US Finance Comparison Sites - PPC Market Share Analysis April 2025

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.

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
Domain	Share of clicks
creditkarma.com	33.51
nerdwallet.com	21.8
thezebra.com	9.39
insurify.com	7.02
topcashback.com	6.53
bankrate.com	5.26
insurance.com	2.7
befrugal.com	1.3
everquote.com	1.16
compare.com	0.96
others	10.37

In the PPC landscape, Credit Karma dominates with 33.51% click share, followed by NerdWallet at 21.8%. Others collectively hold 10.37%, highlighting 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
Date	thezebra.com	nerdwallet.com	insurify.com	compare.com	insurance.com	creditkarma.com	compare-auto-insurance-quotes.com	everquote.com	quotewizard.com	forbes.com
2025/04/01	18.38%	25.33%	18.08%	3.15%	8.46%	3.28%	4.41%	0.86%	1.74%	0.47%
2025/04/02	18.83%	33.6%	13.46%	3.82%	6.31%	3.25%	2.69%	2.04%	0.88%	0.5%
2025/04/03	22.66%	28.86%	19.23%	2.69%	3.85%	4.92%	2.14%	1.02%	0.87%	0.47%
2025/04/04	19.4%	25.46%	15.7%	5.47%	12.18%	3.18%	2.57%	0.94%	1.48%	0.5%
2025/04/05	20.91%	25.79%	18.3%	3.54%	12.52%	2.82%	4.05%	0.97%	0.42%	0.5%
2025/04/06	21.91%	30%	14.41%	2.89%	11.92%	2.8%	2.85%	1.28%	0.97%	0.83%
2025/04/07	19.73%	29.54%	15.46%	4.02%	7.8%	3.97%	1.82%	1.04%	1.04%	0.55%
2025/04/08	22.9%	27.02%	13.88%	2.68%	8.52%	3%	4.1%	0.9%	1.78%	0.86%
2025/04/09	18.22%	27.07%	22.03%	1.04%	7.78%	3.39%	3.32%	1.19%	0.74%	0.46%
2025/04/10	21.11%	26.61%	16.92%	3.73%	8.12%	3.76%	4.95%	1%	0.83%	0.58%
2025/04/11	21.34%	29.88%	17.7%	3.14%	6.76%	3.35%	2.78%	1.08%	0.52%	0.67%
2025/04/12	18.41%	27.58%	18.48%	4.38%	9.41%	4.13%	3.59%	1.42%	0.58%	0.62%
2025/04/13	19.86%	27.84%	18.81%	7.14%	7.65%	3.95%	2.79%	0.8%	1.09%	0.36%
2025/04/14	20.99%	28.36%	17.85%	4.89%	9.52%	3.23%	1.17%	0.99%	0.97%	1.14%
2025/04/15	20.8%	28.23%	18.25%	2.46%	10.95%	2.84%	0.88%	1.15%	1.24%	1.67%
2025/04/16	23.73%	28.46%	15.91%	2.08%	10.45%	3.16%	0.88%	0.83%	0.35%	2.26%
2025/04/17	14.05%	31.08%	15.63%	1.53%	5.82%	3.39%	0.48%	0.53%	0.14%	5.37%
2025/04/18	21%	24.62%	14.85%	1.17%	12.16%	2.58%	0.78%	0.88%	1.7%	3.61%
2025/04/19	22.22%	22.5%	17.65%	2.51%	10%	3.75%	0.76%	0.85%	1.69%	3.12%
2025/04/20	24.47%	25.35%	18.51%	1.95%	9.83%	3.51%	0.32%	0.92%	1.56%	2.92%
2025/04/21	22.42%	30.25%	15.93%	1.52%	10.5%	3.22%	0.57%	0.77%	2.38%	1.73%
2025/04/22	25.67%	29.27%	16.73%	0.17%	7.79%	4.04%	2.31%	1.2%	1.21%	0.83%
2025/04/23	23.38%	26.19%	18.82%	2.35%	10.29%	3.94%	1.74%	1.08%	0.89%	1.55%
2025/04/24	23.74%	27.18%	17.58%	2.78%	12.72%	3.34%	0.48%	1.18%	0.33%	1.37%
2025/04/25	19.35%	27.8%	18.8%	2.4%	8.88%	4.42%	0.19%	1.77%	1.02%	2.5%
2025/04/26	23.77%	24.4%	20.53%	1.56%	9.54%	4.39%	1.54%	0.94%	0.65%	3.4%
2025/04/27	23.63%	25.57%	20.46%	3.39%	6.39%	5.04%	1.56%	0.76%	2.62%	2.01%
2025/04/28	31.42%	25.14%	19.52%	3.82%	4.88%	2.53%	2.28%	1.03%	1.57%	0.59%
2025/04/29	28.63%	27.21%	16.59%	3.38%	9.7%	2.18%	0.18%	0.94%	1.36%	0.3%
2025/04/30	29.12%	27.52%	20.11%	6.47%	5.12%	2.16%	0.73%	0.72%	0.41%	0.19%

In April 2025, thezebra.com saw a significant rise in spend share, peaking at 31.42% on April 28. Meanwhile, nerdwallet.com maintained a strong presence, fluctuating but ending at 27.52%. Insurify.com experienced a steady climb, closing at 20.11%. Compare.com and insurance.com had varied performances, with compare.com ending at 6.47% and insurance.com at 5.12%. Creditkarma.com and compare-auto-insurance-quotes.com showed modest activity, finishing at 2.16% and 0.73%, respectively. Everquote.com and quotewizard.com had minimal fluctuations, ending at 0.72% and 0.41%. Forbes.com had a notable mid-month peak but concluded at 0.19%.

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
Date	Competitor Count
2025/04/01	201
2025/04/02	202
2025/04/03	196
2025/04/04	195
2025/04/05	208
2025/04/06	200
2025/04/07	194
2025/04/08	184
2025/04/09	186
2025/04/10	193
2025/04/11	172
2025/04/12	182
2025/04/13	178
2025/04/14	167
2025/04/15	169
2025/04/16	166
2025/04/17	148
2025/04/18	190
2025/04/19	192
2025/04/20	181
2025/04/21	189
2025/04/22	185
2025/04/23	194
2025/04/24	188
2025/04/25	184
2025/04/26	192
2025/04/27	189
2025/04/28	187
2025/04/29	205
2025/04/30	174

April began with 201 advertisers, peaking at 208 on April 5. A decline followed, reaching a low of 148 on April 17. The month concluded with 174 advertisers.

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
Name	Market Trend
thezebra.com	2.18%
insurify.com	1.88%
forbes.com	0.45%
bankrate.com	0.39%
insurance.com	0.23%
compareaccounts.com	-0.14%
transunion.com	-0.3%
compare-auto-insurance-quotes.com	-0.41%
topcashback.com	-0.43%
creditkarma.com	-4.74%

Thezebra.com and insurify.com surged in click share, gaining 2.18 and 1.88, respectively. Meanwhile, creditkarma.com faced a significant drop of 4.74.

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	insurify.com	creditkarma.com	compare.com	insurance.com	bankrate.com	comparecredit.com	topcashback.com	forbes.com
2025/04/01	16.69%	9.18%	7.2%	17.24%	2.17%	4.77%	2.3%	2.97%	2.62%	1.71%
2025/04/02	23.08%	9.75%	5.38%	18.26%	3.5%	4.22%	2.14%	2.08%	3.35%	0.95%
2025/04/03	21.71%	9.69%	8.22%	24.06%	1.91%	2.21%	3.46%	2.89%	2.23%	2.56%
2025/04/04	16.76%	10.04%	8%	17.08%	3.32%	7.92%	1.73%	3.1%	2.07%	1.87%
2025/04/05	18.55%	12.33%	9.15%	16.4%	3.12%	8.89%	1.01%	1.9%	1.55%	1.07%
2025/04/06	21.81%	13.52%	8.21%	15.42%	2.02%	8.31%	2.62%	0.6%	2.22%	1.62%
2025/04/07	20.68%	10.38%	6.43%	20.41%	2.54%	5.01%	2.45%	2.25%	3.19%	0.78%
2025/04/08	20%	15.61%	8.06%	15.18%	2.14%	6.45%	2.08%	1.27%	2.06%	1.46%
2025/04/09	20.07%	10.8%	8.92%	18.33%	0.87%	4.77%	2.02%	2.89%	2.66%	1.72%
2025/04/10	20.01%	12.66%	10.74%	15.53%	2.57%	6.26%	2.06%	2.78%	2.6%	1.21%
2025/04/11	20.61%	11.23%	7.65%	14.54%	2.03%	3.91%	3.42%	4.23%	4.38%	2.93%
2025/04/12	20.26%	11.06%	8.2%	18.26%	2.94%	6.49%	2.06%	1.82%	3.61%	1.58%
2025/04/13	19.61%	11.47%	9.44%	21.38%	4.54%	5.72%	2.83%	2.59%	2.81%	1.12%
2025/04/14	19.97%	13.14%	9.46%	18.1%	3.45%	6.38%	1.92%	3.46%	2.45%	3.05%
2025/04/15	19.38%	12.85%	9.26%	16.91%	1.64%	6.95%	2.35%	2.31%	2.57%	2.81%
2025/04/16	20.81%	15.06%	8.71%	17.02%	1.47%	7.46%	2.59%	0.79%	2.23%	2.91%
2025/04/17	22.48%	7.83%	6.19%	17.89%	0.68%	3.94%	1.83%	2.85%	3.91%	3.3%
2025/04/18	19.69%	12.21%	8.27%	12.67%	0.95%	8.82%	2.43%	0.94%	2.04%	3.97%
2025/04/19	19.01%	12.38%	10.66%	13.55%	2.04%	7.17%	1.91%	1.85%	1.63%	3.65%
2025/04/20	19.39%	12.33%	7.83%	19.68%	1.25%	6.19%	2.78%	2.52%	2.47%	3.71%
2025/04/21	23.31%	12.85%	8.85%	14.24%	1.08%	7.2%	1.89%	1.12%	2.25%	2.42%
2025/04/22	21.13%	13.03%	8.42%	17.91%	0.17%	5.12%	2.51%	1.79%	2.48%	1.24%
2025/04/23	20.3%	13.91%	11.22%	16.38%	1.87%	7.89%	2.56%	1.84%	2.35%	2.18%
2025/04/24	19.43%	13.3%	9.42%	16.15%	2.62%	8.87%	2.42%	2.66%	1.88%	2.86%
2025/04/25	18.19%	9.36%	7.38%	21.85%	2.19%	4.82%	3.65%	4.92%	3.12%	4.23%
2025/04/26	19%	14.49%	12.63%	14.57%	1.22%	7.34%	1.77%	1.97%	1.8%	4.42%
2025/04/27	20.8%	14.03%	11.15%	16.96%	2.57%	4.58%	2.29%	1.83%	2.43%	3.21%
2025/04/28	19.96%	17.55%	11.05%	15.19%	3.95%	3.87%	2.31%	1.25%	2.46%	2.62%
2025/04/29	21.87%	17.5%	8.75%	12.64%	3.31%	7.79%	2.28%	0.93%	2.13%	0.53%
2025/04/30	22.22%	19.06%	12.45%	11.49%	5.1%	4.27%	2.07%	2.07%	1.59%	0.29%

Nerdwallet.com led April with fluctuating impressions, peaking at 23.31%. Thezebra.com surged late, ending at 19.06%. Insurify.com and creditkarma.com showed varied trends, while compare.com and insurance.com had modest gains. Bankrate.com and others remained stable.

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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1
Credit Scores for Free | Free Credit Check Today https://www.creditkarma.com
Building strong credit profiles is now easier and free thanks to Credit Karma's insights. Navigate spending with Credit Karma's financial compass and tools.
2
Shop Multiple Insurers at Once https://car.insurance.com
Compare Car Insurance Rates — Find Average 2025 Insurance Rates by Car Make and Model. Get Multiple Quotes Online Fast!
3
Insurify® - Official Site https://www.insurify.com
We Saved Your Quotes. Prices May Change Tomorrow. Act Now And Don't Let Your Quotes Expire
4
NerdWallet https://www.nerdwallet.com
NerdWallet Official Site — We've Done The Research. See Our Top Picks for Credit Cards, Insurance, Loans and more.
5
Compare Quotes Without Spam - Compare Rates Side-by-Side https://www.thezebra.com › shop › car-insurance
We Work With All Of The Great Insurance Providers. Start Comparing Rates in Just Minutes!

In the competitive world of finance and comparison sites, top-performing PPC ads reveal a narrative of empowerment and convenience. Credit Karma leads with a promise of free credit insights, acting as a financial compass. Insurance.com and The Zebra emphasize ease, offering quick, side-by-side insurance comparisons. Insurify urges immediacy, while NerdWallet showcases comprehensive research for informed decisions. These ads collectively highlight a theme of accessibility and informed financial choices.

Frequently Asked Questions

Why is the US Finance Comparison Sites April 2025 Report useful and how should I use it?

Why is the US Finance Comparison Sites 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 US Finance Comparison Sites 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 US Finance Comparison Sites 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 US Finance Comparison Sites April 2025 Report?

The US Finance Comparison Sites 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.

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Does this include mobile, desktop and Google Shopping data?

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

The US Finance Comparison Sites 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.

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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.

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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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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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US Finance Comparison Sites Share of Impressions

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

Frequently Asked Questions

Why is the US Finance Comparison Sites April 2025 Report useful and how should I use it?

Why is the US Finance Comparison Sites April 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the US Finance Comparison Sites April 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this US Finance Comparison Sites 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

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