UK Finance Credit Cards - PPC Market Share Analysis September 2025

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.

Credit Cards – UK

Google AI Overview visibility for Finance Credit Cards 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 12.9271682442
87.0728317558
12%

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 73
27
73%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 6%
Transactional 8%
Navigational 11%
Seasonal 0%
Local 0%
Problem Solving 22%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
moneysupermarket.com 18.5
capitalone.co.uk 15.73
americanexpress.com 11.09
oceanfinance.co.uk 6.89
experian.co.uk 5.28
comparethemarket.com 5.07
moneysavingexpert.com 4.6
postoffice.co.uk 3.45
equifax.co.uk 2.96
uswitch.com 2.78
others 23.65
  • moneysupermarket.com - 18.5%
  • capitalone.co.uk - 15.73%
  • americanexpress.com - 11.09%
  • oceanfinance.co.uk - 6.89%
  • experian.co.uk - 5.28%
  • comparethemarket.com - 5.07%
  • moneysavingexpert.com - 4.6%
  • postoffice.co.uk - 3.45%
  • equifax.co.uk - 2.96%
  • uswitch.com - 2.78%
  • others - 23.65%

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In the finance | credit cards sector, moneysupermarket.com leads with 18.5% click share, followed by capitalone.co.uk at 15.73%. ‘Others’ collectively hold 23.65%, 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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date moneysupermarket.com capitalone.co.uk comparethemarket.com americanexpress.com oceanfinance.co.uk experian.co.uk moneysavingexpert.com capitalontap.com postoffice.co.uk uswitch.com
2025/09/01 23.31% 12.85% 8.11% 8.66% 4.37% 4.22% 5.33% 2.99% 2.47% 2.88%
2025/09/02 24.45% 12.53% 7.66% 8.07% 4.88% 4.6% 5.52% 2.25% 2.37% 3.45%
2025/09/03 24.23% 12.28% 8.27% 8.2% 5.2% 3.99% 4.7% 2.53% 2.03% 3.64%
2025/09/04 22.99% 13.93% 7.64% 8.37% 6.09% 4.53% 4.68% 2.34% 2.21% 3.14%
2025/09/05 23.92% 12.26% 7.51% 8.79% 4.85% 4.34% 4.75% 2.79% 2.81% 3.43%
2025/09/06 23.14% 12.82% 6.42% 8.91% 5.45% 4.7% 4.36% 3.38% 2.54% 3.36%
2025/09/07 24.23% 11.55% 7.57% 9.33% 5.32% 4.4% 4.96% 3.53% 2.31% 3.35%
2025/09/08 24.91% 12.76% 8.79% 8.29% 5% 4.85% 4.81% 3.07% 2.05% 2.05%
2025/09/09 25.59% 12.84% 7.34% 8.18% 4.27% 4.96% 4.68% 3.13% 1.91% 2.47%
2025/09/10 25.74% 12.8% 7.43% 7.92% 4.2% 5.05% 4.76% 2.8% 2.06% 2.85%
2025/09/11 25.4% 12.13% 7.28% 8.19% 4.4% 4.46% 4.78% 3.16% 3% 2.78%
2025/09/12 25.73% 12.35% 7.77% 8.46% 4.19% 4.29% 4.06% 3.14% 2.59% 3.17%
2025/09/13 25.22% 12.45% 6.31% 9.46% 4.77% 4.18% 3.75% 3.76% 2.29% 4.69%
2025/09/14 24.72% 12.52% 6.41% 8.54% 4.14% 4.25% 4.42% 3.57% 2.46% 4.54%
2025/09/15 23.39% 13.59% 6.52% 8.53% 4.89% 4.24% 3.77% 3.11% 2.6% 4.34%
2025/09/16 24.82% 12.27% 7.85% 8.23% 4.58% 4.56% 4.72% 3.02% 2.59% 3.62%
2025/09/17 25.17% 12.89% 7.97% 8.67% 4.73% 4.16% 4.51% 2.7% 2.57% 3.12%
2025/09/18 23.55% 13.25% 7.61% 9.43% 4.63% 3.97% 4.77% 2.74% 3.02% 3.61%
2025/09/19 25.25% 13.44% 7.91% 7.59% 5.4% 3.78% 4.83% 2.76% 3.24% 3.5%
2025/09/20 26.62% 12.81% 6.84% 7.82% 6.49% 3.73% 4.22% 3.35% 2.7% 2.83%
2025/09/21 26.96% 12.95% 7.27% 7.79% 5.75% 3.62% 4.29% 3.23% 2.55% 3.07%
2025/09/22 27.11% 12.99% 7.94% 7.14% 5.62% 4.39% 4.67% 2.49% 2.74% 2.53%
2025/09/23 26.9% 13.8% 9.14% 7.71% 5.29% 3.99% 4.29% 2.72% 2.34% 2.05%
2025/09/24 26.84% 13.82% 8.59% 7.14% 4.66% 4.66% 4.4% 2.92% 2.66% 1.65%
2025/09/25 26.58% 13.11% 8.9% 6.94% 4.87% 4.4% 3.9% 2.88% 2.73% 2.18%
2025/09/26 27.43% 13.24% 9.14% 6.96% 5.2% 4.59% 3.8% 2.8% 2.12% 2.16%
2025/09/27 24.64% 16.59% 9.43% 7.06% 6.02% 4.76% 3.76% 3.1% 2.01% 2.25%
2025/09/28 25.49% 19.45% 9.58% 6.45% 4.42% 4.05% 4.06% 2.84% 1.61% 2.14%
2025/09/29 24.38% 20.9% 9.45% 6.11% 5.56% 3.93% 3.59% 2.63% 1.66% 2%
2025/09/30 24.27% 20.74% 9.75% 5.99% 4.96% 4.18% 3.73% 2.6% 2.34% 2%
  • moneysupermarket.com
  • capitalone.co.uk
  • comparethemarket.com
  • americanexpress.com
  • oceanfinance.co.uk
  • experian.co.uk
  • moneysavingexpert.com
  • capitalontap.com
  • postoffice.co.uk
  • uswitch.com

Copyright © Adthena. All rights reserved.

In September 2025, moneysupermarket.com led with a steady rise, peaking at 27.43%. Capitalone.co.uk surged late, ending at 20.74%. Comparethemarket.com and americanexpress.com showed fluctuations, while oceanfinance.co.uk and experian.co.uk remained stable. Moneysavingexpert.com and capitalontap.com saw minor changes. Postoffice.co.uk and uswitch.com experienced declines.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2025/09/01 217
2025/09/02 220
2025/09/03 211
2025/09/04 214
2025/09/05 217
2025/09/06 219
2025/09/07 219
2025/09/08 214
2025/09/09 229
2025/09/10 225
2025/09/11 230
2025/09/12 220
2025/09/13 214
2025/09/14 209
2025/09/15 217
2025/09/16 216
2025/09/17 217
2025/09/18 221
2025/09/19 220
2025/09/20 220
2025/09/21 225
2025/09/22 223
2025/09/23 220
2025/09/24 227
2025/09/25 227
2025/09/26 229
2025/09/27 223
2025/09/28 227
2025/09/29 223
2025/09/30 231

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September saw a dynamic shift in distinct advertisers, starting at 217 and peaking at 231. The month ended on a high, indicating increased competition.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
loqbox.com 1.01%
oceanfinance.co.uk 0.97%
capitalone.co.uk 0.81%
comparethemarket.com 0.58%
tescobank.com 0.46%
halifax.co.uk -0.36%
experian.co.uk -0.36%
aquacard.co.uk -0.39%
uswitch.com -0.78%
americanexpress.com -1.95%

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Loqbox.com leads with a 1.01% click share increase, while americanexpress.com drops by 1.95%. Oceanfinance.co.uk and capitalone.co.uk also see positive gains.

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.

Date capitalone.co.uk moneysupermarket.com americanexpress.com oceanfinance.co.uk comparethemarket.com moneysavingexpert.com experian.co.uk postoffice.co.uk equifax.co.uk uswitch.com
2025/09/01 18.66% 16.81% 12.05% 6.95% 4.43% 5.22% 3.5% 3.44% 2.97% 2.81%
2025/09/02 17.5% 17.54% 10.89% 7.41% 4.19% 5.33% 4.58% 3.02% 2.84% 3.12%
2025/09/03 17.84% 17.44% 11.35% 8.28% 4.47% 4.61% 3.51% 2.77% 2.42% 3.58%
2025/09/04 19.32% 16.41% 10.87% 9.3% 4.18% 4.56% 4.45% 2.85% 1.56% 3.29%
2025/09/05 17.37% 16.94% 11.43% 7.47% 4.01% 4.67% 4.26% 4.22% 2.4% 3.76%
2025/09/06 18.19% 15.97% 11.7% 8.34% 3.49% 4.28% 4.22% 3.82% 2.54% 3.52%
2025/09/07 16.44% 16.9% 12.77% 8.37% 4.04% 4.83% 4.44% 3.5% 2.59% 3.4%
2025/09/08 18.7% 16.87% 11.42% 7.76% 4.69% 4.8% 4.66% 3.09% 3.4% 1.93%
2025/09/09 18.51% 17.34% 11.2% 6.5% 3.9% 4.65% 4.82% 2.79% 3.26% 2.45%
2025/09/10 18.47% 17.15% 11.16% 6.45% 4.05% 4.76% 4.57% 3.28% 3.09% 2.99%
2025/09/11 17.72% 16.39% 11.53% 6.8% 3.9% 4.88% 4.58% 4.08% 3.15% 3.03%
2025/09/12 17.63% 16.66% 11.83% 6.47% 4.29% 3.94% 4.59% 3.75% 3.34% 3.21%
2025/09/13 17.46% 16.32% 12.84% 7.34% 3.46% 3.62% 4% 3.22% 2.97% 5.57%
2025/09/14 17.55% 15.66% 11.75% 6.16% 3.52% 4.3% 4.1% 3.53% 3.07% 5.11%
2025/09/15 18.19% 14.82% 11.64% 7.14% 3.74% 3.68% 4% 3.72% 2.85% 4.74%
2025/09/16 16.81% 16.12% 10.97% 6.78% 4.46% 4.7% 4.66% 3.76% 3.27% 3.88%
2025/09/17 17.37% 17.05% 11.58% 7.09% 4.56% 4.43% 3.89% 3.64% 3.12% 3.13%
2025/09/18 17.48% 15.8% 12.76% 6.84% 4.71% 4.98% 3.56% 4.18% 2.99% 3.41%
2025/09/19 18.09% 16.91% 10.54% 7.78% 4.57% 4.85% 3.72% 4.55% 3.17% 3.44%
2025/09/20 17.11% 18.27% 10.86% 9.32% 3.89% 4.25% 3.18% 3.74% 2.95% 2.67%
2025/09/21 17.33% 18.29% 10.65% 8.02% 4.03% 4.38% 3.31% 3.63% 2.37% 3.36%
2025/09/22 17.66% 18.06% 9.77% 7.84% 4.38% 4.88% 4.3% 3.85% 3.11% 2.58%
2025/09/23 19.92% 17.35% 11.19% 7.61% 5.21% 4.6% 3.62% 3.37% 2.85% 1.81%
2025/09/24 19.73% 16.97% 10.16% 6.93% 4.87% 4.78% 4.38% 3.8% 3.22% 1.46%
2025/09/25 18.7% 16.12% 9.95% 7.33% 4.82% 4.38% 4% 3.92% 3.21% 2.28%
2025/09/26 16.17% 17.67% 10.55% 8.29% 5.16% 4.5% 4.45% 3.11% 3.18% 2.23%
2025/09/27 18.55% 15.62% 10.54% 9.62% 5.08% 4.53% 4.49% 3% 2.94% 2.36%
2025/09/28 20% 16.42% 10.07% 6.97% 5.41% 5.25% 4.28% 2.45% 3.03% 2.38%
2025/09/29 19.16% 16.02% 9.55% 8.89% 5.39% 4.68% 4.08% 2.54% 3.36% 2.17%
2025/09/30 18.46% 16.11% 9.59% 8.06% 5.65% 4.91% 4.3% 3.67% 3.39% 2.18%
  • capitalone.co.uk
  • moneysupermarket.com
  • americanexpress.com
  • oceanfinance.co.uk
  • comparethemarket.com
  • moneysavingexpert.com
  • experian.co.uk
  • postoffice.co.uk
  • equifax.co.uk
  • uswitch.com

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In September 2025, Capital One led with fluctuating impressions, peaking at 20.00% on the 28th. Moneysupermarket saw a steady presence, while American Express experienced a decline. Ocean Finance and Comparethemarket showed varied trends, ending with 8.06% and 5.65%, respectively.

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.

Google Text Ad Copy Insights & Creative Trends for UK Finance Credit Cards - Last month
  1. 1
    Amex UK - Official Website https://www.americanexpress.com

    Find the card that suits your lifestyle, discover our range of Credit and Charge Cards. Travel in style with Amex. Travel with confidence using our benefits. Apply Today. Fraud protection.

  2. 2
    Credit Limit £200 - £4000 https://quickcheck.capitalone.co.uk/

    Get An Answer In 60 Seconds — Try QuickCheck And Be 100% Sure If...

  3. 3
    Free Credit Score Check - No Charges, It's Free Forever https://www.experian.co.uk

    Interest Rates Are Dropping. Be In The Best Position To Borrow. Check Your Credit Score.

  4. 4
    Best 0% Interest Credit Cards - Up to 24 Months | MoneySuperMarket https://www.moneysupermarket.com

    Enjoy That SuperSaving Feeling At MoneySuperMarket. Save On Your Credit Card Bills Today. Earn £10 Reward When You Buy A...

  5. 5
    Ocean Credit Card ® Apply | Get Up To £8,000 Credit Limit https://apply-creditcard.oceanfinance.co.uk › credit-card › check-now

    Intelligent Lending Ltd Credit Broker Capital One Exclusive Lender. Pre-approval. Free text alerts.

Copyright © Adthena. All rights reserved.

In the competitive world of credit cards, American Express stands out with its promise of lifestyle alignment and travel benefits. Capital One offers quick credit limit checks, while Experian emphasizes free credit score checks. MoneySuperMarket highlights savings with 0% interest cards, and Ocean Finance promotes high credit limits and pre-approval.

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