AUS Services Tax and Accounting - PPC Market Share Analysis October 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	21.1178905469
	78.8821094531

21%

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	12%
Transactional	0%
Navigational	0%
Seasonal	0%
Local	0%
Problem Solving	7%

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	19.1
hrblock.com.au	14.81
xero.com	13.85
mytaxrefundtoday.com.au	6.1
sleek.com	5.8
etax.com.au	5.37
oneclicklife.com.au	4.22
myob.com	2.32
bruntwork.co	1.78
onestoptax.com.au	1.72
others	24.93

ato.gov.au - 19.1%
hrblock.com.au - 14.81%
xero.com - 13.85%
mytaxrefundtoday.com.au - 6.1%
sleek.com - 5.8%
etax.com.au - 5.37%
oneclicklife.com.au - 4.22%
myob.com - 2.32%
bruntwork.co - 1.78%
onestoptax.com.au - 1.72%
others - 24.93%

In the tax and accounting PPC landscape, ATO leads with 19.1% click share, followed by H&R Block at 14.81%. Xero captures 13.85%, while ‘others’ collectively hold 24.93%.

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	ato.gov.au	xero.com	myob.com	etax.com.au	sleek.com	oneclicklife.com.au	mytaxrefundtoday.com.au	hrblock.com.au	bruntwork.co	beany.com
2025/10/01	15.22%	11.01%	18.59%	2.67%	7.17%	2.86%	6.25%	8.59%	2.97%	1.95%
2025/10/02	20.7%	10.21%	15.37%	1.17%	6.04%	2.07%	4.86%	8.56%	2.48%	1.79%
2025/10/03	22.98%	13.42%	13.59%	3.45%	6.58%	2.2%	6.83%	7.54%	2.07%	2.32%
2025/10/04	22.64%	14.83%	12.61%	4.9%	4.78%	3.29%	0.01%	12.83%	1.46%	0.77%
2025/10/05	22.07%	17.64%	14.79%	2.19%	7.58%	2.82%	0.01%	9.45%	1.41%	1.7%
2025/10/06	11.46%	11.28%	11.76%	6.75%	6.11%	3.13%	11.04%	12.71%	1.62%	3.19%
2025/10/07	11.21%	10.66%	16.19%	4.11%	5.85%	6.95%	4.71%	10.19%	2.13%	3.31%
2025/10/08	13.14%	11.38%	18.22%	2.94%	5.58%	3.28%	6.24%	12.22%	2.32%	2.38%
2025/10/09	17.38%	11.33%	19.45%	2.91%	6.28%	2.74%	5.67%	8.79%	2.14%	2.86%
2025/10/10	18.58%	12.96%	20.09%	2.61%	6.71%	3.12%	6.13%	8.24%	1.6%	0.85%
2025/10/11	22.58%	15.14%	20.46%	3.53%	4.34%	1.36%	0%	10.43%	1.06%	1.88%
2025/10/12	20.81%	14.31%	22.04%	4.55%	5.86%	2.22%	0%	10.19%	1.32%	1.26%
2025/10/13	14.89%	14.15%	24.56%	3.27%	5.69%	1.84%	3.55%	9.85%	1.84%	1.12%
2025/10/14	13.9%	10.24%	24.35%	2.4%	5.62%	1.77%	6.65%	8.92%	1.66%	0.63%
2025/10/15	10.86%	10.03%	24.61%	4.51%	3.72%	2.63%	3.45%	12.04%	1.74%	0.77%
2025/10/16	20.03%	8.9%	19.38%	3.26%	4.48%	2.6%	5.52%	12.66%	1.11%	1.13%
2025/10/17	20.26%	12.14%	20.7%	4.5%	4.41%	3.12%	3.84%	10.09%	1.18%	1.06%
2025/10/18	17.34%	13.35%	19.81%	3.74%	3.18%	3.45%	0.01%	15.06%	1.12%	1.14%
2025/10/19	19.95%	12.95%	17.76%	6.5%	4.4%	3.64%	0.01%	12.77%	1.36%	1.3%
2025/10/20	8.41%	10.16%	19.77%	8.88%	4.33%	1.86%	6.11%	13.66%	1.64%	1.02%
2025/10/21	11.59%	9.06%	18.72%	5.77%	5.06%	3.49%	9.31%	15.91%	1.78%	1.51%
2025/10/22	13.4%	14.23%	9.44%	3.88%	5.72%	3.73%	4.57%	14.83%	2%	1.61%
2025/10/23	15.22%	12.57%	6.86%	4.46%	5.54%	4.01%	5.94%	14.14%	2.21%	1.44%
2025/10/24	23.95%	11.75%	5.62%	2.65%	8.34%	1.78%	6.06%	11.68%	1.72%	1.58%
2025/10/25	22.71%	16.06%	3.64%	4.62%	3.85%	4.85%	3.99%	15.79%	1.05%	1.04%
2025/10/26	25.33%	12.84%	3.38%	5.27%	6.54%	4.06%	6.61%	14.35%	0.95%	0.52%
2025/10/27	14.53%	14.83%	4.49%	4.16%	7.43%	5.13%	5.74%	12.79%	1.86%	1.12%
2025/10/28	14.63%	15.02%	4.09%	6.67%	3.36%	4.98%	5.06%	12.79%	2.84%	1.08%
2025/10/29	16.06%	12.59%	4.32%	6.96%	5.34%	8.25%	3.95%	12.27%	2.18%	1.44%
2025/10/30	15.86%	13.53%	9.71%	4.64%	5.17%	5.16%	4.12%	12.24%	2.59%	0.91%
2025/10/31	14.85%	12.74%	10.44%	7.41%	7.12%	6.58%	6.1%	2.79%	2.27%	0.94%

ato.gov.au
xero.com
myob.com
etax.com.au
sleek.com
oneclicklife.com.au
mytaxrefundtoday.com.au
hrblock.com.au
bruntwork.co
beany.com

In October 2025, ato.gov.au led PPC spend, peaking mid-month. Xero and MYOB showed fluctuating trends, while etax.com.au and sleek.com maintained moderate levels. By month-end, HR Block’s spend dropped significantly.

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
2025/10/01	115
2025/10/02	120
2025/10/03	116
2025/10/04	120
2025/10/05	121
2025/10/06	127
2025/10/07	129
2025/10/08	124
2025/10/09	118
2025/10/10	126
2025/10/11	116
2025/10/12	122
2025/10/13	120
2025/10/14	128
2025/10/15	127
2025/10/16	127
2025/10/17	122
2025/10/18	113
2025/10/19	113
2025/10/20	121
2025/10/21	122
2025/10/22	120
2025/10/23	118
2025/10/24	117
2025/10/25	114
2025/10/26	116
2025/10/27	127
2025/10/28	126
2025/10/29	127
2025/10/30	123
2025/10/31	127

October saw fluctuating advertiser numbers, peaking at 129 on the 7th. Mid-month stability was followed by a dip, ending strong at 127.

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
hrblock.com.au	1.38%
etax.com.au	1.34%
oneclicklife.com.au	1.18%
abn-register.com.au	0.67%
onestoptax.com.au	0.53%
beany.com	-0.65%
taxrefundonspot.com.au	-1.63%
taxfilenumberonline.com.au	-1.79%
myob.com	-1.84%
ato.gov.au	-2.07%

In the past month, hrblock.com.au led with a 1.38% click share increase, followed by etax.com.au at 1.34%. Meanwhile, ato.gov.au saw a decline of 2.07%, and myob.com dropped by 1.84%.

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	etax.com.au	mytaxrefundtoday.com.au	oneclicklife.com.au	sleek.com	hrblock.com.au	onestoptax.com.au	seek.com.au	myob.com
2025/10/01	18.66%	9.3%	4.05%	10.57%	4.81%	6.53%	12.82%	0.81%	1.38%	4.44%
2025/10/02	23.73%	8.8%	1.79%	8.46%	2.99%	5.39%	11.63%	0.58%	2.06%	2.83%
2025/10/03	24.54%	13.03%	3.98%	10.1%	2.95%	5.98%	9.46%	1.05%	0.86%	2.89%
2025/10/04	23.44%	14.44%	5.86%	0.01%	4.7%	4.53%	15.43%	1.95%	1.07%	1.97%
2025/10/05	23.83%	17.58%	3.13%	0.01%	3.67%	7.41%	12.06%	0.92%	1.55%	2.37%
2025/10/06	12.19%	10.85%	7.41%	13.86%	3.74%	5.4%	14.54%	0.64%	1.18%	1.64%
2025/10/07	11.98%	10.36%	4.91%	7.63%	8.14%	5.55%	12.77%	0.96%	1.7%	2.59%
2025/10/08	15.57%	12.84%	4.16%	8.55%	4.3%	5.43%	15.83%	1.17%	1%	2.71%
2025/10/09	21.45%	11.46%	4.06%	8.44%	3.5%	6.63%	12.11%	1.12%	1.09%	2.6%
2025/10/10	24.04%	13.28%	3.56%	9.45%	4.27%	6.95%	10.98%	1.55%	1.06%	2.33%
2025/10/11	28.28%	17.57%	4.81%	0.01%	2%	4.72%	15.12%	1.07%	0.92%	2.49%
2025/10/12	27.32%	16.23%	6.92%	0.01%	2.9%	6.93%	15.21%	2.32%	0.86%	2.93%
2025/10/13	20.67%	15.8%	4.38%	5.41%	2.57%	6.83%	14.29%	1.46%	2.2%	2.47%
2025/10/14	19.33%	11.55%	2.91%	9.86%	2.09%	6.94%	13.03%	1.69%	1.73%	2.46%
2025/10/15	15%	12.05%	5.97%	5.08%	3.52%	4.47%	16.92%	3.93%	2.05%	3.03%
2025/10/16	26.28%	9.2%	3.94%	8.75%	2.71%	4.94%	16.88%	2.33%	1.73%	1.82%
2025/10/17	25.85%	13.86%	6.36%	5.69%	4.15%	5.11%	13.1%	1.22%	2.14%	2.03%
2025/10/18	23.37%	15.42%	4.6%	0%	4.48%	3.3%	20.62%	4.24%	1.53%	1.54%
2025/10/19	26.36%	13.88%	8.02%	0%	4.13%	4.89%	17.12%	1.08%	1.32%	1.66%
2025/10/20	11.88%	11.49%	11.89%	8.87%	2.46%	4.81%	18.65%	1.6%	0.8%	1.53%
2025/10/21	15.45%	9.35%	7.25%	12.46%	4.26%	5.52%	21.59%	1.27%	1.89%	1.85%
2025/10/22	16.63%	14%	5.09%	6.29%	4.51%	5.85%	19.14%	2.91%	0.93%	0.47%
2025/10/23	18.36%	11%	5.78%	7.98%	4.62%	5.12%	17.16%	2%	1.7%	0.25%
2025/10/24	29.79%	9.96%	3.51%	7.68%	2.31%	7.47%	14.37%	2.17%	1.28%	0.19%
2025/10/25	25.63%	13.39%	5.78%	5.54%	5.72%	3.3%	19.46%	3.6%	1.53%	0.12%
2025/10/26	27.65%	10.47%	6.3%	9.1%	5.09%	5.93%	16.72%	2.46%	1.65%	0.11%
2025/10/27	18.14%	12.13%	5.43%	8.57%	6.96%	7.16%	14.58%	1.46%	2.28%	0.14%
2025/10/28	16.83%	13.25%	7.88%	6.92%	7%	2.93%	14.29%	2.61%	2.62%	0.14%
2025/10/29	18.49%	10.98%	8.04%	5.84%	10.17%	5%	13.53%	2.63%	1.23%	0.25%
2025/10/30	19.11%	12.39%	5.97%	6.04%	7.37%	5.43%	14.75%	1.12%	1.69%	0.69%
2025/10/31	18.22%	11.86%	8.94%	8.79%	8.57%	6.9%	3.05%	2.74%	2.01%	0.75%

ato.gov.au
xero.com
etax.com.au
mytaxrefundtoday.com.au
oneclicklife.com.au
sleek.com
hrblock.com.au
onestoptax.com.au
seek.com.au
myob.com

In October 2025, ato.gov.au led with fluctuating impressions, peaking mid-month. Xero.com showed steady growth, while etax.com.au and mytaxrefundtoday.com.au had sporadic spikes. HRBlock.com.au maintained a strong presence, ending with a dip.

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 tax return, in minutes.
3
Oct 31 Tax Deadline Is Close! | Lodge your Tax Return Today https://www.hrblock.com.au
Avoid late lodgment penalities. Book a visit to your nearest office. Max Refund Guarantee. $1 Billion claimed in deductions, and counting.
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
Income Tax Calculator: Estimate Your Tax Bill | Xero AU https://www.xero.com
Try One Of Xero's Free Business Calculators And Get Started Planning Today. Xero SMB Calculators. Your Planning Tool For The...

In the competitive landscape of tax and accounting services, the top-performing Google PPC ads reveal distinct narratives. The Australian Taxation Office emphasizes ease and security in managing Tax File Numbers. Etax simplifies tax returns with a user-friendly approach and free support. H&R Block highlights urgency with the looming tax deadline, promising maximum refunds. The Tax Institute positions itself as a premier educational resource, while Xero offers practical tools for financial planning. Each ad uniquely addresses user needs, from convenience to expertise.

Frequently Asked Questions

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

Why is the AUS Services Tax and Accounting October 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.

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Data within the AUS Services Tax and Accounting October 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
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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 October 2025 Report?

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

The AUS Services Tax and Accounting October 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.
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Paid search advertising, a cornerstone of digital marketing strategies, is no longer immune to these budget cuts. As companies grapple with rising redundancies and shifting consumer behaviors, advertising teams are pressured to do more with less.Read case study

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In today's fast-paced digital marketing landscape, extracting valuable insights from vast amounts of data can be a daunting task. This is where Ask Arlo, Adthena's GenAI-powered chatbot, comes into play. Ask Arlo revolutionizes the way marketers of all levels interact with their data, providing instant, AI generated search insights and reports directly within the Adthena platform.Read case study

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AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 AUS Services Tax and Accounting brands

Share of Spend for the top 10 AUS Services Tax and Accounting brands

Competitor Count for AUS Services Tax and Accounting

Market Loss & Market Gains for AUS Services Tax and Accounting

AUS Services Tax and Accounting Share of Impressions

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

Frequently Asked Questions

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

Why is the AUS Services Tax and Accounting October 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the AUS Services Tax and Accounting October 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this AUS Services Tax and Accounting October 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Doing more with less: how Adthena customers are maximizing PPC performance with shrinking budgets

Ask Arlo: AI generated search insights in seconds

Georgia Law Firm Case Study: Reduced Brand Infringements by 39% and CPCs by 25% with Adthena

Get the full picture

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