AUS Finance Credit Cards - PPC Market Share Analysis December 2025

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

Google AI Overview visibility for Finance Credit Cards AUS

See how often AIOs appear and how search intent is distributed across buying signals.

See more data

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency	Percentage
Frequency	14.8206080466
	85.1793919534

14%

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	69
	31

69%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	18%
Transactional	11%
Navigational	9%
Seasonal	0%
Local	1%
Problem Solving	6%

Market Exposure

Share of Clicks for top 10 AUS Finance Credit Cards brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

See more data

Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
americanexpress.com	23.56
commbank.com.au	10.77
nab.com.au	9.03
latitudefinancial.com.au	9
finder.com.au	8.95
westpac.com.au	7.43
wise.com	5.95
stgeorge.com.au	2.76
velocityfrequentflyer.com	2.57
canstar.com.au	2.43
others	17.55

americanexpress.com - 23.56%
commbank.com.au - 10.77%
nab.com.au - 9.03%
latitudefinancial.com.au - 9%
finder.com.au - 8.95%
westpac.com.au - 7.43%
wise.com - 5.95%
stgeorge.com.au - 2.76%
velocityfrequentflyer.com - 2.57%
canstar.com.au - 2.43%
others - 17.55%

American Express leads with 23.56% click share, followed by CommBank at 10.77%. Others collectively hold 17.55%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Finance Credit Cards 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	finder.com.au	westpac.com.au	latitudefinancial.com.au	commbank.com.au	americanexpress.com	creditcard.com.au	wise.com	stgeorge.com.au	canstar.com.au	nab.com.au
2025/12/01	17.16%	7.18%	17.03%	6.6%	11.88%	4.13%	3.81%	3.52%	1.73%	9.87%
2025/12/02	16.98%	8.52%	19.34%	6.64%	8.89%	4.45%	4.05%	3.48%	0.93%	9.95%
2025/12/03	16.43%	8.46%	19.77%	6.93%	6.75%	5.14%	4.28%	3.65%	1.09%	8.84%
2025/12/04	15.4%	9.11%	19.53%	8.72%	7.91%	3.39%	3.9%	5.17%	2.06%	7.18%
2025/12/05	15.09%	9.58%	19.85%	10.5%	9.02%	2.97%	3.8%	3.5%	2.64%	6.61%
2025/12/06	15%	10.04%	21.06%	8.72%	8.44%	3.55%	3.56%	4.02%	2.87%	5.83%
2025/12/07	14.42%	8.64%	20.33%	8.84%	9.69%	1.8%	3.47%	5.48%	3.27%	6.72%
2025/12/08	15.61%	8.52%	19.37%	6.56%	9.55%	2.93%	3.96%	4.39%	4.2%	7.68%
2025/12/09	16.18%	8.26%	20.24%	6.74%	9.51%	2.07%	4.07%	3.26%	4.57%	6.5%
2025/12/10	16.23%	9.21%	21.22%	7.03%	8.41%	3.51%	3.9%	3.92%	4.11%	6.85%
2025/12/11	15.18%	11.84%	19.99%	7.07%	8.87%	3.15%	3.75%	4.54%	2.91%	6.62%
2025/12/12	15.43%	11.4%	20.68%	7.5%	8.5%	1.28%	3.55%	3.48%	4.08%	6.02%
2025/12/13	13.58%	12.03%	19.1%	8.21%	7.93%	1.97%	3.45%	2.8%	5.89%	6.43%
2025/12/14	12.89%	12.28%	19.58%	7.18%	8.42%	2.79%	3.17%	4.21%	6.57%	5.77%
2025/12/15	14.75%	7.72%	19.78%	6.91%	8.68%	3.36%	3.71%	5.51%	5.62%	7.61%
2025/12/16	14.58%	8.11%	19.36%	7.3%	6.16%	4.07%	3.77%	4.03%	6.5%	7.82%
2025/12/17	14.39%	8.44%	18.64%	8.39%	6.24%	3.54%	3.61%	3.45%	6.52%	7.92%
2025/12/18	14.3%	10.34%	16.69%	8.52%	6.36%	4.02%	4.18%	2.92%	5.64%	7.3%
2025/12/19	12.53%	12.96%	17.53%	8.53%	6.04%	2.73%	3.75%	3.71%	5.44%	7.4%
2025/12/20	13.55%	12.35%	17.91%	7.99%	5.98%	3.53%	3.74%	3.36%	5.19%	6.74%
2025/12/21	12.52%	11.03%	17.56%	9.19%	6.5%	3.82%	3.48%	3.66%	5.47%	6.53%
2025/12/22	15.72%	7.99%	15.4%	8.8%	5.92%	4.76%	3.73%	3.33%	6.89%	8.86%
2025/12/23	15.28%	9.12%	11.9%	9.08%	6.15%	4%	3.72%	3.52%	6.77%	9.21%
2025/12/24	15.22%	9.95%	13.02%	10.47%	7.66%	3.14%	3.56%	3.27%	3.03%	9.03%
2025/12/25	12.21%	10.79%	14.58%	9.73%	7.34%	3.61%	3.24%	3.39%	1.91%	11.88%
2025/12/26	13.33%	11.58%	13.71%	8.34%	7.82%	2.87%	3.29%	6.4%	1.67%	10.54%
2025/12/27	16.33%	11.08%	12.51%	9.24%	6.99%	3.73%	3.35%	5.6%	1.85%	9.89%
2025/12/28	16.74%	12%	12.2%	9.02%	7.07%	3.82%	3.57%	4.35%	2.01%	10%
2025/12/29	18.26%	8.31%	13.32%	10.27%	7.16%	6.54%	3.56%	2.88%	2.81%	7.76%
2025/12/30	20.16%	9.46%	12.61%	11.2%	7.43%	8.53%	3.88%	3.25%	2.95%	2.34%
2025/12/31	18.8%	12.23%	11.66%	10.46%	7.52%	6.33%	4%	3.54%	3.07%	2.11%

finder.com.au
westpac.com.au
latitudefinancial.com.au
commbank.com.au
americanexpress.com
creditcard.com.au
wise.com
stgeorge.com.au
canstar.com.au
nab.com.au

In December 2025, finder.com.au’s spend share fluctuated, peaking at 20.16% on December 30. Meanwhile, latitudefinancial.com.au led early, but declined to 11.66% by month-end. Westpac and commbank.com.au showed steady growth, while nab.com.au’s share dropped significantly, ending at 2.11%.

Market Exposure

Competitor Count for AUS Finance Credit Cards

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.

See more data

Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2025/12/01	138
2025/12/02	130
2025/12/03	133
2025/12/04	134
2025/12/05	137
2025/12/06	139
2025/12/07	138
2025/12/08	138
2025/12/09	139
2025/12/10	137
2025/12/11	147
2025/12/12	142
2025/12/13	141
2025/12/14	137
2025/12/15	145
2025/12/16	141
2025/12/17	135
2025/12/18	136
2025/12/19	139
2025/12/20	131
2025/12/21	136
2025/12/22	140
2025/12/23	132
2025/12/24	130
2025/12/25	126
2025/12/26	122
2025/12/27	118
2025/12/28	120
2025/12/29	117
2025/12/30	118
2025/12/31	112

Advertisers fluctuated in December, peaking at 147 on the 11th, then gradually declined, ending the month at 112.

Campaign Efficiency

Market Loss & Market Gains for AUS Finance Credit Cards

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

See more data

Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
commbank.com.au	2.35%
creditcard.com.au	0.89%
qantasmoney.com	0.7%
auspost.com.au	0.6%
equifax.com.au	0.56%
hsbc.com.au	-0.31%
cashpassport.com.au	-0.38%
nab.com.au	-0.48%
americanexpress.com	-2.26%
latitudefinancial.com.au	-3.59%

Latitude Financial and American Express saw significant declines, while CommBank surged ahead, gaining 2.35% in click share.

Campaign Efficiency

AUS Finance Credit Cards Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

See more data

Date	finder.com.au	americanexpress.com	commbank.com.au	westpac.com.au	latitudefinancial.com.au	creditcard.com.au	wise.com	stgeorge.com.au	canstar.com.au	nab.com.au
2025/12/01	15.04%	16.38%	8.09%	5.22%	15.27%	4.02%	4.98%	2.41%	1.7%	8.31%
2025/12/02	15.63%	15.79%	7.36%	6.58%	16.23%	4.61%	4.94%	2.28%	0.68%	8.12%
2025/12/03	14.99%	13.12%	7.15%	6.43%	17.02%	5.14%	5.2%	2.54%	0.8%	7.47%
2025/12/04	14.5%	14.06%	8.73%	7.07%	16.59%	3.67%	4.98%	3.77%	1.34%	6.22%
2025/12/05	13.97%	13.95%	10.86%	7.09%	17.4%	3.31%	4.68%	2.44%	1.61%	5.75%
2025/12/06	14.06%	14.18%	8.58%	7.41%	19.01%	3.69%	4.18%	2.87%	1.8%	5.16%
2025/12/07	13.33%	15.71%	9.05%	6.64%	18.22%	2.03%	4.2%	3.79%	2.04%	5.75%
2025/12/08	14.89%	15.47%	7.07%	6.86%	16.14%	3.19%	4.74%	3.3%	2.71%	6.86%
2025/12/09	14.96%	16.97%	6.54%	6.14%	16.83%	2.29%	4.58%	2.38%	2.84%	5.78%
2025/12/10	15.42%	13.32%	7.31%	7.02%	18.77%	4%	5%	2.91%	2.53%	6.07%
2025/12/11	14.22%	14.57%	7.69%	8.91%	17.29%	3.47%	4.81%	3.08%	1.86%	6.21%
2025/12/12	14.41%	14.42%	8.1%	8.43%	17.65%	1.57%	4.76%	2.42%	2.48%	5.24%
2025/12/13	12.58%	13.47%	9.18%	8.86%	16.8%	2.62%	4.28%	2.08%	3.49%	6.01%
2025/12/14	12.43%	14.72%	7.65%	9.21%	16.68%	3.38%	3.9%	2.89%	3.98%	5.46%
2025/12/15	14.38%	14.88%	6.96%	6.05%	16.94%	3.85%	4.36%	3.77%	3.32%	6.9%
2025/12/16	14.23%	11.19%	7.8%	6.15%	15.8%	4.71%	4.57%	2.68%	3.99%	7.74%
2025/12/17	13.96%	10.36%	8.78%	6.88%	14.85%	4.22%	4.71%	2.77%	4.08%	7.99%
2025/12/18	13.91%	10.65%	9.47%	7.72%	13.44%	4.31%	5.54%	2.21%	3.47%	6.79%
2025/12/19	11.8%	11.27%	8.86%	9.94%	14.12%	3.48%	4.55%	2.77%	3.26%	6.83%
2025/12/20	12.98%	11.58%	9.02%	9.31%	13.53%	3.85%	4.89%	2.47%	3.03%	6.42%
2025/12/21	12.44%	11.27%	9.75%	8.17%	13.25%	4.67%	4.37%	2.68%	3.26%	6.07%
2025/12/22	15.01%	11.24%	9.03%	6.12%	11.84%	5.27%	4.53%	2.49%	4.13%	8.02%
2025/12/23	14.77%	10.84%	9.78%	7.08%	8.56%	4.73%	4.55%	2.74%	4.13%	7.97%
2025/12/24	14.72%	12.03%	10.44%	7.72%	9.6%	3.81%	4.45%	2.52%	1.92%	7.57%
2025/12/25	11.75%	11.12%	10.61%	8.17%	10.69%	4.04%	4.33%	2.6%	1.27%	9.77%
2025/12/26	13.14%	12.4%	9.07%	8.82%	10.55%	3.48%	4.07%	4.72%	1.22%	9.09%
2025/12/27	15.79%	10.91%	9.79%	8.11%	9.75%	4.38%	3.89%	4%	1.18%	8.58%
2025/12/28	16.01%	11.23%	9.39%	8.97%	8.81%	4.56%	4.56%	3.28%	1.3%	8.55%
2025/12/29	17.67%	10.6%	10.17%	6.48%	9.7%	7.31%	4.92%	2.32%	1.69%	6.31%
2025/12/30	19.38%	11.3%	11.02%	7.6%	9.75%	9.01%	5.4%	2.6%	1.81%	1.34%
2025/12/31	17.47%	13.16%	10.93%	9.65%	8.35%	7.06%	5.35%	2.72%	1.74%	1.19%

finder.com.au
americanexpress.com
commbank.com.au
westpac.com.au
latitudefinancial.com.au
creditcard.com.au
wise.com
stgeorge.com.au
canstar.com.au
nab.com.au

In December 2025, finder.com.au’s impression share fluctuated, peaking at 19.38% on December 30. Americanexpress.com saw a decline, ending at 13.16%. Latitudefinancial.com.au started strong but dropped to 8.35% by month-end. Overall, the month concluded with varied performances across domains.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Finance Credit Cards

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 Credit Cards - Last month

1
American Express® Australia | Card Member Benefits https://www.americanexpress.com › au › credit-cards
Explore American Express Credit Card Rewards And Benefits. Apply Online Now. T&Cs Apply
2
Australia Post Travel Platinum Mastercard Prepaid travel money card https://www.auspost.com.au
Travel smarter with our prepaid travel money card. Lock in rates for up to 11 currencies with $0 conversion fees when you load and spend in the same currency.
3
Best Credit Cards Australia 2025 – Compare & Apply Online https://www.creditcard.com.au
Compare credit card offers side-by-side and read expert reviews. Find a better credit card with our...
4
Latitude GEM Visa Credit Card https://www.latitudefinancial.com.au
Apply in Under 10 Minutes — New customers approved by 30 Jan 2026. Min spend on general purchases, T&Cs & fees apply.
5
130k Bonus Qantas Points - Get A Response In 60 Seconds https://www.nab.com.au
130k Bonus Qantas Pts. Spend $5k in 1st 90 Days & keep open for over 12 months. T&Cs Apply

In the competitive landscape of Google PPC, American Express entices with rewards and benefits, while Australia Post offers a travel card with zero conversion fees. Creditcard.com.au simplifies comparison, Latitude Financial promises quick approvals, and NAB tempts with 130k Qantas points.

Frequently Asked Questions

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

Why is the AUS Finance Credit Cards 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 Credit Cards 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 Credit Cards 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 Credit Cards December 2025 Report?

The AUS Finance Credit Cards 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.

Learn more about our data.

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

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

The AUS Finance Credit Cards 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.

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 Credit Cards - PPC Market Share Analysis December 2025