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UK Finance Loans & Mortgages - PPC Market Share Analysis April 2025

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

Market Exposure

Share of Clicks for top 10 UK Finance Loans & Mortgages 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
halifax.co.uk 9.77
barclays.co.uk 8.1
comparethemarket.com 5.77
moneysupermarket.com 5.44
lloydsbank.com 4.34
little-loans.com 3.92
capitalone.co.uk 3.57
postoffice.co.uk 3.5
uswitch.com 3.35
natwest.com 2.78
others 49.46

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In the competitive landscape of Google PPC, ‘others’ dominate with 49.46% click share. ‘Halifax.co.uk’ leads individual advertisers at 9.77%, followed by ‘barclays.co.uk’ at 8.1%.

Market Exposure

Share of Spend for the top 10 UK Finance Loans & Mortgages 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 postoffice.co.uk comparethemarket.com little-loans.com moneysupermarket.com capitalone.co.uk lolly.co.uk halifax.co.uk barclays.co.uk moneyboat.co.uk alldayloans.co.uk
2025/04/01 5.87% 3.02% 5.7% 5.28% 5.57% 2.75% 4.05% 2.59% 2.67% 2.59%
2025/04/02 5.74% 2.87% 4.76% 5.18% 5.03% 2.5% 3.49% 3.44% 1.36% 1.73%
2025/04/03 7.13% 3% 4.84% 4.4% 6.08% 2.75% 2.96% 2.04% 2.19% 2.04%
2025/04/04 7.89% 2.94% 4.53% 4.75% 5.6% 2.12% 3.31% 2.36% 2.48% 3.01%
2025/04/05 6.02% 2.89% 5.58% 4.49% 4.5% 2.52% 3.96% 2.32% 2.78% 3.37%
2025/04/06 6.17% 3.04% 5.75% 4.99% 6.02% 1.71% 3.5% 2.35% 3.44% 2.6%
2025/04/07 5.03% 3.42% 4.73% 4.47% 4.4% 2.86% 4.16% 2.8% 1.26% 3.57%
2025/04/08 4.87% 3.63% 4.93% 3.93% 4.35% 2.06% 3.56% 2.77% 1.51% 3.15%
2025/04/09 3.89% 4.31% 3.96% 4.51% 4.08% 2.52% 3.47% 3.2% 0.98% 3.31%
2025/04/10 4.48% 4.46% 4.23% 4.49% 5.32% 1.98% 3.97% 2.77% 1.63% 1.85%
2025/04/11 3.9% 5% 3.85% 4.78% 5.46% 2.97% 3.9% 2.53% 1.81% 2.36%
2025/04/12 2.82% 5.64% 4.12% 4.75% 5.21% 3.2% 4.02% 3.37% 2.88% 3.1%
2025/04/13 3.13% 5.37% 4.2% 5.79% 4.46% 3.24% 4.43% 3.03% 2.53% 3.39%
2025/04/14 3.91% 5.74% 4.06% 5.5% 4.84% 3.42% 3.98% 2.74% 2.39% 2.63%
2025/04/15 4.55% 4.94% 4.33% 4.88% 5.54% 2.88% 4.9% 3.73% 2.89% 2.2%
2025/04/16 4.32% 5.05% 3.22% 4.81% 5.05% 2.45% 4.46% 3.28% 2.91% 3.39%
2025/04/17 3.21% 6.06% 2.91% 5.36% 5.18% 1.71% 3.04% 3.75% 5.22% 1.81%
2025/04/18 3.38% 6.6% 4.33% 6.46% 6.18% 3.51% 1.53% 3.78% 3.76% 2.94%
2025/04/19 4.2% 5.65% 6.28% 4.91% 5.36% 4.26% 1.17% 1.93% 5.95% 2.52%
2025/04/20 3.28% 4.85% 6.07% 5.35% 4.5% 5.14% 1.4% 2.44% 6.2% 2.93%
2025/04/21 3.16% 5.18% 5.23% 5% 4.65% 4.74% 3.02% 3.02% 4.59% 2.76%
2025/04/22 3.36% 5.28% 4.55% 4.6% 3.64% 4.55% 3.4% 2.69% 3.92% 2.62%
2025/04/23 2.44% 4.46% 5.45% 4.68% 3.64% 3.99% 3.56% 2.91% 3.72% 2.33%
2025/04/24 2.94% 4.91% 5.93% 4.64% 4.32% 4.42% 3.31% 2.96% 3.07% 2.12%
2025/04/25 3.3% 4.8% 6.07% 4.43% 4.07% 4.86% 3.58% 3% 3.47% 2.98%
2025/04/26 5.06% 5.44% 6.73% 5.06% 5.92% 4.28% 3.71% 2.27% 4.63% 2.54%
2025/04/27 5.76% 5.72% 7.29% 5% 5.36% 5.01% 3.81% 2.61% 2.97% 3.16%
2025/04/28 4.89% 5.03% 5.2% 4.47% 4.29% 3.78% 3.85% 3.2% 2.69% 1.5%
2025/04/29 4.45% 5.11% 5.04% 5.06% 4.4% 3.74% 3.45% 2.97% 1.6% 1.25%
2025/04/30 5.31% 4.67% 4.65% 4.38% 4.19% 3.89% 3.73% 3.09% 1.59% 1.1%

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April saw dynamic shifts in PPC spend share. Postoffice.co.uk started strong but dipped mid-month, ending at 5.31%. Comparethemarket.com rose steadily, peaking mid-month. Little-loans.com surged late, finishing at 4.65%.

Market Exposure

Competitor Count for UK Finance Loans & Mortgages

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
2025/04/01 638
2025/04/02 632
2025/04/03 632
2025/04/04 630
2025/04/05 611
2025/04/06 622
2025/04/07 622
2025/04/08 627
2025/04/09 593
2025/04/10 609
2025/04/11 603
2025/04/12 600
2025/04/13 614
2025/04/14 619
2025/04/15 597
2025/04/16 601
2025/04/17 606
2025/04/18 592
2025/04/19 640
2025/04/20 629
2025/04/21 624
2025/04/22 613
2025/04/23 607
2025/04/24 602
2025/04/25 589
2025/04/26 596
2025/04/27 591
2025/04/28 589
2025/04/29 591
2025/04/30 597

Copyright © Adthena. All rights reserved.

April saw fluctuating advertiser numbers, starting at 638, dipping mid-month, and ending at 597.

Campaign Efficiency

Market Loss & Market Gains for UK Finance Loans & Mortgages

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
lolly.co.uk 1.27%
moneyboat.co.uk 1.25%
comparethemarket.com 1.21%
lloydsbank.com 1.15%
moneysupermarket.com 0.91%
multaloan.co.uk -0.56%
postoffice.co.uk -0.58%
landc.co.uk -1.86%
uswitch.com -1.92%
halifax.co.uk -2.25%

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In the past month, lolly.co.uk led with a 1.27% click share increase, while halifax.co.uk saw a 2.25% decline.

Campaign Efficiency

UK Finance Loans & Mortgages 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 halifax.co.uk postoffice.co.uk comparethemarket.com uswitch.com lloydsbank.com barclays.co.uk little-loans.com lolly.co.uk capitalone.co.uk moneysupermarket.com
2025/04/01 8.53% 5.34% 3.61% 5.7% 3.66% 3.36% 4.74% 2.52% 4.55% 3.77%
2025/04/02 7.36% 5.27% 3.33% 6.98% 3.98% 4.39% 4.15% 2.51% 4.1% 3.8%
2025/04/03 6.64% 6.75% 3.01% 4.83% 2.61% 2.86% 4.34% 2.73% 5.3% 3.06%
2025/04/04 7.19% 7.36% 2.95% 4.45% 2.15% 3.05% 3.8% 2.12% 4.69% 3.11%
2025/04/05 8.67% 5.33% 2.97% 6.73% 3.65% 3.29% 4.62% 2.43% 3.49% 3.08%
2025/04/06 7.78% 5.48% 3.04% 6.71% 3.61% 3.24% 4.87% 1.73% 4.79% 3.3%
2025/04/07 9.26% 4.54% 3.46% 4.81% 2.78% 4.06% 3.86% 2.78% 3.42% 3.01%
2025/04/08 7.37% 4.32% 3.76% 5.5% 2.5% 3.74% 4.07% 2.07% 3.52% 2.76%
2025/04/09 6.95% 3.62% 4.03% 5.85% 3.65% 4.32% 3.31% 2.38% 3.34% 3.35%
2025/04/10 8.06% 3.99% 4.13% 5.38% 2.94% 3.97% 3.55% 2.02% 4.41% 3.17%
2025/04/11 8.49% 3.63% 4.64% 4.91% 2.66% 3.64% 3.27% 3.14% 4.58% 3.49%
2025/04/12 8.82% 2.53% 5.24% 5.84% 2.32% 4.89% 3.23% 3.21% 4.13% 3.79%
2025/04/13 9.65% 2.84% 4.51% 6.3% 3.18% 4.41% 3.44% 3.34% 3.69% 4.48%
2025/04/14 8.73% 3.6% 5.61% 4.26% 2.88% 4.09% 3.38% 3.35% 4.03% 4.2%
2025/04/15 10.06% 4.16% 5.05% 3.24% 3.1% 5.1% 3.75% 2.91% 4.55% 3.78%
2025/04/16 9.73% 3.98% 5.57% 2.39% 3.9% 4.77% 2.65% 2.38% 4.14% 3.85%
2025/04/17 5.74% 2.97% 6.33% 0.41% 5.9% 5.7% 2.56% 1.87% 4.75% 4.6%
2025/04/18 1.7% 3.69% 6.53% 0.5% 4.31% 5.54% 3.8% 3.73% 5.43% 6.04%
2025/04/19 1.16% 4.33% 6.01% 1.45% 4.96% 2.68% 5.56% 3.96% 4.5% 4.53%
2025/04/20 1.47% 3.36% 4.84% 1.32% 4.76% 3.63% 5.53% 5.28% 3.81% 4.87%
2025/04/21 6.23% 3.06% 5.48% 1.8% 4.14% 3.94% 4.57% 4.95% 3.91% 4.34%
2025/04/22 7.31% 3.14% 5.54% 2.18% 4.26% 3.51% 4.01% 4.35% 3.07% 3.98%
2025/04/23 7.25% 2.5% 4.64% 2.59% 3.72% 4.18% 4.78% 3.88% 3.01% 4.14%
2025/04/24 6.87% 2.88% 4.98% 3.88% 3.69% 3.99% 5.34% 4.29% 3.74% 4.29%
2025/04/25 7.09% 3.33% 5.02% 2.11% 3.92% 4.28% 5.49% 5.05% 3.63% 3.89%
2025/04/26 7.68% 5.02% 5.18% 2.46% 3.31% 2.95% 6.11% 4.21% 5.21% 3.98%
2025/04/27 8.02% 5.79% 5.9% 3.02% 4.14% 3.67% 6.61% 5.08% 4.66% 3.72%
2025/04/28 8.12% 4.78% 5.24% 3.91% 3.86% 4.26% 4.52% 3.74% 3.63% 3.39%
2025/04/29 6.9% 4.27% 5.45% 4.12% 2.75% 3.94% 4.31% 3.64% 3.63% 3.98%
2025/04/30 7.35% 5.1% 4.85% 4.48% 4.17% 4.09% 3.92% 3.73% 3.43% 3%

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In April 2025, Halifax.co.uk led with fluctuating impressions, peaking mid-month. Postoffice.co.uk saw a decline, while Comparethemarket.com and Uswitch.com showed growth. Little-loans.com and Lolly.co.uk had steady increases, ending the month strong.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Finance Loans & Mortgages

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. 1
    Cash Paid in 1 Hour https://www.alldayloans.co.uk

    No Credit History £100 - £2500 — High Approval Rate Loans with No Fees or Paperwork Required. All Quotes 100% No Obligation

  2. 2
    £100 to £10,000 High Approval https://www.little-loans.com/

    Very Bad Credit Loans Online — Digitonomy Is The Credit Broker Not A Lender - Rep 79.5% APR - Apply for a Bad Credit Loan

  3. 3
    Cash Paid in 1 Hour https://www.lolly.co.uk

    Any Credit History £100- £2750 — Loans starting over 3 Months. No obligation decision. Apply online today. Short Term Loan...

  4. 4
    £200 - £8000 Credit Limit https://www.postoffice.co.uk

    Won't Affect Your Credit Score — 34.9% APR Representative Variable. Capital One is the Exclusive Lender for Post Office...

  5. 5
    £100-£5000 Same Day Loans https://www.tendoloan.co.uk › bad-credit › loans

    No Early Repayment Charges — Nouveau Finance is a credit broker not a lender | Rep 79.5% APR | Quick Funds, Apply Now

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In the competitive world of finance, five advertisers stand out with compelling PPC ads. AllDayLoans.co.uk and Lolly.co.uk promise quick cash within an hour, emphasizing high approval rates and no paperwork. Little-Loans.com and TendoLoan.co.uk cater to those with bad credit, offering loans up to £10,000 with transparent terms. Meanwhile, PostOffice.co.uk highlights a flexible credit limit without affecting credit scores, partnering with Capital One. These ads focus on speed, accessibility, and transparency, resonating with diverse financial needs.

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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.