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

Tax and Accounting – AUS

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 30.0587940127
69.9412059873
30%

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 30
70
30%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 9%
Transactional 1%
Navigational 0%
Seasonal 0%
Local 0%
Problem Solving 14%

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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 75.49
xero.com 5.78
hrblock.com.au 2.89
seek.com.au 2.88
cpaaustralia.com.au 2.28
taxfilenumberonline.com.au 1.14
myob.com 0.67
abn-register.com.au 0.62
abn-registration-australia.com.au 0.6
sleek.com 0.57
others 7.08
  • ato.gov.au - 75.49%
  • xero.com - 5.78%
  • hrblock.com.au - 2.89%
  • seek.com.au - 2.88%
  • cpaaustralia.com.au - 2.28%
  • taxfilenumberonline.com.au - 1.14%
  • myob.com - 0.67%
  • abn-register.com.au - 0.62%
  • abn-registration-australia.com.au - 0.6%
  • sleek.com - 0.57%
  • others - 7.08%

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ATO.gov.au dominates with 75.49% click share, overshadowing others like Xero at 5.78% and HR Block at 2.89%. ‘Others’ collectively hold 7.08%.

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 abn-register.com.au myob.com netsuite.com.au abn-registration-australia.com.au bruntwork.co hrblock.com.au sleek.com carbongroup.com.au
2026/03/01 34.99% 21.73% 0% 6.67% 0.13% 1.58% 3.58% 1.12% 7.46% 0.95%
2026/03/02 32.13% 15.27% 0% 7.03% 0.07% 1.35% 2.85% 4.01% 5.63% 1.53%
2026/03/03 34.14% 13.08% 0% 5.47% 0.87% 2.08% 4.77% 2.53% 4.61% 1.08%
2026/03/04 28.65% 21.28% 0% 6.1% 2.25% 1.58% 4.7% 2.34% 5.73% 2.04%
2026/03/05 32.29% 16.57% 0.32% 4.45% 2.07% 2.56% 6.41% 1.15% 6.37% 1.61%
2026/03/06 33.35% 15.22% 0% 6.11% 3.02% 2.01% 5.62% 1.79% 4.97% 2.34%
2026/03/07 36.79% 20.23% 0% 3.76% 4.25% 3.93% 4.8% 0.16% 2.32% 0.87%
2026/03/08 35.76% 18.38% 1.82% 3.82% 3.24% 2.16% 3.73% 1.63% 4.56% 2.47%
2026/03/09 35.46% 19.83% 0.79% 6.63% 1.57% 3.57% 3.22% 0.99% 3.81% 2.15%
2026/03/10 37.62% 12.85% 1.53% 4.83% 1.52% 1.58% 4.48% 0.93% 4.85% 2.18%
2026/03/11 37.84% 9.57% 1.81% 5.13% 2.67% 1.54% 4.59% 0.7% 6.15% 1.62%
2026/03/12 40.9% 8.04% 3.52% 6% 1.6% 3.18% 3.05% 2.12% 6.46% 2.19%
2026/03/13 37.69% 14.04% 2.35% 4.84% 0.59% 1.97% 2.19% 2.95% 6.17% 2.71%
2026/03/14 38.9% 18.53% 1.91% 2.96% 1.51% 1.74% 2.12% 5.23% 3.52% 1.25%
2026/03/15 36.89% 18.51% 2.8% 3.99% 1.59% 2.87% 1.79% 4.03% 5.26% 1.51%
2026/03/16 35.94% 10.48% 2.79% 5.16% 1.17% 2.28% 4.49% 2.41% 6.23% 2.55%
2026/03/17 33.25% 9.11% 1.94% 3.75% 1.99% 1.97% 5.03% 3.85% 7.62% 2.83%
2026/03/18 38.81% 9.54% 1.77% 7.55% 1.34% 2.42% 5.63% 4.28% 5.12% 3.21%
2026/03/19 31.83% 12.72% 1.89% 8.02% 1.76% 2.37% 2.71% 4.42% 3.61% 2.67%
2026/03/20 25.79% 11.91% 3.28% 8.9% 3.79% 4.19% 2.16% 2.03% 5.29% 2.18%
2026/03/21 35.02% 20.39% 2.28% 5.58% 0.81% 1.55% 1.61% 3.42% 0.94% 3.06%
2026/03/22 32.13% 21.3% 1.63% 7.02% 0.6% 2.23% 1.69% 3.66% 0.86% 1.69%
2026/03/23 29.6% 12.76% 2.86% 6.48% 1.49% 4.1% 2.6% 3.12% 1.46% 5.14%
2026/03/24 32.02% 13.9% 3.15% 8.79% 2.62% 1.6% 2.97% 1.54% 3.58% 1.93%
2026/03/25 31.95% 14.7% 3.17% 8.26% 2.12% 3.47% 2.56% 1.83% 2.78% 1.82%
2026/03/26 32.83% 24.24% 2.97% 6.48% 1.56% 1.15% 5.3% 1.55% 0.69% 3.69%
2026/03/27 31.35% 21.07% 3% 8.04% 2.14% 1.82% 4.45% 2.16% 1.06% 1.99%
2026/03/28 31.66% 18.84% 2.08% 7.64% 1.99% 1.08% 5.51% 3.88% 0.13% 0.24%
2026/03/29 39.59% 15.32% 3.02% 7.91% 3.05% 1.67% 3.52% 3.66% 0.11% 0.26%
2026/03/30 40.27% 12.16% 1.81% 6.67% 1.92% 2.33% 2.2% 1.23% 4.96% 0.16%
2026/03/31 32.85% 16.64% 3.1% 2.91% 2.61% 2.51% 2.1% 2.03% 1.47% 0.61%
  • xero.com
  • ato.gov.au
  • abn-register.com.au
  • myob.com
  • netsuite.com.au
  • abn-registration-australia.com.au
  • bruntwork.co
  • hrblock.com.au
  • sleek.com
  • carbongroup.com.au

Copyright © Adthena. All rights reserved.

In March 2026, Xero led PPC spend, peaking mid-month. ATO fluctuated, ending strong. ABN Register and MYOB showed steady growth. Bruntwork and Sleek had varied trends, while Carbon Group remained consistent.

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
2026/03/01 110
2026/03/02 123
2026/03/03 115
2026/03/04 117
2026/03/05 115
2026/03/06 119
2026/03/07 117
2026/03/08 121
2026/03/09 122
2026/03/10 123
2026/03/11 124
2026/03/12 126
2026/03/13 119
2026/03/14 111
2026/03/15 110
2026/03/16 129
2026/03/17 125
2026/03/18 111
2026/03/19 107
2026/03/20 110
2026/03/21 113
2026/03/22 116
2026/03/23 120
2026/03/24 117
2026/03/25 114
2026/03/26 115
2026/03/27 115
2026/03/28 111
2026/03/29 107
2026/03/30 110
2026/03/31 111

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March saw fluctuating advertiser numbers, peaking at 129 on March 16. The month concluded with a stable count of 111 advertisers.

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 2.28%
cpaaustralia.com.au 2.12%
myob.com 0.27%
hrblock.com.au 0.22%
abn-register.com.au 0.18%
hrblock.com -0.31%
tradingas.com.au -0.31%
sleek.com -0.51%
xero.com -1.01%
ato.gov.au -1.51%

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Taxfilenumberonline.com.au and cpaaustralia.com.au surged in click share, while ato.gov.au and xero.com faced declines.

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 taxfilenumberonline.com.au abn-register.com.au hrblock.com.au seek.com.au abn-registration-australia.com.au bruntwork.co myob.com sleek.com
2026/03/01 52.94% 16.54% 0% 0% 1.66% 1.76% 0.92% 2.35% 2.17% 4.94%
2026/03/02 38.57% 16.11% 1.23% 0% 5.02% 2.15% 1.02% 2.31% 2.51% 3.67%
2026/03/03 35% 16.99% 1.45% 0% 4.66% 3.1% 1.59% 3.21% 2.3% 3.72%
2026/03/04 49.95% 13.27% 0% 0% 3.33% 2.3% 1.13% 3.37% 2% 4.31%
2026/03/05 44% 14.67% 0% 0.28% 2.35% 2.2% 1.87% 4.34% 2.14% 5.35%
2026/03/06 37.76% 17.13% 1.96% 0% 3.34% 2.35% 1.51% 3.9% 2.46% 2.76%
2026/03/07 46.32% 19.78% 0% 0% 0.63% 2.44% 3.01% 3.32% 1.68% 1.02%
2026/03/08 49.14% 16.88% 0% 1.46% 3.01% 1.42% 1.4% 2.65% 1.32% 2.81%
2026/03/09 48.3% 15.37% 2.03% 0.6% 1.93% 2.48% 2.49% 2.37% 2.51% 2.17%
2026/03/10 34.79% 21.02% 0% 1.29% 1.38% 2.03% 1.16% 3.35% 2.11% 3.56%
2026/03/11 29.69% 19.1% 0% 1.94% 1.19% 3.54% 1.26% 4.09% 2.22% 4.26%
2026/03/12 27.87% 21.21% 0% 5.77% 4.31% 2.8% 2.82% 2.55% 2.11% 4.97%
2026/03/13 39.51% 18.22% 0% 2.26% 4.03% 2.9% 1.52% 1.73% 1.73% 4.68%
2026/03/14 47.15% 19.62% 0% 1.63% 5.54% 1.57% 1.22% 1.64% 1.25% 2.05%
2026/03/15 45.7% 18.05% 0% 2.39% 3.45% 3.06% 2.16% 1.55% 1.66% 3.61%
2026/03/16 31.85% 19.2% 0% 3.58% 3.03% 2.37% 1.83% 3.21% 2.11% 4.91%
2026/03/17 30.47% 17.86% 0% 1.72% 3.94% 2.55% 1.49% 3.47% 1.62% 6.12%
2026/03/18 34.46% 19.02% 0% 1.69% 4.56% 2.27% 2.1% 3.97% 4.14% 4.32%
2026/03/19 39.1% 14.02% 0% 1.81% 4.22% 3.63% 1.87% 2.23% 3.08% 2.3%
2026/03/20 33.88% 8.93% 1.59% 2.76% 4.29% 3.66% 3.18% 2.32% 3.1% 4.62%
2026/03/21 49.73% 16.83% 0% 1.63% 2.78% 1.63% 0.97% 1.1% 2.59% 0.27%
2026/03/22 45.07% 15.47% 2.15% 1.18% 4.71% 1.68% 1.46% 1.21% 2.69% 0.23%
2026/03/23 33.8% 16.39% 1.29% 2.47% 4.43% 3.05% 3.16% 1.82% 2.61% 0.79%
2026/03/24 38.74% 15.48% 3.01% 2.47% 3.69% 3.39% 1.09% 2.24% 3.14% 2.65%
2026/03/25 37.89% 18.44% 2.69% 2.32% 4.04% 2.3% 2.18% 1.65% 3.08% 1.8%
2026/03/26 57.42% 14.02% 0% 2.22% 0.96% 2.43% 0.69% 2.77% 2.54% 0.33%
2026/03/27 51.71% 12.64% 1.45% 2.4% 3.65% 2.07% 1.03% 2.13% 3.15% 0.84%
2026/03/28 47% 13.36% 4.94% 2.6% 4.56% 1.46% 0.64% 3.15% 2.62% 0.04%
2026/03/29 37.08% 17.27% 15.19% 2.47% 3.98% 1.8% 1.01% 2.47% 2.94% 0.03%
2026/03/30 31.41% 17.48% 21.22% 1.36% 1.9% 1.38% 1.51% 1.55% 2.12% 3.7%
2026/03/31 37.95% 14.65% 11.91% 3.42% 2.36% 2.06% 1.56% 1.05% 0.94% 0.45%
  • ato.gov.au
  • xero.com
  • taxfilenumberonline.com.au
  • abn-register.com.au
  • hrblock.com.au
  • seek.com.au
  • abn-registration-australia.com.au
  • bruntwork.co
  • myob.com
  • sleek.com

Copyright © Adthena. All rights reserved.

In March 2026, ato.gov.au led with fluctuating impressions, peaking at 57.42%. Xero.com maintained a steady presence, while taxfilenumberonline.com.au surged late month. The month concluded with diverse advertiser dynamics.

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. 1
    Apply For Tax File Number https://www.ato.gov.au

    Australian Taxation Office — Use Our Self-Help Services Any Time – It’s Easy, Free And Fast. Apply, Update, Secure, & Recover Your TFN Easily.

  2. 2
    Become A CPA https://www.cpaaustralia.com.au

    Attend A CPA Info Session — Becoming a CPA open doors to global careers. Learn more at our CPA information session. Curious about becoming a CPA? Check eligibility and get started at our info session.

  3. 3
    NetSuite Accounting Solutions - Increase Accounting Accuracy https://www.netsuite.com.au

    77% of finance leaders said NetSuite enables better decision-making

  4. 4
    Invoicing For Freelancers https://www.paypal.com

    Send Invoices In Seconds — Create, Send And Track Your Invoices With Ease From Nearly Anywhere. Sign Up With PayPal.

  5. 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...

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, the Australian Taxation Office stands out with its promise of ease and speed in managing tax file numbers. CPA Australia entices with global career opportunities, while NetSuite highlights decision-making accuracy. PayPal simplifies invoicing for freelancers, and Xero offers essential tax planning tools for small businesses.

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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.

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