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

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
Domain	Share of clicks
xero.com	60.9
myob.com	22.21
quickbooks.intuit.com	6.97
invoicehome.com	1.29
hnry.com.au	0.94
capterra.com.au	0.8
stripe.com	0.74
tradifyhq.com	0.72
sage.com	0.68
netsuite.com.au	0.37
others	4.38

Xero.com dominates with 60.9% click share, followed by myob.com at 22.21%. Quickbooks.intuit.com holds 6.97%, while ‘others’ collectively capture 4.38%.

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
Date	myob.com	xero.com	quickbooks.intuit.com	netsuite.com.au	stripe.com	invoicehome.com	capterra.com.au	sage.com	tradifyhq.com	hnry.com.au
2025/04/01	27.99%	23.93%	14.5%	2.59%	1.95%	3.29%	4.88%	2.78%	2.1%	0.83%
2025/04/02	31.08%	23.32%	16.31%	2.04%	2.14%	2.12%	4.43%	2.76%	1.1%	0.52%
2025/04/03	33.08%	23.82%	16.54%	2.42%	1.44%	2.16%	3.36%	0.96%	0.75%	0.74%
2025/04/04	31.16%	23.86%	14.27%	2.13%	3.52%	3.18%	2.44%	1.39%	1.5%	1.39%
2025/04/05	29.89%	23.31%	17.74%	3.63%	1.99%	3.33%	3.73%	1.83%	1.14%	0.82%
2025/04/06	29.21%	23.57%	18.5%	3.15%	2.13%	2.46%	2.98%	3.04%	1.73%	0.69%
2025/04/07	29.55%	23.41%	17.03%	3.61%	2.2%	2.25%	2.8%	3.06%	1%	0.78%
2025/04/08	27.06%	23.3%	17.79%	3.38%	2.38%	3.26%	3.18%	2.76%	1.99%	0.6%
2025/04/09	29.35%	24.89%	19.32%	2.94%	2.86%	2.55%	2.88%	2.57%	0.99%	0.54%
2025/04/10	27.29%	25.46%	18.95%	3.46%	1.73%	2.77%	2.56%	2.8%	1.31%	0.55%
2025/04/11	29.96%	23.16%	19.93%	3.27%	2.67%	2.35%	2.16%	2.62%	1.23%	0.74%
2025/04/12	28.28%	25.05%	19.18%	3.67%	2.26%	1.79%	2.18%	3.54%	1.24%	0.85%
2025/04/13	29.59%	23.12%	24.5%	3.59%	1.42%	1.45%	1.35%	2.72%	1.26%	1.26%
2025/04/14	27.95%	24.62%	21.59%	3.19%	2.22%	2.35%	1.87%	2.96%	1.38%	1.08%
2025/04/15	28.87%	25.43%	18.35%	3.08%	2.4%	2.61%	1.75%	3.75%	1.57%	0.84%
2025/04/16	30.59%	26.05%	17.25%	3%	2.46%	2.64%	1.76%	2.51%	1.59%	0.6%
2025/04/17	26.84%	23.1%	23.65%	2.68%	2.15%	2.21%	2.26%	3.94%	1.35%	1.11%
2025/04/18	25.67%	18.36%	28.17%	1.8%	0.46%	1.15%	1.83%	2.7%	1.58%	1.16%
2025/04/19	24.45%	22.27%	24.94%	1.95%	2.45%	1.81%	1.65%	2.52%	3.06%	1.6%
2025/04/20	29.5%	22.88%	22.88%	1.66%	2.87%	1.37%	1.51%	1.4%	3.08%	1.86%
2025/04/21	28.49%	22.73%	24.55%	2.33%	3.02%	1.58%	1.09%	2.22%	2.23%	1.59%
2025/04/22	31.29%	25.68%	19.95%	2.21%	2.99%	1.66%	1.63%	1.66%	1.97%	0.9%
2025/04/23	27.97%	28.42%	19.62%	2.2%	2.63%	1.68%	1.77%	1.84%	2.03%	0.67%
2025/04/24	27%	28.03%	18.62%	2.85%	2.39%	2.3%	2.39%	1.72%	2.3%	0.59%
2025/04/25	28.26%	27.16%	20.9%	3.1%	2.71%	2.01%	1.47%	1.4%	2.41%	0.82%
2025/04/26	30.05%	27.42%	19.86%	2.86%	2.51%	1.33%	1.11%	1.26%	1.96%	1.04%
2025/04/27	28.03%	26.97%	23.53%	3.53%	1.88%	1.96%	1.15%	0.75%	2.13%	1.04%
2025/04/28	31.45%	27.44%	17.88%	2.14%	2.25%	2.21%	1.54%	0.96%	2.6%	0.87%
2025/04/29	28.34%	28.22%	17.2%	3.05%	3.03%	2.66%	2.18%	1.71%	2.31%	0.58%
2025/04/30	29.97%	28.89%	17.26%	4.13%	2.58%	2.37%	2.1%	1.62%	1.53%	0.4%

In April 2025, MYOB led with fluctuating spend, peaking early. Xero’s spend rose steadily, while QuickBooks saw mid-month spikes. NetSuite and Stripe showed modest increases. InvoiceHome and Capterra had varied trends. Sage, Tradify, and Hnry maintained lower, stable spends.

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
Date	Competitor Count
2025/04/01	225
2025/04/02	213
2025/04/03	205
2025/04/04	216
2025/04/05	215
2025/04/06	213
2025/04/07	211
2025/04/08	218
2025/04/09	215
2025/04/10	211
2025/04/11	211
2025/04/12	213
2025/04/13	205
2025/04/14	212
2025/04/15	204
2025/04/16	206
2025/04/17	210
2025/04/18	230
2025/04/19	232
2025/04/20	222
2025/04/21	226
2025/04/22	221
2025/04/23	228
2025/04/24	221
2025/04/25	231
2025/04/26	208
2025/04/27	214
2025/04/28	215
2025/04/29	215
2025/04/30	217

April began with 225 advertisers, dipping to 204 mid-month. A surge to 232 on April 19 marked a peak, ending at 217.

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
Name	Market Trend
quickbooks.intuit.com	2.31%
tradifyhq.com	0.49%
sage.com	0.39%
getapp.com	0.16%
reckon.com	0.1%
projectworks.com	-0.1%
theaccessgroup.com	-0.23%
invoicehome.com	-0.29%
myob.com	-1.33%
xero.com	-1.46%

QuickBooks surged with a 2.31% click share increase, while Xero and MYOB faced declines of 1.46% and 1.33%, respectively.

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	myob.com	quickbooks.intuit.com	netsuite.com.au	invoicehome.com	capterra.com.au	stripe.com	tradifyhq.com	sage.com	hnry.com.au
2025/04/01	41.25%	18.71%	9.19%	1.12%	3.62%	4.48%	1.66%	1.91%	1.33%	0.78%
2025/04/02	42.07%	21.33%	11.26%	0.8%	2.58%	3.03%	1.56%	0.93%	1.45%	0.47%
2025/04/03	42.51%	21.38%	11.57%	1.11%	2.31%	2.06%	1.14%	0.67%	0.43%	1.25%
2025/04/04	38.12%	22.61%	10.65%	0.99%	3.57%	1.77%	2.85%	0.86%	0.62%	2.75%
2025/04/05	37.22%	23.38%	10.54%	1.9%	4.3%	2.86%	2.02%	1.18%	1.37%	0.76%
2025/04/06	37.82%	21.4%	12.96%	1.85%	2.96%	3.07%	1.43%	1.59%	1.73%	1.2%
2025/04/07	40.44%	22%	11.28%	2.73%	2.73%	1.85%	1.29%	0.77%	1.58%	0.72%
2025/04/08	38.29%	20.02%	11.73%	1.39%	4.28%	2.95%	1.91%	1.6%	1.6%	1.05%
2025/04/09	43.46%	19.74%	12.4%	1.25%	3.17%	2.19%	1.99%	0.86%	1.59%	0.63%
2025/04/10	42.85%	20.68%	12.33%	1.75%	3.4%	1.57%	1.71%	1.02%	1.47%	0.74%
2025/04/11	38.4%	22.88%	14.03%	2.12%	2.72%	1.49%	1.81%	1.03%	1.34%	1.06%
2025/04/12	40.06%	21.89%	14.28%	2.14%	1.89%	1.21%	1.4%	0.82%	1.65%	1.15%
2025/04/13	38.78%	22.63%	17.52%	3.5%	1.52%	1.02%	0.92%	0.98%	1.33%	2.85%
2025/04/14	38.17%	21.96%	15.71%	2.28%	3%	1.5%	1.61%	1.09%	1.44%	1.35%
2025/04/15	44.02%	21.13%	11.92%	1.62%	3.01%	1.25%	1.67%	1.12%	1.66%	1.25%
2025/04/16	46.22%	22.58%	10.62%	1.47%	2.76%	1.4%	1.46%	1.09%	1.01%	0.61%
2025/04/17	45.56%	16.95%	13.17%	2.14%	2.49%	1.79%	1.64%	1.03%	1.93%	2.2%
2025/04/18	39.68%	16.17%	16.4%	1.16%	1.52%	1.23%	0.39%	1.57%	1.53%	1.8%
2025/04/19	32.63%	20.35%	20.14%	1.82%	2%	1.34%	1.61%	2.78%	1.51%	2.41%
2025/04/20	36.43%	24.78%	19.54%	1.54%	1.27%	1.02%	1.12%	2.2%	0.57%	2.77%
2025/04/21	38.21%	23.27%	17.64%	1.56%	1.54%	0.97%	1.72%	1.65%	0.96%	2.43%
2025/04/22	38.55%	25.62%	16.28%	1.69%	1.6%	1.38%	1.32%	1.44%	0.78%	1.62%
2025/04/23	41.23%	22.02%	14.18%	1.97%	1.84%	1.91%	1.61%	1.57%	0.99%	0.67%
2025/04/24	40.6%	21.61%	13.43%	1.5%	2.55%	2.76%	1.66%	2.06%	1.01%	0.56%
2025/04/25	35.11%	25.78%	14.84%	2.97%	2.27%	1.56%	1.66%	2.3%	0.8%	1.3%
2025/04/26	39.01%	26.12%	15.03%	3.03%	1.13%	1.19%	1.36%	1.58%	0.61%	1.53%
2025/04/27	34.17%	24.1%	19.06%	4.39%	2.21%	1.54%	1.23%	2.13%	0.42%	1.83%
2025/04/28	35.72%	27.51%	13.23%	2.03%	2.35%	2.51%	1.43%	2.74%	0.55%	1.39%
2025/04/29	37.94%	23.35%	12.68%	2.61%	2.92%	2.67%	1.8%	2.18%	0.93%	0.66%
2025/04/30	40.55%	23.47%	13.01%	4.49%	2.49%	2.43%	1.57%	1.36%	0.91%	0.42%

Xero’s impression share fluctuated, peaking mid-month at 46.22%. MYOB saw a steady rise, ending at 23.47%. QuickBooks had a mid-month surge, closing at 13.01%. NetSuite’s share increased, finishing at 4.49%.

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

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...
2
Now 90% Off Your First Year* https://www.myob.com
Pay For What You Use & Need — Looking for an alternative? Set yourself up for success with 90% off for your first year*.
3
Now 50% Off For 3 Months https://quickbooks.intuit.com › smallbusiness › accounting
QuickBooks® Online Accounting — 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 world of PPC advertising, five top performers stand out with unique propositions. Invoice Home entices with free, customizable PDF templates, while MYOB offers a staggering 90% discount for the first year. QuickBooks promises significant time savings, Stripe simplifies invoicing automation, and Xero provides flexible, contract-free accounting solutions. Each ad targets efficiency and cost-effectiveness, appealing to businesses seeking streamlined operations.

Frequently Asked Questions

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

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

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

The AUS Software & Technology Payroll / Accounting May 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.

Related reports

Software & Technology

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

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 May 2025 Report useful and how should I use it?

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

How often is the data updated?

How does Adthena collect this data?

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

Does this include mobile, desktop and Google Shopping data?

Who is this AUS Software & Technology Payroll / Accounting May 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

Related reports

US Software Development

US Payroll / Accounting

UK Software Development

AUS Software Development