AUS Finance Insurance - PPC Market Share Analysis April 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.

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Share of Clicks - Last month
Domain	Share of clicks
budgetdirect.com.au	12.95
aami.com.au	10.42
youi.com.au	7.39
comparethemarket.com.au	6.42
allianz.com.au	5.33
suncorp.com.au	4.62
nrma.com.au	2.84
canstar.com.au	2.49
covermore.com.au	2.37
gio.com.au	2.31
others	42.86

In the competitive landscape of Google’s PPC, Budget Direct leads with 12.95% click share, followed by AAMI at 10.42%. Meanwhile, ‘others’ collectively dominate with 42.86%, 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
Date	aami.com.au	youi.com.au	budgetdirect.com.au	comparethemarket.com.au	nrma.com.au	gio.com.au	iselect.com.au	allianz.com.au	canstar.com.au	finder.com.au
2025/04/01	10.66%	10.52%	11.1%	7.76%	2.25%	2.41%	3.03%	3.48%	2.99%	3.81%
2025/04/02	8.71%	10.53%	10.59%	7.77%	2.6%	2.44%	2.47%	4.04%	2.77%	2.63%
2025/04/03	9.33%	10.83%	11.99%	8.2%	2.75%	2.49%	2.59%	3.87%	2.29%	2.36%
2025/04/04	9.17%	10.75%	11.26%	8.22%	2.15%	2.84%	3.25%	4.28%	2.46%	2.43%
2025/04/05	11.27%	3.42%	11.84%	7.87%	3.18%	2.96%	2.92%	4.71%	2.99%	3.36%
2025/04/06	12.31%	2.16%	11.33%	8.03%	2.87%	3.75%	3.02%	5.3%	3.2%	2.9%
2025/04/07	10.35%	9.82%	11.4%	8.44%	3.08%	2.76%	2.95%	3.19%	2.89%	2.72%
2025/04/08	11.07%	11.11%	10.46%	8.21%	3.11%	2.78%	3.28%	2.5%	3.03%	2.58%
2025/04/09	10.04%	11.89%	10.85%	8.54%	3.57%	2.72%	3.88%	2.85%	3.64%	2.14%
2025/04/10	10.66%	11.59%	11.48%	8.2%	4.19%	3.18%	3.97%	3.12%	4.44%	2.72%
2025/04/11	10.68%	12.87%	10.43%	7.66%	3.62%	2.83%	3.2%	3.54%	3.59%	2.52%
2025/04/12	11.72%	5.55%	9.89%	7.7%	4.12%	3.06%	3.1%	3.83%	4.47%	2.88%
2025/04/13	12.51%	4.09%	11.5%	7.54%	4.6%	2.71%	2.77%	5.72%	4.11%	3%
2025/04/14	11.34%	12.05%	10.39%	9.05%	4.15%	3%	3.8%	3.3%	4.26%	3.13%
2025/04/15	11.38%	12.94%	9.78%	8.73%	3.67%	3.02%	3.17%	2.56%	4.21%	2.85%
2025/04/16	13.58%	13.48%	9.61%	6.7%	3.19%	3.39%	2.24%	2.34%	4.89%	2.95%
2025/04/17	11.58%	12.09%	10.63%	6.87%	3.3%	3.35%	2.6%	3.58%	5.28%	3.02%
2025/04/18	16.77%	3%	8.6%	8.24%	2.09%	3.09%	3.24%	6.05%	3.03%	2.07%
2025/04/19	12.2%	1.77%	9.8%	8.37%	4.38%	3.12%	3.43%	4.48%	5.71%	4.55%
2025/04/20	12.69%	3.25%	10.69%	8.1%	3.58%	2.78%	2.58%	6.22%	4.95%	4.03%
2025/04/21	12.41%	3.65%	11.26%	8.96%	3.54%	2.81%	2.74%	4.55%	5.77%	4.18%
2025/04/22	11.81%	11.02%	10.91%	8.77%	3.13%	2.7%	2.9%	2.74%	5.37%	3.65%
2025/04/23	13.05%	11.16%	10.62%	8.46%	3.79%	2.97%	2.95%	2.22%	5.38%	3.5%
2025/04/24	12.7%	12.05%	11.03%	7.15%	5%	2.91%	2.82%	2.69%	5.27%	3.37%
2025/04/25	13.37%	3.08%	12.17%	8.72%	5%	3.46%	3.16%	3.28%	4.4%	3.19%
2025/04/26	13.33%	4.16%	11.55%	7.23%	5.54%	3.57%	1.75%	3.76%	3.28%	3.66%
2025/04/27	13.3%	2.78%	11.81%	8.51%	6.54%	4.72%	3.35%	4.3%	3.5%	3.52%
2025/04/28	12.91%	12.97%	10.86%	8.25%	5.9%	3.2%	3.42%	2.84%	3.13%	2.61%
2025/04/29	13.44%	13.77%	11.55%	8.41%	5.06%	3.18%	3.1%	2.79%	2.4%	2.2%
2025/04/30	13.63%	12.82%	11.06%	8.69%	5.35%	3.42%	3.31%	2.91%	2.58%	2.32%

AAMI’s spend share fluctuated, peaking at 16.77% mid-month. Youi experienced volatility, with a notable dip to 1.77%. Budget Direct maintained stability, while Compare the Market saw consistent growth. NRMA and GIO showed gradual increases. Allianz and Canstar had varied trends, ending lower. Finder’s share decreased overall.

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
Date	Competitor Count
2025/04/01	302
2025/04/02	294
2025/04/03	292
2025/04/04	297
2025/04/05	297
2025/04/06	296
2025/04/07	291
2025/04/08	297
2025/04/09	287
2025/04/10	284
2025/04/11	285
2025/04/12	279
2025/04/13	286
2025/04/14	285
2025/04/15	292
2025/04/16	284
2025/04/17	282
2025/04/18	275
2025/04/19	314
2025/04/20	293
2025/04/21	295
2025/04/22	301
2025/04/23	302
2025/04/24	296
2025/04/25	299
2025/04/26	284
2025/04/27	288
2025/04/28	297
2025/04/29	303
2025/04/30	299

April saw fluctuating advertiser numbers, starting at 302, dipping mid-month to 275, then peaking at 314. The month concluded with a stable 299, reflecting dynamic market activity.

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
Name	Market Trend
aami.com.au	1.32%
nrma.com.au	0.86%
comparethemarket.com.au	0.5%
finder.com.au	0.47%
canstar.com.au	0.43%
travelinsurancedirect.com.au	-0.41%
suncorp.com.au	-0.45%
rspcapetinsurance.org.au	-0.45%
bupa.com.au	-0.5%
youi.com.au	-0.54%

AAMI leads with a 1.32 increase, while NRMA follows at 0.86. Comparethemarket.com.au gains 0.5. Youi.com.au drops by 0.54, and Bupa by 0.5.

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	aami.com.au	budgetdirect.com.au	youi.com.au	comparethemarket.com.au	nrma.com.au	suncorp.com.au	iselect.com.au	allianz.com.au	finder.com.au	canstar.com.au
2025/04/01	7.76%	9.93%	8.82%	6.98%	2.24%	3.26%	3.1%	3.36%	4.54%	2.9%
2025/04/02	6.11%	10.58%	8.89%	6.95%	2.66%	2.8%	2.47%	3.62%	3.34%	2.71%
2025/04/03	6.99%	11.49%	9.11%	7.56%	2.72%	2.87%	2.47%	3.93%	3.33%	2.43%
2025/04/04	6.73%	10.9%	9.3%	7.31%	2.16%	3.32%	3.34%	4.29%	3.09%	2.52%
2025/04/05	8.52%	11.57%	1.84%	6.74%	3.27%	3.07%	2.79%	4.67%	4.26%	3.08%
2025/04/06	9.43%	10.57%	1.01%	6.93%	2.97%	2.54%	2.81%	5.31%	3.53%	3.11%
2025/04/07	7.6%	11.41%	8.19%	7.78%	3.03%	3.07%	3.03%	3.32%	3.71%	2.94%
2025/04/08	8.03%	9.63%	10.13%	7.02%	2.98%	2.86%	3.29%	2.66%	3.05%	2.87%
2025/04/09	8.04%	10.56%	9.58%	7.64%	3.7%	3.19%	3.99%	3.14%	2.71%	3.47%
2025/04/10	8.86%	11.17%	9.79%	7.39%	4.31%	2.56%	4.15%	3.28%	3.16%	4.07%
2025/04/11	8.42%	10.33%	11.26%	7.29%	3.75%	2.99%	3.31%	3.65%	3.05%	3.38%
2025/04/12	8.96%	9.54%	2.34%	6.54%	4.41%	3.12%	2.86%	4.12%	3.34%	4.26%
2025/04/13	9.83%	11.68%	1.58%	6.85%	4.63%	2.87%	3.07%	5.88%	3.78%	3.91%
2025/04/14	9.27%	9.78%	9.9%	8.36%	4.2%	3.09%	3.93%	3.65%	3.67%	4.1%
2025/04/15	9%	9.42%	10.73%	7.77%	3.76%	3.1%	3.17%	2.87%	3.44%	3.91%
2025/04/16	11.22%	9.27%	10.66%	6.27%	3.44%	3.09%	2.52%	2.58%	3.51%	4.52%
2025/04/17	9.03%	10.3%	9.7%	6.52%	3.51%	3.05%	2.78%	3.53%	3.58%	4.94%
2025/04/18	14.79%	8.66%	1.3%	7.9%	2.12%	3.52%	2.96%	5.75%	2.2%	2.8%
2025/04/19	10.14%	9.06%	0.68%	7.36%	4.16%	2.21%	3.39%	5.13%	4.91%	5.17%
2025/04/20	10.05%	10.57%	1.23%	7.31%	3.64%	2.49%	2.82%	6.18%	4.65%	4.64%
2025/04/21	9.94%	11.19%	1.39%	8.27%	3.54%	2.84%	2.8%	4.62%	5.05%	5.83%
2025/04/22	9.25%	10.84%	8.44%	8.49%	3.27%	3.17%	3.52%	2.94%	4.54%	5.23%
2025/04/23	10.63%	10.22%	9.32%	7.73%	4.03%	2.99%	3.08%	2.46%	4.34%	5.08%
2025/04/24	10.31%	10.28%	10.04%	6.65%	4.79%	2.97%	3.18%	2.97%	4.12%	5.02%
2025/04/25	10.9%	11.77%	1.22%	7.8%	4.93%	2.99%	3.12%	3.47%	3.85%	4.11%
2025/04/26	10.38%	11.51%	1.51%	6.81%	5.56%	3.07%	2.07%	4.04%	4.43%	3.14%
2025/04/27	11.17%	11.55%	1.12%	7.91%	6.25%	2.95%	3.5%	4.48%	4.39%	3.4%
2025/04/28	11.13%	10.73%	10.5%	7.82%	5.49%	2.87%	3.82%	2.96%	3.5%	3.03%
2025/04/29	11.18%	10.85%	11.26%	7.92%	5.29%	3.75%	3.35%	3.12%	2.95%	2.33%
2025/04/30	11.8%	10.63%	10.5%	7.97%	5.03%	3.75%	3.46%	3.28%	3.17%	2.58%

April saw dynamic shifts in PPC impressions. AAMI’s share surged mid-month, peaking at 14.79% on April 18. Budget Direct maintained a steady presence, while Youi experienced fluctuations, notably dropping to 0.68% on April 19. By month’s end, AAMI led with 11.8%, showcasing a competitive landscape.

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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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
Comprehensive Car Insurance | Any Driver Coverage https://www.allianz.com.au › car-insurance
We'll Cover Anyone You Choose To Let Drive Your Car. Driver & Usage Exclusions Apply*.
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
Home and Contents Insurance Comparison - Canstar https://www.canstar.com.au
Looking For Home And Contents Insurance? Compare 90+ Policies Rated By Canstar.
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...

AAMI entices with a $50 discount for online car insurance quotes, while Allianz offers flexibility with any driver coverage. Budget Direct boasts its eight-year streak as Money mag’s Insurer of the Year. Canstar simplifies home insurance comparisons, and NRMA emphasizes policy details.

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AUS Finance Insurance - PPC Market Share Analysis April 2025

Share of Clicks for top 10 AUS Finance Insurance brands

Share of Spend for the top 10 AUS Finance Insurance brands

Competitor Count for AUS Finance Insurance

Market Loss & Market Gains for AUS Finance Insurance

AUS Finance Insurance Share of Impressions

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

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Legal & General

Staysure

New Market Discovery for Towergate Insurance

Get the full picture

See this data specific to your brand performance

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