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AUS 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 AUS 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 AUS 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 63.57
myob.com 17.7
quickbooks.intuit.com 5.63
invoicehome.com 2.19
capterra.com.au 1.25
tradifyhq.com 1.19
sage.com 1
hnry.com.au 0.76
briskinvoicing.com 0.59
netsuite.com.au 0.49
others 5.63

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, Xero.com dominates with a 63.57% click share. MYOB.com follows at 17.7%, while QuickBooks.intuit.com holds 5.63%. The ‘others’ category collectively captures 5.63%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 AUS 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 xero.com myob.com quickbooks.intuit.com capterra.com.au invoicehome.com netsuite.com.au tradifyhq.com sage.com briskinvoicing.com hnry.com.au
2025/03/01 27.56% 20.55% 15.9% 3.64% 4.21% 5.06% 5.03% 1.96% 1.67% 1.32%
2025/03/02 30.23% 26.44% 16.13% 2.65% 2.13% 2.85% 3.01% 1.77% 0.44% 1.53%
2025/03/03 33.5% 22.43% 16.06% 2.51% 3.18% 3.34% 3.85% 1.71% 0.89% 1.45%
2025/03/04 27.17% 22.98% 15.89% 2.79% 3.62% 5.25% 4.89% 3.05% 1.22% 1.2%
2025/03/05 23.14% 23.09% 18.29% 2.91% 4.49% 5.21% 5.38% 3.09% 1.37% 1.35%
2025/03/06 24.85% 26.14% 14.49% 3.45% 3.4% 6.03% 4.8% 2.44% 1.19% 1.48%
2025/03/07 23.07% 20.69% 16.29% 3.78% 4.02% 4.9% 6.2% 2.97% 1.85% 1.76%
2025/03/08 21.2% 22.8% 18.99% 3.27% 3.53% 4.15% 5.98% 2.31% 2.26% 1.39%
2025/03/09 22.47% 25.02% 20.31% 3.04% 2.93% 3.22% 4.95% 2.54% 1.46% 1.36%
2025/03/10 24.61% 25.2% 18.36% 3.39% 3.29% 2.83% 3.68% 3.21% 0.9% 1.46%
2025/03/11 25.34% 23.73% 17.07% 3.35% 3.98% 3.32% 3.56% 3.51% 1.44% 1.05%
2025/03/12 25.51% 25.8% 17.5% 3.14% 4.27% 3.09% 2.04% 3% 1.4% 0.86%
2025/03/13 26.02% 23.9% 18.26% 3.41% 4.51% 3.31% 2.85% 2.6% 1.46% 0.88%
2025/03/14 27.25% 24.25% 17.37% 2.8% 4.84% 2.13% 2.3% 3.31% 1.32% 0.79%
2025/03/15 26.79% 25.38% 20.29% 2.77% 3.95% 2.19% 2.28% 2.88% 0.98% 1.08%
2025/03/16 26.58% 25.72% 20.31% 2.41% 3.88% 1.92% 1.95% 2.68% 0.6% 0.82%
2025/03/17 27.11% 23.7% 19.58% 3.05% 4.28% 1.92% 2.27% 2.34% 0.67% 1.35%
2025/03/18 28.38% 22.17% 16.95% 2.89% 4.53% 2.85% 1.59% 2.94% 1.82% 1.08%
2025/03/19 27.55% 20.87% 17.97% 3.32% 4.72% 2.59% 1.71% 2.5% 1.35% 1.31%
2025/03/20 28.61% 21.75% 17.63% 3.53% 4.96% 2.12% 1.98% 2.32% 1.21% 1.08%
2025/03/21 27.48% 24.46% 17.89% 3.04% 4.79% 2.19% 2.27% 2.08% 1.76% 0.55%
2025/03/22 26.64% 25.36% 18.3% 3.35% 4.32% 2.2% 2.24% 2.12% 1.15% 0.52%
2025/03/23 25.97% 25.18% 19.85% 2.43% 3.63% 2.4% 2.15% 1.91% 0.97% 0.67%
2025/03/24 28.53% 23.79% 16.75% 2.87% 4.85% 3.33% 2.13% 2.01% 1.28% 1.1%
2025/03/25 28.43% 22.5% 16.14% 3.74% 4.71% 2.68% 1.84% 2.09% 1.34% 0.75%
2025/03/26 29.42% 26.14% 13.57% 3.69% 4.53% 2.98% 1.79% 2.46% 0.77% 0.61%
2025/03/27 27.81% 24.6% 14.85% 4.35% 4.59% 3.31% 2.59% 2.46% 1.24% 0.47%
2025/03/28 28.92% 23.39% 14.18% 3.97% 4.71% 2.69% 2.5% 2.1% 1.85% 0.6%
2025/03/29 27.01% 25.35% 16.68% 4.56% 4.12% 2.03% 2.73% 1.37% 0.99% 0.62%
2025/03/30 26.46% 26.63% 18.56% 4.2% 3.68% 1.69% 2.35% 0.95% 0.82% 0.76%
2025/03/31 28.59% 21.3% 17.21% 4.61% 4.3% 3.24% 2.3% 1.81% 1.06% 0.76%

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In March 2025, Xero led with a fluctuating spend share, peaking at 33.5% early on, then stabilizing around 28.6%. MYOB and QuickBooks followed, with MYOB showing a steady presence and QuickBooks experiencing a slight decline. Capterra and InvoiceHome saw gradual increases, while Netsuite and Tradify experienced declines. Sage and BriskInvoicing maintained low shares, with Hnry trailing. The month concluded with Xero maintaining dominance.

Market Exposure

Competitor Count for AUS 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
2025/03/01 279
2025/03/02 266
2025/03/03 262
2025/03/04 263
2025/03/05 263
2025/03/06 263
2025/03/07 277
2025/03/08 287
2025/03/09 284
2025/03/10 287
2025/03/11 281
2025/03/12 278
2025/03/13 279
2025/03/14 282
2025/03/15 276
2025/03/16 254
2025/03/17 259
2025/03/18 251
2025/03/19 253
2025/03/20 263
2025/03/21 256
2025/03/22 246
2025/03/23 263
2025/03/24 260
2025/03/25 262
2025/03/26 270
2025/03/27 260
2025/03/28 258
2025/03/29 253
2025/03/30 248
2025/03/31 248

Copyright © Adthena. All rights reserved.

March began with 279 advertisers, fluctuating throughout. Mid-month saw a dip to 246, but it ended at 248.

Campaign Efficiency

Market Loss & Market Gains for AUS 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
xero.com 3.35%
remote.com 0.13%
conta.com 0.11%
projectworks.com 0.1%
stripe.com 0.09%
netsuite.com.au -0.23%
quickbooks.intuit.com -0.27%
workday.com -0.41%
myob.com -0.75%
tradifyhq.com -0.88%

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Xero.com surged with a 3.35% click share increase, while tradifyhq.com plummeted by 0.88%. Remote.com and conta.com saw modest gains, contrasting with declines for myob.com and workday.com.

Campaign Efficiency

AUS 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 myob.com quickbooks.intuit.com invoicehome.com capterra.com.au tradifyhq.com netsuite.com.au briskinvoicing.com hnry.com.au sage.com
2025/03/01 33.93% 15.68% 12.68% 4.66% 3.74% 5.03% 5.59% 2.18% 1.34% 1.19%
2025/03/02 38.1% 22.43% 15.33% 1.88% 2.18% 2.05% 1.98% 0.47% 1.67% 0.7%
2025/03/03 38.7% 18.78% 13.38% 3.51% 2.66% 3.57% 1.74% 1.15% 2.11% 1.04%
2025/03/04 35.39% 16.21% 11.63% 3.72% 2.61% 4.58% 8.63% 1.44% 1.49% 1.66%
2025/03/05 32.7% 16.79% 13.36% 4.84% 3.26% 5.55% 3.95% 1.85% 1.59% 2.07%
2025/03/06 35.73% 19.01% 11.27% 3.28% 3.13% 4.39% 5.21% 1.36% 1.95% 1.37%
2025/03/07 30.82% 15.38% 12.85% 4.14% 3.66% 6.3% 3.62% 2.14% 1.87% 2%
2025/03/08 29.78% 16.51% 15.26% 3.69% 2.8% 6.24% 3.03% 2.88% 1.38% 1.38%
2025/03/09 30.8% 19.57% 17.37% 2.69% 2.77% 4.39% 2.65% 1.7% 1.51% 1.32%
2025/03/10 35.59% 17.96% 15.62% 3.34% 2.46% 3.26% 1.69% 1.23% 1.78% 1.65%
2025/03/11 36.64% 17.42% 13.3% 4.31% 2.85% 3.32% 1.93% 1.87% 0.84% 2.24%
2025/03/12 37.52% 19.13% 15.08% 3.9% 2.58% 1.32% 2.3% 1.42% 0.67% 1.41%
2025/03/13 36.01% 17.46% 13.18% 4.47% 3.22% 2.4% 2.31% 1.97% 0.99% 1.41%
2025/03/14 39.09% 16.5% 12.84% 4.64% 2.23% 2.07% 1.05% 1.64% 0.95% 1.83%
2025/03/15 40.72% 16.99% 15.94% 3.45% 2.49% 1.7% 1.73% 1% 1.16% 1.28%
2025/03/16 41.82% 17.31% 15.9% 3.07% 2.07% 1.33% 1.29% 0.58% 0.76% 1.18%
2025/03/17 39.84% 16.97% 16.08% 4.21% 2.56% 1.73% 1.4% 0.7% 1.33% 1.12%
2025/03/18 45.75% 13.92% 11.61% 3.89% 2.28% 1.08% 2.03% 2.15% 0.67% 1.41%
2025/03/19 42% 13.9% 13.16% 4.38% 2.94% 1.16% 2.07% 1.48% 1.16% 1.16%
2025/03/20 43.36% 14.48% 12.69% 4.53% 3.2% 1.56% 1.39% 1.43% 1.09% 0.99%
2025/03/21 41.91% 15.85% 12.56% 4.85% 2.64% 1.77% 1.74% 2.15% 0.58% 1.03%
2025/03/22 40.39% 17.17% 15.06% 4.04% 3.11% 1.93% 1.62% 1.33% 0.49% 0.96%
2025/03/23 38.59% 17.05% 16.05% 3.06% 2.19% 1.71% 1.86% 1.04% 0.84% 0.84%
2025/03/24 42.56% 16.43% 13.55% 4.25% 2.19% 1.72% 2.83% 1.42% 1.27% 0.9%
2025/03/25 42.59% 14.89% 11.48% 4.76% 3.49% 1.48% 1.69% 1.7% 0.76% 1.06%
2025/03/26 46.15% 17.15% 9.32% 4.08% 3.26% 1.46% 1.77% 0.9% 0.64% 1.12%
2025/03/27 40.4% 17.36% 11.71% 4.71% 4.14% 2.21% 2.11% 1.66% 0.45% 1.26%
2025/03/28 42.09% 15.24% 9.15% 4.98% 4.17% 2.19% 1.46% 2.39% 0.7% 1.04%
2025/03/29 37.11% 18.27% 13.04% 4.22% 4.68% 2.54% 1.41% 1.47% 1.02% 0.66%
2025/03/30 37.05% 19.64% 15.3% 3.78% 4.3% 2.19% 1.1% 1.14% 0.97% 0.43%
2025/03/31 41.11% 14.64% 13.89% 4.26% 3.8% 1.82% 1.71% 1.36% 1.27% 0.95%

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In March 2025, Xero.com led with a fluctuating impression share, peaking at 45.75% on March 18. Myob.com and Quickbooks.intuit.com followed, with Myob.com showing a steady presence. Invoicehome.com and Capterra.com.au maintained lower shares, while Tradifyhq.com and Netsuite.com.au experienced varied trends. Briskinvoicing.com, Hnry.com.au, and Sage.com had minimal shares, with Sage.com ending at 0.95%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS 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
    Hnry™ for Sole Traders - Our pricing? Simply Unbeatable https://www.hnry.com.au

    Hnry automates tax for Sole Traders, so they never have to think about it again. Our 1% pricing ...

  2. 2
    Free PDF Invoice template https://www.invoicehome.com

    Easy and free invoices — Choose from a wide variety of creative templates, add your logo, & send by email. With...

  3. 3
    MYOB Business https://www.myob.com

    MYOB™ — With MYOB you can manage it all seamlessly on one, flexible business management platform. It’s time to believe in a better way to do business. Automated, integrated...

  4. 4
    QuickBooks Australia - Don't Settle For Zero Support https://quickbooks.intuit.com › smallbusiness › accounting

    Sign Up Today & Lock In 50% Off For 3 Or 12 Months With Intuit QuickBooks Online. Buy Now.

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

    Accounting for Small Business — Xero accounting software is made for SMBs. Automate admin and work from anywhere, anytime. Run Your business anytime anywhere. No contract...

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In the competitive world of PPC advertising, five standout text ads capture attention with unique propositions. Hnry™ simplifies tax for sole traders with unbeatable pricing. Invoice Home offers free, customizable invoice templates. MYOB promises seamless business management. QuickBooks entices with significant discounts and robust support. Xero empowers SMBs with flexible, contract-free accounting solutions.

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