US Finance Comparison Sites - PPC Market Share Analysis May 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	27.34
nerdwallet.com	21.69
thezebra.com	14.78
insurify.com	10.69
bankrate.com	4.13
topcashback.com	3.5
compare.com	3.42
insurance.com	1.92
befrugal.com	1.15
everquote.com	1.02
others	10.36

In the PPC landscape, Credit Karma leads with 27.34% click share, followed by NerdWallet at 21.69%. The Zebra captures 14.78%, while Insurify holds 10.69%. Others collectively account for 10.36%.

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	insurance.com	quotewizard.com	insure.com	creditkarma.com	compare-cheap-insurance-quotes.com	compare-auto-insurance-quotes.com	compare.com
2025/05/01	33.63%	26.82%	16.36%	5.93%	1.22%	0.71%	1.24%	0.06%	0.97%	7.24%
2025/05/02	26.23%	25.84%	19.83%	6.72%	1.21%	0.57%	2.25%	0.31%	2.29%	4.95%
2025/05/03	26.84%	26.84%	19.4%	7.19%	0.21%	0.4%	1.35%	0.05%	1.1%	5.34%
2025/05/04	26.11%	28.39%	18.74%	7.18%	0.72%	0.55%	1.05%	0.44%	1.02%	3.4%
2025/05/05	28.61%	30.6%	16.13%	8.25%	0.46%	0.38%	1.22%	0.17%	1.6%	3.24%
2025/05/06	20.98%	28.26%	16.16%	10.15%	0.58%	1.21%	1.63%	0.19%	1.52%	8.95%
2025/05/07	26.21%	27.23%	14.52%	13.17%	0.76%	0.59%	1.08%	0.81%	0.6%	7.64%
2025/05/08	26.95%	27.18%	13.98%	9.44%	0.29%	0.37%	2.39%	0.95%	0.23%	7.39%
2025/05/09	19.37%	26.69%	21.52%	8.77%	0.46%	0.4%	2.18%	0.2%	1.54%	8.85%
2025/05/10	23.91%	30.66%	15.97%	14.02%	0.19%	0.47%	0.94%	0.27%	0.83%	5.31%
2025/05/11	22.02%	23.65%	22.3%	6.19%	0.73%	0.65%	2.39%	0.53%	0.8%	11.49%
2025/05/12	23.08%	25.53%	22.42%	2.9%	0.94%	0.89%	1.47%	0.41%	1.21%	12.2%
2025/05/13	21.72%	30.26%	18.96%	5.43%	1.11%	0.35%	0.97%	0.79%	1.66%	9.52%
2025/05/14	24.22%	28.26%	17.81%	4.22%	0.58%	0.55%	1.62%	1.05%	1.19%	10.88%
2025/05/15	25.39%	29.85%	17.62%	0%	0.87%	0.72%	0.95%	0.07%	2.73%	13.33%
2025/05/16	25.66%	27.5%	21.13%	0%	0.59%	1.7%	0.82%	1.19%	1.51%	11.25%
2025/05/17	25.09%	30.73%	23.35%	0%	0.34%	0.27%	1.08%	0.48%	1.01%	9.14%
2025/05/18	25.54%	29.51%	18.86%	0%	1.55%	2.02%	0.83%	0.09%	2.41%	11.15%
2025/05/19	25.58%	25.63%	20.7%	0.76%	2.98%	2.76%	0.84%	0.41%	1.28%	10.71%
2025/05/20	30.8%	26.18%	19.21%	0%	1%	0.37%	1.42%	1.43%	0.99%	11.23%
2025/05/21	22.66%	32.17%	17.76%	0%	0.63%	1.12%	0.82%	1.12%	2.12%	10.66%
2025/05/22	26.77%	28.81%	17%	0%	1.19%	0.95%	1.74%	2.47%	1.77%	11.47%
2025/05/23	24.35%	26.26%	18.81%	0%	1.02%	3.71%	1.27%	3.95%	1.47%	7.38%
2025/05/24	27.82%	29.74%	20.49%	0%	0.86%	0.52%	1.09%	2.16%	2.12%	4.9%
2025/05/25	27.6%	28.22%	22.66%	0%	0.67%	1.73%	1.18%	0.6%	1.86%	7.36%
2025/05/26	24.06%	28.56%	22.61%	0%	1.09%	0.39%	1.7%	0.99%	2.6%	7%
2025/05/27	23.07%	25.56%	25.75%	0%	2.09%	1.81%	2.04%	1.32%	0.4%	7.6%
2025/05/28	22.35%	29.17%	20.93%	2.95%	1.92%	2.12%	1.14%	2.49%	2.58%	5.61%
2025/05/29	19.87%	20.19%	21.98%	3.18%	0.91%	3.6%	4.15%	6.46%	1.27%	5.97%
2025/05/30	25.56%	31.51%	13.24%	4.98%	2.66%	0.59%	2.03%	5.22%	4.06%	0.93%
2025/05/31	27.61%	25.31%	13.56%	6.08%	5.78%	4.28%	2.46%	1.98%	1.61%	0.49%

In May 2025, The Zebra’s PPC spend share fluctuated, peaking at 33.63% on May 1st, then stabilizing around 25%. NerdWallet maintained a steady presence, with a notable peak of 32.17% on May 21st. Insurify’s share was more volatile, with a high of 25.75% on May 27th. Insurance.com experienced a significant drop mid-month, reaching 0% on several days. QuoteWizard and Insure.com had minimal shares, while CreditKarma and Compare.com showed consistent, albeit low, activity. The month concluded with The Zebra leading, followed by NerdWallet.

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
2025/05/01	175
2025/05/02	181
2025/05/03	178
2025/05/04	191
2025/05/05	191
2025/05/06	191
2025/05/07	179
2025/05/08	181
2025/05/09	179
2025/05/10	176
2025/05/11	183
2025/05/12	185
2025/05/13	188
2025/05/14	189
2025/05/15	183
2025/05/16	192
2025/05/17	181
2025/05/18	185
2025/05/19	190
2025/05/20	195
2025/05/21	184
2025/05/22	190
2025/05/23	192
2025/05/24	182
2025/05/25	184
2025/05/26	185
2025/05/27	181
2025/05/28	176
2025/05/29	176
2025/05/30	177
2025/05/31	173

May began with 175 distinct advertisers, peaking at 195 mid-month. Fluctuations followed, ending at 173.

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
creditkarma.com	2.25%
bankrate.com	0.86%
insure.com	0.57%
compare-cheap-insurance-quotes.com	0.51%
quotewizard.com	0.43%
compare.com	-0.54%
nerdwallet.com	-0.67%
missingmoney.com	-0.86%
topcashback.com	-0.9%
insurance.com	-2.49%

Creditkarma.com surged with a 2.25% click share increase, while insurance.com faced a 2.49% decline.

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	insurance.com	insure.com	bankrate.com	forbes.com	compare-auto-insurance-quotes.com	compare.com
2025/05/01	23.89%	22.06%	8.8%	10.92%	5.29%	1.9%	2%	0.47%	1.05%	5.97%
2025/05/02	21.7%	17.87%	11.37%	13.25%	7.01%	0.61%	1.4%	1.01%	2.5%	4.31%
2025/05/03	20.73%	16.18%	12.46%	12.1%	6.68%	0.45%	1.99%	0.85%	1.29%	4.27%
2025/05/04	22.78%	16.1%	11.34%	11.75%	7.03%	0.62%	1.82%	0.6%	0.8%	3.62%
2025/05/05	24.81%	19.26%	10.18%	11.67%	8.19%	0.47%	1.36%	1.38%	1.58%	2.72%
2025/05/06	22.86%	14.48%	8.65%	11.51%	9.89%	1.46%	1.38%	1.17%	1.67%	7.89%
2025/05/07	22.53%	17.65%	9.78%	9.91%	12.68%	0.57%	1.63%	0.92%	0.72%	6.19%
2025/05/08	22.34%	17.39%	9.85%	9.6%	9.54%	0.3%	1.78%	1.71%	0.3%	6.66%
2025/05/09	22.96%	12.35%	11.08%	14.29%	8.71%	0.45%	1.59%	1.47%	1.38%	6.6%
2025/05/10	25.44%	16.54%	9.21%	11.47%	14.45%	0.8%	1.25%	1.36%	0.86%	4.53%
2025/05/11	20.2%	14.17%	12.84%	14.29%	5.91%	0.8%	2.05%	1.78%	0.7%	8.96%
2025/05/12	22.01%	15.13%	9.89%	16.21%	3.15%	0.96%	1.95%	0.98%	1.13%	9.44%
2025/05/13	24.23%	14.21%	9.77%	12.7%	5.24%	0.52%	1.83%	2.32%	1.8%	7.26%
2025/05/14	22.99%	15.93%	11.04%	12.12%	4.57%	0.47%	1.76%	1.13%	1.06%	7.64%
2025/05/15	24.62%	16.63%	10.38%	12.97%	0%	0.8%	1.88%	1.76%	2.46%	10.19%
2025/05/16	23.04%	17.6%	10.41%	15.05%	0%	1.52%	1.71%	1.82%	1.67%	8.92%
2025/05/17	25.05%	16.51%	11.39%	14.93%	0%	0.32%	2.09%	2.49%	0.91%	7.73%
2025/05/18	24.32%	17.12%	9.76%	13.55%	0%	2.81%	1.82%	1.85%	2.5%	8.67%
2025/05/19	21.8%	18.06%	8.14%	15.67%	0.76%	3.15%	1.75%	1.72%	1.4%	9.13%
2025/05/20	23.31%	21.52%	9.17%	13.71%	0%	0.4%	1.92%	2.68%	1.06%	10.25%
2025/05/21	26.46%	15.27%	9.59%	11.38%	0%	1.08%	1.91%	2.42%	1.99%	9.18%
2025/05/22	23.07%	17.14%	10.72%	11.65%	0%	0.94%	2.19%	1.69%	1.9%	9.62%
2025/05/23	20.85%	13.77%	11.09%	12.11%	0%	4.58%	2.1%	2.78%	1.4%	6.08%
2025/05/24	24.06%	17.72%	11.67%	13.32%	0%	0.76%	2.16%	3.15%	2.16%	4.61%
2025/05/25	25.07%	17.44%	9.9%	15.93%	0%	2.27%	2.24%	2.42%	2.05%	6.23%
2025/05/26	23.36%	13.58%	14.71%	14.11%	0%	0.55%	2.85%	1.32%	2.6%	5.27%
2025/05/27	20.75%	14.67%	12.65%	16.92%	0%	1.76%	2.47%	1.86%	0.5%	6.3%
2025/05/28	24.65%	14.88%	12.29%	13.64%	2.92%	2.1%	2.1%	3.43%	2.42%	5.58%
2025/05/29	16.39%	11.73%	13.98%	13.1%	2.62%	4.17%	2.01%	3.34%	1.06%	4.32%
2025/05/30	24.38%	15.38%	13.8%	8.36%	4.85%	1.99%	2.38%	1.36%	3.91%	0.62%
2025/05/31	21.08%	18.25%	11.17%	8.73%	6.08%	4.71%	2.46%	1.64%	1.57%	0.56%

Nerdwallet.com led May with fluctuating impressions, peaking at 26.46% on the 21st. Thezebra.com saw a dip, while creditkarma.com and insurify.com showed steady growth. Insurance.com struggled, ending with a slight rise.

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...
2
Annual Credit Report https://www.freescoreonline.com
Credit Report All 3 Bureaus — Check Your Annual Credit Report & Get All 3 Credit Scores. $1 Million ID Theft Insurance. Take out the guesswork with credit. Pinpoint what's most affecting your scores.
3
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!
4
Side-By-Side Comparisons - Compare Rates in 2 Minutes https://www.nerdwallet.com › insurance › car
Hey Residents: You'll Be Surprised At The Great Insurance Options Offered In 2025. Don't Overpay On Car Insurance. Unlock Your Best Deal Today. Cheaper Insurance Starts Here.
5
Compare Rates Side-by-Side https://www.thezebra.com › compare › quotes
Choose From 100+ Carriers — The Zebra® Calculator Makes Car Insurance Shopping Simple & Inexpensive! Compare Rates Now

In the competitive world of Google PPC, Credit Karma and FreeScoreOnline dominate with compelling offers of free credit insights and comprehensive credit reports. Meanwhile, Insurance.com, NerdWallet, and The Zebra captivate with promises of quick, side-by-side car insurance comparisons, emphasizing simplicity and savings.

Frequently Asked Questions

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

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

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

The US Finance Comparison Sites 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.
Can I get a custom report for my brand?

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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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Share of Clicks for top 10 US Finance Comparison Sites brands

Share of Spend for the top 10 US Finance Comparison Sites brands

Competitor Count for US Finance Comparison Sites

Market Loss & Market Gains for US Finance Comparison Sites

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 May 2025 Report useful and how should I use it?

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

How often is the data updated?

How does Adthena collect this data?

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

Does this include mobile, desktop and Google Shopping data?

Who is this US Finance Comparison Sites 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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