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US Finance Comparison Sites - PPC Market Share Analysis May 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 26.5996803599
73.4003196401
26%

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 51
49
51%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 54%
Transactional 24%
Navigational 2%
Seasonal 0%
Local 0%
Problem Solving 4%

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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 24.75
nerdwallet.com 24.5
inboxdollars.com 12.62
insurify.com 8.53
bankrate.com 4.87
thezebra.com 4.46
topcashback.com 2.8
compare.com 2.66
freescoreonline.com 2.38
equifax.com 1.14
others 11.29
  • creditkarma.com - 24.75%
  • nerdwallet.com - 24.5%
  • inboxdollars.com - 12.62%
  • insurify.com - 8.53%
  • bankrate.com - 4.87%
  • thezebra.com - 4.46%
  • topcashback.com - 2.8%
  • compare.com - 2.66%
  • freescoreonline.com - 2.38%
  • equifax.com - 1.14%
  • others - 11.29%

Copyright © Adthena. All rights reserved.

NerdWallet and Credit Karma dominate with 24.5% and 24.75% click shares, respectively. Others collectively hold 11.29%, 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
Share of Spend - Last Month
Date nerdwallet.com insurify.com thezebra.com compare.com creditkarma.com forbes.com freescoreonline.com bankrate.com everquote.com insure.com
2026/05/01 27.23% 22.64% 14.74% 6.14% 4.01% 1.81% 1.8% 1.7% 1.35% 2.93%
2026/05/02 25.28% 21.22% 17.42% 7.86% 4.09% 2.07% 1.4% 1.76% 1.01% 4.99%
2026/05/03 23.55% 23.96% 18.88% 9.13% 3.82% 1.1% 1.73% 1.73% 0.64% 3.33%
2026/05/04 22.94% 23.93% 16.99% 8.28% 4.56% 1.24% 1.97% 1.61% 0.95% 4.01%
2026/05/05 22.78% 28.38% 13.22% 8.72% 3.92% 1.68% 2.14% 1.44% 1.48% 0.76%
2026/05/06 22.79% 22.89% 13.75% 10.22% 3.73% 2.82% 1.18% 1.59% 1.56% 1.42%
2026/05/07 23.81% 27.09% 11.82% 5.76% 4.79% 2.26% 2.04% 1.46% 1.17% 2.5%
2026/05/08 24.96% 25.25% 11.6% 10.44% 3.82% 2.58% 1.98% 1.49% 0.83% 1.77%
2026/05/09 22.38% 27.02% 14.77% 8.93% 4.72% 2.11% 2.39% 1.63% 0.97% 0.52%
2026/05/10 22.47% 26.19% 13.16% 11.22% 4.61% 1.42% 1.85% 1.39% 1.36% 0.61%
2026/05/11 23.92% 25.84% 11.87% 10.4% 4.65% 2.87% 2.4% 1.35% 1.37% 2.04%
2026/05/12 24.16% 27.75% 10.99% 9.59% 4.57% 2.25% 2.34% 1.38% 1.6% 1.62%
2026/05/13 24.29% 28.03% 12.05% 9.23% 4.47% 1.96% 2.64% 1.39% 1.6% 1.05%
2026/05/14 22.27% 28.35% 11.24% 11.89% 4.28% 1.76% 1.8% 1.24% 1.39% 1.24%
2026/05/15 24.87% 25.15% 11.55% 10.4% 3.81% 2.57% 1.97% 1.49% 0.83% 1.76%
2026/05/16 22.13% 24.37% 11.21% 12.82% 5.12% 3.89% 2.37% 1.25% 1.05% 1.76%
2026/05/17 22.49% 23.06% 10.8% 12.81% 5.61% 4.63% 2.05% 1.3% 1.08% 1.71%
2026/05/18 25.41% 21.03% 11.51% 7.22% 5.43% 3.32% 3.15% 1.53% 1.03% 3.72%
2026/05/19 23.23% 23.27% 10.8% 9.42% 5.19% 2.65% 2.63% 1.43% 1.63% 1.84%
2026/05/20 23.24% 25.49% 12.98% 9.9% 4.87% 1.99% 2.67% 1.95% 1.57% 1.58%
2026/05/21 24.3% 23.46% 12.51% 8.56% 5.01% 2.64% 2.38% 1.17% 1.24% 3.56%
2026/05/22 23.85% 26.8% 13.64% 8.58% 4.41% 3.61% 2.18% 0.94% 1.69% 2.18%
2026/05/23 23.46% 24.41% 12.75% 10.94% 4.9% 3.58% 2.17% 1.04% 1.55% 0.59%
2026/05/24 26.81% 26.12% 11.83% 8.83% 5.17% 3.01% 1.93% 1.14% 1.41% 0.71%
2026/05/25 25.3% 22.82% 13.08% 10.62% 5.01% 3.25% 2.07% 1.25% 1.16% 2.12%
2026/05/26 25.69% 26.78% 13.81% 6.57% 4.69% 3.86% 2.24% 1.29% 1.38% 1.08%
2026/05/27 24.94% 27.57% 12.05% 8.34% 4.1% 3.19% 2.14% 1.18% 1.02% 0.5%
2026/05/28 25.31% 30.41% 8.88% 7.53% 5.11% 4.12% 2.37% 1.4% 1.24% 1.34%
2026/05/29 27.1% 26.26% 8.94% 6.89% 4.95% 5.88% 2.24% 1.61% 1.03% 1.78%
2026/05/30 27.38% 25.09% 10.53% 7.03% 5.63% 5.57% 2.49% 1.56% 1.38% 0.53%
2026/05/31 23.67% 22.98% 17.83% 7.55% 5.64% 4.05% 2.38% 1.43% 0.89% 0.28%
  • nerdwallet.com
  • insurify.com
  • thezebra.com
  • compare.com
  • creditkarma.com
  • forbes.com
  • freescoreonline.com
  • bankrate.com
  • everquote.com
  • insure.com

Copyright © Adthena. All rights reserved.

Nerdwallet’s spend share fluctuated, peaking at 27.38% on May 30. Insurify saw a high of 30.41% on May 28. The Zebra’s share dipped, ending at 17.83%. Compare.com and Creditkarma showed steady trends, while Forbes and Freescoreonline had minor variations. Bankrate and Everquote remained stable, with Insure.com experiencing significant volatility.

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
2026/05/01 164
2026/05/02 161
2026/05/03 161
2026/05/04 171
2026/05/05 169
2026/05/06 167
2026/05/07 168
2026/05/08 167
2026/05/09 162
2026/05/10 164
2026/05/11 171
2026/05/12 163
2026/05/13 150
2026/05/14 165
2026/05/15 167
2026/05/16 153
2026/05/17 162
2026/05/18 155
2026/05/19 154
2026/05/20 163
2026/05/21 160
2026/05/22 160
2026/05/23 163
2026/05/24 166
2026/05/25 194
2026/05/26 195
2026/05/27 188
2026/05/28 183
2026/05/29 183
2026/05/30 172
2026/05/31 181

Copyright © Adthena. All rights reserved.

May began with 164 advertisers, fluctuating mid-month, then surged to 195 on May 26. The month concluded with 181 advertisers, reflecting a dynamic landscape.

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
freescoreonline.com 0.49%
creditkarma.com 0.48%
insurify.com 0.46%
forbes.com 0.35%
thezebra.com 0.34%
compare.com -0.19%
equifax.com -0.26%
bankrate.com -0.31%
inboxdollars.com -0.49%
nerdwallet.com -1%

Copyright © Adthena. All rights reserved.

Nerdwallet.com saw a significant drop of 1.00 in click share, while freescoreonline.com experienced a notable increase of 0.49.

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 freescoreonline.com thezebra.com inboxdollars.com compare.com forbes.com bankrate.com equifax.com
2026/05/01 17.22% 19.41% 7.54% 5.18% 4.87% 5.99% 2.99% 2.53% 2.98% 0.79%
2026/05/02 20.16% 17.86% 8.33% 3.49% 5.36% 4.5% 4.76% 2.58% 4% 0.61%
2026/05/03 18.56% 17.41% 9.59% 5.29% 7.77% 4.37% 5.1% 2.24% 5.51% 0.8%
2026/05/04 18.54% 17.07% 8.54% 5.2% 5.82% 4.13% 4.27% 3.49% 2.83% 1.5%
2026/05/05 17.71% 16.32% 10.06% 6.31% 4.73% 3.9% 4.4% 3.87% 3.09% 2.81%
2026/05/06 15.23% 16.09% 7.84% 3.57% 4.32% 3.6% 5.7% 5.17% 3.16% 1.12%
2026/05/07 19.33% 15.31% 7.53% 5.45% 3.83% 4.54% 2.19% 5.22% 2.28% 2.1%
2026/05/08 17.31% 17.62% 8.52% 5.48% 3.69% 4.51% 3.92% 3.58% 3.72% 2.34%
2026/05/09 16.79% 15% 9.58% 6.25% 4.97% 3.87% 4.66% 3.63% 3.04% 4.99%
2026/05/10 17.27% 14.85% 8.88% 5.64% 4.16% 4.47% 5.24% 1.7% 2.41% 3.18%
2026/05/11 18.27% 15.86% 9.44% 7.12% 4.14% 3.79% 3.87% 2.24% 2.81% 3.04%
2026/05/12 16.94% 14.58% 9.83% 6.5% 4.07% 3.46% 3.82% 4.43% 2.75% 2.15%
2026/05/13 17.9% 15.12% 10.06% 7.98% 4.1% 6.2% 4.22% 2.83% 2.46% 2.33%
2026/05/14 16.43% 16.31% 10.24% 5.15% 4.25% 3.93% 6.04% 3.18% 2.62% 0.88%
2026/05/15 17.31% 17.62% 8.52% 5.48% 3.68% 4.51% 3.92% 3.58% 3.72% 2.34%
2026/05/16 19.4% 15.66% 10.31% 7.39% 4.23% 3.96% 6.32% 4.11% 2.76% 1.19%
2026/05/17 18.96% 14.89% 8.44% 5.6% 3.23% 3.41% 5.39% 4.43% 2.73% 3.58%
2026/05/18 18.73% 15.59% 7.17% 8.44% 3.87% 5.06% 3.2% 5.1% 2.54% 3.59%
2026/05/19 19.64% 14.99% 8% 7.34% 3.71% 4.47% 4.5% 4.51% 2.42% 2.47%
2026/05/20 19.08% 14.38% 9.1% 6.87% 5.06% 4.72% 4.45% 2.64% 5.22% 2.59%
2026/05/21 19.72% 15.75% 9.01% 7.19% 3.9% 2.96% 3.85% 3.8% 2.95% 2.35%
2026/05/22 18.88% 17.07% 11.58% 6.45% 5.71% 4.2% 4.66% 3.97% 1.82% 1.28%
2026/05/23 18.54% 14.46% 10.41% 6.47% 4.32% 5.06% 5.36% 2.57% 2.55% 1.91%
2026/05/24 19.68% 17.29% 10.55% 4.87% 4.82% 1.75% 5.25% 4.29% 3.28% 1.49%
2026/05/25 18.88% 16.62% 8.89% 6.47% 4.5% 0.7% 5.77% 6.05% 3.67% 0.9%
2026/05/26 18.57% 16.89% 10.5% 7.43% 4.43% 4.16% 3.02% 4.76% 4% 1.53%
2026/05/27 15.72% 15.98% 11.24% 6.56% 4.68% 4.28% 3.81% 2.93% 2.62% 1.64%
2026/05/28 17.65% 15.01% 10.77% 6.84% 2.86% 4.05% 3.66% 3.64% 3.21% 1.78%
2026/05/29 16.99% 16.42% 8.92% 6.3% 3.16% 4.51% 4.38% 6.55% 3.57% 0.46%
2026/05/30 20.1% 17.77% 8.95% 6.72% 3.89% 3.48% 3.53% 6.62% 3.48% 1.53%
2026/05/31 19.62% 15.31% 9.22% 6.98% 6.61% 4.24% 3.66% 3.47% 2.82% 1.61%
  • creditkarma.com
  • nerdwallet.com
  • insurify.com
  • freescoreonline.com
  • thezebra.com
  • inboxdollars.com
  • compare.com
  • forbes.com
  • bankrate.com
  • equifax.com

Copyright © Adthena. All rights reserved.

In May 2026, CreditKarma led with fluctuating impressions, peaking at 20.16%. NerdWallet’s share dipped, while Insurify saw a steady rise, ending at 9.22%. FreeScoreOnline and TheZebra experienced volatility, closing at 6.98% and 6.61%, respectively.

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
    Value My Car - See My Car’s Worth https://www.capitalone.com

    Know your car’s estimated value instantly. Let us show you what it’s worth. What’s in your garage? Get to know your car’s worth better with our new feature.

  2. 2
    How to Get Your Free Annual Credit Report https://www.credit.org

    Learn how to obtain your free annual credit report. Follow our step-by-step guide to access your report, check for errors, and maintain your financial health.

  3. 3
    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...

  4. 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. 5
    Car Insurance Comparison Tool | Compare Rates Side-by-Side https://www.thezebra.com › compare › quotes

    Use The Zebra® Calculator to Find The Most Suitable Car Insurance. Start Comparing Rates

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, five advertisers stand out with compelling narratives. Capital One entices users with instant car valuation, tapping into curiosity about personal assets. Credit.org and Credit Karma focus on financial empowerment, offering free credit insights. NerdWallet positions itself as a research authority, guiding users through financial decisions. The Zebra simplifies insurance choices with a comparison tool, emphasizing ease and savings. Each ad uniquely addresses consumer needs, from financial health to asset management.

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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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