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

See more data

AIO Frequency

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

Frequency	Percentage
Frequency	30.3581030551
	69.6418969449

30%

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	41
	59

41%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	22%
Transactional	6%
Navigational	6%
Seasonal	0%
Local	0%
Problem Solving	13%

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	50.19
myob.com	32.46
quickbooks.intuit.com	8.55
invoicehome.com	1.31
hnry.com.au	0.95
sage.com	0.94
adp.com	0.87
tradifyhq.com	0.41
netsuite.com.au	0.36
employmenthero.com	0.28
others	3.68

xero.com - 50.19%
myob.com - 32.46%
quickbooks.intuit.com - 8.55%
invoicehome.com - 1.31%
hnry.com.au - 0.95%
sage.com - 0.94%
adp.com - 0.87%
tradifyhq.com - 0.41%
netsuite.com.au - 0.36%
employmenthero.com - 0.28%
others - 3.68%

In the PPC landscape, Xero dominates with 50.19% click share, followed by MYOB at 32.46%. QuickBooks holds 8.55%, while ‘others’ collectively capture 3.68%.

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	invoicehome.com	sage.com	netsuite.com.au	tradifyhq.com	stripe.com	hnry.com.au	reckon.com
2026/01/01	18.15%	30.55%	25.22%	2.35%	0.65%	0.17%	1.13%	1.37%	1.73%	1.86%
2026/01/02	13.7%	31.07%	23.17%	4.06%	1.24%	0.02%	1.82%	2.62%	1.28%	3.55%
2026/01/03	15.9%	28.59%	22.92%	4.17%	3.11%	1.41%	2.01%	2.54%	1.02%	2.72%
2026/01/04	23.98%	28.04%	17.48%	4.72%	1.65%	1.81%	2.68%	2.12%	1.62%	1.93%
2026/01/05	18.28%	28.68%	11.24%	6.12%	1.77%	3.21%	1.46%	2.8%	1.05%	3.6%
2026/01/06	22.81%	26.18%	16.22%	5.5%	3.4%	2.53%	1.46%	2.96%	0.7%	2.6%
2026/01/07	15.68%	29.45%	24.99%	4.6%	0.17%	2.38%	0.26%	2.97%	0.15%	3.26%
2026/01/08	24.95%	30.63%	16.63%	2.37%	4.12%	2.59%	2%	2.1%	1.69%	1.26%
2026/01/09	26.09%	28.95%	15.83%	3.03%	3.64%	2.54%	1.63%	2.04%	3.79%	0.99%
2026/01/10	27.47%	25.77%	16.89%	2.65%	3.43%	1.64%	1.76%	2.76%	6.34%	0.9%
2026/01/11	27.87%	26.14%	17.52%	2.71%	3.96%	1.62%	1.7%	2.53%	3.8%	0.96%
2026/01/12	30.26%	23.52%	17.24%	3.31%	2.63%	2.86%	1.58%	3.38%	2.6%	0.78%
2026/01/13	27.54%	26.71%	12.43%	4.5%	3.7%	3.87%	2.42%	1.16%	1.36%	2.12%
2026/01/14	32.8%	25.2%	14.56%	3.86%	3.05%	2.83%	1.87%	0.68%	1.42%	0.66%
2026/01/15	30.07%	26.19%	13.92%	4.79%	2.91%	3.81%	1.77%	0.23%	0.84%	0.54%
2026/01/16	26.01%	28.91%	15.89%	3.04%	3.62%	2.45%	1.59%	2.06%	3.76%	0.98%
2026/01/17	30.1%	26.5%	16.63%	2.6%	4.29%	2.53%	1.63%	0.2%	3.6%	0.62%
2026/01/18	29.3%	26.01%	16.94%	2.33%	3.92%	2.59%	1.4%	0.21%	4.62%	0.79%
2026/01/19	30.67%	25.34%	13.86%	4.16%	2.64%	3.16%	2.1%	0.14%	3.54%	1.03%
2026/01/20	32.33%	22.53%	14.97%	4.02%	2.42%	3.45%	2.52%	0.88%	2.33%	2.01%
2026/01/21	30.65%	23.74%	16.28%	4.1%	1.25%	4.72%	2.15%	0.67%	1.14%	0.95%
2026/01/22	30.4%	22.94%	16.28%	4.38%	1.73%	4.71%	2.41%	0.65%	2.96%	0.84%
2026/01/23	30.71%	26.52%	14.79%	3.88%	0.86%	4.27%	2.82%	0.57%	1.71%	0.95%
2026/01/24	27.47%	24.72%	20.53%	2.08%	1.5%	4.05%	2.49%	0.36%	3.63%	0.63%
2026/01/25	26.96%	27.06%	20.04%	2.15%	2.06%	3.97%	1.93%	0.33%	2.52%	0.87%
2026/01/26	27.12%	23.74%	18.14%	3.81%	2.01%	4.49%	1.92%	0.51%	2.41%	1.11%
2026/01/27	29.8%	19.87%	18.67%	4.19%	1.29%	5.46%	2.9%	0.48%	2.07%	0.91%
2026/01/28	31.35%	22.68%	12.93%	4.8%	1.54%	5.94%	2.45%	0.21%	2.18%	1.18%
2026/01/29	29.86%	24.22%	17.37%	4.29%	2.3%	4.78%	2.29%	0.85%	2.12%	0.97%
2026/01/30	29.66%	25.75%	14.65%	4.32%	1.98%	3.97%	2.74%	2.01%	1.88%	1.3%
2026/01/31	27.58%	26.83%	12.95%	4.61%	4.36%	3.74%	3.49%	2.25%	1.19%	1.19%

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

In January 2026, MYOB’s PPC spend share surged, peaking mid-month. Xero’s share fluctuated, while QuickBooks saw a decline. InvoiceHome and Sage experienced modest growth. NetSuite and Tradify showed steady increases. Stripe and Hnry had variable trends. Reckon remained stable.

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
2026/01/01	183
2026/01/02	190
2026/01/03	190
2026/01/04	188
2026/01/05	200
2026/01/06	193
2026/01/07	194
2026/01/08	189
2026/01/09	185
2026/01/10	182
2026/01/11	185
2026/01/12	185
2026/01/13	181
2026/01/14	181
2026/01/15	184
2026/01/16	185
2026/01/17	185
2026/01/18	188
2026/01/19	187
2026/01/20	189
2026/01/21	193
2026/01/22	187
2026/01/23	188
2026/01/24	184
2026/01/25	185
2026/01/26	205
2026/01/27	229
2026/01/28	201
2026/01/29	193
2026/01/30	198
2026/01/31	191

Advertisers fluctuated in January, peaking at 229 on the 27th. The month concluded with 191 advertisers, reflecting dynamic market activity.

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	8.9%
quickbooks.intuit.com	0.99%
employmenthero.com	0.44%
invoicehome.com	0.31%
netsuite.com.au	0.27%
lightspeedhq.com.au	-0.05%
floqast.com	-0.13%
stripe.com	-0.19%
usemultiplier.com	-0.2%
xero.com	-11.59%

In the past month, myob.com surged with an 8.90% click share increase, while xero.com faced a significant drop of 11.59%.

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	myob.com	xero.com	quickbooks.intuit.com	invoicehome.com	hnry.com.au	tradifyhq.com	adp.com	sage.com	netsuite.com.au	reckon.com
2026/01/01	20.6%	35.06%	20.51%	1.02%	3.83%	0.54%	1.68%	0.2%	0.04%	0.96%
2026/01/02	17.58%	37.74%	18.07%	1.87%	2.05%	1.1%	1.38%	0.47%	0.01%	2.25%
2026/01/03	21.75%	36.05%	18.78%	1.78%	1.51%	1.14%	1.28%	1.23%	0.43%	2.11%
2026/01/04	27.34%	33.88%	14.26%	1.96%	2.97%	1.61%	1.41%	0.47%	0.66%	1.36%
2026/01/05	21.88%	37.8%	10.03%	2.79%	1.85%	0.82%	0.92%	0.52%	1.45%	2.47%
2026/01/06	29.95%	27.82%	16.52%	2.71%	1%	0.88%	1.08%	1.1%	1.12%	1.89%
2026/01/07	22.3%	33.22%	22.62%	2.17%	0.1%	0.12%	1.87%	0.04%	0.96%	2.17%
2026/01/08	27.65%	35.3%	15.71%	1.08%	2.67%	2.06%	0.64%	1.32%	1.24%	0.9%
2026/01/09	28.17%	35.92%	13.7%	1.41%	5.76%	1%	1.25%	1.7%	0.88%	0.55%
2026/01/10	31.82%	28.06%	16.13%	1.06%	10.4%	0.82%	1.22%	1.01%	0.53%	0.32%
2026/01/11	30.95%	30.44%	17.14%	1.07%	6.22%	0.82%	1.89%	1.65%	0.54%	0.48%
2026/01/12	33.18%	29.92%	16.24%	1.31%	4.9%	0.86%	1.34%	0.86%	1.26%	0.4%
2026/01/13	29.85%	35.34%	9.41%	2.18%	2.23%	1.47%	1.8%	1.75%	2.16%	1.28%
2026/01/14	35.94%	32.98%	13.04%	1.51%	2.26%	0.93%	1.21%	1.23%	1.36%	0.21%
2026/01/15	32.25%	29.46%	13.95%	2.5%	1.05%	1.2%	2.12%	1.26%	2.13%	0.34%
2026/01/16	28.18%	35.95%	13.72%	1.41%	5.76%	0.98%	1.26%	1.69%	0.85%	0.55%
2026/01/17	33.72%	28.73%	15.91%	1.13%	6.52%	0.81%	1.01%	1.59%	0.91%	0.3%
2026/01/18	32.26%	29.2%	15.45%	1.04%	7.17%	0.74%	1.72%	1.5%	0.93%	0.5%
2026/01/19	32.74%	30.52%	13.36%	1.89%	5.77%	1.1%	2.2%	0.85%	1.27%	0.74%
2026/01/20	38.77%	26.53%	13.91%	1.74%	3.56%	1.31%	1.38%	0.82%	1.33%	1.02%
2026/01/21	35.46%	24.44%	16.8%	2.06%	1.68%	1.23%	1.21%	0.38%	2.38%	0.58%
2026/01/22	33.87%	25.37%	14.1%	2.11%	5.04%	1.64%	1.26%	0.81%	2.41%	0.56%
2026/01/23	36.55%	29.05%	12.81%	1.78%	3.37%	1.66%	2.03%	0.25%	2.07%	0.62%
2026/01/24	32.34%	25%	21.07%	0.9%	6.38%	1.31%	1.11%	0.49%	1.81%	0.3%
2026/01/25	30.57%	29.56%	18.74%	0.99%	4.55%	1.05%	2.14%	0.7%	1.72%	0.26%
2026/01/26	31%	26.15%	16.76%	1.69%	4.39%	1.04%	2.64%	0.72%	2.09%	0.47%
2026/01/27	35.56%	20.51%	18.53%	2.01%	4.07%	1.77%	1.48%	0.43%	2.64%	0.55%
2026/01/28	37.38%	23.37%	12.07%	2.27%	4.16%	1.4%	1.53%	0.55%	2.66%	0.85%
2026/01/29	36.39%	22.73%	18.09%	2.05%	3.83%	1.41%	0.63%	0.83%	2.28%	0.84%
2026/01/30	35.41%	26.39%	17.06%	2.08%	3.3%	1.59%	1.76%	0.71%	1.42%	0.79%
2026/01/31	34.04%	27.9%	14.91%	2.33%	2.31%	2.23%	2.01%	1.86%	1.7%	0.79%

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

In January 2026, MYOB’s impression share fluctuated, peaking at 38.77% on the 20th. Xero started strong but declined, ending at 27.9%. QuickBooks saw a dip, closing at 14.91%. InvoiceHome and Hnry had minor fluctuations, while TradifyHQ, ADP, Sage, NetSuite, and Reckon maintained low shares. The month concluded with MYOB leading, followed by Xero and QuickBooks.

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 › automated-tax › sole-trader
Our pricing? Simply Unbeatable — Our 1% pricing - unchanged and unbeatable. Tax admin, simplified. Prices, uncomplicated. While...
2
MYOB™ https://www.myob.com
Manage Your Business Expenses — The sums without the “umms”. Feel confident and in control getting compliant from $1p/m* With MYOB you can manage it all seamlessly on one, flexible business management platform.
3
NetSuite Accounting Software - Real-Time Data https://www.netsuite.com.au
77% of finance leaders said NetSuite enables better decision-making
4
QuickBooks For Small Business https://quickbooks.intuit.com › smallbusiness › accounting
All New. All In One Place — Reduce manual work! Intuit AI agents* manage the books and handle admin, saving you time.
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, five standout text ads capture attention. Hnry targets sole traders with unbeatable 1% pricing, simplifying tax admin. MYOB offers seamless business management from just $1 per month. NetSuite boasts 77% of finance leaders endorsing its decision-making prowess. QuickBooks introduces AI agents to streamline tasks, while Xero empowers SMBs with automation and flexibility. Each ad uniquely addresses pain points, promising efficiency and control.

Frequently Asked Questions

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

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

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

The AUS Software & Technology Payroll / Accounting January 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.

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 January 2026