AUS Services Tax and Accounting - PPC Market Share Analysis January 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS 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 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	29.9002134833
	70.0997865167

29%

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	25
	75

25%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	10%
Transactional	1%
Navigational	0%
Seasonal	0%
Local	0%
Problem Solving	12%

Market Exposure

Share of Clicks for top 10 AUS 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
ato.gov.au	58.45
xero.com	8.37
hrblock.com.au	5.75
cpaaustralia.com.au	3.01
seek.com.au	2.85
abn-register.com.au	1.54
sleek.com	1.53
taxinstitute.com.au	1.04
tradingas.com.au	1
taxfilenumberonline.com.au	1
others	15.46

ato.gov.au - 58.45%
xero.com - 8.37%
hrblock.com.au - 5.75%
cpaaustralia.com.au - 3.01%
seek.com.au - 2.85%
abn-register.com.au - 1.54%
sleek.com - 1.53%
taxinstitute.com.au - 1.04%
tradingas.com.au - 1%
taxfilenumberonline.com.au - 1%
others - 15.46%

ATO.gov.au dominates with 58.45% click share, followed by others at 15.46%. Xero.com holds 8.37%, while HRBlock.com.au captures 5.75%.

Market Exposure

Share of Spend for the top 10 AUS 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	sleek.com	tradingas.com.au	myob.com	bruntwork.co	abn-registration-australia.com.au	abn-register.com.au	visory.com.au	hrblock.com.au	ato.gov.au
2026/01/01	27.07%	10.08%	2.89%	1.09%	0%	1.61%	4.5%	3.36%	1.91%	17.01%
2026/01/02	28.93%	8.82%	2.23%	0.77%	0%	1.24%	3.64%	1.49%	1.45%	12.69%
2026/01/03	29.36%	4.89%	1.79%	1.21%	0%	3.63%	5.12%	3.54%	2.97%	11.89%
2026/01/04	24.53%	3.67%	3.16%	2.53%	0.18%	2.75%	4.38%	4.22%	4.4%	16.05%
2026/01/05	22.42%	7.31%	2.91%	1.82%	6.45%	2.84%	5.47%	2.08%	2.18%	9.03%
2026/01/06	28.24%	2.72%	2.99%	2.74%	6.76%	2.6%	5.02%	2.5%	1.12%	8.64%
2026/01/07	24.53%	6.49%	1.75%	1.14%	0%	1.04%	4.36%	1.28%	8.71%	5.69%
2026/01/08	38.28%	4.19%	1.66%	3.45%	5.77%	1.63%	4.03%	1.43%	1.15%	8.69%
2026/01/09	27.64%	5%	2.04%	3.95%	3.95%	3%	4.15%	2.96%	1.71%	14.48%
2026/01/10	33.05%	3.87%	1.88%	4.27%	3.84%	2.39%	4.03%	3.38%	0.86%	12.53%
2026/01/11	33.79%	4.83%	1.48%	6.3%	3.64%	1.87%	2.91%	5.21%	1.17%	4.05%
2026/01/12	26.1%	9.27%	2.28%	8.92%	5.45%	2.38%	4.38%	2%	1.69%	3.81%
2026/01/13	26.35%	4.55%	3.76%	6.64%	5.82%	1.91%	3.87%	1.16%	1.89%	7.82%
2026/01/14	25.77%	6.33%	4.52%	8.27%	3.96%	2.26%	4.65%	0.89%	0.7%	4.82%
2026/01/15	36.05%	5.94%	1.5%	9.51%	5.02%	1.48%	2.65%	1.57%	1.01%	6.21%
2026/01/16	27.81%	5.1%	2.09%	4.04%	4.06%	3.08%	4.26%	3.04%	1.75%	14.65%
2026/01/17	32.37%	4.21%	2.62%	6.98%	4.03%	0.56%	3.65%	3.58%	2.75%	8.28%
2026/01/18	34.17%	7.6%	1.31%	6.3%	2.53%	2.16%	3.41%	1.19%	1.62%	9.94%
2026/01/19	30.07%	8.49%	0.57%	6.38%	4.31%	3.22%	2.77%	2.59%	0.55%	10.76%
2026/01/20	22.31%	4.47%	2.06%	9.5%	6.75%	0.63%	2.28%	1.83%	1.12%	8.34%
2026/01/21	24.97%	5.31%	2.53%	7.11%	5.99%	0.51%	3.58%	1.01%	1.76%	7.72%
2026/01/22	30.02%	5.27%	1.09%	5.28%	6.28%	1.04%	3.02%	2.19%	1.5%	9.55%
2026/01/23	28.23%	6.07%	5.08%	5.09%	4.85%	3.05%	4.28%	0.49%	0.95%	7.57%
2026/01/24	38.3%	4.15%	5.01%	5.78%	4.96%	0.53%	3.22%	1.15%	1.94%	7.26%
2026/01/25	35.85%	7.56%	1.8%	4.6%	4.85%	1.28%	2.27%	3.21%	1.1%	10.81%
2026/01/26	27.6%	10.63%	3.18%	3.45%	5.75%	1.64%	2.76%	0.33%	1.38%	12.88%
2026/01/27	23.97%	6.15%	2.83%	7.42%	6.08%	0.51%	2.55%	2.16%	1.31%	7.28%
2026/01/28	29.87%	6.32%	2.65%	7.09%	5.65%	1.19%	2.75%	1.41%	0.92%	7.82%
2026/01/29	35.14%	7.15%	2.49%	4.54%	6.54%	3.47%	2.43%	0.55%	1.73%	6.59%
2026/01/30	34.51%	5.4%	2.55%	4.93%	5.99%	3.6%	2.95%	1.05%	0.44%	3.53%
2026/01/31	42.55%	5.23%	4.84%	4.58%	4.22%	2.54%	1.77%	1.52%	1.17%	0.04%

xero.com
sleek.com
tradingas.com.au
myob.com
bruntwork.co
abn-registration-australia.com.au
abn-register.com.au
visory.com.au
hrblock.com.au
ato.gov.au

Xero.com dominated January with a peak spend share of 42.55% on the 31st. Sleek.com and tradingas.com.au showed modest fluctuations, while myob.com peaked mid-month. Ato.gov.au’s share declined, ending at 0.04%.

Market Exposure

Competitor Count for AUS 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
2026/01/01	130
2026/01/02	127
2026/01/03	115
2026/01/04	118
2026/01/05	126
2026/01/06	132
2026/01/07	125
2026/01/08	129
2026/01/09	131
2026/01/10	126
2026/01/11	128
2026/01/12	128
2026/01/13	127
2026/01/14	127
2026/01/15	129
2026/01/16	131
2026/01/17	114
2026/01/18	120
2026/01/19	127
2026/01/20	125
2026/01/21	124
2026/01/22	125
2026/01/23	123
2026/01/24	123
2026/01/25	126
2026/01/26	137
2026/01/27	150
2026/01/28	125
2026/01/29	117
2026/01/30	126
2026/01/31	113

January saw fluctuating advertiser numbers, peaking at 150 on the 27th. The month concluded with a dip to 113, reflecting dynamic market shifts.

Campaign Efficiency

Market Loss & Market Gains for AUS 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
xero.com	1.83%
mytaxrefundtoday.com.au	0.71%
hrblock.com	0.65%
sleek.com	0.62%
taxfilenumberonline.com.au	0.58%
monarch.edu.au	-0.35%
taxinstitute.com.au	-0.39%
etax.com.au	-0.66%
hrblock.com.au	-0.67%
cpaaustralia.com.au	-4.56%

Xero.com surged with a 1.83% click share increase, while cpaaustralia.com.au faced a 4.56% decline.

Campaign Efficiency

AUS 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	sleek.com	bruntwork.co	tradingas.com.au	seek.com.au	myob.com	abn-register.com.au	hrblock.com.au	taxinstitute.com.au	ato.gov.au
2026/01/01	11.2%	7.72%	0%	1.94%	0.97%	0.27%	2.95%	3.15%	0.48%	37.56%
2026/01/02	12.53%	6.44%	0%	1.27%	1.15%	0.34%	2.74%	2.64%	1.84%	27.84%
2026/01/03	14.04%	4.29%	0%	1.17%	1.57%	0.51%	4.03%	3.58%	1.91%	27.99%
2026/01/04	11.02%	2.95%	0.17%	2.12%	1.01%	1.18%	3.37%	3.87%	2.04%	36.76%
2026/01/05	12.06%	6.31%	4.73%	1.95%	2.43%	0.82%	4.91%	4.88%	2.35%	23.74%
2026/01/06	15.52%	2.97%	5.57%	2.45%	2.25%	1.65%	4.82%	2.96%	1.38%	23.7%
2026/01/07	13.03%	5.92%	0%	1.24%	1.9%	0.52%	4.07%	10.85%	3.48%	14.85%
2026/01/08	21.77%	4.28%	4.08%	1.37%	1.86%	1.84%	3.56%	3.6%	4.85%	24.63%
2026/01/09	14.25%	4.73%	2.69%	1.41%	0.77%	1.93%	3.39%	3.47%	2.56%	33.72%
2026/01/10	18.98%	3.68%	2.4%	1.34%	2.11%	2.48%	3.58%	2.17%	3.18%	30.43%
2026/01/11	21.87%	5.28%	2.81%	1.28%	3.29%	3.45%	2.86%	3.51%	1.71%	10.67%
2026/01/12	14.8%	10.32%	3.82%	1.93%	2.89%	5.46%	4.84%	5.26%	1.93%	10.62%
2026/01/13	15.3%	3.98%	4.82%	2.97%	2.09%	4.07%	3.98%	5.53%	1.49%	22.12%
2026/01/14	16.81%	8.07%	3.49%	3.35%	3.6%	5.66%	5.2%	2.93%	1.12%	13.85%
2026/01/15	23.71%	6.81%	3.88%	1.55%	2.68%	6.35%	5.18%	1.49%	1.7%	17.57%
2026/01/16	14.06%	4.8%	2.74%	1.43%	0.78%	1.94%	3.45%	3.54%	2.61%	34.26%
2026/01/17	20.59%	4.5%	3%	2.1%	1.67%	3.92%	4.74%	3.58%	1.4%	21.27%
2026/01/18	20.59%	6.85%	2.25%	1.04%	1.95%	3.76%	5.73%	4.08%	2.58%	25.26%
2026/01/19	16.34%	7.91%	3.12%	0.35%	1.54%	3.55%	6.08%	1.87%	0.85%	25.77%
2026/01/20	13.62%	4.4%	5.5%	1.59%	3.6%	5.51%	2.37%	2.38%	1.75%	21.16%
2026/01/21	14.74%	5.21%	4.62%	1.83%	1.96%	3.75%	4.28%	3.02%	0.91%	21.04%
2026/01/22	15.48%	4.88%	4.82%	0.8%	2.02%	3.44%	3.05%	2.21%	1.5%	23.36%
2026/01/23	16.5%	6.89%	3.86%	3.91%	2.83%	3.12%	4.82%	1.85%	2.35%	19.18%
2026/01/24	25.1%	4.22%	4.13%	3.58%	1.67%	3.37%	3.27%	4.39%	2.27%	19.11%
2026/01/25	22.58%	7.43%	3.58%	1.52%	2.06%	2.93%	2.16%	2.02%	0.24%	28.21%
2026/01/26	13.66%	10.41%	3.85%	2.29%	1.56%	1.92%	2.56%	3.11%	0.76%	31%
2026/01/27	13.77%	6.3%	5.23%	2.33%	1.82%	4.41%	3.91%	2.98%	3%	19.19%
2026/01/28	14.46%	5.94%	4.8%	2.02%	2.97%	4.23%	2.86%	4%	0.97%	22.81%
2026/01/29	20.16%	8.69%	5.04%	2%	3.19%	2.8%	2.57%	3.91%	0%	19.73%
2026/01/30	20.64%	6.22%	5.4%	2.12%	2.35%	3.38%	2.99%	2.11%	1.27%	10.98%
2026/01/31	29.33%	7.06%	5.21%	4.88%	4.73%	3.35%	2.62%	2.43%	1.34%	0.12%

xero.com
sleek.com
bruntwork.co
tradingas.com.au
seek.com.au
myob.com
abn-register.com.au
hrblock.com.au
taxinstitute.com.au
ato.gov.au

Xero’s impression share fluctuated, peaking at 29.33% on January 31. ATO started strong at 37.56%, but ended at 0.12%. Sleek and Bruntwork showed moderate consistency, while Tradingas and Seek had minor variations.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS 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 AUS Services Tax and Accounting - Last month

1
Apply For Tax File Number https://www.ato.gov.au
Australian Taxation Office — Apply, Update, Secure, & Recover Your TFN Easily. Know How To Manage Your Tax File Number.
2
$4 - $8/hr Bookkeepers https://www.bruntwork.co
Philippine Bookkeepers — Hire Bookkeepers in the Philippines. Hard Working Filipino Bookkeepers & Accountants. 2026...
3
H&R Block® https://www.hrblock.com.au
H&R Block® Tax Accountants — $1 Billion claimed in deductions, and counting. Maximise your tax refund with our experts. Have a...
4
Tax rates tables https://www.taxinstitute.com.au
The Tax Institute Is Australia’s Leading Professional Association & Educator In Tax. Get Access To The Best Resources, Professional Development & Networks.
5
Register a Business | Starting a Business Guide | Xero AU https://www.xero.com
Download Xero’s free startup guide and start your business journey toda

In the competitive landscape of Google PPC, the Australian Taxation Office stands out with its straightforward approach to managing tax file numbers. Meanwhile, Bruntwork.co highlights cost-effective bookkeeping solutions from the Philippines. H&R Block® emphasizes maximizing tax refunds, showcasing their expertise. The Tax Institute offers unparalleled resources for tax professionals, while Xero provides a comprehensive guide for budding entrepreneurs. Each ad uniquely addresses specific needs within the tax and accounting sector.

Frequently Asked Questions

Why is the AUS Services Tax and Accounting January 2026 Report useful and how should I use it?

Why is the AUS Services Tax and Accounting January 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 Services Tax and Accounting January 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 Services Tax and Accounting January 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 Services Tax and Accounting January 2026 Report?

The AUS Services Tax and Accounting January 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.

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Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Services Tax and Accounting January 2026 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Services Tax and Accounting January 2026 Report for?

The AUS Services Tax and Accounting January 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.

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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.

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AUS Services Tax and Accounting - PPC Market Share Analysis January 2026