🔍 "Tesla Insurance" — 3-Month Ad Copy & Click Analysis

Jan 30 – Apr 30, 2026  |  Desktop & Mobile  |  Paid Text Ads

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Part 1 — Ad Copy Quality: Who Was Tailoring, Who Was Lazy?

Advertiser	Top Ad Title	Top Description	Tesla/EV Tailored?	Best Pos.	Avg Pos.
Admiral	Admiral Electric Car Insurance	Electric Vehicle Insurance — Out Of Charge Recovery Included On Fully Comprehensive Cover.	✅ YES	T2	3.6
Aviva	Electric Car Insurance | Choose EV Insurance	Cover For Electric Vehicles — Get A Quote Today With Aviva For Your Electric Or Hybrid Vehicle. Charge Up Your Cover For EVs & Hybrid Cars.	✅ YES	T1	3.1
Go.Compare	Electric Car Insurance – Compare EV Car Insurance Today	See If You Can Save Time & Money By Comparing Some Of Our Cheapest EV Insurance Deals.	✅ YES	T1	3.4
Uswitch	Our Cheapest Car Insurance | Save up to £529 on Your Quote	Explore Major UK Providers From Across the Market to Find the One That's Best For You.	❌ NO	T1	3.0
MoneySuperMarket	MoneySuperMarket Car Insurance | Up To £496 Cheaper	Find Cheap Car Insurance & Earn A £15 Reward When You Buy A Qualifying Product.	❌ NO	T1	2.5
Confused.com	We'll Beat Your Renewal Price	96% of customers recommend us — Make switching car insurance effortless with Confused.com.	❌ NO	T1	3.6
Compare the Market	Generic car insurance ad	No EV or Tesla-specific copy detected	❌ NO	T4+	4.8

Verdict: Aviva, Admiral and Go.Compare are consistently running EV-tailored copy. Uswitch, MoneySuperMarket and Confused.com are serving entirely generic car insurance ads — zero EV relevance. The LinkedIn post was right.

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Part 2 — Who's Winning the Clicks & Why?

Click Leaders — The Full Breakdown

Rank	Advertiser	Share of Clicks	Avg Position	CTR	Avg CPC	EV-Tailored?
1	Uswitch	22.5%	3.0	5.62%	£2.86	❌
2	MoneySuperMarket	20.9%	2.5	5.76%	£2.95	❌
3	Confused.com	15.9%	3.6	5.98%	£2.97	❌
4	Go.Compare	15.1%	3.4	8.04%	£2.95	✅ (partial)
5	Aviva	9.4%	3.1	5.90%	£3.13	✅
6	Admiral	5.2%	3.6	9.37%	£3.04	✅
7	Tiger.co.uk	3.7%	2.8	5.48%	£2.80	❌
8	Marshmallow	1.8%	3.5	5.32%	£3.07	❌

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🎯 The Killer Insight — CTR Tells a Different Story

Position is the primary driver of raw click volume. Uswitch and MoneySuperMarket dominate clicks because they have the highest impression share and consistently land in positions 1–2, not because their ads are compelling.

But the CTR column is where the tailoring argument gets its teeth:

• Admiral achieves a 9.37% CTR — the highest of any advertiser — with EV-specific copy like "Out Of Charge Recovery Included" and "Charging Equipment Cover Against Accidental Damage." These are genuinely relevant features for a Tesla owner and convert curiosity into clicks far more efficiently.
• Go.Compare achieves 8.04% CTR — also well above average — on the back of their EV-specific ad variants.
• Uswitch wins clicks through sheer impression volume, but its 5.62% CTR is the lowest of the main players — generic copy is costing them efficiency.
• MoneySuperMarket sits in 2nd place on clicks purely because of position — its copy has zero EV relevance and the CTR reflects that.

Bottom line: Position wins the volume war, but tailored copy wins the efficiency war. Admiral and Go.Compare are getting significantly more clicks per impression because their ads speak directly to what a Tesla owner actually wants — EV-specific cover, charging protection, and out-of-charge recovery. MoneySuperMarket and Uswitch are leaving CTR on the table by letting Google's RSA automation serve generic price-comparison copy to a very specific, high-intent audience. The LinkedIn post was right — and the data backs it up.