UK Software & Technology Payroll / Accounting - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Payroll / 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 Software & Technology Payroll / 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	59.36
sage.com	16.77
quickbooks.intuit.com	11.73
deel.com	0.86
invoicehome.com	0.67
usemultiplier.com	0.59
bizimply.com	0.56
blackline.com	0.53
tipalti.com	0.49
adobe.com	0.48
others	7.96

In the PPC landscape, Xero.com dominates with 59.36% click share, overshadowing Sage.com at 16.77% and QuickBooks at 11.73%. Others collectively hold 7.96%.

Market Exposure

Share of Spend for the top 10 UK Software & Technology Payroll / 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	quickbooks.intuit.com	xero.com	sage.com	tipalti.com	blackline.com	stripe.com	mhrglobal.com	adp.com	theaccessgroup.com	invoicehome.com
2025/05/01	13.61%	21.88%	35.83%	0.89%	2.85%	0.66%	0.96%	0.59%	1.41%	1.92%
2025/05/02	13.77%	20.43%	32.2%	1.25%	2.88%	0.86%	0.88%	1.12%	2.47%	0.71%
2025/05/03	13.42%	21.73%	37.87%	2.23%	2.96%	0.91%	1.1%	0.14%	1.75%	0.65%
2025/05/04	13.55%	19.66%	37.45%	3.32%	3.17%	0.8%	2.08%	0.11%	1.6%	0.81%
2025/05/05	18.47%	20.17%	31.87%	1.96%	2.35%	0.64%	1.44%	0.84%	0.91%	1%
2025/05/06	19.19%	20.79%	27.01%	1.47%	2.51%	0.54%	0.93%	0.88%	1.32%	0.92%
2025/05/07	10.87%	24.95%	28.53%	2.09%	2.47%	0.79%	0.69%	1.21%	1.97%	1.38%
2025/05/08	12.21%	24.03%	28.7%	1.5%	2.33%	1%	0.51%	1.3%	1.9%	1.6%
2025/05/09	13.16%	25.69%	28.69%	1.08%	2.3%	0.63%	0.85%	1.83%	1.9%	1.33%
2025/05/10	12.74%	23.42%	32.12%	2.97%	2.62%	0.45%	1.42%	0.3%	2.15%	1.22%
2025/05/11	12.49%	24.01%	31.98%	3.16%	1.73%	0.83%	2.02%	0.21%	1.97%	0.82%
2025/05/12	10.68%	24.56%	29.43%	1.08%	2.15%	1.29%	1.01%	1.32%	2.11%	1.69%
2025/05/13	16.44%	23.9%	26.33%	0.79%	2.27%	1.46%	0.61%	1.21%	2.15%	1.58%
2025/05/14	19.34%	22.94%	25.67%	1.14%	1.95%	1.17%	0.69%	1.07%	1.7%	1.01%
2025/05/15	20.36%	24.21%	22.88%	1.55%	1.88%	1.85%	0.7%	1.4%	1.31%	1.29%
2025/05/16	19.5%	22.26%	24.38%	1.48%	1.65%	1.79%	0.97%	1.33%	0.69%	1.42%
2025/05/17	21.29%	22.06%	28.78%	3.06%	2.31%	1.16%	1.83%	0.31%	0.65%	0.77%
2025/05/18	22.26%	21.51%	28.29%	1.99%	2.09%	1.33%	1.98%	0.26%	0.6%	0.73%
2025/05/19	20.77%	20.02%	24.9%	2.45%	1.84%	1.44%	1.19%	1.04%	0.69%	0.88%
2025/05/20	19.78%	20.57%	25.06%	1.2%	1.97%	1.9%	0.78%	1.22%	0.57%	1.49%
2025/05/21	20.4%	21.1%	26.97%	1.28%	1.79%	1.36%	0.89%	1.24%	0.67%	0.79%
2025/05/22	17.78%	24.94%	27.51%	1.33%	1.75%	1.43%	0.8%	1.34%	0.49%	1.45%
2025/05/23	15.86%	26.98%	26.59%	1.4%	1.68%	1.48%	1.01%	1.06%	0.54%	1.2%
2025/05/24	18.07%	29.93%	25.55%	1.27%	2.05%	1.47%	1.24%	0.87%	0.61%	0.45%
2025/05/25	15.99%	32.01%	26.98%	3.33%	1.55%	1.21%	0.91%	0.72%	0.41%	0.44%
2025/05/26	16.61%	32.28%	24.48%	1.64%	1.43%	1.16%	0.89%	1.21%	0.35%	1.09%
2025/05/27	18.16%	31.16%	24.85%	1.03%	1.47%	1.52%	0.85%	1.14%	0.4%	0.93%
2025/05/28	18.13%	30.3%	24.88%	1.03%	1.68%	1.22%	0.96%	1.31%	0.42%	0.8%
2025/05/29	22.8%	26%	24.52%	0.72%	1.33%	1.43%	1.12%	1.41%	0.42%	1.1%
2025/05/30	24.57%	26.8%	22.11%	1%	1.25%	1.48%	0.79%	1.12%	0.45%	0.92%
2025/05/31	26.92%	26.27%	21.07%	1.73%	1.48%	1.38%	1.26%	1.24%	0.68%	0.62%

In May 2025, QuickBooks’ spend share surged from 13.61% to 26.92%, while Xero peaked at 32.28%. Sage’s share declined, ending at 21.07%. Tipalti and Blackline maintained low shares, and Stripe showed slight fluctuations. MHR Global and ADP had minor variations, with The Access Group and Invoice Home remaining stable.

Market Exposure

Competitor Count for UK Software & Technology Payroll / 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
2025/05/01	414
2025/05/02	418
2025/05/03	420
2025/05/04	413
2025/05/05	427
2025/05/06	410
2025/05/07	441
2025/05/08	446
2025/05/09	440
2025/05/10	434
2025/05/11	435
2025/05/12	454
2025/05/13	462
2025/05/14	456
2025/05/15	451
2025/05/16	442
2025/05/17	406
2025/05/18	414
2025/05/19	424
2025/05/20	429
2025/05/21	408
2025/05/22	406
2025/05/23	393
2025/05/24	376
2025/05/25	369
2025/05/26	372
2025/05/27	379
2025/05/28	376
2025/05/29	371
2025/05/30	369
2025/05/31	365

May began with 414 advertisers, peaking at 462 mid-month. A decline followed, ending with 365 advertisers.

Campaign Efficiency

Market Loss & Market Gains for UK Software & Technology Payroll / 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
quickbooks.intuit.com	2.69%
xero.com	2.39%
bizimply.com	0.24%
getapp.com	0.18%
sleek.com	0.12%
paylift.co.uk	-0.2%
theaccessgroup.com	-0.26%
deel.com	-0.27%
invoicehome.com	-0.32%
sage.com	-2.42%

QuickBooks and Xero surged in click share, gaining 2.69% and 2.39% respectively. Meanwhile, Sage experienced a significant drop of 2.42%.

Campaign Efficiency

UK Software & Technology Payroll / 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	quickbooks.intuit.com	sage.com	tipalti.com	usemultiplier.com	adobe.com	stripe.com	mhrglobal.com	deel.com	sleek.com
2025/05/01	39.71%	10.45%	18.97%	1.3%	0.54%	0.59%	0.74%	1.74%	2.23%	0.18%
2025/05/02	35.93%	8.66%	17.75%	1.57%	0.67%	0.6%	0.86%	1.38%	2.94%	0.7%
2025/05/03	37.88%	8.42%	21.22%	3.08%	0.7%	0.21%	0.96%	1.72%	0.3%	0.03%
2025/05/04	33.32%	9.17%	19.72%	4.89%	1.3%	0.27%	0.84%	3.01%	0.89%	0.44%
2025/05/05	31.29%	15.36%	17.32%	2.56%	1.19%	0.44%	0.82%	2.19%	5.08%	1.48%
2025/05/06	33.76%	15.38%	14.27%	2.1%	1.02%	0.87%	0.63%	1.23%	3.78%	1.63%
2025/05/07	38.49%	7.58%	14.31%	2.55%	1.33%	1.45%	1.16%	0.97%	1.87%	0.47%
2025/05/08	38.73%	8.82%	14.83%	1.78%	2.18%	1.31%	1.23%	0.72%	3.49%	1.63%
2025/05/09	42.75%	9.77%	15.79%	1.02%	1.15%	0.79%	0.59%	0.73%	3.28%	0.15%
2025/05/10	36.84%	9.26%	18.04%	5.09%	1.14%	1.65%	0.48%	1.14%	0.59%	1.86%
2025/05/11	37.93%	10.02%	17.78%	5.18%	2.48%	0.6%	0.88%	1.67%	0.41%	1.45%
2025/05/12	38.8%	7.77%	15.62%	1.06%	1.39%	0.41%	1.55%	1%	1.01%	0.98%
2025/05/13	37.81%	11.7%	14.53%	0.71%	1.39%	0.67%	1.76%	0.72%	1.58%	0.53%
2025/05/14	35.8%	13.11%	14.18%	1.87%	2.42%	0.8%	1.57%	0.68%	2.64%	0.46%
2025/05/15	37.67%	13.36%	13.28%	2.33%	0.91%	1.22%	2.19%	0.68%	2.31%	0.78%
2025/05/16	34.73%	13.95%	12.81%	2.15%	2.26%	1.27%	1.68%	1.06%	4.48%	0.79%
2025/05/17	40.09%	13.27%	15.64%	5.64%	1.58%	0.81%	0.98%	2.25%	0.28%	1.47%
2025/05/18	38.16%	16.28%	15.75%	3.9%	1.85%	0.46%	1.34%	1.85%	0.18%	0.57%
2025/05/19	33.75%	12.94%	13.92%	4.2%	1.25%	0.89%	1.48%	1.33%	2.25%	3.45%
2025/05/20	34.21%	13.39%	13.46%	1.58%	0.37%	1.77%	2.24%	0.71%	1.53%	4.95%
2025/05/21	36.51%	15.26%	13.99%	2.01%	1.6%	0.99%	1.37%	0.99%	1.68%	3.22%
2025/05/22	41.7%	11.73%	13.83%	1.71%	1.23%	1.3%	1.45%	0.66%	0.68%	1.77%
2025/05/23	43.52%	9.46%	13.78%	1.66%	1.76%	0.92%	1.5%	0.92%	2.5%	1.96%
2025/05/24	46.03%	11.15%	13.68%	1.94%	2.13%	1.34%	1.24%	1.38%	0.36%	2.98%
2025/05/25	47.61%	8.77%	13.69%	5.91%	1.64%	0.75%	1.29%	0.87%	0.09%	2.32%
2025/05/26	47.04%	9.38%	12.83%	2.39%	0.74%	0.92%	1.07%	0.96%	3.55%	1.54%
2025/05/27	46.4%	13.94%	12.29%	1.59%	2.01%	0.57%	1.21%	0.87%	1.55%	1.29%
2025/05/28	45.88%	13.93%	13.3%	1.62%	1.14%	1.16%	1.09%	0.98%	1.66%	0.12%
2025/05/29	40.09%	20.02%	12.15%	0.46%	2.05%	1.2%	1.33%	1.18%	3.42%	0.06%
2025/05/30	39.73%	19.23%	10.5%	1.45%	2.53%	1.07%	1.48%	0.54%	4.11%	0.04%
2025/05/31	39.6%	22.63%	11.1%	2.97%	2.81%	1.56%	1.47%	1.03%	0.13%	0.01%

In May 2025, Xero’s impression share fluctuated, peaking at 47.61% on the 25th. QuickBooks saw a late surge, ending at 22.63%. Sage’s share declined, finishing at 11.1%. Tipalti and UseMultiplier showed minor fluctuations, while Adobe and Stripe maintained low shares. MHRGlobal and Deel experienced volatility, with Deel’s share dropping to 0.13% by month’s end. Sleek’s share remained minimal throughout.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Software & Technology Payroll / 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
Free Payroll Template https://www.deel.com › free_template
Free Payroll Template Now — Get a free ready-to-use global payroll template from Deel to manage employee compensation. Simplify...
2
Easy Accounting & Bookkeeping | Accounting Pro https://www.sleek.com › accountant › xero
Run your business whilst we manage your books. Trusted by over 450k businesses globally.
3
Easily Create & Send Invoices https://www.stripe.com › invoicing
Invoicing Made Easy — Automate your manual accounts receivable processes with Stripe Invoicing. Learn more today
4
Xero Integrated App In The UK | Xero App Partner https://www.tipalti.com
Tipalti Offers A Best-In-Class Experience For The UK With Our Xero Integrated Solutions. Xero Integrated Financial Software...
5
Xero https://www.xero.com
Xero Accounting Software — Xero accounting software is made for SMBs. Automate admin and work from anywhere, anytime. Xero is secure and reliable and our experts are here to support you 24/7. Simple.

In the competitive landscape of Google PPC, Deel entices with a “Free Payroll Template,” simplifying global payroll management. Sleek.com promises ease with “Easy Accounting & Bookkeeping,” trusted by over 450,000 businesses. Stripe’s “Easily Create & Send Invoices” automates invoicing, while Tipalti offers a “Best-In-Class Experience” with Xero integration. Xero itself highlights its secure, reliable software for SMBs, emphasizing automation and 24/7 support.

Frequently Asked Questions

Why is the UK Software & Technology Payroll / Accounting May 2025 Report useful and how should I use it?

Why is the UK Software & Technology Payroll / Accounting May 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.

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Data within the UK Software & Technology Payroll / Accounting May 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
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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.

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The UK Software & Technology Payroll / Accounting May 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.

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Who is this UK Software & Technology Payroll / Accounting May 2025 Report for?

The UK Software & Technology Payroll / Accounting May 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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Share of Spend for the top 10 UK Software & Technology Payroll / Accounting brands

Competitor Count for UK Software & Technology Payroll / Accounting

Market Loss & Market Gains for UK Software & Technology Payroll / Accounting

UK Software & Technology Payroll / Accounting Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Software & Technology Payroll / Accounting

Frequently Asked Questions

Why is the UK Software & Technology Payroll / Accounting May 2025 Report useful and how should I use it?

Why is the UK Software & Technology Payroll / Accounting May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Software & Technology Payroll / Accounting May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Software & Technology Payroll / Accounting May 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Get the full picture

See this data specific to your brand performance

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