AUS Finance Insurance - PPC Market Share Analysis November 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.

Google AI Overview visibility for Finance Insurance 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	6.92997410287
	93.0700258971

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	57
	43

56%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	12%
Transactional	15%
Navigational	5%
Seasonal	0%
Local	1%
Problem Solving	19%

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.

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Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
budgetdirect.com.au	12.29
aami.com.au	7.98
comparethemarket.com.au	7.48
youi.com.au	5.67
nrma.com.au	4.68
allianz.com.au	4.11
canstar.com.au	3.35
finder.com.au	3.29
aldiinsurance.com.au	2.7
iselect.com.au	2.28
others	46.17

budgetdirect.com.au - 12.29%
aami.com.au - 7.98%
comparethemarket.com.au - 7.48%
youi.com.au - 5.67%
nrma.com.au - 4.68%
allianz.com.au - 4.11%
canstar.com.au - 3.35%
finder.com.au - 3.29%
aldiinsurance.com.au - 2.7%
iselect.com.au - 2.28%
others - 46.17%

In the competitive landscape of Google PPC, Budget Direct leads with a 12.29% click share, followed by AAMI at 7.98%. “Others” dominate with 46.17%, 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.

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Share of Spend - Last Month

Share of Spend - Last Month
Date	youi.com.au	nrma.com.au	aami.com.au	budgetdirect.com.au	allianz.com.au	comparethemarket.com.au	gio.com.au	bupa.com.au	canstar.com.au	suncorp.com.au
2025/10/01	11.88%	6.25%	13.66%	7.73%	4.59%	5.37%	3.71%	1.43%	2.13%	4.71%
2025/10/02	14.23%	5.9%	14.09%	8.23%	4.42%	5.35%	4.39%	1.47%	1.95%	5.15%
2025/10/03	11.39%	5.99%	14.09%	8.96%	5.17%	5.88%	3.97%	1.57%	2.56%	5.32%
2025/10/04	3.76%	6.12%	16.43%	7.72%	6.32%	5.83%	4.87%	1.82%	3.34%	5.51%
2025/10/05	3.07%	6.68%	15.99%	7.29%	6.49%	5.58%	4.81%	1.65%	3.18%	6.38%
2025/10/06	12.34%	5.96%	15.54%	6.75%	5.1%	5.56%	4.36%	1.59%	2.71%	6.48%
2025/10/07	11.78%	6.17%	14.57%	6.75%	6.37%	5.03%	3.96%	1.98%	2.52%	6.41%
2025/10/08	12.79%	6.16%	15.93%	6%	4.36%	4.13%	6.05%	1.95%	2.36%	6.37%
2025/10/09	13.73%	6.6%	16.08%	6.59%	5.54%	4.36%	5.08%	2.06%	2.33%	5.46%
2025/10/10	15.91%	7.25%	17.27%	6.74%	5.16%	4.39%	5.05%	2.22%	1.72%	3.58%
2025/10/11	4.23%	7.93%	19.85%	7.41%	6.78%	4.7%	7.03%	2.35%	1.91%	4.13%
2025/10/12	3.72%	9.56%	18.51%	7.17%	8.02%	5.09%	6.32%	2.37%	2.1%	4.02%
2025/10/13	14.07%	8.38%	18.74%	7.03%	5.1%	4.98%	4.64%	2.44%	1.76%	3.64%
2025/10/14	16.04%	8.39%	17.94%	7.4%	5.27%	4.81%	3.63%	2.42%	2.11%	3.3%
2025/10/15	15.92%	9.47%	17.71%	7.17%	5.14%	4.37%	3.76%	2.18%	1.81%	2.82%
2025/10/16	15.09%	10.25%	16.69%	7.55%	5.6%	4.87%	3.32%	2.34%	1.75%	3.14%
2025/10/17	15.37%	10.97%	16.58%	7.92%	5.64%	4.73%	3.64%	2.38%	1.7%	3.06%
2025/10/18	4.47%	13.06%	19.94%	7.41%	7.88%	4.15%	4.98%	2.29%	1.97%	3.24%
2025/10/19	3.17%	13.79%	20.17%	7.02%	8.05%	4.01%	5.84%	2.43%	2.24%	3.35%
2025/10/20	12.39%	14.17%	16.26%	7.3%	5.88%	4.22%	3.9%	2.44%	2.29%	2.76%
2025/10/21	14.24%	13.85%	16.07%	7.2%	5.24%	4.53%	3.62%	2.45%	2.14%	2.76%
2025/10/22	15.83%	13.58%	15.81%	7.2%	5.36%	4.31%	2.77%	2.28%	1.78%	2.81%
2025/10/23	20.5%	11.75%	13.79%	7.27%	5.75%	4.26%	3.65%	2.02%	1.55%	2.3%
2025/10/24	22.31%	12.3%	13.13%	7.15%	5.43%	4.48%	2.8%	2.11%	1.51%	2.49%
2025/10/25	6.12%	14.56%	17.95%	8.07%	8.38%	4.58%	3.22%	2.11%	2.06%	2.5%
2025/10/26	4.95%	14.58%	17.35%	7.59%	8.29%	4.33%	3.62%	1.84%	2.14%	2.57%
2025/10/27	22.5%	12.31%	12.89%	6.42%	5.55%	4.37%	2.15%	1.81%	2%	2.06%
2025/10/28	22.33%	11.84%	13.73%	7.01%	5.07%	4.3%	1.42%	1.9%	2.58%	1.57%
2025/10/29	22.93%	13.75%	12.41%	7.44%	4.01%	4.47%	1.59%	1.69%	2.31%	1.64%
2025/10/30	18.81%	15.52%	12.21%	7.7%	4.33%	4.13%	1.52%	1.67%	2.41%	1.6%
2025/10/31	19.71%	14.29%	13.12%	8.4%	5.13%	4.34%	2.12%	1.87%	1.87%	1.61%

youi.com.au
nrma.com.au
aami.com.au
budgetdirect.com.au
allianz.com.au
comparethemarket.com.au
gio.com.au
bupa.com.au
canstar.com.au
suncorp.com.au

In October 2025, Youi.com.au’s PPC spend share fluctuated, peaking at 22.93% on the 29th. NRMA.com.au steadily increased, reaching 15.52% by month’s end. AAMI.com.au maintained a strong presence, while BudgetDirect.com.au and Allianz.com.au showed moderate stability.

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.

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Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2025/10/01	286
2025/10/02	284
2025/10/03	280
2025/10/04	287
2025/10/05	282
2025/10/06	298
2025/10/07	300
2025/10/08	301
2025/10/09	296
2025/10/10	292
2025/10/11	280
2025/10/12	280
2025/10/13	285
2025/10/14	293
2025/10/15	292
2025/10/16	282
2025/10/17	286
2025/10/18	282
2025/10/19	284
2025/10/20	283
2025/10/21	286
2025/10/22	284
2025/10/23	275
2025/10/24	287
2025/10/25	286
2025/10/26	291
2025/10/27	290
2025/10/28	291
2025/10/29	283
2025/10/30	284
2025/10/31	283

October saw fluctuating advertiser numbers, peaking at 301 on the 8th. The month concluded with 283 advertisers, reflecting a dynamic landscape.

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.

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Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
nrma.com.au	1.98%
budgetdirect.com.au	1.74%
youi.com.au	1.38%
bizcover.com.au	0.54%
finder.com.au	0.27%
bingle.com.au	-0.63%
suncorp.com.au	-0.86%
commbank.com.au	-0.88%
gio.com.au	-1.15%
aami.com.au	-1.44%

NRMA.com.au leads with a 1.98% click share rise, while AAMI.com.au drops by 1.44%.

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.

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Date	budgetdirect.com.au	youi.com.au	aami.com.au	nrma.com.au	comparethemarket.com.au	allianz.com.au	finder.com.au	canstar.com.au	gio.com.au	aldiinsurance.com.au
2025/10/01	9.77%	9.1%	9.13%	4.27%	6.08%	3%	2.76%	2.35%	3.6%	2.1%
2025/10/02	10.02%	11.43%	10.12%	4.02%	5.98%	2.8%	2.27%	2.22%	4.61%	1.84%
2025/10/03	10.68%	8.82%	9.83%	4.29%	6.65%	3.41%	2.47%	2.97%	3.82%	2.33%
2025/10/04	9.43%	1.94%	11.77%	4.08%	6.62%	3.82%	3.12%	3.83%	4.53%	1.69%
2025/10/05	9.02%	1.33%	10.38%	4.71%	6.63%	3.98%	3.34%	3.65%	4.32%	2.3%
2025/10/06	9.01%	8.93%	10.44%	4.21%	6.99%	2.94%	2.98%	3.3%	3.83%	1.44%
2025/10/07	9.6%	8.31%	8.56%	3.76%	6.68%	3.89%	2.99%	3.26%	3.52%	2.57%
2025/10/08	8.59%	8.68%	9.95%	3.94%	5.42%	2.35%	2.96%	2.98%	5.53%	2.81%
2025/10/09	9.96%	9.12%	9.41%	4.23%	6.06%	3.07%	3.12%	3.25%	4.32%	1.88%
2025/10/10	10.29%	10.74%	9.93%	4.58%	6.22%	2.98%	2.88%	2.43%	4.21%	2.6%
2025/10/11	11.29%	1.84%	11.36%	4.6%	6.64%	3.69%	3.08%	2.63%	5.87%	2.01%
2025/10/12	11.47%	1.31%	10.29%	6.07%	7.46%	4.19%	2.94%	3.02%	4.88%	3.06%
2025/10/13	11.68%	8.57%	10.53%	5.04%	7.63%	2.67%	2.53%	2.65%	3.64%	2.16%
2025/10/14	12.15%	10.14%	10.08%	4.67%	7.37%	3.05%	2.47%	3.26%	2.53%	1.73%
2025/10/15	11.58%	9.98%	10.29%	5.91%	6.63%	2.93%	2.2%	2.72%	2.86%	2.6%
2025/10/16	12.18%	9.94%	9.34%	6.04%	7.46%	3.21%	2.52%	2.83%	2.42%	3.63%
2025/10/17	12.97%	9.86%	9.37%	6.63%	7.22%	3.36%	2.35%	2.93%	2.82%	3.38%
2025/10/18	12.24%	1.96%	11.83%	7.8%	6.33%	4.7%	2.66%	3.19%	4.08%	3.26%
2025/10/19	11.71%	1.22%	12.4%	8.27%	6.15%	4.58%	2.64%	3.56%	5.4%	2.65%
2025/10/20	12.3%	7.55%	9.36%	8.72%	6.63%	3.32%	2.16%	3.62%	3.19%	2.69%
2025/10/21	12.31%	8.28%	9.35%	8.48%	7.19%	3.05%	2.3%	3.22%	2.96%	2.4%
2025/10/22	12.65%	8.09%	8.81%	8.25%	6.98%	3.16%	2.31%	2.67%	2.06%	2.9%
2025/10/23	12.83%	9.26%	7.85%	7.28%	6.97%	3.6%	2.26%	2.54%	3.31%	3.24%
2025/10/24	13.11%	9.49%	7.7%	7.91%	7.9%	3.49%	2.6%	2.5%	2.28%	2.65%
2025/10/25	13.63%	1.58%	10.47%	8.73%	7.2%	4.87%	3.56%	3.25%	2.39%	3.01%
2025/10/26	12.78%	1.19%	10.02%	8.25%	6.79%	4.64%	3.26%	3.31%	3.1%	2.52%
2025/10/27	11.71%	9.8%	7.73%	7.58%	7.52%	3.41%	3.13%	3.32%	1.55%	2.03%
2025/10/28	12.33%	8.9%	8.5%	6.68%	7.06%	3.16%	3.65%	4.19%	0.88%	2.29%
2025/10/29	12.88%	10.27%	7.35%	8.02%	7.36%	2.51%	3.35%	3.58%	1.25%	1.96%
2025/10/30	13%	7.87%	7.08%	8.83%	6.46%	2.55%	3.72%	3.79%	1.36%	1.88%
2025/10/31	14.36%	8.92%	7.89%	7.86%	6.88%	3.06%	2.88%	2.83%	2.24%	2.11%

budgetdirect.com.au
youi.com.au
aami.com.au
nrma.com.au
comparethemarket.com.au
allianz.com.au
finder.com.au
canstar.com.au
gio.com.au
aldiinsurance.com.au

In October 2025, Budget Direct’s impression share rose steadily, peaking at 14.36% on the 31st. Youi experienced fluctuations, ending at 8.92%. AAMI’s share decreased, closing at 7.89%. NRMA saw growth, finishing at 7.86%. Compare the Market remained stable, ending at 6.88%. Allianz’s share varied, closing at 3.06%. Finder’s share fluctuated, ending at 2.88%. Canstar’s share rose, peaking at 4.19% on the 28th, closing at 2.83%. GIO’s share declined, ending at 2.24%. Aldi Insurance’s share fluctuated, closing at 2.11%.

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.

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

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
15% Off^ Black Friday Sale | Purchase With Code 'SAVE15' https://www.allianz.com.au
Black Friday Sale Is Live! Save 15%^ With Code 'SAVE15' Today. For A Limited Time Only.
3
Cheap Car Insurance - Online Quote in Minutes https://www.budgetdirect.com.au › car_insurance › solved
Nationally our comprehensive car insurance customers said they saved $248† on avg online.
4
GIO Business Insurance https://www.gio.com.au › business › insurance
Designed For Your Business — Know That GIO Has Insurance Designed For Many Types Of Businesses, Be It Large Or Small. Explore Your GIO Cover Options. Feel Assured And In Control With GIO Business Insurance.
5
Employment Practices Insurance - Management Liability Insurance https://www.imar.com.au
Custom Built Management Liability Insurance For Your Business. Obligation Free Quotes.

In the competitive landscape of Google PPC, AAMI entices with a $50 discount for online car insurance quotes, while Allianz leverages a 15% Black Friday sale. Budget Direct highlights average savings of $248, GIO offers tailored business insurance, and IMAR provides custom management liability solutions.

Frequently Asked Questions

Why is the AUS Finance Insurance November 2025 Report useful and how should I use it?

Why is the AUS Finance Insurance November 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 Insurance November 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 Insurance November 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 Insurance November 2025 Report?

The AUS Finance Insurance November 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.

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Does this include mobile, desktop and Google Shopping data?

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

The AUS Finance Insurance November 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?

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AUS Finance Insurance - PPC Market Share Analysis November 2025