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UK Finance Comparison Sites - PPC Market Share Analysis April 2025

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.

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
Domain Share of clicks
comparethemarket.com 38.41
gocompare.com 29.19
moneysupermarket.com 11.42
uswitch.com 4.79
confused.com 4.29
sainsburysbank.co.uk 1.33
torfx.com 1.32
quotezone.co.uk 1.01
keycurrency.co.uk 0.93
currenciesdirect.com 0.92
others 6.39

Copyright © Adthena. All rights reserved.

In the PPC landscape, comparethemarket.com dominates with 38.41% click share, followed by gocompare.com at 29.19%. Moneysupermarket.com holds 11.42%, while others collectively capture 6.39%.

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
Date gocompare.com comparethemarket.com moneysupermarket.com confused.com uswitch.com quotezone.co.uk torfx.com thecomparisonexpert.com keycurrency.co.uk currenciesdirect.com
2025/03/01 32.57% 26.66% 11.57% 10% 8.18% 1.93% 0.43% 0.55% 0% 1.27%
2025/03/02 30.47% 28.15% 10.41% 10.61% 8.98% 2.49% 0.32% 0.63% 0% 1.22%
2025/03/03 30.65% 30.47% 11.79% 8.7% 7.62% 1.47% 0.44% 0.3% 0.29% 0.51%
2025/03/04 32.11% 30.16% 9.84% 9.11% 6.84% 2.39% 0.57% 0.32% 0.53% 0.8%
2025/03/05 30.26% 29.25% 11.18% 8.11% 7.09% 1.4% 1% 0.39% 0.71% 0.8%
2025/03/06 28.4% 28.73% 10.74% 8.7% 7.67% 1.8% 1.21% 0.75% 1.1% 1.14%
2025/03/07 24.43% 30.46% 14.65% 8.76% 6.12% 1.64% 0.82% 0.49% 0.74% 0.93%
2025/03/08 28.73% 31.74% 13.46% 9.19% 6.76% 1.73% 0.51% 0.52% 0.41% 0.45%
2025/03/09 35.68% 33.55% 7.97% 7.22% 5.25% 1.71% 0.54% 0.36% 0.41% 0.63%
2025/03/10 28.59% 31.78% 12.05% 9.41% 6.72% 1.55% 0.55% 0.3% 0.68% 0.44%
2025/03/11 29.67% 34.36% 9.7% 7.34% 6.03% 1.77% 0.99% 0.49% 0.79% 0.41%
2025/03/12 31.83% 33.01% 11.49% 7.5% 5.49% 1.35% 0.63% 0.28% 0.67% 0.52%
2025/03/13 29.67% 32.27% 11.49% 8.44% 6.36% 1.4% 1.27% 0.39% 0.67% 0.64%
2025/03/14 32.61% 28.51% 9.78% 7.97% 6.1% 1.38% 1.54% 0.39% 1.37% 1.76%
2025/03/15 34.28% 31.56% 10.23% 7.4% 6.02% 1.54% 1.18% 0.36% 0.52% 1.03%
2025/03/16 35.15% 32.82% 9.48% 7.66% 4.91% 1.36% 1.25% 0.42% 0.36% 0.82%
2025/03/17 34.67% 32.02% 11.28% 7.71% 5.42% 1.41% 0.53% 0.26% 0.29% 0.39%
2025/03/18 35.31% 29.57% 11.66% 7.53% 5.49% 1.22% 0.83% 0.47% 0.75% 0.48%
2025/03/19 34.19% 28.24% 12.91% 8.57% 6.37% 1.14% 0.71% 0.42% 0.3% 0.53%
2025/03/20 35.14% 31.12% 10.46% 7.42% 5.89% 1.83% 0.7% 0.38% 0.3% 0.55%
2025/03/21 36.08% 29.3% 10.37% 7.41% 6% 1.37% 0.89% 0.45% 0.69% 0.61%
2025/03/22 33.17% 31.16% 11.85% 8.35% 5.58% 1.24% 1.05% 0.35% 0.51% 0.64%
2025/03/23 37.36% 31.72% 9.12% 6.95% 5.54% 1.4% 0.85% 0.54% 0.21% 0.41%
2025/03/24 35.66% 27.42% 11.99% 7.38% 6.3% 1.6% 0.91% 0.51% 0.69% 0.4%
2025/03/25 34.24% 31.98% 10.04% 7.34% 6.41% 2.01% 0.59% 0.44% 0.31% 0.26%
2025/03/26 32.63% 33.04% 9.98% 7.18% 6.05% 2.07% 0.79% 0.39% 0.7% 0.3%
2025/03/27 32.04% 29.7% 13.46% 7.47% 5.34% 1.73% 0.99% 0.49% 0.85% 0.68%
2025/03/28 34.39% 31.18% 12.42% 7.34% 5.87% 1.14% 0.53% 0.45% 0.7% 0.25%
2025/03/29 36.9% 26.23% 13.04% 8.12% 5.35% 1.22% 1.02% 0.53% 0.72% 0.46%
2025/03/30 35.94% 29.25% 11.55% 7.53% 6.55% 1.45% 0.51% 0.56% 0.14% 0.41%
2025/03/31 38.37% 28.56% 10.66% 6.76% 5.8% 1.41% 0.58% 0.56% 0.53% 0.52%

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Gocompare.com led March with a 38.37% share, peaking on the 31st. Comparethemarket.com followed, ending at 28.56%. Moneysupermarket.com and Confused.com trailed, while Torfx.com and Keycurrency.co.uk showed minimal impact.

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
Date Competitor Count
2025/03/01 369
2025/03/02 369
2025/03/03 380
2025/03/04 384
2025/03/05 402
2025/03/06 399
2025/03/07 419
2025/03/08 389
2025/03/09 382
2025/03/10 402
2025/03/11 396
2025/03/12 398
2025/03/13 389
2025/03/14 383
2025/03/15 372
2025/03/16 364
2025/03/17 378
2025/03/18 367
2025/03/19 371
2025/03/20 355
2025/03/21 363
2025/03/22 345
2025/03/23 343
2025/03/24 358
2025/03/25 361
2025/03/26 376
2025/03/27 392
2025/03/28 376
2025/03/29 376
2025/03/30 364
2025/03/31 371

Copyright © Adthena. All rights reserved.

March began with 369 advertisers, peaking at 419 on the 7th. A decline followed, reaching 343 on the 23rd. The month concluded with a slight recovery to 371 advertisers.

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
Name Market Trend
gocompare.com 3.94%
moneysupermarket.com 0.23%
gocardless.com 0.05%
lv.com 0.03%
reassured.co.uk 0.02%
confused.com -0.46%
currenciesdirect.com -0.51%
bestmoney.com -0.56%
lumonpay.com -0.63%
comparethemarket.com -0.81%

Copyright © Adthena. All rights reserved.

Gocompare.com surged with a 3.94% click share increase, while comparethemarket.com dropped by 0.81%. Moneysupermarket.com also rose by 0.23%.

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 comparethemarket.com gocompare.com confused.com uswitch.com moneysupermarket.com quotezone.co.uk torfx.com keycurrency.co.uk currenciesdirect.com tiger.co.uk
2025/03/01 18.14% 15.43% 19.53% 12.65% 9.17% 5.54% 1.91% 0.01% 2.51% 2.44%
2025/03/02 19.87% 13.96% 18.77% 12.94% 7.41% 6.89% 1.12% 0.01% 3.36% 4.39%
2025/03/03 19.58% 15.42% 17.11% 11.55% 8.3% 5.28% 1.67% 1.18% 1.73% 3.28%
2025/03/04 16.88% 13.79% 18.3% 11.74% 7.55% 8.67% 1.83% 1.71% 2.41% 4.24%
2025/03/05 15.45% 13.47% 16.38% 10.62% 7.76% 4.92% 3.91% 2.62% 2.73% 3.05%
2025/03/06 14.57% 11.66% 14.91% 10.74% 8.47% 4.88% 3.91% 3.58% 3.47% 2.98%
2025/03/07 17.35% 9.13% 14.54% 8.36% 12.08% 4% 2.66% 2.69% 3.04% 1.7%
2025/03/08 20.13% 13.92% 18.06% 9.37% 10.75% 6.01% 1.85% 1.64% 1.69% 1.44%
2025/03/09 19.87% 16.91% 18.18% 9.53% 6.44% 6.11% 2% 1.58% 2.13% 1.59%
2025/03/10 19.04% 13.11% 17.94% 9.63% 8.83% 5.34% 2.07% 2.4% 1.58% 2.23%
2025/03/11 21.02% 13.25% 14.06% 9.73% 7.64% 5.91% 4.26% 2.52% 1.31% 1.54%
2025/03/12 21.1% 15.59% 15.96% 8.2% 9.51% 4.39% 3.52% 2.53% 1.54% 1.75%
2025/03/13 19.32% 13.53% 17.25% 10.19% 9.5% 3.86% 4.74% 2.3% 1.92% 1.17%
2025/03/14 14.41% 12.49% 14.56% 7.68% 6.92% 3.88% 5.09% 5.34% 6.57% 1.52%
2025/03/15 19.28% 16.43% 15.96% 9.23% 7.73% 5.03% 5.93% 2.29% 3.84% 1.66%
2025/03/16 20.22% 16.01% 18.23% 8.97% 7.79% 5.29% 4.35% 1.26% 2.99% 2.04%
2025/03/17 21.79% 16.45% 19.22% 9.49% 10.29% 4.38% 2.08% 1.07% 1.09% 1.16%
2025/03/18 18.97% 17.03% 16.91% 9.95% 9.04% 3.67% 2.93% 2.61% 1.46% 1.16%
2025/03/19 18.31% 15.9% 18.34% 10.82% 12.76% 3.04% 2.64% 1.19% 1.54% 1.39%
2025/03/20 19.61% 15.43% 18.16% 10.15% 10.53% 5.15% 2.54% 1.13% 1.61% 1.79%
2025/03/21 19.59% 17.75% 13.87% 9.26% 8.48% 4.98% 3.54% 2.45% 2.25% 2.55%
2025/03/22 19.91% 15.12% 17.91% 9.37% 9.61% 4.17% 3.99% 1.78% 2.13% 1.56%
2025/03/23 22.29% 19.05% 15.08% 9.53% 7.47% 3.94% 3.55% 0.95% 1.34% 2.04%
2025/03/24 17.19% 16.49% 15.41% 10.42% 8.71% 4.96% 3.68% 2.78% 1.23% 3.05%
2025/03/25 21.86% 16.77% 17.14% 10.11% 8.63% 6.51% 2.36% 1.24% 0.64% 1.78%
2025/03/26 21.18% 14.89% 16.03% 9.68% 9.03% 6.1% 3.03% 2.65% 0.96% 1.13%
2025/03/27 19.11% 14.24% 14.47% 8.24% 12.21% 4.72% 3.57% 3.05% 2.01% 1.69%
2025/03/28 22.09% 16.91% 15.57% 10.65% 11.67% 3.26% 2.12% 2.71% 0.79% 1.28%
2025/03/29 17.73% 18.42% 15.74% 9.38% 9.39% 3.81% 4.15% 2.8% 2.25% 1.58%
2025/03/30 19.8% 19.11% 16.85% 10.62% 9.06% 5% 2.39% 0.66% 1.49% 1.34%
2025/03/31 19.48% 18.78% 15.97% 10.8% 9.29% 4.27% 2.3% 1.8% 1.56% 1.36%

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March saw dynamic shifts in PPC impressions. Comparethemarket.com led with peaks mid-month, while gocompare.com and confused.com showed fluctuating trends. Uswitch.com and moneysupermarket.com maintained steady growth, ending March with notable gains.

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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  1. 1
    Compare the Market™ https://www.comparethemarket.com › official › website

    Compare Cheap Insurance Deals — From Car Insurance To Switching Your Internet Provider - Compare Cheap Deals Today.

  2. 2
    Confused.com - Cheap Insurance Quotes https://www.confused.com/compare/insurance

    Compare the insurance market for car, van, home & more. Enjoy quick & easy comparison!

  3. 3
    Best Euro Exchange Rates? 2K+ https://www.currenciesdirect.com › euro

    No Transfer Fees — More than 425,000 people have trusted us to manage their currency transfers since 1996.

  4. 4
    Go.Compare https://www.gocompare.com

    Go Compare Cheap Insurance — For Your Car, Home, Pet, Van, Bike, Travel & More! Nothing Quite Compares To Go.Compare.

  5. 5
    MoneySuperMarket.com https://www.moneysupermarket.com

    Compare And Super Save Today — Up To A £20 Reward When You Buy A Qualifying Product, We’ll Even Price Match. T&Cs Apply.

Copyright © Adthena. All rights reserved.

In the competitive world of PPC, “Compare the Market™” and “Confused.com” lead with comprehensive insurance comparisons, while “Currencies Direct” highlights trust with over 425,000 satisfied customers. “Go.Compare” emphasizes variety, and “MoneySuperMarket.com” entices with rewards and price matching.

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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.