AUS Finance Comparison Sites - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Comparison Sites 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 Comparison Sites 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
comparethemarket.com.au	31.94
canstar.com.au	15.21
finder.com.au	11.24
iselect.com.au	10.25
greenslips.com.au	4.73
compareclub.com.au	3.4
budgetdirect.com.au	2.8
aussie.com.au	1.51
bupa.com.au	1.14
greenslips4earth.com.au	1.1
others	16.68

In the competitive landscape of Google PPC, comparethemarket.com.au dominates with a 31.94% click share. Canstar.com.au follows at 15.21%, while ‘others’ collectively hold 16.68%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Finance Comparison Sites 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	comparethemarket.com.au	iselect.com.au	finder.com.au	canstar.com.au	budgetdirect.com.au	compareclub.com.au	bupa.com.au	hbf.com.au	aussie.com.au	healthdeal.com.au
2025/05/01	27.97%	14.87%	11.99%	10.46%	3.93%	7.59%	2.12%	1.41%	1.19%	0%
2025/05/02	30.74%	12.97%	9.73%	11.21%	4.73%	8.16%	1.3%	0.89%	1.13%	0%
2025/05/03	26.28%	13.33%	12.19%	15.35%	8.43%	3.48%	1.66%	1.57%	1.09%	0%
2025/05/04	19.67%	12.73%	14.5%	16.79%	5.62%	7.41%	2%	1.08%	1.95%	0.91%
2025/05/05	21.99%	19.17%	12.23%	12.6%	4.65%	6.95%	1.62%	1.53%	1.31%	1.28%
2025/05/06	22.62%	16.47%	13.97%	15.19%	5.38%	6.66%	1.01%	0.61%	1.34%	2.18%
2025/05/07	23.31%	17.87%	11.96%	15.4%	3.51%	6.55%	1.05%	1.13%	1.46%	0.74%
2025/05/08	23.97%	15.55%	11.19%	17.5%	4.59%	6.63%	1.54%	0.43%	1.41%	2.2%
2025/05/09	27.51%	14.06%	11.39%	16.37%	4.52%	6.44%	0.97%	0.97%	0.98%	2.08%
2025/05/10	25.95%	9.26%	13.74%	19.97%	5.53%	4.26%	1.81%	2.52%	1.17%	1.46%
2025/05/11	25.06%	5.88%	13.28%	18.91%	6.32%	6.03%	1.76%	1.96%	1.22%	1.41%
2025/05/12	25.8%	14.82%	12.39%	21.19%	4.03%	5.47%	0.76%	0.87%	1.35%	1.08%
2025/05/13	27.33%	15.3%	8.71%	20.6%	6%	5.11%	1.07%	0.82%	1.26%	0.29%
2025/05/14	29.73%	12.45%	11.15%	20.62%	4.77%	6.17%	1.32%	0.62%	1.23%	0.01%
2025/05/15	28.75%	14.42%	9.33%	18.37%	4.35%	6.61%	1.92%	0.42%	0.92%	0.86%
2025/05/16	24.59%	14.71%	9.62%	17.94%	6.47%	6.83%	2.3%	1.74%	0.71%	0.45%
2025/05/17	23%	9.24%	12.71%	20.39%	6.76%	2.17%	3.15%	2.11%	1.63%	0.44%
2025/05/18	20.65%	14.61%	12.67%	17.1%	5.87%	7.34%	2.34%	1.29%	0.84%	0.69%
2025/05/19	26%	17.51%	10.9%	15.67%	3.96%	6.12%	2.99%	1.34%	1.13%	1.61%
2025/05/20	27.89%	18.44%	10.62%	14.33%	5.66%	5.35%	3%	0.94%	1.17%	0.56%
2025/05/21	26.46%	17.39%	9.78%	13.82%	6.7%	6.05%	2.45%	1.59%	1.41%	0.86%
2025/05/22	24.97%	17.84%	11.83%	15.13%	6.04%	5.16%	2.36%	0.55%	1.47%	2.62%
2025/05/23	26.72%	15.12%	12.75%	11.41%	5.66%	5.07%	2.12%	0.61%	1.95%	2.64%
2025/05/24	24.02%	12.04%	10.3%	18.43%	7.66%	3.9%	2.15%	1.78%	1.65%	2.74%
2025/05/25	25.92%	9.01%	13.48%	14.45%	6.37%	6.02%	2.58%	1.09%	1.51%	3.73%
2025/05/26	24.59%	16.67%	11.23%	16.27%	5.83%	5.96%	2.62%	1.42%	1.14%	2.21%
2025/05/27	26.15%	18.85%	9.48%	15.99%	5.68%	6.51%	2.28%	0.9%	1.08%	0.8%
2025/05/28	26.11%	17.53%	10.1%	11.6%	5.73%	8.22%	3.97%	0.57%	1.25%	1.39%
2025/05/29	28.94%	13.99%	10.95%	12.79%	6.88%	6.43%	2.87%	0.66%	2.26%	0.44%
2025/05/30	23.09%	18.07%	10.5%	13.27%	4.57%	9.12%	2.6%	1.31%	1.39%	1.91%
2025/05/31	28.74%	15.33%	13.04%	11.44%	4.82%	3.42%	2.85%	2.41%	1.93%	1.57%

In May 2025, comparethemarket.com.au led with fluctuating spend, peaking mid-month. iselect.com.au saw a mid-month dip, while canstar.com.au surged early. budgetdirect.com.au and compareclub.com.au showed steady trends. The month ended with comparethemarket.com.au maintaining dominance.

Market Exposure

Competitor Count for AUS Finance Comparison Sites

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	152
2025/05/02	147
2025/05/03	147
2025/05/04	149
2025/05/05	151
2025/05/06	149
2025/05/07	146
2025/05/08	144
2025/05/09	142
2025/05/10	147
2025/05/11	154
2025/05/12	148
2025/05/13	153
2025/05/14	155
2025/05/15	154
2025/05/16	156
2025/05/17	148
2025/05/18	152
2025/05/19	152
2025/05/20	156
2025/05/21	153
2025/05/22	151
2025/05/23	147
2025/05/24	145
2025/05/25	144
2025/05/26	147
2025/05/27	155
2025/05/28	151
2025/05/29	149
2025/05/30	147
2025/05/31	142

Advertisers fluctuated in May, peaking at 156 on the 16th and 20th, before ending at 142.

Campaign Efficiency

Market Loss & Market Gains for AUS Finance Comparison Sites

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
comparethemarket.com.au	1.4%
iselect.com.au	1.27%
bupa.com.au	0.55%
greenslips.com.au	0.51%
greenslipcalculator.com.au	0.41%
ahm.com.au	-0.21%
commbank.com.au	-0.23%
finder.com.au	-0.3%
greenslips4earth.com.au	-0.35%
canstar.com.au	-2.66%

In the past month, comparethemarket.com.au and iselect.com.au saw significant click share growth, increasing by 1.40 and 1.27, respectively. Meanwhile, canstar.com.au experienced the largest decline, dropping by 2.66.

Campaign Efficiency

AUS Finance Comparison Sites 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	comparethemarket.com.au	finder.com.au	canstar.com.au	iselect.com.au	budgetdirect.com.au	greenslips.com.au	aussie.com.au	compareclub.com.au	vanguard.com.au	greenslips4earth.com.au
2025/05/01	18.03%	16.63%	10.13%	9.86%	3.45%	4.44%	2.6%	6.15%	1.17%	2.37%
2025/05/02	21.53%	13.52%	10.15%	7.76%	3.55%	6.62%	2.36%	6.43%	0.88%	4.36%
2025/05/03	15.68%	18.62%	12.26%	6.67%	7.38%	3.02%	2.04%	3.1%	1.3%	2.49%
2025/05/04	12.78%	19.22%	14.28%	5.88%	4.73%	2.64%	3.36%	6.12%	1.72%	1.37%
2025/05/05	15.23%	17.09%	10.3%	10.67%	4.2%	4.7%	2.38%	5.87%	0.91%	3.54%
2025/05/06	15.23%	20.22%	12.33%	8.93%	4.8%	3.2%	2.42%	7.02%	0.83%	0.89%
2025/05/07	15.27%	17.25%	13.47%	10.04%	2.94%	3.76%	2.75%	5.77%	1.09%	2.05%
2025/05/08	15.94%	16.5%	14.12%	8.41%	3.94%	3.8%	2.59%	5.74%	1.43%	1.87%
2025/05/09	17.66%	16.87%	13.6%	7.58%	3.84%	3.8%	1.78%	5.92%	1.63%	2.85%
2025/05/10	16.62%	19.33%	15.58%	4.75%	5%	4.8%	2.1%	3.54%	1.48%	1.94%
2025/05/11	15.63%	17.28%	15.3%	3.4%	5.12%	3.51%	2.4%	5.13%	1.37%	3.16%
2025/05/12	17%	18.89%	16.82%	8.71%	3.92%	2.66%	2.54%	5.57%	1.53%	1.78%
2025/05/13	18.16%	14.31%	17.23%	8.95%	5.96%	2.35%	2.52%	5.24%	1.04%	0.91%
2025/05/14	18.74%	17.47%	17.37%	8.11%	4.43%	1.71%	2.53%	6.26%	1.89%	1.99%
2025/05/15	19.33%	15.41%	15.04%	8.3%	4.11%	2.54%	1.83%	7.39%	1.68%	2.34%
2025/05/16	16.3%	15.19%	14.4%	8.99%	5.79%	3.73%	1.37%	5.9%	2.48%	2.36%
2025/05/17	14.91%	17.79%	14.91%	4.76%	5.71%	4.74%	2.93%	2%	2.3%	4.54%
2025/05/18	13.35%	17.77%	13.68%	7.79%	4.73%	4.1%	1.44%	7.15%	2.36%	2.7%
2025/05/19	17.34%	16.63%	13.14%	10.19%	4.07%	2.55%	2.33%	5.97%	1.4%	2.89%
2025/05/20	19.57%	17.39%	11.24%	10.16%	4.95%	3.8%	2.21%	6.54%	0.78%	3.48%
2025/05/21	17.18%	15.9%	11.38%	10.26%	6.33%	3.62%	2.67%	6.17%	1.02%	1.93%
2025/05/22	17.75%	18.43%	11.8%	10.11%	5.25%	5.32%	2.7%	5.24%	1.32%	0.39%
2025/05/23	18.39%	18.86%	9.74%	7.82%	4.66%	4.25%	3.4%	4.3%	1.81%	0.1%
2025/05/24	16.48%	16.74%	14.03%	6.21%	6.55%	3.91%	3%	3.23%	2.08%	0.01%
2025/05/25	16.13%	20.63%	11.4%	5.08%	5.06%	2.45%	2.68%	5.45%	2.72%	0.85%
2025/05/26	16.38%	17.51%	12.7%	9.35%	5.43%	3.13%	2.36%	5.98%	2.21%	2%
2025/05/27	17.65%	15.49%	12.33%	10.41%	5.42%	3.72%	2.1%	7.15%	1.87%	1.07%
2025/05/28	17.6%	15.25%	10.25%	9.58%	4.99%	5.8%	2.24%	7.75%	1.62%	2.73%
2025/05/29	18.3%	18.69%	10.08%	7.53%	5.63%	3.11%	4.23%	7.44%	1.36%	1.42%
2025/05/30	14.99%	16.52%	10.74%	9.3%	3.87%	4.53%	2.6%	8.92%	1.04%	2.03%
2025/05/31	19.22%	18.68%	10.14%	7.37%	4.3%	4.06%	3.73%	2.95%	1.93%	0.99%

In May 2025, comparethemarket.com.au led with fluctuating impressions, peaking mid-month. Finder.com.au showed consistent strength, while canstar.com.au and iselect.com.au experienced varied trends. The month concluded with comparethemarket.com.au maintaining dominance.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Finance Comparison Sites

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
Bupa Health Insurance - Get Up To 10 Weeks Free https://www.bupa.com.au › 10-weeks-free › bupa-offers
Join Direct On Eligible Cover & Get Up To 10 Weeks Free + 2&6 Month WW On Eligible Extras*
2
Home and Contents Insurance Comparison - Canstar https://www.canstar.com.au
Looking For Home And Contents Insurance? Compare 90+ Policies Rated By Canstar.
3
comparethemarket.com.au https://www.comparethemarket.com.au
Compare the Market™ — Why Go Elsewhere? Get Insurance Quotes From Some of AU's Leading Brands in Mins. Simples
4
CTP Calculator NSW - Find the Cheapest CTP https://www.greenslips.com.au
Use our online calculator to find the cheapest Green Slip price. Best price guaranteed! Compare All...
5
Auto Insurance Comparison https://www.iselect.com.au
View Multiple Quotes At Once — Finding Car Insurance Doesn't Need To Take Hours. Use Our Quick Comparison Service Today.

In the competitive world of Google PPC, Bupa entices with “10 Weeks Free” health insurance, while Canstar simplifies home insurance choices with over 90 policy comparisons. Comparethemarket.com.au offers quick insurance quotes, and Greenslips.com.au guarantees the best CTP prices. Iselect streamlines auto insurance with rapid comparisons.

Frequently Asked Questions

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

Why is the AUS Finance Comparison Sites 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 Comparison Sites 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 Comparison Sites 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 Comparison Sites May 2025 Report?

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

The AUS Finance Comparison Sites 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.
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Share of Clicks for top 10 AUS Finance Comparison Sites brands

Share of Spend for the top 10 AUS Finance Comparison Sites brands

Competitor Count for AUS Finance Comparison Sites

Market Loss & Market Gains for AUS Finance Comparison Sites

AUS Finance Comparison Sites Share of Impressions

Google Text Ad Copy Insights & Creative Trends for AUS Finance Comparison Sites

Frequently Asked Questions

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

Why is the AUS Finance Comparison Sites May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the AUS Finance Comparison Sites May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this AUS Finance Comparison Sites 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

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See this data specific to your brand performance

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