US Finance Comparison Sites - PPC Market Share Analysis October 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 70.2093577189
29.7906422811
70%

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 21
79
21%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 21%
Transactional 10%
Navigational 10%
Seasonal 0%
Local 0%
Problem Solving 2%

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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 25.08
inboxdollars.com 18.13
nerdwallet.com 16.12
insurify.com 8.7
thezebra.com 6.55
topcashback.com 3.8
bankrate.com 3.72
compare.com 2.8
checkfreescore.com 1.43
freescoreonline.com 0.94
others 12.73
  • creditkarma.com - 25.08%
  • inboxdollars.com - 18.13%
  • nerdwallet.com - 16.12%
  • insurify.com - 8.7%
  • thezebra.com - 6.55%
  • topcashback.com - 3.8%
  • bankrate.com - 3.72%
  • compare.com - 2.8%
  • checkfreescore.com - 1.43%
  • freescoreonline.com - 0.94%
  • others - 12.73%

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In the PPC landscape, Credit Karma leads with 25.08% click share, followed by InboxDollars at 18.13%. NerdWallet captures 16.12%, while ‘others’ collectively hold 12.73%.

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 thezebra.com nerdwallet.com insurify.com compare.com creditkarma.com insurance.com quotewizard.com bankrate.com forbes.com healthforcalifornia.com
2026/10/01 19.99% 23.12% 27.77% 5.96% 3.24% 1.14% 0.64% 1.8% 1.41% 0.01%
2026/10/02 18.51% 19.73% 25.19% 12.52% 4.05% 1.06% 0.82% 1.56% 1.62% 2.87%
2026/10/03 24.85% 23.02% 22.66% 9.91% 4.53% 1.53% 0.46% 1.4% 1.31% 0%
2026/10/04 21.36% 22.44% 21.96% 14.86% 3.83% 1.19% 0.49% 0.68% 1.29% 1.87%
2026/10/05 21.73% 23.17% 23.57% 13.06% 4.18% 1.11% 0.36% 1.34% 1.38% 0%
2026/10/06 24.17% 23.41% 20.48% 12.42% 3.92% 0.65% 0.47% 1.14% 1.66% 0%
2026/10/07 20.27% 21.6% 24.19% 11.49% 3.84% 0.58% 0.51% 1.49% 0.36% 1.34%
2026/10/08 21.27% 21.3% 24.13% 10.25% 3.62% 1.43% 0.7% 1.25% 0.97% 1.28%
2026/10/09 21.2% 22.2% 22.34% 13.88% 3.97% 0.89% 0.67% 1.24% 1.29% 0%
2026/10/10 24.11% 19.44% 22.77% 10.94% 4.29% 0.58% 0.47% 1.23% 0.98% 1.98%
2026/10/11 24.24% 20.25% 24.85% 8.23% 4.49% 0.47% 0.61% 1.95% 0.8% 3.06%
2026/10/12 22.41% 22.2% 25.09% 9.26% 4.76% 0.67% 0.72% 1.54% 1.61% 0%
2026/10/13 22.67% 18.51% 26.1% 11.1% 5.16% 0.95% 0.45% 1.27% 0.96% 0%
2026/10/14 20.87% 19.64% 26.59% 9.48% 4% 0.66% 0.42% 1.11% 0.78% 1.74%
2026/10/15 21.05% 18.8% 25.38% 6.99% 4.13% 0.58% 0.99% 0.82% 1.02% 2.41%
2026/10/16 18.77% 19.95% 24.64% 9.23% 3.94% 1.25% 1.11% 1.06% 0.93% 0%
2026/10/17 21.92% 20.44% 25.35% 7.29% 4.43% 0.81% 0.97% 1% 1.44% 3.56%
2026/10/18 19.14% 21.12% 25.92% 7.91% 4.46% 0.81% 0.79% 0.97% 0.82% 0%
2026/10/19 21.15% 19.2% 24.32% 9.04% 4.16% 1.09% 1.22% 1.13% 1.45% 3.37%
2026/10/20 21.46% 18.06% 29.35% 8.05% 4.61% 0.9% 1.27% 1.61% 0.67% 0%
2026/10/21 19.95% 19.35% 23.76% 11.72% 3.71% 0.73% 1.23% 1.24% 1.14% 1.97%
2026/10/22 20.35% 18.87% 24.2% 8.59% 4.85% 0.66% 1.28% 1.25% 1.73% 0%
2026/10/23 21.08% 20.15% 23.22% 9.79% 4.54% 0.68% 1.04% 1.35% 1.95% 1.18%
2026/10/24 26.21% 18.24% 22.79% 12.14% 4.23% 0.33% 1.13% 0.72% 1.37% 0%
2026/10/25 22.88% 19.06% 22.67% 12.92% 3.1% 0.44% 1.27% 0.57% 1.36% 0%
2026/10/26 22.67% 18.09% 21.62% 11.82% 3.31% 2.27% 1.22% 0.85% 1.04% 0.04%
2026/10/27 22.77% 18.13% 22.44% 13.75% 3.16% 1.77% 1.47% 0.6% 1.83% 0%
2026/10/28 21.28% 18.45% 21.03% 9.88% 3.14% 0.78% 1.98% 0.85% 1.82% 2.68%
2026/10/29 21.52% 17.56% 20.1% 7.35% 4.39% 1.84% 1.28% 0.86% 1.27% 6.68%
2026/10/30 23.93% 19.88% 20.38% 6.71% 4.21% 2.32% 2.63% 1.05% 1.03% 0%
2026/10/31 29.51% 21.42% 17.92% 13.06% 2.25% 1.89% 1.68% 0.77% 0.41% 0%
  • thezebra.com
  • nerdwallet.com
  • insurify.com
  • compare.com
  • creditkarma.com
  • insurance.com
  • quotewizard.com
  • bankrate.com
  • forbes.com
  • healthforcalifornia.com

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In October 2026, The Zebra’s PPC spend fluctuated, peaking at 29.51% on the 31st. NerdWallet’s share dipped mid-month, recovering slightly by month’s end. Insurify maintained a strong presence, while Compare.com saw varied performance. CreditKarma and Insurance.com had modest shares, with QuoteWizard and Bankrate showing steady trends. Forbes and HealthForCalifornia experienced sporadic activity.

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
2026/10/01 125
2026/10/02 118
2026/10/03 117
2026/10/04 128
2026/10/05 111
2026/10/06 110
2026/10/07 114
2026/10/08 119
2026/10/09 118
2026/10/10 120
2026/10/11 115
2026/10/12 124
2026/10/13 116
2026/10/14 136
2026/10/15 126
2026/10/16 131
2026/10/17 130
2026/10/18 128
2026/10/19 126
2026/10/20 124
2026/10/21 130
2026/10/22 129
2026/10/23 132
2026/10/24 152
2026/10/25 153
2026/10/26 154
2026/10/27 146
2026/10/28 164
2026/10/29 157
2026/10/30 154
2026/10/31 145

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October saw a dynamic shift in advertiser numbers, starting at 125 and fluctuating throughout. Mid-month, numbers peaked at 164, ending at 145.

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
checkfreescore.com 0.98%
equifax.com 0.6%
inboxdollars.com 0.58%
3scores.com 0.52%
topcashback.com 0.41%
credit.org -0.61%
freescoreonline.com -0.62%
bankrate.com -0.7%
creditkarma.com -1.41%
nerdwallet.com -2.92%

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Nerdwallet.com saw a significant drop of 2.92%, while checkfreescore.com gained 0.98%. Other notable declines include creditkarma.com at 1.41% and bankrate.com at 0.7%.

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 nerdwallet.com thezebra.com creditkarma.com insurify.com compare.com inboxdollars.com checkfreescore.com bankrate.com topcashback.com freescoreonline.com
2026/10/01 14.56% 8.71% 18.53% 11.75% 3.4% 6.95% 0.59% 4.2% 3.8% 3.58%
2026/10/02 12.31% 8.65% 17.85% 9.2% 5.81% 6.92% 0.51% 3% 2.1% 3.75%
2026/10/03 15.45% 10.59% 22% 9.69% 4.96% 7.71% 0.7% 3.03% 2.95% 2.52%
2026/10/04 14.68% 10.18% 18.31% 9.7% 8.21% 8.1% 1.34% 1.71% 2.01% 2.92%
2026/10/05 16.13% 9.39% 19.44% 10.14% 6.93% 5.14% 1.13% 3.25% 2.41% 2.23%
2026/10/06 14.99% 11.75% 18.18% 8.38% 7.93% 6.18% 1.47% 2.58% 3.01% 2.38%
2026/10/07 14.6% 8.97% 17.45% 8.98% 6.39% 7.12% 1.84% 3.04% 2.83% 3.52%
2026/10/08 13.13% 9% 15.56% 9.11% 6.01% 6.23% 3.01% 2.86% 2.72% 3.34%
2026/10/09 14.25% 9.18% 19.08% 8.57% 6.3% 5.33% 2.25% 2.62% 1.82% 3.1%
2026/10/10 12.93% 10.91% 18.84% 8.34% 4.88% 6.47% 3.33% 2.83% 2.36% 3.25%
2026/10/11 13.74% 10.19% 20.38% 8.29% 3.57% 7.94% 2.86% 4.15% 2.17% 4.31%
2026/10/12 16.52% 10.61% 22.2% 9.31% 3.92% 6.47% 1.56% 3.53% 0.89% 3.59%
2026/10/13 11.67% 9.65% 22.24% 10.07% 4.93% 6.81% 4.28% 2.89% 0.37% 3.48%
2026/10/14 11.59% 8.99% 16.28% 9.27% 4.36% 5.86% 3.04% 2.26% 2.4% 3.69%
2026/10/15 10.5% 8% 16.7% 8.65% 3.06% 7.07% 3.26% 1.78% 1.9% 4.29%
2026/10/16 11.07% 7.96% 15.72% 8.2% 3.37% 6.79% 4.37% 1.98% 2.06% 2.73%
2026/10/17 12.29% 8.44% 19.33% 8.96% 2.94% 8.03% 2.98% 1.98% 2.8% 2.82%
2026/10/18 12.63% 7.78% 17.98% 8.96% 2.92% 8.83% 5.79% 1.82% 3.51% 1.95%
2026/10/19 11.04% 8.51% 16.58% 8.48% 3.42% 9.21% 4.74% 2.19% 3.36% 3.41%
2026/10/20 11.2% 8.83% 20.67% 10.6% 2.96% 9.26% 4.15% 3.16% 3.68% 2.08%
2026/10/21 11.59% 8.42% 17.06% 9.32% 4.45% 6.85% 4.35% 2.62% 2.9% 2.94%
2026/10/22 11.23% 8.04% 20.68% 8.77% 3.22% 7.76% 3.36% 2.48% 2.55% 1.34%
2026/10/23 12.01% 8.45% 19.04% 8.57% 3.31% 8.75% 3.41% 2.75% 4.79% 1.71%
2026/10/24 10.73% 10.88% 19.41% 8.99% 4.53% 6.69% 7.64% 1.5% 1.66% 0.97%
2026/10/25 11.48% 9.98% 14.4% 9.6% 6.4% 4.98% 4.68% 1.4% 2.12% 1.55%
2026/10/26 10.62% 9.2% 15.45% 8.86% 4.87% 5.13% 5.23% 1.96% 1.68% 1.04%
2026/10/27 12.21% 10.96% 16.45% 10.04% 6.42% 6.57% 4.06% 1.49% 1.63% 1.7%
2026/10/28 10.75% 9.21% 12.77% 7.66% 3.84% 5.69% 5.73% 1.84% 1.25% 0.95%
2026/10/29 9.79% 7.69% 16.09% 6.72% 2.87% 5.7% 5.5% 1.64% 1.15% 1.04%
2026/10/30 11.41% 8.86% 16.2% 7.16% 2.45% 6.84% 4.67% 2.18% 2.2% 2.15%
2026/10/31 15.54% 15.48% 13.33% 9.54% 5.67% 4.22% 3.55% 2.25% 1.6% 0.95%
  • nerdwallet.com
  • thezebra.com
  • creditkarma.com
  • insurify.com
  • compare.com
  • inboxdollars.com
  • checkfreescore.com
  • bankrate.com
  • topcashback.com
  • freescoreonline.com

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In October 2026, Nerdwallet’s impression share fluctuated, peaking at 16.52% mid-month. Creditkarma led with a high of 22.24%, while Thezebra surged to 15.48% at month’s end. Overall, dynamic shifts marked the month.

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
    Annual Credit Report https://www.checkfreescore.com › annual › credit-report

    From All 3 Bureaus — Get Your Full 3 Bureau Credit Report & Scores Plus Much More. 24/7 Monitoring. Checking 1 Score Isn't Enough. See All 3 Credit Scores & Reports In One Place. Unlimited Access.

  2. 2
    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.

  3. 3
    Covered California - Enrollment is Open https://www.healthforcalifornia.com/covered-ca

    Health for California offers health insurance plans for CA residents. Covered CA: Discounts. Affordable Care Act (ACA) = More Savings & More Eligible People.

  4. 4
    2026 Affordable Care Act Plans - ACA Health Marketplace Plans https://www.healthmarkets.com/

    Finding The Right Insurance Plan On Your Own Can Be Confusing. Let HealthMarkets Help. Affordable Care Act Plans Should Fit Your Needs And Budget. Call A Licensed Agent Today!

  5. 5
    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. See how much you could save on auto...

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In the competitive landscape of Google PPC, five advertisers stand out with compelling narratives. CheckFreeScore.com emphasizes comprehensive credit monitoring, offering access to all three credit scores. CreditKarma.com focuses on financial progress without fees. HealthForCalifornia.com and HealthMarkets.com highlight affordable health insurance options under the ACA, while NerdWallet.com provides a quick tool for comparing car insurance savings. Each ad uniquely addresses consumer needs, from financial security to health coverage and cost savings.

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