AUS Finance Banks - PPC Market Share Analysis February 2026

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

Google AI Overview visibility for Finance Banks 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	23.1016896841
	76.8983103159

23%

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	58
	42

57%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	19%
Transactional	2%
Navigational	10%
Seasonal	0%
Local	2%
Problem Solving	9%

Market Exposure

Share of Clicks for top 10 AUS Finance Banks 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
westpac.com.au	27.59
stgeorge.com.au	8.15
greatsouthernbank.com.au	7.49
nab.com.au	7.07
bankwest.com.au	6.01
macquarie.com.au	6
commbank.com.au	5.8
beyondbank.com.au	5.43
suncorpbank.com.au	5.33
westernunion.com	3.96
others	17.17

westpac.com.au - 27.59%
stgeorge.com.au - 8.15%
greatsouthernbank.com.au - 7.49%
nab.com.au - 7.07%
bankwest.com.au - 6.01%
macquarie.com.au - 6%
commbank.com.au - 5.8%
beyondbank.com.au - 5.43%
suncorpbank.com.au - 5.33%
westernunion.com - 3.96%
others - 17.17%

In the finance sector, Westpac leads with 27.59% click share, while ‘others’ collectively hold 17.17%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Finance Banks 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	bankwest.com.au	macquarie.com.au	westpac.com.au	ing.com.au	anz.com	commbank.com.au	suncorpbank.com.au	finder.com.au	greatsouthernbank.com.au	nab.com.au
2026/02/01	10.24%	7.59%	8.16%	7.92%	9.44%	5.54%	7.47%	3.1%	5.22%	3.89%
2026/02/02	8.2%	8.96%	7.49%	9.07%	5.26%	5.81%	7.9%	4.46%	5.23%	3.57%
2026/02/03	7.85%	6.66%	7.99%	16.34%	6.17%	4.4%	7.17%	3.73%	4.97%	2.96%
2026/02/04	7.29%	9.02%	9.01%	11.48%	5.01%	6.51%	4.55%	4.81%	5.31%	3.9%
2026/02/05	8.56%	7.9%	8.76%	11.33%	7.33%	5.21%	5.98%	3.21%	5%	3.57%
2026/02/06	7.12%	7.02%	8.23%	13.03%	5.24%	5.65%	6.63%	3.14%	4.91%	4.01%
2026/02/07	8.8%	6.34%	9.61%	13.11%	6.8%	5.52%	5.51%	2.8%	5.67%	3.31%
2026/02/08	8.05%	5.29%	9.46%	12.1%	4.36%	4.46%	7.54%	3.07%	4.56%	3.55%
2026/02/09	9.15%	6.13%	9.23%	8.84%	4.95%	4.82%	8.92%	3.12%	6.5%	4.28%
2026/02/10	7.4%	6.86%	9.3%	12.57%	4.2%	4.94%	10.23%	3.73%	5.64%	5.05%
2026/02/11	7.63%	7.36%	9.32%	10.8%	5.71%	6.33%	9.93%	3.48%	4.64%	4.18%
2026/02/12	8.04%	8.46%	8.82%	11.06%	4.81%	6.25%	7.08%	3.5%	5.83%	3.94%
2026/02/13	7.1%	7.01%	8.22%	13.01%	5.23%	5.64%	6.62%	3.13%	4.9%	4.01%
2026/02/14	8.79%	6.34%	9.58%	13.08%	6.78%	5.51%	5.5%	2.8%	5.66%	3.3%
2026/02/15	7.97%	5.24%	9.37%	11.98%	4.32%	4.42%	7.46%	3.04%	4.61%	3.51%
2026/02/16	9.11%	6.1%	9.18%	8.8%	4.93%	4.8%	8.88%	3.1%	6.47%	4.25%
2026/02/17	9.97%	8.65%	7.54%	9.55%	5.21%	5.5%	9.67%	5.41%	5.8%	3.89%
2026/02/18	12.63%	9.32%	9.69%	7.71%	6.27%	5.04%	7.17%	5.07%	5.71%	4.28%
2026/02/19	14.09%	8.44%	8.61%	9.54%	5.78%	5.63%	6.69%	4.27%	5.61%	3.62%
2026/02/20	15.08%	8.33%	9.76%	8.52%	7%	4.85%	7.44%	4.13%	6.01%	2.3%
2026/02/21	12.88%	8.2%	8.84%	10.75%	5.87%	5.13%	8.36%	3.87%	6.31%	2.39%
2026/02/22	10.91%	8.33%	8.47%	9.77%	5.71%	6.22%	8.87%	5.34%	5.89%	2.67%
2026/02/23	10.53%	10.67%	8.78%	9.32%	6.51%	7.1%	8.58%	4.92%	4.32%	2.94%
2026/02/24	11.81%	9.63%	7.55%	10.62%	6.52%	5.25%	8.8%	4.52%	5.14%	3.52%
2026/02/25	13.57%	9.4%	7.87%	10.09%	4.78%	4.99%	9.35%	4.38%	5.59%	3.08%
2026/02/26	9.6%	9.83%	8.51%	8.33%	6.06%	7.16%	9.78%	3.59%	5.28%	3.19%
2026/02/27	8.12%	11.4%	11.75%	12.07%	7.11%	6.83%	8.56%	4.05%	3.06%	3.08%
2026/02/28	12%	10.76%	10.31%	8.6%	7.53%	7%	5.82%	4.58%	3.85%	3.41%

bankwest.com.au
macquarie.com.au
westpac.com.au
ing.com.au
anz.com
commbank.com.au
suncorpbank.com.au
finder.com.au
greatsouthernbank.com.au
nab.com.au

In February 2026, Bankwest’s PPC spend share fluctuated, peaking mid-month. Macquarie and Westpac showed steady growth, while ING saw a significant early spike. ANZ and CommBank maintained moderate levels, with Suncorp and Finder experiencing varied trends. The month concluded with diverse spend shares across advertisers.

Market Exposure

Competitor Count for AUS Finance Banks

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	170
2026/02/02	164
2026/02/03	188
2026/02/04	146
2026/02/05	142
2026/02/06	146
2026/02/07	147
2026/02/08	153
2026/02/09	150
2026/02/10	146
2026/02/11	145
2026/02/12	147
2026/02/13	146
2026/02/14	147
2026/02/15	153
2026/02/16	150
2026/02/17	133
2026/02/18	130
2026/02/19	137
2026/02/20	132
2026/02/21	130
2026/02/22	131
2026/02/23	130
2026/02/24	134
2026/02/25	137
2026/02/26	131
2026/02/27	125
2026/02/28	129

February began with 170 advertisers, peaking at 188 on the 3rd. A decline followed, stabilizing mid-month around 146-153. The month ended with a dip to 129.

Campaign Efficiency

Market Loss & Market Gains for AUS Finance Banks

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
westpac.com.au	5.29%
bankwest.com.au	1.14%
macquarie.com.au	0.25%
mebank.com.au	0.2%
defencebank.com.au	0.17%
imb.com.au	-0.25%
heritage.com.au	-0.27%
greatsouthernbank.com.au	-0.48%
suncorpbank.com.au	-0.59%
nab.com.au	-4.67%

Westpac surged with a 5.29% click share increase, while NAB dropped by 4.67%. Bankwest gained 1.14%, contrasting with Suncorp’s 0.59% decline.

Campaign Efficiency

AUS Finance Banks 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	westpac.com.au	bankwest.com.au	macquarie.com.au	commbank.com.au	suncorpbank.com.au	stgeorge.com.au	ing.com.au	anz.com	greatsouthernbank.com.au	nab.com.au
2026/02/01	14.66%	11.91%	6.79%	3.66%	7.69%	4.34%	4.11%	5.35%	6.65%	4.46%
2026/02/02	14.32%	7.75%	8.01%	4.7%	7.98%	3.16%	4.22%	2.41%	7.61%	7%
2026/02/03	13.24%	10.8%	6.19%	3.68%	6.9%	4.2%	9.12%	2.93%	7.82%	2.78%
2026/02/04	13.85%	7.15%	7.75%	5.3%	5.24%	5.38%	5.76%	3.33%	6.81%	6.83%
2026/02/05	17.98%	7.52%	7.15%	3.92%	5.38%	4.04%	5.49%	5.51%	6.26%	5.43%
2026/02/06	11.36%	8.12%	7.39%	4.86%	7.46%	4.86%	6.48%	2.22%	6.65%	6.25%
2026/02/07	18.15%	9.48%	5.64%	4.23%	4.76%	4.96%	6.22%	3.42%	7.07%	5.37%
2026/02/08	13.91%	9.35%	4.91%	3.25%	7.23%	5.4%	5.83%	1.85%	6.65%	6.54%
2026/02/09	14.75%	9.47%	5.61%	3.58%	8.65%	4.4%	4.47%	2.11%	7.51%	7.48%
2026/02/10	16.53%	7.72%	6.69%	3.91%	7.41%	4.42%	5.84%	1.81%	6.9%	7.95%
2026/02/11	16.68%	8.1%	6.62%	5.24%	8.24%	4.22%	5.02%	2.09%	6.5%	6.56%
2026/02/12	17.88%	9.1%	7.69%	5.4%	4.95%	5.12%	5.76%	2.09%	7.34%	4.87%
2026/02/13	11.36%	8.12%	7.39%	4.86%	7.46%	4.86%	6.48%	2.22%	6.65%	6.25%
2026/02/14	18.15%	9.48%	5.64%	4.23%	4.76%	4.96%	6.22%	3.42%	7.07%	5.37%
2026/02/15	13.91%	9.35%	4.91%	3.25%	7.23%	5.4%	5.83%	1.85%	6.65%	6.54%
2026/02/16	14.75%	9.47%	5.61%	3.58%	8.65%	4.4%	4.47%	2.11%	7.51%	7.48%
2026/02/17	16.78%	7.67%	7.28%	4.38%	10.44%	4.56%	4.86%	2.21%	8.06%	4.77%
2026/02/18	20.92%	13.8%	8.12%	3.46%	4.61%	4.83%	3.62%	3.64%	7.91%	5.44%
2026/02/19	16.9%	15.06%	6.56%	4.48%	4.74%	4.04%	4.69%	2.53%	7.75%	5.58%
2026/02/20	17.23%	15.51%	6.55%	3.66%	5.72%	3.59%	3.75%	6.06%	7.51%	2.19%
2026/02/21	20.23%	14.68%	7.18%	4.12%	5.98%	4.59%	5.22%	1.94%	8.53%	0.98%
2026/02/22	15.4%	12.31%	7.82%	5.06%	7.16%	5.65%	4.68%	2.5%	7.93%	1.63%
2026/02/23	17.42%	12.15%	9.07%	6.08%	6.77%	4.51%	4.67%	2.8%	6.94%	1.5%
2026/02/24	14.99%	13.66%	8.64%	4.59%	7.14%	4.38%	5.23%	3.55%	7.06%	2.56%
2026/02/25	16.99%	14.42%	7.88%	4.39%	8.34%	3.96%	4.89%	1.94%	6.36%	1.97%
2026/02/26	17.93%	10.34%	8.4%	6.21%	7.38%	4.16%	4.28%	3.65%	5.74%	1.61%
2026/02/27	27.52%	9.41%	9.04%	5.44%	5.51%	5.79%	5.9%	2.45%	4.44%	1.44%
2026/02/28	21.75%	14.39%	9.28%	5.63%	4.89%	4.55%	4.15%	3.96%	3.96%	1.4%

westpac.com.au
bankwest.com.au
macquarie.com.au
commbank.com.au
suncorpbank.com.au
stgeorge.com.au
ing.com.au
anz.com
greatsouthernbank.com.au
nab.com.au

Westpac’s impression share fluctuated, peaking at 27.52% on February 27. Bankwest saw a mid-month rise, while Macquarie’s share remained steady. CommBank and Suncorp experienced minor fluctuations. St. George, ING, ANZ, Great Southern Bank, and NAB showed varied trends, with NAB’s share declining towards month-end.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Finance Banks

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 Banks - Last month

1
Beyond Bank Official Website https://www.beyondbank.com.au
Beyond Bank Australia — Explore our official site for better banking for you and your community.
2
Open Bank Accounts At ING - $100 Welcome Bonus T&C's* https://campaigns.ing.com.au
This Offer Is A One-Off Payment & Is Available Until 31/3/2026. T&C'S Apply*
3
St.George Everyday Banking | We're Going Fee Free https://www.stgeorge.com.au
St.George Everyday Banking Accounts Have No Monthly Fees. T&Cs Apply. Pay No Monthly Account Fee While Enjoying Our Award Winning Banking Experience. Card Lock. Types: Transaction Accounts, Savings Accounts, Term Deposits, Student Accounts.
4
Suncorp Bank Everyday Accounts - Open Online In Under 5 Mins https://www.suncorpbank.com.au
Enjoy Fast & Easy Banking When You Open a Suncorp Bank Account.
5
Westpac Term Deposit Account - Money Is Safely Locked Away https://www.westpac.com.au
Stay On Track With Your Finances With The Westpac Mobile Banking App

In the competitive landscape of banking PPC ads, Beyond Bank emphasizes community-focused banking, while ING entices with a $100 welcome bonus. St.George highlights fee-free accounts, Suncorp promises quick online setup, and Westpac assures financial security with term deposits.

Frequently Asked Questions

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

Why is the AUS Finance Banks 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 Banks 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 Banks 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 Banks February 2026 Report?

The AUS Finance Banks 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.

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Does this include mobile, desktop and Google Shopping data?

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

The AUS Finance Banks 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?

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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 Banks - PPC Market Share Analysis February 2026