UK Finance Insurance - PPC Market Share Analysis April 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Insurance category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 UK Finance Insurance brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain	Share of clicks
moneysupermarket.com	13.57
comparethemarket.com	10.93
confused.com	7.51
gocompare.com	5.5
directline.com	4.45
admiral.com	3.99
uswitch.com	3.43
lv.com	2.6
staysure.co.uk	2.42
tempcover.com	2.2
others	43.4

In the competitive landscape of Google PPC, “moneysupermarket.com” leads with 13.57% click share, followed by “comparethemarket.com” at 10.93%. “Others” collectively dominate with 43.40%.

Market Exposure

Share of Spend for the top 10 UK Finance Insurance 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.

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Share of Spend - Last Month
Date	moneysupermarket.com	comparethemarket.com	confused.com	gocompare.com	uswitch.com	directline.com	staysure.co.uk	simplybusiness.co.uk	admiral.com	tempcover.com
2025/04/01	17.45%	11.31%	6.8%	5.87%	3.56%	2.12%	1.62%	2.18%	2.09%	1.85%
2025/04/02	15.29%	12.18%	6.84%	6.82%	4.48%	2.44%	1.44%	1.85%	2.4%	1.39%
2025/04/03	15.38%	11.63%	6.56%	5.47%	3.41%	2.36%	1.89%	2.08%	2.42%	1.7%
2025/04/04	15.9%	11.61%	7.22%	4.99%	4.42%	2.27%	1.55%	2.28%	2.11%	1.85%
2025/04/05	14.14%	10.39%	7.88%	5.54%	4.18%	2.29%	1.57%	2.92%	2.35%	1.98%
2025/04/06	16.57%	10.83%	6.86%	4.55%	2.76%	2.79%	1.29%	3.34%	1.81%	2.03%
2025/04/07	14.69%	11.53%	6.94%	5.62%	3.12%	2.56%	1.37%	2.03%	2.11%	1.71%
2025/04/08	14.48%	11.67%	6.06%	4.95%	3.08%	2.2%	1.92%	2.52%	1.93%	1.65%
2025/04/09	13.72%	11.65%	7.03%	6.04%	3.66%	2.22%	1.85%	2.43%	1.96%	1.56%
2025/04/10	14.56%	11.04%	6.97%	5.47%	3.04%	2.4%	1.98%	2.28%	1.5%	1.96%
2025/04/11	14.13%	11.82%	6.77%	5.81%	3.07%	2.6%	1.69%	2.73%	1.81%	1.71%
2025/04/12	13.58%	10.22%	7.74%	6.09%	3.55%	3.19%	2.01%	2.64%	2.08%	2%
2025/04/13	14.41%	11.57%	8.14%	6.13%	4.11%	2.77%	1.7%	3.26%	2%	1.8%
2025/04/14	14.28%	11.99%	7.62%	5.9%	3.49%	2.18%	2.02%	2.28%	1.5%	1.76%
2025/04/15	14.82%	11.93%	6.94%	5.1%	2.87%	2.34%	2.23%	1.87%	1.87%	1.87%
2025/04/16	14.8%	10.88%	7.32%	5.98%	3.57%	3.23%	2.09%	2.08%	1.81%	1.73%
2025/04/17	14.81%	10.13%	7%	5.39%	2.77%	3.9%	2.5%	3.09%	2.14%	2.03%
2025/04/18	14.3%	10.69%	7.23%	5.84%	2.8%	3.59%	1.97%	3.06%	2.19%	2.07%
2025/04/19	12.94%	9.99%	7.15%	5.67%	3.61%	3.86%	2.26%	3.82%	2.02%	1.74%
2025/04/20	14.14%	9.85%	8.26%	8.42%	4.06%	3.36%	2.28%	3.79%	2.16%	1.74%
2025/04/21	13.06%	11.07%	8.17%	8.42%	3.72%	3.12%	2.09%	3.41%	2.25%	1.78%
2025/04/22	14.73%	9.84%	7.68%	7.45%	3.63%	2.84%	2.17%	2.6%	2.26%	1.73%
2025/04/23	13.88%	10.59%	6.96%	4.78%	2.36%	2.53%	1.96%	2.74%	2.44%	1.64%
2025/04/24	14.14%	10%	7.93%	5.56%	3.52%	2.43%	2.05%	2.53%	2.16%	1.39%
2025/04/25	14.06%	10.24%	7.77%	5.66%	4.01%	2.79%	2.22%	2.52%	2.52%	1.27%
2025/04/26	15.03%	9.62%	7.6%	5.79%	4.31%	4.15%	2.04%	3.41%	2.29%	1.23%
2025/04/27	15.35%	10.17%	7.43%	5.94%	3.65%	2.76%	2.12%	3.81%	2.03%	1.81%
2025/04/28	14.3%	10.14%	6.83%	5.49%	3.3%	2.79%	2.79%	2.5%	1.91%	1.31%
2025/04/29	14.45%	10.36%	6.68%	4.9%	3.4%	2.96%	2.33%	2.71%	1.77%	1.32%
2025/04/30	14.55%	10.91%	6.5%	5.11%	3.4%	2.89%	2.17%	2.17%	1.84%	1.28%

April saw moneysupermarket.com lead with a fluctuating spend share, peaking at 17.45% and ending at 14.55%. Comparethemarket.com followed, with a notable dip mid-month, closing at 10.91%. Confused.com maintained a steady presence, finishing at 6.50%. Gocompare.com experienced a peak on April 20th, closing at 5.11%. Uswitch.com showed variability, ending at 3.40%. Directline.com had a mid-month surge, closing at 2.89%. Staysure.co.uk and simplybusiness.co.uk had modest shares, closing at 2.17%. Admiral.com and tempcover.com ended the month with 1.84% and 1.28%, respectively.

Market Exposure

Competitor Count for UK Finance Insurance

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.

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Competitor Count - Last month
Date	Competitor Count
2025/04/01	835
2025/04/02	839
2025/04/03	840
2025/04/04	834
2025/04/05	809
2025/04/06	840
2025/04/07	824
2025/04/08	831
2025/04/09	813
2025/04/10	822
2025/04/11	825
2025/04/12	801
2025/04/13	804
2025/04/14	812
2025/04/15	811
2025/04/16	811
2025/04/17	800
2025/04/18	806
2025/04/19	814
2025/04/20	795
2025/04/21	807
2025/04/22	804
2025/04/23	811
2025/04/24	804
2025/04/25	800
2025/04/26	791
2025/04/27	784
2025/04/28	800
2025/04/29	798
2025/04/30	802

April saw a dynamic shift in distinct advertisers, starting at 835 and fluctuating throughout. Mid-month, numbers dipped to 800, with a low of 784 on April 27. The month concluded at 802, reflecting a slight decline.

Campaign Efficiency

Market Loss & Market Gains for UK Finance Insurance

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name	Market Trend
gocompare.com	0.96%
marshmallow.com	0.95%
directline.com	0.65%
confused.com	0.64%
staysure.co.uk	0.31%
petplan.co.uk	-0.22%
axa.co.uk	-0.26%
tempcover.com	-0.37%
lv.com	-1.47%
comparethemarket.com	-1.79%

Gocompare.com and marshmallow.com lead with click share gains, while comparethemarket.com and lv.com face declines.

Campaign Efficiency

UK Finance Insurance Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	moneysupermarket.com	confused.com	comparethemarket.com	uswitch.com	gocompare.com	directline.com	marshmallow.com	quotezone.co.uk	tempcover.com	admiral.com
2025/04/01	14.54%	8.62%	7.19%	5.08%	4.2%	2.64%	2.29%	2.04%	2.47%	1.63%
2025/04/02	12.83%	8.55%	7.79%	5.62%	5.32%	3.2%	2.11%	2.27%	1.91%	1.88%
2025/04/03	12.43%	8.47%	7.22%	4.96%	3.69%	3.12%	2.34%	2.19%	2.47%	1.82%
2025/04/04	12.56%	9.06%	7.31%	5.75%	3.88%	2.73%	2.2%	2.03%	2.41%	1.62%
2025/04/05	11.91%	9.53%	6.42%	5.19%	3.89%	3.15%	1.5%	2.25%	2.67%	1.95%
2025/04/06	13.81%	8.23%	6.93%	3.83%	3.2%	3.47%	2.13%	1.75%	2.82%	1.56%
2025/04/07	12.09%	8.81%	7.33%	4.45%	3.99%	3.1%	1.83%	2.19%	2.37%	1.83%
2025/04/08	12.48%	7.96%	7.77%	3.91%	3.75%	2.39%	1.62%	1.69%	2.33%	2.05%
2025/04/09	11.74%	8.88%	7.38%	4.84%	4.35%	2.69%	1.65%	2.24%	2.09%	1.79%
2025/04/10	12.23%	8.58%	6.79%	3.82%	4%	2.87%	1.44%	1.69%	2.77%	1.48%
2025/04/11	11.88%	8.21%	7.41%	3.83%	4.2%	3.18%	1.63%	1.82%	2.46%	1.72%
2025/04/12	11.44%	9.53%	6.53%	4.4%	4.52%	3.76%	1.43%	1.99%	2.71%	1.84%
2025/04/13	11.92%	9.97%	7.11%	5.01%	4.41%	3.49%	1.67%	2.25%	2.57%	1.81%
2025/04/14	12.13%	9.88%	7.8%	4.48%	4.38%	2.36%	1.83%	1.98%	2.45%	1.38%
2025/04/15	12.53%	9.42%	7.73%	4.19%	3.7%	2.69%	1.51%	1.62%	2.73%	1.67%
2025/04/16	12.83%	9.18%	7.15%	4.39%	4.39%	4.3%	1.77%	1.93%	2.44%	1.54%
2025/04/17	13%	8.58%	6.62%	3.22%	3.76%	5.38%	1.44%	1.37%	2.83%	1.78%
2025/04/18	12.38%	9.54%	6.58%	4.12%	4.32%	4.71%	1.93%	1.77%	2.74%	1.94%
2025/04/19	10.54%	8.81%	5.83%	4.94%	4.56%	5.12%	2.82%	2.05%	2.28%	1.86%
2025/04/20	11.35%	10.36%	6.03%	5.4%	7.16%	4.56%	2.51%	1.83%	2.26%	1.86%
2025/04/21	10.7%	10.78%	6.84%	5.67%	6.9%	4.38%	2.36%	2.29%	2.33%	2.03%
2025/04/22	12.22%	9.87%	5.96%	4.86%	6.16%	3.75%	2.81%	2.1%	2.2%	2.13%
2025/04/23	11.85%	9.44%	6.48%	3.61%	3.88%	3.09%	2.32%	1.92%	2.11%	2.23%
2025/04/24	11.96%	10.27%	6.25%	5.02%	4.33%	3.12%	3.1%	2.02%	1.79%	1.99%
2025/04/25	11.7%	10.32%	6.08%	5.95%	4.3%	3.45%	3.9%	2.02%	1.57%	2.38%
2025/04/26	12.32%	10.01%	5.76%	6.07%	4.55%	6.32%	4.07%	2.14%	1.49%	2.09%
2025/04/27	12.96%	9.86%	6.25%	5.23%	4.57%	4%	3.41%	1.97%	2.27%	2.01%
2025/04/28	12.6%	9.33%	6.28%	4.9%	4.29%	3.71%	3.98%	1.58%	1.68%	1.79%
2025/04/29	12.75%	8.96%	6.23%	4.96%	4.01%	4.05%	4.46%	1.54%	1.65%	1.54%
2025/04/30	12.87%	9.07%	6.54%	4.66%	4.02%	3.58%	3.43%	1.62%	1.61%	1.56%

April saw moneysupermarket.com lead with fluctuating impressions, peaking at 14.54% and ending at 12.87%. Confused.com and comparethemarket.com followed, showing varied trends. The month concluded with moneysupermarket.com maintaining dominance.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Finance Insurance

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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1
Car Insurance Claims - Accident Support Team https://www.claimsline.com/claims/car-insurance
Had An Accident? Claimsline Makes Reporting An Insurance Claim Quick And Easy. Get Fast, Independent, Reliable Support. Click To Start Your Claim Now.
2
Direct Line Car Insurance - Enter Your Reg To Get Started https://www.directline.com › car-insurance
Get A Quote For Your Car Insurance And Compare Our Prices To See How Much You Could Save
3
Cheaper Cover For UK Newcomers - Save Up To 45% On Insurance https://www.marshmallow.com
We look at claim-free driving from any country and cover international driving licences. Marshmallow...
4
Compare Car Insurance Quotes - Up To £485 Cheaper https://www.moneysupermarket.com
Earn A £15 Reward When You Buy A Qualifying Product & We’ll Even Price Match. T&Cs Apply.
5
Our Cheapest Car Insurance https://www.uswitch.com › insurance › car
Save up to £468 on Your Quote — We Compare Quotes From Major UK Providers To Find You a Great Deal On Your Car Insurance!

In the competitive world of car insurance PPC ads, Claimsline stands out with its promise of quick, reliable accident support. Direct Line entices with easy quote comparisons, while Marshmallow targets UK newcomers with significant savings. MoneySuperMarket and Uswitch focus on cost savings, offering rewards and price matches.

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UK Finance Insurance - PPC Market Share Analysis April 2025

Share of Clicks for top 10 UK Finance Insurance brands

Share of Spend for the top 10 UK Finance Insurance brands

Competitor Count for UK Finance Insurance

Market Loss & Market Gains for UK Finance Insurance

UK Finance Insurance Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Finance Insurance

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Legal & General

Staysure

New Market Discovery for Towergate Insurance

Get the full picture

See this data specific to your brand performance