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US Services Tax and Accounting - PPC Market Share Analysis March 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.

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AIO Frequency

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

Frequency Percentage
Frequency 19.4575340329
80.5424659671
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 59
41
59%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 5%
Transactional 3%
Navigational 1%
Seasonal 0%
Local 1%
Problem Solving 54%

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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.

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Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
hrblock.com 35.8
turbotax.intuit.com 32.17
freetaxusa.com 14.5
taxact.com 6.42
creditkarma.com 3.66
jacksonhewitt.com 0.81
taxslayer.com 0.63
libertytax.com 0.57
intuit.com 0.47
e-file.com 0.32
others 4.65
  • hrblock.com - 35.8%
  • turbotax.intuit.com - 32.17%
  • freetaxusa.com - 14.5%
  • taxact.com - 6.42%
  • creditkarma.com - 3.66%
  • jacksonhewitt.com - 0.81%
  • taxslayer.com - 0.63%
  • libertytax.com - 0.57%
  • intuit.com - 0.47%
  • e-file.com - 0.32%
  • others - 4.65%

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In the PPC landscape, hrblock.com leads with 35.8% click share, closely followed by turbotax.intuit.com at 32.17%. Meanwhile, ‘others’ collectively hold 4.65%.

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. 

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Share of Spend - Last Month
Share of Spend - Last Month
Date turbotax.intuit.com hrblock.com taxact.com freetaxusa.com creditkarma.com taxslayer.com jacksonhewitt.com adp.com tax1099.com 1800accountant.com
2026/03/01 41.62% 17.4% 9.01% 8.71% 2.42% 2.71% 0.21% 0.74% 0.72% 0.49%
2026/03/02 41.82% 18.74% 11.23% 7.72% 2.67% 2.11% 0.33% 0.65% 0.48% 0.81%
2026/03/03 43.03% 18.16% 11.25% 7.41% 2.07% 2.48% 0.5% 0.68% 0.62% 0.64%
2026/03/04 44.31% 14.42% 12.28% 8.08% 1.41% 2.08% 0.73% 0.63% 1.01% 0.78%
2026/03/05 45.25% 14.29% 13.81% 6.09% 1.75% 1.34% 0.66% 0.87% 1.15% 0.94%
2026/03/06 44.06% 14.73% 14.26% 7.14% 1.93% 1.1% 0.6% 0.51% 0.84% 0.67%
2026/03/07 42.66% 14.33% 12.98% 8.32% 2.84% 1.25% 0.56% 0.66% 1.33% 0.56%
2026/03/08 43.8% 13.77% 11.38% 8.29% 2.74% 1.62% 0.67% 0.63% 1.3% 0.56%
2026/03/09 42.21% 15.27% 11.38% 9.58% 3.86% 1.77% 0.56% 0.62% 0.5% 0.88%
2026/03/10 43.27% 16.96% 11.2% 8.17% 4.36% 0.96% 0.9% 0.48% 0.62% 0.55%
2026/03/11 42.08% 17.68% 10.24% 8% 3.78% 0.85% 1.29% 0.79% 0.74% 0.64%
2026/03/12 44.39% 15.87% 10.15% 7.97% 2.31% 1.58% 1.32% 0.7% 0.92% 0.71%
2026/03/13 41.9% 17.19% 13.01% 8.21% 2.5% 0.77% 0.99% 0.81% 0.6% 0.66%
2026/03/14 40.04% 17.26% 14.88% 8.73% 3.41% 0.61% 0.75% 0.75% 0.64% 0.4%
2026/03/15 37.76% 22.23% 13.65% 7.78% 3.62% 1.07% 0.76% 0.81% 0.85% 0.39%
2026/03/16 37.33% 22.08% 12.3% 8.72% 3.41% 1.56% 0.7% 0.56% 0.37% 0.57%
2026/03/17 38.34% 21.73% 11.89% 8.34% 3.28% 1.81% 0.64% 0.62% 0.48% 0.44%
2026/03/18 38.08% 20.91% 12.11% 8.48% 3.6% 1.31% 0.69% 0.44% 0.7% 0.6%
2026/03/19 38.15% 19.91% 12.78% 8.47% 3.63% 1.03% 1.01% 0.69% 1.16% 0.49%
2026/03/20 39.15% 17.94% 12.7% 8.26% 4.4% 1.46% 0.89% 0.77% 0.87% 0.7%
2026/03/21 38.65% 18.48% 12.07% 8.32% 3.69% 1.48% 0.69% 0.63% 1.15% 0.43%
2026/03/22 38.43% 19.83% 11.04% 9.62% 4.37% 1.64% 1.35% 0.79% 0.79% 0.48%
2026/03/23 36.16% 21.6% 11.63% 7.94% 3.5% 1.55% 1.05% 0.49% 1.09% 0.66%
2026/03/24 38.86% 20.19% 13.13% 8.74% 3.39% 1.1% 1.05% 0.46% 0.81% 0.38%
2026/03/25 40.95% 20.86% 9.88% 9.1% 2.09% 2.93% 0.52% 0.55% 0.95% 0.48%
2026/03/26 38.59% 20.59% 12.91% 8.03% 2.39% 2.71% 0.21% 0.47% 0.91% 0.44%
2026/03/27 36.53% 25% 11.15% 8.18% 2.86% 1.88% 0.51% 0.85% 0.87% 0.53%
2026/03/28 35.87% 26.68% 11.25% 7.49% 3.1% 2.48% 0.56% 0.68% 1.29% 0.49%
2026/03/29 33.73% 24.83% 12.11% 8.98% 3.48% 2.58% 0.67% 0.73% 1.44% 0.74%
2026/03/30 35.26% 28.74% 10.74% 2.57% 3.86% 3.22% 0.66% 0.52% 0.94% 0.53%
2026/03/31 31.52% 26.95% 10.88% 8.53% 7.65% 3.86% 1.07% 0.37% 0.31% 0.17%
  • turbotax.intuit.com
  • hrblock.com
  • taxact.com
  • freetaxusa.com
  • creditkarma.com
  • taxslayer.com
  • jacksonhewitt.com
  • adp.com
  • tax1099.com
  • 1800accountant.com

Copyright © Adthena. All rights reserved.

March saw dynamic shifts in PPC spend share. TurboTax started strong but declined to 31.52%. H&R Block surged, peaking at 28.74%. TaxAct and FreeTaxUSA showed fluctuations, while Credit Karma ended with a notable rise to 7.65%.

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. 

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Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/03/01 542
2026/03/02 554
2026/03/03 530
2026/03/04 521
2026/03/05 530
2026/03/06 534
2026/03/07 536
2026/03/08 533
2026/03/09 549
2026/03/10 533
2026/03/11 535
2026/03/12 522
2026/03/13 545
2026/03/14 531
2026/03/15 541
2026/03/16 538
2026/03/17 555
2026/03/18 535
2026/03/19 548
2026/03/20 545
2026/03/21 537
2026/03/22 540
2026/03/23 551
2026/03/24 522
2026/03/25 519
2026/03/26 515
2026/03/27 513
2026/03/28 511
2026/03/29 510
2026/03/30 524
2026/03/31 494

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March saw a dynamic shift in advertisers, starting at 542 and peaking at 555 mid-month. However, a decline followed, ending at 494.

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.

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Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
hrblock.com 3.8%
creditkarma.com 0.88%
freetaxusa.com 0.4%
taxslayer.com 0.3%
e-file.com 0.1%
1040.com -0.12%
yelp.com -0.13%
intuit.com -0.4%
taxact.com -0.54%
turbotax.intuit.com -3.93%

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H&R Block surged with a 3.80% click share increase, while TurboTax Intuit dropped by 3.93%. Credit Karma rose by 0.88%, contrasting TaxAct’s 0.54% decline.

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.

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Date turbotax.intuit.com hrblock.com creditkarma.com freetaxusa.com taxact.com taxslayer.com jacksonhewitt.com e-file.com etax.com intuit.com
2026/03/01 39.51% 20.43% 4.8% 10.6% 7.16% 2.87% 0.19% 0.65% 0.65% 1.99%
2026/03/02 40.61% 22.4% 4.97% 8.94% 9.43% 2.06% 0.27% 0.38% 0.67% 0.28%
2026/03/03 41.41% 22.54% 4.47% 8.97% 9.71% 1.73% 0.61% 0.34% 0.58% 0.47%
2026/03/04 43.4% 18.91% 2.7% 9.69% 11.04% 1.79% 0.55% 0.58% 0.35% 1.25%
2026/03/05 43.21% 18.98% 3.36% 8.28% 11.87% 1.21% 0.58% 0.6% 0.72% 1.42%
2026/03/06 42.61% 17.87% 4.03% 10.04% 12.39% 0.79% 0.71% 0.65% 0.5% 1%
2026/03/07 41.11% 17.79% 6.46% 9.97% 11.2% 0.67% 0.5% 0.77% 0.53% 0.98%
2026/03/08 42.37% 17.72% 6.49% 8.43% 9.44% 0.85% 0.99% 0.49% 0.38% 1.52%
2026/03/09 40.46% 19.7% 8.72% 9.62% 8.77% 0.99% 0.65% 0.52% 0.7% 0.92%
2026/03/10 41.25% 20.7% 9.09% 9.23% 8.31% 0.62% 1.09% 0.54% 0.38% 0.83%
2026/03/11 39.87% 21.97% 6.89% 9.49% 8.09% 0.57% 1.16% 0.47% 0.52% 0.92%
2026/03/12 43.04% 20.99% 4.72% 8.2% 7.78% 1.15% 1.28% 0.45% 0.59% 1%
2026/03/13 40.11% 20.82% 5.05% 10.17% 10.06% 0.76% 1.22% 0.6% 0.69% 0.91%
2026/03/14 38.99% 20.69% 7.27% 9.43% 12.07% 0.36% 0.77% 0.32% 0.55% 0.64%
2026/03/15 35.95% 25.25% 7.83% 9.4% 10.28% 0.84% 0.81% 0.29% 0.72% 0.57%
2026/03/16 35.35% 25.62% 7.02% 9.12% 10.41% 1.16% 0.79% 0.34% 0.55% 1.23%
2026/03/17 37.49% 24.54% 7.07% 8.71% 9.37% 1.26% 0.71% 0.43% 0.38% 1.1%
2026/03/18 37.13% 23.36% 7.89% 9.35% 9.63% 0.93% 1.06% 0.48% 0.62% 0.74%
2026/03/19 36.54% 23.44% 7.65% 10.12% 10.08% 0.65% 0.87% 0.49% 0.55% 0.92%
2026/03/20 36.9% 21.01% 9.63% 9.93% 9.96% 1.2% 1.09% 0.61% 0.49% 0.4%
2026/03/21 37.74% 22.3% 7.09% 9.66% 9.59% 1.01% 0.8% 0.84% 0.84% 0.19%
2026/03/22 37.2% 20.97% 10.05% 10.89% 8.73% 0.95% 1.4% 0.63% 0.4% 0.48%
2026/03/23 34.28% 25.09% 7.46% 8.63% 9.86% 1.28% 1.6% 1.2% 0.62% 0.73%
2026/03/24 35.32% 24.4% 7.97% 10.68% 10.39% 0.9% 1.17% 0.71% 0.2% 0.26%
2026/03/25 38.83% 25.07% 4.44% 11.11% 8.61% 2.34% 0.8% 0.54% 0.31% 0.47%
2026/03/26 38.38% 25.75% 4.92% 9.58% 9.26% 1.82% 0.32% 0.95% 0.27% 0.49%
2026/03/27 34.6% 27.38% 7.72% 10.37% 8.19% 1.63% 0.58% 1.03% 0.31% 0.18%
2026/03/28 34.83% 29.25% 6.53% 9.15% 9.43% 1.66% 0.77% 0.69% 0.24% 0.2%
2026/03/29 32.49% 26.81% 7.42% 10.88% 9.82% 1.94% 0.97% 0.7% 0.31% 0.47%
2026/03/30 35.54% 29.74% 7.89% 3.54% 9.46% 2.88% 0.86% 1.06% 0.48% 0.64%
2026/03/31 30.7% 27.92% 11.9% 11% 7.91% 2.39% 1.15% 0.61% 0.38% 0.32%
  • turbotax.intuit.com
  • hrblock.com
  • creditkarma.com
  • freetaxusa.com
  • taxact.com
  • taxslayer.com
  • jacksonhewitt.com
  • e-file.com
  • etax.com
  • intuit.com

Copyright © Adthena. All rights reserved.

In March 2026, TurboTax’s impression share started strong at 39.51%, peaking at 43.4% on March 4, but ended at 30.7%. H&R Block saw a rise from 20.43% to 27.92%. Credit Karma’s share increased significantly, closing at 11.9%. FreeTaxUSA and TaxAct maintained steady shares, while TaxSlayer and Jackson Hewitt had minimal fluctuations. The month concluded with diverse shifts in impression shares.

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.

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Google Text Ad Copy Insights & Creative Trends for US Services Tax and Accounting - Last month
  1. 1
    File 2025 Tax Return | Federal is Always $0 (Free) https://www.freetaxusa.com

    Premium federal filing is 100% free with no forced upgrades for premium taxes.

  2. 2
    H&R Block® Free Online - Do Your Taxes For Free https://www.hrblock.com › online › free

    Approximately 52% Of Filers Qualify. Find Eligibility Requirements At HRBlock.com/Free

  3. 3
    $49-$149 for Any Tax Situation | File Fed Taxes for $49-$149 https://www.jacksonhewitt.com

    New Clients Save! Fed Taxes for $49-$149. At Walmart and Other Select Locations. See Terms

  4. 4
    IRS Free File | Free Federal and State Filing | TaxAct https://www.taxact.com

    File your state or federal tax return for free depending on your income & other factors. See if you qualify to file a tax return for free with TaxAct.

  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.

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In the competitive world of tax filing, FreeTaxUSA stands out with its promise of 100% free federal filing, while H&R Block highlights eligibility for free services. Jackson Hewitt offers a straightforward pricing model, and TaxAct and TurboTax emphasize free filing based on qualifications.

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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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