Why is the AUS Software & Technology Payroll / Accounting April 2026 Report useful and how should I use it?

Why is the AUS Software & Technology Payroll / Accounting April 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 Software & Technology Payroll / Accounting April 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 Software & Technology Payroll / Accounting April 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 Software & Technology Payroll / Accounting April 2026 Report?

The AUS Software & Technology Payroll / Accounting April 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 Software & Technology Payroll / Accounting April 2026 Report aggregates data from across both device types and Google Shopping.

Who is this AUS Software & Technology Payroll / Accounting April 2026 Report for?

The AUS Software & Technology Payroll / Accounting April 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.

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.

AUS Software & Technology Payroll / Accounting - PPC Market Share Analysis April 2026

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	18.8753661738
	81.1246338262

18%

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	38
	62

38%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	23%
Transactional	6%
Navigational	5%
Seasonal	0%
Local	0%
Problem Solving	12%

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	61.38
myob.com	23.76
quickbooks.intuit.com	4.94
sage.com	1.23
invoicehome.com	1.18
hnry.com.au	1.09
paypal.com	0.86
adp.com	0.7
reckon.com	0.47
tradifyhq.com	0.41
others	3.98

xero.com - 61.38%
myob.com - 23.76%
quickbooks.intuit.com - 4.94%
sage.com - 1.23%
invoicehome.com - 1.18%
hnry.com.au - 1.09%
paypal.com - 0.86%
adp.com - 0.7%
reckon.com - 0.47%
tradifyhq.com - 0.41%
others - 3.98%

In the PPC landscape, Xero.com dominates with 61.38% click share, followed by MYOB.com at 23.76%. QuickBooks trails at 4.94%, while ‘others’ collectively hold 3.98%.

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	myob.com	xero.com	quickbooks.intuit.com	sage.com	invoicehome.com	airwallex.com	tradifyhq.com	reckon.com	netsuite.com.au	hnry.com.au
2026/04/01	26.27%	34.92%	9.87%	3.09%	2.17%	2.09%	1.1%	1.25%	3.99%	3.46%
2026/04/02	25.82%	36.6%	10.04%	4.2%	3.83%	0.81%	0.98%	1.52%	3.78%	1.34%
2026/04/03	25.47%	37.22%	10.21%	3.44%	3.03%	1.22%	0.42%	1.62%	4.89%	1.99%
2026/04/04	27.02%	36.62%	11.25%	2.91%	2.08%	1.15%	0.95%	2.16%	4.76%	2.7%
2026/04/05	28.5%	36.27%	11.94%	3.54%	1.59%	0.9%	1.17%	2.47%	1.97%	2.8%
2026/04/06	26.44%	39.26%	9.04%	4.93%	1.75%	0.51%	0.95%	2%	2.77%	2.23%
2026/04/07	28.69%	33.62%	8.27%	3.42%	2.73%	0.86%	1.35%	2.76%	2.86%	2.65%
2026/04/08	29.53%	31.1%	9.4%	3.61%	2.67%	1.47%	0.98%	2.76%	3.06%	2.21%
2026/04/09	30.13%	30.69%	10.07%	6.5%	3.03%	0.8%	2.92%	2.73%	1.94%	2.12%
2026/04/10	30.14%	33.15%	10.14%	4.82%	2.43%	0.63%	1.48%	2.26%	2.21%	1.96%
2026/04/11	28.66%	35.21%	10.85%	5.84%	2.02%	0.52%	1.65%	2.57%	1.95%	1.89%
2026/04/12	29.58%	34.72%	8.41%	5.86%	2.03%	0.54%	1.37%	2.64%	2.42%	3.26%
2026/04/13	28.59%	27.85%	9.79%	5.32%	3.01%	1.35%	1.95%	2.8%	4.03%	3.11%
2026/04/14	27.84%	28.82%	9.67%	5.41%	3.71%	1.15%	2.26%	2.75%	2.32%	1.5%
2026/04/15	28.78%	25.85%	8.77%	6.07%	4.06%	1.35%	2.57%	2.49%	2.9%	1.85%
2026/04/16	29%	23.59%	11.21%	7.95%	3.72%	1.19%	2.59%	2.75%	2.95%	1.73%
2026/04/17	29.79%	21.07%	12.75%	8.09%	3.34%	0.98%	2.1%	2.72%	2.09%	0.67%
2026/04/18	25.94%	34.87%	11.45%	5.53%	2.43%	0.91%	3.1%	2.24%	1.94%	0.53%
2026/04/19	25%	35.74%	11.78%	4.71%	2.27%	1.18%	2.82%	3.14%	2.21%	0.77%
2026/04/20	24.85%	30.16%	11.32%	5.99%	2.95%	1.24%	2.94%	1.94%	3.12%	0.56%
2026/04/21	26.91%	26.91%	11.36%	4.2%	3.25%	2.11%	3.1%	1.75%	4.26%	0.88%
2026/04/22	24.57%	27.92%	11.15%	3.87%	3.51%	3.08%	2.71%	2.76%	2.6%	0.78%
2026/04/23	26.22%	29.09%	10.09%	5.77%	3.27%	1.85%	2.09%	2.92%	1.37%	1.17%
2026/04/24	23.48%	30.29%	12.41%	5.64%	2.82%	2.24%	2.07%	4.05%	1.16%	0.67%
2026/04/25	24.62%	28.97%	11.38%	4.31%	3.41%	4.28%	3.3%	3.4%	2.19%	0.59%
2026/04/26	24.54%	33.57%	10.81%	4.54%	2.89%	2.86%	1.91%	3.71%	0.75%	0.69%
2026/04/27	24.89%	32.33%	10.83%	4.68%	3.38%	2.17%	2.29%	2.97%	0.79%	0.65%
2026/04/28	25.72%	28.44%	9.6%	5.3%	4.28%	3.21%	2.66%	3.61%	0.88%	0.78%
2026/04/29	26.81%	31.39%	9.33%	4.93%	4.86%	2.95%	1.99%	2.17%	0.43%	0.62%
2026/04/30	27.88%	27.18%	10.66%	5.17%	4.61%	3.65%	2.61%	1.73%	1.14%	0.89%

myob.com
xero.com
quickbooks.intuit.com
sage.com
invoicehome.com
airwallex.com
tradifyhq.com
reckon.com
netsuite.com.au
hnry.com.au

In April 2026, MYOB’s PPC spend share fluctuated, peaking at 30.14% mid-month before settling at 27.88%. Xero started strong, reaching 39.26%, but ended at 27.18%. QuickBooks saw a steady rise, closing at 10.66%. Sage’s share increased, finishing at 5.17%. InvoiceHome and Airwallex showed growth, ending at 4.61% and 3.65%, respectively. TradifyHQ and Reckon had modest gains, while Netsuite and Hnry experienced declines, closing at 1.14% and 0.89%.

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
2026/04/01	174
2026/04/02	182
2026/04/03	191
2026/04/04	185
2026/04/05	182
2026/04/06	191
2026/04/07	191
2026/04/08	195
2026/04/09	190
2026/04/10	190
2026/04/11	184
2026/04/12	186
2026/04/13	189
2026/04/14	193
2026/04/15	188
2026/04/16	179
2026/04/17	181
2026/04/18	169
2026/04/19	177
2026/04/20	179
2026/04/21	175
2026/04/22	179
2026/04/23	173
2026/04/24	169
2026/04/25	175
2026/04/26	177
2026/04/27	180
2026/04/28	175
2026/04/29	171
2026/04/30	172

April began with 174 advertisers, peaking at 195 mid-month. A decline followed, ending with 172. The month showcased dynamic shifts, reflecting competitive fluctuations.

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
myob.com	1.63%
quickbooks.intuit.com	0.84%
airwallex.com	0.36%
invoicehome.com	0.25%
adp.com	0.24%
deel.com	-0.09%
netsuite.com.au	-0.16%
paypal.com	-0.27%
hnry.com.au	-0.47%
xero.com	-3.54%

MYOB.com surged with a 1.63% click share increase, while Xero.com faced a 3.54% decline.

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	airwallex.com	tradifyhq.com	invoicehome.com	sage.com	elmosoftware.com.au	hnry.com.au	reckon.com
2026/04/01	38.73%	20.32%	11.33%	2.28%	0.79%	1.1%	1.97%	0.87%	10.33%	1.22%
2026/04/02	39.63%	26.61%	8.02%	0.97%	0.76%	2.08%	2.25%	1.67%	2.87%	0.9%
2026/04/03	40.31%	25.07%	11.19%	2.4%	0.28%	1.25%	1.52%	1.05%	5.5%	0.76%
2026/04/04	34.13%	26.13%	15.69%	2.29%	0.57%	0.86%	0.96%	0.7%	7.98%	0.96%
2026/04/05	35.49%	29.28%	12.6%	1.5%	0.69%	0.65%	1.3%	0.93%	8.35%	1.48%
2026/04/06	43.24%	25.6%	7.87%	0.32%	0.57%	0.75%	2.73%	0.59%	6.18%	0.96%
2026/04/07	39.45%	27.53%	6.23%	0.73%	0.88%	1.14%	1.48%	0.89%	7.77%	1.27%
2026/04/08	41.23%	26.35%	5.27%	2.19%	0.7%	1.19%	1.21%	1%	6.67%	1.11%
2026/04/09	38.8%	27.57%	8.15%	1.32%	2.03%	1.37%	3.17%	1.24%	5.64%	0.93%
2026/04/10	42.5%	27.62%	8.8%	0.4%	0.95%	0.93%	1.76%	1.15%	5.4%	1.38%
2026/04/11	41.58%	27.66%	9.61%	0.3%	1.11%	0.85%	2.19%	1.07%	6.14%	1.32%
2026/04/12	35.41%	31.08%	6.46%	0.37%	0.89%	0.85%	2.46%	1.5%	10.71%	1.57%
2026/04/13	37.39%	22.71%	6.54%	1.36%	1.5%	1.38%	1.96%	1.55%	10.19%	1.29%
2026/04/14	35.99%	25.54%	7.61%	1.3%	1.83%	1.75%	2.58%	1.83%	4.39%	1.25%
2026/04/15	32.85%	26.84%	5.99%	1.3%	2.03%	1.85%	3.29%	2.08%	5.88%	1.08%
2026/04/16	31.32%	27.26%	9.24%	1.3%	2.03%	1.77%	3.82%	1.82%	5.13%	1.96%
2026/04/17	34.62%	27.45%	9.93%	0.54%	1.76%	1.7%	3.09%	1.78%	1.09%	1.32%
2026/04/18	40.44%	29.24%	10.06%	1.65%	2.26%	1.11%	1.75%	1.45%	0.55%	1.44%
2026/04/19	38.49%	26.73%	11.83%	2.39%	2.05%	1.08%	1.64%	2.21%	0.99%	2.29%
2026/04/20	39.79%	22.51%	9.02%	1.57%	2.31%	1.38%	2.32%	1.43%	0.69%	1.15%
2026/04/21	38.09%	25.08%	8.89%	2.95%	2.37%	1.53%	1.33%	1.82%	0.88%	1.18%
2026/04/22	35.51%	20.99%	8.1%	5.25%	2.07%	1.84%	1.3%	1.96%	0.92%	1.73%
2026/04/23	39.34%	24.15%	7.6%	3.75%	1.55%	1.72%	1.83%	2.34%	1.37%	1.71%
2026/04/24	40.66%	20.85%	9.8%	2.94%	1.68%	1.45%	2.11%	2%	0.75%	3.08%
2026/04/25	37.95%	23.27%	8.88%	6.91%	2.37%	1.6%	1.35%	2.74%	0.71%	1.82%
2026/04/26	40.09%	23.14%	10.16%	5.24%	1.45%	1.35%	1.3%	2.16%	0.91%	2.05%
2026/04/27	41.51%	23.89%	8.3%	3.29%	1.77%	1.61%	1.59%	2.11%	0.73%	1.78%
2026/04/28	38.02%	23.59%	6.86%	4.63%	2.05%	2.11%	1.83%	2.26%	0.92%	2.06%
2026/04/29	42.54%	22.21%	8.06%	4.48%	1.49%	2.32%	1.75%	2.4%	0.75%	1.21%
2026/04/30	36%	26.03%	9.39%	6.32%	2.21%	2.21%	1.94%	1.92%	1.33%	0.68%

xero.com
myob.com
quickbooks.intuit.com
airwallex.com
tradifyhq.com
invoicehome.com
sage.com
elmosoftware.com.au
hnry.com.au
reckon.com

In April 2026, xero.com led with fluctuating impressions, peaking at 43.24%. myob.com followed, showing a steady presence. quickbooks.intuit.com and airwallex.com had varied trends, while tradifyhq.com and invoicehome.com maintained low but consistent shares. The month concluded with xero.com maintaining dominance.

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
Hnry is for Sole Traders - Never Think About Tax Again https://www.hnry.com.au › automated-tax › sole-trader
Our 1% pricing means you keep more of your earnings (and it's capped at $1,500 per year)
2
MYOB™ https://www.myob.com
Manage Your Business Expenses — With MYOB you can manage it all seamlessly on one, flexible business management platform. The sums without the “umms”. Feel confident and in control getting compliant from $2p/m*.
3
QuickBooks For Small Business - The All-In-One Platform https://quickbooks.intuit.com › smallbusiness › accounting
Manage everything in one place: books, payments, leads—all new, all in one place.
4
Simple Invoice Generator https://www.revolut.com › business
Create Invoices Online — Innovate your invoices with Revolut Business and maintain a healthy cash flow. T&Cs apply. Create...
5
Xero https://www.xero.com
Xero Accounting Software — Xero accounting software is made for SMBs. Automate admin and work from anywhere, anytime.

In the competitive landscape of Google PPC, Hnry, MYOB, QuickBooks, Revolut, and Xero shine with unique propositions. Hnry targets sole traders with tax simplicity, MYOB offers seamless business management, QuickBooks centralizes operations, Revolut innovates invoicing, and Xero empowers SMBs with automation.

Frequently Asked Questions

Why is the AUS Software & Technology Payroll / Accounting April 2026 Report useful and how should I use it?

Why is the AUS Software & Technology Payroll / Accounting April 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 Software & Technology Payroll / Accounting April 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 Software & Technology Payroll / Accounting April 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 Software & Technology Payroll / Accounting April 2026 Report?

The AUS Software & Technology Payroll / Accounting April 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 Software & Technology Payroll / Accounting April 2026 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Software & Technology Payroll / Accounting April 2026 Report for?

The AUS Software & Technology Payroll / Accounting April 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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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 April 2026