AUS Software & Technology Payroll / Accounting - PPC Market Share Analysis February 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	55.14
myob.com	17.15
quickbooks.intuit.com	8.03
invoicehome.com	3.08
tradifyhq.com	1.82
sage.com	1.65
capterra.com.au	1.52
odoo.com	1.06
etsy.com	0.94
briskinvoicing.com	0.94
others	8.67

Xero.com dominates with 55.14% click share, followed by myob.com at 17.15%. Quickbooks.intuit.com holds 8.03%, while ‘others’ collectively capture 8.67%.

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	xero.com	myob.com	quickbooks.intuit.com	odoo.com	netsuite.com.au	invoicehome.com	tradifyhq.com	capterra.com.au	sage.com	briskinvoicing.com
2025/02/01	22.61%	17.71%	14.82%	5.09%	1.54%	5.06%	4.84%	4.17%	0.98%	1.75%
2025/02/02	25.13%	18.32%	16.78%	4.66%	0.48%	4.36%	3.78%	3.97%	1.11%	1.47%
2025/02/03	28.89%	19.9%	16.34%	4.13%	0.6%	3.25%	3.24%	3.49%	1.21%	1.25%
2025/02/04	26.24%	17.24%	14.89%	3.97%	2.17%	4.71%	3.71%	3.62%	2.54%	2.04%
2025/02/05	27.93%	15.85%	14.25%	3.82%	1.36%	4.13%	3.32%	4.07%	3.27%	1.92%
2025/02/06	28.34%	18.28%	13.26%	3.46%	2.86%	4.08%	2.74%	4.32%	3.35%	1.2%
2025/02/07	25.8%	17.79%	15.16%	3.45%	2.43%	4.68%	3.42%	3.68%	3.51%	1.76%
2025/02/08	25.29%	21%	15.82%	3.38%	1.01%	4.07%	3.53%	3.6%	4.22%	1.77%
2025/02/09	27.49%	21.3%	18.81%	3.31%	0.41%	2.63%	2.71%	3.29%	3.86%	0.76%
2025/02/10	27.42%	18.9%	16.96%	3.93%	0.48%	3.99%	3.51%	3.78%	3.99%	1.17%
2025/02/11	27.48%	16.12%	15.42%	4.29%	2.61%	4.44%	3.19%	4.05%	3.08%	1.77%
2025/02/12	28.94%	17.54%	14.61%	3.99%	1.1%	4.99%	3.74%	3.66%	2.62%	1.71%
2025/02/13	27.1%	20.36%	15.25%	3.53%	2.59%	4.73%	3.09%	3.1%	3.22%	1.42%
2025/02/14	30.39%	19.4%	15.01%	3.28%	3.04%	4.49%	3.02%	2.75%	3.51%	1.36%
2025/02/15	27.77%	19.44%	15.48%	3.09%	4.31%	3.61%	3.71%	2.61%	3.15%	1.74%
2025/02/16	27.15%	19.68%	18.29%	3.29%	3.89%	3.56%	3.04%	2.39%	3.28%	1.39%
2025/02/17	28.35%	19.22%	16.42%	2.78%	3.6%	3.81%	2.77%	2.47%	3.28%	1.76%
2025/02/18	28.36%	17.33%	14.05%	2.1%	3.22%	4.91%	4.35%	2.83%	1.34%	1.87%
2025/02/19	29.89%	20.29%	13.68%	3.16%	3.94%	4.05%	2.51%	2.82%	2.05%	1.92%
2025/02/20	26.06%	19.47%	13.95%	2.8%	3.41%	4.64%	4.14%	3.66%	1.01%	1.05%
2025/02/21	27.02%	20.09%	16.19%	3.12%	3.21%	4.02%	2.87%	2.56%	1.93%	1.42%
2025/02/22	29.24%	19.08%	15.27%	4.12%	2.91%	3.56%	4.25%	2.02%	2.08%	2.07%
2025/02/23	25.25%	20.51%	17.15%	4.22%	2.7%	3.17%	4.48%	2.45%	1.37%	1.23%
2025/02/24	28.79%	23.83%	15.82%	3.5%	2.53%	2.74%	2.88%	2.1%	1.71%	0.85%
2025/02/25	26.99%	19.25%	12.57%	3.17%	4.28%	4.15%	5.69%	2.64%	1.75%	2.03%
2025/02/26	29.51%	20.14%	13.43%	3.67%	5.14%	3.14%	5.2%	2.47%	1.98%	1.04%
2025/02/27	26.91%	18.5%	13.34%	3.55%	5.4%	4.27%	4.21%	2.16%	1.67%	1.91%
2025/02/28	26.74%	19.26%	15.04%	5.23%	5.2%	3.62%	3.53%	3.26%	2.65%	1.03%

In February 2025, Xero led with a fluctuating spend share, peaking mid-month. MYOB and QuickBooks followed, showing varied trends. Odoo and NetSuite saw notable increases towards month’s end. The month concluded with Xero maintaining dominance.

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
2025/02/01	428
2025/02/02	437
2025/02/03	425
2025/02/04	452
2025/02/05	441
2025/02/06	441
2025/02/07	425
2025/02/08	414
2025/02/09	412
2025/02/10	410
2025/02/11	424
2025/02/12	430
2025/02/13	415
2025/02/14	423
2025/02/15	415
2025/02/16	403
2025/02/17	402
2025/02/18	432
2025/02/19	400
2025/02/20	422
2025/02/21	426
2025/02/22	406
2025/02/23	413
2025/02/24	406
2025/02/25	421
2025/02/26	411
2025/02/27	422
2025/02/28	397

February saw fluctuating advertiser numbers, peaking at 452 on the 4th, then gradually declining to 397 by month’s end.

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
xero.com	2.57%
myob.com	0.59%
netsuite.com.au	0.37%
tradifyhq.com	0.24%
tipalti.com	0.17%
easybusinessapp.com	-0.25%
invoicehome.com	-0.34%
sage.com	-0.47%
capterra.com.au	-0.61%
quickbooks.intuit.com	-1.73%

Xero.com surged with a 2.57% click share increase, while quickbooks.intuit.com dropped by 1.73%. Myob.com gained 0.59%, contrasting capterra.com.au’s 0.61% 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	netsuite.com.au	odoo.com	invoicehome.com	capterra.com.au	tradifyhq.com	etsy.com	briskinvoicing.com
2025/02/01	29.87%	15.52%	11.24%	0.9%	3.45%	5.83%	3.98%	5.04%	2.08%	2.19%
2025/02/02	28.45%	16.51%	14.64%	0.25%	3.34%	5.11%	4.49%	3.82%	0.92%	2.01%
2025/02/03	32.38%	17.48%	13.84%	0.44%	3.02%	3.8%	3.58%	3.4%	1.45%	1.73%
2025/02/04	29.37%	15.79%	12.33%	1.84%	2.77%	5.17%	4.09%	3.44%	1.31%	2.67%
2025/02/05	32.06%	15.02%	11.58%	0.86%	2.64%	4.46%	4.36%	2.93%	1.15%	2.58%
2025/02/06	32.76%	17.27%	11.1%	2.85%	2.43%	4.49%	4.04%	2.59%	1.11%	1.52%
2025/02/07	30.67%	17.08%	11.73%	1.5%	2.58%	5.13%	3.79%	3.36%	3.06%	2.36%
2025/02/08	32.97%	18.52%	12.87%	0.55%	2.44%	4.32%	3.36%	3.3%	1.25%	2.15%
2025/02/09	32.61%	19.35%	15.94%	0.21%	2.73%	2.92%	3.13%	2.61%	1.4%	1%
2025/02/10	33.16%	18.07%	13.9%	0.24%	2.78%	4.08%	3.57%	3.18%	0.91%	1.53%
2025/02/11	31.4%	14.98%	12.36%	2.71%	3.06%	4.76%	3.8%	2.91%	1.13%	2.21%
2025/02/12	34.36%	15.68%	11.48%	0.97%	3.02%	5.35%	3.26%	3.76%	1.15%	2.23%
2025/02/13	34.59%	17.18%	12.83%	2.27%	2.4%	5.13%	2.37%	2.88%	1.7%	1.82%
2025/02/14	35.35%	16.74%	12.52%	1.36%	2.72%	5.09%	2.61%	3.03%	1.73%	1.84%
2025/02/15	34.63%	15.66%	12.51%	2.09%	2.68%	4.01%	2.6%	3.94%	2.27%	2.39%
2025/02/16	33.35%	17.96%	14.89%	1.63%	2.76%	4%	2.06%	2.95%	1.6%	1.88%
2025/02/17	33.35%	16.26%	13.1%	1.52%	2.5%	4.47%	2.38%	2.87%	1.97%	2.44%
2025/02/18	31.48%	15.41%	10.66%	2.02%	1.77%	5.08%	2.44%	4.11%	1.16%	2.4%
2025/02/19	36.47%	17.38%	10.28%	2.43%	2.54%	4.34%	2.61%	2.46%	2%	2.61%
2025/02/20	30.88%	16.88%	11.02%	2.61%	2.2%	5.06%	3.48%	4.26%	1.16%	1.37%
2025/02/21	32.98%	16.93%	13.01%	1.46%	2.68%	4.55%	2.29%	3.07%	1.72%	1.95%
2025/02/22	33.94%	16.2%	13.11%	1.39%	4.21%	4.01%	1.58%	4.51%	1.79%	2.79%
2025/02/23	31.58%	17.92%	14.33%	1.14%	4.09%	3.48%	2.34%	4.57%	1.74%	1.56%
2025/02/24	35.77%	20.66%	13.48%	1.09%	2.91%	2.76%	1.49%	2.58%	1.87%	1.09%
2025/02/25	31.35%	15.83%	9.49%	2.99%	2.85%	4.86%	2.71%	6.25%	1.2%	2.74%
2025/02/26	35.13%	15.57%	10.82%	5.13%	2.99%	3.47%	2.26%	5.04%	1.65%	1.36%
2025/02/27	31.56%	15.3%	10.62%	5.81%	2.95%	4.92%	1.99%	4.21%	1.51%	2.54%
2025/02/28	34.5%	16.11%	11.72%	4.61%	4.15%	3.97%	3.38%	3.29%	1.67%	1.44%

In February 2025, Xero led with a steady rise, peaking at 36.47%. MYOB and QuickBooks showed fluctuations, while NetSuite surged late. Odoo and InvoiceHome maintained moderate shares, with Tradify and Etsy experiencing variability. Capterra and BriskInvoicing had lower, yet dynamic, shares.

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
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
MYOB Business https://www.myob.com
MYOB™ — With MYOB you can manage it all seamlessly on one, flexible business management platform. It’s time to believe in a better way to do business. Automated, integrated...
3
Big Savings With 70% Off https://quickbooks.intuit.com › small-business › accounting
QuickBooks® Australia — 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 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 landscape of Google PPC, five standout text ads capture attention with their unique propositions. Invoicehome.com offers creative, customizable invoice templates, while MYOB.com promises seamless business management. QuickBooks entices with significant savings and efficiency, Stripe simplifies invoicing automation, and Xero empowers SMBs with flexible, contract-free accounting solutions.

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AUS Software & Technology Payroll / Accounting - PPC Market Share Analysis February 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 are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this 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