US Software & Technology Payroll / Accounting - PPC Market Share Analysis June 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	55.93
quickbooks.intuit.com	22.08
adp.com	3.99
paycom.com	2.65
paycor.com	1.66
sage.com	1.43
gusto.com	1.32
freshbooks.com	1.16
intuit.com	0.96
xero.com	0.95
others	7.87

In the PPC landscape, TurboTax dominates with 55.93% click share, followed by QuickBooks at 22.08%. ADP holds 3.99%, while ‘others’ collectively capture 7.87%.

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	adp.com	gusto.com	top10accountingsoftware.com	freshbooks.com	top-accountingsoftware.com	netsuite.com	xero.com	sage.com	turbotax.intuit.com
2025/06/01	24.97%	8.66%	6.39%	2.78%	2.37%	2.24%	4.9%	2.57%	3.92%	16.63%
2025/06/02	25.7%	6.46%	5.46%	2.01%	2.18%	4.94%	4.88%	3.51%	4.55%	16.19%
2025/06/03	23.71%	4.6%	6.39%	2.44%	2.43%	3.39%	3.49%	4.36%	4.37%	21%
2025/06/04	26.23%	3.29%	5.51%	2.84%	2.74%	5.23%	5.18%	4.6%	4.38%	13.93%
2025/06/05	29.53%	5.13%	6.11%	2.4%	3.08%	4.95%	4.26%	5.25%	3.54%	13.69%
2025/06/06	30%	4.56%	5.24%	3.17%	2.96%	4.79%	2.18%	4.22%	3.65%	14.94%
2025/06/07	28.59%	5.6%	4.34%	3.78%	3.3%	2.32%	1.84%	4.83%	3.35%	15.54%
2025/06/08	30.06%	7.25%	5.16%	3.46%	3.18%	2.43%	1.61%	3.86%	3.23%	17.46%
2025/06/09	28.19%	5.98%	4.33%	3.44%	3.18%	5.6%	1.57%	4.69%	3.97%	15.98%
2025/06/10	29.46%	5.23%	3.59%	3.89%	3.56%	6.15%	2.16%	4.52%	3.6%	15.1%
2025/06/11	28.5%	6.77%	4.16%	2.54%	2.41%	5.47%	3.56%	5.13%	4.4%	13.91%
2025/06/12	28.41%	6.21%	5.05%	2.56%	2.25%	4.13%	5.05%	1.89%	4.78%	14.9%
2025/06/13	28.17%	8.21%	4.54%	1.69%	2.09%	4.48%	5.06%	1.87%	3.79%	16.21%
2025/06/14	29.93%	4.94%	3.4%	2.51%	2.71%	2.6%	3.34%	1.84%	3.85%	17.53%
2025/06/15	29.43%	5.27%	3.48%	2.88%	2.62%	1.8%	5.05%	2.03%	3.68%	18.39%
2025/06/16	29.68%	5.69%	4.32%	3.85%	2.29%	3.72%	4.68%	2.98%	4.11%	17.22%
2025/06/17	27.3%	6.13%	4.54%	3.36%	2.7%	3.43%	4.06%	3.16%	3.89%	15.28%
2025/06/18	27.68%	5.76%	4.18%	3.87%	2.73%	3.04%	5.53%	2.85%	3.94%	16.09%
2025/06/19	24.41%	8.87%	5.37%	2.98%	3.57%	2.54%	5.92%	3.46%	3.5%	15.64%
2025/06/20	26.64%	8.15%	5.22%	3.78%	2.92%	2.29%	5.33%	2.31%	3.82%	14.64%
2025/06/21	27.11%	7.76%	4.86%	3.98%	4.14%	1.04%	4.57%	2.57%	3.01%	16.69%
2025/06/22	25.02%	8.25%	5.16%	4.08%	3.97%	0.92%	5.65%	2.05%	2.84%	14.42%
2025/06/23	27.12%	6.68%	4.99%	4.28%	2.99%	1.94%	5.36%	1.89%	2.9%	15.54%
2025/06/24	30.21%	6.54%	5.14%	4.92%	3.28%	2.65%	4.23%	2.09%	2.4%	12.92%
2025/06/25	27.77%	7.39%	5.4%	4.44%	3.5%	1.88%	5.43%	2.3%	2.39%	13.06%
2025/06/26	25.65%	11.66%	6.65%	2.84%	2.55%	1.2%	5.18%	1.16%	1.63%	14.62%
2025/06/27	28.87%	5.76%	5.26%	3.71%	3.22%	2.23%	5.1%	1.77%	1.62%	15.61%
2025/06/28	27.45%	8.07%	6.69%	3.64%	3.45%	0.72%	4.79%	1.55%	2.33%	17.8%
2025/06/29	27.44%	8.78%	7.03%	3.97%	4.9%	0.71%	4.7%	1.44%	2%	14.28%
2025/06/30	34.54%	7.26%	7.2%	4.09%	3.66%	3.66%	3.36%	2.61%	2.54%	2.34%

In June 2025, QuickBooks led with a peak spend share of 34.54% on the 30th. ADP and Gusto showed consistent fluctuations, while TurboTax’s share plummeted to 2.34% by month-end.

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
2025/06/01	709
2025/06/02	708
2025/06/03	668
2025/06/04	729
2025/06/05	724
2025/06/06	729
2025/06/07	667
2025/06/08	691
2025/06/09	696
2025/06/10	704
2025/06/11	709
2025/06/12	684
2025/06/13	693
2025/06/14	669
2025/06/15	676
2025/06/16	684
2025/06/17	692
2025/06/18	684
2025/06/19	678
2025/06/20	672
2025/06/21	659
2025/06/22	649
2025/06/23	675
2025/06/24	672
2025/06/25	671
2025/06/26	663
2025/06/27	660
2025/06/28	645
2025/06/29	636
2025/06/30	662

June saw a dynamic shift in distinct advertisers, starting at 709 and fluctuating throughout. Peaks on the 4th and 6th at 729 contrasted with a low of 636 on the 29th. The month concluded with 662 advertisers, reflecting a notable decline.

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
adp.com	2.77%
quickbooks.intuit.com	0.59%
paycor.com	0.5%
gusto.com	0.39%
waveapps.com	0.26%
sage.com	-0.15%
intuit.com	-0.18%
xero.com	-0.27%
top-accountingsoftware.com	-0.31%
turbotax.intuit.com	-4.01%

ADP.com surged with a 2.77% click share increase, while turbotax.intuit.com faced a 4.01% decline. Quickbooks.intuit.com gained 0.59%, and paycor.com rose by 0.5%.

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	gusto.com	adp.com	freshbooks.com	turbotax.intuit.com	xero.com	paycom.com	sage.com	top-accountingsoftware.com	intuit.com
2025/06/01	14.28%	6.03%	6.5%	3.55%	30.1%	2.87%	1.93%	1.9%	1.84%	1.02%
2025/06/02	15.1%	4.41%	4.56%	3.27%	31.38%	4.24%	1.79%	2.33%	2.73%	1.08%
2025/06/03	15.22%	3.82%	2.88%	3.35%	34.58%	4.1%	2.73%	2.39%	2.32%	2.15%
2025/06/04	16.97%	4.01%	2%	4.51%	27.8%	4.62%	1.72%	3.43%	3.22%	4.18%
2025/06/05	18.37%	6.82%	4.49%	4.78%	27.21%	4.23%	1.7%	1.91%	3.36%	1.86%
2025/06/06	19.03%	6.15%	2.76%	5.11%	29.96%	3.7%	1.95%	1.97%	3.3%	2.81%
2025/06/07	17.3%	4.8%	3.61%	5.7%	28.65%	4.05%	1.89%	2.15%	1.68%	4.03%
2025/06/08	17.33%	7.58%	6%	4.8%	31.16%	3.51%	2.11%	1.39%	1.45%	2.02%
2025/06/09	15.95%	6.25%	4.61%	5.68%	28.2%	4.13%	1.75%	2.58%	2.96%	1.26%
2025/06/10	18.2%	3.97%	4.01%	5.91%	29.7%	3.83%	1.87%	1.92%	3.66%	2.57%
2025/06/11	18.38%	4.38%	5.77%	4.55%	27.48%	5.03%	1.98%	2.85%	3.82%	2.43%
2025/06/12	18.16%	4.94%	5.05%	3.19%	29.36%	2.57%	2.12%	3.2%	3.42%	4.56%
2025/06/13	17.26%	4.67%	7.9%	3.01%	30.81%	2.62%	2.8%	2.21%	3.02%	2.27%
2025/06/14	18.22%	2.48%	3.87%	4.34%	31.82%	3.47%	2.39%	1.87%	1.58%	1.84%
2025/06/15	17.87%	2.6%	2.99%	3.89%	33.19%	3.44%	2.62%	1.93%	1.76%	1.18%
2025/06/16	18.29%	3.8%	5.1%	3.12%	32.51%	4.4%	2.16%	2.2%	3.82%	1.54%
2025/06/17	17.5%	5.21%	6.05%	4.03%	27.3%	3.59%	4.06%	2.01%	3.24%	2.06%
2025/06/18	18.12%	4.38%	4.84%	4.47%	30.14%	2.83%	2.57%	1.96%	2.04%	2.02%
2025/06/19	15.45%	7.26%	8.83%	4.89%	29.24%	3.16%	2.11%	1.93%	0.78%	1.8%
2025/06/20	17.25%	7.57%	7.69%	3.43%	26.73%	2.87%	2.61%	2.67%	0.75%	1.62%
2025/06/21	17.7%	5.84%	6.84%	5.1%	29.42%	2.96%	3.93%	1.65%	0.36%	0.77%
2025/06/22	15.9%	6.61%	7.47%	4.75%	25.78%	4.16%	2.43%	1.47%	0.34%	2.3%
2025/06/23	17.02%	5.3%	5.56%	4.72%	28.35%	3.4%	3.18%	1.53%	0.65%	2.86%
2025/06/24	19.81%	6.99%	5.09%	4.25%	26.3%	1.88%	2.91%	1.48%	0.88%	1.01%
2025/06/25	18.18%	6.23%	6.1%	5.37%	24.31%	2.02%	4.34%	1.35%	0.7%	1.27%
2025/06/26	15.53%	9.74%	11.04%	3.3%	26.75%	1.21%	3.78%	0.73%	0.46%	0.86%
2025/06/27	18.97%	6.08%	4.3%	5.11%	29.09%	1.83%	1.97%	0.7%	0.95%	2.36%
2025/06/28	16.69%	9.6%	6.53%	4.82%	31.28%	2.15%	2.36%	1.13%	0.27%	0.67%
2025/06/29	16.99%	9.79%	7.43%	7.34%	25.19%	2.09%	3.03%	0.98%	0.25%	2.81%
2025/06/30	27.26%	10.53%	5.72%	5.43%	5.36%	2.83%	1.88%	1.68%	1.59%	0.97%

In June 2025, QuickBooks saw a significant rise, peaking at 27.26% on the 30th. Gusto and ADP also experienced growth, ending at 10.53% and 5.72%, respectively. TurboTax’s share plummeted to 5.36% by month’s end.

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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1
Make the Switch to FreshBooks https://www.freshbooks.com
Plans as Low as $2.10/Month — You Don’t Need an Accounting Degree to Keep Your Books Organized. FreshBooks Makes It Easy
2
Sign-Up and Get 6 Months Free | Free Account Setup https://www.gusto.com
Gusto Automatically Calculates & Files Taxes. Switch To Gusto For Easy Payroll Compliance.
3
QuickBooks® Online https://quickbooks.intuit.com › quickbooks › online
QuickBooks® Official Site — Spend Less Time Managing Finances And More Time On Growing Your Business With QuickBooks®
4
Start Your Taxes Free Today https://www.taxslayer.com › file › start_for_free
Fast, Easy, and 100% Accurate — With Our Improved Document Upload Feature, Switching to TaxSlayer® Has Never Been Easier.
5
TurboTax® - Official Site https://turbotax.intuit.com › official-site
Get Rid Of The Guesswork And Have Confidence Filing With America's Leader In Taxes. Tax Filing Is Fast And Simple With TurboTax®.

In the competitive world of PPC, FreshBooks entices with affordability and simplicity, while Gusto offers seamless payroll compliance. QuickBooks® emphasizes business growth, TaxSlayer® highlights ease of use, and TurboTax® assures confidence in tax filing. Each ad uniquely addresses user needs, driving engagement.

Frequently Asked Questions

Why is the US Software & Technology Payroll / Accounting June 2025 Report useful and how should I use it?

Why is the US Software & Technology Payroll / Accounting June 2025 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.

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Data within the US Software & Technology Payroll / Accounting June 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
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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.

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The US Software & Technology Payroll / Accounting June 2025 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.

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Who is this US Software & Technology Payroll / Accounting June 2025 Report for?

The US Software & Technology Payroll / Accounting June 2025 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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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 June 2025 Report useful and how should I use it?

Why is the US Software & Technology Payroll / Accounting June 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the US Software & Technology Payroll / Accounting June 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this US Software & Technology Payroll / Accounting June 2025 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

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