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

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

The AUS Services Tax and Accounting May 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. Learn more about our data accuracy

Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Services Tax and Accounting May 2026 Report aggregates data from across both device types and Google Shopping.

Who is this AUS Services Tax and Accounting May 2026 Report for?

The AUS Services Tax and Accounting May 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.

AUS Services Tax and Accounting - PPC Market Share Analysis May 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	32.9304924204
	67.0695075796

32%

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	31
	69

31%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	9%
Transactional	1%
Navigational	0%
Seasonal	0%
Local	1%
Problem Solving	12%

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	66.59
xero.com	7.92
hrblock.com.au	5.3
cpaaustralia.com.au	3.66
etax.com.au	2.64
myob.com	1.46
hnry.com.au	1.41
abn-registration-australia.com.au	1.33
abn-register.com.au	1.21
tradingas.com.au	0.69
others	7.79

ato.gov.au - 66.59%
xero.com - 7.92%
hrblock.com.au - 5.3%
cpaaustralia.com.au - 3.66%
etax.com.au - 2.64%
myob.com - 1.46%
hnry.com.au - 1.41%
abn-registration-australia.com.au - 1.33%
abn-register.com.au - 1.21%
tradingas.com.au - 0.69%
others - 7.79%

ATO.gov.au dominates with 66.59% click share, followed by Xero.com at 7.92%. Others collectively hold 7.79%, 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

Share of Spend - Last Month
Date	xero.com	myob.com	ato.gov.au	abn-registration-australia.com.au	bruntwork.co	sleek.com	etax.com.au	hnry.com.au	abn-register.com.au	hrblock.com.au
2026/05/01	30.5%	7.07%	8.18%	3.38%	2.83%	5.74%	1.88%	2.96%	3.93%	5.21%
2026/05/02	32.71%	6.73%	11.14%	3.93%	2.39%	4.8%	0.85%	2.18%	5.04%	5.82%
2026/05/03	32.45%	7.54%	16.55%	2.33%	3.44%	8.31%	1%	3.24%	4.15%	2.23%
2026/05/04	33.7%	7.81%	7.06%	3.11%	4.72%	4.53%	2.01%	4.25%	5.19%	2.06%
2026/05/05	28.34%	6.52%	5.31%	4.6%	4.73%	4.01%	2.42%	3.09%	5.88%	3.48%
2026/05/06	33.44%	12.63%	4.65%	3.3%	4.98%	2.09%	0.39%	4.07%	5.23%	1.65%
2026/05/07	37.88%	11.78%	3.66%	1.48%	4.35%	7.06%	1.31%	1.89%	3.77%	2.91%
2026/05/08	32.49%	8.49%	6.54%	4.25%	5.24%	3.91%	1.34%	2%	5.17%	3.54%
2026/05/09	38.23%	11.45%	8.54%	2.81%	2.07%	1.01%	0.75%	1.55%	4.62%	5.18%
2026/05/10	33.44%	10.23%	9.49%	3.54%	2.03%	2.24%	2.5%	1.92%	4.23%	4.13%
2026/05/11	34.01%	9.13%	8.2%	2.88%	3.65%	3.33%	2.53%	1.37%	2.89%	2.34%
2026/05/12	38.96%	10.34%	4.87%	3.43%	3.59%	3.65%	2.42%	1.89%	4.09%	3.32%
2026/05/13	37.59%	7.44%	6.55%	1.7%	5.35%	5.34%	1.88%	1.08%	2.13%	3.31%
2026/05/14	25.45%	10.76%	8.89%	4.11%	5.42%	2.69%	3.1%	2%	2.8%	2.12%
2026/05/15	27.23%	13.49%	7.52%	2.82%	2.93%	3.11%	2.37%	1.86%	3.88%	2.56%
2026/05/16	38.2%	7.87%	9.45%	2.56%	5.26%	4.13%	2.44%	1.31%	3.16%	2.84%
2026/05/17	38.26%	11.55%	10.67%	3.32%	1.68%	2.11%	2.48%	1.05%	4.04%	2.28%
2026/05/18	34.97%	11.04%	10.16%	6.59%	2.79%	4.85%	4.06%	1.14%	3.19%	2.34%
2026/05/19	38.76%	10.38%	7.92%	1.68%	5.96%	4.45%	1.75%	0.94%	0.06%	2.27%
2026/05/20	37.72%	13.17%	5.75%	3.21%	3.85%	3.72%	1.99%	1.31%	0.69%	2.86%
2026/05/21	37.75%	14.91%	5.7%	3.93%	3.56%	3%	2.63%	1.1%	1.64%	1.7%
2026/05/22	31.77%	14.74%	8.69%	2.15%	3.07%	5.32%	2.24%	1.34%	0.6%	3.15%
2026/05/23	36.42%	12.38%	8.94%	5.02%	2.62%	2.8%	2.14%	1%	1.39%	4.61%
2026/05/24	35.16%	12.39%	7.67%	6.1%	4.31%	3.38%	1.82%	1.21%	0.6%	5.17%
2026/05/25	31.51%	8.22%	7.66%	5.85%	4.82%	5.92%	2.37%	2.14%	2.11%	3.41%
2026/05/26	31.64%	10.07%	3.44%	6.31%	1.85%	2.08%	4.29%	5.18%	2.64%	3.09%
2026/05/27	29.79%	8.89%	6.28%	6.42%	3.78%	3.09%	4.28%	2.12%	1.86%	3.36%
2026/05/28	37.84%	13.94%	6.35%	3.75%	3.01%	2.24%	2.27%	2.36%	2.26%	0.99%
2026/05/29	37.64%	10.41%	8.23%	5.71%	2.46%	1.63%	3.44%	2.26%	2.61%	1.88%
2026/05/30	36.07%	13.18%	9.52%	5.24%	4.11%	1.75%	2.14%	1.63%	1.7%	2.18%
2026/05/31	40.24%	11.11%	8.45%	5.57%	3.65%	2.4%	2.35%	1.95%	1.88%	1.05%

xero.com
myob.com
ato.gov.au
abn-registration-australia.com.au
bruntwork.co
sleek.com
etax.com.au
hnry.com.au
abn-register.com.au
hrblock.com.au

In May 2026, xero.com led with a peak spend share of 40.24% on the 31st. myob.com saw a notable rise mid-month, reaching 14.91% on the 21st. The month concluded with xero.com maintaining dominance.

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
2026/05/01	106
2026/05/02	108
2026/05/03	106
2026/05/04	115
2026/05/05	122
2026/05/06	114
2026/05/07	107
2026/05/08	118
2026/05/09	110
2026/05/10	109
2026/05/11	118
2026/05/12	117
2026/05/13	118
2026/05/14	112
2026/05/15	118
2026/05/16	114
2026/05/17	111
2026/05/18	109
2026/05/19	105
2026/05/20	104
2026/05/21	106
2026/05/22	114
2026/05/23	112
2026/05/24	110
2026/05/25	117
2026/05/26	121
2026/05/27	121
2026/05/28	115
2026/05/29	109
2026/05/30	105
2026/05/31	109

In May 2026, advertiser numbers fluctuated, peaking at 122 on May 5. The month concluded with 109 advertisers, reflecting a dynamic landscape.

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
ato.gov.au	5.12%
xero.com	0.96%
abn-registration-australia.com.au	0.73%
etax.com.au	0.71%
myob.com	0.42%
hrblock.com.au	-0.19%
industrysuper.com	-0.34%
taxfilenumberonline.com.au	-0.79%
abn-register.com.au	-0.94%
cpaaustralia.com.au	-5.97%

In the past month, ato.gov.au surged by 5.12%, while cpaaustralia.com.au dropped by 5.97%. Xero.com gained 0.96%, contrasting with abn-register.com.au’s decline of 0.94%.

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	myob.com	etax.com.au	abn-registration-australia.com.au	hrblock.com.au	bruntwork.co	sleek.com	abn-register.com.au	cpaaustralia.com.au
2026/05/01	26.74%	14.78%	3.77%	4.65%	2.5%	7.64%	2.46%	3.78%	4.11%	0.01%
2026/05/02	41.28%	14.72%	3.03%	1.53%	2.62%	7.49%	1.3%	3.22%	4.97%	0.01%
2026/05/03	51.97%	13.21%	3.04%	1.52%	1.26%	3.16%	2.13%	5.47%	2.83%	0.01%
2026/05/04	27.7%	14.92%	3.59%	3.64%	2.26%	4.69%	4.14%	3.46%	4.23%	0.8%
2026/05/05	22.28%	14.23%	3.24%	5.25%	3.68%	4.17%	3.19%	2.37%	7.26%	1.93%
2026/05/06	22.57%	19.15%	7.33%	0.81%	2.76%	3.42%	4.48%	1.16%	5.17%	3.8%
2026/05/07	16.16%	21.03%	7.86%	2.81%	1.01%	3.73%	4.87%	6.43%	3.69%	3.7%
2026/05/08	28.09%	15.82%	4.94%	2.88%	3.23%	4.51%	4.02%	3.12%	4.38%	3.62%
2026/05/09	32.08%	18.96%	5.83%	1.57%	1.97%	7.4%	1.56%	0.78%	3.75%	4.82%
2026/05/10	32.97%	15.05%	5.33%	3.62%	2.32%	5.76%	1.81%	2%	3.16%	2.9%
2026/05/11	28.26%	16.75%	5.59%	4.46%	1.91%	3.5%	2.68%	2.07%	2.37%	3.7%
2026/05/12	22.29%	23.74%	6%	4.65%	2.67%	4.48%	3.09%	3.33%	4.51%	3.76%
2026/05/13	26.41%	19.3%	4.79%	2.72%	1.14%	5.45%	4.07%	4.46%	1.81%	5.52%
2026/05/14	33%	12.44%	6.15%	4.48%	2.56%	2.7%	3.29%	1.28%	2.14%	3.8%
2026/05/15	28.24%	12.66%	7.92%	3.44%	1.81%	4.86%	2.28%	2%	5.04%	3.62%
2026/05/16	36.17%	17.48%	4.38%	4.03%	1.56%	3.49%	3.1%	3.01%	4.07%	5.76%
2026/05/17	35.95%	18.88%	6%	3.41%	2.13%	4.2%	1.21%	1.5%	4.63%	4.93%
2026/05/18	36.68%	17.44%	6.11%	5.12%	4.8%	4.26%	2.65%	2.93%	3.46%	3.16%
2026/05/19	32.06%	19.99%	6.45%	3.22%	1.14%	4.42%	3.53%	2.82%	0.27%	4.4%
2026/05/20	25.21%	24.06%	7.94%	3.9%	2.41%	5%	3.57%	3.61%	0.69%	0%
2026/05/21	26.02%	24.76%	8.79%	3.93%	3.54%	4.87%	2.96%	2.37%	1.69%	0%
2026/05/22	34.64%	15.27%	7.96%	3.89%	1.55%	3.97%	2.91%	4.77%	0.54%	0.6%
2026/05/23	36.5%	19%	6.39%	3.62%	3.54%	6.33%	2.34%	1.92%	1.31%	0.52%
2026/05/24	30.47%	21.05%	6.99%	3.13%	4.51%	7.06%	3.95%	2.69%	0.69%	0.29%
2026/05/25	31.24%	17.11%	5.13%	4.17%	4.31%	4.25%	4.63%	4.9%	1.93%	0%
2026/05/26	13.63%	16.94%	5.63%	5.97%	4.58%	5.84%	1.37%	1.68%	4.07%	0.3%
2026/05/27	24.02%	16.92%	5.9%	6.99%	4.66%	4.81%	3.5%	2.41%	2.48%	0%
2026/05/28	28.34%	20.92%	8.67%	4.54%	3.04%	2.37%	2.31%	1.76%	2.07%	0.35%
2026/05/29	34.33%	20.2%	5.77%	5.27%	4.59%	3.71%	1.88%	0.86%	2.41%	0%
2026/05/30	39.07%	17.72%	6.81%	3.2%	3.82%	3.47%	3.18%	0.94%	1.49%	0%
2026/05/31	34.75%	21.41%	5.92%	4.2%	4.12%	3.32%	2.74%	1.75%	1.66%	0.58%

ato.gov.au
xero.com
myob.com
etax.com.au
abn-registration-australia.com.au
hrblock.com.au
bruntwork.co
sleek.com
abn-register.com.au
cpaaustralia.com.au

In May 2026, ato.gov.au led with fluctuating impressions, peaking mid-month. Xero.com maintained a steady presence, while myob.com and etax.com.au showed moderate activity. The month concluded with ato.gov.au dominating the impression share.

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
My Tax File Number — 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
Home | CPA Australia https://www.cpaaustralia.com.au
CPA Australia online provides members with a range of finance, accounting and business information services and education.
3
Tax Refund Calculator https://www.etax.com.au › tax-calculator
Interactive Tax Calculator — Check your 2025 tax refund estimate instantly. Add income & deductions to see your refund. Find out your tax refund estimate for this year, or get your...
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
Income Tax Calculator: Estimate Your Take-Home Pay | 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 top-performing ads reveal a tapestry of strategic messaging. The Australian Tax Office emphasizes ease and security in managing tax file numbers. CPA Australia offers a wealth of resources for finance professionals. Etax’s interactive calculator promises instant tax refund estimates. PayPal simplifies invoicing for freelancers, while Xero provides essential tools for small business planning. Each ad uniquely addresses user needs, showcasing efficiency and expertise.

Frequently Asked Questions

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

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

The AUS Services Tax and Accounting May 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.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

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

The AUS Services Tax and Accounting May 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.

Complete the form below to get started.
What is Ask Arlo?

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.

Learn more about Ask Arlo.

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Ask Arlo: AI generated search insights in seconds

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

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

A prominent law firm in Georgia (US), had a massive amount of trademark infringements in the 9 markets they serve. Using Adthena, they were able to significantly cut their brand infringements and CPC’s in the first five months using Adthena. Read case study

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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.

AUS Services Tax and Accounting - PPC Market Share Analysis May 2026