Brandwave

How popular isQuickBooks Payroll?

In September 2026, people searched for QuickBooks Payroll by name about 18,100 times in the United States, an 18.5% decrease from the previous year. These searches made up 5.8% of all United States payroll software searches, placing QuickBooks Payroll fifth out of nine brands. When we asked both ChatGPT and Google AI Overviews about payroll software, QuickBooks Payroll appeared in four of the five answers and was the third most recommended of the nine.

Search and AI answers in September 2026

QuickBooks Payroll is the fifth most searched of 9 competitors and the third most recommended in AI answers.

  1. RUN Powered by ADPShare of searches 57.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  2. GustoShare of searches 12.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. Patriot SoftwareShare of searches 9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 4th
  4. OnPayShare of searches 7.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. QuickBooks PayrollShare of searches 5.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd

+4 more

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Top payroll software in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, QuickBooks Payroll was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. QuickBooks Payroll is the third most recommended of the nine.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Gusto1st
  2. OnPay2nd
  3. QuickBooks Payroll3rd
  4. Patriot Software4th
  5. RUN Powered by ADP5th
  6. Rippling6th
  7. Square Payroll7th
  8. Paychex8th
  9. Deel9th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Gusto5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Patriot Software5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • OnPay5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • QuickBooks Payroll4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Square Payroll3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • RUN Powered by ADP2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rippling2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Paychex2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Deel1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about payroll software

5 answers

Brands are shown in the order each answer named them. The survey took place in United States on October 19, 2026.

Which payroll software compete with QuickBooks Payroll?

QuickBooks Payroll against payroll software in the United States, by month

Share of searches by month for RUN Powered by ADP, Gusto, Patriot Software, OnPay, QuickBooks Payroll, Square Payroll, Rippling. The figures are in the table below the chart.

View monthly share of searches table
MonthRUN Powered by ADPGustoPatriot SoftwareOnPayQuickBooks PayrollSquare PayrollRipplingDeelPaychex
Oct 202555.6%15.1%6.6%7.3%6.9%3.1%2.5%0.91%1.9%
Nov 202558.1%15.2%5.7%7.5%5.9%3.2%2.3%0.91%1.2%
Dec 202559.3%13.5%6.7%7.8%6%2.7%2.3%0.8%0.92%
Jan 202655.1%17.3%7.5%7.2%5.5%3%2.6%0.75%1%
Feb 202652.9%19%7.2%7%5.3%3.5%2.8%1.1%1.2%
Mar 202652.2%19.3%7.6%6.4%6%3.3%2.8%1.1%1.1%
Apr 202651.3%19.3%8%6.8%6.3%3.4%2.8%1%1.2%
May 202652.9%18.1%7.7%6.9%6.6%2.9%2.7%1.4%0.79%
Jun 202655.8%17.5%7.3%7%5.3%2.9%2.6%0.92%0.73%
Jul 202656.3%15.2%7.5%7.1%6.7%3%2.5%0.95%0.78%
Aug 202656.4%14.6%7.2%7.4%7%3.1%2.3%1.1%0.78%
Sep 202657.4%12.8%9%7.5%5.8%3.2%2.6%0.99%0.79%

  1. 1.RUN Powered by ADP

    57.4%

    Held 1st. 179K estimated branded searches, +0.11% vs prior month. Share +0.9 points.

  2. 2.Gusto

    12.8%

    Held 2nd. 39.9K estimated branded searches, -13.9% vs prior month. Share -1.8 points.

  3. 3.Patriot Software

    9%

    Moved from 4th to 3rd. 28K estimated branded searches, +22.3% vs prior month. Share +1.7 points.

  4. 4.OnPay

    7.5%

    Moved from 3rd to 4th. 23.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.QuickBooks Payroll

    5.8%

    Held 5th. 18.1K estimated branded searches, -18.5% vs prior month. Share -1.2 points.

  6. 6.Square Payroll

    3.2%

    Held 6th. 9.9K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Rippling

    2.6%

    Held 7th. 8.1K estimated branded searches, +8.9% vs prior month. Share +0.2 points.

  8. 8.Deel

    0.99%

    Held 8th. 3.1K estimated branded searches, -6.9% vs prior month. Share -0.1 points.

  9. 9.Paychex

    0.79%

    Held 9th. 2.5K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between QuickBooks Payroll and its closest rivals

Every comparison with QuickBooks Payroll

11 comparisons

How has branded search demand for QuickBooks Payroll changed in the United States over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for QuickBooks Payroll in the United States fell from 22.2K to 18.1K.
  • Across the 12 months ending September 2026, QuickBooks Payroll’s share of searches among payroll software in the United States decreased from 6.9% to 5.8%.
  • Across the 12 months ending September 2026, QuickBooks Payroll’s share of searches among payroll software in the United States peaked at 7% in August 2026 and was lowest at 5.3% in February 2026.
  • Across the 12 months ending September 2026, QuickBooks Payroll fell from 4th to 5th among payroll software in the United States.

How did search popularity change for United States payroll software in September 2026?

6 changes

  1. In September 2026, Patriot Software overtook OnPay to rank 3rd among payroll software in the United States, with 9% of the searches.

  2. In September 2026, RUN Powered by ADP gained share of searches among payroll software in the United States, from 56.4% to 57.4%.

  3. In September 2026, Gusto lost share of searches among payroll software in the United States, from 14.6% to 12.8%.

  4. In September 2026, QuickBooks Payroll lost share of searches among payroll software in the United States, from 7% to 5.8%.

  5. OnPay’s share of searches among payroll software in the United States has gained ground for 3 months in a row, from 7% to 7.5% in September 2026.

  6. Estimated monthly branded searches for Paychex in the United States fell 60.7% over 12 measured months, from 6.3K to 2.5K in September 2026.

How are QuickBooks Payroll’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using QuickBooks Payroll’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.

  • quickbooks payroll

How the Brand Demand Index is measured

Who owns QuickBooks Payroll?

QuickBooks Payroll is owned by Intuit. Brandwave does not track any other brands owned by Intuit.

Do you work for QuickBooks Payroll? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does QuickBooks Payroll compete?

QuickBooks Payroll is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
HR and payroll software for small and midsize businesses6th of 105.4%Show ranking
Payroll software5th of 95.8%Shown above
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Is QuickBooks Payroll your brand?

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