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UK Software & Technology Payroll / Accounting - PPC Market Share Analysis March 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK 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 UK 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
xero.com 53.04
quickbooks.intuit.com 20.85
sage.com 10.96
invoicehome.com 1.45
adobe.com 0.94
tipalti.com 0.85
briskinvoicing.com 0.76
stripe.com 0.58
freeagent.com 0.57
blackline.com 0.52
others 9.48

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In the PPC landscape, Xero dominates with 53.04% click share, followed by QuickBooks at 20.85%. Sage holds 10.96%, while ‘others’ collectively capture 9.48%.

Market Exposure

Share of Spend for the top 10 UK 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 xero.com sage.com capterra.com invoicehome.com iris.co.uk blackline.com netsuite.com tipalti.com briskinvoicing.com
2025/03/01 24.52% 23.51% 23.84% 1.23% 0.95% 1.12% 1.14% 0.55% 3.13% 0.66%
2025/03/02 24.34% 24.07% 20.72% 1.26% 1.49% 1.66% 1.57% 1.52% 3.64% 0.84%
2025/03/03 26.41% 22.99% 14.67% 1.01% 2.13% 1.71% 0.88% 3.15% 4.58% 0.97%
2025/03/04 23.59% 21.8% 15.89% 0.95% 2.66% 0.81% 1.68% 4.29% 4.44% 1.56%
2025/03/05 18.78% 24.95% 17.75% 1.48% 1.94% 0.86% 2.07% 4.33% 3.8% 1.43%
2025/03/06 16.45% 25.57% 13.09% 1.67% 3.26% 1.15% 2.31% 3.31% 2.18% 1.47%
2025/03/07 20.62% 20.45% 13.22% 1.15% 1.84% 1.75% 2.53% 3.06% 2.43% 2.62%
2025/03/08 21.95% 21.5% 19.91% 1.29% 1.79% 1.49% 2.45% 0.86% 3.65% 2.59%
2025/03/09 16.22% 26.54% 20.73% 1.51% 1.54% 1.47% 2.69% 1.5% 2.35% 0.97%
2025/03/10 21.92% 25.22% 15.81% 1.93% 2.95% 1.63% 2.4% 1.67% 1.94% 2.23%
2025/03/11 24.93% 24.05% 18.22% 1.35% 2.04% 1.17% 1.16% 0.85% 0.93% 1.69%
2025/03/12 23.33% 24.53% 16.79% 1.25% 3.84% 1.49% 1.16% 1.46% 1.9% 1.97%
2025/03/13 24.22% 23.98% 17.91% 0.89% 1.89% 0.9% 1.15% 0.65% 2.29% 1.93%
2025/03/14 21.83% 25.06% 16.57% 1.15% 2.44% 0.75% 1.12% 1.04% 2.32% 1.96%
2025/03/15 20.57% 28.23% 21.28% 1.08% 1.37% 1.19% 1.64% 0.7% 1.46% 1.19%
2025/03/16 20.67% 24.59% 21.12% 0.67% 1.48% 1.05% 2.19% 1.61% 2.65% 1.46%
2025/03/17 19.46% 23.27% 18.93% 0.8% 2.81% 1.14% 1.27% 2.55% 1.6% 1.36%
2025/03/18 25.49% 19.58% 16.74% 0.73% 2.23% 1.4% 1.25% 2.02% 1.59% 1.86%
2025/03/19 27.85% 18.89% 15.44% 0.85% 2.17% 1.32% 1.13% 1.62% 1.44% 1.82%
2025/03/20 23.94% 20.69% 21.73% 1.5% 1.62% 1.48% 1.27% 1.63% 0.88% 1.14%
2025/03/21 19.18% 23.59% 21.36% 0.99% 2.58% 1.35% 1.25% 1.02% 0.73% 1.59%
2025/03/22 21.72% 20.23% 24.95% 1.2% 1.04% 1.97% 2.69% 0.62% 0.73% 1.41%
2025/03/23 23.46% 20.68% 25.17% 1.42% 0.89% 1.7% 2.25% 1.83% 0.87% 0.44%
2025/03/24 21.32% 20.52% 19.22% 0.98% 2.3% 2.18% 1.92% 3.76% 0.86% 1.22%
2025/03/25 27.73% 18.8% 19.62% 1.49% 1.61% 1.27% 2.02% 2.27% 0.53% 0.92%
2025/03/26 32.04% 20.35% 16.37% 1.42% 2.42% 1.75% 1.33% 1.3% 0.36% 0.96%
2025/03/27 27.29% 21.02% 18.6% 2.33% 2.11% 1.19% 1.26% 0.72% 0.43% 1.37%
2025/03/28 28.1% 20.14% 18.78% 1.79% 1.57% 1.72% 1.13% 0.88% 0.28% 0.89%
2025/03/29 27.15% 21.47% 21.58% 2.24% 1.42% 2.63% 1.7% 0.13% 0.55% 1.47%
2025/03/30 22.2% 23.14% 22.63% 2.25% 1.13% 3.17% 1.5% 0.17% 1.57% 0.82%
2025/03/31 25.81% 21.54% 19.39% 1.97% 1.43% 1.28% 1.18% 0.93% 0.73% 0.42%

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In March 2025, QuickBooks led with fluctuating spend, peaking at 32.04%. Xero maintained stability, while Sage saw a mid-month surge. Capterra and InvoiceHome showed modest gains. NetSuite and Tipalti experienced declines.

Market Exposure

Competitor Count for UK 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
2025/03/01 516
2025/03/02 520
2025/03/03 521
2025/03/04 528
2025/03/05 538
2025/03/06 539
2025/03/07 568
2025/03/08 536
2025/03/09 510
2025/03/10 520
2025/03/11 524
2025/03/12 535
2025/03/13 524
2025/03/14 537
2025/03/15 518
2025/03/16 511
2025/03/17 527
2025/03/18 541
2025/03/19 534
2025/03/20 516
2025/03/21 517
2025/03/22 500
2025/03/23 502
2025/03/24 504
2025/03/25 503
2025/03/26 498
2025/03/27 510
2025/03/28 496
2025/03/29 502
2025/03/30 483
2025/03/31 478

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March saw a dynamic shift in advertisers, peaking at 568 on March 7, then gradually declining to 478 by month’s end.

Campaign Efficiency

Market Loss & Market Gains for UK 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 1.91%
sage.com 1.45%
payeguide.co.uk 0.5%
stripe.com 0.18%
tidy.co.uk 0.12%
adobe.com -0.35%
briskinvoicing.com -0.39%
invoicehome.com -0.54%
tipalti.com -0.76%
xero.com -1.14%

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QuickBooks and Sage surged in click share, gaining 1.91% and 1.45% respectively. Xero and Tipalti saw declines, dropping by 1.14% and 0.76%.

Campaign Efficiency

UK 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 xero.com quickbooks.intuit.com sage.com payeguide.co.uk invoicehome.com adobe.com stripe.com tipalti.com briskinvoicing.com payfit.com
2025/03/01 32.75% 19.39% 15.54% 0.51% 0.99% 1.54% 0.36% 5.89% 0.93% 1.14%
2025/03/02 32.09% 19.87% 13.36% 0.22% 1.45% 1.1% 0.45% 4.92% 1.17% 1.55%
2025/03/03 28.63% 23.5% 7.63% 0.07% 2.14% 1.45% 0.64% 6.89% 1.65% 0.47%
2025/03/04 27.58% 21.79% 8.92% 0.57% 2.91% 0.97% 0.8% 6.32% 2.82% 0.59%
2025/03/05 32.95% 13.78% 9.2% 0.94% 2.16% 0.93% 0.65% 5.8% 2.34% 1.34%
2025/03/06 31.82% 12.05% 6.92% 1.23% 3.33% 2.18% 1.74% 2.91% 2.47% 1.44%
2025/03/07 24.55% 15.44% 6.93% 0.26% 1.97% 3.1% 0.78% 3.29% 3.97% 1.25%
2025/03/08 28.96% 17.13% 11.29% 1.51% 1.91% 2.98% 0.41% 5.44% 4.33% 1.33%
2025/03/09 38.61% 11.93% 12.69% 0.62% 1.47% 0.69% 0.93% 2.94% 1.4% 3.51%
2025/03/10 35.18% 16.99% 8.41% 0.38% 2.91% 0.1% 0.41% 2.38% 3.66% 1.98%
2025/03/11 34.69% 21.59% 10.19% 0.85% 1.76% 0.09% 0.39% 1.2% 2.57% 2%
2025/03/12 32.41% 21.01% 9.26% 0.37% 3.47% 2.43% 0.56% 2.64% 3.19% 1.19%
2025/03/13 31.07% 21.18% 9.61% 1.6% 1.65% 2.83% 1.8% 3.26% 2.95% 1.09%
2025/03/14 29.22% 17.15% 7.56% 0.36% 2.12% 1.53% 2.1% 3.1% 2.63% 1.45%
2025/03/15 39.93% 16.32% 10.9% 0% 1.08% 1.66% 2.58% 1.82% 1.61% 1.69%
2025/03/16 34.64% 16.47% 11.87% 0.46% 1.27% 1.3% 3.13% 3.79% 1.81% 2.8%
2025/03/17 32.19% 15.68% 10.82% 0.51% 2.77% 0.36% 3.06% 2.52% 2.2% 1.82%
2025/03/18 28.42% 22.12% 9.66% 2.11% 1.84% 1.72% 2.68% 2.25% 2.61% 1.16%
2025/03/19 28.07% 24.36% 9.31% 1.16% 2% 1.35% 2.07% 2.18% 2.91% 0.78%
2025/03/20 31.04% 22.6% 13.44% 0.02% 1.55% 0.33% 1.81% 1.18% 1.57% 1.06%
2025/03/21 33.73% 14.66% 11.46% 2.72% 2.13% 1.96% 2.89% 0.99% 2.63% 1.28%
2025/03/22 29.79% 18.46% 14.85% 3.01% 1.11% 0.7% 2.33% 0.88% 2.2% 1.72%
2025/03/23 34.83% 18.61% 14.13% 3.42% 0.8% 0.49% 1.52% 1.28% 0.59% 1.83%
2025/03/24 30.72% 16.33% 10.61% 2.04% 2.28% 1.77% 2.5% 1.53% 2.06% 1.44%
2025/03/25 27.89% 24.64% 10.03% 1.58% 1.62% 2.13% 1.42% 0.99% 1.41% 0.35%
2025/03/26 30.6% 28.2% 8.33% 1.43% 2.47% 1.35% 1.74% 0.36% 1.22% 0.32%
2025/03/27 30.27% 22.43% 9.92% 1.91% 2.5% 2.08% 1.84% 0.52% 2.41% 0.2%
2025/03/28 31.65% 23.22% 9.97% 2.63% 1.51% 1.42% 1.09% 0.36% 1.35% 0.24%
2025/03/29 31.67% 23.94% 12.47% 1.34% 1.34% 1.84% 1.59% 0.86% 2.41% 0.26%
2025/03/30 34.42% 20.47% 11.63% 3.43% 0.91% 1.1% 1.23% 2.35% 1.19% 0.32%
2025/03/31 31.95% 23.12% 11.48% 1.24% 1.21% 1.01% 0.87% 0.71% 0.58% 0.32%

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Xero.com led March with fluctuating impressions, peaking mid-month. Quickbooks.intuit.com saw a steady rise, while Sage.com maintained a moderate presence. Payeguide.co.uk and Invoicehome.com had minimal shares. Adobe.com and Stripe.com showed varied trends, with Tipalti.com and Briskinvoicing.com experiencing declines. Payfit.com ended with low impressions.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK 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. 1
    Invoice Generator (Free) https://www.briskinvoicing.com

    Create an Invoice — Join thousands of businesses. Free software for invoices, quotes & more. Sign Up Now Free.

  2. 2
    Get Up To 90% Off for 6 Months - From XER0 - 100 At QuickBooks https://quickbooks.intuit.com › quickbooks › switch

    Award Winning Customer Service. Get Phone and Live Chat Support With Real People.

  3. 3
    Easily Create & Send Invoices https://www.stripe.com

    Invoicing Made Easy — Automate your manual accounts receivable processes with Stripe Invoicing. Learn more today

  4. 4
    Top 5 Accounting Software - 2025 Price Comparison Chart https://compare.tech.co › accounting › software

    Read detailed reviews about Accounting Software - Select The Best Solution For You Today

  5. 5
    Xero https://www.xero.com

    Xero Accounting Software — Xero accounting software is made for SMBs. Automate admin and work from anywhere, anytime. Xero is secure and reliable and our experts are here to support you 24/7. Cashflow.

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In the competitive landscape of Google PPC, Brisk Invoicing entices with free invoice generation, while QuickBooks offers a striking 90% discount, emphasizing customer service. Stripe simplifies invoicing automation, Tech.co aids in software selection, and Xero highlights SMB-focused, reliable accounting solutions.

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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.