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UK Finance Comparison Sites - PPC Market Share Analysis May 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 17.1199148594
82.8800851406
17%

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 71
29
71%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 70%
Transactional 5%
Navigational 6%
Seasonal 0%
Local 4%
Problem Solving 8%

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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
gocompare.com 28.84
comparethemarket.com 21.28
moneysupermarket.com 15.59
uswitch.com 10.44
confused.com 8.73
torfx.com 1.61
keycurrency.co.uk 1.34
quotezone.co.uk 1.33
money.co.uk 1.13
postoffice.co.uk 1.01
others 8.7
  • gocompare.com - 28.84%
  • comparethemarket.com - 21.28%
  • moneysupermarket.com - 15.59%
  • uswitch.com - 10.44%
  • confused.com - 8.73%
  • torfx.com - 1.61%
  • keycurrency.co.uk - 1.34%
  • quotezone.co.uk - 1.33%
  • money.co.uk - 1.13%
  • postoffice.co.uk - 1.01%
  • others - 8.7%

Copyright © Adthena. All rights reserved.

In the PPC landscape, GoCompare dominates with 28.84% click share, followed by CompareTheMarket at 21.28%. Others collectively hold 8.70%, 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 confused.com comparethemarket.com moneysupermarket.com uswitch.com quotezone.co.uk tiger.co.uk keycurrency.co.uk torfx.com vancompare.com
2026/05/01 27.83% 16.16% 13.31% 13.6% 13.36% 3.65% 2.52% 0.78% 1.31% 0.51%
2026/05/02 31.47% 15.72% 13.38% 12.76% 12.86% 3.28% 1.36% 0.62% 0.71% 0.51%
2026/05/03 29.72% 16.34% 12.4% 12.4% 14.13% 3.99% 2.25% 0.58% 0.91% 0.7%
2026/05/04 28.23% 16.78% 14.74% 13.38% 12.16% 4.12% 2.11% 0.79% 0.67% 0.7%
2026/05/05 29.47% 15.83% 14.12% 13.38% 11.94% 2.67% 1.75% 0.91% 0.84% 0.71%
2026/05/06 28% 16.4% 14.05% 13.16% 12.44% 4.14% 1.58% 0.88% 0.86% 0.57%
2026/05/07 27.85% 15.72% 14.24% 12.76% 14.57% 3.43% 1.22% 0.66% 1.15% 0.63%
2026/05/08 27.9% 15.37% 13.77% 12.7% 14.11% 3.44% 2.5% 0.81% 1.01% 0.56%
2026/05/09 27.22% 16.24% 15.19% 12.33% 12.68% 3.78% 1.25% 0.8% 0.7% 0.91%
2026/05/10 27.8% 15.7% 14.84% 12.35% 13.19% 3.27% 1.41% 1.14% 1.03% 0.93%
2026/05/11 26.7% 16.23% 14.18% 14.17% 12.03% 3.28% 2.07% 0.7% 0.85% 0.62%
2026/05/12 26.89% 15.93% 13.26% 14.12% 12.3% 2.27% 1.5% 0.93% 1.09% 0.83%
2026/05/13 27.21% 15.54% 14.41% 13.2% 12% 2.81% 1.46% 0.99% 1.06% 0.53%
2026/05/14 26.23% 15.93% 14.24% 13.5% 11.89% 3.59% 1.62% 0.78% 1.14% 0.63%
2026/05/15 27.85% 15.34% 13.74% 12.68% 14.08% 3.43% 2.51% 0.93% 1.01% 0.56%
2026/05/16 28.31% 16.1% 12.9% 13.45% 12.39% 3.02% 1.84% 0.84% 0.68% 0.61%
2026/05/17 27.73% 15.99% 14.05% 14.32% 11.32% 3.3% 1.57% 0.9% 0.85% 0.65%
2026/05/18 27.56% 15.34% 13.82% 14.39% 12.19% 2.73% 1.8% 0.97% 0.87% 0.42%
2026/05/19 29.35% 16.48% 14.53% 12.81% 11.86% 2.3% 2.08% 0.88% 0.75% 0.79%
2026/05/20 29.43% 16.01% 12.66% 12.31% 13.6% 2.7% 1.77% 0.89% 1.2% 0.66%
2026/05/21 27.6% 16.09% 11.84% 13.35% 14.21% 3.19% 1.6% 0.86% 0.97% 0.54%
2026/05/22 28.67% 16.32% 13.17% 14.13% 11.7% 2.26% 1.36% 1.09% 0.68% 0.66%
2026/05/23 28.27% 15.62% 14.57% 12.79% 11.96% 2.81% 1.27% 0.86% 0.9% 1.01%
2026/05/24 27.23% 15.9% 15.05% 13.41% 12.22% 2.69% 1.83% 0.71% 0.75% 0.62%
2026/05/25 29.45% 15.95% 12.82% 12.87% 12.64% 2.14% 0.95% 0.78% 0.89% 0.78%
2026/05/26 29.76% 15.82% 12.24% 13.7% 11.49% 1.96% 0.96% 0.71% 1.35% 0.94%
2026/05/27 27.44% 15.61% 13.71% 15.59% 11.14% 2.12% 0.83% 0.35% 1.31% 0.72%
2026/05/28 28.16% 15.61% 13.35% 15.63% 11.49% 2.22% 1.07% 0.57% 0.91% 0.65%
2026/05/29 28.29% 15.99% 13.98% 14.16% 10.8% 2.3% 1.11% 0.7% 1.51% 0.43%
2026/05/30 29.24% 14.98% 15.24% 14.36% 12.03% 2.04% 1.19% 0.68% 0.69% 0.63%
2026/05/31 29.32% 15.93% 14.86% 14.47% 10.74% 1.71% 1.41% 0.77% 0.37% 0.37%
  • gocompare.com
  • confused.com
  • comparethemarket.com
  • moneysupermarket.com
  • uswitch.com
  • quotezone.co.uk
  • tiger.co.uk
  • keycurrency.co.uk
  • torfx.com
  • vancompare.com

Copyright © Adthena. All rights reserved.

In May 2026, gocompare.com led with a fluctuating spend share, peaking at 31.47% early in the month. Confused.com and comparethemarket.com followed, showing minor variations. By month’s end, gocompare.com maintained dominance, closing at 29.32%.

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
2026/05/01 271
2026/05/02 256
2026/05/03 276
2026/05/04 282
2026/05/05 283
2026/05/06 283
2026/05/07 287
2026/05/08 286
2026/05/09 278
2026/05/10 271
2026/05/11 298
2026/05/12 302
2026/05/13 290
2026/05/14 302
2026/05/15 286
2026/05/16 289
2026/05/17 294
2026/05/18 297
2026/05/19 289
2026/05/20 283
2026/05/21 298
2026/05/22 295
2026/05/23 287
2026/05/24 286
2026/05/25 300
2026/05/26 292
2026/05/27 288
2026/05/28 296
2026/05/29 294
2026/05/30 283
2026/05/31 280

Copyright © Adthena. All rights reserved.

May began with 271 advertisers, fluctuating throughout the month, peaking at 302 on May 12 and May 14. The month concluded with 280 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
Market Loss & Market Gains - Last month
Name Market Trend
money.co.uk 1.04%
postoffice.co.uk 0.85%
gocompare.com 0.69%
compareholidaymoney.com 0.26%
currenciesdirect.com 0.2%
tiger.co.uk -0.21%
quotezone.co.uk -0.36%
moneysupermarket.com -0.38%
uswitch.com -1.09%
comparethemarket.com -1.29%

Copyright © Adthena. All rights reserved.

In the past month, money.co.uk surged with a 1.04% click share increase, while comparethemarket.com faced a decline of 1.29%.

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 gocompare.com comparethemarket.com moneysupermarket.com tiger.co.uk keycurrency.co.uk money.co.uk quotezone.co.uk torfx.com
2026/05/01 26.52% 21.8% 9.56% 8.64% 7.16% 5.64% 2.31% 0.22% 5.83% 3.42%
2026/05/02 28.26% 21.59% 12.24% 9.19% 7.52% 3.9% 1.7% 0.26% 4.57% 1.86%
2026/05/03 26.99% 22.91% 11.6% 8.9% 7.09% 5.19% 1.62% 0.27% 5.27% 2.68%
2026/05/04 27.27% 19.67% 11.47% 10.29% 7.81% 4.83% 2.45% 0.39% 5.63% 2.06%
2026/05/05 26.62% 19.09% 11.54% 9.58% 8.16% 4.01% 2.46% 0.44% 4.42% 2.35%
2026/05/06 27.62% 19.29% 10.36% 9.64% 7.17% 3.56% 2.59% 0.3% 5.74% 2.48%
2026/05/07 26.49% 24.06% 10.44% 9.27% 6.66% 2.82% 1.69% 0.19% 5.04% 3.15%
2026/05/08 25% 22.59% 10.03% 9.34% 6.56% 5.26% 2.43% 0.22% 5.39% 2.69%
2026/05/09 27.08% 21.37% 10.27% 9.95% 6.35% 2.69% 2.15% 0.31% 5.05% 1.86%
2026/05/10 26.07% 19.95% 10.81% 9.42% 7.22% 2.82% 3.48% 0.25% 3.92% 3.11%
2026/05/11 25.36% 17.91% 11.1% 9.45% 8.45% 4.76% 2.04% 1.09% 3.66% 2.51%
2026/05/12 23.93% 18.19% 10.37% 8.32% 8.73% 3.12% 2.84% 1.34% 2.8% 3.34%
2026/05/13 23.13% 17.87% 10.73% 9.05% 7.75% 3.65% 3.04% 1.09% 3.55% 3.1%
2026/05/14 23.42% 17.61% 9.98% 8.78% 7.87% 3.6% 2.37% 0.86% 4.17% 3.51%
2026/05/15 25% 22.59% 10.03% 9.34% 6.56% 5.26% 2.43% 0.22% 5.39% 2.69%
2026/05/16 24.14% 17.8% 11.46% 9.39% 8.2% 4.54% 2.65% 1.22% 3.91% 2.2%
2026/05/17 24.66% 15.62% 11.59% 9.68% 9.4% 4.18% 2.91% 1.48% 4.04% 2.83%
2026/05/18 24.92% 17.34% 11.22% 9.7% 8.62% 4.11% 3.09% 1.08% 3.47% 2.9%
2026/05/19 26.49% 18.89% 12.11% 10.2% 7.48% 4.94% 2.9% 0.61% 2.92% 2.3%
2026/05/20 25.1% 20.77% 11.38% 8.53% 6.95% 4% 2.71% 0.68% 3.48% 3.67%
2026/05/21 24.26% 19.71% 10.44% 7.27% 8.12% 3.35% 2.72% 1.75% 4.19% 3.14%
2026/05/22 25.47% 16.49% 11.68% 8.59% 8.71% 2.97% 3.67% 1.78% 2.77% 2.32%
2026/05/23 23.91% 17.52% 11.62% 9.77% 7.38% 3.15% 2.93% 1.84% 3.07% 2.93%
2026/05/24 24.45% 18.86% 11.25% 9.68% 8.26% 4.19% 2.26% 1.26% 3.11% 2.44%
2026/05/25 24.62% 18.33% 12.09% 9.01% 7.8% 2.14% 2.48% 1.84% 2.13% 2.95%
2026/05/26 23.25% 17.33% 12.49% 7.92% 8.23% 2.05% 2.32% 2.18% 2.2% 4.47%
2026/05/27 23.25% 17.25% 10.75% 9.15% 9.41% 1.85% 1.05% 2.51% 2.68% 4.37%
2026/05/28 24.08% 16.73% 11.49% 9.45% 9.17% 2.53% 1.76% 2.33% 3.01% 3.12%
2026/05/29 23.77% 17.69% 10.96% 9.19% 8.03% 2.42% 2.25% 1.85% 2.07% 4.92%
2026/05/30 23.87% 19.35% 11.91% 10.05% 8.44% 2.78% 2.15% 2.8% 2.38% 2.1%
2026/05/31 25.22% 17.92% 11.98% 9.99% 8.75% 3.5% 2.58% 2.55% 1.74% 1.15%
  • confused.com
  • uswitch.com
  • gocompare.com
  • comparethemarket.com
  • moneysupermarket.com
  • tiger.co.uk
  • keycurrency.co.uk
  • money.co.uk
  • quotezone.co.uk
  • torfx.com

Copyright © Adthena. All rights reserved.

Confused.com led May with fluctuating impressions, peaking early. Uswitch.com saw a mid-month dip, while Gocompare.com steadily rose. Comparethemarket.com and Moneysupermarket.com showed minor variations. Tiger.co.uk and Keycurrency.co.uk had low shares. Money.co.uk and Quotezone.co.uk remained stable. Torfx.com ended with a decline.

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™ https://www.comparethemarket.com

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

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

    Cheap Insurance Quotes — Find our cheapest insurance quotes from some of the best brands in the market.

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

    Compare And Super Save Today — 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.

  5. 5
    Compare Car Insurance - Get A Quote 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 world of insurance comparison, five giants dominate Google’s PPC landscape. Comparethemarket.com stands out with its promise of confidence and trust, while Confused.com and GoCompare emphasize affordability and variety. MoneySuperMarket.com offers savings incentives, and Uswitch highlights quick, efficient service.

Frequently Asked Questions

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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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