UK Finance Comparison Sites - PPC Market Share Analysis February 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	36.29
gocompare.com	22.12
moneysupermarket.com	9.95
uswitch.com	6.62
confused.com	6.38
currenciesdirect.com	1.8
torfx.com	1.7
quotezone.co.uk	1.45
keycurrency.co.uk	1.17
sainsburysbank.co.uk	1.17
others	11.35

In the competitive landscape of Google PPC, comparethemarket.com leads with a 36.29% click share. Gocompare.com follows at 22.12%, while moneysupermarket.com holds 9.95%. Others collectively capture 11.35%, 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
Date	gocompare.com	comparethemarket.com	moneysupermarket.com	confused.com	uswitch.com	quotezone.co.uk	torfx.com	currenciesdirect.com	keycurrency.co.uk	tiger.co.uk
2025/02/01	22.93%	21.1%	12.24%	11.86%	11.48%	2.7%	0.92%	0.88%	0.79%	0.66%
2025/02/02	21.75%	20.96%	12.28%	12.73%	12.31%	2.15%	0.71%	0.63%	0.74%	1.27%
2025/02/03	22.15%	22.75%	12.35%	12.61%	10.73%	1.85%	0.79%	0.74%	0.86%	0.87%
2025/02/04	23.27%	22.11%	12.44%	12.25%	9.93%	1.68%	0.76%	0.83%	0.73%	0.77%
2025/02/05	22.69%	20.81%	11.76%	11.56%	10.12%	2.38%	0.99%	0.75%	0.6%	0.93%
2025/02/06	21.18%	22.75%	11.2%	12.12%	11.67%	2.39%	1.29%	0.6%	0.49%	0.98%
2025/02/07	24.8%	22.43%	11.43%	11.47%	9.84%	1.78%	1.29%	0.94%	0.74%	0.86%
2025/02/08	23.72%	24.26%	11.08%	12.11%	10.08%	1.98%	1.28%	1.08%	0.86%	0.6%
2025/02/09	27.24%	25.52%	10.27%	11.4%	9.41%	2.46%	1.17%	0.87%	0.5%	0.71%
2025/02/10	26.02%	23.92%	12.64%	11.66%	8.68%	1.54%	1.02%	0.93%	0.52%	0.62%
2025/02/11	22.33%	24.02%	12.17%	12.4%	9.55%	1.87%	1.18%	1.05%	0.55%	0.42%
2025/02/12	26.09%	24.43%	12.16%	11.37%	7.78%	2.06%	1.19%	0.6%	0.3%	0.46%
2025/02/13	26.13%	25.58%	11.75%	11.32%	8.33%	1.48%	0.6%	0.86%	0.38%	0.48%
2025/02/14	23.24%	25.34%	13.26%	11.08%	7.82%	1.44%	1.16%	1.31%	0.75%	0.17%
2025/02/15	29.05%	25.75%	9.63%	10.38%	7.49%	1.5%	1.73%	2.1%	0.88%	0.16%
2025/02/16	25.5%	24.02%	12.26%	12.45%	9.81%	1.97%	0.95%	1.09%	0.5%	0.24%
2025/02/17	27.28%	25.69%	10.52%	10.62%	8.51%	1.79%	0.89%	1.22%	1.06%	0.37%
2025/02/18	25.26%	23.97%	12.3%	11.6%	8.84%	1.71%	0.58%	1.04%	0.64%	0.6%
2025/02/19	26.95%	25.25%	11.13%	12.06%	7.54%	2.23%	0.6%	1.05%	0.52%	0.5%
2025/02/20	24.33%	21.43%	12.43%	12.46%	9.13%	2.08%	1.11%	1.51%	0.64%	0.49%
2025/02/21	28.13%	24.02%	10.61%	12.67%	7.88%	2.13%	0.63%	0.86%	0.41%	0.61%
2025/02/22	23.34%	22.64%	14.1%	13.39%	8.77%	1.9%	0.75%	0.86%	0.61%	0.58%
2025/02/23	25.15%	24.33%	11.61%	12.2%	9.42%	2.82%	0.66%	0.93%	0.39%	0.89%
2025/02/24	27.05%	23.62%	12.41%	10.94%	9.15%	1.88%	0.48%	1.14%	0.41%	0.57%
2025/02/25	25.41%	24.22%	13.02%	11.94%	7.48%	2.28%	0.87%	0.87%	0.67%	0.61%
2025/02/26	28.27%	24.86%	11.37%	10.37%	7.18%	1.96%	0.63%	0.82%	0.55%	0.52%
2025/02/27	25.7%	25.63%	12.05%	9.78%	9.04%	1.91%	0.77%	0.62%	0.45%	0.78%
2025/02/28	25.63%	23.26%	11.29%	11.12%	9.68%	2.16%	1.36%	1.21%	0.81%	0.79%

In February 2025, gocompare.com led with fluctuating spend, peaking at 29.05%. Comparethemarket.com followed closely, maintaining steady growth. Moneysupermarket.com and confused.com showed moderate activity, while uswitch.com and others trailed. The month ended with gocompare.com dominating.

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
2025/02/01	826
2025/02/02	842
2025/02/03	859
2025/02/04	909
2025/02/05	870
2025/02/06	842
2025/02/07	829
2025/02/08	783
2025/02/09	768
2025/02/10	777
2025/02/11	829
2025/02/12	820
2025/02/13	787
2025/02/14	854
2025/02/15	739
2025/02/16	767
2025/02/17	795
2025/02/18	806
2025/02/19	782
2025/02/20	846
2025/02/21	800
2025/02/22	769
2025/02/23	767
2025/02/24	792
2025/02/25	798
2025/02/26	787
2025/02/27	752
2025/02/28	743

February saw a dynamic shift in distinct advertisers, peaking at 909 on the 4th, then gradually declining to 743 by month’s end.

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
comparethemarket.com	2.98%
gocompare.com	1.73%
currenciesdirect.com	0.31%
mandstravelmoney.com	0.11%
eurochange.co.uk	0.1%
bestmoney.com	-0.31%
torfx.com	-0.36%
confused.com	-0.53%
moneysupermarket.com	-0.68%
uswitch.com	-0.84%

Comparethemarket.com surged with a 2.98 increase, while uswitch.com dropped by 0.84.

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	currenciesdirect.com	keycurrency.co.uk	tiger.co.uk
2025/02/01	15.48%	11.2%	10.22%	13.59%	7.87%	6.01%	2.84%	2.72%	2.57%	2.33%
2025/02/02	17.18%	11.58%	8.33%	14.61%	8.31%	4.99%	2.19%	1.79%	2.27%	5.03%
2025/02/03	16.45%	12.7%	9.71%	13.96%	8.51%	4.76%	2.2%	2.51%	3.2%	3.17%
2025/02/04	16.78%	13%	9.11%	12.18%	8.67%	4.63%	2.67%	2.71%	2.5%	2.61%
2025/02/05	15.9%	11.47%	8.43%	11.99%	8.03%	5.83%	2.88%	2%	1.88%	3.01%
2025/02/06	16.98%	13.22%	7.72%	14.13%	6.86%	6.09%	3.22%	1.73%	1.64%	3.45%
2025/02/07	16.88%	13.41%	10.15%	12.3%	7.56%	4.56%	3.34%	3%	2.3%	2.91%
2025/02/08	18.34%	13.47%	9.83%	14.01%	8.95%	5.23%	3.69%	2.61%	2.33%	1.76%
2025/02/09	18.43%	15.13%	11.65%	12.9%	8.1%	6.83%	3.67%	3.15%	1.69%	2.1%
2025/02/10	17.99%	14.32%	11.33%	11.63%	9.52%	4.71%	3.45%	3.06%	1.9%	2.46%
2025/02/11	17.04%	13.7%	9.18%	11.73%	7.05%	5%	4.15%	3.73%	1.98%	1.63%
2025/02/12	17.03%	14.48%	10.63%	11.48%	7.98%	6.16%	3.53%	2.63%	0.99%	1.68%
2025/02/13	17.69%	14.69%	12.22%	12.64%	8.3%	4.32%	1.81%	3.66%	1.23%	1.75%
2025/02/14	15.61%	15.76%	9.86%	10.08%	9.68%	4.4%	3.48%	4.55%	2.9%	0.56%
2025/02/15	16.14%	16.14%	12.54%	9.95%	5.88%	4.27%	4.72%	7.31%	2.78%	0.52%
2025/02/16	18.45%	14.95%	10.55%	11.56%	7.41%	5.71%	4.11%	4.84%	2.36%	0.81%
2025/02/17	17.49%	16.8%	11.45%	11.02%	6.34%	5.1%	2.78%	4.11%	3.62%	1.15%
2025/02/18	17.17%	15.13%	11.02%	11%	7.93%	4.92%	2.12%	3.65%	2.37%	1.98%
2025/02/19	19.32%	17.06%	11.87%	9.83%	8.83%	5.97%	1.98%	3.18%	1.68%	1.49%
2025/02/20	16.86%	12.87%	9.34%	11.25%	8.12%	5.47%	3.74%	4.9%	2.22%	1.54%
2025/02/21	19.44%	16.1%	12.08%	10.87%	7.43%	6.17%	2.19%	2.25%	1.37%	1.94%
2025/02/22	17.89%	14.5%	10.18%	9.48%	10.63%	5.14%	2.57%	2.86%	2.13%	1.99%
2025/02/23	17.62%	15.13%	10.31%	12.23%	6.91%	7.16%	2.63%	3.3%	1.33%	3.2%
2025/02/24	15.34%	15.11%	11.42%	10.91%	8.57%	5.65%	2.02%	3.45%	2.41%	2%
2025/02/25	17.42%	16.21%	10.27%	9.29%	9.48%	7.28%	3.07%	2.96%	2.33%	2.1%
2025/02/26	15.75%	16.97%	12.72%	10.53%	7.08%	6.36%	2.18%	2.69%	1.89%	1.73%
2025/02/27	15.14%	17.54%	11.89%	10.61%	8.91%	5.66%	2.23%	1.94%	1.46%	2.75%
2025/02/28	15.32%	13.64%	10.63%	10.47%	8.25%	5.97%	5.2%	4.55%	2.88%	2.74%

In February 2025, Confused.com led with fluctuating impressions, peaking mid-month. Comparethemarket.com showed steady growth, while Gocompare.com and Uswitch.com had varied trends. Moneysupermarket.com and others experienced minor shifts, ending the month with diverse standings.

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
Confused.com | Cheap Insurance Quotes https://www.confused.com/compare/insurance
Compare the insurance market for car, van, home & more. Enjoy quick & easy comparison!
3
Best Euro Exchange Rates? 2K+ https://www.currenciesdirect.com › euro
No Hidden Transfer Fees — More than 425,000 people have trusted us to manage their currency transfers since 1996.
4
Go.Compare https://www.gocompare.com
When It Matters, Go.Compare — Get Comprehensive Car Or Home Insurance Cover With Free £250 Excess Covered By Go.Compare
5
Uswitch Car Insurance https://www.uswitch.com › car-insurance
Uswitch | Car Insurance — Uswitch is a free, impartial comparison service – we’re not affiliated to any one insurer.

In the competitive world of PPC, “Compare the Market™” and “Confused.com” lead with comprehensive insurance comparisons, while “Currencies Direct” highlights trust with over 425,000 users. “Go.Compare” offers added value with a £250 excess cover, and “Uswitch” emphasizes impartiality in car insurance comparisons.

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UK Finance Comparison Sites - PPC Market Share Analysis February 2025

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 are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this 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