ServiceNow vs Zendesk:Which is more popular?
In September 2026, ServiceNow had more branded searches than Zendesk among self service portals worldwide. ServiceNow had about 368,000 branded searches, while Zendesk had 301,000. ServiceNow made up 7.1% of all self service portal searches we track, and Zendesk accounted for 5.8%. When we asked ChatGPT and Google AI Overviews about self service portals, Zendesk appeared in three of the five answers and ServiceNow in one. ServiceNow and Zendesk were each mentioned first in one of the two answers.
Who do people search for more?
ServiceNow, about 22% more searches than Zendesk
Who does AI mention more?
Zendesk, mentioned in 3 of 5 answers, ServiceNow in 1
Who does AI recommend more?
Each is named first in 1 of 2 answers.
Follow ServiceNow vs Zendesk and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top self service portals in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Zendesk was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. ServiceNow was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. ServiceNow and Zendesk were each listed first in one of the two answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Zendesk1st
- ServiceNow2nd
HubSpot3rd
Freshdesk3rd
ManageEngine3rd
Salesforce6th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Zendesk3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Salesforce2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- HubSpot2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- ServiceNow1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Freshdesk1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- ManageEngine1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about self service portals
5 answers
Asked ChatGPT
“Which self service portal should I use?”
Asked ChatGPT
“What are the best self service portals?”
Asked ChatGPT
“What's the best self service portal for customer support?”
Searched Google, AI Overview
“self service portal”
Searched Google, AI Overview
“customer portal software”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is ServiceNow or Zendesk more popular in search?
This chart shows how often people search Google for ServiceNow and Zendesk by name. Each line represents a brand's share of searches for all six self service portals we track, month by month, from English-language searches worldwide.
Share of searches by month for ServiceNow, Zendesk. The figures are in the table below the chart.
View monthly share of searches table
| Month | Salesforce | HubSpot | ServiceNow | Zendesk | Freshdesk | ManageEngine |
|---|---|---|---|---|---|---|
| Oct 2025 | 49.3% | 30.4% | 9.1% | 7.5% | 2.3% | 1.4% |
| Nov 2025 | 49.5% | 30.2% | 9.1% | 7.5% | 2.3% | 1.5% |
| Dec 2025 | 52.2% | 26.3% | 9.7% | 7.9% | 2.4% | 1.5% |
| Jan 2026 | 49.4% | 30.8% | 9.2% | 7.6% | 1.9% | 1.2% |
| Feb 2026 | 53.4% | 27% | 9.9% | 6.7% | 1.7% | 1.3% |
| Mar 2026 | 49.5% | 30.6% | 9.2% | 7.5% | 1.7% | 1.5% |
| Apr 2026 | 49.8% | 31.1% | 11.4% | 5.1% | 1.3% | 1.3% |
| May 2026 | 52.1% | 26.6% | 12% | 6.6% | 1.4% | 1.3% |
| Jun 2026 | 49.1% | 30.7% | 11.3% | 6.2% | 1.5% | 1.2% |
| Jul 2026 | 53.9% | 27.6% | 10.2% | 5.6% | 1.4% | 1.3% |
| Aug 2026 | 54.9% | 28.2% | 8.5% | 5.7% | 1.4% | 1.4% |
| Sep 2026 | 55.3% | 28.9% | 7.1% | 5.8% | 1.8% | 1.1% |
How has the ServiceNow and Zendesk comparison changed over the last 12 months?
3 findings
- ServiceNow was ahead of Zendesk in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, ServiceNow’s share of searches among self service portals worldwide moved from 9.1% to 7.1%, and its estimated monthly branded searches moved from 450K to 368K.
- Across the 12 months ending September 2026, Zendesk’s share of searches among self service portals worldwide moved from 7.5% to 5.8%, and its estimated monthly branded searches moved from 369K to 301K.
How did search popularity change for self service portals worldwide in September 2026?
2 changes
In September 2026, ServiceNow lost share of searches among self service portals worldwide, from 8.5% to 7.1%.
Estimated monthly branded searches for Zendesk worldwide fell 18.3% over 12 measured months, from 369K to 301K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using ServiceNow’s and Zendesk’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
ServiceNow
1 branded search term
- servicenow
Zendesk
2 branded search terms
- zendesk
- zendesk suite
Other head-to-heads among self service portals
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.