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UK Software & Technology Payroll / Accounting - PPC Market Share Analysis June 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 38.6100379175
61.3899620825
38%

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 37
63
37%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 16%
Transactional 7%
Navigational 13%
Seasonal 0%
Local 0%
Problem Solving 9%

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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 60.41
sage.com 13.43
quickbooks.intuit.com 13.29
invoicehome.com 2.53
adp.com 2.15
money.co.uk 0.66
bizimply.com 0.47
tradifyhq.com 0.46
stripe.com 0.37
anna.money 0.32
others 5.91
  • xero.com - 60.41%
  • sage.com - 13.43%
  • quickbooks.intuit.com - 13.29%
  • invoicehome.com - 2.53%
  • adp.com - 2.15%
  • money.co.uk - 0.66%
  • bizimply.com - 0.47%
  • tradifyhq.com - 0.46%
  • stripe.com - 0.37%
  • anna.money - 0.32%
  • others - 5.91%

Copyright © Adthena. All rights reserved.

Xero.com dominates with 60.41% click share, followed by Sage.com at 13.43% and QuickBooks at 13.29%. Others collectively hold 5.91%.

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 invoicehome.com money.co.uk stripe.com anna.money iris.co.uk brighthr.com tradifyhq.com
2026/06/01 33.85% 18.2% 11.6% 3.46% 5.23% 0.44% 2.59% 0.65% 0.94% 1.13%
2026/06/02 34.79% 18.31% 9.69% 3.99% 4.83% 0.29% 2.5% 0.59% 1.45% 1.2%
2026/06/03 33.13% 19.2% 10.65% 3.93% 5.75% 0.17% 2.3% 0.71% 0.39% 2.17%
2026/06/04 34.54% 18.87% 8.95% 4.28% 6.16% 0.82% 2.2% 0.55% 1.64% 1.24%
2026/06/05 33.36% 17.92% 10.66% 3.58% 6.21% 0.25% 2.61% 0.56% 1.52% 1.66%
2026/06/06 36.08% 19.95% 11.37% 3.28% 5.33% 0.55% 2.4% 0.74% 1.63% 1.8%
2026/06/07 33.42% 21% 12.12% 3.7% 5.06% 0.24% 2.25% 0.67% 1.38% 1.54%
2026/06/08 33.72% 18.58% 10.52% 3.46% 3.91% 0.52% 2.59% 0.65% 2.08% 1.38%
2026/06/09 36.37% 18.5% 10.35% 2.94% 3.32% 0.59% 1.95% 0.6% 1.23% 1.18%
2026/06/10 38.36% 18.91% 10.79% 2.76% 2.38% 0.29% 2.46% 0.82% 0.88% 1.33%
2026/06/11 36.86% 21.04% 8.54% 2.83% 2.12% 1.05% 2.69% 0.82% 1.13% 1.3%
2026/06/12 33.29% 21.22% 9.97% 1.89% 2.2% 1.45% 2.95% 0.77% 0.94% 1.96%
2026/06/13 33.89% 23.39% 8.88% 1.79% 2.79% 1.84% 3.45% 0.98% 1.1% 1.87%
2026/06/14 34.43% 24.41% 7.36% 1.75% 2.59% 0.88% 3.28% 0.91% 1.7% 1.83%
2026/06/15 35.59% 21.52% 6.93% 1.42% 1.58% 1.46% 3.34% 0.95% 0.75% 0.73%
2026/06/16 39.93% 22.95% 6.85% 1.74% 1.48% 1.21% 2.88% 0.84% 0.45% 0.4%
2026/06/17 38.85% 21.75% 9.24% 1.04% 1.19% 1.15% 2.85% 0.89% 1.18% 0.69%
2026/06/18 37.65% 22.17% 8.35% 1.75% 1.16% 1.96% 2.16% 1.11% 0.73% 0.06%
2026/06/19 35.78% 20.14% 10.1% 1.87% 2.71% 1.45% 2.31% 1.57% 0.98% 0.55%
2026/06/20 36.66% 23.02% 7.84% 2.69% 2.69% 2.1% 2.23% 1.87% 0.67% 0.82%
2026/06/21 37.75% 24.03% 7.53% 1.88% 2.71% 1.4% 2.61% 1.62% 0.7% 0.39%
2026/06/22 39.52% 21.3% 7.47% 2.25% 1.56% 1.37% 2.3% 1.25% 1.03% 0.18%
2026/06/23 37.44% 21.19% 10.51% 2.39% 2.31% 1.73% 1.98% 1.72% 0.89% 0.92%
2026/06/24 37.93% 22.44% 9.88% 2.8% 1.69% 1.5% 2.22% 2.43% 0.56% 0.28%
2026/06/25 37.42% 23.39% 9.52% 2.33% 1.94% 1.97% 2.1% 2.38% 0.48% 0.25%
2026/06/26 39.22% 23.31% 9.69% 1.95% 1.59% 0.98% 1.98% 1.64% 0.57% 0.35%
2026/06/27 38.46% 21.96% 12.51% 1.78% 1.71% 0.69% 1.53% 2.85% 0.5% 0.57%
2026/06/28 37.77% 24.37% 12.43% 2.01% 1.73% 0.68% 1.55% 1.91% 0.18% 0.74%
2026/06/29 36.66% 18.64% 12.26% 3.11% 1.94% 2.32% 1.69% 1.59% 0.35% 0.71%
2026/06/30 40.12% 14.92% 11.3% 3.11% 2.52% 1.7% 1.64% 1.14% 1.06% 0.17%
  • xero.com
  • sage.com
  • quickbooks.intuit.com
  • invoicehome.com
  • money.co.uk
  • stripe.com
  • anna.money
  • iris.co.uk
  • brighthr.com
  • tradifyhq.com

Copyright © Adthena. All rights reserved.

In June 2026, Xero led with a steady rise, peaking at 40.12%. Sage fluctuated, ending at 14.92%. QuickBooks saw a dip, closing at 11.3%. InvoiceHome and Money.co.uk showed minor variations. Stripe, Anna, Iris, BrightHR, and Tradify had minimal impact.

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
2026/06/01 404
2026/06/02 386
2026/06/03 373
2026/06/04 368
2026/06/05 380
2026/06/06 364
2026/06/07 367
2026/06/08 385
2026/06/09 372
2026/06/10 372
2026/06/11 376
2026/06/12 372
2026/06/13 358
2026/06/14 356
2026/06/15 351
2026/06/16 346
2026/06/17 334
2026/06/18 349
2026/06/19 341
2026/06/20 335
2026/06/21 331
2026/06/22 328
2026/06/23 340
2026/06/24 334
2026/06/25 329
2026/06/26 325
2026/06/27 318
2026/06/28 320
2026/06/29 338
2026/06/30 327

Copyright © Adthena. All rights reserved.

Advertisers began June at 404, fluctuated, and ended at 327, showing a decline.

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
adp.com 1.27%
xero.com 0.68%
paypal.com 0.43%
stripe.com 0.26%
bizimply.com 0.24%
simprogroup.com -0.17%
getapp.com -0.24%
tradifyhq.com -0.47%
money.co.uk -0.5%
invoicehome.com -0.53%

Copyright © Adthena. All rights reserved.

ADP.com surged with a 1.27% click share increase, while invoicehome.com dropped by 0.53%. Xero.com and PayPal.com also saw positive gains, contrasting with declines for money.co.uk and tradifyhq.com.

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 sage.com quickbooks.intuit.com invoicehome.com adp.com money.co.uk remote.com deel.com paypal.com tradifyhq.com
2026/06/01 44.9% 9.55% 8.4% 3.57% 1.56% 5.27% 0.62% 1.18% 0% 1.2%
2026/06/02 46.21% 9.4% 7.99% 3.79% 0.98% 5.75% 0.55% 0.89% 0% 1.18%
2026/06/03 43.7% 11.78% 8.24% 3.53% 1.41% 6.06% 1.99% 0.33% 0% 1.9%
2026/06/04 45.55% 9.81% 7% 4.21% 0.83% 7.12% 3.69% 0.73% 0% 1.2%
2026/06/05 42.48% 9.06% 8.17% 3.29% 0.89% 7.3% 1.99% 1.01% 0% 2.2%
2026/06/06 47.56% 11.46% 8.9% 3.16% 1.13% 5.71% 0.68% 0.73% 0% 1.91%
2026/06/07 45.8% 12.01% 9.12% 3.53% 0.94% 5.41% 0.2% 0.69% 0% 1.43%
2026/06/08 45.35% 9.26% 8.49% 3.49% 0.67% 4.29% 0.48% 0.91% 0% 1.7%
2026/06/09 49.42% 9.04% 8.1% 2.87% 0.47% 3.47% 1.54% 1.21% 0% 1.09%
2026/06/10 51.7% 9.61% 7.94% 2.79% 0.57% 2.23% 1.23% 1.08% 0% 1.21%
2026/06/11 48.06% 10.93% 6.75% 2.93% 0.48% 2.1% 2.33% 1.18% 0% 1.73%
2026/06/12 43.41% 13.18% 7.76% 2.02% 0.51% 1.91% 2.5% 0.55% 0% 2.76%
2026/06/13 46.13% 15.66% 6.98% 1.92% 1% 2.2% 0.42% 0.77% 0.01% 1.91%
2026/06/14 45.51% 16.63% 5.51% 1.73% 1.49% 1.92% 0.56% 0.86% 0% 1.66%
2026/06/15 47.94% 13.25% 5.28% 1.62% 0.87% 1.05% 2.11% 1.12% 0.1% 0.67%
2026/06/16 52.43% 15.99% 5.57% 1.89% 0.82% 1% 1.24% 1.06% 0.22% 0.45%
2026/06/17 49.62% 13.81% 7.41% 1.06% 0.86% 0.86% 1.35% 1.36% 2.47% 0.62%
2026/06/18 45.6% 13% 6.37% 1.67% 0.73% 0.75% 1.22% 1.75% 5.39% 0.09%
2026/06/19 44.6% 9.3% 7.22% 1.87% 1.36% 2.93% 1.63% 1.01% 7.6% 0.46%
2026/06/20 44.85% 13.81% 5.87% 2.62% 1.85% 2.19% 0.34% 1.02% 7.31% 0.71%
2026/06/21 42.86% 15.05% 4.96% 1.74% 1.68% 2.28% 0.27% 0.72% 10.77% 0.29%
2026/06/22 45.92% 11.05% 5.68% 2.22% 1.92% 1.06% 0.76% 0.67% 5.88% 0.16%
2026/06/23 45.76% 13.53% 8.03% 2.34% 1.76% 2.42% 0.96% 0.59% 2.81% 0.76%
2026/06/24 48.5% 12.26% 7.84% 2.76% 2.28% 1.45% 0.73% 0.88% 2.32% 0.32%
2026/06/25 49.05% 12.89% 7.88% 2.5% 0.8% 1.57% 0.79% 1.95% 1.92% 0.3%
2026/06/26 47.93% 11.92% 7.09% 1.96% 1.48% 1.43% 1.38% 1.69% 2.1% 0.35%
2026/06/27 47.61% 13.37% 9.56% 1.94% 2% 1.51% 0.11% 2.03% 2.67% 0.5%
2026/06/28 46.26% 16.02% 8.76% 2.12% 1.58% 1.43% 0.64% 1.82% 0.83% 0.9%
2026/06/29 44.82% 11.44% 9.48% 3.58% 2.11% 1.59% 0.68% 1.2% 1.88% 0.62%
2026/06/30 51.3% 9.09% 8.79% 3.18% 2.86% 1.62% 1.46% 1.29% 0.94% 0.16%
  • xero.com
  • sage.com
  • quickbooks.intuit.com
  • invoicehome.com
  • adp.com
  • money.co.uk
  • remote.com
  • deel.com
  • paypal.com
  • tradifyhq.com

Copyright © Adthena. All rights reserved.

In June 2026, Xero led with fluctuating impressions, peaking at 52.43%. Sage saw a mid-month surge, reaching 16.63%. QuickBooks declined, while InvoiceHome and ADP showed modest gains. PayPal spiked mid-month, ending lower.

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
    Smart POS For Business - POS That Grows With You https://www.paypal.com

    Customise Your POS Setup Hardware That Grows With Your Business Needs.

  2. 2
    Get 90% Off for 6 Months | QuickBooks™ Official Website https://quickbooks.intuit.com

    Intuit Intelligence - Instant Answers, Trusted Insights. So You Get More Done In Less Time. Spend Less Time Managing Finances and More Time Growing Your Business with QuickBooks.

  3. 3
    Payroll Estimator - 3 Months Free Sage Software https://www.sage.com

    3 Months Free Sage Software | Limited-Time Payroll Offer.

  4. 4
    Invoicing From The Field https://www.simprogroup.com

    Finally AI Built For Trades — No More Spreadsheets And Whiteboards. Get Total Business Management Software Instead.

  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. Xero is secure and reliable and our experts are here to support you 24/7. Simple. Invoicing. Cashflow.

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, top performers like PayPal, QuickBooks, Sage, Simpro, and Xero captivate with tailored solutions. PayPal’s POS adapts to business growth, QuickBooks offers efficiency with a 90% discount, Sage tempts with free payroll software, Simpro simplifies trades with AI, and Xero empowers SMBs with seamless accounting.

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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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