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UK Software & Technology Payroll / Accounting - PPC Market Share Analysis July 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 46.1552742334
53.8447257666
46%

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 35
65
35%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 15%
Transactional 7%
Navigational 17%
Seasonal 0%
Local 0%
Problem Solving 8%

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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 63.14
sage.com 12.57
quickbooks.intuit.com 10.69
adp.com 3.31
invoicehome.com 2.28
bizimply.com 1.05
money.co.uk 0.54
stripe.com 0.45
iris.co.uk 0.39
paypal.com 0.37
others 5.21
  • xero.com - 63.14%
  • sage.com - 12.57%
  • quickbooks.intuit.com - 10.69%
  • adp.com - 3.31%
  • invoicehome.com - 2.28%
  • bizimply.com - 1.05%
  • money.co.uk - 0.54%
  • stripe.com - 0.45%
  • iris.co.uk - 0.39%
  • paypal.com - 0.37%
  • others - 5.21%

Copyright © Adthena. All rights reserved.

Xero.com dominates with 63.14% click share, overshadowing Sage.com at 12.57% and QuickBooks at 10.69%. Others collectively hold 5.21%.

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 adp.com money.co.uk netsuite.com dext.com iris.co.uk stripe.com
2026/07/01 37.49% 22.06% 6.83% 3.34% 1.6% 1.96% 0.85% 0.8% 1.18% 2.28%
2026/07/02 32.88% 20.44% 10.2% 2.6% 1.5% 2.18% 0.87% 0.81% 0.99% 3.28%
2026/07/03 36.45% 19.34% 15% 1.96% 1.73% 1.8% 0.73% 0.3% 1.15% 2.28%
2026/07/04 34.95% 18.21% 17.04% 1.38% 2.39% 2.17% 0.25% 0.85% 1.66% 1.14%
2026/07/05 32.08% 21.9% 12.66% 1.97% 1.58% 2.53% 0.13% 0.74% 1.53% 1.09%
2026/07/06 33.11% 19.82% 14.98% 1.72% 1.69% 3.25% 0.59% 0.58% 1.09% 0.42%
2026/07/07 30% 17.84% 12.98% 2.72% 1.24% 3.68% 1.25% 1.58% 1.22% 2.99%
2026/07/08 32.78% 19.6% 14.21% 1.79% 0.81% 3.21% 1.06% 1.13% 1.13% 0.33%
2026/07/09 33.89% 18.73% 8.54% 2.76% 1.52% 3.56% 1.4% 1.36% 1.44% 1.35%
2026/07/10 33.06% 21.99% 9.61% 2.16% 2.21% 3.61% 1.03% 1.16% 1.8% 0.86%
2026/07/11 32.29% 25.14% 10.83% 1.32% 1.75% 2.78% 0.57% 1.48% 1.53% 0.29%
2026/07/12 33.76% 24.12% 8.53% 2.21% 2.01% 2.85% 0.16% 1.31% 1.38% 0.88%
2026/07/13 33.98% 20.99% 9.34% 3.38% 2.03% 3.43% 0.67% 1.11% 1.06% 2.26%
2026/07/14 36.75% 22.27% 8.11% 2.43% 1.6% 4.88% 1.03% 0.89% 0.97% 1.1%
2026/07/15 34.71% 19.78% 8.1% 2.62% 1.7% 5.18% 0.92% 1.34% 0.92% 1.42%
2026/07/16 32.49% 18.91% 10.98% 2.86% 1.44% 5.28% 1.26% 1.03% 0.98% 3.3%
2026/07/17 31.67% 21.29% 12.69% 1.93% 2.21% 2.64% 1.47% 1.18% 1.07% 1.36%
2026/07/18 30.13% 25.53% 13.1% 1.35% 1.19% 2.33% 0.51% 1.21% 1.35% 0.55%
2026/07/19 29.04% 23.41% 12.2% 1.64% 2.2% 3.19% 0.25% 1.86% 1.53% 1.17%
2026/07/20 36.41% 21.32% 10.76% 1.91% 1.51% 3.84% 0.86% 0.82% 1.4% 2%
2026/07/21 36.25% 22.21% 8.1% 2.37% 1.56% 4.89% 1.03% 0.91% 0.95% 1.17%
2026/07/22 35.64% 21.61% 8.08% 2.22% 1.93% 2.67% 1.31% 0.89% 1.72% 1.98%
2026/07/23 31.28% 22.06% 11.33% 2.34% 2.08% 3.93% 1.18% 0.97% 1.09% 0.76%
2026/07/24 30.74% 23.02% 11.44% 2.12% 1.52% 3.03% 0.67% 1.02% 1.13% 0.92%
2026/07/25 32.48% 22.59% 11.23% 2.63% 1.11% 3.32% 1.19% 1.3% 1.21% 1%
2026/07/26 31.62% 21.39% 11.04% 2.5% 0.66% 5.73% 0.58% 1.42% 1.11% 2.28%
2026/07/27 32.63% 21.07% 10.43% 3.43% 1.17% 5.01% 1.08% 1.44% 0.74% 2.93%
2026/07/28 32.58% 22.36% 9.75% 3.38% 1.36% 4.93% 1.72% 2.25% 0.93% 1.13%
2026/07/29 32.69% 21.47% 7.48% 3.97% 1.89% 5.97% 1.95% 2.19% 0.92% 0.76%
2026/07/30 34.72% 22.57% 10.64% 3.26% 2.33% 4.28% 1.35% 2.54% 1.14% 1.48%
2026/07/31 41.37% 18.51% 7.35% 3.15% 2.96% 2% 1.64% 1.22% 1.22% 1.06%
  • xero.com
  • sage.com
  • quickbooks.intuit.com
  • invoicehome.com
  • adp.com
  • money.co.uk
  • netsuite.com
  • dext.com
  • iris.co.uk
  • stripe.com

Copyright © Adthena. All rights reserved.

In July 2026, Xero’s PPC spend share fluctuated, peaking at 41.37% on the 31st. Sage saw a mid-month rise, ending at 18.51%. QuickBooks had a steady decline, finishing at 7.35%. InvoiceHome and ADP showed minor variations, while Money.co.uk peaked mid-month. NetSuite and Dext had modest increases, and Stripe’s share varied, closing at 1.06%.

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
2026/07/01 318
2026/07/02 317
2026/07/03 312
2026/07/04 312
2026/07/05 320
2026/07/06 326
2026/07/07 322
2026/07/08 309
2026/07/09 305
2026/07/10 307
2026/07/11 286
2026/07/12 285
2026/07/13 297
2026/07/14 298
2026/07/15 301
2026/07/16 297
2026/07/17 282
2026/07/18 275
2026/07/19 286
2026/07/20 279
2026/07/21 298
2026/07/22 312
2026/07/23 318
2026/07/24 314
2026/07/25 327
2026/07/26 321
2026/07/27 307
2026/07/28 318
2026/07/29 271
2026/07/30 258
2026/07/31 261

Copyright © Adthena. All rights reserved.

July began with 318 advertisers, fluctuating throughout the month, peaking at 327 on July 25. The month concluded with a decrease, ending at 261 advertisers.

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 1.83%
bizimply.com 0.24%
paypal.com 0.12%
money.co.uk 0.11%
c-bas.co.uk 0.1%
sdworx.com -0.08%
adp.com -0.23%
getapp.com -0.23%
xero.com -0.87%
quickbooks.intuit.com -0.94%

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Sage.com surged with a 1.83 increase, while QuickBooks and Xero faced declines of -0.94 and -0.87, respectively.

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 adp.com invoicehome.com paypal.com money.co.uk stripe.com approvalmax.com getapp.com
2026/07/01 49.97% 13.97% 6.38% 1.93% 3.18% 0.01% 1.22% 1.93% 0.01% 0.04%
2026/07/02 40.25% 13.69% 12.87% 1.74% 2.45% 2.86% 1.29% 2.64% 0.02% 0.09%
2026/07/03 43.16% 9.54% 22.48% 1.69% 1.79% 1.37% 1.18% 1.52% 0.01% 0.06%
2026/07/04 37.18% 9.09% 25.74% 2.13% 1.08% 3.24% 1.33% 0.62% 0.01% 0.84%
2026/07/05 37.77% 11.83% 21.35% 1.65% 1.76% 0.67% 1.49% 0.58% 0.01% 2.27%
2026/07/06 39.6% 11.17% 22.26% 1.55% 1.43% 0.44% 2.19% 0.26% 0.04% 1.87%
2026/07/07 38.43% 9.47% 20.34% 1.57% 2.4% 0.8% 2.88% 1.81% 0.15% 0.3%
2026/07/08 42.68% 10.86% 18.71% 1.23% 1.74% 0.48% 2.06% 0.27% 0.08% 1.51%
2026/07/09 44.26% 9.87% 11.58% 2.15% 3.01% 0% 2.26% 0.93% 0.09% 0.25%
2026/07/10 42.36% 11.72% 11.44% 2.08% 1.96% 0% 2.86% 0.58% 1.31% 3.65%
2026/07/11 37.66% 13.26% 13.59% 1.7% 1.38% 0% 1.7% 0.22% 0.01% 2.59%
2026/07/12 43.23% 13.38% 9.53% 1.91% 2.25% 0% 2.07% 0.77% 0.01% 1.33%
2026/07/13 42.65% 9.24% 12.49% 1.97% 2.95% 0% 2.78% 1.47% 2.16% 0.38%
2026/07/14 46.79% 11.76% 10.57% 1.57% 1.93% 0% 4.91% 0.87% 3.78% 0.7%
2026/07/15 41.18% 9.54% 10.64% 1.72% 2.01% 0.58% 4.83% 0.99% 1.85% 2.98%
2026/07/16 41.3% 11.1% 12.1% 1.47% 2.53% 6.23% 5.27% 2.34% 2.52% 0.11%
2026/07/17 37.35% 9.32% 11.99% 1.91% 1.57% 17% 2.4% 0.89% 2.94% 1.07%
2026/07/18 37.57% 12.36% 15.92% 1.22% 1.49% 11.7% 2.06% 0.36% 0.01% 0.11%
2026/07/19 34.88% 11.16% 13.01% 2.4% 2% 7.5% 1.99% 1.17% 0.01% 1.85%
2026/07/20 46.47% 12.07% 12.02% 2.02% 1.81% 3.23% 3.68% 1.34% 0.88% 0.13%
2026/07/21 46.79% 11.76% 10.57% 1.57% 1.93% 0% 4.91% 0.87% 3.78% 0.7%
2026/07/22 43.39% 10.36% 9.5% 1.73% 1.94% 4.67% 1.88% 1.22% 3.21% 1.28%
2026/07/23 37.94% 12.02% 13.48% 2.49% 2% 2.28% 3.38% 0.61% 1.02% 2.5%
2026/07/24 35.76% 13.49% 15.31% 1.71% 1.83% 2.39% 2.36% 0.66% 2.48% 1.49%
2026/07/25 40.78% 11.2% 14.63% 1.22% 2.33% 1.98% 2.39% 0.7% 0.18% 1.03%
2026/07/26 40.16% 11.03% 13.23% 1.03% 2.27% 0.22% 5.72% 1.69% 0.56% 0.91%
2026/07/27 40.76% 9.49% 11.68% 1.61% 3.25% 1.04% 5.57% 2.19% 1.64% 0.03%
2026/07/28 41.51% 11.77% 10.49% 1.6% 2.85% 3.13% 4.25% 0.84% 0.93% 0.02%
2026/07/29 43.4% 13.06% 10.42% 1.52% 2.79% 1.15% 4.32% 0.35% 3.01% 0.02%
2026/07/30 50.5% 13.31% 13.9% 1.9% 2.45% 1.17% 3.05% 1.05% 0.67% 0.03%
2026/07/31 63.48% 10.05% 7.07% 2.33% 2.25% 1.92% 0.73% 0.47% 0.04% 0.03%
  • xero.com
  • sage.com
  • quickbooks.intuit.com
  • adp.com
  • invoicehome.com
  • paypal.com
  • money.co.uk
  • stripe.com
  • approvalmax.com
  • getapp.com

Copyright © Adthena. All rights reserved.

In July 2026, xero.com led with a significant rise, peaking at 63.48% on the 31st. sage.com and quickbooks.intuit.com showed fluctuations, while adp.com and invoicehome.com maintained lower shares. The month concluded with xero.com dominating.

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
    Xero Invoice Approval Workflow | ApprovalMax https://landing.approvalmax.com

    Built for Xero. Multi-step approvals, spending limits, and full audit trails included.

  3. 3
    All-In-One Accounting Software - New All in One Platform https://quickbooks.intuit.com › accounting › software

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

  4. 4
    Payroll Estimator - 90% Off for 3 Months Sage https://www.sage.com

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

  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. Accounting software with all the time-saving tools you need. Invoicing. Simple. Real Time Data.

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, ADP, ApprovalMax, QuickBooks, Sage, and Xero shine with distinct narratives. ADP emphasizes global payroll expertise, while ApprovalMax highlights seamless Xero integration. QuickBooks offers comprehensive accounting, Sage tempts with a limited-time discount, and Xero champions small business efficiency.

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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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