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UK Finance Comparison Sites - PPC Market Share Analysis July 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.

Comparison Sites – UK

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 21.2430905617
78.7569094383
21%

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 67
33
67%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 64%
Transactional 6%
Navigational 13%
Seasonal 0%
Local 4%
Problem Solving 5%

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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
comparethemarket.com 33.32
gocompare.com 26.92
moneysupermarket.com 14.72
confused.com 7.03
uswitch.com 5.61
postoffice.co.uk 1.73
keycurrency.co.uk 1.32
eurochange.co.uk 1.18
torfx.com 1.01
quotezone.co.uk 0.9
others 6.26
  • comparethemarket.com - 33.32%
  • gocompare.com - 26.92%
  • moneysupermarket.com - 14.72%
  • confused.com - 7.03%
  • uswitch.com - 5.61%
  • postoffice.co.uk - 1.73%
  • keycurrency.co.uk - 1.32%
  • eurochange.co.uk - 1.18%
  • torfx.com - 1.01%
  • quotezone.co.uk - 0.9%
  • others - 6.26%

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, Comparethemarket.com leads with a 33.32% click share. Gocompare.com follows at 26.92%, while Moneysupermarket.com holds 14.72%. Others collectively capture 6.26%, 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 postoffice.co.uk
2026/07/01 28.63% 20.54% 12.23% 16.08% 10.03% 2.05% 0.7% 0.66% 0.58% 0.2%
2026/07/02 26.8% 19.92% 10.63% 16.6% 12.38% 2.05% 1.01% 1.18% 0.67% 0.5%
2026/07/03 26.55% 20.61% 10.39% 16.69% 12.11% 2.19% 0.84% 1.06% 0.81% 0.66%
2026/07/04 29.01% 19.06% 13.09% 16.95% 7.7% 1.72% 1.68% 1.14% 0.42% 0.73%
2026/07/05 28.16% 23.01% 10.6% 16.72% 8.46% 2.62% 1.14% 0.53% 0.36% 0.61%
2026/07/06 27.71% 20.47% 13% 16.53% 8.42% 2.07% 0.76% 1.02% 0.72% 0.67%
2026/07/07 28.13% 19.24% 13.44% 15.8% 8.87% 2.61% 0.74% 1.09% 0.82% 0.8%
2026/07/08 26.63% 20.39% 12.15% 15.89% 9.31% 2.7% 0.92% 1.21% 0.97% 1.08%
2026/07/09 29.91% 21.12% 12.93% 16.6% 5.74% 2.41% 1.17% 0.71% 0.44% 1.16%
2026/07/10 29.27% 20.19% 13.93% 16.1% 4.66% 2.37% 1.18% 0.99% 0.84% 1.53%
2026/07/11 30.17% 23.48% 12.93% 14.55% 4.03% 2.14% 1.43% 0.92% 0.76% 1.3%
2026/07/12 28.11% 23.62% 14.04% 15.4% 4.65% 2.25% 1.29% 0.98% 0.47% 1.03%
2026/07/13 28.43% 22.42% 14.69% 14.73% 6.43% 2.06% 0.79% 1.18% 0.48% 0.82%
2026/07/14 29.41% 22.07% 11.77% 15.32% 8.38% 1.88% 0.69% 1% 0.62% 0.81%
2026/07/15 28.48% 20.39% 15.25% 13.74% 7.71% 1.43% 0.59% 1.22% 0.67% 0.85%
2026/07/16 28.53% 20.21% 15.65% 14.64% 7.88% 1.83% 0.85% 0.84% 0.61% 0.41%
2026/07/17 28.19% 22.16% 12.75% 16% 8.3% 2.44% 1.59% 0.76% 0.42% 0.15%
2026/07/18 30.65% 19.33% 12.25% 17.19% 7.74% 3.07% 1.29% 0.37% 0.65% 0.13%
2026/07/19 28.14% 24.39% 13.04% 15.98% 4.95% 2.62% 1.49% 0.78% 0.68% 0.49%
2026/07/20 31.08% 18.45% 13.05% 15.08% 10.81% 2.36% 0.67% 0.58% 0.55% 0.17%
2026/07/21 29.31% 21.99% 11.73% 15.27% 8.35% 1.88% 0.69% 1% 0.62% 0.8%
2026/07/22 31.67% 19.58% 13.36% 15.55% 5.95% 2.09% 1.08% 1.31% 0.61% 0.86%
2026/07/23 29.07% 19.63% 16.66% 14.51% 6.73% 2.32% 1.17% 0.81% 0.7% 0.85%
2026/07/24 31.02% 21.34% 10.96% 14.75% 8.01% 1.88% 0.95% 1.13% 0.93% 0.9%
2026/07/25 30.74% 20.19% 13.37% 15.45% 5.99% 2.35% 0.95% 0.99% 0.81% 1.1%
2026/07/26 27.94% 18.77% 13.57% 15.64% 8.07% 2.54% 0.98% 1.03% 0.82% 0.86%
2026/07/27 28.44% 19.88% 13.68% 14.25% 8.21% 2.23% 1.31% 1.19% 0.82% 0.63%
2026/07/28 29.61% 20.21% 13.29% 14.53% 6.96% 2.2% 0.52% 0.99% 0.68% 0.48%
2026/07/29 28.14% 20.65% 15.68% 14.36% 8.27% 2.02% 0.76% 0.83% 0.63% 0.09%
2026/07/30 30.95% 22.42% 14.79% 13.46% 6.84% 1.63% 0.4% 0.68% 0.61% 0.09%
2026/07/31 31.81% 24.09% 14% 13.27% 7.47% 2.37% 0.47% 0.26% 0.14% 0.02%
  • gocompare.com
  • comparethemarket.com
  • moneysupermarket.com
  • confused.com
  • uswitch.com
  • quotezone.co.uk
  • tiger.co.uk
  • keycurrency.co.uk
  • torfx.com
  • postoffice.co.uk

Copyright © Adthena. All rights reserved.

In July 2026, gocompare.com led with a steady rise, peaking at 31.81%. Comparethemarket.com fluctuated, ending at 24.09%. Moneysupermarket.com saw a mid-month surge, closing at 14.0%. Confused.com declined, finishing at 13.27%.

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
2026/07/01 244
2026/07/02 248
2026/07/03 247
2026/07/04 249
2026/07/05 246
2026/07/06 252
2026/07/07 243
2026/07/08 242
2026/07/09 234
2026/07/10 240
2026/07/11 238
2026/07/12 230
2026/07/13 245
2026/07/14 244
2026/07/15 238
2026/07/16 251
2026/07/17 239
2026/07/18 228
2026/07/19 222
2026/07/20 225
2026/07/21 244
2026/07/22 246
2026/07/23 252
2026/07/24 249
2026/07/25 255
2026/07/26 252
2026/07/27 249
2026/07/28 260
2026/07/29 218
2026/07/30 217
2026/07/31 215

Copyright © Adthena. All rights reserved.

July began with 244 advertisers, fluctuating throughout the month. Peaks reached 260 on July 28, but ended at 215, indicating a dynamic 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
gocompare.com 1.13%
moneysupermarket.com 0.79%
uswitch.com 0.35%
sunlife.co.uk 0.14%
torfx.com 0.1%
keycurrency.co.uk -0.09%
eurochange.co.uk -0.14%
confused.com -0.49%
postoffice.co.uk -0.67%
comparethemarket.com -1.17%

Copyright © Adthena. All rights reserved.

Gocompare.com surged with a 1.13 increase, while comparethemarket.com dropped by 1.17. Moneysupermarket.com and uswitch.com also gained, contrasting with declines from postoffice.co.uk and confused.com.

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 eurochange.co.uk keycurrency.co.uk torfx.com postoffice.co.uk
2026/07/01 25.3% 12.55% 13.69% 14.45% 9.86% 2.85% 1.36% 2.38% 2.36% 0.65%
2026/07/02 24.38% 12.06% 12.73% 15.69% 8.46% 2.02% 2.2% 4.16% 2.63% 1.57%
2026/07/03 25.67% 11.83% 11.92% 17% 7.36% 2.76% 2.03% 3.46% 2.78% 1.67%
2026/07/04 27.49% 11.19% 13.6% 11.99% 9.68% 2.29% 1.81% 3.93% 1.48% 2.17%
2026/07/05 27.83% 14.76% 13.73% 12.08% 7.77% 2.86% 2.34% 2.08% 1.44% 1.96%
2026/07/06 25.19% 11.87% 13.44% 12.21% 9.94% 2.99% 2.39% 3.66% 2.65% 1.91%
2026/07/07 24% 10.98% 14.16% 12.46% 9.85% 2.9% 2% 4% 3.27% 2.71%
2026/07/08 23.62% 12.07% 11.81% 13.45% 9.19% 3.16% 2.35% 4.24% 3.71% 3.03%
2026/07/09 24.27% 13.46% 14.84% 8.56% 11.38% 3.77% 2.02% 2.73% 1.66% 3.9%
2026/07/10 24.5% 12.08% 12.76% 6.63% 9.95% 3.3% 2.45% 3.58% 2.73% 4.93%
2026/07/11 21.81% 14.91% 16.15% 6.86% 10.24% 3.48% 2.11% 3.19% 2.64% 4.13%
2026/07/12 24.62% 14.32% 13.22% 7.94% 10.61% 3.33% 2.3% 3.51% 1.84% 3.38%
2026/07/13 21.44% 13.78% 15.02% 9.63% 12.95% 2.74% 1.79% 4.27% 1.88% 2.88%
2026/07/14 21.87% 13.19% 15.8% 12.77% 8.57% 3.1% 2.21% 3.52% 2.14% 2.56%
2026/07/15 20.52% 11.75% 12.97% 12.18% 10.29% 2.59% 2.35% 4.38% 2.75% 2.81%
2026/07/16 22.48% 12.4% 14.49% 12.51% 11.24% 3.3% 1.36% 2.99% 2.4% 1.45%
2026/07/17 27.17% 13.37% 14.79% 12.47% 9.54% 3.88% 1.31% 2.56% 1.61% 0.42%
2026/07/18 29.43% 12.46% 12.71% 13.82% 8.42% 4.78% 1.19% 1.26% 2.4% 0.47%
2026/07/19 24.79% 16.3% 13.37% 7.24% 10.96% 3.58% 2% 2.79% 2.68% 1.86%
2026/07/20 23.35% 11.73% 15.15% 18.08% 8.76% 4.21% 1.1% 1.78% 2.05% 0.51%
2026/07/21 21.87% 13.19% 15.8% 12.77% 8.57% 3.1% 2.21% 3.52% 2.14% 2.56%
2026/07/22 24.45% 12.51% 14.9% 9.73% 9.67% 3.12% 2.03% 4.6% 2.25% 2.72%
2026/07/23 23.76% 11.83% 13.02% 10.75% 13.49% 3.34% 1.82% 3.13% 2.64% 2.71%
2026/07/24 22.12% 13.17% 15.16% 11.74% 7.54% 2.68% 1.55% 3.98% 3.06% 2.63%
2026/07/25 24.2% 12.62% 13.94% 9.9% 9.25% 3.81% 2% 3.47% 3.26% 3.32%
2026/07/26 23.78% 10.97% 11.66% 11.06% 10.04% 3.18% 1.8% 3.73% 3.11% 2.67%
2026/07/27 22.98% 11.25% 13.41% 11.41% 9.91% 3.23% 2.23% 3.94% 3.02% 1.92%
2026/07/28 23.19% 12.3% 12.74% 10.76% 10.03% 3.33% 1.98% 3.78% 2.56% 1.48%
2026/07/29 26.38% 12.55% 13.29% 12.05% 10.64% 2.47% 1.64% 3.06% 2.49% 0.22%
2026/07/30 25.16% 15.24% 15.12% 11.52% 10.54% 2.47% 1.68% 2.51% 2.18% 0.31%
2026/07/31 24.2% 16.72% 15.05% 12.44% 12.33% 3.17% 1.68% 1.13% 0.62% 0.06%
  • confused.com
  • comparethemarket.com
  • gocompare.com
  • uswitch.com
  • moneysupermarket.com
  • quotezone.co.uk
  • eurochange.co.uk
  • keycurrency.co.uk
  • torfx.com
  • postoffice.co.uk

Copyright © Adthena. All rights reserved.

Confused.com led July with fluctuating impressions, peaking mid-month. Comparethemarket.com and Gocompare.com showed steady growth, while Uswitch.com and Moneysupermarket.com had varied trends. The month ended with diverse performances.

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. 1
    Compare the Market™ | Compare the Market™ Website https://www.comparethemarket.com

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

    Compare Quotes On The Go — Compare deals on motor, home insurance, energy & much more! Get a quote in minutes. Compare top UK brands. Get prices in minutes.

  3. 3
    Go.Compare https://www.gocompare.com

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

  4. 4
    Large International Transfers - Compare Exchange Rates https://www.keycurrency.co.uk › great-exchange › rates

    British Co. Trusted & Helpful. Excellent Exchange Rates & No Bank Fees. Get a Quote Today.

  5. 5
    Compare Car Insurance - Switch and Save in Minutes https://www.uswitch.com

    We Compare Quotes From Major UK Providers To Find You a Great Deal On Your Car Insurance!

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, five advertisers stand out with compelling narratives. Comparethemarket.com emphasizes trust and breadth, offering comparisons from car insurance to internet providers. Confused.com highlights speed and convenience, promising quick quotes across various sectors. Go.Compare™ focuses on affordability, covering diverse insurance needs. Keycurrency.co.uk targets international transfers, boasting excellent rates and no fees. Lastly, Uswitch.com zeroes in on car insurance savings, leveraging major UK providers for the best deals. Each ad weaves a unique story, capturing consumer attention through trust, speed, affordability, and specialization.

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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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