US Software & Technology Payroll / Accounting - PPC Market Share Analysis February 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.

See more data

Share of Clicks - Last month
Domain	Share of clicks
quickbooks.intuit.com	42.17
turbotax.intuit.com	11.72
intuit.com	6.83
adp.com	2.86
paycom.com	2.72
gusto.com	1.77
sage.com	1.65
xero.com	1.6
freshbooks.com	1.51
paycor.com	1.37
others	25.8

In the PPC landscape, QuickBooks dominates with 42.17% click share, followed by TurboTax at 11.72%. Intuit’s presence is strong, while ‘others’ collectively hold 25.8%.

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.

See more data

Share of Spend - Last Month
Date	quickbooks.intuit.com	top-accountingsoftware.com	adp.com	intuit.com	zoho.com	top10.com	gusto.com	freshbooks.com	sage.com	netsuite.com
2025/02/01	17.91%	1.41%	3.94%	3.14%	3.39%	5.85%	4.37%	4.01%	2.9%	4.57%
2025/02/02	17.17%	1.4%	4.03%	5.85%	4.31%	5.61%	4.5%	4.09%	2.32%	3.77%
2025/02/03	16.42%	3.08%	4.36%	6.91%	3.74%	5.4%	4.75%	3.13%	2.44%	4.07%
2025/02/04	18.15%	3.1%	4.45%	3.44%	4.2%	5.32%	4.38%	2.74%	2.92%	3.79%
2025/02/05	17.38%	2.93%	3.92%	4.17%	4.56%	4.75%	4.27%	3.15%	2.8%	3.62%
2025/02/06	18.36%	2.9%	3.82%	4.87%	4.05%	4.69%	4.06%	3.89%	3.19%	3.34%
2025/02/07	20.5%	2.89%	3.78%	4.01%	4.58%	4.31%	3.56%	3.9%	3.35%	4.27%
2025/02/08	20.43%	1.55%	3.28%	3.96%	3.92%	4.58%	3.44%	4.5%	3.31%	4.12%
2025/02/09	20.52%	1.27%	4.07%	3.52%	4.4%	4.69%	4.17%	4.95%	2.75%	3.23%
2025/02/10	20.3%	3.29%	3.7%	4.22%	4.1%	4.28%	3.43%	5.27%	2.73%	3.38%
2025/02/11	20.22%	3.81%	4.09%	3.8%	3.16%	5.1%	3.45%	4.38%	3.1%	4.06%
2025/02/12	19.84%	3.19%	5.79%	3.95%	2.83%	4.86%	3.88%	5.39%	3.16%	3.6%
2025/02/13	20%	4.02%	6.14%	4.09%	3.19%	4.64%	3.56%	4.27%	3.52%	4.1%
2025/02/14	19.66%	3.78%	4.48%	8.3%	3.22%	3.82%	2.77%	2.73%	3.01%	3.91%
2025/02/15	19.37%	1.59%	6.39%	7.96%	2.81%	4.19%	2.94%	2.52%	3.67%	2.83%
2025/02/16	18.54%	1.31%	6.62%	7.16%	4.31%	4.53%	2.47%	2.32%	3.15%	3.21%
2025/02/17	17.51%	3.18%	7.27%	6.61%	2.96%	3.57%	2.62%	1.96%	3.43%	3.84%
2025/02/18	19.19%	4.03%	7%	9.32%	3.41%	3.59%	3%	1.79%	3.28%	3.82%
2025/02/19	18.86%	3.91%	5.58%	8.96%	3.33%	3.26%	2.8%	2.5%	2.91%	4.34%
2025/02/20	18.72%	3.36%	5.64%	7.64%	3.31%	3.07%	3.02%	2.94%	3.71%	4.68%
2025/02/21	18.82%	3.74%	6.44%	8.65%	3.7%	3.27%	3.59%	2.87%	2.56%	4.52%
2025/02/22	19.82%	1.43%	5.41%	9.96%	3.46%	3.44%	3.3%	2.87%	0.07%	4.31%
2025/02/23	18.03%	1.42%	5.84%	11.61%	3.33%	3.53%	3.99%	3.43%	0.1%	4.3%
2025/02/24	19.14%	3.02%	5.82%	11.06%	4.4%	2.73%	3.4%	3.49%	2.03%	4.18%
2025/02/25	20.08%	3.23%	5.87%	10.27%	4.06%	2.96%	3.94%	3.13%	3.11%	4.35%
2025/02/26	20.48%	3.51%	5.15%	10.67%	3.36%	2.63%	3.55%	2.91%	3.27%	3.48%
2025/02/27	22.94%	4.83%	5.6%	4.37%	3.48%	3.14%	4.01%	2.91%	4.09%	3.7%
2025/02/28	20.55%	5.04%	5.03%	4.89%	3.94%	3.34%	3.21%	2.97%	2.93%	0.06%

In February 2025, QuickBooks led with a steady rise, peaking at 22.94% on the 27th. Top-accountingsoftware.com saw a significant increase, ending at 5.04%. ADP’s share fluctuated, peaking mid-month. Intuit.com experienced a sharp rise, peaking at 11.61% on the 23rd. Zoho and FreshBooks showed moderate fluctuations. Sage’s share dropped dramatically mid-month. NetSuite’s share was stable, with a notable drop at month’s 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.

See more data

Competitor Count - Last month
Date	Competitor Count
2025/02/01	1681
2025/02/02	1737
2025/02/03	1744
2025/02/04	1731
2025/02/05	1769
2025/02/06	1726
2025/02/07	1605
2025/02/08	1563
2025/02/09	1523
2025/02/10	1587
2025/02/11	1584
2025/02/12	1536
2025/02/13	1474
2025/02/14	1457
2025/02/15	1400
2025/02/16	1408
2025/02/17	1460
2025/02/18	1453
2025/02/19	1495
2025/02/20	1508
2025/02/21	1442
2025/02/22	1471
2025/02/23	1422
2025/02/24	1480
2025/02/25	1445
2025/02/26	1480
2025/02/27	1431
2025/02/28	1405

February began with 1,681 advertisers, peaking at 1,769 on the 5th. A decline followed, reaching 1,400 by mid-month. The month concluded with 1,405 advertisers, reflecting a downward trend.

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.

See more data

Market Loss & Market Gains - Last month
Name	Market Trend
turbotax.intuit.com	4.4%
intuit.com	2.62%
adp.com	0.89%
paycor.com	0.38%
deel.com	0.2%
netsuite.com	-0.27%
insperity.com	-0.29%
freshbooks.com	-0.54%
top10.com	-0.59%
quickbooks.intuit.com	-3.97%

Intuit’s TurboTax surged by 4.40%, while QuickBooks dropped by 3.97%. ADP and Intuit gained, whereas Top10 and FreshBooks saw declines.

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.

See more data

Date	turbotax.intuit.com	quickbooks.intuit.com	intuit.com	xero.com	freshbooks.com	adp.com	gusto.com	surepayroll.com	top10.com	netsuite.com
2025/02/01	2.74%	15.52%	4.79%	5.17%	4.57%	1.73%	2.62%	1.39%	3.69%	7.14%
2025/02/02	3.11%	13.91%	9.68%	4.5%	4.71%	1.79%	2.8%	1.33%	3.7%	5.17%
2025/02/03	2.88%	13.15%	12.52%	4.09%	2.5%	2.06%	2.9%	1.07%	3.11%	5.06%
2025/02/04	3.32%	16.57%	5.44%	3.61%	3.05%	2.58%	2.54%	1.46%	3.39%	2.76%
2025/02/05	3.34%	14.84%	7.2%	3.29%	3.3%	1.98%	2.52%	1.56%	2.77%	2.26%
2025/02/06	3.42%	15.34%	8.57%	3.8%	4.17%	2.35%	2.52%	1.67%	2.88%	2.43%
2025/02/07	3.84%	17.89%	6.79%	3.34%	4.51%	2%	2.06%	1.86%	2.84%	2.77%
2025/02/08	3.68%	18.37%	6.74%	4.54%	5.21%	1.7%	1.68%	2.15%	2.79%	2.64%
2025/02/09	3.86%	17.33%	5.11%	3.7%	5.54%	2.53%	2.63%	3.08%	2.96%	1.82%
2025/02/10	3.66%	16.63%	7.74%	3.2%	6.03%	1.97%	1.87%	2.76%	2.73%	1.72%
2025/02/11	3.15%	18.79%	6.04%	2.82%	4.71%	2.47%	2.03%	1.58%	3.15%	2.48%
2025/02/12	3.08%	16.42%	7.16%	3.15%	4.82%	3.49%	2.61%	1.71%	3.12%	2.08%
2025/02/13	3.49%	16.56%	7.04%	5%	4.1%	3.68%	2.37%	2.95%	3.03%	2.84%
2025/02/14	3.39%	16.81%	13.61%	3.87%	3%	1.84%	1.67%	2.34%	2.4%	2.27%
2025/02/15	3.15%	15.28%	14.46%	4.02%	2.95%	2.93%	1.95%	2.87%	2.56%	1.38%
2025/02/16	3.2%	14.82%	11.92%	4.59%	2.69%	2.99%	1.31%	3.77%	3.08%	2%
2025/02/17	3.17%	15.32%	10.23%	4.27%	2.45%	3.54%	1.41%	2.98%	2.17%	2.06%
2025/02/18	2.93%	15.71%	16.72%	3.66%	2.13%	4.34%	1.85%	1.95%	2.24%	2.23%
2025/02/19	3.32%	15.56%	13.94%	3.18%	2.97%	3.32%	1.63%	1.87%	1.94%	3.14%
2025/02/20	3.17%	15.59%	11.01%	3.32%	2.65%	3.47%	1.88%	2.14%	1.84%	4.87%
2025/02/21	2.95%	15.35%	11.92%	3.45%	3.15%	3.76%	2.24%	2.26%	1.87%	4.99%
2025/02/22	3.04%	16.2%	14.19%	3.42%	2.86%	2.72%	1.99%	2.97%	2.16%	4.82%
2025/02/23	3.5%	13.83%	16.06%	4.13%	3.06%	3.44%	2.52%	3.82%	1.87%	4.19%
2025/02/24	2.99%	15.1%	15.89%	3.15%	3.79%	2.96%	2.41%	3.99%	1.49%	2.42%
2025/02/25	3.33%	17.43%	15.81%	2.47%	3.28%	2.78%	2.82%	2.14%	1.64%	2.3%
2025/02/26	2.76%	15.78%	16.33%	2.38%	2.5%	2.56%	2.31%	2.04%	1.37%	1.89%
2025/02/27	4.09%	20.76%	6.18%	3.31%	2.92%	2.69%	3.15%	1.86%	1.94%	2.17%
2025/02/28	16.66%	14.87%	6.15%	2.87%	2.68%	2.47%	2.14%	1.64%	1.51%	0.03%

In February 2025, TurboTax’s impression share surged dramatically, peaking at 16.66% on the 28th. QuickBooks maintained a strong presence, while Intuit’s share fluctuated. Xero and FreshBooks showed moderate stability, with ADP and Gusto experiencing minor variations. Netsuite’s share plummeted to 0.03% 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.

See more data

1
Side-by-side Comparison | 2025 Top15 Accounting Software https://accounting.business-software.com › manageyourbooks › alternatives
Compare Latest Pricing & Features for Top 15 Accounting Software. Features Top Brands Only
2
Make the Switch to FreshBooks - Plans as Low as $1.90/Month https://www.freshbooks.com
You Don’t Need an Accounting Degree to Keep Your Books Organized. FreshBooks Makes It Easy
3
QuickBooks® Online - Simplify Your Accounting https://quickbooks.intuit.com › quickbooks › online
Spend Less Time Managing Finances and More Time on Growing Your Business with QuickBooks®. Leverage QuickBooks® AI Powered Tools To Increase Accuracy And...
4
Sage Intacct®—The Clear Choice | Ideal For 20+ Employees https://www.sage.com
Slash Your Monthly Close by Up to 66% and Automate Your Consolidations with Sage Intacct®.
5
Accounting for Small Business https://www.xero.com
Try Xero for Free — Xero accounting software is made for SMBs. Automate admin and work from anywhere, anytime.

In the competitive world of accounting software, five top performers stand out. Business-software.com offers a comprehensive comparison of the top 15 solutions, emphasizing brand quality. FreshBooks entices with affordability and simplicity, while QuickBooks® highlights efficiency and AI tools. Sage Intacct® targets larger teams with automation benefits, and Xero appeals to small businesses with flexibility and free trials.

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are 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 them
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 PPC Market Share Report 2025 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 are these reports?

The PPC Marketing Share 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.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

Yes. The PPC Market Share Report 2025 aggregates data from across both device types and Google Shopping.
Who is this report for?

The PPC Market Share Report 2025 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.
Can I get a custom report for my brand?

Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

Complete the form below to get started.
What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

Customer Success Stories

Get the full picture

See this data specific to your brand performance

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.

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