Human Resources

- launch briefHot channel

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Opportunity score

CPC (real)

$37

Active Google advertisers

100

LinkedIn advertisers

Pixel advertisers

Avg ad tenure

2.8 yr

Incumbent ad spend/mo

$15M

Spend momentum

+101%

SEO difficulty

Avg incumbent funding

$178M

Incumbents (119)- genuine category specialists - cross-listed generic tools excluded

Product	Rating	Funding	Ad spend/mo	Google ads	LinkedIn	Channels	Authority
BambooHRAd	4.6(3,426)	-	$2.6M	2.2y	24	2	60
ADP Comprehensive Services	4.3(265)	-	$2.4M	4.1y	-	-	82
ADP TotalSource	4.2(457)	-	$2.4M	4.1y	-	-	82
Remote	4.4(97)	$496M	$2.3M	4.5y	10	-	50
G-P	4.5(64)	$350M	$1.9M	4.6y	23	4	46
PaycomAd	4.4(1,271)	-	$1.3M	4.6y	24	-	58
PaylocityAd	4.3(1,839)	-	$830k	3.5y	24	-	69
Justworks	4.6(739)	-	$647k	2.2y	24	2	49
SurePayroll	4.2(305)	$8.0M	$444k	3.5y	24	1	45
GustoAd	4.6(4,204)	$796M	$382k	4.0y	24	-	63
Workable	4.4(661)	$196M	$280k	4.6y	24	1	59
TriNet	4.0(146)	-	$230k	1.4y	-	5	53
TriNet HR Plus	4.2(823)	-	$230k	1.4y	-	5	53
7shifts	4.7(1,211)	$125M	$192k	3.8y	4	5	46
UKG Ready	4.2(1,133)	-	$185k	0.6y	-	2	54
UKG Pro	4.3(718)	-	$185k	0.6y	-	2	54
LeapsomeAd	4.6(97)	$60M	$179k	2.1y	24	4	43
PaycorAd	4.3(3,038)	$718M	$167k	4.6y	13	5	62
OysterAd	4.6(91)	$338M	$148k	2.4y	24	6	50
ChartHop	4.6(79)	$74M	$60k	3.2y	24	4	36
OnPay	4.8(465)	$159M	$55k	1.3y	21	-	51
JazzHR	4.3(491)	$25M	$44k	2.1y	24	-	43
HomebaseAd	4.6(1,147)	$198M	$39k	3.2y	-	1	55
PerformYardAd	4.7(177)	$97M	$37k	3.9y	24	5	40
Dayforce HCM	4.3(1,060)	-	$36k	1.6y	-	-	51
TimeClock Plus	4.4(271)	-	$29k	2.4y	-	5	41
Humanity Schedule	4.3(379)	-	$29k	2.4y	-	5	41
Fingercheck	4.5(64)	$115M	$27k	3.7y	24	5	39
Lattice	4.5(205)	$329M	$24k	4.3y	23	4	49
Trakstar HireAd	4.6(186)	-	$23k	4.6y	-	4	39
Trakstar Perform	4.4(287)	-	$23k	4.6y	-	4	39
Remote People	4.9(72)	-	$22k	1.2y	-	1	47
Lever	4.6(654)	-	$18k	1.9y	18	2	49
Monster+	4.1(152)	$447M	$13k	0.7y	1	-	64
BRIDGE	4.4(88)	$50M	$12k	2.1y	1	1	38
Assembly	4.8(136)	$15M	$9k	4.6y	-	3	35
Deputy	4.6(772)	$143M	$8k	1.6y	24	3	47
Profit.co	4.8(225)	$22M	$7k	4.6y	24	3	37
HotSchedules	4.4(461)	$27M	$7k	2.4y	-	-	46
Staffbase	4.7(79)	$313M	$6k	4.6y	24	2	42
isolved	3.9(646)	-	$6k	4.6y	20	4	49
Together MentoringAd	4.9(339)	$6.6M	$6k	2.7y	-	4	41
Reward Gateway	4.5(350)	$1.7B	$6k	1.9y	24	2	45
isolved Talent Acquisition	4.6(381)	-	$5k	4.6y	24	4	49
WorkBright	4.8(188)	$1.6M	$4k	3.0y	24	3	36
HR PartnerAd	4.8(117)	-	$4k	1.5y	24	5	38
Kudos	4.8(1,122)	$18M	$4k	2.0y	13	-	40
Pipefy	4.6(321)	$225M	$3k	3.9y	24	4	48
Keka	4.4(89)	$59M	$3k	3.3y	23	1	54
WorkTango	4.9(214)	$8.0M	$2k	3.1y	24	-	40
Striven	4.8(129)	-	$2k	3.2y	-	5	31
HRsoft Compensation Management	4.7(65)	-	$2k	2.1y	-	3	29
NEOGOV	4.5(850)	-	$2k	1.8y	15	3	42
Cardata	4.2(6)	$100M	$2k	3.8y	24	-	31
Vacation Tracker	4.7(125)	-	$1k	2.7y	15	-	39
Monitask	4.8(161)	-	$1k	1.2y	-	1	36
Business in a BoxAd	4.6(49)	-	$1k	3.8y	2	-	39
BQE CORE Suite	4.5(785)	-	$918	1.5y	-	2	35
Ubeya	4.6(124)	$16M	$834	3.0y	23	2	30
Built	4.7(608)	-	$767	2.6y	-	1	34
FountainAd	4.6(39)	$219M	$764	1.5y	22	1	43
Payoneer Workforce Management	4.6(41)	$85M	$761	3.8y	24	5	37
GanttPRO	4.8(544)	-	$332	1.2y	-	-	49
Ingentis org.manager	4.7(65)	-	$331	3.7y	24	-	38
Nowsta	4.9(283)	$126M	$312	1.0y	24	2	32
AssessTEAM	4.6(220)	-	$287	2.5y	5	6	32
Asure	4.2(284)	-	$216	3.3y	-	1	35
WinTeam	4.4(123)	-	$153	3.4y	-	-	31
EMP Trust HR	4.4(39)	-	$105	4.6y	13	-	32
Baserow	4.7(69)	$5.5M	$79	0.9y	12	-	39
PurelyHR	4.5(440)	-	$71	1.9y	10	-	33
Applauz Recognition	4.7(118)	-	$65	3.2y	-	3	36
HR HeroAd	4.4(66)	-	$52	3.1y	-	-	39
Employee Navigator	4.6(181)	$134M	$51	-	6	-	46
Agendrix	4.8(212)	$3.1M	$44	3.8y	12	-	48
SoftExpert Suite	4.6(84)	-	$19	2.2y	-	5	37
Spidergap 360 FeedbackAd	4.8(117)	-	$6	4.6y	-	2	22
Avature	4.6(69)	-	$2	2.9y	24	-	50
Culture Amp	4.6(159)	$275M	-	4.6y	24	5	-
Employment Hero	4.4(239)	$610M	-	4.4y	24	3	-
WorkMotion	4.8(244)	$65M	-	2.5y	24	4	-
Fluida	4.4(76)	$440k	-	1.9y	8	1	-
RemotePass	5.0(2)	$30M	-	1.3y	24	6	-
Rexx Systems	3.9(37)	-	-	3.7y	24	1	-
Payworks	4.7(142)	$4.5M	-	3.8y	24	-	-
greytHR	4.3(297)	$17M	-	1.2y	24	3	-
Personio	4.3(312)	$737M	-	4.6y	24	1	-
PrimePay	4.0(381)	-	-	0.7y	24	3	-
Cezanne HR	4.4(248)	-	-	2.9y	16	2	-
Document LocatorAd	4.6(42)	-	-	2.0y	-	3	-
Auris	4.3(101)	-	-	3.5y	-	2	-
uAttend	4.5(456)	-	-	3.0y	-	2	-
Kelio	3.9(8)	$1.1M	-	3.6y	15	2	-
Geobadge	4.5(13)	-	-	2.7y	-	2	-
Workforce.com	4.7(41)	-	-	1.1y	7	1	-
Mirro	4.7(152)	-	-	2.9y	-	-	-
Ninox	4.7(194)	$12M	-	4.2y	24	-	-
Netchex	4.5(165)	-	-	1.9y	17	1	-
Unifocus	4.5(80)	-	-	2.9y	24	2	-
StaffCircle	4.6(179)	-	-	4.6y	24	-	-
WebHR	4.3(537)	-	-	1.3y	-	-	-
Wrapbook	4.8(33)	$150M	-	3.5y	24	-	-
ClayHR	4.6(95)	-	-	2.8y	24	-	-
Hirebridge	3.7(10)	-	-	0.5y	-	-	-
CelayixAd	4.6(90)	-	-	1.3y	17	4	-
AcquireTM	4.5(12)	-	-	0.0y	-	-	-
tugesto	4.5(13)	$690k	-	4.2y	-	-	-
Teamspective	4.4(30)	$990k	-	-	2	-	-
HR Cloud	4.7(84)	-	-	0.2y	20	3	-
ClockIt	4.6(132)	-	-	-	14	3	-
Napta	4.7(127)	$9.9M	-	-	15	1	-
Agiled	4.7(350)	-	-	-	-	-	-
Hourly	4.8(114)	$39M	-	-	3	2	-
Trackabi	4.7(217)	-	-	2.3y	-	2	-
Sling	4.6(208)	$1.8M	-	-	-	-	-
actiPLANS	4.6(13)	-	-	-	-	-	-
GoCo	4.4(116)	$32M	-	-	-	-	-
TalentHRAd	4.8(64)	-	-	-	-	-	-
Prosperity LMS	4.5(10)	-	-	-	-	-	-

PPC playbook- keywords the incumbents bid on - copy these (bidders = how many incumbents compete)

Keyword	CPC	Bidders	Sample landing page
payroll	$34.03	5	www.paycom.com/learn-more/why-paycom/
gusto	$16.61	5	www.paylocity.com/why-paylocity/compare/paylocity-vs-rippling/
payroll services	$72.60	5	www.oysterhr.com/employer-of-record-services
payroll companies	$49.37	5	www.oysterhr.com/employer-of-record-services
gusto payroll	$27.22	5	gusto.com/invite/company-referral
adp payroll	$47.74	4	fingercheck.com/get-started-with-fingercheck/
payroll company	$49.37	4	www.justworks.com/lp/payroll-business
jazzhr	$15.82	3	www.keka.com/lp/us/keka-vs-competitor
juicebox	$56.45	3	lattice.com/ai
applicantpro	$8.58	3	learn.applicantpro.com/plp/ta-demo
staff scheduling software	$23.22	3	www.fourth.com/solution/workforce-management-software/scheduling
payroll software for small business	$57.67	3	onpay.com/payroll-services-lp-smb/
trinet	$9.74	3	www.trinet.com/lp/peoplematter
hris	$23.88	3	www.charthop.com/landing-pages/workforce-planning
staff engagement survey	$26.39	3	wt.worktango.com/employee-satisfaction-surveys
bamboohr	$17.15	3	www.leapsome.com/competitor-new/bamboohr
hris systems	$27.34	3	www.charthop.com/landing-pages/workforce-planning
rippling	$9.13	3	www.globalization-partners.com/blog/g-p-vs-rippling-eor/
peo services	$39.09	3	remotepeople.com/best-peo-services/
square payroll	$36.45	3	www.surepayroll.com/get-started

Keyword universe- to bid on / rank for

Keyword	Volume	CPC	Diff
discover login	823,000	$6	60
workday	823,000	$4	77
paycom	550,000	$5	88
workday login	201,000	$6	74
paycom login	165,000	$3	51
bamboo	135,000	$4	87
bamboohr	110,000	$17	88
paradox	110,000	$9	92
hr	90,500	$3	100
lattice	74,000	$8	83
bamboo hr	40,500	$27	73
linked in login	40,500	$0	83

Common complaints- recurring incumbent review cons = product gaps to exploit

Limited reporting customization2×

Frequent technical glitches2×

Limited mobile functionality2×

Frequent technical glitches and delays2×

Frequent glitches and slowdowns1×

Complicated breaks and leave handling1×

Frequent bugs and unresolved glitches1×

Slow performance and inefficiency1×

Ad creatives- live Google Search ads the incumbents run - copy the angles

BambooHR bamboohr.com

HR, Payroll & Benefits

Manage Employee Data & Files — Our easy-to-use HR software frees up time for what matters most: people! Get a demo here.

All Your HR Systems In One

#1 Rated HR Software — One platform for hiring, onboarding, tracking time, managing employee data, and more. BambooHR...

Easy Employee Time Tracking

Time Tracking Simplified — With BambooHR, say goodbye to inaccurate payroll runs or confusing systems. Easily log and edit...

The Best Recruiting Platform

Faster, Smarter Hiring — Recruit the best people and create a fantastic hiring experience.

ADP TotalSource adp.com

Run Powered By ADP®

Run Payroll For Small Business — Discover ADP® Payroll, Benefits, Insurance, Time, Talent, HR, & More. Run Payroll Faster & Easier...

Time Clock Systems

Online Employee Time Tracking — Fast, Easy, & Affordable Small Business Time Tracking By ADP®. Get 3 Months Free Payroll!

Workers' Comp Insurance | Pay-As-You-Go With ADP®

Fast & Easy Workers' Comp Insurance For Your Company. Get A Quote Through ADPIA! Discover...

Wage Garnishment Management

ADP Wage Garnishment — Improve Efficiency and Reduce Burdens of Wage Garnishment Processing For Your Business.

ADP TotalSource adp.com

Run Powered By ADP®

Run Payroll For Small Business — Discover ADP® Payroll, Benefits, Insurance, Time, Talent, HR, & More. Run Payroll Faster & Easier...

Time Clock Systems

Online Employee Time Tracking — Fast, Easy, & Affordable Small Business Time Tracking By ADP®. Get 3 Months Free Payroll!

Workers' Comp Insurance | Pay-As-You-Go With ADP®

Fast & Easy Workers' Comp Insurance For Your Company. Get A Quote Through ADPIA! Discover...

Wage Garnishment Management

ADP Wage Garnishment — Improve Efficiency and Reduce Burdens of Wage Garnishment Processing For Your Business.

Remote remote.com

HR, Payroll and Compliance - One platform for HR & payroll

Our AI-driven HRIS automates payroll, onboarding & more! Manage global team seamlessly

HR, Payroll and Compliance

Global HR Solutions — Our AI-driven HRIS automates payroll, onboarding & more! Manage global team seamlessly

HR, Payroll and Compliance - Remote Payroll Solutions

Remote unites HR, payroll & compliance—so you stay efficient & compliant everywhere.

Payroll For One Employee

Global HR & Payroll — Easily manage employee data and payroll in one place for all your entities.

G-P globalization-partners.com

Mergers and Acquisitions Playbook & Strategies | G-P

Grow to Global Markets with International Employment Solutions to 180+ Countries. Save Time and Money with Global Employment Solutions Through G-P.

ACH vs. Wire Transfers: What's the Difference? | G-P

Expand Your Business to 180+ Countries Using Our Global EOR Services.

UAE Company Registration: Legal & Compliance Steps | G-P

Expand Into Global Markets Without Foreign Subsidiaries With Global EOR Services. Grow to Global Markets with International Employment Solutions to 180+ Countries.

Simplify Payroll in the U.S. | Compliance & Management | G-P

Payroll Solutions that will Accommodate Any Company with Global Employees. Expand Your Business to 180+ Countries Using Our Global EOR Services.

Paycom paycom.com

Paycom

Payroll of the Future — HR and business payroll software that frees teams from endless administrative burdens. Mobile App.

Paylocity paylocity.com

Your Payroll. Our Priority - Online HR & Payroll Services

Award winning software that employers & employees love.

Online HR & Payroll Services

All-in-One HR Payroll Software — Award winning software that employers & employees love.

Your Payroll. Our Priority

Companies Prefer Paylocity — Connect the dots between employees, leaders, and the business with the right HR technology

HR & Payroll - Paylocity®

Ranked #1 Best HR Software — We create great software to solve today's HR challenges and anticipate tomorrow's needs

Justworks justworks.com

Small Business Health Plans | Priced for Small Businesses

Top-notch benefits, payroll, and HR tools for your small business through Justworks PEO. Benefits access, payroll, HR, & compliance - all seamlessly...

Small Business Health Plans

Priced for Small Businesses — Top-notch benefits, payroll, and HR tools for your small business through Justworks PEO. Benefits access, payroll, HR, & compliance - all seamlessly managed from one place. Competitive rates.

Risk: Reward Gateway is the entrenched leader ($1.7B raised), authority 45 - 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 ↗