AUS 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 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	19.4890929966
	80.5109070034

19%

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	24
	76

24%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	11%
Transactional	0%
Navigational	0%
Seasonal	0%
Local	0%
Problem Solving	6%

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	62.3
hrblock.com.au	8.52
xero.com	5.75
seek.com.au	2.52
etax.com.au	2.3
sleek.com	1.77
taxfilenumberonline.com.au	1.67
oneclicklife.com.au	1.36
taxrefundonspot.com.au	1.12
onestoptax.com.au	1
others	11.69

ato.gov.au - 62.3%
hrblock.com.au - 8.52%
xero.com - 5.75%
seek.com.au - 2.52%
etax.com.au - 2.3%
sleek.com - 1.77%
taxfilenumberonline.com.au - 1.67%
oneclicklife.com.au - 1.36%
taxrefundonspot.com.au - 1.12%
onestoptax.com.au - 1%
others - 11.69%

In the tax and accounting PPC landscape, ato.gov.au dominates with 62.3% click share. H&R Block follows at 8.52%, while “others” collectively hold 11.69%.

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	ato.gov.au	hrblock.com.au	sleek.com	etax.com.au	bruntwork.co	oneclicklife.com.au	carbongroup.com.au	myob.com	taxrefundonspot.com.au
2025/11/01	21.66%	22.92%	3.72%	5.31%	9.84%	2.28%	3.51%	1.56%	1.85%	0.22%
2025/11/02	18.85%	23.86%	7.8%	9.25%	3.96%	1.56%	3.55%	2.27%	1.75%	0%
2025/11/03	16.13%	24.86%	6.42%	5.63%	9.73%	1.97%	1.74%	1.81%	1.06%	1.71%
2025/11/04	19.51%	14.48%	4.54%	6.31%	9.05%	2.69%	2.64%	2.17%	1.1%	4.16%
2025/11/05	20.58%	13.62%	5.4%	7.95%	4.54%	2.84%	2.46%	2.26%	2.71%	4.45%
2025/11/06	19.48%	9.8%	8.35%	7.13%	8.41%	1.93%	0.94%	2.64%	1.52%	4.38%
2025/11/07	27.14%	12.19%	4.39%	10.45%	1.74%	0.41%	2.31%	2.58%	2.44%	2.66%
2025/11/08	20.27%	17.1%	8.56%	7.58%	5.31%	0.31%	3.18%	1.72%	2.74%	0.44%
2025/11/09	23.93%	14.06%	10.68%	11.42%	3.78%	0.81%	2.87%	2.26%	1.49%	0%
2025/11/10	19.98%	16.61%	7.96%	9.52%	3.05%	2.42%	2.93%	3.03%	1.57%	2.28%
2025/11/11	18.83%	10.91%	7.93%	8.54%	3.53%	3.83%	0.85%	4.34%	2.62%	1.28%
2025/11/12	16.69%	12.48%	8.13%	9.66%	4.4%	3.44%	0.43%	2.64%	2.16%	2.56%
2025/11/13	18.81%	13.64%	6.9%	9.17%	2.4%	3.61%	3.12%	2.63%	3.99%	1.19%
2025/11/14	21.28%	16.48%	2.57%	9.53%	0.72%	5.22%	2.2%	3.74%	2.53%	1.23%
2025/11/15	18.73%	18.82%	10.28%	6.6%	2.84%	3.71%	2.74%	1.86%	3.44%	0.56%
2025/11/16	21.52%	17.36%	6.7%	8.9%	4.36%	4.18%	5.04%	1.95%	3.29%	0%
2025/11/17	18.79%	13.42%	7.79%	9.47%	3.7%	4.98%	2.8%	2.67%	2.66%	1.71%
2025/11/18	18.16%	10.97%	9.15%	8.23%	3.97%	3.57%	1.94%	2.43%	2.1%	4.11%
2025/11/19	19.93%	14.66%	8.86%	8.02%	1.78%	3.29%	1.74%	2.74%	2.34%	2.55%
2025/11/20	20.84%	14.02%	6.18%	9.38%	0.61%	2.67%	0.86%	2.03%	2.34%	1.26%
2025/11/21	21.6%	15.61%	8.07%	8.47%	2.36%	2.71%	0.61%	3.3%	1.87%	0.75%
2025/11/22	20.33%	21.24%	6.5%	5.48%	3.77%	2.95%	4.81%	1.67%	2.12%	0%
2025/11/23	21.91%	18.57%	8.66%	6.01%	3.96%	2.84%	1.47%	1.38%	1.18%	0%
2025/11/24	17.79%	10.64%	9.24%	9.84%	3.8%	2.89%	2.54%	0.86%	1.51%	5.67%
2025/11/25	21.28%	7.91%	9.38%	7.32%	4.07%	2.03%	2.07%	2.2%	0.79%	3.12%
2025/11/26	18.08%	10.32%	12.7%	6.16%	4.01%	1.77%	1.41%	2.19%	0.84%	3.25%
2025/11/27	27.76%	15.35%	5.59%	5.64%	2.07%	2.89%	1.54%	0.93%	1.03%	2.19%
2025/11/28	23%	8.92%	11.64%	4.99%	3.5%	2.44%	3.03%	0.58%	0.8%	5.86%
2025/11/29	23.72%	18.99%	11.74%	4.49%	1.72%	2.87%	2.96%	1.26%	1%	0.78%
2025/11/30	24.38%	16.03%	9.79%	8.48%	4.23%	2.43%	1.76%	1.2%	0.57%	0%

xero.com
ato.gov.au
hrblock.com.au
sleek.com
etax.com.au
bruntwork.co
oneclicklife.com.au
carbongroup.com.au
myob.com
taxrefundonspot.com.au

In November 2025, xero.com led with fluctuating spend, peaking at 27.76% on the 27th. ato.gov.au saw a decline, starting strong but dropping to 7.91% by the 25th. hrblock.com.au maintained moderate consistency, while sleek.com experienced a dip towards month’s end. etax.com.au and bruntwork.co had low, stable shares. oneclicklife.com.au and carbongroup.com.au showed minor fluctuations. taxrefundonspot.com.au and myob.com had minimal impact, with myob.com ending at 0.57%.

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
2025/11/01	124
2025/11/02	122
2025/11/03	133
2025/11/04	127
2025/11/05	113
2025/11/06	134
2025/11/07	128
2025/11/08	122
2025/11/09	126
2025/11/10	133
2025/11/11	134
2025/11/12	135
2025/11/13	132
2025/11/14	136
2025/11/15	130
2025/11/16	124
2025/11/17	140
2025/11/18	144
2025/11/19	129
2025/11/20	125
2025/11/21	130
2025/11/22	120
2025/11/23	131
2025/11/24	131
2025/11/25	130
2025/11/26	130
2025/11/27	121
2025/11/28	124
2025/11/29	121
2025/11/30	125

November saw a dynamic shift in distinct advertisers, peaking at 144 mid-month, before stabilizing around 125.

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
taxfilenumberonline.com.au	2.83%
hrblock.com.au	2.5%
hnry.com.au	0.23%
findex.com.au	0.18%
taxrefundonspot.com.au	0.18%
oneclicklife.com.au	-0.22%
abas.net.au	-0.23%
sleek.com	-0.29%
etax.com.au	-0.71%
ato.gov.au	-3.86%

Taxfilenumberonline.com.au and hrblock.com.au saw significant click share increases, gaining 2.83 and 2.5, respectively. Conversely, ato.gov.au experienced a notable decline of 3.86.

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	ato.gov.au	xero.com	hrblock.com.au	taxfilenumberonline.com.au	sleek.com	etax.com.au	taxd.co.uk	oneclicklife.com.au	mytaxrefundtoday.com.au	taxrefundonspot.com.au
2025/11/01	34.32%	12.88%	5.12%	1.64%	4.2%	9.61%	1.94%	4.27%	2.52%	0.23%
2025/11/02	31.14%	12.57%	8.78%	1.69%	7.83%	5.76%	0%	5.03%	1.83%	0%
2025/11/03	33.49%	10.53%	5.6%	0.39%	4.38%	10.18%	0.87%	2.74%	4.14%	2.66%
2025/11/04	25.93%	12.12%	3.41%	1.07%	4.83%	11.14%	0%	3.77%	2.51%	5.78%
2025/11/05	21.72%	13.12%	6.15%	1.06%	7.05%	6.38%	2.36%	3.19%	1.9%	6.07%
2025/11/06	20.73%	11.56%	6.84%	1.74%	5.9%	9%	3.88%	1.44%	1.67%	5.77%
2025/11/07	23.38%	16.73%	5.24%	0.63%	9.53%	2.46%	1.42%	3.3%	2.38%	3.35%
2025/11/08	31.06%	14.2%	6.6%	1.48%	5.52%	5.57%	4.54%	4.21%	0%	0.86%
2025/11/09	27.42%	16.22%	9.32%	0.5%	9.44%	3.82%	3.34%	4.19%	0%	0%
2025/11/10	23.18%	11.2%	8.71%	0.67%	8.82%	5.22%	0%	4.52%	3.27%	3.42%
2025/11/11	24.75%	11.9%	6.04%	0.43%	6.13%	3.8%	3.49%	1.42%	4.76%	1.93%
2025/11/12	20.55%	9.09%	9.27%	1.73%	7.46%	7.27%	2.58%	0.61%	1.05%	3.96%
2025/11/13	26.09%	10.98%	6.59%	0.61%	7.26%	3.31%	4.23%	4.31%	3.8%	1.55%
2025/11/14	33.61%	11.4%	3.77%	0.68%	7.45%	0.78%	0%	2.71%	4.26%	1.42%
2025/11/15	34.36%	11.47%	9.5%	0.48%	4.97%	3.35%	2.15%	3.6%	0%	0.74%
2025/11/16	33%	13.44%	5.9%	0.52%	7.16%	5.2%	0%	6.15%	0%	0%
2025/11/17	26.18%	11.84%	5.91%	1.9%	7.88%	5.16%	1.42%	4.04%	2.55%	2.63%
2025/11/18	19.74%	11.38%	9.62%	0.6%	6.77%	5.74%	1.35%	2.75%	3.48%	5.87%
2025/11/19	29.37%	11.83%	7.39%	0.85%	6.25%	2.47%	0%	2.85%	2.76%	3.63%
2025/11/20	30.19%	11.09%	6.71%	0%	8.02%	0.58%	0%	1.19%	6.19%	1.5%
2025/11/21	28.86%	11.63%	8.9%	0.66%	6.97%	3.35%	4.45%	0.9%	5.14%	1.49%
2025/11/22	36.99%	11.37%	7.44%	0.59%	4.13%	2.91%	3.98%	5.65%	0%	0%
2025/11/23	26.7%	11.79%	9.17%	6.52%	3.52%	6.07%	3.79%	2.21%	0%	0%
2025/11/24	19.43%	8.71%	9.07%	10.11%	7.64%	4.86%	0%	3.42%	3.48%	7.41%
2025/11/25	17.07%	9.93%	8.68%	8.67%	5.9%	5.28%	7.27%	2.33%	1.96%	4.71%
2025/11/26	17.11%	10.61%	11.89%	8.25%	4.49%	4.92%	3.03%	1.5%	3.83%	4.19%
2025/11/27	27.98%	15.64%	5.74%	10.39%	5.46%	2.39%	0%	1.82%	2.31%	2.67%
2025/11/28	15.58%	13.41%	10.88%	9.54%	3.37%	4.88%	0%	3.61%	2.3%	7.73%
2025/11/29	32.24%	12.62%	10.74%	8.45%	2.81%	2.24%	1.2%	3.47%	0%	0.86%
2025/11/30	27.72%	15.83%	8.34%	8.24%	7.44%	3.74%	3.67%	1.82%	0%	0%

ato.gov.au
xero.com
hrblock.com.au
taxfilenumberonline.com.au
sleek.com
etax.com.au
taxd.co.uk
oneclicklife.com.au
mytaxrefundtoday.com.au
taxrefundonspot.com.au

In November 2025, ato.gov.au led with fluctuating impressions, peaking at 36.99%. Xero.com maintained a steady presence, while hrblock.com.au saw a mid-month surge. Taxfilenumberonline.com.au spiked late, ending with 8.24%.

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
Australian Tax Return - Online | Etax Makes Tax Easy https://www.etax.com.au › tax-return
Simply, a better way to do your tax return. Refund calculator and free support. Do your secure online...
3
H&R Block® https://www.hrblock.com.au
Book a Visit to H&R Block® Now — $1 Billion claimed in deductions, and counting. Maximise your tax refund with our experts. Have a...
4
Tax Refund Calculator 2025 Tax Return Estimator » Industry Super https://www.industrysuper.com
Industry SuperFunds Have Low Fees & Are Run To Benefit Members. Join One Now! Choose From 7 Funds. Over 6 Million Members.
5
Income Tax Calculator: Estimate Your Tax Bill | Xero AU https://www.xero.com
Xero SMB calculators. Your planning tool for the milestone moments in small business. Try one of xero's business calculators & move that business...

In the competitive landscape of tax and accounting services, the Australian Taxation Office leads with a straightforward message on managing Tax File Numbers. Etax simplifies tax returns with a user-friendly approach, while H&R Block emphasizes maximizing refunds with expert help. Industry Super promotes low fees and member benefits, and Xero offers business planning tools through its calculators. Each ad highlights unique strengths, from ease of use to expert assistance.

Frequently Asked Questions

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

Why is the AUS 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.

How to use the AUS Services Tax and Accounting November 2025 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 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 AUS Services Tax and Accounting November 2025 Report?

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

The AUS 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.
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 November 2025