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US Services Tax and Accounting - PPC Market Share Analysis May 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 34.9769435441
65.0230564559
34%

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 57
43
56%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 5%
Transactional 4%
Navigational 2%
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.

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Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
hrblock.com 43.39
freetaxusa.com 33.38
taxact.com 9.67
turbotax.intuit.com 2.36
e-file.com 2.34
1800accountant.com 0.62
forbes.com 0.48
top10taxreliefservices.com 0.37
adp.com 0.34
thomsonreuters.com 0.34
others 6.71
  • hrblock.com - 43.39%
  • freetaxusa.com - 33.38%
  • taxact.com - 9.67%
  • turbotax.intuit.com - 2.36%
  • e-file.com - 2.34%
  • 1800accountant.com - 0.62%
  • forbes.com - 0.48%
  • top10taxreliefservices.com - 0.37%
  • adp.com - 0.34%
  • thomsonreuters.com - 0.34%
  • others - 6.71%

Copyright © Adthena. All rights reserved.

In the PPC landscape, hrblock.com dominates with 43.39% click share, followed by freetaxusa.com at 33.38%. Others collectively hold 6.71%, 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. 

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Share of Spend - Last Month
Share of Spend - Last Month
Date taxact.com freetaxusa.com hrblock.com e-file.com forbes.com 1800accountant.com optimataxrelief.com adp.com top10taxreliefservices.com thomsonreuters.com
2026/05/01 24.03% 26.24% 10.22% 6.36% 2.71% 1.53% 1.78% 1.89% 1.38% 1.35%
2026/05/02 24.3% 26.38% 12.86% 7.11% 1.87% 1.07% 1.61% 1.87% 1.27% 1.85%
2026/05/03 25.55% 25.25% 15.6% 7.49% 2.43% 1.14% 1.24% 1.38% 1.84% 0.85%
2026/05/04 27.99% 23.42% 12.17% 6.6% 2.4% 2.23% 1.53% 1.44% 2.85% 1.07%
2026/05/05 27.35% 26.14% 11.08% 6.55% 2.6% 2.36% 1.25% 1.38% 3% 1.17%
2026/05/06 27.61% 25.56% 13.88% 6.75% 2.35% 2.24% 1.2% 1.19% 1.41% 0.46%
2026/05/07 23.5% 22.92% 18.2% 4.76% 2.14% 1.76% 1.47% 1.32% 3.04% 0.36%
2026/05/08 25.73% 22.49% 19.18% 5.78% 1.9% 1.76% 1.2% 1.35% 0.91% 1.18%
2026/05/09 24.69% 21.53% 21.76% 5.03% 2.5% 2.35% 1.13% 1.39% 1.29% 1.99%
2026/05/10 25.65% 21.4% 20.79% 5.11% 2.15% 2.27% 0.92% 1.48% 1.03% 1.43%
2026/05/11 26.12% 21.05% 17.6% 7.23% 2.32% 1.9% 0.86% 1.09% 1.55% 1.36%
2026/05/12 25.52% 20.18% 18.25% 8.45% 1.45% 1.91% 0.94% 1.01% 2.35% 1.33%
2026/05/13 25.48% 18.71% 20.44% 5.81% 1.95% 1.79% 1.35% 1.32% 1.81% 1.1%
2026/05/14 26.72% 19.67% 18.61% 8.69% 1.43% 2.14% 0.96% 1.07% 3% 1.72%
2026/05/15 25.35% 22.15% 20.11% 5.7% 1.88% 1.74% 1.19% 1.33% 0.9% 1.16%
2026/05/16 28.39% 20.16% 19.11% 6.35% 1.29% 1.52% 0.79% 1.06% 0.82% 1.79%
2026/05/17 27.77% 21.18% 17.01% 5.59% 1.84% 1.25% 0.75% 1.07% 1.45% 1.85%
2026/05/18 27.49% 20.6% 16.83% 5.5% 0.74% 2.15% 0.86% 1.3% 1.37% 1.76%
2026/05/19 26.76% 23.16% 19% 3.82% 1.07% 2.27% 1.45% 1.09% 1.54% 1.33%
2026/05/20 26.38% 23.45% 17.22% 5.45% 1.04% 2.02% 0.95% 1.14% 1.31% 1.17%
2026/05/21 26.32% 21.81% 19% 7.72% 1.69% 1.53% 0.8% 0.9% 1.35% 0.35%
2026/05/22 26.83% 22.73% 17.37% 7.41% 1.68% 1.85% 0.76% 1.15% 1.47% 0.73%
2026/05/23 24.92% 23.5% 18.34% 6.86% 1.57% 1.43% 0.85% 1.03% 0.85% 1.84%
2026/05/24 24.16% 23.44% 19.28% 6.59% 1.76% 1.4% 1.07% 0.96% 0.68% 2.33%
2026/05/25 25.33% 20.93% 16.98% 7.23% 1.7% 2.19% 1.08% 0.99% 1.42% 1.29%
2026/05/26 25.67% 21.47% 16.78% 6.5% 3.01% 1.91% 0.84% 0.9% 1.51% 1.45%
2026/05/27 26.02% 22.53% 16.05% 5.75% 2.47% 1.44% 0.96% 1.07% 1.65% 1.28%
2026/05/28 27.06% 21.53% 16.16% 4.18% 1.84% 1.2% 0.99% 1.18% 1.6% 1.86%
2026/05/29 25.5% 22.64% 12.63% 4.13% 2.28% 1.4% 1.38% 1.3% 2.1% 0.57%
2026/05/30 27.61% 22.74% 11.93% 5.19% 2.74% 1% 1.14% 1.09% 0.7% 0.87%
2026/05/31 33.8% 24.8% 10.57% 7.81% 2.89% 1.74% 0.98% 0.85% 0.84% 0.27%
  • taxact.com
  • freetaxusa.com
  • hrblock.com
  • e-file.com
  • forbes.com
  • 1800accountant.com
  • optimataxrelief.com
  • adp.com
  • top10taxreliefservices.com
  • thomsonreuters.com

Copyright © Adthena. All rights reserved.

In May 2026, taxact.com led with a peak spend share of 33.8% on the 31st. freetaxusa.com saw a decline, ending at 24.8%. hrblock.com’s share decreased to 10.57%. e-file.com fluctuated, closing at 7.81%.

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
2026/05/01 518
2026/05/02 509
2026/05/03 528
2026/05/04 547
2026/05/05 538
2026/05/06 536
2026/05/07 535
2026/05/08 559
2026/05/09 537
2026/05/10 551
2026/05/11 620
2026/05/12 608
2026/05/13 573
2026/05/14 606
2026/05/15 559
2026/05/16 605
2026/05/17 607
2026/05/18 622
2026/05/19 596
2026/05/20 605
2026/05/21 596
2026/05/22 607
2026/05/23 605
2026/05/24 595
2026/05/25 674
2026/05/26 674
2026/05/27 662
2026/05/28 642
2026/05/29 642
2026/05/30 637
2026/05/31 648

Copyright © Adthena. All rights reserved.

May began with 518 advertisers, fluctuating throughout the month. A peak of 674 was reached on May 25 and 26. The month concluded with 648 advertisers, indicating a strong finish.

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 4.03%
taxact.com 0.88%
bestguide.com 0.33%
wolterskluwer.com 0.2%
nationaltax.edu 0.1%
top10taxreliefservices.com -0.13%
e-file.com -0.15%
taxslayer.com -0.32%
freetaxusa.com -2.1%
turbotax.intuit.com -3.96%

Copyright © Adthena. All rights reserved.

H&R Block surged with a 4.03% click share increase, while TurboTax faced a 3.96% decline. TaxAct gained 0.88%, contrasting with FreeTaxUSA’s 2.1% drop.

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 taxact.com freetaxusa.com hrblock.com e-file.com forbes.com 1800accountant.com adp.com top10taxreliefservices.com thomsonreuters.com turbotax.intuit.com
2026/05/01 17.43% 32.82% 13.31% 6.12% 2.16% 1.31% 1.18% 0.91% 1.27% 2.4%
2026/05/02 17.34% 28.87% 17.74% 6.96% 1.34% 1% 1.3% 0.97% 1.94% 2.13%
2026/05/03 18.25% 28.22% 18.72% 6.42% 1.95% 1.16% 1.09% 1.55% 0.95% 2.36%
2026/05/04 20.57% 28.2% 14.36% 6.03% 1.9% 2.31% 1% 2.23% 1.2% 2.44%
2026/05/05 20.73% 29.76% 14.17% 6.94% 1.95% 2.21% 0.98% 2.56% 1% 2.53%
2026/05/06 19.74% 27.71% 20.1% 6.68% 2.06% 2.11% 0.82% 0.95% 0.43% 2.11%
2026/05/07 17.45% 24.94% 25.09% 5.42% 1.49% 1.55% 0.88% 2.64% 0.45% 1.93%
2026/05/08 18.5% 24.98% 26.72% 5.72% 1.26% 1.65% 0.87% 0.39% 0.91% 1.69%
2026/05/09 16.16% 22.18% 32.74% 4.67% 1.74% 1.91% 0.84% 0.9% 1.4% 1.35%
2026/05/10 16.63% 21.43% 30.85% 4.77% 2.34% 1.93% 0.97% 0.63% 1.27% 1.79%
2026/05/11 18% 20.21% 27.76% 6.62% 2.17% 1.8% 0.74% 1.05% 1.25% 1.88%
2026/05/12 19.05% 20.52% 26.1% 7.47% 1.12% 1.95% 0.65% 1.91% 1.15% 1.78%
2026/05/13 16.77% 21.51% 31.76% 4.58% 1.52% 1.65% 0.86% 1.15% 0.8% 1.46%
2026/05/14 18.13% 21.08% 27.3% 7.85% 1.05% 2.01% 0.72% 2.51% 1.41% 1.54%
2026/05/15 18.5% 24.98% 26.72% 5.72% 1.26% 1.65% 0.87% 0.39% 0.91% 1.69%
2026/05/16 20.11% 20.72% 28.24% 5.37% 1.09% 1.57% 0.77% 0.53% 1.47% 1.76%
2026/05/17 20.83% 21.28% 25.82% 4.95% 1.34% 1.24% 0.74% 1.16% 1.63% 1.96%
2026/05/18 19.29% 22.16% 27.31% 4.4% 0.46% 2.25% 0.87% 0.83% 1.61% 0.82%
2026/05/19 18.37% 25.71% 31.19% 2.7% 0.63% 2.1% 0.77% 0.85% 0.96% 0.05%
2026/05/20 18.71% 23.03% 27.75% 4.52% 0.52% 2% 0.61% 1.2% 0.96% 0.05%
2026/05/21 18.74% 22.26% 28.24% 6.41% 1.31% 1.45% 0.59% 0.96% 0.31% 0.05%
2026/05/22 19.95% 20.94% 26.2% 6.49% 1.39% 1.74% 0.87% 1.19% 0.83% 0.05%
2026/05/23 18.07% 21.23% 28.36% 5.69% 1.11% 1.34% 0.78% 0.45% 1.71% 0.05%
2026/05/24 17.18% 23% 29.94% 5.48% 1.31% 1.27% 0.76% 0.3% 1.93% 0.06%
2026/05/25 17.46% 17.84% 26.8% 6.64% 1.33% 2.26% 0.84% 0.96% 1.18% 0.04%
2026/05/26 19.82% 20.58% 24% 6.12% 2.65% 1.89% 0.67% 1.18% 1.15% 0.03%
2026/05/27 18.79% 21.01% 25.75% 4.92% 2.16% 1.49% 0.86% 1.24% 1.12% 0.05%
2026/05/28 19.94% 21.59% 27.71% 3.45% 1.25% 1.12% 0.88% 1.07% 1.54% 0.04%
2026/05/29 17.5% 23.64% 24.41% 3.24% 1.61% 1.62% 1.01% 1.4% 0.4% 0.05%
2026/05/30 21.3% 23.38% 20.46% 4.5% 2.53% 1.09% 0.86% 0.37% 0.78% 0.05%
2026/05/31 25.06% 24.88% 19.43% 6.48% 2.55% 1.72% 0.73% 0.61% 0.27% 0.05%
  • taxact.com
  • freetaxusa.com
  • hrblock.com
  • e-file.com
  • forbes.com
  • 1800accountant.com
  • adp.com
  • top10taxreliefservices.com
  • thomsonreuters.com
  • turbotax.intuit.com

Copyright © Adthena. All rights reserved.

In May 2026, TaxAct’s impression share surged, peaking at 25.06% on the 31st. FreeTaxUSA fluctuated, ending at 24.88%. H&R Block saw a decline, closing at 19.43%. E-file and others remained stable.

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
    Best (5) Tax Relief Companies - Best (and Worst) See Our Picks https://www.bestguide.com

    End Your IRS Tax Problems. Discover The Top (5) firms offering Tax Relief Help. Save up to 60% or more on IRS penalties. Find out if you qualify.

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

    FreeTaxUSA — Free federal tax filing for simple and complex returns. Guaranteed maximum tax refund. Flat pricing for all tax situations - federal tax return $0.00, state tax return $15.99. Official Website.

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

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

  4. 4
    Missed the Tax Deadline? Here’s What You Need to Know https://www.pennyforward.com

    Do You Want to Become a Better Manager of Money but You’re Feeling a Little Lost?

  5. 5
    Federal Tax Filing | File Your Taxes Online for Free with TaxAct https://www.taxact.com

    Get free federal tax filing with TaxAct. File your taxes online at no cost, enjoy step-by-step guidance, and e-file your return quickly and securely. Start Filing Today

Copyright © Adthena. All rights reserved.

In the competitive world of tax services, five standout ads capture attention. Bestguide.com entices with promises of significant IRS penalty savings, while FreeTaxUSA offers free federal filing and a guaranteed maximum refund. H&R Block emphasizes expertise in complex tax situations, Pennyforward.com provides guidance for missed deadlines, and TaxAct highlights free, secure online filing. Each ad uniquely addresses taxpayer needs, from cost savings to expert assistance.

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