AUS Finance Credit Cards - PPC Market Share Analysis January 2026

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

Google AI Overview visibility for Finance Credit Cards 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	16.3150023476
	83.6849976524

16%

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	68
	32

68%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	21%
Transactional	11%
Navigational	7%
Seasonal	0%
Local	2%
Problem Solving	5%

Market Exposure

Share of Clicks for top 10 AUS Finance Credit Cards 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
americanexpress.com	30.86
commbank.com.au	11.55
nab.com.au	8.47
finder.com.au	7.85
latitudefinancial.com.au	7.73
westpac.com.au	6.31
wise.com	5.32
velocityfrequentflyer.com	2.22
creditcard.com.au	1.94
stgeorge.com.au	1.78
others	15.97

americanexpress.com - 30.86%
commbank.com.au - 11.55%
nab.com.au - 8.47%
finder.com.au - 7.85%
latitudefinancial.com.au - 7.73%
westpac.com.au - 6.31%
wise.com - 5.32%
velocityfrequentflyer.com - 2.22%
creditcard.com.au - 1.94%
stgeorge.com.au - 1.78%
others - 15.97%

American Express leads with 30.86% click share, followed by CommBank at 11.55%. Others collectively hold 15.97%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Finance Credit Cards 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	finder.com.au	latitudefinancial.com.au	westpac.com.au	americanexpress.com	nab.com.au	commbank.com.au	stgeorge.com.au	wise.com	creditcard.com.au	canstar.com.au
2026/01/01	16.51%	11.32%	12.71%	7.4%	10.79%	10.04%	0.51%	3.86%	5.05%	1.92%
2026/01/02	19.76%	14.09%	10.63%	7.83%	9.84%	7.87%	0.47%	3.04%	6.32%	3.78%
2026/01/03	19.99%	12.76%	13.21%	10.4%	8.72%	8.75%	0.43%	2.98%	4.54%	3.51%
2026/01/04	20.12%	14.61%	9.08%	10.25%	8.99%	8.03%	0.38%	3.46%	5.57%	3.55%
2026/01/05	20.72%	14.95%	7.37%	11.93%	7.98%	8.51%	0.25%	3.77%	6.35%	3.48%
2026/01/06	19.38%	17.43%	9.63%	8.92%	7.41%	8.8%	0.14%	3.8%	5.84%	3.55%
2026/01/07	20.25%	10.79%	13.29%	7.75%	1.56%	9.18%	4.03%	3.76%	7.23%	2.69%
2026/01/08	18.72%	19.12%	8.36%	9.57%	6.83%	9.3%	0.75%	3.03%	5.35%	3.78%
2026/01/09	16.45%	17.38%	8.86%	11.47%	7.87%	8.27%	3.64%	2.95%	4.01%	2.86%
2026/01/10	17.26%	18.24%	9.63%	9.95%	7.98%	9%	3.05%	2.8%	2.77%	2.54%
2026/01/11	16.57%	16.08%	9.65%	8.89%	6.72%	8.38%	4.61%	3.21%	4.13%	3%
2026/01/12	18.5%	15.93%	7.87%	10.65%	6.54%	10.34%	2.34%	3.3%	5.15%	3.19%
2026/01/13	16.92%	15.75%	7.45%	10.05%	6.93%	10.32%	2.45%	3.41%	4.38%	3.77%
2026/01/14	17.38%	16.53%	9.12%	8.38%	6.64%	10.12%	2.68%	3.43%	3.97%	3.53%
2026/01/15	17.37%	16.9%	8.8%	11.03%	6.07%	10.34%	2.84%	3.31%	2.71%	3.11%
2026/01/16	16.45%	17.39%	8.86%	11.48%	7.84%	8.27%	3.64%	2.93%	4.01%	2.86%
2026/01/17	15.06%	17.44%	10.35%	8.49%	7.51%	9.69%	4.74%	3.28%	2.16%	2.6%
2026/01/18	15.46%	16.31%	10.25%	9.8%	8.86%	9.79%	4.24%	3.3%	1.31%	2.18%
2026/01/19	16.65%	14.79%	7.79%	9.93%	7.37%	10.58%	3.29%	3.71%	2.23%	2.74%
2026/01/20	16.26%	14.6%	9.14%	10.68%	7.22%	10.38%	3.95%	3.29%	2.18%	2.9%
2026/01/21	16.85%	15.13%	8.84%	10.05%	6.98%	10.72%	3.32%	3.46%	2.45%	2.8%
2026/01/22	16.3%	16.14%	11.09%	9.01%	6.99%	9.48%	4.2%	3.16%	2.66%	2.51%
2026/01/23	16.23%	15.68%	12.39%	9.76%	6.81%	7.25%	4.66%	3.19%	2.47%	2.42%
2026/01/24	15.05%	15.6%	12.74%	8.73%	6.43%	6.57%	5.1%	3.05%	2.81%	2.67%
2026/01/25	16.24%	16.21%	11.86%	8.88%	7.04%	6.38%	5.71%	2.96%	2.4%	2.49%
2026/01/26	16.11%	15.57%	10.65%	8.7%	7.32%	6.18%	5.59%	2.73%	2.92%	2.87%
2026/01/27	16.76%	15.51%	11.19%	10.07%	7%	5.49%	4.7%	2.5%	3.1%	3.14%
2026/01/28	17.17%	15.52%	11.02%	8.74%	6.88%	6.09%	4.83%	2.55%	2.94%	3.19%
2026/01/29	17.95%	15.53%	12.02%	8.63%	8.01%	7.15%	3.81%	2.73%	2.78%	2.41%
2026/01/30	18.1%	16.5%	11.64%	8.24%	7.69%	8.44%	4.02%	2.7%	2.64%	2.16%
2026/01/31	18.83%	14.67%	10.12%	9.75%	7.88%	7.43%	4.02%	2.78%	2.25%	2.23%

finder.com.au
latitudefinancial.com.au
westpac.com.au
americanexpress.com
nab.com.au
commbank.com.au
stgeorge.com.au
wise.com
creditcard.com.au
canstar.com.au

In January 2026, finder.com.au led with a peak spend share of 20.72% on January 5th, ending at 18.83%. latitudefinancial.com.au fluctuated, peaking at 19.12% on January 8th, closing at 14.67%. westpac.com.au saw a rise mid-month, finishing at 10.12%. American Express maintained stability, ending at 9.75%. NAB’s share was steady, closing at 7.88%. CommBank’s share dipped, ending at 7.43%. St. George’s share increased, closing at 4.02%. Wise’s share remained low, ending at 2.78%. Creditcard.com.au’s share decreased, finishing at 2.25%. Canstar’s share fluctuated, ending at 2.23%.

Market Exposure

Competitor Count for AUS Finance Credit Cards

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
2026/01/01	111
2026/01/02	112
2026/01/03	118
2026/01/04	118
2026/01/05	122
2026/01/06	125
2026/01/07	112
2026/01/08	119
2026/01/09	121
2026/01/10	120
2026/01/11	122
2026/01/12	125
2026/01/13	122
2026/01/14	122
2026/01/15	124
2026/01/16	121
2026/01/17	126
2026/01/18	130
2026/01/19	127
2026/01/20	127
2026/01/21	126
2026/01/22	127
2026/01/23	127
2026/01/24	127
2026/01/25	132
2026/01/26	153
2026/01/27	176
2026/01/28	167
2026/01/29	161
2026/01/30	163
2026/01/31	159

January saw a steady rise in distinct advertisers, peaking at 176 on the 27th, before slightly declining to 159 by month’s end.

Campaign Efficiency

Market Loss & Market Gains for AUS Finance Credit Cards

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
paypal.com	3.27%
westpac.com.au	0.89%
stgeorge.com.au	0.79%
ing.com.au	0.6%
nab.com.au	0.49%
latitudefinancial.com.au	-0.66%
commbank.com.au	-0.91%
finder.com.au	-1.18%
creditcard.com.au	-1.21%
americanexpress.com	-1.84%

PayPal surged with a 3.27% click share increase, while American Express dropped by 1.84%. Westpac, St. George, ING, and NAB saw positive gains, contrasting declines from creditcard.com.au and others.

Campaign Efficiency

AUS Finance Credit Cards 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	americanexpress.com	finder.com.au	latitudefinancial.com.au	commbank.com.au	nab.com.au	westpac.com.au	wise.com	velocityfrequentflyer.com	creditcard.com.au	ing.com.au
2026/01/01	13.86%	15.3%	8.02%	9.86%	8.82%	9.91%	5.09%	1.63%	5.07%	0.17%
2026/01/02	13.62%	17%	10.5%	9.08%	8.88%	7.75%	4.59%	1.63%	5.87%	0.68%
2026/01/03	17.44%	17%	9.27%	9.7%	7.88%	9.47%	4.31%	1.94%	4.63%	0.34%
2026/01/04	17.52%	16.96%	10.92%	8.49%	8.12%	6.52%	4.92%	1.5%	5.4%	0.48%
2026/01/05	19.08%	17.52%	10.58%	9.11%	7.17%	5.29%	5.04%	1.2%	5.71%	0.38%
2026/01/06	15.72%	16.62%	14.15%	9.55%	6.66%	7.01%	5.13%	1.3%	5.35%	0.83%
2026/01/07	14.39%	17.39%	7.41%	10.77%	0.98%	9.76%	5.3%	2.41%	7.4%	0.3%
2026/01/08	16.75%	15.6%	15.82%	10.46%	6.22%	6.11%	3.85%	1.6%	4.63%	2.13%
2026/01/09	19.78%	13.8%	13.24%	9.87%	7.04%	6.34%	3.78%	1.85%	3.71%	2.46%
2026/01/10	17.64%	14.15%	13.65%	10.67%	7.33%	6.67%	3.79%	1.84%	2.94%	2.64%
2026/01/11	16.23%	13.5%	11.88%	10.34%	6.1%	6.67%	4.14%	2.07%	4.16%	2.43%
2026/01/12	18.19%	15.12%	11.33%	11.65%	6.27%	5.39%	4.41%	2.15%	4.81%	2.07%
2026/01/13	17.86%	14.48%	11.64%	11.87%	6.4%	5.67%	4.31%	2.46%	3.95%	1.53%
2026/01/14	15.38%	14.56%	12.56%	11.64%	5.72%	6.81%	4.65%	2.65%	3.99%	2.57%
2026/01/15	16.56%	14.95%	13.48%	11.39%	5.55%	6.94%	4.51%	2.57%	2.68%	3.15%
2026/01/16	19.81%	13.81%	13.25%	9.89%	7.03%	6.35%	3.76%	1.86%	3.71%	2.46%
2026/01/17	16.82%	12.37%	13.05%	11.05%	7.47%	7.47%	4.3%	2.42%	2.04%	3.7%
2026/01/18	17.92%	11.75%	12.18%	11.2%	8.76%	7.67%	4.35%	2.5%	1.18%	2.94%
2026/01/19	18.97%	12.66%	11.35%	11.27%	6.57%	5.81%	4.82%	2.55%	1.85%	4.83%
2026/01/20	18.6%	12.61%	11.26%	11.79%	6.73%	6.68%	4.53%	2.79%	1.92%	3.38%
2026/01/21	17.23%	14.23%	11.64%	12.02%	6.48%	6.54%	4.46%	2.92%	2.55%	2.44%
2026/01/22	14.89%	13.18%	12.16%	10.75%	6.63%	8.41%	4.79%	2.67%	2.82%	3.94%
2026/01/23	16.66%	12.83%	11.37%	8.69%	6.43%	8.93%	4.73%	2.68%	2.38%	2.28%
2026/01/24	14.42%	11.7%	12.34%	7.42%	5.96%	8.74%	4.47%	2.48%	2.77%	4.76%
2026/01/25	15.89%	13.24%	13.19%	7.36%	6.92%	8.39%	4.34%	2.8%	2.46%	3.05%
2026/01/26	14.85%	12.8%	11.6%	7.32%	7.01%	7.82%	3.59%	3.16%	2.62%	4.15%
2026/01/27	17%	13.35%	11.32%	5.92%	6.58%	7.37%	3.41%	3.98%	2.97%	4.16%
2026/01/28	16.26%	13.5%	11.17%	6.8%	6.96%	7.6%	3.45%	4.35%	2.75%	2.84%
2026/01/29	15.65%	14.63%	11.41%	7.77%	7.74%	8.26%	3.89%	3.9%	2.78%	2.41%
2026/01/30	15.68%	14.44%	12.04%	8.57%	7.65%	7.78%	3.68%	2.25%	2.21%	1.98%
2026/01/31	18.06%	14.83%	10.18%	7.95%	7.47%	6.61%	3.68%	2.6%	2.25%	2.18%

americanexpress.com
finder.com.au
latitudefinancial.com.au
commbank.com.au
nab.com.au
westpac.com.au
wise.com
velocityfrequentflyer.com
creditcard.com.au
ing.com.au

American Express started January with a 13.86% share, peaking at 19.81% mid-month, and closing at 18.06%. Finder.com.au began strong at 15.3%, dipped to 11.7%, and ended at 14.83%. Latitude Financial saw fluctuations, starting at 8.02%, peaking at 15.82%, and finishing at 10.18%. CommBank’s share decreased from 9.86% to 7.95%. NAB’s share varied, starting at 8.82% and ending at 7.47%. Westpac’s share began at 9.91%, fluctuated, and closed at 6.61%. Wise’s share started at 5.09%, dipped, and ended at 3.68%. Velocity Frequent Flyer saw a rise from 1.63% to 2.6%. Creditcard.com.au’s share started at 5.07%, fluctuated, and ended at 2.25%. ING’s share began at 0.17%, peaked at 4.83%, and closed at 2.18%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Finance Credit Cards

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 Credit Cards - Last month

1
American Express® Australia | Card Member Benefits https://www.americanexpress.com › au › credit-cards
Explore American Express Credit Card Rewards And Benefits. Apply Online Now. T&Cs Apply
2
$0 Card Issue Fee | $0 International Txn Fees https://www.commbank.com.au
Instant Cash Access Worldwide & Save Fees. $0 International Transaction Fees. $0 Load Fees
3
Latitude GEM Visa Credit Card - Apply in Under 10 Minutes https://www.latitudefinancial.com.au
New customers approved by 30 Jan 2026. Min spend on general purchases, T&Cs & fees apply.
4
NAB Qantas Signature Card - 130k Bonus Qantas Points https://www.nab.com.au › credit_cards › qantas
130k Bonus Qantas Pts. Spend $5k in 1st 90 Days & keep open for over 12 months. T&Cs Apply
5
Westpac Altitude Qantas Black | Up To 150K Bonus Qantas Points https://www.westpac.com.au › credit_cards › qantas_black
Earn Up To 150K Bonus Qantas Points With The Altitude Qantas Black Card. T&Cs Apply.

In the competitive landscape of credit card PPC ads, American Express highlights rewards and benefits, while CommBank emphasizes fee savings. Latitude Financial offers quick application processes, NAB tempts with 130k Qantas points, and Westpac leads with up to 150k bonus points.

Frequently Asked Questions

Why is the AUS Finance Credit Cards January 2026 Report useful and how should I use it?

Why is the AUS Finance Credit Cards January 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 Credit Cards January 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 Credit Cards January 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 Credit Cards January 2026 Report?

The AUS Finance Credit Cards January 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 Credit Cards January 2026 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Finance Credit Cards January 2026 Report for?

The AUS Finance Credit Cards January 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.
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AUS Finance Credit Cards - PPC Market Share Analysis January 2026