UK Finance Consulting - PPC Market Share Analysis January 2026

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

Consulting – UK

Google AI Overview visibility for Finance Consulting 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 25.9113747894
74.0886252106
25%

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 44
56
44%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 3%
Transactional 1%
Navigational 5%
Seasonal 0%
Local 2%
Problem Solving 33%

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Market Exposure

Share of Clicks for top 10 UK Finance Consulting 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
moneysavingexpert.com 16.58
stepchange.org 15.31
justgiving.com 6.99
policyexpert.co.uk 4.34
equifax.co.uk 3.66
currenciesdirect.com 2.82
checkmyfile.com 2.71
keycurrency.co.uk 2.58
gov.uk 2.55
unbiased.co.uk 1.8
others 40.66
  • moneysavingexpert.com - 16.58%
  • stepchange.org - 15.31%
  • justgiving.com - 6.99%
  • policyexpert.co.uk - 4.34%
  • equifax.co.uk - 3.66%
  • currenciesdirect.com - 2.82%
  • checkmyfile.com - 2.71%
  • keycurrency.co.uk - 2.58%
  • gov.uk - 2.55%
  • unbiased.co.uk - 1.8%
  • others - 40.66%

Copyright © Adthena. All rights reserved.

In the PPC landscape, ‘moneysavingexpert.com’ leads with 16.58% click share, followed by ‘stepchange.org’ at 15.31%. ‘Others’ collectively dominate with 40.66%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Finance Consulting 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 stepchange.org moneysavingexpert.com unbiased.co.uk angeladvance.co.uk loan.co.uk equifax.co.uk getdebthelp.co.uk moneyplusadvice.com yourdebt-expert.co.uk financiable.co.uk
2026/01/01 6.44% 2.7% 4.78% 4.11% 3.21% 1.34% 0% 6.15% 0% 0%
2026/01/02 10.56% 3.96% 5.62% 3.71% 3.14% 1.52% 0% 4.53% 0.07% 2.63%
2026/01/03 11.07% 3.84% 5.9% 2.96% 3.21% 1.86% 0% 4.3% 0.57% 0.04%
2026/01/04 10.97% 2.57% 5.63% 3.76% 2.88% 1.71% 0% 3.52% 0.15% 2.52%
2026/01/05 8.02% 3.63% 3.89% 2.52% 1.51% 1.72% 2.65% 2.12% 3.89% 3.16%
2026/01/06 5.98% 4.25% 3.41% 2.06% 1.3% 2.18% 3.3% 3.04% 4.83% 3.56%
2026/01/07 10.05% 3.1% 6.68% 4.53% 3.46% 1.93% 0% 5.04% 0% 0%
2026/01/08 5.87% 1.8% 3.94% 2.61% 2.08% 2.21% 5.4% 2.73% 1.93% 3.67%
2026/01/09 6.17% 3.59% 4.17% 3.4% 2.11% 2.54% 4.03% 3.52% 0.93% 3.61%
2026/01/10 8.24% 3.51% 4.63% 3.56% 1.92% 2.18% 1.53% 4.64% 0.43% 0.25%
2026/01/11 9.13% 2.99% 4.14% 2.72% 1.71% 2.03% 0.09% 4% 0.11% 2.38%
2026/01/12 4.72% 4.1% 3.13% 2.56% 1.32% 3.44% 3.37% 2.75% 3.82% 3.7%
2026/01/13 4.96% 4.27% 2.44% 3.2% 1.71% 2.96% 3.22% 2.14% 4.79% 3.9%
2026/01/14 6.6% 3.45% 3.56% 2.34% 2.25% 2.67% 3.56% 1.45% 3.57% 4.07%
2026/01/15 5.22% 3.65% 4% 3.96% 2.6% 2.83% 5.45% 1.78% 1.09% 4.06%
2026/01/16 6.15% 3.58% 4.16% 3.39% 2.1% 2.53% 4.02% 3.51% 0.92% 3.6%
2026/01/17 8.38% 3.06% 5.55% 2.95% 2.21% 3.13% 1.86% 2.61% 0.48% 0.26%
2026/01/18 10% 3.36% 5.26% 3.06% 2.68% 2.01% 0.07% 2.03% 0.84% 2.53%
2026/01/19 6.4% 4.35% 5.34% 2.24% 1.26% 2.75% 3.35% 1.06% 3.36% 3.05%
2026/01/20 7.06% 3.6% 5.04% 2.87% 2.31% 3.28% 3.91% 1.22% 4.39% 2.92%
2026/01/21 7.19% 2.91% 4.25% 3.64% 2.29% 2.46% 4.41% 0.98% 3.3% 2.88%
2026/01/22 7.4% 4.57% 4.15% 2.59% 2.28% 2.72% 3.65% 1.09% 3.14% 3.38%
2026/01/23 7.18% 1.29% 4.5% 3.17% 2.21% 2.22% 3.01% 0.6% 1.72% 3.13%
2026/01/24 9.41% 3.78% 5.08% 3.27% 2.26% 2.28% 2.33% 0.73% 1.04% 0.43%
2026/01/25 8.81% 4.15% 4.71% 4.18% 2.58% 2.26% 0.11% 1.7% 1.66% 2.91%
2026/01/26 7.33% 3.95% 2.88% 2.33% 1.56% 2.84% 2.68% 0.59% 5.24% 4.14%
2026/01/27 5.95% 4.02% 3.32% 3.13% 1.47% 3.14% 4.12% 0.9% 4.46% 3.85%
2026/01/28 6.33% 4.48% 3.93% 2.91% 1.17% 3.41% 4.16% 0.58% 3.37% 3.35%
2026/01/29 7.9% 4.88% 4.08% 3.35% 1.53% 3% 3.23% 0.37% 3.62% 3.2%
2026/01/30 7.13% 3.73% 3.54% 4.05% 2.57% 2.47% 3.64% 0.93% 0.58% 3.38%
2026/01/31 8.71% 4.61% 4.58% 3.33% 2.42% 2.08% 1.92% 1.46% 1.16% 0.44%
  • stepchange.org
  • moneysavingexpert.com
  • unbiased.co.uk
  • angeladvance.co.uk
  • loan.co.uk
  • equifax.co.uk
  • getdebthelp.co.uk
  • moneyplusadvice.com
  • yourdebt-expert.co.uk
  • financiable.co.uk

Copyright © Adthena. All rights reserved.

Stepchange.org led January with fluctuating spend, peaking at 11.07% on January 3rd. Moneysavingexpert.com and unbiased.co.uk followed, showing consistent mid-range values. Angeladvance.co.uk and loan.co.uk maintained lower shares. The month concluded with stepchange.org at 8.71%.

Market Exposure

Competitor Count for UK Finance Consulting

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
2026/01/01 481
2026/01/02 502
2026/01/03 509
2026/01/04 491
2026/01/05 543
2026/01/06 562
2026/01/07 488
2026/01/08 563
2026/01/09 548
2026/01/10 534
2026/01/11 535
2026/01/12 555
2026/01/13 553
2026/01/14 527
2026/01/15 536
2026/01/16 548
2026/01/17 524
2026/01/18 516
2026/01/19 542
2026/01/20 534
2026/01/21 537
2026/01/22 529
2026/01/23 536
2026/01/24 525
2026/01/25 527
2026/01/26 594
2026/01/27 546
2026/01/28 529
2026/01/29 521
2026/01/30 530
2026/01/31 519

Copyright © Adthena. All rights reserved.

Advertisers fluctuated throughout January, peaking at 594 on the 26th. The month concluded with 519 advertisers, reflecting a dynamic landscape.

Campaign Efficiency

Market Loss & Market Gains for UK Finance Consulting

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
gov.uk 5.76%
stepchange.org 2.26%
moneysavingexpert.com 1.27%
perkbox.com 0.7%
policyexpert.co.uk 0.27%
moneyplusadvice.com -0.46%
checkmyfile.com -1.48%
justgiving.com -1.59%
keycurrency.co.uk -2.39%
moneygram.com -2.41%

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In the past month, gov.uk surged by 5.76%, while moneygram.com fell by 2.41%. Stepchange.org rose 2.26%, contrasting with keycurrency.co.uk’s 2.39% drop.

Campaign Efficiency

UK Finance Consulting Share of Impressions

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

Date moneysavingexpert.com stepchange.org equifax.co.uk thedebtadviceservice.co.uk loqbox.com checkmyfile.com unbiased.co.uk keycurrency.co.uk pensionbee.com currenciesdirect.com
2026/01/01 5.18% 4.06% 2.76% 1% 3.46% 2.23% 3.74% 6.08% 3.54% 3.34%
2026/01/02 8.08% 5.53% 2.91% 0.56% 2.71% 2.82% 3.71% 10.55% 1.42% 1.91%
2026/01/03 8.12% 6.29% 3.98% 1.49% 3.59% 3.15% 4.19% 2.99% 1.43% 1.28%
2026/01/04 5.37% 6.91% 3.72% 1.71% 3.33% 3.76% 3.51% 3.12% 1.55% 1.27%
2026/01/05 7.91% 5.14% 3.67% 2% 3.64% 4.04% 2.44% 3.35% 2.08% 2.29%
2026/01/06 8.89% 3.99% 4.26% 1.82% 3.02% 4.03% 1.99% 2.97% 4.12% 2.95%
2026/01/07 7.27% 5.67% 4.34% 0.66% 3.6% 3.66% 4.82% 2.4% 4.36% 1.67%
2026/01/08 3.93% 3.72% 4.8% 2.67% 3.45% 5.15% 2.67% 2.99% 4.87% 2.84%
2026/01/09 7.76% 4.07% 5.29% 2.71% 3.09% 4.51% 2.68% 6.29% 1.7% 1.74%
2026/01/10 6.87% 5.23% 4.11% 2.48% 2.81% 3.77% 2.47% 6.47% 0.6% 11.09%
2026/01/11 5.67% 5.52% 3.68% 2.15% 2.69% 5.19% 2.34% 7.48% 2.18% 5.17%
2026/01/12 8.47% 2.76% 6.18% 1.97% 2.82% 4.27% 1.71% 9.92% 2.29% 3.21%
2026/01/13 9.09% 3.01% 6.1% 2.93% 3.41% 3.79% 1.32% 6.08% 0.7% 3.34%
2026/01/14 7.01% 4.45% 5.25% 2.34% 2.79% 3.77% 1.96% 3.02% 1.42% 11.2%
2026/01/15 7.45% 3.53% 5.79% 2.83% 3.29% 4.04% 2.44% 2.64% 1.82% 3.82%
2026/01/16 7.76% 4.07% 5.29% 2.71% 3.09% 4.51% 2.68% 6.29% 1.7% 1.74%
2026/01/17 6.23% 4.92% 5.77% 2.19% 2.54% 3.71% 3.11% 10.63% 2.55% 3.49%
2026/01/18 7.25% 6.34% 4% 2.23% 2.17% 3.2% 3.87% 5.03% 0.66% 7.05%
2026/01/19 9.31% 4.57% 5.51% 1.03% 2.58% 2.62% 3.82% 6.34% 2.7% 5.67%
2026/01/20 7.51% 5.03% 6.87% 2.73% 2.91% 2.36% 3.06% 2.36% 1.72% 4.89%
2026/01/21 5.94% 4.31% 5.28% 2.71% 1.89% 2.39% 3.17% 2.29% 2.51% 10.13%
2026/01/22 10.04% 5.29% 5.62% 0.8% 2.36% 2.82% 2.67% 2.16% 1.9% 4.69%
2026/01/23 3.1% 5.24% 5.25% 1.65% 2.52% 2.83% 3.1% 0.8% 0.92% 3.74%
2026/01/24 8.27% 6.5% 4.46% 1.79% 2.45% 2.68% 3.67% 0.77% 3.34% 1.89%
2026/01/25 8.71% 6.23% 4.58% 1.98% 2.39% 3.03% 2.89% 0.96% 0.89% 2.43%
2026/01/26 8.59% 5.1% 6% 2.88% 2.07% 2.45% 1.78% 0.59% 0.79% 1.69%
2026/01/27 8.63% 4.25% 6.49% 2.77% 1.85% 2.1% 2.06% 2.39% 1.65% 1.38%
2026/01/28 8.21% 3.76% 6.12% 2.16% 1.36% 2.02% 2.05% 0.87% 2.24% 5.62%
2026/01/29 10.15% 5.69% 6.2% 2.96% 2.05% 2.46% 3.16% 2.36% 1.76% 1.95%
2026/01/30 7.91% 5.06% 5.15% 2.44% 2.69% 2.41% 3.68% 2.25% 0.77% 0.6%
2026/01/31 9.37% 5.6% 4.15% 3.82% 2.94% 2.78% 2.65% 1.98% 1.91% 0.98%
  • moneysavingexpert.com
  • stepchange.org
  • equifax.co.uk
  • thedebtadviceservice.co.uk
  • loqbox.com
  • checkmyfile.com
  • unbiased.co.uk
  • keycurrency.co.uk
  • pensionbee.com
  • currenciesdirect.com

Copyright © Adthena. All rights reserved.

In January 2026, moneysavingexpert.com led with fluctuating impressions, peaking at 10.15%. Keycurrency.co.uk saw a sharp decline after early highs. Currenciesdirect.com spiked mid-month, ending lower. Overall, dynamic shifts marked the month.

Campaign Efficiency

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

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 Consulting - Last month
  1. 1
    USD to GBP https://www.currenciesdirect.com › dollars

    Money Transfer Made Simple — More than 500,000 people have trusted us to manage their currency transfers since 1996. 5 Star Customer Reviews. Save Time & Money.

  2. 2
    MoneySavingExpert https://www.moneysavingexpert.com › purchase › credit_cards

    Money Saving Tips — Use Our Eligibility Calculator to Find Which Cards You're Most Likely To Get Accepted For. Compare Purchase Credit Cards At MoneySavingExpert. 20.9% APR Representative Variable. Free to Use.

  3. 3
    StepChange Debt Charity | The UK's Leading Debt Charity https://www.stepchange.org

    Debt Happens. But When It Does, We’re Here. Take The First Step, Get Free Impartial Advice

  4. 4
    Take The First Step | One Affordable Monthly Payment https://www.thedebtadviceservice.co.uk

    Find out what debt solutions you qualify for. Free advice also available at MoneyHelper.

  5. 5
    Rates For USD to Pounds https://www.torfx.com

    USD to Pound Transfers — 7x International Money Transfer Provider Of The Year. Get A Free USD to Pound Quote Now! 5 Star Reviews. Rate Improver Guarantee.

Copyright © Adthena. All rights reserved.

In the competitive world of finance, Currencies Direct and TorFX shine with their trusted currency transfer services, boasting stellar reviews. Meanwhile, MoneySavingExpert empowers users with credit card comparisons, and StepChange and The Debt Advice Service offer vital debt solutions, emphasizing support and guidance.

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