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UK Services Tax and Accounting - PPC Market Share Analysis February 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 13.76
theaccountancy.co.uk 9.3
taxscouts.com 6.38
quickbooks.intuit.com 5.97
stripe.com 3.31
bark.com 3.25
taxassist.co.uk 3.13
taxd.co.uk 2.46
brianalfred.co.uk 2.06
invoicehome.com 1.99
others 48.39

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Xero.com leads with 13.76% click share, followed by theaccountancy.co.uk at 9.3%. Others dominate with 48.39%, 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 quickbooks.intuit.com theaccountancy.co.uk xero.com bark.com taxscouts.com sleek.com comparetheaccountant.com taxd.co.uk stripe.com taxassist.co.uk
2025/02/01 6.32% 8.35% 14.4% 3.58% 9.36% 0.7% 1.53% 4.22% 4.39% 2.28%
2025/02/02 7.12% 7.37% 13.88% 2.75% 7.69% 0.57% 1.61% 6.75% 4% 2.12%
2025/02/03 7.35% 7.5% 12.99% 3.52% 5.55% 1.82% 1.48% 3.19% 4.45% 1.46%
2025/02/04 7.74% 8.87% 12.71% 3.13% 5.65% 1.67% 1.3% 2.86% 3.88% 1.47%
2025/02/05 9.26% 10.03% 12.25% 3.63% 5.39% 2.42% 1.45% 2.66% 3.74% 2.02%
2025/02/06 4.74% 9.14% 13.39% 3.59% 5.46% 2.59% 1.26% 1.73% 4.79% 1.94%
2025/02/07 3.98% 12.42% 13.16% 3.71% 7.59% 2.43% 1.47% 2.84% 3.63% 2.6%
2025/02/08 3.09% 15.83% 11.79% 4.06% 9.84% 0.49% 1.41% 3.05% 2.86% 3.67%
2025/02/09 2.71% 12.11% 10.21% 4.34% 9.21% 0.37% 1.3% 5.18% 3.39% 4.39%
2025/02/10 5.91% 12.26% 9.55% 5.8% 7.96% 1.27% 1.92% 2.67% 3.2% 2.83%
2025/02/11 4.31% 13.19% 10.62% 4.64% 8.79% 2.54% 1.66% 2.39% 3.6% 2.55%
2025/02/12 3.46% 13.89% 12.58% 4.91% 8.58% 2.31% 1.92% 2.63% 3.61% 2.1%
2025/02/13 2.29% 14.79% 13.61% 4.37% 9.01% 2.44% 2.05% 3.05% 3.3% 2.29%
2025/02/14 1.95% 13.24% 14.47% 3.82% 9.47% 2.8% 2.37% 3.19% 4.28% 1.68%
2025/02/15 1.73% 11.06% 16.13% 2.01% 8.61% 1.06% 2.22% 3.28% 3.87% 1.54%
2025/02/16 1.82% 10.51% 17.51% 2.73% 6.44% 1.18% 2.39% 1.97% 2.91% 1.73%
2025/02/17 5.05% 11.76% 19.2% 3.69% 4.11% 2.28% 2.43% 1.87% 3.49% 2.38%
2025/02/18 6.51% 11.11% 20.43% 3.99% 4.88% 2.3% 2.68% 2.22% 2.17% 2.29%
2025/02/19 6.34% 14.31% 17.86% 3.42% 4.99% 2.61% 2.51% 2.24% 3.64% 1.79%
2025/02/20 7.21% 12.14% 17.22% 3.69% 4.81% 2.41% 2.11% 1.38% 3.8% 2.09%
2025/02/21 7.43% 11.5% 14.84% 4.27% 5.27% 1.87% 1.97% 2.05% 4.35% 2.66%
2025/02/22 8.79% 10.3% 15.04% 3.55% 6.72% 1.31% 1.28% 2% 3.18% 3.11%
2025/02/23 9.77% 11.91% 15.58% 4.27% 6.2% 0.85% 1.13% 2.52% 4.19% 1.65%
2025/02/24 9.15% 12.22% 12.9% 5.72% 3.81% 2.76% 1.4% 1.83% 3.47% 1.9%
2025/02/25 16.33% 10.89% 10.58% 5.01% 4.26% 3.2% 1.87% 1.73% 0.46% 2.55%
2025/02/26 16.63% 10.01% 12.63% 4.61% 3.55% 2.55% 1.31% 2.5% 0.62% 1.53%
2025/02/27 21.7% 9.07% 11.43% 4.99% 3.02% 2.25% 1.48% 1.44% 0.33% 0.87%
2025/02/28 15.37% 11.87% 11.46% 5.05% 3.88% 2.55% 1.75% 1.04% 0.62% 0.5%

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In February 2025, QuickBooks saw a dramatic rise, peaking at 21.70% on the 27th. Xero’s share surged mid-month, reaching 20.43% on the 18th. The month concluded with QuickBooks leading, followed by Xero.

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
2025/02/01 965
2025/02/02 1015
2025/02/03 1018
2025/02/04 1085
2025/02/05 1091
2025/02/06 1060
2025/02/07 968
2025/02/08 952
2025/02/09 908
2025/02/10 896
2025/02/11 932
2025/02/12 892
2025/02/13 861
2025/02/14 883
2025/02/15 796
2025/02/16 829
2025/02/17 827
2025/02/18 856
2025/02/19 825
2025/02/20 890
2025/02/21 854
2025/02/22 846
2025/02/23 827
2025/02/24 811
2025/02/25 855
2025/02/26 843
2025/02/27 819
2025/02/28 797

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February began with 965 advertisers, peaking at 1,091 on the 5th. A decline followed, ending the month at 797.

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
quickbooks.intuit.com 4.8%
xero.com 3.29%
tipalti.com 0.72%
caroola.com 0.67%
brightsg.com 0.62%
stripe.com -1.09%
gov.uk -1.15%
taxd.co.uk -1.31%
brianalfred.co.uk -1.99%
taxscouts.com -2.77%

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QuickBooks and Xero surged in click share, gaining 4.80% and 3.29% respectively. Meanwhile, TaxScouts and Brian Alfred saw declines of 2.77% and 1.99%.

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 quickbooks.intuit.com xero.com theaccountancy.co.uk taxscouts.com bark.com comparetheaccountant.com taxd.co.uk brianalfred.co.uk taxassist.co.uk stripe.com
2025/02/01 5.93% 13.56% 6.49% 10.23% 2.32% 1.31% 6.25% 0.97% 2.14% 4.33%
2025/02/02 6.42% 12.82% 4.94% 8.32% 1.72% 1.52% 10.47% 2.11% 2.04% 3.8%
2025/02/03 6.54% 11.62% 5.59% 5.91% 2.37% 1.33% 4.42% 3.36% 1.31% 4.19%
2025/02/04 6.93% 11.48% 6.27% 5.41% 2% 1.13% 4.46% 3.3% 1.41% 3.83%
2025/02/05 8.54% 10.78% 7.49% 5.4% 2.32% 1.25% 3.81% 2.57% 2.24% 3.39%
2025/02/06 3.76% 12.17% 7.17% 5.34% 2.28% 1.16% 2.45% 3.06% 1.93% 4.62%
2025/02/07 2.64% 11.38% 8.67% 7.9% 3.47% 1.19% 4.17% 4.54% 2.91% 3.15%
2025/02/08 2.33% 10.66% 12.43% 11.35% 2.74% 1.19% 4.49% 5.59% 4.02% 2.83%
2025/02/09 1.65% 8.36% 9.11% 10.3% 3.01% 1.21% 7.83% 4.68% 4.34% 3.01%
2025/02/10 5.1% 8.42% 9.4% 8.65% 4.31% 1.71% 3.96% 5.03% 2.72% 2.91%
2025/02/11 3.87% 8.74% 11.15% 10.7% 3.39% 1.55% 3.89% 3.05% 2.85% 3.27%
2025/02/12 2.57% 11.35% 11.12% 10.14% 3.55% 1.82% 4.4% 0.61% 1.83% 3.55%
2025/02/13 1.82% 12.14% 11.85% 11.19% 3.05% 1.88% 4.58% 0.79% 2.25% 3.18%
2025/02/14 1.17% 13.37% 10.74% 11.87% 2.29% 2.23% 4.55% 2.25% 2.03% 4.05%
2025/02/15 1.13% 15.31% 8.55% 10.82% 1.4% 2.13% 5.19% 0.67% 1.51% 3.94%
2025/02/16 1.22% 17.25% 8% 6.95% 1.57% 2.18% 2.63% 0.79% 1.5% 3.04%
2025/02/17 5.05% 19.17% 9.95% 4.28% 2.57% 2.28% 2.87% 0.26% 2.37% 3.52%
2025/02/18 7.6% 21.07% 9.15% 5.21% 3.12% 2.97% 3.31% 0.15% 2.22% 2%
2025/02/19 6.09% 16.64% 11.03% 5.98% 2.21% 2.32% 3.21% 0.37% 1.6% 3.65%
2025/02/20 6.74% 16.29% 9.41% 4.93% 2.52% 1.97% 1.91% 0.68% 2.33% 3.51%
2025/02/21 6.59% 13.3% 9.23% 5.69% 3.02% 1.83% 2.94% 1.56% 3.09% 4.33%
2025/02/22 8.8% 14.25% 8.25% 7.56% 2.21% 1.18% 3.05% 1.29% 3.36% 2.83%
2025/02/23 10.06% 14.41% 9.42% 7.22% 2.93% 1.03% 3.61% 1.28% 1.66% 3.72%
2025/02/24 9.4% 12.35% 9.18% 4.21% 4.23% 1.36% 3.13% 1.85% 2.13% 3.36%
2025/02/25 19.56% 8.83% 8.66% 4.38% 3.34% 1.95% 2.64% 1.52% 2.51% 0.36%
2025/02/26 19.32% 10.87% 7.52% 3.99% 2.98% 1.17% 3.68% 0.8% 1.71% 0.51%
2025/02/27 24% 10.05% 6.28% 2.91% 3.38% 1.4% 2.06% 1.01% 0.78% 0.25%
2025/02/28 17.15% 10.15% 8.34% 4.66% 3.5% 1.73% 1.57% 0.85% 0.44% 0.35%

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February saw QuickBooks’ impression share soar, peaking at 24.00% on the 27th. Xero maintained a steady presence, while The Accountancy and TaxScouts experienced fluctuations. The month concluded with QuickBooks leading.

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
    Find Accountants in Your Area https://www.bark.com › professional › accountants

    Prices To Suit All Budgets — Check Out Profiles, Reviews and Websites Of Accountants in Your Area. Place a Free Request

  2. 2
    Easily Create & Send Invoices https://www.stripe.com

    Invoicing Made Easy — Automate your manual accounts receivable processes with Stripe Invoicing. Learn more today

  3. 3
    We sort your Self Assessment - UK's #1 Tax Return Service https://www.taxscouts.com › online-services › tax-return

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

  4. 4
    Cheap Self Assessment Service | £24.50 P/M SA Accountant https://www.theaccountancy.co.uk › self-assessment

    We don't do 'account managers', we provide your business with its own dedicated accountant

  5. 5
    How to fill in a Self Assessment Tax Return online https://www.xero.com

    Find Guides, Articles, And Infographics To Help You Do Better Business, Download Today.

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In the competitive landscape of Google PPC, five advertisers stand out with distinct themes and messaging. Bark.com emphasizes local connections, offering budget-friendly accountant options. Stripe.com simplifies invoicing, automating processes for efficiency. Taxscouts.com revolutionizes tax returns with glowing reviews. Theaccountancy.co.uk provides personalized service at affordable rates. Xero.com educates users with comprehensive resources. Each ad uniquely addresses user needs, showcasing diverse approaches in the tax and accounting sector.

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