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.

Frequently Asked Questions

Why is the UK Finance Insurance April 2025 Report useful and how should I use it?

Why is the UK Finance Insurance April 2025 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the UK Finance Insurance April 2025 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the UK Finance Insurance April 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the UK Finance Insurance April 2025 Report?

The UK Finance Insurance April 2025 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

Yes. The UK Finance Insurance April 2025 Report aggregates data from across both device types and Google Shopping.
Who is this UK Finance Insurance April 2025 Report for?

The UK Finance Insurance April 2025 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Can I get a custom report for my brand?

Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

Complete the form below to get started.
What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

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Legal & General

Legal & General is one of the UK’s leading financial services groups and a major global investor. When it came to their retirement business, the company used Adthena to protect its position and benchmark success. Read case study

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When the pandemic hit and global travel came to a halt, Staysure saw its market shrink by 90%.

Adthena's data revealed what travellers were searching for and where the competitive exodus had left gaps in the market.Read case study

New Market Discovery for Towergate Insurance

Towergate Insurance needed to effectively segment their search landscape and explore new niche markets. Adthena provided the competitive intelligence they required to research potential markets, analyze competitor ad copy, and conduct keyword research, leading to successful campaign launches and continued growth.Read case study

Get the full picture

See this data specific to your brand performance

The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

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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 is the UK Finance Insurance April 2025 Report useful and how should I use it?

Why is the UK Finance Insurance April 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Finance Insurance April 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Finance Insurance April 2025 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

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