UK Software & Technology Payroll / Accounting - PPC Market Share Analysis December 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Payroll / Accounting category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Google AI Overview visibility for Software & Technology Payroll / 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	27.6951647145
	72.3048352855

27%

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	40
	60

40%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	17%
Transactional	7%
Navigational	14%
Seasonal	0%
Local	0%
Problem Solving	14%

Market Exposure

Share of Clicks for top 10 UK Software & Technology Payroll / 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	64.36
sage.com	12.53
quickbooks.intuit.com	12.48
invoicehome.com	1.57
stripe.com	1.12
bizimply.com	0.44
tipalti.com	0.42
capterra.com	0.38
brightsg.com	0.33
blackline.com	0.31
others	6.06

xero.com - 64.36%
sage.com - 12.53%
quickbooks.intuit.com - 12.48%
invoicehome.com - 1.57%
stripe.com - 1.12%
bizimply.com - 0.44%
tipalti.com - 0.42%
capterra.com - 0.38%
brightsg.com - 0.33%
blackline.com - 0.31%
others - 6.06%

Xero.com dominates with 64.36% click share, overshadowing competitors. Quickbooks.intuit.com and Sage.com follow closely, while ‘others’ collectively hold 6.06%.

Market Exposure

Share of Spend for the top 10 UK Software & Technology Payroll / 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	quickbooks.intuit.com	sage.com	stripe.com	accountsiq.com	deel.com	invoicehome.com	employmenthero.com	adp.com	tipalti.com
2025/12/01	28.67%	18.66%	19.55%	1.05%	0.18%	1.05%	2.67%	0.68%	1.86%	3.1%
2025/12/02	29.35%	23.08%	15.44%	0.74%	0.84%	1.89%	1.88%	0.67%	0.4%	2.2%
2025/12/03	29.21%	23.34%	14.61%	1.72%	0.15%	0.73%	2.23%	0.92%	1.7%	1.99%
2025/12/04	32.68%	22.77%	12.35%	1.8%	0.76%	1.46%	1.8%	0.73%	1.4%	3.18%
2025/12/05	33.33%	20.98%	15.98%	3.32%	0.43%	1.54%	1.76%	0.66%	1.02%	2.63%
2025/12/06	32.33%	21.51%	19.8%	1.91%	0.28%	0.78%	0.97%	1.09%	1.58%	3.43%
2025/12/07	32.24%	21.67%	18.41%	2.16%	0.9%	0.81%	1.1%	4.47%	1.98%	3.48%
2025/12/08	31.25%	21.79%	17.56%	2.59%	0.53%	1.24%	1.23%	2.14%	0.88%	3.03%
2025/12/09	28.23%	19.84%	18.58%	4.05%	0.65%	2.34%	2.21%	0.54%	1.57%	1.11%
2025/12/10	31.11%	16.94%	18.02%	4.6%	0.39%	2.01%	1.73%	0.65%	1.06%	1.09%
2025/12/11	33.15%	16.08%	16.88%	4.89%	0.63%	2.11%	2.09%	0.91%	1.33%	0.9%
2025/12/12	34.65%	14.13%	20.21%	3.93%	0.97%	1.73%	1.49%	0.5%	1.03%	0.97%
2025/12/13	33.98%	13.36%	23.54%	4%	0.4%	1.11%	0.97%	1.16%	2.16%	2.34%
2025/12/14	35.12%	14.85%	22.74%	4%	0.88%	0.87%	1.24%	1.7%	1.85%	2.49%
2025/12/15	34.54%	16.1%	19.33%	4.84%	0.76%	0.88%	1.87%	1.39%	1.76%	0.87%
2025/12/16	27.78%	16.78%	21.02%	5.44%	0.54%	1.37%	2.29%	1.66%	1.29%	1.61%
2025/12/17	29.5%	15.86%	19.81%	4.88%	0.67%	1.71%	1.87%	0.7%	1.31%	2.1%
2025/12/18	29.49%	16.61%	22.16%	5.02%	0.88%	1.61%	2.04%	0.32%	1.61%	0.7%
2025/12/19	30.73%	17.8%	23.37%	4.7%	0.73%	1.56%	0.9%	0.29%	1.08%	0.73%
2025/12/20	32.3%	17%	23.94%	3.94%	0.14%	1.5%	0.84%	0.29%	1.51%	2.67%
2025/12/21	34.26%	15.44%	24.04%	4.37%	0.3%	1.44%	0.8%	0.28%	1.71%	1.66%
2025/12/22	35.86%	14.84%	21.01%	4.54%	0.31%	1.31%	1.76%	0.29%	0.57%	1.37%
2025/12/23	28.75%	17.94%	21.34%	6.38%	1.04%	1.5%	1.89%	0.32%	0.64%	0.28%
2025/12/24	30.91%	15.61%	21.01%	5.02%	1.43%	2.06%	1.59%	0.52%	0.42%	0.21%
2025/12/25	33.62%	15.01%	20.93%	4.53%	1.28%	1.64%	1.44%	1.16%	0.96%	0.18%
2025/12/26	35.23%	16.31%	19.54%	4.82%	2.18%	0.78%	1.11%	0.23%	0.51%	0.14%
2025/12/27	35.28%	18.74%	18.09%	3.98%	1.3%	0.9%	1.09%	0.22%	0.59%	0.11%
2025/12/28	30.67%	21.9%	18.53%	5.04%	1.17%	0.71%	2.29%	0.23%	0.3%	0.08%
2025/12/29	26.64%	20.37%	17.13%	5.43%	2.42%	1.21%	1.93%	0.23%	0.35%	0.03%
2025/12/30	29.75%	21.13%	15.23%	5.77%	1.93%	0.96%	2.03%	0.49%	0.3%	0%
2025/12/31	30.88%	24.24%	10.82%	4.99%	2.66%	1.26%	1.22%	0.57%	0.46%	0%

xero.com
quickbooks.intuit.com
sage.com
stripe.com
accountsiq.com
deel.com
invoicehome.com
employmenthero.com
adp.com
tipalti.com

In December 2025, Xero led with fluctuating spend, peaking mid-month. QuickBooks saw a decline, while Sage’s share dropped sharply. Stripe and AccountsIQ showed steady growth. EmploymentHero and ADP had minimal impact. Tipalti’s share dwindled.

Market Exposure

Competitor Count for UK Software & Technology Payroll / 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	368
2025/12/02	358
2025/12/03	361
2025/12/04	368
2025/12/05	363
2025/12/06	346
2025/12/07	346
2025/12/08	358
2025/12/09	357
2025/12/10	362
2025/12/11	357
2025/12/12	357
2025/12/13	346
2025/12/14	334
2025/12/15	357
2025/12/16	352
2025/12/17	340
2025/12/18	347
2025/12/19	350
2025/12/20	334
2025/12/21	334
2025/12/22	350
2025/12/23	356
2025/12/24	357
2025/12/25	348
2025/12/26	343
2025/12/27	336
2025/12/28	334
2025/12/29	350
2025/12/30	335
2025/12/31	324

December saw fluctuating advertiser numbers, peaking at 368 and ending at 324, indicating a downward trend.

Campaign Efficiency

Market Loss & Market Gains for UK Software & Technology Payroll / 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	0.76%
iris.co.uk	0.27%
quickbooks.intuit.com	0.23%
stripe.com	0.2%
salesforce.com	0.15%
commercialexperts.com	-0.11%
bizimply.com	-0.21%
theaccountancy.co.uk	-0.22%
employmenthero.com	-0.39%
tipalti.com	-0.46%

Sage.com surged with a 0.76 increase, while tipalti.com dropped by 0.46.

Campaign Efficiency

UK Software & Technology Payroll / 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	quickbooks.intuit.com	accountsiq.com	sage.com	stripe.com	ukg.co.uk	brightsg.com	invoicehome.com	getjobber.com	tipalti.com
2025/12/01	28.47%	22.07%	0.33%	10.88%	0.71%	2.1%	0.61%	2.12%	0.2%	6.31%
2025/12/02	31.1%	31.14%	1.85%	8.12%	0.43%	1.74%	1.01%	1.5%	1.83%	1.66%
2025/12/03	30.23%	30.44%	0.15%	6.68%	1.66%	0.07%	0.32%	1.75%	1.97%	3.12%
2025/12/04	33.4%	30.12%	1.65%	5%	1.13%	0.79%	0.64%	1.42%	0.62%	5.87%
2025/12/05	34.99%	28.62%	0.68%	6.74%	2.39%	0.71%	0.61%	1.36%	0.16%	3.65%
2025/12/06	34.13%	27.42%	0.52%	9.33%	1.82%	0.01%	0.99%	0.7%	0.53%	7.25%
2025/12/07	34.15%	27.55%	1.95%	9.2%	1.67%	0.01%	1.06%	0.86%	0.3%	7.1%
2025/12/08	33.72%	28.08%	0.82%	6.3%	2.01%	0.66%	1.87%	0.93%	0.22%	6.07%
2025/12/09	31.18%	28.41%	1.34%	8.58%	2.79%	0.8%	1.33%	1.9%	0.24%	2.07%
2025/12/10	36.5%	22.19%	0.34%	6.76%	3.43%	0.1%	1.4%	1.44%	0.65%	1.46%
2025/12/11	37.92%	22.48%	1.17%	6.21%	4.07%	0.7%	0.64%	1.47%	0.51%	1.32%
2025/12/12	38.42%	19.98%	1.93%	9.14%	2.71%	1.96%	1.1%	1.24%	0.52%	1.27%
2025/12/13	36.39%	19.27%	0.86%	15.17%	2.54%	0.01%	1.14%	0.84%	1.24%	5.98%
2025/12/14	38.32%	20.53%	1.94%	12.55%	2.19%	0.01%	1.29%	1.01%	0.51%	6.15%
2025/12/15	43.01%	19.65%	1.45%	8.99%	3.31%	0.73%	1.67%	1.58%	0.19%	0.87%
2025/12/16	33.39%	23.34%	1.07%	11.81%	3.49%	1.97%	0.76%	1.84%	0.08%	2.72%
2025/12/17	36.43%	17.61%	1.19%	10.02%	3.03%	1.35%	0.72%	1.44%	0.58%	3.12%
2025/12/18	38.68%	16.59%	2.06%	13.26%	3.51%	0.08%	0.66%	1.78%	0.64%	0.81%
2025/12/19	36.67%	20.6%	1.31%	12.55%	3.08%	2.17%	0.67%	0.98%	1.12%	1.2%
2025/12/20	36.3%	23.93%	0.06%	12.45%	2%	0.02%	1.18%	0.77%	3.56%	6.21%
2025/12/21	38.99%	19.78%	0.51%	15.03%	2.79%	0.02%	2.51%	0.81%	1.05%	3.75%
2025/12/22	44.01%	17.06%	0.42%	10.18%	2.89%	1.55%	0.97%	1.53%	0.7%	2.04%
2025/12/23	37.83%	23.75%	1.5%	10.7%	4.32%	0.25%	0.77%	1.68%	0.28%	0.17%
2025/12/24	36.37%	20.29%	3.48%	9.96%	3.22%	2.83%	1.16%	1.31%	0.05%	0.13%
2025/12/25	40.48%	21.27%	2.54%	9.76%	2.59%	1.37%	1.14%	1.35%	0.1%	0.09%
2025/12/26	38.94%	21.61%	4.87%	9.18%	2.87%	1.29%	1.1%	1.23%	0.83%	0.07%
2025/12/27	40.09%	24.12%	3.01%	7.74%	2.19%	0.02%	1.84%	1.11%	0.44%	0.06%
2025/12/28	33.59%	30.13%	2.7%	8.55%	3.19%	0.02%	1.21%	2%	2.51%	0.04%
2025/12/29	29.96%	26.9%	4.6%	6.98%	3.34%	3.02%	1.97%	1.35%	0.93%	0.02%
2025/12/30	32.27%	26.8%	4.07%	6.41%	3.44%	1.17%	1.09%	1.39%	1.99%	0%
2025/12/31	31.92%	31.58%	5.33%	4.82%	2.69%	1.32%	1.19%	1.02%	0.92%	0%

xero.com
quickbooks.intuit.com
accountsiq.com
sage.com
stripe.com
ukg.co.uk
brightsg.com
invoicehome.com
getjobber.com
tipalti.com

Xero.com led December with a peak of 44.01% on the 22nd. Quickbooks.intuit.com fluctuated, ending at 31.58%. Accountsiq.com saw a steady rise, closing at 5.33%. Sage.com declined to 4.82%. Stripe.com maintained moderate growth, finishing at 2.69%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Software & Technology Payroll / 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 Software & Technology Payroll / Accounting - Last month

1
All-In-One Accounting Software https://quickbooks.intuit.com › accounting › software
New All in One Platform — Intuit Assist - AI Agents To Provide Proactive Guidance, So You Get More Done In Less Time
2
Sage™ Official Site https://www.sage.com
Sage™ For Small Businesses — Manage Accounting, Finances, Payroll, Operations & People With Our Award-Winning Software. Tap Into Business Tools And Advice From Real Experts. Take Control Of Your Business. Free Test Drive.
3
Simple Invoice Creation https://www.stripe.com
Create and Send Invoices — Scale your invoicing operations with Stripe’s powerful APIs and automation tools. Create, send, and...
4
Xero Integrated App In The UK https://www.tipalti.com › xero
Software That Scales With You — Tipalti Offers A Best-In-Class Experience For The UK With Our Xero Integrated Solutions.
5
Xero https://www.xero.com
Accounting for Small Business — Xero accounting software is made for SMBs. Automate admin and work from anywhere, anytime.

In the competitive landscape of accounting software, QuickBooks highlights AI-driven efficiency, while Sage emphasizes comprehensive business management. Stripe focuses on seamless invoicing, Tipalti offers scalable UK solutions, and Xero champions automation for small businesses. Each ad uniquely addresses specific business needs.

Frequently Asked Questions

Why is the UK Software & Technology Payroll / Accounting December 2025 Report useful and how should I use it?

Why is the UK Software & Technology Payroll / 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 Software & Technology Payroll / Accounting December 2025 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the UK Software & Technology Payroll / 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 Software & Technology Payroll / Accounting December 2025 Report?

The UK Software & Technology Payroll / 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 Software & Technology Payroll / Accounting December 2025 Report aggregates data from across both device types and Google Shopping.
Who is this UK Software & Technology Payroll / Accounting December 2025 Report for?

The UK Software & Technology Payroll / 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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AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 UK Software & Technology Payroll / Accounting brands

Share of Spend for the top 10 UK Software & Technology Payroll / Accounting brands

Competitor Count for UK Software & Technology Payroll / Accounting

Market Loss & Market Gains for UK Software & Technology Payroll / Accounting

UK Software & Technology Payroll / Accounting Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Software & Technology Payroll / Accounting

Frequently Asked Questions

Why is the UK Software & Technology Payroll / Accounting December 2025 Report useful and how should I use it?

Why is the UK Software & Technology Payroll / Accounting December 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Software & Technology Payroll / Accounting December 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Software & Technology Payroll / Accounting December 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Get the full picture

See this data specific to your brand performance

Related reports

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AUS Payroll / Accounting