--- title: "ADP vs Gusto: Which is searched more?" description: "Is ADP or Gusto more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the HR software brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/compare/adp-vs-gusto" publisher: "Brandwave" --- # ADP vs Gusto: Which is searched more? Is ADP or Gusto more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the HR software brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: ADP and Gusto - **Competitive set**: HR software brands - **Market**: Global - **Month measured**: Sep 2026 - **ADP Share of Search**: 5.5% - **Gusto Share of Search**: 3.4% ## Is ADP or Gusto more popular in search? - In September 2026, ADP had more branded searches than Gusto among HR software brands worldwide. ADP had about 92,400 branded searches, while Gusto had 56,700. ADP made up 5.5% of all HR software brand searches we track, and Gusto accounted for 3.4%. - The lead changed hands once in the 12 months ending September 2026: ADP took it in August 2026. - Across the 12 months ending September 2026, ADP’s share of searches among HR software brands worldwide moved from 3.6% to 5.5%, and its estimated monthly branded searches moved from 51.9K to 92.4K. - Across the 12 months ending September 2026, Gusto’s share of searches among HR software brands worldwide moved from 4.2% to 3.4%, and its estimated monthly branded searches moved from 60.2K to 56.7K. ## Top HR software brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Gusto appeared in all five answers. ADP was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Gusto was listed before ADP in every answer. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | BambooHR | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Gusto | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Rippling | 3rd | 3 of 3 | 1 of 2 | 4 of 5 | | Zoho People | 4th | 1 of 3 | 1 of 2 | 2 of 5 | | ADP | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | HiBob | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Personio | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Namely | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Zenefits | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about HR software brands - Asked ChatGPT "Which HR software brand should I use?": 1. Gusto, 2. BambooHR, 3. Rippling, 4. ADP - Asked ChatGPT "What are the best HR software brands?": 1. Rippling, 2. BambooHR, 3. Gusto, 4. ADP, 5. HiBob - Asked ChatGPT "What's the best HR software brand for a small HR team?": 1. BambooHR, 2. Rippling, 3. Gusto, 4. Zoho People - Searched Google, AI Overview "best hr software": 1. BambooHR, 2. Gusto, 3. Rippling, 4. ADP, 5. HiBob - Searched Google, AI Overview "employee management software": 1. Zoho People, 2. Gusto Not named in any answer: Personio, Namely and Zenefits. Brands are listed in the order each answer named them. The answers were collected in the United States on October 21, 2026. ## How did search popularity change for HR software brands worldwide in September 2026? - In September 2026, Namely overtook Gusto to rank 7th among HR software brands worldwide, with 4.4% of the searches. - In September 2026, ADP gained share of searches among HR software brands worldwide, from 4.4% to 5.5%. - In September 2026, Gusto lost share of searches among HR software brands worldwide, from 4.3% to 3.4%. ## Month by month | Month | ADP estimated searches | ADP Share of Search | ADP rank | Gusto estimated searches | Gusto Share of Search | Gusto rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 51.9K | 3.6% | 7 | 60.2K | 4.2% | 6 | | Nov 2025 | 42.4K | 3.3% | 7 | 57.2K | 4.4% | 6 | | Dec 2025 | 51.9K | 3.7% | 7 | 54K | 3.8% | 6 | | Jan 2026 | 64.1K | 4.2% | 7 | 77.4K | 5.1% | 6 | | Feb 2026 | 42.9K | 3.1% | 7 | 75.8K | 5.5% | 6 | | Mar 2026 | 53.9K | 3.4% | 7 | 89K | 5.6% | 6 | | Apr 2026 | 53.9K | 3.6% | 7 | 82.5K | 5.6% | 6 | | May 2026 | 44.1K | 3.3% | 7 | 81.7K | 6.1% | 6 | | Jun 2026 | 51.9K | 3.4% | 7 | 79.3K | 5.2% | 6 | | Jul 2026 | 51.4K | 3.7% | 7 | 68.2K | 4.9% | 6 | | Aug 2026 | 62.1K | 4.4% | 6 | 61.2K | 4.3% | 7 | | Sep 2026 | 92.4K | 5.5% | 6 | 56.7K | 3.4% | 8 | ## How each brand is measured Brandwave collects information about searches that people make online using ADP’s and Gusto’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. - **ADP**: Measured on the search terms “adp hr” and “adp payroll”, summed into one figure. - **Gusto**: Measured on the search terms “gusto accounting software”, “gusto app”, “gusto company”, “gusto contractor”, “gusto embedded payroll”, “gusto for payroll”, “gusto hr”, “gusto hr software”, “gusto international contractors”, “gusto pay”, “gusto paycheck”, “gusto payment”, “gusto payroll”, “gusto payroll app”, “gusto payroll company”, “gusto payroll processing”, “gusto payroll provider”, “gusto payroll services”, “gusto payroll software”, “gusto payroll solutions”, “gusto payroll system”, “gusto platform”, “gusto software”, “gusto time clock”, “gusto time tracking”, “gusto timetracking” and “gusto zen payroll”, summed into one figure. - [ADP profile](/demand/global-en/brands/adp) - [Gusto profile](/demand/global-en/brands/gusto) - [All HR software brands worldwide](/demand/global-en/categories/hr-software-brands): The set both shares are measured inside, 9 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is ADP or Gusto more popular in search? In September 2026, ADP had more branded searches than Gusto among HR software brands worldwide. ADP had about 92,400 branded searches, while Gusto had 56,700. ADP made up 5.5% of all HR software brand searches we track, and Gusto accounted for 3.4%. ## Cite this page Brandwave. "ADP vs Gusto: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/adp-vs-gusto This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/adp-vs-gusto. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.