Instantly vs Smartlead:Which is more popular?
In September 2026, Smartlead had more branded searches than Instantly among sales engagement and outreach tools in New Zealand. Smartlead had about 70 branded searches, while Instantly had 60. Smartlead made up 12.1% of all sales engagement and outreach tool searches we track, and Instantly accounted for 10.3%. When we asked ChatGPT and Google AI Overviews about sales engagement and outreach tools, Smartlead appeared in two of the five answers and Instantly in one. Instantly and Smartlead were each mentioned first in one of the two answers that named either.
Who do people search for more?
Smartlead, about 17% more searches than Instantly
Who does AI mention more?
Smartlead, mentioned in 2 of 5 answers, Instantly in 1
Who does AI recommend more?
Each is named first in 1 of 2 answers.
Follow Instantly vs Smartlead 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 sales engagement and outreach tools in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Smartlead was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Instantly was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Instantly and Smartlead were each listed first in one of the two answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Apollo1st- Smartlead2nd
Outreach3rd
Salesloft3rd- HubSpot Sales Hub3rd
Instantly6th- Saleshandy7th
lemlist8th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Apollo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Outreach3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Salesloft3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- HubSpot Sales Hub3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Smartlead2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- lemlist2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Saleshandy2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Instantly1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about sales engagement and outreach tools
5 answers
Asked ChatGPT
“Which sales engagement tool should I use in New Zealand?”
Asked ChatGPT
“What are the best sales engagement tools in New Zealand?”
Asked ChatGPT
“What's the best sales engagement tool in New Zealand for a sales team?”
Searched Google, AI Overview
“cold email software”
Searched Google, AI Overview
“sales sequencing tool”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Instantly or Smartlead more popular in search?
This chart shows how often people search Google for Instantly and Smartlead by name. Each line represents a brand's share of searches for all eight sales engagement and outreach tools we track, month by month, from searches in New Zealand.
Share of searches by month for Smartlead, Instantly. The figures are in the table below the chart.
View monthly share of searches table
| Month | Outreach | Apollo | Smartlead | Instantly | lemlist | Salesloft | Saleshandy | HubSpot Sales Hub |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 37.8% | 18.9% | 6.8% | 9.5% | 12.2% | 9.5% | 4.1% | 1.4% |
| Nov 2025 | 22.4% | 37.6% | 5.9% | 11.8% | 10.6% | 7.1% | 3.5% | 1.2% |
| Dec 2025 | 17.9% | 47.8% | 7.5% | 10.4% | 7.5% | 6% | 1.5% | 1.5% |
| Jan 2026 | 23.8% | 40% | 5% | 11.3% | 11.3% | 3.8% | 3.8% | 1.3% |
| Feb 2026 | 24.3% | 28.4% | 9.5% | 14.9% | 14.9% | 2.7% | 4.1% | 1.4% |
| Mar 2026 | 25% | 29.5% | 12.5% | 13.6% | 12.5% | 3.4% | 2.3% | 1.1% |
| Apr 2026 | 29.1% | 26.6% | 11.4% | 11.4% | 13.9% | 3.8% | 2.5% | 1.3% |
| May 2026 | 23.4% | 22.1% | 18.2% | 14.3% | 14.3% | 3.9% | 2.6% | 1.3% |
| Jun 2026 | 31.7% | 23.3% | 11.7% | 11.7% | 13.3% | 3.3% | 1.7% | 3.3% |
| Jul 2026 | 38.7% | 22.6% | 11.3% | 8.1% | 11.3% | 3.2% | 3.2% | 1.6% |
| Aug 2026 | 33.8% | 16.9% | 16.9% | 13.8% | 7.7% | 6.2% | 3.1% | 1.5% |
| Sep 2026 | 34.5% | 24.1% | 12.1% | 10.3% | 6.9% | 6.9% | 3.4% | 1.7% |
How has the Instantly and Smartlead comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Smartlead took it in May 2026.
- Across the 12 months ending September 2026, Instantly’s share of searches among sales engagement and outreach tools in New Zealand moved from 9.5% to 10.3%, and its estimated monthly branded searches moved from 70 to 60.
- Across the 12 months ending September 2026, Smartlead’s share of searches among sales engagement and outreach tools in New Zealand moved from 6.8% to 12.1%, and its estimated monthly branded searches moved from 50 to 70.
How did search popularity change for New Zealand sales engagement and outreach tools in September 2026?
2 changes
In September 2026, Smartlead lost share of searches among sales engagement and outreach tools in New Zealand, from 16.9% to 12.1%.
In September 2026, Instantly lost share of searches among sales engagement and outreach tools in New Zealand, from 13.8% to 10.3%.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Instantly’s and Smartlead’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.
Other head-to-heads among sales engagement and outreach tools
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.