UK Finance Comparison Sites - PPC Market Share Analysis June 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
gocompare.com	28.21
comparethemarket.com	27.7
moneysupermarket.com	13.41
uswitch.com	9.53
confused.com	6.81
sainsburysbank.co.uk	3.37
quotezone.co.uk	1.46
gocardless.com	1.24
keycurrency.co.uk	0.78
money.co.uk	0.74
others	6.75

In the PPC landscape, GoCompare leads with 28.21% click share, closely followed by CompareTheMarket at 27.7%. Moneysupermarket holds 13.41%, while Uswitch captures 9.53%. Confused.com and others collectively account for 13.56%.

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	uswitch.com	confused.com	quotezone.co.uk	tiger.co.uk	sainsburysbank.co.uk	vancompare.com	compareni.com
2025/06/01	27.67%	19.56%	7.48%	14.96%	14.78%	4.86%	3.01%	0.48%	0.86%	0.16%
2025/06/02	27.12%	17.24%	11.34%	13.98%	14.77%	4.55%	2.39%	0.54%	0.48%	0.34%
2025/06/03	32.14%	19.29%	6.11%	14.96%	14.08%	4.61%	1.58%	0.21%	0.25%	0.7%
2025/06/04	27.73%	18.45%	8.6%	14.25%	15.26%	4.53%	1.09%	0.57%	0.22%	0.72%
2025/06/05	24.65%	16.08%	10.71%	14.55%	15.26%	5.7%	1.13%	0.73%	0.31%	0.61%
2025/06/06	24.17%	17.68%	10.59%	14.14%	14.99%	5.18%	1.54%	1.12%	0.39%	0.87%
2025/06/07	26.91%	17.6%	8.37%	15.08%	14.83%	5.57%	2.38%	0.87%	0.3%	0.72%
2025/06/08	28.7%	17.75%	8.07%	15.01%	14.77%	5.29%	1.98%	0.72%	0.24%	0.69%
2025/06/09	31.77%	18.2%	8.32%	13.75%	14.52%	3.56%	2.33%	0.35%	0.35%	0.88%
2025/06/10	24.38%	18.81%	11.19%	14.14%	14.62%	3.24%	2.5%	1%	0.74%	0.92%
2025/06/11	23.77%	17.26%	12.98%	14.07%	14.43%	3.25%	1.86%	0.98%	0.45%	0.65%
2025/06/12	25.56%	19.06%	10.62%	12.27%	15.39%	3.93%	1.69%	1.07%	0.57%	0.64%
2025/06/13	26.72%	18.76%	12.46%	11.56%	13.91%	3.76%	2.3%	0.67%	0.53%	0.35%
2025/06/14	23.13%	18.22%	11.38%	14.61%	14.44%	3.72%	2.61%	1%	0.61%	0.49%
2025/06/15	27.9%	19.63%	9.32%	13.83%	14.13%	4.23%	1.64%	0.61%	0.79%	0.45%
2025/06/16	25.84%	20.91%	9.91%	13.93%	14.2%	4%	1.64%	0.89%	0.71%	0.39%
2025/06/17	25.26%	19.64%	12.38%	13.96%	13.93%	3.21%	2.26%	0.8%	0.56%	0.32%
2025/06/18	29.85%	18.88%	10.1%	12.73%	13.94%	3.09%	0.99%	1.21%	0.63%	0.41%
2025/06/19	28.69%	20.61%	9.54%	13.25%	13.96%	3.79%	1.13%	0.74%	0.78%	0.43%
2025/06/20	31.67%	18.83%	9.54%	13.54%	13.68%	2.94%	1%	0.77%	0.8%	0.46%
2025/06/21	31.04%	20.2%	8.71%	12.23%	13.9%	3.7%	1.67%	1.11%	0.83%	0.38%
2025/06/22	30.14%	19.5%	8.93%	14.36%	12.18%	4.33%	1.88%	1.19%	0.65%	0.36%
2025/06/23	30.08%	19.13%	11.04%	13.61%	13.7%	2.8%	1.01%	0.86%	0.81%	0.38%
2025/06/24	27.11%	19.88%	10.71%	12.9%	14.17%	3.64%	1.66%	0.78%	0.59%	0.35%
2025/06/25	27.63%	19.53%	9.77%	13.28%	14.9%	3.57%	1.86%	0.61%	0.51%	0.49%
2025/06/26	28.87%	19.06%	11.63%	14.73%	13.2%	3.24%	0.39%	0.38%	0.73%	0.41%
2025/06/27	25.8%	20.31%	12.09%	13.65%	14.84%	3.72%	0.68%	0.32%	0.66%	0.79%
2025/06/28	32.11%	21.06%	8.82%	13.56%	12.53%	2.89%	0.99%	0.83%	0.78%	0.35%
2025/06/29	33.1%	18.45%	8.53%	14.45%	13.96%	2.37%	1.01%	0.85%	0.64%	0.4%
2025/06/30	26.26%	17.64%	14.62%	14.41%	14.39%	2.99%	0.94%	0.56%	0.33%	0.32%

In June 2025, gocompare.com led with fluctuating spend, peaking at 33.10%. comparethemarket.com maintained a steady presence, while moneysupermarket.com surged to 14.62% by month’s end. uswitch.com and confused.com showed consistent activity, with minor variations.

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
2025/06/01	290
2025/06/02	307
2025/06/03	280
2025/06/04	308
2025/06/05	315
2025/06/06	307
2025/06/07	298
2025/06/08	290
2025/06/09	294
2025/06/10	302
2025/06/11	322
2025/06/12	313
2025/06/13	322
2025/06/14	320
2025/06/15	312
2025/06/16	313
2025/06/17	330
2025/06/18	328
2025/06/19	320
2025/06/20	303
2025/06/21	292
2025/06/22	296
2025/06/23	301
2025/06/24	311
2025/06/25	314
2025/06/26	310
2025/06/27	310
2025/06/28	299
2025/06/29	302
2025/06/30	313

June saw a dynamic shift in distinct advertisers, peaking at 330 on June 17. The month concluded with a stable 313, reflecting a 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
Name	Market Trend
gocompare.com	2.62%
comparethemarket.com	1.39%
moneysupermarket.com	0.24%
postoffice.co.uk	0.13%
vancompare.com	0.09%
quotezone.co.uk	-0.33%
currenciesdirect.com	-0.34%
money.co.uk	-0.34%
keycurrency.co.uk	-0.63%
confused.com	-0.7%

Gocompare.com surged with a 2.62% click share increase, while confused.com dropped by 0.7%.

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	quotezone.co.uk	tiger.co.uk	keycurrency.co.uk	sainsburysbank.co.uk	moneyexpert.com
2025/06/01	24.53%	21.91%	13.37%	12.01%	5.4%	5.81%	4.72%	0.59%	0.89%	1.24%
2025/06/02	24.41%	20.83%	11.5%	10.96%	8.11%	5.76%	3.78%	1.06%	1.06%	1.32%
2025/06/03	24.25%	21.45%	14.03%	14.19%	4.37%	6.01%	2.5%	1.1%	0.49%	1.42%
2025/06/04	24.92%	20.19%	12.33%	12.1%	6.33%	5.76%	1.76%	1.67%	0.92%	1.39%
2025/06/05	22.9%	19.01%	10.19%	9.92%	7.59%	6.52%	1.68%	2.65%	1.31%	1.06%
2025/06/06	23.06%	19.06%	10.98%	9.67%	7.55%	6.44%	2.49%	2.28%	1.87%	0.79%
2025/06/07	23.74%	20.83%	11.53%	11.04%	6.22%	6.86%	3.69%	1.42%	1.64%	1.08%
2025/06/08	24.2%	21.17%	12.16%	11.95%	5.83%	6.81%	3.71%	0.64%	1.07%	1.27%
2025/06/09	24.29%	20.18%	12.85%	13.48%	6.3%	5.04%	4.15%	0.42%	0.67%	1.46%
2025/06/10	23.05%	18.9%	12.01%	10.48%	7.89%	3.72%	4.13%	0.99%	1.69%	1.64%
2025/06/11	22.11%	18.72%	10.86%	9.96%	8.77%	3.66%	3.26%	2.45%	1.76%	1.25%
2025/06/12	24.62%	16.73%	12.27%	10.69%	7.36%	4.6%	2.79%	1.95%	2.01%	1.16%
2025/06/13	22.88%	16.1%	12.35%	11.51%	9.67%	4.78%	3.65%	2.68%	1.37%	1.1%
2025/06/14	21.48%	20.14%	11.4%	9.29%	8.12%	4.39%	4.09%	2.77%	2.03%	1.24%
2025/06/15	22.91%	20.49%	13.18%	12.05%	6.73%	5.4%	3%	1.32%	1.19%	0.44%
2025/06/16	23.41%	20.53%	14.19%	11.79%	6.61%	4.88%	2.85%	1.13%	1.64%	0.5%
2025/06/17	21.79%	20%	13.2%	11.58%	8.81%	4.21%	3.41%	1.5%	1.71%	1%
2025/06/18	22.91%	19.35%	13.07%	13.38%	7.56%	4.29%	1.75%	1.17%	2.09%	0.98%
2025/06/19	23.49%	19.96%	14.52%	12.66%	6.78%	5.32%	2.04%	1.06%	1.47%	0.68%
2025/06/20	23.1%	20.24%	13.74%	14.58%	7.13%	4.25%	2.2%	1.04%	1.39%	0.6%
2025/06/21	23.78%	17.68%	14.78%	14.15%	6.91%	5.5%	2.92%	0.69%	1.77%	0.63%
2025/06/22	21.67%	20.73%	14.29%	13.46%	7.27%	6.3%	3.09%	0.45%	1.69%	0.59%
2025/06/23	22.76%	19.44%	14.08%	14.44%	8.41%	3.85%	1.71%	0.27%	1.52%	1.27%
2025/06/24	23.68%	17.57%	13.69%	12.1%	7.75%	4.55%	2.36%	0.92%	1.32%	1.12%
2025/06/25	24.2%	18.88%	12.87%	11.84%	6.98%	4.57%	2.76%	0.95%	1.01%	1.02%
2025/06/26	22.89%	21.24%	13.66%	12.92%	9.09%	4.09%	0.87%	0.96%	0.59%	1.11%
2025/06/27	24.57%	20.21%	13.88%	11.38%	8.8%	5.03%	1.27%	0.72%	0.36%	0.76%
2025/06/28	22.16%	20.64%	15.48%	15.58%	6.84%	4.38%	1.7%	0.35%	1.28%	0.67%
2025/06/29	24.14%	21.32%	14.18%	15.56%	6.77%	3.54%	1.67%	0.61%	1.71%	0.83%
2025/06/30	23.89%	21.13%	12.27%	11.64%	11.05%	4.15%	1.66%	1.23%	1.12%	0.48%

In June 2025, Confused.com led with a fluctuating impression share, peaking at 24.92%. Uswitch.com saw a decline, while Comparethemarket.com and Gocompare.com experienced growth. Moneysupermarket.com ended strong, reaching 11.05%.

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
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
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
When It Matters, Go.Compare — For Your Car, Home, Van, Bike, Pet, Holiday & More! Nothing Quite Compares To Go.Compare
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
Uswitch Car Insurance - Save up to £468 on Your Quote https://www.uswitch.com › car-insurance
Uswitch is a free, impartial comparison service – we’re not affiliated to any one insurer.

In the competitive world of insurance comparison, five giants dominate Google’s PPC landscape. Comparethemarket.com entices with a broad spectrum of deals, from car insurance to internet services. Confused.com leverages its 20-year legacy to promise savings and convenience. Go.Compare emphasizes its comprehensive coverage, from cars to holidays. MoneySuperMarket.com offers a tempting £20 reward and price match guarantee. Uswitch stands out with its impartiality, promising savings up to £468. Each ad uniquely appeals to the cost-conscious consumer, highlighting trust, breadth, and savings.

Frequently Asked Questions

Why is the UK Finance Comparison Sites June 2025 Report useful and how should I use it?

Why is the UK Finance Comparison Sites June 2025 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 June 2025 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 June 2025 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 June 2025 Report?

The UK Finance Comparison Sites June 2025 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.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

Yes. The UK Finance Comparison Sites June 2025 Report aggregates data from across both device types and Google Shopping.
Who is this UK Finance Comparison Sites June 2025 Report for?

The UK Finance Comparison Sites June 2025 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.

Customer Success Stories

Legal & General

Legal & General is one of the UK’s leading financial services groups and a major global investor. When it came to their retirement business, the company used Adthena to protect its position and benchmark success. Read case study

Staysure

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

New Market Discovery for Towergate Insurance

Towergate Insurance needed to effectively segment their search landscape and explore new niche markets. Adthena provided the competitive intelligence they required to research potential markets, analyze competitor ad copy, and conduct keyword research, leading to successful campaign launches and continued growth.Read case study

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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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 June 2025 Report useful and how should I use it?

Why is the UK Finance Comparison Sites June 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Finance Comparison Sites June 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Finance Comparison Sites June 2025 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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