Log in Book a Demo

US Finance Banks - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Banks 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 Banks brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

See more data
Share of Clicks - Last month
Domain Share of clicks
capitalone.com 43.18
wellsfargo.com 15.91
bankofamerica.com 8.06
navyfederal.org 5.3
pnc.com 4.71
usbank.com 3.29
td.com 2.4
citi.com 1.76
westernunion.com 1.57
nerdwallet.com 1.55
others 12.27

Copyright © Adthena. All rights reserved.

Capital One dominates with 43.18% click share, followed by Wells Fargo at 15.91%. Others collectively hold 12.27%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 US Finance Banks 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. 

See more data
Share of Spend - Last Month
Date wellsfargo.com capitalone.com sofi.com bankofamerica.com discover.com nerdwallet.com td.com citi.com pnc.com chime.com
2025/05/01 18.42% 25.94% 8.26% 5.59% 4.03% 5.14% 1.38% 3.18% 4.21% 1.82%
2025/05/02 13.27% 26.48% 7.16% 6.15% 4.97% 6.82% 1.87% 2.5% 3.17% 2.11%
2025/05/03 6.17% 31.41% 6.34% 4.96% 5.03% 8.61% 3.23% 2.86% 3.03% 2.16%
2025/05/04 19.23% 24.58% 5.19% 5.91% 4.63% 6.89% 3.05% 2.77% 3.22% 1.3%
2025/05/05 22.25% 23% 6.54% 5.51% 4.98% 5.85% 1.08% 2.54% 2.91% 1.5%
2025/05/06 29.66% 20.52% 5.49% 5.38% 3.73% 5.92% 0.79% 1.92% 3.01% 1.6%
2025/05/07 31.49% 20.6% 4.53% 4.14% 3.91% 6.14% 1.63% 2.1% 3.08% 1.58%
2025/05/08 29.72% 19.59% 5.34% 4.37% 4.2% 6.54% 1.26% 1.84% 3.42% 1.16%
2025/05/09 25.21% 23.86% 5.56% 4.55% 3.92% 6.73% 2.4% 2.06% 2.65% 1.36%
2025/05/10 26.92% 22.28% 4.76% 3.88% 3.54% 6.61% 3.1% 2.31% 3.4% 1.42%
2025/05/11 28.17% 20.44% 5.22% 3.9% 3.44% 7.08% 1.26% 2.65% 2.85% 1.15%
2025/05/12 29.81% 21.68% 4.37% 5.05% 3.89% 6.5% 1.56% 1.94% 3.31% 1.13%
2025/05/13 21.99% 22.99% 5.92% 4.68% 4.02% 6.42% 1.4% 2.26% 3.2% 1.34%
2025/05/14 26.76% 22.16% 5.79% 4.27% 4.1% 5.75% 2.2% 1.38% 2.96% 1.72%
2025/05/15 31.51% 20.59% 5.55% 4.03% 3.29% 5.67% 3.15% 1.59% 2.44% 1.22%
2025/05/16 25.25% 25.46% 3.78% 4.67% 4.04% 5.65% 2.48% 1.76% 2.39% 1.41%
2025/05/17 24.65% 24.2% 4.83% 4.62% 3.72% 4.89% 2.66% 1.88% 2.94% 1.19%
2025/05/18 24.6% 24.35% 4.81% 4.39% 0.35% 6.22% 2.43% 1.98% 2.65% 1.14%
2025/05/19 26% 24.19% 4.67% 3.5% 2.64% 5.43% 2.45% 1.84% 2.93% 1.39%
2025/05/20 32.86% 22.27% 4.03% 4.67% 3.54% 4.52% 1.17% 1.39% 3.05% 1.25%
2025/05/21 29.16% 24.69% 3.7% 5.66% 3.07% 4.97% 2.14% 1.62% 2.2% 1.2%
2025/05/22 30.36% 23.52% 4.12% 5.02% 3.72% 4.85% 0.67% 1.61% 2.78% 1.31%
2025/05/23 30.62% 22.66% 3.8% 4.9% 3.74% 4.59% 2.82% 1.41% 2.39% 1.55%
2025/05/24 23.11% 26.33% 4.16% 3.92% 3.44% 5.38% 3.79% 1.55% 2.7% 1.31%
2025/05/25 15.55% 28.77% 4.3% 4.61% 3.13% 5.48% 4.44% 2.57% 2.67% 1.44%
2025/05/26 30.67% 22.64% 4% 3.38% 3.34% 4.45% 2.09% 2.07% 2.66% 1.18%
2025/05/27 36.91% 20.47% 3.56% 4.61% 2.53% 4.36% 2.39% 1.59% 1.69% 1.12%
2025/05/28 37.88% 20.76% 2.78% 3.46% 3.06% 4.57% 1.73% 1.81% 2.39% 1.32%
2025/05/29 37.29% 21.2% 3.87% 3.48% 2.3% 4.54% 1.75% 1.88% 1.97% 1.56%
2025/05/30 37.19% 21.62% 3.41% 4.54% 2.47% 3.34% 1.16% 1.65% 2.65% 1.24%
2025/05/31 27.48% 23.61% 4.31% 4.19% 4.14% 3.81% 3.35% 2.34% 1.93% 1.4%

Copyright © Adthena. All rights reserved.

Wells Fargo’s PPC spend surged in May, peaking at 37.88% on the 28th. Capital One maintained a steady presence, while SoFi and Bank of America saw fluctuations. Discover’s share dipped mid-month, and NerdWallet’s peaked early. TD, Citi, PNC, and Chime showed varied trends, ending with Chime’s slight increase.

Market Exposure

Competitor Count for US Finance Banks

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. 

See more data
Competitor Count - Last month
Date Competitor Count
2025/05/01 595
2025/05/02 605
2025/05/03 566
2025/05/04 599
2025/05/05 585
2025/05/06 619
2025/05/07 600
2025/05/08 625
2025/05/09 590
2025/05/10 599
2025/05/11 625
2025/05/12 611
2025/05/13 637
2025/05/14 644
2025/05/15 625
2025/05/16 614
2025/05/17 609
2025/05/18 638
2025/05/19 651
2025/05/20 619
2025/05/21 612
2025/05/22 614
2025/05/23 591
2025/05/24 573
2025/05/25 593
2025/05/26 582
2025/05/27 592
2025/05/28 589
2025/05/29 577
2025/05/30 587
2025/05/31 559

Copyright © Adthena. All rights reserved.

Advertisers fluctuated in May, peaking at 651 on May 19, before declining to 559 by month’s end.

Campaign Efficiency

Market Loss & Market Gains for US Finance Banks

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

See more data
Market Loss & Market Gains - Last month
Name Market Trend
wellsfargo.com 2.36%
usbank.com 0.5%
westernunion.com 0.3%
capitalone.com 0.22%
td.com 0.15%
sofi.com -0.36%
discover.com -0.37%
nerdwallet.com -0.43%
pnc.com -0.69%
bankofamerica.com -1.24%

Copyright © Adthena. All rights reserved.

Wells Fargo surged with a 2.36% click share increase, while Bank of America faced a 1.24% decline.

Campaign Efficiency

US Finance Banks Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

See more data
Date capitalone.com wellsfargo.com sofi.com bankofamerica.com navyfederal.org td.com pnc.com nerdwallet.com usbank.com discover.com
2025/05/01 33.35% 12.32% 10.85% 4.23% 3.49% 1.05% 4.92% 2.6% 1.4% 1.92%
2025/05/02 31.49% 8.9% 9.2% 8.15% 4.04% 1.48% 3.79% 3.37% 1.62% 2.25%
2025/05/03 36.94% 3.73% 7.67% 4.4% 3.98% 2.24% 4.39% 4.19% 2.75% 2.3%
2025/05/04 29.51% 10.51% 6.99% 6.1% 3.82% 2.67% 4.18% 3.76% 2.75% 3.48%
2025/05/05 27.5% 10.98% 9.86% 7.11% 3.48% 1.08% 3.96% 2.92% 3.29% 4.97%
2025/05/06 27.77% 16.93% 8.01% 5.84% 3.16% 0.85% 4.3% 3.35% 2.54% 2%
2025/05/07 28.5% 17.94% 5.4% 4.63% 3.9% 1.8% 4.45% 3.62% 2.22% 2.2%
2025/05/08 26.38% 15.65% 8.11% 6.13% 3.58% 1.6% 4.32% 3.59% 2.02% 4.14%
2025/05/09 30.75% 14.26% 8.11% 6.14% 3.42% 1.58% 3.93% 3.71% 1.94% 2.21%
2025/05/10 28.6% 14.56% 6.43% 5.46% 3.47% 2.58% 4.44% 3.88% 3.15% 2.57%
2025/05/11 25.98% 15.42% 7.69% 5.25% 3.65% 1.53% 3.85% 4.04% 2.5% 2.33%
2025/05/12 27.76% 17.96% 6.03% 6.94% 2.98% 1.73% 4.37% 3.86% 2.42% 3.18%
2025/05/13 29.1% 12.68% 7.87% 5.25% 2.93% 1.38% 3.86% 3.39% 2.35% 3.28%
2025/05/14 27.81% 15.31% 8.98% 6.42% 3.37% 1.85% 3.47% 3.13% 1.61% 2.85%
2025/05/15 27.66% 18.59% 10.21% 4.43% 3.17% 2.51% 3.72% 3.3% 1.74% 2.55%
2025/05/16 31.8% 16.9% 5.43% 4.59% 3.94% 1.99% 3.88% 3.19% 1.63% 1.8%
2025/05/17 30.57% 15.16% 6.56% 4.35% 3.9% 2.06% 4.17% 2.85% 2.06% 1.67%
2025/05/18 30.07% 14.13% 6.68% 4.3% 4.09% 2.1% 3.94% 3.56% 2.8% 0.6%
2025/05/19 30.82% 14.7% 6.34% 3.5% 3.98% 2.13% 4.15% 3.07% 2.23% 1.17%
2025/05/20 30.91% 19.44% 5.17% 4.91% 3.97% 0.74% 4.57% 2.72% 2.28% 1.61%
2025/05/21 32.56% 17.51% 4.76% 5.82% 4.1% 1.9% 3.06% 2.83% 3.91% 1.48%
2025/05/22 30.07% 18.49% 4.61% 6.76% 3.18% 0.85% 4.06% 2.59% 2.96% 2.44%
2025/05/23 30.05% 17.74% 4.49% 5.92% 3.38% 2.45% 3.76% 2.51% 3.28% 2.62%
2025/05/24 31.46% 14.79% 5.5% 5.1% 3.56% 2.76% 3.67% 2.8% 4.75% 1.37%
2025/05/25 33.24% 9.24% 5.97% 5.6% 3.79% 3.45% 3.36% 2.58% 3.9% 1.4%
2025/05/26 28.34% 16.81% 6.22% 3.25% 3.8% 2.5% 3.81% 2.26% 3.02% 2.64%
2025/05/27 29.07% 21.42% 5.03% 5.69% 3.46% 2.12% 2.9% 2.57% 3.44% 1.22%
2025/05/28 29.69% 23.45% 3.85% 3.64% 3.09% 1.09% 3.46% 2.74% 2.84% 1.3%
2025/05/29 29.99% 21.99% 5.95% 3.67% 3.54% 1.47% 2.81% 2.73% 1.28% 1.31%
2025/05/30 31.07% 20.91% 4.25% 5.57% 3.17% 1.05% 3.69% 1.75% 1.6% 2.39%
2025/05/31 29.9% 16.25% 5.86% 4.18% 3.93% 3.05% 2.87% 2.08% 2.01% 1.98%

Copyright © Adthena. All rights reserved.

In May 2025, Capital One led with fluctuating impressions, peaking early and stabilizing mid-month. Wells Fargo saw a late surge, while SoFi’s share declined. Bank of America and Navy Federal maintained steady trends. TD and PNC showed minor fluctuations. NerdWallet and US Bank had varied performances, with Discover experiencing a mid-month dip.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Finance Banks

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

See more data
  1. 1
    Capital One® Official Site | Credit Cards, Banking and More https://www.capitalone.com

    Apply Online or Open an Account Today. Explore Credit Card Offers, Bank Accounts and More!

  2. 2
    Navy Federal Credit Union https://www.navyfederal.org

    Our Members Come First — Get Access to Member-Only Exclusive Rates, Discounts & Perks When You Join Navy Federal.

  3. 3
    SoFi Banking: No Account Fees - Up To $300 Welcome Offer https://www.sofi.com

    Up to 2-day-early paychecks, no account fees, and get up to $300 with direct deposit.

  4. 4
    U.S. Bank® https://www.usbank.com › power-of-us

    Connect With Us — U.S. Bank is here for every stage of your financial journey - connect today. Member FDIC. Use our top-rated digital tools, and set up your direct deposit in minutes. Member FDIC.

  5. 5
    Wells Fargo® Online Banking https://accountoffers.wellsfargo.com › wells-fargo › checking

    Open a Checking Account — Open An Account Today & Learn How to Qualify For A $325 Bonus w/ Wells Fargo®. Member FDIC

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, Capital One, Navy Federal, SoFi, U.S. Bank, and Wells Fargo shine with compelling narratives. Capital One invites users to explore diverse financial products, while Navy Federal emphasizes member-exclusive benefits. SoFi entices with no fees and a $300 welcome offer. U.S. Bank highlights digital tools for financial journeys, and Wells Fargo tempts with a $325 bonus for new accounts. Each ad uniquely appeals to financial aspirations.

Frequently Asked Questions

Customer Success Stories

Legal & General

Legal & General is one of the UK’s leading financial services groups and a major global investor. When it came to their retirement business, the company used Adthena to protect its position and benchmark success. Read case study

Staysure

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

New Market Discovery for Towergate Insurance

Towergate Insurance needed to effectively segment their search landscape and explore new niche markets. Adthena provided the competitive intelligence they required to research potential markets, analyze competitor ad copy, and conduct keyword research, leading to successful campaign launches and continued growth.Read case study

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.

Related reports

Adthena ROAS optimization US
Adthena ROAS optimization UK
Adthena ROAS optimization UK
Adthena ROAS optimization US