US Finance Wealth Management - PPC Market Share Analysis May 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Wealth Management category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Wealth Management – US

Google AI Overview visibility for Finance Wealth Management US

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 37.0237323494
62.9762676506
37%

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 38
62
38%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 9%
Transactional 0%
Navigational 5%
Seasonal 0%
Local 1%
Problem Solving 31%

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Market Exposure

Share of Clicks for top 10 US Finance Wealth Management brands

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

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
fidelity.com 53.07
morganstanley.com 7.81
schwab.com 3.14
wealthfront.com 2.74
blackstone.com 2.55
investor.vanguard.com 2.09
aarp.org 2.09
fisherinvestments.com 1.53
brighthousefinancial.com 1.09
nerdwallet.com 1.02
others 22.87
  • fidelity.com - 53.07%
  • morganstanley.com - 7.81%
  • schwab.com - 3.14%
  • wealthfront.com - 2.74%
  • blackstone.com - 2.55%
  • investor.vanguard.com - 2.09%
  • aarp.org - 2.09%
  • fisherinvestments.com - 1.53%
  • brighthousefinancial.com - 1.09%
  • nerdwallet.com - 1.02%
  • others - 22.87%

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In the competitive landscape of Google PPC, Fidelity.com dominates with a 53.07% click share. MorganStanley.com follows at 7.81%, while ‘others’ collectively hold 22.87%.

Market Exposure

Share of Spend for the top 10 US Finance Wealth Management 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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date fidelity.com schwab.com investor.vanguard.com fisherinvestments.com jpmorgan.com forbes.com bestmoney.com nerdwallet.com morganstanley.com chase.com
2026/05/01 29.28% 2.97% 4.65% 2.57% 3.63% 1.54% 2.63% 2.57% 1.59% 1.76%
2026/05/02 27.76% 3.03% 5.17% 3.51% 2% 1.39% 2.87% 2.09% 1.66% 2.11%
2026/05/03 28.26% 3.57% 5.5% 2.87% 1.51% 1.37% 1.84% 2.93% 2.27% 1.47%
2026/05/04 27.74% 3.28% 4.2% 3.38% 0.9% 2.84% 2.74% 3.5% 1.68% 1.98%
2026/05/05 20.8% 4.48% 5.72% 2.38% 2.27% 2.69% 3.37% 4.08% 2.11% 2.84%
2026/05/06 23.82% 3.75% 6.42% 2.71% 2.07% 3.24% 3.52% 3.16% 1.41% 2.98%
2026/05/07 27.27% 4.96% 8.12% 1.85% 1.44% 1.84% 2.32% 3.54% 1.75% 2.47%
2026/05/08 25.48% 4.98% 6.6% 2.46% 1.81% 1.74% 3.04% 3.78% 1.94% 2.64%
2026/05/09 25.02% 4.77% 5.6% 4.15% 1.86% 1.48% 2.5% 3.08% 2.33% 3.47%
2026/05/10 23.14% 4.89% 4.88% 4.84% 2.22% 0.83% 2.05% 3.84% 1.85% 2.32%
2026/05/11 21.14% 4.33% 4.83% 4.21% 1.73% 2.69% 4.07% 3.76% 1.96% 2.27%
2026/05/12 23.23% 4.65% 0.12% 3.35% 3.3% 2.32% 4.14% 3.71% 1.86% 2.3%
2026/05/13 25.5% 5.19% 2.58% 3.32% 2.84% 2.04% 3.79% 3.53% 3.06% 2.24%
2026/05/14 21.32% 5.15% 6.94% 4.35% 2.65% 2.73% 3.2% 3.57% 2.1% 2.16%
2026/05/15 25.44% 4.97% 6.64% 2.45% 1.8% 1.73% 3.04% 3.78% 1.94% 2.64%
2026/05/16 20.89% 5.59% 6.15% 2.65% 2.42% 3.11% 2.68% 3.94% 2.55% 2.13%
2026/05/17 20.8% 6.13% 5.07% 2.46% 3.03% 2.09% 3.41% 4.55% 2.03% 2.5%
2026/05/18 21.16% 4.9% 4.69% 2.56% 2.77% 3.2% 3.53% 3.93% 2.18% 3.13%
2026/05/19 25.57% 4.51% 3.21% 2.08% 3.07% 3.37% 3.8% 3.01% 1.67% 3.75%
2026/05/20 26.46% 4.06% 2.84% 2.3% 2.38% 2.92% 3.43% 3.15% 1.67% 3.32%
2026/05/21 25.06% 4.55% 1.31% 3.25% 2.27% 3.17% 3.38% 3.13% 2.28% 3.95%
2026/05/22 32.72% 4.51% 3.12% 3.89% 2.32% 1.7% 2.36% 1.71% 1.36% 4.14%
2026/05/23 27.3% 10.16% 5.76% 2.84% 1.43% 1.91% 2.14% 2.45% 1.98% 3.88%
2026/05/24 28.89% 8.19% 4.78% 2.79% 1.53% 2.45% 2.04% 2.99% 1.72% 3.91%
2026/05/25 26.78% 7.83% 4.11% 3.66% 1.76% 2.88% 2.35% 2.7% 1.6% 3.5%
2026/05/26 25.92% 7.45% 4.23% 3.59% 0.78% 4.24% 2.43% 3% 1.25% 2.8%
2026/05/27 26.73% 6.68% 3.7% 3.16% 2.78% 4.15% 2.41% 3.48% 1.45% 2.23%
2026/05/28 28.3% 7.17% 3.88% 3.63% 2.23% 3.53% 2.39% 2.7% 1.67% 1.59%
2026/05/29 31.2% 8.5% 3.51% 3.68% 2.37% 2.26% 2.89% 2.37% 2.07% 2.1%
2026/05/30 27.2% 8.9% 3.81% 4.5% 2.68% 3.16% 2.35% 1.91% 1.77% 0.89%
2026/05/31 29.45% 8.33% 4.62% 4.57% 3.71% 2.62% 2.28% 1.79% 1.67% 0.88%
  • fidelity.com
  • schwab.com
  • investor.vanguard.com
  • fisherinvestments.com
  • jpmorgan.com
  • forbes.com
  • bestmoney.com
  • nerdwallet.com
  • morganstanley.com
  • chase.com

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In May 2026, Fidelity led with fluctuating spend, peaking at 32.72%. Schwab surged mid-month, reaching 10.16%. Vanguard’s spend dipped, while Fisher Investments remained steady. Chase’s spend peaked at 4.14%, ending lower.

Market Exposure

Competitor Count for US Finance Wealth Management

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/05/01 530
2026/05/02 507
2026/05/03 524
2026/05/04 535
2026/05/05 532
2026/05/06 538
2026/05/07 538
2026/05/08 542
2026/05/09 516
2026/05/10 533
2026/05/11 587
2026/05/12 585
2026/05/13 549
2026/05/14 576
2026/05/15 542
2026/05/16 555
2026/05/17 557
2026/05/18 572
2026/05/19 539
2026/05/20 534
2026/05/21 548
2026/05/22 555
2026/05/23 552
2026/05/24 565
2026/05/25 623
2026/05/26 626
2026/05/27 630
2026/05/28 613
2026/05/29 600
2026/05/30 617
2026/05/31 614

Copyright © Adthena. All rights reserved.

May saw a dynamic shift in advertisers, starting at 530 and peaking at 630. The month concluded with a robust 614, indicating a strong finish.

Campaign Efficiency

Market Loss & Market Gains for US Finance Wealth Management

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

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
fidelity.com 7.65%
schwab.com 0.9%
etrade.com 0.21%
troweprice.com 0.19%
ml.com 0.17%
capitalgroup.com -0.41%
investor.vanguard.com -0.65%
blackstone.com -0.85%
wealthfront.com -1.14%
morganstanley.com -1.62%

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Fidelity.com surged with a 7.65% click share increase, while morganstanley.com dropped by 1.62%.

Campaign Efficiency

US Finance Wealth Management Share of Impressions

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

Date fidelity.com schwab.com fisherinvestments.com investor.vanguard.com morganstanley.com aarp.org forbes.com nerdwallet.com bestmoney.com chase.com
2026/05/01 30.01% 3.12% 3.03% 3.66% 4.51% 2.55% 1.07% 1.64% 1.65% 1.3%
2026/05/02 27.46% 2.77% 4.21% 3.64% 4.46% 1.89% 0.94% 1.37% 1.66% 1.69%
2026/05/03 27.69% 3.83% 3.74% 3.85% 6.39% 2.47% 0.96% 1.76% 1.28% 1.23%
2026/05/04 28.04% 3.03% 4.26% 2.85% 3.65% 3.32% 1.96% 2.07% 1.57% 1.67%
2026/05/05 19.31% 4.19% 3.13% 4.14% 4.3% 2.78% 1.72% 2.65% 2.01% 2.29%
2026/05/06 24.24% 3.76% 3.78% 5.37% 3.87% 2.97% 2.09% 2.15% 2.25% 2.41%
2026/05/07 26.46% 4.45% 2.24% 5.73% 4.62% 3.19% 1.37% 2.2% 1.47% 1.79%
2026/05/08 26.56% 4.76% 3.06% 5.21% 4.65% 2.98% 1.25% 2.41% 2% 2.16%
2026/05/09 23.69% 5.49% 5.36% 4.45% 5.11% 3.45% 0.98% 2.31% 1.65% 3.07%
2026/05/10 20.9% 6.28% 6.21% 3.41% 3.68% 3.45% 0.63% 2.68% 1.3% 2.29%
2026/05/11 19.79% 4.87% 4.85% 3.5% 4.2% 3.2% 1.62% 3.06% 2.72% 2.06%
2026/05/12 22.12% 5% 4.33% 0.05% 3.67% 3.68% 1.36% 2.87% 2.71% 2.04%
2026/05/13 24.86% 4.98% 4.06% 2.14% 6.88% 4.24% 1.22% 2.48% 2.45% 1.72%
2026/05/14 20.86% 5.19% 5.66% 5.11% 4.35% 3.61% 1.75% 2.85% 1.92% 1.8%
2026/05/15 26.56% 4.76% 3.06% 5.21% 4.65% 2.98% 1.25% 2.41% 2% 2.16%
2026/05/16 20.61% 5.35% 3.25% 4.61% 6.08% 3.54% 2.04% 2.91% 1.73% 1.75%
2026/05/17 20.72% 6.75% 3.15% 3.98% 4.26% 4.14% 1.3% 2.95% 2.16% 1.87%
2026/05/18 20.99% 4.4% 3.19% 3.3% 4.03% 3.33% 2.04% 3.08% 2.21% 2.54%
2026/05/19 26.62% 4.32% 2.83% 2.37% 3.29% 3.15% 2.21% 2.22% 2.43% 3.23%
2026/05/20 27.32% 4.25% 2.84% 2.13% 4.3% 4.17% 1.73% 2.06% 2.14% 2.5%
2026/05/21 24.51% 4.81% 4.02% 1.01% 4.8% 3% 1.78% 2.56% 2.18% 3.55%
2026/05/22 32.39% 4.31% 4.65% 2.47% 3.59% 3.27% 1.07% 1.56% 1.56% 3.4%
2026/05/23 27.37% 6.89% 3.72% 4.51% 5.34% 3.35% 1.48% 1.44% 1.2% 3.7%
2026/05/24 28.77% 6.51% 3.56% 4.1% 3.65% 3.43% 1.55% 1.9% 1.2% 3.63%
2026/05/25 27.55% 5.5% 4.39% 3.23% 4.02% 2.87% 1.72% 1.84% 1.44% 3.03%
2026/05/26 26.17% 4.74% 4.74% 3.41% 2.35% 3.95% 2.58% 1.89% 1.59% 2.35%
2026/05/27 27.39% 4.3% 4.11% 3.18% 2.56% 3.32% 2.71% 2.23% 1.56% 1.71%
2026/05/28 30.03% 5.33% 4.44% 3.2% 3.48% 3.22% 2.27% 1.94% 1.54% 1.37%
2026/05/29 31.64% 6.19% 4.89% 2.66% 5.58% 3.54% 1.4% 1.55% 1.66% 1.42%
2026/05/30 26.35% 7.26% 5.58% 3.25% 4.25% 2.87% 2.05% 1.52% 1.35% 0.65%
2026/05/31 28.15% 6.99% 5.3% 3.61% 3.56% 3.56% 1.7% 1.54% 1.46% 0.63%
  • fidelity.com
  • schwab.com
  • fisherinvestments.com
  • investor.vanguard.com
  • morganstanley.com
  • aarp.org
  • forbes.com
  • nerdwallet.com
  • bestmoney.com
  • chase.com

Copyright © Adthena. All rights reserved.

In May 2026, Fidelity.com led with fluctuating impressions, peaking at 32.39% on May 22. Schwab.com and FisherInvestments.com showed steady growth, while Investor.Vanguard.com and MorganStanley.com had varied trends. The month ended with Fidelity.com at 28.15%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Finance Wealth Management

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

Google Text Ad Copy Insights & Creative Trends for US Finance Wealth Management - Last month
  1. 1
    Blackstone Real Estate https://www.blackstone.com

    Private Real Estate Leader — Blackstone is a global leader in real estate investing.

  2. 2
    Fidelity Investments https://www.fidelity.com

    Invest In Your Future — Learn More About Fidelity's Broad Range of Investment Choices. Open an Account. No Account Fees & No Minimums on Select Accounts. Open an Account Today. Investment research.

  3. 3
    Roth Conversion Calculator - A Guide For $1M+ Portfolios https://www.fisherinvestments.com

    Online calculators may oversimplify. Get a Roth conversion analysis built for you.

  4. 4
    MetLife Investment Management - Asset Management Firm https://investments.metlife.com

    Fixed Income, Private Placement Debt, & Real Estate solutions.

  5. 5
    Morgan Stanley https://www.morganstanley.com

    Global Financial Services — We help individuals, institutions and governments raise, manage and distribute capital. Financial advice and resources to help you make informed decisions. Innovative Technology.

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, Blackstone leads with its global real estate prowess. Fidelity emphasizes investment diversity and accessibility. Fisher Investments targets high-net-worth individuals with personalized Roth conversion insights. MetLife offers specialized asset management solutions, while Morgan Stanley provides comprehensive financial services and innovative technology.

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