UK Finance Credit Cards - PPC Market Share Analysis May 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 26.6471414717
73.3528585283
26%

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 75
25
75%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 15%
Transactional 12%
Navigational 8%
Seasonal 0%
Local 0%
Problem Solving 16%

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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 14.46
capitalone.co.uk 12.6
americanexpress.com 8.28
oceanfinance.co.uk 7.26
postoffice.co.uk 6.77
experian.co.uk 6.29
moneysavingexpert.com 6.16
paypal.com 5.98
comparethemarket.com 5.57
equifax.co.uk 4.12
others 22.51
  • moneysupermarket.com - 14.46%
  • capitalone.co.uk - 12.6%
  • americanexpress.com - 8.28%
  • oceanfinance.co.uk - 7.26%
  • postoffice.co.uk - 6.77%
  • experian.co.uk - 6.29%
  • moneysavingexpert.com - 6.16%
  • paypal.com - 5.98%
  • comparethemarket.com - 5.57%
  • equifax.co.uk - 4.12%
  • others - 22.51%

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In the competitive landscape, ‘moneysupermarket.com’ leads with 14.46% click share, closely followed by ‘capitalone.co.uk’ at 12.6%. ‘Others’ collectively hold a significant 22.51%, highlighting 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 postoffice.co.uk oceanfinance.co.uk comparethemarket.com moneysavingexpert.com experian.co.uk zable.co.uk americanexpress.com thinkmoney.co.uk
2026/05/01 19.75% 18.98% 7.4% 8.63% 6.59% 4.91% 2.73% 1.98% 6.07% 1.66%
2026/05/02 20.76% 19.33% 6.15% 7.91% 6.4% 5% 3.12% 1.62% 6.27% 1.74%
2026/05/03 19.8% 21.64% 6.69% 8.44% 6.71% 5.15% 2.89% 0.9% 5.42% 2.03%
2026/05/04 21.01% 20.63% 7% 7.82% 7.07% 4.96% 3% 1.2% 5.24% 1.58%
2026/05/05 18.42% 20.49% 8.21% 6.72% 7.84% 4.96% 2.77% 1.35% 5.65% 1.27%
2026/05/06 18.28% 20.32% 9.83% 6.68% 6.65% 4.96% 2.97% 1.48% 5.49% 0.82%
2026/05/07 16.31% 22% 8.44% 8.58% 6.24% 4.36% 2.73% 2.45% 6.25% 1.39%
2026/05/08 16.94% 20.83% 9.58% 6.87% 5.6% 4.65% 3.27% 2.06% 6.47% 1.8%
2026/05/09 16.84% 21.4% 11.82% 6.13% 5.84% 4.48% 4.02% 1.66% 6.77% 0.85%
2026/05/10 16.87% 21.25% 11.75% 7.84% 5.32% 4.66% 3.94% 0.61% 7.02% 0.7%
2026/05/11 19.45% 17.46% 8.55% 8.98% 7.52% 6.57% 2.85% 0.83% 4.02% 3.25%
2026/05/12 19.94% 18.05% 7.54% 9.39% 7.94% 7.26% 3.05% 1.06% 3.45% 3.29%
2026/05/13 19.18% 19.3% 5.2% 7.64% 7.58% 6.83% 2.96% 1.72% 4.28% 3.56%
2026/05/14 19.68% 17.32% 4.87% 8.15% 7.35% 6.6% 2.8% 1.68% 3.69% 4.73%
2026/05/15 16.92% 20.81% 9.57% 6.9% 5.6% 4.64% 3.27% 2.06% 6.47% 1.8%
2026/05/16 19.96% 18.12% 6.72% 10.27% 7.83% 6.91% 3.06% 0.98% 3.05% 2.23%
2026/05/17 20.68% 18.86% 5.7% 9.26% 8.5% 7.53% 3.15% 1.3% 2.99% 2.64%
2026/05/18 21.06% 18.57% 4.95% 10.02% 7.93% 7.08% 3.04% 1.78% 3.22% 2.16%
2026/05/19 21.77% 18.72% 4.43% 9.32% 8.66% 6.7% 3.12% 1.2% 4.17% 1.02%
2026/05/20 19.63% 19.1% 4.34% 10.33% 7.94% 6.89% 3% 0.98% 4.29% 0.87%
2026/05/21 20.94% 15.67% 6.43% 11.07% 9.75% 6.97% 2.8% 1.32% 3.66% 0.68%
2026/05/22 21.77% 14.28% 8% 11.03% 9.69% 7% 2.94% 1.01% 4.02% 0.82%
2026/05/23 21.34% 14.59% 8.49% 11.16% 8.6% 6.85% 3.13% 1.49% 3.99% 0.24%
2026/05/24 22.02% 15.84% 8.87% 5.95% 8.39% 6.65% 3.26% 2.35% 4.75% 0.47%
2026/05/25 20.49% 16.31% 8.77% 9.44% 8.44% 6.26% 3.12% 1.9% 4.58% 0.52%
2026/05/26 21.37% 15.49% 7.8% 10.27% 9.02% 7.38% 3.23% 1.17% 3.62% 1.25%
2026/05/27 20.95% 16.37% 9.17% 8.2% 8.68% 7.24% 3.3% 2% 2.89% 1.5%
2026/05/28 21.24% 18.28% 9.09% 8.23% 8.64% 6.88% 3.4% 0.84% 3.04% 1.13%
2026/05/29 22.25% 19% 8.18% 8.71% 7.99% 7.23% 3.39% 0.89% 2.96% 0.72%
2026/05/30 20.71% 17.95% 9.45% 8.48% 7.99% 7.49% 3.39% 1.31% 2.78% 1.33%
2026/05/31 20.77% 17% 10.44% 8.69% 7.54% 7.46% 3.45% 2.74% 2.25% 1.28%
  • moneysupermarket.com
  • capitalone.co.uk
  • postoffice.co.uk
  • oceanfinance.co.uk
  • comparethemarket.com
  • moneysavingexpert.com
  • experian.co.uk
  • zable.co.uk
  • americanexpress.com
  • thinkmoney.co.uk

Copyright © Adthena. All rights reserved.

In May 2026, moneysupermarket.com led with a steady rise, peaking at 22.25%. Capitalone.co.uk fluctuated, ending at 17.0%. Postoffice.co.uk saw a mid-month dip but recovered to 10.44%. Oceanfinance.co.uk maintained stability, closing at 8.69%.

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
2026/05/01 180
2026/05/02 176
2026/05/03 176
2026/05/04 185
2026/05/05 184
2026/05/06 182
2026/05/07 184
2026/05/08 185
2026/05/09 181
2026/05/10 183
2026/05/11 220
2026/05/12 228
2026/05/13 220
2026/05/14 218
2026/05/15 185
2026/05/16 220
2026/05/17 216
2026/05/18 220
2026/05/19 214
2026/05/20 217
2026/05/21 228
2026/05/22 231
2026/05/23 230
2026/05/24 230
2026/05/25 226
2026/05/26 247
2026/05/27 236
2026/05/28 225
2026/05/29 219
2026/05/30 219
2026/05/31 229

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May began with 180 advertisers, fluctuating slightly until a significant rise to 220 on May 11. The month ended with a peak of 247 on May 26, closing at 229.

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
moneysupermarket.com 2.29%
comparethemarket.com 1.25%
moneysavingexpert.com 1.17%
oceanfinance.co.uk 1.08%
tescobank.com 0.81%
uk.virginmoney.com -0.7%
thinkmoney.co.uk -1.14%
capitalone.co.uk -1.17%
americanexpress.com -1.7%
paypal.com -3.27%

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In the past month, moneysupermarket.com surged by 2.29%, while paypal.com dropped by 3.27%, highlighting dynamic shifts in click share.

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 postoffice.co.uk oceanfinance.co.uk comparethemarket.com moneysavingexpert.com experian.co.uk americanexpress.com paypal.com equifax.co.uk
2026/05/01 19.8% 16.41% 8.15% 9.89% 4.82% 3.21% 2.81% 7.9% 1.16% 4.15%
2026/05/02 19.48% 16.99% 6.51% 8.85% 4.64% 3.22% 3.15% 8.69% 3.67% 3.41%
2026/05/03 23.69% 15.91% 7.26% 9.6% 4.76% 3.07% 2.94% 7.16% 1.63% 3.35%
2026/05/04 21.28% 17.4% 7.33% 8.55% 5.13% 3.2% 3.27% 6.73% 3.25% 3.57%
2026/05/05 21.34% 15.13% 8.69% 7.5% 5.72% 3.09% 3.1% 7.6% 2.02% 2.88%
2026/05/06 21.24% 14.66% 10.39% 7.09% 4.85% 3% 3.39% 7.55% 3.25% 2.73%
2026/05/07 22.33% 12.87% 9.42% 9.09% 4.56% 2.68% 2.96% 8.14% 2.98% 3.03%
2026/05/08 21.6% 13.43% 10.28% 7.57% 4.11% 2.83% 3.5% 7.88% 2.81% 2.91%
2026/05/09 22.11% 12.43% 12.69% 6.2% 3.97% 2.57% 4.56% 7.93% 3.85% 2.33%
2026/05/10 21.42% 12.4% 12.93% 8.6% 3.45% 2.6% 4.16% 7.74% 4.46% 2.03%
2026/05/11 17.57% 14.75% 10.16% 10.26% 4.94% 3.93% 3.27% 4.56% 4.53% 2.14%
2026/05/12 18.91% 15.6% 8.8% 10.82% 5.43% 4.57% 3.61% 3.74% 2.53% 2.47%
2026/05/13 20.41% 15.15% 6.15% 9.71% 5.32% 4.22% 3.24% 4.83% 2.28% 2.72%
2026/05/14 18.44% 15.49% 6.02% 9.75% 4.96% 4.05% 3.03% 4.14% 3.58% 2.54%
2026/05/15 21.6% 13.43% 10.28% 7.57% 4.11% 2.83% 3.5% 7.88% 2.81% 2.91%
2026/05/16 19.81% 16.31% 7.78% 11.72% 5.38% 4.42% 3.06% 3.69% 1.5% 2.49%
2026/05/17 20.52% 16.94% 7.19% 10.9% 5.99% 4.81% 3.1% 3.62% 1.38% 2.18%
2026/05/18 19.83% 17.74% 5.99% 11.5% 5.81% 4.72% 3% 3.86% 1.53% 2.98%
2026/05/19 20.1% 18.15% 5.45% 11.27% 6.48% 4.42% 3.23% 5.23% 1.23% 3.42%
2026/05/20 20.43% 16.4% 5.22% 12.58% 6.01% 4.54% 2.98% 5.45% 0.58% 3.22%
2026/05/21 16.72% 17.38% 7.45% 12.64% 7.11% 4.39% 3.13% 4.45% 2.35% 2.8%
2026/05/22 15.33% 18.08% 9.69% 12.62% 7.13% 4.44% 3.14% 4.7% 1.47% 2.87%
2026/05/23 15.19% 17.65% 10.18% 12.6% 6.33% 4.25% 3.23% 4.97% 1.51% 2.64%
2026/05/24 16.47% 18.43% 10.59% 6.86% 6.46% 4.22% 3.6% 5.8% 1.33% 2.42%
2026/05/25 17.53% 16.88% 10.22% 11.55% 6.2% 3.81% 3.3% 5.23% 1.4% 2.66%
2026/05/26 16.73% 17.59% 9.66% 11.77% 6.62% 4.56% 3.48% 4.33% 1.31% 2.55%
2026/05/27 18.34% 17.2% 10.57% 9.88% 6.21% 4.4% 3.36% 3.72% 1.62% 2.7%
2026/05/28 19.92% 17.38% 10.35% 9.65% 6.35% 4.21% 3.7% 3.98% 1.75% 2.95%
2026/05/29 20.37% 18.38% 9.66% 10.22% 6.05% 4.58% 3.9% 3.93% 1.67% 2.71%
2026/05/30 19.64% 16.66% 11% 9.7% 5.73% 4.64% 3.69% 3.97% 2.31% 2.85%
2026/05/31 18.65% 16.69% 12.14% 10.1% 5.5% 4.57% 3.93% 3.14% 2.13% 1.72%
  • capitalone.co.uk
  • moneysupermarket.com
  • postoffice.co.uk
  • oceanfinance.co.uk
  • comparethemarket.com
  • moneysavingexpert.com
  • experian.co.uk
  • americanexpress.com
  • paypal.com
  • equifax.co.uk

Copyright © Adthena. All rights reserved.

In May 2026, Capital One led with fluctuating impressions, peaking at 23.69% on May 3. Moneysupermarket saw a steady rise, ending at 16.69%. Post Office and Ocean Finance showed varied trends, while American Express and PayPal had notable mid-month dips. 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
    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

  2. 2
    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...

  3. 3
    PayPal UK https://www.paypal.com

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

  4. 4
    Credit Card For Poor Credit - Credit Limit £200 - £8000 https://www.postoffice.co.uk › credit-cards

    34.9% APR Representative Variable.

  5. 5
    Virgin Money Balance Transfer | Zero Impact Eligibility Check https://uk.virginmoney.com › cards › balancetransfer

    Credit Card. Subject To Status. Nationwide Building Society (t/a Virgin Money).

Copyright © Adthena. All rights reserved.

In the competitive landscape of credit card PPC ads, Capital One and Ocean Finance target those with poor credit, offering limits from £200 to £8,000. PayPal entices with global shopping perks, while Virgin Money highlights a zero-impact eligibility check. The Post Office offers a competitive APR for those rebuilding credit.

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