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UK Software & Technology Payroll / Accounting - PPC Market Share Analysis March 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 19.2193628053
80.7806371947
19%

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 39
61
39%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 16%
Transactional 6%
Navigational 14%
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 65.4
quickbooks.intuit.com 15.18
sage.com 11.13
invoicehome.com 0.94
bizimply.com 0.45
iris.co.uk 0.45
money.co.uk 0.45
capterra.com 0.41
stripe.com 0.34
intuit.com 0.29
others 4.96
  • xero.com - 65.4%
  • quickbooks.intuit.com - 15.18%
  • sage.com - 11.13%
  • invoicehome.com - 0.94%
  • bizimply.com - 0.45%
  • iris.co.uk - 0.45%
  • money.co.uk - 0.45%
  • capterra.com - 0.41%
  • stripe.com - 0.34%
  • intuit.com - 0.29%
  • others - 4.96%

Copyright © Adthena. All rights reserved.

Xero.com dominates with 65.4% click share, overshadowing QuickBooks’ 15.18% and Sage’s 11.13%. Others collectively hold 4.96%, highlighting diverse competition.

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 quickbooks.intuit.com xero.com sage.com iris.co.uk netsuite.com money.co.uk invoicehome.com mhrglobal.com stripe.com simprogroup.com
2026/03/01 12.3% 42.44% 24.35% 1.02% 0.03% 0.47% 0.58% 0.39% 1.53% 0.03%
2026/03/02 16.23% 36.85% 18.93% 1.06% 0.58% 0.54% 1.7% 0.47% 1.27% 1.57%
2026/03/03 16.55% 33.66% 19.27% 1.27% 1.13% 0.93% 2.5% 0.65% 2.25% 0.93%
2026/03/04 19.67% 32.86% 18.95% 1.33% 0.33% 1.05% 1.51% 0.41% 2.47% 1.45%
2026/03/05 21.14% 31.43% 19.59% 1.53% 0.75% 0.98% 1.41% 0.42% 2.16% 1.6%
2026/03/06 20.06% 31.36% 18.99% 1.23% 0.72% 0.95% 1.55% 0.51% 2.17% 1.83%
2026/03/07 19.19% 34.45% 20.38% 1.1% 1.32% 1.36% 1% 0.74% 1.75% 0.05%
2026/03/08 17.93% 34.98% 21.69% 1.01% 0.48% 2.45% 1.54% 0.69% 0.96% 0.04%
2026/03/09 20.3% 30.28% 20.21% 1.18% 0.59% 1.64% 1.53% 0.54% 1.88% 1.31%
2026/03/10 19.07% 31.15% 17.62% 1.41% 1.1% 1.92% 2.03% 0.68% 2.48% 1.38%
2026/03/11 19.89% 26.28% 22.21% 1.55% 0.51% 2.19% 1.27% 0.57% 2.52% 0.74%
2026/03/12 16.62% 30.4% 19.2% 1.27% 0.84% 2.41% 1.48% 0.84% 2.17% 0.65%
2026/03/13 18.75% 27.67% 23.22% 1.23% 1.17% 2.44% 1.31% 1.07% 1.11% 1.56%
2026/03/14 17.27% 32.1% 26.01% 1.24% 0.45% 2.37% 0.89% 0.99% 0.6% 0.05%
2026/03/15 15.92% 34.48% 25.15% 1.19% 0.18% 2.62% 1.32% 1.26% 1.74% 0.05%
2026/03/16 19.34% 33.09% 21.08% 1.44% 0.51% 4.07% 1.33% 1.08% 0.73% 1.55%
2026/03/17 19.47% 30.57% 20.59% 1.75% 1.15% 2.51% 1.81% 0.98% 1.2% 1.82%
2026/03/18 20.61% 30.53% 21.18% 1.43% 0.51% 2.18% 1.84% 0.92% 0.84% 1.14%
2026/03/19 22.25% 24.46% 23.25% 1.95% 1.22% 2.07% 1.85% 1.28% 0.78% 2.05%
2026/03/20 21.49% 24.17% 26.74% 1.92% 1.28% 1.76% 1.39% 1.25% 0.62% 1.62%
2026/03/21 18.73% 32.77% 26.17% 1.47% 0.54% 1.69% 1.34% 1.01% 0.49% 0.22%
2026/03/22 19.56% 31.42% 25.52% 1.53% 0.19% 1.76% 0.99% 0.98% 0.54% 0.07%
2026/03/23 20.87% 32.92% 21.48% 1.43% 0.71% 1.27% 1.38% 0.95% 0.28% 2.17%
2026/03/24 19.43% 30.5% 20.54% 1.75% 1.14% 2.51% 1.81% 0.97% 1.19% 1.82%
2026/03/25 25.51% 30.41% 22.13% 1.45% 0.58% 1.16% 0.57% 0.65% 0.18% 0.39%
2026/03/26 27.51% 25.37% 22.42% 1.53% 1.21% 0.98% 1.43% 0.67% 1.25% 1.02%
2026/03/27 24.98% 30.63% 19.05% 1.55% 1.28% 1.63% 1.2% 0.68% 0.37% 0.49%
2026/03/28 23.2% 32.88% 22.58% 1.26% 0.6% 1.03% 1.09% 0.69% 0.87% 0.04%
2026/03/29 22.08% 30.14% 24.27% 1.48% 0.15% 1.56% 1.31% 1.05% 1.34% 0.04%
2026/03/30 26.02% 30.43% 20.01% 1.95% 1.04% 1.41% 1.84% 0.81% 1.13% 0.66%
2026/03/31 32.55% 25.19% 16.14% 2.39% 2% 1.81% 1.24% 1.11% 0.75% 0.09%
  • quickbooks.intuit.com
  • xero.com
  • sage.com
  • iris.co.uk
  • netsuite.com
  • money.co.uk
  • invoicehome.com
  • mhrglobal.com
  • stripe.com
  • simprogroup.com

Copyright © Adthena. All rights reserved.

QuickBooks’ spend surged from 12.3% to 32.55% in March, while Xero’s share declined from 42.44% to 25.19%. Sage fluctuated, ending at 16.14%. Iris and Netsuite saw modest increases, finishing at 2.39% and 2.0%, respectively.

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
2026/03/01 305
2026/03/02 330
2026/03/03 329
2026/03/04 324
2026/03/05 321
2026/03/06 312
2026/03/07 313
2026/03/08 315
2026/03/09 336
2026/03/10 327
2026/03/11 323
2026/03/12 332
2026/03/13 322
2026/03/14 318
2026/03/15 329
2026/03/16 333
2026/03/17 341
2026/03/18 332
2026/03/19 329
2026/03/20 324
2026/03/21 314
2026/03/22 315
2026/03/23 321
2026/03/24 341
2026/03/25 304
2026/03/26 302
2026/03/27 297
2026/03/28 297
2026/03/29 289
2026/03/30 305
2026/03/31 292

Copyright © Adthena. All rights reserved.

March began with 305 advertisers, peaking at 341 mid-month. A decline followed, ending at 292.

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 1.64%
quickbooks.intuit.com 0.46%
gov.uk 0.24%
anna.money 0.18%
pipedrive.com 0.14%
remote.com -0.16%
ciphr.com -0.27%
capterra.com -0.28%
stripe.com -0.29%
intuit.com -0.33%

Copyright © Adthena. All rights reserved.

Xero.com surged with a 1.64 increase, while intuit.com dropped by 0.33. Quickbooks.intuit.com gained 0.46, contrasting stripe.com’s 0.29 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 quickbooks.intuit.com xero.com sage.com money.co.uk iris.co.uk invoicehome.com brighthr.com stripe.com intuit.com capterra.com
2026/03/01 10.35% 49.9% 22.27% 1.01% 0.59% 0.42% 0.54% 0.81% 2.39% 0.94%
2026/03/02 17.58% 46.91% 10.27% 0.66% 0.65% 1.22% 1.28% 0.84% 1.05% 2.05%
2026/03/03 17.8% 43.09% 10.95% 1.76% 0.67% 1.69% 1.47% 1.24% 0.75% 0.42%
2026/03/04 22.09% 39.47% 11.36% 1.05% 0.71% 0.98% 1.11% 1.45% 0.93% 1.22%
2026/03/05 24.38% 40.68% 11.36% 0.93% 0.76% 0.93% 1.02% 1.25% 1.08% 1.08%
2026/03/06 24.25% 36.6% 10.26% 0.82% 0.68% 0.87% 1.02% 1.24% 1.4% 0.93%
2026/03/07 26.09% 41.44% 10.12% 1.28% 0.57% 0.66% 0.69% 0.97% 1.18% 0.28%
2026/03/08 21.72% 40.4% 15.09% 2.83% 0.7% 1.01% 0.7% 0.56% 1.05% 1.74%
2026/03/09 25.18% 36.74% 9.57% 1.67% 0.61% 0.82% 1.14% 0.99% 0.97% 0.98%
2026/03/10 24.81% 36.91% 8.1% 1.75% 0.7% 1.12% 0.97% 1.38% 0.62% 0.97%
2026/03/11 24.56% 34.34% 10.63% 1.77% 0.69% 0.86% 1.41% 1.58% 0.8% 2.25%
2026/03/12 20.18% 37.5% 8.92% 1.87% 0.64% 0.97% 1.07% 1.2% 2.58% 2.92%
2026/03/13 25.33% 32.89% 13.18% 2.03% 0.76% 0.9% 0.94% 0.67% 0.14% 0.22%
2026/03/14 19.92% 38.53% 18.5% 2.28% 0.77% 0.57% 0.8% 0.37% 1.02% 2.07%
2026/03/15 20.11% 37.85% 18.72% 2.64% 0.73% 0.85% 0.21% 0.92% 0.13% 1.29%
2026/03/16 25.74% 38.75% 11.35% 3.51% 0.78% 0.85% 0.65% 0.44% 0.06% 1.07%
2026/03/17 27.3% 37.4% 9.8% 1.97% 0.95% 1.07% 0.67% 0.73% 0.61% 2.24%
2026/03/18 27.42% 37.03% 9.97% 1.93% 0.71% 1.03% 0.72% 0.52% 0.09% 1.16%
2026/03/19 26.93% 34.15% 13.32% 2.03% 0.97% 1.12% 1.55% 0.47% 0.09% 1.25%
2026/03/20 25.15% 36.08% 15.99% 1.49% 0.84% 0.92% 0.65% 0.31% 0.03% 0.23%
2026/03/21 23.89% 40.83% 14.87% 1.62% 0.87% 0.87% 0.66% 0.29% 0.02% 0.25%
2026/03/22 20.88% 38.4% 17.77% 1.54% 0.88% 0.69% 0.09% 0.26% 0.1% 2.39%
2026/03/23 25.38% 39.82% 11.78% 1.29% 0.99% 0.82% 0.81% 0.12% 0.09% 0.98%
2026/03/24 27.3% 37.4% 9.8% 1.97% 0.95% 1.07% 0.67% 0.73% 0.61% 2.24%
2026/03/25 33.46% 39.3% 9.8% 0.87% 0.63% 0.4% 0.67% 0.12% 0.36% 0.09%
2026/03/26 34.42% 36.54% 9.92% 0.87% 0.82% 0.88% 0.55% 0.83% 0.1% 0.11%
2026/03/27 31.05% 37.68% 7.81% 1.22% 0.77% 0.71% 1.04% 0.19% 0.26% 1.06%
2026/03/28 31.13% 38.86% 11.44% 1.02% 0.69% 0.67% 0.59% 0.57% 0.17% 0.13%
2026/03/29 30.4% 35.04% 14.76% 1.97% 0.76% 0.78% 0.35% 0.65% 0.03% 0.1%
2026/03/30 35.06% 38.47% 8.38% 1.27% 0.89% 1.17% 0.79% 0.71% 0.14% 0.08%
2026/03/31 39.15% 33.42% 7.39% 1.54% 1.11% 0.72% 0.48% 0.46% 0.32% 0.13%
  • quickbooks.intuit.com
  • xero.com
  • sage.com
  • money.co.uk
  • iris.co.uk
  • invoicehome.com
  • brighthr.com
  • stripe.com
  • intuit.com
  • capterra.com

Copyright © Adthena. All rights reserved.

In March 2026, QuickBooks’ impression share surged from 10.35% to 39.15%, while Xero’s declined from 49.9% to 33.42%. Sage fluctuated, ending at 7.39%.

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
    Xero Reporting App - Xero Reporting Add On https://app.joiin.co › free_trial › sign_up

    Automate how you consolidate financial, sales and KPI data to create great-looking reports. Create...

  2. 2
    Simple CRM For Small Businesses https://www.pipedrive.com › crm › small-business

    Try Pipedrive™ For Free — Grow and Scale Your Small Business with Our Simple, Powerful CRM.

  3. 3
    QuickBooks Accounting Software https://quickbooks.intuit.com › accounting › software

    New All in One Platform — Accounting Software - Keep Your Books Accurate and Have More Time For What Matters.

  4. 4
    Accounting Software | 90% Off 6 Months Accounting https://www.sage.com

    Get 90% Off 6 Months Sage Accounting Software | Limited-Time Sage Accounting Offer. Switch your accounting and payroll provider for award-winning...

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

    Xero Accounting Software — Accounting software with all the time-saving tools you need. 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, Joiin.co entices with automated financial reporting, while Pipedrive.com offers a simple CRM for small businesses. QuickBooks highlights an all-in-one platform, Sage tempts with a 90% discount, and Xero emphasizes time-saving tools 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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