Payroll

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Opportunity score

CPC (real)

$46

Active Google advertisers

LinkedIn advertisers

Pixel advertisers

Avg ad tenure

2.9 yr

Incumbent ad spend/mo

$15M

Spend momentum

+128%

SEO difficulty

Avg incumbent funding

$227M

Incumbents (57)- 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
RUN Powered by ADP	4.6(1,407)	-	$2.4M	4.1y	-	-	82
ADP Comprehensive Services	4.3(265)	-	$2.4M	4.1y	-	-	82
ADP Workforce Now	4.4(7,202)	-	$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
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
FreshBooks	4.5(4,515)	$454M	$539k	3.8y	21	5	53
SurePayroll	4.2(305)	$8.0M	$444k	3.5y	24	1	45
Gusto	4.6(4,204)	$796M	$382k	4.0y	24	-	63
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 Pro	4.3(718)	-	$185k	0.6y	-	2	54
UKG Ready	4.2(1,133)	-	$185k	0.6y	-	2	54
Paycor	4.3(3,038)	$718M	$167k	4.6y	13	5	62
Wave	4.4(1,721)	$482M	$154k	2.9y	-	-	62
Oyster	4.6(91)	$338M	$148k	2.4y	24	6	50
OnPay	4.8(465)	$159M	$55k	1.3y	21	-	51
Homebase	4.6(1,147)	$198M	$39k	3.2y	-	1	55
Dayforce HCM	4.3(1,060)	-	$36k	1.6y	-	-	51
Hubstaff	4.5(1,604)	-	$29k	3.0y	24	1	52
Buddy Punch	4.8(1,124)	-	$27k	3.0y	-	-	40
Fingercheck	4.5(64)	$115M	$27k	3.7y	24	5	39
Remote People	4.9(72)	-	$22k	1.2y	-	1	47
Patriot Software	4.8(3,936)	$11M	$18k	2.6y	4	5	51
Paychex Flex	4.2(1,799)	-	$11k	2.8y	-	6	67
isolved	3.9(646)	-	$6k	4.6y	20	4	49
Keka	4.4(89)	$59M	$3k	3.3y	23	1	54
NEOGOV	4.5(850)	-	$2k	1.8y	15	3	42
OnTheClock	4.7(740)	-	$947	0.6y	-	-	48
Payoneer Workforce Management	4.6(41)	$85M	$761	3.8y	24	5	37
Asure	4.2(284)	-	$216	3.3y	-	1	35
WinTeam	4.4(123)	-	$153	3.4y	-	-	31
Fluida	4.4(76)	$440k	-	1.9y	8	1	-
Employment Hero	4.4(239)	$610M	-	4.4y	24	3	-
WorkMotion	4.8(244)	$65M	-	2.5y	24	4	-
Payworks	4.7(142)	$4.5M	-	3.8y	24	-	-
greytHR	4.3(297)	$17M	-	1.2y	24	3	-
Jet HR	4.8(33)	$47M	-	2.7y	24	-	-
Personio	4.3(312)	$737M	-	4.6y	24	1	-
PrimePay	4.0(381)	-	-	0.7y	24	3	-
FreeAgent	4.5(179)	-	-	4.6y	24	2	-
Cezanne HR	4.4(248)	-	-	2.9y	16	2	-
Auris	4.3(101)	-	-	3.5y	-	2	-
Maestro Payment	4.9(22)	-	-	0.8y	-	1	-
Kelio	3.9(8)	$1.1M	-	3.6y	15	2	-
Workforce.com	4.7(41)	-	-	1.1y	7	1	-
Netchex	4.5(165)	-	-	1.9y	17	1	-
WebHR	4.3(537)	-	-	1.3y	-	-	-
Wrapbook	4.8(33)	$150M	-	3.5y	24	-	-
tugesto	4.5(13)	$690k	-	4.2y	-	-	-
Hourly	4.8(114)	$39M	-	-	3	2	-
Knit	4.7(141)	$220k	-	-	12	-	-

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
adp payroll	$47.74	5	fingercheck.com/get-started-with-fingercheck/
payroll companies	$49.37	5	www.oysterhr.com/employer-of-record-services
gusto payroll	$27.22	5	gusto.com/invite/company-referral
patriot payroll	$19.85	4	www.patriotsoftware.com/lp-go-payroll/free-trial/
payroll software for small business	$57.67	4	onpay.com/payroll-services-lp-smb/
payroll company	$49.37	4	www.justworks.com/lp/payroll-business
quickbooks	$4.54	3	www.waveapps.com/c/wave-vs-quickbooks
trinet	$9.74	3	www.trinet.com/lp/peoplematter
payroll services for small business	$96.37	3	www.freshbooks.com/payroll-software
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
adp payroll services	$85.04	3	www.paylocity.com/lp/software/hr/demo/hr-payroll/
paycomonline	$5.45	3	fingercheck.com/industries/manufacturing-supplychain-logistics/
bamboo hr	$26.72	2	go.paychex.com
hrm software	$36.55	2	visit.isolvedhcm.com/plp/hcm-demo
patriot software	$7.20	2	www.patriotsoftware.com/lp-go-payroll/free-trial/

Keyword universe- to bid on / rank for

Keyword	Volume	CPC	Diff
gusto	550,000	$17	89
payroll	450,000	$34	97
paychex	368,000	$9	80
paychex flex	301,000	$5	71
paychex flex login	246,000	$2	68
gusto login	201,000	$0	36
paychex login	90,500	$3	50
gusto payroll	22,200	$27	51
paycheck	22,200	$8	98
paychexflex	22,200	$5	67

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

Frequent technical glitches2×

Limited mobile functionality2×

Cost concerns for teams1×

Recurring technical disruptions1×

Limited bank account integration1×

Unreliable customer service1×

Delayed and limited email support1×

Slow performance and lag1×

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.

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.

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 ↗