AUS Finance Investing - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Investing 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 Investing 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
westpac.com.au	9.72
finder.com.au	8.18
rabobank.com.au	5.12
cmcmarkets.com	4.56
macquarie.com.au	3.67
plus500.com	3.66
judo.bank	3.35
ing.com.au	2.72
australianethical.com.au	2.33
brightersuper.com.au	2.19
others	54.5

In the finance PPC landscape, ‘others’ dominate with 54.5% click share, while Westpac leads individual advertisers at 9.72%.

Market Exposure

Share of Spend for the top 10 AUS Finance Investing 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	finder.com.au	plus500.com	cmcmarkets.com	rabobank.com.au	macquarie.com.au	unisuper.com.au	australiansuper.com	interactivebrokers.com.au	etoro.com	ing.com.au
2025/05/01	9.22%	4.76%	7.16%	5.2%	4.36%	3.81%	1.23%	3.39%	1.79%	2.46%
2025/05/02	9.98%	3.9%	4.16%	8.36%	4.1%	6.11%	1.15%	1.28%	1.85%	5.48%
2025/05/03	8.59%	5.71%	5.21%	7.07%	4.57%	6.64%	1.02%	1.59%	1.19%	2.97%
2025/05/04	8.38%	8.54%	9.7%	4.68%	3.8%	5.85%	1.44%	2.53%	1.8%	1.82%
2025/05/05	8.48%	11.63%	10.45%	4.65%	3.62%	4.33%	1.57%	1.64%	1.26%	2.03%
2025/05/06	10.86%	5.12%	5%	5.01%	4.8%	6.79%	2.52%	1.34%	2.35%	2.14%
2025/05/07	9.86%	5.58%	6.81%	5.39%	3.89%	6.17%	2.1%	1.75%	2.22%	3.64%
2025/05/08	10.9%	5.77%	4.74%	5.49%	3.71%	5.31%	3.01%	1.97%	2.43%	3.77%
2025/05/09	10.69%	5.49%	4.13%	5.58%	4.12%	5.24%	3.02%	1.27%	3.01%	2.67%
2025/05/10	9.07%	11.45%	6.16%	4.17%	3.64%	4.1%	1.64%	1.77%	2.74%	2.46%
2025/05/11	9.89%	4.86%	4.39%	5.32%	4.53%	4.77%	1.53%	2.74%	3.14%	3.57%
2025/05/12	11.21%	4.97%	3.81%	4.53%	4.75%	6.42%	3.19%	2.07%	1.58%	2.84%
2025/05/13	11.68%	6.17%	4.93%	5.26%	3.9%	4.77%	3.39%	1.65%	2.16%	3.05%
2025/05/14	10.18%	4.18%	5.01%	5.66%	4.4%	6.23%	3.96%	1.24%	0.95%	3.68%
2025/05/15	9.44%	7.89%	5.35%	4.16%	3.5%	5.86%	3.76%	1.58%	1.69%	1.83%
2025/05/16	8.67%	7.68%	4.32%	4%	3.12%	3.95%	3.12%	4.01%	2.19%	2.07%
2025/05/17	9.18%	8.36%	5.96%	5.02%	3.75%	2.86%	1.1%	4.57%	3.15%	2.86%
2025/05/18	9.83%	5.43%	5.16%	5%	3.31%	3.09%	1.84%	3.63%	2.61%	2.4%
2025/05/19	10.66%	5.57%	4.7%	5.72%	4.13%	4.29%	3.77%	2.36%	2.21%	1.25%
2025/05/20	11.07%	8.98%	7.85%	3.42%	4.36%	2.61%	2.15%	1.34%	2.63%	2.93%
2025/05/21	12.36%	7.39%	7.77%	0.69%	3.8%	3.36%	2.39%	2.62%	1.66%	3.43%
2025/05/22	11.75%	7.48%	6.25%	0.46%	3.65%	3.03%	2.19%	2.7%	2.68%	2.08%
2025/05/23	11.38%	8.53%	3.61%	3.48%	4.14%	2.64%	3.54%	1.89%	2.52%	1.97%
2025/05/24	8.87%	9.87%	6.47%	5.46%	2.81%	0.74%	3.04%	2.64%	1.73%	1.65%
2025/05/25	9.35%	8.85%	8.15%	5.06%	3.22%	3.32%	2.51%	3.28%	2.39%	1%
2025/05/26	9.54%	7.75%	5.29%	4.22%	2.62%	2.74%	3.47%	2.77%	2.74%	0.44%
2025/05/27	10.68%	6.23%	5.33%	4.96%	3.58%	3.77%	2.95%	2.94%	3.34%	1.31%
2025/05/28	9.21%	8.63%	10.1%	3.36%	2.7%	3.23%	2.33%	2.75%	3.61%	1.14%
2025/05/29	8.07%	10.32%	6.88%	3.67%	2.86%	2.54%	2.11%	4.43%	2.62%	1.72%
2025/05/30	8.75%	9.62%	6.79%	5.22%	4.38%	3.43%	2.81%	3.22%	2.46%	2.15%
2025/05/31	9.97%	6.97%	5.16%	4.58%	4.05%	3.72%	3.05%	2.79%	2.49%	2.02%

In May 2025, finder.com.au led with fluctuating spend, peaking mid-month. Plus500.com surged early, then stabilized. CMCmarkets.com saw a mid-month dip. Rabobank.com.au’s share plummeted late month. The month ended with diverse spend patterns.

Market Exposure

Competitor Count for AUS Finance Investing

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
2025/05/01	377
2025/05/02	366
2025/05/03	364
2025/05/04	368
2025/05/05	370
2025/05/06	367
2025/05/07	368
2025/05/08	358
2025/05/09	359
2025/05/10	359
2025/05/11	359
2025/05/12	372
2025/05/13	371
2025/05/14	372
2025/05/15	387
2025/05/16	385
2025/05/17	377
2025/05/18	391
2025/05/19	389
2025/05/20	391
2025/05/21	398
2025/05/22	402
2025/05/23	394
2025/05/24	396
2025/05/25	393
2025/05/26	402
2025/05/27	390
2025/05/28	396
2025/05/29	386
2025/05/30	390
2025/05/31	389

In May 2025, distinct advertisers fluctuated, starting at 377 and dipping to 358 mid-month. A surge followed, peaking at 402, ending at 389.

Campaign Efficiency

Market Loss & Market Gains for AUS Finance Investing

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
betashares.com.au	0.99%
ig.com	0.87%
moomoo.com	0.69%
finder.com.au	0.62%
amp.com.au	0.58%
unisuper.com.au	-0.75%
futuresuper.com.au	-0.77%
ing.com.au	-1.17%
brightersuper.com.au	-1.43%
westpac.com.au	-2.14%

Betashares.com.au leads with a 0.99% click share rise, while westpac.com.au drops by 2.14%. Positive gains for ig.com and moomoo.com contrast declines for brightersuper.com.au and ing.com.au.

Campaign Efficiency

AUS Finance Investing 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	finder.com.au	rabobank.com.au	plus500.com	macquarie.com.au	westpac.com.au	cmcmarkets.com	judo.bank	vanguard.com.au	unisuper.com.au	ing.com.au
2025/05/01	10.28%	4.56%	3.87%	3.58%	4.4%	5.16%	4.24%	2.03%	2.48%	1.82%
2025/05/02	10.93%	7.6%	3.75%	3.47%	4.81%	2.34%	3.76%	2.01%	3.8%	4.37%
2025/05/03	11.02%	7.46%	3.83%	4.64%	4.04%	2.7%	4.16%	1.84%	3%	2.88%
2025/05/04	9.81%	5.08%	7.17%	3.86%	3.46%	8.56%	3.81%	1.76%	2.91%	1.75%
2025/05/05	8.34%	4.03%	11.64%	2.92%	2.64%	11.61%	2.69%	10.37%	1.78%	1.6%
2025/05/06	13.26%	5.44%	3.59%	4.88%	4.08%	2.97%	3.15%	2.04%	3.39%	2.19%
2025/05/07	11.7%	5.59%	4.26%	3.88%	3.4%	5.45%	2.58%	1.32%	3.49%	3.66%
2025/05/08	12.78%	5.91%	3.77%	3.65%	4.27%	2.86%	4.39%	1.51%	2.61%	3.81%
2025/05/09	12.52%	5.77%	4.33%	3.87%	3.6%	2.98%	3.5%	1.2%	3.28%	2.67%
2025/05/10	9.63%	4.39%	10.08%	3.47%	3.2%	3.71%	2.95%	2.88%	2.64%	2.36%
2025/05/11	10.99%	5.32%	2.93%	4.27%	4.4%	2.46%	3.47%	2.42%	3.36%	3.29%
2025/05/12	12.92%	4.86%	3.81%	4.64%	4.15%	2.11%	4.6%	1.75%	3.2%	2.8%
2025/05/13	13.57%	5.81%	4.12%	3.83%	2.82%	2.83%	3.4%	1.55%	2.37%	3.05%
2025/05/14	11.76%	6.36%	2.59%	4.4%	3.1%	3.25%	4.69%	1.98%	3.4%	3.83%
2025/05/15	10.79%	4.37%	6.87%	3.26%	3.11%	4.32%	4.69%	1.55%	3.27%	1.82%
2025/05/16	9.82%	4.74%	5.36%	3.16%	2.63%	2.76%	3.91%	1.75%	1.94%	2.01%
2025/05/17	9.87%	5.52%	5.96%	3.36%	3.12%	3.66%	4.31%	1.99%	1.6%	2.6%
2025/05/18	10.61%	5.84%	3.62%	3.03%	3.19%	3.46%	4.7%	2.6%	1.88%	2.31%
2025/05/19	12.7%	6.67%	3.17%	4.15%	3.17%	2.94%	4.88%	1.88%	2.68%	1.25%
2025/05/20	13.15%	3.9%	7.69%	4.22%	2.5%	6.77%	2.6%	1.52%	1.74%	2.82%
2025/05/21	14.9%	0.81%	4.88%	3.92%	2.8%	5.4%	3.92%	1.67%	2.15%	3.45%
2025/05/22	13.75%	0.52%	5.47%	3.49%	3.54%	4.65%	2.59%	1.95%	2.01%	1.99%
2025/05/23	13.75%	4.37%	8.01%	4.02%	3.35%	1.96%	4.16%	2.18%	1.67%	1.92%
2025/05/24	10.5%	7.3%	8.34%	2.89%	2.2%	4.55%	3.28%	1.63%	0.51%	1.74%
2025/05/25	10.93%	5.94%	6.79%	2.99%	2.58%	5.09%	2.96%	2.01%	1.81%	0.96%
2025/05/26	10.52%	4.84%	5.87%	2.43%	2.18%	3.41%	3.06%	2.11%	1.96%	0.42%
2025/05/27	12.47%	6.24%	4.48%	3.73%	2.82%	2.81%	2.95%	2.57%	2.78%	1.35%
2025/05/28	10.56%	4.24%	7.04%	2.69%	2.79%	7.8%	2.97%	1.42%	2.31%	1.13%
2025/05/29	9%	4.35%	8.64%	2.7%	2.68%	5.07%	2.87%	1.63%	1.56%	1.59%
2025/05/30	10.52%	6.35%	7.01%	4.2%	3.67%	4.15%	2.97%	2.1%	2.19%	2.03%
2025/05/31	11.42%	6.24%	4.15%	4.02%	3.87%	3.18%	3.18%	2.37%	2.24%	1.91%

Finder.com.au led May 2025 with fluctuating impressions, peaking at 14.9% on the 21st. Rabobank.com.au saw a dip mid-month, while Plus500.com surged early. Macquarie.com.au and Westpac.com.au maintained steady shares.

Campaign Efficiency

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

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
Trade AUS 200 index CFDs http://www.cmcmarkets.com
Trade ASX200 CFDs — Join More Than 1 Million Traders Using CMC Markets To Uncover Global Trading Opportunities
2
Join Commsec and Start Trading | CommSec $0 Brokerage Offer https://www.commsec.com.au
$0 Brokerage When You Join CommSec. Limited Time Offer, Valid For First 10 Trades.
3
Up To 5.40% p.a. (T&C's Apply) https://campaigns.ing.com.au › high-interest › savings-account
ING Savings Maximiser — Save With Our Highest Variable Rate, Currently Up To 5.40% p.a. For Eligible Customers Only
4
ASX 200 Index (CFD) | Index Trading In AU (CFD) https://www.plus500.com
Trade popular Indices with Plus500 CFD trading platform. Capital at risk. Join over 22...
5
Invest From As Little As $200 - Top 300 ASX Direct Shares https://www.vanguard.com.au › personal
Invest in the top 300 ASX direct shares by opening a Vanguard Personal Investor Account.

In the competitive world of finance, CMC Markets and Plus500 captivate traders with their focus on ASX 200 index CFDs, highlighting global opportunities and risk awareness. CommSec entices with a $0 brokerage offer, while ING and Vanguard appeal to savers and investors with high interest rates and accessible share investments.

Frequently Asked Questions

Why is the AUS Finance Investing May 2025 Report useful and how should I use it?

Why is the AUS Finance Investing May 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 Investing May 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 Investing May 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 Investing May 2025 Report?

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

The AUS Finance Investing May 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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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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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

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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

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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

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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.

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Share of Spend for the top 10 AUS Finance Investing brands

Competitor Count for AUS Finance Investing

Market Loss & Market Gains for AUS Finance Investing

AUS Finance Investing Share of Impressions

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

Frequently Asked Questions

Why is the AUS Finance Investing May 2025 Report useful and how should I use it?

Why is the AUS Finance Investing May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the AUS Finance Investing May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this AUS Finance Investing May 2025 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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