UK Software & Technology Payroll / Accounting - PPC Market Share Analysis September 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 60.2080822688
39.7919177312
60%

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 29
71
28%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 12%
Transactional 6%
Navigational 19%
Seasonal 0%
Local 0%
Problem Solving 7%

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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 60.99
quickbooks.intuit.com 14.95
sage.com 12.07
adp.com 3.34
invoicehome.com 2.2
freeagent.com 1.5
bizimply.com 0.41
iris.co.uk 0.3
approvalmax.com 0.27
tradifyhq.com 0.24
others 3.73
  • xero.com - 60.99%
  • quickbooks.intuit.com - 14.95%
  • sage.com - 12.07%
  • adp.com - 3.34%
  • invoicehome.com - 2.2%
  • freeagent.com - 1.5%
  • bizimply.com - 0.41%
  • iris.co.uk - 0.3%
  • approvalmax.com - 0.27%
  • tradifyhq.com - 0.24%
  • others - 3.73%

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Xero.com dominates with 60.99% click share, followed by QuickBooks at 14.95%. Sage.com holds 12.07%, while others collectively capture 3.73%.

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 netsuite.com adp.com freeagent.com dext.com tradifyhq.com iris.co.uk
2026/09/01 26.94% 31.44% 10.34% 3.14% 2.62% 4.13% 0.07% 1.19% 1.13% 1.48%
2026/09/02 31.17% 29.07% 12.28% 2.99% 3.27% 2.88% 0.02% 1.67% 0.69% 1.26%
2026/09/03 31.89% 31.88% 11.58% 3.27% 2.16% 2.87% 0.04% 0.44% 0.67% 1.3%
2026/09/04 36.9% 29.47% 11.57% 2.21% 2.36% 2.61% 0% 0.67% 0.23% 1.22%
2026/09/05 34.61% 30.99% 14.25% 2.65% 0.7% 1.76% 0.03% 1.14% 0.79% 1.54%
2026/09/06 36.73% 28.97% 13.17% 3.45% 0.21% 1.28% 0.09% 1.01% 1.27% 1.41%
2026/09/07 39.43% 28.73% 8.38% 3.68% 1.02% 1.41% 0.09% 1% 0.97% 1%
2026/09/08 36.66% 27.95% 11.26% 2.74% 1.47% 2.12% 0.79% 1.26% 1.33% 0.81%
2026/09/09 35.87% 28.79% 11.54% 2.82% 1.56% 2.01% 0.34% 0.7% 1.08% 0.75%
2026/09/10 34.69% 29.21% 10.57% 2.12% 2.22% 2.21% 0.9% 1.47% 0.82% 0.92%
2026/09/11 32.49% 30.55% 11.01% 2.1% 2.56% 2.29% 0.54% 1.44% 0.42% 1.03%
2026/09/12 31.89% 33.28% 10.24% 2.06% 1.65% 2.33% 0.52% 2.12% 0.76% 1.17%
2026/09/13 30.67% 32.03% 11.49% 2.47% 0.98% 1.79% 0.12% 1.33% 0.09% 1.28%
2026/09/14 31.47% 33.57% 11.31% 1.65% 1.36% 1.09% 0.59% 2.11% 0.45% 1.1%
2026/09/15 35.57% 29.76% 10.66% 2.01% 2.61% 1.47% 0.6% 1.65% 0.75% 0.82%
2026/09/16 40.4% 26.02% 10.66% 3.37% 1.64% 2.03% 0.78% 0.72% 1.21% 0.66%
2026/09/17 39.54% 25.95% 9.42% 3.01% 2.27% 2.12% 0.24% 1.85% 0.96% 0.55%
2026/09/18 38.33% 27% 10.53% 3.22% 1.92% 1.6% 0.61% 1.22% 1.1% 0.6%
2026/09/19 38.32% 27.97% 9.93% 2.28% 0.47% 2.1% 1.39% 0.94% 0.8% 0.71%
2026/09/20 37.66% 28.5% 10.4% 2.54% 0.49% 2.49% 0.43% 1.13% 1.19% 0.74%
2026/09/21 38.12% 28.33% 11.84% 2.42% 0.75% 2.37% 0.65% 1.23% 1.08% 0.58%
2026/09/22 36.38% 29.03% 13.43% 1.94% 1.4% 2.56% 0.31% 0.9% 0.48% 0.52%
2026/09/23 38.77% 25.99% 14.69% 2.41% 1.45% 2.58% 0.49% 1.31% 0.81% 0.69%
2026/09/24 38.63% 21.69% 17.18% 2.99% 1.04% 2.53% 2.44% 1.01% 1.57% 0.49%
2026/09/25 39.57% 23.44% 16.4% 2.76% 0.85% 2.78% 3.1% 0.88% 0.55% 0.44%
2026/09/26 42.53% 23.03% 15.64% 2.37% 0.6% 2.99% 2.84% 0.45% 0.62% 0.55%
2026/09/27 38.93% 23.7% 15.96% 2.79% 0.27% 2% 2.71% 1.04% 0.78% 0.52%
2026/09/28 40.1% 21.68% 13.82% 2.88% 1.44% 2.81% 2.98% 0.79% 0.77% 0.39%
2026/09/29 39.71% 20.18% 13.77% 3.84% 2.65% 3.21% 1.81% 0.77% 0.76% 0.38%
2026/09/30 43.53% 18.12% 16.65% 4.05% 2.2% 2.13% 1.37% 1.26% 0.53% 0.25%
  • xero.com
  • sage.com
  • quickbooks.intuit.com
  • invoicehome.com
  • netsuite.com
  • adp.com
  • freeagent.com
  • dext.com
  • tradifyhq.com
  • iris.co.uk

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In September 2026, Xero’s PPC spend share surged, peaking at 43.53% by month’s end. Sage’s share declined steadily, ending at 18.12%. QuickBooks saw a late-month rise, closing at 16.65%. InvoiceHome and FreeAgent experienced modest gains, while NetSuite and ADP fluctuated. TradifyHQ and Iris.co.uk maintained low shares.

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
2026/09/01 264
2026/09/02 272
2026/09/03 272
2026/09/04 277
2026/09/05 288
2026/09/06 289
2026/09/07 311
2026/09/08 289
2026/09/09 291
2026/09/10 293
2026/09/11 299
2026/09/12 285
2026/09/13 285
2026/09/14 266
2026/09/15 278
2026/09/16 274
2026/09/17 287
2026/09/18 293
2026/09/19 283
2026/09/20 287
2026/09/21 303
2026/09/22 299
2026/09/23 285
2026/09/24 287
2026/09/25 291
2026/09/26 282
2026/09/27 274
2026/09/28 290
2026/09/29 287
2026/09/30 269

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September saw a dynamic shift in advertisers, starting at 264 and peaking at 311 mid-month. The month concluded with a slight dip to 269, reflecting fluctuating competition.

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
freeagent.com 2.05%
quickbooks.intuit.com 2.01%
adp.com 0.62%
bizimply.com 0.2%
invoicehome.com 0.18%
chaserhq.com -0.11%
c-bas.co.uk -0.11%
sage.com -0.2%
gocardless.com -0.2%
xero.com -4.44%

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Freeagent.com and quickbooks.intuit.com surged, gaining 2.05% and 2.01% click share, respectively. Conversely, xero.com experienced a significant decline of 4.44%.

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 invoicehome.com freeagent.com mhrglobal.com adp.com brighthr.com gocardless.com approvalmax.com
2026/09/01 44.88% 6.34% 19.64% 2.83% 0.02% 0.17% 3.81% 0.45% 2.16% 0.42%
2026/09/02 51.58% 8.25% 17.6% 2.86% 0% 0.33% 1.92% 0.38% 0.82% 1.63%
2026/09/03 46.25% 8.88% 22.38% 2.8% 0.01% 0.7% 2.28% 0.83% 0.72% 0.3%
2026/09/04 47.18% 7.83% 23.89% 1.92% 0% 0.45% 2.08% 1.81% 1.03% 1.17%
2026/09/05 46.14% 8.52% 22.79% 2.52% 0.01% 0.67% 1.56% 1.02% 1.36% 0.06%
2026/09/06 44.82% 8.79% 20.47% 3.01% 0.03% 0.78% 1.27% 0.94% 1.87% 0.01%
2026/09/07 46% 3.98% 23.8% 2.94% 0.03% 1.14% 1.24% 0.91% 2.77% 0.86%
2026/09/08 45.27% 7.28% 19.05% 2.36% 0.65% 0.93% 1.94% 1.4% 1.87% 1.1%
2026/09/09 45.67% 7.54% 19.69% 2.52% 0.12% 0.55% 1.81% 1.13% 1.93% 3.55%
2026/09/10 46.69% 7.3% 19.58% 2.04% 0.74% 0.8% 2.05% 1.04% 1.92% 0.66%
2026/09/11 48% 7.89% 19.43% 1.84% 0.42% 0.28% 1.5% 0.73% 3.14% 3.19%
2026/09/12 47.33% 6.17% 21.49% 1.8% 0.42% 0.38% 2.39% 1.34% 1.74% 0.92%
2026/09/13 44.8% 6.71% 19.75% 1.86% 0.04% 0.28% 1.42% 0.21% 2.53% 0.12%
2026/09/14 44.79% 7.08% 21.73% 1.46% 0.48% 0.33% 1.24% 0.34% 1.75% 0.13%
2026/09/15 50.4% 6.85% 18.64% 1.67% 0.43% 0.38% 1.14% 0.92% 2.46% 1.25%
2026/09/16 50.7% 6.87% 13.39% 2.94% 0.69% 1.44% 1.62% 1.2% 1.13% 2.83%
2026/09/17 49.8% 6.64% 14.69% 2.86% 0.1% 1.13% 1.79% 0.82% 1.99% 3.56%
2026/09/18 47.1% 6.71% 18.04% 2.88% 0.71% 1.52% 1.46% 0.9% 0.26% 1.88%
2026/09/19 48.3% 6.82% 17.57% 2.03% 1.59% 1.11% 1.91% 1.02% 0.92% 0.83%
2026/09/20 46.6% 6.95% 18.21% 2.44% 0.41% 1.26% 2.2% 0.95% 1.14% 0.01%
2026/09/21 47.11% 8.6% 18.96% 2.48% 0.46% 1.61% 2.19% 0.69% 0.68% 2.39%
2026/09/22 44.15% 8.62% 20.61% 1.7% 0.11% 1.3% 2.03% 0.91% 0.28% 5.04%
2026/09/23 47.49% 14.17% 18.27% 2.19% 0.47% 1.33% 2.16% 0.95% 0.19% 1.58%
2026/09/24 41.46% 23.41% 13.11% 2.58% 3.19% 1.09% 1.78% 1.16% 0.22% 0.86%
2026/09/25 41.24% 21.62% 15.47% 2.26% 4.1% 1.53% 2.07% 0.76% 0.3% 0.06%
2026/09/26 44.92% 25.27% 12.74% 2.03% 2.89% 1.77% 2.2% 0.98% 0.2% 0.01%
2026/09/27 37.73% 25.4% 13.27% 2.12% 3.09% 1.77% 1.47% 1.04% 0.21% 1.69%
2026/09/28 46.53% 16.74% 13.16% 2.63% 3.28% 1.14% 2.38% 1.22% 0.92% 0.08%
2026/09/29 49.11% 14.28% 10.75% 3.31% 1.81% 1.49% 2.62% 1.57% 1.06% 0.1%
2026/09/30 53.86% 13.89% 10.74% 3.53% 2.12% 1.69% 1.49% 0.85% 0.74% 0.46%
  • xero.com
  • quickbooks.intuit.com
  • sage.com
  • invoicehome.com
  • freeagent.com
  • mhrglobal.com
  • adp.com
  • brighthr.com
  • gocardless.com
  • approvalmax.com

Copyright © Adthena. All rights reserved.

In September 2026, Xero’s impression share fluctuated, peaking at 53.86% on the 30th. QuickBooks saw a significant rise mid-month, reaching 25.40% on the 27th. Sage’s share declined, ending at 10.74%.

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
    ADP Payroll Solutions | Fast, Easy Payroll Services https://uk.adp.com › payroll

    Payroll, security and compliance experts in 140 countries. Outsourced, flexible solutions. Payroll you can trust for your business. Easily keep compliant.

  2. 2
    Calculate Payrolls Easily https://www.getapp.com › software_info › businesses

    Check Your Paycheck Deductions — Compare a List Of Popular Paycheck Tools and Bookmark the Ones That Best Meet Your Needs!

  3. 3
    Intuit QuickBooks Online https://quickbooks.intuit.com › accounting › software

    QuickBooks™ Official Website — Intuit Intelligence Gives Fast, Reliable Answers, So You Get More Done In Less Time. Customers...

  4. 4
    HMRC-Approved Payroll - 90% Off for 3 Months Sage https://www.sage.com › sage™ › payroll

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

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

    Xero™ Accounting Software — Xero accounting software is made for SMBs. Automate admin and work from anywhere, anytime. Manage your business' financial tasks with Our easy-to-use accounting software.

Copyright © Adthena. All rights reserved.

In the competitive landscape of payroll and accounting software, ADP stands out with its global reach and compliance expertise, while GetApp simplifies payroll calculations. QuickBooks emphasizes speed and reliability, Sage offers enticing discounts, and Xero focuses on automation for SMBs.

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