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US 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 US 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 US 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
creditkarma.com 33.51
nerdwallet.com 21.8
thezebra.com 9.39
insurify.com 7.02
topcashback.com 6.53
bankrate.com 5.26
insurance.com 2.7
befrugal.com 1.3
everquote.com 1.16
compare.com 0.96
others 10.37

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In the PPC landscape, Credit Karma dominates with 33.51% click share, followed by NerdWallet at 21.8%. Others collectively hold 10.37%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 US 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 thezebra.com nerdwallet.com insurify.com compare.com insurance.com creditkarma.com compare-auto-insurance-quotes.com everquote.com quotewizard.com forbes.com
2025/04/01 18.38% 25.33% 18.08% 3.15% 8.46% 3.28% 4.41% 0.86% 1.74% 0.47%
2025/04/02 18.83% 33.6% 13.46% 3.82% 6.31% 3.25% 2.69% 2.04% 0.88% 0.5%
2025/04/03 22.66% 28.86% 19.23% 2.69% 3.85% 4.92% 2.14% 1.02% 0.87% 0.47%
2025/04/04 19.4% 25.46% 15.7% 5.47% 12.18% 3.18% 2.57% 0.94% 1.48% 0.5%
2025/04/05 20.91% 25.79% 18.3% 3.54% 12.52% 2.82% 4.05% 0.97% 0.42% 0.5%
2025/04/06 21.91% 30% 14.41% 2.89% 11.92% 2.8% 2.85% 1.28% 0.97% 0.83%
2025/04/07 19.73% 29.54% 15.46% 4.02% 7.8% 3.97% 1.82% 1.04% 1.04% 0.55%
2025/04/08 22.9% 27.02% 13.88% 2.68% 8.52% 3% 4.1% 0.9% 1.78% 0.86%
2025/04/09 18.22% 27.07% 22.03% 1.04% 7.78% 3.39% 3.32% 1.19% 0.74% 0.46%
2025/04/10 21.11% 26.61% 16.92% 3.73% 8.12% 3.76% 4.95% 1% 0.83% 0.58%
2025/04/11 21.34% 29.88% 17.7% 3.14% 6.76% 3.35% 2.78% 1.08% 0.52% 0.67%
2025/04/12 18.41% 27.58% 18.48% 4.38% 9.41% 4.13% 3.59% 1.42% 0.58% 0.62%
2025/04/13 19.86% 27.84% 18.81% 7.14% 7.65% 3.95% 2.79% 0.8% 1.09% 0.36%
2025/04/14 20.99% 28.36% 17.85% 4.89% 9.52% 3.23% 1.17% 0.99% 0.97% 1.14%
2025/04/15 20.8% 28.23% 18.25% 2.46% 10.95% 2.84% 0.88% 1.15% 1.24% 1.67%
2025/04/16 23.73% 28.46% 15.91% 2.08% 10.45% 3.16% 0.88% 0.83% 0.35% 2.26%
2025/04/17 14.05% 31.08% 15.63% 1.53% 5.82% 3.39% 0.48% 0.53% 0.14% 5.37%
2025/04/18 21% 24.62% 14.85% 1.17% 12.16% 2.58% 0.78% 0.88% 1.7% 3.61%
2025/04/19 22.22% 22.5% 17.65% 2.51% 10% 3.75% 0.76% 0.85% 1.69% 3.12%
2025/04/20 24.47% 25.35% 18.51% 1.95% 9.83% 3.51% 0.32% 0.92% 1.56% 2.92%
2025/04/21 22.42% 30.25% 15.93% 1.52% 10.5% 3.22% 0.57% 0.77% 2.38% 1.73%
2025/04/22 25.67% 29.27% 16.73% 0.17% 7.79% 4.04% 2.31% 1.2% 1.21% 0.83%
2025/04/23 23.38% 26.19% 18.82% 2.35% 10.29% 3.94% 1.74% 1.08% 0.89% 1.55%
2025/04/24 23.74% 27.18% 17.58% 2.78% 12.72% 3.34% 0.48% 1.18% 0.33% 1.37%
2025/04/25 19.35% 27.8% 18.8% 2.4% 8.88% 4.42% 0.19% 1.77% 1.02% 2.5%
2025/04/26 23.77% 24.4% 20.53% 1.56% 9.54% 4.39% 1.54% 0.94% 0.65% 3.4%
2025/04/27 23.63% 25.57% 20.46% 3.39% 6.39% 5.04% 1.56% 0.76% 2.62% 2.01%
2025/04/28 31.42% 25.14% 19.52% 3.82% 4.88% 2.53% 2.28% 1.03% 1.57% 0.59%
2025/04/29 28.63% 27.21% 16.59% 3.38% 9.7% 2.18% 0.18% 0.94% 1.36% 0.3%
2025/04/30 29.12% 27.52% 20.11% 6.47% 5.12% 2.16% 0.73% 0.72% 0.41% 0.19%

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April saw dynamic shifts in PPC spend share. TheZebra.com surged late, peaking at 31.42% on April 28. Nerdwallet.com maintained strong mid-month performance, while Insurify.com showed consistent growth. Compare.com and Insurance.com fluctuated, ending with notable gains.

Market Exposure

Competitor Count for US 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
2025/04/01 201
2025/04/02 202
2025/04/03 196
2025/04/04 195
2025/04/05 208
2025/04/06 200
2025/04/07 194
2025/04/08 184
2025/04/09 186
2025/04/10 193
2025/04/11 172
2025/04/12 182
2025/04/13 178
2025/04/14 167
2025/04/15 169
2025/04/16 166
2025/04/17 148
2025/04/18 190
2025/04/19 192
2025/04/20 181
2025/04/21 189
2025/04/22 185
2025/04/23 194
2025/04/24 188
2025/04/25 184
2025/04/26 192
2025/04/27 189
2025/04/28 187
2025/04/29 205
2025/04/30 174

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April began with 201 advertisers, peaking at 208 on April 5. A decline followed, reaching a low of 148 on April 17. The month concluded with 174 advertisers.

Campaign Efficiency

Market Loss & Market Gains for US 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
thezebra.com 2.18%
insurify.com 1.88%
forbes.com 0.45%
bankrate.com 0.39%
insurance.com 0.23%
compareaccounts.com -0.14%
transunion.com -0.3%
compare-auto-insurance-quotes.com -0.41%
topcashback.com -0.43%
creditkarma.com -4.74%

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Thezebra.com and insurify.com surged in click share, gaining 2.18 and 1.88, respectively. Meanwhile, creditkarma.com faced a significant drop of 4.74.

Campaign Efficiency

US 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 nerdwallet.com thezebra.com insurify.com creditkarma.com compare.com insurance.com bankrate.com comparecredit.com topcashback.com forbes.com
2025/04/01 16.69% 9.18% 7.2% 17.24% 2.17% 4.77% 2.3% 2.97% 2.62% 1.71%
2025/04/02 23.08% 9.75% 5.38% 18.26% 3.5% 4.22% 2.14% 2.08% 3.35% 0.95%
2025/04/03 21.71% 9.69% 8.22% 24.06% 1.91% 2.21% 3.46% 2.89% 2.23% 2.56%
2025/04/04 16.76% 10.04% 8% 17.08% 3.32% 7.92% 1.73% 3.1% 2.07% 1.87%
2025/04/05 18.55% 12.33% 9.15% 16.4% 3.12% 8.89% 1.01% 1.9% 1.55% 1.07%
2025/04/06 21.81% 13.52% 8.21% 15.42% 2.02% 8.31% 2.62% 0.6% 2.22% 1.62%
2025/04/07 20.68% 10.38% 6.43% 20.41% 2.54% 5.01% 2.45% 2.25% 3.19% 0.78%
2025/04/08 20% 15.61% 8.06% 15.18% 2.14% 6.45% 2.08% 1.27% 2.06% 1.46%
2025/04/09 20.07% 10.8% 8.92% 18.33% 0.87% 4.77% 2.02% 2.89% 2.66% 1.72%
2025/04/10 20.01% 12.66% 10.74% 15.53% 2.57% 6.26% 2.06% 2.78% 2.6% 1.21%
2025/04/11 20.61% 11.23% 7.65% 14.54% 2.03% 3.91% 3.42% 4.23% 4.38% 2.93%
2025/04/12 20.26% 11.06% 8.2% 18.26% 2.94% 6.49% 2.06% 1.82% 3.61% 1.58%
2025/04/13 19.61% 11.47% 9.44% 21.38% 4.54% 5.72% 2.83% 2.59% 2.81% 1.12%
2025/04/14 19.97% 13.14% 9.46% 18.1% 3.45% 6.38% 1.92% 3.46% 2.45% 3.05%
2025/04/15 19.38% 12.85% 9.26% 16.91% 1.64% 6.95% 2.35% 2.31% 2.57% 2.81%
2025/04/16 20.81% 15.06% 8.71% 17.02% 1.47% 7.46% 2.59% 0.79% 2.23% 2.91%
2025/04/17 22.48% 7.83% 6.19% 17.89% 0.68% 3.94% 1.83% 2.85% 3.91% 3.3%
2025/04/18 19.69% 12.21% 8.27% 12.67% 0.95% 8.82% 2.43% 0.94% 2.04% 3.97%
2025/04/19 19.01% 12.38% 10.66% 13.55% 2.04% 7.17% 1.91% 1.85% 1.63% 3.65%
2025/04/20 19.39% 12.33% 7.83% 19.68% 1.25% 6.19% 2.78% 2.52% 2.47% 3.71%
2025/04/21 23.31% 12.85% 8.85% 14.24% 1.08% 7.2% 1.89% 1.12% 2.25% 2.42%
2025/04/22 21.13% 13.03% 8.42% 17.91% 0.17% 5.12% 2.51% 1.79% 2.48% 1.24%
2025/04/23 20.3% 13.91% 11.22% 16.38% 1.87% 7.89% 2.56% 1.84% 2.35% 2.18%
2025/04/24 19.43% 13.3% 9.42% 16.15% 2.62% 8.87% 2.42% 2.66% 1.88% 2.86%
2025/04/25 18.19% 9.36% 7.38% 21.85% 2.19% 4.82% 3.65% 4.92% 3.12% 4.23%
2025/04/26 19% 14.49% 12.63% 14.57% 1.22% 7.34% 1.77% 1.97% 1.8% 4.42%
2025/04/27 20.8% 14.03% 11.15% 16.96% 2.57% 4.58% 2.29% 1.83% 2.43% 3.21%
2025/04/28 19.96% 17.55% 11.05% 15.19% 3.95% 3.87% 2.31% 1.25% 2.46% 2.62%
2025/04/29 21.87% 17.5% 8.75% 12.64% 3.31% 7.79% 2.28% 0.93% 2.13% 0.53%
2025/04/30 22.22% 19.06% 12.45% 11.49% 5.1% 4.27% 2.07% 2.07% 1.59% 0.29%

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April saw Nerdwallet’s impression share fluctuate, peaking at 23.31% on the 21st. The Zebra’s share rose steadily, ending at 19.06%. Insurify experienced a mid-month surge, closing at 12.45%. CreditKarma’s share declined, finishing at 11.49%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US 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. 1
    Credit Scores for Free | Free Credit Check Today https://www.creditkarma.com

    Building strong credit profiles is now easier and free thanks to Credit Karma's insights. Navigate spending with Credit Karma's financial compass and tools.

  2. 2
    Shop Multiple Insurers at Once https://car.insurance.com

    Compare Car Insurance Rates — Find Average 2025 Insurance Rates by Car Make and Model. Get Multiple Quotes Online Fast!

  3. 3
    Insurify® - Official Site https://www.insurify.com

    We Saved Your Quotes. Prices May Change Tomorrow. Act Now And Don't Let Your Quotes Expire

  4. 4
    NerdWallet https://www.nerdwallet.com

    NerdWallet Official Site — We've Done The Research. See Our Top Picks for Credit Cards, Insurance, Loans and more.

  5. 5
    Compare Quotes Without Spam - Compare Rates Side-by-Side https://www.thezebra.com › shop › car-insurance

    We Work With All Of The Great Insurance Providers. Start Comparing Rates in Just Minutes!

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In the competitive world of Google PPC, five advertisers stand out with compelling narratives. Credit Karma offers free credit insights, positioning itself as a financial guide. Insurance.com and The Zebra promise quick, comprehensive car insurance comparisons. Insurify urges immediate action to secure quotes, while NerdWallet provides well-researched financial recommendations. Each ad uniquely addresses consumer needs, from financial literacy to insurance savings.

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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.