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UK Software & Technology Payroll / Accounting - PPC Market Share Analysis November 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.

Payroll / Accounting – UK

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 23.1182921229
76.8817078771
23%

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 13%
Seasonal 0%
Local 0%
Problem Solving 14%

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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 51.96
quickbooks.intuit.com 18.53
sage.com 13.9
invoicehome.com 1.8
tipalti.com 1.54
bizimply.com 0.65
capterra.com 0.56
stripe.com 0.46
brighthr.com 0.44
pleo.io 0.41
others 9.75
  • xero.com - 51.96%
  • quickbooks.intuit.com - 18.53%
  • sage.com - 13.9%
  • invoicehome.com - 1.8%
  • tipalti.com - 1.54%
  • bizimply.com - 0.65%
  • capterra.com - 0.56%
  • stripe.com - 0.46%
  • brighthr.com - 0.44%
  • pleo.io - 0.41%
  • others - 9.75%

Copyright © Adthena. All rights reserved.

In the PPC landscape, Xero.com dominates with 51.96% click share, overshadowing QuickBooks at 18.53%. Sage.com follows at 13.9%, while ‘others’ collectively hold 9.75%.

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 tipalti.com mhrglobal.com adp.com pleo.io invoicehome.com expertmarket.co.uk stripe.com
2025/11/01 33.65% 15.61% 15.44% 2.81% 0.74% 2.18% 1.04% 0.95% 0.76% 2.84%
2025/11/02 31.41% 14.95% 16.21% 3.56% 0.72% 1.94% 1.58% 1.2% 0.68% 2.12%
2025/11/03 26.25% 18.9% 15.33% 3.82% 1.03% 1.76% 0.62% 1.93% 0.82% 0.17%
2025/11/04 27.06% 19.99% 13.33% 2.98% 1.41% 1.57% 0.7% 2.01% 0.86% 1.22%
2025/11/05 25.33% 16.47% 15.96% 2.75% 1.92% 1.29% 0.84% 1.48% 1.22% 3.02%
2025/11/06 22.5% 19.11% 14.83% 4.56% 1.26% 1.65% 0.75% 1.56% 1.01% 2.72%
2025/11/07 21.89% 20.28% 18.91% 2.75% 1.39% 1.62% 0.75% 1.44% 1.05% 2.29%
2025/11/08 25.43% 18.48% 22.46% 2.37% 1.75% 2.09% 1.01% 1.44% 1.09% 3.19%
2025/11/09 27.16% 19.75% 22.94% 2.87% 1.62% 1.72% 0.49% 0.86% 1.1% 2.59%
2025/11/10 23.26% 22.08% 17.68% 3.4% 1.08% 1.32% 1.5% 1.97% 1.2% 1.77%
2025/11/11 21.53% 21.76% 16.47% 2.51% 1.55% 1.25% 1.22% 1.19% 1.45% 1.17%
2025/11/12 20.09% 19.11% 17.36% 3.46% 1.08% 1.27% 1.89% 1.4% 1.41% 1.77%
2025/11/13 25.05% 16.47% 15.33% 3.94% 1.28% 1.55% 0.98% 1.95% 1.7% 1.39%
2025/11/14 28.44% 17.37% 16.25% 1.91% 1.85% 1.68% 1.36% 1.56% 1.24% 0.77%
2025/11/15 28.82% 19.43% 20.51% 4.25% 1.93% 2.14% 1% 1.17% 0.84% 0.49%
2025/11/16 29.59% 20.58% 19.52% 2.83% 1.82% 1.64% 1.27% 1.11% 0.96% 0.39%
2025/11/17 28.49% 16.94% 15.62% 4.18% 1.69% 1.09% 1.7% 1.64% 1.37% 0.69%
2025/11/18 23% 22.42% 13.53% 4.2% 2.46% 1.01% 1.29% 1.5% 1.68% 1.03%
2025/11/19 23.86% 22.28% 14.99% 3.18% 1.85% 0.88% 1.1% 1.91% 1.97% 0.66%
2025/11/20 26.52% 21.46% 14.69% 2.22% 2.31% 0.67% 1.46% 1.43% 1.85% 0.29%
2025/11/21 27.79% 18.75% 16.63% 3.44% 2.3% 0.98% 1.07% 1.65% 1.31% 0.48%
2025/11/22 29.53% 17.46% 20.18% 4.48% 2.33% 1.49% 1.36% 1.12% 0.89% 0.52%
2025/11/23 32.11% 17.82% 20.4% 2.86% 2.08% 1.57% 1.58% 0.9% 0.64% 0.33%
2025/11/24 27.97% 20.63% 16.24% 2.85% 2.27% 1.16% 1% 1.62% 1.19% 0.37%
2025/11/25 21.71% 22.33% 15.96% 2.43% 2.23% 1.67% 1.26% 1.37% 1.44% 0.68%
2025/11/26 21.36% 18.89% 17.24% 2.81% 2.35% 1.2% 1.4% 1.25% 1.57% 0.45%
2025/11/27 25.43% 20.44% 15.65% 2.99% 1.78% 1.06% 1.51% 1.66% 1.53% 0.2%
2025/11/28 27.97% 19.69% 15.8% 3.71% 2% 1.33% 0.87% 1.52% 0.98% 0.21%
2025/11/29 25.27% 20.41% 21.87% 4.41% 1.94% 1.72% 1.59% 0.97% 0.58% 0.21%
2025/11/30 27.52% 24.21% 15.03% 5.37% 2.08% 1.68% 0.94% 0.86% 0.56% 0.31%
  • xero.com
  • quickbooks.intuit.com
  • sage.com
  • tipalti.com
  • mhrglobal.com
  • adp.com
  • pleo.io
  • invoicehome.com
  • expertmarket.co.uk
  • stripe.com

Copyright © Adthena. All rights reserved.

Xero’s spend share fluctuated, peaking early at 33.65% and ending at 27.52%. QuickBooks saw a steady rise, closing at 24.21%. Sage’s share varied, finishing at 15.03%. Tipalti’s share increased, ending at 5.37%.

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
2025/11/01 369
2025/11/02 391
2025/11/03 394
2025/11/04 394
2025/11/05 397
2025/11/06 387
2025/11/07 392
2025/11/08 384
2025/11/09 383
2025/11/10 388
2025/11/11 378
2025/11/12 364
2025/11/13 363
2025/11/14 369
2025/11/15 351
2025/11/16 345
2025/11/17 361
2025/11/18 367
2025/11/19 368
2025/11/20 357
2025/11/21 360
2025/11/22 348
2025/11/23 349
2025/11/24 362
2025/11/25 366
2025/11/26 361
2025/11/27 363
2025/11/28 359
2025/11/29 344
2025/11/30 344

Copyright © Adthena. All rights reserved.

November began with 369 advertisers, peaking at 397 by the 5th. A decline followed, reaching 344 by month’s end, reflecting a dynamic advertising landscape.

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
quickbooks.intuit.com 0.64%
intuit.com 0.41%
ukg.co.uk 0.28%
tipalti.com 0.25%
aab.uk 0.23%
oysterhr.com -0.21%
iris.co.uk -0.23%
stripe.com -0.42%
brighthr.com -0.54%
sage.com -0.65%

Copyright © Adthena. All rights reserved.

In the past month, QuickBooks saw a significant click share increase of 0.64, while Sage experienced a notable decline of -0.65.

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 sage.com tipalti.com aab.uk capterra.com pleo.io invoicehome.com theaccountancy.co.uk brighthr.com
2025/11/01 44.43% 12.1% 11.52% 3.53% 0.15% 1.55% 0.82% 1.02% 0.77% 0.6%
2025/11/02 41.46% 11.63% 11.91% 3.86% 1.61% 3.35% 1.44% 1.12% 0.65% 1.75%
2025/11/03 35.16% 16.43% 11.55% 4.88% 0.22% 1.43% 0.48% 1.61% 0.73% 2.41%
2025/11/04 35.57% 17.2% 10.47% 3.77% 0.79% 2.22% 0.54% 1.82% 1.31% 2.16%
2025/11/05 34.63% 12.37% 12.77% 3.15% 0.57% 1.75% 0.59% 1.38% 1.07% 2.1%
2025/11/06 29.54% 16.54% 11.34% 6.35% 0.15% 1.61% 0.56% 1.35% 1.76% 1.13%
2025/11/07 27.79% 17.23% 16.22% 3.39% 0.47% 1.67% 0.61% 1.32% 1.26% 1.94%
2025/11/08 33.02% 15.06% 19.81% 3.3% 0.47% 1.44% 0.98% 1.41% 1.42% 0.9%
2025/11/09 35.59% 15.65% 21.5% 3.98% 0.02% 1.41% 0.29% 0.78% 0.93% 0.14%
2025/11/10 32.51% 17.3% 13.75% 4.51% 0.2% 1.93% 1.39% 1.99% 0.85% 2.85%
2025/11/11 29.27% 20.17% 12.47% 2.61% 1.46% 0.64% 1.23% 1.16% 0.96% 2.28%
2025/11/12 24.54% 16.46% 13.61% 4.35% 1.88% 1.62% 2.16% 1.48% 1.11% 2.9%
2025/11/13 30.98% 13.85% 10.88% 5.31% 0.56% 0.56% 0.83% 1.87% 0.85% 4.89%
2025/11/14 37.15% 15.52% 12.09% 2.13% 0.09% 1.29% 1.38% 1.48% 1.15% 3.01%
2025/11/15 34.67% 20.53% 16.87% 6.21% 0.16% 0.63% 1.05% 1.09% 0.91% 1.01%
2025/11/16 35.02% 20.8% 15.92% 3.78% 1.96% 1.55% 1.55% 0.86% 0.84% 0.18%
2025/11/17 35.84% 15.78% 10.15% 5.94% 1.52% 0.57% 1.79% 1.44% 0.91% 0.88%
2025/11/18 31.2% 23.57% 8.83% 4.8% 1.24% 0.49% 1.35% 1.44% 0.84% 0.5%
2025/11/19 29.12% 23.5% 10.89% 4.44% 2.36% 0.66% 1.23% 1.99% 0.91% 0.65%
2025/11/20 32.37% 21.4% 9.16% 2.34% 0.97% 2.36% 1.51% 1.39% 1.09% 0.28%
2025/11/21 33.03% 19.08% 12.21% 4.48% 0.64% 1.73% 1.14% 1.51% 0.93% 0.22%
2025/11/22 34% 17.75% 17.98% 5.72% 1.6% 1.09% 1.4% 1.12% 1.36% 0.51%
2025/11/23 37.64% 18.79% 16.62% 3.32% 1.83% 1.19% 1.68% 0.94% 0.91% 0.04%
2025/11/24 32.98% 21% 10.75% 3.97% 0.87% 0.39% 0.69% 1.41% 0.89% 0.51%
2025/11/25 23.56% 23.99% 10.98% 2.58% 0.79% 1.45% 1.23% 1.34% 1.07% 0.99%
2025/11/26 23.02% 21.23% 12.42% 3.19% 0.84% 0.44% 1.7% 1.26% 0.98% 1.07%
2025/11/27 28.05% 22.59% 11.2% 4.54% 0.14% 0.4% 1.88% 1.75% 0.75% 1.06%
2025/11/28 31.54% 25.26% 9.89% 4.42% 0.97% 0.33% 0.98% 1.32% 0.59% 0.52%
2025/11/29 27.35% 26.06% 15.89% 6.14% 2.32% 0.32% 2.03% 0.78% 0.59% 0.59%
2025/11/30 30.17% 27.82% 10.81% 7.71% 1.95% 1.1% 0.72% 0.66% 0.2% 0.11%
  • xero.com
  • quickbooks.intuit.com
  • sage.com
  • tipalti.com
  • aab.uk
  • capterra.com
  • pleo.io
  • invoicehome.com
  • theaccountancy.co.uk
  • brighthr.com

Copyright © Adthena. All rights reserved.

Xero’s impression share started strong at 44.43% but declined to 30.17% by month’s end. QuickBooks rose from 12.1% to 27.82%, while Sage fluctuated, ending at 10.81%. Tipalti saw a steady increase, finishing at 7.71%.

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. 1
    Free PDF Invoice template https://www.invoicehome.com

    Easy and free invoices — Choose from a wide variety of creative templates, add your logo, & send by email. With over 100...

  2. 2
    QuickBooks Accounting Software - Prices from Only £1 Per Month https://quickbooks.intuit.com › quickbooks › switch

    Get Up To Speed In No time - With Expert Help 7 Days a Week and Free 1 on 1 Onboarding

  3. 3
    Sage Black Friday Deal | 90% Off 10 Months Accounting https://www.sage.com › sage™ › accounting

    Get 90% Off 10 Months of Sage Accounting Software | Limited-Time Black Friday Offer. Switch your accounting and payroll provider for award-winning...

  4. 4
    Xero Integrated App In The UK - Xero App Partner https://www.tipalti.com › xero

    Tipalti Offers A Best-In-Class Experience For The UK With Our Xero Integrated Solutions.

  5. 5
    Xero https://www.xero.com

    Accounting for Small Business — Xero accounting software is made for SMBs. Automate admin and work from anywhere, anytime.

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, Invoice Home captivates with creative, customizable invoice templates. QuickBooks entices with affordability and expert support, while Sage’s Black Friday deal offers substantial savings. Tipalti highlights seamless Xero integration, and Xero itself promises automation and flexibility for small businesses.

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