AUS Services Tax and Accounting - PPC Market Share Analysis February 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	31.4384988184
	68.5615011816

31%

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	26
	74

26%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	9%
Transactional	0%
Navigational	0%
Seasonal	0%
Local	0%
Problem Solving	13%

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	69.02
xero.com	7.36
hrblock.com.au	3.8
seek.com.au	2.87
taxfilenumberonline.com.au	1.94
cpaaustralia.com.au	1.74
myob.com	1
sleek.com	0.87
abn-register.com.au	0.75
abn-registration-australia.com.au	0.64
others	10.01

ato.gov.au - 69.02%
xero.com - 7.36%
hrblock.com.au - 3.8%
seek.com.au - 2.87%
taxfilenumberonline.com.au - 1.94%
cpaaustralia.com.au - 1.74%
myob.com - 1%
sleek.com - 0.87%
abn-register.com.au - 0.75%
abn-registration-australia.com.au - 0.64%
others - 10.01%

In the PPC landscape, ato.gov.au dominates with 69.02% click share. Xero.com follows at 7.36%, while others collectively hold 10.01%.

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	myob.com	ato.gov.au	sleek.com	bruntwork.co	tradingas.com.au	abn-registration-australia.com.au	carbongroup.com.au	netsuite.com.au	abn-register.com.au
2026/02/01	39.4%	5.65%	17.78%	4.06%	1.39%	1.8%	0.96%	0.95%	2.11%	2.07%
2026/02/02	30.03%	5.94%	11.17%	4.24%	3.71%	2.07%	1.66%	0.97%	3.56%	1.56%
2026/02/03	25.34%	7.89%	6.29%	6.57%	6.58%	1.91%	0.37%	3.17%	3.67%	2.22%
2026/02/04	31.51%	6.76%	10.91%	6.3%	5.75%	2.71%	2.49%	2.15%	3%	3.87%
2026/02/05	33.39%	6.01%	9.32%	4.31%	4.84%	2.38%	3.24%	2.21%	2.51%	4.75%
2026/02/06	31.61%	5.23%	16.26%	4.88%	3.59%	1.38%	3.04%	2.58%	3.38%	2.85%
2026/02/07	35.07%	5.34%	17.41%	3.94%	3.23%	0.94%	2.35%	0.24%	3.76%	1.34%
2026/02/08	33.68%	4.86%	20.1%	3.73%	2.81%	1.3%	1.59%	0.72%	3.06%	0.99%
2026/02/09	36.39%	7.61%	7.99%	9.19%	1.04%	2.58%	2.42%	1.03%	3.18%	0.96%
2026/02/10	36.63%	10.08%	5.9%	5.34%	3.45%	2.86%	2.38%	1.19%	5.05%	2.25%
2026/02/11	42.03%	9.4%	13.16%	4.35%	2.4%	2.42%	1.41%	0.92%	2.34%	1.18%
2026/02/12	35.3%	9.4%	14.25%	5.38%	3.63%	2.82%	2.42%	2.3%	1.97%	0.92%
2026/02/13	31.43%	5.19%	16.14%	4.84%	3.57%	1.37%	3.02%	2.57%	3.35%	2.83%
2026/02/14	34.89%	5.31%	17.3%	3.92%	3.21%	0.93%	2.34%	0.24%	3.73%	1.34%
2026/02/15	33.6%	4.85%	20.06%	3.73%	2.81%	1.3%	1.59%	0.72%	3.05%	0.99%
2026/02/16	36.08%	7.55%	7.93%	9.11%	1.03%	2.56%	2.4%	1.02%	3.16%	1.06%
2026/02/17	38.64%	5.79%	3.04%	4.45%	1.88%	3.63%	4.18%	1.89%	0.74%	3.04%
2026/02/18	38.54%	5.55%	7.15%	4.69%	1.97%	3.63%	4.4%	0.98%	1.11%	5.69%
2026/02/19	40.36%	7.41%	10.18%	3.15%	4.62%	2.46%	3.08%	1.67%	2.23%	2.32%
2026/02/20	35.12%	10.1%	14.62%	3.09%	2.73%	1.81%	3.24%	1.06%	1.84%	2.92%
2026/02/21	38.37%	3.6%	14.53%	4.44%	1.48%	1.17%	2.35%	1.12%	3.14%	3.37%
2026/02/22	42.7%	8.09%	18.74%	5.25%	1.14%	0.56%	0.61%	0.8%	1.61%	0.93%
2026/02/23	37.04%	4.13%	10.63%	8.65%	0.82%	2.94%	2.18%	1.04%	1.26%	2.73%
2026/02/24	42.34%	6.46%	4.29%	6.24%	1.52%	1.09%	2.07%	1.62%	1.59%	0.29%
2026/02/25	41.97%	4.67%	7.64%	4.72%	1.24%	3.52%	3.33%	1.6%	0.27%	0%
2026/02/26	41.24%	5.8%	10.86%	4.17%	0.89%	2.24%	1.73%	2.21%	0.27%	0%
2026/02/27	46.31%	8.3%	13.52%	2.78%	1.36%	0%	0.64%	2.78%	0.46%	0%
2026/02/28	37.03%	8.43%	8.18%	5.14%	4.68%	4.09%	3.14%	0.56%	0.32%	0%

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

In February 2026, xero.com led with fluctuating spend, peaking at 46.31. myob.com saw a steady rise, ending at 8.43. ato.gov.au’s spend varied, closing at 8.18. Overall, xero.com dominated the month.

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
2026/02/01	118
2026/02/02	126
2026/02/03	150
2026/02/04	119
2026/02/05	123
2026/02/06	122
2026/02/07	122
2026/02/08	117
2026/02/09	126
2026/02/10	122
2026/02/11	115
2026/02/12	115
2026/02/13	122
2026/02/14	122
2026/02/15	117
2026/02/16	126
2026/02/17	115
2026/02/18	107
2026/02/19	114
2026/02/20	111
2026/02/21	104
2026/02/22	106
2026/02/23	114
2026/02/24	125
2026/02/25	119
2026/02/26	122
2026/02/27	110
2026/02/28	104

February began with 118 advertisers, peaking at 150 on the 3rd. Mid-month saw fluctuations, stabilizing around 122. The month concluded with a dip to 104 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
cpaaustralia.com.au	3.02%
taxfilenumberonline.com.au	2.12%
xero.com	1.48%
seek.com.au	0.72%
hrblock.com.au	0.34%
netsuite.com.au	-0.2%
taxinstitute.com.au	-0.28%
bruntwork.co	-0.3%
hrblock.com	-0.66%
ato.gov.au	-6.53%

CPA Australia surged with a 3.02% click share increase, while ATO.gov.au faced a 6.53% 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	ato.gov.au	xero.com	hrblock.com.au	sleek.com	myob.com	bruntwork.co	seek.com.au	netsuite.com.au	taxfilenumberonline.com.au	abn-register.com.au
2026/02/01	43.41%	18.98%	3.49%	3.82%	2.67%	1.13%	1.65%	1.75%	0%	1.84%
2026/02/02	30.82%	14.94%	2.73%	3.7%	3.22%	3.11%	3%	2.64%	2.63%	1.56%
2026/02/03	20.97%	14.08%	2.43%	5.95%	4.58%	5.44%	2.07%	3.11%	0%	3.52%
2026/02/04	29.4%	15.13%	2.41%	5%	3.24%	4.76%	2.93%	2.34%	1.15%	6.05%
2026/02/05	26.61%	16.86%	2.3%	4.26%	3.13%	4.09%	3.52%	2.26%	0%	4%
2026/02/06	40.93%	14.44%	2.65%	3.75%	2.53%	2.42%	2.02%	2.02%	4.55%	2.14%
2026/02/07	43.89%	14.43%	1.24%	2.86%	2.84%	1.96%	1.32%	2.38%	6.74%	1.01%
2026/02/08	49.06%	15.9%	2%	3.05%	2.47%	1.89%	2.38%	2.04%	0%	0.93%
2026/02/09	26%	18.51%	2.15%	8.98%	4.65%	0.9%	1.45%	2.29%	0%	2.44%
2026/02/10	22.94%	19.56%	3.94%	5.33%	6.49%	3.06%	3.22%	3.79%	1.74%	2.34%
2026/02/11	38.68%	20.46%	3.55%	3.4%	4.95%	2.06%	2.42%	1.55%	0%	1.09%
2026/02/12	40.67%	14.82%	2.88%	4.15%	4.24%	2.76%	2.07%	1.29%	0%	0.75%
2026/02/13	40.93%	14.44%	2.65%	3.75%	2.53%	2.42%	2.02%	2.02%	4.55%	2.14%
2026/02/14	43.89%	14.43%	1.24%	2.86%	2.84%	1.96%	1.32%	2.38%	6.74%	1.01%
2026/02/15	49.06%	15.9%	2%	3.05%	2.47%	1.89%	2.38%	2.04%	0%	0.93%
2026/02/16	26%	18.51%	2.15%	8.98%	4.65%	0.9%	1.45%	2.29%	0%	2.44%
2026/02/17	11.96%	21.44%	5.17%	3.93%	2.57%	1.3%	2.26%	0.76%	2.35%	9.16%
2026/02/18	22.08%	20.14%	0.05%	3.96%	3.63%	1.51%	3.62%	1.01%	0%	5.32%
2026/02/19	33.23%	21.48%	1.63%	2.61%	3.52%	3.01%	1.88%	1.79%	0%	1.92%
2026/02/20	40.48%	16.08%	1.8%	2.55%	4.17%	1.69%	2.85%	1.15%	0%	3.5%
2026/02/21	40.07%	19.25%	3.19%	3.66%	2.17%	1.2%	1.78%	2.23%	0%	2.76%
2026/02/22	44.4%	19.56%	2.63%	3.63%	3.07%	0.81%	2.18%	0.59%	5.4%	0.71%
2026/02/23	26.81%	16.38%	2.73%	7.14%	2.76%	0.64%	2.17%	0.96%	14.61%	2.15%
2026/02/24	15.08%	23.43%	2.44%	5.49%	3.26%	1.4%	2.89%	1.3%	14.97%	0.33%
2026/02/25	22.73%	20.17%	3.27%	3.49%	2.42%	1.04%	2.53%	0.09%	17.68%	0%
2026/02/26	30.57%	17.66%	2.54%	3.01%	2.38%	0.8%	3.79%	0.09%	17.45%	0%
2026/02/27	36.92%	22.28%	3.51%	1.88%	3.66%	1.12%	3.71%	0.14%	12.07%	0%
2026/02/28	23.24%	22.48%	5.78%	4.67%	4.05%	3.65%	2.6%	0.16%	0%	0%

ato.gov.au
xero.com
hrblock.com.au
sleek.com
myob.com
bruntwork.co
seek.com.au
netsuite.com.au
taxfilenumberonline.com.au
abn-register.com.au

In February 2026, ato.gov.au led with fluctuating impressions, peaking mid-month. Xero.com maintained steady growth, while taxfilenumberonline.com.au surged late. HRBlock.com.au and sleek.com showed varied trends. The month concluded with ato.gov.au dominant.

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. Use Our Self-Help Services Any Time – It’s Easy, Free And Fast. Access Online Services.
2
View your payslips – Employee Portal https://employeehelp.foundu.com.au
Streamline payroll and compliance so you can focus on growing your business. Book a demo.
3
NetSuite® Business Accounting https://www.netsuite.com.au
Accounting and Beyond — 77% of finance leaders said NetSuite enables better decision-making
4
How to Create a Receipt: Paper & Digital - Shopify https://www.shopify.com
Put a powerful POS mobile card reader into staff hands for selling anywhere on the floor.
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 Google PPC, the Australian Taxation Office leads with a user-friendly approach to managing tax file numbers. FoundU simplifies payroll, while NetSuite empowers finance leaders with decision-making tools. Shopify enhances retail with mobile POS, and Xero aids small businesses with tax planning.

Frequently Asked Questions

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

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

The AUS Services Tax and Accounting February 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.

Learn more about our data.

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Does this include mobile, desktop and Google Shopping data?

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

The AUS Services Tax and Accounting February 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 February 2026