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AUS Services Tax and Accounting - PPC Market Share Analysis June 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
xero.com 17.85
etax.com.au 11.34
ato.gov.au 11.16
hrblock.com.au 11.02
oneclicklife.com.au 10.28
cpaaustralia.com.au 3.05
hnry.com.au 2.59
sleek.com 2.38
seek.com.au 2.32
myob.com 1.88
others 26.13

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Xero leads with 17.85% click share, followed by Etax at 11.34%. Others collectively hold 26.13%, showcasing diverse competition.

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 oneclicklife.com.au sleek.com myob.com etax.com.au odoo.com bruntwork.co hrblock.com.au shiftcare.com visory.com.au
2025/06/01 36.23% 1.85% 2.58% 7.53% 11.26% 2.22% 2.13% 1.79% 1.84% 5.22%
2025/06/02 34.09% 1.72% 3.84% 8.74% 1.18% 3.12% 5.27% 1.92% 0.61% 2.04%
2025/06/03 39.21% 1.66% 4.54% 5.47% 1.42% 1.18% 3.28% 1.92% 1.73% 2.66%
2025/06/04 39.39% 2.22% 3.06% 5.39% 7.64% 2.82% 4.56% 0.18% 1.75% 2.71%
2025/06/05 33.24% 6.04% 1.35% 4.95% 6.7% 2.74% 3.77% 4.46% 1.34% 0.86%
2025/06/06 34.71% 5.61% 4.52% 3.71% 3.82% 1.94% 3.08% 3.5% 1.01% 1.81%
2025/06/07 33.79% 2.52% 6.12% 4.54% 4.8% 2.56% 1.52% 3.14% 0.06% 4.15%
2025/06/08 28.52% 6.8% 4.55% 3.14% 10.25% 2.26% 1.97% 7.38% 0.03% 2.71%
2025/06/09 28.77% 8.63% 4.69% 4.92% 10.8% 2.85% 2.92% 9.2% 0.03% 1.49%
2025/06/10 38.07% 0.9% 5.57% 7.32% 3% 4.05% 3.72% 5.03% 0.05% 2.44%
2025/06/11 37.62% 7.31% 4.62% 7.47% 2.39% 3.12% 4.11% 4.35% 0.9% 1.63%
2025/06/12 35.91% 6.74% 4.81% 4.95% 8.16% 1.95% 4.41% 4.31% 0.05% 0.89%
2025/06/13 33.32% 4.45% 4.84% 6.26% 5.68% 4% 3.98% 1.86% 0.03% 2.66%
2025/06/14 31.53% 5.21% 3.57% 5.56% 8.19% 2.7% 2.05% 5.59% 1.21% 2.72%
2025/06/15 31.08% 9.73% 2.17% 6.44% 9.36% 2.45% 1.62% 4.89% 0.29% 1.57%
2025/06/16 27.45% 7.91% 4.36% 6.04% 9.23% 1.62% 2.94% 9.32% 1.99% 3.32%
2025/06/17 31.4% 5.05% 5.27% 5.96% 6.45% 2.38% 5.61% 5.04% 3.76% 1.78%
2025/06/18 27.23% 5.27% 3.63% 6.43% 6.44% 1.76% 7.96% 4.78% 4.65% 1.04%
2025/06/19 28.5% 7.68% 6.71% 6.42% 7.75% 1.7% 3.34% 6.45% 1.47% 1.52%
2025/06/20 26.52% 7.09% 5.9% 5.35% 7.77% 2.02% 4.81% 4.12% 4.19% 2.5%
2025/06/21 24.31% 6.8% 4.78% 4.46% 12.18% 1.53% 2.61% 5.33% 4.48% 2.18%
2025/06/22 25.11% 2.16% 3.37% 6.84% 12.25% 2.24% 3.57% 1.73% 3.13% 2.06%
2025/06/23 27.42% 9.7% 3.56% 6.36% 7.14% 1.64% 3.43% 6.24% 6.41% 2.83%
2025/06/24 24.44% 6.58% 9.62% 6.94% 5.16% 1.8% 2.19% 4.55% 5.25% 1.35%
2025/06/25 24.79% 6.8% 9.16% 6.78% 5.77% 1.72% 2.26% 7.03% 4.12% 2.55%
2025/06/26 25.69% 9.66% 7.78% 5.92% 7.23% 2% 2.68% 3.33% 4.1% 1.76%
2025/06/27 26.31% 10.53% 7.75% 6.07% 5.99% 0.93% 2.42% 5.38% 4.53% 2.39%
2025/06/28 28.81% 10.35% 8.8% 6.89% 7.9% 2.13% 2.37% 1.16% 2.69% 2.64%
2025/06/29 27.5% 9.18% 10.85% 5.15% 7.14% 1.53% 1.97% 2.91% 2.59% 3.53%
2025/06/30 28.52% 12.99% 7.98% 7.92% 7.03% 2.97% 2.96% 2.72% 2.3% 1.89%

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In June 2025, Xero’s PPC spend share fluctuated, peaking early at 39.39% before declining to 28.52%. OneClickLife surged from 1.85% to 12.99%, while Sleek’s share rose steadily, ending at 7.98%. MYOB and Etax showed moderate fluctuations, closing at 7.92% and 7.03%, respectively. Odoo and Bruntwork maintained low shares, with slight increases. HRBlock and ShiftCare experienced volatility, finishing at 2.72% and 2.3%. Visory’s share remained low, ending at 1.89%. Overall, Xero led, but OneClickLife’s growth was notable.

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
2025/06/01 132
2025/06/02 141
2025/06/03 139
2025/06/04 128
2025/06/05 132
2025/06/06 135
2025/06/07 128
2025/06/08 127
2025/06/09 120
2025/06/10 120
2025/06/11 122
2025/06/12 124
2025/06/13 121
2025/06/14 126
2025/06/15 127
2025/06/16 122
2025/06/17 133
2025/06/18 125
2025/06/19 129
2025/06/20 125
2025/06/21 129
2025/06/22 122
2025/06/23 124
2025/06/24 132
2025/06/25 136
2025/06/26 129
2025/06/27 126
2025/06/28 117
2025/06/29 122
2025/06/30 122

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June saw fluctuating advertiser numbers, peaking at 141 on June 2nd, then declining to 117 by June 28th, before stabilizing at 122.

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
oneclicklife.com.au 4.66%
sleek.com 1.98%
shiftcare.com 1.94%
hnry.com.au 1.93%
etax.com.au 1.88%
capterra.com -0.7%
seek.com.au -1.08%
xero.com -1.95%
taxgov.org -2.35%
ato.gov.au -8.99%

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Oneclicklife.com.au surged with a 4.66% click share increase, while ato.gov.au faced a significant drop of 8.99%.

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 oneclicklife.com.au xero.com etax.com.au sleek.com hrblock.com.au myob.com hnry.com.au tradingas.com.au oneflare.com.au ato.gov.au
2025/06/01 3.74% 23.79% 21.23% 2.8% 3.37% 3.95% 0.25% 1.64% 3.16% 3.01%
2025/06/02 3.81% 20.79% 3.78% 2.99% 4.39% 4.71% 0.83% 4.38% 1.62% 7.62%
2025/06/03 3.69% 27.87% 3.83% 3.2% 3.47% 2.74% 4.03% 1.03% 2.94% 6.81%
2025/06/04 4.37% 26.8% 20.93% 1.83% 0.11% 2.7% 0.45% 0% 1.08% 5.57%
2025/06/05 11.15% 21.77% 15.83% 0.86% 5.87% 2.52% 4.1% 1.43% 2.01% 3.09%
2025/06/06 10.75% 22.34% 9.74% 2.86% 5.07% 1.95% 4.08% 2.44% 1.95% 2.91%
2025/06/07 4.77% 20.48% 12.41% 3.21% 4.73% 2.65% 0.53% 1.08% 2.57% 9.94%
2025/06/08 11.17% 14.17% 23.57% 2.02% 10.57% 1.3% 0.44% 1.68% 1.83% 6.55%
2025/06/09 14.14% 17.2% 24.98% 2.49% 13.13% 1.52% 2.97% 0.78% 0.61% 0.52%
2025/06/10 1.71% 26.3% 10.02% 4.45% 8.72% 3.55% 1.01% 1.49% 2.2% 2.48%
2025/06/11 15.86% 27.98% 6.93% 3.07% 6.93% 3.25% 1.08% 1.68% 1.38% 1.23%
2025/06/12 12.95% 22.8% 19.25% 3.01% 6.04% 2.13% 0.52% 1.84% 1.88% 1.89%
2025/06/13 9.14% 18.01% 15.57% 3.32% 1.3% 2.95% 0.61% 2.5% 2.49% 4.11%
2025/06/14 9.27% 17.57% 20.27% 2.14% 7.48% 2.37% 6.68% 2.68% 1.88% 2.51%
2025/06/15 16.01% 15.58% 20.58% 1.74% 7.07% 2.44% 2.36% 1.55% 1% 4.17%
2025/06/16 13.29% 14.46% 20.45% 2.63% 13.23% 2.44% 1.33% 1.9% 1.88% 2.71%
2025/06/17 9.67% 16.79% 14.89% 3.83% 5.89% 2.65% 3.14% 1.54% 1.36% 1.41%
2025/06/18 9.7% 17.13% 16.02% 2.33% 6.9% 2.7% 11.89% 2.32% 1.42% 1.05%
2025/06/19 13.55% 18.96% 17.23% 5.24% 7.77% 2.7% 4.36% 2.16% 1.61% 1.68%
2025/06/20 13.64% 15.97% 20.03% 3.75% 5.33% 2.79% 4.88% 1.56% 1.28% 1.79%
2025/06/21 12.36% 15.35% 23.88% 3.62% 7.39% 2.37% 3.7% 1.42% 2.57% 4.05%
2025/06/22 3.51% 14.38% 27.41% 1.92% 2.99% 3.06% 2.48% 1.31% 7.03% 1.96%
2025/06/23 17.71% 17.54% 16.43% 2.46% 8.93% 3.5% 3.07% 0.68% 0.89% 0.99%
2025/06/24 12.61% 16.78% 12.05% 9.56% 6.79% 3.89% 4% 2.16% 2.04% 1.66%
2025/06/25 12.39% 16.41% 13.81% 6.72% 10.29% 3.63% 6.82% 1.3% 0.79% 1.57%
2025/06/26 17.83% 16.24% 16.12% 5.04% 4.49% 3.77% 1.37% 1.24% 0.87% 0.94%
2025/06/27 18.23% 17.31% 12.32% 5.72% 8.43% 3.85% 6.46% 1.39% 0.25% 0.19%
2025/06/28 19.3% 19.12% 16.91% 6.18% 1.58% 3.76% 6.17% 1.04% 1.26% 0.41%
2025/06/29 17.2% 17.31% 15.92% 8.53% 4.81% 3.11% 5.25% 1.08% 1.38% 2.49%
2025/06/30 23.23% 18.24% 15.51% 6.12% 3.86% 3.7% 2.17% 1.69% 0.9% 0.17%

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In June 2025, oneclicklife.com.au’s impression share surged from 3.74% to 23.23%, while xero.com fluctuated, peaking at 27.98%. etax.com.au saw a rise, ending at 15.51%. sleek.com and hrblock.com.au showed moderate gains. The month concluded with oneclicklife.com.au leading.

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
    My 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
    Etax | 2024 Tax Return Online | Etax Makes Tax Returns Easy https://www.etax.com.au

    Do your secure online tax return, in minutes. Australia's #1 online tax service. Do your Etax...

  3. 3
    Book An Appointment Today https://www.hrblock.com.au

    H&R Block® Tax Accountants — $1 Billion claimed in deductions, and counting. Maximise your tax refund with our experts. Canstar...

  4. 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. 5
    Income Tax Calculator: Estimate Your Tax Bill | Xero AU https://www.xero.com

    Xero Calculators Serves Up The Numbers You Need To Track Profits And Manage Your Margins. Try...

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In the competitive landscape of Google’s PPC for tax services, the Australian Taxation Office leads with a focus on managing tax file numbers. Etax simplifies online tax returns, while H&R Block emphasizes maximizing refunds. The Tax Institute offers professional development, and Xero provides essential financial tools.

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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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