US Services Tax and Accounting - PPC Market Share Analysis September 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 32.1758254251
67.8241745749
32%

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 46
54
46%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 4%
Transactional 2%
Navigational 4%
Seasonal 0%
Local 1%
Problem Solving 43%

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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 26.36
hrblock.com 25.76
turbotax.intuit.com 10.56
taxact.com 7.05
creditkarma.com 2.43
forbes.com 1.78
avalara.com 1.3
coursera.org 1.28
bill.com 1.27
xendoo.com 1.09
others 21.12
  • freetaxusa.com - 26.36%
  • hrblock.com - 25.76%
  • turbotax.intuit.com - 10.56%
  • taxact.com - 7.05%
  • creditkarma.com - 2.43%
  • forbes.com - 1.78%
  • avalara.com - 1.3%
  • coursera.org - 1.28%
  • bill.com - 1.27%
  • xendoo.com - 1.09%
  • others - 21.12%

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In the PPC landscape, FreeTaxUSA leads with 26.36% click share, closely followed by H&R Block at 25.76%. ‘Others’ collectively hold 21.12%, 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 xendoo.com taxact.com coursera.org freetaxusa.com forbes.com bill.com creditkarma.com getjobber.com
2026/09/01 0.24% 5.34% 9.86% 7.61% 3.98% 7.4% 6.05% 6.25% 3.65% 1.96%
2026/09/02 0.62% 7% 8.12% 8.59% 2.47% 6.46% 3.98% 2.82% 5.06% 1.81%
2026/09/03 5.01% 7.07% 5.93% 10.01% 4.34% 6.35% 4.23% 3.66% 4.28% 1.41%
2026/09/04 6.33% 6.23% 5.22% 9.5% 2.87% 6.57% 5.62% 2.93% 4.24% 1.75%
2026/09/05 8.37% 7.45% 4.85% 9.89% 3.92% 6.23% 6.47% 2.95% 4.36% 1.59%
2026/09/06 9.15% 6.74% 4.34% 9.41% 2.38% 6.3% 11.5% 2.11% 3.52% 1.59%
2026/09/07 8.14% 7.53% 4.91% 9.7% 2.61% 6.34% 8.96% 4.26% 2.04% 1.62%
2026/09/08 7.71% 6.34% 4.92% 9.93% 2.49% 6.16% 8.97% 5.14% 2.92% 3.41%
2026/09/09 7.39% 6.91% 3.92% 8.62% 5.02% 5.57% 7.24% 6.79% 3.74% 3.54%
2026/09/10 6.78% 6.79% 3.4% 8.26% 4.7% 5.22% 9.34% 6.78% 2.99% 2.98%
2026/09/11 7.07% 6.08% 3.27% 8% 6.04% 5.64% 6.03% 7.39% 3.37% 4.7%
2026/09/12 6.43% 6.22% 3.91% 6.26% 6.43% 5% 6.84% 4.78% 3.55% 4.97%
2026/09/13 7.15% 5.54% 5.72% 4.98% 7.84% 4.88% 5.36% 4.41% 3.85% 5.81%
2026/09/14 5.64% 5.09% 6.69% 4.23% 8.33% 4.81% 3.75% 7.33% 4.05% 5.23%
2026/09/15 9.27% 5.38% 5.92% 4.93% 6.25% 5.86% 4.01% 6.69% 3.61% 4.6%
2026/09/16 9.08% 5.07% 5.25% 7.67% 6.57% 6.14% 4.15% 5.07% 3.23% 5.28%
2026/09/17 10.07% 3.93% 4.84% 9.61% 4.64% 5.42% 3.91% 5.79% 3.07% 6.22%
2026/09/18 10.2% 3.97% 6.69% 9.33% 4.7% 4.22% 3.73% 6.36% 2.08% 4.41%
2026/09/19 8.75% 4.56% 7.24% 9.03% 5.31% 4.18% 4.76% 6.57% 2.28% 5.02%
2026/09/20 9.88% 5.66% 5.7% 9.13% 5.24% 4.57% 4.39% 6.72% 2.7% 4.32%
2026/09/21 11.32% 6.56% 5.47% 7.36% 5.66% 4.89% 3.44% 4.63% 2.35% 3.66%
2026/09/22 9.86% 7.59% 7.7% 6.81% 3.77% 4.87% 4.02% 4.64% 2.41% 2.51%
2026/09/23 12.28% 6.68% 6.8% 5.99% 3.85% 4.43% 4.56% 5.58% 2.09% 3%
2026/09/24 9.71% 9.74% 7.19% 5.2% 3.12% 3.63% 3.13% 6.33% 1.75% 3.11%
2026/09/25 11.74% 7.51% 6.45% 6.57% 3.37% 3.64% 3.8% 5% 1.4% 1.35%
2026/09/26 10.72% 7.49% 6.2% 6.34% 6.08% 3.42% 4.95% 4.73% 1.34% 2.33%
2026/09/27 11.82% 7.67% 6.76% 5.06% 4.89% 3.02% 4.11% 5.17% 1.68% 2.82%
2026/09/28 12.77% 6.7% 6.42% 6.87% 5.33% 2.7% 3.52% 5.11% 1.86% 2.14%
2026/09/29 12.91% 7.64% 8.61% 7.06% 4.67% 3.05% 2.65% 2.54% 2.42% 3.31%
2026/09/30 17.43% 8.63% 7.44% 6.59% 5.89% 3.42% 3.12% 1.85% 1.85% 1.78%
  • turbotax.intuit.com
  • hrblock.com
  • xendoo.com
  • taxact.com
  • coursera.org
  • freetaxusa.com
  • forbes.com
  • bill.com
  • creditkarma.com
  • getjobber.com

Copyright © Adthena. All rights reserved.

In September 2026, TurboTax’s PPC spend share surged, peaking at 17.43% on the 30th. H&R Block fluctuated, ending at 8.63%. Xendoo and TaxAct showed varied trends, while Coursera and FreeTaxUSA saw declines. Forbes and Bill.com experienced ups and downs, with Credit Karma and GetJobber maintaining lower shares.

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
2026/09/01 396
2026/09/02 430
2026/09/03 445
2026/09/04 480
2026/09/05 474
2026/09/06 496
2026/09/07 514
2026/09/08 495
2026/09/09 497
2026/09/10 508
2026/09/11 481
2026/09/12 485
2026/09/13 484
2026/09/14 428
2026/09/15 451
2026/09/16 441
2026/09/17 435
2026/09/18 444
2026/09/19 435
2026/09/20 468
2026/09/21 465
2026/09/22 459
2026/09/23 436
2026/09/24 460
2026/09/25 453
2026/09/26 453
2026/09/27 444
2026/09/28 443
2026/09/29 422
2026/09/30 423

Copyright © Adthena. All rights reserved.

September saw a dynamic shift in advertisers, starting at 396 and peaking at 514. The month concluded with 423, reflecting a vibrant competitive 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
hrblock.com 3.13%
sage.com 1.58%
turbotax.intuit.com 0.91%
freetaxusa.com 0.8%
xendoo.com 0.29%
costcochecks.com -0.42%
collective.com -0.43%
dochub.com -0.62%
creditkarma.com -1.01%
forbes.com -1.1%

Copyright © Adthena. All rights reserved.

In the past month, hrblock.com surged with a 3.13% click share increase, while sage.com rose by 1.58%. Conversely, forbes.com experienced a decline of 1.1%.

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 hrblock.com turbotax.intuit.com freetaxusa.com taxact.com sage.com xendoo.com creditkarma.com forbes.com getjobber.com bill.com
2026/09/01 13.38% 0.37% 15.09% 7.31% 0.24% 4.69% 4.56% 3.88% 1% 2.32%
2026/09/02 11.4% 0.75% 11.72% 8.62% 0.29% 3.82% 6.24% 1.88% 1.2% 1.11%
2026/09/03 10.01% 5.21% 9.92% 9.81% 0.29% 3.61% 5.41% 2.88% 0.96% 1.45%
2026/09/04 8.58% 6.85% 10.3% 9.85% 0.18% 2.97% 5.58% 3.77% 1.14% 1.24%
2026/09/05 10.56% 9.5% 9.75% 10% 0.3% 2.69% 5.71% 4.69% 0.88% 1.06%
2026/09/06 10.96% 11.03% 10.09% 9.94% 0.22% 2.31% 5.11% 7.31% 0.95% 0.72%
2026/09/07 12.55% 10.36% 10.73% 10.67% 0.16% 2.42% 2.53% 5.79% 0.93% 1.75%
2026/09/08 9.91% 8.94% 11.36% 10.71% 0.06% 2.48% 3.9% 5.85% 1.91% 1.89%
2026/09/09 12.35% 10.06% 10.59% 8.97% 0.06% 1.99% 4.7% 5.13% 2.08% 2.7%
2026/09/10 12.65% 8.42% 10.59% 8.9% 0.17% 1.86% 4.62% 6.57% 1.87% 2.77%
2026/09/11 11.19% 10.47% 10.6% 8.39% 0.58% 1.85% 4.43% 4.44% 2.56% 3.25%
2026/09/12 12.17% 7.57% 9.98% 6.59% 0.65% 2.07% 4.54% 4.61% 2.75% 1.76%
2026/09/13 11.75% 9.11% 9% 5.98% 1.36% 2.67% 4.77% 3.27% 3.25% 1.85%
2026/09/14 12.65% 6.51% 10.42% 4.29% 1.66% 3.37% 5.25% 2.36% 3.21% 2.85%
2026/09/15 11.47% 10.73% 11.43% 5.67% 1.25% 2.92% 4.64% 2.6% 2.65% 2.62%
2026/09/16 9.54% 10.97% 12.22% 8.52% 0.97% 3.01% 4.31% 3.01% 3.11% 2.09%
2026/09/17 9.82% 10.79% 10.85% 10.24% 1.83% 2.69% 4.09% 2.48% 3.58% 2.42%
2026/09/18 10.82% 10.16% 10.8% 10.5% 4.75% 3.66% 2.82% 2.28% 2.6% 2.51%
2026/09/19 8.92% 10.18% 10.76% 11.23% 2.39% 4.13% 3.38% 3.02% 3.32% 2.85%
2026/09/20 12.49% 10.56% 9.37% 9.23% 5.03% 3.09% 3.68% 2.91% 2.69% 2.72%
2026/09/21 12.84% 12.25% 9.03% 7.54% 4.42% 3.61% 3.35% 2.56% 2.29% 1.94%
2026/09/22 12.24% 10.52% 11.33% 7.46% 4.07% 4.2% 3.19% 2.66% 1.57% 1.77%
2026/09/23 10.63% 12.63% 10.89% 6.79% 2.9% 4.06% 2.98% 2.89% 1.93% 2.13%
2026/09/24 15.66% 11.23% 10.47% 6.03% 4.96% 3.78% 2.43% 2.06% 1.88% 2.29%
2026/09/25 13.17% 11.28% 9.92% 7.28% 6.34% 3.55% 1.89% 2.17% 0.89% 1.9%
2026/09/26 14.44% 10.22% 10.19% 6.77% 7.26% 3.45% 1.8% 3.2% 1.35% 1.91%
2026/09/27 14.33% 11.73% 10.23% 5.16% 6.8% 3.61% 2.24% 2.79% 1.6% 2.02%
2026/09/28 11.41% 12.7% 7.56% 7.48% 6.29% 3.61% 2.34% 2.29% 1.17% 2.02%
2026/09/29 15.14% 12.02% 8.34% 7.92% 6.38% 4.48% 2.92% 1.73% 1.87% 0.96%
2026/09/30 19.1% 15% 9.25% 6.32% 5.93% 3.29% 2.09% 1.81% 0.96% 0.67%
  • hrblock.com
  • turbotax.intuit.com
  • freetaxusa.com
  • taxact.com
  • sage.com
  • xendoo.com
  • creditkarma.com
  • forbes.com
  • getjobber.com
  • bill.com

Copyright © Adthena. All rights reserved.

In September 2026, hrblock.com saw a fluctuating impression share, peaking at 19.10% on the 30th. Turbotax.intuit.com steadily increased, ending at 15.00%. Freetaxusa.com and taxact.com showed moderate stability, while sage.com and xendoo.com experienced gradual growth. Creditkarma.com and forbes.com faced declines, whereas getjobber.com and bill.com had varied trends.

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
    Updated Tax Brackets in 2026 - Understand The New Tax Rates https://www.aarp.org › money-tax › tax-brackets

    Compare Your 2026 Tax Bracket vs. Your 2025 Tax Bracket To See What's Been Adjusted. Knowing...

  2. 2
    FreeTaxUSA Login https://www.freetaxusa.com

    FreeTaxUSA — Free federal tax filing for simple and complex returns. Guaranteed maximum tax refund. Premium...

  3. 3
    H&R Block® Official Site | Extended Hours Available https://www.hrblock.com › official-site

    With H&R Block®, You'll Never Leave Money On The Table. Get Your Max Refund, Guaranteed. Life Has Enough Surprises. Get Upfront, Transparent...

  4. 4
    File In-Person Or Online | We Do Your Taxes For You https://turbotax.intuit.com › local-expert

    No Need To File Alone. A Local Tax Expert Has Your Back And Is Ready To File For You. File From...

  5. 5
    Payroll for Small Business - Payroll Made Easy - Try for Free Now https://www.xero.com › xero › payroll

    Make your next pay run the easiest it's ever been with Xero's payroll Software.

Copyright © Adthena. All rights reserved.

In the competitive landscape of tax and accounting PPC ads, AARP.org stands out by educating users on future tax brackets, while FreeTaxUSA offers free federal tax filing. H&R Block emphasizes maximum refunds with transparency, TurboTax provides expert-backed filing, and Xero simplifies payroll for small businesses.

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