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UK Software & Technology Payroll / Accounting - PPC Market Share Analysis April 2026

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 21.9462958644
78.0537041356
21%

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 16%
Transactional 6%
Navigational 13%
Seasonal 0%
Local 0%
Problem Solving 11%

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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 64.55
quickbooks.intuit.com 15.09
sage.com 11.81
invoicehome.com 1.45
iris.co.uk 0.61
money.co.uk 0.4
stripe.com 0.4
anna.money 0.39
capterra.com 0.35
bizimply.com 0.29
others 4.66
  • xero.com - 64.55%
  • quickbooks.intuit.com - 15.09%
  • sage.com - 11.81%
  • invoicehome.com - 1.45%
  • iris.co.uk - 0.61%
  • money.co.uk - 0.4%
  • stripe.com - 0.4%
  • anna.money - 0.39%
  • capterra.com - 0.35%
  • bizimply.com - 0.29%
  • others - 4.66%

Copyright © Adthena. All rights reserved.

In the PPC landscape, Xero dominates with 64.55% click share, followed by QuickBooks at 15.09%. Sage holds 11.81%, while ‘others’ collectively capture 4.66%.

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 sage.com quickbooks.intuit.com money.co.uk anna.money iris.co.uk invoicehome.com stripe.com tradifyhq.com mhrglobal.com
2026/04/01 27.19% 20.31% 23.39% 1.58% 1.91% 3.04% 1.05% 0.35% 0.08% 1.13%
2026/04/02 24.82% 21.14% 22.05% 1.73% 2.06% 2.51% 1.8% 1.25% 1.85% 1.18%
2026/04/03 30.39% 19.06% 23.32% 1.44% 2.05% 2.23% 1.41% 1.1% 0.49% 0.89%
2026/04/04 30.67% 21.57% 20.69% 2.41% 2.76% 1.92% 1.06% 0.92% 0.59% 1%
2026/04/05 29.66% 20.28% 22.87% 2.19% 2.24% 1.79% 1.33% 0.82% 0.72% 0.67%
2026/04/06 28.29% 18.44% 22.76% 1.49% 1.13% 2.51% 1.3% 1.23% 0.87% 0.7%
2026/04/07 24.55% 20.15% 23.36% 1.53% 1.51% 2.61% 2.27% 1.58% 0.45% 0.79%
2026/04/08 28.94% 20.72% 24.28% 1.34% 1.29% 2.61% 1.36% 0.82% 0.86% 0.94%
2026/04/09 31.78% 18.39% 21.39% 1.96% 2.01% 2.39% 2.04% 0.99% 0.69% 0.71%
2026/04/10 31.66% 17.74% 23.09% 1.78% 2.37% 2.2% 1.09% 1.2% 1.03% 0.7%
2026/04/11 33.05% 20.23% 20.84% 1.25% 1.64% 2.38% 2.17% 1.09% 1.76% 0.7%
2026/04/12 30.86% 23.85% 18.64% 1.44% 1.58% 2.18% 1.33% 0.36% 0.85% 0.63%
2026/04/13 31.24% 21.2% 19.03% 0.85% 2.68% 2.33% 1.19% 2.6% 0.43% 0.43%
2026/04/14 32.62% 21.03% 13.23% 1.63% 3.46% 2.24% 1.32% 2.65% 0.41% 0.72%
2026/04/15 33% 21% 12.09% 1.49% 3.92% 3.04% 2.37% 2.18% 0.26% 1.06%
2026/04/16 22.41% 24.38% 15.63% 1.74% 3.69% 3.44% 2.11% 2.2% 0.51% 0.93%
2026/04/17 21.76% 25.74% 16.58% 1.43% 3.69% 3.69% 2.41% 2.94% 0.41% 0.93%
2026/04/18 35.89% 22.94% 12.91% 1.23% 3.55% 4% 1.19% 1.31% 1.03% 0.87%
2026/04/19 37.28% 21.84% 12.93% 1.68% 3.1% 4.18% 1.72% 1.09% 0.94% 0.7%
2026/04/20 35.44% 21.37% 14.03% 1.61% 2.76% 3.82% 1.78% 1.89% 0.57% 0.78%
2026/04/21 33.13% 20.64% 17.42% 1.62% 2.18% 3.77% 1.82% 2.52% 0.17% 0.78%
2026/04/22 35.03% 19.96% 15.7% 1.54% 2.47% 3.06% 2.78% 1.66% 1.2% 0.56%
2026/04/23 37.04% 23.65% 12.81% 1.27% 1.96% 3.63% 2.07% 1.5% 1.01% 0.43%
2026/04/24 36.63% 23.08% 11.87% 1.67% 2.54% 3.58% 2.34% 1.36% 1.04% 0.93%
2026/04/25 39.34% 26.34% 8.62% 2.22% 2.42% 3.78% 1.35% 1.94% 0.72% 0.92%
2026/04/26 40.16% 26% 11.1% 1.82% 1.61% 3.04% 0.81% 1.05% 0.52% 1.01%
2026/04/27 40.75% 21.46% 12.4% 1.92% 2.13% 2.43% 1.26% 0.91% 0.62% 0.8%
2026/04/28 39.89% 18.64% 12.11% 3.36% 2.44% 2.19% 1.63% 0.75% 1.1% 0.72%
2026/04/29 35.63% 18.4% 17.2% 2.78% 3.21% 2.32% 1.84% 1.39% 0.51% 0.71%
2026/04/30 38.15% 18.03% 13.1% 4.09% 2.89% 1.98% 1.8% 0.87% 0.54% 0.52%
  • xero.com
  • sage.com
  • quickbooks.intuit.com
  • money.co.uk
  • anna.money
  • iris.co.uk
  • invoicehome.com
  • stripe.com
  • tradifyhq.com
  • mhrglobal.com

Copyright © Adthena. All rights reserved.

Xero.com led April with a steady rise, peaking at 40.75%. Sage.com fluctuated, ending at 18.03%. Quickbooks.intuit.com saw a decline, closing at 13.1%. Money.co.uk surged to 4.09%, while Anna.money and Iris.co.uk showed moderate growth.

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
2026/04/01 314
2026/04/02 314
2026/04/03 322
2026/04/04 322
2026/04/05 329
2026/04/06 331
2026/04/07 331
2026/04/08 335
2026/04/09 332
2026/04/10 330
2026/04/11 326
2026/04/12 332
2026/04/13 335
2026/04/14 343
2026/04/15 335
2026/04/16 337
2026/04/17 333
2026/04/18 329
2026/04/19 323
2026/04/20 345
2026/04/21 334
2026/04/22 329
2026/04/23 331
2026/04/24 322
2026/04/25 320
2026/04/26 316
2026/04/27 326
2026/04/28 331
2026/04/29 333
2026/04/30 332

Copyright © Adthena. All rights reserved.

April saw a dynamic shift in advertisers, starting at 314 and peaking at 345 mid-month. The month concluded with 332, reflecting a vibrant 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
xero.com 5.38%
sage.com 0.31%
adp.com 0.29%
revolut.com 0.1%
iris.co.uk 0.1%
tide.co -0.11%
capterra.com -0.11%
getapp.com -0.14%
bizimply.com -0.39%
quickbooks.intuit.com -4.47%

Copyright © Adthena. All rights reserved.

Xero.com surged with a 5.38% click share increase, while QuickBooks.Intuit.com faced a significant 4.47% decline.

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 money.co.uk capterra.com invoicehome.com iris.co.uk stripe.com remote.com pipedrive.com
2026/04/01 35.71% 29.38% 8.86% 1.22% 2.53% 0.69% 1.11% 0.15% 1.24% 0.89%
2026/04/02 33.06% 27.92% 10.5% 1.23% 0.89% 1.32% 1.03% 0.8% 1.08% 2.18%
2026/04/03 37.15% 28.64% 8.42% 1.01% 0.05% 1.04% 0.82% 0.56% 1.49% 1.72%
2026/04/04 36.34% 28.11% 16.36% 1.72% 0.04% 0.77% 0.78% 0.49% 1.81% 2.04%
2026/04/05 33.83% 29.51% 14.84% 1.87% 1.2% 0.94% 0.79% 0.39% 1.95% 1.51%
2026/04/06 35.5% 26.93% 10.54% 1.16% 0.12% 0.99% 0.95% 0.64% 1.94% 1.72%
2026/04/07 31.51% 30.59% 10.57% 1.49% 0.85% 1.59% 1.03% 0.88% 0.57% 2.08%
2026/04/08 36.72% 32.89% 9.24% 0.99% 0.1% 0.97% 1.03% 0.38% 0.72% 2.45%
2026/04/09 38.56% 29.5% 7.7% 1.44% 0.07% 1.42% 0.9% 0.54% 0.5% 0.95%
2026/04/10 37.57% 31.15% 8.9% 1.38% 2.39% 0.91% 0.86% 0.68% 0.91% 0.58%
2026/04/11 38.49% 30.84% 11.43% 1.19% 0.22% 1.55% 0.89% 0.62% 0.68% 1.97%
2026/04/12 32.61% 26.73% 17.07% 1.17% 2.33% 0.9% 0.94% 0.21% 1.13% 2.36%
2026/04/13 41.2% 21.51% 9.72% 0.99% 0.17% 0.9% 0.98% 1.59% 2.11% 2.05%
2026/04/14 45.29% 10.39% 11.51% 1.49% 1.1% 1.18% 0.97% 1.68% 0.85% 0.28%
2026/04/15 47.14% 10.7% 9.56% 2.17% 2.43% 1.71% 1.63% 1.25% 1.43% 0.15%
2026/04/16 42.91% 10.83% 12.54% 1.81% 0.36% 1.61% 1.66% 1.49% 0.86% 0.12%
2026/04/17 42.12% 11.14% 15.03% 1.42% 0.34% 1.7% 1.87% 1.98% 1.24% 0.16%
2026/04/18 47.82% 9.5% 17.08% 1.33% 0.55% 1.17% 2.13% 0.83% 0.22% 1%
2026/04/19 49.81% 10.57% 14.88% 2% 1.13% 1.44% 2.29% 0.67% 0.37% 0.49%
2026/04/20 50.76% 9.8% 12.05% 1.94% 0.25% 1.52% 2.17% 1.27% 0.29% 0.56%
2026/04/21 48.6% 19.59% 10.23% 1.31% 0.22% 1.38% 1.65% 1.5% 0.21% 0.57%
2026/04/22 45.91% 22.4% 10% 1.23% 1.71% 2.11% 1.19% 0.96% 0.21% 0.46%
2026/04/23 46.89% 19.6% 14.53% 1.04% 0.93% 1.53% 1.27% 0.95% 0.19% 0.03%
2026/04/24 47.97% 19.05% 12.46% 1.24% 0.12% 1.75% 1.25% 0.83% 0.25% 0.03%
2026/04/25 46.53% 15.57% 21.64% 1.38% 0.09% 0.91% 1.6% 1.05% 0.16% 0.02%
2026/04/26 47.51% 17.86% 19.24% 1.21% 0.09% 0.83% 1.66% 0.67% 0.08% 0.42%
2026/04/27 51.52% 19.29% 10.43% 1.25% 0.88% 1.11% 1.41% 0.48% 0.27% 0.03%
2026/04/28 50.8% 19.77% 9.53% 2.16% 0.1% 1.27% 1.06% 0.46% 0.21% 0.02%
2026/04/29 47.43% 22.42% 10.01% 1.79% 0.07% 1.64% 1.1% 0.79% 0.62% 0.02%
2026/04/30 48.53% 20.02% 11.27% 2.52% 1.63% 1.43% 0.88% 0.51% 0.25% 0.01%
  • xero.com
  • quickbooks.intuit.com
  • sage.com
  • money.co.uk
  • capterra.com
  • invoicehome.com
  • iris.co.uk
  • stripe.com
  • remote.com
  • pipedrive.com

Copyright © Adthena. All rights reserved.

Xero’s impression share surged from 35.71% to 48.53% in April, while QuickBooks dropped from 29.38% to 20.02%. Sage fluctuated, ending at 11.27%. Money.co.uk and Capterra had minor shares, finishing at 2.52% and 1.63%, respectively.

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
    CRM for Small Businesses https://www.pipedrive.com › crm › small-business

    Try Pipedrive™ For Free — Perfect CRM Software for Small Businesses. Try It Free for 14 Days.

  2. 2
    All-In-One Accounting Software - Free Onboarding for New Users https://quickbooks.intuit.com › accounting › software

    Accounting Software - Keep Your Books Accurate and Have More Time For What Matters.

  3. 3
    Accounting Software | 3 Months Free Sage Accounting https://www.sage.com

    Get 3 Months Free Sage Accounting Software | Limited-Time Sage Accounting Offer. Switch your...

  4. 4
    Simple Invoice Creation https://www.stripe.com

    Create and Send Invoices — Create, send, and track invoices—no code required. Get started now. Simplify and automate your invoicing process with Stripe Invoicing.

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

    Xero™ Accounting Software — 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, Pipedrive, QuickBooks, Sage, Stripe, and Xero shine with compelling offers. Pipedrive entices small businesses with a free trial, while QuickBooks emphasizes time-saving accuracy. Sage offers a limited-time free period, Stripe simplifies invoicing, and Xero promotes automation for SMBs.

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The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

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