UK Finance Comparison Sites - PPC Market Share Analysis October 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 59.5547801872
40.4452198128
59%

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 39
61
39%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 43%
Transactional 3%
Navigational 22%
Seasonal 0%
Local 1%
Problem Solving 2%

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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 34.57
gocompare.com 27.31
moneysupermarket.com 13.28
uswitch.com 6.76
confused.com 6.36
keycurrency.co.uk 2.01
postoffice.co.uk 1.31
quotezone.co.uk 0.79
torfx.com 0.77
gocardless.com 0.75
others 6.09
  • comparethemarket.com - 34.57%
  • gocompare.com - 27.31%
  • moneysupermarket.com - 13.28%
  • uswitch.com - 6.76%
  • confused.com - 6.36%
  • keycurrency.co.uk - 2.01%
  • postoffice.co.uk - 1.31%
  • quotezone.co.uk - 0.79%
  • torfx.com - 0.77%
  • gocardless.com - 0.75%
  • others - 6.09%

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In the PPC landscape, Comparethemarket.com leads with 34.57% click share, followed by Gocompare.com at 27.31%. Others collectively hold 6.09%, showcasing 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 confused.com moneysupermarket.com uswitch.com quotezone.co.uk moneyexpert.com keycurrency.co.uk thecomparisonexpert.com postoffice.co.uk
2026/10/01 31.51% 18.74% 17.03% 10.6% 7.89% 2.52% 0.85% 1.3% 1.28% 0.64%
2026/10/02 29.41% 19.39% 16.1% 12.32% 9.16% 2.44% 1.03% 1.51% 1.35% 0.75%
2026/10/03 33.07% 16.83% 15.92% 12.02% 10.09% 2.34% 1.28% 1.19% 1.08% 0.33%
2026/10/04 30.15% 18.9% 15.44% 13.15% 9.79% 2.03% 1.1% 1.44% 0.42% 0.28%
2026/10/05 33.3% 16.14% 15.58% 13.17% 9.21% 2.27% 0.63% 1.78% 0.65% 0.21%
2026/10/06 32.16% 19.06% 15.22% 14.04% 8.29% 1.45% 0.58% 1.43% 0.74% 0.21%
2026/10/07 31.76% 19.85% 14.9% 13.07% 8.3% 1.29% 1.1% 1.82% 0.79% 0.43%
2026/10/08 33.21% 19.31% 13.84% 12.71% 7.79% 2.23% 0.46% 1.42% 0.53% 0.4%
2026/10/09 31.94% 19.56% 12.66% 16.41% 7.33% 1.47% 0.25% 1.44% 0.63% 0.38%
2026/10/10 31.1% 20.96% 11.88% 16.53% 5.94% 1.63% 0.25% 1.45% 0.27% 0.34%
2026/10/11 31.32% 22.41% 10.99% 16.18% 5.52% 2.09% 0.66% 1.58% 0.6% 0.22%
2026/10/12 31.74% 21.4% 11.55% 17.18% 5.92% 1.13% 0.48% 1.48% 0.84% 0.35%
2026/10/13 29.63% 21.27% 14.02% 15.13% 7.87% 1.54% 0.69% 1.61% 0.6% 0.66%
2026/10/14 30.8% 20.28% 14.65% 12.32% 6.95% 1.76% 1.65% 1.76% 1.62% 0.56%
2026/10/15 31.89% 19.03% 14.1% 12.17% 6.77% 1.24% 2.27% 1.79% 2.12% 0.54%
2026/10/16 29.89% 20.67% 15.49% 11.12% 7.73% 1.66% 1.47% 1.96% 1.74% 0.64%
2026/10/17 29.46% 22.3% 14.96% 11.43% 7.23% 0.94% 1.91% 1.94% 1.38% 0.74%
2026/10/18 30.95% 20.25% 13.11% 12.7% 7.39% 1.17% 2.27% 2.01% 1.04% 0.65%
2026/10/19 32.32% 19.5% 15.52% 10.73% 7.9% 1.5% 1.73% 1.65% 0.95% 0.66%
2026/10/20 31.88% 20.36% 15.59% 11.28% 8.01% 0.73% 1.89% 1.58% 0.84% 0.89%
2026/10/21 31.2% 21.44% 14.58% 12.36% 7.44% 0.9% 1.88% 1.26% 1.46% 0.49%
2026/10/22 34.26% 19.47% 13.25% 12.51% 6.62% 2.02% 1.62% 1.26% 0.88% 0.75%
2026/10/23 31.81% 22.29% 12.3% 13.67% 6.72% 0.79% 1.36% 1.34% 1.34% 0.19%
2026/10/24 29.23% 20.04% 13.51% 11.92% 8.9% 2.17% 1.51% 1.44% 1.62% 0.86%
2026/10/25 30.52% 21.96% 13.18% 10.65% 8.42% 2.55% 0.92% 0.95% 1.72% 0.81%
2026/10/26 29.09% 20.25% 14.66% 9.88% 9.04% 2.23% 1.07% 1.36% 1.83% 1.23%
2026/10/27 27.66% 20.44% 14.63% 11.24% 8.29% 2.54% 0.99% 1.15% 2.87% 0.72%
2026/10/28 27.71% 20.98% 14.17% 11.07% 8% 2.14% 0.93% 1.28% 3.12% 1.37%
2026/10/29 29.62% 20.57% 14.71% 10.7% 8.2% 1.6% 1.3% 1.49% 2.28% 0.8%
2026/10/30 30.51% 21.01% 12.8% 10.62% 7.56% 2.09% 0.85% 1.38% 3.68% 0.86%
2026/10/31 29.64% 22.63% 13.23% 12.52% 7.06% 3.18% 1.3% 1.01% 0.93% 0.85%
  • gocompare.com
  • comparethemarket.com
  • confused.com
  • moneysupermarket.com
  • uswitch.com
  • quotezone.co.uk
  • moneyexpert.com
  • keycurrency.co.uk
  • thecomparisonexpert.com
  • postoffice.co.uk

Copyright © Adthena. All rights reserved.

In October 2026, gocompare.com led with fluctuating spend shares, peaking at 34.26%. Comparethemarket.com steadily rose, ending at 22.63%. Confused.com saw a decline, while moneysupermarket.com maintained moderate stability. Uswitch.com and others showed varied trends.

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
2026/10/01 222
2026/10/02 220
2026/10/03 210
2026/10/04 212
2026/10/05 222
2026/10/06 214
2026/10/07 227
2026/10/08 229
2026/10/09 221
2026/10/10 217
2026/10/11 214
2026/10/12 210
2026/10/13 233
2026/10/14 232
2026/10/15 220
2026/10/16 229
2026/10/17 225
2026/10/18 229
2026/10/19 240
2026/10/20 231
2026/10/21 225
2026/10/22 220
2026/10/23 230
2026/10/24 236
2026/10/25 241
2026/10/26 250
2026/10/27 247
2026/10/28 246
2026/10/29 242
2026/10/30 248
2026/10/31 235

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October saw a dynamic shift in distinct advertisers, starting at 222 and peaking at 250. The month concluded with a slight dip to 235, showcasing a vibrant competitive 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
postoffice.co.uk 0.92%
comparethemarket.com 0.49%
thecomparisonexpert.com 0.44%
torfx.com 0.4%
currenciesdirect.com 0.37%
gocardless.com -0.09%
keycurrency.co.uk -0.1%
sunlife.co.uk -0.12%
gocompare.com -1.28%
moneysupermarket.com -2.21%

Copyright © Adthena. All rights reserved.

Postoffice.co.uk surged with a 0.92% click share increase, while moneysupermarket.com dropped by 2.21%.

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 keycurrency.co.uk moneyexpert.com torfx.com thecomparisonexpert.com
2026/10/01 29.27% 11.83% 11.55% 12.4% 7.79% 2.61% 4.8% 1.86% 1.09% 1.76%
2026/10/02 27.63% 12.35% 10.74% 13.98% 10.29% 2.97% 5.09% 2.61% 1.01% 2.81%
2026/10/03 27.77% 10.6% 12.51% 15.57% 11.1% 3.07% 4.11% 2.81% 0.41% 1.54%
2026/10/04 27.6% 12.52% 12% 14.79% 10.25% 2.5% 5.12% 2.39% 0.68% 0.83%
2026/10/05 26.63% 11.03% 13.32% 14.37% 9.56% 2.87% 5.88% 1.88% 0.83% 0.88%
2026/10/06 27.07% 13.01% 12.03% 12.9% 12.36% 1.76% 5.1% 1.88% 1.22% 0.84%
2026/10/07 28.15% 12.48% 12.13% 13.62% 9.54% 1.83% 5.71% 2.26% 2.25% 1.53%
2026/10/08 24.36% 13.16% 13.41% 14.31% 11.07% 3.27% 4.54% 0.94% 2.37% 0.64%
2026/10/09 24.32% 13.55% 12.47% 13.3% 14.53% 2.02% 5.03% 0.39% 2.05% 1.19%
2026/10/10 23.48% 14.62% 11.92% 11.14% 15.51% 2.39% 5.08% 0.47% 1.64% 0.74%
2026/10/11 21.42% 16.56% 12.85% 9.75% 14.76% 2.71% 5.75% 1.54% 1.21% 0.69%
2026/10/12 22.54% 14.42% 12.19% 11.46% 15.01% 1.62% 5.06% 1.74% 1.8% 1.13%
2026/10/13 26.77% 13.88% 11.03% 13.91% 12.12% 1.97% 5.12% 2.68% 1.54% 0.84%
2026/10/14 26.06% 13.23% 11.66% 11.95% 7.74% 2.3% 5.84% 4.09% 1.65% 2.45%
2026/10/15 24.81% 12.27% 11.89% 13.1% 7.25% 1.7% 5.47% 5.08% 2.18% 3.7%
2026/10/16 26.74% 13.66% 11% 13.14% 6.31% 2.33% 5.79% 4.24% 0.87% 3.01%
2026/10/17 26.04% 14.86% 11.28% 12.64% 6.88% 1.59% 6.13% 4.25% 0.82% 2.39%
2026/10/18 22.76% 13.18% 12.12% 14.38% 7.97% 1.6% 6.21% 5.42% 0.94% 2.14%
2026/10/19 27.19% 13.15% 12.23% 12.64% 7.38% 2.11% 5.15% 4.48% 1.79% 1.61%
2026/10/20 27.94% 13.72% 12.63% 14.17% 7.27% 0.97% 4.71% 4.19% 1.71% 1.34%
2026/10/21 26.82% 14.46% 12.69% 12.41% 8.18% 1.19% 4.27% 4.52% 2.1% 1.94%
2026/10/22 25.03% 13.41% 13.89% 12.12% 7.98% 3.06% 4.96% 3.44% 2.09% 1.39%
2026/10/23 24.58% 16.24% 12.83% 12.11% 8.97% 1.33% 4.68% 4.05% 0.83% 2.23%
2026/10/24 22.97% 12.11% 11.4% 13.65% 7.5% 3.03% 5.33% 2.97% 2.4% 2.53%
2026/10/25 23.74% 14.49% 12.64% 13.53% 6.8% 3.7% 3.79% 2.45% 1.56% 2.57%
2026/10/26 23.84% 12.05% 10.71% 15.33% 5.6% 3.45% 4.99% 2.46% 2.91% 3.5%
2026/10/27 23.37% 12.13% 10.87% 13.42% 6.59% 4.11% 4.3% 2.83% 3.3% 4.4%
2026/10/28 23.19% 12.53% 10.17% 12.75% 6.14% 3.14% 4.79% 2.3% 3.85% 5.12%
2026/10/29 24.02% 13.04% 11.02% 13.7% 6.64% 2.42% 5.56% 3.26% 3.42% 3.7%
2026/10/30 23.25% 13.26% 11.48% 13.09% 5.99% 3.03% 5.2% 2.44% 2.94% 5.41%
2026/10/31 24.25% 15% 12.17% 11.8% 7.87% 4.86% 4% 3.63% 2.24% 1.84%
  • confused.com
  • comparethemarket.com
  • gocompare.com
  • uswitch.com
  • moneysupermarket.com
  • quotezone.co.uk
  • keycurrency.co.uk
  • moneyexpert.com
  • torfx.com
  • thecomparisonexpert.com

Copyright © Adthena. All rights reserved.

In October 2026, “confused.com” saw a decline from 29.27% to 24.25%. “comparethemarket.com” rose from 11.83% to 15.00%. “gocompare.com” fluctuated, ending at 12.17%. “uswitch.com” peaked mid-month, closing at 11.80%. “moneysupermarket.com” dipped, finishing at 7.87%. “quotezone.co.uk” increased, ending at 4.86%. “keycurrency.co.uk” varied, closing at 4.00%. “moneyexpert.com” rose to 3.63%. “torfx.com” peaked late, ending at 2.24%. “thecomparisonexpert.com” fluctuated, closing at 1.84%.

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 Cheap Insurance Deals https://www.comparethemarket.com › official › website

    Compare & Switch With Confidence At The UK’s Largest & Most Trusted Comparison Website.

  2. 2
    Compare Insurance | Our Cheapest Price In Minutes https://www.confused.com/

    Compare deals on motor, home insurance, energy & much more! Get a quote in minutes. You could...

  3. 3
    MoneySuperMarket Official Site | Switch Today And Super Save https://www.moneysupermarket.com

    Earn Up to £20 On A Qualifying Product You Buy & We’ll Even Price Match, T&Cs Apply. Helping Britain Save On Car Insurance, Credit Cards & More. Save With MoneySuperMarket.

  4. 4
    Get Cheaper Car Insurance | Compare 130+ Quotes in 2 Mins https://www.thecomparisonexpert.com › compare › insurance

    Compare 130+ Car Insurance Quotes and Save up to £518*

  5. 5
    Compare Car Insurance https://www.uswitch.com › car-insurance

    Switch and Save in Minutes — Uswitch, you save. See our best car insurance prices from trusted insurers in minutes.

Copyright © Adthena. All rights reserved.

In the competitive world of insurance comparison, top advertisers like Compare the Market, Confused.com, and MoneySuperMarket captivate with promises of savings and trust. Themes of quick comparisons and substantial savings dominate, with unique propositions like price matching and extensive quote options.

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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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