US Services Tax and Accounting - PPC Market Share Analysis October 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 30.5934255135
69.4065744865
30%

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 47
53
47%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 4%
Transactional 2%
Navigational 5%
Seasonal 0%
Local 1%
Problem Solving 44%

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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
hrblock.com 35.2
freetaxusa.com 25.89
turbotax.intuit.com 8.45
taxact.com 5.26
sage.com 1.39
avalara.com 1.15
e-file.com 1.06
1800accountant.com 1.02
forbes.com 0.84
creditkarma.com 0.8
others 18.94
  • hrblock.com - 35.2%
  • freetaxusa.com - 25.89%
  • turbotax.intuit.com - 8.45%
  • taxact.com - 5.26%
  • sage.com - 1.39%
  • avalara.com - 1.15%
  • e-file.com - 1.06%
  • 1800accountant.com - 1.02%
  • forbes.com - 0.84%
  • creditkarma.com - 0.8%
  • others - 18.94%

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In the competitive landscape of Google PPC, hrblock.com leads with a 35.2% click share. freetaxusa.com follows at 25.89%, while turbotax.intuit.com captures 8.45%. Notably, ‘others’ collectively hold 18.94%, 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 taxact.com hrblock.com 1800accountant.com forbes.com xendoo.com collective.com tra.com sage.com turbotax.intuit.com
2026/10/01 2.82% 6.25% 11.18% 1.77% 3.75% 5.61% 1.68% 3.44% 4.66% 13.66%
2026/10/02 3.15% 6.5% 7.83% 1.94% 3.14% 5.81% 1.5% 3.64% 3.51% 15.87%
2026/10/03 3.76% 5.21% 9.22% 2.27% 2.7% 5.83% 1.21% 2.78% 3.68% 16.06%
2026/10/04 3.97% 5.17% 9.03% 1.41% 3.2% 6.66% 0.72% 3.74% 4.22% 17.06%
2026/10/05 4.42% 5.39% 9.02% 1.56% 2.38% 6.5% 0.9% 2.88% 4.17% 15.4%
2026/10/06 4.71% 5.18% 11.03% 1.71% 2.35% 6.78% 1.62% 3.27% 3.66% 15.89%
2026/10/07 4.18% 5.35% 13.28% 1.37% 2.58% 4.95% 2.28% 2.27% 2.82% 16.66%
2026/10/08 3.63% 4.63% 13.41% 1.29% 2.68% 4.82% 1.85% 2.26% 2.66% 19.79%
2026/10/09 3.29% 4.7% 15.06% 0.95% 2.99% 4.95% 1.37% 2.83% 2.84% 18.73%
2026/10/10 3.39% 4.93% 11.27% 1.61% 2.18% 5.31% 0.61% 3.09% 3.94% 18.33%
2026/10/11 3.72% 4.67% 9.65% 0.77% 2.34% 5.9% 0.38% 3.36% 3.06% 20.19%
2026/10/12 2.93% 5.41% 10.78% 1.52% 1.94% 5.69% 1.1% 3.28% 2.97% 18.9%
2026/10/13 3.9% 6.52% 12.76% 0.97% 2.08% 4.92% 0.87% 2.07% 3.5% 19.13%
2026/10/14 3.23% 7.34% 10.3% 1.37% 2.62% 5.27% 0.95% 2.69% 3.59% 21.09%
2026/10/15 4.22% 8.08% 7.86% 1.15% 2.36% 4.67% 1.3% 2.06% 3.28% 20.89%
2026/10/16 6.02% 6.7% 10.14% 2.15% 3.67% 5.05% 2.76% 3.32% 3.06% 13.9%
2026/10/17 7.84% 7.34% 10.45% 1.79% 2.19% 4.42% 1.37% 3.3% 3.24% 13.65%
2026/10/18 7.87% 7.1% 8.15% 2.02% 2.05% 5.25% 2.19% 2.21% 2.82% 12.54%
2026/10/19 7.93% 7.47% 7.1% 2.15% 2.66% 4.16% 2.24% 3.44% 2.96% 12.73%
2026/10/20 9.26% 7.65% 8.09% 2.24% 2.95% 4.48% 3.02% 2.26% 3.37% 9.86%
2026/10/21 9.5% 6.74% 8.97% 3.8% 2.41% 4.53% 2.88% 1.44% 3.04% 5.74%
2026/10/22 10.94% 5.49% 10.14% 4.04% 2.22% 4.13% 2.49% 4.3% 3.31% 3.61%
2026/10/23 10.43% 5.81% 8.7% 3.59% 2.8% 6% 2.39% 3.62% 4% 0.48%
2026/10/24 6.97% 5.31% 5.45% 4.63% 3.28% 2.82% 2.76% 2.46% 2.33% 0.02%
2026/10/25 7.29% 5.05% 5.48% 4.41% 7.17% 3.41% 4.05% 2.48% 2.11% 0.03%
2026/10/26 8.88% 6.41% 5.94% 4.97% 5.51% 3.78% 3.99% 2.29% 1.86% 0.03%
2026/10/27 7.84% 6.16% 6.71% 4.93% 6.51% 2.78% 3.11% 2.94% 2.09% 0.02%
2026/10/28 7.86% 6.08% 7.64% 5.36% 6.47% 3.68% 2.79% 2.82% 1.9% 0.03%
2026/10/29 8.48% 6.48% 7.07% 5.46% 5.91% 2.14% 3.33% 2.37% 2.11% 0.03%
2026/10/30 8.71% 6.56% 7.32% 4.95% 5.7% 2.48% 2.46% 3.03% 2.04% 0.02%
2026/10/31 12.04% 9.57% 7.04% 4.27% 3.77% 3.22% 2.94% 2.51% 1.97% 0.01%
  • freetaxusa.com
  • taxact.com
  • hrblock.com
  • 1800accountant.com
  • forbes.com
  • xendoo.com
  • collective.com
  • tra.com
  • sage.com
  • turbotax.intuit.com

Copyright © Adthena. All rights reserved.

In October 2026, TurboTax led early with high spend shares, peaking mid-month. However, by month’s end, FreeTaxUSA surged, closing with the highest share.

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
2026/10/01 417
2026/10/02 413
2026/10/03 413
2026/10/04 443
2026/10/05 420
2026/10/06 420
2026/10/07 423
2026/10/08 441
2026/10/09 435
2026/10/10 444
2026/10/11 438
2026/10/12 420
2026/10/13 419
2026/10/14 454
2026/10/15 443
2026/10/16 420
2026/10/17 399
2026/10/18 397
2026/10/19 401
2026/10/20 403
2026/10/21 428
2026/10/22 421
2026/10/23 423
2026/10/24 460
2026/10/25 489
2026/10/26 508
2026/10/27 498
2026/10/28 520
2026/10/29 512
2026/10/30 522
2026/10/31 485

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October saw a dynamic shift in advertisers, starting at 417 and peaking at 522. Mid-month fluctuations stabilized, ending with a robust 485.

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
freetaxusa.com 5.72%
1800accountant.com 0.8%
taxact.com 0.79%
yearli.com 0.7%
forbes.com 0.64%
blackrock.com -0.46%
deel.com -0.51%
creditkarma.com -1.22%
hrblock.com -1.73%
turbotax.intuit.com -11.2%

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Turbotax.intuit.com saw a significant drop of 11.2%, while freetaxusa.com surged by 5.72%. Other notable gains include 1800accountant.com at 0.8% and taxact.com at 0.79%.

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 taxact.com sage.com 1800accountant.com forbes.com avalara.com e-file.com xendoo.com turbotax.intuit.com
2026/10/01 9.95% 20.36% 5.92% 6.88% 1.24% 2.11% 0.36% 0.96% 2.76% 12.45%
2026/10/02 9.96% 15.04% 6.88% 4.67% 1.44% 1.59% 0.64% 0.78% 3.04% 14.51%
2026/10/03 9.15% 17.49% 5.43% 5.24% 1.42% 1.44% 1.24% 2% 2.58% 14.6%
2026/10/04 9.81% 16.91% 5.12% 6.52% 0.9% 1.75% 2.07% 1.57% 2.9% 15.52%
2026/10/05 10.11% 16.94% 5.6% 5.71% 0.93% 1.35% 1.18% 2.9% 3.02% 14.48%
2026/10/06 10.84% 22.31% 5.61% 4.87% 1.16% 1% 1.7% 2.08% 2.71% 14.28%
2026/10/07 9.96% 23.27% 5.26% 3.23% 0.94% 1.27% 0.65% 2.26% 2.29% 16.16%
2026/10/08 8.3% 20.89% 4.65% 3.63% 0.97% 1.31% 1.07% 1.88% 2.25% 19.11%
2026/10/09 8.19% 22.11% 5.02% 3.73% 0.67% 1.64% 1.57% 2.39% 2.03% 18.25%
2026/10/10 7.96% 19.02% 4.75% 5.41% 0.95% 1.1% 3.43% 2.99% 2.05% 14.84%
2026/10/11 8.64% 14.68% 4.91% 4.14% 0.49% 1.22% 4.25% 2.79% 2.2% 18.13%
2026/10/12 8.02% 15.33% 5.52% 4.85% 1.07% 0.81% 1.75% 1.88% 2.52% 18.13%
2026/10/13 9.12% 19.76% 6.95% 4.3% 0.57% 0.92% 1.78% 3.04% 2.12% 17.37%
2026/10/14 7.41% 17.32% 8.14% 5.48% 0.93% 0.97% 1.87% 1.95% 2.55% 19.88%
2026/10/15 8.83% 12.67% 9.32% 3.36% 0.72% 0.96% 2.1% 3.02% 2.21% 22.32%
2026/10/16 11.8% 17.1% 7.11% 3.61% 1.25% 1.33% 0.77% 4.42% 2.51% 13.87%
2026/10/17 12.64% 19.47% 6.86% 4.22% 1.14% 1.05% 0.64% 4.78% 2.15% 13.64%
2026/10/18 13.98% 14.43% 7.36% 4.05% 1.26% 1.08% 0.79% 3.4% 2.86% 12.52%
2026/10/19 13.67% 14.77% 7.8% 4.3% 1.55% 1.23% 0.22% 2.87% 2.44% 12.32%
2026/10/20 15.82% 16.32% 7.38% 4.66% 1.66% 1.27% 0.15% 3.12% 2.22% 11.37%
2026/10/21 16.13% 19.98% 6.51% 3.38% 2.92% 1.13% 0.41% 2.54% 2.33% 5.65%
2026/10/22 17.62% 24.58% 5.17% 4.44% 3.12% 1.06% 0.35% 1.71% 2.1% 3.25%
2026/10/23 16.52% 19.98% 5.15% 6.26% 2.58% 1.26% 0.31% 2.4% 2.6% 0.44%
2026/10/24 10.74% 9.72% 5.46% 3.87% 3.44% 1.87% 5.95% 0.37% 1.65% 0.03%
2026/10/25 11.81% 10.72% 5.37% 3.38% 3.4% 3.68% 6% 0.33% 1.63% 0.06%
2026/10/26 13.58% 13.55% 6.73% 2.29% 4.07% 3.29% 3.21% 0.39% 1.83% 0.06%
2026/10/27 12.93% 15.18% 6.49% 3.09% 4.25% 3.87% 2.17% 0.42% 1.72% 0.04%
2026/10/28 12.35% 15.81% 6.19% 3.47% 4.66% 3.2% 3.92% 0.43% 1.57% 0.04%
2026/10/29 13.09% 14.25% 6.94% 3.78% 3.96% 3.96% 2.54% 0.99% 1.02% 0.04%
2026/10/30 12.72% 15.04% 6.76% 3.96% 3.76% 4.38% 2.44% 0.77% 1.16% 0.03%
2026/10/31 15.38% 13.38% 9.39% 3.81% 3.35% 2.43% 1.89% 1.65% 1.64% 0.02%
  • freetaxusa.com
  • hrblock.com
  • taxact.com
  • sage.com
  • 1800accountant.com
  • forbes.com
  • avalara.com
  • e-file.com
  • xendoo.com
  • turbotax.intuit.com

Copyright © Adthena. All rights reserved.

In October 2026, freetaxusa.com saw a steady rise in impressions, peaking mid-month before a slight dip. Meanwhile, hrblock.com maintained a strong presence, with notable fluctuations. Turbotax.intuit.com started strong but declined sharply, ending the month with minimal impressions.

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 - Here's What You Should Know https://www.aarp.org › money-tax › tax-brackets

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

  2. 2
    Electronic W-9 Forms https://www.avalara.com › 1099 › w-9

    W-9s Without PDFs — Request W-9s online instead of chasing PDFs and email threads. Collect electronic W-9s from vendors, contractors, and other payees. IRS approved.

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

    H&R Block® Online — Complicated Taxes? H&R Block Helps You To Get All The Credits & Deductions You Deserved.

  4. 4
    Accounting Solution | All Your Financials, Connected https://www.sage.com

    Outgrowing your current system? See how Sage® Intacct supports modern finance teams.

  5. 5
    W9 vs 1099: Key Tax Forms Small Businesses Must Know | Xero US https://www.xero.com

    Choose One Of Xero's Free Business Guides And Get Started Today. Download One Of Xero's Business Guides & Move That Business Idea Closer To Reality. Invoice Creation.

Copyright © Adthena. All rights reserved.

In the competitive landscape of tax and accounting PPC ads, AARP.org stands out by addressing future tax bracket changes, while Avalara.com simplifies W-9 form collection. H&R Block emphasizes maximizing tax credits, Sage.com offers scalable financial solutions, and Xero.com provides essential tax form guidance for small businesses.

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