AUS Software & Technology Payroll / Accounting - PPC Market Share Analysis February 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	31.4395416191
	68.5604583809

31%

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	39
	61

39%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	22%
Transactional	6%
Navigational	8%
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	55.39
myob.com	27.82
quickbooks.intuit.com	6.64
sage.com	2.68
invoicehome.com	1.18
hnry.com.au	0.91
adp.com	0.57
elmosoftware.com.au	0.53
employmenthero.com	0.43
tradifyhq.com	0.37
others	3.48

xero.com - 55.39%
myob.com - 27.82%
quickbooks.intuit.com - 6.64%
sage.com - 2.68%
invoicehome.com - 1.18%
hnry.com.au - 0.91%
adp.com - 0.57%
elmosoftware.com.au - 0.53%
employmenthero.com - 0.43%
tradifyhq.com - 0.37%
others - 3.48%

In the PPC landscape, Xero dominates with 55.39% click share, followed by MYOB at 27.82%. QuickBooks holds 6.64%, while ‘others’ collectively capture 3.48%.

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	quickbooks.intuit.com	sage.com	invoicehome.com	hnry.com.au	tradifyhq.com	reckon.com	elmosoftware.com.au	netsuite.com.au
2026/02/01	28.56%	25.74%	13.85%	4.37%	3.85%	5.91%	2.81%	0.88%	0.71%	3.23%
2026/02/02	26.79%	26.68%	12.47%	2.62%	4.24%	2.46%	3.73%	0.9%	0.82%	4.79%
2026/02/03	21.23%	27.86%	18.35%	1.14%	4.3%	1.77%	2.71%	0.94%	0.75%	6.44%
2026/02/04	27.21%	27.88%	16.83%	2.86%	3.82%	1.81%	1.85%	1.92%	0.78%	3.15%
2026/02/05	28.22%	26.73%	15.71%	2.18%	3.43%	4.67%	2.42%	1.01%	0.89%	3.47%
2026/02/06	27.9%	27.71%	17.27%	2.95%	3.01%	2.04%	1.59%	1.59%	0.78%	4.22%
2026/02/07	26.9%	28.84%	16.58%	3.51%	1.85%	2.44%	1.85%	1.2%	0.94%	4.6%
2026/02/08	27.66%	28.51%	16.9%	3.52%	2.12%	2.7%	2.15%	0.93%	0.84%	3.5%
2026/02/09	27.69%	28.37%	13.15%	3.73%	4.23%	1.32%	2.26%	0.79%	1.07%	4.51%
2026/02/10	28.14%	30.87%	13.24%	3.96%	3.84%	0.99%	2.47%	1.38%	1.3%	5.34%
2026/02/11	31.26%	28.56%	13.39%	4.14%	3.57%	0.67%	1.63%	1.54%	1.39%	3.84%
2026/02/12	28.25%	30.29%	13.76%	4.47%	2.94%	2.75%	1.54%	1.59%	1.51%	2.88%
2026/02/13	27.77%	27.58%	17.19%	2.94%	3%	2.03%	1.59%	1.59%	0.77%	4.2%
2026/02/14	26.69%	28.62%	16.45%	3.48%	1.83%	2.43%	1.84%	1.19%	0.94%	4.57%
2026/02/15	27.52%	28.37%	16.81%	3.5%	2.11%	2.69%	2.14%	0.92%	0.84%	3.48%
2026/02/16	27.61%	28.28%	13.11%	3.71%	4.22%	1.31%	2.26%	0.79%	1.07%	4.49%
2026/02/17	29.86%	25.76%	9.56%	4.81%	4.11%	1.22%	3.8%	2.24%	1.72%	2.74%
2026/02/18	31.73%	24.04%	12.56%	3.91%	2.83%	0.56%	2.61%	1.46%	1.75%	2.81%
2026/02/19	30.31%	26.64%	16.11%	2.81%	2.77%	2.97%	2.23%	0.6%	1.57%	2.79%
2026/02/20	33.37%	28.5%	12.23%	3.04%	1.81%	1.87%	1.96%	0.56%	1.32%	2.84%
2026/02/21	32.67%	30.08%	10.98%	4.92%	1.35%	3.27%	1.48%	0.54%	1.55%	2.81%
2026/02/22	33.47%	26.6%	11.54%	5.1%	2.98%	2.48%	1.97%	1.22%	1.65%	2.24%
2026/02/23	33.54%	25.74%	14.24%	4.04%	1.59%	0.72%	1.79%	1.04%	1.41%	2.28%
2026/02/24	33.36%	25.31%	11.47%	4.3%	2.75%	1.43%	2.44%	1.96%	1.52%	2.11%
2026/02/25	33.88%	26.3%	10.84%	3.77%	3.25%	1.28%	2.63%	1.73%	1.27%	0.39%
2026/02/26	34.58%	28.25%	11.8%	4.7%	2.48%	1.3%	2.79%	1.36%	1.46%	0.27%
2026/02/27	38.99%	26.88%	9.68%	4.23%	1.89%	1.22%	1.41%	1.56%	1.19%	0.3%
2026/02/28	31.95%	26.42%	16.02%	3.13%	2.15%	1.99%	1.94%	1.72%	1.52%	0.54%

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

In February 2026, Xero’s PPC spend share surged, peaking at 38.99% on the 27th. MYOB fluctuated, ending at 26.42%. QuickBooks saw a dip, closing at 16.02%. Sage and InvoiceHome had minor variations, while Hnry and TradifyHQ remained stable. Netsuite’s share dwindled, finishing at 0.54%.

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
2026/02/01	195
2026/02/02	198
2026/02/03	229
2026/02/04	182
2026/02/05	172
2026/02/06	176
2026/02/07	174
2026/02/08	166
2026/02/09	178
2026/02/10	178
2026/02/11	176
2026/02/12	175
2026/02/13	176
2026/02/14	174
2026/02/15	166
2026/02/16	178
2026/02/17	175
2026/02/18	178
2026/02/19	180
2026/02/20	174
2026/02/21	163
2026/02/22	166
2026/02/23	173
2026/02/24	174
2026/02/25	178
2026/02/26	172
2026/02/27	167
2026/02/28	161

February began with 195 advertisers, peaking at 229 on the 3rd. A decline followed, ending the month at 161.

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
xero.com	8.15%
paypal.com	0.55%
sage.com	0.54%
employmenthero.com	0.26%
shopify.com	0.08%
hnry.com.au	-0.22%
netsuite.com.au	-0.25%
invoicehome.com	-0.26%
quickbooks.intuit.com	-1.2%
myob.com	-7.13%

Xero.com surged with an 8.15% click share increase, while Myob.com faced a significant 7.13% 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	hnry.com.au	elmosoftware.com.au	sage.com	tradifyhq.com	invoicehome.com	adp.com	netsuite.com.au
2026/02/01	32.95%	28.69%	12.59%	9.61%	1%	1.68%	1.56%	1.7%	1.84%	1.35%
2026/02/02	27.92%	34.93%	10.06%	5.17%	1.37%	0.93%	2.03%	1.87%	1.93%	1.69%
2026/02/03	20.2%	35.11%	18.06%	4.13%	1.28%	0.49%	1.83%	2.12%	1.66%	2.66%
2026/02/04	30.08%	33.4%	15.02%	3.71%	0.97%	1.18%	0.99%	1.57%	0.92%	0.99%
2026/02/05	27.38%	30.65%	14.42%	9.6%	1.04%	0.83%	1.23%	1.48%	0.62%	1.13%
2026/02/06	27.51%	32.8%	19%	4.08%	0.89%	1.11%	0.9%	1.3%	0.43%	1.49%
2026/02/07	26.76%	36.68%	15.14%	5.35%	1.43%	1.94%	1.11%	0.94%	1.05%	1.58%
2026/02/08	30.67%	35.68%	15.05%	5.33%	0.91%	1.32%	1.03%	0.9%	1.24%	0.89%
2026/02/09	30.2%	35.94%	12.71%	2.77%	1.76%	1.67%	1.37%	1.83%	1.09%	1.35%
2026/02/10	33.03%	38.76%	9.72%	1.95%	1.86%	1.95%	1.35%	1.77%	0.79%	1.98%
2026/02/11	36.77%	34.75%	8.28%	0.91%	2.21%	2.07%	0.98%	1.93%	1.41%	1.42%
2026/02/12	29.87%	35.06%	12%	5.19%	1.79%	2.5%	0.78%	1.31%	0.64%	0.8%
2026/02/13	27.51%	32.8%	19%	4.08%	0.89%	1.11%	0.9%	1.3%	0.43%	1.49%
2026/02/14	26.76%	36.68%	15.14%	5.35%	1.43%	1.94%	1.11%	0.94%	1.05%	1.58%
2026/02/15	30.67%	35.68%	15.05%	5.33%	0.91%	1.32%	1.03%	0.9%	1.24%	0.89%
2026/02/16	30.2%	35.94%	12.71%	2.77%	1.76%	1.67%	1.37%	1.83%	1.09%	1.35%
2026/02/17	31.6%	30.26%	10.03%	2.05%	2.41%	2.62%	2.73%	1.99%	0.27%	0.76%
2026/02/18	40.83%	30.66%	9.28%	0.41%	2.41%	1.88%	1.38%	1.27%	0.62%	1.14%
2026/02/19	34.05%	31.75%	12.72%	5.51%	1.95%	1.07%	1.13%	1.24%	1.05%	0.99%
2026/02/20	36.76%	32.77%	11.05%	3.19%	1.2%	1.13%	0.95%	0.81%	0.46%	0.89%
2026/02/21	34.34%	36.73%	9.48%	5.35%	1.71%	1.7%	0.59%	0.52%	1.28%	0.93%
2026/02/22	34.83%	32.43%	9.62%	4.63%	1.85%	2.76%	1%	1.37%	1.87%	0.61%
2026/02/23	37.31%	30.71%	10.61%	1.07%	1.8%	1.76%	0.96%	0.8%	1.01%	0.75%
2026/02/24	36.73%	28.43%	9.98%	2.72%	2.23%	2.44%	1.6%	1.41%	0.55%	0.58%
2026/02/25	35.63%	30.4%	7.64%	2.42%	1.43%	1.79%	1.82%	1.79%	0.92%	0.09%
2026/02/26	37.33%	31.72%	10.55%	2.24%	2.1%	2.7%	1.77%	1.25%	0.23%	0.07%
2026/02/27	46.29%	28.31%	7.67%	2%	1.18%	1.78%	0.72%	0.97%	0.06%	0.07%
2026/02/28	34.71%	29.95%	12.84%	4.06%	2.21%	1.31%	1.23%	0.99%	0.28%	0.11%

xero.com
myob.com
quickbooks.intuit.com
hnry.com.au
elmosoftware.com.au
sage.com
tradifyhq.com
invoicehome.com
adp.com
netsuite.com.au

In February 2026, Xero’s impression share fluctuated, peaking at 46.29% on the 27th. MYOB maintained a steady presence, while QuickBooks and Hnry saw lower shares. The month concluded with Xero leading.

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 https://www.hnry.com.au › automated-tax › sole-trader
Our pricing? Simply Unbeatable — Hnry automates tax for Sole Traders, so they never have to think about it again
2
MYOB™ https://www.myob.com
Manage Your Business Expenses — With MYOB you can manage it all seamlessly on one, flexible business management platform. A subscription to clarity, confidence and better business decisions. Now from $1p/m* Get Great Insights.
3
Invoicing For Freelancers - Send Invoices In Seconds https://www.paypal.com
Create, Send And Track Your Invoices With Ease From Nearly Anywhere. Sign Up With PayPal.
4
Smart Accounting Software - Unlock Small Biz Growth https://quickbooks.intuit.com › smallbusiness › accounting
Manage everything in one place: books, payments, leads—all new, all in one place.
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, PayPal, QuickBooks, and Xero shine with unique propositions. Hnry simplifies tax for sole traders, MYOB offers a comprehensive business management platform, PayPal streamlines invoicing, QuickBooks centralizes business operations, and Xero automates admin for SMBs.

Frequently Asked Questions

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

Why is the AUS Software & Technology Payroll / Accounting February 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 February 2026 Report
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How often is the data updated?

Data within the AUS Software & Technology Payroll / Accounting February 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 February 2026 Report?

The AUS Software & Technology Payroll / Accounting February 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.

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Does this include mobile, desktop and Google Shopping data?

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

The AUS Software & Technology Payroll / Accounting February 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.
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AUS Software & Technology Payroll / Accounting - PPC Market Share Analysis February 2026