US Software & Technology Payroll / Accounting - PPC Market Share Analysis January 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Payroll / Accounting category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Google AI Overview visibility for Software & Technology Payroll / 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	29.2132396198
	70.7867603802

29%

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	38
	62

38%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	15%
Transactional	7%
Navigational	8%
Seasonal	0%
Local	0%
Problem Solving	13%

Market Exposure

Share of Clicks for top 10 US Software & Technology Payroll / 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
quickbooks.intuit.com	44.7
turbotax.intuit.com	10.14
adp.com	8.96
paycom.com	5.41
xero.com	3.91
netsuite.com	2.63
sage.com	1.97
gusto.com	1.89
forbes.com	1.88
waveapps.com	1.68
others	16.83

quickbooks.intuit.com - 44.7%
turbotax.intuit.com - 10.14%
adp.com - 8.96%
paycom.com - 5.41%
xero.com - 3.91%
netsuite.com - 2.63%
sage.com - 1.97%
gusto.com - 1.89%
forbes.com - 1.88%
waveapps.com - 1.68%
others - 16.83%

QuickBooks dominates with 44.7% click share, followed by TurboTax at 10.14%. ADP and Paycom trail, while ‘others’ collectively hold 16.83%.

Market Exposure

Share of Spend for the top 10 US Software & Technology Payroll / 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	quickbooks.intuit.com	adp.com	netsuite.com	xero.com	sage.com	waveapps.com	forbes.com	gusto.com	top-accountingsoftware.com	digits.com
2026/01/01	16.34%	14.16%	11.27%	6.78%	2.3%	0.56%	7.41%	1.99%	1.34%	5.53%
2026/01/02	26.57%	13.17%	10.71%	5.8%	2.49%	0.62%	5.85%	1.89%	2.52%	2.53%
2026/01/03	28.2%	12.52%	10.99%	4.03%	1.88%	0.91%	6.42%	2.95%	2.2%	3.02%
2026/01/04	28.05%	11.2%	9.71%	4.81%	2.19%	0.81%	8.69%	2.24%	0.45%	4.47%
2026/01/05	28.42%	11.15%	10.07%	4.32%	3.05%	1.26%	9.02%	1.96%	3.07%	2.56%
2026/01/06	15.52%	11.3%	13.58%	7.53%	1.97%	0.91%	6.62%	3.4%	4.54%	3.97%
2026/01/07	22.17%	13.1%	11.98%	6.29%	8.73%	1.1%	3.18%	2.67%	4.15%	2.07%
2026/01/08	18.74%	11.05%	15.99%	5.55%	5.34%	2.02%	4.47%	2.15%	3.71%	1.85%
2026/01/09	21.82%	10.76%	12.04%	6.96%	6.67%	2.31%	5.54%	1.5%	3.34%	2.51%
2026/01/10	20.52%	9.96%	9.9%	7.03%	6.63%	1.25%	8.16%	4.35%	1.01%	3.19%
2026/01/11	20.2%	7.81%	10.74%	4.05%	6.82%	1.21%	5.07%	11.17%	1.09%	3.21%
2026/01/12	23.37%	9.01%	10.56%	6.41%	6.77%	1.67%	3.25%	12.75%	2.83%	1.31%
2026/01/13	21.05%	11.4%	8.66%	7.26%	7.22%	0.91%	5.52%	5.88%	3.27%	1.88%
2026/01/14	21.42%	12.16%	11.9%	5.31%	6.75%	1.49%	4.69%	4.98%	3.04%	1.25%
2026/01/15	26.16%	9.86%	11.73%	8.55%	3.93%	1.4%	4.94%	3.96%	1.39%	2.16%
2026/01/16	21.77%	10.74%	12.01%	6.95%	6.65%	2.31%	5.52%	1.5%	3.33%	2.51%
2026/01/17	30.9%	9.73%	9.78%	6.71%	7.29%	1.54%	2.32%	5.15%	0.5%	2.07%
2026/01/18	27.48%	10.72%	9.85%	6.8%	7%	0.96%	5.92%	3.5%	0.38%	4.14%
2026/01/19	30.6%	8.62%	9.44%	4.97%	4.49%	0.98%	6.28%	2.28%	0.66%	3.56%
2026/01/20	21.02%	11.39%	8.65%	7.25%	7.21%	0.91%	5.52%	5.88%	3.27%	1.88%
2026/01/21	28.62%	8.95%	11.13%	9.29%	5.5%	3.22%	8.15%	2.01%	1.47%	1.57%
2026/01/22	30.03%	7.91%	11.47%	7.26%	8.47%	3.29%	6.22%	1.51%	0.91%	2.36%
2026/01/23	28.71%	8.3%	12.22%	6.81%	7.56%	4.08%	5.3%	1.58%	0.95%	0.99%
2026/01/24	26.84%	8.41%	11.6%	10.4%	6.34%	3.49%	5.48%	1.94%	0.82%	1.52%
2026/01/25	28.78%	10.2%	11.21%	8.56%	4.89%	2.7%	5.58%	1.83%	0.45%	1.83%
2026/01/26	28.49%	9.01%	12.85%	5.75%	7.61%	1.75%	5.17%	1.47%	0.79%	0.79%
2026/01/27	31.15%	8.22%	9.03%	8.12%	4.77%	2.28%	4.8%	2.13%	1.04%	0.76%
2026/01/28	31.67%	9.72%	9.7%	8.23%	7.14%	2.36%	5.63%	2.21%	0.89%	0.55%
2026/01/29	32.49%	8.07%	9.98%	5.24%	6.11%	1.66%	5.41%	2.62%	0.66%	0.16%
2026/01/30	33.2%	7.88%	10.28%	6.35%	5.86%	3.74%	3.6%	2.67%	0.96%	0.14%
2026/01/31	27.1%	11.92%	9.23%	8.52%	5.06%	5%	3.33%	2.61%	0.83%	0.15%

quickbooks.intuit.com
adp.com
netsuite.com
xero.com
sage.com
waveapps.com
forbes.com
gusto.com
top-accountingsoftware.com
digits.com

QuickBooks dominated January 2026, peaking at 33.20% on the 30th. ADP’s share fluctuated, ending at 11.92%. NetSuite and Xero showed moderate stability, while Sage and WaveApps experienced varied trends. Forbes and Gusto had notable fluctuations.

Market Exposure

Competitor Count for US Software & Technology Payroll / 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
2026/01/01	654
2026/01/02	652
2026/01/03	637
2026/01/04	632
2026/01/05	655
2026/01/06	644
2026/01/07	641
2026/01/08	639
2026/01/09	634
2026/01/10	636
2026/01/11	623
2026/01/12	626
2026/01/13	618
2026/01/14	628
2026/01/15	608
2026/01/16	634
2026/01/17	613
2026/01/18	606
2026/01/19	623
2026/01/20	618
2026/01/21	610
2026/01/22	583
2026/01/23	594
2026/01/24	602
2026/01/25	615
2026/01/26	664
2026/01/27	640
2026/01/28	640
2026/01/29	630
2026/01/30	635
2026/01/31	628

January saw fluctuating advertiser numbers, starting at 654, dipping mid-month to 583, and rebounding to 628 by month’s end.

Campaign Efficiency

Market Loss & Market Gains for US Software & Technology Payroll / 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
quickbooks.intuit.com	1.42%
turbotax.intuit.com	1.06%
paycom.com	0.79%
waveapps.com	0.79%
paycor.com	0.58%
netsuite.com	-0.3%
forbes.com	-0.38%
intuit.com	-0.48%
gusto.com	-0.91%
adp.com	-2.36%

QuickBooks and TurboTax surged in click share, while ADP and Gusto faced declines. Paycom and WaveApps also saw positive growth.

Campaign Efficiency

US Software & Technology Payroll / 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	quickbooks.intuit.com	adp.com	xero.com	waveapps.com	turbotax.intuit.com	netsuite.com	business-software.com	forbes.com	sage.com	gusto.com
2026/01/01	15.79%	14.44%	9.47%	1.33%	3.28%	6.49%	5.15%	4.97%	1.22%	2.33%
2026/01/02	21.48%	12.96%	7.05%	1.46%	3.03%	6.25%	4.97%	5.52%	1.16%	1.65%
2026/01/03	20.75%	11.43%	8.5%	1.86%	2.65%	6.46%	5.39%	5.12%	0.88%	3.66%
2026/01/04	21.84%	10.99%	6.81%	2.34%	2.67%	5.53%	5.55%	7.38%	1.15%	2.35%
2026/01/05	22.84%	11.42%	6.29%	3.47%	3%	6.51%	4.36%	6.05%	2.91%	1.15%
2026/01/06	16.15%	10.45%	9.91%	3.06%	3.25%	7.73%	4%	4.86%	0.86%	4.64%
2026/01/07	18.76%	12.47%	7.51%	2.2%	3.14%	8.33%	3.37%	3.5%	4.06%	1.78%
2026/01/08	18.08%	8.91%	8.09%	4.53%	3.87%	9.44%	3.91%	4.25%	3.72%	1.28%
2026/01/09	19.93%	9.32%	10.3%	4.59%	3.11%	7.56%	1.97%	4.69%	4.16%	1.13%
2026/01/10	18.5%	8.63%	10.59%	2.56%	3.42%	6.24%	2.99%	5.26%	4.85%	5.17%
2026/01/11	15.52%	6.81%	7.31%	1.53%	3.39%	6.29%	2.77%	2.92%	5.12%	16.3%
2026/01/12	17.86%	7.86%	8.38%	2.11%	3.62%	6.57%	2.87%	2.5%	3.94%	16.51%
2026/01/13	19.55%	9.38%	9.54%	1.9%	4.06%	5.03%	2.47%	3.16%	3.08%	9.11%
2026/01/14	18.22%	11.14%	8.08%	3.22%	3.87%	6.36%	3.09%	3.18%	3.37%	7.37%
2026/01/15	20.68%	8.34%	9.31%	4.99%	3.46%	6.77%	1.67%	3.02%	2.41%	5.18%
2026/01/16	19.93%	9.32%	10.3%	4.59%	3.11%	7.56%	1.97%	4.69%	4.16%	1.13%
2026/01/17	22.5%	9.06%	9.27%	4.34%	4.34%	5.02%	2.1%	2.46%	4.2%	6.1%
2026/01/18	20.17%	10.1%	9.54%	2.77%	3.87%	5.47%	2.74%	3.48%	3.3%	7.11%
2026/01/19	21.44%	8.19%	8.15%	2.91%	4.42%	4.97%	2.05%	4.01%	2.29%	2.23%
2026/01/20	19.55%	9.38%	9.54%	1.9%	4.06%	5.03%	2.47%	3.16%	3.08%	9.11%
2026/01/21	22.12%	8.59%	12.19%	7.31%	3.38%	7.06%	2.59%	4.64%	3.05%	1.86%
2026/01/22	22.78%	7.05%	10.81%	6.76%	3.4%	6.93%	2.06%	3.94%	3.99%	1.54%
2026/01/23	20.73%	7.67%	10.11%	7.21%	3.59%	7.16%	2.53%	3.59%	3.7%	1.26%
2026/01/24	20.23%	7.59%	12.29%	6.27%	3.82%	5.94%	2.86%	4.1%	3.64%	1.94%
2026/01/25	20.38%	9.79%	11.46%	5.04%	3.5%	6.24%	3.62%	4.78%	2.65%	1.52%
2026/01/26	21.87%	8.72%	9.25%	3.74%	3.38%	7.69%	2.33%	4.33%	4.2%	0.84%
2026/01/27	20.85%	7.76%	11.16%	5.71%	4.05%	5.83%	2.27%	3.4%	2.33%	1.76%
2026/01/28	24.53%	9.61%	9.14%	5.62%	4.53%	6.71%	1.91%	3.79%	3.28%	1.72%
2026/01/29	26.09%	6.82%	5.94%	4.57%	5.56%	6.23%	2.38%	3.78%	2.95%	2.26%
2026/01/30	25.7%	6.67%	7.1%	7.48%	5.38%	5.79%	1.7%	3.08%	2.9%	2.32%
2026/01/31	20.39%	10.73%	10.5%	8.53%	6.4%	4.92%	3.06%	2.36%	2.12%	1.77%

quickbooks.intuit.com
adp.com
xero.com
waveapps.com
turbotax.intuit.com
netsuite.com
business-software.com
forbes.com
sage.com
gusto.com

In January 2026, QuickBooks led with fluctuating impressions, peaking at 26.09%. ADP’s share dipped, while Xero and WaveApps saw moderate gains. TurboTax and NetSuite showed steady growth. The month ended with QuickBooks maintaining dominance.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Software & Technology Payroll / 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 Software & Technology Payroll / Accounting - Last month

1
Not Just Another Software | We Are the Solution https://www.netsuite.com
76% of NetSuite customers experienced increased visibility & control over their business. See why 43,000 companies trust NetSuite®, an AI-powered cloud...
2
Paycom https://www.paycom.com
Payroll of the Future — Paycom's award-winning software simplifies business payroll with full-solution automation.
3
QuickBooks® Online https://quickbooks.intuit.com › quickbooks › online
QuickBooks® With Confidence — Spend Less Time Managing Finances And More Time On Growing Your Business With QuickBooks®. Leverage QuickBooks® AI Powered Tools To Increase Accuracy And Minimize Reporting Errors.
4
TurboTax® https://turbotax.intuit.com › official-site
TurboTax® Official Site — We're Committed To Finding Every Deduction You Qualify For. Get Your Tax Refund Today!
5
Ditch Quick, Try Xero - Accounting for Small Business https://www.xero.com
Xero accounting software is made for SMBs. Automate admin and work from anywhere, anytime.

In the competitive landscape of Google PPC, NetSuite leads with a promise of enhanced business visibility, trusted by 43,000 companies. Paycom simplifies payroll with automation, while QuickBooks and TurboTax leverage AI for financial accuracy. Xero targets SMBs with flexible, automated solutions.

Frequently Asked Questions

Why is the US Software & Technology Payroll / Accounting January 2026 Report useful and how should I use it?

Why is the US Software & Technology Payroll / Accounting January 2026 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the US Software & Technology Payroll / Accounting January 2026 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the US Software & Technology Payroll / Accounting January 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the US Software & Technology Payroll / Accounting January 2026 Report?

The US Software & Technology Payroll / Accounting January 2026 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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Does this include mobile, desktop and Google Shopping data?

Yes. The US Software & Technology Payroll / Accounting January 2026 Report aggregates data from across both device types and Google Shopping.
Who is this US Software & Technology Payroll / Accounting January 2026 Report for?

The US Software & Technology Payroll / Accounting January 2026 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
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AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 US Software & Technology Payroll / Accounting brands

Share of Spend for the top 10 US Software & Technology Payroll / Accounting brands

Competitor Count for US Software & Technology Payroll / Accounting

Market Loss & Market Gains for US Software & Technology Payroll / Accounting

US Software & Technology Payroll / Accounting Share of Impressions

Google Text Ad Copy Insights & Creative Trends for US Software & Technology Payroll / Accounting

Frequently Asked Questions

Why is the US Software & Technology Payroll / Accounting January 2026 Report useful and how should I use it?

Why is the US Software & Technology Payroll / Accounting January 2026 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the US Software & Technology Payroll / Accounting January 2026 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this US Software & Technology Payroll / Accounting January 2026 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Get the full picture

See this data specific to your brand performance

Related reports

UK Payroll / Accounting

AUS Payroll / Accounting