UK Finance Credit Cards - PPC Market Share Analysis April 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 15.1519663035
84.8480336965
15%

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 16%
Transactional 12%
Navigational 8%
Seasonal 0%
Local 0%
Problem Solving 17%

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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
capitalone.co.uk 13.79
moneysupermarket.com 13.56
americanexpress.com 11.19
postoffice.co.uk 9.1
paypal.com 6.97
oceanfinance.co.uk 5.49
experian.co.uk 4.89
moneysavingexpert.com 4.88
comparethemarket.com 3.85
equifax.co.uk 3.41
others 22.87
  • capitalone.co.uk - 13.79%
  • moneysupermarket.com - 13.56%
  • americanexpress.com - 11.19%
  • postoffice.co.uk - 9.1%
  • paypal.com - 6.97%
  • oceanfinance.co.uk - 5.49%
  • experian.co.uk - 4.89%
  • moneysavingexpert.com - 4.88%
  • comparethemarket.com - 3.85%
  • equifax.co.uk - 3.41%
  • others - 22.87%

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In the PPC landscape, ‘capitalone.co.uk’ leads with 13.79% click share, closely followed by ‘moneysupermarket.com’ at 13.56%. ‘Others’ collectively hold a significant 22.87%.

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 capitalone.co.uk moneysupermarket.com oceanfinance.co.uk postoffice.co.uk americanexpress.com comparethemarket.com moneysavingexpert.com zable.co.uk experian.co.uk thinkmoney.co.uk
2026/04/01 20.22% 17.84% 4.89% 13% 5.29% 7.18% 4.82% 3.87% 2.04% 1.43%
2026/04/02 19.89% 17.4% 4.18% 12.32% 4.87% 6.27% 5.13% 5.31% 2.36% 1.21%
2026/04/03 20.13% 18.73% 4.79% 13.82% 5.11% 5.6% 4.62% 4.58% 2.5% 1.25%
2026/04/04 20.44% 18.77% 6.52% 13.18% 5.7% 5.34% 4.44% 3.03% 2.51% 1.72%
2026/04/05 17.96% 20.57% 6.82% 11.05% 5.45% 6.29% 5.08% 3.03% 2.67% 2.03%
2026/04/06 17.41% 20.3% 6.03% 10.38% 5.8% 7.05% 5.23% 2.47% 2.86% 1.51%
2026/04/07 17.24% 20.65% 5.82% 10.44% 5.85% 6.83% 5.55% 1.83% 3.09% 1.85%
2026/04/08 19.54% 19.66% 6.07% 10.53% 5.96% 5.47% 5.48% 2.49% 2.88% 1.72%
2026/04/09 22.86% 18.09% 5.8% 12.14% 5.75% 5.81% 5.12% 2.49% 2.73% 1.83%
2026/04/10 22.72% 19% 6.35% 10.73% 5.97% 4.73% 5% 2.58% 2.79% 2.15%
2026/04/11 23.31% 17.05% 7.68% 11.97% 6.16% 4.29% 4.97% 2.04% 2.87% 1.37%
2026/04/12 19.82% 18.95% 6.46% 13.77% 6.38% 4.64% 4.93% 2.85% 3.04% 1.25%
2026/04/13 22.78% 19% 5.92% 13.43% 6.09% 4.99% 5.38% 2.55% 2.68% 1.5%
2026/04/14 21.07% 19.63% 5.57% 12.88% 5.95% 5.73% 5.34% 2.76% 2.5% 1.36%
2026/04/15 22.23% 18.95% 5.3% 13.04% 5.5% 5.63% 5.24% 2.38% 2.72% 1.33%
2026/04/16 22.37% 17.41% 4.7% 12.86% 6.61% 5.79% 4.94% 2.74% 2.93% 1.02%
2026/04/17 22.3% 18.04% 4.64% 9.35% 7.43% 6.01% 5.54% 2.15% 3.2% 0.76%
2026/04/18 23.58% 17.21% 6.81% 9.47% 6.38% 5.08% 4.71% 2.77% 3.14% 1.98%
2026/04/19 24.41% 17.56% 7.55% 8.56% 6.27% 4.63% 5.09% 2.27% 3.05% 1.41%
2026/04/20 23.55% 18.12% 5.56% 10.41% 5.83% 5.31% 5.7% 2.5% 2.97% 1.16%
2026/04/21 21.36% 19.26% 7.48% 7.9% 5.56% 6.14% 6.07% 1.76% 2.28% 1.82%
2026/04/22 23.55% 19.02% 8.6% 6.69% 5.23% 5.57% 6.12% 1.18% 2.41% 2.34%
2026/04/23 21.87% 19.41% 7.67% 6.31% 5.45% 6.57% 5.84% 1.65% 2.26% 3.61%
2026/04/24 22.16% 19.39% 7.23% 6.59% 5.28% 6.69% 5.82% 1.36% 2.13% 3.36%
2026/04/25 22.26% 19.26% 9.11% 4.69% 5.38% 5.99% 5.46% 2.72% 2.54% 3.72%
2026/04/26 22% 20.34% 6.82% 3.83% 5.68% 5.67% 6.35% 2.1% 2.76% 2.19%
2026/04/27 23% 17.78% 10.34% 5.09% 5.63% 5.95% 5.37% 1.42% 2.14% 2.64%
2026/04/28 22.26% 18.64% 10.81% 6.98% 5.06% 5.73% 5.4% 1.33% 2.04% 2.52%
2026/04/29 21.25% 18.76% 9.41% 6.12% 5.44% 5.87% 5.06% 1.96% 2.03% 2.18%
2026/04/30 21.9% 18.1% 10.2% 6.17% 6% 6% 5.04% 2.42% 2.16% 1.43%
  • capitalone.co.uk
  • moneysupermarket.com
  • oceanfinance.co.uk
  • postoffice.co.uk
  • americanexpress.com
  • comparethemarket.com
  • moneysavingexpert.com
  • zable.co.uk
  • experian.co.uk
  • thinkmoney.co.uk

Copyright © Adthena. All rights reserved.

In April 2026, Capital One led with a steady rise, peaking at 24.41%. Moneysupermarket fluctuated, ending at 18.10%. Ocean Finance surged to 10.81%, while Post Office declined to 6.17%. American Express remained stable, closing at 6.00%.

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
2026/04/01 186
2026/04/02 194
2026/04/03 193
2026/04/04 186
2026/04/05 194
2026/04/06 201
2026/04/07 195
2026/04/08 194
2026/04/09 194
2026/04/10 195
2026/04/11 187
2026/04/12 187
2026/04/13 185
2026/04/14 188
2026/04/15 192
2026/04/16 187
2026/04/17 188
2026/04/18 188
2026/04/19 187
2026/04/20 189
2026/04/21 186
2026/04/22 191
2026/04/23 181
2026/04/24 180
2026/04/25 181
2026/04/26 182
2026/04/27 173
2026/04/28 176
2026/04/29 180
2026/04/30 178

Copyright © Adthena. All rights reserved.

April began with 186 advertisers, peaking at 201 on the 6th. A gradual decline followed, ending at 178.

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
oceanfinance.co.uk 1.58%
capitalone.co.uk 1.36%
totallymoney.com 0.77%
americanexpress.com 0.67%
uk.virginmoney.com 0.64%
topcashback.co.uk -0.32%
halifax.co.uk -0.35%
zable.co.uk -0.51%
paypal.com -0.57%
postoffice.co.uk -4.12%

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Oceanfinance.co.uk surged with a 1.58% click share increase, while postoffice.co.uk faced a significant drop of 4.12%.

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 oceanfinance.co.uk americanexpress.com postoffice.co.uk comparethemarket.com moneysavingexpert.com paypal.com equifax.co.uk experian.co.uk
2026/04/01 19.96% 14.26% 5.19% 7.11% 14.3% 5.23% 3.15% 2.71% 1.63% 2.45%
2026/04/02 19.37% 13.95% 4.58% 6.74% 13.16% 4.34% 3.27% 3.64% 1.76% 2.95%
2026/04/03 19.75% 15.02% 5.32% 6.54% 14.55% 4.08% 2.96% 2.93% 1.93% 3.23%
2026/04/04 19.88% 14.63% 6.91% 6.96% 14.62% 3.62% 2.75% 2.65% 1.35% 3.16%
2026/04/05 18.23% 16.18% 7.34% 6.5% 12.36% 4.34% 3.29% 3.49% 1.47% 3.28%
2026/04/06 16.93% 16.46% 6.26% 7.37% 11.43% 5.08% 3.41% 3.17% 1.91% 3.61%
2026/04/07 16.64% 17.18% 5.96% 7.34% 11.51% 5.04% 3.75% 2.61% 2.55% 3.63%
2026/04/08 18.95% 16.06% 6.66% 7.92% 11.23% 3.99% 3.69% 3.01% 2.64% 3.47%
2026/04/09 21.53% 13.94% 5.89% 7.81% 12.69% 3.96% 3.2% 4.6% 2.2% 3.36%
2026/04/10 21.61% 14.81% 6.54% 7.78% 11.63% 3.2% 3.23% 2.75% 2.54% 3.65%
2026/04/11 22.31% 13.6% 7.81% 7.68% 12.46% 3% 3.26% 3.39% 2.18% 3.54%
2026/04/12 18.43% 14.69% 7.09% 7.71% 14.21% 3.13% 3.22% 4.34% 2.26% 3.68%
2026/04/13 21.76% 15.53% 6.22% 7.72% 14.68% 3.51% 3.65% 1.41% 2.28% 3.66%
2026/04/14 20.17% 16.09% 5.85% 7.32% 13.83% 4.1% 3.49% 2.51% 2.27% 3.29%
2026/04/15 21.62% 15.24% 5.56% 6.89% 13.88% 4.12% 3.57% 2.64% 2.29% 3.34%
2026/04/16 21.02% 14.2% 4.77% 8.12% 14.21% 4.18% 3.32% 2.5% 2.19% 3.59%
2026/04/17 21.19% 14.68% 4.69% 9.27% 10.33% 4.36% 3.78% 3.41% 2.33% 3.8%
2026/04/18 21.74% 13.71% 6.7% 7.51% 9.92% 3.51% 3.1% 5.32% 2.33% 3.69%
2026/04/19 23.39% 14.08% 7.35% 7.45% 9.24% 3.22% 3.37% 3.67% 2.11% 3.61%
2026/04/20 22.75% 14.74% 5.82% 7.66% 10.99% 3.84% 3.74% 2.87% 2.62% 3.67%
2026/04/21 21% 15.95% 8.12% 7.62% 8.4% 4.3% 4.16% 2.4% 2.88% 2.76%
2026/04/22 22.98% 15.59% 8.98% 7.12% 7.21% 3.85% 3.98% 2.41% 2.61% 3.18%
2026/04/23 20.77% 16.07% 8.24% 6.84% 6.96% 4.48% 3.85% 3.69% 2.39% 2.78%
2026/04/24 21.78% 16.11% 8.11% 6.76% 6.99% 4.51% 3.81% 2.08% 2.51% 2.72%
2026/04/25 21.7% 15.95% 9.83% 6.82% 5.13% 4.02% 3.56% 0.43% 2.88% 3.3%
2026/04/26 21.11% 16.22% 7.19% 7.45% 4.04% 3.61% 4.09% 4.08% 2.73% 3.42%
2026/04/27 22.62% 15.14% 10.99% 7.46% 5.97% 4.16% 3.66% 0.33% 3.09% 2.71%
2026/04/28 21.97% 15.22% 11.41% 6.58% 7.49% 3.92% 3.61% 2.18% 3.16% 2.54%
2026/04/29 21.33% 15.37% 9.99% 7.42% 6.8% 4.02% 3.44% 0.97% 2.93% 2.68%
2026/04/30 21.27% 14.88% 10.57% 7.87% 6.58% 4.2% 3.41% 3.36% 2.77% 2.7%
  • capitalone.co.uk
  • moneysupermarket.com
  • oceanfinance.co.uk
  • americanexpress.com
  • postoffice.co.uk
  • comparethemarket.com
  • moneysavingexpert.com
  • paypal.com
  • equifax.co.uk
  • experian.co.uk

Copyright © Adthena. All rights reserved.

In April 2026, Capital One led with a fluctuating impression share, peaking at 23.39%. Ocean Finance surged mid-month, reaching 11.41%. American Express maintained stability, while Post Office saw a decline. The month concluded with diverse shifts across advertisers.

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 https://quickcheck.capitalone.co.uk/

    Credit Limit £200 - £4000 — 39.9% APR Representative Variable. Using Your Card Irresponsibly May Harm Your Score

  3. 3
    New Virtual Card Access - Credit Limit £200-£8,000 https://apply-creditcard.oceanfinance.co.uk › credit-card › check-now

    Virtual Card Access subject to ID checks. Check now for an Ocean Credit Card. Get up to £8,000 Credit Limit. Check if you're eligible without harming your...

  4. 4
    PayPal Business Official Site https://www.paypal.com

    Open A PayPal Business Account — Connect With Customers Around The World, Across Many Platforms With PayPal. Sign Up Now.

  5. 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.

Copyright © Adthena. All rights reserved.

In the competitive world of credit cards, American Express stands out with its lifestyle-focused offerings. Capital One and Post Office target those with poor credit, emphasizing responsible usage. Ocean Finance highlights virtual card access, while PayPal connects businesses globally.

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