UK Services Tax and Accounting - PPC Market Share Analysis December 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.

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	17.0917185964
	82.9082814036

17%

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	34
	66

34%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	2%
Transactional	0%
Navigational	1%
Seasonal	0%
Local	0%
Problem Solving	26%

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
gov.uk	29.25
xero.com	15.66
theaccountancy.co.uk	9.82
sage.com	8.82
taxd.co.uk	5.27
taxassist.co.uk	4.35
sleek.com	2.17
theperfectaccountant.com	1.21
crunch.co.uk	1
taxez.co.uk	0.95
others	21.5

gov.uk - 29.25%
xero.com - 15.66%
theaccountancy.co.uk - 9.82%
sage.com - 8.82%
taxd.co.uk - 5.27%
taxassist.co.uk - 4.35%
sleek.com - 2.17%
theperfectaccountant.com - 1.21%
crunch.co.uk - 1%
taxez.co.uk - 0.95%
others - 21.5%

In the PPC landscape, gov.uk leads with 29.25% click share, followed by others at 21.5%. Xero.com captures 15.66%, while theaccountancy.co.uk holds 9.82%.

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	gov.uk	theaccountancy.co.uk	xero.com	taxd.co.uk	sage.com	taxassist.co.uk	morethanaccountants.co.uk	sleek.com	theperfectaccountant.com	taxez.co.uk
2025/12/01	7.08%	16.06%	15.04%	5.35%	15.36%	1.29%	2.78%	3.81%	1.36%	0.2%
2025/12/02	5.81%	17.52%	12.4%	7.86%	10.17%	2.54%	2.07%	7.3%	1.66%	0.6%
2025/12/03	5.76%	19.87%	15.11%	5.33%	9.74%	1.57%	1.52%	6.77%	0.98%	0.47%
2025/12/04	7.34%	21.02%	16.51%	5.58%	7.29%	2.4%	1.89%	4.62%	1.21%	0.55%
2025/12/05	7.01%	20.44%	17.42%	5.92%	9.69%	3.71%	1.37%	5.31%	0.81%	0.55%
2025/12/06	5.41%	20.18%	21.28%	5.05%	12.86%	3.82%	1.92%	1.97%	1.57%	1.77%
2025/12/07	6.47%	19.03%	25.02%	4.76%	10.99%	2.79%	2.74%	0.96%	1.34%	3.79%
2025/12/08	7.1%	19.44%	19.59%	4.17%	8.84%	2.11%	1.26%	3.57%	1.37%	3.15%
2025/12/09	7.65%	21.03%	14.61%	5.81%	14%	1.3%	1.38%	2.38%	1.36%	2.35%
2025/12/10	4.64%	18.64%	17.55%	6.66%	16.76%	1.7%	1.12%	4.57%	1.48%	2.32%
2025/12/11	5.28%	18.61%	19.52%	7.03%	12.13%	1.71%	1.5%	5.34%	1.48%	1.38%
2025/12/12	7.46%	19.52%	17.71%	5.96%	12.85%	2.07%	1.83%	4.84%	0.94%	1.77%
2025/12/13	8.2%	17.72%	23.23%	6.16%	14.52%	3.11%	1.73%	1.84%	1.56%	1.62%
2025/12/14	7.84%	15.51%	28.51%	6.73%	12.69%	2.9%	0.92%	0.86%	0.81%	3.27%
2025/12/15	10.8%	16.82%	24.94%	6.83%	11.47%	1.16%	1.22%	3.18%	1.52%	1.39%
2025/12/16	9.35%	17.08%	16.31%	9.74%	13.61%	1.79%	0.54%	3.41%	1.74%	3.05%
2025/12/17	13.7%	20.15%	11.17%	9.96%	12.69%	2.02%	1.03%	3.7%	1.36%	1.37%
2025/12/18	10.74%	17.01%	14.87%	10.89%	11.66%	2.1%	0.63%	4.87%	2.07%	1.42%
2025/12/19	11.6%	17.5%	14.28%	10.09%	15.17%	1.83%	1.49%	4.5%	1.5%	0.86%
2025/12/20	8.35%	19.2%	17.14%	10.84%	17.18%	4.49%	1.65%	1.47%	1.53%	1.44%
2025/12/21	9.77%	14.78%	22.27%	8.81%	17.34%	3.49%	1.25%	1.78%	2.43%	1.16%
2025/12/22	4.68%	18.16%	23.42%	8.36%	13.13%	3.26%	1.7%	3.87%	1.66%	0.96%
2025/12/23	5.56%	21%	15.52%	7.87%	15.14%	2.3%	1.85%	6.07%	2.2%	1.37%
2025/12/24	9.51%	11.29%	19.79%	6.63%	17.66%	3.08%	1.78%	6.56%	1.29%	1.13%
2025/12/25	9.26%	1.42%	19.03%	9.82%	19.72%	4.05%	1.52%	7.13%	1.45%	1.34%
2025/12/26	10.45%	1.13%	21.33%	6.35%	19.49%	3.73%	2.26%	6.34%	1.68%	1.47%
2025/12/27	20.37%	0.78%	25.84%	7.12%	16.4%	3.77%	2.18%	0.75%	2.8%	0.98%
2025/12/28	14.71%	0.79%	23.98%	7.63%	17.62%	3.21%	2.53%	1.13%	3.7%	1.05%
2025/12/29	14.54%	9.86%	12.5%	12.08%	14.91%	2.6%	1.97%	1.62%	2.26%	1.17%
2025/12/30	14.28%	13.23%	16.83%	9.51%	13.44%	4.75%	2.07%	1.35%	2.28%	1.61%
2025/12/31	17.01%	16.08%	13.08%	12%	10.03%	4.45%	2.39%	1.71%	1.27%	1.12%

gov.uk
theaccountancy.co.uk
xero.com
taxd.co.uk
sage.com
taxassist.co.uk
morethanaccountants.co.uk
sleek.com
theperfectaccountant.com
taxez.co.uk

In December 2025, “gov.uk” saw fluctuating ad spend, peaking at 20.37% on the 27th. “theaccountancy.co.uk” started strong but dipped mid-month, recovering to 16.08% by month’s end. “xero.com” experienced a peak on the 27th at 25.84%, while “taxd.co.uk” steadily increased, ending at 12.0%. “sage.com” maintained a consistent presence, peaking at 19.72% on the 25th. “taxassist.co.uk” and “morethanaccountants.co.uk” had modest shares, with slight increases towards the end. “sleek.com” and “theperfectaccountant.com” showed minor fluctuations, while “taxez.co.uk” remained low throughout. The month concluded with varied performances across domains.

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
2025/12/01	317
2025/12/02	307
2025/12/03	317
2025/12/04	307
2025/12/05	312
2025/12/06	315
2025/12/07	315
2025/12/08	322
2025/12/09	340
2025/12/10	330
2025/12/11	341
2025/12/12	338
2025/12/13	324
2025/12/14	306
2025/12/15	343
2025/12/16	329
2025/12/17	330
2025/12/18	322
2025/12/19	324
2025/12/20	319
2025/12/21	316
2025/12/22	322
2025/12/23	326
2025/12/24	321
2025/12/25	321
2025/12/26	319
2025/12/27	311
2025/12/28	302
2025/12/29	310
2025/12/30	298
2025/12/31	288

December saw fluctuating advertiser numbers, peaking at 343 on the 15th. The month ended with a decline, closing at 288.

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
gov.uk	9.43%
sage.com	1.94%
taxd.co.uk	1.46%
taxassist.co.uk	0.98%
vehicleroadtax.co.uk	0.47%
vertexinc.com	-0.63%
taxez.co.uk	-0.87%
sovos.com	-0.97%
xero.com	-2.57%
theaccountancy.co.uk	-6%

In the past month, gov.uk surged with a 9.43% click share increase, while theaccountancy.co.uk plummeted by 6.0%. Sage.com rose by 1.94%, and taxd.co.uk gained 1.46%.

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	taxd.co.uk	xero.com	gov.uk	theaccountancy.co.uk	sage.com	taxassist.co.uk	sleek.com	theperfectaccountant.com	taxez.co.uk	crunch.co.uk
2025/12/01	9.49%	18.6%	5.24%	9.88%	14.96%	1.33%	3.35%	1.67%	0.18%	0.44%
2025/12/02	11.23%	13.89%	4.93%	12.15%	8.79%	2.87%	7.08%	2.25%	0.61%	0.93%
2025/12/03	9.37%	15.56%	4.04%	13.94%	10.89%	1.86%	6.34%	1.3%	0.52%	0.96%
2025/12/04	8.11%	19.24%	5.55%	14.84%	6.69%	3.56%	4.33%	1.16%	0.73%	0.9%
2025/12/05	9.9%	18.3%	5.72%	14.13%	7.61%	5.01%	4.66%	0.68%	0.72%	0.95%
2025/12/06	8.49%	23.97%	3.82%	13.78%	11.61%	4.84%	1.34%	1.49%	1.46%	1.21%
2025/12/07	8.1%	30.21%	4.95%	12.57%	11.32%	3.31%	0.77%	1.52%	3.3%	0.83%
2025/12/08	6.8%	21.81%	5.17%	13.31%	6.94%	2.77%	3.12%	1.24%	3.6%	0.53%
2025/12/09	8.13%	15.7%	5.36%	14.31%	14.71%	1.51%	2.39%	1.26%	2.22%	0.6%
2025/12/10	9.59%	20.81%	3.58%	12.62%	15.23%	2.14%	3.58%	1.72%	2.9%	0.61%
2025/12/11	9.99%	22.65%	4.37%	11.9%	12.92%	2.06%	4.2%	1.07%	1.42%	0.83%
2025/12/12	7.81%	21.59%	5.6%	12.9%	12.34%	2.88%	4.27%	0.87%	1.79%	0.71%
2025/12/13	9.62%	25.44%	5.92%	12.15%	13.32%	4.07%	1.62%	1.67%	1.63%	0.81%
2025/12/14	9.84%	31.7%	6.27%	10.1%	11.41%	3.51%	0.72%	0.76%	3.3%	0.99%
2025/12/15	10.25%	28.97%	7.02%	11.21%	10.09%	1.39%	3.41%	1.53%	1.29%	0.2%
2025/12/16	13.79%	19.54%	6.49%	11.88%	11.64%	2.18%	3.11%	2.01%	3.54%	1.02%
2025/12/17	15.36%	11.73%	9.71%	13.01%	13.74%	2.45%	3.65%	1.38%	1.38%	0.37%
2025/12/18	15.91%	14.8%	7.86%	11.28%	10.66%	2.83%	4.11%	2.5%	1.69%	0.4%
2025/12/19	15.01%	15.26%	9.45%	10.31%	14.28%	2.23%	3.99%	1.65%	0.44%	0.34%
2025/12/20	15.41%	18.01%	6.33%	12.1%	17.69%	5.38%	1.21%	1.5%	1.18%	0.57%
2025/12/21	13.34%	22.46%	9.05%	8.56%	18.59%	4.12%	1.47%	2.57%	0.76%	0.6%
2025/12/22	11.88%	25.63%	3.31%	10.54%	11.95%	4.18%	3.59%	1.84%	0.78%	1.07%
2025/12/23	11.68%	17.15%	4.04%	12.52%	15.23%	2.85%	6.26%	2.56%	1.16%	1.08%
2025/12/24	9.48%	23.13%	6.88%	6.14%	16.71%	3.74%	5.8%	1.38%	0.79%	3.23%
2025/12/25	12.83%	21.03%	6.44%	0.67%	17.49%	4.19%	5.7%	1.26%	0.9%	1.94%
2025/12/26	9.45%	23.05%	7.95%	0.54%	16.11%	3.62%	5.55%	1.71%	0.82%	4.71%
2025/12/27	9.43%	31.14%	14.05%	0.36%	15.14%	4.22%	0.47%	2.85%	0.69%	2.37%
2025/12/28	9.31%	26.43%	10.88%	0.38%	16.35%	3.54%	0.76%	3.87%	0.67%	3.92%
2025/12/29	16.57%	12.57%	11.74%	5.88%	13.45%	3.17%	1.36%	2.61%	0.96%	0.63%
2025/12/30	17.65%	18.36%	10.3%	7.82%	12.7%	5.71%	0.96%	2.74%	1.37%	0.85%
2025/12/31	17.92%	15.57%	13.46%	9.95%	9.63%	5.51%	1.47%	1.29%	0.78%	0.36%

taxd.co.uk
xero.com
gov.uk
theaccountancy.co.uk
sage.com
taxassist.co.uk
sleek.com
theperfectaccountant.com
taxez.co.uk
crunch.co.uk

In December 2025, xero.com led with fluctuating impressions, peaking mid-month. taxd.co.uk and sage.com showed steady growth, while theaccountancy.co.uk dipped sharply. The month concluded with xero.com maintaining dominance.

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
AvaTax: Sales tax calculation software - Avalara https://www.avalara.com
AvaTax automatically calculates VAT, GST, customs & duties and many other global taxes. See why...
2
HMRC Self Assessment https://www.gov.uk › self-assessment › tax-return
Sign In To Do Your Tax Return — The Self Assessment Deadline Is 31 January. Why Delay? Do It Today. Online Help Is Readily Available Through Every Step.
3
UK Government Tax Calculator - Free Self Assessment Software https://www.sage.com
Free Sage Accounting Software Forever | Get Sage Accounting Today. Get Ready For Making Tax Digital & Make Your Next Self Assessment Stress-Free With Sage™. Track Income & Expenses.
4
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...
5
Online VAT Calculator | Xero UK https://www.xero.com
Xero Calculators Serves Up The Numbers You Need To Track Profits And Manage Your Margins. Try One Of Xero's Business Calculators...

Avalara’s AvaTax simplifies global tax calculations, while HMRC urges timely self-assessment. Sage offers free software for stress-free tax management. Taxd promises easy UK tax filing, boasting excellent Trustpilot ratings. Xero provides tools for profit tracking and margin management.

Frequently Asked Questions

Why is the UK Services Tax and Accounting December 2025 Report useful and how should I use it?

Why is the UK Services Tax and Accounting December 2025 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 UK Services Tax and Accounting December 2025 Report
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How often is the data updated?

Data within the UK Services Tax and Accounting December 2025 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 UK Services Tax and Accounting December 2025 Report?

The UK Services Tax and Accounting December 2025 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.

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Does this include mobile, desktop and Google Shopping data?

Yes. The UK Services Tax and Accounting December 2025 Report aggregates data from across both device types and Google Shopping.
Who is this UK Services Tax and Accounting December 2025 Report for?

The UK Services Tax and Accounting December 2025 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.
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Paid search advertising, a cornerstone of digital marketing strategies, is no longer immune to these budget cuts. As companies grapple with rising redundancies and shifting consumer behaviors, advertising teams are pressured to do more with less.Read case study

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In today's fast-paced digital marketing landscape, extracting valuable insights from vast amounts of data can be a daunting task. This is where Ask Arlo, Adthena's GenAI-powered chatbot, comes into play. Ask Arlo revolutionizes the way marketers of all levels interact with their data, providing instant, AI generated search insights and reports directly within the Adthena platform.Read case study

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AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 UK Services Tax and Accounting brands

Share of Spend for the top 10 UK Services Tax and Accounting brands

Competitor Count for UK Services Tax and Accounting

Market Loss & Market Gains for UK Services Tax and Accounting

UK Services Tax and Accounting Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Services Tax and Accounting

Frequently Asked Questions

Why is the UK Services Tax and Accounting December 2025 Report useful and how should I use it?

Why is the UK Services Tax and Accounting December 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Services Tax and Accounting December 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Services Tax and Accounting December 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Doing more with less: how Adthena customers are maximizing PPC performance with shrinking budgets

Ask Arlo: AI generated search insights in seconds

Georgia Law Firm Case Study: Reduced Brand Infringements by 39% and CPCs by 25% with Adthena

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See this data specific to your brand performance

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