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UK Services Tax and Accounting - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Tax and Accounting category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 UK Services Tax and 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 16
theaccountancy.co.uk 15.82
taxscouts.com 6.75
taxassist.co.uk 5.84
avalara.com 5.28
taxd.co.uk 5.11
sage.com 4.86
riftservices.co.uk 2.7
comparetheaccountant.com 1.96
sleek.com 1.93
others 33.75

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In the PPC landscape, ‘xero.com’ and ‘theaccountancy.co.uk’ dominate with 16.00% and 15.82% click shares, respectively. ‘Others’ collectively hold a significant 33.75%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Services Tax and 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 theaccountancy.co.uk taxscouts.com taxd.co.uk taxassist.co.uk sage.com comparetheaccountant.com sleek.com avalara.com brianalfred.co.uk
2025/05/01 23.61% 18.05% 3.6% 7.66% 0.39% 8.26% 0.65% 1.41% 2.36% 0.82%
2025/05/02 22.45% 16% 4.29% 4.31% 0.75% 8.52% 0.91% 4.26% 2.11% 1.62%
2025/05/03 17.87% 17.55% 5.61% 5.28% 2.81% 6.76% 1.16% 1.23% 9.7% 0.05%
2025/05/04 14.9% 13.4% 7.23% 3.24% 2.17% 8.49% 1.51% 1.03% 12.72% 0.06%
2025/05/05 18.47% 12.1% 3.89% 4.1% 1.87% 7.23% 0.68% 2.93% 14.62% 2%
2025/05/06 21.66% 13.56% 3.18% 6.93% 0.94% 7.05% 1.09% 2.27% 8.55% 1.49%
2025/05/07 20.37% 16.27% 2.94% 1.85% 2.17% 6.38% 2.29% 2.81% 5.84% 3.26%
2025/05/08 18.79% 12.05% 3.87% 4.95% 1.89% 7.71% 1.47% 2.64% 7.74% 2.57%
2025/05/09 19.28% 19.75% 3.67% 5.4% 1.68% 4.85% 2.11% 3.13% 6.5% 2.43%
2025/05/10 17.63% 18.22% 4.49% 4.03% 2.43% 5.02% 1.88% 3.94% 8.91% 0.15%
2025/05/11 17.6% 14.45% 4.93% 0.31% 2.5% 8.59% 1.2% 4.44% 13.01% 0.14%
2025/05/12 20.83% 18.6% 3.34% 1.21% 1.02% 6.43% 2% 3.88% 4.47% 2.42%
2025/05/13 19.98% 20.79% 4.18% 1.89% 1.81% 6.97% 1.86% 2.22% 3.53% 2.03%
2025/05/14 20.51% 14.89% 2.97% 4.62% 1.37% 8.17% 1.92% 2.44% 8.88% 2.71%
2025/05/15 20.05% 21.01% 7.34% 4.73% 2.3% 4.75% 2.38% 2.36% 3.58% 2.68%
2025/05/16 11.93% 22.5% 11.8% 6.99% 2.45% 5.26% 1.64% 2.53% 0.57% 2.91%
2025/05/17 11.06% 25.34% 9.77% 9.97% 1.73% 4.98% 1.89% 5.47% 1.84% 0.13%
2025/05/18 11.64% 25.71% 9.69% 7.51% 2.34% 3.83% 1.03% 5.54% 2.03% 0.12%
2025/05/19 8.32% 27.12% 8.95% 8.9% 2.12% 3.99% 3.43% 3.73% 1.84% 2.04%
2025/05/20 9.22% 23.78% 9.56% 6.71% 3.55% 9.23% 2.61% 2.96% 2.29% 2.19%
2025/05/21 10.3% 23.11% 8.37% 7.87% 2.95% 8.39% 3.18% 3.69% 2.99% 2.06%
2025/05/22 12.01% 23.52% 10.19% 7.62% 1.69% 5.2% 2.68% 3.84% 3.15% 2.31%
2025/05/23 20.79% 21.3% 11.76% 6.8% 2.13% 6.02% 2.19% 3.58% 0.68% 2%
2025/05/24 24.25% 22.64% 9.43% 3.6% 2.94% 5.86% 2.08% 6.64% 0.31% 0.14%
2025/05/25 25.34% 22.07% 7.76% 7.17% 4.73% 5.26% 1.37% 3.45% 0.49% 0.16%
2025/05/26 29.6% 17.83% 9.24% 4.12% 2.95% 4.62% 1.28% 2.2% 0.43% 2.57%
2025/05/27 29.01% 21.1% 6.54% 5.46% 2.15% 3.95% 1.93% 2.76% 0.27% 1.54%
2025/05/28 25.79% 23.23% 6.86% 6.04% 2.86% 4.62% 2.21% 2.46% 0.21% 2.46%
2025/05/29 18.92% 27.1% 6.6% 7.47% 3.21% 5.86% 2.42% 3.1% 0.26% 2.35%
2025/05/30 20.22% 25.33% 8.78% 8.55% 3.67% 3.02% 2.59% 2.35% 0.19% 2.5%
2025/05/31 23.19% 17.06% 9.7% 6.83% 5.31% 3.45% 3.22% 1.02% 0.33% 0.15%

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In May 2025, xero.com saw fluctuating PPC spend, peaking at 29.60% on the 26th. theaccountancy.co.uk maintained a steady presence, while taxscouts.com and taxd.co.uk showed modest gains. Avalara.com experienced a sharp decline, ending the month at 0.33%.

Market Exposure

Competitor Count for UK Services Tax and 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
2025/05/01 327
2025/05/02 341
2025/05/03 332
2025/05/04 343
2025/05/05 361
2025/05/06 353
2025/05/07 375
2025/05/08 379
2025/05/09 387
2025/05/10 369
2025/05/11 364
2025/05/12 371
2025/05/13 407
2025/05/14 388
2025/05/15 383
2025/05/16 378
2025/05/17 343
2025/05/18 349
2025/05/19 352
2025/05/20 366
2025/05/21 353
2025/05/22 331
2025/05/23 328
2025/05/24 301
2025/05/25 278
2025/05/26 297
2025/05/27 300
2025/05/28 301
2025/05/29 308
2025/05/30 286
2025/05/31 282

Copyright © Adthena. All rights reserved.

In May, distinct advertisers surged from 327 to a peak of 407 by mid-month. However, a decline followed, ending at 282.

Campaign Efficiency

Market Loss & Market Gains for UK Services Tax and 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
theaccountancy.co.uk 5.61%
taxassist.co.uk 4.08%
taxd.co.uk 3.47%
taxscouts.com 3.36%
comparetheaccountant.com 0.72%
cpaa.co.uk -0.65%
vehicleroadtax.co.uk -0.74%
riftservices.co.uk -0.96%
gov.uk -1.17%
avalara.com -7.83%

Copyright © Adthena. All rights reserved.

Theaccountancy.co.uk leads with a 5.61% click share rise, while avalara.com drops by 7.83%. Taxassist.co.uk, taxd.co.uk, and taxscouts.com also see positive growth.

Campaign Efficiency

UK Services Tax and 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 theaccountancy.co.uk taxd.co.uk taxscouts.com taxassist.co.uk comparetheaccountant.com sage.com riftservices.co.uk sleek.com avalara.com
2025/05/01 22.94% 10.39% 7.34% 4.79% 0.5% 0.91% 7.02% 3.87% 0.98% 4.37%
2025/05/02 22.77% 9.94% 5.83% 5.2% 0.81% 0.75% 7.58% 1.03% 3.58% 3.27%
2025/05/03 16.17% 11.53% 7.42% 6.92% 3.17% 1.36% 5.4% 1.65% 1.14% 10%
2025/05/04 12.97% 10.16% 4.11% 7.28% 2.35% 1.58% 6.08% 2.41% 0.63% 12.43%
2025/05/05 15.99% 8.66% 5.61% 4.22% 1.96% 0.88% 5.49% 2.03% 2.36% 13.88%
2025/05/06 21.44% 10.18% 9.03% 3.21% 1.43% 1.2% 4.99% 1.21% 1.99% 7.95%
2025/05/07 19.56% 10.93% 2.27% 3.41% 3% 2.89% 4.41% 2.21% 2.05% 5.51%
2025/05/08 16.84% 8.67% 6.48% 4.27% 2.2% 1.53% 5.57% 2.58% 1.75% 7.38%
2025/05/09 17.65% 13.51% 7.27% 3.46% 1.4% 2.44% 5% 1.42% 2.4% 6.47%
2025/05/10 16.27% 11.53% 5.33% 5.08% 2.86% 2.03% 3.79% 2.9% 3.2% 9.33%
2025/05/11 14.51% 9.28% 0.31% 6.08% 3.38% 1.17% 8.91% 3.35% 3.72% 12.52%
2025/05/12 19.42% 12.29% 1.54% 3.3% 1.24% 2.43% 5.55% 3.52% 2.93% 4.54%
2025/05/13 18.64% 14.59% 2.54% 4.47% 2.22% 2.25% 4.97% 2.53% 1.53% 3.5%
2025/05/14 17.67% 10.55% 5.83% 2.73% 1.54% 2.23% 7.31% 5.19% 2.02% 8.05%
2025/05/15 18.22% 14.13% 6.49% 7.4% 3.21% 2.94% 3.8% 3.47% 1.7% 3.53%
2025/05/16 9.9% 14.92% 10.55% 11.24% 2.9% 1.99% 4.4% 2.17% 1.82% 0.48%
2025/05/17 10.05% 17.04% 16.56% 8.84% 1.63% 1.72% 4.78% 1.79% 5.06% 1.85%
2025/05/18 10.72% 18.07% 12.08% 8.59% 2.39% 1.35% 3.35% 1.28% 4.71% 2.06%
2025/05/19 7.26% 19.1% 14.05% 8.01% 2.17% 4.44% 2.79% 1.8% 3.49% 1.72%
2025/05/20 7.09% 17.06% 10.15% 9.02% 3.48% 2.99% 10.83% 2.01% 2.48% 2.07%
2025/05/21 8.67% 15.65% 12.95% 7.25% 3.06% 3.74% 8.15% 1.81% 2.97% 2.92%
2025/05/22 9.78% 16.27% 12.13% 8.19% 2.06% 3.3% 4.8% 2.99% 3.12% 3.12%
2025/05/23 20.3% 14.83% 11.03% 11.82% 2.82% 2.22% 6.27% 2.02% 2.55% 0.73%
2025/05/24 22.6% 16.26% 5.78% 9.36% 3.44% 2.98% 6.47% 1.29% 5.65% 0.41%
2025/05/25 24.76% 14.92% 11.65% 6.96% 5.49% 1.62% 4.83% 0.44% 3.21% 0.57%
2025/05/26 28.8% 12.52% 6.31% 8.64% 2.8% 1.57% 3.84% 2.38% 2.21% 0.54%
2025/05/27 27.7% 14.32% 8.53% 6.21% 2.01% 2.53% 2.97% 1.76% 2.08% 0.21%
2025/05/28 24.24% 16.18% 9.64% 7.57% 3.01% 2.95% 5.37% 0.78% 1.51% 0.26%
2025/05/29 16.25% 18.48% 12.32% 6.82% 3.14% 2.87% 5.77% 1.17% 2.56% 0.26%
2025/05/30 16.9% 17.87% 13.8% 8.63% 3.88% 3.12% 2.57% 1.8% 1.89% 0.14%
2025/05/31 20.51% 12.02% 10.95% 9.28% 5.86% 3.61% 2.6% 2.43% 0.96% 0.42%

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In May 2025, xero.com started strong, dipped mid-month, then surged to finish at 20.51%. theaccountancy.co.uk saw a steady rise, peaking mid-month. taxd.co.uk fluctuated, ending at 10.95%. taxscouts.com and taxassist.co.uk showed moderate growth. comparetheaccountant.com and sage.com had minor fluctuations. riftservices.co.uk and sleek.com remained low. avalara.com started high but declined significantly.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Services Tax and 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. 1
    Calculate Sales Tax, VAT & GST https://www.avalara.com › tax-calculator › avatax

    Calculate Sales Tax On Items — Our tax calculator automates VAT & other sales tax, saving you time & reducing audit risk. With over...

  2. 2
    Stress-Free Tax Returns https://www.sage.com › sage › accounting

    Stress Free New Tax Year — Get 3 months free of Sage Accounting Software with AI | Limited-Time Sage Accounting Offer

  3. 3
    Affordable & Easy UK Tax Filing | Taxd https://www.taxd.co.uk

    Join 10,000+ Brits filing with Taxd. HMRC-recognised & rated ‘Excellent’ on Trustpilot. Say goodbye to tax stress. File your return in minutes with expert support — just £99.

  4. 4
    We Sort your Year-End Accounts - One-off price, no monthly fees https://www.taxscouts.com › business › tax-returns

    "Absolutely brilliant! Goodbye traditional accountants!" – Dean, London (Verified review)

  5. 5
    Accounting for Small Business https://www.xero.com

    Small Business Accounting — Xero accounting software is made for SMBs. Automate admin and work from anywhere, anytime.

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Avalara’s ad highlights automation in tax calculations, reducing audit risks. Sage offers a stress-free tax return experience with a limited-time AI-driven software offer. Taxd emphasizes affordability and ease, boasting HMRC recognition and excellent Trustpilot ratings. TaxScouts promises hassle-free year-end accounts with a one-off price. Xero targets small businesses, offering flexible, automated accounting solutions.

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