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UK Services Tax and Accounting - PPC Market Share Analysis April 2026

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

Tax and Accounting – UK

Google AI Overview visibility for Services Tax and Accounting UK

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

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AIO Frequency

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

Frequency Percentage
Frequency 26.0202181223
73.9797818777
26%

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 44
56
44%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 1%
Transactional 0%
Navigational 0%
Seasonal 0%
Local 1%
Problem Solving 32%

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Market Exposure

Share of Clicks for top 10 UK Services Tax and Accounting 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
Share of Clicks - Last month
Domain Share of clicks
xero.com 23.69
theaccountancy.co.uk 14.44
sage.com 10.22
taxassist.co.uk 8.83
anna.money 8.08
sleek.com 2.8
taxd.co.uk 2.16
riftservices.co.uk 1.64
tide.co 1.39
debitam.com 1.2
others 25.55
  • xero.com - 23.69%
  • theaccountancy.co.uk - 14.44%
  • sage.com - 10.22%
  • taxassist.co.uk - 8.83%
  • anna.money - 8.08%
  • sleek.com - 2.8%
  • taxd.co.uk - 2.16%
  • riftservices.co.uk - 1.64%
  • tide.co - 1.39%
  • debitam.com - 1.2%
  • others - 25.55%

Copyright © Adthena. All rights reserved.

In the PPC landscape, Xero.com leads with 23.69% click share, closely followed by TheAccountancy.co.uk at 14.44%. Others collectively hold 25.55%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 UK Services Tax and Accounting 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
Share of Spend - Last Month
Date theaccountancy.co.uk xero.com anna.money sage.com sleek.com taxassist.co.uk comparetheaccountant.com tide.co debitam.com taxd.co.uk
2026/04/01 17.91% 24.57% 8.39% 13.11% 3.63% 1.48% 0.29% 1.78% 2.22% 1.15%
2026/04/02 15.15% 22.1% 8.89% 18.13% 3.27% 1.73% 1.99% 1.57% 1.41% 1.01%
2026/04/03 15.21% 21.38% 8.32% 18.62% 6.85% 3.22% 0.62% 1.29% 1.31% 1.19%
2026/04/04 15.32% 28.07% 9.7% 17.94% 0.82% 2.35% 2.17% 1.79% 1.22% 0.97%
2026/04/05 16.68% 25.01% 7.81% 16.13% 1.53% 1.51% 2.09% 3.13% 1.11% 1.62%
2026/04/06 18.35% 22.96% 4.89% 13.41% 5.95% 1.65% 1.17% 1.13% 1.43% 1.02%
2026/04/07 15.48% 21.9% 5.56% 13.49% 3.94% 1.17% 0.57% 2.45% 2.97% 0.96%
2026/04/08 16.84% 20.62% 4.36% 17.03% 6.69% 1.43% 1.58% 2.1% 2.58% 1.61%
2026/04/09 15.18% 22.16% 8.15% 16.4% 5.18% 1.65% 0.34% 1.71% 1.85% 1.67%
2026/04/10 13.96% 22.06% 9.92% 16.33% 4.69% 1.34% 0.48% 0.85% 1.92% 2.42%
2026/04/11 21.86% 25.64% 7.23% 14.67% 1.13% 1.85% 1.12% 1.63% 1.3% 2.4%
2026/04/12 21.41% 23.74% 7.94% 14.96% 1.51% 1.62% 0.6% 3.78% 0.5% 2.82%
2026/04/13 16.28% 22.52% 12.76% 13.8% 4.5% 1.51% 0.15% 1.51% 1.51% 1.6%
2026/04/14 13.7% 21.7% 12.71% 15.22% 3.21% 1.43% 0.29% 2.31% 1.61% 2.26%
2026/04/15 13.65% 20.66% 11.73% 14.5% 5.68% 2.11% 1.72% 1.55% 1.7% 2.06%
2026/04/16 19.76% 9.23% 10.54% 15.78% 5.96% 1.59% 0.66% 3.19% 2.21% 2.03%
2026/04/17 20.31% 8.64% 13.44% 15.1% 6.07% 1.86% 0.3% 2.59% 2.53% 1.62%
2026/04/18 20.26% 27.01% 11.81% 12.3% 0.94% 2.16% 0.84% 1.7% 1.28% 1.62%
2026/04/19 18.42% 26.36% 10.29% 13.92% 1.45% 2.62% 2.24% 3.47% 0.46% 1.07%
2026/04/20 15.11% 23.5% 11.4% 11.05% 6.08% 2.23% 0.99% 2.11% 2.02% 1.54%
2026/04/21 17.07% 19.86% 11.98% 9.21% 4.74% 2.38% 0.8% 1.32% 1.32% 1.52%
2026/04/22 18.82% 22.08% 11.23% 9.39% 4.36% 2.11% 0.9% 1.49% 0.8% 1.53%
2026/04/23 17.55% 25.22% 10.3% 12.43% 5.79% 2.46% 1.56% 1.21% 0.72% 0.84%
2026/04/24 17.18% 24.63% 10.31% 12.3% 4.68% 2.95% 0.85% 1% 0.82% 1.19%
2026/04/25 12.76% 30.67% 9.22% 13.35% 1.61% 5.4% 1.35% 1.38% 0.26% 1.64%
2026/04/26 15.48% 30.79% 9.74% 14.03% 2.02% 5.72% 1.61% 0.5% 0.17% 0.91%
2026/04/27 15.12% 27.72% 10.21% 11.57% 4.71% 2.79% 0.53% 1.33% 0.66% 0.78%
2026/04/28 18.38% 23.61% 11.02% 5.42% 4.3% 3.51% 1.52% 1.8% 0.69% 1.28%
2026/04/29 19.02% 21.52% 10.96% 7.93% 4.68% 3.89% 1.58% 1.64% 0.71% 1.38%
2026/04/30 21.85% 21.71% 10.33% 7.93% 4.99% 3.55% 1.7% 1.43% 0.89% 0.3%
  • theaccountancy.co.uk
  • xero.com
  • anna.money
  • sage.com
  • sleek.com
  • taxassist.co.uk
  • comparetheaccountant.com
  • tide.co
  • debitam.com
  • taxd.co.uk

Copyright © Adthena. All rights reserved.

April saw dynamic shifts in PPC spend share. Xero.com led with consistent dominance, peaking mid-month. Theaccountancy.co.uk fluctuated but ended strong. Anna.money and Sage.com showed varied trends, while sleek.com and others maintained lower shares.

Market Exposure

Competitor Count for UK Services Tax and Accounting

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
Competitor Count - Last month
Date Competitor Count
2026/04/01 274
2026/04/02 275
2026/04/03 278
2026/04/04 279
2026/04/05 282
2026/04/06 290
2026/04/07 298
2026/04/08 296
2026/04/09 295
2026/04/10 289
2026/04/11 284
2026/04/12 285
2026/04/13 286
2026/04/14 291
2026/04/15 283
2026/04/16 266
2026/04/17 275
2026/04/18 265
2026/04/19 271
2026/04/20 285
2026/04/21 284
2026/04/22 279
2026/04/23 272
2026/04/24 284
2026/04/25 272
2026/04/26 275
2026/04/27 273
2026/04/28 267
2026/04/29 269
2026/04/30 257

Copyright © Adthena. All rights reserved.

April began with 274 advertisers, peaking at 298 by the 7th. Mid-month saw fluctuations, dropping to 265 on the 18th. The month concluded with a decline, ending at 257 advertisers.

Campaign Efficiency

Market Loss & Market Gains for UK Services Tax and Accounting

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
Market Loss & Market Gains - Last month
Name Market Trend
taxassist.co.uk 3.39%
anna.money 1.86%
riftservices.co.uk 0.86%
theaccountancy.co.uk 0.8%
money.co.uk 0.58%
tech.co -0.27%
crunch.co.uk -0.34%
debitam.com -0.7%
taxd.co.uk -0.78%
sage.com -5.24%

Copyright © Adthena. All rights reserved.

Anna.money and taxassist.co.uk surged in click share, while sage.com experienced a significant decline.

Campaign Efficiency

UK Services Tax and Accounting 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 xero.com theaccountancy.co.uk sage.com taxassist.co.uk anna.money sleek.com comparetheaccountant.com tide.co riftservices.co.uk taxd.co.uk
2026/04/01 26.95% 12.89% 13.75% 2.29% 5.37% 3.61% 0.23% 1.82% 0.64% 2.41%
2026/04/02 21.96% 11.8% 21.01% 2.42% 5.07% 3.84% 2.56% 1.19% 0.77% 1.88%
2026/04/03 21.91% 10.15% 19.86% 5.75% 4.62% 7.44% 0.57% 1.38% 1.35% 2.13%
2026/04/04 33.04% 10.72% 19.25% 3.28% 5.06% 0.57% 2.23% 1.37% 1.94% 1.39%
2026/04/05 27.88% 11.6% 16.12% 2.55% 4.54% 1.4% 2.57% 2.51% 1.53% 3.3%
2026/04/06 24.34% 12.88% 14.39% 2.31% 2.92% 6.21% 1.34% 0.95% 0.11% 1.98%
2026/04/07 20.77% 12.83% 13.82% 1.42% 3.42% 4.52% 0.59% 1.69% 0.57% 1.64%
2026/04/08 20.58% 12.71% 17.29% 2.04% 2.87% 8.45% 1.94% 1.74% 0.51% 3.03%
2026/04/09 19.85% 11.97% 17.34% 2.27% 5.02% 6.79% 0.3% 1.55% 1% 3.88%
2026/04/10 21.7% 9.85% 17.03% 1.9% 6.07% 5.7% 0.6% 0.7% 1.12% 5.32%
2026/04/11 24.78% 15.86% 17.09% 2.9% 4.54% 1.36% 1.26% 1.32% 0.91% 5.74%
2026/04/12 23.17% 15.2% 17.95% 2.96% 4.95% 1.94% 0.71% 2.86% 1.87% 5.82%
2026/04/13 22.4% 12.49% 16.44% 1.95% 7.47% 4.45% 0.12% 1.43% 1.19% 3.68%
2026/04/14 21.08% 10.47% 17.28% 2.29% 7.65% 3.82% 0.28% 1.94% 0.77% 5.53%
2026/04/15 18.3% 10.19% 16.37% 2.84% 6.73% 7.09% 2.1% 1.36% 1.35% 4.34%
2026/04/16 5.56% 13.33% 16.6% 2.73% 7.39% 7.14% 0.62% 2.26% 2.86% 4.19%
2026/04/17 5.64% 15.46% 16.67% 2.89% 9.31% 7.73% 0.32% 1.99% 1.28% 3.28%
2026/04/18 26.09% 16.12% 13.25% 3.27% 7.63% 0.87% 1.06% 1.57% 1.71% 3.99%
2026/04/19 25.99% 13.93% 15.46% 4.23% 6.79% 1.05% 2.82% 3.53% 2.2% 2.11%
2026/04/20 21.17% 12.13% 10.6% 3.58% 6.92% 7.46% 0.96% 1.9% 3.28% 2.88%
2026/04/21 15.9% 13.17% 9.76% 3.77% 7.19% 5.07% 1.02% 1.19% 3.41% 2.82%
2026/04/22 19.88% 14.47% 8.85% 3.34% 7.35% 5.48% 1.11% 1.65% 2.52% 3.34%
2026/04/23 26.94% 12.66% 12.84% 3.68% 6.34% 6.45% 2.01% 1.31% 1.2% 1.73%
2026/04/24 23.98% 12.46% 11.89% 5.13% 6.48% 5.76% 0.94% 1.09% 1.61% 2.31%
2026/04/25 30.08% 9.93% 11.35% 9.83% 5.46% 1.68% 1.79% 1.73% 2.17% 3.32%
2026/04/26 28.72% 10.78% 13.06% 11.76% 5.62% 2.22% 2.11% 0.52% 2.05% 1.53%
2026/04/27 27.18% 10.91% 10.42% 6.27% 6.5% 5.21% 0.56% 1.56% 1.78% 1.32%
2026/04/28 24.8% 14.46% 3.5% 7.12% 7.32% 4.87% 2.13% 1.98% 2.79% 2.63%
2026/04/29 21.99% 14.36% 6.9% 7.7% 6.51% 5.28% 2.33% 2.02% 1.54% 2.82%
2026/04/30 19.98% 16.58% 7.87% 7.08% 6.75% 5.94% 1.88% 1.87% 0.86% 0.69%
  • xero.com
  • theaccountancy.co.uk
  • sage.com
  • taxassist.co.uk
  • anna.money
  • sleek.com
  • comparetheaccountant.com
  • tide.co
  • riftservices.co.uk
  • taxd.co.uk

Copyright © Adthena. All rights reserved.

April 2026 saw fluctuating PPC impressions. Xero.com led with highs and lows, while taxassist.co.uk surged late month. Sage.com and theaccountancy.co.uk showed steady trends. The month ended with diverse performances.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Services Tax and Accounting

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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Google Text Ad Copy Insights & Creative Trends for UK Services Tax and Accounting - Last month
  1. 1
    Free MTD For Sole Traders - Fully Automated Filing to HMRC https://www.anna.money › mtd › self_assessment

    Free Fully Automated HMRC-Compliant MTD for Income Tax Calculation And Filing Solution.

  2. 2
    HMRC-Recognised - 3 Months Free Sage Accounting https://www.sage.com

    Free yourself from endless admin with Sage Accounting

  3. 3
    Affordable & Easy UK Tax Filing | Taxd https://www.taxd.co.uk

    Join 10,000+ Brits filing with Taxd. HMRC-recognised & rated ‘Excellent’ on Trustpilot. Say goodbye to tax stress. File your return in minutes with...

  4. 4
    Income Tax Calculator: Estimate Your Tax Bill | Xero UK https://www.xero.com

    Try One Of Xero's Free Business Calculators And Get Started Planning Today. Xero SMB Calculators. Your Planning Tool For The Milestone...

  5. 5
    MTD Accounting Software for UK - HMRC Recognised Accounting App https://www.zoho.com

    Zoho Books is Recognised by HMRC and Designed in Line With the New MTD Regulations.

Copyright © Adthena. All rights reserved.

In the competitive landscape of tax and accounting PPC ads, Anna.money stands out with its promise of free, fully automated HMRC-compliant filing for sole traders. Sage.com entices with three months of free accounting, easing administrative burdens. Taxd.co.uk highlights affordability and ease, boasting over 10,000 satisfied users. Xero.com offers free business calculators for tax planning, while Zoho.com emphasizes its HMRC recognition and alignment with new MTD regulations. Each ad uniquely addresses user needs, from cost savings to stress reduction.

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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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