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UK Services Tax and Accounting - PPC Market Share Analysis March 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 14.2363366836
85.7636633164
14%

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 44
56
44%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 1%
Transactional 0%
Navigational 0%
Seasonal 0%
Local 0%
Problem Solving 33%

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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
sage.com 22.29
gov.uk 18.69
xero.com 15.87
theaccountancy.co.uk 11.33
taxassist.co.uk 6.38
taxd.co.uk 2.04
anna.money 1.52
sleek.com 1.45
riftservices.co.uk 1.02
careaccountancy.co.uk 0.97
others 18.44
  • sage.com - 22.29%
  • gov.uk - 18.69%
  • xero.com - 15.87%
  • theaccountancy.co.uk - 11.33%
  • taxassist.co.uk - 6.38%
  • taxd.co.uk - 2.04%
  • anna.money - 1.52%
  • sleek.com - 1.45%
  • riftservices.co.uk - 1.02%
  • careaccountancy.co.uk - 0.97%
  • others - 18.44%

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, Sage.com leads with 22.29% click share, closely followed by Gov.uk at 18.69%. ‘Others’ collectively hold a significant 18.44%, 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 theaccountancy.co.uk anna.money sleek.com taxd.co.uk gov.uk taxassist.co.uk taxez.co.uk getmoss.com
2026/03/01 20.17% 28.81% 19.62% 0.64% 1.81% 1.71% 1.49% 1.36% 1.33% 0.33%
2026/03/02 16.05% 23.83% 23.31% 0.56% 3.73% 1.33% 0.55% 1.86% 1.01% 2.69%
2026/03/03 13.74% 24.49% 20.22% 0.22% 3.69% 2.76% 6.61% 2.33% 1.26% 2.53%
2026/03/04 13.96% 23.15% 23.62% 0.45% 4.36% 1.64% 6.47% 1.67% 1.05% 0.93%
2026/03/05 19.2% 22.55% 19.91% 0.33% 3.94% 2.28% 4.72% 3.25% 1.1% 1.32%
2026/03/06 23.58% 19.52% 18.43% 0.29% 2.97% 2.99% 3.49% 2.3% 1.06% 0.7%
2026/03/07 19.87% 25.23% 20.1% 0.5% 0.9% 2.48% 1.89% 4.65% 1.38% 0.33%
2026/03/08 21.77% 26.21% 18.5% 0.56% 1.19% 1.95% 3.87% 2.7% 1.19% 0.03%
2026/03/09 21.52% 16.17% 20.91% 0.37% 1.79% 2.57% 3.58% 3.32% 1.24% 0.5%
2026/03/10 18% 19.83% 23.69% 0.42% 2.3% 1.14% 1.12% 3.65% 1.28% 0.82%
2026/03/11 16.72% 18.89% 23.92% 1.24% 3.37% 2.32% 1.12% 3.62% 1.68% 3.65%
2026/03/12 16.75% 20.45% 21.21% 1.31% 3.87% 2.53% 1.02% 2.82% 0.86% 1.77%
2026/03/13 17.17% 22.1% 24.18% 1.26% 3.78% 2.2% 0.61% 2.63% 0.87% 1.85%
2026/03/14 16.86% 25.19% 20.83% 1.32% 2.77% 0.88% 1.48% 4.05% 0.83% 1.83%
2026/03/15 21.54% 23.14% 23.37% 1.86% 1.8% 0.36% 1.89% 4.71% 1.49% 0.69%
2026/03/16 18.46% 27.26% 19.84% 1.28% 3.46% 0.67% 1.63% 2.46% 1.15% 1.54%
2026/03/17 16.37% 27.47% 13.53% 2.48% 3.52% 1.73% 2.99% 3.29% 1.7% 1.56%
2026/03/18 15.85% 28.32% 15.58% 3.42% 3.59% 1.73% 1.69% 2.63% 1.89% 1.93%
2026/03/19 6.46% 31.91% 18.29% 3.66% 4.19% 1.81% 0.15% 4.51% 1.6% 0.87%
2026/03/20 8.98% 35.13% 12.79% 3.2% 4.28% 0.92% 0.15% 3.01% 1.52% 2.45%
2026/03/21 16.74% 28.14% 9.79% 2.88% 1.77% 0.54% 15.58% 2.41% 1.45% 1.86%
2026/03/22 15.95% 31.54% 15.9% 3.27% 1.3% 1.08% 2.4% 5.34% 1.63% 2.41%
2026/03/23 14.91% 26.26% 13.71% 4.04% 4.37% 0.86% 1.41% 4.52% 1.28% 1.89%
2026/03/24 16.18% 27.15% 13.37% 2.45% 3.5% 1.71% 2.96% 3.26% 1.68% 1.54%
2026/03/25 15.97% 24.82% 11.69% 5.21% 5.18% 1.03% 0.78% 2.58% 1.4% 1.67%
2026/03/26 13.92% 23.7% 13.71% 6.8% 5.63% 2.65% 0.44% 2.32% 1.3% 0.06%
2026/03/27 17.92% 18.34% 12.98% 5.31% 5.52% 0.57% 3.5% 3.51% 1% 1.79%
2026/03/28 19.52% 21.71% 13.82% 6.4% 1.32% 2.52% 1.08% 5.9% 1.45% 0.03%
2026/03/29 19.79% 23.74% 8.59% 6.78% 1.77% 2.36% 3.97% 4.05% 1.54% 0.03%
2026/03/30 17.03% 15.93% 11.25% 5.82% 4.47% 4.5% 2.07% 2.08% 1.99% 0.03%
2026/03/31 22.23% 15.23% 7.27% 6.66% 4.24% 4% 3.92% 3.13% 0.82% 0.04%
  • xero.com
  • sage.com
  • theaccountancy.co.uk
  • anna.money
  • sleek.com
  • taxd.co.uk
  • gov.uk
  • taxassist.co.uk
  • taxez.co.uk
  • getmoss.com

Copyright © Adthena. All rights reserved.

In March 2026, Sage.com led PPC spend, peaking mid-month. Xero.com fluctuated, ending strong. Theaccountancy.co.uk declined, while Anna.money and Sleek.com saw growth. Taxd.co.uk and Gov.uk had varied trends.

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
2026/03/01 274
2026/03/02 292
2026/03/03 295
2026/03/04 293
2026/03/05 281
2026/03/06 283
2026/03/07 290
2026/03/08 289
2026/03/09 293
2026/03/10 288
2026/03/11 281
2026/03/12 291
2026/03/13 291
2026/03/14 282
2026/03/15 279
2026/03/16 298
2026/03/17 291
2026/03/18 288
2026/03/19 287
2026/03/20 290
2026/03/21 273
2026/03/22 279
2026/03/23 296
2026/03/24 291
2026/03/25 284
2026/03/26 277
2026/03/27 282
2026/03/28 271
2026/03/29 277
2026/03/30 279
2026/03/31 273

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March saw fluctuating advertiser numbers, peaking at 298 on March 16. The month concluded with a slight decline, ending at 273.

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
sage.com 3.64%
anna.money 2.43%
taxassist.co.uk 1.43%
careaccountancy.co.uk 1%
riftservices.co.uk 0.67%
taxeezy.co.uk -0.5%
intuit.com -0.72%
gov.uk -3.09%
xero.com -3.42%
theaccountancy.co.uk -5.8%

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Sage.com surged with a 3.64% click share increase, while theaccountancy.co.uk plummeted by 5.8%. Anna.money and taxassist.co.uk also rose, contrasting declines from xero.com and gov.uk.

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 taxd.co.uk gov.uk anna.money taxassist.co.uk sleek.com theaccountancy.co.uk riftservices.co.uk comparetheaccountant.com
2026/03/01 17.59% 44.42% 3.27% 2.87% 0.46% 1.61% 1.19% 9.77% 0.57% 0.65%
2026/03/02 14.81% 39.29% 2.7% 0.5% 0.49% 2.5% 3.09% 13.54% 0.24% 1.19%
2026/03/03 11.35% 35.58% 5.4% 9.87% 0.2% 3.21% 2.96% 13.09% 0.4% 0.6%
2026/03/04 12.81% 30.67% 3.07% 13.79% 0.38% 2.4% 3.15% 13.6% 0.52% 1.09%
2026/03/05 20.72% 30.44% 4.54% 4% 0.25% 4.33% 3.16% 14.16% 1.23% 0.72%
2026/03/06 29.18% 21.41% 5.98% 3.94% 0.25% 3.39% 1.79% 10.5% 0.83% 0.67%
2026/03/07 19.71% 31.8% 4.98% 3.5% 0.44% 7.05% 0.59% 11.87% 0.69% 0.81%
2026/03/08 21.57% 33.44% 3.69% 7.21% 0.42% 3.28% 0.68% 11.54% 0.61% 0.92%
2026/03/09 26.41% 17.54% 5.32% 5.43% 0.28% 5.55% 1.28% 11.73% 0.84% 1.48%
2026/03/10 21.57% 21.88% 2.6% 1.76% 0.38% 6% 1.8% 16.88% 0.97% 1.06%
2026/03/11 19.94% 23.95% 5.23% 1.35% 1.21% 5.93% 3% 16.38% 0.78% 1.45%
2026/03/12 17.52% 25.82% 5.45% 1.11% 1.09% 4.04% 3.12% 11.99% 0.57% 0.83%
2026/03/13 20.46% 25.46% 4.51% 1% 1.27% 4.01% 3.14% 15.28% 0.38% 0.78%
2026/03/14 16.72% 33.6% 1.7% 1.02% 1.03% 7% 2.49% 14.58% 1.55% 0.95%
2026/03/15 24.24% 29.25% 0.57% 2.47% 1.25% 7.72% 1.34% 15.43% 0.65% 1.41%
2026/03/16 18.52% 36.68% 1.27% 3.79% 0.77% 3.19% 2.69% 12.07% 0.46% 1.15%
2026/03/17 16.92% 34.53% 3.24% 2.47% 1.64% 4.9% 2.56% 6.86% 1.49% 0.66%
2026/03/18 15.03% 38.18% 3.36% 2.97% 2.39% 3.97% 2.83% 7.76% 0.84% 0.67%
2026/03/19 4.85% 43.02% 3.39% 0.18% 2.51% 6.76% 2.68% 7.42% 0.81% 0.29%
2026/03/20 7.8% 46.57% 1.73% 0.17% 2.15% 4.92% 2.98% 5.8% 2.14% 0.65%
2026/03/21 18.02% 40.85% 0.74% 11.99% 1.86% 2.98% 1.35% 4.91% 0.83% 0.31%
2026/03/22 14.99% 40.43% 1.66% 4.83% 2.21% 8.68% 0.79% 6.95% 0.73% 1.03%
2026/03/23 15.18% 32.95% 1.48% 1.3% 2.81% 6.93% 3.51% 6.35% 0.77% 1.17%
2026/03/24 16.92% 34.53% 3.24% 2.47% 1.64% 4.9% 2.56% 6.86% 1.49% 0.66%
2026/03/25 23.45% 28.43% 1.89% 1.1% 3.45% 3.23% 3.95% 5.77% 1.28% 0.36%
2026/03/26 13.47% 29.87% 6.65% 0.51% 5.44% 3.11% 5.52% 7.11% 0.53% 0.89%
2026/03/27 19.48% 19.74% 0.81% 3.31% 4.27% 6.08% 5.32% 6.61% 1.31% 0.78%
2026/03/28 19.5% 25.62% 5.27% 1.32% 4.27% 11.67% 0.83% 6.34% 2.1% 0.89%
2026/03/29 20.62% 26.18% 4.98% 3.05% 4.53% 6.61% 1.43% 4.58% 3.64% 1.9%
2026/03/30 18.12% 16.11% 10.39% 6.58% 3.98% 3.06% 3.31% 4.8% 1.57% 0.64%
2026/03/31 25.3% 15.25% 8.53% 5.81% 4.66% 4.47% 3.67% 3.02% 0.63% 0.38%
  • xero.com
  • sage.com
  • taxd.co.uk
  • gov.uk
  • anna.money
  • taxassist.co.uk
  • sleek.com
  • theaccountancy.co.uk
  • riftservices.co.uk
  • comparetheaccountant.com

Copyright © Adthena. All rights reserved.

In March 2026, Sage.com dominated PPC impressions, peaking mid-month. Xero.com fluctuated, ending strong. Taxd.co.uk and Gov.uk showed modest gains. Anna.money and Taxassist.co.uk saw steady growth. The month concluded with Sage.com 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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Google Text Ad Copy Insights & Creative Trends for UK Services Tax and Accounting - Last month
  1. 1
    GOV.UK Guidance for Workers | Protect Your Pay & NI https://www.gov.uk

    Make sure tax on your payslip matches what's on the HMRC app. Workers can check the HMRC app to make sure tax on payslips is right.

  2. 2
    Scottish Budget Calculator - 2026 Budget - PolicyEngine Scotland https://www.policyengine.org

    See how Scottish tax rates compare to the rest of the UK. Personal impact calculator.

  3. 3
    Self Assessment Tax Return UK - Free Self Assessment Software https://www.sage.com

    Free Sage Accounting Software Forever | Get Sage Accounting Today. Get Your Self Assessment Tax Return Sorted In Three Simple Steps With Sage™ Accounting.

  4. 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 expert support — just £99. Simple & Easy To Use.

  5. 5
    Income Tax Calculator: Estimate Your Tax Bill | Xero UK https://www.xero.com

    Try One Of Xero's Free Business Calculators And Get Started Planning Today. Xero SMB Calculators. Your Planning Tool For The Milestone...

Copyright © Adthena. All rights reserved.

In the competitive landscape of tax and accounting PPC ads, five key players emerge with distinct narratives. GOV.UK emphasizes worker protection, ensuring payslip accuracy via the HMRC app. PolicyEngine Scotland offers a comparative view of Scottish tax rates, enhancing personal financial awareness. Sage simplifies self-assessment with free software, while Taxd provides stress-free, affordable tax filing, boasting Trustpilot excellence. Xero empowers small businesses with free planning tools, aiding in tax estimation. Each ad uniquely addresses user needs, from protection and comparison to simplicity and empowerment.

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