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AUS Finance Wealth Management - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Wealth Management 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 Wealth Management 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
australiansuper.com 16.8
aware.com.au 15.11
australianretirementtrust.com.au 12.95
hostplus.com.au 5.5
unisuper.com.au 4.36
visionsuper.com.au 4.33
finder.com.au 4.15
cfs.com.au 3.86
cbussuper.com.au 3.6
rest.com.au 2.89
others 26.45

Copyright © Adthena. All rights reserved.

In the competitive landscape, AustralianSuper leads with 16.8% click share, followed by Aware at 15.11%. Others collectively hold 26.45%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Finance Wealth Management 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 australiansuper.com unisuper.com.au australianretirementtrust.com.au finder.com.au visionsuper.com.au vanguard.com.au canstar.com.au aware.com.au cfs.com.au futuresuper.com.au
2025/05/01 8.36% 14.77% 8.83% 8.89% 2.3% 3.68% 5.69% 9.22% 2.5% 10.17%
2025/05/02 9.31% 13.46% 10.14% 8.76% 3.46% 3.13% 6.75% 9.06% 2.94% 8.44%
2025/05/03 8.14% 13.96% 6.57% 7.06% 3.27% 2.98% 6.95% 10.33% 5.03% 8.24%
2025/05/04 6.72% 12.28% 4.84% 9.12% 3.43% 3.23% 7.68% 10.76% 4.2% 8.47%
2025/05/05 9.56% 13.44% 9.16% 8.52% 2.69% 2.9% 6.4% 7.51% 3.07% 10.57%
2025/05/06 10.59% 14.2% 8.15% 9.28% 2.58% 2.81% 5.84% 7.93% 2.24% 10.28%
2025/05/07 9.77% 14.46% 7.74% 8.11% 2.59% 3.2% 6.25% 7.9% 2.93% 10.13%
2025/05/08 10.28% 12.2% 7.71% 6.91% 3.03% 2.93% 5.86% 8.1% 2.9% 9.17%
2025/05/09 10.26% 12.61% 8.76% 7.41% 3.36% 2.59% 5.68% 9.08% 2.07% 10.18%
2025/05/10 9.54% 12.46% 9.7% 8.4% 3.04% 3.63% 5.55% 7.61% 2.27% 8.8%
2025/05/11 11.38% 11.27% 8.78% 8.11% 3.46% 3.68% 5.54% 6.05% 2.71% 9.69%
2025/05/12 12.16% 11.07% 9.91% 8.66% 4.27% 3.89% 6.59% 4.61% 3.41% 9.37%
2025/05/13 12.17% 11.2% 11.02% 9.27% 4.85% 2.48% 5.89% 3.42% 2.06% 9.69%
2025/05/14 11.49% 11.33% 11.18% 8.53% 3.87% 3.56% 5.94% 4.76% 2.84% 8.14%
2025/05/15 11.71% 12.38% 10.45% 8.84% 4.18% 3.77% 5.81% 5.12% 2.5% 6.4%
2025/05/16 11.88% 10.38% 11.13% 9.25% 3.7% 5.17% 6.07% 5.45% 1.88% 4.87%
2025/05/17 12.39% 10.31% 10.82% 10.5% 3.86% 5.73% 6.1% 5.98% 2.73% 4.05%
2025/05/18 10.36% 11.36% 10.46% 10.06% 3.77% 6.51% 6.05% 5.34% 2.7% 3.03%
2025/05/19 12.14% 11.26% 10.34% 11.12% 4.47% 6.15% 6.71% 3.85% 3.09% 1.26%
2025/05/20 14.86% 9.27% 10.62% 11.61% 4.87% 3.38% 5.63% 4.86% 4.27% 0.49%
2025/05/21 14.63% 9.7% 10.61% 12.87% 4.46% 3.21% 5.06% 5.23% 3.15% 0.45%
2025/05/22 14.18% 9.76% 10.12% 10.96% 4.58% 3.1% 4.79% 6.56% 3.32% 0.29%
2025/05/23 14.24% 9.9% 11.18% 11.18% 6.58% 4.18% 4.67% 5.2% 3.69% 0.2%
2025/05/24 14.77% 3.42% 11.03% 10.33% 5.64% 5.4% 4.66% 7.98% 4.36% 0.14%
2025/05/25 14.58% 9.36% 8.55% 8.94% 6.01% 6.34% 3.65% 5.72% 5.61% 0.08%
2025/05/26 14.68% 11.11% 12.04% 8.86% 5.35% 6.11% 3.83% 4.96% 3.02% 0.02%
2025/05/27 14.77% 12.2% 9.86% 11.8% 5.72% 5.38% 4.62% 6.45% 2.18% 0%
2025/05/28 13.96% 11.87% 10.31% 11.05% 6.34% 6.19% 4.95% 6.86% 2% 0%
2025/05/29 12.42% 10.04% 11.28% 8.84% 5.04% 4.36% 4.76% 9.43% 4.05% 0%
2025/05/30 13.73% 11.51% 11.22% 6.95% 6.92% 4.23% 4.48% 9.02% 4.56% 0%
2025/05/31 14.33% 11.89% 11.58% 9.12% 9.01% 5.49% 4.56% 4.38% 3.78% 0%

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In May 2025, Australiansuper’s PPC spend share rose steadily, peaking at 14.86% on May 20. Unisuper saw fluctuations, with a notable dip on May 24. Australianretirementtrust maintained a consistent trend, while Finder experienced a mid-month peak. Visionsuper and Vanguard showed gradual increases, with Vanguard peaking on May 18. Canstar’s share declined towards month’s end. Aware’s share fluctuated, ending with a drop. CFS and Futuresuper had lower shares, with Futuresuper’s share diminishing significantly by month’s end.

Market Exposure

Competitor Count for AUS Finance Wealth Management

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
2025/05/01 286
2025/05/02 292
2025/05/03 302
2025/05/04 311
2025/05/05 312
2025/05/06 310
2025/05/07 308
2025/05/08 311
2025/05/09 317
2025/05/10 314
2025/05/11 314
2025/05/12 322
2025/05/13 319
2025/05/14 322
2025/05/15 335
2025/05/16 333
2025/05/17 329
2025/05/18 328
2025/05/19 325
2025/05/20 328
2025/05/21 323
2025/05/22 322
2025/05/23 319
2025/05/24 311
2025/05/25 305
2025/05/26 311
2025/05/27 302
2025/05/28 305
2025/05/29 314
2025/05/30 308
2025/05/31 308

Copyright © Adthena. All rights reserved.

May began with 286 advertisers, peaking at 335 mid-month. A decline followed, ending with 308.

Campaign Efficiency

Market Loss & Market Gains for AUS Finance Wealth Management

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
australiansuper.com 3.19%
visionsuper.com.au 1.27%
rest.com.au 1.19%
finder.com.au 1.11%
cfs.com.au 0.77%
canstar.com.au -0.71%
australianretirementtrust.com.au -0.89%
unisuper.com.au -0.9%
cbussuper.com.au -1.34%
futuresuper.com.au -3.94%

Copyright © Adthena. All rights reserved.

AustralianSuper.com surged with a 3.19% click share increase, while FutureSuper.com.au dropped by 3.94%.

Campaign Efficiency

AUS Finance Wealth Management 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 australianretirementtrust.com.au australiansuper.com visionsuper.com.au unisuper.com.au finder.com.au aware.com.au cfs.com.au vanguard.com.au canstar.com.au futuresuper.com.au
2025/05/01 8.75% 6.83% 2.37% 13.22% 7.46% 10.39% 2.97% 2.43% 4.94% 12.13%
2025/05/02 10% 8.9% 4.22% 11.66% 7.67% 9.05% 3.56% 2.05% 5.36% 9.64%
2025/05/03 6.41% 7.45% 3.66% 12.35% 6.53% 10.75% 5.02% 2% 5.34% 8.86%
2025/05/04 4.99% 5.17% 4.36% 10.2% 7.74% 11.18% 4.94% 2.54% 6.16% 9.91%
2025/05/05 8.61% 7.3% 3.02% 11.79% 7.98% 7.86% 4.58% 2.18% 5.54% 11.08%
2025/05/06 8.57% 8.01% 2.89% 11.76% 8.42% 9.93% 2.93% 2.04% 4.88% 10.52%
2025/05/07 8.24% 7.6% 2.51% 12.97% 7.87% 8.74% 3.38% 2.43% 5.55% 9.86%
2025/05/08 8.15% 9.46% 2.98% 9.66% 6.74% 9.78% 3.35% 2.05% 5.21% 9.33%
2025/05/09 9.29% 9.67% 2.95% 10.85% 6.89% 11% 2.75% 1.63% 4.71% 10.74%
2025/05/10 9.47% 7.23% 3.17% 10.09% 8.14% 9.28% 3.16% 2.64% 4.7% 10.57%
2025/05/11 8.59% 9.32% 3.73% 8.9% 7.55% 8.47% 3.5% 2.58% 4.26% 10.54%
2025/05/12 8.94% 10.54% 4.58% 8.93% 8.24% 5.7% 3.9% 2.66% 5.84% 10.2%
2025/05/13 10.52% 9.18% 5.15% 9.42% 9.2% 4.65% 2.41% 1.6% 4.97% 11.12%
2025/05/14 10.72% 9.91% 4.06% 9.64% 7.97% 7.25% 3.4% 2.41% 4.73% 9.45%
2025/05/15 9.3% 9.15% 4.44% 11.12% 8.6% 7.98% 3.23% 3% 4.75% 6.49%
2025/05/16 10.37% 9.56% 3.68% 8.3% 9.4% 7.89% 2.79% 3.9% 5.14% 4.44%
2025/05/17 10.25% 10.18% 3.98% 8.99% 10.4% 9.02% 3.53% 4.08% 4.82% 4.03%
2025/05/18 10.03% 7.33% 3.98% 9.74% 10.02% 7.58% 3.82% 5.01% 5.07% 3.01%
2025/05/19 10.14% 9.17% 5.3% 10.26% 11.09% 5.28% 3.76% 4.62% 5.76% 1.05%
2025/05/20 10.18% 11.44% 4.98% 7.51% 11.71% 6.1% 5.12% 2.65% 4.64% 0.24%
2025/05/21 9.87% 11.66% 4.94% 7.77% 13.66% 6.28% 4.11% 2.62% 4.26% 0.22%
2025/05/22 9.46% 11.46% 4.87% 7.87% 11.93% 8.28% 4.51% 2.33% 4.16% 0.13%
2025/05/23 10.98% 11.66% 7.18% 8.4% 11.45% 6.53% 4.43% 2.95% 3.89% 0.08%
2025/05/24 10.46% 11.31% 5.79% 2.49% 11.22% 9.23% 5.57% 4.36% 3.79% 0.05%
2025/05/25 7.93% 11.94% 6.62% 7.51% 8.87% 7.08% 6.79% 4.93% 2.86% 0.03%
2025/05/26 11.45% 12.5% 5.51% 8.69% 9.11% 6.85% 3.85% 4.84% 3.4% 0.01%
2025/05/27 10.27% 11.56% 5.58% 10.18% 11.77% 8.38% 2.86% 4.13% 3.95% 0%
2025/05/28 10.21% 10.66% 5.88% 9.43% 11.01% 9.56% 3.12% 4.48% 3.92% 0%
2025/05/29 10.63% 9.31% 5.63% 7.89% 8.61% 11.38% 4.99% 3.09% 3.76% 0%
2025/05/30 10.32% 10.66% 8.02% 8.76% 6.67% 11.83% 5.04% 2.87% 3.28% 0%
2025/05/31 11.73% 11.64% 11.13% 9.8% 8.41% 4.49% 4.42% 3.85% 3.54% 0%

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In May 2025, AustralianSuper and UniSuper led the PPC impression share, with AustralianSuper peaking at 12.50% on May 26. VisionSuper surged to 11.13% by month’s end, while FutureSuper’s share dwindled to 0.01%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Finance Wealth Management

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. 1
    AustralianSuper https://www.australiansuper.com › super

    Australia's Largest Super Fund — Working hard for a future you can be proud of. Read the PDS & TMD here. Grow Your Super.

  2. 2
    Aware Super https://www.aware.com.au

    Super Returns — With super advice and super returns, Aware Super is super helpful. Consider PDS and TMD. Super returns for your retirement. Competitive fees that can make a real difference.

  3. 3
    Australia's Best Super Fund* https://www.cfs.com.au › learn-more

    Colonial First State — CFS has been named Australia's Best Super Fund in the Mozo Experts Choice Awards 2025. Helping Australians work towards a better financial future for over 30 years. Learn more.

  4. 4
    Top 10 Super Funds 2025 - Low Fee, High Return Super https://www.finder.com.au

    Finder Helps You Find The Top Performing Super Funds. Compare And Choose The Best Fund.

  5. 5
    Hostplus. That's a Plus | Choose Hostplus for Your Super https://www.hostplus.com.au

    General Advice. Consider your circumstances & PDS & TMD at hostplus.com.au before deciding. Looking for an industry super fund? Compare today.

Copyright © Adthena. All rights reserved.

In the competitive landscape of superannuation, AustralianSuper leads with a promise of a proud future, while Aware Super emphasizes super returns and competitive fees. Colonial First State boasts the title of Australia’s Best Super Fund, and Finder offers a comparative edge. Hostplus invites consideration with industry-focused advice.

Frequently Asked Questions

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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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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.

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