US Software & Technology Payroll / Accounting - PPC Market Share Analysis April 2025

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.

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
Domain	Share of clicks
turbotax.intuit.com	60.4
quickbooks.intuit.com	16.19
freetaxusa.com	3.73
intuit.com	2.22
taxslayer.com	2.15
paycom.com	2.05
taxact.com	1.49
adp.com	1.13
sage.com	1.11
paycor.com	0.98
others	8.55

In the PPC landscape, TurboTax dominates with 60.4% click share, followed by QuickBooks at 16.19%. Others collectively hold 8.55%, highlighting diverse competition.

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
Date	quickbooks.intuit.com	turbotax.intuit.com	intuit.com	top-accountingsoftware.com	netsuite.com	adp.com	gusto.com	freshbooks.com	sage.com	freetaxusa.com
2025/04/01	16.32%	17.95%	5.31%	3.15%	5.48%	6.33%	3.49%	0.63%	2.94%	4.48%
2025/04/02	17.06%	18.04%	4.58%	3.82%	4.87%	4.8%	4.56%	1.5%	4.13%	3.58%
2025/04/03	16.78%	19.26%	1.75%	2.53%	3.71%	4.81%	4.47%	2.22%	4.27%	4.81%
2025/04/04	17.64%	15.18%	3.7%	4.31%	4.74%	4.93%	3.63%	2.29%	3.91%	4.46%
2025/04/05	18.62%	15.09%	3.4%	1.99%	4.32%	4.85%	4.41%	3.21%	3.2%	5.45%
2025/04/06	17.15%	14.98%	6.3%	1.91%	4.09%	4.67%	4.69%	2.8%	2.85%	6.22%
2025/04/07	16.34%	16.41%	6.36%	3.9%	3.78%	5.92%	3.38%	2.14%	3.21%	6.87%
2025/04/08	18.43%	14.51%	3.64%	4.59%	4.6%	4.54%	4.41%	1.92%	3.85%	6.57%
2025/04/09	17.11%	17.1%	3.86%	4.26%	1.59%	4.71%	4.68%	1.83%	3.94%	7.38%
2025/04/10	18.2%	15.94%	3.15%	4.88%	1.38%	4.99%	4.97%	2.27%	3.72%	5.86%
2025/04/11	16.43%	17.13%	5.25%	3.59%	1.01%	4.33%	4.66%	1.67%	3.87%	7.56%
2025/04/12	17.92%	16.14%	4.06%	1.95%	1.07%	4.14%	4.09%	2.53%	3.82%	7.02%
2025/04/13	16.67%	16.71%	2.07%	2.07%	0.96%	4.95%	4.43%	2.99%	3.5%	6.8%
2025/04/14	17.5%	14.57%	6.03%	4.75%	0.83%	4.42%	4.45%	2.34%	3.63%	6.65%
2025/04/15	18.72%	15.66%	5.69%	4.49%	1.26%	3.89%	4.86%	2.23%	3.81%	5.95%
2025/04/16	17.11%	15.15%	4.46%	4.1%	4.24%	5.03%	4.81%	2.43%	3.16%	6.22%
2025/04/17	14.48%	15.65%	7.73%	3.16%	4.44%	4.31%	1.9%	1.3%	5.15%	4.46%
2025/04/18	15.7%	11.93%	6.11%	3.55%	3.73%	4.52%	3.78%	2.51%	4.59%	4.72%
2025/04/19	18.04%	12.68%	4.09%	1.86%	3.54%	4.86%	4.41%	4.87%	3.94%	4.08%
2025/04/20	16.18%	16.14%	1.46%	1.89%	3.28%	6.77%	4.71%	2.81%	3.81%	3.83%
2025/04/21	17.6%	14.76%	3.17%	4.46%	4.4%	4.74%	5.29%	2.29%	3.68%	3.04%
2025/04/22	19.49%	14.5%	3.59%	3.87%	4.07%	5.38%	6.01%	2.56%	3.45%	2.68%
2025/04/23	20.5%	13.43%	3.48%	4.66%	4.32%	5.98%	5.61%	3.01%	3.37%	2.33%
2025/04/24	18.67%	13.54%	5.52%	4.39%	4.09%	6.17%	5.39%	2.93%	3.53%	2.7%
2025/04/25	19.49%	16.34%	4.99%	4.16%	3.85%	5.31%	5.3%	3.01%	3.75%	2.55%
2025/04/26	20.74%	14.53%	6.23%	1.89%	3.85%	4.7%	5.13%	3.78%	3.64%	3.17%
2025/04/27	20.96%	16.13%	4.09%	2.36%	4.17%	4.86%	5.22%	3.82%	3.53%	3.92%
2025/04/28	21.58%	16.44%	3.83%	4.3%	4.06%	5.58%	5.28%	3.07%	3.25%	2.91%
2025/04/29	23.23%	15.3%	5.58%	4.37%	4.22%	6.06%	5.32%	3.04%	3.6%	3.03%
2025/04/30	24.75%	9.68%	7.61%	6.57%	6.26%	6.14%	5.9%	3.18%	3.18%	1.17%

April saw QuickBooks’ spend share rise steadily, peaking at 24.75%. TurboTax’s share declined, ending at 9.68%. Intuit’s share fluctuated, closing at 7.61%. Top-accountingsoftware.com and NetSuite showed moderate increases, while ADP and Gusto maintained stability. FreshBooks, Sage, and FreeTaxUSA experienced varied trends, with FreeTaxUSA dropping to 1.17%.

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
Date	Competitor Count
2025/04/01	804
2025/04/02	780
2025/04/03	813
2025/04/04	838
2025/04/05	797
2025/04/06	799
2025/04/07	795
2025/04/08	811
2025/04/09	789
2025/04/10	805
2025/04/11	774
2025/04/12	757
2025/04/13	756
2025/04/14	775
2025/04/15	756
2025/04/16	767
2025/04/17	813
2025/04/18	868
2025/04/19	838
2025/04/20	834
2025/04/21	839
2025/04/22	842
2025/04/23	841
2025/04/24	833
2025/04/25	818
2025/04/26	775
2025/04/27	742
2025/04/28	762
2025/04/29	739
2025/04/30	706

April saw a dynamic shift in distinct advertisers, starting at 804 and peaking at 868 mid-month. The month concluded with a decline, ending at 706.

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
Name	Market Trend
quickbooks.intuit.com	2.29%
adp.com	0.69%
freshbooks.com	0.52%
xero.com	0.43%
quickbooksbuy.com	0.22%
etax.com	-0.14%
taxslayer.com	-1.24%
turbotax.intuit.com	-1.26%
taxact.com	-1.43%
freetaxusa.com	-2.43%

Quickbooks.intuit.com surged with a 2.29% click share increase, while freetaxusa.com dropped by 2.43%.

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	turbotax.intuit.com	quickbooks.intuit.com	intuit.com	adp.com	freshbooks.com	xero.com	freetaxusa.com	gusto.com	taxslayer.com	taxact.com
2025/04/01	31.43%	9.66%	6.1%	1.52%	0.18%	0.95%	10.74%	1.81%	10.79%	5.73%
2025/04/02	32.51%	9.67%	5.25%	1.62%	1.18%	1.06%	9.36%	1.87%	12.36%	5.68%
2025/04/03	31.76%	9.58%	2.23%	1.27%	2.29%	0.89%	11.65%	1.46%	11.91%	5.82%
2025/04/04	28.24%	10.09%	5.61%	1.28%	2.4%	0.85%	12.09%	1.46%	9.81%	4.22%
2025/04/05	27.21%	10.44%	4.44%	1.39%	3.26%	0.9%	13.94%	2.02%	10.79%	4.51%
2025/04/06	26.38%	8.87%	7.43%	1.29%	2.38%	1.1%	15.61%	2.16%	9.28%	3.73%
2025/04/07	28.05%	8.52%	6.98%	1.85%	2%	1.11%	17.68%	1.19%	9.14%	3.92%
2025/04/08	26.77%	10.93%	4.02%	1.34%	1.8%	1.14%	18.39%	1.65%	8.65%	4.32%
2025/04/09	29.3%	9.73%	3.52%	1.16%	1.57%	1.19%	19.85%	1.8%	9.48%	4.38%
2025/04/10	29.4%	10.08%	3.89%	1.57%	1.72%	1.25%	15.44%	2.06%	10.1%	4.79%
2025/04/11	27.4%	8.11%	5.02%	0.9%	1.38%	1.1%	19.21%	1.52%	11.89%	5.66%
2025/04/12	27.07%	8.94%	4.8%	0.86%	2.21%	1.54%	18.46%	1.45%	10.43%	5.12%
2025/04/13	25.94%	8.58%	2.44%	1.51%	3.45%	2.44%	15.95%	1.31%	13.42%	5.64%
2025/04/14	24.64%	8.33%	7.08%	0.92%	2.24%	1.92%	16.83%	1.4%	12.34%	5.76%
2025/04/15	26.81%	9.97%	6.78%	1.28%	2.3%	2.08%	15.56%	1.9%	9.04%	6.27%
2025/04/16	27.41%	9.53%	5.57%	2.27%	2.17%	1.96%	17.33%	1.89%	2.57%	10.1%
2025/04/17	27.72%	8.43%	9.51%	1.93%	0.77%	1.13%	11.33%	0.58%	2.06%	10.51%
2025/04/18	20.77%	9.24%	6.91%	2.34%	3.17%	2.49%	12.22%	1.51%	5.72%	3.7%
2025/04/19	22.8%	10.86%	5.19%	1.94%	7.45%	4.18%	10.52%	2.02%	4.36%	3.85%
2025/04/20	29.44%	9.3%	2.5%	2.89%	3.69%	2.39%	10.54%	2.17%	7.48%	4.24%
2025/04/21	30.56%	9.76%	4.21%	2.05%	3.34%	2.22%	9.4%	2.85%	6.17%	1.97%
2025/04/22	29.49%	12.8%	4.65%	2.13%	3.59%	2.48%	7.9%	2.99%	5.58%	0.11%
2025/04/23	28.58%	13.41%	4.57%	2.6%	4.66%	2.36%	7.3%	3.03%	3.76%	0.28%
2025/04/24	26.19%	10.73%	6.8%	2.82%	3.88%	4.79%	7.99%	2.67%	6.46%	0.08%
2025/04/25	31.06%	11.21%	5.84%	1.73%	4.36%	2.49%	8.34%	2.37%	7.27%	0.15%
2025/04/26	26.56%	11.52%	7.34%	2.11%	4.96%	3.58%	9.01%	2.41%	7.33%	0.17%
2025/04/27	28.55%	10.73%	5.07%	1.94%	5.21%	4.42%	10.51%	2.32%	6.49%	0.12%
2025/04/28	31.39%	12.56%	4.83%	2.21%	4.61%	4.81%	7.52%	2.29%	4.21%	0.24%
2025/04/29	30.06%	13.61%	7.53%	2.11%	4.86%	4.35%	8.59%	2.18%	2.66%	0.13%
2025/04/30	23.96%	15.57%	10.51%	4.61%	4.61%	4.58%	4.28%	3.05%	1.15%	0.06%

April saw dynamic shifts in PPC impressions. TurboTax started strong but dipped mid-month, ending at 23.96%. QuickBooks rose steadily, finishing at 15.57%. Intuit.com and ADP showed late-month surges, while FreeTaxUSA and TaxSlayer declined.

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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In the competitive landscape of tax and accounting software, FreeTaxUSA stands out with its promise of 100% free federal filing, emphasizing no forced upgrades. FreshBooks appeals to non-accountants with simplicity, while QuickBooks focuses on business growth. TaxSlayer highlights ease with document uploads, and TurboTax guarantees accuracy without tax expertise.

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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.

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US Software & Technology Payroll / Accounting - PPC Market Share Analysis April 2025

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 are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this 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