Log in Book a Demo

AUS Finance Insurance - PPC Market Share Analysis May 2025

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

Market Exposure

Share of Clicks for top 10 AUS Finance Insurance 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
Domain Share of clicks
budgetdirect.com.au 13.24
aami.com.au 11.92
youi.com.au 8.11
comparethemarket.com.au 7.06
nrma.com.au 4.97
allianz.com.au 4.84
suncorp.com.au 4.51
canstar.com.au 2.91
gio.com.au 2.53
covermore.com.au 2.4
others 37.51

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google’s PPC, Budget Direct leads with 13.24% click share, followed by AAMI at 11.92%. Others collectively dominate with 37.51%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Finance Insurance 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
Date aami.com.au budgetdirect.com.au comparethemarket.com.au nrma.com.au youi.com.au allianz.com.au canstar.com.au suncorp.com.au iselect.com.au gio.com.au
2025/05/01 13.95% 11.13% 7.75% 4.85% 12.76% 2.66% 2.55% 3.72% 2.8% 3.84%
2025/05/02 14.03% 11.51% 7.09% 5.24% 13.12% 3.42% 2.44% 3.48% 2.65% 3.54%
2025/05/03 15.45% 11.16% 7.12% 5.66% 4.87% 4.6% 3.02% 4.2% 2.65% 3.92%
2025/05/04 14.89% 11.65% 7.25% 5.96% 2.92% 4.43% 3.2% 4.19% 2.95% 3.78%
2025/05/05 14.52% 10.99% 7.74% 6.31% 11.56% 2.27% 2.52% 3.64% 4.13% 3.92%
2025/05/06 14.11% 11.16% 8.8% 5.85% 11.22% 2.99% 3.33% 3.01% 3.47% 3.83%
2025/05/07 14.09% 10.19% 8.96% 6.19% 10.9% 2.51% 3.74% 3.72% 3.05% 4.29%
2025/05/08 13.82% 9.74% 8.37% 6.71% 11.12% 2.44% 4.36% 3.46% 2.83% 3.86%
2025/05/09 13.95% 9.91% 7.91% 7.09% 11.26% 2.97% 4.19% 3.24% 2.24% 3.71%
2025/05/10 14.33% 11.88% 7.51% 7.02% 4.76% 3.72% 5.41% 4.08% 1.95% 3.98%
2025/05/11 15.2% 11.6% 7.76% 7.85% 2.9% 4.01% 5.36% 3.19% 0.85% 4.63%
2025/05/12 14.77% 10.63% 9.18% 7.22% 9.7% 2.14% 6.52% 2.9% 2.67% 3.58%
2025/05/13 14.47% 10.21% 9.32% 6.61% 9.46% 2.37% 6.12% 2.5% 2.7% 3.97%
2025/05/14 14.23% 10.65% 9.38% 6.8% 10.5% 1.87% 5.52% 2.15% 2.82% 3.26%
2025/05/15 14.36% 11.25% 9.41% 6.68% 10.71% 2.59% 5.45% 2.85% 3.13% 2.57%
2025/05/16 13.72% 11.32% 8.83% 6.06% 11.48% 2.81% 4.91% 3.67% 3.05% 2.51%
2025/05/17 14.21% 11.59% 8.11% 7.18% 4.86% 3.64% 5.57% 3.07% 2.79% 3.68%
2025/05/18 14.6% 11.42% 8.7% 6.61% 3.11% 3.58% 5.86% 4.12% 3.33% 2.62%
2025/05/19 12.06% 11.01% 9.2% 6.72% 9.96% 2.23% 5.41% 3.88% 3.91% 2.24%
2025/05/20 11.03% 12.04% 9.49% 6.73% 12.15% 2.65% 4.4% 3.75% 3.89% 2.58%
2025/05/21 11.84% 13.16% 9.07% 6.75% 11.32% 2.41% 3.63% 3.25% 3.8% 2.18%
2025/05/22 12.55% 12.54% 8.71% 6.13% 11.32% 3.51% 3.9% 3.6% 3.78% 1.79%
2025/05/23 11.7% 12.33% 9.05% 6.2% 11.23% 3.54% 3.92% 3.4% 3.21% 1.84%
2025/05/24 13.45% 13.17% 7.81% 6.65% 4.89% 4.73% 4.43% 3.5% 2.16% 3.05%
2025/05/25 14.14% 12.93% 8.61% 7.24% 3.15% 4.5% 5.01% 3.33% 2.36% 3.15%
2025/05/26 13.08% 12.3% 9.18% 6.67% 11.78% 3.12% 3.79% 2.45% 3.24% 2.12%
2025/05/27 11.63% 12.19% 9.32% 7.07% 11.61% 2.94% 4.53% 2.47% 3.46% 2%
2025/05/28 12.06% 12.45% 7.9% 7.17% 11.35% 2.8% 3.93% 2.26% 3.31% 1.68%
2025/05/29 13.73% 12.31% 8.07% 7.57% 11.53% 2.99% 3.46% 2.42% 2.6% 1.79%
2025/05/30 13.49% 11.69% 7.68% 7.15% 11.42% 3.34% 2.96% 2.55% 2.85% 1.78%
2025/05/31 14.83% 11.04% 9.53% 8.25% 4.76% 3.8% 3.12% 2.71% 2.51% 2.27%

Copyright © Adthena. All rights reserved.

Aami.com.au led May with fluctuating spend, peaking mid-month. Budgetdirect.com.au saw a steady rise, while comparethemarket.com.au ended strong. Youi.com.au had erratic trends, finishing low. Overall, a dynamic month for advertisers.

Market Exposure

Competitor Count for AUS Finance Insurance

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
Date Competitor Count
2025/05/01 296
2025/05/02 300
2025/05/03 292
2025/05/04 297
2025/05/05 299
2025/05/06 302
2025/05/07 304
2025/05/08 305
2025/05/09 303
2025/05/10 296
2025/05/11 298
2025/05/12 300
2025/05/13 309
2025/05/14 301
2025/05/15 304
2025/05/16 301
2025/05/17 297
2025/05/18 297
2025/05/19 307
2025/05/20 301
2025/05/21 298
2025/05/22 302
2025/05/23 300
2025/05/24 289
2025/05/25 288
2025/05/26 290
2025/05/27 294
2025/05/28 288
2025/05/29 284
2025/05/30 285
2025/05/31 284

Copyright © Adthena. All rights reserved.

May began with 296 advertisers, peaking at 309 mid-month. A decline followed, ending with 284 advertisers.

Campaign Efficiency

Market Loss & Market Gains for AUS Finance Insurance

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
Name Market Trend
budgetdirect.com.au 1.03%
allianz.com.au 0.59%
bupa.com.au 0.34%
iselect.com.au 0.25%
travelinsurancedirect.com.au 0.24%
honeyinsurance.com -0.36%
qbe.com -0.41%
canstar.com.au -0.48%
gio.com.au -0.99%
aami.com.au -1.14%

Copyright © Adthena. All rights reserved.

AAMI and GIO saw significant declines in click share, while Budget Direct and Allianz experienced notable increases, reshaping the competitive landscape.

Campaign Efficiency

AUS Finance Insurance 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 aami.com.au budgetdirect.com.au comparethemarket.com.au nrma.com.au allianz.com.au finder.com.au canstar.com.au suncorp.com.au iselect.com.au youi.com.au
2025/05/01 11.6% 11.01% 7.43% 4.82% 3% 2.89% 2.48% 3.34% 3.09% 10.59%
2025/05/02 11.54% 11.38% 6.78% 5.12% 3.55% 2.52% 2.4% 3.39% 2.81% 10.88%
2025/05/03 12.84% 11.32% 6.32% 5.4% 4.79% 3.29% 3% 4.07% 2.58% 2.44%
2025/05/04 12.19% 11.81% 6.58% 5.73% 4.67% 4.12% 3.06% 3.85% 2.97% 1.31%
2025/05/05 12.24% 10.89% 6.73% 6.17% 2.46% 3.1% 2.44% 3.59% 3.85% 10.16%
2025/05/06 11.73% 11.32% 7.83% 5.74% 3.02% 3.52% 3.18% 2.92% 3.48% 9.79%
2025/05/07 11.59% 10.18% 7.78% 6.15% 2.94% 3.19% 3.52% 3.38% 3.05% 9.13%
2025/05/08 11.22% 9.59% 7.24% 6.47% 2.83% 2.83% 4.02% 3.3% 2.66% 9.96%
2025/05/09 11.05% 10.02% 6.83% 6.66% 3.55% 2.49% 3.95% 3.11% 2.11% 9.49%
2025/05/10 11.95% 12% 6.41% 7.13% 4.43% 3.02% 5.13% 3.89% 1.72% 2.35%
2025/05/11 12.76% 11.53% 6.72% 7.65% 4.45% 3.47% 4.94% 3.2% 0.85% 1.24%
2025/05/12 12.45% 11.01% 8.33% 6.84% 2.42% 3.19% 6.15% 2.9% 2.62% 7.89%
2025/05/13 11.94% 10.39% 8.36% 6.51% 2.6% 2.79% 5.72% 2.47% 2.75% 8.16%
2025/05/14 11.66% 10.77% 8.45% 6.77% 2.32% 3.14% 5.16% 2.24% 2.67% 8.75%
2025/05/15 12.01% 11.2% 8.36% 6.39% 3.22% 2.83% 5.12% 3% 2.98% 8.94%
2025/05/16 11.37% 11.2% 7.89% 5.95% 3.42% 2.72% 4.7% 3.64% 2.97% 9.82%
2025/05/17 11.79% 12.02% 7.17% 7.08% 4.2% 3.28% 5.24% 3.24% 2.45% 2.38%
2025/05/18 11.96% 11.84% 7.39% 6.34% 3.88% 3.45% 5.54% 3.93% 3% 1.35%
2025/05/19 9.94% 11.36% 8.32% 6.53% 2.58% 3.4% 5.11% 3.73% 3.79% 7.98%
2025/05/20 9.24% 12.34% 8.27% 6.62% 2.88% 2.78% 4.02% 3.5% 3.7% 10.35%
2025/05/21 9.61% 13.42% 8.11% 6.62% 2.58% 2.64% 3.38% 3.27% 3.79% 9.55%
2025/05/22 10.55% 12.61% 7.63% 5.95% 3.72% 2.95% 3.62% 3.35% 3.88% 10.05%
2025/05/23 9.35% 12.64% 7.75% 5.99% 3.99% 3.44% 3.53% 3.09% 3.07% 9.92%
2025/05/24 10.99% 13.68% 6.86% 6.21% 5.2% 3.56% 4.14% 3.39% 2.07% 2.48%
2025/05/25 11.73% 13.29% 7.41% 7.11% 4.66% 4.13% 4.72% 3.31% 2.18% 1.39%
2025/05/26 10.55% 12.74% 8.04% 6.67% 3% 3.51% 3.47% 2.43% 3.22% 9.78%
2025/05/27 9.57% 12.41% 8.03% 6.78% 3.12% 3.1% 4.07% 2.45% 3.39% 10.06%
2025/05/28 9.79% 12.61% 6.9% 6.97% 2.96% 3.29% 3.59% 2.26% 3.21% 9.26%
2025/05/29 10.83% 12.48% 7.1% 7.03% 3.3% 3.02% 3.27% 2.49% 2.73% 9.77%
2025/05/30 10.63% 11.99% 6.8% 6.86% 3.67% 3.03% 2.7% 2.5% 2.81% 9.53%
2025/05/31 12.01% 11.25% 8.41% 7.75% 4.01% 3.58% 2.88% 2.71% 2.43% 2.41%

Copyright © Adthena. All rights reserved.

In May 2025, Budget Direct led with a steady rise, peaking mid-month. AAMI fluctuated, ending strong. Comparethemarket and NRMA showed consistent growth. Youi had erratic spikes, while Allianz and Finder maintained moderate shares.

Campaign Efficiency

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

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
  1. 1
    AAMI Car Insurance https://www.aami.com.au

    Get a Quote Online — Get $50 Off on First Year AAMI Comprehensive Car Policy When You Get a Quote & Buy Online.

  2. 2
    Up To 12 Weeks Free With ahm - Plus Waive Any 2&6 Month Waits https://www.ahm.com.au › health › insurance

    New Joins By Jun 30 Who Maintain Eligible Hospital & Extras Cover. T&Cs Apply. Learn More.

  3. 3
    Budget Direct https://www.budgetdirect.com.au

    Budget Direct Insurance — Luck doesn't have anything to do with it, Money mag's Insurer of the Year 8 years in a row

  4. 4
    Home and Contents Insurance Comparison - Canstar https://www.canstar.com.au

    Looking For Home And Contents Insurance? Compare 90+ Policies Rated By Canstar.

  5. 5
    NRMA Insurance - Comprehensive Car Insurance https://www.nrma.com.au

    Excesses may apply. Refer to insurance certificate and PDS. Subject to policy terms. NRMA Insurance...

Copyright © Adthena. All rights reserved.

AAMI entices with a $50 discount for online car insurance quotes. ahm offers up to 12 weeks free and waived waiting periods for new health insurance members. Budget Direct boasts its eight-year streak as Money mag’s Insurer of the Year. Canstar simplifies home insurance comparisons with over 90 policies. NRMA highlights comprehensive car insurance with detailed terms.

Frequently Asked Questions

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.

Related reports

Adthena ROAS optimization US
Adthena ROAS optimization UK
Adthena ROAS optimization UK
Adthena ROAS optimization US