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

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

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

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

The AUS Finance Comparison Sites May 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 May 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	21.1514702249
	78.8485297751

21%

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	53
	47

53%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	84%
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	28.34
iselect.com.au	11.62
canstar.com.au	10.97
finder.com.au	9.79
greenslips.com.au	9.26
commbank.com.au	3.35
budgetdirect.com.au	2.84
aussie.com.au	2.64
greenslips4earth.com.au	1.41
gocardless.com	1.38
others	18.4

comparethemarket.com.au - 28.34%
iselect.com.au - 11.62%
canstar.com.au - 10.97%
finder.com.au - 9.79%
greenslips.com.au - 9.26%
commbank.com.au - 3.35%
budgetdirect.com.au - 2.84%
aussie.com.au - 2.64%
greenslips4earth.com.au - 1.41%
gocardless.com - 1.38%
others - 18.4%

In the PPC landscape, comparethemarket.com.au dominates with 28.34% click share, followed by iselect.com.au at 11.62%. Others collectively hold 18.40%, 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	hbf.com.au	greenslips.com.au	bupa.com.au	aussie.com.au	compareclub.com.au
2026/05/01	26.33%	16.93%	11.05%	8%	7.93%	0.6%	3.43%	1.06%	2.1%	4.53%
2026/05/02	27.29%	17.8%	15.63%	8.77%	9.14%	0.79%	2.25%	1.13%	2.04%	0.16%
2026/05/03	25.89%	18.07%	14.24%	7.01%	9.33%	1.78%	2.33%	0.8%	2.13%	2.55%
2026/05/04	27.54%	15.8%	12.01%	10.58%	10.98%	0.63%	2.48%	1.03%	2.2%	3.08%
2026/05/05	26.89%	19.28%	11.84%	11.64%	10.57%	0.57%	2.11%	0.72%	2.52%	3.01%
2026/05/06	29.22%	17.28%	11.98%	9.43%	11.44%	0.78%	1.77%	1.3%	1.91%	3.01%
2026/05/07	25.05%	18.42%	9.48%	11.52%	9.36%	0.09%	1.8%	0.37%	2.9%	4.05%
2026/05/08	24.86%	17.53%	9.77%	9.46%	8.42%	1.76%	1.73%	0.6%	2.4%	3.81%
2026/05/09	26.47%	21.89%	10.55%	6.04%	11.8%	2.02%	2.19%	0.56%	2.25%	0.1%
2026/05/10	25.54%	16.9%	9.77%	6.06%	8.92%	1.83%	2.28%	0.53%	3.18%	4.41%
2026/05/11	23.31%	18.82%	12.64%	9.65%	8.89%	1.01%	1.89%	1.64%	3.23%	2.25%
2026/05/12	25.21%	18.67%	12.23%	12.34%	7.38%	1.35%	2.42%	1.09%	1.79%	2.63%
2026/05/13	30.59%	16.56%	13.33%	10.12%	5.99%	0.13%	1.66%	1.83%	2.41%	2.44%
2026/05/14	27.62%	18.08%	13.85%	8.38%	6.89%	1.35%	1.58%	1.33%	2.7%	1.08%
2026/05/15	26.56%	15.33%	17.4%	9.63%	4.98%	1.54%	2.14%	1.44%	2.71%	0.57%
2026/05/16	23.17%	18.13%	18.09%	9.13%	7.32%	1.59%	1.66%	2.42%	2.73%	0.09%
2026/05/17	24.7%	16.02%	16.2%	8.38%	7.23%	1.37%	2.2%	2.58%	2.69%	2.42%
2026/05/18	24%	19.58%	16.22%	8.65%	6.56%	1.06%	2.08%	1.59%	2.89%	2.95%
2026/05/19	29.75%	15.05%	14.94%	7.92%	6.76%	1.38%	2.73%	1.79%	3%	2.34%
2026/05/20	24.18%	13.71%	15.16%	8.64%	6.55%	2.79%	2.22%	3.48%	2.63%	2.29%
2026/05/21	24.58%	16.43%	13.71%	8.97%	6.47%	3.17%	2.28%	2.22%	2.3%	3.02%
2026/05/22	25.05%	16.86%	13.74%	12.56%	7.33%	2.33%	1.93%	1.96%	2.23%	1.84%
2026/05/23	22.83%	17.36%	15.24%	12.2%	6.17%	3.76%	2.2%	2.86%	2.98%	0.12%
2026/05/24	23.97%	18.54%	13.7%	9.38%	6.99%	3.48%	2.25%	1.78%	3.2%	2.21%
2026/05/25	27.84%	15.29%	12.09%	14.49%	7.92%	1.48%	2.1%	1.78%	2.29%	1.46%
2026/05/26	27.62%	12.03%	13.52%	13.83%	8.07%	0.78%	2.84%	2.56%	1.83%	1.78%
2026/05/27	26.23%	14.49%	12.05%	11.75%	8.85%	2.15%	2.67%	3.42%	3.13%	1.17%
2026/05/28	26.72%	13.71%	12.03%	13.61%	7.16%	2.48%	2.02%	2.19%	2.73%	2.37%
2026/05/29	23.79%	13.84%	14.92%	11.35%	5.92%	2.49%	2.35%	3.22%	3.26%	1.3%
2026/05/30	21.24%	18.93%	16.21%	8.95%	7.57%	2.06%	2.57%	2.94%	2.69%	0.14%
2026/05/31	23.67%	16.75%	14.54%	9.48%	5.21%	3.22%	2.85%	2.77%	2.42%	1.8%

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

In May 2026, comparethemarket.com.au led with fluctuating spend shares, peaking at 30.59% on May 13. iselect.com.au and finder.com.au followed, showing varied trends. 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
2026/05/01	126
2026/05/02	124
2026/05/03	122
2026/05/04	129
2026/05/05	131
2026/05/06	131
2026/05/07	125
2026/05/08	130
2026/05/09	123
2026/05/10	127
2026/05/11	126
2026/05/12	130
2026/05/13	124
2026/05/14	123
2026/05/15	127
2026/05/16	126
2026/05/17	128
2026/05/18	130
2026/05/19	124
2026/05/20	124
2026/05/21	123
2026/05/22	125
2026/05/23	127
2026/05/24	124
2026/05/25	126
2026/05/26	134
2026/05/27	135
2026/05/28	134
2026/05/29	131
2026/05/30	129
2026/05/31	133

Advertisers fluctuated throughout May, peaking at 135 on May 27. The month concluded with a strong presence of 133 advertisers.

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	1.28%
commbank.com.au	1.14%
greenslipcalculator.com.au	0.87%
canstar.com.au	0.73%
macquarie.com.au	0.66%
compareclub.com.au	-0.33%
anz.com	-0.41%
budgetdirect.com.au	-0.72%
iselect.com.au	-1.54%
comparethemarket.com.au	-2.72%

CommBank and Greenslips.com.au surged in click share, while Comparethemarket.com.au and iSelect.com.au faced declines.

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	finder.com.au	comparethemarket.com.au	greenslips.com.au	iselect.com.au	canstar.com.au	macquarie.com.au	aussie.com.au	budgetdirect.com.au	commbank.com.au	greenslips4earth.com.au
2026/05/01	13.62%	14.3%	9.87%	10.98%	8.22%	0.35%	2.24%	4.13%	0.65%	3.7%
2026/05/02	18.38%	15.88%	8.4%	11.43%	12.33%	0.02%	2.35%	5.05%	1.62%	0.04%
2026/05/03	17.9%	15.39%	8.36%	12.04%	9.68%	0.03%	2.43%	5.05%	3.45%	0.03%
2026/05/04	14.45%	16.12%	8.68%	9.42%	11.35%	0.01%	2.47%	6.01%	4.29%	1.67%
2026/05/05	14.79%	16.92%	8.65%	13.32%	11.27%	0.01%	3.59%	6.37%	2.19%	5.05%
2026/05/06	15.67%	18.62%	7.2%	11.35%	10.23%	0.03%	2.67%	6.86%	1.43%	2.24%
2026/05/07	11.08%	15.51%	6.59%	11.49%	10.39%	0.03%	4.91%	5.22%	1.26%	5.89%
2026/05/08	11.96%	14.86%	6.91%	11.79%	8.93%	0.22%	2.66%	4.78%	1.39%	2.6%
2026/05/09	12.83%	16.39%	8.52%	14.31%	7.47%	0.06%	3.06%	6.81%	3%	0.02%
2026/05/10	11.82%	14.7%	8.21%	9.59%	7.8%	0.05%	5.22%	4.83%	4.27%	0.5%
2026/05/11	14.82%	14.62%	7.02%	11.93%	8.51%	0.04%	6.06%	5.29%	3.44%	2.85%
2026/05/12	13.36%	15.03%	9.13%	12.78%	12.27%	0.45%	2.61%	4.02%	2.7%	3.76%
2026/05/13	16.25%	18.36%	6.08%	11.34%	9.03%	3.05%	3.68%	3.37%	2.28%	3.37%
2026/05/14	15.34%	15.23%	5.23%	11.77%	6.99%	6.64%	4.63%	3.61%	1.91%	0.8%
2026/05/15	19.25%	15.09%	7.39%	10.2%	8.62%	3.78%	3.61%	2.75%	2.41%	3.21%
2026/05/16	19.51%	13.12%	6.05%	11.03%	9.64%	3.38%	5.21%	3.88%	2.66%	1.57%
2026/05/17	17.61%	14.01%	7.46%	9.28%	8.38%	5.09%	4.62%	3.78%	3.22%	0.67%
2026/05/18	19.01%	14.01%	7.26%	12.15%	8.35%	4.09%	5.21%	3.58%	2.82%	1.07%
2026/05/19	16.07%	16.95%	9.62%	9.26%	6.83%	0.75%	5.86%	3.86%	2.28%	4.93%
2026/05/20	16.1%	14.31%	8.22%	8.66%	7.93%	1.46%	3.35%	3.62%	2.89%	5.43%
2026/05/21	14.54%	14.06%	8.29%	10.47%	8.72%	1.92%	2.85%	3.56%	2.03%	4.67%
2026/05/22	15.81%	13.65%	6.66%	10.14%	12.7%	3.42%	3.21%	3.97%	3.73%	2.57%
2026/05/23	15.9%	12.47%	7.63%	10.08%	13.77%	2.89%	5.39%	3.18%	2.17%	0.84%
2026/05/24	14.36%	13.33%	7.93%	10.97%	12.7%	1.56%	5.69%	3.61%	1.54%	2.68%
2026/05/25	13.83%	16.21%	7.72%	11.38%	15.27%	0.51%	2.62%	4.56%	2.69%	2.44%
2026/05/26	16.34%	14.43%	9.56%	6.81%	11.43%	2.07%	2.43%	4.03%	3.84%	2.47%
2026/05/27	13.44%	14.18%	9.57%	8.7%	8.52%	3.37%	5.69%	4.71%	4.52%	2.74%
2026/05/28	14.27%	14.47%	7.35%	9.09%	9.79%	0.94%	4.9%	3.81%	4.07%	3.14%
2026/05/29	15.9%	12.31%	7.78%	7.87%	8.84%	4.61%	5.28%	2.9%	2.39%	3.28%
2026/05/30	17.59%	11.07%	8.8%	11.01%	6.77%	2.91%	4.24%	3.83%	3.51%	0.03%
2026/05/31	15.23%	12.52%	10.26%	10.24%	7.72%	3.87%	3.19%	2.73%	1.54%	0.21%

finder.com.au
comparethemarket.com.au
greenslips.com.au
iselect.com.au
canstar.com.au
macquarie.com.au
aussie.com.au
budgetdirect.com.au
commbank.com.au
greenslips4earth.com.au

In May 2026, finder.com.au led with fluctuating impressions, peaking mid-month. comparethemarket.com.au showed consistent performance, while greenslips.com.au and iselect.com.au had varied trends. canstar.com.au surged late, and macquarie.com.au saw a mid-month spike.

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.

See more data

Google Text Ad Copy Insights & Creative Trends for AUS Finance Comparison Sites - Last month

1
Top 15 Home Loan Rates (May) - Latest Interest Rates https://www.aussie.com.au
An Aussie broker will compare home loan features, fees and rates from over 25 lenders. More than 4000 home loans from over 25 lenders, we can help find the right option for you.
2
$75 Fuel eGift Card Offer - Value For CommBank Customers https://www.commbank.com.au › car › insurance
Available to CommBank customers only. Car Insurance provided by Hollard. T&Cs apply.
3
Compare the Market https://www.comparethemarket.com.au
Compare the Market™ — Compare Health Insurance, Car Insurance, Travel Insurance, Energy and Home Loans. Comparing...
4
Compare More, Find Better | Free Online Comparisons https://www.finder.com.au
We're Here To Help Australians Make Better Money Decisions. Finder And Find Out. We're 100...
5
Best Home Loan Rates From 5.35% | 100+ Lenders https://www.savings.com.au
Compare & Save On Low-Rate Home Loans From Top Australian Lenders Today! Compare & Save on Your Home Loan with a Lower Rate.

In the competitive landscape of Google PPC, Aussie.com.au stands out by offering personalized home loan comparisons from over 25 lenders. CommBank entices with a $75 fuel eGift card for its car insurance customers. Comparethemarket.com.au and Finder.com.au emphasize comprehensive comparisons across various financial products, while Savings.com.au highlights competitive home loan rates from over 100 lenders.

Frequently Asked Questions

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

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

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

The AUS Finance Comparison Sites May 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.

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

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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

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AUS Finance Comparison Sites - PPC Market Share Analysis May 2026