UK Finance Credit Cards - PPC Market Share Analysis February 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.

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 22.2940828402
77.7059171598
22%

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 76
24
76%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 15%
Transactional 11%
Navigational 8%
Seasonal 0%
Local 0%
Problem Solving 19%

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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 14.28
capitalone.co.uk 13.97
americanexpress.com 10.84
postoffice.co.uk 9.39
experian.co.uk 6.22
paypal.com 5.66
moneysavingexpert.com 5.27
comparethemarket.com 4.46
oceanfinance.co.uk 4.04
one4all.com 2.73
others 23.14
  • moneysupermarket.com - 14.28%
  • capitalone.co.uk - 13.97%
  • americanexpress.com - 10.84%
  • postoffice.co.uk - 9.39%
  • experian.co.uk - 6.22%
  • paypal.com - 5.66%
  • moneysavingexpert.com - 5.27%
  • comparethemarket.com - 4.46%
  • oceanfinance.co.uk - 4.04%
  • one4all.com - 2.73%
  • others - 23.14%

Copyright © Adthena. All rights reserved.

In the finance sector’s PPC landscape, ‘others’ dominate with 23.14% click share, followed by moneysupermarket.com at 14.28% and capitalone.co.uk at 13.97%.

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 postoffice.co.uk comparethemarket.com moneysavingexpert.com americanexpress.com oceanfinance.co.uk thinkmoney.co.uk clearscore.com experian.co.uk
2026/02/01 20.14% 20.63% 9.16% 8.09% 6.08% 3.42% 10.01% 0.79% 1.57% 2.57%
2026/02/02 20.45% 20.18% 8.62% 8.39% 6.05% 3.62% 9.31% 0.63% 1.5% 2.43%
2026/02/03 18.54% 23.1% 10.73% 8.8% 5.26% 4.18% 4.89% 0.88% 1.48% 3.25%
2026/02/04 17.98% 21.74% 11.63% 8.44% 5.54% 4.51% 5.94% 1.57% 1.45% 3.2%
2026/02/05 17.76% 22.85% 12.07% 8.07% 5.27% 4.17% 6.74% 1.04% 1.44% 3.29%
2026/02/06 18.96% 23.14% 9.61% 7.89% 4.88% 4.55% 6.47% 0.64% 1.68% 3.84%
2026/02/07 19.67% 24.84% 8.37% 7.39% 5.92% 4.06% 5.84% 1.08% 1.58% 3.65%
2026/02/08 19.25% 25.14% 6.53% 6.8% 5.88% 4.41% 6.33% 1.83% 1.81% 3.86%
2026/02/09 20.05% 22.96% 6.83% 7.59% 5.98% 4.91% 6.5% 1.79% 0.94% 3.82%
2026/02/10 22.04% 23.19% 6.19% 7.85% 5.86% 4.79% 6.27% 1.65% 1.23% 4.07%
2026/02/11 21.47% 23% 7.66% 6.94% 6.02% 4.67% 5.53% 1.81% 1.4% 4.13%
2026/02/12 21.03% 22.99% 7.3% 6.62% 6.35% 4.73% 6.15% 1.5% 1.63% 3.91%
2026/02/13 18.88% 23.05% 9.57% 7.86% 4.86% 4.53% 6.45% 0.64% 1.67% 3.82%
2026/02/14 19.66% 24.82% 8.36% 7.39% 5.92% 4.06% 5.85% 1.08% 1.58% 3.65%
2026/02/15 19.23% 25.13% 6.52% 6.8% 5.88% 4.4% 6.33% 1.83% 1.81% 3.85%
2026/02/16 20.04% 22.94% 6.83% 7.59% 5.99% 4.91% 6.5% 1.8% 0.94% 3.82%
2026/02/17 21.39% 20.98% 10.99% 5.65% 4.79% 3.97% 6.11% 2.36% 1.81% 4.19%
2026/02/18 21.79% 22.24% 12.86% 5.3% 5.1% 4.53% 4.01% 2.47% 1.65% 3.76%
2026/02/19 21.77% 19.95% 15.2% 4.67% 5.67% 4.77% 3.73% 2.51% 2.11% 3.29%
2026/02/20 21.85% 18.86% 14.06% 5.07% 6.12% 4.93% 2.85% 2.61% 2.2% 3.8%
2026/02/21 23.27% 17.79% 14.73% 4.56% 6.57% 6.26% 3.36% 1.96% 2% 3.14%
2026/02/22 21.86% 18.52% 14.97% 4.8% 6.12% 5.66% 2.98% 2.1% 2.42% 3.42%
2026/02/23 20.74% 15.67% 17.97% 5.8% 6.2% 4.32% 2.89% 1.71% 2.16% 3.18%
2026/02/24 21.37% 16.67% 15.72% 5.77% 5.61% 4.18% 3.36% 1.66% 2.37% 3.54%
2026/02/25 22.44% 17.87% 14.35% 5.04% 6.07% 4.2% 3.72% 1.96% 1.96% 3.34%
2026/02/26 22.38% 18.03% 14.16% 6.54% 6.29% 5.21% 2.63% 1.49% 2.01% 3.81%
2026/02/27 23.96% 16.42% 12.14% 7.35% 6.42% 7.29% 2.66% 1.69% 1.28% 1.92%
2026/02/28 23.25% 16.24% 12.41% 6.91% 6.65% 5.44% 4.48% 1.89% 1.38% 0.81%
  • moneysupermarket.com
  • capitalone.co.uk
  • postoffice.co.uk
  • comparethemarket.com
  • moneysavingexpert.com
  • americanexpress.com
  • oceanfinance.co.uk
  • thinkmoney.co.uk
  • clearscore.com
  • experian.co.uk

Copyright © Adthena. All rights reserved.

In February 2026, moneysupermarket.com saw a steady rise, peaking at 23.96%. Capitalone.co.uk started strong but declined to 16.24%. Postoffice.co.uk and comparethemarket.com fluctuated, while moneysavingexpert.com remained stable. Americanexpress.com and oceanfinance.co.uk showed varied trends. Thinkmoney.co.uk and clearscore.com had minor fluctuations. Experian.co.uk ended with a significant drop.

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
2026/02/01 228
2026/02/02 223
2026/02/03 196
2026/02/04 199
2026/02/05 197
2026/02/06 192
2026/02/07 194
2026/02/08 204
2026/02/09 207
2026/02/10 198
2026/02/11 197
2026/02/12 203
2026/02/13 192
2026/02/14 194
2026/02/15 204
2026/02/16 207
2026/02/17 185
2026/02/18 193
2026/02/19 192
2026/02/20 184
2026/02/21 184
2026/02/22 186
2026/02/23 199
2026/02/24 200
2026/02/25 196
2026/02/26 192
2026/02/27 183
2026/02/28 185

Copyright © Adthena. All rights reserved.

February saw a fluctuating trend in distinct advertisers, starting at 228 and ending at 185, with notable dips mid-month.

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
paypal.com 3.9%
postoffice.co.uk 2.54%
yourdebt-expert.co.uk 0.73%
americanexpress.com 0.71%
thinkmoney.co.uk 0.51%
lloydsbank.com -0.44%
experian.co.uk -1.31%
comparethemarket.com -1.53%
oceanfinance.co.uk -1.93%
capitalone.co.uk -3.55%

Copyright © Adthena. All rights reserved.

PayPal surged with a 3.90% click share increase, while Capital One dropped by 3.55%. Post Office gained 2.54%, contrasting Ocean Finance’s 1.93% decline.

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 moneysupermarket.com capitalone.co.uk postoffice.co.uk americanexpress.com comparethemarket.com moneysavingexpert.com oceanfinance.co.uk equifax.co.uk paypal.com experian.co.uk
2026/02/01 15.54% 20.14% 9.85% 5.85% 5.49% 4.05% 11.88% 2.34% 0.97% 3.54%
2026/02/02 15.79% 20.65% 9.83% 5.82% 5.91% 4.09% 10.13% 2.15% 0.33% 3.18%
2026/02/03 14.37% 23.43% 11.93% 5.47% 6.25% 3.61% 4.79% 1.75% 0.29% 4.22%
2026/02/04 14.16% 21.79% 12.77% 5.91% 6.17% 3.77% 5.56% 1.48% 0.37% 4.26%
2026/02/05 13.65% 22.23% 13.1% 5.6% 5.79% 3.59% 6.28% 1.08% 1.21% 4.38%
2026/02/06 14.66% 22.38% 10.56% 6.03% 5.7% 3.34% 5.94% 1.49% 1.51% 4.7%
2026/02/07 15.49% 25.52% 8.98% 5.83% 4.86% 3.98% 5.32% 1.46% 1.41% 4.51%
2026/02/08 14.52% 26.24% 7.18% 5.84% 4.29% 3.75% 5.57% 0.82% 3.92% 4.53%
2026/02/09 16.09% 23.46% 7.53% 6.82% 5.2% 4.09% 5.99% 1.58% 1.74% 4.48%
2026/02/10 17.84% 23.3% 7.26% 6.97% 5.45% 4.21% 5.93% 2.42% 0.32% 5.29%
2026/02/11 17.31% 23.37% 8.15% 6.29% 4.85% 4.18% 5.07% 2.64% 0.29% 5.49%
2026/02/12 16.21% 22.67% 7.85% 6.08% 4.34% 4.29% 5.56% 2.02% 3.64% 4.58%
2026/02/13 14.66% 22.38% 10.56% 6.03% 5.7% 3.34% 5.94% 1.49% 1.51% 4.7%
2026/02/14 15.49% 25.52% 8.98% 5.83% 4.86% 3.98% 5.32% 1.46% 1.41% 4.51%
2026/02/15 14.52% 26.24% 7.18% 5.84% 4.29% 3.75% 5.57% 0.82% 3.92% 4.53%
2026/02/16 16.09% 23.46% 7.53% 6.82% 5.2% 4.09% 5.99% 1.58% 1.74% 4.48%
2026/02/17 17.57% 20.96% 11.35% 4.78% 4% 3.29% 5.94% 2.18% 2.62% 4.53%
2026/02/18 17.15% 22.15% 13.83% 5.8% 3.48% 3.5% 3.69% 2.48% 1.65% 4.76%
2026/02/19 16.94% 20.93% 16.09% 6.21% 2.97% 3.78% 3.52% 1.9% 0.83% 3.87%
2026/02/20 16.83% 18.61% 14.6% 7.05% 3.39% 4.04% 3.07% 1.63% 3.4% 4.34%
2026/02/21 18.08% 17.84% 14.89% 8.21% 2.85% 4.35% 3.07% 2.19% 3.21% 3.08%
2026/02/22 16.74% 17.54% 14.52% 7.31% 3.03% 4.07% 2.92% 2.42% 6.72% 3.75%
2026/02/23 16.39% 15.3% 18.14% 5.78% 3.88% 4.04% 2.66% 2.37% 4.93% 3.55%
2026/02/24 17.28% 15.82% 16.49% 5.49% 4.03% 3.73% 3.13% 2.32% 2.41% 4.03%
2026/02/25 18.33% 16.37% 15.11% 6% 3.31% 4.17% 3.56% 2.39% 1.64% 3.91%
2026/02/26 18.11% 16.99% 14.47% 6.63% 4.42% 4.32% 2.89% 2.66% 2.63% 4.85%
2026/02/27 19.96% 15.6% 12.1% 10.24% 5.03% 4.59% 2.87% 3.42% 2.84% 2.01%
2026/02/28 18.44% 15.82% 12.96% 7.49% 4.69% 4.64% 4.6% 3.35% 2.78% 0.84%
  • moneysupermarket.com
  • capitalone.co.uk
  • postoffice.co.uk
  • americanexpress.com
  • comparethemarket.com
  • moneysavingexpert.com
  • oceanfinance.co.uk
  • equifax.co.uk
  • paypal.com
  • experian.co.uk

Copyright © Adthena. All rights reserved.

In February 2026, moneysupermarket.com saw a steady rise, peaking at 19.96% on the 27th. Capitalone.co.uk started strong but declined, ending at 15.82%. Postoffice.co.uk fluctuated, closing at 12.96%. Americanexpress.com had a notable spike on the 27th, reaching 10.24%. Comparethemarket.com and moneysavingexpert.com remained stable. Oceanfinance.co.uk and equifax.co.uk showed minor fluctuations. Paypal.com peaked mid-month, while experian.co.uk ended with a sharp drop.

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
    American Express https://www.americanexpress.com

    Official Website — Find the card that suits your lifestyle, discover our range of Credit and Charge Cards.

  2. 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. 3
    Credit cards for poor credit https://www.moneysupermarket.com

    Free Eligibility Checker — Our Eligibility Checker Is Quick & Easy To Find The Right Credit Card For You. Our Best Cards For...

  4. 4
    PayPal Credit - Shop Online With PayPal Credit https://www.paypal.com

    Apply For PayPal Credit. It's Quick & Easy. Representative 23.9% APR Variable. Apply Now!

  5. 5
    Credit Card For Poor Credit https://www.postoffice.co.uk › credit-cards

    Credit Limit £200 - £8000 — 34.9% APR Representative Variable. Using Your Card Irresponsibly May Harm Your Score.

Copyright © Adthena. All rights reserved.

In the competitive world of credit cards, American Express stands out with its lifestyle-focused offerings, while Capital One and Post Office target those with poor credit, emphasizing responsible usage. MoneySuperMarket simplifies card selection with its eligibility checker, and PayPal promotes easy online shopping with its credit option.

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