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AUS Finance Comparison Sites - PPC Market Share Analysis April 2026

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.

Comparison Sites – AUS

Google AI Overview visibility for Finance Comparison Sites 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 19.5264932713
80.4735067287
19%

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 52
48
52%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 83%
Transactional 5%
Navigational 1%
Seasonal 0%
Local 1%
Problem Solving 1%

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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
Share of Clicks - Last month
Domain Share of clicks
comparethemarket.com.au 33.14
greenslips.com.au 10.24
iselect.com.au 9.99
finder.com.au 8.61
canstar.com.au 7.89
budgetdirect.com.au 3.03
commbank.com.au 2.58
aussie.com.au 2.48
greenslips4earth.com.au 1.75
gocardless.com 1.63
others 18.66
  • comparethemarket.com.au - 33.14%
  • greenslips.com.au - 10.24%
  • iselect.com.au - 9.99%
  • finder.com.au - 8.61%
  • canstar.com.au - 7.89%
  • budgetdirect.com.au - 3.03%
  • commbank.com.au - 2.58%
  • aussie.com.au - 2.48%
  • greenslips4earth.com.au - 1.75%
  • gocardless.com - 1.63%
  • others - 18.66%

Copyright © Adthena. All rights reserved.

In the PPC landscape, comparethemarket.com.au dominates with 33.14% click share, while ‘others’ collectively hold 18.66%, 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
Share of Spend - Last Month
Date comparethemarket.com.au iselect.com.au finder.com.au canstar.com.au budgetdirect.com.au greenslips.com.au compareclub.com.au aussie.com.au allianz.com.au bupa.com.au
2026/04/01 24.37% 18.18% 10.08% 9.39% 8.56% 3.96% 1.09% 2.96% 0.42% 3.96%
2026/04/02 28.02% 16.06% 10.97% 7.48% 9.44% 3.36% 1.35% 2.58% 0.6% 2.14%
2026/04/03 23.58% 15.32% 9.11% 6.93% 14.22% 3.24% 0.28% 2.73% 0.6% 2.18%
2026/04/04 29.35% 14.07% 11.4% 6.39% 6.64% 2.73% 0.19% 3% 0.85% 2.16%
2026/04/05 27.07% 12.38% 9.74% 7.24% 8.76% 3.02% 2.32% 3.38% 1.76% 1.98%
2026/04/06 28.04% 13.25% 11.69% 6.56% 8.46% 2.56% 4.27% 2.53% 0.36% 2.26%
2026/04/07 32.89% 12.3% 11.62% 8.37% 9.09% 3.13% 0.92% 1.62% 0.32% 1.95%
2026/04/08 26.01% 14.17% 14.55% 7.69% 8.95% 2.84% 2.71% 2.32% 0.5% 1.63%
2026/04/09 30.59% 14.15% 10.22% 8.36% 7.31% 3.45% 1.11% 3.55% 1.08% 1.06%
2026/04/10 32.24% 13.43% 10.57% 7.32% 8.52% 3.13% 0.74% 3.28% 1.62% 1.71%
2026/04/11 33.72% 10.25% 11.15% 5.74% 10.35% 2.59% 0.13% 3.75% 3.52% 1.78%
2026/04/12 27.14% 12.96% 9.47% 5% 14.64% 3.41% 1.83% 2.68% 1.61% 1.24%
2026/04/13 31.69% 13.33% 9.78% 7.7% 10.36% 2.41% 1.53% 2.04% 2.62% 2.13%
2026/04/14 31.44% 14.97% 8.61% 8.27% 11.68% 3.47% 0.77% 1.71% 0.93% 2.72%
2026/04/15 34.07% 15.3% 9.6% 9.34% 7.96% 3.42% 0.11% 1.68% 0.26% 3.47%
2026/04/16 32.17% 14.07% 9.02% 10.57% 10.51% 2.98% 2% 1.91% 0.57% 1.81%
2026/04/17 33.59% 15.55% 8.91% 7.28% 11.18% 2.86% 1.71% 1.9% 1.58% 1.3%
2026/04/18 31.59% 14.62% 10.37% 6.07% 10.8% 3.29% 0.16% 1.96% 1.76% 1.99%
2026/04/19 31.36% 13.55% 10.65% 6.1% 9.94% 2.44% 1.94% 2.37% 3.26% 2.02%
2026/04/20 33.42% 13.34% 8.17% 7.6% 9.96% 3.09% 1.85% 1.69% 1.55% 1.96%
2026/04/21 31.97% 14.66% 12.01% 8.08% 8.53% 3.19% 2.07% 2.2% 0.72% 2.39%
2026/04/22 30.93% 15.43% 12.81% 9.96% 7.09% 2.81% 1.66% 2.25% 0.8% 2.86%
2026/04/23 30.06% 15.4% 10.95% 8.56% 7.17% 3.04% 1.36% 2.01% 0.92% 1.65%
2026/04/24 31.91% 13.96% 12.82% 7.75% 6.92% 2.65% 1.77% 1.64% 1.01% 1.65%
2026/04/25 32.56% 16.51% 15.35% 4.85% 5.15% 3.2% 0.16% 1.9% 0.68% 2.05%
2026/04/26 34.35% 17.92% 10.39% 5.77% 4.18% 3.1% 2.04% 1.53% 1.13% 1.54%
2026/04/27 29.41% 15.71% 11.06% 9.57% 4.59% 3.32% 2.1% 1.99% 1.09% 1.28%
2026/04/28 32.24% 14.04% 13.19% 8.09% 5.67% 3.18% 2.68% 2.32% 1.88% 0.78%
2026/04/29 28.22% 15.25% 13.69% 8.38% 7.73% 3.29% 3.44% 1.66% 1.4% 0.94%
2026/04/30 27.91% 15.12% 12.2% 9.85% 8.71% 2.89% 2.87% 2.01% 0.93% 0.68%
  • comparethemarket.com.au
  • iselect.com.au
  • finder.com.au
  • canstar.com.au
  • budgetdirect.com.au
  • greenslips.com.au
  • compareclub.com.au
  • aussie.com.au
  • allianz.com.au
  • bupa.com.au

Copyright © Adthena. All rights reserved.

April saw comparethemarket.com.au dominate with a peak spend share of 34.35% on the 26th. Meanwhile, iselect.com.au’s share fluctuated, ending at 15.12%. Finder.com.au and canstar.com.au showed varied trends, closing at 12.20% and 9.85%, respectively. Budgetdirect.com.au’s share dipped mid-month but recovered to 8.71%. Greenslips.com.au remained stable, finishing at 2.89%. Compareclub.com.au and aussie.com.au had modest shares, ending at 2.87% and 2.01%. Allianz.com.au and bupa.com.au maintained lower shares, closing at 0.93% and 0.68%.

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
Competitor Count - Last month
Date Competitor Count
2026/04/01 129
2026/04/02 133
2026/04/03 131
2026/04/04 129
2026/04/05 133
2026/04/06 133
2026/04/07 132
2026/04/08 132
2026/04/09 130
2026/04/10 129
2026/04/11 131
2026/04/12 127
2026/04/13 128
2026/04/14 124
2026/04/15 125
2026/04/16 126
2026/04/17 128
2026/04/18 129
2026/04/19 129
2026/04/20 133
2026/04/21 132
2026/04/22 134
2026/04/23 132
2026/04/24 127
2026/04/25 126
2026/04/26 124
2026/04/27 123
2026/04/28 130
2026/04/29 124
2026/04/30 125

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April saw fluctuating advertiser numbers, peaking at 134 on April 22. The month concluded with a slight decline, ending at 125.

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
Market Loss & Market Gains - Last month
Name Market Trend
iselect.com.au 1.56%
comparethemarket.com.au 1.47%
canstar.com.au 0.98%
finder.com.au 0.68%
macquarie.com.au 0.64%
healthdeal.com.au -0.37%
budgetdirect.com.au -0.63%
aussie.com.au -0.8%
travelmoneyoz.com -0.9%
commbank.com.au -1.83%

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In the past month, iselect.com.au and comparethemarket.com.au surged in click share, while commbank.com.au and travelmoneyoz.com faced declines.

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 finder.com.au comparethemarket.com.au canstar.com.au iselect.com.au greenslips.com.au budgetdirect.com.au commbank.com.au aussie.com.au greenslips4earth.com.au qbe.com
2026/04/01 11.53% 13.78% 8.74% 10.23% 12.64% 4.02% 2.13% 4.84% 1.6% 2.1%
2026/04/02 13.95% 15.06% 5.96% 10.9% 11.12% 5.09% 3.53% 3.25% 3.03% 2.73%
2026/04/03 12.13% 13.25% 5.83% 9.09% 11.01% 7.6% 3.04% 4.71% 1.77% 2.26%
2026/04/04 14.29% 15.24% 5.12% 8.72% 7.36% 3.5% 3.17% 4.94% 1.6% 1.49%
2026/04/05 11.22% 13.53% 5.18% 8.5% 8.33% 3.98% 1.76% 5.1% 3.07% 4.35%
2026/04/06 14.8% 14.41% 6.12% 9.91% 8.15% 4.31% 2.32% 4.08% 5.25% 2.03%
2026/04/07 15.7% 16.71% 6.52% 8.14% 9.4% 4.71% 3.44% 2.72% 4.13% 1.68%
2026/04/08 19.49% 13.27% 5.81% 10.51% 8.38% 4.84% 2.11% 4.17% 2.04% 1.46%
2026/04/09 11.64% 14.53% 7.47% 10.67% 9.46% 3.53% 2.11% 5.8% 5.35% 1.07%
2026/04/10 14.1% 15.47% 8.07% 8% 9.08% 4.44% 1.15% 5.39% 4.26% 0.81%
2026/04/11 13.88% 16.73% 6.17% 7.25% 7.88% 5.22% 1.71% 7.46% 2.11% 0.93%
2026/04/12 12.24% 13% 5.46% 7.52% 10.29% 6.87% 2.52% 4.13% 3.35% 1.43%
2026/04/13 15.47% 17.6% 7.97% 9.19% 7.42% 5.55% 2.31% 3.51% 3.94% 1.06%
2026/04/14 12.45% 16.37% 9.11% 8.81% 10.74% 5.91% 1.17% 2.42% 7.18% 1.18%
2026/04/15 14.54% 17.15% 8.53% 11.33% 10.25% 4.12% 1.67% 2.3% 5.28% 0.5%
2026/04/16 14.13% 17.92% 10.18% 11.59% 9.29% 5.65% 0.85% 2.46% 2.72% 0.68%
2026/04/17 13.21% 19.31% 6.85% 11.99% 8.86% 5.92% 0.28% 3.39% 4.69% 1.4%
2026/04/18 13.4% 16.4% 5.53% 8.95% 9.65% 5.29% 0.88% 2.65% 4.09% 1.81%
2026/04/19 14.71% 16.66% 5.53% 9% 6.82% 5.34% 1.8% 4.15% 1.31% 0.38%
2026/04/20 11.62% 18.57% 7.26% 8.13% 10.11% 5.66% 0.34% 2.11% 4.77% 1.46%
2026/04/21 15.94% 17.43% 7.09% 9.15% 9.46% 4.9% 0.23% 3.83% 3.35% 1.07%
2026/04/22 17.6% 16.84% 9.88% 10.17% 8.92% 4.26% 0.53% 3.59% 1.51% 0.05%
2026/04/23 15.79% 16.18% 8.16% 8.89% 9.05% 4.19% 1.15% 3.74% 3.45% 1.2%
2026/04/24 17.35% 17.47% 7.42% 9.8% 8.75% 4.1% 1.55% 2.04% 1.67% 1.83%
2026/04/25 19.27% 16.69% 4.57% 11.14% 9.36% 2.82% 0.56% 2.64% 1.72% 2.68%
2026/04/26 13.92% 17.08% 5.38% 12.15% 9.01% 2.78% 1.62% 1.72% 5.36% 5.85%
2026/04/27 14.05% 15.28% 8.13% 9.09% 9.88% 2.66% 0.91% 3.03% 6.59% 3.32%
2026/04/28 16.76% 16.56% 9.01% 8.23% 9.82% 3.07% 0.96% 3.96% 5.4% 1.53%
2026/04/29 18.14% 15.17% 9.14% 9.26% 10.31% 4.38% 2.34% 2.53% 4.03% 0.53%
2026/04/30 17.32% 15.54% 9.47% 9.31% 9.17% 5.18% 2.77% 2.64% 2.11% 1.42%
  • finder.com.au
  • comparethemarket.com.au
  • canstar.com.au
  • iselect.com.au
  • greenslips.com.au
  • budgetdirect.com.au
  • commbank.com.au
  • aussie.com.au
  • greenslips4earth.com.au
  • qbe.com

Copyright © Adthena. All rights reserved.

In April 2026, finder.com.au’s impression share fluctuated, peaking at 19.49% on April 8. comparethemarket.com.au maintained a steady presence, while canstar.com.au saw a gradual rise, ending at 9.47%. iselect.com.au experienced ups and downs, closing at 9.31%. greenslips.com.au showed variability, finishing at 9.17%. budgetdirect.com.au’s share increased towards the end, reaching 5.18%. commbank.com.au’s share was low, ending at 2.77%. aussie.com.au’s share remained low, closing at 2.64%. greenslips4earth.com.au fluctuated, ending at 2.11%. qbe.com had a low share, finishing at 1.42%.

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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Google Text Ad Copy Insights & Creative Trends for AUS Finance Comparison Sites - Last month
  1. 1
    Want Up To 12 Weeks Free? - Join Direct By 22 April 2026 https://www.bupa.com.au

    Join Direct By 22 April 2026 & Get Up To 12 Weeks Free + WW. T&Cs apply. New members only.

  2. 2
    Compare the Market https://www.comparethemarket.com.au

    Compare the Market™ — Compare Health Insurance, Car Insurance, Travel Insurance, Energy & Home Loans. Why Go...

  3. 3
    Free Online Comparisons - Find A Better Deal https://www.finder.com.au

    Visit Australia's Most-Visited Financial Comparison Site. Helping You Save Money Today.

  4. 4
    Compare Now - Compare Now At iSelect https://www.iselect.com.au › health › insurance

    Find Health Insurance That Suits Your Needs.

  5. 5
    Compare Home Loan Interest Rates https://www.savings.com.au

    Compare & Save On Low-Rate Home Loans From Top Australian Lenders Today! Compare & Save on Your Home Loan with a Lower Rate.

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, Bupa entices with a compelling offer of up to 12 weeks free for new members. Meanwhile, Compare the Market and Finder emphasize comprehensive comparisons across various financial products. iSelect and Savings.com.au focus on personalized health insurance and home loan savings, respectively.

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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.

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