AUS Software & Technology Software Development - PPC Market Share Analysis August 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 33.6466247015
66.3533752985
33%

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 16
84
16%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 5%
Transactional 3%
Navigational 8%
Seasonal 0%
Local 0%
Problem Solving 16%

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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 25.91
microsoft.com 20.37
figma.com 3.4
procore.com 3.3
pdf.net 3.22
grammarly.com 3.05
jotform.com 2.81
autodesk.com 2.78
parallels.com 2.12
quillbot.com 1.93
others 31.11
  • adobe.com - 25.91%
  • microsoft.com - 20.37%
  • figma.com - 3.4%
  • procore.com - 3.3%
  • pdf.net - 3.22%
  • grammarly.com - 3.05%
  • jotform.com - 2.81%
  • autodesk.com - 2.78%
  • parallels.com - 2.12%
  • quillbot.com - 1.93%
  • others - 31.11%

Copyright © Adthena. All rights reserved.

Adobe.com leads with 25.91% click share, closely followed by Microsoft.com at 20.37%. Others collectively hold 31.11%, showcasing 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 adobe.com microsoft.com pdf.net myqrcode.com autodesk.com pdfguru.com workbenchcentral.com xero.com softwareg.com.au pdffiller.com
2026/08/01 14.16% 5.73% 4.27% 0.69% 0.73% 2.02% 0.86% 1.49% 1.58% 6.75%
2026/08/02 10.83% 9.07% 6.14% 0.66% 0.73% 0.98% 1.16% 1.85% 3.41% 3.95%
2026/08/03 11.59% 13.33% 4.76% 1.8% 0.45% 0.4% 1.71% 1.64% 2.71% 2.76%
2026/08/04 10.5% 7.97% 3.64% 1.21% 0.97% 0.22% 0.65% 3.61% 1.42% 6.61%
2026/08/05 9.74% 14.73% 6.06% 2.32% 0.49% 1.71% 0.94% 2.92% 2.39% 1.16%
2026/08/06 15.51% 10.66% 5.96% 2.7% 0.89% 3.04% 1.08% 3.98% 1.39% 2.1%
2026/08/07 12.16% 10.78% 6.6% 1.7% 0.86% 2.49% 1.48% 4.02% 2.11% 3.25%
2026/08/08 16.2% 10.62% 5.56% 0.67% 1.73% 1.24% 2.63% 3.88% 1.35% 0.18%
2026/08/09 13.52% 12.28% 2.15% 2.88% 2.11% 0.7% 2.77% 2.97% 2.41% 0.01%
2026/08/10 17.7% 4.71% 7.53% 3.02% 2.71% 1.68% 3.42% 1.7% 1.99% 0.13%
2026/08/11 16.9% 10.02% 3.15% 3.19% 1.5% 1.73% 2.4% 3.44% 2.54% 0.01%
2026/08/12 14.73% 11.59% 2.72% 1.73% 1.85% 1.89% 2.34% 0.89% 4.11% 1.92%
2026/08/13 15.29% 15.35% 4.38% 4.05% 2.62% 0.91% 2.78% 1.87% 3.68% 1.85%
2026/08/14 18.14% 18.87% 4.27% 3.01% 2.31% 2.16% 1.04% 2.91% 3.2% 0.4%
2026/08/15 11.15% 12.55% 5.35% 4.68% 3.17% 0.53% 1.63% 2.84% 4.41% 1.92%
2026/08/16 18.56% 10.72% 8.82% 3.89% 2.73% 0.85% 0.77% 0.63% 4.41% 3.81%
2026/08/17 15.25% 5.02% 4.99% 3.01% 2.08% 0.33% 1.36% 1.19% 4.19% 0.34%
2026/08/18 16.4% 6.64% 1.71% 5.8% 2.22% 1.71% 1.72% 0.84% 5.3% 0.37%
2026/08/19 19.18% 22.18% 4.01% 5.04% 2.51% 0.3% 1.62% 0.74% 4.36% 0.14%
2026/08/20 18.12% 12.02% 6.78% 2.72% 2.81% 3.95% 1.92% 3.5% 3.5% 0.36%
2026/08/21 20.48% 9.92% 4.99% 2.86% 2.24% 4.13% 1.62% 0.59% 1.29% 3.98%
2026/08/22 13.93% 11.85% 6.24% 2.83% 2.31% 0.76% 2.79% 1.43% 2.36% 2.92%
2026/08/23 17.76% 8.46% 3% 2.82% 3.42% 2.67% 1.48% 1.94% 1.64% 1.54%
2026/08/24 15.28% 8.47% 6.59% 1.07% 2.87% 3.39% 1.49% 2.84% 1.62% 1.3%
2026/08/25 15.69% 8.82% 5.01% 2.24% 2.9% 1.47% 3.61% 0.53% 2.69% 4.14%
2026/08/26 14.28% 14.11% 2.21% 2.14% 3.17% 0.28% 2.43% 3.87% 2.48% 1.68%
2026/08/27 15.34% 11.37% 5.14% 4% 3.4% 2.76% 2.68% 1.79% 1.7% 2.02%
2026/08/28 15.48% 10.8% 6.39% 3.7% 2.86% 3.04% 2.27% 3.16% 1.82% 1.4%
2026/08/29 21.55% 10.81% 5.22% 2.99% 3.26% 1.91% 3.23% 1.46% 2.75% 0%
2026/08/30 15.22% 9.95% 9.06% 3.58% 2.39% 3.32% 2.81% 0.33% 3.2% 1.23%
2026/08/31 13.72% 9.9% 6.37% 3.88% 2.55% 2.49% 2.42% 2.28% 1.96% 1.19%
  • adobe.com
  • microsoft.com
  • pdf.net
  • myqrcode.com
  • autodesk.com
  • pdfguru.com
  • workbenchcentral.com
  • xero.com
  • softwareg.com.au
  • pdffiller.com

Copyright © Adthena. All rights reserved.

Adobe’s PPC spend share fluctuated, peaking at 21.55% on August 29. Microsoft saw a significant spike on August 19 with 22.18%. PDF.net maintained a steady presence, while MyQRCode.com and Autodesk.com showed modest increases. By month’s end, Adobe led, followed by Microsoft.

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
2026/08/01 510
2026/08/02 505
2026/08/03 518
2026/08/04 504
2026/08/05 393
2026/08/06 373
2026/08/07 378
2026/08/08 360
2026/08/09 368
2026/08/10 372
2026/08/11 388
2026/08/12 383
2026/08/13 370
2026/08/14 355
2026/08/15 343
2026/08/16 338
2026/08/17 337
2026/08/18 332
2026/08/19 303
2026/08/20 305
2026/08/21 331
2026/08/22 325
2026/08/23 342
2026/08/24 347
2026/08/25 348
2026/08/26 325
2026/08/27 330
2026/08/28 321
2026/08/29 298
2026/08/30 335
2026/08/31 352

Copyright © Adthena. All rights reserved.

August began with 510 advertisers, peaking at 518, then declining to 352 by month’s end.

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
figma.com 2.1%
autodesk.com 1.12%
parallels.com 0.51%
adobe.com 0.49%
msi.com 0.48%
softwareg.com.au -0.39%
pdf.net -0.4%
qr.io -0.56%
smallpdf.com -0.88%
microsoft.com -1.72%

Copyright © Adthena. All rights reserved.

Figma.com soared with a 2.10% click share increase, while microsoft.com faced a 1.72% decline. Autodesk.com and Parallels.com also gained, contrasting smallpdf.com’s drop.

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 microsoft.com pdf.net myqrcode.com grammarly.com qrcodecreator.com softwareg.com.au autodesk.com pdfguru.com quillbot.com
2026/08/01 15.76% 6.38% 2.52% 0.63% 5.6% 2.95% 2.54% 0.7% 1.54% 2.79%
2026/08/02 12.09% 7.94% 5.49% 0.79% 1.4% 2.71% 4.37% 0.62% 1.57% 4%
2026/08/03 11.24% 14.04% 4.21% 2.17% 2.82% 2.22% 3.46% 0.34% 0.75% 2.79%
2026/08/04 10.96% 8.12% 3.39% 1.42% 1.28% 1.1% 1.85% 0.96% 0.34% 2.51%
2026/08/05 9% 14.34% 5.6% 2.7% 2.85% 2.28% 3.31% 0.61% 1.94% 2.84%
2026/08/06 16.37% 9.69% 6.04% 3.19% 4.69% 1.84% 1.91% 1.41% 3.49% 1.17%
2026/08/07 14.17% 9.59% 6.64% 2.04% 1.65% 1.87% 3.36% 1.23% 2.6% 0%
2026/08/08 19.07% 12.22% 6.34% 1% 0.01% 3.77% 2.35% 3.21% 3.36% 0%
2026/08/09 15.23% 11.22% 3.19% 3.84% 0.01% 1.62% 3.35% 3.2% 1.68% 0%
2026/08/10 18.73% 3.4% 6.97% 3.14% 5.36% 2.79% 1.84% 3.04% 3.16% 8.02%
2026/08/11 22.02% 10.77% 3.46% 4.28% 4.5% 1.09% 2.67% 1.96% 3.15% 0%
2026/08/12 15.03% 10.94% 2.56% 1.93% 2.43% 4.07% 4.8% 2.68% 2.86% 4.83%
2026/08/13 15.43% 14.06% 4.47% 4.34% 4.56% 1.26% 3.96% 2.52% 1.85% 4.55%
2026/08/14 17.52% 17.4% 4.25% 3.22% 4.2% 1.99% 3.64% 2.71% 1.79% 4.2%
2026/08/15 11.81% 14.99% 6% 6.02% 0.01% 4.42% 5.49% 3.23% 0.88% 0%
2026/08/16 16.57% 8.97% 8.24% 4.63% 2.54% 2.38% 4.88% 3.2% 2.17% 0.05%
2026/08/17 12.05% 5% 4.34% 3.22% 5.61% 4.14% 3.89% 2.48% 0.5% 5.6%
2026/08/18 13.99% 7.28% 1.68% 6.01% 2.88% 1.77% 5.38% 2.81% 1.29% 5.74%
2026/08/19 15.81% 18.86% 3.25% 5.26% 2.79% 3.16% 3.67% 3.05% 0.5% 5.57%
2026/08/20 16.89% 10.44% 6.08% 3.09% 0% 3.42% 3.74% 3.38% 3.79% 4.54%
2026/08/21 23.75% 10.37% 4.44% 3.58% 2.06% 1.94% 1.28% 2.22% 4.25% 2.06%
2026/08/22 14.86% 12.33% 5.83% 3.46% 4.19% 2.99% 2.3% 2.32% 1.31% 4.21%
2026/08/23 20.23% 8.6% 3.07% 3.45% 4.21% 2.05% 2.19% 3.92% 2.82% 0.01%
2026/08/24 14.73% 8.49% 5.87% 1.2% 8.26% 2.52% 1.89% 3.27% 3.68% 5.64%
2026/08/25 15.41% 8.64% 4.8% 2.64% 5.06% 1.43% 2.79% 2.68% 0.93% 5.1%
2026/08/26 14.13% 13.9% 2.13% 2.71% 2.29% 3.77% 2.68% 3.11% 0.51% 4.64%
2026/08/27 15.54% 10.67% 4.86% 4.4% 1.7% 1.16% 1.57% 3.34% 3.13% 5.1%
2026/08/28 17.11% 10.62% 6.29% 4.19% 4.53% 4.3% 1.58% 2.38% 4.73% 0.03%
2026/08/29 22.27% 10.01% 5.26% 3.24% 2.12% 0.51% 2.52% 2.88% 2.74% 2.92%
2026/08/30 16.62% 9.99% 7.92% 4.05% 5.36% 1.84% 3.19% 2.06% 3.54% 1.87%
2026/08/31 13.84% 9.55% 7.02% 4.91% 3.55% 2.64% 2.64% 2.5% 2.4% 1.78%
  • adobe.com
  • microsoft.com
  • pdf.net
  • myqrcode.com
  • grammarly.com
  • qrcodecreator.com
  • softwareg.com.au
  • autodesk.com
  • pdfguru.com
  • quillbot.com

Copyright © Adthena. All rights reserved.

Adobe.com led August with fluctuating impressions, peaking at 23.75% on the 21st. Microsoft.com saw a notable rise on the 19th, reaching 18.86%. Pdf.net and myqrcode.com maintained steady growth, while grammarly.com and quillbot.com experienced sporadic spikes.

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
    Free PDF Converter https://www.adobe.com

    Best PDF Converter — Convert Files to and From PDFs Online For Free. Try It Today. Create a PDF From Word, Excel, and JPG Files, or Convert From PDF. Try For Free Now.

  2. 2
    Jotform | Secure Online Forms https://www.jotform.com

    Gather important information, payments, and signatures directly on your forms. Quickly create and publish powerful online forms that collect data on any device.

  3. 3
    Easily Work from Anywhere | Fast, Free Shipping https://www.microsoft.com

    Handle Demanding Apps with Fast Performance and All-Day Battery Life. Impressive Power, Performance, and Security with Surface Laptop for Business.

  4. 4
    Free QR Code Generator https://www.myqrcode.com

    QR Code Generator — Create And Customize Your QR Code in Seconds With The Most Advanced QR Code Generator.

  5. 5
    XBOX Game Pass Ultimate | Play on PC, Console, & More https://www.xbox.com › xboxgamepass › ultimate

    Over 400+ Games on XBOX Console and PC & Unlock Rewards and Benefits. Join Now. XBOX Game...

Copyright © Adthena. All rights reserved.

In the competitive world of PPC, Adobe’s free PDF converter stands out with its promise of seamless file conversions. Jotform emphasizes secure data collection, while Microsoft’s Surface Laptop highlights power and mobility. MyQRCode offers quick QR code customization, and Xbox Game Pass Ultimate entices with extensive gaming options.

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