AUS Software & Technology Software Development - PPC Market Share Analysis February 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Software Development category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Software Development – AUS

Google AI Overview visibility for Software & Technology Software Development AUS

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 19.410135021
80.589864979
19%

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 17
83
17%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 6%
Transactional 2%
Navigational 3%
Seasonal 0%
Local 0%
Problem Solving 17%

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Market Exposure

Share of Clicks for top 10 AUS Software & Technology Software Development brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
adobe.com 26.6
figma.com 5.72
procore.com 4.28
pdf.net 4.16
microsoft.com 3.66
jotform.com 3.48
pdfguru.com 2.97
parallels.com 2.82
pdffiller.com 2.4
qr-code-generator.com 1.73
others 42.18
  • adobe.com - 26.6%
  • figma.com - 5.72%
  • procore.com - 4.28%
  • pdf.net - 4.16%
  • microsoft.com - 3.66%
  • jotform.com - 3.48%
  • pdfguru.com - 2.97%
  • parallels.com - 2.82%
  • pdffiller.com - 2.4%
  • qr-code-generator.com - 1.73%
  • others - 42.18%

Copyright © Adthena. All rights reserved.

Adobe leads with 26.6% click share, while ‘others’ dominate at 42.18%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Software & Technology Software Development 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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date pdffiller.com adobe.com xero.com pdf.net online-qr-generator.com monday.com qrcodecreator.com procore.com pdfguru.com myob.com
2026/02/01 3.05% 10.72% 4.83% 3.2% 1.8% 3.02% 1.88% 3.23% 2.63% 1.81%
2026/02/02 4.26% 10.77% 3.79% 4.4% 1.99% 2.9% 1.77% 2.33% 2% 3.53%
2026/02/03 7.3% 7.63% 3.37% 3.84% 1.65% 3.33% 1.83% 2.6% 2.35% 2.54%
2026/02/04 7.92% 6.84% 2.96% 3.42% 1.9% 3.39% 1.64% 2.03% 2.3% 2.22%
2026/02/05 6.7% 7.59% 4.21% 5.71% 1.53% 2.79% 1.22% 1.7% 5% 2.25%
2026/02/06 5.96% 9.42% 3.47% 6.79% 2.08% 3.84% 2.54% 1.78% 3.92% 3.19%
2026/02/07 6.03% 9.04% 3.33% 4.67% 1.83% 2.55% 2.1% 2.28% 2.48% 2.75%
2026/02/08 3.99% 7.96% 3.65% 3.5% 2.27% 1.86% 1.43% 1.85% 2.21% 2.38%
2026/02/09 7.85% 12.59% 2.77% 4.88% 2.17% 2.4% 2.3% 1.72% 2.51% 2.01%
2026/02/10 5.56% 8.74% 3.82% 3.97% 2.07% 2.63% 2.46% 1.95% 1.48% 1.47%
2026/02/11 6.89% 10.15% 4% 3.54% 2.21% 2% 2.64% 2.11% 2.68% 1.75%
2026/02/12 7.52% 9.26% 3.56% 5.52% 2.5% 2.84% 2.55% 1.84% 5.14% 2.82%
2026/02/13 5.87% 9.27% 3.41% 6.68% 2.05% 3.78% 2.5% 1.75% 3.86% 3.15%
2026/02/14 5.94% 8.91% 3.28% 4.96% 1.8% 2.51% 2.07% 2.24% 2.44% 2.71%
2026/02/15 3.95% 7.86% 3.61% 3.46% 2.24% 1.84% 1.42% 1.83% 2.18% 2.36%
2026/02/16 7.79% 12.5% 2.76% 4.84% 2.15% 2.38% 2.28% 1.7% 2.49% 1.99%
2026/02/17 7.37% 9.88% 4.02% 3.01% 2.69% 1.83% 0.22% 2.5% 3.14% 2.69%
2026/02/18 2.94% 7.94% 5.18% 3.78% 2.88% 1.67% 1.77% 2.45% 2.33% 1.93%
2026/02/19 4.7% 11.25% 4.94% 4.73% 2.32% 1.41% 1.93% 2.86% 4.39% 1.56%
2026/02/20 4.36% 7.51% 3.82% 6.16% 2.58% 1.28% 2.32% 2.24% 5.99% 1.44%
2026/02/21 6.09% 7.62% 4.29% 3.44% 4.14% 2.4% 2.57% 3.03% 4.02% 2.49%
2026/02/22 3.35% 11.61% 3.49% 6.19% 2.92% 1.78% 2.3% 2.67% 0.97% 1.02%
2026/02/23 5.26% 12.26% 4.2% 4.8% 2.33% 2.33% 2.85% 2.72% 2.28% 1.29%
2026/02/24 3.42% 8.77% 5.27% 5.38% 1.99% 3.72% 2.87% 1.67% 3.37% 1.56%
2026/02/25 4.53% 9.91% 5.6% 5.69% 2.93% 2.55% 1.75% 1.7% 2.3% 2.55%
2026/02/26 5.26% 10.71% 4.8% 7.07% 2.52% 2.12% 2.49% 2.35% 3.04% 1.77%
2026/02/27 3.8% 11.14% 4.9% 5.78% 2.3% 2.02% 2.48% 2.6% 0.83% 0.72%
2026/02/28 6.02% 5.56% 3.85% 3.82% 3.34% 3.15% 2.75% 2.6% 2.28% 1.64%
  • pdffiller.com
  • adobe.com
  • xero.com
  • pdf.net
  • online-qr-generator.com
  • monday.com
  • qrcodecreator.com
  • procore.com
  • pdfguru.com
  • myob.com

Copyright © Adthena. All rights reserved.

In February 2026, Adobe.com led PPC spend, peaking at 12.59% on the 9th. Pdffiller.com fluctuated, reaching 7.92% on the 4th. Xero.com remained steady, while pdf.net saw a rise mid-month. Online-qr-generator.com and monday.com showed consistent activity.

Market Exposure

Competitor Count for AUS Software & Technology Software Development

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/02/01 508
2026/02/02 540
2026/02/03 509
2026/02/04 537
2026/02/05 521
2026/02/06 520
2026/02/07 529
2026/02/08 519
2026/02/09 524
2026/02/10 516
2026/02/11 517
2026/02/12 502
2026/02/13 520
2026/02/14 529
2026/02/15 519
2026/02/16 524
2026/02/17 449
2026/02/18 448
2026/02/19 454
2026/02/20 443
2026/02/21 449
2026/02/22 431
2026/02/23 460
2026/02/24 479
2026/02/25 487
2026/02/26 471
2026/02/27 448
2026/02/28 444

Copyright © Adthena. All rights reserved.

February began with 508 advertisers, peaking at 540 on the 2nd. Mid-month saw a decline, reaching 431 on the 22nd. The month concluded with 444 advertisers, reflecting a downward trend.

Campaign Efficiency

Market Loss & Market Gains for AUS Software & Technology Software Development

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
adobe.com 1.91%
figma.com 1%
quillbot.com 0.8%
parallels.com 0.76%
smallpdf.com 0.73%
thebestpdf.com -0.56%
winandoffice.com -0.58%
softwaremart.com.au -0.65%
pdffiller.com -1.02%
microsoft.com -1.91%

Copyright © Adthena. All rights reserved.

Adobe.com surged with a 1.91% click share increase, while microsoft.com faced a 1.91% decline. Figma.com gained 1.0%, and quillbot.com rose by 0.8%.

Campaign Efficiency

AUS Software & Technology Software Development Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date adobe.com pdfguru.com pdf.net online-qr-generator.com figma.com pdffiller.com thebestpdf.com winandoffice.com productkeys.com softwaremart.com.au
2026/02/01 10.06% 6.41% 6.26% 1.57% 2.12% 3.69% 3.51% 3.97% 0.85% 1.38%
2026/02/02 11.49% 2.84% 6.06% 2.22% 2.27% 2.91% 1.43% 3.89% 2.59% 5.96%
2026/02/03 9.36% 4.46% 4.91% 1.94% 1.91% 6.49% 4.4% 4.51% 0.51% 2.17%
2026/02/04 7.21% 3.85% 4.82% 1.96% 1.88% 6.95% 2.32% 4.64% 1.35% 4.6%
2026/02/05 7.99% 8.74% 6.31% 1.61% 1.98% 6.48% 3.62% 2.65% 1.87% 3.75%
2026/02/06 9.42% 7.11% 9.61% 2.11% 2.16% 5.84% 5.45% 1.7% 0.95% 1.52%
2026/02/07 8.1% 4.5% 7.08% 1.87% 2.11% 5.04% 2.54% 3.67% 3.89% 3.6%
2026/02/08 8.96% 4.52% 4.42% 2.54% 2.01% 2.59% 2.68% 2.28% 4.32% 2.41%
2026/02/09 12.83% 4.65% 6.18% 2.34% 1.23% 5.51% 2.97% 2.76% 3.61% 2.29%
2026/02/10 9.02% 2.98% 4.89% 2.35% 2.61% 4.56% 2.03% 3.3% 6.59% 1.26%
2026/02/11 11.85% 4.02% 4.02% 2.45% 2.47% 6.57% 1.79% 2.27% 3.44% 0.7%
2026/02/12 10.82% 9.82% 8.03% 2.64% 2.04% 6.75% 5.69% 0.64% 1.39% 0.53%
2026/02/13 9.42% 7.11% 9.61% 2.11% 2.16% 5.84% 5.45% 1.7% 0.95% 1.52%
2026/02/14 8.1% 4.5% 7.08% 1.87% 2.11% 5.04% 2.54% 3.67% 3.89% 3.6%
2026/02/15 8.96% 4.52% 4.42% 2.54% 2.01% 2.59% 2.68% 2.28% 4.32% 2.41%
2026/02/16 12.83% 4.65% 6.18% 2.34% 1.23% 5.51% 2.97% 2.76% 3.61% 2.29%
2026/02/17 11.91% 3.97% 3.26% 3.62% 3.8% 6.43% 0.03% 2.5% 5.2% 0.75%
2026/02/18 8.27% 2.29% 5.04% 3.53% 2.71% 2% 0.95% 2.68% 5.05% 3.25%
2026/02/19 14.05% 8.93% 6.48% 2.47% 2.08% 3.92% 3.99% 3.01% 2.97% 1.26%
2026/02/20 9.42% 10.48% 7.37% 2.54% 1.47% 2.88% 4.74% 3.02% 3.36% 3.44%
2026/02/21 10.32% 6.07% 2.97% 4.46% 2.21% 3.7% 1.25% 2.49% 2.38% 1.42%
2026/02/22 10.93% 2.1% 5.18% 3.2% 3.17% 1.82% 0.87% 2.9% 4.46% 0.94%
2026/02/23 16.11% 4.28% 5.53% 2.9% 2.63% 3.12% 1.37% 1.29% 2.08% 1.49%
2026/02/24 11.96% 4.65% 4.87% 2.39% 2.58% 1.95% 3.51% 0.85% 2.53% 1.14%
2026/02/25 12.66% 2.76% 6.05% 3.85% 2.13% 3.46% 0.98% 1.14% 2.32% 0.55%
2026/02/26 13.32% 6.14% 8.93% 2.72% 2.52% 3.33% 4.14% 0.87% 1.73% 1.02%
2026/02/27 13.68% 2.66% 5.71% 2.76% 3.24% 3.18% 3.44% 0.85% 1.35% 0.98%
2026/02/28 7.9% 5.14% 4.07% 3.65% 3.32% 3.18% 2.65% 2.6% 2.56% 1.77%
  • adobe.com
  • pdfguru.com
  • pdf.net
  • online-qr-generator.com
  • figma.com
  • pdffiller.com
  • thebestpdf.com
  • winandoffice.com
  • productkeys.com
  • softwaremart.com.au

Copyright © Adthena. All rights reserved.

Adobe.com led February with fluctuating impressions, peaking at 16.11% on the 23rd. Pdfguru.com and pdf.net showed varied trends, while online-qr-generator.com and figma.com maintained steady shares. The month ended with Adobe.com still dominant.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Software & Technology Software Development

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

Google Text Ad Copy Insights & Creative Trends for AUS Software & Technology Software Development - Last month
  1. 1
    Adobe® Official Website https://www.adobe.com

    View Our Plans And Pricing — Experience The Entire Adobe Creative Cloud And Start Creating Amazing Things. Enjoy Free...

  2. 2
    Design & Build Faster with AI - Get Started for Free https://www.figma.com

    Turn ideas into reality with Figma Make - generate and build faster, in one creative space. Start with a design and prompt your way to a functional...

  3. 3
    Microsoft 365 Backup by IDrive - Office 365 Backup https://www.idrive.com › office365

    Complete protection of Microsoft 365, Exchange, SharePoint, OneDrive For Business & Teams. Backup Office 365 data with #1 Microsoft Office 365 Backup.

  4. 4
    Free PDF Editor https://edit-pdf.pdffiller.com

    Edit PDFs Online — Upload, Edit, Sign & Export PDF Forms Online. No Installation Needed. Try Now! Easily eSign...

  5. 5
    Free QR Code Generator - Create QR Codes https://www.qr.io

    Generate all types of QR Codes for free in just a few seconds. And keep track of how many people scan your QR Codes, from where and on what date.

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, Adobe, Figma, IDrive, PDFfiller, and QR.io shine with distinct offerings. Adobe entices with its comprehensive Creative Cloud, while Figma leverages AI for rapid design. IDrive ensures robust Microsoft 365 backup, PDFfiller simplifies PDF editing, and QR.io offers versatile QR code generation.

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