UK Finance Loans & Mortgages - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Loans & Mortgages 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 Loans & Mortgages 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
halifax.co.uk	8.1
barclays.co.uk	6.39
comparethemarket.com	5.96
moneysupermarket.com	5.09
lloydsbank.com	4.55
lolly.co.uk	4.33
little-loans.com	3.72
capitalone.co.uk	3.15
natwest.com	2.56
tendoloan.co.uk	2.56
others	53.59

In the competitive landscape of Google PPC, “others” dominate with 53.59% click share. Halifax leads individual advertisers at 8.1%, followed by Barclays at 6.39%.

Market Exposure

Share of Spend for the top 10 UK Finance Loans & Mortgages 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	lolly.co.uk	comparethemarket.com	iwoca.co.uk	capitalone.co.uk	loan.co.uk	moneysupermarket.com	little-loans.com	oceanfinance.co.uk	paydayuk.co.uk	tendoloan.co.uk
2025/05/01	4.34%	5.71%	2.65%	3.2%	3.19%	4.92%	5.12%	2.11%	2.71%	3.37%
2025/05/02	4.74%	5.66%	2.94%	3.27%	3.23%	4.53%	4.84%	2.95%	1.54%	3.2%
2025/05/03	3.43%	6%	2.74%	4%	3.33%	5.05%	5.09%	2.59%	1.91%	3.56%
2025/05/04	4.04%	5.56%	3.15%	3.32%	3.12%	5.23%	4.87%	2.79%	1.74%	2.76%
2025/05/05	3.87%	6.17%	3.1%	2.98%	3.22%	5.38%	4.03%	2.08%	1.45%	1.48%
2025/05/06	4.31%	5.57%	2.72%	3.23%	2.67%	4.51%	3.06%	1.79%	2.35%	1.26%
2025/05/07	3.51%	5.41%	2.33%	3.75%	3.02%	4.34%	3.24%	2.34%	3.02%	2.46%
2025/05/08	3.46%	5.51%	2.48%	4.43%	2.52%	4.27%	2.92%	3.31%	1.96%	2.73%
2025/05/09	4.67%	5.42%	2.58%	4.18%	2.93%	4.65%	2.85%	2.49%	2.49%	1.9%
2025/05/10	3.96%	5.74%	1.94%	5.6%	3.04%	4.7%	3.76%	2.43%	3.4%	4.03%
2025/05/11	4.49%	5.63%	1.56%	4.24%	2.84%	4.7%	3.8%	2.25%	2.98%	2.74%
2025/05/12	4.59%	5.5%	2.14%	4.82%	2.67%	4.87%	3.53%	1.55%	2.61%	1.98%
2025/05/13	3.52%	5.43%	1.9%	4.09%	2.44%	5.01%	3.42%	1.6%	2.84%	2.27%
2025/05/14	4.2%	4.54%	2.87%	3.2%	2.75%	4.79%	3.29%	1.72%	3%	3.38%
2025/05/15	4.21%	4.52%	3.25%	4.58%	4.22%	4.39%	3.7%	1.91%	2.66%	3.54%
2025/05/16	5.52%	3.98%	3.55%	4%	4.14%	4.19%	3.95%	1.64%	3.25%	3.7%
2025/05/17	4.9%	3.72%	4.03%	3.33%	3.96%	4.18%	4.48%	2.2%	3.17%	7.31%
2025/05/18	5.36%	3.99%	3.46%	2.92%	4.46%	4.26%	5.44%	2.33%	3.73%	5.44%
2025/05/19	5.66%	3.79%	4.89%	3.3%	3.35%	3.67%	4.07%	2.93%	3.76%	3.43%
2025/05/20	5.54%	3.79%	3.72%	3.75%	2.64%	3.72%	4.6%	3.4%	3.1%	4.51%
2025/05/21	5.08%	3.71%	4.86%	3.09%	2.76%	3.84%	4.41%	4.32%	3.21%	3.76%
2025/05/22	5.35%	3.78%	5.52%	2.54%	3.45%	3.87%	3.82%	5.17%	2.2%	2%
2025/05/23	5.53%	4.16%	4.92%	3.97%	3.13%	4.03%	4.24%	3.51%	3.52%	3.84%
2025/05/24	6.33%	5.22%	5.59%	3.93%	4.18%	4.32%	5.16%	2.85%	4.35%	1.83%
2025/05/25	7.62%	5.4%	5.43%	5.87%	3.5%	4.65%	5.15%	3.41%	4.16%	1.8%
2025/05/26	6.19%	4.51%	5.91%	2.38%	3.45%	4.53%	4.89%	5.4%	3.01%	3.16%
2025/05/27	6.28%	4.09%	6.27%	2.18%	3.91%	4.08%	3.98%	4.43%	3.28%	1.22%
2025/05/28	6.59%	4.34%	4.78%	1.87%	3.5%	3.86%	4.2%	5.68%	2.23%	1.92%
2025/05/29	5.64%	4.76%	5.23%	3.19%	3.9%	4.19%	4.29%	3.82%	2.88%	3.18%
2025/05/30	6.15%	4.78%	4.73%	3.74%	3.91%	4.2%	4.16%	3.7%	3.09%	2.56%
2025/05/31	5.85%	5.27%	5.05%	4.68%	4.64%	4.18%	4.13%	3.45%	2.93%	1.2%

In May 2025, Lolly.co.uk’s PPC spend share surged, peaking at 7.62% on the 25th. Comparethemarket.com saw a decline, while Iwoca.co.uk and Oceanfinance.co.uk experienced growth. The month concluded with Lolly.co.uk leading.

Market Exposure

Competitor Count for UK Finance Loans & Mortgages

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
2025/05/01	593
2025/05/02	586
2025/05/03	601
2025/05/04	596
2025/05/05	607
2025/05/06	595
2025/05/07	626
2025/05/08	634
2025/05/09	609
2025/05/10	611
2025/05/11	617
2025/05/12	616
2025/05/13	638
2025/05/14	632
2025/05/15	622
2025/05/16	629
2025/05/17	607
2025/05/18	594
2025/05/19	600
2025/05/20	604
2025/05/21	593
2025/05/22	567
2025/05/23	573
2025/05/24	556
2025/05/25	554
2025/05/26	549
2025/05/27	555
2025/05/28	550
2025/05/29	542
2025/05/30	559
2025/05/31	551

In May 2025, distinct advertisers peaked mid-month at 638, then declined, ending at 551.

Campaign Efficiency

Market Loss & Market Gains for UK Finance Loans & Mortgages

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
lolly.co.uk	1.72%
oceanfinance.co.uk	1.46%
little-loans.com	1.02%
alldayloans.co.uk	0.84%
unbiased.co.uk	0.82%
cheaploans.co.uk	-0.58%
saladmoney.co.uk	-0.69%
halifax.co.uk	-1.03%
moneyboat.co.uk	-1.72%
postoffice.co.uk	-2.34%

Lolly.co.uk surged with a 1.72% click share increase, while postoffice.co.uk faced a 2.34% decline.

Campaign Efficiency

UK Finance Loans & Mortgages 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	lolly.co.uk	comparethemarket.com	halifax.co.uk	capitalone.co.uk	little-loans.com	lloydsbank.com	moneysupermarket.com	paydayuk.co.uk	postoffice.co.uk	tendoloan.co.uk
2025/05/01	4.59%	5.98%	5.4%	2.92%	4.94%	3.25%	3.71%	2.6%	5.34%	3.37%
2025/05/02	5.13%	5.64%	6.65%	3.06%	4.92%	3.18%	3.45%	1.59%	5.01%	3.32%
2025/05/03	4.11%	5.56%	6.14%	3.9%	5.55%	3.85%	3.92%	2.04%	5.72%	3.78%
2025/05/04	4.62%	5.5%	6.24%	3.22%	5.16%	3.74%	3.86%	1.85%	6.9%	2.74%
2025/05/05	4.52%	5.62%	6.6%	2.85%	4.38%	3.26%	4.08%	1.61%	7.07%	1.46%
2025/05/06	4.87%	5.38%	6.23%	3.13%	3.15%	3.68%	3.22%	2.42%	6.01%	1.23%
2025/05/07	3.8%	4.96%	5.48%	3.73%	3.35%	2.96%	3.19%	2.99%	5.4%	2.46%
2025/05/08	3.88%	5.26%	5.28%	4.56%	2.95%	3.41%	3.28%	2%	4.76%	2.7%
2025/05/09	5.53%	5.12%	5.1%	4.34%	3.07%	3.34%	3.71%	2.72%	4.76%	2%
2025/05/10	4.48%	5.35%	6.24%	5.84%	3.83%	3.36%	3.86%	3.53%	4.49%	3.99%
2025/05/11	4.88%	5.28%	6.4%	4.17%	3.84%	3.59%	3.91%	2.92%	6.02%	2.52%
2025/05/12	4.87%	4.95%	5.97%	4.72%	3.57%	4.3%	3.48%	2.61%	4.56%	1.81%
2025/05/13	3.87%	4.94%	6.36%	4.04%	3.41%	3.55%	3.75%	2.92%	3.6%	2.2%
2025/05/14	4.77%	4.77%	6.12%	3.16%	3.34%	3.33%	3.95%	3.21%	0.91%	3.33%
2025/05/15	4.7%	4.46%	5.26%	4.61%	3.69%	4.54%	3.93%	2.62%	0.66%	3.53%
2025/05/16	6.1%	3.88%	4.31%	4.08%	4.11%	3.85%	3.87%	3.33%	0.86%	3.81%
2025/05/17	5.66%	3.8%	5.57%	3.21%	4.78%	3.67%	3.6%	3.19%	0.79%	7.72%
2025/05/18	5.93%	3.95%	5.03%	2.86%	5.7%	3.37%	3.72%	3.73%	0.58%	5.48%
2025/05/19	6.7%	3.76%	3.87%	3.33%	4.48%	3.67%	3.22%	3.84%	1.35%	3.44%
2025/05/20	6.23%	3.99%	3.91%	3.74%	4.78%	3.46%	3.15%	3.14%	0.99%	4.48%
2025/05/21	5.8%	3.6%	4.04%	3.15%	4.84%	4.01%	3.22%	3.24%	1.01%	3.76%
2025/05/22	6.44%	3.9%	3.74%	2.71%	4.4%	3.95%	3.35%	2.34%	0.58%	2.01%
2025/05/23	6.26%	4.45%	4.84%	3.99%	4.72%	4.36%	3.28%	3.52%	0.64%	3.59%
2025/05/24	7.51%	5.23%	5.03%	4.28%	5.77%	4.36%	3.67%	4.75%	1.17%	1.82%
2025/05/25	8.45%	5.46%	5.26%	6.09%	5.62%	3.76%	3.9%	4.45%	0.67%	1.93%
2025/05/26	7.1%	4.67%	5.3%	2.54%	5.55%	4.95%	3.7%	3.18%	0.88%	3.28%
2025/05/27	7.35%	4.52%	5.15%	2.49%	4.54%	3.8%	3.27%	3.45%	0.58%	1.22%
2025/05/28	7.74%	4.46%	4.59%	1.98%	4.76%	3.26%	2.88%	2.46%	0.96%	1.94%
2025/05/29	6.18%	4.86%	5.66%	3.3%	4.63%	3.49%	3.17%	3.04%	0.75%	3.12%
2025/05/30	6.75%	4.95%	6.21%	3.87%	4.38%	4.26%	3%	3.04%	1.66%	2.36%
2025/05/31	6.54%	5.43%	5.15%	5.02%	4.45%	3.67%	3.11%	3.06%	1.52%	0.99%

In May 2025, lolly.co.uk’s impression share surged from 4.59% to 6.54%, peaking at 8.45% on the 25th. Meanwhile, comparethemarket.com saw a decline, starting at 5.98% and ending at 5.43%. Halifax.co.uk experienced fluctuations, closing at 5.15%. Capitalone.co.uk’s share rose to 5.02% by month’s end. Little-loans.com maintained stability, finishing at 4.45%. Lloydsbank.com showed minor variations, ending at 3.67%. Moneysupermarket.com remained steady, closing at 3.11%. Paydayuk.co.uk’s share increased to 3.06%. Postoffice.co.uk’s share dropped significantly, ending at 1.52%. Tendoloan.co.uk’s share fluctuated, closing at 0.99%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Finance Loans & Mortgages

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
Cash Paid in 1 Hour https://www.alldayloans.co.uk
No Credit History £100 - £2500 — High Approval Rate Loans with No Fees or Paperwork Required. All Quotes 100% No Obligation
2
Cash can be paid in 1 hour - Loans from £100 to £5000 https://www.cashcompare.co.uk › bad-credit › loans-online
No credit? Quick Loan Decision.Apply Online from £100 to £5K.Loans for Bad Credit. No Fees
3
Cash Paid in 1 Hour - Any Credit History £100- £2750 https://www.lolly.co.uk
Loans starting over 3 Months. No obligation decision. Apply online today. Short Term Loan...
4
Won't Affect Your Credit Score - £200 - £8000 Credit Limit https://www.postoffice.co.uk
34.9% APR Representative Variable. Capital One...
5
£100-£5000 Same Day Loans - No Early Repayment Charges https://www.tendoloan.co.uk › bad-credit › loans
Nouveau Finance is a credit broker not a lender | Rep 79.5% APR | Quick Funds, Apply Now

In the competitive world of Google PPC for loans, five advertisers stand out with compelling offers. Alldayloans.co.uk and Lolly.co.uk promise cash in an hour, emphasizing high approval rates and no credit history barriers. Cashcompare.co.uk targets those with bad credit, offering quick decisions. Postoffice.co.uk highlights a credit limit without affecting scores, while Tendoloan.co.uk assures no early repayment charges. These ads focus on speed, accessibility, and flexibility, appealing to diverse financial needs.

Frequently Asked Questions

Why is the UK Finance Loans & Mortgages May 2025 Report useful and how should I use it?

Why is the UK Finance Loans & Mortgages May 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 Loans & Mortgages May 2025 Report
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How often is the data updated?

Data within the UK Finance Loans & Mortgages May 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 Loans & Mortgages May 2025 Report?

The UK Finance Loans & Mortgages May 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.

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Does this include mobile, desktop and Google Shopping data?

Yes. The UK Finance Loans & Mortgages May 2025 Report aggregates data from across both device types and Google Shopping.
Who is this UK Finance Loans & Mortgages May 2025 Report for?

The UK Finance Loans & Mortgages May 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.
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With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

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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

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UK Finance Loans & Mortgages - PPC Market Share Analysis May 2025

Share of Clicks for top 10 UK Finance Loans & Mortgages brands

Share of Spend for the top 10 UK Finance Loans & Mortgages brands

Competitor Count for UK Finance Loans & Mortgages

Market Loss & Market Gains for UK Finance Loans & Mortgages

UK Finance Loans & Mortgages Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Finance Loans & Mortgages

Frequently Asked Questions

Why is the UK Finance Loans & Mortgages May 2025 Report useful and how should I use it?

Why is the UK Finance Loans & Mortgages May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Finance Loans & Mortgages May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Finance Loans & Mortgages May 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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