UK Finance Banks - PPC Market Share Analysis May 2025

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.

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.

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Share of Clicks - Last month
Domain	Share of clicks
lloydsbank.com	16.73
barclays.co.uk	11.58
natwest.com	7.74
tsb.co.uk	7.42
capitalone.co.uk	5.77
business.hsbc.uk	4.52
santander.co.uk	4.02
revolut.com	3.53
moneysupermarket.com	3.22
chase.co.uk	3.1
others	32.37

Lloyds Bank leads with 16.73% click share, followed by Barclays at 11.58%. NatWest and TSB trail behind, while ‘others’ dominate with 32.37%.

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.

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Share of Spend - Last Month
Date	revolut.com	capitalone.co.uk	natwest.com	tide.co	money.co.uk	businessbankaccounts.co.uk	barclays.co.uk	uswitch.com	business.hsbc.uk	lloydsbank.com
2025/05/01	8.55%	12.48%	3.76%	4.39%	4.97%	2.16%	5.36%	2.71%	5.19%	16.32%
2025/05/02	7.89%	10.07%	4%	4.64%	4.96%	2.35%	4.94%	2.91%	4.29%	18.61%
2025/05/03	9.39%	8.96%	5.38%	5.33%	4.45%	2.78%	4.62%	2.7%	5.49%	14.04%
2025/05/04	8.85%	10.36%	4.83%	5.51%	4.29%	2.82%	5.74%	3.34%	5.18%	10.69%
2025/05/05	8.74%	9.06%	5.57%	4.98%	3.37%	2.84%	6.29%	2.65%	5.19%	12.95%
2025/05/06	10.12%	9.6%	5.3%	4.52%	4.62%	4.11%	5.05%	2.82%	5.49%	7.22%
2025/05/07	9.31%	8.07%	3.78%	3.76%	3.67%	3.73%	5.8%	2.15%	4.51%	13.75%
2025/05/08	10.77%	7.87%	4.8%	3.61%	4.16%	3.86%	6.35%	3.02%	3.27%	10.78%
2025/05/09	11.71%	9.53%	4.87%	4.6%	4.83%	3.62%	5.54%	3.48%	3.26%	8.94%
2025/05/10	10.67%	9.01%	5.26%	5.04%	4.84%	3.32%	5.93%	3.98%	4.9%	10.87%
2025/05/11	9.26%	9.65%	5.53%	4.4%	4.11%	2.96%	5%	3.67%	5.6%	11.11%
2025/05/12	9.45%	9.55%	4.97%	4.08%	4.29%	3.44%	7.6%	3.61%	3.63%	11.04%
2025/05/13	10.29%	7.11%	3.59%	4.22%	4.73%	3.7%	8.42%	3.59%	3.41%	9.28%
2025/05/14	9.87%	8.8%	3.66%	4.27%	5.32%	3.74%	6.2%	4.06%	4.72%	8.48%
2025/05/15	10.55%	8.04%	3.53%	5.03%	4.38%	3.86%	6%	3.42%	3.88%	7.26%
2025/05/16	12.44%	7.82%	5.24%	6.37%	4.93%	4.83%	5.24%	3.39%	2.95%	3.35%
2025/05/17	13.13%	10.9%	4.28%	7.21%	4.67%	4.79%	3.36%	3.34%	4.24%	2.88%
2025/05/18	12.55%	10.2%	5.46%	6.81%	4.9%	4.7%	3.39%	2.97%	4.27%	4.24%
2025/05/19	13.15%	9.92%	4.51%	6.6%	4.58%	4.43%	3.55%	3.27%	4.23%	3.68%
2025/05/20	13.76%	7.76%	3.65%	6.22%	4.65%	5.27%	4.47%	3.33%	3.14%	3.8%
2025/05/21	14.85%	5.35%	4.15%	6.53%	5.5%	5.67%	4.3%	3.46%	3.35%	2.86%
2025/05/22	14.45%	7.65%	3.43%	6.6%	5.02%	5.99%	3.51%	3.66%	4.03%	2.43%
2025/05/23	14.17%	7.88%	4.16%	6.03%	5.25%	5.2%	4.25%	4.05%	3.45%	3.26%
2025/05/24	13.82%	8.09%	5.01%	4.9%	5.62%	4.69%	4.99%	3.88%	3.87%	2.98%
2025/05/25	14.29%	7.39%	5.37%	6.13%	5.64%	4.72%	3.98%	3.77%	4.02%	2.93%
2025/05/26	14.67%	8.35%	5.61%	5.82%	5.18%	4.18%	4.72%	3.43%	3.88%	3.55%
2025/05/27	14.91%	9.35%	6.31%	5.23%	6.05%	4.36%	4.68%	3.28%	3.56%	3.06%
2025/05/28	14.56%	8.18%	5.59%	5.33%	5.51%	4.63%	4.4%	3.36%	3.62%	3.9%
2025/05/29	13.54%	8.21%	5.25%	6.13%	6.59%	4.56%	5.36%	4.06%	3.62%	3.96%
2025/05/30	14.57%	8.42%	6.25%	6.62%	6.87%	4.6%	5.59%	3.86%	3.2%	2.92%
2025/05/31	14.09%	7.91%	6.87%	6.49%	5.7%	4.98%	4.33%	4.27%	3.78%	2.88%

Revolut’s PPC spend surged, peaking at 14.91% on May 27. Capital One’s share fluctuated, ending at 7.91%. NatWest’s spend rose steadily, closing at 6.87%. Tide’s share increased, reaching 6.49%. Money.co.uk’s spend peaked at 6.87% on May 30. Businessbankaccounts.co.uk saw a gradual rise, ending at 4.98%. Barclays’ share varied, closing at 4.33%. Uswitch’s spend increased, peaking at 4.27% on May 31. HSBC’s share fluctuated, ending at 3.78%. Lloyds Bank’s spend decreased, closing at 2.88%.

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.

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Competitor Count - Last month
Date	Competitor Count
2025/05/01	255
2025/05/02	258
2025/05/03	258
2025/05/04	257
2025/05/05	261
2025/05/06	262
2025/05/07	274
2025/05/08	279
2025/05/09	267
2025/05/10	263
2025/05/11	266
2025/05/12	266
2025/05/13	279
2025/05/14	279
2025/05/15	278
2025/05/16	275
2025/05/17	267
2025/05/18	258
2025/05/19	265
2025/05/20	269
2025/05/21	263
2025/05/22	251
2025/05/23	249
2025/05/24	241
2025/05/25	230
2025/05/26	237
2025/05/27	242
2025/05/28	247
2025/05/29	251
2025/05/30	244
2025/05/31	246

May began with 255 advertisers, peaking at 279 mid-month. A decline followed, ending with 246 advertisers.

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.

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Market Loss & Market Gains - Last month
Name	Market Trend
tsb.co.uk	2.13%
natwest.com	1.88%
revolut.com	1.85%
santander.co.uk	1.54%
coventrybuildingsociety.co.uk	1.24%
zopa.com	-0.46%
sainsburysbank.co.uk	-0.67%
moneysupermarket.com	-0.67%
nationwide.co.uk	-0.8%
lloydsbank.com	-11.11%

TSB.co.uk surged with a 2.13% click share increase, while lloydsbank.com faced an 11.11% decline. Revolut.com, natwest.com, and santander.co.uk also saw positive growth.

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.

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Date	revolut.com	natwest.com	barclays.co.uk	tsb.co.uk	chase.co.uk	money.co.uk	moneysupermarket.com	capitalone.co.uk	lloydsbank.com	santander.co.uk
2025/05/01	5.74%	4.37%	7.76%	4.5%	3.6%	3.99%	4.32%	4.43%	18.78%	3.08%
2025/05/02	4.85%	4.32%	7.66%	4.87%	3.72%	4.18%	4.01%	3.89%	20.63%	1.66%
2025/05/03	5.77%	5.54%	6.75%	4.01%	3.86%	4.35%	4.18%	3.64%	15.1%	2.32%
2025/05/04	5.51%	5.28%	7.89%	5.09%	4.37%	3.83%	4.04%	3.94%	12.26%	3.37%
2025/05/05	4.99%	6.27%	9.01%	4.84%	4.41%	2.9%	4.37%	3.41%	16.94%	2.15%
2025/05/06	6.69%	6.57%	8.41%	5%	4.2%	3.87%	4.61%	3.63%	8.18%	3.4%
2025/05/07	6.32%	4.67%	7.23%	5.63%	3.41%	3.55%	4.54%	2.99%	15.15%	1.69%
2025/05/08	7.24%	5.42%	8.17%	4.78%	3.33%	3.65%	4%	2.85%	12.82%	3.21%
2025/05/09	7.96%	5.01%	7.26%	5.97%	4.32%	4.85%	4.22%	3.55%	10.6%	1.75%
2025/05/10	7.28%	5.64%	7.22%	2.65%	4.7%	4.94%	4.06%	3.5%	13.75%	1.92%
2025/05/11	6.25%	6.32%	5.83%	4.76%	4.39%	3.86%	3.77%	3.48%	14.52%	2.82%
2025/05/12	5.77%	6.1%	9.17%	5.67%	4.48%	4.15%	4.5%	3.44%	13.65%	2.09%
2025/05/13	6.53%	4.03%	9.75%	5.6%	4.06%	4.84%	5.17%	2.62%	10.09%	2.62%
2025/05/14	6.43%	4.27%	7.47%	4.72%	3.16%	5.12%	4.69%	3.18%	10.77%	2.49%
2025/05/15	7.33%	3.73%	7.3%	6.51%	3.33%	3.87%	3.8%	2.95%	8.83%	3.01%
2025/05/16	8.85%	6.14%	7.16%	7.68%	3.37%	4.21%	3.36%	3.04%	4.03%	2.67%
2025/05/17	9.9%	4.83%	4.32%	5.44%	2.86%	3.65%	3.27%	4.59%	3.4%	3.06%
2025/05/18	8.46%	6.94%	4.59%	5.8%	2.89%	4%	2.8%	3.9%	6.63%	5.04%
2025/05/19	9.73%	5.45%	5.03%	7.53%	3.41%	4.25%	3.43%	4.01%	4.24%	3.28%
2025/05/20	9.73%	4.36%	6.08%	7.42%	3.59%	4.44%	3.17%	3.09%	4.97%	4.5%
2025/05/21	10.32%	5.37%	5.77%	7.3%	3.52%	4.4%	3.45%	2.1%	2.69%	4.67%
2025/05/22	10.11%	3.49%	4.21%	6.42%	3.1%	2.99%	2.17%	2.99%	2.1%	7.25%
2025/05/23	9.95%	5.11%	6.92%	7.88%	3.43%	3.31%	2.58%	3.04%	3.71%	3.49%
2025/05/24	10.51%	6.59%	6.25%	6.43%	3.78%	4.01%	3.65%	3.1%	3.27%	2.57%
2025/05/25	10.36%	6.93%	5.26%	6.84%	3.91%	3.81%	3.09%	3.12%	2.89%	4.67%
2025/05/26	11.5%	6.09%	6.46%	7.9%	3.77%	3.7%	3.27%	3.39%	3.61%	2.95%
2025/05/27	11.41%	8.31%	7.24%	6.63%	4.25%	4.66%	2.85%	3.95%	2.62%	2.49%
2025/05/28	10.46%	5.85%	6.21%	7.52%	3.54%	4.47%	2.99%	3.29%	4.75%	2.13%
2025/05/29	9.42%	5.35%	6.92%	5.89%	4.26%	5.05%	3.66%	3.05%	5.18%	2.61%
2025/05/30	10.38%	8.34%	8.39%	5.68%	3.8%	5.07%	2.7%	3.48%	2.82%	3.18%
2025/05/31	10.08%	8.07%	6.11%	5.71%	4.52%	4.33%	3.34%	3.1%	2.16%	2.03%

Revolut’s impression share surged from 5.74% to 10.08% in May, peaking at 11.5% on the 26th. NatWest fluctuated, ending at 8.07%. Barclays saw a steady rise, closing at 6.11%. LloydsBank’s share plummeted from 18.78% to 2.16%.

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.

See more data

1
HSBC Business Bank Account | Business Bank Account https://business.hsbc.uk
Free banking for 12 months. Apply today. T&Cs and fees apply. Exclusions Apply. Access to free accounting tools to stay on top of invoices, cashflow and tax. Online Application. Free Accounting Tools. On iOS and Android.
2
Capital One Credit Card https://quickcheck.capitalone.co.uk/
Apply Online — Choosing The Right Credit Card Can Be Difficult. Visit capitalone.co.uk To Find Out More.
3
Free, easy-access savings | Chase saver – T&Cs apply https://www.chase.co.uk
Open a free Chase saver account with interest paid monthly. Create accounts specifically for your goals, and set targets to track your progress.
4
Lloyds Bank Account https://www.lloydsbank.com
Open A Lloyds Bank Account — Banking at your fingertips with our mobile app. iOS & Android only. Additional T&Cs apply. Online Banking.
5
NatWest Bank Accounts - Open A Bank Account Online https://www.natwest.com
Access Your Account Anytime with NatWest's 24/7 Online Service. Secure & Easy. T&Cs Apply. £150 Switching Offer.

In the competitive world of finance, HSBC entices with free banking and accounting tools, while Capital One simplifies credit card choices. Chase offers goal-oriented savings, Lloyds emphasizes mobile banking, and NatWest lures with a £150 switching offer.

Frequently Asked Questions

Why is the UK Finance Banks May 2025 Report useful and how should I use it?

Why is the UK Finance Banks May 2025 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the UK Finance Banks May 2025 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the UK Finance Banks May 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the UK Finance Banks May 2025 Report?

The UK Finance Banks May 2025 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

Yes. The UK Finance Banks May 2025 Report aggregates data from across both device types and Google Shopping.
Who is this UK Finance Banks May 2025 Report for?

The UK Finance Banks May 2025 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Can I get a custom report for my brand?

Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

Complete the form below to get started.
What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

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Legal & General is one of the UK’s leading financial services groups and a major global investor. When it came to their retirement business, the company used Adthena to protect its position and benchmark success. Read case study

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When the pandemic hit and global travel came to a halt, Staysure saw its market shrink by 90%.

Adthena's data revealed what travellers were searching for and where the competitive exodus had left gaps in the market.Read case study

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Towergate Insurance needed to effectively segment their search landscape and explore new niche markets. Adthena provided the competitive intelligence they required to research potential markets, analyze competitor ad copy, and conduct keyword research, leading to successful campaign launches and continued growth.Read case study

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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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Market Loss & Market Gains for UK Finance Banks

UK Finance Banks Share of Impressions

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

Frequently Asked Questions

Why is the UK Finance Banks May 2025 Report useful and how should I use it?

Why is the UK Finance Banks May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Finance Banks May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Finance Banks May 2025 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

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See this data specific to your brand performance

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