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AUS Services Tax and Accounting - PPC Market Share Analysis April 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.

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
Domain Share of clicks
ato.gov.au 31.19
taxgov.org 11.28
xero.com 11.21
hrblock.com.au 8.01
cpaaustralia.com.au 7.51
etax.com.au 2.6
seek.com.au 1.84
hnry.com.au 1.84
myob.com 1.82
taxinstitute.com.au 1.71
others 20.99

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In the PPC landscape, ato.gov.au dominates with 31.19% click share, followed by others at 20.99%. Taxgov.org and xero.com trail with 11.28% and 11.21%, respectively.

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
Date xero.com myob.com bruntwork.co visory.com.au ato.gov.au odoo.com sleek.com hrblock.com.au taxgov.org hnry.com.au
2025/04/01 26.93% 10.74% 2.6% 1.58% 0% 3.92% 6.14% 1.28% 3.78% 2.1%
2025/04/02 28.36% 7.46% 1.26% 0.3% 0% 3.72% 3.29% 3.54% 7.96% 2.87%
2025/04/03 22.83% 7.97% 1.89% 2.99% 0% 2.65% 4.82% 3.53% 10.88% 0.84%
2025/04/04 19.5% 6.73% 1.07% 1.81% 0% 1.96% 3.64% 3.78% 10.46% 2.35%
2025/04/05 26.18% 8.18% 2.32% 1.24% 0% 3.75% 1.25% 2.46% 13.05% 2.07%
2025/04/06 26.05% 10.31% 2.22% 1.48% 0% 4.62% 0.55% 1.8% 10.42% 2.44%
2025/04/07 25.98% 7.39% 3.8% 1.51% 0% 2.77% 3.07% 1.22% 12.23% 2.22%
2025/04/08 28.7% 8.11% 3.19% 3.42% 0% 2.19% 4.45% 1.84% 9.4% 2.49%
2025/04/09 27.99% 6.7% 4.49% 2.75% 0% 4.34% 3.06% 2.12% 10.19% 2.59%
2025/04/10 25.94% 6.91% 2.89% 3.15% 0% 2.4% 5.48% 3.21% 3.68% 1.83%
2025/04/11 25.92% 11.99% 1.58% 4.58% 4.4% 3.57% 4.32% 2.17% 4.45% 2.28%
2025/04/12 26.64% 7.39% 3.73% 3.57% 13.23% 2.33% 0.41% 2.17% 7.41% 2.3%
2025/04/13 27.74% 6.48% 4.4% 5.27% 4.94% 3.75% 1.08% 3.68% 5.11% 2.5%
2025/04/14 31.06% 5.24% 4.34% 3.56% 5.83% 4.09% 4.97% 2% 5.11% 2.05%
2025/04/15 29.7% 4.62% 2.46% 6.23% 8.47% 3.12% 4.73% 3.1% 4.9% 2.2%
2025/04/16 30.84% 4.91% 1.75% 4.14% 7.77% 3.13% 5.93% 1.76% 4.48% 2.72%
2025/04/17 25.06% 4.64% 3.99% 9.42% 6.52% 2.46% 3.77% 1.36% 5.89% 3.86%
2025/04/18 32.34% 7.3% 1.49% 7.63% 4.21% 1.61% 2.67% 2.29% 1.26% 4.19%
2025/04/19 22.38% 5.59% 3.6% 8.07% 7% 2.14% 6.04% 2.91% 2.46% 2.92%
2025/04/20 22.19% 4.98% 2.87% 6.76% 8.87% 1.48% 8.07% 3.32% 4.81% 3.14%
2025/04/21 31.35% 7.84% 1.97% 4.82% 3.79% 2.15% 4.63% 2.24% 3.28% 2.4%
2025/04/22 26.86% 7.84% 3.51% 4.82% 4.75% 1.62% 3.97% 1.17% 6.09% 2.57%
2025/04/23 31.59% 8.92% 4.48% 2.98% 3.94% 3.23% 3.63% 2.77% 3.03% 2.05%
2025/04/24 31.03% 6.42% 3.61% 5.2% 5.47% 2.38% 4.7% 1.16% 2.88% 1.78%
2025/04/25 29.91% 6.75% 3.59% 7.57% 7.29% 1.33% 7.78% 1.85% 1.47% 1.85%
2025/04/26 36.27% 4.08% 2.51% 8.19% 10.04% 1.1% 3.87% 1.8% 0.74% 3.37%
2025/04/27 33.7% 5.36% 2.4% 6.8% 5.08% 2.38% 4.89% 2.09% 1.33% 2.55%
2025/04/28 38.33% 7.25% 4.88% 3.88% 5.5% 2.29% 2.73% 1.53% 0.58% 3.25%
2025/04/29 37.38% 7.5% 3.11% 4.03% 3.84% 2.74% 2.6% 2.13% 1.92% 1.42%
2025/04/30 35.04% 7.34% 6.97% 5.89% 2.88% 2.47% 1.92% 1.9% 1.49% 1.43%

Copyright © Adthena. All rights reserved.

April saw xero.com dominate with a peak spend share of 38.33% on April 28. myob.com fluctuated, peaking at 11.99% on April 11. bruntwork.co and visory.com.au showed modest gains, while taxgov.org’s share declined sharply. The month ended with xero.com leading.

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
Date Competitor Count
2025/04/01 148
2025/04/02 142
2025/04/03 130
2025/04/04 133
2025/04/05 129
2025/04/06 131
2025/04/07 130
2025/04/08 135
2025/04/09 119
2025/04/10 133
2025/04/11 122
2025/04/12 120
2025/04/13 111
2025/04/14 133
2025/04/15 132
2025/04/16 125
2025/04/17 119
2025/04/18 120
2025/04/19 150
2025/04/20 129
2025/04/21 135
2025/04/22 132
2025/04/23 137
2025/04/24 143
2025/04/25 145
2025/04/26 129
2025/04/27 131
2025/04/28 139
2025/04/29 144
2025/04/30 148

Copyright © Adthena. All rights reserved.

April saw fluctuating advertiser numbers, starting at 148, dipping mid-month, and rebounding to 148 by month’s end.

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
Name Market Trend
ato.gov.au 14.64%
xero.com 2.05%
etax.com.au 1.03%
cpaaustralia.com.au 0.7%
visory.com.au 0.63%
remserv.com.au -0.39%
abn-registration-australia.com.au -0.5%
taxinstitute.com.au -0.79%
hrblock.com.au -4.44%
taxgov.org -13%

Copyright © Adthena. All rights reserved.

In the past month, ato.gov.au surged with a 14.64% click share increase, while taxgov.org plummeted by 13%. Xero.com rose by 2.05%, and etax.com.au gained 1.03%.

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 ato.gov.au bruntwork.co etax.com.au taxgov.org visory.com.au myob.com hrblock.com.au hnry.com.au sleek.com
2025/04/01 16.22% 0% 2.43% 3.63% 14.19% 1.4% 4.83% 4.52% 2.68% 6.44%
2025/04/02 14.69% 0% 1.05% 2.07% 23.99% 0.16% 3.08% 7.63% 2.32% 2.69%
2025/04/03 9.37% 0% 1.35% 1.7% 34.17% 2.35% 2.3% 5.87% 0.36% 4.02%
2025/04/04 8.88% 0% 0.59% 3.98% 28.03% 1.11% 2.66% 4.29% 2.65% 2.91%
2025/04/05 10.95% 0% 1.73% 2.28% 38.5% 0.64% 3.3% 4.13% 1.99% 1.11%
2025/04/06 12.09% 0% 1.63% 3.71% 32.47% 0.78% 4.04% 2.6% 3.07% 0.35%
2025/04/07 12.84% 0% 3.74% 2.66% 35.3% 0.76% 3.68% 2.79% 2.21% 2.32%
2025/04/08 16.64% 0% 2.74% 3.29% 30.44% 2.3% 3.99% 3.09% 1.56% 3.54%
2025/04/09 14.77% 0% 4.04% 4.21% 32.57% 1.85% 2.61% 3.51% 2.67% 2.07%
2025/04/10 14.7% 0% 2.22% 4.86% 13.57% 1.83% 3.8% 4.74% 2.18% 4.86%
2025/04/11 13.83% 9.54% 1.44% 3.48% 15.51% 3.44% 4.58% 4.68% 3.48% 3.56%
2025/04/12 9.96% 20.49% 3.22% 2.95% 22.29% 2.05% 3.35% 3.82% 3.46% 0.22%
2025/04/13 12.23% 10.77% 4.41% 2.06% 16.46% 3.67% 3.66% 6.32% 3.28% 1.07%
2025/04/14 14.63% 13.4% 3.6% 5.44% 17.02% 2.49% 2.35% 2.64% 2.61% 3.57%
2025/04/15 13.81% 18.44% 2.33% 3.44% 16.15% 3.98% 2.09% 5.47% 1.95% 2.88%
2025/04/16 13.83% 16.42% 1.68% 3.51% 14.56% 3.29% 2.89% 2.37% 3.56% 4.53%
2025/04/17 11.43% 13.42% 2.99% 5.56% 18.68% 5.21% 1.79% 2.75% 4.8% 3.12%
2025/04/18 17.99% 15.52% 1.17% 6.08% 5.5% 3.83% 3.49% 1.37% 5.19% 2.14%
2025/04/19 11.63% 14.46% 3.02% 4.93% 7.3% 5.52% 3.29% 3.57% 3.36% 5.17%
2025/04/20 10.03% 15.26% 2.07% 6.87% 12.26% 4.48% 2.91% 3.52% 4.44% 6.33%
2025/04/21 17.54% 7.72% 1.86% 2.34% 12.24% 2.9% 3.8% 3.47% 3.92% 3.39%
2025/04/22 13.21% 9.13% 3.02% 3.69% 18.28% 2.94% 4.75% 1.82% 3.04% 2.93%
2025/04/23 17.65% 9.35% 4.01% 4.52% 11.23% 2.25% 5.17% 3.1% 2.63% 3.33%
2025/04/24 17.11% 13.31% 3.06% 3.91% 10.15% 3.24% 3.28% 1.87% 2.15% 4.54%
2025/04/25 16.43% 18.76% 3.25% 3.51% 5.28% 5.18% 3.69% 3.37% 2.68% 5.29%
2025/04/26 18.24% 22.8% 2.3% 5.15% 3.15% 6.25% 2.87% 2.83% 4.57% 3.36%
2025/04/27 18.48% 11.97% 2.17% 2.97% 5.54% 5.5% 2.98% 3.48% 2.6% 4.57%
2025/04/28 24.1% 13.61% 4.59% 4.23% 2.28% 3.12% 5% 2.24% 3.79% 2.17%
2025/04/29 22.26% 9.63% 3.03% 5.21% 6.91% 3.14% 5.39% 3.74% 1.87% 2.33%
2025/04/30 21.7% 8.09% 6.72% 6.33% 6.03% 4.46% 4.19% 3.61% 1.77% 1.73%

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April saw xero.com rise from 8.88% to 21.7%, while taxgov.org’s share fell from 38.5% to 6.03%. Ato.gov.au peaked mid-month, ending at 8.09%.

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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  1. 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. 2
    $4 - $8/hr Bookkeepers | Philippine Bookkeepers https://www.bruntwork.co

    Hire Bookkeepers in the Philippines. Hard Working Filipino Bookkeepers & Accountants.

  3. 3
    Become a CPA https://www.cpaaustralia.com.au

    Attend a CPA info session — Stay ahead of the curve and stand out in a competitive market as a CPA Australia member. Don’t know how to start the application? Join an information session to learn more.

  4. 4
    Tax File Number Application https://aus.taxgov.org › application-tfn

    Online application™ — Lower your taxes and gain access to federal benefits. Register your Tax file number online

  5. 5
    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.

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, the Australian Taxation Office leads with a focus on managing tax file numbers. Bruntwork.co highlights affordable bookkeeping services from the Philippines, while CPA Australia emphasizes professional growth. Taxgov.org simplifies tax file number applications, and the Tax Institute offers premier tax education resources.

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