AUS Finance Comparison Sites - PPC Market Share Analysis April 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.

See more data

Share of Clicks - Last month
Domain	Share of clicks
comparethemarket.com.au	38.49
finder.com.au	10.4
canstar.com.au	10.06
iselect.com.au	9.04
greenslips.com.au	5.32
aussie.com.au	2.89
compareclub.com.au	1.99
budgetdirect.com.au	1.95
greenslips4earth.com.au	1.81
gocardless.com	1.21
others	16.84

In the PPC landscape, comparethemarket.com.au dominates with a 38.49% click share. Others collectively hold 16.84%, while finder.com.au and canstar.com.au follow with 10.4% and 10.06%, respectively.

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.

See more data

Share of Spend - Last Month
Date	comparethemarket.com.au	iselect.com.au	canstar.com.au	finder.com.au	budgetdirect.com.au	compareclub.com.au	ahm.com.au	aussie.com.au	hbf.com.au	bupa.com.au
2025/04/01	28.44%	13.36%	10.78%	15.36%	3.35%	6.51%	0.68%	2.13%	0.61%	3.5%
2025/04/02	30.83%	13.79%	9%	13.51%	3.76%	9.19%	0.93%	1.08%	0.47%	3.78%
2025/04/03	32.22%	10.13%	7.54%	13.35%	4.17%	7.7%	1.09%	0.95%	1.25%	5.53%
2025/04/04	31.3%	8.46%	9.14%	13.85%	2.96%	8.6%	1.02%	1.27%	1.56%	3.98%
2025/04/05	27.75%	11.17%	10.83%	15.34%	6.31%	0.56%	1.71%	2.94%	1.59%	5.41%
2025/04/06	29.29%	12.19%	12.34%	16.76%	4.41%	0.49%	1.45%	3.02%	1.19%	4.05%
2025/04/07	32.13%	11.74%	8.71%	14.53%	5.48%	4.32%	0.75%	2.41%	1.82%	2.81%
2025/04/08	30.3%	16%	7.74%	13.45%	5.08%	6.65%	0.78%	1.44%	1.04%	2.85%
2025/04/09	32.87%	16.08%	9.95%	12.51%	5.27%	4.49%	0.54%	1.67%	1.55%	2.22%
2025/04/10	30.36%	14.77%	8.83%	13.1%	6.37%	5.73%	0.61%	2.3%	0.81%	1.87%
2025/04/11	32.65%	14.55%	8.44%	11.21%	5.29%	5.19%	0.6%	1.93%	1.22%	2.2%
2025/04/12	31.37%	8.16%	10.23%	17.79%	3.86%	5.12%	0.96%	3.11%	1.72%	1.32%
2025/04/13	27.12%	14.69%	12.93%	11.24%	5.02%	4.7%	0.46%	3.99%	1.73%	1.17%
2025/04/14	30.74%	14.98%	12.06%	13.13%	5.45%	3.94%	0.45%	2.37%	0.85%	1.14%
2025/04/15	31.13%	14.43%	11.36%	14.57%	4.97%	3.88%	0.44%	1.97%	0.74%	1.25%
2025/04/16	35.13%	12.18%	12.23%	13.15%	4.49%	3.92%	0.74%	1.39%	0.75%	1.59%
2025/04/17	33.01%	11.49%	11.57%	13.66%	4.09%	4.64%	0.49%	1.35%	1.26%	1.73%
2025/04/18	33.42%	14.25%	7.36%	8.49%	2.88%	0.28%	1.03%	0.29%	4.55%	0.12%
2025/04/19	23.52%	9.85%	16.54%	14.74%	3.12%	1.86%	1.1%	2.35%	2.03%	2.99%
2025/04/20	26.56%	8.95%	13.17%	15.44%	2.56%	2.67%	1.05%	2.59%	2.35%	2.76%
2025/04/21	26.88%	9.64%	15.15%	14.61%	4.36%	1.96%	1.21%	2.66%	1.37%	2.54%
2025/04/22	23.98%	18.27%	11.29%	14.74%	3.23%	3.68%	1.28%	1.53%	1.41%	3.78%
2025/04/23	20.49%	14.51%	15.21%	13.34%	3.78%	6.26%	1.82%	1.62%	1.56%	2.28%
2025/04/24	21.15%	11.75%	16.26%	13.8%	5.27%	3.61%	1.08%	3.01%	1.87%	1.34%
2025/04/25	22.31%	13.38%	14.84%	12.17%	8.5%	0.57%	1.18%	2.35%	1.98%	0.84%
2025/04/26	20.97%	8.59%	13.71%	17.51%	3.14%	0.22%	1.94%	2.33%	4.03%	3.07%
2025/04/27	26.22%	12.72%	14.57%	14.3%	5.16%	3.63%	1.66%	2.23%	2.68%	1.18%
2025/04/28	28.14%	15.48%	10.83%	12.16%	2.25%	3.92%	1.82%	3.16%	1.24%	1%
2025/04/29	30.46%	14.64%	12.33%	11.38%	4.07%	5.13%	2.08%	1.68%	1%	1.38%
2025/04/30	25.66%	14.81%	12.13%	11.29%	6.76%	5.13%	2.36%	1.55%	1.41%	0.79%

April saw comparethemarket.com.au lead with fluctuating spend, peaking mid-month. iselect.com.au and canstar.com.au followed, showing varied trends. By month’s end, comparethemarket.com.au maintained dominance, despite a late dip.

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.

See more data

Competitor Count - Last month
Date	Competitor Count
2025/04/01	156
2025/04/02	156
2025/04/03	156
2025/04/04	163
2025/04/05	157
2025/04/06	156
2025/04/07	155
2025/04/08	162
2025/04/09	150
2025/04/10	156
2025/04/11	147
2025/04/12	151
2025/04/13	143
2025/04/14	153
2025/04/15	150
2025/04/16	145
2025/04/17	137
2025/04/18	143
2025/04/19	157
2025/04/20	145
2025/04/21	145
2025/04/22	139
2025/04/23	148
2025/04/24	156
2025/04/25	147
2025/04/26	144
2025/04/27	147
2025/04/28	152
2025/04/29	158
2025/04/30	150

April began with 156 advertisers, peaking at 163 on April 4. Mid-month saw a dip to 137 on April 17. The month concluded with 150 advertisers, reflecting a dynamic landscape.

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.

See more data

Market Loss & Market Gains - Last month
Name	Market Trend
greenslips.com.au	3.03%
canstar.com.au	2.91%
allianz.com.au	0.94%
gocardless.com	0.69%
greenslips4earth.com.au	0.66%
superguide.com.au	-0.21%
budgetdirect.com.au	-0.22%
bupa.com.au	-0.24%
compareclub.com.au	-0.55%
comparethemarket.com.au	-12.13%

Canstar.com.au and greenslips.com.au surged in click share, while comparethemarket.com.au faced a significant decline.

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.

See more data

Date	comparethemarket.com.au	finder.com.au	canstar.com.au	iselect.com.au	greenslips.com.au	budgetdirect.com.au	compareclub.com.au	aussie.com.au	greenslips4earth.com.au	bupa.com.au
2025/04/01	16.32%	21.87%	9.34%	7.41%	1.25%	2.54%	9.82%	5.15%	0.18%	2.61%
2025/04/02	19.17%	20.25%	8.37%	7.95%	1.57%	3%	11.96%	2.85%	0.36%	2.96%
2025/04/03	20.66%	18.68%	8.63%	6.19%	0.87%	3.6%	8.64%	2.68%	0.48%	4.23%
2025/04/04	19.73%	19.4%	8.6%	5.29%	1.62%	2.38%	11.32%	2.98%	0.6%	2.89%
2025/04/05	16.9%	18.7%	9.82%	5.82%	3.66%	4.52%	0.6%	7.38%	3.56%	3.83%
2025/04/06	17.03%	22.73%	10.74%	6.81%	1.52%	3.36%	0.61%	8.19%	2.09%	2.76%
2025/04/07	19.43%	19.56%	8.08%	6.95%	4.01%	3.87%	4.55%	6.88%	4.17%	1.86%
2025/04/08	18.79%	18.39%	8%	11.32%	1.99%	4.31%	7.41%	4.32%	1.97%	2.11%
2025/04/09	21.04%	19.03%	9.44%	10.2%	1.23%	4.48%	5.44%	5.06%	1.73%	1.81%
2025/04/10	19.87%	17.2%	7.93%	8.74%	4.16%	4.25%	6.62%	6.41%	3.76%	1.34%
2025/04/11	21.99%	14.93%	7.91%	8.77%	5.33%	4.08%	5.03%	4.99%	2.93%	1.63%
2025/04/12	17.59%	22.37%	8.91%	3.82%	4.62%	2.67%	5.97%	7.65%	0.93%	0.88%
2025/04/13	16.45%	13.85%	10.87%	8.12%	3.02%	4.09%	3.65%	11.88%	2.63%	0.88%
2025/04/14	19.99%	16.97%	10.02%	9.24%	5.83%	3.71%	4.03%	5.68%	3.08%	0.83%
2025/04/15	21.13%	19.24%	10.34%	8.18%	4.89%	3.34%	3.43%	4.63%	2.69%	0.95%
2025/04/16	23.68%	17.67%	10.68%	8.34%	4.62%	3.08%	4.05%	3.52%	1.67%	1.17%
2025/04/17	23.08%	16.56%	9.84%	7.05%	5.61%	3.13%	4.84%	3.54%	5.04%	1.25%
2025/04/18	24.78%	11.36%	7.71%	10.12%	7.76%	2.63%	0.37%	0.55%	2.76%	0.11%
2025/04/19	14.9%	16.21%	12.72%	4.97%	4.64%	2.36%	2.06%	5.13%	3.73%	1.96%
2025/04/20	17.94%	16.61%	10.95%	4.9%	4.88%	1.55%	1.8%	6.17%	2.4%	1.71%
2025/04/21	16.85%	15.61%	11.82%	4.51%	7.69%	2.68%	1.42%	6.46%	1.58%	1.56%
2025/04/22	15.14%	18.23%	10.32%	12.51%	3.49%	2.57%	3.1%	3.27%	3.19%	2.59%
2025/04/23	13.22%	16.34%	13.55%	9.03%	2.61%	3.14%	5.84%	3.38%	2.46%	1.59%
2025/04/24	12.75%	17.06%	13.45%	6.58%	3.56%	3.57%	3.35%	6.78%	2.83%	0.95%
2025/04/25	15.25%	15.28%	12.07%	6.43%	4.51%	5.32%	0.86%	5.48%	3.15%	0.57%
2025/04/26	15.86%	17.13%	10.2%	3.73%	6.02%	2.07%	0.3%	5.85%	4.25%	1.67%
2025/04/27	17.36%	16.8%	11.94%	6.59%	6.91%	3.49%	3.26%	5.25%	4.02%	0.8%
2025/04/28	17.22%	15.03%	8.94%	8.74%	5.84%	1.75%	3.12%	8.02%	2.84%	0.63%
2025/04/29	20.18%	15.59%	10.54%	9.41%	4.3%	3.51%	4.96%	3.54%	1.06%	1.04%
2025/04/30	17.05%	15.11%	9.84%	8.53%	6.15%	4.67%	4.33%	3.95%	3.09%	0.58%

April saw dynamic shifts in PPC impressions. Comparethemarket.com.au peaked mid-month at 24.78%, while finder.com.au fluctuated, ending at 15.11%. Canstar.com.au’s share rose to 13.55% on April 23.

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.

See more data

1
Compare Home Loan Rates - Top 15 Home Loan Rates 2025 https://www.aussie.com.au › home-loan
An Aussie broker will compare mortgage features, fees and rates from over 25 lenders.
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
Compare Health Insurance https://form.compareclub.com.au
Free Health Cover Comparisons — Rising premiums? Compare health insurance and see if you can save. Compare policies here!
4
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
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, Aussie.com.au leads with a promise to compare home loan rates from over 25 lenders, emphasizing personalized mortgage solutions. Canstar.com.au follows, offering a comprehensive comparison of 90+ home and contents insurance policies. Compareclub.com.au addresses rising health insurance premiums, encouraging users to explore savings. Comparethemarket.com.au simplifies insurance quotes from top Australian brands, while iSelect.com.au streamlines auto insurance comparisons, highlighting efficiency and convenience.

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are 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 them
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 PPC Market Share Report 2025 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 are these reports?

The PPC Marketing Share 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.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

Yes. The PPC Market Share Report 2025 aggregates data from across both device types and Google Shopping.
Who is this report for?

The PPC Market Share Report 2025 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?

Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

Complete the form below to get started.
What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

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

Learn more about Ask Arlo.

Customer Success Stories

Legal & General

Legal & General is one of the UK’s leading financial services groups and a major global investor. When it came to their retirement business, the company used Adthena to protect its position and benchmark success. Read case study

Staysure

When the pandemic hit and global travel came to a halt, Staysure saw its market shrink by 90%.

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

New Market Discovery for Towergate Insurance

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

Get the full picture

See this data specific to your brand performance

The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

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.

AUS Finance Comparison Sites - PPC Market Share Analysis April 2025

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 are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this 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