AUS Software & Technology Payroll / Accounting - PPC Market Share Analysis October 2025

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

Google AI Overview visibility for Software & Technology Payroll / 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	27.1569653616
	72.8430346384

27%

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	41
	59

41%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	25%
Transactional	7%
Navigational	5%
Seasonal	0%
Local	0%
Problem Solving	14%

Market Exposure

Share of Clicks for top 10 AUS Software & Technology Payroll / 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
xero.com	34.28
myob.com	24.22
quickbooks.intuit.com	10.98
tradifyhq.com	2.81
foundu.com.au	2.38
invoicehome.com	2.08
netsuite.com.au	1.49
capterra.com	1.49
reckon.com	1.35
stripe.com	1.3
others	17.62

xero.com - 34.28%
myob.com - 24.22%
quickbooks.intuit.com - 10.98%
tradifyhq.com - 2.81%
foundu.com.au - 2.38%
invoicehome.com - 2.08%
netsuite.com.au - 1.49%
capterra.com - 1.49%
reckon.com - 1.35%
stripe.com - 1.3%
others - 17.62%

In the PPC landscape, Xero.com leads with 34.28% click share, followed by Myob.com at 24.22%. Quickbooks.intuit.com holds 10.98%, while ‘others’ collectively capture 17.62%.

Market Exposure

Share of Spend for the top 10 AUS Software & Technology Payroll / 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	myob.com	xero.com	quickbooks.intuit.com	invoicehome.com	netsuite.com.au	tradifyhq.com	capterra.com	stripe.com	foundu.com.au	reckon.com
2025/10/01	48.54%	19.95%	5.67%	1.89%	1.55%	1.68%	1.68%	2.48%	1.76%	1.57%
2025/10/02	51.32%	18.63%	9.53%	1.67%	1.48%	1.65%	1.49%	1.34%	0.98%	1.05%
2025/10/03	47.79%	24.01%	7.04%	1.78%	0.57%	2.03%	1.68%	1.05%	1.84%	0.97%
2025/10/04	46.79%	26.75%	10.4%	1.16%	0.36%	1.96%	0.82%	1%	1.86%	0.63%
2025/10/05	48.11%	24.97%	10.54%	1.15%	0.19%	2.81%	0.87%	0.84%	1.44%	0.66%
2025/10/06	53.02%	21.87%	6.47%	1.41%	0.35%	2.43%	0.73%	0.75%	1.35%	0.92%
2025/10/07	54.04%	20.77%	6.92%	1.23%	0.86%	2.21%	0.77%	1.34%	1.2%	1.31%
2025/10/08	58.9%	19.5%	5.15%	1.47%	0.42%	1.95%	0.56%	0.89%	0.58%	0.8%
2025/10/09	59.03%	19.37%	5.83%	1.26%	0.79%	2.22%	0.62%	1.02%	0.96%	0.65%
2025/10/10	59.39%	18.65%	6.97%	1.07%	0.49%	2.23%	0.48%	1.01%	0.75%	0.63%
2025/10/11	57.58%	19.05%	9.19%	1.11%	0.31%	2.37%	0.39%	0.77%	0.86%	0.51%
2025/10/12	59.29%	20.12%	7.94%	0.95%	0.38%	2.02%	0.53%	0.64%	0.81%	0.51%
2025/10/13	64.86%	18.01%	5.16%	0.82%	0.33%	1.4%	0.2%	0.56%	1.16%	0.54%
2025/10/14	64.64%	15.28%	5.71%	1.13%	0.98%	1.06%	0.33%	0.71%	1.27%	0.83%
2025/10/15	65.09%	16.55%	4.66%	1.11%	0.87%	0.84%	0.32%	0.55%	1.05%	0.5%
2025/10/16	63.16%	15.71%	4.22%	0.85%	1.62%	0.98%	0.42%	0.64%	1.08%	0.77%
2025/10/17	65.08%	16.01%	4.85%	0.84%	1.22%	0.82%	0.36%	0.46%	1.3%	0.41%
2025/10/18	63.69%	17.72%	5.04%	0.46%	1.51%	0.95%	0.25%	0.46%	1.61%	0.4%
2025/10/19	64.11%	14.34%	6.08%	0.59%	2.02%	1.32%	0.26%	0.41%	2.08%	0.42%
2025/10/20	65.24%	14.96%	3.97%	0.75%	2.33%	1.1%	0.25%	0.51%	1.28%	0.73%
2025/10/21	60.09%	16.78%	4.56%	1.31%	1.19%	1.23%	0.42%	0.77%	0.99%	1.29%
2025/10/22	50.84%	19.45%	5.99%	1.56%	1.51%	1.71%	1.15%	0.92%	1.54%	1.57%
2025/10/23	44.19%	21.79%	6.86%	1.56%	1.62%	2.12%	1%	1.12%	1.88%	2.67%
2025/10/24	38.1%	25.45%	7.34%	2%	2.55%	2.17%	0.94%	1.03%	1.2%	1.94%
2025/10/25	36.84%	22.56%	11.14%	1.84%	2.27%	2.6%	1.22%	1.03%	1.91%	1.93%
2025/10/26	34.58%	22.72%	10.53%	1.74%	2.55%	2.34%	1.07%	0.71%	1.85%	2.36%
2025/10/27	37.19%	23.76%	8.41%	1.94%	2.26%	2.68%	1.41%	1%	1.09%	1.37%
2025/10/28	39.32%	24.38%	6.47%	2%	2.78%	2.49%	1.81%	1.01%	0.65%	0.98%
2025/10/29	38.06%	24.64%	9.67%	1.98%	1.53%	2.26%	1.62%	0.86%	0.53%	0.81%
2025/10/30	48.12%	18.65%	7.73%	2.23%	1.77%	2.64%	1.35%	0.77%	0.61%	0.79%
2025/10/31	50.38%	17.4%	8.65%	2.11%	1.75%	1.41%	1.17%	0.77%	0.63%	0.5%

myob.com
xero.com
quickbooks.intuit.com
invoicehome.com
netsuite.com.au
tradifyhq.com
capterra.com
stripe.com
foundu.com.au
reckon.com

In October 2025, MYOB’s ad spend share peaked mid-month at 65.24%, then declined sharply. Xero’s share fluctuated, ending lower. QuickBooks saw a late surge, while InvoiceHome and NetSuite experienced steady growth. Tradify and Capterra showed consistent gains, with Stripe and FoundU fluctuating. Reckon had a late-month spike.

Market Exposure

Competitor Count for AUS Software & Technology Payroll / 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	206
2025/10/02	197
2025/10/03	195
2025/10/04	197
2025/10/05	195
2025/10/06	202
2025/10/07	201
2025/10/08	201
2025/10/09	194
2025/10/10	194
2025/10/11	187
2025/10/12	188
2025/10/13	189
2025/10/14	190
2025/10/15	193
2025/10/16	190
2025/10/17	195
2025/10/18	196
2025/10/19	199
2025/10/20	198
2025/10/21	201
2025/10/22	195
2025/10/23	198
2025/10/24	200
2025/10/25	199
2025/10/26	196
2025/10/27	201
2025/10/28	207
2025/10/29	203
2025/10/30	213
2025/10/31	213

October began with 206 advertisers, fluctuating throughout the month, and concluded with a peak of 213, indicating a dynamic advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for AUS Software & Technology Payroll / 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
netsuite.com.au	1.41%
usemultiplier.com	0.85%
invoicehome.com	0.65%
capterra.com	0.64%
hnry.com.au	0.61%
easybusinessapp.com	-0.21%
sage.com	-0.22%
adp.com	-0.36%
xero.com	-0.64%
myob.com	-9.59%

Netsuite.com.au surged with a 1.41% click share increase, while myob.com faced a significant drop of 9.59%.

Campaign Efficiency

AUS Software & Technology Payroll / 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	xero.com	myob.com	quickbooks.intuit.com	invoicehome.com	tradifyhq.com	netsuite.com.au	stripe.com	hnry.com.au	foundu.com.au	shiftcare.com
2025/10/01	27.51%	34.79%	6.79%	2.86%	2.22%	1.3%	3.08%	0.64%	2.58%	0.01%
2025/10/02	23.81%	39.92%	11.62%	2.48%	2.26%	1.42%	1.85%	0.91%	1.28%	0%
2025/10/03	32.46%	30.05%	8.36%	3.03%	3.06%	0.46%	1.71%	0.45%	2.73%	0%
2025/10/04	33.93%	34.77%	11.1%	1.79%	2.65%	0.26%	1.48%	0.53%	3.02%	0.01%
2025/10/05	33.44%	31.87%	13.15%	1.75%	3.83%	0.13%	1.29%	0.9%	2.38%	0.01%
2025/10/06	31.81%	32.31%	8.36%	2.36%	3.57%	0.32%	1.54%	0.61%	2.59%	0.12%
2025/10/07	31.55%	33.48%	8.97%	1.92%	3.21%	1.06%	2.3%	1.61%	2.05%	0.02%
2025/10/08	31.62%	36.05%	7.24%	2.34%	3.31%	0.49%	1.83%	0.7%	0.97%	0.02%
2025/10/09	32.76%	33.43%	8.67%	1.92%	3.52%	1.06%	2.03%	0.56%	1.83%	0.01%
2025/10/10	30.86%	34.88%	10.77%	1.6%	3.4%	0.62%	2%	0.59%	1.55%	0.02%
2025/10/11	31.17%	32.8%	13.45%	1.75%	3.66%	0.27%	1.53%	1.28%	1.63%	0.03%
2025/10/12	33.53%	35.04%	11.56%	1.34%	3.24%	0.46%	1.35%	2.02%	1.53%	0.05%
2025/10/13	34.19%	36.36%	8.49%	1.48%	2.62%	0.29%	1.35%	0.94%	2.26%	0.66%
2025/10/14	29.41%	34.14%	10.9%	1.9%	2.01%	1.23%	1.7%	1%	3.08%	2.48%
2025/10/15	35.62%	31.28%	7.78%	2.04%	1.82%	1.14%	1.32%	0.91%	2.46%	4.04%
2025/10/16	34.15%	28.8%	7.48%	1.58%	2.13%	1.93%	1.56%	0.62%	2.96%	4.52%
2025/10/17	33.3%	31.18%	9.24%	1.84%	2%	1.48%	1.23%	0.46%	3.07%	3.23%
2025/10/18	35.49%	32.05%	9.61%	0.77%	1.84%	1.37%	1.03%	0.82%	4.32%	3.18%
2025/10/19	31.14%	28.06%	11.71%	1.24%	3.2%	2.29%	1.05%	0.3%	5.63%	3.81%
2025/10/20	32.28%	32.74%	7.53%	1.41%	2.34%	2.65%	1.14%	2.62%	2.72%	1.59%
2025/10/21	34.41%	26.7%	7.59%	2.6%	2.73%	1.41%	1.86%	1.57%	2.01%	1.83%
2025/10/22	36.73%	15.78%	8.88%	2.95%	3.69%	1.82%	2.18%	1.48%	3.07%	1.94%
2025/10/23	36.94%	12.95%	9.88%	2.9%	4.58%	1.76%	2.66%	1.24%	3.84%	2.38%
2025/10/24	40.36%	10.72%	10.11%	3.47%	4.04%	2.82%	2.24%	1.45%	2.16%	1.81%
2025/10/25	33.91%	11.1%	16.53%	3.1%	4.72%	1.98%	2.21%	0.74%	4%	2.88%
2025/10/26	34.84%	9.15%	14.76%	2.86%	4.09%	2.12%	1.4%	1.32%	4.28%	5.93%
2025/10/27	36.62%	11.5%	12.46%	3.27%	4.87%	1.88%	2.13%	1.91%	2.28%	0.45%
2025/10/28	38.96%	13.5%	8.76%	3.45%	4.47%	2.73%	2.2%	1.88%	1.01%	0.14%
2025/10/29	39.99%	14.11%	13.22%	3.13%	3.46%	1.3%	1.66%	2.27%	0.73%	0.4%
2025/10/30	31.11%	20.9%	11.28%	4.4%	4.87%	1.95%	1.73%	1.39%	1.16%	0.07%
2025/10/31	30.75%	22.96%	12.44%	4.02%	2.49%	1.79%	1.75%	1.49%	1.08%	0.06%

xero.com
myob.com
quickbooks.intuit.com
invoicehome.com
tradifyhq.com
netsuite.com.au
stripe.com
hnry.com.au
foundu.com.au
shiftcare.com

In October 2025, Xero’s impression share fluctuated, peaking at 40.36% on the 24th. MYOB saw a significant decline, ending at 22.96%. QuickBooks maintained a steady presence, while InvoiceHome and TradifyHQ showed minor increases. ShiftCare experienced a notable mid-month surge.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Software & Technology Payroll / 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 Software & Technology Payroll / Accounting - Last month

1
Free PDF Invoice template https://www.invoicehome.com
Easy and free invoices — Choose from a wide variety of creative templates, add your logo, & send by email. With over 100...
2
MYOB™ https://www.myob.com › business › management
Compare For Yourself — The sums without the “umms”. Feel confident and in control getting compliant from $1p/m* With MYOB you can manage it all seamlessly on one, flexible business management...
3
Now 70% Off For 3 Months https://quickbooks.intuit.com › small-business › accounting
No Obligation, Cancel Anytime — Save 29 hours of admin a month* by doing Business Differently with QuickBooks. Learn more.
4
Easily Create & Send Invoices https://www.stripe.com › invoicing
Invoicing Made Easy — Automate your manual accounts receivable processes with Stripe Invoicing. Learn more today
5
Xero https://www.xero.com
Xero Accounting Software — Xero accounting software is made for SMBs. Automate admin and work from anywhere, anytime. Run Your business anytime anywhere. No contract or setup fee with Xero. Try now.

In the competitive landscape of Google PPC, five standout text ads capture attention with distinct themes and messaging. Invoice Home entices with creative, customizable templates, while MYOB™ offers seamless business management from just $1 per month. QuickBooks promises significant time savings, boasting a 70% discount for three months. Stripe simplifies invoicing with automation, and Xero empowers SMBs with flexible, contract-free accounting solutions. Each ad uniquely addresses efficiency and ease, resonating with diverse business needs.

Frequently Asked Questions

Why is the AUS Software & Technology Payroll / Accounting October 2025 Report useful and how should I use it?

Why is the AUS Software & Technology Payroll / 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.

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 Software & Technology Payroll / Accounting October 2025 Report
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How often is the data updated?

Data within the AUS Software & Technology Payroll / 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.

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The AUS Software & Technology Payroll / 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?

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The AUS Software & Technology Payroll / 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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AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 AUS Software & Technology Payroll / Accounting brands

Share of Spend for the top 10 AUS Software & Technology Payroll / Accounting brands

Competitor Count for AUS Software & Technology Payroll / Accounting

Market Loss & Market Gains for AUS Software & Technology Payroll / Accounting

AUS Software & Technology Payroll / Accounting Share of Impressions

Google Text Ad Copy Insights & Creative Trends for AUS Software & Technology Payroll / Accounting

Frequently Asked Questions

Why is the AUS Software & Technology Payroll / Accounting October 2025 Report useful and how should I use it?

Why is the AUS Software & Technology Payroll / Accounting October 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the AUS Software & Technology Payroll / Accounting October 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this AUS Software & Technology Payroll / Accounting October 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Get the full picture

See this data specific to your brand performance

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