Billing and Invoicing
- launch briefProven advertisersOpportunity score
74
CPC (real)
$33
Active Google advertisers
78
LinkedIn advertisers
48
Pixel advertisers
69
Avg ad tenure
3.0 yr
Incumbent ad spend/mo
$7.0M
Spend momentum
+32%
SEO difficulty
59
Avg incumbent funding
$832M
Incumbents (99)- genuine category specialists - cross-listed generic tools excluded
| Product | Rating | Funding | Ad spend/mo | Google ads | Channels | Authority | |
|---|---|---|---|---|---|---|---|
| 4.1(562) | - | $2.6M | 4.2y | - | 6 | 56 | |
| 4.7(594) | - | $1.2M | 4.6y | 24 | - | 93 | |
MelioAd | 4.2(402) | $3.2B | $1.2M | 1.2y | 7 | - | 43 |
| 4.6(205) | $9.4B | $284k | 4.6y | 24 | - | 79 | |
PaystandAd | 4.3(78) | $86M | $240k | 3.7y | 24 | 5 | 42 |
| 4.6(257) | $86M | $240k | 3.7y | 24 | 5 | 42 | |
MercuryAd | 4.9(57) | $751M | $201k | 3.0y | 14 | 3 | 50 |
| 4.7(42) | $206M | $168k | 2.7y | 24 | 4 | 36 | |
| 4.1(129) | $263M | $158k | 4.1y | 23 | 4 | 39 | |
| 4.2(104) | $469M | $149k | 4.6y | 24 | 5 | 47 | |
| 4.4(138) | $59M | $119k | 3.2y | 24 | 3 | 34 | |
| 4.4(208) | $1.5B | $73k | 4.4y | 24 | - | 43 | |
| 4.5(262) | - | $62k | 1.0y | 24 | 3 | 39 | |
| 4.5(82) | - | $60k | 4.6y | 11 | 1 | 49 | |
| 4.2(5) | - | $50k | 2.7y | - | 3 | 34 | |
| 4.6(341) | $350k | $37k | 1.6y | 24 | 2 | 33 | |
| 4.0(5) | $3.7B | $36k | 4.6y | 23 | - | 64 | |
SumUpAd | 4.5(1,470) | $3.7B | $36k | 4.6y | 23 | - | 64 |
| 4.6(106) | - | $31k | 3.2y | 2 | - | 44 | |
| 3.8(60) | - | $29k | 1.5y | 24 | 2 | 28 | |
| 4.4(29) | $11M | $25k | 3.6y | 24 | 2 | 42 | |
| 4.7(524) | $3.5M | $24k | 3.9y | - | 4 | 40 | |
| 4.4(51) | - | $24k | 4.2y | 9 | 3 | 33 | |
| 4.0(126) | $9.5B | $23k | 3.3y | 24 | 4 | 52 | |
| 4.6(658) | $119M | $22k | 1.4y | 24 | 4 | 41 | |
| 4.7(159) | - | $19k | 3.8y | 24 | 6 | 51 | |
AnchorAd | 5.0(28) | $35M | $18k | 1.2y | 10 | 4 | 35 |
TimeSolvAd | 4.5(110) | - | $15k | 1.6y | - | 3 | 35 |
| 4.1(89) | - | $15k | 3.2y | 5 | 4 | 37 | |
| 4.0(81) | $3.7B | $11k | 4.5y | 24 | - | 92 | |
| 4.5(255) | $2.5M | $9k | 4.0y | - | 4 | 37 | |
| 4.5(286) | $238M | $8k | 4.6y | 18 | - | 37 | |
| 4.3(135) | - | $7k | 3.5y | 13 | - | 37 | |
| 4.0(21) | - | $6k | 3.3y | - | 5 | 31 | |
| 4.8(207) | - | $6k | 2.8y | 24 | 4 | 35 | |
| 4.4(218) | $60M | $5k | 3.8y | - | 3 | 38 | |
HelcimAd | 3.8(33) | $32M | $5k | 3.8y | 24 | 5 | 39 |
Order.coAd | 4.5(172) | $82M | $3k | 4.4y | 24 | - | 40 |
| 4.7(95) | $185M | $3k | 1.2y | 24 | - | 47 | |
| 4.7(686) | - | $2k | 4.6y | - | 1 | 44 | |
| 4.5(91) | $9.0M | $2k | 2.3y | - | 4 | 29 | |
| 4.7(92) | $5.5M | $1k | 4.6y | 4 | 5 | 34 | |
| 4.5(785) | - | $918 | 1.5y | - | 2 | 35 | |
| 5.0(54) | $25M | $790 | 1.1y | 24 | 3 | 31 | |
| 4.7(95) | - | $749 | 1.2y | - | - | 40 | |
| 4.7(21) | $96M | $319 | 0.9y | 24 | 2 | 34 | |
| 4.5(104) | $160k | $272 | 4.6y | - | 3 | 36 | |
| 4.5(88) | - | $255 | 4.1y | 24 | - | 33 | |
| 5.0(142) | - | $170 | 2.3y | - | - | 30 | |
| 4.8(387) | - | $160 | 1.8y | - | - | 45 | |
| 4.4(123) | - | $153 | 3.4y | - | - | 31 | |
| 4.4(16) | - | $75 | 2.6y | - | 2 | 33 | |
| 4.7(599) | $260k | $10 | 4.6y | 24 | 3 | 51 | |
| 4.8(115) | - | $9 | 3.6y | - | - | 43 | |
| 4.6(348) | $157M | - | 4.6y | - | 1 | - | |
| 3.7(59) | - | - | 4.6y | 24 | 1 | - | |
| 3.8(264) | $13M | - | 4.6y | 12 | 4 | - | |
| 4.4(226) | - | - | 3.1y | - | - | - | |
| 4.9(323) | $50k | - | 4.6y | 1 | 3 | - | |
| 4.4(91) | - | - | 4.5y | 24 | 1 | - | |
| 4.5(180) | $7.8M | - | 3.5y | - | 4 | - | |
| 3.9(31) | $61M | - | 4.6y | - | - | - | |
| 4.6(111) | - | - | 1.3y | - | - | - | |
| 4.7(12) | - | - | 4.6y | 24 | 4 | - | |
| 4.5(33) | - | - | 3.0y | 24 | 2 | - | |
| 4.5(179) | - | - | 4.6y | 24 | 2 | - | |
| 4.6(475) | - | - | 4.6y | - | 1 | - | |
| 4.9(22) | - | - | 0.8y | - | 1 | - | |
| 4.7(110) | $1.4M | - | 4.6y | - | 1 | - | |
| 5.0(27) | - | - | 2.2y | - | 1 | - | |
| 4.8(9) | - | - | 1.9y | 23 | 2 | - | |
| 4.8(9) | - | - | 2.7y | - | - | - | |
| 4.7(74) | - | - | 0.6y | - | - | - | |
| 4.9(190) | $8.1M | - | 2.6y | 12 | 4 | - | |
| 4.8(215) | $674k | - | 1.4y | - | 1 | - | |
| 4.8(630) | - | - | 1.1y | - | 1 | - | |
| 4.9(21) | - | - | 1.0y | - | 2 | - | |
| 4.7(100) | - | - | 3.7y | - | - | - | |
| 4.6(20) | $110M | - | 0.8y | - | 4 | - | |
| 4.3(487) | - | - | 3.9y | - | 4 | - | |
| 4.7(350) | - | - | - | - | - | - | |
| 4.3(272) | $705M | - | - | - | - | - | |
DashAd | 4.9(12) | - | - | - | 7 | 1 | - |
| 4.2(78) | - | - | 0.3y | - | 5 | - | |
| 4.6(25) | - | - | 0.4y | 11 | 1 | - | |
| 4.7(432) | - | - | 2.0y | - | 1 | - | |
| 4.7(103) | $4.0M | - | - | - | 5 | - | |
| 4.7(94) | - | - | 2.9y | - | 4 | - | |
| 4.4(97) | - | - | - | - | 1 | - | |
| 3.5(33) | $67M | - | 1.2y | - | 1 | - | |
| 4.8(33) | - | - | 2.4y | 1 | 3 | - | |
| 4.8(176) | $1.0M | - | 0.3y | - | 2 | - | |
| 4.6(54) | - | - | - | - | 6 | - | |
| 4.7(54) | - | - | - | - | 1 | - | |
| 4.4(227) | - | - | 2.7y | 17 | - | - | |
| 4.6(187) | - | - | - | - | 1 | - | |
| 4.7(849) | - | - | - | - | 2 | - | |
| - | - | - | - | - | - | - | |
| 4.6(163) | - | - | - | - | - | - |
PPC playbook- keywords the incumbents bid on - copy these (bidders = how many incumbents compete)
| Keyword | CPC | Bidders | Sample landing page |
|---|---|---|---|
| stripe | $3.86 | 4 | stripe.com/ |
| invoice template | $5.07 | 3 | www.sayanchor.com/lp/invoice-software-a |
| helcim | $9.26 | 3 | www.helcim.com/ |
| ramp | $13.22 | 3 | ap.avidxchange.com/request-a-demo-ramp/ |
| consultant management system | $4.22 | 3 | www.bigtime.net/industries/consulting/ |
| zoho expense | $12.28 | 3 | www.getcanopy.com/why-canopy/ |
| accept credit card payments | $34.28 | 3 | web.staxpayments.com/google-non-brand-lp |
| payment gateway | $18.97 | 3 | www.versapay.com/lp/payment-services |
| quickbook | $4.54 | 2 | www.leanlaw.co/ |
| actionstep | $3.48 | 2 | www.actionstep.com/case-management/ |
| square credit card processing | $12.10 | 2 | www.helcim.com/square-comparison/ |
| bill4time | $18.16 | 2 | www.bill4time.com/ |
| bigtime | $5.07 | 2 | www.bigtime.net/ |
| productive | $6.92 | 2 | productive.io/ |
| timesolv | $16.29 | 2 | www.timesolv.com |
| legal document management software | $57.67 | 2 | www.cosmolex.com |
| neapay | $7.14 | 2 | ebizcharge.com/surcharge/ |
| stax | $21.00 | 2 | www.staxpayments.com |
| bluesnap | $25.67 | 2 | www.versapay.com/lp/ar-automation |
| ai for procurement | $12.75 | 2 | get.order.co/demo-request/procurement-ai/ |
Common complaints- recurring incumbent review cons = product gaps to exploit
Ad creatives- live Google Search ads the incumbents run - copy the angles
BILL Accounts Payable & Receivable bill.com
Instant Invoice Creator
Send Invoices in Seconds — Create, send & track invoices with ease. Start automating your billing today. Automate your...
Pay & Get Paid Faster
Used by Millions — Pay and get paid faster with ACH payments. BILL can help you automate your AR and AP.
PayPal Invoicing paypal.com
PayPal Open Official Site
Open A PayPal Business Account — Connect With Customers Around The World, Across Many Platforms With PayPal. Sign Up Now.
PayPal: Pay, Send, & Save - Receive Money or Pay Online
More Places to Shop & More Places to Earn. Get Started with PayPal. Terms Apply.
Open A PayPal Business Account - PayPal Open Official Site
Connect With Customers Around The World, Across Many Platforms With PayPal. Sign Up Now. PayPal Turns Browsers Into Buyers.
Melio meliopayments.com
Single-use virtual cards: an introduction | Melio Blog
Expert advice on cash flow, tax & business growth. Explore financial health tips. Visit the blog. Get Free ACH Processing. Accounting software sync.
1099-NEC vs. 1099-MISC: Key differences - Melio Blog
Learn AP automation, 1099s & fraud prevention.
Stripe Billing stripe.com
Create Cards for Your Users
Provide Access to Credit — Provide access to credit on a physical or virtual card with your own card program. Simple APIs.
Stripe - Official Site
Stripe Payments Platform — Embed financial services, customize revenue models, and build a more profitable business.
Stripe Pricing & Fees | Official Site
Software and infrastructure for ecommerce, recurring billing, marketplaces, and more. Get 100+ features out of the box with Stripe’s integrated...
Teampay paystand.com
eCheck Payment Processing | Paystand
What are eChecks and ACH? Here are ways to accept direct bank payments online for a fraction of the transaction costs of credit card fees.
Paystand Payments
Get Paid Faster with Paystand — Zero-fee B2B payments. Eliminate manual collections. Get paid faster with AR automation.
Online Payment Gateway
Best Payment Gateway — Modern payment gateway with ERP sync, automation, and zero-fee bank payments.
Best Payment Gateway
Online Payment Gateway — Modern payment gateway with ERP sync, automation, and zero-fee bank payments.
Teampay paystand.com
eCheck Payment Processing | Paystand
What are eChecks and ACH? Here are ways to accept direct bank payments online for a fraction of the transaction costs of credit card fees.
Paystand Payments
Get Paid Faster with Paystand — Zero-fee B2B payments. Eliminate manual collections. Get paid faster with AR automation.
Online Payment Gateway
Best Payment Gateway — Modern payment gateway with ERP sync, automation, and zero-fee bank payments.
Best Payment Gateway
Online Payment Gateway — Modern payment gateway with ERP sync, automation, and zero-fee bank payments.
Mercury mercury.com
Apply Online In 10 Minutes - Checking and Savings Accounts
All your money, all your activity, one powerful dashboard. Get started today.
Free account opening - Digital business account
No monthly fees. No minimum balances. Sign up in 10 minutes.
Mercury Personal Banking - Checking and Savings Accounts
All your money, all your activity, one powerful dashboard. Get started today.
Checking and Savings Accounts - Apply Online In 10 Minutes
All your money, all your activity, one powerful dashboard. Get started today.
Finix finix.com
High Risk Payment Gateway
High Risk Merchant Experts — We cut the middlemen out of credit card processing and save you up to 40%.
Online Payment Processing
Online And In-Person — Accept payments online and in person with modern tools and real support.
Merchant Payment Solutions - Payment Processing Platform
We cut the middlemen out of merchant services and pass up to 40% savings onto you.
Finix Credit Card Processing - Processing Over $1M? Save 40%
Accept and manage payments in-person and online with a single integration. Scale your business with fast, reliable card processing with Finix. Payment Transactions. Process Any Payment Type.
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 ↗