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UK Services Tax and Accounting - PPC Market Share Analysis April 2025

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.

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
Domain Share of clicks
xero.com 16
theaccountancy.co.uk 15.56
sage.com 5.93
taxscouts.com 5.79
taxd.co.uk 3.25
thomsonreuters.co.uk 2.78
taxassist.co.uk 2.52
riftservices.co.uk 2.31
sleek.com 2.02
comparetheaccountant.com 1.82
others 42.02

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In the PPC landscape, xero.com leads with 16% click share, closely followed by theaccountancy.co.uk at 15.56%. Meanwhile, ‘others’ dominate with 42.02%, highlighting 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
Date xero.com theaccountancy.co.uk sage.com taxd.co.uk taxscouts.com comparetheaccountant.com sleek.com thomsonreuters.co.uk tipalti.com bkl.co.uk
2025/04/01 15.87% 19.72% 2.74% 1.85% 4.59% 3.78% 0.3% 2.29% 0.05% 2.26%
2025/04/02 15.78% 19.41% 4.69% 2.2% 3.03% 3.28% 2.91% 1.49% 0.51% 1.18%
2025/04/03 17.02% 14.87% 2.15% 2.33% 3.76% 2.16% 3.3% 2.07% 1.22% 0.79%
2025/04/04 14.84% 17.43% 4.92% 2.01% 3.89% 1.35% 3.44% 1.79% 0.7% 1.55%
2025/04/05 11.5% 23.23% 5.7% 2.5% 8.45% 2.88% 0.98% 2.83% 2.66% 2.85%
2025/04/06 11.39% 14.57% 7.15% 1.48% 7.67% 1.86% 0.58% 4.02% 2.31% 3.08%
2025/04/07 16.4% 11.93% 4.44% 7.2% 3.46% 1.32% 3.7% 2.18% 2.21% 0.87%
2025/04/08 13.78% 15.61% 5.21% 3.57% 6.12% 1.95% 3.43% 2.62% 2.08% 2.26%
2025/04/09 15.26% 19.91% 5.17% 5.21% 5.43% 2.02% 2.04% 2.78% 1.66% 2.58%
2025/04/10 16.45% 17.25% 7.01% 8.17% 6.39% 1.06% 4.19% 2.41% 0.91% 1.78%
2025/04/11 13.01% 19.64% 5.59% 6.05% 7.57% 1.53% 4.15% 1.93% 2.26% 0.88%
2025/04/12 20.02% 18.34% 8.51% 6.37% 5.86% 1.73% 1.41% 3.06% 2.25% 1.42%
2025/04/13 12.73% 25.81% 8.03% 7.88% 7.06% 3.33% 2.13% 2.21% 0.86% 0.68%
2025/04/14 13.31% 22.34% 4.92% 3.3% 5.59% 2.05% 2.88% 2.98% 0.95% 1.19%
2025/04/15 21.83% 18.49% 4.41% 5.53% 5.7% 2.7% 2.38% 3.01% 0.58% 0.34%
2025/04/16 14.91% 14.83% 3.59% 7.59% 5.49% 0.98% 3.19% 3.37% 1.15% 1.86%
2025/04/17 17.35% 10.97% 3.82% 6.81% 6.67% 0.5% 2.81% 2.78% 2.58% 2.04%
2025/04/18 11.63% 16.57% 8.28% 9.66% 5.66% 0.68% 1.61% 3.57% 4.31% 3.53%
2025/04/19 15% 13.11% 8.14% 7.2% 8.19% 1.5% 3.64% 2.14% 3.17% 2.17%
2025/04/20 15.35% 24.39% 7.98% 3.84% 5.11% 2.26% 1.78% 2.66% 2.83% 2.23%
2025/04/21 11.96% 12.93% 6.48% 4.61% 6.59% 1.22% 2.65% 1.6% 1.85% 3.9%
2025/04/22 15.78% 22.43% 5.37% 4.36% 5.14% 3.24% 3.85% 2.18% 1.5% 0.87%
2025/04/23 17.25% 26.06% 5.57% 2.02% 4.72% 2.3% 2.82% 2.26% 1.02% 0.91%
2025/04/24 19.78% 26.71% 6.12% 3.51% 4.02% 1.31% 3.05% 1.79% 0.88% 0.96%
2025/04/25 19.42% 19.7% 10.28% 6.54% 1.95% 1.74% 2.98% 2.56% 1.21% 0.49%
2025/04/26 23.17% 20.01% 8.92% 6.15% 1.97% 1.59% 2.99% 2.28% 1.49% 2.78%
2025/04/27 24.31% 10.94% 15.69% 2.4% 1.77% 1.48% 2.9% 2.71% 2.07% 2.79%
2025/04/28 18.46% 17.21% 7.38% 3.45% 4.77% 1.71% 4.38% 2.19% 3.02% 2.4%
2025/04/29 19.91% 19.65% 7.64% 6.06% 2.65% 1.84% 2.9% 2.08% 1.36% 2.08%
2025/04/30 20.05% 12.83% 9.39% 8.18% 4.38% 2.91% 2.87% 2.64% 0.72% 0.62%

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April saw dynamic shifts in PPC spend. Xero.com fluctuated, peaking at 24.31% on April 27. Theaccountancy.co.uk led with 26.71% on April 24. Sage.com and taxd.co.uk showed steady growth, while taxscouts.com and comparetheaccountant.com remained stable. The month concluded with diverse spend patterns.

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
Date Competitor Count
2025/04/01 386
2025/04/02 379
2025/04/03 373
2025/04/04 375
2025/04/05 339
2025/04/06 342
2025/04/07 341
2025/04/08 348
2025/04/09 328
2025/04/10 350
2025/04/11 335
2025/04/12 307
2025/04/13 325
2025/04/14 330
2025/04/15 339
2025/04/16 330
2025/04/17 340
2025/04/18 315
2025/04/19 332
2025/04/20 329
2025/04/21 329
2025/04/22 348
2025/04/23 348
2025/04/24 342
2025/04/25 336
2025/04/26 331
2025/04/27 331
2025/04/28 354
2025/04/29 348
2025/04/30 333

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April began with 386 advertisers, gradually declining to 333 by month’s end. Mid-month fluctuations saw a low of 307 on April 12, with a peak of 354 on April 28.

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
Name Market Trend
xero.com 3.62%
sage.com 2.19%
riftservices.co.uk 1.63%
taxassist.co.uk 1.61%
avalara.com 1.46%
croneri.co.uk -0.58%
theaccountancy.co.uk -0.86%
vehicleroadtax.co.uk -0.9%
taxscouts.com -0.94%
caroola.com -1.27%

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In the past month, xero.com surged with a 3.62% click share increase, while caroola.com faced a decline of 1.27%.

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 sage.com taxd.co.uk theaccountancy.co.uk taxscouts.com thomsonreuters.co.uk comparetheaccountant.com riftservices.co.uk sleek.com bkl.co.uk
2025/04/01 12.79% 2.06% 1.74% 13.82% 4.5% 1.55% 4.29% 0.1% 0.26% 4.34%
2025/04/02 12.96% 4.53% 2.29% 11.89% 3.03% 1.25% 4.83% 0.62% 2.55% 1.26%
2025/04/03 14.12% 1.6% 2.35% 11.85% 3.58% 1.57% 2.53% 0.95% 2.83% 1.02%
2025/04/04 12.45% 4.94% 1.86% 10.68% 3.57% 1.27% 1.33% 0.95% 2.99% 1.9%
2025/04/05 9.01% 5.39% 2.96% 12.72% 10.55% 2.03% 3.14% 1.47% 0.8% 3.5%
2025/04/06 8.39% 7.07% 1.46% 8.7% 8.23% 2.85% 2.03% 0.69% 0.51% 4.56%
2025/04/07 12.24% 5.09% 7.5% 8.08% 3.63% 1.72% 1.26% 0.39% 4.37% 1.15%
2025/04/08 12.83% 4.96% 4.5% 10.85% 6.99% 3.32% 2.3% 1.06% 3.26% 2.89%
2025/04/09 11.65% 5.58% 5.33% 15.19% 5.63% 3.7% 2.67% 0.49% 1.95% 3.94%
2025/04/10 18.04% 7.14% 7.95% 11.84% 7.1% 2.5% 1.19% 0.64% 3.14% 2.62%
2025/04/11 11.54% 4.92% 7.4% 10.98% 10.17% 2.62% 1.36% 1.16% 4.71% 0.9%
2025/04/12 18.83% 9.49% 6.14% 11.77% 7.81% 4.08% 2.26% 1.41% 1.15% 2.18%
2025/04/13 12.32% 9.65% 8.28% 14.23% 7.48% 2.91% 3.98% 1.65% 1.73% 0.99%
2025/04/14 11.88% 6.32% 3.56% 14.8% 7.48% 3.73% 2.74% 0.48% 2.5% 1.96%
2025/04/15 23.67% 3.76% 5.86% 10.51% 6.17% 3.92% 3.28% 1.31% 1.67% 0.24%
2025/04/16 14.06% 2.69% 7.33% 9.7% 6.49% 4.04% 0.77% 2.29% 2.82% 2.41%
2025/04/17 17.23% 2.28% 6.19% 6.86% 8.58% 2.58% 0.49% 2.75% 2.13% 2.38%
2025/04/18 10.84% 5.25% 10.28% 10.36% 7.22% 4.04% 0.7% 2.92% 1.31% 4.69%
2025/04/19 12.34% 5.33% 6.53% 10.16% 9.68% 1.74% 1.3% 9.38% 2.63% 2.58%
2025/04/20 14.2% 7.4% 3.43% 14.07% 6.89% 3.24% 2.59% 2.13% 1.35% 2.89%
2025/04/21 8.59% 5.93% 4.51% 9.11% 8.52% 2.02% 1.27% 4.1% 1.9% 4.73%
2025/04/22 15.56% 5.16% 4.43% 13.68% 6.6% 2.85% 3.74% 2.86% 3% 0.8%
2025/04/23 18.78% 6.72% 1.96% 14.33% 5.8% 2.97% 2.69% 1.78% 2.04% 1.18%
2025/04/24 21.25% 5.84% 4.04% 15.58% 4.95% 2.44% 1.51% 2.05% 2.24% 1.52%
2025/04/25 16.84% 11.9% 6.41% 12.14% 2.67% 3.48% 1.66% 2.35% 2.15% 0.55%
2025/04/26 23.98% 10.72% 5.42% 11.52% 1.91% 3.03% 1.56% 1.87% 2.14% 3.5%
2025/04/27 21.62% 14.96% 2.01% 7.74% 1.92% 3.14% 1.34% 3.4% 1.95% 3.54%
2025/04/28 13.88% 6.22% 3.42% 11.38% 6.04% 3.08% 2.09% 2.1% 3.26% 3.26%
2025/04/29 18.83% 5.92% 5.6% 12.99% 3.5% 2.59% 2.38% 3.02% 2.32% 2.62%
2025/04/30 18.18% 9.95% 8.86% 6.23% 4.92% 3.11% 3.06% 2.18% 2% 0.78%

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April saw dynamic shifts in PPC impressions. Xero.com led with peaks mid-month, while theaccountancy.co.uk maintained steady visibility. Sage.com and taxd.co.uk showed fluctuating trends. The month concluded with xero.com dominating impressions.

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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  1. 1
    Register for VAT Today https://www.ltd-companies.co.uk

    Need to Register for VAT? Ltd Companies offers expert services to guide you through the registration process.

  2. 2
    Find Out In Minutes - Claim a Tax Refund https://www.riftservices.co.uk

    1 in 3 People Are Due A Tax Refund With The Average Claim Worth £3K. Don't Miss Out! We Make Getting Your Tax Refund Simple. Apply Online...

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

    UK's #1 Award Winning Tax Return Service. File Your Full Return in Just 15 Minutes Today.

  4. 4
    Cheap Online Accountants - £24.50 Per Month https://www.theaccountancy.co.uk › accountants › online

    Unlimited support via phone/email/chat. Expert accountants with years of experience. We don't do...

  5. 5
    Accounting for Small Business https://www.xero.com › xero › accounting

    Small Business Accounting — Xero accounting software is made for SMBs. Automate admin and work from anywhere, anytime.

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In the competitive world of tax and accounting PPC ads, five advertisers stand out. Ltd Companies simplifies VAT registration, while Rift Services highlights potential tax refunds worth £3,000. Taxd offers quick, award-winning tax filing, and The Accountancy provides affordable online accounting. Xero empowers small businesses with flexible accounting software.

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