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.

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Share of Clicks - Last month
Domain	Share of clicks
xero.com	52.5
myob.com	23.99
quickbooks.intuit.com	10.58
sage.com	1.53
invoicehome.com	1.51
hnry.com.au	0.96
stripe.com	0.75
tradifyhq.com	0.64
foundu.com.au	0.58
capterra.com	0.57
others	6.39

In the PPC landscape, Xero.com dominates with 52.5% click share, followed by MYOB.com at 23.99%. QuickBooks.intuit.com holds 10.58%, while ‘others’ collectively capture 6.39%.

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
Date	quickbooks.intuit.com	myob.com	xero.com	sage.com	reckon.com	netsuite.com.au	stripe.com	invoicehome.com	tradifyhq.com	foundu.com.au
2025/05/01	17.36%	28.74%	28.57%	2.28%	0.82%	3.2%	2.06%	2.48%	1.5%	0.98%
2025/05/02	19.92%	28.78%	27.35%	1.5%	1.81%	2.71%	1.78%	1.88%	1.3%	0.87%
2025/05/03	21.74%	26.63%	27.76%	2.24%	1.84%	2.46%	1.56%	1.56%	1.28%	0.93%
2025/05/04	24.78%	27.07%	26.07%	1.69%	2.34%	2.94%	1.45%	1.42%	1.18%	1.03%
2025/05/05	23.23%	27.16%	26.57%	1.89%	1.32%	2.31%	1.73%	1.87%	1.1%	0.88%
2025/05/06	21.92%	26.97%	25.29%	2.57%	2.26%	2.6%	1.76%	2.52%	1.55%	1.04%
2025/05/07	22.44%	27.08%	26.8%	2.13%	1.03%	2.6%	1.63%	2.17%	1.83%	1%
2025/05/08	23.66%	26.11%	26.27%	2.33%	0.89%	1.94%	1.8%	2.27%	1.7%	0.82%
2025/05/09	24.66%	25.48%	27.13%	1.77%	1.11%	1.25%	2.14%	2.48%	1.89%	0.5%
2025/05/10	25.85%	27.07%	28.2%	1.61%	0.83%	1.95%	1.32%	1.91%	1.35%	0.57%
2025/05/11	26.32%	25.91%	27.45%	1.67%	0.64%	1.01%	1.56%	1.99%	1.92%	0.76%
2025/05/12	23.41%	25.65%	28.7%	1.72%	0.47%	1.48%	1.79%	1.91%	1.48%	1.21%
2025/05/13	20.45%	25%	29.09%	2.06%	0.42%	1.71%	1.76%	2.35%	1.68%	0.85%
2025/05/14	21.54%	26.14%	27.23%	1.82%	0.63%	2.17%	1.64%	1.82%	1.34%	1.44%
2025/05/15	22.45%	23.35%	26.88%	2.03%	0.74%	2.07%	1.64%	2.34%	1.61%	1.58%
2025/05/16	24.87%	24.36%	24.3%	2.88%	0.28%	1.94%	2.04%	1.98%	0.87%	1.66%
2025/05/17	29.27%	27.53%	22.14%	2.71%	0.64%	1.53%	1.39%	1.15%	0.74%	1.93%
2025/05/18	27.7%	27.84%	23.32%	2.83%	1.08%	0.77%	1.31%	1.19%	0.82%	2.44%
2025/05/19	23.15%	27.84%	23.38%	2.43%	0.65%	1%	1.66%	1.78%	0.88%	2.11%
2025/05/20	26.87%	24.85%	22.29%	2.42%	0.97%	1.42%	1.87%	2.35%	1.18%	2.25%
2025/05/21	27.17%	25.6%	21.76%	2.74%	0.56%	1.13%	2.37%	1.92%	0.84%	2.26%
2025/05/22	27.45%	24.99%	22.52%	2.81%	0.43%	1.75%	1.56%	2.14%	0.95%	1.69%
2025/05/23	26.04%	23.65%	26.72%	2.38%	0.8%	1.29%	1.54%	1.73%	0.73%	1.57%
2025/05/24	29.53%	23.77%	27.42%	1.81%	0.65%	1.03%	1.34%	1.21%	0.7%	2.09%
2025/05/25	28.05%	25.54%	27.41%	1.87%	0.5%	0.56%	1.83%	1.17%	0.78%	1.92%
2025/05/26	21.46%	25.69%	30.04%	1.85%	0.38%	0.87%	2.32%	1.63%	0.64%	1.24%
2025/05/27	22.62%	24.64%	30.1%	2.49%	0.32%	0.49%	1.42%	2.11%	0.58%	0.82%
2025/05/28	22.01%	26.72%	28.33%	2.69%	1.14%	0.47%	2.07%	1.74%	0.83%	0.96%
2025/05/29	24.66%	25.38%	26.01%	4.64%	2.52%	0.55%	1.63%	1.98%	0.73%	0.66%
2025/05/30	25.92%	26.85%	25.2%	4.16%	1.99%	0.71%	1.95%	1.38%	0.58%	0.55%
2025/05/31	27.32%	26.09%	24.05%	4.23%	2.29%	2.11%	1.85%	1.49%	0.74%	0.63%

In May 2025, QuickBooks saw a steady rise in PPC spend share, peaking at 29.53% on May 24. MYOB maintained a consistent presence, while Xero experienced fluctuations, ending at 24.05%. Sage and Reckon showed modest gains, with Sage peaking at 4.64% on May 29. NetSuite and Stripe had varied performances, with NetSuite ending at 2.11% and Stripe at 1.85%. InvoiceHome and TradifyHQ had minor fluctuations, while FoundU’s share peaked mid-month before declining. Overall, QuickBooks led the month, with MYOB and Xero following closely.

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
Date	Competitor Count
2025/05/01	213
2025/05/02	219
2025/05/03	201
2025/05/04	209
2025/05/05	218
2025/05/06	219
2025/05/07	225
2025/05/08	221
2025/05/09	228
2025/05/10	222
2025/05/11	227
2025/05/12	224
2025/05/13	224
2025/05/14	224
2025/05/15	224
2025/05/16	223
2025/05/17	208
2025/05/18	212
2025/05/19	221
2025/05/20	217
2025/05/21	214
2025/05/22	224
2025/05/23	221
2025/05/24	210
2025/05/25	217
2025/05/26	218
2025/05/27	211
2025/05/28	205
2025/05/29	207
2025/05/30	199
2025/05/31	199

May began with 213 advertisers, peaking at 228 on May 9. A steady decline followed, ending the month at 199.

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
Name	Market Trend
myob.com	1.83%
quickbooks.intuit.com	1.73%
capterra.com	0.79%
reckon.com	0.3%
sage.com	0.26%
hnry.com.au	-0.18%
herronaccountants.com.au	-0.23%
paypal.com	-0.34%
tradifyhq.com	-0.37%
xero.com	-4.1%

In the past month, myob.com and quickbooks.intuit.com surged in click share, gaining 1.83 and 1.73, respectively. Meanwhile, xero.com experienced a significant decline of 4.1.

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	netsuite.com.au	sage.com	invoicehome.com	capterra.com	stripe.com	foundu.com.au	tradifyhq.com
2025/05/01	38.98%	22.89%	13.52%	2.65%	1.25%	2.92%	0.26%	1.19%	1.32%	1.62%
2025/05/02	35.5%	24.51%	15.9%	3%	0.85%	2.09%	0.15%	0.99%	1.15%	1.21%
2025/05/03	36.86%	23.65%	16.05%	2.32%	0.99%	1.79%	0.19%	1.1%	1.06%	1.18%
2025/05/04	33.89%	24.72%	20.69%	3.39%	0.79%	1.58%	0.16%	0.9%	1.21%	1.14%
2025/05/05	33.36%	23.42%	19.99%	2.14%	0.92%	2.09%	0.23%	1.37%	1.06%	1.24%
2025/05/06	32.4%	24%	18.18%	2.14%	1.2%	2.87%	0.35%	1.36%	1.44%	1.77%
2025/05/07	32.4%	25.1%	18.75%	2.44%	1.08%	2.55%	0.51%	1.27%	1.42%	1.85%
2025/05/08	33.5%	23.26%	19.83%	1.2%	1.12%	2.73%	0.47%	1.59%	1.18%	2%
2025/05/09	33.48%	22.62%	21.07%	0.56%	0.92%	3.08%	0.38%	1.71%	0.67%	1.99%
2025/05/10	36.32%	23.67%	21.65%	0.83%	0.77%	2.21%	0.42%	1.14%	1.06%	1.36%
2025/05/11	33.93%	23.19%	22.69%	0.35%	0.71%	2%	0.49%	1.13%	1.63%	1.86%
2025/05/12	33.33%	21.91%	21.45%	0.64%	0.84%	2.18%	0.51%	1.46%	2.87%	1.42%
2025/05/13	34.83%	21.04%	19.34%	0.78%	1.07%	2.61%	0.32%	1.34%	1.65%	1.75%
2025/05/14	33.27%	22.84%	20.34%	0.99%	0.87%	2.13%	0.54%	1.2%	2.43%	1.31%
2025/05/15	35.1%	20.65%	18.74%	0.99%	1.02%	2.7%	0.66%	1.3%	2.56%	1.88%
2025/05/16	32.13%	21.84%	20.63%	1.01%	1.39%	2.36%	1.01%	1.74%	2.42%	0.95%
2025/05/17	30%	25.21%	27.01%	0.61%	1.1%	1.15%	0.76%	0.87%	2.6%	0.56%
2025/05/18	31.19%	25.39%	25.86%	0.32%	1.14%	1.2%	0.75%	0.87%	3.57%	0.64%
2025/05/19	27.25%	24.66%	23.02%	0.52%	1.09%	2.02%	1.28%	1.34%	3.49%	0.77%
2025/05/20	27.09%	22.13%	25.15%	0.84%	1.07%	2.68%	1.75%	1.47%	2.69%	1.31%
2025/05/21	25.73%	22.36%	25.64%	0.72%	1.31%	2.36%	3.18%	1.98%	3.07%	0.97%
2025/05/22	25.95%	22.96%	24.37%	1.04%	1.32%	2.77%	2.52%	1.3%	2.26%	0.87%
2025/05/23	32.18%	22.76%	20.25%	0.74%	1.13%	2.17%	2.28%	1.16%	2.61%	0.7%
2025/05/24	34.63%	23.02%	23.33%	0.43%	0.75%	1.29%	1.83%	1.01%	2.75%	0.76%
2025/05/25	32.73%	26.07%	23.41%	0.27%	0.78%	1.23%	1.2%	1.16%	2.57%	0.7%
2025/05/26	32.21%	26.27%	19.59%	0.48%	0.81%	1.85%	1.98%	1.88%	1.68%	0.62%
2025/05/27	34.16%	25.16%	17.66%	0.48%	1.25%	2.66%	2.6%	1.06%	1.17%	0.64%
2025/05/28	32.14%	25.43%	18.1%	0.47%	1.31%	2.16%	2.29%	1.54%	1.33%	0.81%
2025/05/29	34.91%	24.97%	19.43%	0.52%	2.3%	2.17%	1.22%	1.03%	0.67%	0.82%
2025/05/30	33.62%	26.02%	20.59%	0.5%	1.93%	1.54%	1.27%	1.29%	0.69%	0.54%
2025/05/31	30.81%	25.72%	22.67%	2.81%	1.96%	1.62%	1.44%	1.38%	0.9%	0.73%

In May 2025, Xero’s impression share started strong at 38.98% but declined to 30.81% by month’s end. MYOB saw fluctuations, peaking mid-month, ending at 25.72%. QuickBooks rose from 13.52% to 22.67%. NetSuite and Sage had minor shares, with Sage peaking at 2.3% on May 29. InvoiceHome and Capterra showed varied trends, while Stripe and FoundU had modest shares. TradifyHQ’s share decreased, ending at 0.73%.

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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1
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2
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Looking for an alternative this EOFY? Switch to MYOB and get 70% off for your first year*.
3
Quickbooks EOFY: 70% off - QuickBooks: 70% Discount https://quickbooks.intuit.com › smallbusiness › accounting
Enough of the price rises. Now is the time to switch. Do EOFY differently with QuickBooks.
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, Invoice Home captivates with creative templates, while MYOB and QuickBooks entice with 70% EOFY discounts. Stripe simplifies invoicing automation, and Xero empowers SMBs with flexible, contract-free accounting solutions.

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Data within the AUS Software & Technology Payroll / Accounting May 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
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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

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