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US Finance Comparison Sites - PPC Market Share Analysis July 2026

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

Comparison Sites – US

Google AI Overview visibility for Finance Comparison Sites US

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 34.268087493
65.731912507
34%

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 44
56
44%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 45%
Transactional 20%
Navigational 6%
Seasonal 0%
Local 1%
Problem Solving 5%

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Market Exposure

Share of Clicks for top 10 US Finance Comparison Sites 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
Share of Clicks - Last month
Domain Share of clicks
creditkarma.com 21.29
nerdwallet.com 18.18
inboxdollars.com 16.52
insurify.com 11.48
compare.com 4.64
bankrate.com 4.49
thezebra.com 4.14
topcashback.com 2.64
freescoreonline.com 1.71
forbes.com 1.47
others 13.44
  • creditkarma.com - 21.29%
  • nerdwallet.com - 18.18%
  • inboxdollars.com - 16.52%
  • insurify.com - 11.48%
  • compare.com - 4.64%
  • bankrate.com - 4.49%
  • thezebra.com - 4.14%
  • topcashback.com - 2.64%
  • freescoreonline.com - 1.71%
  • forbes.com - 1.47%
  • others - 13.44%

Copyright © Adthena. All rights reserved.

In the PPC landscape, Credit Karma leads with 21.29% click share, followed by NerdWallet at 18.18%. Others collectively hold 13.44%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 US Finance Comparison Sites 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
Share of Spend - Last Month
Date insurify.com nerdwallet.com thezebra.com compare.com creditkarma.com insurance.com everquote.com freescoreonline.com forbes.com insure.com
2026/07/01 25.29% 22.14% 13.72% 13.54% 3.23% 2.13% 1.32% 0.9% 3.56% 1.17%
2026/07/02 25.14% 23.17% 12.69% 12.76% 3.17% 1.01% 1.23% 1.54% 2.83% 1.6%
2026/07/03 26.57% 24.07% 10.51% 10.94% 3.68% 2.4% 1.42% 1.55% 3.84% 2.19%
2026/07/04 25.12% 22.59% 13.85% 13.24% 4.08% 1.92% 1.28% 1.52% 4.33% 0.9%
2026/07/05 26.88% 21.67% 16.97% 12.1% 2.41% 1.31% 1.23% 0.73% 3.46% 0.95%
2026/07/06 28.44% 22.83% 8.16% 12.2% 3.82% 1.41% 1.43% 1.98% 3.94% 1.57%
2026/07/07 25.46% 23.3% 12.09% 13.44% 3.43% 1.51% 1.68% 1.51% 3.86% 1.5%
2026/07/08 25.39% 25.94% 12.99% 12.65% 3.35% 1.88% 1.03% 1% 3% 2.79%
2026/07/09 23.96% 23.69% 15.74% 12.95% 3.5% 2.96% 1.5% 1.69% 3.88% 0.83%
2026/07/10 30.74% 24.07% 13.19% 8.23% 3.38% 1.81% 0.77% 1.05% 4.77% 1.92%
2026/07/11 28.72% 25.27% 11.63% 12.72% 3.64% 2.54% 0.9% 0.8% 3.85% 0.68%
2026/07/12 29.27% 21.78% 16.3% 7.96% 4.01% 1.6% 0.89% 0.52% 3.7% 1.14%
2026/07/13 27.83% 24.09% 13.41% 9.47% 3.72% 1.21% 1.93% 1.81% 4.14% 1.51%
2026/07/14 29.74% 22.82% 9.48% 10.48% 3.97% 3.04% 1.66% 1.35% 4.86% 0.93%
2026/07/15 34.74% 20.88% 11.5% 12.7% 2.62% 1.23% 1.98% 0.71% 3.32% 0.44%
2026/07/16 29.79% 22.49% 13.88% 12.33% 3.03% 1.51% 1.49% 1.1% 3.91% 1.62%
2026/07/17 30.79% 23.16% 11.56% 14.59% 2.71% 2.89% 0.65% 0.6% 2.61% 1.47%
2026/07/18 29.08% 24.97% 6.79% 15.12% 2.89% 3.35% 1.32% 0.67% 3.15% 1%
2026/07/19 28.12% 25.14% 10.73% 9.74% 3.02% 3.39% 1.57% 1.03% 4.88% 1.37%
2026/07/20 31.81% 24.36% 12.23% 10.84% 3.22% 1.68% 0.45% 0.79% 4.51% 0.59%
2026/07/21 29.73% 22.81% 9.48% 10.48% 3.97% 3.04% 1.66% 1.35% 4.86% 0.93%
2026/07/22 31.39% 23.24% 10.34% 13.85% 2.62% 1.2% 0.64% 0.81% 2.92% 1.62%
2026/07/23 25.85% 25.51% 10.66% 14.07% 2.51% 2.43% 1.79% 1.04% 4.92% 0.89%
2026/07/24 33.52% 24.29% 7.53% 14.65% 2.26% 2.67% 1.03% 1.15% 2.71% 1.71%
2026/07/25 34.9% 23.21% 8.36% 10.26% 2.98% 2.79% 0.61% 0.47% 3.27% 0.9%
2026/07/26 32.14% 23% 10.1% 12.81% 2.91% 2.71% 1.33% 0.85% 4.11% 0.52%
2026/07/27 32.87% 22.93% 6.13% 12.63% 1.99% 3.29% 1.4% 0.67% 4.53% 1.15%
2026/07/28 31.35% 24.46% 12.09% 9.79% 2.77% 2.79% 1.03% 1.06% 2.76% 0.86%
2026/07/29 25.26% 25.57% 11.97% 11.56% 3.05% 3.18% 0.76% 0.92% 5.41% 0.8%
2026/07/30 29.07% 26.04% 12.68% 12.45% 2.34% 1.67% 0.61% 0.81% 2.24% 1%
2026/07/31 30.75% 22.45% 11.07% 8.58% 4.2% 2.05% 1.86% 1.78% 1.73% 0.92%
  • insurify.com
  • nerdwallet.com
  • thezebra.com
  • compare.com
  • creditkarma.com
  • insurance.com
  • everquote.com
  • freescoreonline.com
  • forbes.com
  • insure.com

Copyright © Adthena. All rights reserved.

Insurify.com led July with fluctuating spend, peaking at 34.90%. Nerdwallet.com maintained steady growth, while Thezebra.com and Compare.com showed volatility. Forbes.com ended with a decline, closing at 1.73%.

Market Exposure

Competitor Count for US Finance Comparison Sites

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
Competitor Count - Last month
Date Competitor Count
2026/07/01 170
2026/07/02 170
2026/07/03 164
2026/07/04 162
2026/07/05 159
2026/07/06 158
2026/07/07 160
2026/07/08 157
2026/07/09 147
2026/07/10 152
2026/07/11 145
2026/07/12 154
2026/07/13 145
2026/07/14 150
2026/07/15 139
2026/07/16 139
2026/07/17 145
2026/07/18 140
2026/07/19 137
2026/07/20 133
2026/07/21 150
2026/07/22 160
2026/07/23 163
2026/07/24 170
2026/07/25 166
2026/07/26 168
2026/07/27 157
2026/07/28 167
2026/07/29 161
2026/07/30 152
2026/07/31 145

Copyright © Adthena. All rights reserved.

July began with 170 advertisers, dipped mid-month to 133, then rebounded to 145 by month’s end.

Campaign Efficiency

Market Loss & Market Gains for US Finance Comparison Sites

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
Market Loss & Market Gains - Last month
Name Market Trend
inboxdollars.com 2.34%
insurify.com 1.23%
insurance.com 0.35%
compare.com 0.31%
wallethub.com 0.3%
equifax.com -0.3%
freescoreonline.com -0.33%
creditkarma.com -0.57%
thezebra.com -0.94%
bankrate.com -1.54%

Copyright © Adthena. All rights reserved.

Inboxdollars.com surged with a 2.34% increase, while bankrate.com faced a 1.54% decline. Insurify.com rose by 1.23%, contrasting with thezebra.com’s 0.94% drop.

Campaign Efficiency

US Finance Comparison Sites 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 creditkarma.com nerdwallet.com insurify.com inboxdollars.com freescoreonline.com compare.com thezebra.com bankrate.com forbes.com insurance.com
2026/07/01 14.17% 15.6% 10.28% 3.81% 3.43% 6.2% 6.39% 2.63% 4.76% 1.82%
2026/07/02 15.26% 16.64% 10.47% 3.62% 5.71% 5.85% 5.37% 2.66% 3.22% 0.71%
2026/07/03 15.43% 17.48% 10.41% 3.69% 5.53% 4.88% 4.98% 2.57% 5.12% 2.02%
2026/07/04 15.27% 15.46% 9.73% 3.46% 5.47% 5.71% 6.01% 2.15% 5.72% 1.42%
2026/07/05 12.43% 16.39% 11.97% 3.54% 2.86% 6.15% 7.9% 2.87% 4.84% 1.14%
2026/07/06 15.66% 14.54% 10.74% 4.14% 6.64% 5.52% 4.17% 1.53% 4.48% 1.13%
2026/07/07 15.44% 16.77% 11.12% 3.15% 5.63% 6.86% 5.57% 2.25% 6.05% 1.31%
2026/07/08 16.61% 19.12% 11.12% 5.99% 3.98% 6.77% 6.37% 1.95% 3.51% 1.76%
2026/07/09 17.14% 15.75% 10.46% 4.13% 5.98% 5.7% 6.33% 1.44% 5.28% 2.9%
2026/07/10 16.73% 16.85% 12.56% 3.89% 3.83% 3.9% 6.02% 2.83% 6.49% 1.69%
2026/07/11 16.68% 16.1% 11.08% 6% 2.78% 6.14% 4.68% 3.11% 3.97% 2.13%
2026/07/12 17.43% 14.61% 11.01% 5.53% 1.62% 3.65% 6.8% 1.8% 3.74% 1.31%
2026/07/13 14.78% 16.57% 10.29% 5.13% 6.25% 4.69% 5.67% 2.56% 4.85% 0.81%
2026/07/14 18.52% 15.61% 11.42% 4.8% 5.05% 4.4% 3.5% 2.65% 5.36% 2.46%
2026/07/15 15.31% 15.38% 16.63% 4.95% 3.12% 6.86% 5.48% 1.97% 4.33% 1.13%
2026/07/16 15.68% 15.48% 14.13% 3.28% 4.58% 6.63% 7.11% 1.72% 3.73% 1.49%
2026/07/17 15.3% 18.22% 14.31% 4.16% 2.46% 7.62% 6.52% 2.02% 4.7% 3.07%
2026/07/18 15.6% 19.02% 14.81% 3.21% 3.12% 9.29% 3.26% 1.63% 3.67% 3.64%
2026/07/19 16.2% 17.39% 12.57% 6.7% 4.08% 5.85% 4.19% 1.17% 5.21% 3.3%
2026/07/20 19.2% 18.87% 15.23% 3.9% 3.47% 7.06% 6.14% 1.43% 4.66% 1.58%
2026/07/21 18.52% 15.61% 11.42% 4.8% 5.05% 4.4% 3.5% 2.65% 5.36% 2.46%
2026/07/22 13.4% 18.4% 15.25% 6.67% 3.6% 8.48% 5.18% 1.77% 3.52% 1.26%
2026/07/23 12.78% 18.25% 11.69% 6% 4.27% 7.04% 4.81% 1.46% 5.9% 2.51%
2026/07/24 12.45% 18.13% 15.42% 6.01% 5.3% 8.27% 4.3% 1.68% 4.39% 3.2%
2026/07/25 13.95% 17.02% 15.33% 6.49% 1.89% 5.64% 4.12% 1.2% 4.18% 2.97%
2026/07/26 14.54% 17.9% 14.12% 5.47% 3.53% 6.82% 4.53% 1.96% 5.04% 2.55%
2026/07/27 11.23% 16.22% 15.03% 3.2% 2.88% 6.42% 3.28% 2.95% 5.37% 3.5%
2026/07/28 14.84% 16.59% 13.57% 4.43% 4.28% 5.05% 5.14% 2.39% 4.37% 2.78%
2026/07/29 15.46% 16.48% 11.22% 3.86% 3.96% 6.02% 6.55% 1.72% 6.42% 3.24%
2026/07/30 13.78% 18.73% 13.34% 4.9% 3.68% 6.94% 6.41% 1.86% 3.74% 1.97%
2026/07/31 18.63% 14.84% 9.96% 9.93% 5.74% 4.26% 4.07% 2.8% 1.77% 1.56%
  • creditkarma.com
  • nerdwallet.com
  • insurify.com
  • inboxdollars.com
  • freescoreonline.com
  • compare.com
  • thezebra.com
  • bankrate.com
  • forbes.com
  • insurance.com

Copyright © Adthena. All rights reserved.

In July 2026, CreditKarma’s impression share fluctuated, peaking at 19.20% on the 20th. NerdWallet maintained a strong presence, ending at 14.84%. Insurify saw a mid-month surge, while InboxDollars spiked to 9.93% on the 31st. The month concluded with diverse shifts across advertisers.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Finance Comparison Sites

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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Google Text Ad Copy Insights & Creative Trends for US Finance Comparison Sites - Last month
  1. 1
    Check Your Credit Score https://www.creditkarma.com

    Keep Tabs on Your Credit — With Credit Karma, you can learn how to make financial progress—without the annoying fee. Get...

  2. 2
    Check Your Credit Report https://www.equifax.com

    Your 3-Bureau Credit Scores — See Your Credit Score & Equifax Credit Report Anytime, Anywhere and Know Where You Stand.

  3. 3
    Car Insurance Comparison Tool | Get Quotes in Minutes - NerdWallet https://www.nerdwallet.com

    You could save a lot when you compare and switch auto insurance providers.

  4. 4
    Quick, Secure Transfers - Move Money in Minutes https://www.sofi.com

    An easy way to send money to Mexico—low fees, fast delivery, and secure transfers. Transfer USD to MXN in minutes. Low cost, transparent...

  5. 5
    1 USD to EUR - Convert US Dollars to Euros https://www.xe.com

    Set rate alerts for USD to EUR and learn more about US Dollars and Euros from XE - the Currency Authority

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, Credit Karma and Equifax dominate with their focus on credit awareness, offering free insights and comprehensive reports. NerdWallet simplifies insurance comparisons, while SoFi and XE streamline financial transactions, emphasizing speed, security, and transparency.

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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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