US Finance Insurance - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Insurance 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 Insurance 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
progressive.com	13.46
geico.com	8.95
nerdwallet.com	5.68
insurify.com	5.64
allstate.com	4.66
thezebra.com	4.56
libertymutual.com	3.9
insure.com	3.79
usautoinsurancenow.com	3.75
usaa.com	2.27
others	43.34

Progressive.com leads with 13.46% click share, followed by Geico.com at 8.95%. Others dominate with 43.34%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 US Finance Insurance 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	progressive.com	nerdwallet.com	insure.com	libertymutual.com	thezebra.com	usautoinsurancenow.com	allstate.com	geico.com	insurify.com	insurance.com
2025/05/01	13.53%	5.66%	2.95%	2.46%	5.77%	4.48%	3.81%	10.14%	5.32%	3.69%
2025/05/02	17.61%	5.89%	2.53%	2.49%	6.47%	3.85%	4.07%	7.9%	4.65%	4.15%
2025/05/03	18.64%	5.45%	3.45%	2.08%	7.58%	3.75%	2.97%	7.53%	5.19%	5.17%
2025/05/04	16.77%	5.8%	3.73%	2.83%	6.44%	3.37%	6.32%	7.16%	4.19%	4.73%
2025/05/05	15.56%	6.68%	2.78%	2.81%	6.67%	3.91%	3.54%	7.23%	3.97%	4.22%
2025/05/06	13.09%	6.62%	3.41%	2.67%	5.67%	4.51%	4.47%	6.61%	5.4%	5.28%
2025/05/07	10.98%	6.94%	3.4%	2.96%	6.39%	4.47%	4.02%	7.23%	4.55%	7.83%
2025/05/08	12.37%	5.31%	3.29%	3.34%	5.45%	5.67%	4.64%	7.54%	4.7%	4.01%
2025/05/09	12.9%	6.68%	2.9%	3.63%	4.81%	4.16%	4.17%	7.3%	5.1%	7.15%
2025/05/10	14.41%	6.75%	2.6%	2.79%	5.53%	2.48%	4.94%	7.66%	5.47%	8.65%
2025/05/11	11.75%	6.69%	2.94%	2.56%	6.19%	2.44%	5.44%	8.48%	6.2%	4.52%
2025/05/12	12.09%	7.04%	2.42%	2.91%	6.19%	3.5%	4.13%	9.12%	5.97%	3.17%
2025/05/13	12.93%	8.95%	2.41%	3.09%	5.91%	3.56%	3.75%	7.77%	6.64%	3.03%
2025/05/14	12.55%	7.5%	2.56%	2.83%	4.9%	3.73%	4%	8.19%	6.69%	2.3%
2025/05/15	14.06%	8.02%	3.55%	3.64%	5.62%	4.29%	3.3%	6.29%	6.98%	0.02%
2025/05/16	14.78%	6.38%	4.55%	3.93%	5.41%	4.05%	1.81%	8.36%	6.68%	0.02%
2025/05/17	16.39%	6.59%	4.61%	3.17%	6.75%	3.63%	3.55%	8%	7.27%	0.01%
2025/05/18	16.51%	7.42%	5.48%	3.31%	7.22%	4.1%	3.31%	7.41%	7.31%	0.01%
2025/05/19	14.52%	6.61%	4.95%	2.86%	6.64%	5.12%	4.19%	8%	5.71%	0.95%
2025/05/20	15.54%	6.8%	3.85%	3.12%	7.28%	4.7%	3.5%	7.56%	6.18%	0%
2025/05/21	14.69%	6.95%	4.37%	4.01%	5.63%	3.49%	3.74%	7.55%	5.07%	0%
2025/05/22	12.7%	6.49%	4.08%	3.68%	5.42%	3.82%	3.77%	6.7%	5.55%	0%
2025/05/23	13.53%	6.4%	4.73%	4.31%	4.8%	4.86%	3.75%	7.62%	5.86%	0%
2025/05/24	15.53%	5.43%	3.94%	3.68%	5.65%	4.62%	4.23%	8.79%	6.12%	0%
2025/05/25	14.65%	7.11%	3.88%	3.9%	4.61%	4.82%	4.97%	9.17%	6.52%	0%
2025/05/26	12.52%	6.26%	2.97%	3.84%	4.41%	3.19%	5.63%	10.68%	6.64%	0%
2025/05/27	12.09%	6.17%	3.26%	3.63%	5.49%	2.66%	4.47%	12.42%	7.06%	0%
2025/05/28	12.91%	5.98%	3.97%	4.22%	4.86%	2.17%	3.53%	13.26%	6.76%	1.22%
2025/05/29	11.96%	5.77%	4%	3.96%	3.98%	2.32%	3.19%	13.81%	6.7%	1.89%
2025/05/30	12.87%	5.36%	3.69%	3.74%	3.05%	3.15%	2.77%	15.04%	3.18%	2.24%
2025/05/31	13.83%	6.25%	5.3%	5.24%	5.22%	4.76%	3.95%	3.94%	3.9%	3.58%

Progressive.com led May with fluctuating spend, peaking early. Geico.com surged late, ending strong. Insurance.com saw a mid-month dip, recovering by month’s end.

Market Exposure

Competitor Count for US Finance Insurance

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	2159
2025/05/02	2316
2025/05/03	2155
2025/05/04	2230
2025/05/05	2388
2025/05/06	2569
2025/05/07	2519
2025/05/08	2574
2025/05/09	2473
2025/05/10	2424
2025/05/11	2490
2025/05/12	2522
2025/05/13	2715
2025/05/14	2644
2025/05/15	2625
2025/05/16	2466
2025/05/17	2375
2025/05/18	2424
2025/05/19	2561
2025/05/20	2513
2025/05/21	2445
2025/05/22	2390
2025/05/23	2309
2025/05/24	2203
2025/05/25	2141
2025/05/26	2276
2025/05/27	2245
2025/05/28	2262
2025/05/29	2186
2025/05/30	2087
2025/05/31	1937

May began with 2,159 advertisers, peaking at 2,715 mid-month. A gradual decline followed, ending with 1,937 advertisers.

Campaign Efficiency

Market Loss & Market Gains for US Finance Insurance

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
geico.com	1.8%
insure.com	1.11%
libertymutual.com	0.78%
compare-cheap-insurance-quotes.com	0.73%
experian.com	0.45%
allstate.com	-0.47%
mercuryinsurance.com	-0.52%
nerdwallet.com	-0.55%
carinsurecompare.com	-0.71%
insurance.com	-3.05%

Geico.com surged with a 1.80% click share increase, while insurance.com faced a 3.05% decline. Insure.com and libertymutual.com also saw positive growth, contrasting with carinsurecompare.com’s drop.

Campaign Efficiency

US Finance Insurance 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	progressive.com	insure.com	nerdwallet.com	usautoinsurancenow.com	thezebra.com	insurify.com	libertymutual.com	insurance.com	geico.com	allstate.com
2025/05/01	10.96%	3.57%	5.95%	5.45%	4.97%	6.43%	1.57%	3.62%	6.76%	2.01%
2025/05/02	14.03%	3.26%	5.98%	4.33%	5.34%	5.64%	1.8%	4.32%	5.89%	2.07%
2025/05/03	15.04%	4.12%	5.52%	4.3%	6.34%	6.25%	1.35%	5.29%	5.71%	1.58%
2025/05/04	13.83%	4.73%	5.93%	3.98%	5.69%	4.87%	1.79%	5.24%	5.46%	3.79%
2025/05/05	12.84%	3.47%	6.67%	4.3%	5.81%	4.84%	1.87%	4.31%	5.87%	1.92%
2025/05/06	10.72%	3.97%	6.22%	4.39%	4.79%	6.08%	1.78%	5.22%	5.12%	2.55%
2025/05/07	8.83%	3.99%	6.94%	5.09%	5.3%	5.26%	2.19%	7.57%	5.4%	2.3%
2025/05/08	9.94%	3.94%	5.1%	6.51%	4.62%	4.95%	2.45%	4.04%	5.58%	2.62%
2025/05/09	10.24%	3.74%	6.54%	5.07%	4.07%	5.56%	2.32%	7.4%	5.35%	2.46%
2025/05/10	11.72%	3.17%	6.7%	2.77%	4.52%	6.15%	2.13%	8.64%	5.93%	2.94%
2025/05/11	9.28%	3.47%	6.76%	2.62%	5.3%	6.99%	1.95%	4.51%	6.32%	3.23%
2025/05/12	9.55%	3.23%	7.28%	4.06%	5.44%	6.23%	2.08%	3.22%	6.65%	2.41%
2025/05/13	10.24%	3.06%	8.9%	4.14%	4.96%	7.13%	2.14%	2.72%	5.79%	2.19%
2025/05/14	9.95%	3.3%	7.42%	4.67%	4.12%	7.39%	1.95%	2.33%	5.84%	2.18%
2025/05/15	11.54%	3.76%	7.96%	5.35%	4.95%	7.66%	2.35%	0.01%	4.5%	1.74%
2025/05/16	11.79%	5.23%	6.58%	4.75%	4.73%	7.19%	2.56%	0.01%	5.84%	0.9%
2025/05/17	13.11%	5.39%	6.38%	4.56%	5.89%	7.78%	2.09%	0.01%	5.66%	1.94%
2025/05/18	13.67%	5.7%	7.08%	4.89%	6.24%	8.03%	2.2%	0%	5.45%	1.79%
2025/05/19	11.53%	5.66%	6.31%	5.67%	5.49%	6.13%	2.1%	0.92%	5.75%	2.44%
2025/05/20	12.02%	4.62%	6.49%	5.48%	6.34%	6.66%	2.44%	0%	5.43%	1.9%
2025/05/21	11.51%	5.49%	6.89%	4.28%	4.74%	5.58%	2.96%	0%	5.43%	1.85%
2025/05/22	10.01%	5.06%	6.3%	4.88%	4.65%	6.25%	2.76%	0%	4.65%	1.94%
2025/05/23	11.06%	5.6%	6.15%	6.15%	4.1%	6.23%	2.93%	0%	5.7%	1.93%
2025/05/24	12.84%	4.87%	5.01%	5.8%	5.02%	6.93%	2.47%	0%	6.27%	2.37%
2025/05/25	11.89%	5.02%	7.11%	6%	3.8%	7.47%	2.69%	0%	6.91%	2.71%
2025/05/26	10.2%	3.89%	6.8%	3.89%	4.07%	7.66%	2.61%	0%	7.68%	3.08%
2025/05/27	9.51%	4.38%	6.07%	3.57%	4.75%	8.18%	2.53%	0%	9.09%	2.6%
2025/05/28	10.82%	5.44%	6.09%	2.79%	4.2%	7.36%	2.95%	1.16%	9.96%	1.89%
2025/05/29	9.82%	4.98%	6.09%	3.22%	3.46%	7.52%	2.79%	1.75%	10.41%	1.63%
2025/05/30	10.36%	4.79%	5.8%	4.2%	2.84%	3.48%	2.5%	2.05%	11.65%	1.36%
2025/05/31	10.8%	6.7%	6.39%	6.2%	4.33%	4.2%	3.43%	3.22%	2.83%	2.05%

In May 2025, Progressive’s impression share fluctuated, peaking early and stabilizing mid-month. Insure.com saw a late surge, while Nerdwallet maintained steady growth. Geico’s share spiked dramatically, ending with a sharp drop.

Campaign Efficiency

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

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
$19 Cheap Car Insurance https://car.insurance.com
Low Rates Today from $19/Month — Find Average 2025 Insurance Rates by Car Make and Model. Get Multiple Quotes Online Fast!
2
$29 Car Insurance Coverage https://autoinsurance.insure.com › insurance › quotes
Super Cheap Rates From $29 — Get Auto Coverage Near Your Area. See Which Carrier We Recommend for New & Used Cars.
3
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.
4
Compare Auto Insurance Rates - Affordable Auto Insurance https://www.progressive.com
4 out of 5 New Customers Recommend Progressive®. Switch & Start Saving Today.
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 car insurance, advertisers like insurance.com and insure.com captivate with promises of affordability, starting at $19 and $29 respectively. Nerdwallet.com and thezebra.com emphasize comparison, offering side-by-side rate evaluations. Progressive.com highlights customer satisfaction, with 4 out of 5 new customers recommending their service.

Frequently Asked Questions

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

Why is the US Finance Insurance 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 Insurance 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 Insurance 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 Insurance May 2025 Report?

The US Finance Insurance 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.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

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

The US Finance Insurance 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?

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.

Complete the form below to get started.
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.

Learn more about Ask Arlo.

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.

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US Finance Insurance - PPC Market Share Analysis May 2025

Share of Clicks for top 10 US Finance Insurance brands

Share of Spend for the top 10 US Finance Insurance brands

Competitor Count for US Finance Insurance

Market Loss & Market Gains for US Finance Insurance

US Finance Insurance Share of Impressions

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

Frequently Asked Questions

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

Why is the US Finance Insurance May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the US Finance Insurance May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this US Finance Insurance 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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