UK Finance Credit Cards - PPC Market Share Analysis January 2026

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

Google AI Overview visibility for Finance Credit Cards 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	19.2113696664
	80.7886303336

19%

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	77
	23

77%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	14%
Transactional	10%
Navigational	9%
Seasonal	0%
Local	0%
Problem Solving	20%

Market Exposure

Share of Clicks for top 10 UK Finance Credit Cards 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
moneysupermarket.com	13.68
capitalone.co.uk	11.29
americanexpress.com	9.24
comparethemarket.com	7.39
paypal.com	7.28
postoffice.co.uk	6.62
oceanfinance.co.uk	6.54
experian.co.uk	6.01
moneysavingexpert.com	5.8
equifax.co.uk	2.76
others	23.39

moneysupermarket.com - 13.68%
capitalone.co.uk - 11.29%
americanexpress.com - 9.24%
comparethemarket.com - 7.39%
paypal.com - 7.28%
postoffice.co.uk - 6.62%
oceanfinance.co.uk - 6.54%
experian.co.uk - 6.01%
moneysavingexpert.com - 5.8%
equifax.co.uk - 2.76%
others - 23.39%

In the finance | credit cards sector, ‘moneysupermarket.com’ leads with 13.68% click share, while ‘others’ collectively hold 23.39%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 UK Finance Credit Cards 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	moneysupermarket.com	capitalone.co.uk	comparethemarket.com	postoffice.co.uk	oceanfinance.co.uk	moneysavingexpert.com	americanexpress.com	experian.co.uk	clearscore.com	thinkmoney.co.uk
2026/01/01	17.1%	17.22%	10.44%	5.4%	4.27%	4.6%	8.47%	3.04%	1.76%	3.38%
2026/01/02	19.44%	17.82%	11.46%	6.11%	5.58%	6.11%	6.44%	2.39%	1.9%	3.7%
2026/01/03	18.42%	17.39%	10.94%	5.93%	6.57%	6.13%	7.25%	2.72%	1.81%	2.98%
2026/01/04	18.6%	18.17%	12.07%	5.24%	6.45%	5.82%	6.43%	2.77%	1.67%	3.66%
2026/01/05	18.17%	18.45%	12.38%	5.8%	6.74%	5.83%	4.81%	2.62%	1.8%	3.26%
2026/01/06	18.23%	17.74%	12.19%	6.99%	6.22%	6.02%	4.78%	2.5%	1.69%	2.14%
2026/01/07	17.01%	16.75%	11.6%	5.57%	5.23%	4.88%	8.44%	3.01%	1.66%	3.21%
2026/01/08	17.78%	18.91%	11.65%	6.63%	7.37%	5.79%	4.6%	3.44%	1.46%	2.28%
2026/01/09	17.54%	17.54%	11.68%	6.56%	7.42%	5.95%	4.67%	4.08%	1.55%	2.72%
2026/01/10	18.69%	19.03%	10.44%	5.31%	8.64%	5.37%	4.67%	4.2%	1.78%	1.64%
2026/01/11	19.03%	16.96%	10.45%	6.15%	7%	5.94%	4.64%	4.06%	1.77%	2.02%
2026/01/12	19.29%	18.25%	10.72%	5.29%	7.67%	6.86%	4.49%	2.06%	1.51%	2.26%
2026/01/13	18.35%	18.31%	11.82%	6%	8.27%	5.83%	4.61%	0.78%	1.22%	2.56%
2026/01/14	19.69%	18.33%	11.15%	6.88%	6.69%	5.88%	4.19%	0.83%	1.55%	2.16%
2026/01/15	17.05%	15.82%	11.25%	8.41%	8.16%	5.5%	3.95%	3.79%	1.8%	1.66%
2026/01/16	17.53%	17.53%	11.67%	6.56%	7.42%	5.95%	4.67%	4.08%	1.55%	2.72%
2026/01/17	19.26%	15.65%	11.06%	5.35%	8.97%	6.15%	3.99%	4.07%	1.25%	3.33%
2026/01/18	18.53%	17.26%	11.26%	6.04%	6.26%	6.74%	4.45%	4.15%	1.19%	2.35%
2026/01/19	18.04%	15.83%	11.48%	5.87%	7.7%	6.83%	4.6%	4.78%	1.38%	2.93%
2026/01/20	18.69%	15.12%	10.12%	6.98%	8.99%	5.83%	3.95%	4.54%	1.78%	3.85%
2026/01/21	18.77%	15.69%	10.42%	7.24%	7.93%	6.29%	3.82%	4.53%	1.45%	2.88%
2026/01/22	19.37%	16.11%	10.04%	7.2%	9.29%	6.39%	3.61%	4.65%	2.03%	2.58%
2026/01/23	18.27%	15.54%	11.76%	7.05%	8.98%	7.11%	3.78%	3.95%	2.59%	2.38%
2026/01/24	18.42%	16.69%	11.22%	7.14%	7.75%	6.64%	3.65%	3.94%	2.83%	2.28%
2026/01/25	19.14%	16.59%	11.2%	7.46%	8.62%	6.72%	3.35%	3.47%	2.71%	2.27%
2026/01/26	19.85%	16.25%	9.72%	7.9%	9.68%	7.09%	3.33%	3.45%	2.99%	1.02%
2026/01/27	21.17%	15.8%	9.01%	7.71%	10.2%	7.07%	3.42%	3.12%	2.62%	0.91%
2026/01/28	22.48%	15.36%	9.42%	7.96%	10.71%	7.12%	2.93%	3.01%	2.47%	1.16%
2026/01/29	22.02%	17.11%	9.11%	8.17%	10.07%	7.06%	3.1%	2.8%	2.13%	0.99%
2026/01/30	21.11%	16.14%	9.07%	10.28%	9.21%	6.7%	3.48%	2.61%	1.82%	1.12%
2026/01/31	20.01%	17.78%	10.15%	9.48%	8.51%	6.57%	3.38%	3.14%	2.09%	0.81%

moneysupermarket.com
capitalone.co.uk
comparethemarket.com
postoffice.co.uk
oceanfinance.co.uk
moneysavingexpert.com
americanexpress.com
experian.co.uk
clearscore.com
thinkmoney.co.uk

In January 2026, moneysupermarket.com led with a rising trend, peaking at 22.48% on January 28. Capitalone.co.uk saw a decline, ending at 17.78%. Comparethemarket.com fluctuated, closing at 10.15%. Postoffice.co.uk and oceanfinance.co.uk showed growth, finishing at 9.48% and 8.51%, respectively. Moneysavingexpert.com remained stable, while americanexpress.com and experian.co.uk experienced declines. Clearscore.com and thinkmoney.co.uk had minor fluctuations, ending at 2.09% and 0.81%.

Market Exposure

Competitor Count for UK Finance Credit Cards

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
2026/01/01	192
2026/01/02	194
2026/01/03	184
2026/01/04	189
2026/01/05	209
2026/01/06	207
2026/01/07	190
2026/01/08	206
2026/01/09	206
2026/01/10	201
2026/01/11	205
2026/01/12	204
2026/01/13	200
2026/01/14	202
2026/01/15	197
2026/01/16	206
2026/01/17	204
2026/01/18	201
2026/01/19	197
2026/01/20	203
2026/01/21	202
2026/01/22	197
2026/01/23	198
2026/01/24	196
2026/01/25	198
2026/01/26	287
2026/01/27	233
2026/01/28	228
2026/01/29	223
2026/01/30	222
2026/01/31	219

January saw a dynamic shift in distinct advertisers, starting at 192 and peaking at 287 on the 26th. The month concluded with a slight decline, ending at 219.

Campaign Efficiency

Market Loss & Market Gains for UK Finance Credit Cards

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
experian.co.uk	1.28%
oceanfinance.co.uk	1.03%
postoffice.co.uk	0.91%
paypal.com	0.83%
clearscore.com	0.57%
thinkmoney.co.uk	-0.69%
lloydsbank.com	-0.69%
loqbox.com	-0.97%
comparethemarket.com	-1.17%
capitalone.co.uk	-1.37%

Experian.co.uk leads with a 1.28% click share rise, while capitalone.co.uk drops by 1.37%. Oceanfinance.co.uk and postoffice.co.uk also gain, contrasting with declines for comparethemarket.com and loqbox.com.

Campaign Efficiency

UK Finance Credit Cards 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	capitalone.co.uk	moneysupermarket.com	postoffice.co.uk	oceanfinance.co.uk	comparethemarket.com	americanexpress.com	moneysavingexpert.com	experian.co.uk	thinkmoney.co.uk	paypal.com
2026/01/01	16.54%	12.81%	6.91%	5.26%	7.17%	8.65%	2.94%	2.98%	3.77%	3.55%
2026/01/02	18.25%	15.32%	7.7%	7.03%	8.42%	6.87%	3.89%	2.45%	4.17%	2.46%
2026/01/03	18.13%	14.61%	7.5%	7.94%	7.92%	7.71%	4.08%	2.96%	3.24%	1.7%
2026/01/04	18.05%	14.38%	6.51%	7.59%	8.77%	7.06%	3.79%	3.03%	4.06%	3.64%
2026/01/05	18.8%	14.01%	7.18%	7.63%	9.21%	5.47%	3.85%	2.97%	3.61%	2.33%
2026/01/06	18.18%	14.56%	8.66%	6.86%	9.15%	5.51%	4.1%	2.55%	2.54%	2.14%
2026/01/07	15.9%	12.92%	7.25%	6.14%	8.33%	8.72%	3.11%	3.18%	3.72%	3.5%
2026/01/08	18.6%	13.81%	7.81%	7.49%	8.47%	5.69%	3.82%	3.88%	2.67%	4.62%
2026/01/09	18.06%	13.62%	8.19%	7.75%	8.54%	5.65%	3.9%	4.63%	3.11%	2.96%
2026/01/10	19.61%	14.25%	6.78%	9.18%	7.48%	5.52%	3.54%	4.69%	1.86%	2.55%
2026/01/11	17.36%	14.25%	7.69%	7.27%	7.46%	5.37%	3.87%	4.55%	2.4%	2.7%
2026/01/12	18.85%	15.1%	6.89%	8.27%	7.86%	5.39%	4.56%	2.05%	2.59%	1.89%
2026/01/13	18.55%	13.91%	7.33%	9.2%	8.46%	5.76%	3.87%	1.02%	2.85%	3.33%
2026/01/14	18.85%	14.86%	8.09%	7.66%	8.01%	5.21%	3.9%	1.16%	2.59%	2.83%
2026/01/15	15.9%	13.3%	9.83%	9.15%	8.1%	5.04%	3.48%	3.9%	1.96%	2.26%
2026/01/16	18.06%	13.62%	8.19%	7.75%	8.54%	5.65%	3.9%	4.63%	3.11%	2.96%
2026/01/17	15.45%	14.54%	6.44%	10.13%	7.81%	5%	4%	4.46%	3.75%	3.59%
2026/01/18	17.53%	14.08%	7.4%	7.36%	7.89%	5.82%	4.44%	4.4%	2.54%	3.83%
2026/01/19	16.32%	13.74%	7.21%	9.01%	8.28%	5.83%	4.53%	4.9%	3.39%	2.66%
2026/01/20	14.72%	14.37%	8.51%	10.07%	7.16%	5.16%	3.8%	4.7%	4.11%	3.13%
2026/01/21	15.42%	14.3%	8.62%	9.18%	7.23%	4.99%	4.05%	4.8%	3.38%	3.54%
2026/01/22	16.3%	14.77%	8.9%	10.98%	6.95%	4.78%	4.09%	5.27%	2.83%	2.97%
2026/01/23	16.25%	13.9%	8.88%	10.51%	7.98%	4.8%	4.53%	4.27%	2.79%	4.97%
2026/01/24	16.88%	14.25%	8.73%	9.26%	7.75%	4.79%	4.36%	4.25%	2.67%	4.36%
2026/01/25	16.53%	14.56%	9.38%	9.7%	7.7%	4.46%	4.39%	3.97%	2.6%	4.78%
2026/01/26	16.33%	15.2%	9.69%	11.26%	6.52%	4.39%	4.5%	4.16%	1.27%	3.78%
2026/01/27	15.52%	16.61%	9.67%	11.9%	6.19%	4.54%	4.75%	3.71%	1.11%	2.51%
2026/01/28	15.34%	17.89%	9.56%	13.09%	6.48%	4.61%	4.82%	3.62%	1.53%	0.82%
2026/01/29	16.98%	16.88%	9.5%	11.04%	6.15%	4.96%	4.71%	3.27%	1.15%	3.48%
2026/01/30	15.11%	16.11%	12.07%	11.25%	6.16%	5.7%	4.51%	3.49%	1.37%	2.62%
2026/01/31	17.62%	15.71%	11.44%	9.75%	6.99%	5.75%	4.55%	4.04%	1.11%	0.5%

capitalone.co.uk
moneysupermarket.com
postoffice.co.uk
oceanfinance.co.uk
comparethemarket.com
americanexpress.com
moneysavingexpert.com
experian.co.uk
thinkmoney.co.uk
paypal.com

In January 2026, Capital One led with fluctuating impressions, peaking at 19.61%. Moneysupermarket saw a steady rise, ending at 15.71%. Post Office surged late, closing at 11.44%. Ocean Finance climbed, peaking at 13.09%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Finance Credit Cards

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 Credit Cards - Last month

1
American Express https://www.americanexpress.com
Official Website — Find the card that suits your lifestyle, discover our range of Credit and Charge Cards.
2
Credit Card for Bad Credit | Credit Limit £200 - £4000 https://quickcheck.capitalone.co.uk/
39.9% APR Representative Variable. Using Your Card Irresponsibly May Harm Your Score.
3
New Virtual Card Access - Credit Limit £200-£1,500 https://apply-creditcard.oceanfinance.co.uk › credit-card › check-now
Check now for an Ocean Credit Card. Virtual Card Access subjected to ID checks. Get up to £1,500...
4
PayPal Business Official Site | PayPal Business Solutions https://www.paypal.com
Connect With Customers Around The World, Across Many Platforms With PayPal. Sign Up Now. Scale Your Business Profitably With Our Full Suite...
5
Credit Card For Poor Credit - Credit Limit £200 - £8000 https://www.postoffice.co.uk › credit-cards
34.9% APR Representative Variable. Using Your Card Irresponsibly May Harm Your Score.

In the competitive landscape of credit card PPC ads, American Express stands out with its lifestyle-focused messaging, while Capital One and Post Office target those with poor credit, emphasizing responsible usage. Ocean Finance offers virtual card access, and PayPal promotes global business solutions.

Frequently Asked Questions

Why is the UK Finance Credit Cards January 2026 Report useful and how should I use it?

Why is the UK Finance Credit Cards January 2026 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 Credit Cards January 2026 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 Credit Cards January 2026 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 Credit Cards January 2026 Report?

The UK Finance Credit Cards January 2026 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.

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Does this include mobile, desktop and Google Shopping data?

Yes. The UK Finance Credit Cards January 2026 Report aggregates data from across both device types and Google Shopping.
Who is this UK Finance Credit Cards January 2026 Report for?

The UK Finance Credit Cards January 2026 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.

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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.

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Credit Cards – UK

Google AI Overview visibility for Finance Credit Cards UK

AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 UK Finance Credit Cards brands

Share of Spend for the top 10 UK Finance Credit Cards brands

Competitor Count for UK Finance Credit Cards

Market Loss & Market Gains for UK Finance Credit Cards

UK Finance Credit Cards Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Finance Credit Cards

Frequently Asked Questions

Why is the UK Finance Credit Cards January 2026 Report useful and how should I use it?

Why is the UK Finance Credit Cards January 2026 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Finance Credit Cards January 2026 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Finance Credit Cards January 2026 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

Get the full picture

See this data specific to your brand performance

Related reports

US Credit Cards

AUS Credit Cards