AUS Software & Technology Payroll / Accounting - PPC Market Share Analysis April 2025

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.

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
Domain	Share of clicks
xero.com	60.9
myob.com	22.21
quickbooks.intuit.com	6.97
invoicehome.com	1.29
hnry.com.au	0.94
capterra.com.au	0.8
stripe.com	0.74
tradifyhq.com	0.72
sage.com	0.68
netsuite.com.au	0.37
others	4.38

Xero.com dominates with 60.9% click share, followed by myob.com at 22.21%. Quickbooks.intuit.com holds 6.97%, while ‘others’ collectively capture 4.38%.

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.

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Share of Spend - Last Month
Date	myob.com	xero.com	quickbooks.intuit.com	netsuite.com.au	stripe.com	invoicehome.com	capterra.com.au	sage.com	tradifyhq.com	hnry.com.au
2025/04/01	27.99%	23.93%	14.5%	2.59%	1.95%	3.29%	4.88%	2.78%	2.1%	0.83%
2025/04/02	31.08%	23.32%	16.31%	2.04%	2.14%	2.12%	4.43%	2.76%	1.1%	0.52%
2025/04/03	33.08%	23.82%	16.54%	2.42%	1.44%	2.16%	3.36%	0.96%	0.75%	0.74%
2025/04/04	31.16%	23.86%	14.27%	2.13%	3.52%	3.18%	2.44%	1.39%	1.5%	1.39%
2025/04/05	29.89%	23.31%	17.74%	3.63%	1.99%	3.33%	3.73%	1.83%	1.14%	0.82%
2025/04/06	29.21%	23.57%	18.5%	3.15%	2.13%	2.46%	2.98%	3.04%	1.73%	0.69%
2025/04/07	29.55%	23.41%	17.03%	3.61%	2.2%	2.25%	2.8%	3.06%	1%	0.78%
2025/04/08	27.06%	23.3%	17.79%	3.38%	2.38%	3.26%	3.18%	2.76%	1.99%	0.6%
2025/04/09	29.35%	24.89%	19.32%	2.94%	2.86%	2.55%	2.88%	2.57%	0.99%	0.54%
2025/04/10	27.29%	25.46%	18.95%	3.46%	1.73%	2.77%	2.56%	2.8%	1.31%	0.55%
2025/04/11	29.96%	23.16%	19.93%	3.27%	2.67%	2.35%	2.16%	2.62%	1.23%	0.74%
2025/04/12	28.28%	25.05%	19.18%	3.67%	2.26%	1.79%	2.18%	3.54%	1.24%	0.85%
2025/04/13	29.59%	23.12%	24.5%	3.59%	1.42%	1.45%	1.35%	2.72%	1.26%	1.26%
2025/04/14	27.95%	24.62%	21.59%	3.19%	2.22%	2.35%	1.87%	2.96%	1.38%	1.08%
2025/04/15	28.87%	25.43%	18.35%	3.08%	2.4%	2.61%	1.75%	3.75%	1.57%	0.84%
2025/04/16	30.59%	26.05%	17.25%	3%	2.46%	2.64%	1.76%	2.51%	1.59%	0.6%
2025/04/17	26.84%	23.1%	23.65%	2.68%	2.15%	2.21%	2.26%	3.94%	1.35%	1.11%
2025/04/18	25.67%	18.36%	28.17%	1.8%	0.46%	1.15%	1.83%	2.7%	1.58%	1.16%
2025/04/19	24.45%	22.27%	24.94%	1.95%	2.45%	1.81%	1.65%	2.52%	3.06%	1.6%
2025/04/20	29.5%	22.88%	22.88%	1.66%	2.87%	1.37%	1.51%	1.4%	3.08%	1.86%
2025/04/21	28.49%	22.73%	24.55%	2.33%	3.02%	1.58%	1.09%	2.22%	2.23%	1.59%
2025/04/22	31.29%	25.68%	19.95%	2.21%	2.99%	1.66%	1.63%	1.66%	1.97%	0.9%
2025/04/23	27.97%	28.42%	19.62%	2.2%	2.63%	1.68%	1.77%	1.84%	2.03%	0.67%
2025/04/24	27%	28.03%	18.62%	2.85%	2.39%	2.3%	2.39%	1.72%	2.3%	0.59%
2025/04/25	28.26%	27.16%	20.9%	3.1%	2.71%	2.01%	1.47%	1.4%	2.41%	0.82%
2025/04/26	30.05%	27.42%	19.86%	2.86%	2.51%	1.33%	1.11%	1.26%	1.96%	1.04%
2025/04/27	28.03%	26.97%	23.53%	3.53%	1.88%	1.96%	1.15%	0.75%	2.13%	1.04%
2025/04/28	31.45%	27.44%	17.88%	2.14%	2.25%	2.21%	1.54%	0.96%	2.6%	0.87%
2025/04/29	28.34%	28.22%	17.2%	3.05%	3.03%	2.66%	2.18%	1.71%	2.31%	0.58%
2025/04/30	29.97%	28.89%	17.26%	4.13%	2.58%	2.37%	2.1%	1.62%	1.53%	0.4%

In April 2025, MYOB led with fluctuating spend, peaking early. Xero’s spend rose steadily, while QuickBooks saw mid-month spikes. NetSuite and Stripe showed modest increases. InvoiceHome and Capterra had varied trends. Sage, Tradify, and Hnry maintained lower, stable spends.

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
Date	Competitor Count
2025/04/01	225
2025/04/02	213
2025/04/03	205
2025/04/04	216
2025/04/05	215
2025/04/06	213
2025/04/07	211
2025/04/08	218
2025/04/09	215
2025/04/10	211
2025/04/11	211
2025/04/12	213
2025/04/13	205
2025/04/14	212
2025/04/15	204
2025/04/16	206
2025/04/17	210
2025/04/18	230
2025/04/19	232
2025/04/20	222
2025/04/21	226
2025/04/22	221
2025/04/23	228
2025/04/24	221
2025/04/25	231
2025/04/26	208
2025/04/27	214
2025/04/28	215
2025/04/29	215
2025/04/30	217

April began with 225 advertisers, dipping to 204 mid-month. A surge to 232 on April 19 marked a peak, ending at 217.

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
Name	Market Trend
quickbooks.intuit.com	2.31%
tradifyhq.com	0.49%
sage.com	0.39%
getapp.com	0.16%
reckon.com	0.1%
projectworks.com	-0.1%
theaccessgroup.com	-0.23%
invoicehome.com	-0.29%
myob.com	-1.33%
xero.com	-1.46%

QuickBooks surged with a 2.31% click share increase, while Xero and MYOB faced declines of 1.46% and 1.33%, respectively.

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	quickbooks.intuit.com	netsuite.com.au	invoicehome.com	capterra.com.au	stripe.com	tradifyhq.com	sage.com	hnry.com.au
2025/04/01	41.25%	18.71%	9.19%	1.12%	3.62%	4.48%	1.66%	1.91%	1.33%	0.78%
2025/04/02	42.07%	21.33%	11.26%	0.8%	2.58%	3.03%	1.56%	0.93%	1.45%	0.47%
2025/04/03	42.51%	21.38%	11.57%	1.11%	2.31%	2.06%	1.14%	0.67%	0.43%	1.25%
2025/04/04	38.12%	22.61%	10.65%	0.99%	3.57%	1.77%	2.85%	0.86%	0.62%	2.75%
2025/04/05	37.22%	23.38%	10.54%	1.9%	4.3%	2.86%	2.02%	1.18%	1.37%	0.76%
2025/04/06	37.82%	21.4%	12.96%	1.85%	2.96%	3.07%	1.43%	1.59%	1.73%	1.2%
2025/04/07	40.44%	22%	11.28%	2.73%	2.73%	1.85%	1.29%	0.77%	1.58%	0.72%
2025/04/08	38.29%	20.02%	11.73%	1.39%	4.28%	2.95%	1.91%	1.6%	1.6%	1.05%
2025/04/09	43.46%	19.74%	12.4%	1.25%	3.17%	2.19%	1.99%	0.86%	1.59%	0.63%
2025/04/10	42.85%	20.68%	12.33%	1.75%	3.4%	1.57%	1.71%	1.02%	1.47%	0.74%
2025/04/11	38.4%	22.88%	14.03%	2.12%	2.72%	1.49%	1.81%	1.03%	1.34%	1.06%
2025/04/12	40.06%	21.89%	14.28%	2.14%	1.89%	1.21%	1.4%	0.82%	1.65%	1.15%
2025/04/13	38.78%	22.63%	17.52%	3.5%	1.52%	1.02%	0.92%	0.98%	1.33%	2.85%
2025/04/14	38.17%	21.96%	15.71%	2.28%	3%	1.5%	1.61%	1.09%	1.44%	1.35%
2025/04/15	44.02%	21.13%	11.92%	1.62%	3.01%	1.25%	1.67%	1.12%	1.66%	1.25%
2025/04/16	46.22%	22.58%	10.62%	1.47%	2.76%	1.4%	1.46%	1.09%	1.01%	0.61%
2025/04/17	45.56%	16.95%	13.17%	2.14%	2.49%	1.79%	1.64%	1.03%	1.93%	2.2%
2025/04/18	39.68%	16.17%	16.4%	1.16%	1.52%	1.23%	0.39%	1.57%	1.53%	1.8%
2025/04/19	32.63%	20.35%	20.14%	1.82%	2%	1.34%	1.61%	2.78%	1.51%	2.41%
2025/04/20	36.43%	24.78%	19.54%	1.54%	1.27%	1.02%	1.12%	2.2%	0.57%	2.77%
2025/04/21	38.21%	23.27%	17.64%	1.56%	1.54%	0.97%	1.72%	1.65%	0.96%	2.43%
2025/04/22	38.55%	25.62%	16.28%	1.69%	1.6%	1.38%	1.32%	1.44%	0.78%	1.62%
2025/04/23	41.23%	22.02%	14.18%	1.97%	1.84%	1.91%	1.61%	1.57%	0.99%	0.67%
2025/04/24	40.6%	21.61%	13.43%	1.5%	2.55%	2.76%	1.66%	2.06%	1.01%	0.56%
2025/04/25	35.11%	25.78%	14.84%	2.97%	2.27%	1.56%	1.66%	2.3%	0.8%	1.3%
2025/04/26	39.01%	26.12%	15.03%	3.03%	1.13%	1.19%	1.36%	1.58%	0.61%	1.53%
2025/04/27	34.17%	24.1%	19.06%	4.39%	2.21%	1.54%	1.23%	2.13%	0.42%	1.83%
2025/04/28	35.72%	27.51%	13.23%	2.03%	2.35%	2.51%	1.43%	2.74%	0.55%	1.39%
2025/04/29	37.94%	23.35%	12.68%	2.61%	2.92%	2.67%	1.8%	2.18%	0.93%	0.66%
2025/04/30	40.55%	23.47%	13.01%	4.49%	2.49%	2.43%	1.57%	1.36%	0.91%	0.42%

Xero’s impression share fluctuated, peaking mid-month at 46.22%. MYOB saw a steady rise, ending at 23.47%. QuickBooks had a mid-month surge, closing at 13.01%. NetSuite’s share increased, finishing at 4.49%.

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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1
Free PDF Invoice template https://www.invoicehome.com
Easy and free invoices — Choose from a wide variety of creative templates, add your logo, & send by email. With...
2
Now 90% Off Your First Year* https://www.myob.com
Pay For What You Use & Need — Looking for an alternative? Set yourself up for success with 90% off for your first year*.
3
Now 50% Off For 3 Months https://quickbooks.intuit.com › smallbusiness › accounting
QuickBooks® Online Accounting — Save 29 hours of admin a month* by doing Business Differently with QuickBooks. Learn more.
4
Easily Create & Send Invoices https://www.stripe.com › invoicing
Invoicing Made Easy — Automate your manual accounts receivable processes with Stripe Invoicing. Learn more today
5
Xero https://www.xero.com
Xero Accounting Software — Xero accounting software is made for SMBs. Automate admin and work from anywhere, anytime. Run Your business anytime anywhere. No contract or setup fee with Xero. Try now.

In the competitive world of PPC advertising, five top performers stand out with unique propositions. Invoice Home entices with free, customizable PDF templates, while MYOB offers a staggering 90% discount for the first year. QuickBooks promises significant time savings, Stripe simplifies invoicing automation, and Xero provides flexible, contract-free accounting solutions. Each ad targets efficiency and cost-effectiveness, appealing to businesses seeking streamlined operations.

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AUS Software & Technology Payroll / Accounting - PPC Market Share Analysis April 2025

Share of Clicks for top 10 AUS Software & Technology Payroll / Accounting brands

Share of Spend for the top 10 AUS Software & Technology Payroll / Accounting brands

Competitor Count for AUS Software & Technology Payroll / Accounting

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

AUS Software & Technology Payroll / Accounting Share of Impressions

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

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this 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