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

Payroll / Accounting – AUS

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 42.7262438132
57.2737561868
42%

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 31
69
31%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 17%
Transactional 5%
Navigational 16%
Seasonal 0%
Local 0%
Problem Solving 12%

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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 78.69
myob.com 14.42
adp.com 2.33
invoicehome.com 0.84
paypal.com 0.73
hnry.com.au 0.65
reckon.com 0.39
sage.com 0.26
revolut.com 0.18
tradifyhq.com 0.14
others 1.37
  • xero.com - 78.69%
  • myob.com - 14.42%
  • adp.com - 2.33%
  • invoicehome.com - 0.84%
  • paypal.com - 0.73%
  • hnry.com.au - 0.65%
  • reckon.com - 0.39%
  • sage.com - 0.26%
  • revolut.com - 0.18%
  • tradifyhq.com - 0.14%
  • others - 1.37%

Copyright © Adthena. All rights reserved.

In the PPC landscape, Xero dominates with 78.69% click share, followed by MYOB at 14.42%. ADP holds 2.33%, while ‘others’ collectively capture 1.37%.

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 xero.com myob.com invoicehome.com revolut.com deel.com tradifyhq.com adp.com sage.com reckon.com netsuite.com.au
2026/08/01 34.27% 30.01% 0.95% 1.72% 1.62% 1.16% 0.96% 2.89% 5.91% 1.43%
2026/08/02 36.21% 25.68% 1.42% 3.01% 1.34% 0.57% 1.81% 3.4% 5.37% 2.28%
2026/08/03 33.42% 26.16% 1.79% 2.84% 1.78% 0.96% 1.74% 3.46% 9.27% 2.6%
2026/08/04 34.05% 24.18% 0.93% 3.15% 1.58% 1.77% 2.47% 2.79% 12.64% 1.85%
2026/08/05 36.76% 25.13% 3.83% 3.2% 1.37% 2.18% 2.4% 1.41% 6.3% 3.75%
2026/08/06 35.9% 27.88% 3.26% 2.72% 1.22% 1.48% 2.05% 1.52% 8.04% 2.89%
2026/08/07 34.44% 30.94% 2.95% 4.57% 3.42% 1.27% 2.3% 2.35% 3.9% 3.17%
2026/08/08 32.44% 38.24% 0.75% 0.71% 1.49% 2.9% 2.11% 1.23% 3.49% 0.36%
2026/08/09 34.69% 36.82% 2.16% 1.16% 1.63% 1.96% 2.05% 2.64% 4.46% 0.99%
2026/08/10 29.81% 34.07% 3.17% 1.14% 2.77% 0.29% 2.96% 0.94% 1.71% 5.52%
2026/08/11 34.35% 30.04% 4.35% 1.63% 2.69% 2.45% 2.13% 1.72% 2.75% 1.76%
2026/08/12 37.07% 28.59% 2.66% 0.9% 3.25% 1.1% 2.39% 1.4% 4.22% 0.79%
2026/08/13 35.29% 30.55% 3.88% 1.8% 2.28% 0.59% 3.7% 2.12% 2.61% 0.11%
2026/08/14 35.93% 32.28% 2.86% 0.83% 4.01% 0.5% 2.41% 1.41% 2.79% 0.08%
2026/08/15 32.9% 32.85% 4.46% 2.63% 3.87% 1.37% 2.75% 1.33% 2.48% 0.08%
2026/08/16 31.6% 31.78% 2.21% 2.24% 2.7% 1.88% 1.33% 1.01% 1.93% 0.06%
2026/08/17 34.73% 28.36% 1.68% 1.86% 6.22% 1.16% 1.55% 1.5% 4.89% 0.08%
2026/08/18 35.91% 27.08% 5.88% 4.16% 2.24% 0.44% 2.59% 1.92% 1.36% 0.04%
2026/08/19 33.32% 32.44% 5.47% 2.83% 3.39% 1.68% 3.89% 1.47% 1.02% 0.04%
2026/08/20 38.12% 31.09% 4.38% 1.23% 2.48% 0.83% 3.16% 1.78% 1.27% 2.3%
2026/08/21 34.82% 29.89% 6.72% 0.58% 2.36% 2.77% 2.75% 1.97% 1.98% 3.3%
2026/08/22 31.46% 37.96% 5.59% 1.23% 2.02% 2.27% 3.38% 1.06% 1.6% 1.68%
2026/08/23 31.03% 34.4% 7.06% 2.34% 1.87% 3.49% 3.23% 0.99% 1.47% 1.57%
2026/08/24 30.34% 33.59% 3.08% 2.17% 3.3% 1.06% 4.23% 2.41% 3.43% 1.97%
2026/08/25 31.92% 30.68% 4.85% 2.37% 2.56% 0.96% 5.09% 1.48% 1.82% 4.66%
2026/08/26 37.58% 29.09% 5.42% 1.63% 2.96% 0.62% 3.3% 1.71% 1.81% 1.42%
2026/08/27 33.8% 30.18% 5.06% 1.81% 2.98% 0.79% 3.85% 1.68% 1.62% 3.54%
2026/08/28 34.9% 27.79% 7.64% 2.05% 3.42% 0.9% 4.82% 2.08% 1.57% 0.62%
2026/08/29 27.47% 37.6% 5.02% 2.64% 3.35% 0.93% 3.54% 1.34% 2.04% 2.16%
2026/08/30 34.54% 30.89% 3.59% 1.14% 3.02% 1.98% 2.82% 1.86% 2.87% 0.61%
2026/08/31 38.99% 22.62% 6.14% 2.79% 2.53% 2% 1.99% 1.93% 1.61% 0.66%
  • xero.com
  • myob.com
  • invoicehome.com
  • revolut.com
  • deel.com
  • tradifyhq.com
  • adp.com
  • sage.com
  • reckon.com
  • netsuite.com.au

Copyright © Adthena. All rights reserved.

In August 2026, Xero led with fluctuating spend, peaking at 38.99%. MYOB saw a mid-month surge, while InvoiceHome steadily climbed. Revolut and Deel showed modest gains. TradifyHQ and ADP had varied trends. Sage and Reckon experienced dips, while Netsuite.com.au had sporadic activity.

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
2026/08/01 168
2026/08/02 165
2026/08/03 171
2026/08/04 173
2026/08/05 146
2026/08/06 145
2026/08/07 145
2026/08/08 135
2026/08/09 141
2026/08/10 146
2026/08/11 149
2026/08/12 146
2026/08/13 133
2026/08/14 127
2026/08/15 128
2026/08/16 128
2026/08/17 123
2026/08/18 120
2026/08/19 114
2026/08/20 115
2026/08/21 113
2026/08/22 104
2026/08/23 115
2026/08/24 116
2026/08/25 115
2026/08/26 116
2026/08/27 129
2026/08/28 116
2026/08/29 111
2026/08/30 126
2026/08/31 128

Copyright © Adthena. All rights reserved.

August began with 168 advertisers, peaking at 173 on the 4th. A decline followed, reaching 104 on the 22nd. The month concluded with a slight recovery to 128 advertisers.

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 1.09%
invoicehome.com 0.29%
adp.com 0.08%
venasolutions.com 0.03%
blackline.com 0.02%
deel.com -0.07%
revolut.com -0.08%
hnry.com.au -0.11%
reckon.com -0.25%
xero.com -0.43%

Copyright © Adthena. All rights reserved.

In the past month, myob.com surged with a 1.09 increase, while xero.com faced a -0.43 decline in click share.

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 invoicehome.com adp.com deel.com revolut.com reckon.com paypal.com hnry.com.au airwallex.com
2026/08/01 47.95% 27.16% 0.41% 1.79% 1% 0.64% 3.65% 0.92% 3.37% 5.18%
2026/08/02 53.46% 19.89% 0.74% 1.54% 0.82% 0.98% 4.09% 1.58% 3.24% 5.81%
2026/08/03 46.28% 22.37% 0.96% 1.91% 1.15% 1.11% 9.56% 1.02% 2.21% 6.08%
2026/08/04 43.02% 22.44% 0.59% 2.78% 1.28% 1.48% 12.09% 1.1% 2.85% 2.84%
2026/08/05 55.25% 22.22% 2.05% 2.88% 1.1% 1.26% 2.89% 1.18% 0.91% 0.97%
2026/08/06 56.74% 21.95% 1.65% 2.31% 0.79% 1.09% 3.1% 0.31% 1.39% 1.88%
2026/08/07 54.09% 22.25% 1.37% 2.59% 3.77% 1.85% 2.21% 0.61% 1.02% 0.82%
2026/08/08 50.8% 30.3% 0.87% 2.96% 1.24% 0.22% 1.1% 0.71% 1.01% 0.29%
2026/08/09 64.75% 21.74% 1.06% 2.2% 1.04% 0.32% 1.36% 0.47% 0.5% 0.18%
2026/08/10 54.78% 22.31% 1.83% 3.94% 1.51% 0.59% 0.66% 1.19% 0.85% 0.4%
2026/08/11 55.08% 23.3% 2.21% 2.49% 1.83% 0.75% 1.02% 0.57% 0.7% 0.47%
2026/08/12 63.9% 17.25% 1.02% 2.22% 2.33% 0.28% 2% 0.92% 0.77% 1%
2026/08/13 63.72% 22.03% 1.5% 2.79% 1.02% 0.71% 0.61% 0.89% 1% 0.45%
2026/08/14 67.26% 20.39% 0.9% 1.92% 2.03% 0.18% 0.62% 0.65% 1% 0.48%
2026/08/15 63.88% 21.54% 1.64% 2.19% 1.65% 0.79% 0.8% 1.11% 0.97% 0.16%
2026/08/16 60.88% 25.86% 0.64% 1.18% 1.01% 0.53% 0.32% 0.59% 0.66% 1.41%
2026/08/17 67.49% 19.04% 0.48% 1.26% 2.02% 0.58% 1.06% 0.51% 1.18% 0.67%
2026/08/18 71.31% 16.54% 1.5% 1.65% 0.79% 1.01% 0.19% 0.52% 0.83% 0.56%
2026/08/19 64.16% 23.69% 1.74% 2.25% 1.12% 0.62% 0.34% 0.71% 0.62% 0.05%
2026/08/20 65.42% 22.44% 1.39% 2.46% 1% 0.35% 0.29% 0.77% 0.61% 0.1%
2026/08/21 62.61% 21.67% 2.4% 2.91% 0.95% 0.15% 0.42% 0.82% 0.82% 0.08%
2026/08/22 53.52% 31.19% 2.2% 2.62% 0.69% 0.27% 0.88% 0.92% 0.47% 0.37%
2026/08/23 54.82% 28.16% 2.9% 2.9% 0.81% 0.62% 0.42% 0.58% 0.56% 0.07%
2026/08/24 62% 19.49% 1.43% 4.19% 1.57% 0.74% 1.46% 0.85% 1.19% 0.18%
2026/08/25 62.13% 21.86% 1.85% 4.05% 1% 0.5% 0.69% 0.51% 0.9% 0.33%
2026/08/26 68.45% 18.09% 2.08% 2.54% 1.18% 0.43% 0.45% 0.74% 0.84% 0.38%
2026/08/27 60.93% 22.71% 1.76% 3.26% 0.99% 0.48% 0.42% 0.54% 0.59% 0.64%
2026/08/28 65.75% 16.36% 2.63% 3.89% 1.49% 0.65% 1.13% 0.61% 0.52% 0.96%
2026/08/29 50.69% 32.28% 1.82% 3.08% 1.35% 0.6% 1.15% 0.82% 0.49% 0.26%
2026/08/30 59.03% 23.96% 1.82% 2.52% 1.78% 0.25% 1.25% 0.64% 0.61% 0.06%
2026/08/31 65.19% 18.17% 2.29% 1.85% 1.1% 0.82% 0.69% 0.61% 0.45% 0.27%
  • xero.com
  • myob.com
  • invoicehome.com
  • adp.com
  • deel.com
  • revolut.com
  • reckon.com
  • paypal.com
  • hnry.com.au
  • airwallex.com

Copyright © Adthena. All rights reserved.

Xero.com dominated August with a peak impression share of 71.31% on the 18th. Myob.com fluctuated, peaking at 32.28% on the 29th. Invoicehome.com and adp.com showed steady growth, while deel.com and revolut.com remained stable. Airwallex.com started strong but declined, ending at 0.27%.

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. 1
    ADP payroll https://au.adp.com › payroll

    ADP payroll services — Payroll, security and compliance experts in 140 countries. Outsourced, flexible solutions. GPA Global Payroll Supplier of the Year 2023. Easily keep...

  2. 2
    Open a Business Account Online | All-In-One Business Account https://www.airwallex.com

    No more bank queues, paperwork, or needless fees. Easier than a business bank account.

  3. 3
    MYOB https://www.myob.com

    Manage Your Business Expenses — With MYOB you can manage it all seamlessly on one, flexible business management platform. A...

  4. 4
    Made For Small Businesses - Australian Owned Business https://www.reckon.com › reckon › accounting

    Accounting Software Perfect for Small Businesses.

  5. 5
    Xero https://www.xero.com

    Accounting for Small Business — Xero accounting software is made for SMBs. Automate admin and work from anywhere, anytime.

Copyright © Adthena. All rights reserved.

In the competitive landscape of payroll and accounting, ADP shines with its global reach and expertise, while Airwallex simplifies business banking. MYOB and Xero offer seamless business management and automation for SMBs, and Reckon caters specifically to small Australian businesses.

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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.

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