Google’s UK car insurance price comparison site has become the second most visible in the sector.

It secured a 75% share of visibility for such searches on its second day after launch, according to digital marketing agency Greenlight. The leading site was gocompare.com, with 88%.

Google has moved ahead of direct insurers such as Churchill and supermarket giant Tesco. Its site provides quotes from about 120 insurers and has a code of conduct requiring companies to display the most appropriate policy, not just the cheapest.

Greenlight COO Andreas Pouros says the launch will be viewed as Google’s most aggressive move into the financial services area.

“While Google’s latest endeavour will come as no surprise to incumbent financial comparison search sites, they will without doubt be rattled, and with good reason,” he said.

“Based on the first two days of figures, Google’s site could see at least 500,000 UK searches a month going forward.”

But Mr Pouros says Google will still have to convince drivers and insurers.

“Only time will tell if consumers see value in this service and to what degree it changes their research and buying behaviour,” he said.

“The next few weeks will be a period of intense data-gathering to ascertain how this will impact insurers’ business in the short, medium and long term.”