AUS Software & Technology Payroll / Accounting - PPC Market Share Analysis November 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.

See more data

AIO Frequency

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

Frequency	Percentage
Frequency	22.5308579973
	77.4691420027

22%

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	40
	60

40%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	25%
Transactional	7%
Navigational	6%
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.

See more data

Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
xero.com	57.42
myob.com	19.33
quickbooks.intuit.com	9.88
invoicehome.com	2.11
sage.com	2.09
tradifyhq.com	0.77
hnry.com.au	0.69
adp.com	0.56
stripe.com	0.55
reckon.com	0.51
others	6.09

xero.com - 57.42%
myob.com - 19.33%
quickbooks.intuit.com - 9.88%
invoicehome.com - 2.11%
sage.com - 2.09%
tradifyhq.com - 0.77%
hnry.com.au - 0.69%
adp.com - 0.56%
stripe.com - 0.55%
reckon.com - 0.51%
others - 6.09%

In the PPC landscape, Xero.com dominates with 57.42% click share, followed by Myob.com at 19.33%. Quickbooks.intuit.com holds 9.88%, while ‘others’ collectively capture 6.09%.

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.

See more data

Share of Spend - Last Month

Share of Spend - Last Month
Date	xero.com	quickbooks.intuit.com	myob.com	sage.com	tradifyhq.com	invoicehome.com	reckon.com	stripe.com	hnry.com.au	expertmarket.org
2025/11/01	30.5%	16.62%	15.49%	3.85%	2.47%	4.76%	1.59%	1.35%	0.72%	0.85%
2025/11/02	30.76%	18.39%	16.33%	3.68%	2.52%	2.95%	0.82%	0.96%	0.86%	0.85%
2025/11/03	28.44%	13.45%	14.85%	4.1%	1.7%	4.6%	2.03%	0.71%	1.11%	1.13%
2025/11/04	25.71%	19.35%	14.9%	3.33%	1.85%	5.03%	3.36%	0.1%	1.1%	1.2%
2025/11/05	26.9%	15.49%	21.27%	3.04%	1.69%	4.93%	3.3%	0.9%	1.49%	1.06%
2025/11/06	26.62%	19.56%	19.45%	2.63%	1.33%	3.88%	1.01%	1.51%	2.36%	1.02%
2025/11/07	29.12%	17.51%	19.61%	1.78%	1.54%	3.87%	1.81%	1.92%	1.35%	1.13%
2025/11/08	28.89%	16.95%	18.24%	2.69%	1.99%	4.54%	2.01%	2.1%	0.94%	1.1%
2025/11/09	29.14%	18.05%	19.58%	2.93%	2.24%	3.69%	1.66%	2.42%	1.24%	1.18%
2025/11/10	27.18%	14.17%	19.25%	2.97%	2.37%	4.57%	2.6%	2.58%	1.89%	1.55%
2025/11/11	24.18%	15.61%	20.53%	2.07%	2.96%	4.46%	3.64%	2.46%	1.23%	1.7%
2025/11/12	24.67%	14.92%	24.25%	1.46%	2.89%	4.69%	3.15%	2.38%	1.5%	1.54%
2025/11/13	25.95%	14.91%	24.9%	1.63%	1.89%	4.52%	3.33%	1.8%	1.4%	1.49%
2025/11/14	26.29%	19.32%	18.7%	2.32%	1.6%	4.19%	3.15%	1.68%	0.92%	1.48%
2025/11/15	27.82%	15.93%	30.28%	1.5%	1.11%	2.65%	1.85%	1.51%	0.92%	1.23%
2025/11/16	25.87%	20.51%	27.03%	1.7%	1.06%	2.22%	1.54%	1.35%	1.31%	1.08%
2025/11/17	24.48%	16.49%	19%	2.77%	2.37%	3.39%	3.51%	2.1%	1.19%	1.75%
2025/11/18	26.07%	16.44%	14.77%	2.74%	2.84%	4.56%	5.9%	2.3%	1.02%	1.77%
2025/11/19	26.15%	14.81%	14.64%	1.27%	3.17%	5.42%	4.27%	2.43%	1.4%	1.73%
2025/11/20	28.44%	17.45%	15.61%	2.81%	2.55%	4.4%	2.6%	2.71%	0.97%	1.6%
2025/11/21	29.46%	17.24%	15.18%	3.5%	2.74%	4.82%	1.96%	2.08%	1.35%	1.6%
2025/11/22	32.37%	14.87%	15.54%	4.88%	2.62%	2.7%	2.45%	1.64%	0.89%	1.47%
2025/11/23	29.93%	19.03%	13.9%	4.02%	3.43%	3.36%	1.96%	1.38%	1.08%	1.25%
2025/11/24	25.35%	13.18%	13.92%	3.99%	4.97%	4.66%	3.64%	2.01%	1.16%	1.8%
2025/11/25	25.83%	14.91%	12.53%	2.47%	6.49%	4.47%	3.33%	1.75%	1.83%	1.26%
2025/11/26	26.27%	19.41%	12.5%	5.75%	5.56%	3.28%	3.33%	1.53%	2.38%	1.17%
2025/11/27	30.19%	17.2%	11.72%	5.56%	3.81%	2.79%	3.05%	1.95%	0.74%	1.04%
2025/11/28	30.32%	17.05%	11.34%	7.64%	4.63%	3.81%	2.59%	1.67%	0.62%	0.69%
2025/11/29	33.18%	18.43%	14.92%	4.88%	3.48%	2.53%	2.59%	1.42%	1.1%	0.53%
2025/11/30	28.29%	21.8%	12.47%	4.82%	4.11%	3.07%	3.05%	2.12%	1.46%	0.43%

xero.com
quickbooks.intuit.com
myob.com
sage.com
tradifyhq.com
invoicehome.com
reckon.com
stripe.com
hnry.com.au
expertmarket.org

Xero’s PPC spend fluctuated, peaking at 33.18% on November 29. QuickBooks saw a steady rise, ending at 21.8%. MYOB’s spend peaked mid-month, then declined. Sage and Tradify showed modest increases, while InvoiceHome and Reckon had varied trends. Stripe, Hnry, and ExpertMarket maintained lower shares.

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.

See more data

Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2025/11/01	209
2025/11/02	214
2025/11/03	221
2025/11/04	211
2025/11/05	211
2025/11/06	214
2025/11/07	208
2025/11/08	208
2025/11/09	209
2025/11/10	219
2025/11/11	215
2025/11/12	220
2025/11/13	214
2025/11/14	226
2025/11/15	222
2025/11/16	220
2025/11/17	215
2025/11/18	224
2025/11/19	218
2025/11/20	216
2025/11/21	212
2025/11/22	211
2025/11/23	216
2025/11/24	222
2025/11/25	213
2025/11/26	212
2025/11/27	211
2025/11/28	209
2025/11/29	208
2025/11/30	210

November saw a dynamic shift in distinct advertisers, peaking at 226 mid-month, before settling at 210.

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.

See more data

Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
myob.com	3.3%
quickbooks.intuit.com	0.74%
sage.com	0.43%
tradifyhq.com	0.41%
adp.com	0.23%
capterra.com	-0.14%
lightspeedhq.com.au	-0.18%
invoicehome.com	-0.2%
airwallex.com	-0.28%
xero.com	-5.1%

Xero.com saw a significant drop of 5.1% in click share, while myob.com surged by 3.3%. Quickbooks.intuit.com gained 0.74%, and sage.com increased by 0.43%.

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.

See more data

Date	xero.com	quickbooks.intuit.com	myob.com	tradifyhq.com	hnry.com.au	sage.com	invoicehome.com	stripe.com	reckon.com	expertmarket.org
2025/11/01	38.44%	12.98%	14.39%	2.81%	0.64%	2.43%	3.5%	1.6%	0.79%	0.6%
2025/11/02	45.51%	13.59%	13.78%	2.61%	0.71%	1.81%	2.09%	0.96%	0.41%	0.78%
2025/11/03	41.68%	9.42%	12.56%	1.76%	0.94%	2.13%	3.33%	0.82%	1.13%	1.5%
2025/11/04	42.07%	10.27%	13.39%	2.05%	1.26%	1.92%	3.62%	0.15%	1.89%	1.65%
2025/11/05	39.9%	10.93%	18.81%	1.58%	2.86%	1.61%	3.17%	0.88%	1.51%	1.27%
2025/11/06	38%	16.39%	18.53%	1.09%	4.85%	1.43%	2.23%	1.31%	0.37%	1.19%
2025/11/07	41.82%	14.15%	17.84%	1.29%	2.46%	0.81%	2.27%	1.59%	1.19%	1.17%
2025/11/08	36.03%	13.8%	17.82%	2.18%	1.7%	1.6%	3.28%	2.17%	1.05%	1.07%
2025/11/09	38.55%	12.58%	18.81%	2.2%	2.44%	1.73%	2.69%	2.39%	0.95%	1.41%
2025/11/10	34.97%	9.61%	18.67%	2.74%	3.94%	1.81%	3.45%	2.63%	1.67%	1.74%
2025/11/11	32.48%	11.97%	20.7%	3.23%	1.71%	1.29%	3.53%	2.58%	1.53%	1.88%
2025/11/12	37.95%	9.44%	26.08%	2.39%	1.53%	0.77%	2.92%	2.12%	1.03%	1.35%
2025/11/13	35.28%	11.63%	25.26%	1.83%	1.96%	0.83%	2.64%	1.69%	1.54%	1.52%
2025/11/14	31.04%	16.94%	19.13%	1.79%	1.36%	1.61%	2.87%	1.73%	1.18%	1.78%
2025/11/15	36%	11.8%	31.44%	1.07%	1.43%	0.76%	1.57%	1.27%	0.75%	1.33%
2025/11/16	28.26%	19.1%	32.03%	0.81%	2.62%	0.78%	1.21%	1.04%	0.63%	0.77%
2025/11/17	32.51%	16.12%	20.22%	1.84%	1.73%	1.44%	2.16%	1.88%	1.38%	2.04%
2025/11/18	36.39%	12.36%	14.47%	2.87%	1.08%	1.49%	3.55%	2.45%	2.43%	1.99%
2025/11/19	35.13%	11.78%	15.07%	2.57%	2.11%	0.65%	3.71%	2.44%	2.28%	2.34%
2025/11/20	35.72%	13.6%	15.95%	2.48%	1.14%	1.75%	3.18%	2.74%	1.5%	2.17%
2025/11/21	39.79%	11.19%	14.54%	2.4%	3%	2.05%	3.15%	2.22%	0.93%	1.87%
2025/11/22	41.31%	11.47%	14.91%	2.43%	1.31%	2.56%	2.07%	1.66%	1.02%	1.52%
2025/11/23	37.54%	15.2%	14.5%	3.11%	2.13%	2.29%	1.93%	1.31%	1.14%	0.91%
2025/11/24	33.75%	10.16%	11.89%	3.91%	1.96%	2.56%	3.06%	2.03%	2.61%	2.51%
2025/11/25	37.59%	11.03%	13.89%	4.12%	4.35%	1.1%	2.56%	1.68%	1.65%	1.13%
2025/11/26	37.21%	13.71%	13.03%	3.69%	5.83%	3.37%	2.07%	1.42%	1.44%	1.32%
2025/11/27	39.05%	14.11%	12.54%	3.13%	0.9%	3.57%	1.93%	2.13%	1.49%	1.14%
2025/11/28	37.78%	14.48%	12.37%	3.93%	0.81%	4.79%	2.78%	1.71%	1.28%	0.36%
2025/11/29	43.3%	17.75%	13.56%	2.82%	2.48%	2.23%	1.55%	1.23%	1%	0.23%
2025/11/30	35.96%	17.68%	14.54%	3.38%	3.33%	2.25%	2.05%	1.78%	1.28%	0.2%

xero.com
quickbooks.intuit.com
myob.com
tradifyhq.com
hnry.com.au
sage.com
invoicehome.com
stripe.com
reckon.com
expertmarket.org

In November 2025, Xero.com led with fluctuating impressions, peaking early and stabilizing mid-month. Quickbooks.intuit.com showed a steady rise, while Myob.com surged mid-month. Tradifyhq.com and Hnry.com.au had modest gains. Sage.com and Invoicehome.com maintained consistency. Stripe.com and Reckon.com saw minor fluctuations. Expertmarket.org ended with a decline.

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.

See more data

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

1
Hnry is for Sole Traders https://www.hnry.com.au
Our pricing? Simply Unbeatable — Our 1% pricing - unchanged and unbeatable. Tax admin, simplified. Prices, uncomplicated. While...
2
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...
3
MYOB™ https://www.myob.com › business › compare
Do the admin-imum from $1p/m* A subscription to clarity, confidence and better business decisions. Now from $1p/m* Profit ...
4
QuickBooks for small business https://quickbooks.intuit.com › 50%_off › 3_months
50% off for 3 months — Run your business with confidence. Automated invoicing & expenses. 50% off for 3 months. Send...
5
Xero - Accounting for Small Business https://www.xero.com
Xero accounting software is made for SMBs. Automate admin and work from anywhere, anytime.

In the competitive world of PPC, Hnry stands out with its unbeatable 1% pricing for sole traders, simplifying tax admin. Invoice Home offers free, creative PDF invoice templates, while MYOB provides clarity from just $1 per month. QuickBooks entices with a 50% discount for three months, and Xero promises seamless accounting for small businesses, anytime, anywhere.

Frequently Asked Questions

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

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

The AUS Software & Technology Payroll / Accounting November 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.

Learn more about our data.

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

Yes. The AUS Software & Technology Payroll / Accounting November 2025 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Software & Technology Payroll / Accounting November 2025 Report for?

The AUS Software & Technology Payroll / Accounting November 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.
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.

Customer Success Stories

Get the full picture

See this data specific to your brand performance

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