UK Finance Banks - PPC Market Share Analysis January 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Banks category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Banks – UK

Google AI Overview visibility for Finance Banks UK

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 20.0470251829
79.9529748171
20%

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 60
40
60%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 13%
Transactional 3%
Navigational 17%
Seasonal 0%
Local 2%
Problem Solving 13%

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Market Exposure

Share of Clicks for top 10 UK Finance Banks brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
lloydsbank.com 18.56
barclays.co.uk 7.87
natwest.com 7.05
tsb.co.uk 6.91
santander.co.uk 5.38
chase.co.uk 5.26
revolut.com 5.17
capitalone.co.uk 5.01
nationwide.co.uk 3.37
business.hsbc.uk 3.18
others 32.24
  • lloydsbank.com - 18.56%
  • barclays.co.uk - 7.87%
  • natwest.com - 7.05%
  • tsb.co.uk - 6.91%
  • santander.co.uk - 5.38%
  • chase.co.uk - 5.26%
  • revolut.com - 5.17%
  • capitalone.co.uk - 5.01%
  • nationwide.co.uk - 3.37%
  • business.hsbc.uk - 3.18%
  • others - 32.24%

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Lloyds Bank leads with 18.56% click share, followed by Barclays at 7.87%. NatWest and TSB trail closely. Others dominate with 32.24%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Finance Banks 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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date lloydsbank.com revolut.com capitalone.co.uk tsb.co.uk barclays.co.uk natwest.com chase.co.uk tide.co airwallex.com money.co.uk
2026/01/01 16.19% 10.89% 6.01% 1.66% 4.66% 6.72% 5.15% 2.62% 2.76% 2.88%
2026/01/02 19.14% 11.44% 5.57% 1.43% 3.41% 4.8% 3.86% 3.2% 2.61% 3.49%
2026/01/03 18.85% 8.92% 5.83% 1.82% 3.55% 6.37% 4.25% 3.55% 2.65% 3.45%
2026/01/04 17.18% 8.82% 5.58% 1.71% 4.24% 7.74% 4.27% 3.87% 2.44% 4.05%
2026/01/05 14.77% 11.9% 5.75% 2.65% 2.86% 5.42% 4.41% 3.23% 3.14% 4.44%
2026/01/06 21.46% 10.06% 5.07% 3.23% 2.87% 5.23% 3.78% 2.72% 2.66% 3.45%
2026/01/07 16.1% 12.28% 6.41% 3.02% 1.62% 4.93% 5.76% 0.79% 3.18% 3.36%
2026/01/08 14.3% 12.58% 5.78% 2.57% 3.71% 5.05% 4.79% 3.78% 3.25% 3.24%
2026/01/09 22.07% 10.92% 5.16% 2.8% 5.24% 5.7% 3.9% 2.78% 2.78% 2.62%
2026/01/10 14.5% 11.89% 5.5% 2.62% 5.11% 5.32% 4.47% 3.93% 2.59% 3.14%
2026/01/11 19.98% 10.9% 4.78% 2.95% 5.27% 5.84% 3.85% 3.92% 2.27% 3.34%
2026/01/12 18.26% 11.56% 5.28% 3.1% 5.54% 3.88% 3.93% 2.63% 3.61% 3.91%
2026/01/13 14.91% 12.37% 5.68% 2.43% 4.66% 4.45% 4.39% 3.3% 4.37% 3.33%
2026/01/14 10.01% 13.3% 6.77% 2.23% 5.05% 4.96% 4.67% 4.21% 5.18% 3.53%
2026/01/15 18.46% 10.9% 5.59% 2.47% 4.92% 5.09% 3.87% 3.33% 4.34% 2.94%
2026/01/16 21.98% 10.89% 5.14% 2.79% 5.22% 5.68% 3.89% 2.77% 2.77% 2.61%
2026/01/17 16.18% 10.12% 6% 3.02% 5.43% 6.12% 4.29% 4.32% 3.34% 2.94%
2026/01/18 20.74% 9.14% 5.97% 2.46% 4.56% 5.44% 4.06% 4.24% 3.07% 2.79%
2026/01/19 19.05% 12.4% 6.35% 2.96% 4.37% 5.29% 3.8% 3.88% 4% 2.69%
2026/01/20 19.78% 11.34% 5.34% 3.19% 5.56% 4.38% 3.74% 3.6% 4.01% 2.98%
2026/01/21 18.4% 11.06% 6.26% 3.58% 4.71% 4.46% 4.23% 3.81% 4.24% 3.28%
2026/01/22 18.53% 10.3% 6.58% 3.32% 5.85% 4.7% 4.55% 3.91% 3.68% 3.29%
2026/01/23 11.21% 11.76% 6.59% 4.19% 5.9% 4.81% 5.01% 5.32% 4.7% 3.78%
2026/01/24 20.98% 9.09% 6.66% 4.08% 5.4% 4.49% 4.65% 4.69% 3.82% 3.11%
2026/01/25 12.84% 9.54% 6.93% 4.01% 4.38% 7.18% 4.94% 5.22% 3.92% 3.61%
2026/01/26 21.29% 9.2% 6% 4.09% 5.48% 4.62% 4.37% 3.69% 3.58% 3.39%
2026/01/27 13.65% 9.69% 6.61% 4.66% 6.21% 4.77% 4.73% 3.69% 3.57% 4.44%
2026/01/28 21.13% 9.1% 6.35% 3.83% 6.64% 4.11% 4.42% 3.66% 3.13% 3.62%
2026/01/29 16.03% 9.6% 6.85% 5.25% 6.57% 5.17% 4.36% 3.31% 3.67% 3.76%
2026/01/30 24.47% 9.92% 6.18% 4.69% 4.81% 4.26% 4.02% 3.65% 4.15% 2.75%
2026/01/31 13.08% 11.48% 7.56% 6.49% 5.74% 5.42% 4.87% 4.61% 3.93% 3.28%
  • lloydsbank.com
  • revolut.com
  • capitalone.co.uk
  • tsb.co.uk
  • barclays.co.uk
  • natwest.com
  • chase.co.uk
  • tide.co
  • airwallex.com
  • money.co.uk

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Lloydsbank.com led January with fluctuating spend, peaking at 24.47% on the 30th. Revolut.com maintained a steady presence, while capitalone.co.uk and tsb.co.uk showed gradual increases. Barclays.co.uk and natwest.com had varied trends, ending strong.

Market Exposure

Competitor Count for UK Finance Banks

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/01/01 217
2026/01/02 232
2026/01/03 219
2026/01/04 221
2026/01/05 237
2026/01/06 239
2026/01/07 224
2026/01/08 229
2026/01/09 229
2026/01/10 223
2026/01/11 224
2026/01/12 219
2026/01/13 220
2026/01/14 216
2026/01/15 218
2026/01/16 229
2026/01/17 219
2026/01/18 224
2026/01/19 225
2026/01/20 227
2026/01/21 225
2026/01/22 226
2026/01/23 228
2026/01/24 218
2026/01/25 222
2026/01/26 293
2026/01/27 239
2026/01/28 235
2026/01/29 231
2026/01/30 225
2026/01/31 214

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January saw fluctuating advertiser numbers, peaking at 293 on the 26th. The month concluded with a dip to 214.

Campaign Efficiency

Market Loss & Market Gains for UK Finance Banks

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
barclays.co.uk 2.36%
tsb.co.uk 1.78%
capitalone.co.uk 0.94%
business.hsbc.uk 0.69%
uswitch.com 0.65%
flagstoneim.com -0.73%
natwest.com -0.78%
revolut.com -1.18%
santander.co.uk -1.58%
nationwide.co.uk -1.75%

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Barclays.co.uk surged with a 2.36 increase, while tsb.co.uk rose by 1.78. Nationwide.co.uk faced a decline of 1.75, and santander.co.uk dropped by 1.58.

Campaign Efficiency

UK Finance Banks Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date lloydsbank.com tsb.co.uk revolut.com chase.co.uk barclays.co.uk natwest.com capitalone.co.uk santander.co.uk money.co.uk flagstoneim.com
2026/01/01 14.79% 2.3% 8.05% 8.63% 5.17% 6.53% 2.89% 0.07% 2.7% 2.3%
2026/01/02 14.98% 1.89% 9.19% 6.25% 3.59% 5.23% 2.72% 7.5% 3.31% 4.21%
2026/01/03 13.72% 2.76% 6.42% 7.18% 3.75% 7.08% 2.96% 6.59% 3.52% 4.32%
2026/01/04 15.71% 2.3% 6.07% 6.98% 4.05% 8.02% 2.7% 4.79% 3.6% 4.74%
2026/01/05 11.61% 3.97% 9.68% 7.22% 2.78% 5.79% 2.77% 5% 3.36% 5.19%
2026/01/06 18.02% 5.05% 7.65% 6.21% 2.76% 5.69% 2.46% 5.3% 2.65% 3.81%
2026/01/07 13.09% 5.07% 8.96% 9.67% 1.21% 5.3% 3.12% 7.29% 3.04% 0%
2026/01/08 12.05% 4.26% 9.34% 8.03% 3.97% 4.71% 2.93% 4.93% 2.51% 3.49%
2026/01/09 17.44% 4.53% 8.08% 6.24% 5.67% 7.13% 2.42% 3.85% 1.84% 3.02%
2026/01/10 12.25% 3.88% 8.26% 6.96% 5.42% 5.92% 2.51% 5.24% 2.28% 3.53%
2026/01/11 14.16% 4.58% 8.4% 6.26% 5.74% 6.26% 2.42% 4.68% 3.03% 3.72%
2026/01/12 16.79% 4.59% 9.34% 6.3% 5.82% 3.92% 2.52% 4.4% 3.43% 3.3%
2026/01/13 12.1% 3.26% 9.73% 7.38% 5.17% 4.31% 2.69% 4.59% 2.86% 3.85%
2026/01/14 9.05% 3.43% 9.74% 8% 5.52% 5.13% 3.32% 4.81% 2.77% 3.58%
2026/01/15 14.25% 3.68% 7.87% 6.42% 5.11% 6.01% 2.61% 4.89% 2.5% 3.61%
2026/01/16 17.44% 4.53% 8.08% 6.24% 5.67% 7.13% 2.42% 3.85% 1.84% 3.02%
2026/01/17 12.95% 4.36% 6.75% 7.04% 6.16% 6.35% 2.85% 4.47% 2.38% 3.45%
2026/01/18 14.74% 3.71% 6.4% 6.88% 4.92% 6.54% 2.87% 5.33% 2.28% 3.19%
2026/01/19 14.21% 4.33% 10.45% 6.75% 4.8% 5% 3.13% 4% 1.79% 2.96%
2026/01/20 15.6% 5.04% 9.69% 6.5% 5.84% 4.58% 2.5% 4.42% 2.01% 2.6%
2026/01/21 14.18% 5.55% 9.18% 7.24% 4.86% 5.01% 3.19% 5.14% 2.5% 2.18%
2026/01/22 14.55% 5.03% 8.62% 7.69% 6.14% 4.89% 3.26% 3.23% 2.55% 2.15%
2026/01/23 9.75% 6.59% 8.9% 8.84% 6.36% 4.5% 3.39% 2.69% 3.07% 2.31%
2026/01/24 17.34% 6.42% 7.14% 8.48% 6.15% 4.78% 3.62% 2.91% 2.19% 2.17%
2026/01/25 10.94% 5.91% 7.38% 8.37% 4.72% 7.49% 3.44% 3.02% 3.22% 2.62%
2026/01/26 16.08% 6.24% 7.44% 7.8% 5.81% 5.19% 3.18% 3.54% 2.66% 2.25%
2026/01/27 12.63% 7.25% 6.76% 8.26% 6.73% 4.44% 3.32% 2.42% 3.76% 1.49%
2026/01/28 15.28% 6.1% 7.6% 7.79% 7.03% 3.94% 3.17% 2.48% 3.24% 1.94%
2026/01/29 12.55% 8.36% 7.08% 7.39% 6.8% 5.42% 3.35% 3.03% 3.09% 1.79%
2026/01/30 18.21% 8.01% 8.71% 7.58% 5.61% 3.78% 3.11% 2.36% 2.21% 1.71%
2026/01/31 10.9% 10.44% 8.96% 8.58% 6% 5.66% 3.52% 3.52% 2.38% 1.74%
  • lloydsbank.com
  • tsb.co.uk
  • revolut.com
  • chase.co.uk
  • barclays.co.uk
  • natwest.com
  • capitalone.co.uk
  • santander.co.uk
  • money.co.uk
  • flagstoneim.com

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Lloydsbank.com fluctuated, peaking at 18.21% on January 30. TSB.co.uk rose steadily, ending at 10.44%. Revolut.com maintained stability, finishing at 8.96%. Chase.co.uk showed consistent growth, closing at 8.58%. Barclays.co.uk and Natwest.com had moderate variations, while Santander.co.uk and Money.co.uk experienced declines. Flagstoneim.com decreased, ending at 1.74%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Finance Banks

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

Google Text Ad Copy Insights & Creative Trends for UK Finance Banks - Last month
  1. 1
    4.5% AER variable for a year - Grow your savings https://www.chase.co.uk

    4.41% gross, exclusive to new customers for your first 31 days. T&Cs apply. Reach your savings goal sooner with a with a boosted Chase saver account.

  2. 2
    Lloyds Bank Account https://www.lloydsbank.com

    Lloyds Bank Current Accounts — Banking at your fingertips with our mobile app. iOS & Android only. Additional T&Cs apply. Online Banking.

  3. 3
    NatWest Bank Accounts - Access 24/7 Online Banking https://www.natwest.com › current_account

    Access Your Account Anytime with NatWest's 24/7 Online Service. Secure & Easy. T&Cs Apply.

  4. 4
    Business Account UK - Online Business Account https://www.revolut.com › business

    Do business globally from day one with the only business account you need. T&Cs apply.

  5. 5
    Get £200 when you switch https://www.santander.co.uk

    Everyday current account — Get £200 when you switch to an eligible Santander current account. T&Cs apply. Pay in £1,500 and set...

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In the competitive landscape of Google PPC, Chase entices new customers with a 4.5% AER savings offer, while Lloyds and NatWest emphasize digital convenience. Revolut targets global business needs, and Santander lures switchers with a £200 incentive.

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