AUS Finance Comparison Sites - PPC Market Share Analysis December 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.

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	7.6627378721
	92.3372621279

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	55
	45

55%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	76%
Transactional	6%
Navigational	1%
Seasonal	0%
Local	1%
Problem Solving	3%

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	35.5
canstar.com.au	9.42
iselect.com.au	9.3
finder.com.au	8.62
greenslips.com.au	6.75
budgetdirect.com.au	3.94
topcashback.com	2.91
travelmoneyoz.com	2.86
aussie.com.au	1.69
commbank.com.au	1.54
others	17.47

comparethemarket.com.au - 35.5%
canstar.com.au - 9.42%
iselect.com.au - 9.3%
finder.com.au - 8.62%
greenslips.com.au - 6.75%
budgetdirect.com.au - 3.94%
topcashback.com - 2.91%
travelmoneyoz.com - 2.86%
aussie.com.au - 1.69%
commbank.com.au - 1.54%
others - 17.47%

In the PPC landscape, comparethemarket.com.au dominates with 35.5% click share, while ‘others’ collectively hold 17.47%, 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	compareclub.com.au	bupa.com.au	greenslips.com.au	aussie.com.au	aldiinsurance.com.au
2025/12/01	34.54%	14.76%	8.68%	11.49%	8.33%	1.86%	2.95%	1.65%	1.9%	1.16%
2025/12/02	29.42%	15.18%	10.61%	10%	8.7%	3.57%	3.18%	1.48%	1.99%	0.99%
2025/12/03	33.4%	12.51%	10.48%	11.97%	6.27%	3.08%	2.73%	1.86%	2.02%	1.3%
2025/12/04	26.55%	14.89%	9.83%	12.61%	8.28%	2.86%	2.88%	1.77%	1.41%	1.27%
2025/12/05	31.66%	13.27%	10.37%	11.94%	8.36%	2.78%	3.01%	1.92%	1.53%	1.08%
2025/12/06	30.51%	14.49%	11.02%	10.58%	9.12%	0.31%	3.66%	2.18%	1.63%	0.84%
2025/12/07	31.35%	14.61%	11.16%	8.88%	7.28%	3.61%	2.93%	1.75%	1.68%	0.81%
2025/12/08	30.94%	15.55%	9.27%	10.14%	7.36%	3.38%	2.85%	2.18%	1.47%	2.61%
2025/12/09	31.26%	14.19%	10.57%	10.17%	9.5%	4.11%	2.62%	2.47%	1.36%	1.18%
2025/12/10	31.44%	17.78%	9.93%	9.01%	9.68%	3.48%	1.93%	1.32%	1.35%	0.96%
2025/12/11	29.6%	15.07%	8.08%	10.42%	9.56%	2.89%	2.1%	2.01%	1.83%	1.72%
2025/12/12	32.21%	12.33%	8.18%	11.95%	10.17%	4.06%	1.6%	1.75%	1.26%	1.7%
2025/12/13	33.89%	14.16%	9.69%	9.91%	8.88%	1.07%	1.92%	1.95%	1.75%	1.09%
2025/12/14	31.16%	12.74%	10.21%	10.39%	8.58%	3.52%	1.15%	1.96%	1.91%	0.38%
2025/12/15	30.53%	12.8%	9.73%	12.57%	8.45%	3.85%	2.18%	2.16%	1.5%	1.35%
2025/12/16	28.68%	15.04%	8.5%	13.5%	8.65%	2.79%	2.01%	2.63%	1.39%	1.77%
2025/12/17	34.8%	14.48%	8.64%	10.94%	8.38%	3.22%	1.69%	1.86%	1.14%	1.82%
2025/12/18	31.29%	12.77%	9.31%	10.61%	9.08%	2.62%	1.31%	2.11%	1.34%	1.54%
2025/12/19	31.8%	15.02%	8.13%	8.13%	8.72%	3.37%	2.9%	2.05%	1.44%	0.84%
2025/12/20	32.14%	14.47%	9.97%	8.08%	8.32%	1.14%	2.73%	2.3%	1.34%	1.3%
2025/12/21	32.32%	16.48%	6.78%	7.9%	9.52%	2.85%	3.49%	1.95%	1.12%	0.98%
2025/12/22	34.69%	12.95%	8.93%	8.9%	9.47%	3.67%	2.6%	2.29%	1.82%	0.9%
2025/12/23	36.2%	14.26%	11.12%	9.42%	9.05%	1.06%	3.59%	1.97%	1.57%	0.78%
2025/12/24	33.53%	18.83%	10.04%	6.83%	8.97%	0.22%	3.63%	2.08%	2.12%	1.25%
2025/12/25	38.48%	18.51%	7.35%	6.06%	8.21%	0.15%	3.49%	1.74%	1.77%	2.51%
2025/12/26	36.15%	14.57%	7.25%	6.98%	10.32%	0.13%	4.02%	2.15%	1.67%	1.78%
2025/12/27	33.81%	17.11%	9.16%	7.38%	9.48%	0.07%	3.6%	2.32%	2.04%	0.96%
2025/12/28	34.22%	15.2%	9.7%	8.56%	7.88%	0.07%	4.02%	2.1%	2.18%	0.43%
2025/12/29	38.53%	14.56%	8.41%	7.69%	9.3%	2.79%	2.92%	2.19%	2.12%	0.56%
2025/12/30	32.07%	16.97%	9.7%	7.76%	9.15%	2.78%	3.65%	2.11%	2.06%	0.45%
2025/12/31	28.69%	15.68%	9.4%	8.49%	8.27%	4.84%	3.38%	2.14%	1.61%	0.72%

comparethemarket.com.au
iselect.com.au
finder.com.au
canstar.com.au
budgetdirect.com.au
compareclub.com.au
bupa.com.au
greenslips.com.au
aussie.com.au
aldiinsurance.com.au

In December 2025, comparethemarket.com.au led with a fluctuating spend share, peaking at 38.53% on the 29th. iselect.com.au and finder.com.au followed, showing moderate stability. The month concluded with comparethemarket.com.au maintaining dominance.

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
2025/12/01	138
2025/12/02	142
2025/12/03	141
2025/12/04	139
2025/12/05	140
2025/12/06	138
2025/12/07	143
2025/12/08	143
2025/12/09	138
2025/12/10	139
2025/12/11	142
2025/12/12	145
2025/12/13	145
2025/12/14	145
2025/12/15	152
2025/12/16	149
2025/12/17	143
2025/12/18	145
2025/12/19	145
2025/12/20	139
2025/12/21	138
2025/12/22	139
2025/12/23	137
2025/12/24	137
2025/12/25	138
2025/12/26	136
2025/12/27	132
2025/12/28	136
2025/12/29	131
2025/12/30	132
2025/12/31	130

Advertisers fluctuated in December, peaking at 152 mid-month, then declining to 130 by month’s end.

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
travelmoneyoz.com	1.58%
comparethemarket.com.au	1.37%
topcashback.com	0.47%
bupa.com.au	0.39%
allianz.com.au	0.39%
healthdeal.com.au	-0.34%
greenslips4earth.com.au	-0.34%
compareclub.com.au	-0.6%
finder.com.au	-0.82%
canstar.com.au	-1.97%

Travelmoneyoz.com surged by 1.58%, while canstar.com.au dropped by 1.97%. Comparethemarket.com.au gained 1.37%, contrasting finder.com.au’s 0.82% 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.

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Date	travelmoneyoz.com	finder.com.au	comparethemarket.com.au	canstar.com.au	iselect.com.au	budgetdirect.com.au	greenslips.com.au	aussie.com.au	bupa.com.au	aldiinsurance.com.au
2025/12/01	0.06%	14.54%	18.37%	10.4%	7.25%	7.33%	7.22%	3.88%	2.42%	2.48%
2025/12/02	0.1%	15.22%	15.45%	9.11%	8.1%	7.93%	3.99%	3.36%	2.66%	1.53%
2025/12/03	1.88%	15.54%	16.98%	10.23%	6.62%	6.09%	6.36%	3.46%	2.09%	2.59%
2025/12/04	9.76%	12.03%	12.13%	10.67%	9.43%	6.72%	5.09%	1.98%	2.03%	1.62%
2025/12/05	2.19%	16.84%	15.57%	11.64%	7.88%	6.72%	5.86%	1.91%	2.17%	1.21%
2025/12/06	0.13%	18.01%	15.85%	10.98%	7.85%	8.01%	6.45%	2.65%	2.66%	1.05%
2025/12/07	3.3%	18.12%	15.24%	9.85%	8.51%	6.55%	5.25%	2.35%	2.29%	0.98%
2025/12/08	2.13%	14.56%	15.14%	10.9%	8.18%	6.4%	6.46%	2.03%	2.05%	3.78%
2025/12/09	0.2%	17.7%	15.54%	11.5%	7.93%	8.11%	6.64%	1.97%	1.9%	1.88%
2025/12/10	3.19%	15.81%	16.37%	10.94%	8.9%	9.13%	4.89%	2.24%	1.51%	1.41%
2025/12/11	0.29%	13.58%	15.5%	11.11%	7.57%	8.82%	5.87%	2.9%	1.66%	2.69%
2025/12/12	3.99%	13.79%	15.17%	12.4%	5.83%	8.68%	4.93%	1.83%	1.27%	2.48%
2025/12/13	0.7%	16.98%	16.33%	11.17%	8.54%	7.6%	5.36%	2.57%	1.51%	2.59%
2025/12/14	6.51%	16.74%	14.03%	11.02%	5.71%	7.27%	4.9%	2.77%	0.87%	0.57%
2025/12/15	0.06%	16.7%	14.61%	12.39%	8.47%	6.86%	5.62%	2.13%	1.63%	2.17%
2025/12/16	1.08%	13.39%	14.13%	12.27%	9%	7.59%	7.41%	1.96%	1.56%	2.73%
2025/12/17	0.64%	14.74%	18.21%	11.23%	8.28%	7.83%	6.35%	1.71%	1.52%	3.04%
2025/12/18	0.17%	14.59%	15.12%	12.42%	6.3%	7.97%	5.83%	1.84%	0.95%	4.02%
2025/12/19	9.29%	12.78%	14.5%	8.84%	6.67%	7.16%	5.11%	1.88%	2.04%	1.04%
2025/12/20	0.17%	16.05%	15.15%	9.7%	7.44%	7.11%	6.23%	2.05%	1.88%	2.14%
2025/12/21	0.29%	11.43%	16.95%	9.57%	8.18%	8.98%	5.95%	1.7%	2.84%	1.33%
2025/12/22	0.32%	13.36%	17.91%	9.41%	6.84%	9.29%	8.02%	2.89%	1.94%	1.77%
2025/12/23	0.07%	18.25%	17.79%	12.82%	8.09%	7.99%	6.62%	2.34%	2.9%	1.06%
2025/12/24	0.24%	17.36%	17.71%	9.1%	9.52%	8.34%	6.64%	3.29%	2.72%	2.23%
2025/12/25	0.39%	13.76%	20.59%	8.71%	9.29%	7.9%	5.5%	3.04%	2.79%	4.92%
2025/12/26	5.03%	12.44%	18.36%	7.98%	6.86%	9.09%	5.52%	2.63%	3.12%	3.23%
2025/12/27	9.83%	14.4%	15.71%	7.97%	7.65%	7.66%	6.07%	2.99%	2.49%	1.01%
2025/12/28	2.31%	16.74%	17.36%	11.1%	7.42%	6.92%	6.29%	3.31%	3.11%	0.7%
2025/12/29	4.07%	14.23%	20.06%	8.05%	8.04%	8.89%	6.52%	3.42%	2.45%	0.87%
2025/12/30	2.29%	16.81%	15.43%	10.97%	9.24%	7.99%	5.83%	3.19%	2.62%	0.71%
2025/12/31	19.23%	13.16%	11.71%	8.92%	7.09%	6.44%	5.05%	2.27%	2.04%	0.81%

travelmoneyoz.com
finder.com.au
comparethemarket.com.au
canstar.com.au
iselect.com.au
budgetdirect.com.au
greenslips.com.au
aussie.com.au
bupa.com.au
aldiinsurance.com.au

In December 2025, “travelmoneyoz.com” saw a dramatic rise in PPC impressions, peaking at 19.23% on the 31st. “finder.com.au” maintained a steady presence, while “comparethemarket.com.au” fluctuated, ending at 11.71%. “canstar.com.au” and “iselect.com.au” showed moderate activity, with “budgetdirect.com.au” and “greenslips.com.au” experiencing varied trends. “aussie.com.au” and “bupa.com.au” had consistent low shares, and “aldiinsurance.com.au” ended the month with minimal impressions.

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
Compare Car Insurance - Quote Comparison Made Easy https://www.budgetdirect.com.au › car_insurance › solved
Nationally our Comprehensive Car Insurance customers said they saved $256† on avg online.
2
Compare Car Insurance | Save up to $692 on average https://www.canstar.com.au
100% Free & No Contact Details Required To Compare Online. See if you can find what you're looking for. Compare policy features, inclusions & more.
3
Compare the Market https://www.comparethemarket.com.au
comparethemarket.com.au — Why Go Elsewhere? Get Insurance Quotes From Some of AU's Leading Brands in Mins. Simples. Compare Health Insurance, Car Insurance, Travel Insurance, Energy and Home Loans. Get A Quote.
4
Compare More, Find Better https://www.finder.com.au
Find A Better Deal — More Than 2 Million Visitors Rely On Finder Every Month. Join Us In Saving & Making Money. Visit...
5
Currency Converter | Travel Money Oz https://www.travelmoneyoz.com
Calculate foreign exchange rates with Travel Money Oz's free currency converter. Get the latest exchange rate information and start planning your next trip When you're ready, order online or head to any of our many...

In the competitive landscape of car insurance comparison, Budget Direct and Canstar lead with compelling savings narratives, promising average savings of $256 and $692, respectively. Compare the Market and Finder emphasize ease and breadth of comparison, while Travel Money Oz shifts focus to currency conversion, highlighting diverse financial services.

Frequently Asked Questions

Why is the AUS Finance Comparison Sites December 2025 Report useful and how should I use it?

Why is the AUS Finance Comparison Sites December 2025 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 Comparison Sites December 2025 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 Comparison Sites December 2025 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 Comparison Sites December 2025 Report?

The AUS Finance Comparison Sites December 2025 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 Comparison Sites December 2025 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Finance Comparison Sites December 2025 Report for?

The AUS Finance Comparison Sites December 2025 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.
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.

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

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AUS Finance Comparison Sites - PPC Market Share Analysis December 2025