UK Finance Comparison Sites - PPC Market Share Analysis January 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Comparison Sites category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Google AI Overview visibility for Finance Comparison Sites UK

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	10.6441005425
	89.3558994575

10%

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	65
	35

65%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	66%
Transactional	3%
Navigational	3%
Seasonal	0%
Local	4%
Problem Solving	11%

Market Exposure

Share of Clicks for top 10 UK Finance Comparison Sites 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
gocompare.com	29.08
comparethemarket.com	23.36
moneysupermarket.com	17.72
uswitch.com	10.33
confused.com	6.44
keycurrency.co.uk	1.67
currenciesdirect.com	1.3
torfx.com	1.27
sainsburysbank.co.uk	1.25
gocardless.com	1.23
others	6.35

gocompare.com - 29.08%
comparethemarket.com - 23.36%
moneysupermarket.com - 17.72%
uswitch.com - 10.33%
confused.com - 6.44%
keycurrency.co.uk - 1.67%
currenciesdirect.com - 1.3%
torfx.com - 1.27%
sainsburysbank.co.uk - 1.25%
gocardless.com - 1.23%
others - 6.35%

In the competitive landscape of Google PPC, GoCompare leads with 29.08% click share, followed by CompareTheMarket at 23.36%. Others collectively hold 6.35%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Finance Comparison Sites 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	gocompare.com	comparethemarket.com	moneysupermarket.com	confused.com	uswitch.com	quotezone.co.uk	tiger.co.uk	keycurrency.co.uk	torfx.com	currenciesdirect.com
2026/01/01	27.51%	18.12%	15.03%	12.47%	12.4%	2.31%	0.54%	1.38%	0.46%	0.75%
2026/01/02	27%	17.52%	15.58%	13.38%	11.94%	2.04%	0.98%	1.52%	0.55%	0.61%
2026/01/03	28.13%	16.82%	15.53%	12.83%	12.87%	1.69%	0.62%	1.24%	0.58%	0.58%
2026/01/04	26.69%	17.61%	16.66%	13.13%	12.57%	1.32%	0.49%	1.46%	0.59%	0.55%
2026/01/05	28.79%	17.42%	16.42%	13.08%	10.78%	1.08%	0.39%	1.26%	0.54%	1.13%
2026/01/06	28.71%	17.19%	16.05%	12.43%	11.1%	0.98%	0.59%	1%	0.71%	1.23%
2026/01/07	28.1%	17.24%	17.07%	12.58%	11.76%	2.09%	0.61%	1.14%	0.63%	0.7%
2026/01/08	28.28%	18.36%	14.8%	12.68%	11.65%	0.57%	0.35%	1.08%	1.02%	1.37%
2026/01/09	27.51%	19.27%	15.94%	12.98%	10.7%	0.67%	0.45%	1.33%	0.85%	1.05%
2026/01/10	27.51%	18.19%	15.67%	12.64%	12.21%	0.8%	0.97%	1.43%	0.88%	0.86%
2026/01/11	27.15%	19.83%	15.84%	12.84%	11.54%	0.73%	0.62%	1.24%	0.85%	0.57%
2026/01/12	27.41%	19.03%	17.19%	12.82%	10.59%	0.88%	0.39%	1.18%	0.54%	0.87%
2026/01/13	28.56%	19.38%	16.07%	12.67%	11.05%	0.95%	0.52%	1%	0.7%	1.15%
2026/01/14	29.11%	19.41%	16.16%	12.79%	9.72%	1.19%	0.45%	0.77%	0.65%	0.47%
2026/01/15	27.68%	18.13%	16.63%	12.43%	10.06%	1.48%	0.34%	1.24%	0.93%	0.83%
2026/01/16	27.48%	19.25%	15.92%	12.97%	10.69%	0.67%	0.45%	1.32%	0.85%	1.05%
2026/01/17	25.92%	18.97%	17.46%	12.83%	11.38%	1.17%	0.5%	1.24%	0.96%	0.97%
2026/01/18	27.35%	19.51%	15.17%	12.77%	11.49%	1.11%	0.31%	1.3%	1.27%	0.72%
2026/01/19	28.68%	17.47%	17.1%	13.39%	10.88%	1.09%	0.26%	1.04%	0.74%	0.55%
2026/01/20	28.46%	19.96%	15.75%	12.34%	9.84%	0.98%	0.16%	0.79%	1.03%	1.45%
2026/01/21	27.91%	18.6%	16.17%	12.42%	11.5%	1.13%	0.38%	0.73%	0.9%	1.4%
2026/01/22	28.91%	19.03%	16.66%	12.17%	11.28%	1.04%	0.48%	0.6%	0.76%	0.65%
2026/01/23	28.35%	20.69%	17.02%	12.18%	9.22%	1.01%	0.35%	0.61%	1%	1.01%
2026/01/24	28.49%	19.95%	16.81%	12.36%	10.58%	0.87%	0.5%	0.49%	0.77%	0.89%
2026/01/25	27.42%	19.87%	16.21%	12.3%	11.19%	0.64%	0.49%	0.42%	1.41%	1.33%
2026/01/26	30.59%	19.88%	15.76%	9.07%	8.18%	1.43%	0.46%	0.46%	0.74%	0.62%
2026/01/27	27.39%	19.09%	17.28%	13.29%	11.11%	1.3%	0.87%	0.5%	0.84%	0.43%
2026/01/28	27.84%	18.74%	17.73%	12.84%	11.58%	1.03%	0.46%	0.78%	0.69%	0.38%
2026/01/29	28.35%	20.37%	17.85%	12.14%	10.22%	1.16%	0.56%	0.79%	0.74%	0.47%
2026/01/30	27.52%	20.69%	16.59%	11.95%	11.66%	0.85%	0.65%	0.82%	0.78%	0.29%
2026/01/31	29.62%	20.33%	15.27%	12.84%	10.96%	1.23%	0.96%	0.57%	0.55%	0.3%

gocompare.com
comparethemarket.com
moneysupermarket.com
confused.com
uswitch.com
quotezone.co.uk
tiger.co.uk
keycurrency.co.uk
torfx.com
currenciesdirect.com

In January 2026, gocompare.com led with a fluctuating spend share, peaking at 30.59% on the 26th. Comparethemarket.com saw a steady rise, ending at 20.33%. Moneysupermarket.com maintained stability, while confused.com and uswitch.com experienced minor fluctuations. Overall, gocompare.com dominated the month’s PPC landscape.

Market Exposure

Competitor Count for UK Finance Comparison Sites

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
2026/01/01	269
2026/01/02	272
2026/01/03	270
2026/01/04	282
2026/01/05	283
2026/01/06	295
2026/01/07	263
2026/01/08	293
2026/01/09	291
2026/01/10	285
2026/01/11	296
2026/01/12	303
2026/01/13	309
2026/01/14	310
2026/01/15	290
2026/01/16	291
2026/01/17	286
2026/01/18	286
2026/01/19	288
2026/01/20	289
2026/01/21	285
2026/01/22	297
2026/01/23	295
2026/01/24	288
2026/01/25	281
2026/01/26	321
2026/01/27	297
2026/01/28	293
2026/01/29	285
2026/01/30	281
2026/01/31	270

January saw a dynamic shift in distinct advertisers, starting at 269 and peaking at 321 mid-month. The month concluded with a slight dip to 270, reflecting a fluctuating yet vibrant advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for UK Finance Comparison Sites

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
comparethemarket.com	1.28%
gocompare.com	0.58%
uswitch.com	0.48%
lumonpay.com	0.13%
torfx.com	0.12%
money.co.uk	-0.18%
confused.com	-0.28%
currenciesdirect.com	-0.3%
sainsburysbank.co.uk	-0.55%
keycurrency.co.uk	-0.92%

Comparethemarket.com surged with a 1.28 increase, while keycurrency.co.uk plummeted by 0.92.

Campaign Efficiency

UK Finance Comparison Sites 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	confused.com	uswitch.com	comparethemarket.com	gocompare.com	moneysupermarket.com	tiger.co.uk	quotezone.co.uk	keycurrency.co.uk	torfx.com	currenciesdirect.com
2026/01/01	23.06%	21.56%	12.26%	10.76%	8.15%	1.55%	4.75%	3.67%	1.07%	1.84%
2026/01/02	23.9%	20.79%	10.78%	10.57%	9%	2.95%	4.89%	3.84%	1.32%	1.47%
2026/01/03	22.62%	22.38%	10.92%	11.46%	8.67%	1.99%	4%	3.26%	1.39%	1.44%
2026/01/04	23.51%	21.39%	11.58%	11.74%	9.47%	1.63%	2.73%	3.76%	1.48%	1.44%
2026/01/05	24.21%	18.68%	11.38%	12.46%	10%	1.08%	2.29%	3.56%	1.4%	2.91%
2026/01/06	23.48%	18.99%	10.21%	12.16%	9.95%	1.95%	1.98%	2.93%	1.85%	3.15%
2026/01/07	23.47%	20.03%	11.78%	11.63%	9.85%	1.86%	4.46%	2.98%	1.57%	1.65%
2026/01/08	23.44%	21.04%	11.25%	11.45%	8.21%	1.08%	1.06%	2.88%	2.66%	3.38%
2026/01/09	23.97%	17.95%	12.3%	12.07%	9.85%	1.46%	1.66%	3.5%	2.16%	2.65%
2026/01/10	23.61%	21.48%	11.51%	11.2%	8.75%	2.45%	1.84%	3.5%	2.2%	2.01%
2026/01/11	24.17%	20.02%	12.46%	11.87%	9.28%	2.03%	1.67%	3.31%	2.2%	1.56%
2026/01/12	24.11%	18.28%	11.69%	12.12%	10.48%	1.22%	2.03%	3.33%	1.39%	2.28%
2026/01/13	24.52%	19.34%	12.4%	12.33%	9.34%	1.9%	2.09%	3.16%	1.74%	2.91%
2026/01/14	25.59%	17.17%	12.97%	12.73%	9.83%	1.48%	3.12%	2.13%	1.79%	1.26%
2026/01/15	24.01%	17.11%	12.37%	11.7%	9.86%	1.29%	3.1%	3.24%	2.42%	2.07%
2026/01/16	23.97%	17.95%	12.3%	12.07%	9.85%	1.46%	1.66%	3.5%	2.16%	2.65%
2026/01/17	24.98%	19.11%	11.74%	11.07%	10.14%	1.58%	2.7%	3.04%	2.47%	2.28%
2026/01/18	24.47%	19.03%	12.4%	11.23%	8.79%	1.06%	2.59%	3.69%	3.17%	1.7%
2026/01/19	25.73%	19.63%	11.61%	12.53%	9.8%	0.81%	2.41%	2.92%	1.89%	1.39%
2026/01/20	24.12%	16.93%	13.31%	12.43%	9.67%	0.56%	2.19%	2.15%	2.89%	3.62%
2026/01/21	23.88%	19.28%	12.07%	12.36%	9.78%	1.21%	2.45%	1.96%	2.36%	3.55%
2026/01/22	24.64%	19.41%	12.67%	12.82%	10.47%	1.63%	1.81%	1.58%	1.91%	1.69%
2026/01/23	24.97%	17.91%	13.61%	12.41%	10.38%	1.24%	2%	1.6%	2.73%	2.43%
2026/01/24	26.1%	17.96%	13.65%	12.27%	10.09%	1.63%	1.91%	1.34%	1.96%	2.14%
2026/01/25	23.71%	20.22%	13.3%	11.6%	9.27%	1.59%	1.23%	1.04%	3.75%	3.04%
2026/01/26	20.08%	15.27%	15.03%	14.14%	10.36%	1.61%	3.2%	1.34%	2.13%	1.68%
2026/01/27	25.79%	19.6%	12.34%	12.25%	10.31%	3.05%	2.42%	1.34%	2.06%	1.1%
2026/01/28	25.74%	18.66%	12.97%	12.43%	11.15%	1.6%	2.08%	2.28%	1.98%	1.06%
2026/01/29	24.98%	17.62%	14.47%	12.41%	11.11%	1.72%	2.17%	2.19%	2.06%	1.27%
2026/01/30	24.65%	18.42%	14.22%	12.43%	10.58%	2.28%	1.52%	2.19%	2.22%	0.75%
2026/01/31	25.82%	19.42%	13.95%	12.93%	9.34%	3.28%	2.36%	1.5%	1.42%	0.8%

confused.com
uswitch.com
comparethemarket.com
gocompare.com
moneysupermarket.com
tiger.co.uk
quotezone.co.uk
keycurrency.co.uk
torfx.com
currenciesdirect.com

In January 2026, Confused.com led with a steady impression share, peaking at 26.10% on the 24th. Uswitch.com fluctuated, ending at 19.42%. Comparethemarket.com rose to 15.03% on the 26th. Gocompare.com maintained around 12%, while Moneysupermarket.com saw a slight dip. Tiger.co.uk and Quotezone.co.uk had minor shares, with Keycurrency.co.uk and Torfx.com trailing. Currenciesdirect.com ended with a low 0.80%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Finance Comparison Sites

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 UK Finance Comparison Sites - Last month

1
Compare the Market™ https://www.comparethemarket.com › official › website
Compare the Market™ Website — Compare & Switch With Confidence At The UK’s Largest & Most Trusted Comparison Website. From Car Insurance To Switching Your Internet Provider - Compare Cheap Deals Today.
2
Compare Insurance https://www.confused.com/
Car, Home Insurance & More — With over 20 years' experience, we're here to save you time & money. Get a quote online!
3
Go.Compare https://www.gocompare.com › cheap › insurance
Go Compare Cheap Insurance — Go.Compare™ & See If You Could Save When You Use Go.Compare™ To Find Your Insurance Cover
4
MoneySuperMarket.com https://www.moneysupermarket.com › super-save
Compare And Super Save Today — Up To A £20 Reward When You Buy A Qualifying Product, We’ll Even Price Match. T&Cs Apply. MoneySuperMarket Are Giving You Lots Of Clever Ways To Save A Lot By Doing Very Little.
5
Compare Car Insurance https://www.uswitch.com › car-insurance
Uswitch | Car Insurance — Uswitch is a free, impartial comparison service – we’re not affiliated to any one insurer. Simple ...

In the competitive landscape of Google PPC, five advertisers stand out with compelling narratives. Comparethemarket.com emphasizes trust and breadth, offering confidence in switching services. Confused.com leverages two decades of experience to promise savings. GoCompare highlights potential savings through their platform. MoneySuperMarket entices with rewards and price matching, while Uswitch assures impartiality in car insurance comparisons. Each ad uniquely appeals to consumer needs, from trust to savings.

Frequently Asked Questions

Why is the UK Finance Comparison Sites January 2026 Report useful and how should I use it?

Why is the UK Finance Comparison Sites January 2026 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 UK Finance Comparison Sites January 2026 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 UK Finance Comparison Sites January 2026 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 UK Finance Comparison Sites January 2026 Report?

The UK Finance Comparison Sites January 2026 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.

Learn more about our data.

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Does this include mobile, desktop and Google Shopping data?

Yes. The UK Finance Comparison Sites January 2026 Report aggregates data from across both device types and Google Shopping.
Who is this UK Finance Comparison Sites January 2026 Report for?

The UK Finance Comparison Sites January 2026 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?

Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

Complete the form below to get started.
What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

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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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AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 UK Finance Comparison Sites brands

Share of Spend for the top 10 UK Finance Comparison Sites brands

Competitor Count for UK Finance Comparison Sites

Market Loss & Market Gains for UK Finance Comparison Sites

UK Finance Comparison Sites Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Finance Comparison Sites

Frequently Asked Questions

Why is the UK Finance Comparison Sites January 2026 Report useful and how should I use it?

Why is the UK Finance Comparison Sites January 2026 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Finance Comparison Sites January 2026 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Finance Comparison Sites January 2026 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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