Why is the AUS Software & Technology Payroll / Accounting May 2026 Report useful and how should I use it?

Why is the AUS Software & Technology Payroll / Accounting May 2026 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. How to use the AUS Software & Technology Payroll / Accounting May 2026 Report Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.

How often is the data updated?

Data within the AUS Software & Technology Payroll / Accounting May 2026 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 AUS Software & Technology Payroll / Accounting May 2026 Report?

The AUS Software & Technology Payroll / Accounting May 2026 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. Learn more about our data. Learn more about our data accuracy

Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Software & Technology Payroll / Accounting May 2026 Report aggregates data from across both device types and Google Shopping.

Who is this AUS Software & Technology Payroll / Accounting May 2026 Report for?

The AUS Software & Technology Payroll / Accounting May 2026 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.

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform. With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date. Learn more about Ask Arlo.

AUS Software & Technology Payroll / Accounting - PPC Market Share Analysis May 2026

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

Google AI Overview visibility for Software & Technology Payroll / Accounting AUS

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	32.5830509221
	67.4169490779

32%

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	37
	63

37%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	22%
Transactional	6%
Navigational	7%
Seasonal	0%
Local	0%
Problem Solving	12%

Market Exposure

Share of Clicks for top 10 AUS 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

Share of Clicks - Last month
Domain	Share of clicks
xero.com	62.99
myob.com	23.27
quickbooks.intuit.com	2.9
invoicehome.com	1.4
sage.com	1.32
reckon.com	1.08
adp.com	0.82
hnry.com.au	0.69
airwallex.com	0.54
elmosoftware.com.au	0.5
others	4.49

xero.com - 62.99%
myob.com - 23.27%
quickbooks.intuit.com - 2.9%
invoicehome.com - 1.4%
sage.com - 1.32%
reckon.com - 1.08%
adp.com - 0.82%
hnry.com.au - 0.69%
airwallex.com - 0.54%
elmosoftware.com.au - 0.5%
others - 4.49%

In the PPC landscape, Xero dominates with 63% click share, followed by MYOB at 23%. QuickBooks holds 2.9%, while ‘others’ collectively capture 4.49%.

Market Exposure

Share of Spend for the top 10 AUS 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.

See more data

Share of Spend - Last Month

Share of Spend - Last Month
Date	xero.com	myob.com	reckon.com	sage.com	quickbooks.intuit.com	airwallex.com	invoicehome.com	tradifyhq.com	elmosoftware.com.au	netsuite.com.au
2026/05/01	27.03%	26.72%	2.12%	6%	10.17%	2.68%	3.49%	1.77%	1.89%	0.66%
2026/05/02	30.93%	27.87%	6.76%	5.3%	6.17%	2.37%	1.78%	1.22%	2.54%	0.54%
2026/05/03	29.92%	29.05%	4.33%	6.23%	6.12%	2.54%	2.09%	1.55%	2.19%	0.76%
2026/05/04	29.89%	28.01%	2.9%	5.83%	4.21%	1.74%	2.69%	2.65%	2.1%	1.26%
2026/05/05	27.99%	30.24%	3.17%	5.99%	6.06%	1.56%	1.97%	2.06%	2.15%	1.11%
2026/05/06	28.57%	31.99%	4.52%	5.32%	5.88%	1.22%	2.51%	1.65%	2.34%	1.3%
2026/05/07	29.41%	33.19%	5.92%	5.29%	6.06%	1.62%	2.24%	1.32%	2.13%	1.12%
2026/05/08	28.86%	29.58%	4.91%	6.09%	4.25%	3.34%	2.35%	1.17%	2.31%	2.39%
2026/05/09	33.5%	29.27%	8.27%	5.05%	4.09%	2.44%	1.84%	1.03%	2.09%	1.62%
2026/05/10	31.09%	29.31%	9.3%	5.36%	5.98%	2.96%	1.6%	1.44%	2.25%	0.67%
2026/05/11	30.72%	31.09%	4.47%	6.73%	3%	2.63%	2.55%	1.28%	2.13%	1.07%
2026/05/12	29.63%	33.05%	3.95%	6.2%	2.36%	1.89%	2.61%	1.45%	2.33%	2.53%
2026/05/13	30.2%	33.09%	3.19%	6.1%	2.31%	2.06%	2.29%	1.39%	2.21%	3.18%
2026/05/14	26.16%	36.46%	4.55%	6.11%	2.59%	2%	1.68%	1.51%	2.79%	2.84%
2026/05/15	25.44%	34.17%	3.82%	6.14%	4.07%	2.51%	2.2%	1.43%	2.46%	2.74%
2026/05/16	29.86%	34%	5.23%	4.98%	2.03%	2.14%	2.2%	1.58%	2.74%	1.69%
2026/05/17	31.08%	35.6%	4.73%	4.03%	3.91%	1.38%	1.99%	1.41%	2.18%	1.36%
2026/05/18	30.78%	34.71%	3.74%	5.27%	1.28%	1.71%	2.54%	1.25%	2.42%	1.68%
2026/05/19	31.62%	38.48%	3.24%	4.28%	1.28%	1.49%	1.97%	0.53%	2.42%	2.36%
2026/05/20	30.23%	35.96%	2.91%	5.46%	3.16%	0.77%	1.29%	0.77%	2.87%	3.17%
2026/05/21	30.26%	34.74%	3.19%	4.96%	4.99%	0.97%	2.1%	0.63%	2.13%	3.1%
2026/05/22	30.28%	34.79%	3.68%	4.59%	3.84%	1.36%	2.55%	0.7%	1.85%	2.72%
2026/05/23	31.81%	35.44%	6.71%	3.3%	2.59%	0.45%	2.21%	0.9%	1.96%	2.26%
2026/05/24	32.48%	35.2%	7.19%	3.8%	3.04%	0.99%	1.71%	0.76%	1.75%	2.49%
2026/05/25	32.48%	30.66%	3.02%	4.77%	6.1%	1.16%	2.57%	1.46%	1.81%	2.32%
2026/05/26	35.05%	27.36%	4.76%	3.7%	4.21%	2.77%	2.06%	1.06%	1.26%	2.55%
2026/05/27	33.74%	28.48%	6.04%	3.65%	5.15%	0.53%	2.88%	1.18%	0.83%	3.07%
2026/05/28	33.12%	28.28%	5.77%	3.75%	6.58%	0.88%	2.16%	1.41%	0.71%	3.16%
2026/05/29	35.14%	26.06%	4.74%	4.52%	4.48%	0.48%	2.8%	1.29%	0.77%	5.59%
2026/05/30	31.05%	31.68%	7.64%	4.05%	4.72%	3.55%	1.61%	0.97%	0.66%	1.22%
2026/05/31	35.08%	22.69%	10.04%	5.02%	4.31%	3.6%	2.05%	1.55%	0.54%	0.34%

xero.com
myob.com
reckon.com
sage.com
quickbooks.intuit.com
airwallex.com
invoicehome.com
tradifyhq.com
elmosoftware.com.au
netsuite.com.au

In May 2026, Xero’s PPC spend share fluctuated, peaking at 35.14% on the 29th. MYOB led early, reaching 38.48% on the 19th, but declined later. Reckon and Sage showed modest gains, while QuickBooks and Airwallex had varied performances. Elmo Software and Netsuite saw minimal shares, with Netsuite peaking at 5.59% on the 29th. The month ended with Xero and MYOB dominating the landscape.

Market Exposure

Competitor Count for AUS 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

Competitor Count - Last month
Date	Competitor Count
2026/05/01	175
2026/05/02	175
2026/05/03	171
2026/05/04	174
2026/05/05	176
2026/05/06	179
2026/05/07	179
2026/05/08	187
2026/05/09	175
2026/05/10	174
2026/05/11	191
2026/05/12	181
2026/05/13	190
2026/05/14	176
2026/05/15	184
2026/05/16	179
2026/05/17	174
2026/05/18	180
2026/05/19	172
2026/05/20	171
2026/05/21	162
2026/05/22	172
2026/05/23	166
2026/05/24	169
2026/05/25	193
2026/05/26	202
2026/05/27	195
2026/05/28	188
2026/05/29	186
2026/05/30	186
2026/05/31	181

May began with 175 advertisers, fluctuating throughout. Mid-month saw a peak at 191, then a dip to 162. The month concluded strongly at 181, showcasing dynamic advertiser engagement.

Campaign Efficiency

Market Loss & Market Gains for AUS 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

Market Loss & Market Gains - Last month
Name	Market Trend
xero.com	3.25%
quickbooks.intuit.com	1.08%
reckon.com	0.23%
netsuite.com.au	0.13%
deputy.com	0.09%
blackline.com	-0.14%
cloudpayroll.com.au	-0.17%
airwallex.com	-0.24%
paypal.com	-0.34%
myob.com	-3.42%

Xero.com surged by 3.25%, while myob.com dropped by 3.42%. Quickbooks.intuit.com gained 1.08%, contrasting with paypal.com’s 0.34% decline.

Campaign Efficiency

AUS 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	myob.com	reckon.com	airwallex.com	sage.com	tradifyhq.com	quickbooks.intuit.com	invoicehome.com	elmosoftware.com.au	netsuite.com.au
2026/05/01	35.78%	25.83%	1.32%	4.54%	2.3%	1.58%	8.68%	2.17%	1.99%	0.24%
2026/05/02	42.24%	25.73%	6.22%	3.85%	2.15%	0.98%	2.9%	1.24%	2.35%	0.27%
2026/05/03	36.61%	30.14%	2.11%	4.08%	2.59%	1.38%	4.91%	1.49%	2.22%	0.52%
2026/05/04	39.27%	26.76%	2.26%	2.77%	2.52%	2.27%	3.23%	2%	1.74%	0.46%
2026/05/05	36.63%	31.39%	1.4%	1.92%	2.63%	1.78%	3.19%	1.45%	1.97%	0.35%
2026/05/06	39.05%	30.5%	3.18%	1.56%	2.39%	1.51%	3.81%	1.75%	2.09%	0.56%
2026/05/07	40.1%	32.53%	3.26%	2.09%	2.48%	1.36%	3.42%	1.77%	1.85%	0.42%
2026/05/08	36.42%	29.24%	2.82%	5.02%	2.91%	1.05%	3.97%	1.77%	1.79%	1.07%
2026/05/09	40.5%	28.2%	7.26%	3.48%	2.13%	0.82%	2.27%	1.22%	1.9%	0.67%
2026/05/10	36.97%	29.16%	9.43%	4.44%	2.13%	1.05%	2.6%	1.04%	2.1%	0.28%
2026/05/11	39.14%	32.33%	3.33%	3.44%	2.82%	1.11%	1.18%	1.79%	1.75%	0.4%
2026/05/12	37.27%	34.91%	2.17%	3.19%	2.58%	1.33%	1.05%	1.85%	2.36%	1.14%
2026/05/13	40.33%	32.76%	1.59%	3.75%	2.4%	1.23%	0.93%	1.59%	1.85%	1.37%
2026/05/14	34.57%	37.45%	3.96%	3.89%	2.22%	1.13%	0.99%	1.16%	2.14%	1.29%
2026/05/15	34.99%	34.01%	1.77%	5.32%	2.27%	1.14%	1.86%	1.51%	2.27%	1.06%
2026/05/16	40.01%	31.59%	3.85%	4.48%	1.71%	1.15%	0.67%	1.33%	2.23%	0.81%
2026/05/17	39.93%	36.04%	3.37%	2.87%	1.38%	1.12%	1.34%	1.26%	1.73%	0.46%
2026/05/18	39.57%	33.86%	2.24%	2.24%	2.03%	1.08%	0.52%	1.79%	2.12%	0.58%
2026/05/19	41.35%	38.5%	1.74%	2.16%	1.66%	0.49%	0.52%	1.2%	1.85%	1.04%
2026/05/20	43.73%	34.85%	1.15%	0.89%	2.14%	0.58%	1.46%	0.93%	2.87%	0.93%
2026/05/21	42.55%	32.86%	1.47%	2.16%	2.34%	0.57%	2.22%	1.44%	2.19%	1.48%
2026/05/22	42.19%	33.2%	3.23%	1.69%	1.8%	0.6%	1.72%	1.74%	1.71%	0.94%
2026/05/23	36.71%	35.02%	6.73%	0.43%	1.45%	0.86%	1.36%	1.85%	2.51%	0.87%
2026/05/24	40.77%	34.82%	6.09%	1.44%	1.51%	0.61%	1.4%	1.29%	1.72%	1.08%
2026/05/25	40.02%	28.4%	2.37%	1.36%	2.63%	1.59%	2.98%	2.23%	2.28%	1.25%
2026/05/26	44.38%	23.35%	3.87%	4.55%	1.75%	0.84%	1.8%	1.38%	1.34%	1.27%
2026/05/27	44.58%	23.82%	6.3%	0.47%	1.87%	1.04%	2.74%	2.14%	0.81%	1.39%
2026/05/28	44.01%	22.42%	6.48%	1.21%	1.86%	1.31%	3.51%	1.57%	0.59%	1.55%
2026/05/29	45.27%	23.03%	4.77%	0.62%	2.56%	1.34%	2.5%	2.33%	0.98%	2.92%
2026/05/30	37.27%	31.1%	9.44%	5.56%	2.15%	0.78%	2.27%	1.1%	0.6%	0.51%
2026/05/31	40.15%	22.14%	11.93%	6.23%	2.42%	2.03%	1.88%	1.55%	0.36%	0.15%

xero.com
myob.com
reckon.com
airwallex.com
sage.com
tradifyhq.com
quickbooks.intuit.com
invoicehome.com
elmosoftware.com.au
netsuite.com.au

In May 2026, xero.com led with fluctuating impressions, peaking at 45.27%. myob.com saw a decline, ending at 22.14%. reckon.com and airwallex.com showed growth, finishing at 11.93% and 6.23%, respectively.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS 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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Google Text Ad Copy Insights & Creative Trends for AUS Software & Technology Payroll / Accounting - Last month

1
Open a Business Account Online - All-In-One Business Account https://www.airwallex.com
$0 monthly fee option. One account for all your business finances. T&Cs Apply.
2
Compare For Yourself - Real-time clarity from $1p/m* https://www.myob.com
Manage payroll, inventory and compliance in one platform with MYOB AccountRight. Grown up...
3
Accounting in the Cloud https://www.netsuite.com.au
#1 Cloud Accounting Software — Close Books With Confidence and Report Financials Quickly. Free Product Tour! Ideal for 20...
4
Made For Small Businesses - Australian Owned Business https://www.reckon.com › reckon › accounting
Accounting Software Perfect for Small Businesses.
5
Xero https://www.xero.com
Accounting for Small Business — Xero accounting software is made for SMBs. Automate admin and work from anywhere, anytime.

In the competitive landscape of Google PPC, Airwallex stands out with its all-in-one business account, emphasizing a $0 monthly fee. MYOB offers real-time clarity from just $1 per month, integrating payroll and inventory. NetSuite highlights its cloud-based accounting, promising confidence and quick financial reporting. Reckon targets small businesses with its Australian-owned software, while Xero focuses on automation and flexibility for SMBs.

Frequently Asked Questions

Why is the AUS Software & Technology Payroll / Accounting May 2026 Report useful and how should I use it?

Why is the AUS Software & Technology Payroll / Accounting May 2026 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.

How to use the AUS Software & Technology Payroll / Accounting May 2026 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the AUS Software & Technology Payroll / Accounting May 2026 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 AUS Software & Technology Payroll / Accounting May 2026 Report?

The AUS Software & Technology Payroll / Accounting May 2026 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.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Software & Technology Payroll / Accounting May 2026 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Software & Technology Payroll / Accounting May 2026 Report for?

The AUS Software & Technology Payroll / Accounting May 2026 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.
Can I get a custom report for my brand?

Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

Complete the form below to get started.
What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

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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.

AUS Software & Technology Payroll / Accounting - PPC Market Share Analysis May 2026