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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 32.56
gocompare.com 30.94
moneysupermarket.com 15.66
uswitch.com 6.61
confused.com 3.95
sainsburysbank.co.uk 1.47
gocardless.com 1.24
quotezone.co.uk 1.04
torfx.com 0.6
money.co.uk 0.54
others 5.39

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, “comparethemarket.com” leads with a 32.56% click share, closely followed by “gocompare.com” at 30.94%. “Moneysupermarket.com” holds 15.66%, while “others” collectively capture 5.39%.

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 money.co.uk thecomparisonexpert.com tiger.co.uk vancompare.com
2025/04/01 31.67% 27.57% 14.13% 7.68% 7.4% 2.1% 0.35% 0.77% 0.4% 0.27%
2025/04/02 33.82% 27.7% 9.51% 8.5% 8.56% 2.34% 0.23% 1.16% 0.85% 0.21%
2025/04/03 32.05% 28.73% 10.29% 7.45% 8.65% 2.11% 0.23% 1.01% 0.7% 0.33%
2025/04/04 29.68% 26.1% 12.99% 8.25% 9.91% 2.34% 0.23% 1.17% 0.7% 0.18%
2025/04/05 31.47% 26.97% 11.21% 7.51% 9.61% 3.17% 0.19% 0.65% 1.11% 0.3%
2025/04/06 28.38% 26.42% 15.4% 6.66% 8.23% 2.28% 0.16% 1% 0.67% 0.6%
2025/04/07 32.6% 25.19% 11.28% 7.9% 8.64% 2.45% 0.18% 1.19% 0.99% 0.23%
2025/04/08 32.38% 24.64% 13.43% 7.02% 6.54% 2.37% 0.43% 0.53% 0.6% 0.74%
2025/04/09 31.8% 28.97% 12% 7.28% 6.52% 2.57% 0.57% 0.6% 0.38% 0.68%
2025/04/10 29.72% 25.16% 15.44% 8.48% 7.25% 1.87% 0.55% 0.79% 0.52% 0.53%
2025/04/11 33.05% 27.86% 12.35% 8.24% 6.03% 1.84% 0.53% 0.43% 0.96% 0.31%
2025/04/12 32.16% 25.41% 12.76% 7.76% 7.48% 3.19% 0.62% 0.42% 0.95% 0.72%
2025/04/13 32.55% 23.26% 13.33% 10.29% 8.33% 3.15% 0.4% 0.69% 0.35% 0.48%
2025/04/14 30.97% 24.12% 15.04% 10.96% 7.57% 1.59% 0.51% 0.62% 0.34% 0.26%
2025/04/15 31.84% 27.62% 12.31% 8.35% 7.03% 2.23% 0.39% 0.52% 0.88% 0.5%
2025/04/16 33.02% 23.69% 12.22% 10.32% 7.83% 2.47% 0.35% 0.49% 0.59% 0.63%
2025/04/17 31.93% 24.57% 13.3% 9.98% 7.43% 1.26% 0.76% 0.16% 0.22% 0.22%
2025/04/18 31.97% 25.22% 11.74% 10.16% 8.34% 2% 0.57% 0.25% 0.34% 0.52%
2025/04/19 27.42% 21.16% 15.28% 11.59% 8.54% 3.48% 0.67% 0.67% 0.55% 0.64%
2025/04/20 33.29% 23.99% 12.26% 10.37% 6.93% 2.72% 0.51% 0.62% 0.72% 0.41%
2025/04/21 29.77% 24.5% 13.05% 10.93% 8.28% 2.57% 0.36% 0.84% 0.5% 0.64%
2025/04/22 28.52% 23.85% 14.92% 10.27% 8.37% 2.13% 0.53% 0.75% 0.74% 0.4%
2025/04/23 30.5% 24.07% 12.26% 11.08% 8.79% 2.49% 0.47% 0.79% 0.5% 0.36%
2025/04/24 29.73% 23.19% 13.06% 12.22% 8.43% 2.15% 0.45% 0.7% 0.37% 0.79%
2025/04/25 30.03% 23.7% 11.71% 12.36% 8.42% 3.2% 0.51% 0.78% 0.62% 0.39%
2025/04/26 29.4% 22.26% 14.79% 11.75% 9.08% 2.25% 0.56% 0.35% 0.83% 0.46%
2025/04/27 29.85% 22.98% 15.92% 12.78% 7.52% 2.1% 0.57% 0.31% 0.42% 0.46%
2025/04/28 29.42% 23.47% 15.83% 10.96% 8.4% 2.08% 0.5% 0.26% 0.41% 0.31%
2025/04/29 29.8% 22.67% 17.23% 10.6% 7.9% 1.81% 0.7% 0.4% 0.23% 0.45%
2025/04/30 28.22% 25.16% 16.18% 10.56% 8.3% 1.4% 0.51% 0.39% 0.38% 0.26%

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In April 2025, gocompare.com led with fluctuating spend shares, peaking at 33.82%. Comparethemarket.com saw a decline, ending at 25.16%. Moneysupermarket.com rose steadily, closing at 16.18%. Confused.com and uswitch.com showed moderate gains, while others remained stable.

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
2025/04/01 341
2025/04/02 347
2025/04/03 336
2025/04/04 344
2025/04/05 339
2025/04/06 341
2025/04/07 345
2025/04/08 361
2025/04/09 348
2025/04/10 351
2025/04/11 344
2025/04/12 325
2025/04/13 339
2025/04/14 338
2025/04/15 345
2025/04/16 345
2025/04/17 337
2025/04/18 324
2025/04/19 341
2025/04/20 329
2025/04/21 329
2025/04/22 334
2025/04/23 344
2025/04/24 344
2025/04/25 336
2025/04/26 331
2025/04/27 332
2025/04/28 335
2025/04/29 328
2025/04/30 336

Copyright © Adthena. All rights reserved.

April saw fluctuating advertiser numbers, peaking at 361 on April 8. The month concluded with 336 advertisers, reflecting a dynamic 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
Name Market Trend
moneysupermarket.com 2.59%
confused.com 1.28%
money.co.uk 0.34%
sainsburysbank.co.uk 0.31%
torfx.com 0.24%
gocardless.com -0.08%
landc.co.uk -0.12%
bestmoney.com -0.23%
gocompare.com -2.06%
comparethemarket.com -2.74%

Copyright © Adthena. All rights reserved.

In the past month, moneysupermarket.com surged with a 2.59% click share increase, while comparethemarket.com faced a 2.74% decline. Confused.com also rose by 1.28%.

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 comparethemarket.com gocompare.com uswitch.com moneysupermarket.com quotezone.co.uk torfx.com keycurrency.co.uk tiger.co.uk thecomparisonexpert.com
2025/04/01 17.19% 19.4% 16.92% 13.31% 10.64% 5.44% 0.59% 0.52% 1.7% 2.48%
2025/04/02 17.47% 19.8% 17.93% 14.24% 6.57% 6.13% 0.67% 0.23% 3.11% 3.59%
2025/04/03 15.82% 18.45% 16.78% 15.52% 7.12% 5.57% 0.94% 0.49% 2.39% 2.86%
2025/04/04 14.98% 16.47% 14.45% 19.7% 9.39% 5.91% 0.96% 0.7% 2.31% 3.32%
2025/04/05 13.54% 18.28% 15.33% 17.46% 8.21% 7.48% 1.14% 0.7% 3.96% 1.94%
2025/04/06 13.75% 16.87% 13.87% 17.1% 10.77% 5.75% 1.19% 0.28% 2.22% 2.81%
2025/04/07 14.17% 16.98% 17.1% 14.84% 8.44% 5.86% 0.91% 0.53% 3.08% 3.27%
2025/04/08 12.88% 17.38% 16.49% 11.24% 10.34% 6.09% 2.36% 1.17% 1.99% 1.64%
2025/04/09 13.4% 20.97% 17.82% 10.32% 9.69% 6.28% 1.35% 0.96% 1.34% 1.95%
2025/04/10 15.98% 17.58% 16.64% 11.55% 12.03% 4.83% 1.1% 0.5% 1.83% 2.11%
2025/04/11 16.25% 20.25% 18.07% 10.98% 9.47% 4.88% 0.84% 0.73% 3.15% 1.34%
2025/04/12 15.83% 16.95% 16.42% 12.47% 10.24% 7.48% 0.6% 0.46% 3.36% 1.27%
2025/04/13 18.82% 16.53% 16.97% 12.57% 10.37% 7.28% 0.9% 0.38% 1.31% 2.23%
2025/04/14 20.19% 17.7% 16.49% 11.16% 11.94% 4.62% 1.35% 0.87% 1.35% 2.06%
2025/04/15 16.87% 19.81% 16.8% 12.32% 9.26% 6.4% 1.34% 0.56% 2.99% 1.57%
2025/04/16 20.79% 15.8% 16.67% 13.22% 8.99% 5.53% 1.07% 2.98% 1.79% 1.34%
2025/04/17 19.49% 16.82% 17.15% 11.27% 10.35% 3.6% 2.09% 2.62% 0.78% 0.28%
2025/04/18 18.47% 17.1% 17.51% 13.35% 9.22% 4.96% 1.72% 1.57% 1.16% 0.8%
2025/04/19 20.49% 12.56% 11.78% 14.55% 10.3% 6.65% 1.91% 1.27% 1.62% 1.69%
2025/04/20 21.05% 15.48% 16.15% 12.27% 8.92% 6.18% 1.27% 1.1% 2.07% 1.86%
2025/04/21 21.13% 15.62% 15% 14% 9.21% 6.09% 1.19% 0.94% 1.76% 2.37%
2025/04/22 19.31% 15.34% 13.62% 13.64% 10.98% 5.11% 1.78% 1.71% 2.12% 2.11%
2025/04/23 20.16% 15.94% 14.72% 13.11% 8.96% 6.26% 1.6% 1.08% 2.03% 2.32%
2025/04/24 22.04% 15.29% 15.12% 12.67% 9.54% 4.73% 1.67% 1.23% 1.33% 2.23%
2025/04/25 24.12% 14.94% 13.81% 13.89% 7.86% 6.77% 1.39% 1.08% 1.94% 2.2%
2025/04/26 21.35% 14.07% 14.2% 14.6% 10.74% 5.64% 2.02% 0.5% 2.57% 0.99%
2025/04/27 24.81% 15.7% 14.95% 12.54% 11.87% 4.64% 1.04% 0.62% 1.34% 0.99%
2025/04/28 22.89% 14.92% 14.02% 14.12% 12.06% 5.33% 1.46% 1.21% 1.4% 0.72%
2025/04/29 20.74% 15.25% 15.34% 12.77% 13.37% 4.25% 1.26% 0.94% 0.92% 1.27%
2025/04/30 20.56% 17.09% 14.71% 12.9% 12.25% 3.39% 1.82% 1.62% 1.32% 1.18%

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April saw “confused.com” rise from 17.19% to 20.56%, peaking at 24.81%. “comparethemarket.com” started at 19.4%, ending at 17.09%. “gocompare.com” fluctuated, closing at 14.71%. “uswitch.com” began at 13.31%, finishing at 12.9%. “moneysupermarket.com” increased from 10.64% to 12.25%. “quotezone.co.uk” dropped from 5.44% to 3.39%. “torfx.com” rose from 0.59% to 1.82%. “keycurrency.co.uk” varied, ending at 1.62%. “tiger.co.uk” started at 1.7%, closing at 1.32%. “thecomparisonexpert.com” began at 2.48%, finishing at 1.18%.

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

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

  2. 2
    Compare Insurance https://www.confused.com/

    Compare Insurance Online — With over 20 years' experience, we're here to save you time & money. Get a quote online!

  3. 3
    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.

  4. 4
    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.

  5. 5
    Uswitch - Comparison Site https://www.uswitch.com

    Compare and Save — You could save upto £288 versus the April Energy price cap with Uswitch. Switch now & save.

Copyright © Adthena. All rights reserved.

In the competitive world of comparison sites, “Compare the Market™” entices with diverse deals, while “Confused.com” leverages 20 years of expertise. “Go.Compare” emphasizes variety, “MoneySuperMarket.com” offers rewards, and “Uswitch” highlights significant savings. Each ad uniquely appeals to cost-conscious consumers.

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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.

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