UK Services Tax and Accounting - PPC Market Share Analysis October 2026

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.

Tax and Accounting – UK

Google AI Overview visibility for Services Tax and Accounting UK

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

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

Frequency Percentage
Frequency 40.8773265733
59.1226734267
40%

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 42
58
42%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 1%
Transactional 0%
Navigational 4%
Seasonal 0%
Local 0%
Problem Solving 31%

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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
Share of Clicks - Last month
Domain Share of clicks
xero.com 47.76
sage.com 5.22
thomsonreuters.com 5.16
taxassist.co.uk 4.77
tax2u.co.uk 3.46
gov.uk 2.93
theaccountancy.co.uk 2.33
taxd.co.uk 2.11
tide.co 1.49
comparetheaccountant.com 1.33
others 23.44
  • xero.com - 47.76%
  • sage.com - 5.22%
  • thomsonreuters.com - 5.16%
  • taxassist.co.uk - 4.77%
  • tax2u.co.uk - 3.46%
  • gov.uk - 2.93%
  • theaccountancy.co.uk - 2.33%
  • taxd.co.uk - 2.11%
  • tide.co - 1.49%
  • comparetheaccountant.com - 1.33%
  • others - 23.44%

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Xero.com dominates with 47.76% click share, overshadowing others at 23.44%. Sage.com and Thomsonreuters.com follow with 5.22% and 5.16%, respectively.

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
Share of Spend - Last Month
Date xero.com sage.com taxassist.co.uk sleek.com taxd.co.uk caroola.com thomsonreuters.com novabook.com tide.co theaccountancy.co.uk
2026/10/01 46.05% 11.37% 1.75% 0.86% 2.36% 3.17% 2.1% 1.92% 1.99% 4.2%
2026/10/02 47.25% 10.31% 2.87% 2% 1.74% 2.75% 1.51% 1.55% 2.42% 4%
2026/10/03 47% 10.05% 2.74% 0.63% 2.89% 2.78% 3.88% 2.51% 3.68% 0.37%
2026/10/04 43.5% 10.11% 2.63% 0.44% 1.97% 2.88% 4.44% 2.26% 4.48% 0.32%
2026/10/05 41.5% 7.2% 1.57% 2.02% 2.13% 3.77% 4.75% 1.77% 2.07% 4.93%
2026/10/06 45.47% 7.82% 2.11% 1.7% 1.58% 1.32% 3.41% 1.99% 3.31% 7.07%
2026/10/07 43.29% 5.9% 2.25% 2.97% 2.08% 2.27% 2.67% 1.78% 2.12% 10.38%
2026/10/08 40.73% 6.51% 1.08% 2.43% 1.54% 3.94% 4.59% 1.66% 0.88% 9.89%
2026/10/09 38.7% 6.47% 2.07% 2.21% 1.13% 4.17% 1.4% 1.59% 1.72% 9.34%
2026/10/10 31.33% 9.94% 1.66% 1.91% 1.1% 3.52% 3.04% 1.25% 2.09% 4.16%
2026/10/11 33.53% 9.8% 1.21% 1.24% 2% 1.25% 3.18% 0.51% 1.19% 5.07%
2026/10/12 29.71% 9.09% 1.11% 0.98% 2.72% 3.64% 3.36% 1.5% 1.23% 3.06%
2026/10/13 38.43% 7.51% 0.9% 2.29% 2.65% 2.83% 2.47% 3.64% 1.22% 4.73%
2026/10/14 45.41% 7.88% 1.23% 2.1% 1.95% 1.38% 2.42% 2.03% 1% 7.31%
2026/10/15 43.78% 5.11% 1.18% 2.05% 1.43% 0.46% 4.47% 2.68% 1.38% 6.72%
2026/10/16 46.34% 5.66% 0.59% 1.98% 2.95% 0.23% 0.7% 1.51% 1.66% 7.83%
2026/10/17 43.98% 6% 0.68% 0.91% 2.82% 0.24% 3.65% 6.38% 2.82% 0.36%
2026/10/18 46.47% 6.97% 0.7% 0.83% 2.28% 0.37% 1.54% 2.81% 2.46% 0.52%
2026/10/19 44.66% 5.91% 0.72% 1.43% 2.28% 0.74% 3.54% 2.02% 1.7% 6.74%
2026/10/20 48.2% 5.4% 0.96% 0.92% 1.89% 0.82% 1.45% 4.02% 1.96% 6.07%
2026/10/21 44.69% 5.79% 0.43% 0.86% 2.7% 0.75% 1.27% 0.9% 1.12% 3.9%
2026/10/22 35.8% 10.44% 0.99% 2.68% 3.27% 1.28% 1.2% 2.25% 1.35% 5.61%
2026/10/23 33.73% 8.08% 2.94% 3.79% 2.42% 0.68% 0.65% 2.46% 0.9% 5.54%
2026/10/24 44.63% 9.38% 2.18% 1.67% 2.81% 4.35% 2.53% 1.92% 2.35% 0.28%
2026/10/25 43.31% 7.56% 2.71% 0.3% 3.51% 3.48% 0.89% 2.92% 2.61% 0.28%
2026/10/26 45.9% 6.12% 1.08% 1.64% 2.77% 1.4% 2.9% 1.34% 1.12% 3.76%
2026/10/27 47.19% 5.97% 1.98% 3.49% 2.26% 0.82% 0.51% 3.04% 1.39% 5.15%
2026/10/28 46.32% 5.64% 2.2% 1.95% 2.49% 1.97% 3.66% 1.9% 1.81% 3.56%
2026/10/29 41.96% 6.91% 2.7% 4.13% 3.14% 2.27% 1.89% 1.52% 1.33% 4.69%
2026/10/30 46.18% 5.67% 6.67% 3.13% 2.86% 2.15% 0.17% 2.54% 1.7% 2.75%
2026/10/31 45.28% 8.94% 6.13% 3.22% 2.29% 2.29% 2.16% 1.66% 1.35% 0.75%
  • xero.com
  • sage.com
  • taxassist.co.uk
  • sleek.com
  • taxd.co.uk
  • caroola.com
  • thomsonreuters.com
  • novabook.com
  • tide.co
  • theaccountancy.co.uk

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In October 2026, xero.com led with fluctuating spend shares, peaking at 48.20%. sage.com saw a mid-month dip, recovering to 8.94%. taxassist.co.uk surged late, reaching 6.67%. theaccountancy.co.uk had notable highs early, ending at 0.75%.

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
Competitor Count - Last month
Date Competitor Count
2026/10/01 220
2026/10/02 218
2026/10/03 213
2026/10/04 223
2026/10/05 217
2026/10/06 215
2026/10/07 219
2026/10/08 214
2026/10/09 211
2026/10/10 207
2026/10/11 208
2026/10/12 205
2026/10/13 210
2026/10/14 213
2026/10/15 224
2026/10/16 228
2026/10/17 217
2026/10/18 213
2026/10/19 212
2026/10/20 217
2026/10/21 223
2026/10/22 207
2026/10/23 214
2026/10/24 233
2026/10/25 242
2026/10/26 258
2026/10/27 256
2026/10/28 258
2026/10/29 258
2026/10/30 256
2026/10/31 251

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October began with 220 advertisers, fluctuating mid-month, then surged to 258 by month’s end, indicating a dynamic advertising landscape.

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
Market Loss & Market Gains - Last month
Name Market Trend
xero.com 4.15%
gov.uk 2.18%
accountancy-centre.co.uk 0.59%
taxd.co.uk 0.56%
comparetheaccountant.com 0.54%
wardwilliams.co.uk -0.7%
sage.com -0.98%
tax2u.co.uk -1.02%
theaccountancy.co.uk -1.17%
thomsonreuters.com -3.32%

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Xero.com surged with a 4.15% click share increase, while gov.uk rose by 2.18%. Conversely, thomsonreuters.com dropped by 3.32%, leading the declines.

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 sage.com taxassist.co.uk thomsonreuters.com taxd.co.uk caroola.com comparetheaccountant.com tax2u.co.uk tide.co theaccountancy.co.uk
2026/10/01 49.35% 7.59% 1.74% 4% 4.02% 2.43% 0.86% 3.75% 2.13% 1.64%
2026/10/02 48.1% 9.77% 3.72% 2.89% 2.43% 2.1% 0.72% 2.37% 2.06% 2.1%
2026/10/03 48.65% 6.46% 2.32% 5.15% 3.6% 1.85% 1.02% 2.2% 2.69% 0.1%
2026/10/04 47.04% 8.58% 2.45% 7.31% 2.53% 2.37% 0.45% 3.69% 3.89% 0.09%
2026/10/05 46.5% 5.97% 1.22% 8.3% 3.06% 3.28% 1.11% 1.25% 1.8% 1.84%
2026/10/06 49.97% 6.43% 2.04% 5.77% 1.92% 0.93% 0.57% 2.48% 3.5% 2.73%
2026/10/07 50.26% 4.22% 2.73% 5.78% 2.91% 1.87% 0.36% 4.53% 2.04% 4.21%
2026/10/08 49.3% 4% 0.82% 7.89% 1.86% 3.04% 1.24% 2.41% 0.54% 4.47%
2026/10/09 49.93% 5.79% 2.03% 2.81% 1.5% 3.35% 0.53% 2.54% 1.85% 3.64%
2026/10/10 41.87% 6.83% 1.54% 6.43% 1.69% 3.05% 1% 2.03% 2.31% 1.94%
2026/10/11 43.99% 7% 0.93% 5.96% 2.44% 0.42% 1.51% 3.7% 1.26% 1.88%
2026/10/12 38.51% 5.86% 0.81% 6.43% 3.47% 2.65% 2.34% 1.81% 1.2% 2.19%
2026/10/13 44.24% 5.37% 0.7% 4.37% 4.81% 2.28% 1% 3.04% 0.69% 2.43%
2026/10/14 53.54% 4.68% 1.04% 5.17% 2.75% 0.96% 0.58% 3.79% 0.78% 3.34%
2026/10/15 51.33% 3.81% 0.99% 8.22% 1.63% 0.36% 1.26% 3.05% 0.94% 3.04%
2026/10/16 53.11% 4.11% 0.49% 1.37% 5.82% 0.14% 2.26% 2.62% 1.14% 4.19%
2026/10/17 48.78% 3.8% 0.53% 6.57% 5.36% 0.18% 3.46% 2.8% 2.31% 0.14%
2026/10/18 52.46% 4.37% 0.58% 2.59% 4.2% 0.18% 2.76% 3.45% 2.26% 0.25%
2026/10/19 50.83% 3.65% 0.6% 6.81% 3.66% 0.65% 2.05% 2.46% 1.25% 2.7%
2026/10/20 55.3% 3.45% 0.98% 2.74% 3.28% 0.73% 2.63% 2.76% 1.3% 3.03%
2026/10/21 51.56% 3.25% 0.35% 2.46% 3.98% 0.77% 2.7% 4.66% 0.84% 2.06%
2026/10/22 40.89% 5.98% 1.1% 1.81% 7.16% 1.67% 1.44% 2.7% 0.98% 3.29%
2026/10/23 39.1% 6.72% 3.21% 0.41% 4.97% 0.79% 2.33% 3.05% 0.79% 2.81%
2026/10/24 47.87% 6.59% 2.21% 4.43% 4.76% 4.46% 1.86% 2.72% 1.71% 0.11%
2026/10/25 44.98% 5.8% 3.03% 0.9% 6.23% 3.35% 2.02% 1.76% 2.13% 0.11%
2026/10/26 50.7% 4.13% 1.11% 4.95% 4.73% 1.6% 2.09% 1.68% 0.79% 1.7%
2026/10/27 55.68% 4.4% 2.21% 0.34% 3.31% 0.59% 1.49% 1.93% 1.02% 2.54%
2026/10/28 52.08% 4.02% 2.44% 5.64% 3.83% 1.67% 1.37% 2.01% 1.35% 2.31%
2026/10/29 48.34% 3.37% 3.08% 3.76% 5.01% 2.24% 1.52% 2.89% 1.03% 2.14%
2026/10/30 49.46% 3.59% 8% 0.11% 5.01% 2.4% 1.63% 2% 1.51% 1.44%
2026/10/31 50.13% 7.37% 6.07% 3.94% 3.48% 2.27% 1.62% 1.38% 1.09% 0.29%
  • xero.com
  • sage.com
  • taxassist.co.uk
  • thomsonreuters.com
  • taxd.co.uk
  • caroola.com
  • comparetheaccountant.com
  • tax2u.co.uk
  • tide.co
  • theaccountancy.co.uk

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Xero.com dominated October with fluctuating impressions, peaking mid-month at 55.68%. Sage.com saw a late surge, ending at 7.37%. Taxassist.co.uk spiked on October 30th, reaching 8.00%. The month concluded with diverse shifts across advertisers.

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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Google Text Ad Copy Insights & Creative Trends for UK Services Tax and Accounting - Last month
  1. 1
    Self Assessment Tax Return UK - Easy Tax Returns https://www.sage.com › sole_trader › self-assessment

    Free Sage Software For Sole Traders | Get Started With Sage™ Today.

  2. 2
    Register as Self-Employed - Get Registered in 3 Minutes https://www.tax2u.co.uk

    Register Quickly And Securely With HMRC As A Self-Employed Individual

  3. 3
    HMRC Self Assessment Tax Return UK | Tax Return Software https://www.taxd.co.uk

    Join 10,000+ Brits filing with Taxd. Rated ‘Excellent’ on Trustpilot.

  4. 4
    VAT Compliance Software - ONESOURCE Tax Solutions https://europe.thomsonreuters.com

    Automate VAT, GST, and sales tax filing with ONESOURCE cloud software.

  5. 5
    New tax year 2026/27: UK tax rates, deadlines and changes - UK... https://www.xero.com

    New tax year 2026/27: UK tax rates, deadlines and changes | Xero UK

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In the competitive landscape of tax and accounting PPC ads, Sage.com stands out with its promise of free software for sole traders, simplifying self-assessment tax returns. Tax2u.co.uk emphasizes speed and security in registering as self-employed, while Taxd.co.uk highlights trust with over 10,000 users and excellent Trustpilot ratings. Thomson Reuters focuses on automation with ONESOURCE for VAT compliance, and Xero.com provides insights into future UK tax changes, positioning itself as a forward-thinking resource.

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