UK Finance Comparison Sites - PPC Market Share Analysis September 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 45.1303047974
54.8696952026
45%

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 41
59
41%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 45%
Transactional 3%
Navigational 23%
Seasonal 0%
Local 2%
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 35.65
gocompare.com 26.15
moneysupermarket.com 14.09
uswitch.com 6.62
confused.com 6.23
keycurrency.co.uk 2.12
money.co.uk 0.73
torfx.com 0.71
gocardless.com 0.71
postoffice.co.uk 0.68
others 6.31
  • comparethemarket.com - 35.65%
  • gocompare.com - 26.15%
  • moneysupermarket.com - 14.09%
  • uswitch.com - 6.62%
  • confused.com - 6.23%
  • keycurrency.co.uk - 2.12%
  • money.co.uk - 0.73%
  • torfx.com - 0.71%
  • gocardless.com - 0.71%
  • postoffice.co.uk - 0.68%
  • others - 6.31%

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, comparethemarket.com leads with a 35.65% click share. Gocompare.com follows at 26.15%, while moneysupermarket.com holds 14.09%. Others collectively capture 6.31%.

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 uswitch.com moneysupermarket.com quotezone.co.uk keycurrency.co.uk sunlife.co.uk thecomparisonexpert.com moneyexpert.com
2026/09/01 33.59% 24.95% 7.86% 2.94% 16.52% 1.05% 2.48% 0.04% 0.49% 0.51%
2026/09/02 32.61% 21.54% 10.31% 7.62% 16.26% 1.22% 1.22% 0.55% 0.66% 0.55%
2026/09/03 31.03% 22.14% 11.09% 8.75% 14.31% 1.25% 2.01% 0.43% 0.98% 0.39%
2026/09/04 29.66% 19.86% 13.75% 11.38% 13.35% 1.44% 1.67% 0.01% 0.49% 0.66%
2026/09/05 26.67% 22.02% 13.67% 10.12% 15.27% 1.15% 1.85% 0.53% 0.52% 0.74%
2026/09/06 25.46% 19.44% 15.07% 11.92% 14.15% 1.6% 1.6% 0.79% 0.44% 1.18%
2026/09/07 25.64% 20.33% 14.45% 11.77% 14.17% 1.25% 1.62% 0.5% 0.56% 0.73%
2026/09/08 27.43% 19.68% 13.57% 10.75% 13.04% 1.6% 2.05% 0.07% 0.42% 0.54%
2026/09/09 28.25% 20.57% 12.18% 8.05% 15.79% 1.21% 1.93% 0.3% 0.24% 0.66%
2026/09/10 29.27% 21.34% 11.55% 7.29% 15.25% 1.04% 2.47% 0.71% 0.17% 0.87%
2026/09/11 32.51% 22.2% 8.74% 6.69% 15.61% 0.73% 2% 0.68% 0.4% 0.78%
2026/09/12 32.96% 23.97% 7.2% 4.02% 16.85% 0.52% 1.93% 0.54% 0.27% 0.62%
2026/09/13 33.64% 22.48% 6.84% 3.73% 17.5% 0.22% 2.17% 0.9% 0.11% 0.81%
2026/09/14 33.04% 23.34% 8.18% 5% 15.63% 0.18% 2.07% 0.72% 0.66% 0.51%
2026/09/15 31.61% 21.6% 12.06% 7.64% 13.23% 0.55% 2.4% 0.35% 0.64% 0.95%
2026/09/16 28.07% 19.27% 16.3% 9.38% 11.82% 1.56% 1.91% 1.16% 1.35% 1.02%
2026/09/17 30% 18.32% 16.55% 10.35% 11.48% 0.78% 1.15% 1% 0.72% 0.86%
2026/09/18 30.01% 17.9% 16.2% 10.6% 11.31% 1.27% 0.95% 0.73% 1.83% 0.61%
2026/09/19 27.97% 18.64% 15% 13.36% 12.69% 0.87% 1.12% 0.11% 1.24% 0.78%
2026/09/20 30.13% 18.59% 15.21% 12.68% 11.38% 0.79% 1.01% 0.53% 1.09% 1.3%
2026/09/21 30.06% 18.78% 16.11% 10.16% 11.8% 1.19% 2.13% 0.94% 0.74% 1.04%
2026/09/22 31.2% 18.56% 15.62% 9.67% 11.84% 0.85% 1.64% 0.85% 0.6% 0.43%
2026/09/23 31.35% 17.36% 15.7% 11.47% 11.84% 2.32% 1.28% 0.06% 0.6% 0.4%
2026/09/24 31.31% 18.16% 16.25% 11.63% 10.54% 1.86% 0.74% 0.33% 0.75% 0.8%
2026/09/25 30.8% 18.1% 16.4% 11.63% 11.7% 0.93% 1.22% 0.4% 0.61% 1.17%
2026/09/26 30.02% 19.69% 16.68% 12.22% 10.39% 1.77% 1.09% 0.05% 0.77% 1.09%
2026/09/27 27.71% 19.77% 17.06% 11.97% 11.06% 1.41% 1.13% 0.9% 0.64% 0.81%
2026/09/28 29.3% 18.84% 16.67% 11.1% 11.8% 1.69% 0.97% 0.8% 0.5% 0.81%
2026/09/29 30.06% 18.02% 16.35% 9.37% 12.01% 2.52% 1.06% 1.38% 0.62% 0.92%
2026/09/30 29.9% 18.94% 16.44% 11.24% 10.8% 2.83% 1.15% 0.76% 0.71% 0.65%
  • gocompare.com
  • comparethemarket.com
  • confused.com
  • uswitch.com
  • moneysupermarket.com
  • quotezone.co.uk
  • keycurrency.co.uk
  • sunlife.co.uk
  • thecomparisonexpert.com
  • moneyexpert.com

Copyright © Adthena. All rights reserved.

In September 2026, gocompare.com led with fluctuating spend share, peaking mid-month. Comparethemarket.com saw a decline, while confused.com and uswitch.com experienced growth. Moneysupermarket.com remained stable, ending the month with a slight dip.

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
2026/09/01 217
2026/09/02 223
2026/09/03 223
2026/09/04 234
2026/09/05 237
2026/09/06 240
2026/09/07 248
2026/09/08 245
2026/09/09 231
2026/09/10 238
2026/09/11 226
2026/09/12 226
2026/09/13 205
2026/09/14 200
2026/09/15 211
2026/09/16 220
2026/09/17 217
2026/09/18 231
2026/09/19 230
2026/09/20 229
2026/09/21 237
2026/09/22 239
2026/09/23 231
2026/09/24 228
2026/09/25 230
2026/09/26 229
2026/09/27 224
2026/09/28 223
2026/09/29 218
2026/09/30 229

Copyright © Adthena. All rights reserved.

September saw a dynamic shift in distinct advertisers, starting at 217 and peaking at 248. Mid-month fluctuations led to a stable finish at 229.

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
uswitch.com 2.29%
confused.com 2.02%
quotezone.co.uk 0.13%
sunlife.co.uk 0.12%
eurochange.co.uk 0.12%
postoffice.co.uk -0.21%
comparethemarket.com -0.51%
gocompare.com -0.6%
keycurrency.co.uk -0.96%
moneysupermarket.com -1.92%

Copyright © Adthena. All rights reserved.

In the past month, uswitch.com and confused.com surged with click share increases of 2.29% and 2.02%, respectively. Meanwhile, moneysupermarket.com experienced a significant decline of 1.92%.

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 keycurrency.co.uk sunlife.co.uk moneyexpert.com torfx.com currenciesdirect.com
2026/09/01 16.41% 6.37% 16.89% 13.8% 15.02% 7.04% 0.05% 2.02% 1.14% 2.01%
2026/09/02 20.73% 11.8% 14.93% 13.47% 16.09% 4.7% 2.86% 1.21% 0.39% 0.61%
2026/09/03 22.98% 14.02% 14.19% 11.24% 13.02% 5.81% 1.65% 1.18% 1.68% 0.98%
2026/09/04 25.68% 18.09% 12.37% 10.86% 10.56% 6.19% 0.02% 1.98% 1.35% 0.42%
2026/09/05 24.81% 14.13% 13.43% 9.4% 11.92% 5.93% 2.95% 2.87% 1.15% 1.2%
2026/09/06 25.96% 16.27% 11.19% 8.63% 11.25% 5.48% 2.49% 3.06% 1.05% 0.87%
2026/09/07 26.51% 15.35% 12.56% 8.44% 10.46% 5.73% 1.28% 2.12% 1.23% 1.37%
2026/09/08 23.28% 16.39% 11.78% 9.66% 7.58% 7.03% 0.11% 1.8% 2.23% 2.09%
2026/09/09 23.25% 12.55% 11.57% 10.07% 11.74% 6.8% 0.78% 2.08% 3.31% 1.48%
2026/09/10 21.36% 12.18% 12.67% 9.89% 11.25% 7.63% 2.75% 2.5% 2.61% 1.53%
2026/09/11 18.71% 11.06% 13.96% 12.04% 11.16% 7.82% 2.56% 2.16% 2.22% 1.54%
2026/09/12 16.89% 8.26% 15.28% 12.41% 13.43% 7.3% 1.96% 1.78% 2.42% 1.2%
2026/09/13 16.02% 8.2% 14.48% 13.14% 13.35% 8.44% 3.67% 2.3% 2.11% 1.05%
2026/09/14 19.11% 10.6% 15.24% 12.32% 10.49% 7.02% 3.29% 1.88% 2.89% 1.43%
2026/09/15 23.8% 11.07% 14.18% 11.22% 9.67% 7.34% 2.36% 2.42% 1.59% 1.59%
2026/09/16 27.2% 12.58% 12.21% 8.46% 9.91% 5.76% 3.17% 2.09% 3.18% 2.32%
2026/09/17 27.83% 13.66% 12.18% 9.21% 10.28% 3.86% 3.16% 1.93% 2.38% 2.06%
2026/09/18 27.71% 14.06% 11.99% 9.72% 8.68% 3.49% 3.13% 1.39% 2.01% 2.44%
2026/09/19 27.57% 19.28% 11.94% 9.21% 9.84% 3.88% 0.1% 1.94% 1.35% 1.07%
2026/09/20 27.41% 17.49% 12.53% 11.27% 9.27% 3.59% 1.44% 2.72% 0.83% 0.77%
2026/09/21 28.48% 14.95% 12.59% 9.88% 8.11% 5.91% 3.43% 2.65% 1.84% 1.32%
2026/09/22 27.5% 13.87% 13% 10.61% 8.22% 5.14% 2.34% 1.05% 2.65% 1.88%
2026/09/23 31.03% 17.21% 11.18% 10.65% 7.25% 4.06% 0.07% 0.89% 1.93% 1.84%
2026/09/24 31.44% 17.49% 12.41% 10.73% 6.03% 3.02% 0.87% 1.89% 2.15% 0.82%
2026/09/25 29.89% 17.39% 11.39% 10.77% 7.67% 4.98% 1.07% 2.43% 1.31% 1.63%
2026/09/26 31.62% 17.64% 13.84% 10.11% 7.28% 4.21% 0.07% 2.02% 0.58% 0.67%
2026/09/27 31.35% 17.67% 13.2% 8.87% 6.65% 3.96% 2.47% 1.49% 0.76% 0.71%
2026/09/28 29.93% 15.36% 12.09% 9.36% 9.71% 3.28% 2.2% 1.95% 0.86% 1.29%
2026/09/29 28.73% 13.08% 11.9% 9.7% 9.58% 3.46% 4.44% 2.21% 0.81% 1.28%
2026/09/30 29.38% 16.22% 12.43% 10.32% 7.47% 4.4% 2.14% 1.84% 0.99% 0.59%
  • confused.com
  • uswitch.com
  • comparethemarket.com
  • gocompare.com
  • moneysupermarket.com
  • keycurrency.co.uk
  • sunlife.co.uk
  • moneyexpert.com
  • torfx.com
  • currenciesdirect.com

Copyright © Adthena. All rights reserved.

Confused.com led September with a steady rise, peaking at 31.62% on the 26th. Uswitch.com and Comparethemarket.com followed, showing fluctuating trends. The month concluded with Confused.com maintaining dominance.

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

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

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

    Our Cheapest Price In Minutes — Compare deals on motor, home insurance, energy & much more! Get a quote in minutes. You could...

  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™. Get...

  4. 4
    Large Money Transfers £5,000+ - Great Euro Exchange Rates https://www.keycurrency.co.uk › great-rates › euro

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

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

    Uswitch, you save. See our best car insurance prices from trusted insurers in minutes.

Copyright © Adthena. All rights reserved.

In the competitive world of comparison sites, “Compare the Market” stands out with its promise of confidence and trust. “Confused.com” and “Go.Compare” emphasize speed and variety, offering quick quotes across multiple insurance types. “Key Currency” targets large money transfers with excellent rates, while “Uswitch” focuses on swift savings in car insurance. Each ad highlights unique strengths, from trust to speed, catering to diverse consumer needs.

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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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