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UK Finance Comparison Sites - PPC Market Share Analysis June 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 18.9636320734
81.0363679266
18%

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 70
30
70%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 69%
Transactional 5%
Navigational 8%
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
gocompare.com 28.64
comparethemarket.com 27.98
moneysupermarket.com 14.09
confused.com 7.62
uswitch.com 6.89
postoffice.co.uk 2
keycurrency.co.uk 1.27
torfx.com 1.21
money.co.uk 1
gocardless.com 0.95
others 8.35
  • gocompare.com - 28.64%
  • comparethemarket.com - 27.98%
  • moneysupermarket.com - 14.09%
  • confused.com - 7.62%
  • uswitch.com - 6.89%
  • postoffice.co.uk - 2%
  • keycurrency.co.uk - 1.27%
  • torfx.com - 1.21%
  • money.co.uk - 1%
  • gocardless.com - 0.95%
  • others - 8.35%

Copyright © Adthena. All rights reserved.

In the PPC landscape, GoCompare leads with 28.64% click share, closely followed by CompareTheMarket at 27.98%. Others collectively hold 8.35%, 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 confused.com moneysupermarket.com uswitch.com quotezone.co.uk torfx.com tiger.co.uk keycurrency.co.uk postoffice.co.uk
2026/06/01 29.08% 15.56% 13.92% 16.1% 10.27% 2.04% 0.46% 0.77% 0.89% 0.64%
2026/06/02 29.6% 15.86% 14.34% 15.64% 9.78% 1.82% 0.74% 0.77% 0.8% 0.95%
2026/06/03 28.92% 14.37% 14.45% 15.68% 10.11% 1.92% 1.25% 0.52% 0.32% 1.3%
2026/06/04 30.09% 13.94% 14.2% 14.32% 10.68% 2.3% 0.51% 0.67% 1.01% 2.05%
2026/06/05 28.83% 14.82% 13.9% 14.33% 11.12% 2.68% 0.43% 0.7% 1.03% 2.07%
2026/06/06 27.84% 15.23% 14.24% 14.83% 10.41% 2.76% 0.52% 0.95% 0.95% 2.03%
2026/06/07 28.48% 15.86% 13.15% 14.85% 10.24% 2.55% 0.47% 0.8% 1.09% 2.2%
2026/06/08 31.05% 14.5% 13.74% 14.32% 9.02% 2.03% 0.34% 1.05% 1.26% 2.08%
2026/06/09 31.1% 15.16% 13% 14% 8.62% 2.59% 0.38% 0.84% 1.08% 2.04%
2026/06/10 32.81% 15.91% 12.28% 14.65% 8.62% 1.87% 0.52% 0.89% 1.29% 0.7%
2026/06/11 32.34% 15.46% 13.32% 13.48% 9.62% 1.99% 0.84% 1.09% 0.97% 0.47%
2026/06/12 33.3% 15.89% 13.38% 13.43% 9.18% 1.82% 0.96% 0.92% 0.89% 0.25%
2026/06/13 32.21% 16.16% 14.04% 13.89% 8.82% 2.72% 0.45% 0.78% 0.59% 0.28%
2026/06/14 31.86% 15.83% 12.92% 14.15% 9.8% 2.53% 0.46% 0.94% 0.69% 0.21%
2026/06/15 35.25% 16.32% 14% 11.59% 8.46% 1.71% 0.73% 0.69% 0.56% 0.22%
2026/06/16 31.38% 17.18% 13.68% 12.48% 10.04% 1.52% 1.6% 0.63% 0.9% 0.37%
2026/06/17 33.61% 16.28% 13.06% 12.05% 8.79% 1.42% 1.08% 0.81% 1.23% 0.9%
2026/06/18 31.63% 18.64% 12.21% 11.39% 10.91% 1.61% 0.91% 0.81% 1.35% 0.86%
2026/06/19 30.49% 23.03% 12.93% 11.16% 6.72% 1.72% 1.3% 1.01% 1.2% 0.91%
2026/06/20 32.67% 20.49% 12.68% 14.09% 7.7% 2.17% 0.6% 1.37% 0.77% 0.4%
2026/06/21 32.55% 24.6% 12.03% 10.04% 8.15% 2.23% 0.7% 1.26% 0.54% 0.56%
2026/06/22 32.09% 24.65% 11.63% 12.42% 7.73% 1.67% 0.64% 0.84% 0.48% 0.28%
2026/06/23 32.16% 19.31% 14.2% 12.64% 9.31% 2.07% 0.71% 0.23% 0.75% 0.38%
2026/06/24 32.27% 22.09% 13.45% 11.67% 7.97% 1.67% 0.84% 0.92% 0.74% 0.27%
2026/06/25 36% 15.78% 15.12% 11.4% 8.49% 2.13% 0.8% 0.98% 0.44% 0.5%
2026/06/26 34.41% 21.46% 13.87% 10.62% 8.64% 1.43% 0.33% 0.75% 0.39% 0.25%
2026/06/27 32.95% 22.8% 13.68% 13.29% 6.72% 1.44% 0.27% 0.95% 0.48% 0.18%
2026/06/28 34.26% 17.86% 13.77% 10.91% 9.85% 1.99% 0.69% 1.37% 0.44% 0.27%
2026/06/29 30.4% 23.79% 13.34% 12% 8.52% 1.85% 0.88% 0.74% 0.65% 0.15%
2026/06/30 32.32% 19.25% 13.58% 12.9% 9.48% 1.53% 0.79% 0.68% 0.46% 0.33%
  • gocompare.com
  • comparethemarket.com
  • confused.com
  • moneysupermarket.com
  • uswitch.com
  • quotezone.co.uk
  • torfx.com
  • tiger.co.uk
  • keycurrency.co.uk
  • postoffice.co.uk

Copyright © Adthena. All rights reserved.

In June 2026, gocompare.com led with a steady rise, peaking at 36.00%. Comparethemarket.com surged mid-month, reaching 24.65%. Confused.com remained stable, while moneysupermarket.com fluctuated. Uswitch.com and quotezone.co.uk showed minor variations. Torfx.com, tiger.co.uk, keycurrency.co.uk, and postoffice.co.uk had minimal impact.

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
2026/06/01 290
2026/06/02 285
2026/06/03 288
2026/06/04 286
2026/06/05 282
2026/06/06 273
2026/06/07 273
2026/06/08 278
2026/06/09 279
2026/06/10 278
2026/06/11 275
2026/06/12 279
2026/06/13 285
2026/06/14 274
2026/06/15 283
2026/06/16 277
2026/06/17 282
2026/06/18 281
2026/06/19 279
2026/06/20 271
2026/06/21 257
2026/06/22 262
2026/06/23 268
2026/06/24 262
2026/06/25 247
2026/06/26 239
2026/06/27 246
2026/06/28 240
2026/06/29 254
2026/06/30 244

Copyright © Adthena. All rights reserved.

June began with 290 advertisers, fluctuating throughout. Mid-month saw a decline, reaching 239 on June 26. The month concluded with 244 advertisers, reflecting a downward trend.

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
comparethemarket.com 9.29%
gocompare.com 0.39%
confused.com 0.36%
currenciesdirect.com 0.3%
payingtoomuch.com 0.09%
keycurrency.co.uk -0.45%
money.co.uk -1.02%
uswitch.com -1.07%
postoffice.co.uk -2.25%
moneysupermarket.com -3.18%

Copyright © Adthena. All rights reserved.

In the past month, comparethemarket.com surged with a 9.29% click share increase, while moneysupermarket.com dropped by 3.18%.

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 torfx.com tiger.co.uk keycurrency.co.uk quotezone.co.uk postoffice.co.uk
2026/06/01 24.68% 16.29% 11.07% 10.04% 10.28% 1.7% 2.12% 3.04% 2.25% 1.85%
2026/06/02 23.59% 15.32% 10.61% 10.37% 9.79% 3.1% 2.43% 3.05% 1.78% 3.47%
2026/06/03 23.19% 16.73% 10% 9.33% 9.61% 4.76% 1.68% 1.15% 2.53% 3.11%
2026/06/04 22.23% 16.81% 10.98% 8.98% 8.95% 2.11% 1.79% 4.05% 2.1% 4.93%
2026/06/05 23.77% 14.88% 10.42% 9.64% 8.7% 1.74% 2.04% 3.9% 2.72% 5.82%
2026/06/06 24.05% 14.28% 10.42% 10.05% 9.14% 1.82% 2.06% 3.68% 2.54% 5.86%
2026/06/07 22.25% 14.45% 10.68% 10.15% 9.34% 1.84% 2.12% 4.25% 2.7% 6.2%
2026/06/08 22.88% 14.16% 11.11% 9.22% 8.87% 1.25% 2.81% 4.65% 2.12% 5.89%
2026/06/09 23.16% 13.59% 10.69% 10.27% 8.38% 1.37% 2.71% 3.97% 4.08% 5.62%
2026/06/10 22.79% 13.94% 11.94% 10.88% 9.12% 2.09% 2.86% 4.96% 2.82% 1.7%
2026/06/11 23.81% 14.65% 11.38% 10.13% 8.25% 3.3% 3.29% 3.56% 2.84% 1.39%
2026/06/12 25.77% 14.67% 11.86% 11.03% 8.06% 3.74% 2.99% 3.42% 2.15% 0.68%
2026/06/13 26.22% 15.36% 11.83% 10.88% 9.37% 1.39% 2.6% 2.17% 3.51% 0.83%
2026/06/14 25.25% 15.54% 11.43% 11.13% 8.98% 1.76% 3.04% 2.36% 3.84% 0.58%
2026/06/15 26.04% 15.6% 12.8% 10.88% 7.32% 2.89% 2.35% 2.01% 1.72% 0.5%
2026/06/16 24.27% 16.23% 10.41% 10.76% 7.52% 5.7% 1.99% 3.17% 1.45% 0.92%
2026/06/17 24.3% 15.63% 10.87% 10.22% 6.9% 3.96% 2.61% 4.1% 2.13% 2.82%
2026/06/18 23.92% 16.61% 12.32% 11.06% 6.69% 3.35% 2.52% 4.87% 2.09% 1.94%
2026/06/19 25.72% 11.61% 11.4% 12.47% 7.29% 4.04% 3.04% 3.86% 2.59% 1.72%
2026/06/20 25.85% 13.65% 14.3% 12.41% 10.28% 2.32% 3.85% 2.62% 2.25% 1.03%
2026/06/21 25.38% 14.81% 13.32% 15.7% 6.31% 2.66% 3.49% 1.92% 2.54% 1.46%
2026/06/22 25.13% 14.06% 14.26% 15.19% 9.73% 2.3% 2.44% 1.72% 2.09% 0.71%
2026/06/23 27.92% 14.18% 12.85% 11.94% 9.2% 2.69% 0.95% 2.67% 2.66% 0.9%
2026/06/24 26.17% 13.93% 11.81% 13.91% 7.61% 3.08% 2.93% 2.45% 2.17% 0.71%
2026/06/25 29.38% 14.37% 14.13% 10.38% 7.32% 2.68% 3.14% 1.42% 2.39% 0.93%
2026/06/26 29.04% 15.57% 14.93% 13.26% 6.27% 1.21% 2.28% 1.41% 1.92% 0.5%
2026/06/27 27.2% 12.48% 15.94% 13.54% 9.88% 0.93% 2.63% 1.65% 1.77% 0.49%
2026/06/28 28.08% 16.08% 12.92% 11.27% 6.89% 2.21% 3.33% 1.48% 2.46% 0.73%
2026/06/29 25.58% 14.29% 12.27% 13.85% 8.52% 3.45% 2.43% 2.25% 2.43% 0.36%
2026/06/30 23.91% 16.06% 14.86% 11.8% 9.27% 2.89% 2.24% 1.63% 1.52% 0.5%
  • confused.com
  • uswitch.com
  • gocompare.com
  • comparethemarket.com
  • moneysupermarket.com
  • torfx.com
  • tiger.co.uk
  • keycurrency.co.uk
  • quotezone.co.uk
  • postoffice.co.uk

Copyright © Adthena. All rights reserved.

Confused.com led June with fluctuating impressions, peaking mid-month. Uswitch.com and Gocompare.com showed steady trends, while Comparethemarket.com surged late. Moneysupermarket.com and others had varied performances, ending with mixed results.

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/

    Find Our Cheapest Price — Find our cheapest insurance quotes from some of the best brands in the market.

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

    Compare Prices And Cover — Go.Compare Insurance for London. Compare Car Insurance & More. Save Time & Money Today!

  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. MoneySuperMarket Are Giving You Lots Of Clever Ways To Save A Lot By Doing Very Little.

  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 confidence as the UK’s largest comparison site. Confused.com highlights affordability with its cheapest price promise. Go.Compare focuses on time and money savings. MoneySuperMarket.com offers clever savings and price matching. Uswitch.com promises quick, great deals from major UK providers.

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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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