UK Finance Credit Cards - PPC Market Share Analysis June 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 28.440218983
71.559781017
28%

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 15%
Transactional 12%
Navigational 9%
Seasonal 0%
Local 0%
Problem Solving 15%

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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 14.56
capitalone.co.uk 11.21
americanexpress.com 9.03
oceanfinance.co.uk 8.83
postoffice.co.uk 7.49
experian.co.uk 7.42
moneysavingexpert.com 5.74
paypal.com 5.02
comparethemarket.com 3.75
equifax.co.uk 3.43
others 23.52
  • moneysupermarket.com - 14.56%
  • capitalone.co.uk - 11.21%
  • americanexpress.com - 9.03%
  • oceanfinance.co.uk - 8.83%
  • postoffice.co.uk - 7.49%
  • experian.co.uk - 7.42%
  • moneysavingexpert.com - 5.74%
  • paypal.com - 5.02%
  • comparethemarket.com - 3.75%
  • equifax.co.uk - 3.43%
  • others - 23.52%

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In the competitive landscape of Google PPC for finance, ‘moneysupermarket.com’ leads with 14.56% click share. ‘Capitalone.co.uk’ follows at 11.21%, while ‘others’ collectively hold a significant 23.52%.

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 oceanfinance.co.uk capitalone.co.uk moneysavingexpert.com americanexpress.com totallymoney.com comparethemarket.com experian.co.uk zable.co.uk postoffice.co.uk
2026/06/01 20.83% 7.64% 17.4% 7.48% 2.93% 1.84% 8.18% 3.51% 1.48% 10.83%
2026/06/02 22.09% 7.19% 16.65% 7.47% 3.11% 1.73% 7.65% 3.57% 1.89% 10.42%
2026/06/03 20.7% 8.5% 16.25% 6.5% 3.14% 2.32% 8.58% 3.34% 2.27% 9.52%
2026/06/04 18.85% 11.15% 15.71% 7.02% 2.92% 2.21% 6.22% 3.27% 2.49% 11.34%
2026/06/05 19.52% 13.05% 13.64% 7.14% 3.39% 1.09% 6.04% 3.66% 2.31% 10.97%
2026/06/06 19.63% 14.34% 14.58% 6.8% 3.17% 0.88% 6.01% 3.4% 2.3% 11.04%
2026/06/07 22.01% 12.76% 14.44% 7.04% 3.08% 1.1% 6% 3.43% 1.36% 9.7%
2026/06/08 21.74% 12.45% 14.48% 5.98% 3.91% 1.36% 5.17% 3.68% 1.21% 12.51%
2026/06/09 20.49% 10.76% 13.53% 6.25% 4.92% 2.13% 5.53% 4.01% 1.08% 11.25%
2026/06/10 17.94% 8.59% 18.1% 5.87% 5.3% 1.45% 4.56% 4.19% 1.88% 10.85%
2026/06/11 16.71% 10.8% 19.15% 4.62% 4.64% 1.07% 5.06% 3.87% 1.78% 10.82%
2026/06/12 17.98% 11.98% 18.19% 5.03% 5.26% 1.77% 4.8% 4.02% 1.13% 9.18%
2026/06/13 17.3% 11.02% 17.69% 5.42% 5.22% 2.05% 4.47% 3.9% 0.68% 10.98%
2026/06/14 18.45% 10.81% 19.02% 5.71% 5.23% 1.53% 4.36% 3.51% 0.42% 10.02%
2026/06/15 17.32% 9.39% 18.01% 5.13% 6.28% 1.68% 4.41% 4.3% 0.81% 10.45%
2026/06/16 17.35% 7.36% 18.24% 4.79% 6.61% 1.48% 4.52% 4.03% 1.36% 11.15%
2026/06/17 16.16% 6.41% 20.66% 4.7% 7.86% 1.39% 5.15% 4.21% 1.43% 9.34%
2026/06/18 17.34% 7.69% 20.33% 5.07% 6.98% 2.05% 4.45% 4.33% 1.75% 7.92%
2026/06/19 17.62% 14.24% 17.16% 5.11% 5.98% 1.82% 3.46% 4.25% 1.98% 6.7%
2026/06/20 20.11% 15.64% 14.19% 5.74% 6.34% 2.17% 4.21% 4.11% 2.1% 5.21%
2026/06/21 22.68% 9.9% 13.96% 6.75% 6.05% 1.67% 3.74% 4.69% 3.4% 6.62%
2026/06/22 19.94% 13.45% 13.4% 6.71% 5.82% 1.82% 4.06% 4.78% 2.66% 6.56%
2026/06/23 19.18% 15.2% 14.32% 6.23% 4.67% 1.75% 4.23% 4.02% 3.82% 5.84%
2026/06/24 18.18% 13.01% 15.85% 6.16% 4.93% 2.07% 4.57% 4.27% 5.02% 6.11%
2026/06/25 19.23% 12.34% 14.04% 6.92% 5.82% 1.54% 4.16% 4.75% 3.99% 6.5%
2026/06/26 20.21% 12.81% 12.85% 6.36% 6.51% 1.32% 3.43% 5.14% 5.07% 5.38%
2026/06/27 21.43% 12.62% 13.37% 6.37% 6.98% 1.87% 3.32% 4.71% 4.33% 3.07%
2026/06/28 22.25% 8.85% 15.27% 6.79% 6.56% 3.7% 3.19% 4.44% 5.01% 3.16%
2026/06/29 22.09% 12.09% 12.05% 7.01% 5.97% 3.37% 4.22% 4.6% 5.46% 3.17%
2026/06/30 24.77% 11.04% 8.58% 7.96% 6.52% 5.05% 4.69% 4.02% 3.68% 2.99%
  • moneysupermarket.com
  • oceanfinance.co.uk
  • capitalone.co.uk
  • moneysavingexpert.com
  • americanexpress.com
  • totallymoney.com
  • comparethemarket.com
  • experian.co.uk
  • zable.co.uk
  • postoffice.co.uk

Copyright © Adthena. All rights reserved.

In June 2026, moneysupermarket.com led with a peak spend share of 24.77% on the 30th. Oceanfinance.co.uk saw fluctuations, peaking at 15.64% on the 20th. Capitalone.co.uk’s share declined, ending at 8.58%. Moneysavingexpert.com rose steadily, finishing at 7.96%. Americanexpress.com maintained a moderate presence, closing at 6.52%. Totallymoney.com surged to 5.05% by month’s end. Comparethemarket.com and experian.co.uk showed stability, ending at 4.69% and 4.02%, respectively. Zable.co.uk and postoffice.co.uk experienced declines, closing at 3.68% and 2.99%.

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
2026/06/01 243
2026/06/02 229
2026/06/03 236
2026/06/04 234
2026/06/05 234
2026/06/06 229
2026/06/07 223
2026/06/08 230
2026/06/09 219
2026/06/10 212
2026/06/11 214
2026/06/12 206
2026/06/13 209
2026/06/14 203
2026/06/15 202
2026/06/16 200
2026/06/17 199
2026/06/18 201
2026/06/19 195
2026/06/20 192
2026/06/21 195
2026/06/22 193
2026/06/23 201
2026/06/24 195
2026/06/25 190
2026/06/26 193
2026/06/27 193
2026/06/28 196
2026/06/29 196
2026/06/30 197

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Advertisers began June with 243, gradually declining to 197 by month’s end, reflecting a steady decrease in activity.

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
americanexpress.com 2.68%
experian.co.uk 1.27%
zable.co.uk 1.1%
lloydsbank.com 0.77%
moneysupermarket.com 0.72%
clearscore.com -0.43%
comparethemarket.com -1.01%
capitalone.co.uk -1.47%
paypal.com -2.19%
postoffice.co.uk -4.4%

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Americanexpress.com surged by 2.68%, while postoffice.co.uk dropped by 4.4%. Experian.co.uk and zable.co.uk saw gains, whereas paypal.com and capitalone.co.uk declined.

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 oceanfinance.co.uk capitalone.co.uk americanexpress.com totallymoney.com moneysavingexpert.com experian.co.uk postoffice.co.uk comparethemarket.com equifax.co.uk
2026/06/01 16.98% 9.36% 18.36% 3.89% 1.82% 4.46% 3.72% 12.42% 5.57% 2.75%
2026/06/02 18.12% 8.72% 18.27% 4.08% 1.69% 4.67% 4.04% 11.94% 5.08% 2.74%
2026/06/03 16.8% 10.18% 18.48% 3.69% 2.13% 4.13% 3.53% 10.89% 5.74% 2.57%
2026/06/04 14.9% 13.08% 16.65% 3.73% 2.35% 4.31% 3.44% 12.7% 4.02% 3.27%
2026/06/05 15.47% 14.49% 14.33% 3.88% 1.23% 4.36% 4.08% 12.5% 3.82% 3.19%
2026/06/06 15.29% 15.7% 15.69% 3.62% 0.95% 4.17% 3.72% 12.83% 3.75% 3.08%
2026/06/07 17.47% 14.44% 15.51% 3.87% 1.27% 4.31% 3.71% 11.2% 3.8% 3.14%
2026/06/08 17.37% 13.83% 15.45% 4.57% 1.44% 3.58% 3.94% 13.82% 3.27% 3.16%
2026/06/09 16.2% 12.24% 14.45% 5.62% 2.14% 3.75% 4.36% 13.09% 3.63% 3.18%
2026/06/10 13.98% 9.94% 19.25% 5.88% 1.49% 3.56% 4.29% 12.25% 2.9% 2.93%
2026/06/11 12.66% 11.37% 20.37% 5.24% 1.22% 2.91% 4.27% 12.53% 3.36% 2.41%
2026/06/12 13.93% 13.07% 18.34% 5.79% 1.9% 3.31% 4.17% 10.84% 3.1% 2.28%
2026/06/13 13.5% 12.02% 18.3% 5.69% 1.99% 3.66% 4.24% 12.91% 2.84% 2.49%
2026/06/14 14.29% 12.38% 19.23% 6.23% 1.55% 3.87% 3.61% 11.88% 2.77% 2.42%
2026/06/15 13.52% 10.96% 17.48% 7.42% 1.75% 3.48% 4.44% 11.55% 2.87% 2.63%
2026/06/16 13.34% 8.73% 18.11% 7.63% 1.57% 3.28% 4.32% 11.52% 3.05% 2.63%
2026/06/17 12.25% 7.96% 20.63% 8.39% 1.58% 3.22% 4.88% 10.22% 3.35% 2.61%
2026/06/18 13.16% 9.55% 19.19% 7.74% 2.15% 3.46% 4.83% 8.85% 2.95% 2.36%
2026/06/19 13.05% 16.16% 16.83% 6.45% 1.88% 3.5% 4.93% 7.57% 2.32% 2.8%
2026/06/20 15.51% 18.11% 13.63% 7.21% 2.33% 3.96% 4.61% 6.43% 2.73% 2.84%
2026/06/21 17.17% 12.37% 13.91% 7.17% 2.06% 4.57% 5.01% 8.37% 2.39% 2.53%
2026/06/22 15.4% 15.81% 12.48% 6.59% 2.03% 4.59% 5.26% 8.22% 2.69% 3.02%
2026/06/23 14.96% 17.63% 13.65% 5.76% 2.11% 4.97% 4.13% 6.75% 2.96% 2.73%
2026/06/24 13.77% 15.53% 15.53% 6.04% 2.56% 4.69% 4.6% 7.18% 2.85% 2.4%
2026/06/25 14.58% 14.89% 13.08% 6.97% 2.01% 5.59% 5.48% 7.61% 2.62% 2.69%
2026/06/26 16.12% 15.48% 11.84% 7.71% 1.64% 5.33% 5.79% 5.64% 2.23% 3.2%
2026/06/27 16.7% 15.81% 12.54% 8% 2.32% 4.72% 5.01% 3.51% 2.07% 3.12%
2026/06/28 17.75% 10.9% 15.34% 7.47% 4.43% 5.37% 4.71% 3.83% 2.04% 2.87%
2026/06/29 17.76% 15.65% 11.47% 6.85% 3.71% 5.13% 4.7% 3.4% 2.75% 2.86%
2026/06/30 20.06% 14.3% 8.19% 7.27% 5.72% 5.69% 4.79% 3.19% 3.04% 2.96%
  • moneysupermarket.com
  • oceanfinance.co.uk
  • capitalone.co.uk
  • americanexpress.com
  • totallymoney.com
  • moneysavingexpert.com
  • experian.co.uk
  • postoffice.co.uk
  • comparethemarket.com
  • equifax.co.uk

Copyright © Adthena. All rights reserved.

In June 2026, moneysupermarket.com saw a fluctuating trend, peaking at 20.06% on the 30th. Oceanfinance.co.uk experienced a mid-month surge, while capitalone.co.uk’s share declined towards month-end. Americanexpress.com steadily increased, finishing at 7.27%.

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 UK 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
    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 UK https://www.paypal.com

    PayPal Debit Card — Use PayPal+ Points At Your Favourite Shops & Brands Around The World With PayPal Checkout.

  5. 5
    Credit Card For Poor Credit - Credit Limit £200 - £8000 https://www.postoffice.co.uk › credit-cards

    34.9% APR Representative Variable.

Copyright © Adthena. All rights reserved.

In the competitive landscape of credit cards, American Express UK stands out with its lifestyle-focused offerings. Capital One and Post Office target those with poor credit, emphasizing credit limits and APRs. Ocean Finance introduces virtual card access, while PayPal highlights global shopping convenience.

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