Accounting
- launch briefProven advertisersOpportunity score
76
CPC (real)
$18
Active Google advertisers
60
LinkedIn advertisers
47
Pixel advertisers
47
Avg ad tenure
3.1 yr
Incumbent ad spend/mo
$3.9M
Spend momentum
+78%
SEO difficulty
94
Avg incumbent funding
$1.1B
Incumbents (76)- genuine category specialists - cross-listed generic tools excluded
| Product | Rating | Funding | Ad spend/mo | Google ads | Channels | Authority | |
|---|---|---|---|---|---|---|---|
| 4.9(217) | $2.8B | $1.7M | 4.2y | 18 | - | 53 | |
| 4.5(4,515) | $454M | $539k | 3.8y | 21 | 5 | 53 | |
| 4.3(2,247) | $8.7B | $214k | 4.6y | 24 | - | 53 | |
AvalaraAd | 4.0(354) | $9.4B | $208k | 4.6y | 24 | 1 | 62 |
| 4.9(29) | $161M | $159k | 3.5y | 7 | 1 | 43 | |
| 4.4(1,721) | $482M | $154k | 2.9y | - | - | 62 | |
| 4.5(155) | - | $135k | 2.8y | 24 | 1 | 34 | |
| 4.8(82) | - | $131k | 4.5y | 24 | 1 | 44 | |
| 4.4(105) | - | $120k | 3.7y | - | - | 67 | |
| 4.4(208) | $1.5B | $73k | 4.4y | 24 | - | 43 | |
| 4.9(106) | $323M | $56k | 2.1y | 24 | 5 | 40 | |
| 4.2(5) | - | $50k | 2.7y | - | 3 | 34 | |
| 4.5(139) | $418M | $38k | 3.6y | 24 | 1 | 45 | |
CosmoLexAd | 4.6(341) | $350k | $37k | 1.6y | 24 | 2 | 33 |
| 4.7(251) | - | $36k | 3.8y | - | 6 | 58 | |
RealPageAd | 4.0(130) | - | $31k | 4.3y | 24 | 1 | 46 |
| 4.2(164) | - | $30k | 3.8y | - | - | 54 | |
| 4.9(94) | $21M | $26k | 1.4y | 24 | - | 39 | |
| 4.4(29) | $11M | $25k | 3.6y | 24 | 2 | 42 | |
| 4.4(51) | - | $24k | 4.2y | 9 | 3 | 33 | |
| 4.0(126) | $9.5B | $23k | 3.3y | 24 | 4 | 52 | |
| 4.6(126) | $281M | $22k | 2.8y | - | 4 | 38 | |
| 4.3(161) | $167M | $19k | 4.5y | 24 | - | 45 | |
| 3.9(464) | - | $18k | 2.6y | 24 | 4 | 56 | |
| 4.3(76) | $86M | $15k | 2.9y | 3 | 6 | 38 | |
| 4.4(195) | $387M | $14k | 4.6y | 7 | - | 44 | |
| 4.7(55) | $40M | $12k | 1.7y | 24 | 4 | 39 | |
| 4.0(81) | $3.7B | $11k | 4.5y | 24 | - | 92 | |
| 4.4(198) | $12M | $9k | 2.7y | 24 | 1 | 41 | |
CanopyAd | 4.5(286) | $238M | $8k | 4.6y | 18 | - | 37 |
| 4.5(183) | $7.4M | $7k | 4.6y | 24 | 4 | 43 | |
| 4.3(135) | - | $7k | 3.5y | 13 | - | 37 | |
| 4.8(207) | - | $6k | 2.8y | 24 | 4 | 35 | |
| 4.3(299) | - | $4k | 1.6y | - | 5 | 39 | |
| 4.5(24) | - | $4k | 1.6y | - | 1 | 30 | |
Order.coAd | 4.5(172) | $82M | $3k | 4.4y | 24 | - | 40 |
| 4.8(129) | - | $2k | 3.2y | - | 5 | 31 | |
| 4.5(91) | $9.0M | $2k | 2.3y | - | 4 | 29 | |
| 4.7(133) | $36M | $2k | 4.6y | 23 | 4 | 39 | |
| 4.8(9) | - | $1k | 2.6y | - | 1 | 28 | |
| 4.7(150) | - | $1k | 2.1y | 11 | - | 33 | |
| 5.0(54) | $25M | $790 | 1.1y | 24 | 3 | 31 | |
| 4.4(222) | - | $720 | 4.6y | 24 | 4 | 40 | |
| 4.7(3,593) | - | $700 | 3.4y | 24 | - | 45 | |
| 4.3(74) | $2.1M | $634 | 4.6y | - | 2 | 34 | |
| 4.7(21) | $96M | $319 | 0.9y | 24 | 2 | 34 | |
| 4.5(104) | $160k | $272 | 4.6y | - | 3 | 36 | |
| 4.8(101) | - | $240 | - | 21 | 2 | 27 | |
| 4.7(288) | - | $155 | 1.3y | 24 | - | 29 | |
| 4.4(123) | - | $153 | 3.4y | - | - | 31 | |
| 4.9(59) | $28M | $44 | 1.5y | - | 2 | 27 | |
| 4.6(348) | $157M | - | 4.6y | - | 1 | - | |
| 4.5(42) | $95M | - | 2.7y | 24 | - | - | |
| 4.4(226) | - | - | 3.1y | - | - | - | |
| 4.7(228) | $295M | - | 0.7y | 24 | - | - | |
| 4.9(95) | - | - | 2.6y | 10 | 4 | - | |
| 4.6(345) | - | - | 3.8y | - | - | - | |
| 4.5(179) | - | - | 4.6y | 24 | 2 | - | |
| 4.9(1,481) | - | - | 4.6y | 1 | - | - | |
| 4.8(164) | - | - | 2.6y | - | 2 | - | |
| 4.9(60) | - | - | 1.1y | 18 | - | - | |
| 4.6(76) | - | - | - | 5 | 1 | - | |
| 4.9(68) | - | - | 4.4y | 24 | 3 | - | |
| 4.6(20) | $110M | - | 0.8y | - | 4 | - | |
| 4.4(25) | - | - | - | - | 2 | - | |
| 4.6(87) | - | - | - | - | - | - | |
| 4.3(272) | $705M | - | - | - | - | - | |
ElevenAd | 4.9(122) | - | - | - | - | - | - |
| 4.4(97) | - | - | 0.4y | - | - | - | |
| 4.7(186) | $40M | - | - | - | 1 | - | |
ALEREAd | 4.7(18) | - | - | - | 1 | - | - |
| 4.5(38) | - | - | 0.2y | 1 | - | - | |
| 5.0(107) | - | - | - | - | 2 | - | |
| 4.4(97) | - | - | - | - | 1 | - | |
ZarMoneyAd | 4.7(94) | - | - | 2.9y | - | 4 | - |
| 4.7(60) | $350k | - | - | 2 | 2 | - |
PPC playbook- keywords the incumbents bid on - copy these (bidders = how many incumbents compete)
Keyword universe- to bid on / rank for
| Keyword | Volume | CPC | Diff |
|---|---|---|---|
| cloud accounting software | 60,500 | $36 | 61 |
| manager | 49,500 | $4 | 70 |
| cloud based accounting software | 18,100 | $36 | 55 |
| best small business accounting software | 14,800 | $18 | 67 |
| computer programs for payroll | 14,800 | $46 | 69 |
| patriot software | 14,800 | $7 | 66 |
| accounting services | 12,100 | $10 | 79 |
| accounting software for small business | 12,100 | $20 | 80 |
| intuit quickbooks accounting software | 12,100 | $7 | 88 |
| bookkeeping software for small business | 9,900 | $20 | 65 |
| qb accounting software | 9,900 | $5 | 81 |
| quickbooks for small business | 9,900 | $18 | 47 |
Common complaints- recurring incumbent review cons = product gaps to exploit
Ad creatives- live Google Search ads the incumbents run - copy the angles
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Risk: Coupa is the entrenched leader ($9.5B raised), authority 52 - wedge in rather than attack head-on.
Sources: Capterra profiles + reviews · SEMrush demand / spend / paid keywords / authority / momentum · Apollo funding. Incumbent rollups exclude domains appearing in >25 categories. Capterra category ↗