Onboarding

- launch briefHot channel

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Opportunity score

CPC (real)

$40

Active Google advertisers

LinkedIn advertisers

Pixel advertisers

Avg ad tenure

2.9 yr

Incumbent ad spend/mo

$13M

Spend momentum

+90%

SEO difficulty

Avg incumbent funding

$153M

Incumbents (90)- genuine category specialists - cross-listed generic tools excluded

Product	Rating	Funding	Ad spend/mo	Google ads	LinkedIn	Channels	Authority
BambooHR	4.6(3,426)	-	$2.6M	2.2y	24	2	60
ADP TotalSource	4.2(457)	-	$2.4M	4.1y	-	-	82
ADP Workforce Now	4.4(7,202)	-	$2.4M	4.1y	-	-	82
ADP Comprehensive Services	4.3(265)	-	$2.4M	4.1y	-	-	82
G-P	4.5(64)	$350M	$1.9M	4.6y	23	4	46
Paycom	4.4(1,271)	-	$1.3M	4.6y	24	-	58
Paylocity	4.3(1,839)	-	$830k	3.5y	24	-	69
Justworks	4.6(739)	-	$647k	2.2y	24	2	49
MultiplierAd	4.4(44)	$77M	$632k	3.8y	1	4	43
Gusto	4.6(4,204)	$796M	$382k	4.0y	24	-	63
Criteria	4.7(189)	$65M	$332k	4.6y	23	-	47
Workable	4.4(661)	$196M	$280k	4.6y	24	1	59
TriNet HR Plus	4.2(823)	-	$230k	1.4y	-	5	53
Darwinbox	4.3(44)	$296M	$224k	3.7y	24	3	51
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
Paycor	4.3(3,038)	$718M	$167k	4.6y	13	5	62
Oyster	4.6(91)	$338M	$148k	2.4y	24	6	50
Rocketlane	4.7(127)	$105M	$123k	2.4y	24	4	37
Whatfix	4.6(77)	$207M	$107k	1.7y	24	-	40
Greenhouse	4.5(763)	$122M	$96k	1.9y	22	-	54
iCIMS Hire	4.3(824)	-	$70k	3.0y	-	3	53
OnPay	4.8(465)	$159M	$55k	1.3y	21	-	51
WorkRamp	4.5(81)	$67M	$54k	1.7y	20	1	39
Homebase	4.6(1,147)	$198M	$39k	3.2y	-	1	55
Dayforce HCM	4.3(1,060)	-	$36k	1.6y	-	-	51
360Learning	4.7(488)	$248M	$31k	4.6y	24	5	47
Trainual	4.8(509)	$34M	$23k	3.1y	24	-	44
Trakstar Learn	4.3(107)	-	$23k	4.6y	-	4	39
Product FruitsAd	4.7(89)	$3.3M	$17k	2.8y	21	3	34
TalentLMS	4.7(596)	-	$15k	4.6y	24	7	47
UserflowAd	4.8(14)	$60M	$14k	4.6y	10	1	32
BRIDGE	4.4(88)	$50M	$12k	2.1y	1	1	38
Paychex Flex	4.2(1,799)	-	$11k	2.8y	-	6	67
Deputy	4.6(772)	$143M	$8k	1.6y	24	3	47
isolved	3.9(646)	-	$6k	4.6y	20	4	49
iSpring LMSAd	4.7(188)	-	$6k	1.2y	-	2	47
isolved Talent Acquisition	4.6(381)	-	$5k	4.6y	24	4	49
Continu	4.8(99)	$17M	$4k	1.1y	-	3	36
WorkBright	4.8(188)	$1.6M	$4k	3.0y	24	3	36
Manatal	4.6(141)	$5.1M	$3k	3.8y	24	5	39
GUIDEcx	4.7(64)	$42M	$3k	1.4y	24	-	30
Pipefy	4.6(321)	$225M	$3k	3.9y	24	4	48
Apploi	4.8(305)	$47M	$3k	2.9y	5	1	36
Keka	4.4(89)	$59M	$3k	3.3y	23	1	54
NEOGOV	4.5(850)	-	$2k	1.8y	15	3	42
Built	4.7(608)	-	$767	2.6y	-	1	34
Payoneer Workforce Management	4.6(41)	$85M	$761	3.8y	24	5	37
Process Street	4.7(652)	$15M	$420	2.4y	-	4	42
Bizagi	4.4(142)	$48M	$336	2.5y	24	2	42
CEIPAL ATS	4.6(1,261)	$30M	$128	2.2y	-	-	43
EMP Trust HRAd	4.4(39)	-	$105	4.6y	13	-	32
PurelyHR	4.5(440)	-	$71	1.9y	10	-	33
Coursebox	4.7(96)	$520k	$40	2.4y	3	1	36
Jobvite	4.1(567)	$257M	$15	4.5y	24	1	47
Avature	4.6(69)	-	$2	2.9y	24	-	50
Softgarden	4.6(124)	-	-	4.6y	24	2	-
Employment Hero	4.4(239)	$610M	-	4.4y	24	3	-
WorkMotion	4.8(244)	$65M	-	2.5y	24	4	-
RemotePass	5.0(2)	$30M	-	1.3y	24	6	-
Bizneo HR	4.8(239)	-	-	4.6y	24	4	-
Rexx Systems	3.9(37)	-	-	3.7y	24	1	-
Learningbank	4.6(58)	$6.4M	-	4.6y	24	3	-
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	-
Thrive	4.7(122)	-	-	2.4y	14	1	-
Cezanne HR	4.4(248)	-	-	2.9y	16	2	-
CYPHER Learning	4.5(128)	$40M	-	2.4y	24	5	-
Auris	4.3(101)	-	-	3.5y	-	2	-
Workforce.com	4.7(41)	-	-	1.1y	7	1	-
ApplicantStack	4.4(1,555)	-	-	3.0y	-	-	-
Netchex	4.5(165)	-	-	1.9y	17	1	-
WorkforceHub	4.4(88)	-	-	3.0y	-	-	-
RegaleAd	4.5(2)	-	-	2.9y	10	-	-
IdealTraits	4.8(59)	-	-	0.2y	2	3	-
Wrapbook	4.8(33)	$150M	-	3.5y	24	-	-
keelearning	4.6(83)	-	-	1.9y	24	4	-
ClayHR	4.6(95)	-	-	2.8y	24	-	-
VideoAsk	4.8(70)	-	-	1.1y	-	-	-
AcquireTM	4.5(12)	-	-	0.0y	-	-	-
elearnio	4.7(22)	-	-	-	1	-	-
Guider	4.9(62)	-	-	1.9y	7	-	-
Fusebase	4.7(176)	$700k	-	3.0y	2	-	-
EchoSpan Flexible 360	4.9(75)	-	-	-	-	1	-
HR Cloud	4.7(84)	-	-	0.2y	20	3	-
tts performance suite	4.5(24)	-	-	1.3y	-	-	-
GoCo	4.4(116)	$32M	-	-	-	-	-
TalentHR	4.8(64)	-	-	-	-	-	-

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

Keyword	CPC	Bidders	Sample landing page
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	$16.61	4	www.usemultiplier.com/lp/gusto-alternative
manatal	$12.71	4	www.manatal.com/
greenhouse ats	$24.55	4	www.manatal.com/
gusto payroll	$27.22	4	www.usemultiplier.com/lp/gusto-alternative
smartrecruiters	$8.50	4	www.icims.com/applicant-tracking-system-demo-d/
zoho recruit	$22.88	4	www.oysterhr.com/startups
jazzhr	$15.82	3	apploi.com/apploi-vs-jazzhr-lp/
payroll	$34.03	3	www.paycom.com/learn-more/why-paycom/
trinet	$9.74	3	www.trinet.com/lp/peoplematter
icims	$9.03	3	www.icims.com/demo-d/
learning mgmt systems	$11.74	3	go.getbridge.com/google-lms-platform
hr software	$36.55	3	www.ukg.com/products/ukg-ready
adp run payroll	$8.12	3	onpay.com/payroll-services-lp-compare-adp/
adp payroll	$47.74	3	explore.darwinbox.com/lp/cloud/us/hcm
connectteam	$6.50	3	360learning.com/lp/lms_software/
juicebox	$56.45	3	get.workable.com/applicant-tracking-system-software-demo
payroll company	$49.37	3	www.justworks.com/lp/payroll-business
adp payroll services	$85.04	3	www.paylocity.com/lp/software/hr/demo/hr-payroll/

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

Limited reporting customization2×

Frequent technical glitches2×

Limited mobile functionality2×

Recurring technical glitches2×

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 Comprehensive Services 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 Comprehensive Services 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 Comprehensive Services 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.

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: Gusto is the entrenched leader ($796M raised), authority 63 - 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 ↗