US Services Tax and Accounting - PPC Market Share Analysis November 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Tax and Accounting category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Tax and Accounting – US

Google AI Overview visibility for Services Tax and Accounting US

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 13.0336975936
86.9663024064
13%

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 54
46
54%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 4%
Transactional 1%
Navigational 1%
Seasonal 0%
Local 1%
Problem Solving 51%

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Market Exposure

Share of Clicks for top 10 US Services Tax and Accounting brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
freetaxusa.com 21.13
hrblock.com 20.37
taxact.com 5.32
turbotax.intuit.com 3.91
irsefiletaxfiling.com 3.56
1800accountant.com 2.79
forbes.com 1.83
legalzoom.com 1.36
avalara.com 1.24
incauthority.com 1.1
others 37.39
  • freetaxusa.com - 21.13%
  • hrblock.com - 20.37%
  • taxact.com - 5.32%
  • turbotax.intuit.com - 3.91%
  • irsefiletaxfiling.com - 3.56%
  • 1800accountant.com - 2.79%
  • forbes.com - 1.83%
  • legalzoom.com - 1.36%
  • avalara.com - 1.24%
  • incauthority.com - 1.1%
  • others - 37.39%

Copyright © Adthena. All rights reserved.

In the PPC landscape, FreeTaxUSA leads with 21.13% click share, closely followed by H&R Block at 20.37%. Others collectively hold 37.39%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 US Services Tax and 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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date freetaxusa.com hrblock.com irsefiletaxfiling.com 1800accountant.com forbes.com taxact.com turbotax.intuit.com adp.com legalzoom.com top-accountingsoftware.com
2025/11/01 8.69% 4.29% 8.61% 2.68% 5.03% 6.76% 3.57% 1.56% 3.12% 1.24%
2025/11/02 9.03% 4.5% 8.25% 2.4% 4.42% 6.28% 3.88% 1.57% 3.15% 1.08%
2025/11/03 8.36% 4.02% 7.74% 3.63% 3.56% 5.44% 3.83% 2.37% 3.72% 2.95%
2025/11/04 7.49% 3.81% 8.35% 3.53% 4.78% 4.45% 3.07% 1.83% 3.47% 3.03%
2025/11/05 8.2% 4.61% 6.53% 3.57% 4.46% 4.8% 2.52% 2.59% 2.71% 2.95%
2025/11/06 9.04% 4.29% 7.97% 2.59% 5.03% 4.38% 2.77% 2.17% 2.63% 3.4%
2025/11/07 9.7% 3.47% 7.2% 4.46% 4.43% 2.32% 3.07% 2.88% 3.42% 3.2%
2025/11/08 7.51% 4.16% 6.83% 6.83% 5.68% 2.3% 3.34% 1.94% 3.18% 1.71%
2025/11/09 9.45% 6.53% 7.21% 5.96% 5.93% 1.69% 2.8% 1.76% 3.63% 1.67%
2025/11/10 10.04% 4.77% 7.44% 5.49% 4.49% 1.5% 2.39% 2.08% 2.91% 3.29%
2025/11/11 11.91% 3.67% 6.87% 5.63% 5.25% 1.41% 2.87% 2.07% 2.9% 3.92%
2025/11/12 11.22% 3.07% 6.82% 4.68% 4.03% 3.53% 2.56% 2.54% 2.53% 2.01%
2025/11/13 10.07% 2.25% 6.91% 5.33% 4.24% 3.1% 2.64% 2.29% 2.85% 3.23%
2025/11/14 8.96% 3.45% 5% 4.49% 3.74% 4.12% 2.75% 2.16% 2.52% 2.46%
2025/11/15 7.85% 2.61% 7.99% 4.05% 5.77% 3.74% 3.28% 2.01% 2.64% 1.15%
2025/11/16 10.74% 3.85% 7.56% 4.73% 4.57% 3.28% 2.78% 2.54% 2.79% 1.23%
2025/11/17 10.39% 4.11% 8.32% 5.28% 3.51% 0.8% 2.8% 2.51% 2.93% 1.88%
2025/11/18 11.12% 2.59% 8.2% 5.17% 3.69% 1.92% 2.47% 2.45% 3.79% 1.39%
2025/11/19 10.56% 1.81% 7.82% 5.12% 3.97% 8% 2.72% 2.41% 2.28% 2.04%
2025/11/20 7.64% 3.55% 6.91% 5.97% 3.75% 11.08% 3.94% 2.61% 2.29% 2.73%
2025/11/21 10.28% 1.96% 4.94% 4.78% 3.38% 12.88% 3.09% 2.21% 2.18% 1.41%
2025/11/22 10.83% 2.82% 6.97% 4.41% 4.22% 8.12% 3.65% 2.34% 2.62% 0.87%
2025/11/23 10.13% 2.83% 8.04% 4.95% 4.01% 6.42% 3.75% 2.55% 2.51% 1.34%
2025/11/24 11.6% 3.23% 4.87% 5.57% 2.94% 8.82% 3.11% 2.65% 1.93% 2.67%
2025/11/25 9.51% 1.99% 2.5% 5.8% 3.88% 6.06% 3.83% 2.99% 2.21% 2.39%
2025/11/26 8.32% 3.61% 2.04% 6.37% 3.99% 5.22% 4.47% 3.1% 1.73% 2.91%
2025/11/27 10.63% 4.4% 0.01% 5.38% 2.64% 5.03% 3.82% 3.13% 1.94% 2.32%
2025/11/28 11.22% 2.29% 5.49% 3.62% 2.62% 2.25% 3.94% 2.53% 1.34% 1.91%
2025/11/29 10.22% 3.02% 6.29% 4.04% 3.19% 2.78% 3.92% 2.32% 0.92% 0.32%
2025/11/30 12.89% 4.86% 4.7% 4.48% 3.7% 3.23% 3.16% 2.39% 2.13% 0.32%
  • freetaxusa.com
  • hrblock.com
  • irsefiletaxfiling.com
  • 1800accountant.com
  • forbes.com
  • taxact.com
  • turbotax.intuit.com
  • adp.com
  • legalzoom.com
  • top-accountingsoftware.com

Copyright © Adthena. All rights reserved.

In November 2025, freetaxusa.com led with a steady rise, peaking at 12.89%. Meanwhile, hrblock.com fluctuated, ending at 4.86%. irsefiletaxfiling.com saw a decline, closing at 4.7%. taxact.com surged mid-month, finishing at 3.23%. Overall, freetaxusa.com dominated the PPC landscape.

Market Exposure

Competitor Count for US Services Tax and 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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2025/11/01 710
2025/11/02 720
2025/11/03 723
2025/11/04 720
2025/11/05 738
2025/11/06 726
2025/11/07 742
2025/11/08 723
2025/11/09 732
2025/11/10 762
2025/11/11 731
2025/11/12 734
2025/11/13 742
2025/11/14 742
2025/11/15 713
2025/11/16 716
2025/11/17 724
2025/11/18 724
2025/11/19 715
2025/11/20 718
2025/11/21 720
2025/11/22 717
2025/11/23 702
2025/11/24 715
2025/11/25 736
2025/11/26 713
2025/11/27 725
2025/11/28 734
2025/11/29 724
2025/11/30 727

Copyright © Adthena. All rights reserved.

November saw a dynamic fluctuation in distinct advertisers, peaking at 762 on November 10th, before stabilizing at 727 by month’s end.

Campaign Efficiency

Market Loss & Market Gains for US Services Tax and Accounting

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
taxact.com 2.67%
freetaxusa.com 1.48%
turbotax.intuit.com 0.75%
freshbooks.com 0.51%
intuit.com 0.45%
tipalti.com -0.41%
savvyladies.org -0.43%
forbes.com -0.53%
irsefiletaxfiling.com -0.86%
hrblock.com -2.35%

Copyright © Adthena. All rights reserved.

Taxact.com surged with a 2.67% click share increase, while hrblock.com dropped by 2.35%. Freetaxusa.com gained 1.48%, and turbotax.intuit.com rose by 0.75%.

Campaign Efficiency

US Services Tax and Accounting Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date freetaxusa.com hrblock.com 1800accountant.com turbotax.intuit.com irsefiletaxfiling.com taxact.com avalara.com forbes.com merceradvisors.com legalzoom.com
2025/11/01 9.6% 8% 2.25% 3.89% 6.43% 7.64% 1.02% 3.53% 5.12% 1.85%
2025/11/02 9.11% 8.04% 2.17% 3.87% 6.02% 6.71% 2.61% 3.25% 3.53% 1.96%
2025/11/03 8.52% 7.36% 3.34% 4.25% 6.05% 5.56% 0.77% 2.74% 3.76% 2.2%
2025/11/04 7.47% 8.45% 3.11% 3.09% 6.09% 4.83% 1.55% 3.73% 4.7% 2.06%
2025/11/05 8.27% 8.22% 3.43% 2.9% 4.96% 5.49% 1.6% 2.84% 2.56% 1.66%
2025/11/06 8.78% 8.64% 2.28% 3.29% 5.97% 4.73% 2.43% 4.33% 1.76% 1.61%
2025/11/07 9.51% 6.81% 3.88% 3.41% 5.67% 2.49% 1.45% 2.93% 1.35% 2.14%
2025/11/08 7.78% 5.69% 6.14% 4.18% 5.23% 3.25% 0.77% 3.94% 1.36% 1.99%
2025/11/09 9.93% 11.89% 4.88% 3.06% 5.02% 1.79% 0.88% 3.29% 1.74% 2.18%
2025/11/10 9.94% 9.87% 4.56% 2.83% 5.73% 1.68% 2.42% 2.79% 0.98% 1.97%
2025/11/11 13.13% 6.36% 4.87% 3.81% 5.48% 1.5% 1.17% 3.17% 0.99% 1.97%
2025/11/12 12.99% 5.97% 4.18% 2.85% 5.33% 3.65% 1.64% 2.52% 1.35% 1.67%
2025/11/13 10.69% 5.42% 5.1% 3.46% 6% 3.42% 0.9% 2.64% 0.94% 1.79%
2025/11/14 9.1% 7.77% 4.17% 3.23% 4.15% 4.04% 1.05% 1.99% 1.04% 1.53%
2025/11/15 9.18% 7.58% 3.59% 4.01% 6.26% 3.88% 1.58% 4.26% 1.69% 1.59%
2025/11/16 10.75% 8.72% 3.98% 3.37% 5.59% 3.2% 2.93% 2.78% 1.1% 1.83%
2025/11/17 12.07% 10.55% 4.8% 3.34% 6.44% 0.79% 1.22% 2.16% 0.95% 1.93%
2025/11/18 12.4% 5.51% 5.22% 3.21% 6.68% 2.03% 1.09% 2.53% 1.83% 2.62%
2025/11/19 11.62% 4.84% 5.05% 3.53% 6.84% 10.99% 0.89% 2.69% 1.39% 1.74%
2025/11/20 8.9% 7% 5.46% 4.67% 5.49% 14.38% 0.64% 2.5% 0.92% 1.75%
2025/11/21 10.28% 5.1% 4.48% 3.55% 3.69% 14.64% 1.22% 1.97% 1.5% 1.23%
2025/11/22 11.28% 5.97% 3.9% 4.08% 4.95% 8.7% 0.75% 2.47% 1.45% 1.84%
2025/11/23 9.98% 4.92% 4.45% 4.33% 6.24% 6.98% 1.95% 2.25% 2.68% 1.82%
2025/11/24 11.56% 8.2% 5.34% 3.78% 3.94% 10.34% 1.99% 1.64% 1.6% 1.34%
2025/11/25 10.48% 4.48% 5.6% 4.27% 1.78% 6.62% 1.75% 2.34% 1% 1.24%
2025/11/26 8.75% 6.77% 5.64% 5.1% 1.47% 4.85% 2.27% 2.98% 1.19% 0.96%
2025/11/27 10.13% 9.73% 4.52% 4.37% 0.01% 4.67% 2.47% 1.5% 2.05% 1.06%
2025/11/28 11.14% 3.99% 3.48% 4.94% 4.13% 2.26% 2.43% 1.62% 1.9% 0.85%
2025/11/29 11.01% 5.7% 3.56% 5.03% 4.78% 2.75% 2.53% 1.95% 1.36% 0.59%
2025/11/30 11.81% 9.37% 3.78% 3.72% 3.41% 2.76% 2.7% 2.21% 1.32% 1.29%
  • freetaxusa.com
  • hrblock.com
  • 1800accountant.com
  • turbotax.intuit.com
  • irsefiletaxfiling.com
  • taxact.com
  • avalara.com
  • forbes.com
  • merceradvisors.com
  • legalzoom.com

Copyright © Adthena. All rights reserved.

In November 2025, freetaxusa.com led with a peak of 13.13% on the 11th. Taxact.com surged mid-month, reaching 14.64% on the 21st. By month’s end, freetaxusa.com maintained dominance, closing at 11.81%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Services Tax and Accounting

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

Google Text Ad Copy Insights & Creative Trends for US Services Tax and Accounting - Last month
  1. 1
    FreeTaxUSA Tax Filing https://www.freetaxusa.com

    File Your Federal Taxes - Free — E-File your tax return directly to the IRS. Prepare federal and state income taxes online. Federal...

  2. 2
    H&R Block® Official Site https://www.hrblock.com

    H&R Block® Online — Complete Your Tax Return With H&R Block® To Get The Max Refund, Guaranteed. Start Today!

  3. 3
    IRS Tax Identification Number - EIN Application https://www.irsefiletaxfiling.com › tax-id

    Secure Online Filing Service for Federal Tax ID, LLC, Sole Prop, Estate, Trust Formation. Simplified Step by Step Online Application and Human...

  4. 4
    Free Federal Tax Filing https://www.taxact.com

    Start Filing For Free — Filing Your Taxes Just Became Easier. File Your Taxes Stress-Free Online With TaxAct. Only Certain Taxpayers Are Eligible Based On Qualifying Income And Deductions.

  5. 5
    Estimate Your Tax Outcome https://turbotax.intuit.com › business › taxes

    TurboTax® Tax Calculator — Get 100% Accurate Calculations When You File w/ TurboTax® To Get Every Dollar You Deserve.

Copyright © Adthena. All rights reserved.

In the competitive world of tax filing, FreeTaxUSA, H&R Block, IRS E-File, TaxAct, and TurboTax dominate with compelling PPC ads. FreeTaxUSA and TaxAct emphasize free federal filing, appealing to cost-conscious users. H&R Block guarantees maximum refunds, while TurboTax promises accuracy. IRS E-File simplifies EIN applications, targeting business owners.

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