US Services Tax and Accounting - PPC Market Share Analysis January 2026

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 18.154046133
81.845953867
18%

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 5%
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
turbotax.intuit.com 33.79
hrblock.com 31.75
freetaxusa.com 10.4
taxact.com 3.17
creditkarma.com 1.19
libertytax.com 1.17
irsefiletaxfiling.com 1.06
1800accountant.com 1
forbes.com 0.75
taxslayer.com 0.73
others 14.99
  • turbotax.intuit.com - 33.79%
  • hrblock.com - 31.75%
  • freetaxusa.com - 10.4%
  • taxact.com - 3.17%
  • creditkarma.com - 1.19%
  • libertytax.com - 1.17%
  • irsefiletaxfiling.com - 1.06%
  • 1800accountant.com - 1%
  • forbes.com - 0.75%
  • taxslayer.com - 0.73%
  • others - 14.99%

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, TurboTax leads with a 33.79% click share, closely followed by H&R Block at 31.75%. Notably, “others” collectively hold a significant 14.99%, 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 turbotax.intuit.com hrblock.com freetaxusa.com taxact.com irsefiletaxfiling.com forbes.com optimataxrelief.com adp.com 1800accountant.com accountingbroker.com
2026/01/01 21.31% 6.06% 7.93% 6.06% 4.75% 3.32% 2.05% 2.63% 5.22% 2.69%
2026/01/02 23.16% 5.7% 8.39% 5.09% 3.6% 4.38% 1.96% 2.22% 3.88% 2.5%
2026/01/03 23.98% 5.78% 9.47% 4.35% 5.3% 4.96% 2.01% 2.23% 3.45% 1.91%
2026/01/04 23.53% 5.68% 8.11% 4.8% 6.32% 5.12% 1.75% 1.91% 3.61% 1.33%
2026/01/05 26.26% 5.75% 8.02% 4.17% 2.37% 3.84% 1.71% 1.68% 4.73% 2.16%
2026/01/06 19.89% 6.57% 7.69% 5.25% 5.76% 2.89% 1.75% 2.48% 3.99% 2.03%
2026/01/07 27.33% 7.94% 7.83% 1.86% 3.43% 3.67% 1.45% 2.5% 3.01% 1.69%
2026/01/08 29.63% 4.1% 5.34% 2.45% 3.49% 3.87% 1.64% 1.94% 3.06% 2.53%
2026/01/09 32.05% 3.79% 9.22% 2.39% 4.08% 3.22% 1.65% 2.29% 3.31% 1%
2026/01/10 31.58% 6.72% 7.69% 2.41% 3.51% 3.85% 1.79% 1.87% 4.13% 0%
2026/01/11 34.39% 8.2% 2.57% 2.72% 2.78% 3.84% 1.76% 1.53% 3.52% 1.28%
2026/01/12 31.97% 8.99% 7.89% 1.51% 3.3% 2.34% 1.58% 1.56% 2.76% 1.73%
2026/01/13 32.45% 8.02% 11.15% 3.69% 3.53% 2.37% 1.57% 1.25% 2.07% 0.44%
2026/01/14 31.9% 7.31% 10.51% 2.93% 3.33% 2.96% 1.37% 2.33% 2.41% 1.59%
2026/01/15 32.11% 6.2% 8.24% 4.12% 3.15% 3.57% 1.49% 2.28% 2.75% 2.05%
2026/01/16 31.88% 3.77% 9.17% 2.38% 4.06% 3.21% 1.64% 2.28% 3.3% 0.99%
2026/01/17 37.68% 6.54% 8.74% 5.82% 3.23% 3.37% 1.62% 1.19% 2.28% 0.58%
2026/01/18 38.7% 6.87% 7.7% 6.53% 3.83% 3.26% 1.74% 1.51% 2.37% 1.08%
2026/01/19 34.37% 6.66% 7.62% 7.58% 4.02% 1.88% 1.48% 1.62% 3.1% 1.59%
2026/01/20 32.41% 8% 11.11% 3.68% 3.52% 2.37% 1.56% 1.25% 2.06% 0.44%
2026/01/21 31.07% 9.14% 8.35% 5.37% 2.6% 2.95% 1.28% 1.66% 2.51% 2.4%
2026/01/22 31.03% 9.56% 5.92% 4.54% 2.91% 3.57% 1.46% 1.83% 1.94% 1.49%
2026/01/23 28.23% 9.25% 6.65% 5.39% 2.59% 2.35% 1.42% 1.76% 2.5% 1.67%
2026/01/24 29.78% 10.67% 8.5% 5.78% 4.03% 2.93% 1.19% 1.35% 1.93% 0%
2026/01/25 29.75% 11.06% 8.5% 7.47% 3.37% 2.57% 1.39% 1.65% 1.89% 1.67%
2026/01/26 30.8% 10.86% 7.09% 4.72% 3.03% 2.08% 1.21% 1.27% 2.27% 2.76%
2026/01/27 32.28% 11.25% 9.28% 3.98% 3.34% 2.1% 1.25% 1.31% 2.47% 1.18%
2026/01/28 36.33% 11.2% 8.69% 4.04% 2.89% 2.01% 1.3% 1.37% 1.05% 1.02%
2026/01/29 36.47% 10.83% 10.03% 6.26% 2.03% 2.57% 1.49% 1.47% 1.05% 0%
2026/01/30 34.19% 12.38% 7.17% 6.28% 1.76% 1.54% 1.25% 1.98% 1.96% 0%
2026/01/31 38.94% 12.71% 7.27% 5.81% 2.68% 1.75% 1.45% 1.29% 1% 0.08%
  • turbotax.intuit.com
  • hrblock.com
  • freetaxusa.com
  • taxact.com
  • irsefiletaxfiling.com
  • forbes.com
  • optimataxrelief.com
  • adp.com
  • 1800accountant.com
  • accountingbroker.com

Copyright © Adthena. All rights reserved.

TurboTax led January 2026 with a steady rise, peaking at 38.94%. H&R Block followed, ending at 12.71%. FreeTaxUSA and TaxAct showed fluctuations, closing at 7.27% and 5.81%, respectively.

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
2026/01/01 710
2026/01/02 713
2026/01/03 697
2026/01/04 696
2026/01/05 720
2026/01/06 730
2026/01/07 688
2026/01/08 663
2026/01/09 648
2026/01/10 638
2026/01/11 629
2026/01/12 655
2026/01/13 625
2026/01/14 620
2026/01/15 612
2026/01/16 648
2026/01/17 617
2026/01/18 605
2026/01/19 624
2026/01/20 625
2026/01/21 630
2026/01/22 587
2026/01/23 625
2026/01/24 619
2026/01/25 640
2026/01/26 686
2026/01/27 660
2026/01/28 644
2026/01/29 634
2026/01/30 634
2026/01/31 625

Copyright © Adthena. All rights reserved.

January began with 710 advertisers, peaking at 730 on the 6th. A decline followed, reaching a low of 587 on the 22nd. The month concluded with 625 advertisers, reflecting a dynamic landscape.

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
turbotax.intuit.com 1.95%
taxact.com 1.73%
hrblock.com 0.73%
etax.com 0.27%
dochub.com 0.26%
irsefiletaxfiling.com -0.27%
forbes.com -0.29%
libertytax.com -0.3%
1800accountant.com -0.4%
freetaxusa.com -0.62%

Copyright © Adthena. All rights reserved.

Taxact.com and Turbotax.intuit.com surged with click shares of 1.73 and 1.95, respectively. Meanwhile, Freetaxusa.com saw a decline of -0.62.

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 turbotax.intuit.com hrblock.com freetaxusa.com taxact.com creditkarma.com irsefiletaxfiling.com taxslayer.com cwfphilly.org forbes.com 1800accountant.com
2026/01/01 25.81% 13.65% 6.53% 4.64% 1.52% 3.15% 0% 1.23% 1.67% 4.04%
2026/01/02 27.56% 13.09% 7.42% 3.86% 0.54% 2.53% 0.16% 1.47% 2.47% 3.13%
2026/01/03 27.31% 13.05% 8.51% 3.81% 0.51% 3.58% 0.92% 0.92% 3.02% 2.67%
2026/01/04 27.68% 13.33% 6.96% 3.51% 0.38% 4.17% 0.93% 1.4% 2.67% 2.9%
2026/01/05 30.59% 12.35% 6.56% 4.02% 2.31% 1.52% 1.73% 1.17% 2.19% 3.88%
2026/01/06 23.53% 14.65% 7.07% 4.13% 0.31% 3.83% 0% 1.06% 1.49% 3.11%
2026/01/07 33.61% 14.16% 6.68% 1.54% 4.06% 2.3% 0.32% 1.53% 1.94% 2.28%
2026/01/08 37.72% 8.04% 6.01% 1.8% 2.05% 2.38% 1.18% 1.19% 1.99% 2.46%
2026/01/09 38.84% 8.39% 8.39% 1.93% 1.11% 2.72% 0.6% 1.24% 1.74% 2.69%
2026/01/10 36.44% 13.26% 7.06% 1.67% 2.35% 2.11% 0.5% 1.08% 1.97% 2.9%
2026/01/11 38.75% 15.57% 2.84% 2.23% 2.3% 1.6% 2% 1.3% 1.7% 2.54%
2026/01/12 35.34% 15.39% 7.95% 1.57% 2.35% 1.99% 2.51% 0.61% 1.1% 2.12%
2026/01/13 37.55% 14.01% 10.14% 2.8% 3.02% 2.17% 2.17% 1.05% 1.08% 1.58%
2026/01/14 38.97% 13.26% 9.99% 2.8% 2.29% 2.12% 1.8% 0.88% 1.54% 1.85%
2026/01/15 38.58% 11.98% 7.55% 3.99% 1.67% 1.95% 1.56% 0.89% 1.85% 2.21%
2026/01/16 38.84% 8.39% 8.39% 1.93% 1.11% 2.72% 0.6% 1.24% 1.74% 2.69%
2026/01/17 43.4% 11.51% 8.75% 4.4% 2.46% 1.94% 0.98% 0.91% 1.59% 1.61%
2026/01/18 45.02% 11.24% 7.12% 5.04% 2.82% 2.07% 0.54% 0.73% 1.45% 1.68%
2026/01/19 38.7% 12.09% 8.04% 6.19% 6.16% 2.23% 1.45% 0.78% 0.85% 2.31%
2026/01/20 37.55% 14.01% 10.14% 2.8% 3.02% 2.17% 2.17% 1.05% 1.08% 1.58%
2026/01/21 36.32% 13.99% 8.1% 4.44% 2.71% 1.59% 2.25% 0.72% 1.52% 1.91%
2026/01/22 38.85% 13.31% 6.67% 4.75% 0.75% 1.73% 1.72% 0.23% 1.82% 1.54%
2026/01/23 35.34% 13.8% 6.97% 6.16% 0.95% 1.62% 1.13% 0.12% 1.09% 1.87%
2026/01/24 34.42% 14.4% 8.74% 7.21% 1.25% 2.5% 2.05% 1.01% 1.42% 1.38%
2026/01/25 34.18% 15.67% 7.13% 8.06% 2.22% 1.98% 2.2% 1.11% 1.2% 1.4%
2026/01/26 36.22% 16.11% 6.89% 4.72% 0.47% 1.8% 2.22% 0.47% 0.97% 1.69%
2026/01/27 37.78% 16.08% 9.85% 3.89% 0.27% 2.01% 0.83% 0.86% 0.96% 1.99%
2026/01/28 41.76% 17.12% 8.48% 4.4% 0.32% 1.67% 1.01% 0.73% 0.91% 0.74%
2026/01/29 41.42% 16.43% 8.74% 6.68% 0.94% 1.15% 1.01% 0.69% 1.29% 0.72%
2026/01/30 40.74% 16.72% 6.75% 6.24% 2.17% 0.94% 0.92% 0.88% 0.63% 1.3%
2026/01/31 42.21% 15.54% 7.35% 5.84% 3.88% 1.46% 1.2% 0.89% 0.8% 0.7%
  • turbotax.intuit.com
  • hrblock.com
  • freetaxusa.com
  • taxact.com
  • creditkarma.com
  • irsefiletaxfiling.com
  • taxslayer.com
  • cwfphilly.org
  • forbes.com
  • 1800accountant.com

Copyright © Adthena. All rights reserved.

TurboTax led January 2026 with a strong impression share, peaking at 45.02% on the 18th. H&R Block and FreeTaxUSA followed, showing steady growth. TaxAct and CreditKarma had moderate shares, while others remained low.

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
    Fillable IRS Form W-9 https://www.formaid.online › irs › w-9

    Free to Print, Save & Download — Fill out and IRS Form W-9 - Request for Taxpayer Identification Number and Certification. Start Now: Fill Out and Download Your IRS W-9 Tax Form in Under 5 Minutes! Non-Profit Organization.

  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
    How to Calculate Your Taxes https://www.savvyladies.org

    See how to estimate your taxes — Learn all about how tax brackets work and see how to estimate your taxes. By tax advisor and Savvy Ladies Volunteer Kelly Erb.

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

    File Federal For Free — Filing Your Taxes Just Became Easier. File Your Taxes Stress-Free Online With TaxAct. Only...

  5. 5
    TurboTax® Free Edition - $0 Fed. $0 State. $0 To File https://turbotax.intuit.com › free › taxes

    37% Of Taxpayers Qualify. Simple Form 1040 Returns Only. See If You Qualify.

Copyright © Adthena. All rights reserved.

In the competitive world of tax and accounting PPC ads, “formaid.online” offers a quick, free W-9 form solution, while “hrblock.com” promises maximum refunds. “savvyladies.org” educates on tax calculations, “taxact.com” simplifies free federal filing, and “turbotax.intuit.com” highlights zero-cost filing for eligible taxpayers.

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