--- title: "QuickBooks Online vs Sage Payroll: Which is searched more in the United Kingdom?" description: "Is QuickBooks Online or Sage Payroll more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Payroll software set in the United Kingdom. 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/uk/compare/quickbooks-online-vs-sage-payroll" publisher: "Brandwave" --- # QuickBooks Online vs Sage Payroll: Which is searched more in the United Kingdom? Is QuickBooks Online or Sage Payroll more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Payroll software set in the United Kingdom. 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**: QuickBooks Online and Sage Payroll - **Competitive set**: Payroll software - **Market**: United Kingdom - **Month measured**: Sep 2026 - **QuickBooks Online Share of Search**: 1.8% - **Sage Payroll Share of Search**: 13.3% ## Is QuickBooks Online or Sage Payroll more popular in search? - In September 2026, Sage Payroll had more branded searches than QuickBooks Online among payroll software in the United Kingdom. Sage Payroll had about 9,900 branded searches, while QuickBooks Online had 1,300. Sage Payroll made up 13.3% of all payroll software searches we track, and QuickBooks Online accounted for 1.8%. - Sage Payroll was ahead of QuickBooks Online in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, QuickBooks Online’s share of searches among payroll software in the United Kingdom moved from 1.5% to 1.8%, and its estimated monthly branded searches moved from 880 to 1.3K. - Across the 12 months ending September 2026, Sage Payroll’s share of searches among payroll software in the United Kingdom moved from 17.1% to 13.3%, and its estimated monthly branded searches held steady at 9.9K. ## Top payroll software in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, both QuickBooks Online and Sage Payroll showed up in all five answers. Sage Payroll was listed before QuickBooks Online 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 | | --- | --- | --- | --- | --- | | Sage Payroll | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Xero | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | BrightPay | 3rd | 3 of 3 | 1 of 2 | 4 of 5 | | Moneysoft | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | QuickBooks Online | 5th | 3 of 3 | 2 of 2 | 5 of 5 | | IRIS Payroll | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about payroll software - Asked ChatGPT "Which payroll software should my small business use in the UK?": 1. Sage Payroll, 2. BrightPay, 3. Xero, 4. QuickBooks Online - Asked ChatGPT "What are the best payroll software platforms in the UK?": 1. BrightPay, 2. Xero, 3. Sage Payroll, 4. QuickBooks Online, 5. Moneysoft - Asked ChatGPT "What's the best payroll software in the UK for a small business with ten employees?": 1. Sage Payroll, 2. Moneysoft, 3. Xero, 4. BrightPay, 5. QuickBooks Online - Searched Google, AI Overview "payroll software": 1. Sage Payroll, 2. Xero, 3. BrightPay, 4. QuickBooks Online - Searched Google, AI Overview "payroll software uk": 1. Sage Payroll, 2. Xero, 3. Moneysoft, 4. QuickBooks Online Not named in any answer: IRIS Payroll. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026. ## How did search popularity change for United Kingdom payroll software in September 2026? - In September 2026, QuickBooks Online overtook Moneysoft to rank 5th among payroll software in the United Kingdom, with 1.8% of the searches. - In September 2026, Sage Payroll gained share of searches among payroll software in the United Kingdom, from 11.3% to 13.3%. ## Month by month | Month | QuickBooks Online estimated searches | QuickBooks Online Share of Search | QuickBooks Online rank | Sage Payroll estimated searches | Sage Payroll Share of Search | Sage Payroll rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 880 | 1.5% | 6 | 9.9K | 17.1% | 3 | | Nov 2025 | 720 | 1.3% | 6 | 9.9K | 17.8% | 2 | | Dec 2025 | 720 | 1.4% | 6 | 8.1K | 15.3% | 3 | | Jan 2026 | 880 | 1.3% | 6 | 9.9K | 15.2% | 3 | | Feb 2026 | 1K | 1.7% | 6 | 9.9K | 17% | 3 | | Mar 2026 | 1K | 1.3% | 6 | 9.9K | 13% | 3 | | Apr 2026 | 1K | 0.97% | 6 | 12.1K | 11.7% | 2 | | May 2026 | 720 | 0.99% | 6 | 8.1K | 11.2% | 3 | | Jun 2026 | 590 | 0.8% | 6 | 9.9K | 13.5% | 3 | | Jul 2026 | 590 | 0.8% | 6 | 8.1K | 11% | 3 | | Aug 2026 | 880 | 1.2% | 6 | 8.1K | 11.3% | 3 | | Sep 2026 | 1.3K | 1.8% | 5 | 9.9K | 13.3% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using QuickBooks Online’s and Sage Payroll’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. - **QuickBooks Online**: Measured on the search term “quickbooks payroll”. - **Sage Payroll**: Measured on the search term “sage payroll”. - [QuickBooks Online profile](/demand/uk/brands/quickbooks-online) - [Sage Payroll profile](/demand/uk/brands/sage-payroll) - [All payroll software in the United Kingdom](/demand/uk/categories/uk-payroll-software): The set both shares are measured inside, 6 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 QuickBooks Online or Sage Payroll more popular in search? In September 2026, Sage Payroll had more branded searches than QuickBooks Online among payroll software in the United Kingdom. Sage Payroll had about 9,900 branded searches, while QuickBooks Online had 1,300. Sage Payroll made up 13.3% of all payroll software searches we track, and QuickBooks Online accounted for 1.8%. ## Cite this page Brandwave. "QuickBooks Online vs Sage Payroll: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/quickbooks-online-vs-sage-payroll This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/quickbooks-online-vs-sage-payroll. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.