UK Services Tax and Accounting - PPC Market Share Analysis November 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.

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	14.2685971043
	85.7314028957

14%

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	33
	67

33%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	2%
Transactional	0%
Navigational	0%
Seasonal	0%
Local	0%
Problem Solving	26%

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	17.04
sage.com	14.37
theaccountancy.co.uk	12.39
gov.uk	10.88
taxd.co.uk	5.71
taxassist.co.uk	4.34
sleek.com	2.72
tide.co	1.57
novabook.com	1.57
theperfectaccountant.com	1.56
others	27.85

xero.com - 17.04%
sage.com - 14.37%
theaccountancy.co.uk - 12.39%
gov.uk - 10.88%
taxd.co.uk - 5.71%
taxassist.co.uk - 4.34%
sleek.com - 2.72%
tide.co - 1.57%
novabook.com - 1.57%
theperfectaccountant.com - 1.56%
others - 27.85%

In the competitive landscape of Google PPC for tax and accounting, ‘xero.com’ leads with 17.04% click share, followed by ‘sage.com’ at 14.37%. ‘Others’ collectively hold a significant 27.85%.

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	xero.com	sage.com	taxd.co.uk	taxassist.co.uk	gov.uk	novabook.com	theperfectaccountant.com	theaccountancy.co.uk	adp.com	sleek.com
2025/11/01	20.83%	6.09%	7.94%	4.42%	0.9%	4.62%	2.12%	14.48%	3.14%	7.07%
2025/11/02	21.49%	7.75%	8.67%	5.96%	0.45%	2.21%	1.7%	14.71%	2.65%	9.28%
2025/11/03	19.46%	6.73%	7.99%	2.54%	0.03%	1.33%	1.62%	18.68%	2.8%	3.23%
2025/11/04	17.73%	9.53%	8.96%	2.52%	0.1%	1.35%	1.92%	20.21%	1.49%	4.38%
2025/11/05	13.3%	8.73%	9.1%	2.98%	0.54%	2.96%	2.49%	20.04%	1.46%	6.06%
2025/11/06	12.16%	10.06%	9.46%	2.04%	0.24%	3.82%	1.44%	21.14%	1.34%	5.56%
2025/11/07	12.9%	10.98%	9.61%	2.32%	0.06%	3.03%	1.72%	21.1%	1.71%	5.44%
2025/11/08	18.65%	13.64%	8.43%	2.84%	0.01%	3.68%	2.53%	19.64%	1.99%	5.79%
2025/11/09	15.53%	14.07%	9.01%	2.78%	0.01%	4.16%	2.57%	18.49%	1.9%	3.25%
2025/11/10	12.07%	11.43%	10.24%	2.3%	0.02%	1.59%	1.3%	19.57%	2.21%	5.27%
2025/11/11	13.86%	16.32%	5.32%	1.42%	0.25%	2.38%	1.33%	17.36%	2.04%	5.29%
2025/11/12	10.56%	16.36%	9.72%	2.04%	0.14%	2.86%	1.8%	17.25%	1.71%	4.46%
2025/11/13	15.99%	14.95%	9.24%	1.3%	0.16%	3.09%	0.88%	17.35%	1.44%	4.52%
2025/11/14	14.16%	15.95%	6.83%	1.73%	0.02%	2.08%	0.73%	15.7%	2.34%	5.18%
2025/11/15	17.46%	15.51%	7.65%	2.54%	1.55%	2.89%	1.7%	17.89%	1.32%	1.21%
2025/11/16	20.18%	17.49%	7.26%	2.63%	0.51%	2.91%	2%	18.14%	1.17%	1.14%
2025/11/17	19.39%	15.76%	6.92%	1.58%	1.16%	2.1%	1.72%	17.94%	0.95%	4.59%
2025/11/18	10.73%	13.37%	8.48%	1.91%	0.08%	3.54%	2.5%	20.07%	1.13%	3.75%
2025/11/19	12.71%	12.39%	10.72%	2.28%	0.75%	2.87%	1.47%	20.56%	1.49%	5.02%
2025/11/20	11.24%	14.48%	7.59%	1.91%	6.74%	2.95%	1.69%	18.32%	1.13%	4.56%
2025/11/21	14.68%	19.3%	8.11%	1.67%	3.87%	2.18%	1.14%	17.39%	0.73%	3.89%
2025/11/22	16.24%	22.15%	7.58%	3.86%	5.78%	2.27%	1.27%	15%	0.75%	1.8%
2025/11/23	19.9%	18.52%	7.67%	3.54%	4.94%	1.88%	0.94%	15.19%	1.12%	1.52%
2025/11/24	18.46%	20.05%	6.13%	1.68%	1.99%	1.64%	0.74%	15.94%	0.59%	4%
2025/11/25	13.34%	13.52%	9.95%	1.78%	2.87%	1.63%	1.06%	16.01%	0.55%	4.52%
2025/11/26	10.63%	10.88%	11.46%	1.32%	2.92%	1.67%	2.06%	16.63%	1.12%	4.31%
2025/11/27	13.5%	11.95%	9.39%	1.61%	2.38%	4.49%	1.4%	12.89%	1.9%	5.39%
2025/11/28	17.16%	15.27%	6.68%	1.88%	2.25%	3.96%	1.09%	11.11%	2.6%	5.28%
2025/11/29	17.09%	17.93%	8%	3.6%	3.48%	5.46%	2.13%	9.74%	1.46%	1.76%
2025/11/30	20.29%	12.96%	8.09%	4.48%	4.26%	3.95%	2.56%	2.44%	1.94%	1.16%

xero.com
sage.com
taxd.co.uk
taxassist.co.uk
gov.uk
novabook.com
theperfectaccountant.com
theaccountancy.co.uk
adp.com
sleek.com

In November 2025, Xero’s PPC spend share fluctuated, peaking at 21.49% and ending at 20.29%. Sage saw a rise, reaching 22.15% before closing at 12.96%. Taxd.co.uk maintained stability, while TaxAssist.co.uk and Gov.uk showed minor variations. TheAccountancy.co.uk’s share declined significantly, finishing at 2.44%.

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
2025/11/01	314
2025/11/02	316
2025/11/03	335
2025/11/04	320
2025/11/05	332
2025/11/06	337
2025/11/07	342
2025/11/08	333
2025/11/09	327
2025/11/10	332
2025/11/11	331
2025/11/12	328
2025/11/13	332
2025/11/14	332
2025/11/15	313
2025/11/16	311
2025/11/17	327
2025/11/18	334
2025/11/19	333
2025/11/20	330
2025/11/21	338
2025/11/22	324
2025/11/23	328
2025/11/24	333
2025/11/25	328
2025/11/26	322
2025/11/27	315
2025/11/28	314
2025/11/29	319
2025/11/30	321

November saw a dynamic fluctuation in distinct advertisers, peaking at 342 on the 7th, before stabilizing around 321 by month’s end.

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
gov.uk	18.53%
sage.com	1.19%
crunch.co.uk	1.01%
sovos.com	0.76%
braceys-accountants.co.uk	0.49%
unbiased.co.uk	-0.82%
tide.co	-1.06%
taxd.co.uk	-1.68%
xero.com	-4.17%
theaccountancy.co.uk	-5.13%

Gov.uk surged with an 18.53% click share increase, while theaccountancy.co.uk dropped by 5.13%. Sage.com and crunch.co.uk saw modest gains.

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	taxassist.co.uk	gov.uk	novabook.com	tide.co	theperfectaccountant.com	theaccountancy.co.uk	sleek.com
2025/11/01	26.35%	7.16%	9.88%	4.97%	0.44%	3.52%	0.51%	2.59%	10.64%	6.12%
2025/11/02	27.87%	8.67%	9.47%	6.47%	0.49%	1.73%	0.97%	1.9%	9.76%	7.2%
2025/11/03	26.42%	7.74%	9.02%	2.8%	0.03%	1.12%	0.5%	1.83%	12.6%	2.52%
2025/11/04	21.3%	9.61%	10.84%	2.94%	0.12%	0.94%	0.36%	2.19%	14.48%	3.58%
2025/11/05	16.12%	9.47%	13.49%	3.58%	0.42%	2.5%	1.21%	2.55%	14.54%	4.93%
2025/11/06	15.35%	10.85%	10.53%	2.41%	0.37%	3.96%	1.71%	1.72%	15.37%	4.76%
2025/11/07	15.38%	12.48%	12.63%	2.64%	0.07%	2.43%	1.99%	1.87%	15.16%	3.97%
2025/11/08	23.32%	15.19%	8.4%	3.08%	0.01%	2.23%	2.04%	2.57%	13.61%	3.73%
2025/11/09	17.64%	14.13%	9.36%	2.82%	0.02%	3.29%	1.39%	2.45%	13.05%	2.2%
2025/11/10	15.24%	12.58%	10.32%	2.54%	0.03%	1.25%	0.94%	1.56%	15.24%	4.55%
2025/11/11	15.91%	18.94%	6.54%	1.27%	0.5%	1.75%	1.78%	1.13%	11.29%	3.51%
2025/11/12	11.97%	19.85%	10.95%	2.8%	0.13%	2.43%	1.85%	2.15%	13.09%	3.37%
2025/11/13	19.33%	17.37%	9.54%	1.43%	0.22%	2.36%	1.59%	0.83%	13.53%	3.55%
2025/11/14	16%	20.42%	6.91%	2.19%	0.02%	1.47%	8%	0.73%	11.79%	3.71%
2025/11/15	21.57%	16.53%	8.24%	2.88%	1.2%	2.41%	5.57%	1.79%	14.02%	0.87%
2025/11/16	23.48%	19.86%	7.75%	3.26%	0.5%	3.02%	1.57%	1.92%	13.31%	0.61%
2025/11/17	24.02%	17.42%	7.96%	1.94%	0.94%	1.59%	1.41%	1.99%	13.04%	4.09%
2025/11/18	11.77%	14.75%	10.27%	2.68%	0.15%	2.66%	2.22%	2.43%	16.22%	3.05%
2025/11/19	12.76%	14.25%	12.08%	2.64%	1.08%	1.95%	0.51%	1.61%	16.88%	4.07%
2025/11/20	12.15%	18.7%	8.46%	2.12%	7.07%	2.5%	1.18%	1.51%	14.23%	3.96%
2025/11/21	16.06%	24.24%	8.25%	2.09%	4.64%	1.59%	1.14%	1.09%	12.95%	3.05%
2025/11/22	18.27%	28.33%	7.34%	4.21%	6.02%	1.78%	1.43%	1.2%	10.3%	1.24%
2025/11/23	23.85%	22.84%	7.67%	4.28%	5.16%	1.29%	1.16%	0.87%	10.37%	1.03%
2025/11/24	21.45%	20.12%	6.25%	1.76%	2.25%	1.17%	0.52%	0.75%	10.28%	2.88%
2025/11/25	14.85%	15.94%	11.3%	2.6%	3.4%	0.97%	1.25%	1.23%	11.28%	3.32%
2025/11/26	11.65%	11.26%	13.22%	1.7%	3.63%	1.31%	1.7%	2.25%	11.63%	3.61%
2025/11/27	15.09%	12.19%	11.16%	1.82%	2.84%	3.68%	1.91%	1.45%	8.76%	4.76%
2025/11/28	22.02%	14.62%	6.54%	3.31%	2.3%	3.76%	2.64%	1.15%	7.39%	4.65%
2025/11/29	19.92%	18.18%	8.81%	4.08%	3.58%	5.23%	2.82%	2.56%	6.68%	1.48%
2025/11/30	25.83%	13.08%	8.94%	4.87%	4.16%	3.66%	2.75%	2.52%	1.09%	0.74%

xero.com
sage.com
taxd.co.uk
taxassist.co.uk
gov.uk
novabook.com
tide.co
theperfectaccountant.com
theaccountancy.co.uk
sleek.com

Xero.com started November strong, peaking early, then fluctuated, ending at 25.83%. Sage.com rose steadily, peaking mid-month, closing at 13.08%. Taxd.co.uk saw minor fluctuations, finishing at 8.94%. Taxassist.co.uk remained low, ending at 4.87%. Gov.uk spiked mid-month, closing at 4.16%. Novabook.com fluctuated, ending at 3.66%. Tide.co had minor changes, finishing at 2.75%. Theperfectaccountant.com remained stable, closing at 2.52%. Theaccountancy.co.uk declined, ending at 1.09%. Sleek.com fluctuated, closing at 0.74%.

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
The Accountant for Startups - Flat Rate Affordable Pricing https://www.novabook.com
You didn't start a business to do your books all day. We did. Join venture-backed startups who trust...
2
UK Government Tax Calculator | Free Self Assessment Software https://www.sage.com
Free Sage Accounting Software Forever | Get Sage Accounting Today. Get Ready For Making Tax...
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
Cheap Self Assessment Service - £24.50 P/M SA Accountant https://www.theaccountancy.co.uk › self-assessment
We don't do 'account managers', we provide your business with its own dedicated accountant
5
Online VAT Calculator | Xero UK https://www.xero.com
Xero Calculators Serves Up The Numbers You Need To Track Profits And Manage Your Margins.

In the competitive world of tax and accounting PPC ads, Novabook stands out by targeting startups with flat-rate pricing, emphasizing ease for entrepreneurs. Sage offers free self-assessment software, appealing to cost-conscious users. Taxd simplifies UK tax filing, boasting HMRC recognition and Trustpilot excellence. The Accountancy provides dedicated accountants, while Xero focuses on profit tracking with its VAT calculator.

Frequently Asked Questions

Why is the UK Services Tax and Accounting November 2025 Report useful and how should I use it?

Why is the UK Services Tax and Accounting November 2025 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

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Data within the UK Services Tax and Accounting November 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the UK Services Tax and Accounting November 2025 Report?

The UK Services Tax and Accounting November 2025 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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Does this include mobile, desktop and Google Shopping data?

Yes. The UK Services Tax and Accounting November 2025 Report aggregates data from across both device types and Google Shopping.
Who is this UK Services Tax and Accounting November 2025 Report for?

The UK Services Tax and Accounting November 2025 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
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AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 UK Services Tax and Accounting brands

Share of Spend for the top 10 UK Services Tax and Accounting brands

Competitor Count for UK Services Tax and Accounting

Market Loss & Market Gains for UK Services Tax and Accounting

UK Services Tax and Accounting Share of Impressions

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Frequently Asked Questions

Why is the UK Services Tax and Accounting November 2025 Report useful and how should I use it?

Why is the UK Services Tax and Accounting November 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Services Tax and Accounting November 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Services Tax and Accounting November 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Doing more with less: how Adthena customers are maximizing PPC performance with shrinking budgets

Ask Arlo: AI generated search insights in seconds

Georgia Law Firm Case Study: Reduced Brand Infringements by 39% and CPCs by 25% with Adthena

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