UK Services Tax and Accounting - PPC Market Share Analysis September 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 39.996890465
60.003109535
39%

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 41
59
41%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 1%
Transactional 0%
Navigational 3%
Seasonal 0%
Local 0%
Problem Solving 32%

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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 33.74
sage.com 16.89
taxassist.co.uk 11.47
thomsonreuters.com 5.4
theaccountancy.co.uk 3.05
tide.co 2.53
taxd.co.uk 2.11
taxeezy.co.uk 1.29
companiesmadesimple.com 1.24
comparetheaccountant.com 1.05
others 21.23
  • xero.com - 33.74%
  • sage.com - 16.89%
  • taxassist.co.uk - 11.47%
  • thomsonreuters.com - 5.4%
  • theaccountancy.co.uk - 3.05%
  • tide.co - 2.53%
  • taxd.co.uk - 2.11%
  • taxeezy.co.uk - 1.29%
  • companiesmadesimple.com - 1.24%
  • comparetheaccountant.com - 1.05%
  • others - 21.23%

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Xero.com leads with 33.74% click share, followed by Sage.com at 16.89%. Others collectively hold 21.23%, showcasing 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
Share of Spend - Last Month
Date xero.com sage.com taxassist.co.uk comparetheaccountant.com sleek.com tide.co taxd.co.uk thomsonreuters.com zoho.com theaccountancy.co.uk
2026/09/01 10.2% 25.25% 11.97% 1.91% 1.21% 1.3% 2.3% 0.87% 3.28% 6.92%
2026/09/02 19.82% 22.59% 9.41% 2.61% 1.78% 3.48% 2.11% 0.3% 3.34% 5.21%
2026/09/03 20.13% 21.39% 6.22% 1.91% 1.77% 4.48% 2.57% 1.4% 1.82% 4.77%
2026/09/04 28.89% 19.81% 6.95% 1.77% 2.78% 4.13% 4.23% 0.42% 1.56% 5.98%
2026/09/05 33.2% 21.06% 7.15% 2.82% 0.42% 5.36% 3.99% 0.39% 1.22% 1.69%
2026/09/06 34.19% 19.92% 4.93% 2.34% 0.79% 6.24% 2.93% 3.17% 0.56% 0.23%
2026/09/07 35.59% 20.05% 5.4% 1.37% 2.26% 4.27% 2.4% 3.01% 0.54% 6.6%
2026/09/08 37.94% 18.18% 2.65% 1.51% 1.26% 5.85% 3.44% 1.77% 1.25% 6.3%
2026/09/09 31.3% 16.56% 4.83% 1.43% 1.14% 5.59% 2.97% 1.65% 1.26% 9.09%
2026/09/10 30.06% 19.49% 4.86% 0.8% 1.1% 4.98% 1.85% 1.77% 2.48% 6.19%
2026/09/11 24.61% 19.44% 7.64% 0.57% 1.31% 3.68% 2.05% 1.54% 4.68% 4.71%
2026/09/12 20.73% 20.69% 12.69% 0.74% 1% 3.25% 1.83% 5.91% 3.29% 2.86%
2026/09/13 17.78% 23.06% 13.85% 0.53% 0.71% 2.57% 1.94% 4.41% 4.12% 4.22%
2026/09/14 19.08% 23.48% 10.25% 0.25% 0.34% 2.92% 2.09% 4.04% 4.36% 3.82%
2026/09/15 26.57% 24.39% 7.34% 1.82% 1% 3.34% 1.17% 5.35% 3.11% 2.64%
2026/09/16 36.27% 18.36% 2.93% 0.95% 0.8% 2.58% 1.86% 2.02% 0.74% 9.16%
2026/09/17 32.96% 19.54% 5.04% 0.66% 1.14% 2.21% 0.51% 1.63% 1.15% 10.16%
2026/09/18 31.02% 21.77% 6.91% 1.36% 1.68% 2.74% 0.51% 2.72% 0.57% 6.25%
2026/09/19 30.4% 24.37% 6.6% 2.68% 0.22% 3.85% 1.41% 2.56% 0.36% 0.65%
2026/09/20 32.42% 25.62% 6.56% 2.44% 0.27% 2.09% 1.92% 1.7% 0.15% 0.73%
2026/09/21 33.41% 19.07% 3.57% 1.56% 1.15% 3.1% 2.16% 2.35% 0.15% 9.32%
2026/09/22 30% 20.15% 3.71% 1.71% 1.7% 2.88% 0.79% 1.47% 0.73% 7.17%
2026/09/23 30.17% 20.69% 3.34% 1.38% 1.6% 1.21% 1.02% 1.65% 0.19% 12.64%
2026/09/24 37.56% 15.83% 4.45% 2.35% 1.24% 1.05% 1.4% 2.97% 0.14% 8.36%
2026/09/25 38.47% 17.69% 3.21% 1.16% 0.94% 0.82% 0.9% 1.31% 0.15% 9.92%
2026/09/26 44.02% 19.61% 2.92% 1.15% 0.61% 0.93% 3.45% 1.75% 0.06% 1.12%
2026/09/27 40.37% 20.07% 5.41% 0.92% 0.99% 1.45% 2.47% 0.99% 0.49% 1.05%
2026/09/28 41.46% 15.53% 2.47% 1.33% 2.54% 1.23% 2.52% 1.37% 0.27% 5.09%
2026/09/29 43.09% 18.91% 2.99% 1.71% 1.51% 0.77% 0.87% 1.25% 1.28% 3.64%
2026/09/30 45.47% 14.67% 4.26% 3.08% 2.24% 1.5% 1.29% 1.19% 1.12% 1.06%
  • xero.com
  • sage.com
  • taxassist.co.uk
  • comparetheaccountant.com
  • sleek.com
  • tide.co
  • taxd.co.uk
  • thomsonreuters.com
  • zoho.com
  • theaccountancy.co.uk

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In September 2026, Xero’s PPC spend share surged from 10.2% to 45.47%, leading the market. Sage fluctuated, ending at 14.67%. TaxAssist saw a decline, closing at 4.26%. The month concluded with Xero dominating.

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
2026/09/01 222
2026/09/02 218
2026/09/03 222
2026/09/04 223
2026/09/05 234
2026/09/06 247
2026/09/07 254
2026/09/08 251
2026/09/09 256
2026/09/10 244
2026/09/11 241
2026/09/12 235
2026/09/13 225
2026/09/14 205
2026/09/15 196
2026/09/16 210
2026/09/17 220
2026/09/18 225
2026/09/19 235
2026/09/20 231
2026/09/21 244
2026/09/22 247
2026/09/23 249
2026/09/24 249
2026/09/25 243
2026/09/26 242
2026/09/27 227
2026/09/28 236
2026/09/29 234
2026/09/30 222

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September saw a dynamic shift in advertisers, starting at 222, peaking at 256 mid-month, and closing at 222.

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 4.34%
sage.com 3.09%
uk.virginmoney.com 1.3%
tax2u.co.uk 0.95%
gov.uk 0.54%
taxd.co.uk -0.95%
tide.co -1.35%
taxeezy.co.uk -1.7%
thomsonreuters.com -2.32%
taxassist.co.uk -3.09%

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In the past month, xero.com surged by 4.34%, while taxassist.co.uk dropped by 3.09%. Sage.com gained 3.09%, contrasting thomsonreuters.com’s 2.32% decline.

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 comparetheaccountant.com taxd.co.uk tide.co thomsonreuters.com theaccountancy.co.uk taxeezy.co.uk companiesmadesimple.com
2026/09/01 9.32% 28.45% 17.13% 2.03% 2.61% 1.09% 1.29% 2.23% 3.56% 0.22%
2026/09/02 23.46% 23.35% 15.11% 1.95% 2.68% 2.47% 0.88% 2.08% 1.38% 0.11%
2026/09/03 21.57% 21.67% 8.95% 1.44% 4.08% 4.31% 1.63% 2.92% 2.23% 0.09%
2026/09/04 32.62% 18.07% 10.98% 1.73% 6.57% 3.09% 1.08% 3.31% 0.56% 0.1%
2026/09/05 37.77% 14.92% 11.11% 2.36% 6.93% 4.82% 0.73% 0.53% 1.88% 0.08%
2026/09/06 35.63% 14.84% 8.58% 1.55% 3.77% 4.68% 7.71% 0.08% 3.08% 0.02%
2026/09/07 38.13% 14.68% 8.91% 1.2% 3.16% 3.74% 7.04% 3.18% 2.33% 0.02%
2026/09/08 44.05% 13.84% 4.22% 1.22% 5.03% 5.02% 4.3% 2.96% 0.7% 0.78%
2026/09/09 34.73% 13.28% 8.37% 1.02% 4.9% 4.18% 3.93% 4.41% 1.41% 0.88%
2026/09/10 36.2% 15.11% 6.01% 0.5% 2.1% 4.08% 4.76% 3.15% 3.38% 1.67%
2026/09/11 31.14% 15.06% 11.98% 0.56% 2.43% 3.38% 4.57% 2.04% 2.98% 2.51%
2026/09/12 19.96% 16.74% 18.24% 0.62% 1.63% 2.39% 12.23% 1.16% 5.12% 0.87%
2026/09/13 22.11% 17.59% 18.14% 0.48% 1.72% 2.02% 6.9% 1.28% 3.03% 3.01%
2026/09/14 18.87% 17.25% 14.95% 0.12% 2.33% 2.39% 5.69% 1.67% 5.94% 5.1%
2026/09/15 27.48% 19.12% 10.87% 1.44% 1.11% 3.12% 14.61% 1.36% 0.18% 1.1%
2026/09/16 42.77% 13.86% 3.99% 0.82% 2.36% 2.69% 5.58% 3.06% 0.46% 3.39%
2026/09/17 39.69% 16.5% 6.96% 0.49% 0.55% 2.25% 4.58% 4.57% 1.65% 1.89%
2026/09/18 33.72% 19.46% 9.18% 0.95% 0.66% 2.38% 7.11% 3.04% 0.59% 3.39%
2026/09/19 30.32% 20.9% 9.88% 2.07% 1.94% 3.75% 6.25% 0.31% 0.99% 2.09%
2026/09/20 35.34% 21.34% 10.8% 1.42% 2.71% 2.11% 2.89% 0.31% 0.46% 2.59%
2026/09/21 35.94% 18.95% 4.67% 1.14% 3.01% 3.35% 4.3% 3.87% 1.02% 0.06%
2026/09/22 34.63% 17.5% 6.96% 1.63% 0.95% 3.76% 2.85% 3.99% 0.25% 0.34%
2026/09/23 33.82% 19.44% 4.89% 1.2% 1.54% 1.32% 5.22% 5.07% 0.02% 2.6%
2026/09/24 42.52% 13.43% 6.12% 2.13% 2.43% 1.28% 7.59% 3.88% 0.03% 0.05%
2026/09/25 41.27% 17.51% 5.23% 0.88% 1.52% 0.93% 3.11% 4.12% 0.15% 0.03%
2026/09/26 45.06% 16.77% 4.51% 0.79% 5.16% 0.75% 3.73% 0.79% 0.59% 1.19%
2026/09/27 43.88% 18.8% 6.71% 0.68% 3.79% 1.44% 1.7% 0.45% 0.03% 0.04%
2026/09/28 43.61% 14.08% 3.88% 0.82% 4.02% 1.31% 2.45% 2.16% 0.12% 0.03%
2026/09/29 46.18% 19.43% 3.63% 1.09% 1.27% 0.76% 2.66% 1.63% 0.02% 0.21%
2026/09/30 44.39% 14.35% 6.15% 2.58% 2% 1.8% 1.28% 0.55% 0.3% 0.14%
  • xero.com
  • sage.com
  • taxassist.co.uk
  • comparetheaccountant.com
  • taxd.co.uk
  • tide.co
  • thomsonreuters.com
  • theaccountancy.co.uk
  • taxeezy.co.uk
  • companiesmadesimple.com

Copyright © Adthena. All rights reserved.

In September 2026, xero.com dominated with a peak impression share of 46.18% on the 29th. Sage.com fluctuated, ending at 14.35%. Taxassist.co.uk saw a decline, closing at 6.15%. Overall, xero.com led the month.

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
    Calculating UK VAT | Companies MadeSimple https://www.companiesmadesimple.com

    Master VAT calculations for your UK business with our clear guide Learn how to apply the correct rates, and stay compliant with HMRC regulations.

  2. 2
    Self Assessment Tax Return UK https://www.sage.com

    Easy Tax Returns — Free Sage Accounting Software Forever | Get Sage Accounting Today.

  3. 3
    Self-Assessment Tax Returns | TaxAssist Accountants https://www.taxassist.co.uk

    Local experts in business taxation. Book your free face-to-face consultation today.

  4. 4
    VAT Compliance Software - ONESOURCE for UK Corporates https://europe.thomsonreuters.com

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

  5. 5
    Income Tax Calculator: Estimate Your Tax Bill | 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 & Move That Business Idea Closer To Reality Today. Simple.

Copyright © Adthena. All rights reserved.

In the competitive landscape of UK tax and accounting PPC ads, Companies MadeSimple stands out with its clear VAT calculation guide, ensuring compliance with HMRC. Sage offers free accounting software, simplifying self-assessment tax returns. TaxAssist Accountants emphasizes local expertise with free consultations. Thomson Reuters’ ONESOURCE automates VAT compliance, while Xero provides intuitive calculators for managing profits and margins.

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