4.6%	3.49%	3.99%	3.11%
2026/02/22	17.8%	11.45%	2.33%	7.14%	8.83%	5.88%	3.55%	3.45%	3.31%	3.42%
2026/02/23	15.96%	10.7%	3.72%	4.78%	7.38%	5.1%	13.55%	2.87%	1.91%	2.36%
2026/02/24	17.05%	11.25%	3.47%	5.19%	6.86%	6.91%	13.68%	3.03%	1.8%	2.1%
2026/02/25	15.88%	10.17%	4.57%	5.45%	6.52%	7.07%	13.92%	2.79%	2.07%	2.24%
2026/02/26	16.04%	10.3%	4.99%	5.6%	6.15%	5.3%	14.22%	2.03%	2.76%	2.36%
2026/02/27	14.13%	9.55%	4.76%	6.01%	5.71%	5.04%	15.59%	2.37%	3.17%	2.49%
2026/02/28	15.92%	9.61%	7.73%	7.61%	6.62%	6.46%	4.29%	3.88%	3.55%	2.68%

budgetdirect.com.au
comparethemarket.com.au
allianz.com.au
nrma.com.au
aami.com.au
iselect.com.au
youi.com.au
canstar.com.au
qbe.com
covermore.com.au

In February 2026, Budget Direct led with fluctuating spend shares, peaking at 17.80%. Compare the Market saw a decline, while Allianz ended strong at 7.73%. NRMA and AAMI showed varied trends, with Youi experiencing significant fluctuations.

Market Exposure

Competitor Count for AUS Finance Insurance

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

Competitor Count - Last month
Date	Competitor Count
2026/02/01	438
2026/02/02	443
2026/02/03	517
2026/02/04	284
2026/02/05	280
2026/02/06	278
2026/02/07	276
2026/02/08	275
2026/02/09	279
2026/02/10	277
2026/02/11	278
2026/02/12	278
2026/02/13	278
2026/02/14	276
2026/02/15	275
2026/02/16	279
2026/02/17	269
2026/02/18	275
2026/02/19	277
2026/02/20	276
2026/02/21	270
2026/02/22	271
2026/02/23	277
2026/02/24	283
2026/02/25	280
2026/02/26	276
2026/02/27	273
2026/02/28	268

February began with 438 advertisers, peaking at 517 on the 3rd. A decline followed, stabilizing around 275. The month concluded with 268 advertisers, reflecting a downward trend.

Campaign Efficiency

Market Loss & Market Gains for AUS Finance Insurance

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

Market Loss & Market Gains - Last month
Name	Market Trend
canstar.com.au	0.86%
bupa.com.au	0.76%
iselect.com.au	0.64%
aami.com.au	0.6%
budgetdirect.com.au	0.57%
ahm.com.au	-0.34%
rspcapetinsurance.org.au	-0.35%
bizcover.com.au	-0.41%
comparethemarket.com.au	-0.63%
nrma.com.au	-1.87%

In the past month, canstar.com.au led with a 0.86% click share increase, while nrma.com.au faced a 1.87% decline.

Campaign Efficiency

AUS Finance Insurance 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	budgetdirect.com.au	comparethemarket.com.au	nrma.com.au	iselect.com.au	aami.com.au	allianz.com.au	bizcover.com.au	qbe.com	covermore.com.au	youi.com.au
2026/02/01	16.07%	11.88%	11.38%	3.59%	6.01%	3.16%	3.22%	3.18%	3.16%	1.23%
2026/02/02	13.04%	10.87%	9.16%	2.98%	5.77%	3.26%	4.65%	1.5%	2.89%	11.22%
2026/02/03	13.84%	9.42%	9.61%	3.33%	5.59%	2.38%	2.7%	1.68%	3.09%	9.47%
2026/02/04	13.46%	12.19%	9.76%	3.43%	4.83%	3.23%	5.43%	2.35%	2.45%	11.5%
2026/02/05	13.3%	11.94%	9.07%	3.39%	5.5%	2.8%	4.48%	3.7%	2.42%	10.06%
2026/02/06	14.23%	10.57%	7.83%	3.46%	5.95%	3.89%	3.87%	2.81%	2.87%	12.41%
2026/02/07	14.25%	9.02%	10.03%	5.46%	7.36%	3.92%	4.97%	3.56%	2.73%	1.55%
2026/02/08	14.38%	7.99%	10.4%	4.14%	8.02%	3.5%	2.36%	3.83%	2.82%	1.19%
2026/02/09	13.29%	10.84%	7.43%	4.22%	6.08%	3.04%	3.16%	1.63%	2.38%	9.51%
2026/02/10	13.28%	10.34%	7.85%	4.14%	6.75%	3.61%	4.12%	1.68%	2.9%	9.81%
2026/02/11	11%	9.16%	7.12%	4.32%	6.64%	2.58%	2.24%	2.58%	2.76%	12.47%
2026/02/12	12.47%	7%	8.87%	5.11%	7.05%	2.86%	4.55%	2.03%	2.48%	11.38%
2026/02/13	14.23%	10.57%	7.83%	3.46%	5.95%	3.89%	3.87%	2.81%	2.87%	12.41%
2026/02/14	14.26%	9.02%	10.03%	5.46%	7.37%	3.91%	4.97%	3.56%	2.73%	1.55%
2026/02/15	14.38%	7.99%	10.4%	4.14%	8.02%	3.5%	2.36%	3.83%	2.81%	1.19%
2026/02/16	13.29%	10.84%	7.44%	4.22%	6.08%	3.04%	3.16%	1.63%	2.38%	9.51%
2026/02/17	14.34%	11.94%	5.16%	6.24%	7.17%	2.02%	3.19%	1.32%	2.22%	8.37%
2026/02/18	12.34%	10.73%	5.69%	5.76%	6.66%	2.59%	3.59%	1.67%	2.56%	10.88%
2026/02/19	14.65%	10.1%	5.62%	4.53%	6.75%	2.93%	2.9%	2.54%	2.27%	10.21%
2026/02/20	13.58%	9.18%	5.67%	4.87%	7.24%	2.61%	4.57%	2.1%	2.23%	8.26%
2026/02/21	15.22%	8.63%	6.25%	5.5%	8.69%	1.81%	4.29%	3.1%	2.89%	1.78%
2026/02/22	16.05%	10.33%	7.84%	4.74%	8.75%	2.41%	4.33%	2.67%	3.4%	1.29%
2026/02/23	13.92%	9.41%	4.66%	4.43%	6.86%	2.97%	7.91%	1.71%	2.29%	10.29%
2026/02/24	15.16%	10.14%	5.22%	6.49%	6.56%	2.73%	2.9%	1.63%	2.07%	9.62%
2026/02/25	14.42%	9.26%	5.72%	6.54%	5.99%	4.11%	1.34%	2.02%	2.24%	9.8%
2026/02/26	14.27%	9.38%	5.67%	4.9%	5.04%	3.81%	3.55%	2.34%	2.37%	10.74%
2026/02/27	13.06%	8.63%	5.83%	4.72%	4.85%	3.43%	3.28%	2.63%	2.37%	13.53%
2026/02/28	14.99%	8.81%	8.07%	6.06%	5.54%	5.41%	3.11%	3.08%	2.49%	1.88%

budgetdirect.com.au
comparethemarket.com.au
nrma.com.au
iselect.com.au
aami.com.au
allianz.com.au
bizcover.com.au
qbe.com
covermore.com.au
youi.com.au

In February 2026, Budget Direct led with fluctuating impressions, peaking at 16.07%. Compare the Market and NRMA saw declines, while iSelect and AAMI experienced growth. Youi’s impressions varied significantly, ending with a dip.

Campaign Efficiency

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

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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Google Text Ad Copy Insights & Creative Trends for AUS Finance Insurance - Last month

1
Public Liability Insurance - Get Your Free Quote Now https://www.ausguard.au › public › liability
Public Liability Insurance With Ausguard - Your Local Team of Insurance Brokers. Request a Quote Now And Protect Your Business Today!
2
Management Liability Insurance https://www.bizcover.com.au
Multiple Quotes In Minutes — Management Liability Insurance Quotes in Minutes. Compare and Save on Your Insurance. Compare free quotes with BizCover - Australia’s no. 1 online business insurance service. Get Instant Quotes.
3
Cheap Car Insurance | Online Quote in Minutes https://www.budgetdirect.com.au
Nationally our Comprehensive Car Insurance customers said they saved $256† on avg online.
4
Comprehensive Car Insurance - 100% Free to Compare https://www.comparethemarket.com.au
Compare Online & See If You Could Save on Your Car Insurance. Compare Now!
5
Insurance for Professionals https://www.nrma.com.au
Flexible Payment Options — Consider Public Liability & Professional Indemnity. Explore Our Business Insurance Options. Whether Your Business is Big or Small, We Cover Lots of Different Industries. Get a Quote. Start Claim a 24/7.

In the competitive landscape of Google PPC, Ausguard, BizCover, Budget Direct, Compare the Market, and NRMA shine with compelling insurance offerings. Themes of local expertise, instant quotes, savings, and comprehensive coverage dominate, enticing prospects with promises of protection and financial prudence.

Frequently Asked Questions

Why is the AUS Finance Insurance February 2026 Report useful and how should I use it?

Why is the AUS Finance Insurance February 2026 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 Insurance February 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.
How often is the data updated?

Data within the AUS Finance Insurance February 2026 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 Insurance February 2026 Report?

The AUS Finance Insurance February 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.

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 Insurance February 2026 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Finance Insurance February 2026 Report for?

The AUS Finance Insurance February 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.
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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Adthena's data revealed what travellers were searching for and where the competitive exodus had left gaps in the market.Read case study

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Towergate Insurance needed to effectively segment their search landscape and explore new niche markets. Adthena provided the competitive intelligence they required to research potential markets, analyze competitor ad copy, and conduct keyword research, leading to successful campaign launches and continued growth.Read case study

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AUS Finance Insurance - PPC Market Share Analysis February 2026