Why is the AUS Finance Comparison Sites February 2026 Report useful and how should I use it?

Why is the AUS Finance Comparison Sites February 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 Comparison Sites February 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 Comparison Sites February 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 Comparison Sites February 2026 Report?

The AUS Finance Comparison Sites February 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. Learn more about our data. Learn more about our data accuracy

Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Finance Comparison Sites February 2026 Report aggregates data from across both device types and Google Shopping.

Who is this AUS Finance Comparison Sites February 2026 Report for?

The AUS Finance Comparison Sites February 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.

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform. With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date. Learn more about Ask Arlo.

AUS Finance Comparison Sites - PPC Market Share Analysis February 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.

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	19.6982571751
	80.3017428249

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	48
	52

48%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	86%
Transactional	5%
Navigational	1%
Seasonal	0%
Local	1%
Problem Solving	1%

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	36.7
iselect.com.au	11.19
greenslips.com.au	9.27
canstar.com.au	7.94
finder.com.au	7.77
budgetdirect.com.au	3
topcashback.com	2.17
commbank.com.au	2.13
gocardless.com	1.67
travelmoneyoz.com	1.54
others	16.62

comparethemarket.com.au - 36.7%
iselect.com.au - 11.19%
greenslips.com.au - 9.27%
canstar.com.au - 7.94%
finder.com.au - 7.77%
budgetdirect.com.au - 3%
topcashback.com - 2.17%
commbank.com.au - 2.13%
gocardless.com - 1.67%
travelmoneyoz.com - 1.54%
others - 16.62%

In the competitive landscape of Google PPC, comparethemarket.com.au dominates with a 36.7% click share. Meanwhile, ‘others’ collectively hold 16.62%, 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.

See more data

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	bupa.com.au	aussie.com.au	aldiinsurance.com.au
2026/02/01	38.11%	17.39%	9.12%	7.43%	6%	1.3%	3.27%	0.99%	2.01%	1.03%
2026/02/02	31.05%	19.76%	9.53%	8.97%	11.47%	2.34%	2.82%	0.46%	1.28%	1.13%
2026/02/03	25.08%	15.4%	9.02%	10.61%	12.85%	4.56%	2.14%	1.97%	1.59%	2.17%
2026/02/04	33.96%	20.09%	8.67%	8.62%	7.84%	2.92%	2.36%	0.31%	0.84%	2.36%
2026/02/05	31.61%	20.56%	8.82%	6.82%	7.59%	3.72%	2.32%	0.35%	1.24%	2.79%
2026/02/06	30.67%	19.81%	7.87%	6.18%	7.79%	3.82%	2.51%	0.7%	1.53%	2.71%
2026/02/07	26.7%	19.67%	9.71%	6.81%	9.47%	3.19%	2.94%	0.58%	1.4%	2.37%
2026/02/08	28.56%	18.91%	10.07%	7.69%	9.5%	2.45%	3.81%	0.66%	1.34%	2.21%
2026/02/09	29.11%	23.33%	7.52%	7.23%	9.21%	2.7%	2.48%	1.29%	0.9%	3.49%
2026/02/10	33.07%	21.74%	7.87%	7.35%	7.97%	2.67%	1.91%	1.15%	1.25%	1.98%
2026/02/11	33.97%	20.94%	8.26%	6.97%	5.66%	3.45%	2.11%	1.2%	1.13%	2.58%
2026/02/12	25.73%	23.16%	8.26%	8.57%	8.44%	4.03%	2.36%	0.95%	1.47%	1.89%
2026/02/13	30.67%	19.81%	7.87%	6.18%	7.79%	3.82%	2.51%	0.7%	1.53%	2.71%
2026/02/14	26.65%	19.64%	9.7%	6.8%	9.45%	3.19%	2.94%	0.58%	1.4%	2.36%
2026/02/15	28.53%	18.89%	10.06%	7.68%	9.49%	2.45%	3.81%	0.66%	1.33%	2.21%
2026/02/16	29.09%	23.32%	7.51%	7.22%	9.21%	2.7%	2.48%	1.29%	0.9%	3.49%
2026/02/17	32.96%	19.36%	11.91%	9.64%	6.7%	4.76%	1.68%	1.11%	1.11%	1.04%
2026/02/18	26.91%	22.33%	10.03%	8.92%	8.7%	2.81%	4.35%	1.44%	1.03%	1.27%
2026/02/19	31.15%	18.68%	10.57%	9.46%	8.03%	3.94%	2.76%	0.98%	1.09%	2.26%
2026/02/20	30.27%	19.34%	10.89%	8.7%	8.45%	3.35%	3.07%	1.21%	1.13%	1.6%
2026/02/21	31.29%	18.6%	11.21%	8.14%	5.22%	3.8%	4.06%	0.93%	1.11%	1.17%
2026/02/22	33.09%	18.39%	10.99%	10.23%	7.56%	3.25%	3.2%	1.21%	0.44%	0.23%
2026/02/23	31.87%	22.26%	8.39%	9.77%	9.44%	3.8%	1.9%	1.22%	0.61%	0.55%
2026/02/24	27.53%	19.26%	10.33%	11.67%	9.43%	3.08%	1.88%	1.24%	1.17%	1.28%
2026/02/25	29.84%	22%	8.27%	8.87%	10.51%	3.28%	2.15%	1.04%	1.05%	0.8%
2026/02/26	33.14%	18.16%	7.57%	8.69%	9.92%	3.16%	2.5%	1.34%	0.9%	1.44%
2026/02/27	31.94%	17.88%	11.18%	9.2%	6.11%	4.5%	4.26%	1.76%	0.93%	0.2%
2026/02/28	33.53%	18.57%	10.81%	8.74%	6.39%	4.26%	3.58%	1.19%	1.11%	0.24%

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

In February 2026, comparethemarket.com.au led with fluctuating spend shares, peaking at 38.11% and ending at 33.53%. iSelect.com.au maintained a steady presence, while finder.com.au and canstar.com.au showed varied trends. Budgetdirect.com.au and greenslips.com.au experienced notable fluctuations, with greenslips.com.au peaking at 4.76%. The month concluded with comparethemarket.com.au retaining 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
2026/02/01	141
2026/02/02	145
2026/02/03	155
2026/02/04	136
2026/02/05	135
2026/02/06	135
2026/02/07	135
2026/02/08	137
2026/02/09	138
2026/02/10	133
2026/02/11	130
2026/02/12	135
2026/02/13	135
2026/02/14	135
2026/02/15	137
2026/02/16	138
2026/02/17	133
2026/02/18	133
2026/02/19	134
2026/02/20	137
2026/02/21	133
2026/02/22	133
2026/02/23	133
2026/02/24	132
2026/02/25	134
2026/02/26	131
2026/02/27	125
2026/02/28	124

February began with 141 advertisers, peaking at 155 on the 3rd. A decline followed, stabilizing mid-month around 135. The month concluded with a dip to 124.

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
greenslips.com.au	0.69%
canstar.com.au	0.64%
finder.com.au	0.59%
greenslipcalculator.com.au	0.5%
comparethemarket.com.au	0.46%
vanguard.com.au	-0.34%
aldiinsurance.com.au	-0.46%
topcashback.com	-0.62%
travelmoneyoz.com	-0.81%
greenslips4earth.com.au	-1.43%

In the past month, greenslips.com.au surged with a 0.69 increase, while greenslips4earth.com.au dropped by 1.43.

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	comparethemarket.com.au	finder.com.au	greenslips.com.au	iselect.com.au	canstar.com.au	budgetdirect.com.au	compareclub.com.au	commbank.com.au	aldiinsurance.com.au	greenslips4earth.com.au
2026/02/01	20.13%	16.04%	4.51%	10.92%	8.62%	5.94%	2.58%	1.11%	1.59%	1.83%
2026/02/02	18.44%	14.78%	6.7%	11.15%	9.46%	7.1%	2.46%	1.93%	1.36%	1.26%
2026/02/03	13.42%	11.56%	12.15%	7.03%	8.81%	7.61%	2.27%	4.05%	2.67%	2.72%
2026/02/04	19.39%	14%	7.97%	10.78%	8.99%	5.08%	1.98%	2.62%	3.57%	4.41%
2026/02/05	17.36%	12.81%	10.43%	10.28%	6.8%	4.24%	1.77%	1.83%	4.16%	3.43%
2026/02/06	17.33%	11.47%	10.52%	9.23%	6.12%	4.82%	1.99%	1.19%	4.11%	4.82%
2026/02/07	15.15%	14.1%	8.88%	9.38%	7.19%	5.68%	2.26%	2.75%	3.58%	3.6%
2026/02/08	16.79%	14.55%	6.61%	9.03%	7.32%	5.72%	3.16%	1.15%	3.02%	2.72%
2026/02/09	15.67%	10.91%	7.09%	10.58%	6.35%	5.88%	2%	2.15%	5.17%	4.35%
2026/02/10	19.39%	12.21%	7.44%	12.01%	6.55%	5.16%	1.65%	2.87%	3.02%	3.39%
2026/02/11	20.14%	11.73%	9.89%	11.46%	6.47%	3.76%	1.91%	3.38%	4.09%	4.45%
2026/02/12	13.72%	11.38%	10.99%	12.05%	7.91%	5.34%	1.87%	4.32%	2.71%	4.11%
2026/02/13	17.33%	11.47%	10.52%	9.23%	6.12%	4.82%	1.99%	1.19%	4.11%	4.82%
2026/02/14	15.15%	14.1%	8.88%	9.38%	7.19%	5.68%	2.26%	2.75%	3.58%	3.6%
2026/02/15	16.79%	14.55%	6.61%	9.03%	7.32%	5.72%	3.16%	1.15%	3.02%	2.72%
2026/02/16	15.67%	10.91%	7.09%	10.58%	6.35%	5.88%	2%	2.15%	5.17%	4.35%
2026/02/17	19.17%	17.4%	14.07%	9.5%	7.89%	4.22%	1.48%	2.7%	1.86%	0.03%
2026/02/18	16.02%	14.47%	8.11%	11.37%	7.7%	6.1%	3.58%	1.49%	1.44%	0.04%
2026/02/19	17.24%	15.35%	10.61%	9.52%	7.4%	4.76%	2.19%	3.4%	3.46%	0.01%
2026/02/20	17.16%	15.8%	9.58%	9.66%	7.38%	5.23%	2.61%	1.52%	2.34%	0.01%
2026/02/21	17.24%	16.25%	9.42%	8.48%	6.57%	3.21%	3.83%	4.08%	1.82%	0%
2026/02/22	19.99%	16.72%	8.28%	9.03%	9.5%	4.75%	3.6%	2.66%	0.33%	0%
2026/02/23	19.58%	13.69%	10.38%	13.41%	9.2%	6.24%	1.65%	1.95%	0.66%	0%
2026/02/24	15.45%	14.79%	8.62%	9.21%	9.03%	5.95%	2.09%	3.11%	1.89%	0%
2026/02/25	17.95%	13.42%	9.61%	11.26%	7.83%	7.1%	1.99%	4.56%	1.02%	0%
2026/02/26	19.59%	11.43%	9.13%	10.76%	7.15%	6.05%	2.19%	4.4%	2.15%	0%
2026/02/27	19.04%	17.78%	11.41%	9.67%	9.08%	4%	3.67%	1.09%	0.24%	0%
2026/02/28	19.1%	16.88%	10.9%	10.08%	8.8%	3.94%	3.04%	2.93%	0.27%	0%

comparethemarket.com.au
finder.com.au
greenslips.com.au
iselect.com.au
canstar.com.au
budgetdirect.com.au
compareclub.com.au
commbank.com.au
aldiinsurance.com.au
greenslips4earth.com.au

In February 2026, comparethemarket.com.au led with fluctuating impressions, peaking at 20.14%. Finder.com.au and greenslips.com.au followed, showing varied trends. The month ended with comparethemarket.com.au maintaining dominance.

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 | 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.
2
Compare the Market™ https://www.comparethemarket.com.au
Compare the Market — Compare Health Insurance, Car Insurance, Travel Insurance, Energy & Home Loans. Compare...
3
Compare More, Find Better https://www.finder.com.au
Find A Better Deal — We're Here To Help Australians Make Better Money Decisions. Finder And Find Out. We're 100...
4
NSW CTP Calculator - Find the Cheapest CTP https://www.greenslips.com.au
CTP Green Slip Calculator - Greenslip quotes and prices for all CTP insurers in NSW
5
Suncorp Home Insurance QLD - QLD's #1 general Insurer https://www.suncorp.com.au › home › insurance
Get $100 off new first year Suncorp Home and Contents Insurance when you buy online.

In the competitive landscape of Google PPC, Canstar leads with a promise of significant savings on car insurance, emphasizing ease and transparency. Compare the Market™ offers a broad comparison across multiple insurance types, appealing to diverse needs. Finder positions itself as a guide for better financial decisions, while Greenslips focuses on cost-effective CTP solutions in NSW. Suncorp highlights a special discount, reinforcing its status as Queensland’s top insurer. Each ad uniquely targets consumer priorities, from savings to comprehensive comparisons.

Frequently Asked Questions

Why is the AUS Finance Comparison Sites February 2026 Report useful and how should I use it?

Why is the AUS Finance Comparison Sites February 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 Comparison Sites February 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 Comparison Sites February 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 Comparison Sites February 2026 Report?

The AUS Finance Comparison Sites February 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.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Finance Comparison Sites February 2026 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Finance Comparison Sites February 2026 Report for?

The AUS Finance Comparison Sites February 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.
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.

Complete the form below to get started.
What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

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

Learn more about Ask Arlo.

Customer Success Stories

Legal & General

Legal & General is one of the UK’s leading financial services groups and a major global investor. When it came to their retirement business, the company used Adthena to protect its position and benchmark success. Read case study

Staysure

When the pandemic hit and global travel came to a halt, Staysure saw its market shrink by 90%.

Adthena's data revealed what travellers were searching for and where the competitive exodus had left gaps in the market.Read case study

New Market Discovery for Towergate Insurance

Towergate Insurance needed to effectively segment their search landscape and explore new niche markets. Adthena provided the competitive intelligence they required to research potential markets, analyze competitor ad copy, and conduct keyword research, leading to successful campaign launches and continued growth.Read case study

Get the full picture

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.

AUS Finance Comparison Sites - PPC Market Share Analysis February 2026