--- title: "ADP: search popularity in the United States" description: "ADP makes payroll and HR software. 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/us/brands/adp" publisher: "Brandwave" --- # ADP: search popularity in the United States ADP makes payroll and HR software. 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 - **Brand**: ADP - **Owned by**: ADP - **Market**: United States - **Measured month**: Sep 2026 - **Share of Search among PEO services**: 7.6% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | PEO services | 5 | 7.6% | 18.1K | - [PEO services](/demand/us/categories/us-peo-services) ## Top PEO services in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, ADP appeared in all four answers. ADP is the second most recommended of the ten. 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 | | --- | --- | --- | --- | --- | | Justworks | 1st | 3 of 3 | 0 of 1 | 3 of 4 | | ADP | 2nd | 3 of 3 | 1 of 1 | 4 of 4 | | TriNet | 3rd | 3 of 3 | 1 of 1 | 4 of 4 | | Insperity | 4th | 3 of 3 | 1 of 1 | 4 of 4 | | Paychex | 5th | 1 of 3 | 1 of 1 | 2 of 4 | | Rippling | 6th | 2 of 3 | 0 of 1 | 2 of 4 | | CoAdvantage | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Engage PEO | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | G&A Partners | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Vensure | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about PEO services - Asked ChatGPT "Which PEO should I use in the US?": 1. Justworks, 2. ADP, 3. TriNet, 4. Rippling, 5. Insperity - Asked ChatGPT "What are the best PEOs in the US?": 1. Justworks, 2. ADP, 3. TriNet, 4. Insperity, 5. Paychex, 6. Rippling - Asked ChatGPT "What's the best PEO in the US for a small business with 20 employees?": 1. Justworks, 2. TriNet, 3. Insperity, 4. ADP - Searched Google, AI Overview "peo": 1. ADP, 2. TriNet, 3. Insperity, 4. Paychex Not named in any answer: CoAdvantage, Engage PEO, G&A Partners and Vensure. Brands are listed in the order each answer named them. The answers were collected in United States on October 22, 2026. ## How has branded search demand for ADP changed in the United States over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for ADP in the United States fell from 27.1K to 18.1K. - Across the 12 months ending September 2026, ADP’s share of searches among PEO services in the United States decreased from 10.4% to 7.6%. - Across the 12 months ending September 2026, ADP’s share of searches among PEO services in the United States peaked at 10.8% in April 2026 and was lowest at 7.3% in August 2026. - Across the 12 months ending September 2026, ADP fell from 3rd to 5th among PEO services in the United States. ## How did search popularity change for United States PEO services in September 2026? - In September 2026, Engage PEO overtook ADP to rank 4th among PEO services in the United States, with 9.3% of the searches. - In September 2026, Insperity gained share of searches among PEO services in the United States, from 36.7% to 38.1%. - In September 2026, TriNet lost share of searches among PEO services in the United States, from 30% to 25.5%. - Estimated monthly branded searches for Vensure in the United States rose 22.7% over 12 measured months, from 6.6K to 8.1K in September 2026. - Estimated monthly branded searches for ADP in the United States fell 33.2% over 12 measured months, from 27.1K to 18.1K in September 2026. - Estimated monthly branded searches for CoAdvantage in the United States fell 18.1% over 12 measured months, from 27.1K to 22.2K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | PEO services | 27.1K | 10.4% | 3 | | Nov 2025 | PEO services | 22.2K | 8.9% | 4 | | Dec 2025 | PEO services | 27.1K | 9.5% | 3 | | Jan 2026 | PEO services | 27.1K | 8.1% | 5 | | Feb 2026 | PEO services | 22.2K | 8% | 4 | | Mar 2026 | PEO services | 27.1K | 9.1% | 3 | | Apr 2026 | PEO services | 33.1K | 10.8% | 3 | | May 2026 | PEO services | 22.2K | 9.2% | 3 | | Jun 2026 | PEO services | 22.2K | 8.5% | 4 | | Jul 2026 | PEO services | 22.2K | 9.3% | 3 | | Aug 2026 | PEO services | 18.1K | 7.3% | 4 | | Sep 2026 | PEO services | 18.1K | 7.6% | 5 | ## How are ADP’s branded searches counted? Brandwave collects information about searches that people make online using ADP’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “adp totalsource” ## Which PEO services compete with ADP? - [Insperity](/demand/us/brands/insperity) - [TriNet](/demand/us/brands/trinet): Head-to-head: /demand/us/compare/adp-vs-trinet - [CoAdvantage](/demand/us/brands/coadvantage): Head-to-head: /demand/us/compare/adp-vs-coadvantage - [Engage PEO](/demand/us/brands/engage-peo): Head-to-head: /demand/us/compare/adp-vs-engage-peo - [G&A Partners](/demand/us/brands/g-and-a-partners): Head-to-head: /demand/us/compare/adp-vs-g-and-a-partners - [Vensure](/demand/us/brands/vensure): Head-to-head: /demand/us/compare/adp-vs-vensure - [Justworks](/demand/us/brands/justworks) - [Rippling](/demand/us/brands/rippling) - [Paychex](/demand/us/brands/paychex) ## Who owns ADP? ADP is owned by ADP. Brandwave also tracks RUN Powered by ADP, owned by the same company, in the United States. - [ADP](/demand/us/companies/adp): Owns 3 tracked 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 ### Who owns ADP? ADP is owned by ADP. Brandwave also tracks RUN Powered by ADP, owned by the same company, in the United States. ## Cite this page Brandwave. "ADP: search popularity in the United States". https://gobrandwave.com/demand/us/brands/adp This page is also available as HTML at https://gobrandwave.com/demand/us/brands/adp. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.