AUS Finance Wealth Management - PPC Market Share Analysis August 2026

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.

Wealth Management – AUS

Google AI Overview visibility for Finance Wealth Management AUS

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 38.2730335249
61.7269664751
38%

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 43
57
43%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 13%
Transactional 1%
Navigational 8%
Seasonal 0%
Local 1%
Problem Solving 19%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
australiansuper.com 28.51
aware.com.au 22.93
hostplus.com.au 8.36
australianretirementtrust.com.au 7.07
rest.com.au 4.95
cbussuper.com.au 3.9
canstar.com.au 2.87
visionsuper.com.au 2.57
hub24.com.au 1.94
australianethical.com.au 1.92
others 14.98
  • australiansuper.com - 28.51%
  • aware.com.au - 22.93%
  • hostplus.com.au - 8.36%
  • australianretirementtrust.com.au - 7.07%
  • rest.com.au - 4.95%
  • cbussuper.com.au - 3.9%
  • canstar.com.au - 2.87%
  • visionsuper.com.au - 2.57%
  • hub24.com.au - 1.94%
  • australianethical.com.au - 1.92%
  • others - 14.98%

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In the competitive landscape of Google PPC, Australiansuper.com leads with a 28.51% click share, followed by Aware.com.au at 22.93%. Meanwhile, ‘others’ collectively hold a significant 14.98%, showcasing 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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date australiansuper.com australianretirementtrust.com.au hostplus.com.au aware.com.au canstar.com.au finder.com.au rest.com.au vanguard.com.au australianethical.com.au amp.com.au
2026/08/01 20.52% 8.69% 4.71% 14.19% 6.48% 5.19% 2.46% 6.8% 5.42% 4.74%
2026/08/02 18.11% 7.72% 5.96% 15.33% 7.69% 6.6% 2.66% 6.36% 4.41% 4.98%
2026/08/03 18.96% 7.7% 4.85% 15.15% 8.01% 4.74% 2.14% 5.29% 5.51% 7.02%
2026/08/04 18.53% 8.07% 4.79% 12.11% 9.66% 6.55% 2.35% 5.85% 6.57% 7.83%
2026/08/05 21.54% 11.96% 6.17% 8.09% 11.63% 6.52% 2.06% 6.52% 4.58% 3.53%
2026/08/06 20.39% 12.14% 4.81% 10.54% 11.42% 4.85% 3.64% 4.04% 6.38% 5.09%
2026/08/07 21.64% 12.78% 7.09% 9.29% 11.27% 3.27% 1.54% 6.35% 6.11% 4.06%
2026/08/08 20.04% 10.16% 5.69% 12.67% 8.04% 4.11% 0.32% 5.27% 7.14% 10.1%
2026/08/09 26.96% 9.92% 9.39% 7.61% 7.1% 5.05% 3.39% 6.25% 2% 2.3%
2026/08/10 24.69% 9.05% 9.95% 12.05% 8.36% 8.08% 2.4% 4.88% 2.73% 3.29%
2026/08/11 24.18% 10.84% 6.45% 6.87% 8.42% 9.18% 1.92% 2.77% 5.24% 3.7%
2026/08/12 28.58% 9.29% 7.87% 8.59% 8.04% 5.24% 3.04% 5.29% 3.64% 3.14%
2026/08/13 26.08% 10.58% 6.83% 7.96% 6.57% 4.28% 3.62% 4.72% 4.35% 4.12%
2026/08/14 27.35% 7.38% 6.68% 10.54% 8.5% 7.13% 2.39% 4.98% 5% 3.43%
2026/08/15 23.4% 9.23% 7.77% 8.46% 6.91% 4.33% 2.59% 5.25% 8.23% 5.54%
2026/08/16 30.34% 6.82% 8.77% 10.19% 6.95% 6.9% 2.4% 5.03% 1.61% 1.97%
2026/08/17 25.06% 7.37% 8.85% 9.14% 7.75% 7.6% 3.38% 5.23% 1.95% 2.81%
2026/08/18 29.8% 6.72% 7.77% 7.29% 9.85% 8.91% 2.06% 4.19% 5.36% 1.92%
2026/08/19 24.6% 8.72% 8.08% 9.96% 9.11% 6.23% 2.26% 2.58% 7.09% 3.63%
2026/08/20 27.28% 8.2% 8.27% 10.63% 6.48% 7.91% 3.39% 3.19% 3.66% 2.51%
2026/08/21 23.89% 8.89% 7.61% 8.41% 10.09% 5.41% 3.44% 4.37% 2.76% 3.92%
2026/08/22 21.01% 10.02% 8.66% 7.25% 9.78% 3.24% 2.84% 4.67% 8.85% 4.33%
2026/08/23 21.05% 11.14% 6.17% 9.82% 8.92% 4.57% 4.66% 4.45% 8.86% 1.93%
2026/08/24 25.65% 10.95% 7.92% 9.74% 7.46% 5.99% 3.29% 4.91% 4.02% 3.55%
2026/08/25 28.67% 11.52% 8.81% 10.06% 7.2% 4.01% 3.6% 3.1% 4.56% 1.2%
2026/08/26 30.5% 9.24% 9.05% 7.35% 7.82% 3.74% 3.23% 3.52% 5.18% 1.78%
2026/08/27 29.54% 11.82% 8.75% 8.34% 7.28% 3.79% 4.22% 3.29% 4.18% 2.49%
2026/08/28 26.08% 11.35% 8.1% 10.45% 8.15% 3.05% 3.54% 4.27% 4.06% 3.33%
2026/08/29 30.43% 8.91% 9.4% 8.29% 8.14% 4.06% 4.06% 2.95% 4.76% 1.66%
2026/08/30 31.31% 8.02% 11.35% 7.43% 4.22% 3.34% 4.9% 4.02% 4.49% 3.4%
2026/08/31 33.93% 8.96% 8.22% 7.29% 5.89% 3.8% 3.73% 3.49% 2.49% 1.49%
  • australiansuper.com
  • australianretirementtrust.com.au
  • hostplus.com.au
  • aware.com.au
  • canstar.com.au
  • finder.com.au
  • rest.com.au
  • vanguard.com.au
  • australianethical.com.au
  • amp.com.au

Copyright © Adthena. All rights reserved.

In August 2026, Australiansuper.com led with a significant rise, peaking at 33.93% on the 31st. Australianretirementtrust.com.au and hostplus.com.au showed moderate fluctuations, while aware.com.au and canstar.com.au experienced varied trends. The month concluded with Australiansuper.com dominating the PPC landscape.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/08/01 235
2026/08/02 234
2026/08/03 233
2026/08/04 235
2026/08/05 205
2026/08/06 204
2026/08/07 200
2026/08/08 194
2026/08/09 197
2026/08/10 195
2026/08/11 201
2026/08/12 200
2026/08/13 190
2026/08/14 183
2026/08/15 186
2026/08/16 180
2026/08/17 178
2026/08/18 178
2026/08/19 173
2026/08/20 176
2026/08/21 177
2026/08/22 173
2026/08/23 174
2026/08/24 180
2026/08/25 178
2026/08/26 174
2026/08/27 174
2026/08/28 170
2026/08/29 165
2026/08/30 168
2026/08/31 176

Copyright © Adthena. All rights reserved.

August began with 235 advertisers, gradually declining to 176 by month’s end. The mid-month saw a notable dip, reaching a low of 165.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
aware.com.au 1.62%
hostplus.com.au 1.59%
rest.com.au 1.25%
cbussuper.com.au 0.61%
hub24.com.au 0.45%
australianretirementtrust.com.au -0.57%
finder.com.au -0.65%
amp.com.au -0.84%
canstar.com.au -1.16%
australiansuper.com -1.65%

Copyright © Adthena. All rights reserved.

In the past month, aware.com.au led with a 1.62% click share increase, while australiansuper.com saw a 1.65% decline.

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.

Date australiansuper.com australianretirementtrust.com.au hostplus.com.au aware.com.au canstar.com.au unisuper.com.au finder.com.au australianethical.com.au amp.com.au vanguard.com.au
2026/08/01 14.87% 9.53% 5.57% 14.19% 7% 4.52% 4.91% 4.84% 4.53% 4.9%
2026/08/02 11.26% 9.52% 7.98% 16.84% 6.7% 3.49% 5.94% 3.38% 4.23% 5.26%
2026/08/03 14.89% 9.06% 7.55% 15.83% 6.23% 4.63% 4% 4.67% 5.39% 4.35%
2026/08/04 14.09% 9.56% 5.2% 12.89% 7.83% 2.98% 5.71% 4.92% 6.28% 5.22%
2026/08/05 13.02% 13.22% 9.04% 9.55% 10.06% 0.4% 6.23% 4.6% 2.34% 4.73%
2026/08/06 13.01% 15.11% 6.73% 11.97% 9.64% 0.62% 5.1% 5.19% 3.82% 2.69%
2026/08/07 13.68% 15.91% 8.31% 10.49% 8.69% 0.58% 3.01% 5.71% 4.18% 5.71%
2026/08/08 16.12% 12.98% 7.62% 12.52% 7.74% 0.24% 3.25% 5.82% 8.62% 3.98%
2026/08/09 17.32% 9.56% 12.89% 8.89% 5.81% 0.24% 4.96% 2.03% 1.6% 3.93%
2026/08/10 17.1% 11.35% 11.47% 12.21% 7.02% 0.29% 6.46% 3.15% 2.73% 5.06%
2026/08/11 15.43% 11.15% 8.33% 8.33% 8.64% 0.57% 9.05% 5.81% 3.53% 2.14%
2026/08/12 18.77% 10.72% 11.17% 10.43% 6.99% 1.38% 4.3% 3.2% 3.06% 3.42%
2026/08/13 15.82% 13.72% 8.25% 9.3% 6.13% 5.5% 4.35% 4.63% 3.89% 3.57%
2026/08/14 18.09% 8.34% 8.62% 12.96% 8.34% 4.76% 6.62% 4.32% 3.6% 3.74%
2026/08/15 16.5% 9.93% 8.86% 10.14% 6% 5.67% 4.33% 7.18% 4.92% 3.88%
2026/08/16 20.66% 7.67% 11.36% 11.94% 5.27% 5.71% 6.6% 1.99% 1.84% 3.74%
2026/08/17 13.86% 9.15% 11.94% 10.8% 6.35% 7.77% 6% 2.3% 2.7% 4.17%
2026/08/18 19.6% 9.09% 11.01% 8.17% 8.69% 4.35% 8.61% 4.79% 2.14% 3.61%
2026/08/19 16.22% 9.97% 10.68% 12.73% 7.47% 4.94% 5.8% 5.01% 4.15% 2.56%
2026/08/20 17.38% 9.91% 9.69% 12.48% 4.98% 5.5% 6.4% 4.04% 2.85% 2.39%
2026/08/21 16.16% 9.63% 9.19% 11.37% 7.04% 3.32% 4.75% 2.34% 4.19% 3.91%
2026/08/22 13.08% 11.36% 10.41% 9.72% 8.14% 4.94% 2.77% 6.28% 4.04% 2.96%
2026/08/23 13.1% 13.38% 8.83% 11.12% 6.93% 4.28% 4.18% 6.46% 2.32% 2.87%
2026/08/24 15.49% 12.51% 10.39% 11.08% 6.36% 2.38% 5.05% 3.88% 3.9% 3.78%
2026/08/25 17.64% 15.52% 10.73% 12.27% 5.01% 3.28% 3% 5.11% 0.88% 1.57%
2026/08/26 17.95% 12.54% 11.64% 9.57% 5.54% 4.6% 2.91% 4.82% 2.25% 2.7%
2026/08/27 19.09% 13.53% 11.07% 10.98% 4.31% 3.68% 3.09% 4.56% 2.33% 1.81%
2026/08/28 18.18% 9.26% 11.46% 12.04% 7.49% 3.71% 2.78% 4.03% 3.28% 2.9%
2026/08/29 18.53% 11.84% 12.94% 10.5% 5.64% 4.26% 2.78% 4.55% 2.3% 1.91%
2026/08/30 17.69% 11% 14.35% 9.67% 3.01% 1.17% 2.75% 4.74% 3.86% 2.92%
2026/08/31 21.75% 11.2% 11.06% 9.22% 4.31% 3.31% 3.13% 2.45% 2.31% 2.12%
  • australiansuper.com
  • australianretirementtrust.com.au
  • hostplus.com.au
  • aware.com.au
  • canstar.com.au
  • unisuper.com.au
  • finder.com.au
  • australianethical.com.au
  • amp.com.au
  • vanguard.com.au

Copyright © Adthena. All rights reserved.

In August 2026, australiansuper.com led with a peak impression share of 21.75% on the 31st. australianretirementtrust.com.au and hostplus.com.au followed, showing fluctuating trends. The month ended with australiansuper.com maintaining dominance.

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.

Google Text Ad Copy Insights & Creative Trends for AUS Finance Wealth Management - Last month
  1. 1
    Australian Retirement Trust https://www.australianretirementtrust.com.au

    Superannuation Australia — Open a super account at Australian Retirement Trust. Read the PDS & TMD before deciding. Australian Retirement Trust delivers great value & service to over 2.4 million members.

  2. 2
    Australian Super 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. See the difference a long-term, top-performing fund could make. Investment Options. Tools & Calculators.

  3. 3
    Australian Superannuation Fund - Your Super Account, Online https://www.aware.com.au

    Consider your needs, PDS & TMD. Past performance is not indicative of future performance.

  4. 4
    Best Performing Super Funds - Review Top 10 Super Funds https://www.canstar.com.au

    Looking For Top 10 Super Funds? Compare Top Super Funds Online at Canstar. Compare Top Super Funds with Canstar. See If You Can Find What...

  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

Copyright © Adthena. All rights reserved.

In the competitive landscape of superannuation, Australian Retirement Trust and Australian Super emphasize value and long-term performance. Aware and Hostplus focus on personalized advice, while Canstar offers comprehensive fund comparisons. Each ad highlights trust, performance, and informed decision-making.

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