UK Finance Investing - PPC Market Share Analysis December 2025

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

Investing – UK

Google AI Overview visibility for Finance Investing 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 21.4673704941
78.5326295059
21%

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 47
53
47%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 20%
Transactional 4%
Navigational 5%
Seasonal 0%
Local 0%
Problem Solving 13%

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Market Exposure

Share of Clicks for top 10 UK Finance Investing 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
bullionbypost.co.uk 16.89
hl.co.uk 8.2
royalmint.com 6.79
money.co.uk 6.31
nationwide.co.uk 4.74
capital.com 4.44
chase.co.uk 4.15
barclays.co.uk 3.01
bullionvault.co.uk 2.37
finder.com 2.27
others 40.83
  • bullionbypost.co.uk - 16.89%
  • hl.co.uk - 8.2%
  • royalmint.com - 6.79%
  • money.co.uk - 6.31%
  • nationwide.co.uk - 4.74%
  • capital.com - 4.44%
  • chase.co.uk - 4.15%
  • barclays.co.uk - 3.01%
  • bullionvault.co.uk - 2.37%
  • finder.com - 2.27%
  • others - 40.83%

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In the PPC landscape, ‘bullionbypost.co.uk’ leads with 16.89% click share, while ‘others’ dominate at 40.83%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Finance Investing 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 hl.co.uk ii.co.uk interactivebrokers.co.uk finder.com capital.com etoro.com money.co.uk bullionbypost.co.uk royalmint.com bloomberg.com
2025/12/01 16.63% 2.3% 4.63% 3.76% 8.77% 2.86% 5.26% 4.95% 2.86% 1.2%
2025/12/02 15.06% 2.16% 4.94% 4% 6.89% 3% 5.71% 5.76% 4.45% 0.34%
2025/12/03 16.08% 2.12% 3.73% 4.31% 7.62% 2.95% 6.24% 5.66% 3.85% 0.33%
2025/12/04 18.05% 2.39% 4.22% 4.9% 10.86% 2.73% 4.44% 4.68% 3.41% 0.46%
2025/12/05 14.71% 2.36% 4.55% 4.32% 11.29% 2.81% 4.58% 4.77% 3.77% 0.12%
2025/12/06 12.15% 2.91% 6.28% 4.5% 9.66% 2.67% 3.05% 5.26% 4.09% 1.19%
2025/12/07 13.85% 2.29% 7.65% 3.13% 9.44% 2.54% 2.33% 4.73% 4.11% 5.61%
2025/12/08 14.76% 2.2% 6.02% 4.05% 10.75% 2.3% 3.85% 6.62% 4.38% 0.06%
2025/12/09 16.63% 2.15% 5.18% 4.28% 5.66% 2.51% 4.59% 5.95% 4.65% 0.03%
2025/12/10 10.27% 1.63% 4.92% 4.28% 7.19% 2.71% 4.12% 7.13% 4.58% 0.07%
2025/12/11 9.12% 2.38% 5.05% 4.46% 7.16% 2.34% 3.88% 6.68% 3.33% 5.4%
2025/12/12 9.94% 2.67% 5.1% 4.73% 7.87% 2.35% 4.03% 5.75% 1.96% 11.51%
2025/12/13 11.86% 1.69% 5.76% 4.66% 6.22% 2.29% 3.34% 4.5% 1.58% 12.78%
2025/12/14 8.61% 1.58% 5.73% 5% 4.94% 2.42% 3.01% 4.8% 2.47% 16.6%
2025/12/15 9.11% 2.37% 6.23% 4.91% 11.5% 2.28% 3.61% 6.73% 1.46% 3.87%
2025/12/16 9.74% 2.52% 5.64% 5.39% 6.3% 3.43% 3.58% 7.09% 1.75% 6.63%
2025/12/17 8.53% 2.48% 6.37% 5.42% 6.3% 2.08% 3.66% 6.54% 2.53% 5.35%
2025/12/18 10.68% 3.24% 7.15% 5.92% 7.83% 2.3% 3.52% 6.93% 1.89% 4.05%
2025/12/19 8.77% 3.43% 6.08% 4.15% 8.2% 1.83% 3.22% 6.52% 2.31% 11.05%
2025/12/20 10.75% 3.55% 8.45% 4.62% 10.61% 2.38% 3.1% 6.67% 2.24% 3.47%
2025/12/21 8.18% 3.65% 7.78% 5.39% 14.69% 2.73% 2.91% 6.92% 3.19% 0.02%
2025/12/22 10.2% 4.72% 7.93% 6% 6.07% 2.63% 3.63% 8.75% 2.46% 0.02%
2025/12/23 10.19% 4.88% 6.7% 4.95% 7.65% 2.88% 3.47% 7.13% 2.44% 0.03%
2025/12/24 10.7% 4.63% 6.43% 4.81% 6.77% 3.42% 4% 7.18% 1.87% 0.02%
2025/12/25 9.87% 4.56% 8.63% 4.7% 8% 3.77% 2.87% 7.84% 3.3% 0.01%
2025/12/26 10.35% 4.42% 7.95% 5.41% 7.44% 2.51% 2.76% 7.01% 2.77% 0.01%
2025/12/27 9.86% 4.71% 8.29% 6.66% 5.84% 3.16% 2.83% 5.91% 1.85% 0.01%
2025/12/28 11.72% 5.7% 9.34% 7.53% 4.65% 2.4% 3.92% 6.76% 2.15% 0.01%
2025/12/29 8.32% 5.79% 6.42% 8.2% 4.46% 3.31% 4.89% 5.79% 1.67% 0.01%
2025/12/30 9.46% 6.16% 6.55% 5.94% 6.95% 3.63% 5.12% 3.3% 1.95% 0.01%
2025/12/31 10.11% 6.19% 6.14% 6.05% 4.77% 4.17% 3.52% 3.36% 1.67% 0.04%
  • hl.co.uk
  • ii.co.uk
  • interactivebrokers.co.uk
  • finder.com
  • capital.com
  • etoro.com
  • money.co.uk
  • bullionbypost.co.uk
  • royalmint.com
  • bloomberg.com

Copyright © Adthena. All rights reserved.

In December 2025, hl.co.uk’s PPC spend share fluctuated, peaking early, then declining. ii.co.uk steadily increased, while interactivebrokers.co.uk and finder.com showed growth. Capital.com spiked mid-month. Bloomberg.com had erratic spikes.

Market Exposure

Competitor Count for UK Finance Investing

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
2025/12/01 469
2025/12/02 451
2025/12/03 460
2025/12/04 460
2025/12/05 475
2025/12/06 459
2025/12/07 463
2025/12/08 457
2025/12/09 457
2025/12/10 455
2025/12/11 453
2025/12/12 458
2025/12/13 445
2025/12/14 452
2025/12/15 459
2025/12/16 462
2025/12/17 455
2025/12/18 460
2025/12/19 448
2025/12/20 446
2025/12/21 444
2025/12/22 437
2025/12/23 433
2025/12/24 423
2025/12/25 406
2025/12/26 406
2025/12/27 411
2025/12/28 397
2025/12/29 395
2025/12/30 401
2025/12/31 380

Copyright © Adthena. All rights reserved.

Advertisers began December strong at 469, fluctuated mid-month, and concluded at 380, marking a notable decline.

Campaign Efficiency

Market Loss & Market Gains for UK Finance Investing

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
bullionbypost.co.uk 2.26%
ii.co.uk 1%
chase.co.uk 0.72%
interactivebrokers.co.uk 0.71%
barclays.co.uk 0.59%
flagstoneim.com -0.95%
royalmint.com -1.26%
nationwide.co.uk -1.33%
hl.co.uk -1.71%
bloomberg.com -1.85%

Copyright © Adthena. All rights reserved.

Bloomberg.com and hl.co.uk saw significant declines, while bullionbypost.co.uk surged with a 2.26 increase. Barclays.co.uk and chase.co.uk experienced modest gains.

Campaign Efficiency

UK Finance Investing Share of Impressions

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

Date hl.co.uk money.co.uk chase.co.uk bullionbypost.co.uk finder.com interactivebrokers.co.uk capital.com royalmint.com nationwide.co.uk bloomberg.com
2025/12/01 13.95% 7.02% 3.85% 8.18% 2.4% 2.12% 7.55% 3.13% 3.1% 1.7%
2025/12/02 11.09% 8.07% 3.12% 9.72% 2.66% 2.27% 5.23% 4.67% 3.49% 0.59%
2025/12/03 11.86% 8.59% 3.43% 9.28% 2.88% 1.74% 7.31% 4.34% 4.61% 0.5%
2025/12/04 14.22% 6.2% 3.71% 8.13% 3.76% 1.91% 8.86% 3.56% 3.51% 0.9%
2025/12/05 10.95% 6.46% 3.61% 8.14% 3.49% 2.2% 11.11% 4.05% 3.83% 0.68%
2025/12/06 8.54% 3.9% 3.31% 9.32% 3.75% 3.67% 9.96% 4.7% 2.61% 0.61%
2025/12/07 11.87% 3% 3.66% 8.2% 2.64% 4.67% 9.39% 4.74% 2.82% 4.24%
2025/12/08 10.46% 4.59% 3.59% 11.46% 2.58% 3.14% 12.7% 4.67% 2.68% 0.11%
2025/12/09 12.76% 6.13% 4.19% 10.63% 2.97% 2.53% 4.53% 5.03% 3.59% 0.03%
2025/12/10 7.2% 5.58% 3.95% 12.87% 2.61% 2.29% 5.82% 5.34% 4.16% 0.08%
2025/12/11 6.65% 5.49% 3.95% 12.1% 3.11% 2.49% 5.89% 3.49% 4.04% 5.04%
2025/12/12 7.32% 5.35% 3.57% 10.65% 3.63% 2.65% 6.92% 2.07% 4.04% 14.11%
2025/12/13 7.77% 3.84% 2.78% 7.06% 3.36% 3.21% 4.39% 1.5% 3.33% 17.63%
2025/12/14 7.04% 3.97% 3.11% 9.4% 4.36% 3.18% 4.63% 2.27% 3.41% 14.71%
2025/12/15 6.33% 4.77% 3.74% 11.95% 3.7% 3.28% 11.31% 1.6% 5.08% 5.35%
2025/12/16 7.82% 4.9% 4.04% 13.4% 4.37% 2.91% 5.12% 1.84% 4.93% 4.06%
2025/12/17 6.53% 4.8% 3.82% 11.54% 4.36% 3.27% 5.34% 2.42% 5.48% 5.81%
2025/12/18 7.83% 4.22% 4.5% 13.68% 4.77% 3.78% 6.83% 2.06% 4.42% 3.68%
2025/12/19 6.03% 4.25% 4.11% 12.3% 2.82% 3.3% 7.42% 2.43% 2.32% 11.82%
2025/12/20 8.99% 4.17% 3.7% 12.3% 3.84% 5.44% 8.43% 2.37% 2.35% 4%
2025/12/21 6.12% 3.95% 3.84% 12.75% 4.46% 4.76% 13.21% 3.3% 2.92% 0.02%
2025/12/22 7.34% 5.05% 4.86% 17.22% 4.1% 4.42% 5.05% 2.68% 2.85% 0.02%
2025/12/23 7.96% 5.01% 4.57% 13.92% 2.86% 3.97% 7.25% 2.58% 2.74% 0.05%
2025/12/24 8.8% 6.22% 4.8% 13.52% 3.08% 3.49% 5.89% 2.06% 3.74% 0.02%
2025/12/25 7.6% 4.01% 4.53% 15.74% 3.06% 5.03% 6.76% 3.32% 2.62% 0.01%
2025/12/26 7.81% 4.05% 4.54% 12.96% 3.78% 4.7% 6.97% 2.79% 2.72% 0.01%
2025/12/27 8.13% 4.28% 4.12% 11.39% 5.44% 5.26% 5.27% 1.99% 3.12% 0.01%
2025/12/28 8.65% 5.29% 3.92% 12.27% 5.95% 5.9% 4.03% 2.15% 2.66% 0.01%
2025/12/29 6.37% 7.11% 4.57% 10.92% 6.42% 3.72% 3.18% 1.76% 2.96% 0.02%
2025/12/30 7.4% 7.52% 5.4% 5.35% 4.02% 3.76% 6.35% 2.08% 1.76% 0.01%
2025/12/31 8.9% 5.56% 5.42% 5.27% 4.79% 3.89% 3.76% 1.86% 1.85% 0.02%
  • hl.co.uk
  • money.co.uk
  • chase.co.uk
  • bullionbypost.co.uk
  • finder.com
  • interactivebrokers.co.uk
  • capital.com
  • royalmint.com
  • nationwide.co.uk
  • bloomberg.com

Copyright © Adthena. All rights reserved.

In December 2025, hl.co.uk started strong but declined, ending at 8.9%. Bullionbypost.co.uk peaked mid-month, closing at 5.27%. Money.co.uk fluctuated, finishing at 5.56%. Chase.co.uk remained steady, ending at 5.42%.

Campaign Efficiency

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

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 Investing - Last month
  1. 1
    Gold Price Charts UK (£) - Updated Every 5 Seconds https://www.bullionbypost.co.uk

    Today's Gold Price Charts · Prices in Ounces, Grams, Kilos · Updated Every 5 Seconds. Prices in GBP (£), EUR (€), USD ($) · Live, Today, Past 7...

  2. 2
    Price alerts: Rolls Royce CFDs - Rolls Royce CFDs. 4.5k markets https://www.capital.com

    ForexBrokers.com 2025 Best in Class for TradingView & Ease of Use. Trade Rolls Royce CFDs.

  3. 3
    4.5% AER variable for a year - Your boosted rate is ready https://www.chase.co.uk

    4.41% gross, exclusive to new customers for your first 31 days. T&Cs apply. Trusted by millions.

  4. 4
    1 Year Triple Access ISA - Annual ISA Allowance 2025/2026 https://www.nationwide.co.uk › savings › isa

    Tax-Free Online Saving, Limit Withdrawals, Get A Better Rate With Our Limited Access ISA.

  5. 5
    Live Gold Price https://www.royalmint.com › precious-metals › live-prices

    The Royal Mint — See The Competitive Rates Of The Precious Metals Market From Our Live Price Charts. Find Out...

Copyright © Adthena. All rights reserved.

In the competitive world of finance, top advertisers like BullionByPost and Royal Mint captivate with real-time gold price updates, while Capital.com entices with Rolls Royce CFDs. Chase and Nationwide offer attractive savings rates, appealing to both new and seasoned investors.

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