UK Finance Consulting - PPC Market Share Analysis May 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 30.5900851359
69.4099148641
30%

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 47
53
47%

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 31%

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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
stepchange.org 13.64
moneysavingexpert.com 13.05
justgiving.com 12.79
torfx.com 5.24
policyexpert.co.uk 4.48
keycurrency.co.uk 4.08
equifax.co.uk 3.71
checkmyfile.com 1.91
squareup.com 1.81
currenciesdirect.com 1.66
others 37.63
  • stepchange.org - 13.64%
  • moneysavingexpert.com - 13.05%
  • justgiving.com - 12.79%
  • torfx.com - 5.24%
  • policyexpert.co.uk - 4.48%
  • keycurrency.co.uk - 4.08%
  • equifax.co.uk - 3.71%
  • checkmyfile.com - 1.91%
  • squareup.com - 1.81%
  • currenciesdirect.com - 1.66%
  • others - 37.63%

Copyright © Adthena. All rights reserved.

In the PPC landscape, ‘others’ dominate with 37.63% click share, while ‘stepchange.org’ leads individual advertisers at 13.64%. ‘Moneysavingexpert.com’ and ‘justgiving.com’ follow closely, 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 moneyadvice.co.uk angeladvance.co.uk moneysavingexpert.com unbiased.co.uk keycurrency.co.uk squareup.com debtsolutionadvisor.co.uk torfx.com getdebthelp.co.uk
2026/05/01 6.1% 2.21% 2.6% 4.15% 2.22% 0.94% 2.96% 1.53% 3.64% 4.34%
2026/05/02 4.5% 4.25% 4.17% 4.62% 4.03% 4.22% 2.31% 1.84% 5.08% 1.95%
2026/05/03 7.7% 3.37% 5.03% 4.11% 4.1% 0.76% 2.29% 2.64% 2.35% 0.05%
2026/05/04 5.37% 3.5% 1.83% 2.78% 4.2% 1.03% 2.45% 4.19% 0.85% 7.66%
2026/05/05 4.25% 1.53% 2.93% 2.52% 3.88% 1.98% 2.44% 2.56% 2.63% 6.32%
2026/05/06 5.34% 0.91% 2.64% 3.7% 4.3% 1.23% 2.47% 2.72% 0.87% 6.16%
2026/05/07 4.54% 1.08% 2.5% 2.7% 2.52% 6.28% 2.39% 2.68% 3.53% 7.72%
2026/05/08 6.68% 1.93% 3.02% 1.26% 3.15% 1.9% 2.29% 4.17% 1.88% 5.18%
2026/05/09 8% 2.26% 5.33% 3.69% 3.31% 4.18% 1.6% 2.53% 1.89% 2.23%
2026/05/10 8.95% 2.18% 5.4% 3.34% 2.96% 2.4% 1.99% 4.08% 0.64% 0.06%
2026/05/11 4.06% 2.28% 2.97% 4.44% 1.87% 2.09% 3.1% 4.3% 1.86% 3.61%
2026/05/12 3.79% 3.92% 3.46% 4.05% 0.97% 2.52% 3.91% 2.75% 2.3% 4.31%
2026/05/13 3.64% 4.39% 3.94% 3.48% 0.79% 1.78% 3.83% 2.16% 1.85% 3.42%
2026/05/14 4.32% 4.55% 3.11% 4.17% 1.12% 0.8% 3.79% 2.28% 2.39% 3.58%
2026/05/15 6.68% 1.93% 3.02% 1.26% 3.07% 1.9% 2.29% 4.18% 1.88% 5.19%
2026/05/16 7.3% 5.83% 5.1% 3.31% 1.86% 1.48% 3.62% 3.62% 0.57% 1.17%
2026/05/17 7.8% 5.36% 5.29% 3.98% 0.8% 1.07% 4.18% 3.83% 2.01% 0.04%
2026/05/18 4.63% 6.31% 3.6% 3.92% 1.36% 1.79% 3.86% 2.18% 1.66% 2.54%
2026/05/19 5.43% 5.89% 3.57% 2.86% 2.25% 1.87% 3.83% 1.83% 1.61% 3.59%
2026/05/20 5.02% 5.13% 1.98% 4.54% 2.73% 0.89% 4.19% 2.49% 1.9% 4.27%
2026/05/21 4.21% 5.79% 2.25% 4.52% 2.85% 1.55% 3.35% 2.66% 3.14% 1.07%
2026/05/22 5.62% 3.55% 2.45% 3.75% 3.33% 3.16% 3.56% 2.47% 1.34% 4.16%
2026/05/23 7.54% 4.55% 4.75% 4.16% 2.71% 2.91% 3.49% 1.65% 1.18% 1.93%
2026/05/24 7.86% 5.72% 3.98% 4.62% 2.58% 2.14% 3.37% 2% 1.42% 0.06%
2026/05/25 5.42% 4.56% 2.54% 4.81% 2.15% 3.03% 3.57% 1.51% 2.06% 5.3%
2026/05/26 4.37% 4.07% 2.13% 3.73% 2.91% 2.51% 3.25% 1.02% 3.44% 3.85%
2026/05/27 5.61% 4.88% 2.54% 3.85% 3.21% 1.76% 3.44% 2.14% 4.32% 3.57%
2026/05/28 6.23% 3.81% 3.36% 4.13% 3.52% 2.56% 3.39% 2.14% 4.45% 2.36%
2026/05/29 7.46% 6.31% 3.71% 4.37% 3.57% 2.59% 3.57% 3.25% 3.29% 2.2%
2026/05/30 9.29% 6.64% 4% 4.11% 4.46% 3.21% 3.9% 1.03% 1.67% 1.39%
2026/05/31 8.54% 7.28% 4.86% 4.29% 3.9% 3.54% 3.43% 2.09% 1.87% 0.05%
  • stepchange.org
  • moneyadvice.co.uk
  • angeladvance.co.uk
  • moneysavingexpert.com
  • unbiased.co.uk
  • keycurrency.co.uk
  • squareup.com
  • debtsolutionadvisor.co.uk
  • torfx.com
  • getdebthelp.co.uk

Copyright © Adthena. All rights reserved.

In May 2026, StepChange.org led with fluctuating spend, peaking at 9.29% on May 30. MoneyAdvice.co.uk saw a steady rise, ending at 7.28%. GetDebtHelp.co.uk had a volatile month, starting strong but closing at 0.05%.

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
2026/05/01 468
2026/05/02 443
2026/05/03 461
2026/05/04 473
2026/05/05 468
2026/05/06 466
2026/05/07 474
2026/05/08 497
2026/05/09 462
2026/05/10 470
2026/05/11 525
2026/05/12 565
2026/05/13 538
2026/05/14 571
2026/05/15 497
2026/05/16 548
2026/05/17 552
2026/05/18 562
2026/05/19 532
2026/05/20 545
2026/05/21 555
2026/05/22 547
2026/05/23 534
2026/05/24 531
2026/05/25 582
2026/05/26 582
2026/05/27 586
2026/05/28 558
2026/05/29 567
2026/05/30 554
2026/05/31 554

Copyright © Adthena. All rights reserved.

May began with 468 advertisers, fluctuating slightly until a notable rise mid-month, peaking at 586 on May 27. The month concluded with a stable 554 advertisers.

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
moneysavingexpert.com 3.08%
torfx.com 1.21%
equifax.co.uk 0.85%
xe.com 0.81%
which.co.uk 0.72%
stepchange.org -0.47%
loqbox.com -0.62%
policyexpert.co.uk -0.86%
totallymoney.com -0.97%
justgiving.com -4.23%

Copyright © Adthena. All rights reserved.

In the past month, moneysavingexpert.com surged by 3.08%, while justgiving.com plummeted by 4.23%. Torfx.com rose 1.21%, contrasting with totallymoney.com’s 0.97% decline.

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 keycurrency.co.uk moneysavingexpert.com torfx.com stepchange.org equifax.co.uk currenciesdirect.com moneyadvice.co.uk thedebtadviceservice.co.uk justgiving.com checkmyfile.com
2026/05/01 3.89% 6.49% 12.08% 4.63% 4.83% 1.29% 2.24% 1.54% 5.47% 1.84%
2026/05/02 11.54% 6.94% 14.37% 3.23% 4.64% 0.78% 1.34% 1.63% 5.98% 1.08%
2026/05/03 2.92% 7.62% 7.22% 6.02% 5.6% 2.86% 1.77% 0.78% 5.64% 2.2%
2026/05/04 2.64% 5.2% 3.24% 5.03% 5.58% 3.78% 1.93% 4.48% 5.61% 2.11%
2026/05/05 5.02% 4.17% 8.72% 3.49% 4.43% 0.61% 1.41% 3% 4.54% 2.15%
2026/05/06 4.57% 7.06% 3.26% 4.67% 3.07% 0.98% 0.89% 4.25% 5.79% 2.66%
2026/05/07 15.33% 4.92% 9.23% 3.58% 3.1% 2.37% 1.08% 2.24% 4.9% 1.75%
2026/05/08 6.86% 2.57% 6.38% 5.72% 3.77% 1.12% 1.49% 1.97% 5.47% 2.13%
2026/05/09 12.66% 5.79% 5.89% 5.52% 1.55% 6.44% 0.64% 1.58% 3.97% 3.02%
2026/05/10 8.32% 4.86% 2.55% 6.23% 1.47% 0.41% 1.22% 2.9% 3.83% 3.18%
2026/05/11 7.1% 7.04% 5.68% 3.14% 2.41% 0.24% 1.87% 1.43% 3.48% 2.56%
2026/05/12 8.08% 6.39% 7.18% 2.88% 3.82% 2.04% 3.08% 1.44% 2.65% 3.11%
2026/05/13 4.48% 6.02% 7.09% 2.83% 3.67% 3.3% 2.56% 3.31% 3.94% 2.57%
2026/05/14 2.87% 7.2% 7.9% 3.28% 4.18% 0.81% 2.77% 1.89% 3.51% 2.3%
2026/05/15 6.87% 2.58% 6.39% 5.73% 3.77% 1.12% 1.48% 1.97% 5.48% 2.13%
2026/05/16 5.49% 6.31% 2.02% 5.73% 4.28% 2.22% 3.31% 2.04% 3.44% 2%
2026/05/17 3.44% 7.42% 6.89% 5.41% 3.44% 2.31% 2.54% 2.32% 3% 2.28%
2026/05/18 5.28% 7.45% 6.09% 3.87% 5.2% 2.38% 2.72% 3.08% 2.96% 2.72%
2026/05/19 6.72% 6.24% 6.08% 4.43% 4.52% 0.67% 4.42% 4.04% 3.5% 1.59%
2026/05/20 3.12% 8.06% 6.76% 4.06% 4.38% 1.64% 2.9% 3.39% 4.37% 1.97%
2026/05/21 4.7% 7.81% 9.92% 3.25% 5.16% 1.24% 3.07% 2.28% 3.23% 2.5%
2026/05/22 8.79% 6.6% 4.65% 4.45% 4.5% 1.39% 1.73% 1.66% 3.4% 2.48%
2026/05/23 9.36% 7.62% 3.87% 5.43% 4.15% 0.44% 2.48% 1.6% 3.61% 2.66%
2026/05/24 6.9% 8.56% 5.02% 5.5% 3.77% 1.4% 2.33% 1.75% 3.07% 2.34%
2026/05/25 9.46% 8.25% 6.67% 3.9% 4.21% 1.97% 2.09% 1.12% 2.53% 2.29%
2026/05/26 6.4% 6.37% 9.87% 2.86% 4.36% 2.19% 2.58% 1.33% 2.67% 2.2%
2026/05/27 5.27% 6.72% 13.42% 4% 4.86% 1.5% 3.08% 1.99% 2.9% 2.98%
2026/05/28 7.17% 6.55% 12.9% 4.41% 4.56% 3.53% 2.84% 1.83% 2.61% 1.94%
2026/05/29 8.13% 7.1% 9.95% 4.66% 3.5% 5.42% 4.03% 2.56% 2.48% 1.73%
2026/05/30 8.52% 7.81% 5.7% 6.1% 4.71% 1.26% 2.8% 1.27% 2.46% 2.09%
2026/05/31 10.43% 7.45% 5.78% 5.42% 3.54% 2.92% 2.87% 2.67% 2.49% 2.28%
  • keycurrency.co.uk
  • moneysavingexpert.com
  • torfx.com
  • stepchange.org
  • equifax.co.uk
  • currenciesdirect.com
  • moneyadvice.co.uk
  • thedebtadviceservice.co.uk
  • justgiving.com
  • checkmyfile.com

Copyright © Adthena. All rights reserved.

In May 2026, keycurrency.co.uk saw fluctuating impressions, peaking at 15.33% on the 7th. Moneysavingexpert.com maintained a steady presence, while torfx.com experienced a significant rise, ending strong. Stepchange.org and equifax.co.uk showed moderate stability. Currenciesdirect.com and moneyadvice.co.uk had lower shares, with thedebtadviceservice.co.uk and justgiving.com trailing. Checkmyfile.com remained consistent throughout.

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
    Euros to Pounds - No Transfer Fees https://www.currenciesdirect.com › euro

    Excellent currency transfers, no transfer fees, get a quick free quote!

  2. 2
    Large Money Transfers €5,000+ - Today's Euro to Pound Rate https://www.keycurrency.co.uk › great-rates › euro-pound

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

  3. 3
    How To Make Money in 1 Hour: 13 Legit Ways to Earn Fast (2026) https://www.shopify.com

    How To Make Money in 1 Hour: 13 Legit Ways to Earn Fast - Shopify

  4. 4
    Write Off Unaffordable Debts - Find Out If You Qualify https://www.thedebtadviceservice.co.uk

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

  5. 5
    USD to Pound Exchange https://www.torfx.com

    No Transfer Fees — Providing Bespoke USD to Pound Exchange Rates Alongside A Professional Service.

Copyright © Adthena. All rights reserved.

In the competitive world of currency exchange, Currencies Direct and Key Currency shine with no transfer fees and excellent rates, appealing to savvy financial movers. Meanwhile, Shopify entices quick earners with fast money-making tips, and The Debt Advice Service offers relief through debt solutions. TorFX rounds out the top with bespoke USD to Pound services.

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