US Finance Loans & Mortgages - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Loans & Mortgages 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 Loans & Mortgages 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
lendingtree.com	9
chase.com	7
sofi.com	5.86
rocketmortgage.com	4.51
penfed.org	3.18
themilitarywallet.com	2.97
upstart.com	2.84
mrcooper.com	2.77
fastloanadvance.com	2.52
bestmoney.com	2.49
others	56.86

In the finance loans & mortgage sector, “others” dominate with 56.86% click share. LendingTree leads individual advertisers at 9%, followed by Chase at 7%.

Market Exposure

Share of Spend for the top 10 US Finance Loans & Mortgages 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	sofi.com	lendingtree.com	chase.com	bestmoney.com	penfed.org	nerdwallet.com	rocketmortgage.com	upstart.com	fastloanadvance.com	fund.com
2025/05/01	5.76%	8.81%	5.14%	4.25%	1.35%	2.41%	5.9%	3.33%	3.7%	2.6%
2025/05/02	7.18%	9.81%	5.21%	4.39%	1.79%	1.63%	4.32%	2.95%	3.7%	2.1%
2025/05/03	7.98%	9.16%	7.22%	3.26%	1.51%	1.6%	5.3%	3.42%	3.26%	2.15%
2025/05/04	7.36%	8.95%	8.17%	3.21%	1.52%	2.05%	4.65%	3.2%	2.52%	2.41%
2025/05/05	7.58%	8.15%	6.68%	3.95%	1.59%	1.93%	4.75%	3.3%	2.36%	3.72%
2025/05/06	6.37%	8.76%	6.93%	4.12%	1.44%	2.28%	4.73%	3.93%	2.4%	3%
2025/05/07	5.54%	10.6%	5.34%	3.62%	0.84%	2.64%	5.46%	4.19%	2.83%	3.14%
2025/05/08	6.05%	9.21%	7.99%	3.78%	2.06%	2.59%	4.87%	2.89%	3.34%	2.28%
2025/05/09	6.49%	10.54%	6.37%	3.52%	3.4%	2.61%	5.21%	3.35%	3%	1.6%
2025/05/10	7.01%	9.82%	5.6%	3.96%	3.1%	2.57%	6%	3.49%	2.9%	1.74%
2025/05/11	7.78%	9.32%	6.52%	3.52%	3.28%	2.76%	5.12%	3.21%	3.01%	2.04%
2025/05/12	6.43%	9.3%	7.64%	4.32%	2.36%	2.89%	4.83%	3.33%	3.1%	3.1%
2025/05/13	5.32%	8.63%	7.68%	5.04%	2.21%	2.33%	4.3%	4.06%	3.28%	3.05%
2025/05/14	5.4%	9.67%	7.17%	4.32%	2.22%	2.03%	4.07%	3.34%	3.86%	3.1%
2025/05/15	6.15%	8.49%	5.98%	4.78%	2.65%	2.28%	4.96%	3.05%	3.47%	2.92%
2025/05/16	5.53%	9.34%	7.52%	5.32%	2.63%	1.81%	4.38%	3.62%	3.83%	2.18%
2025/05/17	8.17%	9.21%	6.9%	5.02%	2.54%	2.08%	4.59%	4.05%	3.76%	2.28%
2025/05/18	7.98%	8.48%	7.26%	4.26%	3.65%	2.69%	4.47%	3.81%	2.36%	2.44%
2025/05/19	7.01%	8.47%	7.02%	5.26%	2.12%	2.58%	4.38%	3.75%	2.72%	3.02%
2025/05/20	6.66%	8.31%	6%	4.58%	2.99%	1.95%	4.26%	4.6%	2.33%	2.83%
2025/05/21	7.18%	7.23%	7.24%	4.17%	3.97%	2.17%	4.28%	3.81%	2.67%	2.98%
2025/05/22	7.76%	7.43%	6.38%	3.94%	3.89%	2.59%	3.8%	2.96%	2.97%	2.75%
2025/05/23	7.07%	7.79%	7.8%	4.11%	3.26%	2.9%	4.12%	4.77%	2.72%	1.99%
2025/05/24	9.13%	6.3%	9.6%	3.65%	4.59%	3.33%	4.32%	4.85%	1.59%	1.66%
2025/05/25	8.11%	6.76%	8.5%	3.94%	3.24%	3.23%	4.44%	4.75%	1.42%	2.25%
2025/05/26	6.55%	7.14%	8.38%	2.86%	3.26%	3.15%	4.61%	4.82%	2.09%	2.49%
2025/05/27	8.07%	8.64%	9.52%	4.07%	2.4%	3.23%	3.75%	3.23%	3.25%	2.64%
2025/05/28	6.83%	8.13%	9.34%	4.16%	2.39%	2.86%	3.82%	4.05%	2.96%	2.59%
2025/05/29	6.9%	6.28%	6.1%	4.9%	1.87%	2.92%	4.05%	3.6%	2.74%	2.32%
2025/05/30	9%	8.74%	6.48%	4.61%	2.43%	2.73%	4.12%	3.3%	3.1%	1.79%
2025/05/31	8.65%	8.56%	7.67%	4.11%	3.75%	3.51%	3.49%	3.05%	2.91%	2.1%

In May 2025, LendingTree led PPC spend, peaking early, then declining. Sofi and Chase saw fluctuations, ending strong. BestMoney and RocketMortgage had steady mid-month gains. PenFed and NerdWallet showed late-month surges.

Market Exposure

Competitor Count for US Finance Loans & Mortgages

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	1347
2025/05/02	1367
2025/05/03	1298
2025/05/04	1308
2025/05/05	1337
2025/05/06	1386
2025/05/07	1387
2025/05/08	1376
2025/05/09	1349
2025/05/10	1345
2025/05/11	1366
2025/05/12	1377
2025/05/13	1422
2025/05/14	1418
2025/05/15	1404
2025/05/16	1410
2025/05/17	1397
2025/05/18	1407
2025/05/19	1436
2025/05/20	1391
2025/05/21	1382
2025/05/22	1386
2025/05/23	1364
2025/05/24	1336
2025/05/25	1337
2025/05/26	1347
2025/05/27	1324
2025/05/28	1343
2025/05/29	1332
2025/05/30	1344
2025/05/31	1321

In May 2025, advertiser numbers fluctuated, peaking at 1,436 on May 19. The month concluded with a slight decline, ending at 1,321.

Campaign Efficiency

Market Loss & Market Gains for US Finance Loans & Mortgages

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
sofi.com	1.41%
penfed.org	1%
chase.com	0.62%
zillow.com	0.49%
nerdwallet.com	0.45%
bankrate.com	-0.44%
fastloanadvance.com	-0.53%
pennymac.com	-0.75%
rocketmortgage.com	-0.81%
lendingtree.com	-1.39%

In the past month, sofi.com surged by 1.41%, while lendingtree.com dropped by 1.39%. Penfed.org and chase.com also gained, whereas rocketmortgage.com and pennymac.com declined.

Campaign Efficiency

US Finance Loans & Mortgages 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	sofi.com	lendingtree.com	chase.com	penfed.org	themilitarywallet.com	bestmoney.com	nerdwallet.com	fastloanadvance.com	upstart.com	rocketmortgage.com
2025/05/01	5.72%	8.62%	5.53%	1.81%	5.19%	3.45%	2.17%	3.82%	3.24%	6.12%
2025/05/02	6.84%	9.62%	5.26%	2.54%	4.35%	3.35%	1.53%	3.76%	2.84%	3.85%
2025/05/03	8.43%	8.34%	7.51%	2.73%	4.27%	2.83%	1.54%	3.31%	3.18%	4.93%
2025/05/04	7.34%	8.53%	7.87%	2.03%	3.37%	2.71%	1.83%	2.58%	2.88%	4.03%
2025/05/05	7.44%	7.81%	7.6%	2.35%	2.2%	3.37%	1.91%	2.45%	3.05%	4.02%
2025/05/06	6.67%	8.55%	6.87%	2.13%	3.37%	3.55%	2.16%	2.5%	3.54%	4.28%
2025/05/07	5.1%	10.57%	5.43%	1.67%	3.31%	3.17%	2.04%	2.93%	4.05%	5.13%
2025/05/08	6.25%	9.02%	7.87%	3.15%	2.79%	3.26%	2.24%	3.48%	2.72%	4.65%
2025/05/09	6.64%	10.56%	5.8%	4.5%	1.93%	2.91%	2.27%	3.03%	3.35%	5.15%
2025/05/10	6.54%	9.52%	5.88%	4.5%	1.08%	3.68%	2.3%	3.01%	3.41%	5.86%
2025/05/11	8.1%	8.71%	6.45%	5.02%	2.28%	3.15%	2.22%	3.11%	3.03%	4.55%
2025/05/12	6.54%	9.05%	7.74%	3.34%	3.05%	3.58%	2.57%	3.33%	3.21%	4.19%
2025/05/13	5.36%	7.64%	7.8%	3.44%	4.2%	4.28%	2.07%	3.57%	3.78%	3.77%
2025/05/14	4.94%	9.27%	7.53%	3.27%	4.58%	3.69%	1.88%	4.24%	3.24%	3.27%
2025/05/15	5.99%	8.14%	6.31%	4.52%	4.8%	4.06%	2%	3.69%	2.88%	4.68%
2025/05/16	5.3%	8.92%	8.11%	3.69%	4.32%	4.25%	1.77%	4.28%	3.61%	3.62%
2025/05/17	9.06%	8.21%	7.48%	4.07%	2.51%	4.32%	1.89%	3.94%	3.86%	4.24%
2025/05/18	7.55%	8.13%	7.62%	4.61%	3.16%	3.79%	2.69%	2.48%	3.69%	3.85%
2025/05/19	7.97%	7.9%	8.15%	3.3%	1.98%	4.48%	2.48%	2.81%	3.6%	3.77%
2025/05/20	7.23%	7.81%	6.17%	4.56%	2.83%	3.67%	1.88%	2.42%	4.41%	3.82%
2025/05/21	8.17%	6.51%	7.01%	5.74%	3.76%	3.31%	1.95%	2.72%	3.46%	3.6%
2025/05/22	8.3%	6.69%	6.18%	5.55%	3.62%	3%	2.31%	2.97%	2.84%	3.26%
2025/05/23	6.78%	7.34%	8.04%	5.72%	2.75%	3.28%	2.88%	2.95%	4.6%	3.34%
2025/05/24	9.24%	5.76%	9.15%	6.54%	2.28%	2.99%	2.8%	1.61%	4.54%	3.67%
2025/05/25	8.68%	6.37%	8.19%	4.3%	2.43%	3.35%	2.67%	1.52%	4.46%	3.49%
2025/05/26	7.48%	6.63%	8.55%	5.07%	4.02%	2.38%	2.67%	2.06%	4.4%	3.89%
2025/05/27	9.06%	8.26%	9.7%	3.76%	3.11%	3.31%	2.91%	3.21%	3.2%	2.93%
2025/05/28	8.3%	7.94%	9.56%	3.35%	3.31%	3.38%	2.53%	3.02%	3.81%	3.14%
2025/05/29	8.61%	5.72%	6.21%	2.64%	4.35%	4.15%	2.7%	2.83%	3.55%	3.55%
2025/05/30	10.31%	8.29%	6.46%	3.48%	1.82%	3.95%	2.44%	3.14%	3.13%	3.4%
2025/05/31	9.46%	8.23%	8%	4.6%	3.61%	3.39%	3.02%	2.93%	2.88%	2.73%

In May 2025, sofi.com saw a steady rise, peaking at 10.31% on the 30th. Lendingtree.com fluctuated, starting strong but dipping mid-month. Chase.com gained momentum, ending at 8.0%. Penfed.org and themilitarywallet.com showed modest growth, while bestmoney.com and nerdwallet.com remained stable. Fastloanadvance.com and upstart.com had minor fluctuations. Rocketmortgage.com started strong but declined, finishing at 2.73%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Finance Loans & Mortgages

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
Chase Mortgage Calculator https://www.chase.com
Chase Mortgage Rates — Estimate The House You Can Afford And Your Loan Options With Our Mortgage Calculators.
2
Mortgage Calculator https://www.mottomortgage.com
Mortgage Calculators — Use our accurate and user-friendly mortgage calculators to calculate your monthly payment, affordability and more.
3
SoFi® Mortgage https://www.sofi.com
See Your Rate In Minutes — Buying a Home Shouldn’t Be So Painful–Our Online SoFi® Mortgage Loan Application Is Simple
4
VA loan calculator - Estimate your 2025 payments https://www.themilitarywallet.com › calculator
Take advantage of your hard-earned VA mortgage benefits. Get 0% down, no PMI and more.
5
Loans With No Paperwork https://www.upstart.com › personal › loans
Funds Sent In As Fast As 24Hrs — Searching Personal Loans? Most Borrowers on the Upstart Marketplace are Instantly Approved

In the competitive landscape of Google PPC, Chase, Motto Mortgage, SoFi, The Military Wallet, and Upstart stand out with compelling text ads. Chase and Motto Mortgage emphasize user-friendly calculators for affordability insights. SoFi simplifies the mortgage process, while The Military Wallet highlights VA benefits. Upstart offers quick, hassle-free personal loans.

Frequently Asked Questions

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

Why is the US Finance Loans & Mortgages 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 Loans & Mortgages 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 Loans & Mortgages 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 Loans & Mortgages May 2025 Report?

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

The US Finance Loans & Mortgages 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.

Related reports

Finance

US Finance Loans & Mortgages - PPC Market Share Analysis May 2025

Share of Clicks for top 10 US Finance Loans & Mortgages brands

Share of Spend for the top 10 US Finance Loans & Mortgages brands

Competitor Count for US Finance Loans & Mortgages

Market Loss & Market Gains for US Finance Loans & Mortgages

US Finance Loans & Mortgages Share of Impressions

Google Text Ad Copy Insights & Creative Trends for US Finance Loans & Mortgages

Frequently Asked Questions

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

Why is the US Finance Loans & Mortgages May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the US Finance Loans & Mortgages May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this US Finance Loans & Mortgages 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

Related reports

US Wealth Management

UK Wealth Management

UK Loans & Mortgages

AUS Wealth Management